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Unit 7

Unit 7. Maintaining a Sharp Eye Elsie the Cow. Related Information Intensive Study Practice. More about Elsie Facts. Text Related Information.

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Unit 7

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  1. Unit 7 Maintaining a Sharp Eye Elsie the Cow

  2. Related Information • Intensive Study • Practice

  3. More about Elsie Facts Text Related Information Elsie the cow was originally a cartoon character that appeared in magazine ads for Borden Milk. At the 1939 New York World's Fair, when people began asking where Elsie was, the company picked from their herd a good looking, good natured Jersey cow named 'You'll Do Lobelia.’ This original Elsie started in commercials, made personal appearances, and even started in an RKO feature film, 'Little Men.'

  4. Text Related Information More about Elsie Facts Elsie was seriously injured in a truck accident in 1941, and had to be put to sleep. A new Elsie was soon chosen to replace the original. Elsie is buried in Plainsboro, New Jersey, and a headstone has been placed near the spot where she was buried (the marker has been moved several times and no one knows exactly where she was actually buried).

  5. Text Related Information More about Elsie Facts • During World War II, Elsie was a popular pin-up girl that adorned Navy servicemen's lockers and planes that were named after her. • Universities have awarded Elsie with several degrees--a Doctorate of Bovinity, Doctorate of Human Kindness and Doctorate of Economics.

  6. Text Related Information More about Elsie Facts • Since 1939, there have been approximately 50 "live" Elsies. • Pictures of Borden's "barnyard queen" have been seen by consumers in 107 countries around the world. • In the early 1940s, Elsie raised $10 million in U.S. War Bonds while on tour. She also hit the Hollywood scene with her first film debut as a cow named Buttercup in the movie, Little Men, starring Jack Oakie and Kay Francis.

  7. Pre-reading • Resume • Name: Elsie Nationality: American • Sex:1.___________ • Place of Birth: 2____________________ • Date of Birth: 1930 Marital Status: 3_____________ • Occupation: Spokescow for Borden • Work Experience • 1938         Acted in a radio commercial • 1939        Took part in 4________________ in New York • 1940-present Spokescow for Borden • Awards • 1.       Among 5_____________________ of all time according to Advertising Age • 2.       Key-holder to more than 200 cities

  8. Today, Elsie the Cow, America's most beloved beauty, is returning home to her birthplace -New York City - to celebrate her 60th birthday and her lifetime achievements as a trusted advertising icon. • To celebrate Elsie's 60th birthday, Manhattan will be the site of the celebration, complete with a barn, white picket fence, hay and of course, the world's most popular cow, Elsie. The barnyard celebration will take place in Bryant Park on 42nd Street, near Times Square, where an authentic red barn will be raised to celebrate this major milestone in advertising history.

  9. Para. 1 words to learn • beloved, lifetime, achievement, icon • Para 2 • site, barn, fence, authentic, milestone

  10. Who then is Elsie the cow and why is her life romantic? • Elsie is one of America's best known and loved advertising icons. Through the past 60 years, the friendly and cheerful bovine has come to embody all that is dairy and has "mooed" her way into the list of top 10 icons of all time according to Advertising Age. Elsie has even been presentedwith keys to more than 200 cities.

  11. Para 3-4 • Romantic, cheerful, bovine, embody, dairy, present

  12. The world's most famous cow is recognized nine out of ten times by people who know her for her smile and warm eyes. But, what mothers have recognized about Elsie for the past six decades are the fresh daisies around her neck, which symbolize the fresh dairy quality that Elsie always delivers. Elsie represents the natural, pure and wholesome goodness of dairy.

  13. Para.5 • recognize, daisy, symbolize, deliver, wholesome,

  14. Elsie's fictional character was created in the 1930's. The ads were so successful that they began appearing in newspapers. It was in 1938 that Elsie came to life when a radio commentator singled Elsie out in a commercial that he read on the air. Listeners were so amused by the commercial, that they began sending fan mail to Elsie. From that moment, Elsie became the Borden spokescow.

  15. Para.6 • fictional, single out, commercial, • single out: to separate or choose from a group, esp. for special treatment or notice挑出，选出，（尤指另眼看待或特加注意） • Eg: they all did wrong: why single him out for punishment. • 他们都有错，为何单挑他来处分？

  16. As Elsie's popularity soared, she was invited to numerous engagements. Soon, Elsie was unable to honor all of the requests for her presence. To solve this problem, Elsie's husband, Elmer, and her first daughter, Beulah, were born in 1940.

  17. Para. 7 • soar, numerous, engagement, presence,

  18. Over the decades, Elsie has risen from barnyard to stardom as the wholesome, motherly fictional cow who spread the word in Borden advertisements about the importance of quality and freshness of dairy products. Even today, her daisy chain necklace symbolizes dairy freshness to moms throughout the country.

  19. "Since her birth 60 years ago, Elsie has been synonymous with dairy products that families can trust to deliver wholesome nutrition, great taste and freshness," said Dick Ballard, president of American Dairy Brands. "Like the dairy products she promotes,Elsie has been part of the American experience for generations."

  20. synonymous, nutrition, promote

  21. "I've had a love affair with Elsie for over 60 years. It began when I first set my eyes on her at the 1939 World's Fair in New York making her the living, breathing Elsie," said one customer. "Elsie has a personality unlike any other animal. She has a special way of charming people wherever she goes."

  22. Difficult Sentences • 1.(Para 2) To celebrate Elsie’s 60th birthday, Manhattan will be the site of the celebration, complete with a barn, white picket fence, hay and of course, the world’s most popular cow, Elsie. • Analysis: To celebrate Elsie’s 60th birthdayis an infinitive phrase to express the purpose of the sentence. complete withis a prepositional phrase to modify the site of the celebration • Translation: 为了庆祝埃尔西的60岁生日，蔓哈顿将作为庆典现场，有牛舍，白色的栅栏，干草，当然还有全世界最受人喜爱的奶牛----- 埃尔西。 • Example: To qualify ourselves for the future job, we have had many subjects to perfect us, complete with PE lessons. Back

  23. Difficult Sentences • 2. (Para 5) The world’s most famous cow is recognized nine out of the times by people who know her for her smile and warm eyes. • Analysis: The frequency in this sentence takes the structure of “nine out of the time”, which means “most probably”. • Translation:人们推崇这一世界上最出名的奶牛，十有八九是因为喜欢他的笑容暖人的眼神。 • Example: Only two or three out of ten people believe that the computer will fully take the place of our brain. back

  24. (Para 4) Through the past 60 years, the friendly and cheerful bovine has come to embody all that is dairy and has “mooed” her way into the list of top 10 icons of all time according to Advertising Age. • Analysis: Here the word moo is originally onomatopoeia, but it is used as a verb to give the vivid image of the action taken by a cow. • Translation:过去的60年中，这个和蔼可亲的奶牛形象已经成为体现的制品一切特征的标志，并一路“哞”声不断，进入了《广告时代》评出的有史以来十大顶尖广告形象的行列。 • Example: The department was buzzing with rumors.  back

  25. (Para 6) I t was in 1938 that Elsie came to life when a radio commentator singled Elsie out in a commercial that he read on the air. • Analysis: This emphatic sentence takes the structure of “it is…. who/that…”. • Translation: 1938年，一家电台的主持人在播送一则商业广告的时候突出了埃尔西，就是从那时起，她就以活生生的形象出现了。 • Example: It is on October 12 last year that I met him for the first time. back

  26. “…. It began when I first set my eyes on her at the 1939 World’s Fair in New York making her the living, breathing Elsie,” said tone customer. • Analysis: …making her the living … is a participle phrase modifying the 1939 World’s Fair. • Translation: 一位顾客说：“1939年在纽约的世界博览会上第一次看见被打扮的栩栩如生的埃尔西的时候我就迷上了她。” • Example: I couldn’t forget the Olympics Games in Los Angeles displaying to the world the strength and the beauty of Chinese sports. back

  27. 1.present v. give or hand over sth to sb 献给，送 • e.g.: (1) We presented our teacher with a bunch of flower/presented a bunch of flower to our teacher. • (2) The school authorities presented the outstanding students with honorary certificates. back

  28. recognize v. be able to identify (so/sth that one has seen, heard, etc before)认出，识别 • e.g.: (1) I recognized my former classmate immediately though we have been separated for a long time. • (2) Mothers possess the instinct to recognize their babies. back

  29. .represent v. stand for, to be a symbol or equivalent of sb/sth 代表，象征 • e.g.: (1) The pigeon represents peace. • (2) What does X represent in this equation? back

  30. amuse v. make laugh or smile.逗某人发笑 • e.g.: (1) We were all amused by the joke. • (2) He has tried every way to amuse that poor girl. back

  31. soar v. go up high quickly 急速上升 • e.g.: (1)The fighter soared into the air with a loud noise. • (2)Prices began to soar at the news that the war was coming. back

  32. promote v publicize (sth) in order to sell it 促销 • e.g. (1) TV ads are one of the most effective ways to promote new products. • (2) Nowadays college students must learn how to promote themselves., back

  33. require v. call for as obligatory or appropriate, demand 要求 • e.g.: (1) All passengers are required to show their tickets. • (2) The rules requires us all to be present. back

  34. appear v. come into sight; be seen; seem, look 出现，看起来，似乎 • e.g. (1) A car appeared over the bill. • （ • 2）He appears well this morning. • (3) It appears that he will win. back

  35. Ex. 2 Read the passage again and complete the following resume for Elsie. RESUME Name: Elsie Sex: 1) __________ Nationality: American Date of Birth: 1930 Place of Birth: 2) ______________ Marital Status: 3) _______________________ Occupation: Spokescow for Borden Female New York City Married (with a daughter)

  36. Ex. 2 Read the passage again and complete the following resume for Elsie. Work Experience 1938 Acted in a radio commercial 1939 Took part in 4) ________________in New York 1940-present Spokescow for Borden Awards 1. Among 5) ____________________of all time by Advertising Age 2. Key-holder to more than 200 cities the World’s Fair Top 10 adverting icons

  37. Ex. 3 Fill in the blanks with the words or expressions given below. Change the form where necessary. icon milestone present symbolize commercial amuse soar nutrition charming romantic 1. As clouds cleared for unseasonable sunny days, the temperature ______ to 80°F. soared 2.The invention of the wheel was a ______ in the history of the world. milestone

  38. Ex. 3 Fill in the blanks with the words or expressions given below. Change the form where necessary. icon milestone present symbolize commercial amuse soar nutrition charming romantic 3. The repetition of the same ______ on television is something we have to bear every night. commercial 4. A balanced diet provides enough ______ for your body. nutrition

  39. Ex. 3 Fill in the blanks with the words or expressions given below. Change the form where necessary. icon milestone present symbolize commercial amuse soar nutrition charming romantic 5. The boys ______ themselves by playing hide-and-seek games. amused 6. She was so ______ that everyone was attracted to her immediately. charming

  40. Ex. 3 Fill in the blanks with the words or expressions given below. Change the form where necessary. icon milestone present symbolize commercial amuse soar nutrition charming romantic 9. She has a dreamy ______ nature and believes in all fascinating fairy tales. romantic 10. The flower _______ the poet’s love. symbolizes

  41. Ex. 5 Translate the following sentences into English. 1. 上学期王钢表现出色，被授予优秀学生的称号。 (performance, award) was awarded performance Last semester, Wang Gang was awarded the title of an Outstanding Student for his excellent performance.

  42. Ex. 5 Translate the following sentences into English. 2. 同学们在教师节给老师做了一张贺卡，以表示对老师过去一年工作的感谢。(symbolize) which symbolized appreciation On Teachers’ Day, the students made a greeting card for their teacher, which symbolized their appreciation of what the teachers had accomplished in the past year.

  43. Ex. 5 Translate the following sentences into English. 3. 孩子们听了关于那只猫的故事都笑了起来。(amuse) were amused The children were amused by the story about the cat.

  44. Ex. 5 Translate the following sentences into English. 4. 连续几个晴天, 气温骤然升高。(soar) soar The continual sunny days made the temperature soar sharply.

  45. Ex. 5 Translate the following sentences into English. 5. 饭后散步有助于消化。(promote, digestion) promotes Walking after supper promotes digestion.

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