Passage APassage A
• Think About It
• Read About It
• Talk About It
• Write About It
1.1. What is a bathtub battleship referred to in this What is a bathtub battleship referred to in this passage?passage?
Reference:Reference:
A bathtub battleship is a toy battleship made of Ivory A bathtub battleship is a toy battleship made of Ivory Soap that children play in a bathtub.Soap that children play in a bathtub.
2.2. Why is Ivory Soap so popular among Americans?Why is Ivory Soap so popular among Americans?
Reference:Reference:
It is pure and it floats.It is pure and it floats.
3.3. How did Proctor & Gamble succeed in promoting How did Proctor & Gamble succeed in promoting Ivory Soap?Ivory Soap?
Reference:Reference:
It took advantage of a successful nationwide advertising It took advantage of a successful nationwide advertising campaign.campaign.
Read About ItRead About It
• Language Points
• Content Awareness
• Language Focus
Bathtub Battleships from lvorydale
American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats Ivory Soap (a registered trademark of the Proctor & Gamble Company). This is because its reputation for being safe, mild, andpure is as solid and spotless as the marble of the Lincoln Memorial. It doesn’t even taste all that bad. And should you drop it into a tubful of cloudy, child-colored water, not to worry — it floats.
Ivory Soap is an American institution, about as widely recognized
as the Washington Monument and far more well respected than Congress.
It had already attained this noble status when Theodore Roosevelt was still
a rough-riding cowboy in North Dakota. Introduced in 1879 as an
inexpensive white soap intended to rival the quality of imported soaps, it
was mass marketed by means of one of the first nationwide advertising
campaigns. People were told that Ivory was “so pure that it floats,” and the
notion took hold. As a result, at least half a dozen generations of
Americans have gotten themselves clean with Ivory.
So many hands, faces, and baby bottoms have been washed with
Ivory that their numbers beat the imagination. Not even Proctor & Ga
mble knows how many billions of bars of Ivory have been sold.
The company keeps a precise count, however, of the billions of dollars it ea
rns.
Annual sales of Ivory Soap, Ivory Snow, Crest toothpaste, Folger’s co
ffee, and the hundreds of other products now marketed under the Pro
ctor & Gamble umbrella exceed thirty billion dollars.
The company has grown a bit since it was founded in 1837 in Cincinnati, Ohio, by a pair of immigrants named William Proctor and James Gamble, each of whom pledged $3 596.47 to the enterprise. For decades Proctor & Gamble manufactured candles and soap in relatively modest quantities. It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War. The company’s big break came with the introduction of its floating soap and the realization that an elaborate advertising campaign could turn a simple, though high-quality, product into a phenomenon. The soap’s brand name was lifted from “out of ivory palaces,” a phrase found in the Bible. So successful was this new product and the marketing effort that placed it in the hands of nearly every American that the company soon built an enormous new factory in a place called Ivorydale.
Proctor & Gamble never forgot the advertising lessons it learned with Ivory. For instance, it was among the first manufacturers to use radio to reach consumers nationwide. In 1933 Proctor & Gamble’s Oxydol soap
powder sponsored a radio serial called Ma Perkins, and daytime dramas were forever after known as “soap operas.” Over the years the company added dozens of new product lines such as Prell shampoo, Duncan Hines cake mixes, and the ever-present Tide, “new and improved” many a time. To this day, however, Ivory Soap remains a Proctor & Gamble backbone product.
Ivory remains a favorite among consumers, too, and no wonder.
With a bar of Ivory Soap in your hand, you are holding a chunk of
American history. If you like, you can even wash your hands and face
with it and be assured that it is “ninety-nine and forty-four-one-hundredths percent pure.” And it floats.
The latter quality of Ivory Soap is especially attractive to children. Generations of little boys armed with toothpicks, miniature flags, or leftover parts from model ships — there are always a few — have converted bars of Ivory Soap into bathtub battleships. A note of warning for any small boys who may be reading this: Mothers tend to frown on the practice.
(613 words)
naughtynaughty aa. .
—— (esp. of children) behaving badly and not being (esp. of children) behaving badly and not being obedient; (of behavior) badobedient; (of behavior) bad
ExamplesExamples
• Tom used to be a Tom used to be a naughtynaughty boy and get into lots of boy and get into lots of trouble.trouble.
• It was rather It was rather naughtynaughty of you to deceive the tax of you to deceive the tax inspector.inspector.
American mothers have long believed that when it comes to American mothers have long believed that when it comes to washing out the mouths of washing out the mouths of naughtynaughty children, nothing beats children, nothing beats Ivory Soap.Ivory Soap.
More to learnMore to learn
American mothers have long believed that when it comes to American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats washing out the mouths of naughty children, nothing beats Ivory Soap.Ivory Soap.
TranslateTranslate
美国的妈妈们一直深信，如果要把那些小调皮鬼的嘴巴洗美国的妈妈们一直深信，如果要把那些小调皮鬼的嘴巴洗
干净的话，没有什么能赛过象牙香皂干净的话，没有什么能赛过象牙香皂。。
ExamplesExamples
• Massachusetts Institute of Technology has a good Massachusetts Institute of Technology has a good academic academic reputationreputation..
• Bill’s love affair ruined his Bill’s love affair ruined his reputationreputation..
reputationreputation nn. .
—— an opinion held about someone or something, esp. an opinion held about someone or something, esp. by people in general; the degree to which one is by people in general; the degree to which one is trusted trusted or admiredor admired
mildmild a.a.
— — gentle, not violentgentle, not violent
ExamplesExamples
• She can’t accept even She can’t accept even mildmild criticism of her work. criticism of her work.
• I prefer a I prefer a mildmild cigar if you don’t mind. cigar if you don’t mind.
spotlessspotless a.a.
—— extremely cleanextremely clean
ExamplesExamples
• Even in the most Even in the most spotlessspotless homes, carpets need regular homes, carpets need regular vacuuming to keep them looking good.vacuuming to keep them looking good.
• She seemed the perfect match for the prince She seemed the perfect match for the prince —— young young and pretty with a and pretty with a spotlessspotless reputation. reputation.
The Lincoln Memorial is a tribute to President Abraham The Lincoln Memorial is a tribute to President Abraham Lincoln and the nation he fought to preserve during the Civil Lincoln and the nation he fought to preserve during the Civil War (1861-1865). War (1861-1865).
The Lincoln Memorial was built to resemble a Greek temple. The Lincoln Memorial was built to resemble a Greek temple. It has 36 Doric columns, one for each state at the time of It has 36 Doric columns, one for each state at the time of Lincoln’s death. A sculpture by Daniel Chester French of a Lincoln’s death. A sculpture by Daniel Chester French of a seated Lincoln is in the center of the memorial chamber. seated Lincoln is in the center of the memorial chamber.
Lincoln MemorialLincoln Memorial
And should you drop it into a tubful of cloudy, child-colored And should you drop it into a tubful of cloudy, child-colored water, not to worry water, not to worry —— it floats. it floats.
TranslateTranslate
而且，如果不慎将香皂落入澡盆，里面盛满了孩子们洗过而且，如果不慎将香皂落入澡盆，里面盛满了孩子们洗过
澡的浑水，你也不用担心找不到——它会自动浮上水面。澡的浑水，你也不用担心找不到——它会自动浮上水面。
Of all the Presidents of the Of all the Presidents of the United States, George Washington is United States, George Washington is the most celebrated. Efforts to the most celebrated. Efforts to commemorate his legacy began commemorate his legacy began during his lifetime and continue to during his lifetime and continue to this day. Down through the years this day. Down through the years they have taken on many forms. But they have taken on many forms. But none have captured the imagination none have captured the imagination of the people world-wide like the of the people world-wide like the Washington Monument. Washington Monument.
ExamplesExamples
• Nurses are undervalued, and they never enjoy the Nurses are undervalued, and they never enjoy the same same statusstatus as doctors. as doctors.
• The The statusstatus of black Americans was not admitted until of black Americans was not admitted until 1965 when the Voting Act was passed. 1965 when the Voting Act was passed.
statusstatus n.n.
—— 1)1) high social position; recognition and respect by high social position; recognition and respect by othersothers
2)2) one’s legal position, or conditionone’s legal position, or condition
Theodore RooseveltTheodore Roosevelt
(1858–1919)(1858–1919)2626th th President (1901-1909) of the US. President (1901-1909) of the US.
He first came to North Dakota badlands He first came to North Dakota badlands in September 1883 on a hunting trip. in September 1883 on a hunting trip. While here he became interested in the While here he became interested in the cattle business. He returned the next cattle business. He returned the next year and established a ranch. year and established a ranch.
Here in the North Dakota badlands, Here in the North Dakota badlands, where many of his personal concerns where many of his personal concerns first gave rise to his later environmental first gave rise to his later environmental efforts, Roosevelt is remembered with a efforts, Roosevelt is remembered with a national park that bears his name and national park that bears his name and honors the memory of this great honors the memory of this great conservationist.conservationist.
ExamplesExamples
• No computer can No computer can rivalrival a human brain. a human brain.
• Cassette recorders cannot Cassette recorders cannot rivalrival CD players in sound CD players in sound quality.quality.
• She and I are She and I are rivalsrivals for the swimming prize. for the swimming prize.
rivalrival
—— 1) 1) v.v. to equal; to be as good as or reach the same to equal; to be as good as or reach the same standard asstandard as
2) 2) n.n. one who attempts to equal or surpass another; a one who attempts to equal or surpass another; a competitor.competitor.
importimport v.v.
— — to buy or bring in from another countryto buy or bring in from another country
ExamplesExamples
• After entering into WTO, China will After entering into WTO, China will importimport more more agricultural products.agricultural products.
• To To importimport from Russia, a firm needs Russian rubles. from Russia, a firm needs Russian rubles.
What is the antonym of “import”What is the antonym of “import”
??KeyKey
exportexport
by means of by means of
— — by usingby using
ExamplesExamples
• The foreigner tried to make himself understood The foreigner tried to make himself understood by by means ofmeans of body language. body language.
• Thoughts are expressed most often Thoughts are expressed most often by means ofby means of words. words.
notion notion n.n.
— — an idea, belief, or opinion; conceptan idea, belief, or opinion; concept
ExamplesExamples
• Have you any Have you any notionnotion how much it costs to keep a how much it costs to keep a private car?private car?
• Some conservatives reject the Some conservatives reject the notionnotion that reform is that reform is now inevitable.now inevitable.
as a result as a result
— — consequently, therefore, thusconsequently, therefore, thus
ExamplesExamples
• New methods of packing have become popular. New methods of packing have become popular. As a As a resultresult, the amount of wastepaper has increased , the amount of wastepaper has increased rapidly.rapidly.
• Sales dropped. Sales dropped. As a resultAs a result, profits declined., profits declined.
barbar n.n.
— — 1)1) a piece of solid material that is longer than it is a piece of solid material that is longer than it is widewide
2)2) (a place with) a counter where drinks, esp. (a place with) a counter where drinks, esp. alcoholic alcoholic drinks, are serveddrinks, are served
ExamplesExamples
• What’s your favorite chocolate What’s your favorite chocolate barbar??
• Most Most barsbars in the hotels serve not only drinks but also in the hotels serve not only drinks but also light meals. light meals.
The company keeps a precise count, however, of the billions of The company keeps a precise count, however, of the billions of dollars it earns.dollars it earns.
TranslateTranslate
但它（宝洁公司）却准确记载了象牙香皂赚来了多少亿美但它（宝洁公司）却准确记载了象牙香皂赚来了多少亿美
元元 。 。
exceedexceed v.v.
— — to be greater thanto be greater than
ExamplesExamples
• Dustin Hoffman’s performance in Dustin Hoffman’s performance in Rain Man Rain Man exceededexceeded all expectations.all expectations.
• The budget of the research The budget of the research exceedsexceeds $700 million a $700 million a year. year. TranslateTranslate
他勇气超过我。他勇气超过我。KeyKey
He exceeds me in courage.He exceeds me in courage.
ExamplesExamples
• The local factory The local factory manufacturesmanufactures parts for the auto parts for the auto plant.plant.
• TV sets TV sets manufacturedmanufactured in China are competitive in China are competitive abroad in price. abroad in price.
manufacturemanufacture v.v.
—— to make or produce in large quantities, esp. using to make or produce in large quantities, esp. using machinesmachines
Try to guess what “Try to guess what “manufacturermanufacturer” means” means
??KeyKey
制造业者，生产厂商制造业者，生产厂商
modest modest a.a.
— — not large in quantity, size, value, etc.not large in quantity, size, value, etc.
ExamplesExamples
• They live in a fairly They live in a fairly modestmodest house, considering their house, considering their wealth.wealth.
• He is He is modestmodest in his requirement. in his requirement.
It took more than twenty years for sales to top one million It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War.dollars, which they did shortly before the Civil War.
Shortly before the Civil War, and more than twenty Shortly before the Civil War, and more than twenty years after its foundation, the company’s sales years after its foundation, the company’s sales exceeded one million dollars. exceeded one million dollars.
ParaphraseParaphrase
elaborateelaborate a.a.
— — carefully worked outcarefully worked out
ExamplesExamples
• The company offers an The company offers an elaborateelaborate training scheme for training scheme for new hands.new hands.
• The defendant made The defendant made elaborateelaborate efforts to conceal the efforts to conceal the fact.fact.
phenomenonphenomenon n.n.
—— a remarkable or unusual person, thing, event, etc.a remarkable or unusual person, thing, event, etc.
ExamplesExamples
• The Beatles were a The Beatles were a phenomenonphenomenon ― nobody had heard ― nobody had heard anything like them before.anything like them before.
• A child who could play the piano at the age of two A child who could play the piano at the age of two would indeed be a would indeed be a phenomenonphenomenon..
Can you correctly spell out it’s plural form?Can you correctly spell out it’s plural form?
??KeyKey
phenomenaphenomena
sponsorsponsor v.v.
—— to support an activity by paying for its expensesto support an activity by paying for its expenses
ExamplesExamples
• The contest was The contest was sponsoredsponsored by an auto manufacturer. by an auto manufacturer.
• The team is The team is sponsoredsponsored by Nike, so the players wear the by Nike, so the players wear the Nike shoes.Nike shoes.
assureassure v.v.
—— to give confidence, to convinceto give confidence, to convince
ExamplesExamples
• After the terrorist attack, American airlines hastened After the terrorist attack, American airlines hastened to to assureassure people that flying was safe. people that flying was safe.
• We would like to We would like to assureassure our customers of the best our customers of the best possible service.possible service.
latterlatter a.a.
—— the second (of two people or things just mentioned)the second (of two people or things just mentioned)
ExamplesExamples
• There are plastic and steel chairs but the There are plastic and steel chairs but the latterlatter are are much heavier.much heavier.
• We have to decorate the kitchen and the hall ― I’d We have to decorate the kitchen and the hall ― I’d rather do the rather do the latterlatter first. first.
What is the antonym of “latter”What is the antonym of “latter”
??KeyKey
formerformer
miniatureminiature a.a.
— — very smallvery small
ExamplesExamples
• Little Henry looked like a Little Henry looked like a miniatureminiature version of his version of his handsome brother.handsome brother.
• The The miniatureminiature furniture matches the room. furniture matches the room.
frown on/uponfrown on/upon
—— to disapprove ofto disapprove of
ExamplesExamples
• Every teacher would Every teacher would frown onfrown on cheating in exams. cheating in exams.
• Gambling is very much Gambling is very much frowned uponfrowned upon here. here.
Please make a sentence by using “frown on/upon”Please make a sentence by using “frown on/upon”
??
