Pre-readingWhile-readingAfter-readingTextBRetailShoppingasEntertainmentUnit5TextA:Pre-reading2.Videoclip3.

Sayingsandquotations1.Discussion1.Discussion:Inyouropinion,isshoppinglabororentertainment?Why?Whatmakesyouwalkintoashopwhenyouarewanderingonthestreet?Whichdoyouprefer,shoppingaloneorwithcompanions?Why?Doyouknowwhatwindowshoppingisanddoyouenjoyit?Pre-reading2.Watchthevideoclipaboutanewwayofwindowshopping.Whatisthewaylike?Doyoufindthiswayofshoppingentertaining?Whyorwhynot?Pre-readingAdidas:anewwayofwindowshopping“Windowshopping”“Windowshopping”isanAmerican/Englishphrasemeaningtolookintoglasswindowsofashopforentertainmentandimaginepurchasingitemswithoutactuallypurchasing,possiblyjusttopassthetimebetweenotheractivities,orplanningapurchase.Pre-reading3.Sayingsandquotations:Anyonewholiveswithintheirmeanssuffersfromalackofimagination.

OscarWilde(Britishwriterandartist)

Butitisacold,lifelessbusinesswhenyougototheshopstobuysomething,whichdoesnotrepresentyourlifeandtalent,butagoldsmith's.

RalphWaldoEmerson(Americanwriterandpoet)

IlikemymoneyrightwhereIcanseeit-hanginginmycloset.FromthetelevisionshowSexandtheCity

Peoplewillbuyanythingthatisonetoacustomer.

SinclairLewis(Americanwriter)Pre-readingWhoeversaidmoneycan'tbuyhappinesssimplydidn'tknowwheretogoshopping.

BoDerek(Americanactress)

Shoppingisawomanthing.

It'sacontactsportlikefootball.

Womenenjoythescrimmage,thenoisycrowds,thedangerofbeingtrampledtodeath,andtheecstasyofthepurchase.

ErmaBombeck(Americansinger)

Thequickestwaytoknowawomanistogoshoppingwithher.

MarceleneCox(Americancolumnist)

Ialwayssayshoppingischeaperthanapsychiatrist.

TammyFayeBakker(Americanactress)While-reading：Text

RetailShopping

as

Entertainment

1Shoppingisusuallythoughtofintermsofwork-procuringgoods,meetingneeds,etc.Shoppingisseenfirstasafunctionandsecondarilyassomethingthatservesemotionalandsocialneeds.Evenaswetalkaboutretailtherapy,werevertinmarketingtodiscussionsaboutseeminglyrationalbehavior.Butitisn'tsosimpleanymore.Asincomeshavegrown,accesshasexplodedandfreetimehasincreased,shoppinghasbecomeentertainmentasmuchasanythingelse.Eveninanunstableeconomy,thedecisiontobuyisdrivenasmuchbyvalueasitisbyneed(perceivedandreal).Infact,entertainmentandamemorablein-storeexperienceprobablyhavemoretodowithasalethantheproductortheeasewithwhichpeoplefindit.Choiceequateswithenjoyment,turningshoppingfromlabortoentertainment.Theretailenvironmentisanexpansive,immersivemediaplatform.2Thisisnottosaythatentertainmentistheonlywaytolookatshopping,butitisincreasinglyanelementthatshouldn'tbeoverlooked.Shoppingbecomesentertainmentdependinguponthefunction,need,anddesirefortheobjectbeingshopped.Forexample,shoppingforbrascansometimesbeapaininthebuttifitis"needed"fora"utilitarianfunction"(a"workbra"),butitcanbecomeentertainmentifthebrais"desired"forotherculturalfunctions.Peoplecanalsouseshoppingatsecondhandstoresasaformofentertainmentifthereisapieceofclothingthatis"desired"(acheappairofdesignerjeans),yetifone"needs"toshopforworkattireatsecondhandshopsbecauseofalimitedbudget,itcanceasetobeentertainmentandfallintotheworldof"errand."3Whatthismeansforshoppermarketingisthatthebestretailexperiences,thosewiththehighestdegreesofloyaltyandsales,arethosethatprojectastoryandinvitetheshopperintothenarrative.AccordingtotheRichardEllisGroup,92%ofretailersplantoincreasestoreopeningsin2010.Morestoresmeansmoreopportunitywincustomers.Ortolosethem.Insuchahighlycompetitive,highlydemandinglandscape,thereislittlemarginforerrorandashorttimetomarket.Increasingsalesrevolvesaroundmorethangettingpeopleinthestore;itinvolvesgettingthemtothinkofthestoreasadestinationandthinkingofitasa"Place"ratherthana"Space."Placecomesintoexistencewhenhumansgivemeaningtoapartofthelarger,undifferentiatedspace.Oneofthemostaffectivewaystodothisistoincorporatepeopleintoanentertainmentexperienceanddirectlyinvolvetheminthestory.So,howdoyougoaboutdoingthis?Itstartswithsomesimplebutpowerfultools.Language:4Inthepast,languageemphasizedtheskillandmasteryinvolvedinshopping.Therewereveryreal,practicalresultsstemmingfromskillasahomemanager.Withtime,theprimalneedto"hunt"haschanged.Huntingandproductionarenolongeraboutsurvival,butaboutthechallengeandthesocialcapitalitbrings.Linesbetweenworkandleisureareblurred.Languageusedinadvertisingandinsidetheretailspaceneedstospeaktotheromanticizedviewofthehuntasmuchasitdoesthematerialbenefitsoftheproducts.Ratherthanspeakingaboutfunctionalbenefits,thefocusneedstoreflectonthesocialcapitalgainedbytheshopperandthestorylineoftheshopper'slife(ordesired,projectedlife).CreateaStage:5Thestoreisindicativeofatheater.Evenwithoutthedirectassociationswithaspecificstorylinearetailspaceshouldstillconformtosomeverybasicprinciples.Namely,escape,fantasy,andinclusion.Thetotalexperiencespeakstoculturalandpsychologicaltriggersofenjoymentandparticipation.Peoplecreatememorieswithinplacesifstorylinesdevelopandformpersonalconnections.Thestrongertheconnection,themorelikelytheyaretofrequentthespaceandtobuy.Agoodretailspaceneedstocreateasharedidentity,connectingthecompanyandtheshopperbydevelopingclearimageryanddisplaysthatcreatethesensethatthereisanarrativebehindthefacade.FosterSocialRoles:6Whenshoppingisdonewithothers,asafamilyorwithafriend,itisasmuchaboutestablishingsocialbondsandbeinganoutingasitisaboutfulfillingspecificneeds.Ithasreplacedthepark,thelake,etc.Naturalspaceisreplacedbyconstructedspace.Retailspacesthatencouragepeopletointeractbothwitheachotherandthespaceleadstoagreatersenseofcalmandreinforcestherolespeoplehaveadoptedforthatshoppingexcursion.Forexample,placingsmallsweetsthroughoutalingeriestore(returningtoourbraexample)increasesthesenseofromanticismandallowspeopleto"play"totheunderlyingstorylinetheshopperandhercounterpartareseeking.7Intheend,retailshoppingisbecomingmorecomplex.Withtheincreaseduseofonlineshoppingandtheeaseofaccesstomoreandmorelocations,peoplearemakingchoicesbasedonunderlyingdesires,notjustfunctionalneeds.Anythingaretailercandotoimprovetheexperienceisakeydifferentiator.Differentiateyourstoreandyouincreaseloyaltyandsales.procure/pr?’kj??(r)/v.

取得，獲得；實(shí)現(xiàn)，完成；導(dǎo)致Itremainedverydifficultto

procure

food,fuelandotherdaily

necessities.

食物、燃料和其他日用必需品仍然很難得到。While-reading：Words&Phrasesrevert/ri'v?:t/v.

1.returnto(aformerstateorcondition)

恢復(fù)，回復(fù)(到以前的狀態(tài)、制度或行為)Jacksonsaidherbossbecameincreasinglydepressedandrevertedtosmokingheavily.2.returnto(atopicintalkorthought)回到，重提，重新考慮(某個話題)Theconversationkeptrevertingtothesubjectofmoney.Torevert/Revertingtoyourearlierquestion,...談到你原先提的那個問題,...杰克遜說她的老板情緒越來越低落，又開始拼命抽煙了。

談話的內(nèi)容總是離不開錢的事.While-reading：Words&Phrasesrational/'r???n?l/a.

notfoolishorabsurd;sensible;reasonable出於理性的;理智的;明事理的;講道理的arationalargument,explanation,solution,etc合乎情理的論證﹑解釋﹑解決方法等

1.I'msurethere'sarationalexplanationforallthis.

2.It'simpossibletohavearationalconversationwithhim.Wordfamily:rationality

n.

理性;合理性;理智;推理能力Antonym:irrational

memorable/'mem?r?bl/a.deservingtoberemembered;easilyremembered

值得紀(jì)念的;容易記住的amemorableexperience,concert,trip

難忘的經(jīng)歷﹑音樂會﹑旅行While-reading：Words&Phrasesoverlook

/,?uv?'luk/vt.tonotnoticesomething,ornotseehowimportantitis

忽略；忽視1.Theownersdon'twanttooverlookanyopportunitytomakeabuck.2.他沒有看出第一頁中有個拼寫錯誤.While-reading：Words&Phrases老板們不想錯過任何可以賺錢的機(jī)會。Heoverlookedaspellingerroronthefirstpage.loyalty/'l?i?lti/n.

beingtrueandfaithful;loyalbehaviour忠誠；忠心；忠實(shí)1.CanIcountonyourloyalty?2.Despitehersharptongue,sheinspiresloyaltyfromherfriends.Wordfamily:loyala.

忠實(shí)的While-reading：Words&Phrases

你對我的忠誠能讓我信得過嗎?

盡管她說話尖刻，卻得到了朋友們的忠心。narrative/'n?r?tiv/1.n.astoryoranaccountofaseriesofevents敘述；故事；講述Histripthroughtheworldmadeaninterestingnarrative.2.a.[attrib作定語]敘述的;敘事體的awriterofgreatnarrativepower,ieabletodescribeeventsvividly擅長敘事的作家Synonym:storyWhile-reading：Words&Phrases他周游世界的旅行是個很有趣的故事。

marginforerror

howmanymistakesyoucanmakeandstillbeabletoachievesomething

誤差限度；誤差容許量；犯錯誤的空間

At

thislatestageinthecompetitionthereisabsolutelynomarginforerror.

While-reading：Words&Phrasesrevolve

/ri'v?lv/v.goroundinacircle;rotate

旋轉(zhuǎn);使…旋轉(zhuǎn)

revolvearoundsb/sth;havesb/sthasitschiefconcern;centreonsb/sth以某人(某事物)為中心

1.Hethinksthateverythingrevolvesaroundhim.2.我的工作是我生活的中心。While-reading：Words&Phrases

他認(rèn)為一切事情都要以他為主。

Myliferevolvesaroundmyjob.

mastery

/'mɑ:st?ri/

n.[u]Ifyoushowmasteryofaparticularskillorlanguage,youshowthatyouhavelearnedorunderstooditcompletelyandhavenodifficultyusingit.

精通;掌握

1.Hedoesn'thavemasteryofthebasicrulesofgrammar.2.Hedemonstratedhismasteryofpoliticalmanoeuvring.While-reading：Words&Phrases他還沒有完全掌握基本的語法規(guī)則。他表現(xiàn)出了高超的政治手段。stem

fromtodevelopasaresultofsomethingelse

來源于1.Correctdecisionsstemfromcorrectjudgements.2.Hetoldthemagazineinanexclusiveinterview:"Allmyproblemsstemfromdrink".

While-reading：Words&Phrases正確的決心來源于正確的判斷。他在接受一家雜志社的獨(dú)家采訪時說：“我所有的問題都是飲酒造成的。”blurred

/bl??d/

a.

difficulttosee,understandorseparateclearly模糊的，看不清楚的

1.

Thephotographwasveryblurred.

2.Doyouagreethatmaleandfemalerolesarebecomingblurred?

While-reading：Words&Phrasesfunctional/'f??k??nl/a.

designedtobeusefulratherthanbeautifulorattractive

功能的；為實(shí)用而設(shè)計的；起作用的1.Thesetraditionaltoolsarebothfunctionalandattractive.

2.Thattechnologyis,inallprobability,stilldecadesawayfrombeingfullyfunctional.While-reading：Words&Phrases不過要想讓這種科技完全發(fā)揮功用，很可能還要幾十年的發(fā)展時間。inclusion/in'klu:??n/n.

theactofincludingsomeoneorsomethinginalargergrouporset,orthefactofbeingincludedinone

包含；內(nèi)含物1.Somewordsaretooinfrequenttobeworthyofinclusioninthedictionary.

2.Therearestrictcriteriaforinclusioninthecompetition.While-reading：Words&Phrases參賽的標(biāo)準(zhǔn)很嚴(yán)格。一些單詞的使用頻率太低，沒有必要收入詞典。excursion/ik'sk?:??n/n.

shortjourney,esponemadebyagroupofpeopletogetherforpleasure

遠(yuǎn)足；短程旅行1.excursiontoIncludedinthetourisanexcursiontotheGrandCanyon.2.onanexcursionWewentonanexcursiontothePyramids.

While-reading：Words&Phrasesunderlying

/,?nd?'laii?/a.

Theunderlyingfeaturesofanobject,event,orsituationarenotobvious,anditmaybedifficulttodiscoverorrevealthem.

潛在的；深層的；根本的要想杜絕問題的發(fā)生，必須弄清它的深層原因。我認(rèn)為深層的問題在于教育、失業(yè)和糟糕的住房條件。Tostopaproblemyouhavetounderstanditsunderlyingcauses.Ithinkthat____________________________________________________________________theunderlyingproblemiseducation,unemploymentandbadhousing.While-reading：Words&Phrasesdifferentiate/,dif?'ren?ieit/v.

1.Ifyoudifferentiatebetweenthingsorifyoudifferentiateonethingfromanother,yourecognizeorshowthedifferencebetweenthem.

區(qū)分，區(qū)別兒童可能無法將自己的幻想與真實(shí)世界區(qū)分開來。

2.

tomakesomeoneorsomethingdifferent

使有差別;使不同

Theslateroofdifferentiatesthishousefromothersinthearea.While-reading：Words&PhrasesAchildmaynotdifferentiatebetweenhisimaginationa