Unit 8 Globalization – For and Against By Zhang Shu Experiencing English 4

Unit 8 Unit 8

GlobalizationGlobalization

– For and Against – For and Against

By Zhang ShuBy Zhang Shu

Experiencing English 4

Can you figure out how many Can you figure out how many things in your daily life are things in your daily life are not from your own culture?not from your own culture?

More…More…

We use the We use the foreign foreign

languages here languages here and there.and there.

We use the We use the foreign foreign

languages here languages here and there.and there.

We watch the foreign movies and worship the foreign movie

stars.

.

We even celebrate the

foreign festivals.

For the youths, the Valentine’s Day is the

most popular one.

Do you know the origin and the

traditions of the Valentine’s Day?

The Origin of Valentine’s Day• There are varying opinions as to the origin of Valentin

e’s Day. Some experts state that it originated from St. Valentine, a Roman who was martyred for refusing to give up Christianity. He died on February 14, 269 A.D., the same day that had been devoted to love lotteries. Legend also says that St. Valentine left a farewell note for the jailer’s daughter, who had become his friend, and signed it “From Your Valentine”. Other aspects of the story say that Saint Valentine served as a priest at the temple during the reign of Emperor Claudius. Claudius then had Valentine jailed for defying him. In 496 A.D. Pope Gelasius set aside February 14 to honor St. Valentine.

The Traditions of Valentine’s Day

• 1. Hundreds of years ago in England, many children dressed up as adults on Valentine’s Day. They went singing from home to home. One verse they sang was: Good morning to you, Valentine; curl your locks as I do mine– two before and three behind. Good morning to you, Valentine.

• 2. In the Middle Ages, young men and women drew names from a bowl to see who their valentines would be. They would wear these names on their sleeves for one week. To wear your heart on your sleeve now means that it is easy for other people to know how you are feeling.

The Traditions of Valentine’s Day

3. In Wales wooden love spoons were carved and given as gifts on February 14th. Hearts, keys and keyholes were favorite decorations on the spoons. The decoration meant, “You unlock my heart!”

4. In some countries, a young woman may receive a gift of clothing from a young man if she keeps the gift, it means she will marry him.

5. The tradition of card giving on Valentine’s Day seems an American phenomenon.

Nowadays, owing to the globalization, more and more

people in Asia also send Valentine’s Day cards to their

valentines.And the following text is about Valentine’s Day cards in Asia.

Think about it

1.Do you buy Valentine’s Day cards printed in English or in Chinese for your girlfriend or boyfriend?

2.Why do you think more and more young people celebrate foreign festivals or holidays in China?

Hallmark’s Asian Valentine

The tradition of card giving on Valentine's Day seemingly an

American phenomenon is taking root in Asia, too. Yet, when

Asian customers buy Valentine's Day cards, they often choose the

original English versions even when they don't speak the language.

Hallmark’s greeting cards are known throughout the world. The

Kansas city-based company has developed into a $3.5 billion

corporation, from its beginnings in 1910 when Joyce C. Hall

started producing cards from samples he stored under his bed. Now,

over 90 years later, Hallmark has developed into a global companywith expansion into Asia a major part of its strategy. In Asia alone, the Kansas city-based firm acquired a company inJapan in 1994 and founded creative organizations in Hong Kongand Singapore in 1998 and in Shanghai in 1999. Hallmarkrepresentatives like to point out that Asia has developed into an“area of emphasis.” Hong Kong and Singapore are being turned

from distribution centers into investment centers. In the United States alone, 67% of Valentine’s Day activitiesconsist of giving Valentine’s Day cards as gifts to people. And in2000, according to Hallmark, Americans spent more than $3.6billion on Valentine’s Day. But while the market in the UnitedStates is huge, the potential for Hallmark's 1 330 different

Valentine’s Day cards in Asia is even bigger.

Based on the sales of Hallmark cards, it appears that the number ofconsumer romantics in China, Japan and Korea is rising. This is notsurprising, given that Hallmark greeting cards have proven to be agreat way to overcome some of the emotional restrictions that stillreign in a number of Asian societies. Becoming Don Juan without losing face The problem in Eastern societies is that cultural norms and romanceoften run into a dilemma: how do you tell a girl that you fancy herwithout putting yourself in a position in which you could “loseface” ?In China, for example, because of cultural norms, men willperhaps never be mistaken for Shakespeare’s Romeo. Romance, ofthe Western variety, is simply not a Chinese man's cup of tea. So,how do you overcome this dilemma? To sidestep possible pitfalls ofcultural impropriety, the Chinese Don Juan goes and buys his sweetie aHallmark card for Valentine’s Day. Thus, he can express his emotionsthrough a pre-made message on paper, rather than throughuncomfortable sweet talk in person.

In Japan and Korea, the rules are somewhat different. Here men

generally tend to be much less inhibited about their emotions and

romantic interests. To assess just how emotional Japanese men can

be in all walks of life, just recall the occasional news feature of a top

Japanese or Korean CEO apologizing in tears for the weak

performance or bankruptcy of his company in front of his nation’s

TV cameras.

In Japan and Korea, it is the women that are more emotionally

inhibited than the men. So, in order for them to display some

affection in a suitable manner, women will send out the Hallmark

Valentine cards to the object of their affection. But, if you think

Hallmark cards need to be translated into the different Asian

languages to enable lovers to exchange tender words, think again.

Love talk is global, and no language skills are required.

Since most of the Hallmark cards bought in Asia are produced within

country, it seemed only natural that Hallmark cards would be translated

into the local vernacular. To accommodate customers throughout the

world, Hallmark prints greeting cards in 30 different languages.

Thus, cards are now actually being printed in Mandarin and Japanese

with plans to extend the translations to various Indian languages, such as

Hindi, Gujarati and Tamil. Customer surveys, however, revealed that this

effort was not really necessary.

English is the hip thing

You see, if you really want to impress your Chinese girlfriend or your

Japanese boyfriend, don't send them a Japanese or Mandarin language

card. This is a turn-off. Contrary to Hallmark’s expectations, it turns out

that Asian lovers prefer to give their sweeties English-language cards

even when they speak little or no English. It is just the hip thing to do.

And upon learning of this cultural preference, Hallmark reacted

quickly. Even though Chinese and Japanese descendants of Romeo and

Juliet are now able to buy greeting cards in their native language,

Hallmark has made sure the supply of greeting cards in English is

plentiful. Thus, their customers can achieve both a display of their hip

cosmopolitan flair, while also sending their sweetie that all-important

message of love at the same time.

The Kansas city-based company has developed The Kansas city-based company has developed into a $3.5 billion corporation, from its into a $3.5 billion corporation, from its beginnings in 1910 when Joyce C. Hall started beginnings in 1910 when Joyce C. Hall started producing cards from samples he stored under producing cards from samples he stored under his bed.his bed.

The headquarter of the $3.5 billion corporation is now The headquarter of the $3.5 billion corporation is now in Kansas City; however, the corporation can be in Kansas City; however, the corporation can be traced back to 1910 when Joyce C Hall started traced back to 1910 when Joyce C Hall started producing cards from samples he stored under his producing cards from samples he stored under his bed.bed.

ParaphraseParaphrase

To assess just how emotional Japanese men can To assess just how emotional Japanese men can be in all walks of life, just recall the occasional be in all walks of life, just recall the occasional news feature of a top Japanese or Korean CEO news feature of a top Japanese or Korean CEO apologizing in tears for the weak performance or apologizing in tears for the weak performance or bankruptcy of his company in front of his nation's bankruptcy of his company in front of his nation's TV cameras.TV cameras.

It is not so difficult for us to understand how It is not so difficult for us to understand how emotional Japanese men can be when we watch the emotional Japanese men can be when we watch the men apologizing in tears on TV for their weak men apologizing in tears on TV for their weak performance and bankruptcy of their companies.performance and bankruptcy of their companies.

Assess all walks of life bankruptcy


The problem in Eastern societies is that cultural The problem in Eastern societies is that cultural norms and romance often run into a dilemma: …norms and romance often run into a dilemma: …

In Eastern societies, people are often facing a conflict In Eastern societies, people are often facing a conflict between cultural norms and romance…between cultural norms and romance…

run into dilemma


Contrary to Hallmark’s expectations, it turns out Contrary to Hallmark’s expectations, it turns out that Asian lovers prefer to give their sweeties that Asian lovers prefer to give their sweeties English-language cards even when they speak little English-language cards even when they speak little or no English.or no English.

It was beyond Hallmark’s expectations that Asian It was beyond Hallmark’s expectations that Asian lovers would like to buy cards with English words lovers would like to buy cards with English words even though they speak little or no English.even though they speak little or no English.


Thus, their customers can achieve both a display of Thus, their customers can achieve both a display of their hip cosmopolitan flair5, while also sending their hip cosmopolitan flair5, while also sending their sweetie that all-important message of love at their sweetie that all-important message of love at the same time.the same time.

In this way, Hallmark's customers can send their In this way, Hallmark's customers can send their important love messages to their sweeties, and on the important love messages to their sweeties, and on the other hand they can show how fashionable they are by other hand they can show how fashionable they are by following international trends.following international trends.

cosmopolitan flair


assessassess v.v.

— — decide or fix the amount or value of ( a situation, a decide or fix the amount or value of ( a situation, a person’s abilities or achievements, worth or cost of person’s abilities or achievements, worth or cost of something)something)

ExampleExample

• He looked around at the other competitors and He looked around at the other competitors and assessedassessed his chances of winning. his chances of winning.

• The value of the stolen jewelry was The value of the stolen jewelry was assessedassessed at $50 at $50 000.000.

all walks of lifeall walks of life

— — all professions, occupations, social statusall professions, occupations, social status

ExamplesExamples

• The representatives come from The representatives come from all walks of lifeall walks of life..

• He enjoyed making friends with people from He enjoyed making friends with people from all walks all walks of lifeof life..

bankruptcybankruptcy n.n.

— — bankrupt condition, not have enough money to pay bankrupt condition, not have enough money to pay one’s debts, the process of being declared bankrupt one’s debts, the process of being declared bankrupt

ExamplesExamples

• The club was plunged into The club was plunged into bankruptcybankruptcy because of its because of its ill management.ill management.

• There were an increasing number of There were an increasing number of bankruptcies bankruptcies among small shopkeepers with the entering of among small shopkeepers with the entering of multinational chain supermarkets.multinational chain supermarkets.

run intorun into v.v.

— — 1) unexpectedly faced with, fall into ( difficulties, 1) unexpectedly faced with, fall into ( difficulties, troubles or debts) troubles or debts)

ExamplesExamples

• We We ran intoran into serious problems when we were in the serious problems when we were in the middle of doing the experiment.middle of doing the experiment.

More to learnMore to learnMore to learnMore to learn


— — 2) meet unexpectedly (with sb.)

ExamplesExamples

• The old man The old man ran intoran into his best childhood friend on the his best childhood friend on the train with whom he has lost touch for twenty years.train with whom he has lost touch for twenty years.



— — 3) bump into or collide with

ExamplesExamples

• Her car Her car ran intoran into a tree, but fortunately she was not a tree, but fortunately she was not injured and there was only a minor damage to the car.injured and there was only a minor damage to the car.

dilemmadilemma n.

— — situation in which one has to make difficult choice situation in which one has to make difficult choice between two opposite things or two unsatisfactory between two opposite things or two unsatisfactory alternatives alternatives

ExamplesExamples

• His mother’s deteriorating mental state put him in a His mother’s deteriorating mental state put him in a dilemmadilemma, as he was reluctant to hand her over to the , as he was reluctant to hand her over to the care of others, but knew he could not look after her care of others, but knew he could not look after her properly himself.properly himself.

• She ran into a She ran into a dilemmadilemma when she had to make a choice when she had to make a choice between family and her career.between family and her career.

cosmopolitancosmopolitan adj.adj.

— — 1) of or from all or many different parts of the world, describe things that display the traditions and cultures of many different countries

ExamplesExamples

• New York is a very New York is a very cosmopolitancosmopolitan city where you can city where you can meet with people of different races and ancestors and meet with people of different races and ancestors and encounter all kinds of foreign cultures.encounter all kinds of foreign cultures.


cosmopolitancosmopolitan adj.adj.

— — 2) A cosmopolitan person has experience and knowledge of the traditions and cultures of many different countries.

ExamplesExamples

• The new minister for the Arts has a very The new minister for the Arts has a very cosmopolitancosmopolitan outlook.outlook.

flairflair n.n.

— — natural or instinctive ability (to do sth. well, to select or recognize what is best)

ExamplesExamples

• I was amazed by his artistic I was amazed by his artistic flairflair..

• We need badly a designer with plenty of We need badly a designer with plenty of flairflair..

take roottake root

— — 1) (of a cutting) send out a root or roots1) (of a cutting) send out a root or roots

ExampleExample

• The seeds sprouted and took root.

• The shoot which was grafted (嫁接 ) from a good apple tree into an old one has taken its root and blossomed.


take roottake root

— — 2) (fig.) become established2) (fig.) become established

ExampleExample

• His ideas have His ideas have taken roottaken root in the minds of his followers. in the minds of his followers.

• Try to find a piece of land to strike root. ( Try to find a piece of land to strike root. ( take roottake root))

accommodateaccommodate v.v.

— — 1) adapt; get into agreement or into adjustment1) adapt; get into agreement or into adjustment

ExamplesExamples

• He is capable of He is capable of accommodatingaccommodating himself to the himself to the changed circumstances and always can achieve his changed circumstances and always can achieve his goal step by step.goal step by step.

• The President seemed unwilling to The President seemed unwilling to accommodate accommodate himself to the public desires.himself to the public desires.


accommodateaccommodate v.v.

— — 2) provide a place for someone to stay , live or work

ExamplesExamples

• Some of the homeless families are being temporarily Some of the homeless families are being temporarily accommodatedaccommodated in hotels. in hotels.

• The new hotel can The new hotel can accommodateaccommodate up to 1000 tourists. up to 1000 tourists. (same as take or hold)(same as take or hold)

Answer the following questions with the information you obtain from the

passage.

• 1. Why is Asia being turned from a distribution center into an investment center for Hallmark?

• 2.Why do Asian people prefer to send a Hallmark card to their sweeties instead of talking in person to express their emotions?

• 3.Why don’t Hallmark cards need to be translated into different languages to enable lovers to exchange tender words?

• 4.To what extent is Valentine’s Day popular with the people in China?

• 5. What difference exists between Chinese and Japanese or Korean men according to the author?

• Because the number of Because the number of romantic consumers in Asia is romantic consumers in Asia is rising and the potential rising and the potential market for Hallmark cards is market for Hallmark cards is great.great.

1. Why is Asia being turned from a distribution center into an

investment center for Hallmark?

2.Why do Asian people prefer to send a Hallmark card to their sweeties instead of talking in

person to express their emotions?

• Because people in Asia are Because people in Asia are often restricted by cultural often restricted by cultural norms and they are more norms and they are more emotionally inhibited than emotionally inhibited than Westerners. Besides, they are Westerners. Besides, they are afraid of losing face if they are afraid of losing face if they are rejected.rejected.

3.Why don’t Hallmark cards need to be translated into

different languages to enable lovers to exchange tender

words?

• Because using a nice English Because using a nice English card to convey one’s love is a card to convey one’s love is a fashion everywhere in the fashion everywhere in the world.world.

4.To what extent is Valentine’s Day popular with the people in

China?

• Valentine’s Day is more and Valentine’s Day is more and more popular in China, more popular in China, especially with young people especially with young people in cities who always like new in cities who always like new things and follow the fashions.things and follow the fashions.

5. What difference exists between Chinese and Japanese or Korean men according to the

author?

• The Japanese or Korean men The Japanese or Korean men are less restrained or inhibited are less restrained or inhibited by cultural norms than by cultural norms than Chinese men in the way tender Chinese men in the way tender emotions are expressed.emotions are expressed.

ThanksThanks

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Unit 8 Globalization – For and Against By Zhang Shu Experiencing English 4