unit 2（课件）- 《新商务英语阅读教程4》同步教学（清华大学）

Section A: Lead-in 2 Learning Objectives 1 Section D: After-class Activities 5 Section B: Listening Focus 3 4 Section C: Work Step by Step 1 Learning Objectives In this unit, you will learn to understand what is a trademark and what is a brand; to know the difference between a trademark and brand; to master the new words and expressions related to trademark and brand; to practice the reading skill—reading between the lines; to grasp job skill—reading and understanding a travel report. Section A: Lead-in 2 I. Match the words or expressions in the box with the pictures? II. Work in groups to describe one of the above pictures you know best. 3 Section B: Embracing English How does a Trademark Work? Building a Strong Brand Pre-reading Task: Answer the following questions before reading the text. How does a Trademark Work? How does a Trademark Work? What is the definition of trademark? What do the symbol “TM” and the symbol “®” stand for? What is the difference between a trademark and a copyright? How does the trademark work? How can you register your trademark? II. Choose the best answer for each of the following questions according to the text. II. Choose the best answer for each of the following questions according to the text. II. Choose the best answer for each of the following questions according to the text. II. Choose the best answer for each of the following questions according to the text. Pre-reading Task: Answer the following questions before reading the text. Building a Strong Brand entail v. 使承担 consistency n. 一致性 reflection n. 反映 acoustic adj. 听觉的 exterior adj. 外部的，表面的 recognition n. 承认；认出 enforceable adj. 可实施的 good will n.善意，亲切 inured v. 使习惯 Words and Expressions inherently adv. 天性的；固有地 registrable adj. 可登记 的； 可挂号的 distinctiveness n. 特殊性 solely adv. 独自地 arbitrary adj. 专制的，任意的 ing