暨南大学外招生《大学英语》教学课件
College English Course for Overseas Undergraduates
JNU QUALITY COURSE
暨南大学外国语学院
MARKET LEADER
体验商务英语
综合教程第三册
a new language course for tomorrow’s business leaders
intermediate Business English Course Book 3
JNU QUALITY COURSE
暨南大学外国语学院
MARKET LEADER BOOK THREE
JNU QUALITY COURSE
暨南大学外国语学院
ML Book three unit seven overview
Starting up
& quotation
Listening
presentation
techniques
Reading
innovation and
the market
Vocabulary
describing innovations
Language review
passives
Skills
presentations
Case study
international
leatherware
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暨南大学外国语学院
Textbook-- page(54-61)
4
Quotation
Man will never fly, not in a
thousand years.
On December 17, 1903
near Kitty Hawk, North
Carolina, they made the
world's first flight in a
powered, heavier-than-air
machine. With Orville at
the controls, the plane flew
120 feet (37 meters) in 12
seconds.
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No flying machine will ever fly from New
York to Paris.
A manned lunar base will be in existence by
1986 --A 1967 issue of The Futurist
By the year 2000, fifty thousand people will be
living and working in space - a quote made in
1980 by Robert Traux
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What inventions or innovations do you associate
A with these names? Please refer to you handout to
find the information
• Biro Dunlop
Edison Gillette
Kellogg Benz Singer
Pilkington
Otis
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Hoover
B
What are the most important inventions or
innovations for you:
a)At work
b)At home
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C
What do they mean?
R&D brainwave blueprint prototype
Setback breakthrough patent
R&D-research and development
brainwave-a sudden good idea
blueprint-a detailed plan or scheme
prototype- a model or initial version of sth.
setback-something that hinders progress
breakthrough- opposite of setback, a success
patent-legal right protecting an invention
暨南大学精品课程项目
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D
Think about some innovations for your desk
mates to guess. Example sentences:
•Was it invented in the 19th century?
•Is it made of metal?
•Does it work with electricity?
•Do you find it in the home?
•Is it used for communication?
•Is it the telephone?
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Yes
Partly
Yes
Yes
Yes
Yes, it is.
You may cover the following
inventions in your game
•
•
•
•
•
•
Aspirin 1882
Insulin 1920
Fridge 1852
Television 1925
Piano 1709
Dynamite 1886
暨南大学精品课程项目
•
•
•
•
•
•
X-rays 1895
Steam engine 1712
Telephone 1876
Radio 1900
CD 1979
Digital computer 1944
外国语学院大学英语教学部制作
A Complete the table with appropriate
form of the words.
Verb
Noun (thing)
Noun (person) Adjective
develop
development
developer
design
design
invent
invention
innovate
innovation
produce
production
create
creation
pioneer
patent
-
designer
inventor
innovator
producer
creator
pioneer
patent
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patentee
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developed/developmental
developing
inventive/ invented
innovative
productive
creative/created
pioneering
Patent/patented
B
Which of the following have a positive meaning?
Which have a negative meaning? Write + or – next
to each one.
efficient
+ beneficial
+ revolutionary
- ridiculous
+ marketable
+ feasible
- impractical
+ clever
+
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+
-
+
+
+
brilliant
useless
pointless
uneconomical
ground-breaking
viable
ingenious
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Difficult words
shave: 剃, 刮
stubble: 短发, 胡子茬
extinguishing: 熄灭
leash: 拴狗颈的皮带
mew: make soft high noise
cube: 立方形物
crackle: 发出碎裂声
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Difficult words
Pressurised: maintained at a
certain atmospheric pressure
If a container is pressurized, the
air pressure inside it is higher
than the air pressure outside it.
In a pressurized cabin the air
pressure is comfortable for
breathing.
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Difficult words
gel: 凝胶，胶冻
shock absorber: 减震器
bumpy: (道路等)颠簸的
electrified: 使充电, 使通电
collapsible: 可折叠的
coffin: 棺材
Zimbabwe: 津巴布韦
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A
Discuss these questions,
then read the article.
1.Do you think it is better to innovate
or imitate products and services?
2.Can you name any companies which
were
a) innovators?
b) imitators?
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Vocabulary
ultimately: at last; in the end; eventually
eponymous: 齐名的
annals: account ; record; history
time and again: again and again; repeatedly
after all: in spite of everything to the contrary;
nevertheless
on one’s own: 独自地, 独立地
暨南大学精品课程项目
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Before you read the passage, please get
familiar with the following words and
phrases:
• graphical user interface: (technical word) using graphs
to control a computer
• eponymous founder：the company’s name adopted from
its founder’s name
• commercial success: success in the business world
• competitive advantage: the advantage that can help to
win in competitions
• technical expertise: technical knowledge
• personal computers
• established corporation
暨南大学精品课程项目
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Different types of companies
1,Innovator; 2,developer; 3,both
innovator and developer
Berkey, Ampex, Gablinger,
Chux, Xerox, Apple
Casio, Matsushita, Miller Lite,
P&G, IBM, Microsoft, Philip Morris
GE, Ford, Walt Disney, Sony
暨南大学精品课程项目
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B
notes
Innovator
Developer
product
Berkey
Casio
hand-held calcuator
Ampex
Matsushita
Gablinger
Chux
Miller Liter
Proctor &Gamble
Xerox
Xerox
Apple
IBM
Microsoft
Apple
暨南大学精品课程项目
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video recorder
low-alcohol lager
disposable nappies
photocopiers
personal computer
windows
C
Answer these questions about the article.
1. What is the main point made by the writer?
The pioneer of inventions and innovations are often
not the ones who develop their ideas into commercial
successes; being first in the field is not enough.
2. Several well-known companies are mentioned? What
reasons are given for their success?
The depth of their technical expertise, the extent of their
marketing skills, the fact that they are large, and they are
established companies.
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C
Answer these questions about the article.
3.What is the connection between Disney, Ford,
General Electric and Sony?
They were all founded by true innovators.
4.Look at the cartoon. What innovation does the
word it refer to ?
The wheel.
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D
Use words from each box to make word
partnerships from the article.
commercial
competitive
technical
personal
established
marketing
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skills
expertise
success
advantage
computers
corporation
外国语学院大学英语教学部制作
A
Look at these sentence from the article. Which use
passive structures?
passive
active
passive
passive
1.Unfortunately mass production and
marketing haven’t been invented yet?
2.Chux sold the first disposable nappies.
3.Today the calculators we use are probably
made by Casio.
4.Our nappies are made by Proctor &
Gamble.
暨南大学精品课程项目
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Look at these sentence from the article.
Which use passive structures?
A
passive
active
passive
active
5. In each of these markets the
innovator was swept away.
6.The company was first into the
photocopier market.
7. Its dominance was ultimately
challenged by Canon.
8. It was Apple that developed the
personal computer market.
暨南大学精品课程项目
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Find two more passive structures in the
last two paragraphs of the article
• Two passive structures:
• The success of large established corporations –
Matsushita, Philip Morris, IBM or General
Electric is generally based on other things.
• General Electric was built on the extraordinary
creativity of Thomas Edison’s mind.
• Passive structure: To be + past participle
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B
Use the verbs in the box to complete the
sentence. Then put them in a logical order.
test test publish apply for
Approve by carry out train grant
was tested
a) The drug ……………on
animals.
was developed
b) The drug …………………in
the labs.
c) Market research ……………………
was carried out
was tested
d) The drug ……………….on
humans.
were approved by
e) The trials ……………………………the
Ethics committee.
f) A license…………………….
was applied for
were published
g) The results of the trials ……………………
was granted
h) Approval ………………by
the authorities.
were trained
i) The drug representatives ………………….
c b f he a d g i
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Homework
• P. 57 Exercise C.: Use the notes
below to describe stages in the
launch of a new car in an essay.
You need to write each stage in
one paragraph. The length of
your essay should be no less than
100 words.
暨南大学精品课程项目
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Unit seven Innovation
Lesson three
listening ( presentation techniques)
skills (presentation)
暨南大学精品课程项目
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listening ( presentation techniques)
Unit seven innovation
vocabulary
1 and adjust your language so that everybody can
understand.
2 If possible visit the room beforehand.
3 But read the full version over and over again until
it’s imprinted on you mind.
4 The next step is to buy some small white
postcards.
5 Now visual aids, like overhead transparencies,
are very important.
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listening ( presentation techniques)
Unit seven innovation
7.1 Pamela Pickford trains
business people to make
presentations. Which of the points
below does she make? Listen and
make each one either T or F.
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listening ( presentation techniques)
Unit seven innovation
Listen and mark each one either true or false.
T
1When preparing a presentation, try to find out
what your audience already knows.
2 Everyone in your audience should be at the
F
same language level.
3 Visit the room in which you are presenting before
T
you actually make the presentation.
4 The first stage of your presentation is when you
T
should get the full attention of your audience.
暨南大学精品课程项目
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listening ( presentation techniques)
Unit seven innovation
Listen and mark each one either true or false
T
5 If you memorise the introduction, you will be
more confident when making a presentation.
F
6 The whole text of your presentation should be
written on postcards.
T 7 If you use an overhead projector, you should
remember to turn it off when you don’t need it.
F 8 Remember that the content of the presentation
is much more important than your presenting
style.
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listening ( presentation techniques)
Unit seven innovation
The suggestions provided on giving presentations
from Listening 1:
Preparation: the audience’s basic condition, the
audience’s knowledge about the topic and
rehearsal, check the equipment and seating
Stage1: opening: write it down exactly, listen to it
and practise it
Stage2: brief introduction
Stage3: main body
Stage4: conclusion: summary and final
recommendation
Stage5: question & answer
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listening ( presentation techniques)
Unit seven innovation
The suggestions provided on giving presentations
from Listening 1:
Suggestions:
Notes-- write the whole presentation and select
the key points, read the whole version and write
one or two points on some cards.
Visual aids --don’t put too much information on
them. Limit yourself to 5 points on each.
How you say ---performance and don’t talk to the
overhead projector or the transparency.
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A
Unit seven innovation
Comment on the following statements.
In your opinion are they:
a) essential
b) helpful
c) unhelpful
for a successful presentation?
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Skills: presentation
Unit seven innovation
•
•
•
•
•
•
•
•
Tell a joke at the beginning.
Speak more slowly than you normally do.
Smile a lot.
Involve the audience.
Invite questions during the presentation.
Always keep to your plan.
Move around during your presentation.
Use a lot of gestures to emphasize important
points.
• Read out your presentation from a script.
• Stand up when giving your presentation.
暨南大学精品课程项目
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B: listening
Skills: presentation
1 the St Tropez premium bar
2 I’ll tell you how we got on and assess its
effectiveness.
3 a mint and nut bar with a distinctive taste.
4 It’s been tested in focus groups.
5 If you look at the graph, you’ll see the bar’s
actual sales compared with forecast sales.
5 It’s wrapped in a metallic foil.
6 …as a premium line, the bar should be
successful nationwide.
7 To sum up, a very promising test launch.
暨南大学精品课程项目
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Skills: presentation
B
Unit seven innovation
7.2 Listen to a presentation to a
company’s team about the launch of
their new chocolate bar. Tick the
expressions in the Useful language box
on page 59 that you hear.
暨南大学精品课程项目
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Skills: presentation
Unit seven innovation
Expressions in Listening 2
•
•
•
•
•
•
•
•
•
Good morning everyone.
First I’ll give you …; after that …; finally …
If you have any questions, don’t hesitate to ask.
Let’s start with the background.
As you know …
Right, let’s now move on to …
If you look at the graph …
To sum up …
Thanks very much. Any questions?
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Skills: presentation
Unit seven innovation
C
Choose one of the
situation below. Prepare
a short presentation of
three to five minutes.
Include phrases from
the useful language box
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C: presentation tasks
Skills: presentation
Topic:
A country you have visited
on holiday or done
business in
Audience:
A group of people who will
shortly be working there
Suggestions:
Way of life; transport;
accommodation;
food and drink
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C: presentation tasks
Skills: presentation
Your company’s main
competitors
Topic:
The board of directors of
your company
Audience:
Suggestions:
Who they are;
their strengths and
weaknesses; how
powerful they are in the
market relative to you
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C: presentation tasks
Skills: presentation
Your job
Topic:
A group of high school
students at a careers
evening
Audience:
Suggestions:
Responsibilities and
tasks; the future; perks
and advantages;
qualifications; career
structure
暨南大学精品课程项目
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C: presentation tasks
Skills: presentation
Topic:
A city you are living in or
you are very familiar with.
Audience:
a group of people who will
shortly be working there
Suggestions:
way of life; transport;
accommodation; food and
drink; standard of living;
customs and traditions;
weather; language;
people; entertainment
暨南大学精品课程项目
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C: presentation tasks
Skills: presentation
Topic:
your study
Audience:
a group of high school students
who want to take further
education in the university you
are now studying in.
Suggestions:
facilities; teachers; living
conditions; library; reputation;
location; campus life;
extracurricular activities; food;
school disciplines
暨南大学精品课程项目
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Skills: presentation
Unit seven innovation
D: Presentation evaluation
1 Was the presentation interesting? Was it
lively? Was it clear?
2 Did the beginning have impact? Did you
want to hear more?
3 Did the beginning have a logical
structure- a beginning, middle and end?
4 Was it divided into sections? Did you
know when the presenter was moving
from one part of the talk to another?
5 Was there a summary or a conclusion?
暨南大学精品课程项目
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Unit seven innovation
Lesson
Four
暨南大学精品课程项目
Case Study
(International
Leatherware)
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
vocabulary
1 award
2 panel
3 televise
4 broadcast
5runner-up
6 state-of-the-art
7 compartment
8 newsline
9 Chambre de
Commerce
10 stop press
late news that is inserted into the
newspaper at the last minute
暨南大学精品课程项目
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Case study International leatherware
Unit seven innovation
questions
Background
1 What does ILA stand for? What is
the ILA?
2 What is one of its main functions?
3 What must be done to compete for
the prize of the association?
4 Why is the event important to the
competitors?
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
questions
ILA guidelines to competitors
5 What is the purpose of the
competition?
6 What kind of product concepts will
be more likely to win the awards?
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
questions
Innovative designs at ILA awards
7 Who is Solange Marchand?
8 Who took part in the competition
last year?
9 Who won the first prize? Why?
newsline magazine article on last year’s competition
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
questions
Stop press leatherware competition
10 When and where will the next
leatherware competition take place?
11 What prize will the winner and
runners-up receive?
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
leather products
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
leather products
Card tag
Key fob
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
leather products
bookmark
sheaths
暨南大学精品课程项目
外国语学院大学英语教学部制作
straps
Case study International leatherware
Unit seven innovation
Learn to describe leather products
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
Learn to describe leather products
Leather case for
Nokia 6255
Clear vinyl（聚乙烯基薄膜）
protects screen and keypad
Access to all side controls
Full screen visibility
Premium Full Grain Leather（全
粒面革）
Allows you to bend and move
naturally
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
Assessment sheet for judging panel
1 Are the product concepts creative?
2 Does the product show a new use for
leather?
3 Does it have excellent sales potential?
4 Will it differentiate the product or
service?
5 Is the marketing plan efficient?
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
Assessment sheet for judging panel
Presentation
1 Was there enough eye contact?
2 Was the pace too quick, too slow,
or just right?
3 Was the language fluent, accurate and
appropriate?
4 Was the voice clear enough?
5 Was it varied in pitch or monotonous?
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
Assessment sheet for judging panel
1 Was the presentation interesting? Was it
lively? Was it clear?
2 Did the beginning have impact? Did you
want to hear more?
3 Did the beginning have a logical
structure- a beginning, middle and end?
4 Was it divided into sections? Did you
know when the presenter was moving
from one part of the talk to another?
5 Was there a summary or a conclusion?
暨南大学精品课程项目
外国语学院大学英语教学部制作
Writing task
• Imagine yourself as a reporter of a company’s in-house
magazine. Write a short article about the leatherwear
competition. You can write your report in 3 paragraphs.
• The first paragraph: introduce some of the products
presented at the event
• The second paragraph: mention who received the top prize.
• The third paragraph: say whether you think the judges made
a good choice.
• Your report should be no less than 150 words.
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International Leatherware
Unit seven innovation
Sample writing
This year’s competition for the top prize is ___
(fierce) than ever before. 50 candidates from 38
countries presented their ________ (fascinate)
and _____(innovate) leather products，ranging
from leather briefcase for laptop computers by
John Asimov，leather furniture by Anna Petrov
，a Russian designer to leather gloves by Chris
Wang from China .
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study International leatherware
Unit seven innovation
Sample writing
After a heated discussion in the __________panel，
Ashio Kangi , a Japanese _______(art ) received
the _________prize for his _______(create) design
，a leather picture _________(which/where)
appeals to both the judges and the audience with
its beauty and unique ______ (features/points).
Ashio deserves the honor
__________(because/unless) his leather products
go beyond their traditional functions and
_________increasingly ___________(use ) as
decorations in the 21st century.
暨南大学精品课程项目
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Unit seven Innovation
Unit seven innovation
The end
暨南大学精品课程项目
外国语学院大学英语教学部制作
Biro
（the ball-point pen）
暨南大学精品课程项目
外国语学院大学英语教学部制作
Dunlop
（the pneumatic tyre）
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Edison
（the electric light bulb）
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Gillette (disposable razor
blade)
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Kellogg
（breakfast cereals / cornflakes)
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Benz
(the internal combustion engine)
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Singer
(the sewing machine)
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Hoover
(vacuum cleaners)
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Pilkington
（float-glass process）
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Otis
(the lift / elevator)
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people to make presentations. Which of
the points below does she make? Listen
1. When preparing
presentation,
to findeither
out whatTyour
andamake
eachtryone
or F.
T
audience already knows.
F
2. Everyone in your audience should be at the same language
T
level.
T are presenting before you actually
3. Visit the room in which you
make the presentation.
T
4. The first stage of your presentation is when you should get F
the
full attention of your audience.
T
5. If you memorise the introduction, you will be more confident
F
when making a presentation.
6. The whole text of your presentation should be written on
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Some extra exercises on passive
structures:
• 1. Please discuss the following sentences. Are there
any mistakes in the sentences?
1) The unit of measurement as a “foot” has originally based on the
A
B
average size the foot.
•
C
B
D
• 2)Xanthenes have both good and bad effects on the body, and these
•
•
A
effects are generally determined on the size and regularity of dosage.
B
C
D
C
• 3) The word ‘saga’ is often application to any narration of events of
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• 4) Throughout its history the Johns Hopkins University has
•
A
B
• noted for providing innovative programs and for its
•
C
D
• emphasis on graduate study. B
• 5) For many years, space enthusiasts harboured hopes that
•
A
• the atmosphere of Venus could support life, but now it is
•
B
C
• know to be extremely deadly. D
•
D
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•
•
•
•
•
•
•
•
•
•
•
6) Having been testing many times, the radio is
A
B
C
found very sensitive. A
D
7) Will you attend the meeting held in Shanghai
A
B
C
next month? C
D
8) Grease fires in the kitchen can best be fight with
A
B
C
a carbon dioxide fire extinguisher. C
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Corrected sentences:
• 1) The unit of measurement as a “foot” is
originally based on the average size the foot.
• 2) Xanthenes have both good and bad effects on
the body, and these effects are generally
determined by the size and regularity of dosage.
• 3) The word ‘saga’ is often applied to any
narration of events of the past, whether mythical
or historical in character.
• 4) Throughout its history the Johns Hopkins
University has been noted for providing
innovative programs and for its emphasis on
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• 5) For many years, space enthusiasts harboured
hopes that the atmosphere of Venus could
support life, but now it is known to be
extremely deadly.
• 6) Having been tested many times, the radio is
found very sensitive.
• 7) Will you attend the meeting to be held in
Shanghai next month?
• 8) Grease fires in the kitchen can best be fought
with a carbon dioxide fire extinguisher.
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2. Please use passive structures to
translate the following sentences:
• 1. 俄亥俄州的东利物浦被称为
美国的陶瓷之都。
• 2. 黄油是将炼乳提炼后再凝固
成块做成的。
• 3. 在我的错误经你指出后，我
希望自己可以做得更
• 好。
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• Keys:
• 1. East Liverpool, Ohio, is called the pottery
capital of the United States.
• 2. Butter is made from cream, which is
processed and then shaped into blocks.
• 3. After my mistakes are pointed out by you, I
hope to do better.
• 4. My suggestion is that the meeting (should)
be postponed till next Saturday.
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• patent: the legal acknowledge given by the
government on one’s invention
• veterinary surgeon: the animal doctor
• simultaneously: do something while sth. else is
being done
• exploit: take sth. for one’s own benefits
• license: a written certificate given by the
government on some rights
• skyscraper: a very tall building
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