普通高等教育“十一·五”规划教材
Beyond Oxford
Practical college English Course
学林出版社
第二册
Table of Contents
2
Two
Between Cultures 文化差异
 Taboos
禁忌
 Euphemisms
委婉语
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Taboos 禁忌
3
Focus
S: Cultural differences
L: A can of worms: taboos in America
L: A rude parrot
S: A test of cultural IQ
R: American management
W: Writing an email
R: Proverbs
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1. Starter — Cultural differences
4
Look at the pictures. Think about the following question.
When a Chinese person talks with an American friend of the opposite
sex, is it impolite to look in the other’s eyes?
No. Eye contact is regarded as polite in Western culture, though somewhat
_________________________________________________________
rude in Chinese culture.
________________________________________________________
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2. A can of worms: taboos in America
5
Listen to a dialogue about communication taboos in America
and do the exercises.
A. Answer the following questions.
1. Which of the following does the professor mention as
communication taboos in America? ( B E )
A. Greeting people with a kiss.
B. Asking a woman how old she is.
C. Picking your nose in public.
D. Asking about another person’s salary.
E. Asking about someone’s weight.
F. Stepping on landmines.
2. Does the professor mention how to figure out a woman’s age?
Yes,
he does. You take ten years away from the age she looks.
__________________________________________________
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2. A can of worms: taboos in America
B.
6
The words and phrases in the box are taken from the
professor’s talk. Match them with their meanings.
sensitive watch your step it’s safe to say
landmine sensible a can of worms
1. a situation which causes a lot of trouble for you when you start to
deal with it
a can of worms
_______________
2. a bomb hidden in the ground that will explode if someone steps on it
landmine
____________
watch your step
3. be careful ___________________
4. able to judge something well
__________
sensible
it’s safe to say
5. it’s definitely true _____________
6. easily hurt or upset __________
sensitive
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2. A can of worms: taboos in America
Su Hui:
7
Professor, do you know anything about American taboos?
Professor: Age. Yes, age is a very sensitive subject to many
Americans, especially to women over the age of thirty.
Su Hui:
How would a woman respond if I asked her, “How old are
you exactly?”
Professor: That’s the last thing they want to be asked. It may result in
replies like “How old do you think I am?”
Su Hui:
If I’m dying to know someone’s age?
To be continued
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2. A can of worms: taboos in America
8
Professor:
You take ten years off the age they look. I’m sure you’ll
get a big smile from that person, who will say: “Well,
I’m already 38. Can you believe it?”
Su Hui:
What else do Americans mind?
Professor:
Weight. You’d better not ask how much they weigh,
even if they are thin.
Su Hui:
But what if I have to bring up this subject?
Professor:
It’s always safe to say: “Hey, you look great. Very
healthy.” Never say someone is fat.
Su Hui:
Well, those Americans! It’s difficult to avoid landmines.
Professor:
So, be sensible, watch your step and try not to open a
can of worms.
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2. A can of worms: taboos in America
9
Notes
1. Yes, age is a very sensitive subject to many Americans, especially to
women over the age of thirty. 是的，对于许多美国人，尤其是三十岁以上
的女人来说，年龄是个非常敏感的话题。
*sensitive a. 敏感的
e.g. Laura’s sensitive about her weight.
*subject n. 话题，主题；对象
e.g. This is a book on the subject of love.
*especially ad. 尤其，特别
e.g. I’ve never liked long walks, especially in winter.
2. How would a woman respond if I asked her, “How old are you exactly?”
如果我问一位女士：“请问你的真实年龄是……？”她会怎样回答呢？
*exactly ad. 精确地，准确地，确切地
e.g. A TV replay showed exactly what had happened.
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2. A can of worms: taboos in America
10
3. It may result in replies like “How old do you think I am?” 她们可能会
反问：“你认为我有多大了？”
result in 导致
e.g. A diet with no exercise is bad for the health, because it will result in the
loss of both fat and muscle tissue.
4. If I’m dying to know someone’s age? 如果我就是想知道某人的年龄呢？
be dying to do sth. 表示“等不及，急切，迫不及待做某事”。
e.g. We’re dying to get started.
5. So, be sensible, watch your step and try not to open a can of worms. 所
以啊，头脑要清醒些，说话谨慎点，不要去触及那些忌讳的话题。
☆sensible a. 明智的
e.g. It’s sensible to keep a note of your passport number.
a can of worms 棘手之事
e.g. The court case has opened up a real can of worms.
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3. A rude parrot
11
Listen to a story. Complete each of the statements with its
ending from the box.
a) was about to ask what had caused such a change in its behavior.
b) clean up the bird’s vocabulary.
c) was fed up with it.
d) yelled at it.
e) in a moment of desperation.
f) was afraid that the bird might have frozen to death.
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3. A rude parrot
12
( b ) 1. Almost every word the bird said was rude, so Jimmy worked
hard to try to…
( d ) 2. The bird said dirtier words because Jimmy…
( c ) 3. Failing to change the bird’s vocabulary, Jimmy shouted at it
because he…
( a ) 4. The bird asked a silly question when Jimmy…
( e ) 5. Jimmy saw no hope of changing the bird’s rude vocabulary and
put it into the freezer…
( f ) 6. When he didn’t hear a sound for half a minute, Jimmy opened
the freezer door because he…
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3. A rude parrot
13
A Rude Parrot
Jimmy received a parrot for his birthday. The parrot was fully grown, with a bad
attitude and worse vocabulary.
Jimmy tried hard to change the bird’s attitude by often saying polite words,
playing soft music … anything he could think of to clean up the bird’s vocabulary.
Nothing worked. Fed up with the bird, Jimmy yelled at it, and the bird got worse.
He shook the bird and the bird got angrier and ruder. Finally, Jimmy put it in the
freezer. For a few moments he heard the bird kicking and screaming. Then suddenly
there was quiet. Not a sound for half a minute. Fearing that he might have hurt the
bird, Jimmy quickly opened the freezer door.
The parrot calmly stepped out onto Jimmy’s arm and said, “I believe I may have
offended you with my rude language and behavior. I’m sincerely regretful for my bad
manners and I will try at once to correct my rude behavior.”
Jimmy was surprised at the change in the bird’s attitude and was about to ask what
had changed him, when the parrot continued, “May I ask what the chicken did?”
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3. A rude parrot
14
Notes
1. The parrot was fully grown, with a bad attitude and worse vocabulary.
这是一只成年鹦鹉，态度非常恶劣，语言更是粗俗。
*attitude n. 态度；看法
e.g. Pete’s attitude towards women really scares me.
2. ...anything he could think of to clean up the bird’s vocabulary. ……所
有他能想到的使鹦鹉不再说脏话的办法他都试过了。
clean up 清除；打扫干净
e.g. The mayor is determined to clean up the city.
3. Fed up with the bird, Jimmy yelled at it, and the bird got worse. 最后，
他忍无可忍，对着鹦鹉吼了起来，而鹦鹉却变得更加粗鲁。
be fed up (with) （对……）受够了
e.g. Mary told me straight out that she was fed up and wanted to leave.
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3. A rude parrot
15
4. For a few moments he heard the bird kicking and screaming. 他听到鹦
鹉在里面又叫又踢了一会儿。
*scream vi.（因伤痛、害怕、激动等）尖叫，发出尖叫声
e.g. She screamed when she saw the robber.
5. The parrot calmly stepped out onto Jimmy’s arm and said, “I believe I
may have offended you with my rude language and behavior. I’m sincerely
regretful for my bad manners and I will try at once to correct my rude
behavior.” 鹦鹉平静地走到吉米的手臂上说：“我想，我说了无礼的话，
做了无礼的事而冒犯了您。对于我的无礼我诚心悔过，我会立刻努力改
正我的粗鲁行为。”
*calmly ad. 平静地，冷静地，沉着地
e.g. He spoke calmly, but every sentence carried weight.
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3. A rude parrot
16
*offend vt. 触怒，得罪，冒犯
e.g. I didn’t mean to offend you.
*regretful a. 后悔的；失望的，惋惜的，遗憾的
e.g. He is regretful for what he has done.
6. Jimmy was surprised at the change in the bird’s attitude and was about
to ask what had changed him, when the parrot continued, “May I ask what
the chicken did?” 鹦鹉态度的改变让吉米感到很吃惊。他正想问它怎么会
突然发生如此大的改变时，鹦鹉接着说：“我可以问一下那只鸡犯了什
么错吗？”
be about to do sth. 刚要，即将做……
e.g. As she was about to speak, I frowned her down.
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4. A test of cultural IQ
17
Discover your cultural IQ by deciding on the answers to the
questions and giving reasons.
1. You are hosting a meeting in Wisconsin for Chinese business people.
Which is not a blunder?
A.
B.
C.
D.
Holding the meeting in Room 444.
Passing out green caps.
Staying up late entertaining your guests.
Serving Wisconsin cheese at every meal.
Note
The number four is regarded by many Chinese as inauspicious (不吉利的)
(it sounds like die); a green hat means you are a cuckold (戴绿帽子的丈
夫); many Chinese are lactose-intolerant (无法忍受乳糖的).
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4. A test of cultural IQ
18
2. Spitting is extremely ugly in many places, and is actually against
the law in which country?
A.The UK.
Note
B. China.
C. Singapore.
Singapore also prohibits chewing gum, jay-walking (乱穿马
路), and smoking in public places.
3. A golden lotus in ancient China refers to
.
A. the most beautiful lotus
B. a bound foot
C. the shoe a beauty wears
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5. American Management
Cross-cultural differences
are often worth paying
attention to. They include the
dress code for appointments,
the manner in which we
introduce ourselves and greet
others, expressing thanks to the
hosts as well as proper etiquette
for the presentation of gifts,
and corporate management.
*code n. 准则美国管理
e.g.
The new code
of conduct lays
☆appointment
n. 约会，预约
文化差异经常值得投以关注，包括约
down
the
ground
rules
for
management-union relations.
、向主人表达感谢和送礼的礼节以及公
facial next
*express
vt. week.
表达，表示
e.g. I’ve made an appointment for a
会着装规范、自我介绍和打招呼的方式
司管理文化。
e.g. Learning to express oneself well
*presentation n. 赠送；授予；陈述，
is an important part of education.
介绍
e.g. One of the mayor’s jobs is the
presentation of prizes.
Translation
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5. American Management
The American and Japanese
companies located in an industrial
park decided to engage in a boat
race. Both teams practiced hard
and long to reach their peak
performance. On the big day they
felt ready. The Japanese won by a
20
位于工业园区的美国公司和日
*industrial
a. 工业的，产业的
engage in 参加，参与
本公司决定来个划船比赛。两支队
e.g. The industrial exposition will
e.g. Is it wise to engage in
be
held
in September.
伍都很努力地训练，希望达到最佳
active sports at your age?
水平。比赛的日子来了，两队都做
*performance n. 表现；表演
好了准备。日本队以领先一英里的
e.g.
They
criticized
his
距离获胜。
performance as mayor.
mile.
Translation
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5. American Management
The American team was
discouraged by the loss. Morale
sank
low.
Corporate
management decided that the
reason for the crushing defeat
had to be found, so a consulting
firm was hired to investigate
the problem and recommend
corrective actions.
Translation
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☆discourage
vt. 使气馁
美国队失败了，感到很气馁。员
e.g. He is
easily discouraged by
△morale
n. 士气，斗志
工的士气大跌。公司管理层决定找
difficulties
and obstacles.
☆sink
下沉
e.g.
Avi.sincere
compliment boosts
出惨败的原因，于是聘请了一家咨
*consult
vt. 咨询，向……请教
该词的反义词是encourage，两者
e.g.
My
feet
sank
the mud.
one’s
morale.
*defeat
n. 失败，击败
询公司调查问题，找出对策。
*recommend
vt. into
建议，推荐
e.g.
You had / better
consult
a
都有discourage
encourage
sb.
to
e.g.
He you
wasvt.
depressed
his
e.g. Can
recommend
abygood
☆investigate
调查，研究
doctor
soon.
do
sth.的结构。
dictionary
to me? are
你能为我推荐
defeat.
e.g.
The
police
consult with 表 示 “investigating
与 …… 商
一本好词典吗？
the
murder.
议”。
常 用 结 构 ： recommend that
e.g.
On the subject
ofsomething,
funds, you
someone
do
may
consult doing
with Mr.
White.
recommend
something
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5. American Management
The consultant’s finding:
The Japanese team had eight
people rowing and one person
directing; the American team
had one person rowing and
eight people directing.
咨询专家的调查结果：日本队是八个
人划船，一个人控制方向；美国队是一个
☆row v. 划船
人划船，八个人控制方向。
e.g. He vt.
rowed
*direct
指挥across the lake.
e.g. He directed the building of
the new bridge.
Translation
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5. American Management
After a year of study and millions
spent analyzing the problem, the
consulting firm concluded that too
many people were directing and not
enough were rowing on the American
team. So as race day neared again the
following year, the American’s team
management structure was completely
reorganized. The new structure: four
directing managers,
four area
directing managers, and a new
performance review system for the
person rowing the boat. The next year,
the Japanese won by TWO miles!
Translation
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经过一年花费数以百万的调查研究
☆analyze vt. 分析，解析
，咨询公司得出结论：美国队中，控
*conclude vi. 作结论；结束
e.g. Let’s analyze the problem
制方向的人太多，划船的人太少。于
e.g. From his appearance we
and see what went wrong.
是，随着第二年划船比赛的临近，美
may safely conclude that he is a
国队把队员管理结构作了彻底调整。
chain smoker.
新的分工如下：四名方向主管，四名
区域主管，对划船的人有一个新的评
*review n. 评审；复习
估体系。第二年，日本队以领先两英
*system
体系，系统
e.g. Then.terms
of the contract
里的距离获胜。
e.g.
Do you
know how to log in
are under
review.
to the system?
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5. American Management
Insulted, the American
company laid off the rower for
poor performance and gave the
managers
a
bonus
for
discovering the problem.
美国公司感到很丢脸，于是辞退了
☆bonus
n. 奖金；额外津贴；特
☆insult
vt. 侮辱，羞辱
表现不好的划船手，而发给各位主管
别补助
e.g. She felt insulted by the low
一笔奖金，因为他们发现了问题。
e.g. The workers are expecting a
offer.
large Christmas bonus.
Translation
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5. American Management
25
A. Decide whether the following statements are true (T) or
false (F) according to the passage.
( F ) 1. In the first race, the Japanese team was one mile behind the
American team.
( T ) 2. A consulting firm was hired to look into the reason for the
defeat and to give advice.
( F ) 3. The finding of the investigation was that there were more
management people in the Japanese team than in the American
team.
( T ) 4. The next year, the American team was further behind the
Japanese team in the boat race.
( T ) 5. The American team discovered the problem but didn’t solve
the problem in a correct way.
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5. American Management
26
B. Find in the text the phrases which mean the following.
1. take note of
pay attention to
______________
2. and
as well as
______________
3. take part in
______________
engage in
4. look into
investigate
______________
5. fire
______________
lay off
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6. Writing an email
27
There is a big scare in the hotel. Everyone thinks swine flu has come
to the hotel because four or five guests were coughing in the lobby this
afternoon. One guest heard them coughing and will not come out of her
room. After an examination, the coughing guests were found to be in
good health. They stayed out singing karaoke too late last night and
smoked too many cigarettes.
Write an email to the guest who thinks it is swine flu. Convince the
guest it is safe to come out of her room.
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6. Writing an email
28
To: Ms. Unusually Scared
From: Fuller Gondola
Date: Wednesday 11 May 2009
Subject: ______________
Health concerns
Dear Ms. Scared,
____________________________________________________________
In this very worrying time of global diseases, I can understand your fear
of the swine flu, but please rest assured that the guests you heard coughing in
______________________________________________________________
the lobby have been checked by a doctor and found to be perfectly healthy. It
______________________________________________________________
turns out it is due to too much smoking, drinking, and singing karaoke last
______________________________________________________________
night that they had sore throats this morning.
_____________________________________________________________
If you have any further concerns, please dial 100 and ask for me by name.
____________________________________________________________
I will be happy to calm your fears.
_____________________________________________________________
With warmest regards,
Fuller Gondola
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7. Read me!
29
Read the following proverbs.
A cracked bell can never sound well.
A little pot is soon hot.
Diamond cuts diamond.
Don’t put the cart before the horse.
In for a penny, in for a pound.
Silence is golden.
Speak of the devil and he will appear.
Nobody’s enemy but his own.
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Euphemisms 委婉语
30
Focus
S: Euphemisms
L: Our little aunt
L: Talking in a euphemistic way
S: Identifying euphemisms
R: Cross-cultural advertising gaffes
W: Writing a request letter
R: Taboo food
原因状语从句与结果状语从句
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1. Starter — Euphemisms
31
Look at the pictures. Which picture shows the euphemism for:
B
A
D
C
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1. Starter — Euphemisms
32
F
E
1. lavatory
2.
3.
4.
5.
6.
B washroom
_______________
C senior citizen
old person _________________
firing
________________
A downsizing
D spend more time with his pension
retire
________________________________
pregnant
_____________________
E expecting
losing weight ___________________
F slimming
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2. Our little aunt
33
Lesley is talking with her colleague Su Wei at Su Wei’s home.
Listen to the dialogue and decide whether the statements agree
with the information given in the dialogue.
Write
TRUE
if the statement is true according to the dialogue
FALSE if the statement is not true according to the dialogue
Statement
Answer
1. The girl is a relative of Su Wei’s and a member of the family.
_______
FALSE
2. Little aunt in Chinese means a lady in a family whose sole job is to
clean the floor.
_______
FALSE
3. Lesley is confused by the title “little aunt”.
TRUE
_______
TRUE
_______
4. A girl who wants to be called “little aunt” instead of “baomu” is
hoping that we will treat her with more respect and kindness.
5. “Housekeeper” is a more polite word for “little aunt”.
FALSE
________
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2. Our little aunt
34
Lesley: Hey, Su Wei, who is this girl? I’ve never seen her before.
Su Wei: Oh, she is a new member of our family, our little aunt (xiao ayi).
Lesley: Little aunt? A new member? But you don’t look like relatives. I’m
confused.
Su Wei: Ha ha, little aunt means baomu in Chinese.
Lesley: Baomu? Housekeeper?
Su Wei: Well, sort of. Sometimes it means nanny or cleaning lady, too.
Lesley: Why? A housekeeper is a housekeeper, and a nanny is a nanny. Why
do you call her “little aunt”? So confusing.
Su Wei: That’s a euphemism for housekeeper in Chinese. Calling her little
aunt avoids embarrassment. What’s more, this term makes the girl
feel comfortable.
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2. Our little aunt
35
Notes
1. I’m confused. 我有点糊涂了。
*confuse vt. 使糊涂，使困惑
e.g. They asked so many questions that they confused me.
This cannot but make people feel confused.
下文的confusing 是其现在分词形式。
2. What’s more, this term makes the girl feel comfortable. 而且，这种
称呼可以让那个女孩感到舒服点。
*comfortable a. 使人舒服的；舒适的
e.g. I don’t feel comfortable in the same room with her.
Were it not for science, we could not live a comfortable life.
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3. Talking in a euphemistic way
36
Read and listen to the dialogue between Andrew and Julia. Complete
the table with NO MORE THAN THREE WORDS for each answer.
Julia:
What happened?
Andrew: I went to a cheap clothes store yesterday. I saw crowds of people there.
Julia:
That’s it. Many people have lost their jobs and can’t afford good clothes.
Andrew: Hard times now. Did you know that the New York railway workers took
industrial action on Friday?
Julia:
Yes. They went on strike for a pay raise.
Andrew: And so did the sanitary engineers.
Julia:
I hope things will get better soon. I need a job.
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3. Talking in a euphemistic way
Euphemism
37
Intended Meaning
feel under the weather
be slightly ill
____________
on unemployment benefits
out of work
___________
__________
downsize
fire workers
take industrial action
___________________
go on strike
sanitary engineer
garbage worker
______________
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3. Talking in a euphemistic way
38
Notes
1. In fact I’m on unemployment benefits. What are you up to lately,
Andrew? 实际上，我正靠领失业金生活。安德鲁，你最近在忙些什
么？
*unemployment n. 失业
e.g. She qualifies for unemployment benefits.
*benefit n. 救济金；益处，好处
e.g. Are you entitled to unemployment benefits?
☆lately ad. 最近
e.g. Good news has been thin on the ground lately.
(on) unemployment benefits（靠）失业救济金（生活）
e.g. You are not entitled to unemployment benefits if you have
never worked.
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3. Talking in a euphemistic way
39
2. My company is downsizing. Luckily I was not fired, but there is
an across-the-board drop in pay. 我们公司在裁员。我很幸运没丢工
作，但是大家的薪水都减少了。
△downsize v.（公司、企业等）裁员，精简
e.g. It’s rumored that the company is going to downsize; everyone is
feeling anxious.
△across-the-board a. 全面的，全盘的
e.g. The union arranged an across-the-board raise of five percent.
3. And so did the sanitary engineers. 环卫工人也罢工了。
△sanitary a. 卫生的，清洁的
e.g. The Sanitary Board is trying to stamp out the epidemic.
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4. Identifying euphemisms
40
Work with your partner. Read each sentence (a—l) to your partner, who
will find an expression (1—8) matching the euphemism in the sentence.
(c, g ) 1. poor
( a ) 2. an argument
( b ) 3. lying
( h ) 4. drunk
( d ) 5. pregnant
( f ) 6. unemployed
( i k ) 7. bathroom
( e, j, l ) 8. die
a. "Those two people have had words.”
b. “The boss is known for being economical with
the truth.”
c. “The government is introducing new plans to
help the disadvantaged.”
d. “She was in the family way, so they got married.”
e. “Her uncle passed away last year.”
f. “Steve is between jobs at the moment.”
g. “I’m afraid I can’t come to the restaurant with
you. I’m financially embarrassed at the
moment.”
h. “The newspaper said the president was tired
and emotional.”
i. “The ladies and gents are down the corridor on
your right.”
j. “I won’t worry about money when I’m six feet
under.”
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5. Cross-cultural Advertising Gaffes
Many of you may have
heard of these infamous errors
made
by
multinational
corporations when translating
brands or slogans abroad.
△infamous
a. 声名狼藉的
*multinational
a. 多国的，跨国
跨文化广告的误译
e.g. This v.area
is infamous for
的
*translate
翻译；改变
你们中许多人可能都听说过跨
drug
abuse.
☆brand
n. 商标，牌子
e.g.
He
wants
to apply the
for sentence
a job in
e.g.
Can
you
translate
国公司在翻译品牌名称或广告词
△slogan
口号，标语
That
infamous
killer
has received
e.g.
Hown.well
do you
think this
a时所犯的可笑的错误。
multinational
corporation.
into
English?
e.g.death
What
is the
Democrats’
the
sentence.
washing
powder
stacks
against
It’s
amazing
how
wellupthe
play
campaign
slogan?
your
usual
brand? to film.
has
been
translated
I wish the
exclamation
had
She’s
gone
over to mark
a milder
not been
painted out. It would
brand
of cigarettes.
have made the slogan more
forceful.
Translation
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5. Cross-cultural Advertising Gaffes
42
When
Kentucky
Fried
Chicken entered the Chinese
肯德基进入中国市场时，震惊地
market, to their horror they 发现他们的广告词“吮指美味”被
△lick vt. 舔
discovered that their slogan 译成“吃掉你的指头”。
The children licked their lips
“finger lickin’ good” came out e.g.
饮料生产商曾遇到过这样的问题
*satisfy
vt.
使cut.
…… 满 足 ； 使
as
the
cake
was
as “eat your fingers off”.
。在意大利，在为“奎宁水”做销
……满意
Soft drink makers have 售策划时，把奎宁水翻译成了难以
e.g. Just to satisfy my curiosity,
problems. In Italy, a sales plan 解渴的“花露水”。
how much did you pay for your
for “Tonic Water” translated the
car?
name into the much less thirst It is by no means easy to satisfy
satisfying “Toilet Water”.
everyone.
Translation
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5. Cross-cultural Advertising Gaffes
Sometimes it’s one word of a
slogan that changes the whole
meaning. When Parker Pen
marketed a ballpoint pen in
Mexico, its ads were supposed to
say “It won’t leak in your pocket
and embarrass you.” However, the
company mistakenly thought the
Spanish word “embarazada”
meant embarrassed. Instead the
ads said “It won’t leak in your
pocket and make you pregnant.”
有时候广告语会因一字之差而使意
思完全改变。派克笔公司把一种圆珠
*suppose vt. 假设，认为
笔打入墨西哥市场时，它的广告语本
e.g. They were supposed to be
来所要表达的意思是“不会因放在口
☆leak v. 渗漏；泄露
here an hour ago.
袋里漏墨而引起尴尬”。但是公司误
e.g. The details were supposed
We suppose that the situation
把西班牙语“怀孕”一词理解成尴尬
to be secret but somehow leaked
will improve.
，这样广告的意思就变成了“不会因
out.
放在口袋里漏墨而使你怀孕”。
Who leaked the news to the
press?
Translation
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5. Cross-cultural Advertising Gaffes
The American slogan for Salem
cigarettes, “Salem — Feeling Free,”
got translated in the Japanese market
into “When smoking Salem, you feel
so refreshed that your mind seems to
be free and empty.”
General Motors had a perplexing
problem when they introduced the
Chevy Nova in South America.
Despite their best efforts, they weren’t
selling many cars. They finally
realized that in Spanish, “nova” means
“it won’t go”. Sales improved
dramatically after the car was renamed
the “Caribe” — the Caribbean (Sea).
沙龙牌香烟在美国的广告词为“沙
*cigarette
n. 香烟
龙香烟——自由无限”，但在日本市
e.g. He lit a cigarette in order to
场却被译成“吸沙龙牌香烟，神清气
☆dramatically
ad. 巨大地，
calm
his
mind.
△perplex vt. 使……困惑，使
爽，头脑空荡。”
令人吃惊地
……为难
通用汽车将雪佛兰新星引进南美市
e.g.
Accounting
*motor
n.
发动机，马达 and
e.g. She was perplexed by his
场时遇到了一个很令人费解的问题：
banking
changed
e.g.
I stoppedhave
the car but
left the
questions.
尽管尽了最大努力，但销售业绩依然
dramatically
in the light of
motor
ticking over.
Faced with that dilemma, he was
平平。最后，他们发现“新星”在西
recent
developments
in
perplexed.
班牙语里的意思是“不会走”。于是
computers.
，该汽车被重新命名为“加勒比”（
The story begins dramatically
意指加勒比海），销售量大大提高了
but the plot peters out before
。
the end.
Translation
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5. Cross-cultural Advertising Gaffes
When Braniff translated an
advertisement for its upholstery, “Fly
in Leather,” it came out in Spanish as
“Fly Naked.”
Clairol introduced the “Mist
Stick,” a curling iron, into Germany,
only to find out that “mist” means
“manure”.
An American T-shirt maker in
Miami printed shirts for the Spanish
Market which promoted the Pope’s
visit. Instead of “I Saw the Pope” (el
Papa), the shirts read “I Saw the
Potato” (la papa).
布兰尼夫航空公司为其机内装饰做
*naked
a. 裸体的；不加掩饰
的广告为“皮饰空间，翱翔苍穹”，
的
翻译成西班牙语却成了“裸飞”。
e.g. This star is not visible to
伊卡璐染发护发产品公司把一种名
the
naked eye.
为“迷朦棒”的卷发器引进德国，最
His face broke into an
终发现“迷朦”一词在德语里是“肥
expression
of naked anxiety.
*print vt. 印制，印刷
料”的意思。
☆promote vt. 促进；晋级
e.g. They had printed their own
美国迈阿密一家T恤衫制造厂为西班
e.g.
The government decided to
design on the T-shirt.
牙市场印制广告衫，为即将来访的教
promote public welfare.
The company’s name was
皇作宣传，原本想印刷的“el
The young army officer Papa（
was
printed in bold letters across the
我看见了罗马教皇）”被印成了“la
promoted to the rank of captain.
top of the page.
papa（我见到了土豆）”。
Translation
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5. Cross-cultural Advertising Gaffes
46
A. Complete the table with NO MORE THAN THREE WORDS
for each answer.
Gaffe in
German
Italian
Spanish
_________
toilet water
pregnant∕embar
_____________
azada
_________
in leather
_________
manure
______
Intended Meaning
tonic water
embarrassed
naked
mist
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5. Cross-cultural Advertising Gaffes
47
B. Choose the best answer to complete each statement.
1. “Multinational corporation” in the passage means
.
A. a large company belonging to many countries
B. a large company that produces and sells goods in many different countries
C. a large company that takes on employees from different cultures
D. a large company under the direction of the United Nations
2. “Toilet water” in the passage was intended to mean
.
A. water from the toilet
B. a soft drink
C. a perfumed liquid
D. an alcoholic drink
3. “Thirst satisfying” in the passage means
.
A. able to meet someone’s need for a drink
B. able to put out a fire
C. able to stop the desire for power
D. able to give someone pleasure
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6. Writing a request letter
48
Write a letter according to the following prompts.
以会议组织方的名义写信给宴会经理，告知与会者的不同文化背景，提出他
们的餐饮特殊要求。
主要内容：
1. 与会者主要来自美国和中国；
Amalgamated Inc.
2. 早餐安排英式早餐和中式早餐；
1231 South Ketone Avenue
3. 有几位与会者是素食主义者；
New Emphysema, Michigan USA
4. 有几位与会者患有糖尿病；
41339
5. 有几位与会者来自中东国家；
(807) 672-9653
6. 中餐和晚餐要考虑上述因素。
Words for reference:
Fax: (807) 672-9611
与会者：attendee
E-mail: info@amalwidg.com
素食主义者：vegetarian
糖尿病：diabetes
Click Here
For Reference Answer
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6. Writing a request letter
49
February 30, 20xx
Mr. Vernon Wells
Mega Restaurant Supply
978 East Ipecac Lane
Carbuncle, Indiana 50021
Dear Mr. Wells,
My name is Susan Walters, and I am the meeting planner here at Amalgamated
____________________________________________________________________
Corporation. I’m now writing to you to confirm our catering arrangement for the
______________________________________________________________________
three-day seminar.
______________________________________________________________________
To start with, there should be both English breakfast and Chinese breakfast since
______________________________________________________________________
we have attendees mainly coming from the USA and China.
______________________________________________________________________
Then, for lunch and supper, buffets are preferred. We need vegetarian food, food
______________________________________________________________________
with less sugar, and food with no pork to meet the needs of some of our vegetarian
______________________________________________________________________
attendees, those with diabetes, and those coming from Middle East countries.
______________________________________________________________________
We hope our special dietary requests can be met during the scheduled days. Your
______________________________________________________________________
attention is appreciated.
____________________________________________________________________
Sincerely yours,
(signature)
Susan Walters
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7. Read me!
50
Read the following passage and answer the questions.
1. According to the passage, what foods are forbidden for Jews?
_____________________________________________________
Pork, shellfish, and birds of prey are forbidden for Jews.
2. Why is beef not eaten in India?
____________________________________________________
Because cows are considered holy in India.
3. Why don’t people in most Western countries eat insects?
Because
insects are considered to be dirty.
____________________________________________________
4. Why are new types of foods often avoided?
____________________________________________________
Because
they are often viewed as against tradition.
5. When will people begin to introduce new foods to their regular dishes?
When they have grown used to eating them.
____________________________________________________
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7. Read me!
51
Taboo Food
Taboo food is that which people avoid for religious (宗教的), cultural, or
health reasons.
Certain religions forbid the eating of certain types of meat. For example,
Muslims and Jews can’t eat pork. Eating shellfish and birds of prey (猛禽)
would also go against the religious laws of the Jews. In India, the cow is
holy, thus it is not eaten.
Some food taboos are not based on religion but on traditions and customs
of the society, and sometimes also on the appearance of the food. Neither
dogs nor insects are eaten in most Western countries. Dogs are a taboo food
in the Western world because people consider these animals their pets, their
friends. Insects are not eaten because the general opinion is that these are
dirty animals one doesn’t want to digest (消化).
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7. Read me!
52
The taboo food of one’s culture is learnt
during childhood. The taboos based on
religion are not easy to change. But new
types of foods are introduced to the market.
They are often viewed as against tradition
and therefore avoided. But later some
taboos begin to change when people have
grown used to eating a certain food and
have maybe also found new uses for it in
their regular dishes.
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Grammar
53
Exercise
Choose the best answer to complete each sentence.
1. ______ offensive were his words that his girlfriend left without saying
goodbye.
A.
Very
B. Too
C. Quite
D. So
2. ______ how to deal with the trouble of the computer, Martin had to ask
his brother for help.
A. Not know
B. Not known
C. Not to know
D. Not knowing
3. Hitler turned his war from England to Russia ______ be totally
defeated.
A. simply to
B. only to
C. as to
D. to
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Grammar
54
4. So loudly ________ that the audience in the back heard him clearly.
A. does he speak
B. did he speak
C. he speaks
D. he spoke
5. ______ his ankle injury, his coach decided that he stop training for the
time being.
A.
Giving
B. Given C. Having given
D. Being given
6. ______ by his class, he felt miserable in school.
A. Looking down on
B. Having looked down on
C. To be looked down on
D. Being looked down on
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Grammar
55
7. The Golden Touch was ______ to turn his daughter into gold as well.
A. so powerful
B. enough powerful
D. such powerful
C. powerful enough
8. ______ that we were all bored with what he was saying, he changed his
topic.
A. To see
C. Seen
D. Being seen
B. Seeing
9. More volunteers ______ for the 2010 Shanghai Expo, many college
teachers have signed up for it.
B. are needed
A. being needed
C. are being needed
D. needed
10. There ______ no electricity, we had to put off the experiment till the
next day.
B. was
C. be
D. is
A. being
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普通高等教育“十一·五”规划教材
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