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Unit 10 The Credibility Principle
Ⅰ Objectives 1. Understanding the text 2. Mastery of some language points
3. Realizing the importance of the credibility principle and carry it through 4. Knowing how to read advertisements Ⅱ Key points 1. Better understanding of the text 2. Mastery of some difficult language points
3. Learning the importance of the credibility principle
Ⅲ Difficult points
1. Saying is easier than doing. Action speaks louder than words. Can students
follow the credibility principle all the time?
2. Students might have difficulty in some of the words and phrases 3. English advertisements are a little difficult for them to read IV Time Arrangement discussion of the passage itself. Total class hours: two periods V Teaching procedures ? About one and a half periods of class will be used for the analysis and
1. Title:
? credibility - the quality, capability, or power to elicit belief 可信性,使人信任的本质、能力或力量
? credibility gap 信用差距(指政府官员等言论与事实的不符) ? lack of credibility in 不可信, 缺乏凭证
2, Related Information
About “Honesty and Credibility”
The goods sold by a successful corporation are not only the products themselves, but also the invisible business culture. For a corporation, to get success for a short time, it merely depends on the good quality of the products; to succeed for a medium period, the marketing strategy is indispensable; with a better managing program, it will prolong its life. But if the corporation wants to live everlasting, it must establish a sound business culture as its root. Although each corporation differs in business culture, fundamental to this is ―Honesty&Credibility‖. In another word, ―Honesty&Credibility‖ is the core of each business culture.
The Chinese ―3.15‖—Consumers‘ Day propagates: honesty and credibility which has long been the soul of east civilization. The thought of ―Honesty&Credibility‖ is of
long standing. China is a civilized ancient East Asian country. Its dominant morality emphasizes ―Honesty&Credibility‖, the honesty between men and men, corporation and corporation, corporation and customer; between government and people, government and government. If one lost ―Honesty&Credibility‖, one would lose relatives and friendship, even result in conflicts and hatred, or moreover, the war.
Market economy of its essence is not only a fair competitive economy, but also a legal economy, even a credit economy. So when credit crisis of market economy hampers the development of our economy, especially after we entered WTO that we have to compete in the international market, improving market credit construction becomes an important task that we‘re facing.
? What Is “Honest y & Credibility” in Business
As a type of business culture, honesty means sincerity. Credibility comes form honesty and reliability. Honesty and credibility mean that you should realize your commitment and your promise. What you said should in accordance with how you acted.
? Why is there no credibility? ? The Weakness of System ? The Stimulation of Profits
? The Lacking of Moral Education
? The Loose of Supervision and Monitoring
To sum up, business culture is an indispensable core and soul of an enterprise. Though business culture differs from each corporation, ―Honesty&Credibility‖ is the fundamental one which cannot be ignored. Since ―Honesty & Credibility‖ plays an important role in contemporary world and is inevitable for doing business, every businessman should obey it. However in our country, it‘s rather weak in this aspect compared with other developed countries in the world, we still have a lot work to do. Faced with the existing predicament where dishonest companies, people and behaviors are in abundance, which badly influenced the development of our country. We cannot just owe it to the immature of the system; on the other hand, we should enhance our awareness of the importance of ―Honesty&Credibility‖ and try to explore some efficient ways to improve it. Furthermore, an honest and credible business atmosphere will improve the economic system in turn. Therefore, this dissertation is recommended to do our best to build up a sound credit system, such as in some developed countries where they have personal or enterprise business credit system. We also should create a credible environment to decrease the immoral behaviors and dishonest organizations and improve moral education in order to facilitate the flows of funds, and to increase the transparency of the flows of funds among the nations and markets, thus keeping a stable economic development and allowing the achievements of investment and international trade to benefit all nations as well as individuals.
3. Text analysis
Part I (Para. 1) – Introduction: putting forward the question: what is credibility
principle
Part II (Para. 2- 13) – Body: analyzing the question: why can‘t a majority of
people follow the credibility principle
Part III (last para.) – Conclusion: following the credibility principle you‘ll have a
successful career
4. Language Points
1. promise – (1) a declaration assuring that one will or will not do something; a vow 发誓,保证某人将做某事或将不会做某事的宣告；誓言 (2) something promised 诺言,被承诺的事情
break [go back] one?s [a] promise 违背诺言, 违约 make [give] a promise 答应, 许诺
Promise is (a due) debt. [谚]欠债要清, 许愿要还。 Promise little, but do much. [谚]少许愿, 多做事。 2. fulfill -to bring into actuality; effect 履行,实现 fulfilled their promises 实现他们的诺言
3. cherish - to treat with affection and tenderness; hold dear 怜爱、温柔地对待；珍爱 cherish one?s family; fine rugs that are cherished by their owners 爱家庭；为主人所珍爱的精美地毯
4. tall – adv. with proud bearing; straight 带着骄傲神态的；挺直的： stand tall 站得笔直
5. frustration - the act of frustrating or an instance of being frustrated 挫折,阻挠的行为或受挫的事例
the state of being frustrated 受挫的状态
6. alter – (1)to adjust (a garment) for a better fit. 修改衣服,改（服装）使之更为合身
(2) to change or make different; modify 变更，更改改变或使之不同；修饰 altered my will 修改我的遗嘱
7. assure - to inform positively, as to remove doubt 向…保证告知确实如此，以解除怀疑 assured us that the train would be on time 向我们保证火车将会准时到达
8. schedule - To plan or appoint for a certain time or date 预定计划安排或计划一定的时间或日期：
scheduled a trip in June; was scheduled to arrive Monday 计划在六月进行一次旅行；计划星期一到达
9. agonize - to suffer extreme pain or great anguish 痛苦,感到巨大疼痛或极度痛苦
10. attorney – lawyer; a person legally appointed by another to act as his or her agent in the transaction of business, specifically one qualified and licensed to act for plaintiffs and defendants in legal proceedings.
<美>律师; (业务或法律事务上的)代理人
11. firm - the name or designation under which a company transacts business., (合伙)商号;公司
12. corporate - of or relating to a corporation法人的，社团的
13. deadline - a time limit, as for payment of a debt or completion of an assignment.最终期限，如对债务的偿还或任务的完成
14. goodwill - a good relationship, as of a business enterprise with its customers or a nation with other nations.
友好关系,商业企业与他们顾客之间的良好关系或一个国家与其他国家间的友好关系 15. client - a customer or patron 顾客，客人顾客或主顾： clients of the hotel 饭店的客人
16. draw - to compose or write out in legal format 拟订,以法律形式写出 draw a deed 拟订契约
17. whatsoever - adj, pron = whatever不管什么;无论如何 no power whatsoever 不管是什么力量
18. prior – （常与to连用） (1) preceding in time or order 在前的，在时间或次序上居先的
The contract will be signed prior to the ceremony. 合同将在仪式举行之前签字。
(2) preceding in importance or value 更重要的，优先的, 重要性或价值居先的： a prior consideration 优先考虑
19. tie up – to keep occupied; engage 使保持忙碌；从事：
She was tied up in a meeting all morning. The phone was tied up for an hour. 她整个上午都在开会。电话忙了一个小时
20. run-around – n. 遁词，藉口, 推诿，躲闪
21. fit - suited, adapted, or acceptable for a given circumstance or purpose 合适的,对于特定的环境或意图来说是合适的、适应的或可接受的 22. meekly – adv.温顺地, 懦弱地
23. more than meets the eye 不仅是表面上看到的 (1) There‘s more to the man than meets the eye. 那人比外表看到的要复杂.
(2) There‘s more fallout than meets the eye in the President‘s decision. 总统的决定所带来的后果远不止表面所见而已.
24. hem and haw - to be hesitant and indecisive; equivocate 说话吞吞吐吐，支支吾吾；含糊其词：
―A leader who cannot make up his or her mind, never knows what to do, hems and haws? (Margaret Thatcher)
―一个犹豫不决，不知所措，含糊其词的领导人‖(玛格丽特·撒切尔) 25. I don't care [give] a damn if you like me or not. 我毫不在乎你是否喜欢我
26. abuse - physical maltreatment 虐待，伤害身体上的虐待 spousal abuse 虐待配偶
27. inflict - to deal or mete out (something punishing or burdensome); impose 使负担,给予或强加给（通常是惩罚性的或沉重的东西）；强迫
inflicted heavy losses on the enemy; a storm that inflicted widespread damage. 给敌人以重创；一场带来广泛损害的风暴
28. in no time flat - almost instantly; immediately马上, 立即
29. stark – bare 赤裸的, 荒凉的
30. consideration - thoughtful concern for others; solicitude. 关心,对他人的体贴关心；担忧
31. infamous - having an exceedingly bad reputation; notorious 声名狼籍的,臭名昭著的 32. the next man – the ordinary people
33. without fail - with no chance of failure 必定 Be here at noon without fail. 34.stay up - 不睡, 熬夜
35. to date – until now 到目前为止, 迄今 36. on schedule – punctually 按时间表, 准时
according to schedule 按时间表; 按照原定进度; ahead of schedule 提前; behind schedule 落后于计划或进度; 迟于预定时间
37. priority - something afforded or deserving prior attention 优先考虑的事或值得优先注意的事
38. vow - to declare or assert 宣称或断言
39. to the letter - to the last detail; exactly 严格按照文字；精确地 followed instructions to the letter. 不折不扣地遵照指示
40. quote - to state (a price) for securities, goods, or services 报价,报出有价证券、商品或服务项目（价格）
41. regardless of - 不管[顾], 不注意
42. come up with - to bring forth or discover:宣布或发现
43. stretch - to extend or enlarge beyond the usual or proper limits 使过度伸展伸展或扩大超出通常或适当的限制
stretch the meaning of a word; stretch one?s imagination扩大一个词的意思；展开某人的想像力
44. project - to form a plan or an intention for 计划,为…形成一个计划或一种意向
project a new business enterprise 筹划新企业 45. in a position to -能够; 有做...的机会
46. disregard - to treat without proper respect or attentiveness 漠视，不理
47. fiscal year - a 12-month period for which an organization plans the use of its funds 财政年度，会计年度(某组织在12个月内计划它的资金使用) 48. game - a business or occupation; a line 行业，职业 the insurance game 保险业
49. zest - spirited enjoyment 热情,精力充沛
50. oversell - to present with excessive or unwarranted enthusiasm; overpraise过分吹嘘,过分称赞，过奖
51. make sense - 有 意义；意思清楚；有道理
52. follow through - to carry an act, a project, or an intention to completion; pursue fully坚持到底贯彻一个行动、项目或完成某项意图；全力追求
followed through on her promise to reorganize the department 把诺言贯彻到底，重新组建部门
53. frustrate - to cause feelings of discouragement or bafflement in 挫败, 阻挠, 使感到灰心, 阻止