高级综合商务英语1-Unit-4-Information-Technology课件.pptx

1、Unit Four Information Technology1.Lead-in2.Text A:Silicon Valley Visionary Who Put Apple on Top3.Text B:Nokia at the Crossroads:Blazing PlatformsLead-in Are you using a smart phone,such as the iPhone or the Samsung Galaxy?What applications do you use most often?Do you think the using of smart phone

2、has changed your life style?Lead-in Discussion:What are the pros and cons of using smart phones?Structural AnalysisPara.Main TopicsPara.1-3A brief introduction of the coming back of Steve Jobs after his temporary leave of the company because of the illness.Para.4-12An exploration of the art of Steve

3、 Jobs to turn technology into elegant consuming products and the success Apple is enjoying now.Para.13-16A brief recall of Steves early life and his ups and downs before returning to Apple in 1997.Para.17-28A discussion of the reasons that make Steve Jobs and the Apple a daunting success for rivals

4、to compete.Part I Questions about Part I Q1.Why had the comeback of Steve Jobs stirred up such an excitement?This was not the first time of comeback for him to Apple.Little more than a decade earlier,he made his first comeback and turned Apple from going bankruptcy to an enormous successful company.

5、Therefore his recovery and comeback were highly anticipated.both Mr.Jobs career and Apple,were widely considered washed up,their relevance to the future of technology written off both in Silicon Valley and on Wall street.(Line 4,Para.2)Both his career and the company he founded were widely considere

6、d to have come to an end,and he would have nothing to do with high-tech in the future in the eyes of silicon valley entrepreneurs and the Wall Street investors.Part I Sentence Interpretation the level of anticipation whipped up in advance of the January event was unusual.(Line 1,Para.3)The level of

7、excitement for expecting his return was extraordinary,which had already become heated before he stepped onto the stage in January.Part I Sentence Interpretationcap(Line 2,Para.1)v.lie at the top ofexample:He capped his friends story with an even more exciting one.She capped her rage when she heard h

8、er husbands cheating on her.Part I Words and Expressions sideline(Line 1,Para.2)v.remove from the center of activity or attention 使靠边，使降格，不重视example:He was under pressure to resign and was about to be sidelined.What they fear is that environment policy will be sidelined until it is too late.Part I W

9、ords and Expressionsemaciated(line.2,para.2)adj.extremely thin and weak because of illness or lack of food 骨瘦如柴的 example:.horrific television pictures of emaciated prisoners.The animals had lost weight noticeably,becoming lean,almost emaciated.Part I Words and Expressionswash up(Line 5,Para.2)wear o

10、ut completely 耗尽，结束adj.彻底失败的；事业到头的;example:I hardly believe the fact that their relationship has been washed up.Part I Words and Expressions write off (Line 6,Para.2)to decide something is unimportant or useless and they are not worth further serious attention 一笔勾销，一笔勾销，摒弃摒弃example:He is fed up with

11、 people writing him off because of his age.His critics write him off as too cautious to succeed.Mrs Merkel said a deal was at hand,but again rejected pressure from the IMF to write off some of Greeces debt to Euro-zone partners to make it more sustainable.Part I Words and Expressionswhip up(Line 2,P

12、ara 3)deliberately cause and encourage people to feel a certain emotion 煽动,激起example:to whip up enthusiasm He accused politicians of whipping up anti-foreign sentiments in order to win right-wing votes.Part I Words and Expressions Q1.In many critics eyes,what special talent did Steven Jobs have(Para

13、.4)?He has the ability to turn technologies into perfect products and convince people to buy IT gadgets that they even have no idea they needed.Part II Questions about Part II Q2.How did Apple now rule its new kingdom?(Para.10-11)By deciding which apps are available in its online store,and setting t

14、he rules for how those apps are developed,Apple now ruled its new kingdom.Part II Questions about Part II A rebuttal of Francis Scott Fitzgeralds much-quoted aphorism that there are no second acts in American life does not come more decisively than this.(Line 1,Para.6)Famous writer F.S Fitzgerald on

15、ce said there are no second acts in American life and it was agreed by many people.However,the life experience of Steve Jobs is a perfect example to show that the statement is not true.Part II Sentence Interpretation ,his formative role in popularizing the personal computer,and Apples initial pubic

16、offering on Wall Street made him the tech industrys first rock star.(Line 4,Para.6)his pioneering role at the beginning stage of personal computer industry,and the companys listing in the stock marketmade him a big iconic figure in the tech industry.Part II Sentence Interpretation he has secured his

17、 place in the foremost ranks of the West Coast tech titans.(Line 1,Para.7)Undoubtedly,he is regarded as one of the leading figures of West Coast IT giants Part II Sentence Interpretation of all the fingers that Apple has poked into Microsofts eyes over the years,none can have rankled as much as the

18、early success of the iPad.(Line 1,Para.8)Of all the challenges that Apple has raised against Microsoft and of all the successes that Apple enjoyed during the competition with Microsoft,the early success of the iPad is the bitterest for Microsoft to accept.Part II Sentence Interpretation His ability

19、to get consumers to line up for products conjured from nothing paying premium prices,and in uncertain economic times draws accolades even from rivals.(Line 3,Para.12)He has an ability to get consumers to queue in lines,to pay higher prices even at times of economic uncertainty,just for want of the A

20、pple products.Such ability has won praise for him even from his rivals.Part II Sentence Interpretationdisparagingly(Para.4)adv.in a disparaging manner 轻蔑地,蔑视地disparaging adj.expressive of low opinionexample:He was critical of the people,disparaging of their crude manners.disparaging remarks about th

21、e new housePart II Words and Expressionsrebuttal(Para.6)n.a statement that gives reason why an accusation or a charge against you is untrue 辩驳，反驳example:He is conducting a point-by-point rebuttal of charges from former colleagues.Part II Words and Expressionsexert greater sway(Para.7)have a greater

22、influence on 有更大的影响力example:Developed countries exert greater sway over the issues of maintaining world peace.Part II Words and Expressionsrankle(Para.8)v.make resentful or angry because you think it was unfair or wrong 令人愤怒example:The injustice rankled her.The insult that his sister hurled at him s

23、till rankled in his mind.Part II Words and Expressionsdigerati(Para.10)n.people who earn large amount of money through internet-related business 电子商务精英，计算机行家example:With bloggers,developers and other members of the digerati looking for more,this new technology can help take it to the next level.Part

24、 II Words and Expressionsconjure(Para.12)v.If you conjure sth.out of nothing,you seem to make it appear by magic 变魔术般创造出example:I cant simply conjure up the money out of thin air.Jean can conjure up a good meal in half an hour.Part II Words and ExpressionsQ1.What kind of spiritual beliefs exerted a

25、heavy influence on Steve Jobs?(Para.15)?His spiritual training of Zen Buddhism has played an important role in his life.Part III Questions about Part III There was little in Mr.Jobs beginnings that gave a hint of what was to come.(Line 1,Para.14)From Mr.Jobs early life we couldnt find much sign or i

26、ndication of his later success.Part III Sentence Interpretation Mr.Jobs spiritual aspirations left him with little use for either shoes or soap for long periodsto the distress of co-workers.(Line 2,Para.15)Because of his spiritual beliefs,for a long time,he seldom wore shoes or took a showerit was q

27、uite a distress to his co-workers.Part III Sentence Interpretationfledgling(Line 5,Para.14)adj.young and inexperiencedexample:.t h e s o u n d p r a c t i c a l a d v i c e h e g a v e to fledgling writers.H e w a s c h o s e n i n 1 9 9 6,b e g i n n i n g his training for Chinas fledgling space pr

28、ogram.Part III Words and Expressionseschew(Line 6,Para.15)v.deliberately avoid doing sth or becoming involved in sth.避免，回避example:A civilized leader must eschew violence.Eschew fattening foods if you want to lose weight.Part III Words and Expressionsfloundering(Line 4,Para.16)adj.if something is flo

29、undering,it has many problems and may soon fail completely 陷入困境example:The economy was floundering.Men and horses were floundering in the deep snow beside the road.Part III Words and Expressions Q1.What are the qualities of Steve Jobs that enabled him to achieve such a tremendous success(Para.17-26)

30、?Never stopping pushing forward,he was brave,courageous and obsessive to details.He was also a perfectionist.Later his style changed a little,and he had become more pragmatic and learnt to compromise when necessary.Part IV Questions about Part IV Those who have labored under him describe him as a st

31、ern taskmaster who understands the art of the possible,rather than a long-range visionary.(Line 2,Para.17)Those who have worked under him describe him as a strict task master who knows what is possible to achieve at the moment,not someone who always focuses on the future.Part IV Sentence Interpretat

32、ion A lieutenant who left this year describes how the Apple boss can become more fixated in finding flaws in an icon on a screen than in the program it represents.(Line 1,Para.20)An assisting staff who left this year said that Steve sometimes would put more emphasis on finding flaws of the design of

33、 an icon than the program it represents.Part IV Sentence Interpretation ,but the greater sense of expediency reflects Apples new place in the world.(Line 1,Para.23),but becoming more pragmatic and choosing to do what is more convenient rather than what is believed to be right reflects Apples new app

34、roach in operation as its place in the business world changed.Part IV Sentence Interpretation ,though the reversal also seemed calculated to appease developers who might otherwise turn more attention to creating apps for phones running Googles software.(Line 4,Para.26),though the removal of the requ

35、irement seemed carefully planned so as to gain good will of software developers who might otherwise turn to create apps for other phone companies.Part IV Sentence Interpretationculmination(line 1,para.17)n.something,especially something important,of an activity,process,or series of events,happens at

36、 the end of it 结局，高潮，顶点example:The show marked the culmination of months of hard work.The reforms marked the successful culmination of a long campaign.Part IV Words and Expressionscall the shots(Line 1,Para.19)to give orders or to be in charge 操纵，掌握，发号施令example:Typically,a single company cannot call

37、 the shots that transform an industry.“Who is calling the shots in this house?”Part IV Words and Expressionsfixated(Line 3,Para.20)Fixate v.pay attention to exclusively and obsessively,become fixed on 关注，注视，使固定example:The media are fixating on Princess Dianas death.If you are too fixated on somethin

38、g,you might miss a car coming around the corner and fail to jump out of the way.Part IV Words and Expressionsbuoy(Line 2,Para.24)v.keep afloat with a buoy;if someone in a difficult situation is buoyed by something,it makes them feel more cheerful and optimistic 支撑，鼓励，使浮起example:The party did little

39、to buoy up her spirits.German domestic consumption buoyed the German economy.Part IV Words and Expressionsdismissive(Line 1,Para.25)adj.showing indifference or disregard 轻视的，鄙视的example:Her manner was coldly dismissive.She might have been less dismissive of my talents if he could have seen my latest

40、achievements.Part IV Words and Expressionscalculated(Line 15,Para.26)adj.carefully thought out in advance 精心策划的，蓄谋的example:Irenes cleaning the floor had been a calculated attempt to cover up her crime.a calculated and coherent strategy for winning powerPart IV Words and Expressionsappease(Line 15,Pa

41、ra.26)v.try to stop some from being angry by giving them what they want 使平息，使和缓，安抚example:The move was widely seen as an attempt to appease critics of the regime.The government tried to appease discontented workers.Part IV Words and Expressions Structural AnalysisPara.Main TopicsPara.1-5Nokia,the on

42、ce Europes hottest firm,is facing serious challenge now.Para.6-10The reasons why Nokia has lost its edge.Para.11-15Strategies and measures for Nokia to compete again.Para.16-17Although there are signs of revival for some other European mobile phone companies,a full recovery would take a longer time.

43、I.Discussion1.What enabled Nokia to achieve its success in the manufacturing and selling of the first generation mobile phone?Exercises I.SpeakingThe first generations of modern mobile phones were purely devices for conversation and text messages.The money lay in designing desirable handsets,manufac

44、turing them cheaply and distributing them widely.This played to European strengths.And Nokia has been a highly efficient manufacturing and logistics machine capable of churning out a dozen handsets a second and selling them all over the world.Exercises I.Speaking2.Why couldnt Nokia continue its succ

45、ess?Exercises I.Speaking As microprocessors become more powerful,mobile phones are changing into hand-held computers.As a result,most of their value is now in software and data services.This is where America,in particular Silicon Valley,is hard to beat.Nokia,along with the rest of Europes mobile ind

46、ustry,is also being squeezed in both simple handsets and networking equipment.Exercises I.Speaking3.What strategies are likely to be adopted by the management of the company to cope with the situation?Exercises I.Speaking The major strategy is turning the Finnish hardware-maker into a provider of so

47、ftware and services.A former senior executive of Microsoft was brought in to work as the new CEO.The first option is trying to turn Symbian,its own operating system for smartphones,into the first platform for mobile software and services after the iPhone and Android.Exercises I.SpeakingII.Debate Divide the whole class into several teams to debate on the topics given.Exercises I.SpeakingNokias future is doomed.Value-oriented propositionPeople should return to traditional ways of communication instead of massive use of smartphones.Policy proposition