Task 1 Read for Useful Information
Pre-reading Activity 1 Listen and Read Aloud
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Pre-reading Activity 2 Express Yourself
☛ This section aims at introducing some topics for students to express themselves.
Sentences like the following may be used.
◆ Our company is located in…
◆ We have been in business since 1987.
◆ There are… workers, and more than 100 sets of advanced equipment, taking the leading position in the domestic industry.
◆ As an import and export corporation, we mainly deal in general merchandise, electrical appliances,light, etc.
◆ Our sales are up 30% over last year.
◆ We have developed several new products.
Reading Activity 1 Read and Try to Understand
Passage 1
Language points
1. profile n. [C] a short description that gives important details about a person, a group of people, or a place简介，简况
e.g. A Washington newspaper published comparative profiles of the candidates’ wives.
一家华盛顿的报纸刊登了候选人妻子们的对比简介。
I heard a fascinating profile of Madeleine Albright on the radio yesterday.
我昨天在广播中听到了玛德琳·奥尔布赖特（Madeleine Albright）的精彩简介。
2. drive
1) vt. to strongly influence someone to do something驱使，驱赶
e.g. The detective wondered what had driven Christine to phone her.
侦探想知道是什么驱使克里斯汀给她打电话。
The heavy rain drove the players off the course.
狂暴的雨水驱使球员偏离球场。
2) vt. operate or control a vehicle 驾驶，开车
e.g. His daughter Carly drove him to the train station. 他的女儿卡莉开车送他去火车站。
If you can’t drive in forwards, try backing it in. 若不能开车正面驶入，不妨倒车进去。
3. mission n. [C] an important job that someone has been given to do, especially when they are sent to another place 使命，任务
e.g. Tom’s mission was to help young people in his local community.
汤姆的使命是在当地社区帮助年轻人。
His main mission in life is to earn as much money as possible.
生活中的使命是赚取尽可能多的钱。
4. personnel
1) n.[C] (pl.) the people who work in a company, organization, or military force人员，员工
e.g. There has been very little update of personnel in higher education. 高等教育事业中人员更新很少。
All the managerial personnel at the factory are hired on contract. 工厂所有管理人员都是聘用的。
2) n.[C] the people who work in a company, organization 人事部门
e.g. Her first job was in personnel. 她的第一份工作是在人事部。
Application forms and further detailed information are available from the Personnel Office.
申请表格及其他详细资料可向人事部索取。
5. uniqueness n. [U] 独特性，唯一性
e.g. The author stresses the uniqueness of the individual.这位作者强调个人的独特性。
Your uniqueness is your power. 你的独特性是你的力量。
unique adj. being the only one of its kind独特的，独一无二的
e.g. Each person’s signature is unique. 每个人的签名是独特的。
She was a woman of unique talent and determination.她是一个有独特天赋和决心的女人。
6. attract vt. to make someone interested in something, or make them want to take part in something attract somebody to something吸引；引起
e.g. What attracted me most to the job was the chance to travel. 这份工作最吸引我的是旅行的机会。
The story has attracted a lot of interest from the media.这个故事引起了媒体的极大兴趣。
7. vendor n. [C] someone who is selling something 供应商
e.g. This problem occurs not only among different software companies but also with software from the same vendor. 这一问题不仅出现在不同的软件公司，也出现在来自同一厂商的软件中。
No matter which vendor you choose, the result should always be the same.
无论选择哪个供应商，结果应该总是一样的。
8. viewpoint n. [C] a particular way of thinking about a problem or subject观点，看法
e.g. She will have her own viewpoint on the matter. 她对这个问题会有她自己的看法。
This thesis explains the basic viewpoint by means of the following aspects.本文主要通过以下一些内容来阐明基本观点。
9. layperson n. [C] （pl. laypeople）someone who is not a clergyman or a professional person外行
e.g. The layperson cannot really understand mental illness. 外行不完全了解精神病。
The authors point out that often a layperson can tell by examining a transcript whether the person behind it is a man or a woman.
作者指出，外行也常常能从一份讲话的文字稿看出它的作者是男人还是女人。
10. relevant adj. directly relating to the subject or problem being discussed or considered相关的，有关系的
e.g. Do you have the relevant experience? 你有相关的经历吗？
Top consideration will be given to candidates with relevant working experience.有相关工作经验者从优考虑。
11. exposure
1) n. [u] the attention that someone or something gets from newspapers, television, etc. （从报纸，电视等获得的）关注，曝光
e.g. The failure of their marriage has got a lot of exposure recently. 最近，他们失败的婚姻已广为人知。
Other exposures largely come from the media or club officials.
其他的曝光主要来自媒体或俱乐部官员。
2) n. [C] the disclosure of something secret 揭露，泄密
e.g. He fears the exposure of his underground political activity. 他担心他的地下政治活动被揭露出来。
The newspaper’s exposure of their crimes led to their arrest.
报上揭露了他们的罪行,这些人因而被捕。
12. intended adj. to be provided or designed for a particular person or purpose 为特定的人或目的提供或设计
e.g. The book is intended for children aged 5-7. 这本书是为5—7岁的孩子准备的。
The movie is intended for adults.这部电影是为成年人拍摄的。
13. But if the reporter or anyone else who is googling the product/service you provide cannot figure out what you offer, your profile won’t help sell your products, nor attract media to interview your company personnel.
Translation: 但是，如果记者或其他人在谷歌搜索你提供的产品/服务，弄不清楚你提供的是什么，那么你做的公司简介将无助于销售你的产品，也无法吸引媒体采访你的公司人员。
Explanation: 本句if the reporter or anyone else who is googling the product/service you provide cannot figure out what you offer引导的条件状语从句，who is googling the product/service you provide作为限制性定语从句用来修饰先行词the reporter or anyone else。figure out 弄清楚，解决
e.g. They’re trying to figure out the politics of this whole situation.
他们正试图弄明白整个形势的利害关系。
No one could figure out how he got to be so wealthy.
没人能弄清楚他是怎样变得如此富有的。
14. personality n. [C] someone’s character, especially the way they behave towards other people个性，性格
e.g. She has such a kind, friendly personality. 她有着如此友善的个性。
Everything you do or say is reflective of your personality. 你的一言一行都体现你的个性。
personal adj. concerning or affecting a particular person or his or her private life and personality个人的，私人的
e.g. That’s my personal opinion. 这是我的个人意见。
She resigned for personal reasons. 她出于个人原因而辞职。
15. be filled with 充满，装满
e.g. Your words are filled with optimism. 你的话语中充满了乐观向上的情绪
May your Spring Festival be filled with joy and warmth！ 愿你春节充满喜乐与温暖！
16. add to 增加，加入
e.g. Material about recent research has been added to this new edition. 有关最近研究的资料已添加到这个新版本中。
Do you want to add your name to the list? 你想把你的名字加到名单上吗?
17. Your profile could explain how profits benefit local animal shelters or homeless populations or you might even employ a humorous style in the description if it’s appropriate to the company’s products.
Translation: 你的介绍可以解释公司收益如何惠及当地的动物收容所或无家可归的人群，或者如果公司的产品适合，你甚至可以在描述中采用幽默的语言风格。
Explanation:本句主语是Your profile，谓语动词是could explain，紧接着是how引导的宾语从句。
homeless adj. without a home无家可归的，流落街头的
e.g. This project is designed to help homeless people. 这个项目旨在帮助无家可归的人。
They’d soon be penniless and homeless if they couldn’t find suitable work.
如果他们找不到合适的工作，很快就会身无分文、无家可归。
humorous adj. If someone or something is humorous, they are amusing, especially in a clever or witty way.诙谐的，幽默的
e.g. He was quite humorous, and I liked that about him.他很幽默，我喜欢他这一点。In my opinion, good friends have certain characteristics in common. They are considerate and humorous. 在我看来，优秀的朋友有一些共同的特点。他们体贴、幽默。
humor n. [U]the trait of appreciating (and being able to express) the humorous 幽默，诙谐
e.g. The movie mixes humor with romance. 那部电影把幽默和浪漫故事结合在一起。
Our English teacher, who is in his thirties, is popular with students for his humor and patience.
我们的英语老师三十多岁，他既有幽默感又有耐心，很受学生欢迎。
be appropriate to 适合于，对……适合
e.g. It is often appropriate to use the local dialect to communicate your message.
用方言来交流信息往往很合适。
It is not appropriate to interrupt teachers when they are talking.
在老师们讲话时打断他们是不合适的。
appropriate adj. suitable and fitting适当的，合适的，恰当的
e.g. The most appropriate strategy may simply be to walk away from the problem.
最恰当的策略也许就是回避这个问题。
Now that the problem has been identified, appropriate action can be taken.
现在既已找出问题的症结，即可采取适当行动。
appropriately adv. in an appropriate manner 适当地，合适地
e.g. The government has been accused of not responding appropriately to the needs of the homeless.
政府未采取恰当的措施回应无家可归者的需要，为此已受到谴责。Try to dress appropriately for each occasion. 试着为每个场合适当地打扮。
18. asset
1) n.[C] (usu sing.) 优点，有利的条件，有价值的人或物
e.g. Sense of humor is a great asset in this business. 幽默感是从事这一行的一大优点。
I think Rachel would be an asset to the department.我觉得蕾切尔对警局会很有用。
2) n. [C] (usu pl.) the things that a company owns, that can be sold to pay debts 公司的资产（可以用于偿付债务）
e.g. As more assets are purchased, this will drive up their price.
随着越来越多的资产被购买，这将推高它们的价格。
At the time, Templeton had about $ 11 billion in assets.
当时，邓普顿拥有约110亿美元资产。
19. By explaining a founder’s unique route to the company’s development, or stating the special awards and honors a company has earned, the donations or volunteering its employees provide the community, it gives the reader some grasp of how the company is unique, special or different from others in its same category.
Translation: 讲述公司的创始人独特的发展经历, 或展示公司已经获得的特殊奖励和荣誉, 员工为社区提供的捐赠或志愿服务，能让读者了解这家公司与其他公司相比是多么别具一格。
Explanation:本句为by引导的方式状语从句，表示通过…….方式。it 是形式主语，真正的主语是后面how引导的方式状语从句。
20. award
1) n. [C] something such as a prize or money given to someone to reward them for something they
have done奖
e.g. He was nominated for the best actor award. 他获得最佳演员奖提名。He deservedly won the player of the year award. 他理所应当地赢得了年度最佳球员奖。
2) vt. give, especially as an honor or reward 把（某物）授予（某人）
e.g. She was awarded the prize for both films. 她因这两部电影而获奖。
Harvard awarded him an honorary degree. 哈佛大学授予他荣誉学位。
21. grasp
1) n. [U] understanding of the nature or meaning or quality or magnitude of something掌握，理解
e.g. They have a good grasp of foreign languages. 他们很好地掌握了各门外语。
His hand was taken in a warm, firm grasp. 他的手被热情地、紧紧地握住了。
2) vt. hold firmly 抓牢，握紧
e.g. We must grasp the opportunities offered. 我们应该果断地抓住机会。
He was quick to grasp the essentials of an opponent’s argument.他很快抓住了对手论据的要旨。
22. category n. [C] a collection of things sharing a common attribute种类，分类
e.g. These questions may be included in the same category. 这些问题可以归入一类。
This book clearly falls into the category of fictionalized autobiography. 这本书显然类属自传体小说。
23. identify vt. to recognize and correctly name someone or something 分辨，识别
e.g. Sales departments try to identify a product’s USP or “unique selling point”.
销售部门试图确定一种产品的“独有卖点”。
We identify students who are going to take a big leap, intellectual leap forward in this coming year, and a spurt forward in this coming year. 我们要确定哪些学生将在未来的一年里有一个大的飞跃，智力上的飞跃，在新学年取得巨大进步。
recognize, identify, make out
这组词都有“认出，识别”的意思，其区别是：
recognize 指所辨认的人或物多是以前所熟悉的。
identify 指辨别、确定人的身份或物品的归属等。
make out 通常指通过人的感觉器官来辨别事物。
24. Being ordinary and characterless in your company description makes it really hard for any readers to understand why they would want to do business with a company or buy products/services that sound like any others.
Translation: 如果你的公司描述平淡无奇，那么读者很难理解他们为什么会想要和这家公司做生意，或者购买听起来和其他公司一样的产品/服务。
Explanation:本句主语是Being ordinary and characterless in your company description，谓语是makes，宾语是it，不定式结构to understand……做宾语补足语。
25. plenty of 大量，很多
e.g. Most businesses face plenty of competition. 多数企业都面临大量的竞争。
There are plenty of vegetarian dishes to choose from. 有许多道素菜可供选择。
参考译文
如何制作一份好的公司简介
一份好的公司简介可以吸引合适的客户或支持者，也可以让他们烦得要命，驱使他们去找你的竞争对手，这些竞争对手很容易在几秒钟内就能被谷歌搜索到。为了吸引媒体的注意，一家公司需要一个有趣的简介，以吸引编辑或记者了解该公司的使命、产品、服务、人员和独特性。没有一个精心设计的公司简介，一个公司在发布职位描述时可能吸引不到最好的求职者，甚至是供应商来帮助他们成长。
以下3个步骤可以帮助任何一家公司制作出一份符合公司愿景、视角甚至信念的好的公司简介。
1. 用专业术语提供有用的信息。
公司简介应该包括对主要人事、公司产品或服务的描述，采用一种外行人，以及行业人员都能够理解的方式。为什么? 因为，记者可能正在为他们准备的新闻寻找相关的商家。当然，你的公司包含在内的话，能为你在目标市场上带来极好的“免费曝光”(当然，如果是积极正面的话)。但是，如果记者或其他人在谷歌搜索你提供的产品/服务，弄不清楚你提供的是什么，那么你做的公司简介将无助于销售你的产品，也无法吸引媒体采访你的公司人员。这并不意味着你的简介里不能包含高级行业信息，只是要确保在你的描述中也包含一些易于理解的专业术语。
2. 注入一些个性。
一份好的公司简介不仅应该有对产品（或服务）的描述，而且应该包含一些企业文化的意义或个性。增加关于公司宗旨、社区支持或使命的信息(但不是那些陈腐的使命陈述)可以为公司简介增加个性，从而增加读者的兴趣。
人与人息息相关。所以从人性的角度增添一点东西。你的介绍可以解释公司收益如何惠及当地的动物收容所或无家可归的人群，或者如果公司的产品合适，你甚至可以在描述中采用幽默的语言风格。
3. 宣扬你公司的独到之处。
讲述公司的创始人独特的发展经历, 或展示公司已经获得的特殊奖励和荣誉, 员工为社区提供的捐赠或志愿服务，能让读者了解这家公司与其他公司相比是多么别具一格。
对员工的教育，培训，资历或经验方面的详细介绍可以激发客户的兴趣，并帮助他们确定适合自己信念和标准的公司。如果你的公司描述平淡无奇，那么读者很难理解他们为什么会想要和这家公司做生意，或者购买听起来和其他公司一样的产品/服务。
最重要的是，要诚实和有趣，因为已经有很多乏味、无聊和炒作的简介了。
☛ Fill in each blank with one word according to the passage you have just read.
Reading Activity 2 Read and Think Critically
（略）
After-reading Activity 1 Develop Your Vocabulary
☛ Complete each sentence with the proper form of the word given in brackets.
1. Try to dress appropriately（appropriate）for each occasion.
2. Insurance companies identify six main categories(category) of drivers.
3. Sometimes, we should learn how to express humor (humorous).
4. She was awarded (award) the prize for both films.
5. Everyone’s fingerprints are unique (uniqueness).
6 The police took fingerprints and identified (identify) the body.
7. The book is based on personal (personality) experience.
8. The company’s assets (asset) have been frozen.
9. Her new movie has had a lot of exposure (exposure) in the media.
10. Outside the theatre, there was a row of flower vendors (vendor).
After-reading Activity 2 Know More Expressions
☛ Tell the meaning of each expression after the given example.
e.g. figure out documents you offer 弄清楚你提供的文案
figure out how to do 弄清楚如何做
figure out how to start 弄清楚如何开始
figure out how to complete 弄清楚如何完成
e.g. be filled with descriptions of products 充满对产品的描述
be filled with tears 充满泪水
be filled with photos 充满照片
be filled with alcohol smell 充满酒精味
e.g. add human personality to a profile 在介绍中增加个性
add the value to a house 增加房屋的价值
add bitterness to beer 增加啤酒的苦味
add colour to the picture 增加图片的色彩
e.g. be appropriate to the company’s products 适合公司产品
be appropriate to market research 适合市场调研
be appropriate to company’s development 适合公司发展
be appropriate to student’s study 适合学生学习
e.g. plenty of tasteless profiles 大量乏味的介绍
plenty of clear differences 大量明显的不同
plenty of interesting toys 大量有趣的玩具
plenty of boring exercises 大量枯燥的练习
After-reading Activity 3 Listen and Write
☛ Listen to the following sentences and fill in the missing letters of each word. Check whether you really understand their meanings and can spell them correctly.
1. Below you will find a pr o f i le (简介) of each program.
2. He viewed his m i ss i on（使命）in life as protecting the weak from the evil.
3. Hunger d r ives (驱使) her to steal.
4. In order to have a good g r asp (掌握) of a culture, learning its language is the best way.
5. She will have her own v i ewpo i nt（看法）on the matter.
6. One last question, and this one I ask you as a l a y person（外行）, a human being.
7. The number of home l e s s(无家可归的) people has increased dramatically.
8. The measures are in t e n d ed(有意的) to restore public confidence in the economy.
9. Education should be closely r e l e vant（相关的）to students’ needs.
10. Her first job was in person n e l（人事部）.