1、 ReadingReadingGrammarGrammar Getting ReadyGetting ReadyText Text 5 5A AText BText BContents Getting ReadyGetting ReadyGetting Ready1.Look at the picture.What is the implication of the picture?Getting Ready2.Look at the picture.Why is public relations important?Reading Text A Reading Text A Intensiv
2、e ReadingAfter-reading ActivitiesGlobal ReadingPre-reading questions Microsoft:Crafting Image through Public RelationsPre-readinglWhats your image of Microsoft and its former CEO Bill Gates?lDo you think what kind of role do Public Relations play in companies？Discuss with your co-learners.Microsoft
3、Corporation lMicrosoft Corporation(NASDAQ:MSFT)is an American multinational corporation headquartered in Redmond,Washington,United States that develops,manufactures,licenses,and supports a wide range of products and services predominantly related to computing through its various product divisions.Es
4、tablished on April 4,1975 to develop and sell BASIC interpreters for the Altair 8800,Microsoft rose to dominate the home computer operating system market with MS-DOS in the mid-1980s,followed by the Microsoft Windows line of operating systems.lMicrosoft would also come to dominate the office suite m
5、arket with Microsoft Office.The company has diversified in recent years into the video game industry with the Xbox and its successor,the Xbox 360 as well as into the consumer electronics and digital services market with Zune,MSN and the Windows Phone OS.The ensuing rise of stock in the companys 1986
6、 initial public offering(IPO)made an estimated three billionaires and 12,000 millionaires from Microsoft employees(Forbes 400 list revealed that in March 2011 both Jon Shipley and Nathan Myhrvold lost their billionaire status).In May 2011,Microsoft Corporation acquired Skype Communications for$8.5 b
7、illion.lPrimarily in the 1990s,critics contend Microsoft used monopolistic business practices and anti-competitive strategies including refusal to deal and tying,put unreasonable restrictions in the use of its software,and used misrepresentative marketing tactics;both the U.S.Department of Justice a
8、nd European Commission found the company in violation of antitrust laws.Known for its interviewing process with obscure questions,various studies and ratings were generally favorable to Microsofts diversity within the company as well as its overall environmental impact with the exception of the elec
9、tronics portion of the business.Bill GateslWilliam Henry Bill Gates III(born October 28,1955 in Seattle,Washington)is an American business magnate,investor,philanthropist,and author.Gates is the former CEO and current chairman of Microsoft,the software company he founded with Paul Allen.He is consis
10、tently ranked among the worlds wealthiest people and was the wealthiest overall from 1995 to 2009,excluding 2008,when he was ranked third;in 2011 he was the wealthiest American and the second wealthiest person.During his career at Microsoft,Gates held the positions of CEO and chief software architec
11、t,and remains the largest individual shareholder,with 6.4 percent of the common stock.He has also authored or co-authored several books.lGates is one of the best-known entrepreneurs of the personal computer revolution.Gates has been criticized for his business tactics,which have been considered anti
12、-competitive,an opinion which has in some cases been upheld by the courts.In the later stages of his career,Gates has pursued a number of philanthropic endeavors,donating large amounts of money to various charitable organizations and scientific research programs through the Bill&Melinda Gates Founda
13、tion,established in 2000.lGates stepped down as chief executive officer of Microsoft in January 2000.He remained as chairman and created the position of chief software architect.In June 2006,Gates announced that he would be transitioning from full-time work at Microsoft to part-time work,and full-ti
14、me work at the Bill&Melinda Gates Foundation.He gradually transferred his duties to Ray Ozzie,chief software architect,and Craig Mundie,chief research and strategy officer.Gates last full-time day at Microsoft was June 27,2008.He remains at Microsoft as non-executive chairman.Unit 8 Postgraduate Int
15、ensive English(II)Unit 8 Postgraduate Intensive English(II)Skimming and ScanningAnswer the following questions according to Text A Whats the public image of Microsoft?Why does Microsoft hire a team of PR professionals?What measures does Microsoft take before introducing its new product?How does Micr
16、osoft do to support the public education?What will Microsofts executives continue to do in the future?AnswerslSome people think it is a monopoly and bully,while many others consider it the champion of high-tech innovation.lBecause its public image is the importation factor in Microsofts success.And
17、those professionals major role is to establish the positive image of Microsoft and its products.lBefore the introduction of every major update of Windows,computer users are bombarded by media coverage in newspapers,magazines,television,and radio for weeks.The company also sends newsletters and broch
18、ures in the mail to its users,or allows them to pick these up at local computer stores.lThe company has stepped up giveaways to get its products into grade schools,high schools,and colleges throughout the United States and around the world.Microsoft once provided free software for Indiana University
19、s 91,000 students and free software training for its instructors.In addition,millions of dollars worth of Microsoft software were donated to U.S.public libraries through the chairmans charitable foundation.lThey will devote themselves to making use of that power to polish the companys image so as to
20、 keep the Microsoft brand one of the best recognized in the computer industry.Unit 8 Postgraduate Intensive English(II)Unit 8 Postgraduate Intensive English(II)Difficult sentences1.For instance,before the introduction of every major update of Windows,computer users are bombarded by media coverage in
21、 newspapers,magazines,television,and radio for weeks.(para.2,line 2)update:n.the move to make more modern or up to date;更新，现代化 E.g.If for any reason it is not successful,do not reset your system,but try the update again.如果无法成功升级，无论如何都不要重置系统，但可以再尝试作一次升级 bombard:v.to keep attacking heavily(as if)with
22、gunfire;轰炸，炮击 E.g.The speaker was bombarded with questions.那位发言人遭到连珠炮般的追问。coverage:n.the news as presented by reporters for newspapers or radio or television;覆盖，新闻报道E.g.We get good media coverage for the launch of the new tour guide service.我们新近推出的导游服务得到了媒体的好评。Unit 8 Postgraduate Intensive English(I
23、I)Unit 8 Postgraduate Intensive English(II)Difficult sentences2.Finally when the new product appears on store shelves,the enormous anticipatory buzz has created a repressed demand that enhances early sales and generates considerable word-of-mouth.(para.2,line 7)enormous:adj.very large indeed;庞大的，巨大的
24、 E.g.an enormous house/meal/amount of money巨大的房屋/丰盛的馔食/巨额的金钱 anticipatory:adj.in anticipation;预期的，期待着的 E.g.Previously youd see much more anticipatory hiring.过去我们会看到更多的预期性招聘活动。buzz:n.a confusion of activity and gossip;嗡嗡声，闹哄哄的活动 E.g.The aim was to generate seasonal buzz and press coverage.目的就是产生季节感和一
25、些新闻炒作。Unit 8 Postgraduate Intensive English(II)Unit 8 Postgraduate Intensive English(II)Difficult sentences2.Finally when the new product appears on store shelves,the enormous anticipatory buzz has created a repressed demand that enhances early sales and generates considerable word-of-mouth.(para.2,
26、line 7)repressed:v.characterized by or showing the suppression of impulses or emotions;被压抑的，被抑制的E.g.The disturbance was repressed at last by the riot police.骚乱最终被防暴警察镇压下来。considerable:adj.fairly large in amount,size,or degree;相当大的；重要的 E.g.Its our hope to continue with considerable business dealing w
27、ith you.我方希望能够接续同贵方保持大量的业务交往。Unit 8 Postgraduate Intensive English(II)Unit 8 Postgraduate Intensive English(II)Difficult sentences3.In this way,Microsoft tried to display its strong support for public education,all the while building brand equity.(para.3,line 7)display:v.to show;显示,展现 E.g.He display
28、ed no feeling when they told him the news.他们把消息告诉他时，他无动于衷。equity:n.the quality of being fair and just;the ownership interest of shareholders in a corporation;公平，公正；股票值 E.g.Global equity markets have rebounded smartly over the past two months.在过去两个月里，全球股票市场走出了漂亮反弹。Unit 8 Postgraduate Intensive Englis
29、h(II)Unit 8 Postgraduate Intensive English(II)Difficult sentences4.They devote themselves to making use of that power to polish the companys image so as to keep the Microsoft brand one of the best recognized in the computer industry.(para4,line2)devote:v.give entirely to a specific person,activity,o
30、r cause;致力于，奉献E.g.He has devoted his life to helping blind people.他为帮助盲人而献出一生。polish:v.make(a surface)shine;磨光，使发亮 E.g.Silver polishes easily with this special cloth.用这种特殊的布很容易把银器擦亮。recognized:adj.generally approved or compelling recognition;公认的 E.g.Thats a recognized method of teaching English.那是一种
31、得到认可的英语教学法。launch considerable donate campaign enormous statistics professional shape1.It would be very helpful if you could send us on your sales.2.Women are paid less than men and not just within the world.3.Now lets have a discussion about the advertising for our company4.The scientists had plann
32、ed that part of the rocket would fall into the ocean after the .5.Like it or not,our families our lives and make us what we are.6.Some people are willing to their organs for use after death.7.The costs and risks are for any big companies that do business over the internet.8.You will achieve greatnes
33、s only through a(an)amount of hard work over many years.Answersv1.statisticsv2.professionalv3.campaignv4.launchv5.shapev6.donatev7.considerablev8.enormousUnit 8 Postgraduate Intensive English(II)Unit 8 Postgraduate Intensive English(II)Reading Text Reading Text B Speed ReadingUnit 8 Postgraduate Int
34、ensive English(II)Unit 8 Postgraduate Intensive English(II)Speed-reading Speed-reading 2.What is the most fundamental effect of a single negative event?A.A public crisis generated by the event.B.Raising public concern.C.Lose favor of public.D.Suffer loss.1.According to the article,public crisis coul
35、d be raised by following accidents,except_.A.Air crashB.Eco-friendly productionC.Collapse of a new-built bridge D.Monopolistic practicesUnit 8 Postgraduate Intensive English(II)Unit 8 Postgraduate Intensive English(II)Speed-reading Speed-reading 3.What is not the authors suggestion to the company fo
36、r handling the unexpected public crisis?A.Prepare a need for every type of emergency most likely to happen.B.Prevent negative incidents by safety programs,strict inspections,and effective quality control systems.C.Make plans in advance to handle a public crisis if it is not a cautious firm.D.Formula
37、te polices for the news report of a crisis or controversy.Unit 8 Postgradaute Intensive English(II)Unit 8 Postgradaute Intensive English(II)Speed-reading Speed-reading 4.What is the best way to face a public crisis?A.Actively publish the negative events.B.Block news reports of negative events.C.Pay
38、mass media for the news.D.Convince the public of the companys irresponsibility.5.According to the view of the author,which reaction can we infer is right?A.Make a false report about the deaths in the accident.B.Avoid responsibilities for a serious natural disaster.C.The mayor replied a teachers lett
39、er in public.D.The manufacturer made apology to the consumer for their unqualified products,but still proceeded with the sale.Answers 1.B 2.D 3.C 4.A 5.ClaUnit 8 Postgraduate Intensive English(II)Unit 8 Postgraduate Intensive English(II)强调句强调句(The Emphatic Pattern)Grammar point 1强调句型强调句型强调句型“It+be+强
40、调部分+that(who)+句子剩余部分”，it并没有实际意思，它只是帮助改变一个句子的结构，使某一成分受到强调，这一句型可以强调（除谓语部分）句子中的任何成分。2谓语动词的强调谓语动词的强调 It强调型结构并不能强调谓语，如果需要强调谓语时，用助动词“do(does/did)+动词原形”或“whatdo结构”来表示强调。例如：3其它形式表示强调其它形式表示强调例 句 备 注 用某些形容词来强调This is the very question that deserves careful analysisWe gave the room a thorough cleaning.only,mer
41、e,very,outright，thorough,plain,complete,pure,perfect 等用某些副词来强调I really dont know what to do next.I only kissed her last night.only,ever，never，very，just，badly，highly，really,hardly等用what从句来强调What the teacher says is not important.what通常相当于“先行词+关系代词”结构，表示“the thing that”或“the person who”。用感叹句来强调How lovely she is!What good news it is!用感叹句来表示强烈的感情，突出说话人的情感not until 句型的强调I didnt know real happiness until I met you.（正常）It was not until I met you that I knew real happiness.（强调）此句型只用until，不用till。Thank you!
