1、Unit 11,Text A: Succeeding as a “Green”Business,Warm-up questions,1.What is environmental protection according to your understanding? 2.What should a company do to protect the environment? 3.What approaches can a company adopt in order to be an environmentally friendly company?,Background Informatio

2、n,Environmental protection is a practice of protecting the natural environment on individual, organizational or governmental levels, for the benefit of both the natural environment and humans. Due to the pressures of population and technology, the biophysical environment is being degraded, sometimes

3、 permanently. This has been recognized, and governments have begun placing restraints on activities that cause environmental degradation. Since the 1960s, activity of environmental movements has created awareness of the various environmental issues. There is no agreement on the extent of the environ

4、mental impact of human activity, and protection measures are occasionally criticized.,Approaches to environmental protection Voluntary environmental agreements Ecosystems approach International environmental agreements,Reading Skills: Idiom,The features of idiom: 1.Fixness 2.Wholeness 3.Character of

5、 nationality 4.Rythorical feature,Text Analysis,Questions 1.What is “Greenwashing” according to the text? 2.Why does there exist the widespread condemnation of corporations that stand up and shout about their green efforts? 3.Who are the “Greeen” leaders mentioned in the text? 4.What are important t

6、o the consumers? 5.How can we cross the gap between how people like the idea of sustainability and how many they will pick the “green” product or service over the cheaper, yet not so eco-friendly one?,Notes on the Text,1. Increasing numbers of businesses, both small and large, are jumping on the gre

7、en bandwagon. 越來越多的企業(yè)，無論規(guī)模大小，都正一窩蜂地涌向“綠色浪潮”。 jump on：撲向，猛撲，此處jump on the bandwagons為“緊跟潮流，隨大流”，也可用climb on the bandwagon e.g.Weinstein is just one of a mushrooming number of internet users who are jumping on the blogging bandwagon, publishing online journals to write about topics that interest them.

8、 雨后春筍般涌現的互聯網用戶正在一窩蜂地涌向博客，他們發(fā)布網絡日志來寫他們感興趣的話題，溫斯坦只是其中之一。 e.g.Many female teenagers jump on the bandwagon by dressing in blac 許多年輕女孩踉隨時尚，穿黑色衣服。,2.Greenwashing：綠色粉飾，指公司為樹立支持環(huán)保的虛假形象而做的公關活動、捐贈等。 3.Oil giant,Shell，has come under a huge amount of fire lately for using their sponsorship of Britains most pres

9、tigious wildlife photography exhibition to “greenwash” their environmental credentials. 石油巨頭殼牌石油公司最近己經受到了強烈的抨擊。原因在于他們通過贊助英國最負盛名的野生動物攝影展來“粉飾”自己的環(huán)保認證。 come under fire：本意為“道到槍擊，此處意為“受到言辭攻擊。 如：The government has come under fire for its decision to close the mines 由于決定關閉礦山，政府受到了抨擊。,4.Public relations can

10、 help here but it is vital that any companies are walking the walk before they conduct any sort of PR campaign 公共關系可以在這方面起作用，但至關重要的是，任何公司在開展公關活動之前，都要把所說的付諸實施。 walk the walk：用行動來顯示某事物的真實性、實在性，即“說到做到”。英語中常用talkthe talk, walk the walk表示“說是說，做是做”的意思。 如：Dont talk the talk, walk the walk.別光說不練。 5.However,

11、 there may be a gap between how many of them like the idea of sustainability and how many will pick the green product or service over the cheaper, yet not so eco-friendly one, each and every time 然而，有多少人贊成可持續(xù)發(fā)展的理念，又有多少人每一次都能選擇一種“綠色”的產品或服務而放棄更便宜卻不那么環(huán)保的商品或服務呢？兩者之間可能有差距。,6.Bio-mimicry, a design discipl

12、ine that takes natures best ideas and turns them into designs and processes to achieve this 仿生模擬是一種采納自然界最好的方式，然后模仿并應用于設計和程序，解決可持續(xù)發(fā)展難題的設計準則。它是實現可持續(xù)發(fā)展的好辦法。 7.Although a fairly new concept, a few businesses are already embracing this fresh new approach, as can be seen in this wonderful ceiling fan, ins

13、pired by a falling sycamore seed 盡管還是一個相當新的理念，一些公司已經接受了這個新方法。受梧桐樹上落下的種子的啟發(fā)而設計的這款奇妙的吊扇體現了這一設計理念。,Translation,1. 公眾 2.營銷活動 3.執(zhí)行董事 4.第三方認可 5.大多數企業(yè)家，無論是否倡導環(huán)保，都希望通過使公司更具可持續(xù)性來吸引更多的顧客，最終增加利潤。 6.有些企業(yè)主要通過營銷手段使受眾相信它們是環(huán)境友好型的企業(yè)，而實際上并沒有做很多使其有別于其他企業(yè)的實事?！熬G色粉飾”就是用來描述這一類企圖的。 7.盡管濫用脆弱的環(huán)境具有潛在的災難性后果，許多公司在涉及環(huán)保問題時還是不愿去做領

14、路先鋒。 8.雖然充斥著那么多通常由記者和官方數據編制的令人費解的信息，消費者卻在苦惱，向人尋求他們需要的信息和答案。,Homework,1. What is “biomimicry”? Please relate the definition with a specific example. 2. Find an example of eco-friendly company and prepare to give a presentation in class. 3. Read Text B,Text B: The Wellness Boom,Structure Part I:Helpin

15、g consumers to lead healthy lifestyles is becoming a big business. 1. Case of Canyon Ranch 2. Competitiveness of the wellness industry 3. Case of Revolution Part II:Doing well by helping you feel good: 1.The reasons for the rise of the wellness industry 2.The difficulties many wellness firms facing,

16、Questions,1.What is the new style in the wellness industry? 2. How fierce the competition is in the new world of wellness? 3. What is one of the roots of todays health-care crisis in America? 4. What are the reasons behind the rise of the wellness industry? 5. How does Canyon Ranch attempt to solve

17、the difficulties mention in the last but one paragraph?,Notes on the Text,1. Today Canyon Ranch is arguably the premium health-spa brand of choice for the super-rich. 如今，“峽谷牧場”可以說是超級富豪對優(yōu)質健康溫泉的首選。 arguably在句中不是“有爭議地的意思，而是“可能，大概的意思。如： Penicillin is arguably the greatest medical discovery of the last c

18、entury.青霉素大概是上個世紀醫(yī)學上最偉大的發(fā)現。 premium：在這句話中是“優(yōu)質的，高級的”的意思，而在本文另一句話中（In-surers such as WellPoint and Britains PruHealth are rewarding people who take part in health-improvement programmes with lower premiums or bigger deductibles.) , premium的意思是“保險費”。,2.There is a new market category called wellness lif

19、estyle, and in a whole range of industries, if you are not addressing that category you are going to find it increasingly hard to stay in business.enthuses Kevin Kelly, Canyon Ranchs president. “如今市場出現了一個新領域，被稱為健康生活方式。就所有產業(yè)而言，假如你置此領域于不顧，你就會發(fā)現想在商業(yè)中立足會越來越難。”“峽谷牧場”總裁凱文凱利熱情洋溢地說。,3. Another will be to maintain credibility in (a