How To Be True to Yourself Unit 11 Section One: Cultural Information Section Three: Text Understanding Section Four: Text Appreciation Section Five: Activities

How To Be True to YourselfUnit 11Section One:Cultural Information

Section Three:Text Understanding

Section Four:Text Appreciation

Section Five:Activities

Section Two:Word Study

Ogilvy & Mather

Ogilvy& Mather Starting with no clients in 1948, Ogilvy& Mather has since grown into a

worldwide enterprise. From the very beginning, Ogilvy intended to have a different kind of company. It knew that if it was going to be successful as an expatriate with invented modern advertising, it would need a strong agency brand: respectable, high-quality, highly creative and intelligent. To that end, Ogilvy& Mather worked relentlessly to instill the belief that its job is to make advertising that sells, and the advertising that sells best is advertising that builds brands. Over the past 50 years, Ogilvy has helped to build some of the most recognizable brands in the world: American Express, Sears, Ford, Shell, Barbie, Pond’s, Dove, and Maxwell House among them, and more recently, IBM and Kodak. Ogilvy& Mather’s history is the evolution of one man’s thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny.

David Ogilvy

Russian nesting doll






Ogilvy & MatherDavid Ogilvy

David Ogilvy, who died in 1999 at the age of 88, has been addressed as the most famous advertising man in the world. He took the concept of brand image from the academic world and injected it into the lexicon of advertising. He taught the concept of quality. He made the business more professional—in the use of research to test ads and in building a body of knowledge about what works in advertising. Besides, he was one of the chief architects of a new kind of international advertising agency and one of the first to see the benefits of global brands. Lastly, he trumped the virtues of direct marketing before others, and took as his own the battle cry of the direct marketers. He built a major agency and institutionalized its values so deeply that it prospered and is still one of the most respected agencies today.

David Ogilvy







Ogilvy & Mather

Russian nesting dolls Russian nesting dolls are the best known and most popular

of all Russian souvenirs. The Russian word for these wooden dolls is “matryoshka”, but they are so called matrioshka, matryoshka, babushka dolls, babushka’s dolls, matroshka, matryushka, andstacking dolls. Whatever you want to call them, nesting dolls have a fascinating history, and they are the classic Russian gift. The most traditional nesting doll sets all of the dolls look almost identical to one another, and the number of dolls in the set ranges from 5 to 30, but some custom-made sets contain many more. In other cases, the sets forms a theme, such as the classic sets of nesting dolls of Russian leaders, with each earlier leader nested inside.

David Ogilvy


How To Be True to YourselfUnit 11

1. demonstrate: vt. (a) show sth clearly by giving proof or

evidence

e.g. Crick and Waston demonstrated the structure of the

DNA molecule in their academic papers.

(b) take part in a public meeting or march, usu as a

protest or to show support for sth

e.g. The students are demonstrating in favor of free higher

education.

Section One:Cultural Information






2. integrity: n. (a) the quality of being honest and strong

moral principles.

e.g. He is a man of integrity; he won’t break his promise.

(b) (formal) the state of being whole and not divided

e.g. Every party should respect the territorial integrity of

the nation.







3. moral: adj. (a) concerned with principles of right and

wrong behavior

e.g. We lost the vote, but it was really a moral victory for

our side.

(b) based on your own sense of what is right and fair, not

on legal rights or duties.

e.g. The job was to call on all her diplomatic skills and

moral courage.







4. principle: n. (a) moral rule or strong belief that influences

your actions

e.g. She refuges to allow her family to help her as a

matter of principle.

(b) law, rule or theory that sth is based on

e.g. On the basis of the Five Principles of the Peaceful

Coexistences, there can be reasonable dialogues

between any two governments.







5. conviction: n.

(a) the act of finding sb guilty of a crime in a court of law;

the fact of having been found guilty

e.g. He committed an offence which carries, on conviction,

a sentence of not more than five years’ imprisonment.

(b) the feeling or appearance of believing sth strongly and of

being sure about it

e.g. He said he wasn’t frightened, but his voice lacked

conviction.







6. ensure: vt. Make sure that sth happens or is definite

e.g. How can you ensure that your diet contains enough of

the vitamins you need?

e.g. Please ensure that all lights are switched off.







7. account: n. (a) arrangement that sb has with a bank, etc to keep money there, take some out, etce.g. I paid the check into my savings accounts.(b) arrangement with a shop/ store or business to pay bills for goods or services at a later time, for example in regular amounts every monthe.g. We have accounts with most of our suppliers.(c) explanation or description of an idea, a theory or processe.g. Give us your account of what happened.vt. &vi. (a) (formal) have the opinion that sb/ sth is a particular thinge.g. In English law a person is accounted innocent until they are proved guilty.(b) be the explanation or cause sthe.g. The poor weather may have accounted for the small crowd.(c) be a particular amount or part of sthe.g. The Japanese market accounts for 35%of the company’s revenue.







8. surgical: adj. used in or concerned with surgery

e.g. He will require surgical operation on his left knee.

The lumps will need to be surgically removed.







9. credit: vt. (a) believe or say that sb is responsible for doing sth, esp sth goode.g. Most historians credit the Chinese with the discovery of “black power”(b) believe that sb/sth is of a particular type of qualitye.g. The cheetah is generally credited as the world’s fastest animal.(c) add an amount of money to sb’s bank accounte.g. Your account has been credited with $50,000.n. (a) arrangement that you make, with a shop/store for example, to pay later for sth you buye.g. I bought the dishwasher on credit.(b) praise or approval because you are responsible for sth good that has happenede.g. He’s a player who rarely seems to get the credit he deserves.(c) unit of study at a college or university; the fact of having successfully completed a unit of studye.g. My math class is worth three credits.







10. appoint: vt. (a) arrange or decide on a time or place for

doing sth

e.g. The committee has appointed a day in July for your

case to be heard.

(b) choose sb for a job or position of responsibility

e.g. They have appointed a new head teacher at my

son’s school.







11. external: adj. (a) connected with or situated on the

outside

e.g. His art criticism had external brilliance but no substance.

(b) happening or coming from outside of sth/sb

e.g. A combination of internal and external factors caused the

company to close down.

(c) coming from or arranged by sb from outside a school , a u

niversity or an organization

e.g. An external auditor will verify the accounts.

(d) connected with foreign countries

e.g. The government is committed to reducing the country’s e

xternal debt.







12. status: n. (a) the legal position of a person, group, or countrye.g. They ware granted with refugee status.(b) the social or professional position of sb/sth in relation to otherse.g. Women are only asking to be given equal status with men.(c) high rank or social positione.g. The job brings with it status and a high income.(d) the level of importance that is given to science in culturee.g. It is granted with the high status accorded to science in our culture(e) the situation at a particular time during a processe.g. What is the current status of our application for funds?







13. inevitably: adj. (a) that you can not avoid or prevent

e.g. It was an inevitable consequence of the decision.

(b) (often humorous) so frequent that you always expect

it

e.g. We can observe the English and their inevitably

cups of tea.

n. sth that is certain to happen

e.g. You have to accept the inevitable.







14. preserve: vt.(a) keep a particular quality, feature, etc; make sure that sth is kepte.g. He was eager to preserve his reputation. Efforts to preserve the peace have failed.(b) keep sth in its original state in good conditione.g. Is he really 60? He’s remarkably well preserved.(c) prevent sth, esp food, from decayinge.g. In summer, large crops of fruit may be preserves by freezing or bottling.(d) keep sth/sb alive, or safe from harm or dangere.g. The society was set up to preserve endangered species from extinction.







15. challenge: n. (a) new or difficult task that tests sb’s ability and skille.g. The role will be the biggest challenge of his acting career.e.g. Destruction of the environment is one of the most serious challenges we face.(b) statement or action that shows that sb refugees to accept sth and questions whether it is right, legal, etce.g. It was a direct challenge to the president’s authority.vt. (a) questions whether a statement or an action is righte.g. The story was completely un true and was successfully challenged in court.(b) invite sb to enter a competition, fight, etc; suggest strongly that sb should do sthe.g. The opposition leader challenged the prime minister to call an election.You seem to be well connected with the top rank; you know everything in advance.







16. conscience: n. the part of your mind that you whether

your actions are right or wrong

e.g. This is a matter of individual conscience and

everyone must make their own judgment about it.







17. enrich: vt.

(a) improve the quality of something, often by adding sth

to it

e.g. Most breakfast cereals are enriched with vitamins.

(b) make sb/sth rich or richer







18. succumb: vi. fail to resist an attack, an illness, a temptation

etc

e.g. Since white phosphorus is a deadly poison, match-

makers exposed to its fumes often succumbed to

necrosis.

He finally succumbed to Lucy’s charms and agreed to

her request.

His career was cut short when he succumbed to cancer.







19. seductive: adj. (a ) sexually attractive

e.g. She is a seductive pretty woman.

(b) attractive in a way that makes you want to have or

do sth

e.g. The idea of retiring to the south of France is highly

seductive.







20. progressive: adj. (a) in favor of new idea, modern methods

and change

e.g. The approach taken by US courts has been more

progressive than that in Britain.

This is a progressive firm that uses the most modern

systems.

(b) happening or developing steadily

e.g. The nation suffering from a progressive decline in

exports.







21. sell out: be disloyal or unfaithful to one’s principles

e.g. He is a talented screen writer who has sold out to

TV soap operas.







22. at hand: near in place

e.g. The property is ideally located with all local

amenities close at hand







23. in the face of: (a) in spite of problems ,difficulties, etc

e.g. She showed great courage in the face of danger.

(b) as a result of

e.g. He was unable to deny the charges in the face of

new evidence.







24. back down: admit that one was wrong

e.g. She refused to back down on a point of principle.







Questions Paragraph 1

Questions:(1)For what reasons does the writers want to write about the

topics so eagerly?(Integrity is in short supply today, but it is real fundamental

thing in every activity of society and it is the real basic quality that we must be in possession of. These are the reasons that prompted the writer to write the topic.

(2)What is the current situation of “integrity” compared with that of the author’s grandparents?

(3)Do you think there is in-between between honest and dishonest? Why? (Open.)

Sentence Highlights







Paragraphs 2

Questions:(1)What does integrity mean to the author’s

grandparents? Why is it so important to the youth?( As for them, integrity means having a personal

standard of morality and ethics that does not sellout to expediency and that is not relative to the situation at hand. That is also because integrity is an inner standard for judging our behavior.)

(2)Why do you think that integrity is the line in every area of society?

(Open.)






Questions

Sentence Highlights


Paragraphs 3-8

Questions:

(1)What problem did the nurse point out to the surgeon?

(The nurse pointed out that they used 12 sponges during

the operation but only removed 11.)

(2)What is the relationship between the first Integrity

Triad and the nurse’s experience?

(The rookie nurse’s experience reveals that one should

never back down as long as he knows he is right.)






Questions

Sentence Highlights


Paragraphs 9-11

Questions:

(1)What is the second piece of the Integrity Triad?

(One should not be afraid to give credit to those who are

smarter or more capable than him.)

(2)Who was David Ogilvy? What did he send to his newl

y-appointed officials?

(David Ogilvy was the founder of the advertising giant Og

ilvy& Mather. He presented his newly-appointed offici

als with a Russian nesting doll wit five progressively s

maller figures inside.)






Questions

Sentence Highlights


Paragraphs 9-11

Questions:

(3) What message was contained in the smallest doll?

(The message reads: “If each of us hires people who are sma

ller than we are, we shall become a company of dwarfs. But if

each of us hires people are bigger than we are, Ogilvy& Math

er will become a company of giants.”)

(4)Could you please explain the second piece of the Integrity

Triad in your own words?

(Instead of envying those who are more capable than us, we

should be generous and appreciative to them for the sakes of

our own development.)






Questions

Sentence Highlights


Paragraph 12-15

Questions:

(1)What is the third piece of the Integrity Triad?

(The third piece of the Integrity Triad is “Be honest and

open about what you really are.” That means we sho

uld be honest and objective about what you really ar

e.)

(2)Why do some people appear so untruly about themsel

ves?

(Because people who lack genuine core values rely on

external factors their looks or status in order to feel g

ood about themselves, they consequently do everythi

ng they can to preserve this facade. ）






Questions

Sentence Highlights


Paragraph 12-15Questions:(3) In the author’s opinion, how to be honest and open ab

out what you really are? (You should not engage in a personal cover-up of area

s that are unpleasing in your life. You should face up to what you have been encountered with bravely. ）

(4)How to win the day in the 21st century? (You can only achieve this purpose by being yourself a

nd not yielding to what is fashionable or politically correct. You should stick to your personal criteria. ）






Questions

Sentence Highlights


1. My grandparents believed you were either honest or

you were not. There was no in-between.

(Para.1)

Paraphrase: My grandparents held a firm belief that

there was a definite distinction between honesty and

dishonesty.






Questions

Sentence Highlights


2. They had a simple motto hanging on their living-room

wall: “Life is like a field of newly fallen snow. Where I

choose to walk every step will show.”(Para.1)

Paraphrase: My grandparents strongly believed that

everyone should be responsible for he had done by

putting on a slogan on the wall.






Questions

Sentence Highlights


3. They understand instinctively that integrity means having

a personal standard of morality and ethics that does not sell

out to expediency and that is not relative to the situation at

hand.(Para.2)

Paraphrase: My grandparents perceived integrity in a

natural manner as maintaining a personal moral standard

and not comprising under any circumstance.






Questions

Sentence Highlights


Text Appreciation Text Appreciation

This is a well-organized expository text with the main body

developed in the deductive method. Deductive method in the

text involves illustration, division and classification. Illustration is

the use of example to illustrate a point. It is the most common,

and often the most efficient pattern of exposition. Division and

classification are two different ways of sorting things out.

Division is used to deal with one thing. Its purpose is to

separate that thing into parts. Classification, on the other hand,

is used to organize things which share certain qualities. Its

purpose is to group these things systematically.

Language Appreciation







1. They understood instinctively that integrity means having

a personal standard of morality and ethics that does not

sell out to expediency and that is not relative to the

situation at hand.(Para.2)

Note the parallel structure employed. It is a rather

complicated sentence composed of three “hat-clauses”

which help illustrate the implication of integrity.






Text Appreciation



2. His message was contained in the smallest doll: “f each of

us hires people who are smaller than we are, we shall bec

ome a company of dwarf. But if each of us hires people w

ho are bigger than we are, Ogilvy& Mather will become a

company of giants.”(Para.11)

Note the use of paired sentences, which can arouse strong e

motions in readers.






Text Appreciation



3. The paragraph 4,9,12

These paragraphs begin with topic sentences, that is,

they all begin with a general concept and are

supported by details or examples that follow.






Text Appreciation



Activity 1 Pair works

How the students work in pairs, ask each other if they h

ave fully understood the principle of the Integrity Triad, and ill

ustrate them in their own words respectively.

Activity 2

Activity 3

Activity 4






Activity 5


Activity 1

Oral activity: I on p. 177 Language Support 1. When giving feedback to opinions, students may use the following expressions and structures to convey their belief or disbeliefs. a ） Expressing beliefs I have no doubt about it. I believe you. I can well believe it. I think it is believable. I can easily believe what you said. I don’t doubt this explanation. I’m convinced of your sincerity. I’ll take your word for it. Without doubt./Doubtless.

Activity 2

Activity 3

Activity 4






Activity 5


Activity 1

Oral activity: I on p. 177 Language Support b ） Expressing disbeliefs. I can’t believe it! That’s odd/ strange! Are you serious? Do you think I’d believe what you said?I find it hard to believe.I know better than that!I can’t believe you. Is that so? / Really?It’s too good to be true.I suspect/ mistrust it.You don’t mean that, surely.Get away with you! / Go along with you!I haven’t my trust in your promises.Surely not!Oh, come on/ come off it!

Activity 2

Activity 3

Activity 4






Activity 5


Activity 1 Oral activity: I on p. 177 Language Support 2. When discussing with your partners, it is necessary for you to use some techniques to make judgments. There must be something wrong with…I think they must have… You are probably right. I feel you are right. We estimate it would… My judgment is that… So far as I can judge… It sounds reasonable. It seems probable… That’s how it looks.

Activity 2

Activity 3

Activity 4






Activity 5


Activity 1

Oral activity: II on p.177 Language Support When explaining and establishing opinions, students may use the fol

lowing expressions and structures to check whether their partner has understood them.

Do you understand/see? Do you see my point/what I mean? Did you get the picture? That’s clear, isn’t it? You got it, didn’t you? Are you with me? Are you there then? Does it sound Greek to you? /Is it beyond you?Know what I’m getting at? See/Know what I mean? Do I make myself clear? Is that reasonably clear?

Activity 2

Activity 3

Activity 4






Activity 5


Activity 1

Oral activity: II on p.177 Language Support 2. When making general suggestions, students may use the followin

g expressions and structures. a ） Advising somebody to do something My advice to you is to…Perhaps you’d better…I think you might…It will do you good to…You ought to…It might not be a bad idea to…I should recommend…b ） Advising somebody not to do something Oh, I didn’t think it’s necessary. It’s up to you, but I wouldn’t do that. Take my advice and don’t… I wouldn’t recommend you to…You mustn’t…

Activity 2

Activity 3

Activity 4






Activity 5


Activity 1 Oral presentation

Step 1: Ask each student to prepare for an in-class oral pres

entation about the Integrity Triad. Control the total length

of the speech within 3 minutes.

Step2: Ask the rest of the students to comment on the speec

hes and raise relevant questions in class.

Step3: Ask the other students in the class to note down the k

ey arguments raised by classmates and give a brief revie

w.

Activity 2

Activity 3

Activity 4






Activity 5


Activity 1 Arguments

Step1: Divide the students into several groups and ask them

to prepare for three minutes about one of the Integrity Tri

ad and argue about their pros and cons.

Step2: Ask students to bring their arguments to a brief summ

ary.

Activity 2

Activity 3

Activity 4






Activity 5

Documents

How To Be True to Yourself Unit 11 Section One: Cultural Information Section Three: Text Understanding Section Four: Text Appreciation Section Five: Activities