Unit 03 What's in a Name

Unit 3 Page 30 READING exercise 4 Brand names OK, so imagine you've thought of a great idea for a product to make and sell – a game, or an app, or clothes, for example. You know you can sell millions of them, but first of all, you must give the product a name – a brand name. And that may not be as easy as you think. The brand name is the thing that distinguishes your product from all others, and it's really important that it makes an impact. Businesses spend a lot of time thinking about brand names; when the name has been picked, it's very difficult to change, so companies have to get it right first time. So how do you choose a name? A brand name ought to be unique, memorable and easy to understand. It should create some kind of emotional connection with people who buy the product – the target market. Some companies use the family name. When Henry Ford started making cars, he just called the company Ford. But you don't have to use a family name – you can go for an image. Staying with cars, think about the brand name Jaguar, a beautiful but dangerous wild cat. What does that say about the manufacturer's product? Some companies use wordplay. It's a common technique for naming apps, for example WhatsApp (from the English expression "What's up'?). Others like to use foreign words because they sound special or different. For example, in Britain, in Europe and in the US there's a chain of sandwich shops with the French name Pret A Manger, which means 'ready to eat'. And what do you have to be careful about when choosing a name? Well, you shouldn't choose one that might not work in certain countries or cultures. Many years ago, a car company launched a new car that they called Nova. They thought it suggested something nice and new, but in Spanish it can be read as no va ('it doesn't go). Not a good name for a car in Spain, then! These days, the choice of brand name is particularly important if your product is targeted at the teenage market. Teenage consumers are perhaps more concerned with brand names and company logos than any other group. When a brand, especially a clothing brand, becomes popular with teenagers, then there's a lot of pressure to wear those clothes and have the name and/or logo visible. A teacher in an American high school said: 'I certainly see that kids are obsessed with brand names. They won't buy something that's almost identical – and cheaper – simply because they feel they must wear something with the right logo.' So if you want to get into the teenage market, you have to find a product and a brand name that works with that age group, and create some great advertisements, too. Companies know that the name isn't everything – the product itself has to be good, of course – but it's an essential part of the package.

第三单元 第30页 阅读练习4 品牌名称 好吧，想象一下，你已经想出了一个制造和销售产品的好主意—— 例如，游戏、应用程序或衣服。 你知道你可以卖出数百万个， 但首先，你必须给产品起一个名字，一个品牌名称。 这可能并不像你想象的那么容易。 品牌名称是将您的产品与其他产品区分开来的东西， 它产生影响真的很重要。 企业花费大量时间思考品牌名称； 一旦名字被选定，就很难改变，所以公司必须第一次就把它做好。 那么，你如何选择一个名字呢？ 品牌名称应该是独特的、难忘的、易于理解的。 它应该与购买产品的人——目标市场——建立某种情感联系。 一些公司使用姓氏。 当亨利·福特开始制造汽车时，他只是把这家公司称为福特。 但你不必使用姓氏——你可以选择一张照片。 和汽车在一起，想想捷豹这个品牌，一只美丽但危险的野猫。 这说明了制造商的产品是什么？ 一些公司使用文字游戏。 这是命名应用程序的一种常见技术，例如WhatsApp（来自英语表达“What's up”？）。 其他人喜欢使用外来词，因为它们听起来很特别或不同。 例如，在英国、欧洲和美国 有一家连锁三明治店，法语名为Pret a Manger，意思是“即食”。 在选择名字时，你需要注意什么？ 好吧，你不应该选择一个在某些国家或文化中可能不起作用的。 许多年前，一家汽车公司推出了一款名为Nova的新车。 他们认为这暗示了一些美好而新颖的东西， 但在西班牙语中，它可以被解读为no va（它不去）。 那么，在西班牙，这不是一个好名字！ 如今，如果你的产品针对青少年市场，品牌名称的选择尤为重要。 青少年消费者可能比其他任何群体都更关心品牌名称和公司标志。 当一个品牌，尤其是服装品牌，在青少年中流行起来时， 然后，穿着这些衣服并让名字和/或标志可见会有很大的压力。 一位美国高中老师说： “我当然看到孩子们痴迷于品牌。 他们不会购买几乎相同且更便宜的东西 仅仅是因为他们觉得必须穿有正确标志的衣服 所以，如果你想进入青少年市场， 你必须找到一个适合这个年龄段的产品和品牌名称， 也制作了一些很棒的广告。 公司知道名字不是一切——当然，产品本身必须是好的—— 但这是一揽子计划的重要组成部分。

Page 33 LISTENING exercise 6 and 7 What do your friends call you? Have you got a nickname? Well, my family call me Sandy. It's short for Alexandra. Oh, I didn't know that. I knew Alex was short for Alexandra but not Sandy. I like it. Maybe I can call you that, too, can I? Sure. I don't mind. What's your nickname then? It's very boring. It's from my surname. My surname's Smith, so some people call me Smithy. But you'd better not tell anyone at school. I don't want everyone to start calling me Smithy. Don't worry, I won't. My best friend at primary school got nicknamed Gummy. She hated it. Why did they call her Gummy? It was because she used to like those sweets – called Gummy bears. Well, that's not too bad. My brother found his nickname quite annoying. It was Buzz. I bet you can't guess why he was called that. No idea. Perhaps because he looks like a mosquito? No! It was because we used to live in a town called Leighton Buzzard. The Buzz came from Buzzard. Oh, right. That's clever. I quite like that one. Talking of names, I read an article recently about celebrity nicknames. Do you know how Sting got his name? No, how? Well there was a jumper he wore on stage. It had black and yellow stripes like a bee, and another guy in the band started calling him 'Sting'. That's cool! And here's another one. Do you know how the American singer, Miley Cyrus got her name? Isn't that her real name, then? No, her real name was Destiny. But she was a happy baby, always smiling, so her parents nicknamed her Smiley and later it got shortened to Miley. She changed her name, officially, to Miley in 2008. Oh, right. I read about Lady Gaga, too. Apparently, her friend thought she sounded like Freddie Mercury from Queen, so every time she came into the studio, he started singing that Queen song 'Radio Ga Ga'. And then one day, they were texting about a stage name for her, and he suggested Radio Ga Ga ... and the phone automatically corrected it to Lady Gaga. That's brilliant. Hey, look at the time. We'd better go now. We've got P.E. in ten minutes and ... Page 33 FUNCTIONS exercise 10 Conversation 1 What's the matter, Jo? I've got to phone someone and I've no idea how to pronounce her name. Why? What's her name? It's something like Sharita Wass Ikonor. Well, you'd better get some help – quickly! Conversation 2 My sister's really angry with me. Why? Well, I wrote the wrong name in my birthday card to her son. I called him Jason, not jacob. You'd better not do that again! I know. She's really cross.

第33页 听力练习6和7 你的朋友叫你什么？你有绰号吗？ 我的家人都叫我桑迪。这是Alexandra的缩写。 哦，我不知道。我知道亚历克斯是亚历山德拉的简称，但不是桑迪。 我喜欢。也许我也可以这么叫你，可以吗？ 当然。我不介意。 那你的绰号是什么？ 这很无聊。这是我姓的。 我姓史密斯，所以有些人叫我史密斯。但你最好不要告诉学校里的任何人。 我不想大家都叫我史密斯。 别担心，我不会的。 我小学时最好的朋友被昵称为“阿甘”。她讨厌它。 他们为什么叫她阿甘？ 那是因为她过去喜欢那些糖果——叫做小熊软糖。 嗯，这还不错。我哥哥觉得他的绰号很烦人。是巴兹。 我打赌你猜不出他为什么这么叫。 不知道。也许是因为他看起来像只蚊子？ 不！那是因为我们以前住在一个叫雷顿·布扎德的小镇。 Buzz来自Buzzard。 哦，对了。太聪明了。我很喜欢那个。 说到名字，我最近读了一篇关于名人昵称的文章。 你知道斯汀的名字是怎么来的吗？ 不怎么？ 他在舞台上穿了一件套头衫。 它有黑色和黄色的条纹，就像一只蜜蜂，乐队里的另一个人开始叫他“Sting”。 太酷了！这是另一个。 你知道美国歌手麦莉·赛勒斯的名字是怎么来的吗？ 那不是她的真名吗？ 不，她的真名是Destiny。 但她是个快乐的孩子，总是面带微笑， 所以她的父母给她起了个绰号叫“笑脸”，后来又改成了“麦莉”。 2008年，她正式更名为麦莉。 哦，对了。我也读过Lady Gaga的故事。 显然，她的朋友认为她听起来像女王乐队的弗雷迪·默丘里， 所以每次她走进录音室，他都会开始唱女王的歌《嘎嘎电台》。 然后有一天，他们发短信说她有个艺名， 他推荐了嘎嘎电台。..手机自动将其更正为Lady Gaga。 太棒了。嘿，看看时间。 我们最好现在就走。我们十分钟后有体育课。.. 第33页 功能练习10 对话1 怎么了，乔？ 我得给某人打电话，但我不知道她的名字怎么发音。 为什么？她叫什么名字？ 这有点像Sharita Wass Ikonor。 好吧，你最好得到一些帮助——快点！ 对话2 我姐姐真的很生我的气。 为什么？ 嗯，我在给她儿子的生日卡上写错了名字。我叫他杰森，不是雅各布。 你最好别再那样做了！ 我知道。她真的很生气。

Page 34 READING exercise 3 FUNNY place names Around the world, there are lots of names for towns and villages that sound funny in English – for example, Monster in the Netherlands, Egg in Austria and Silly in Belgium. Here are a few of my favourites. Accident In around 1751, George Deakins was offered some land in the US by King George Ⅱ of England as payment for a debt. 'You can choose a piece of land anywhere in Western Maryland; the king said. Mr Deakins sent two teams of engineers to find the best land, without actually working together. The two teams came back with their maps and to their surprise, they discovered they had chosen exactly the same piece of land. Mr Deakins called it, 'The Accident Tract', and that's how the town got its name. And guess what a person from Accident is called: an Accidental! Hot Coffee In Mississippi, in the late 1800s, you had to travel a long way to take your crops to market and to buy food and provisions. When Levi Davis built a store halfway between Natchez and Mobile, it provided a welcome break. He always offered tired travellers a good pot of hot coffee which he advertised as 'the best coffee around'. Soon his store became well known as a place to stop for hot coffee and the surrounding area became known as Hot Coffee, too. In the 1920s, the name Hot Coffee began appearing on maps. Today, you can still see the road signs to Hot Coffee, but maybe it's not really 'the best coffee around' anymore. LOST There is a little village in Aberdeenshire, Scotland called Lost. (The name comes from the word Losda in Scottish Gaelic.) Visitors loved the name and local road signs were often stolen. In fact, the longest time a sign stayed there was for three months, and the council became so fed up with this that they decided to change the name to Lost Farm. However, the local people complained. 'We're happy with the name;' they said. 'You mustn't change it.' So the name wasn't changed and instead the council made the road signs stronger. Now people can't take the signs, but they can still have their photograph taken beside them. Batman The Turkish city Batman takes its name from a river and not from the comic book superhero. The river's name was probably inspired by the Bati Raman Mountain. However, there is still a connection with the Batman we've seen on the screen. In 2008, the mayor of Batman said that Christopher Nolan, the director of The Dark Knight, should have to pay money to the city for using the name Batman without permission. 'There is only one Batman in the world,' he said. 'The American film producers used the name of our city without informing us.' Of course, Nolan didn't have to pay, though. It's true that filmmakers can't steal information and ideas, but the name Batman has been around since the character was created in 1939. Page 35 PRONUNCIATION exercise 1 and 2 What do you always buy the same brand of? I always buy the same brand of trainers. They're called Ace. I bought a pair of green ones last week. Ace? What are they made of? They're made of fabric and rubber. They put a lot of effort into the design and quality of them. And into the marketing of them, too! Page 35 PRONUNCIATION exercise 3 What do you always buy the same brand of? I always buy the same brand of trainers. They're called Ace. I bought a pair of green ones last week. Ace? What are they made of? They're made of fabric and rubber. They put a lot of effort into the design and quality of them. And into the marketing of them, too!

第34页 阅读练习3 有趣的地名 在世界各地，有很多城镇和村庄的名字在英语中听起来很有趣—— 例如，荷兰的Monster、奥地利的Egg和比利时的Silly。 这里有一些我最喜欢的。 事故 大约在1751年， 英国国王乔治二世向乔治·迪金斯提供了美国的一些土地作为债务的偿还。 你可以在马里兰州西部的任何地方选择一块土地；国王说。 迪金斯先生派了两个工程师团队去寻找最好的土地，但并没有真正合作。 两支队伍带着地图回来了，令他们惊讶的是， 他们发现他们选择了完全相同的一块土地。 迪金斯先生称之为“事故区”，这就是这个小镇的名字。 猜猜《意外》中的一个人叫什么：意外！ 热咖啡 在19世纪末的密西西比州， 你必须走很长的路才能把庄稼运到市场上，买食物和粮食。 当Levi Davis在Natchez和Mobile之间建了一家店时，它提供了一个受欢迎的休息。 他总是为疲惫的旅行者提供一壶热咖啡，他称之为“周围最好的咖啡”。 很快，他的店就以停下来喝热咖啡而闻名 周边地区也被称为热咖啡。 20世纪20年代，热咖啡这个名字开始出现在地图上。 今天，你仍然可以看到去热咖啡的路标， 但也许它不再是“最好的咖啡”了。 迷失 苏格兰阿伯丁郡有一个叫Lost的小村庄。 （这个名字来自苏格兰盖尔语中的Losda一词。） 游客们喜欢这个名字，当地的路标经常被盗。 事实上，标志在那里停留的最长时间是三个月， 议会对此感到非常厌倦，他们决定把名字改为“失落的农场”。 然而，当地人抱怨道。 “我们对这个名字很满意；他们说。“你不能改变它。” 所以这个名字没有改变，相反，议会加强了路标。 现在人们不能拿走这些标志，但他们仍然可以在旁边拍照。 蝙蝠侠 土耳其城市蝙蝠侠的名字来自一条河，而不是漫画书中的超级英雄。 这条河的名字可能是受到了巴蒂拉曼山的启发。 然而，这仍然与我们在屏幕上看到的蝙蝠侠有关。 2008年，蝙蝠侠市长表示，《黑暗骑士》的导演克里斯托弗·诺兰， 未经许可使用蝙蝠侠这个名字，应该向城市付钱。 他说，世界上只有一个蝙蝠侠。 “美国电影制片人在没有通知我们的情况下使用了我们城市的名字。” 当然，诺兰不必付钱。 诚然，电影制作人不能窃取信息和想法， 但蝙蝠侠这个名字自1939年这个角色诞生以来就一直存在。 第35页 项目练习1和2 你总是买同一个品牌的什么？ 我总是买同一品牌的运动鞋。 他们叫Ace。我上周买了一双绿色的。 艾斯？它们是由什么制成的？ 它们是由织物和橡胶制成的。 他们在设计和质量上付出了很多努力。 也进入了他们的营销！ 第35页 拨款练习3 你总是买同一个品牌的什么？ 我总是买同一品牌的运动鞋。 他们叫Ace。我上周买了一双绿色的。 艾斯？它们是由什么制成的？ 它们是由织物和橡胶制成的。 他们在设计和质量上付出了很多努力。 也进入了他们的营销！

Page 36 Fiction exercise 2 How I Met Myself by David A. Hill The next day, I was walking home from work. [...] As I went along a street I saw some men putting up a new sign on an old shop. There was the owner's name in red, and below it the word szabó in green. In the window there were suits, jackets and trousers. Szabó. Tailor. The tailor's was getting a new sign. 'Szabó', I thought. Then I said 'János Szabó' out loud. Then I thought, 'János the tailor. John the tailor. John Taylor.' I stopped in the street. János Szabó was John Taylor! My doppelgänger and I shared a name. John Taylor was the English for the Hungarian János Szabó. My hair stood up. Here was something new and important: we shared the same name! I [...] thought about what I had discovered. I tried to decide what to do. Should I tell Andrea about this? Perhaps it would help her to believe me? I didn't know. [...] I decided to go and see Mrs Fischer again. I walked quickly round to [...] her flat. 'Do you remember I came to ask you about János Szabó, Mrs Fischer?' I asked when she let me in. 'Oh, the poor young man,' she said, looking at me sadly. 'And do you know something – you look so like him, too.' This was quite a surprise. 'Really?' I asked. 'Come here under the light,' she said. I moved under the strong light in the hall. 'Yes,' she said, looking at me carefully. 'You look very much the same. The eyes, the nose, the mouth. Very much the same. I didn't look at you carefully when you came last time. Oh, the poor young man.' I felt myself getting very hot. 'Mrs Fischer, I came to ask you something different,' I said. Then I went on very slowly, because I was so afraid of her possible answer. 'Can you remember the names of the wife and daughter who were killed in the cellar?' 'Well, I know the wife was called Andrea,' she started, and I felt my face go white, 'but as for the little girl ... let's think ...' I waited for a moment. She didn't seem able to remember. 'It wasn't ...' I waited, and then said, 'It wasn't Kati, was it?' Mrs Fischer looked at me and smiled. 'Yes, that was it;' she said. 'Quite right. Andrea and Kati. The poor young things.' I thanked her and left as quickly as I could. My head was turning round and round. I felt sick. Outside in the cold street, I stood against the wall of the building. There were too many new things inside my head to understand at once: my doppelgänger had the same name as me – Szabó, or Taylor – I looked like him, and his wife and daughter had the same names as mine!

第36页 虚构练习2 我如何认识自己 作者：大卫·A·希尔 第二天，我下班回家[…] 当我沿着一条街道走时，我看到一些人在一家旧商店上贴了一个新标志。 店主的名字是红色的，下面是绿色的单词szabó。 窗户里有西装、夹克和裤子。 萨博。裁缝。裁缝店有了新的招牌。 “萨博”，我想。 然后我大声说了“János Szabo”。 然后我想，“János裁缝。 裁缝约翰。约翰·泰勒。“我在街上停了下来。 阿诺斯·萨博就是约翰·泰勒！ 我和我的分身共享一个名字。 约翰·泰勒是匈牙利人János Szabo的英文名字。 我的头发竖了起来。这里有一件新的重要事情：我们同名！ 我[…]想到了我所发现的。我试图决定做什么。 我应该告诉安德烈这件事吗？ 也许这会帮助她相信我？我不知道。 [...] 我决定再次去见菲舍尔夫人。 我飞快地绕到[…]她的公寓。 你还记得我来问你关于János Szabo的事吗，Fischer夫人？”我问她什么时候让我进去。 “哦，可怜的年轻人，”她悲伤地看着我说。 “你知道吗？你看起来也很像他。” 这确实是一个惊喜。 “真的吗？我问。 “在灯光下过来，”她说。 我在大厅的强光下移动。 “是的，”她说，仔细地看着我。 “你看起来很像。眼睛，鼻子，嘴巴。非常相似。 你上次来的时候，我没有仔细看你。哦，可怜的年轻人。” 我觉得自己变得很热。 “菲舍尔夫人，我来问你一件不一样的事，”我说。 然后我慢慢地说，因为我害怕她可能的回答。 “你还记得在地窖里被杀的妻子和女儿的名字吗？” “好吧，我知道妻子叫安德烈，”她开始说，我觉得我的脸都白了， 至于那个小女孩。..让我们想想。..' 我等了一会儿。她似乎不记得了。 “事实并非如此。..“我等着，然后说，‘不是凯蒂，是吗？’” 菲舍尔夫人看着我笑了。 是的，就是这样；她说。“完全正确。安德烈和凯蒂。可怜的年轻人” 我感谢她，然后尽快离开了。 我的头转了又转。我感到恶心。 在外面寒冷的街道上，我靠着大楼的墙站着。 我脑子里有太多的新东西，无法一下子理解： 我的替身和我同名——萨博或泰勒—— 我长得像他，他的妻子和女儿和我的名字一样！