Hello, everyone! Welcome to our show Tease Your Brain. Today we will talk about brand (品牌) language. When you walk into Starbucks, the world’s biggest coffee chain (连锁店), you may hear a customer speaking a rapid-fire series of descriptions when asking for a drink-half-caf, black, and for the sizes-tall, grande, venti and trenta.
It is a special language, so this morning we have invited Scott, the Starbucks Regional Manager to talk about it. Welcome Scott!
First of all, can you say something about Starbucks language?
Scott: Thanks for inviting me. OK, sure. Our company invented these rules in the booklet, “Make It Your Drink”. It only belongs to Starbucks. We have also trained our baristas (咖啡师) to reply to customers using Starbucks vocabulary.
That is so interesting, Scott! Is Starbucks the only company that uses brand language?
Scott: No. Many companies use this technique. When hungry Californians order a meal at In-N-Out, a burger chain, they need to specify the proportion of cheese slices to patties: a “triple double” means two patties sandwiched between three slices of cheese.
Thank you very much, Scott!
This past week, Tease Your Brain left the studio to ask people’s opinion about brand language. Let’s find out what they said:
A marketing professor: In my book The Language of Branding, I mention that brand language is a brilliant way of enhancing customer loyalty (忠诚). Companies that persuade people to use their own terms create “a sense of belonging and improved loyalty to the brand”. It also enables employees to work more efficiently.
A sociologist: People become part of a “speech community” when they use specialized vocabulary, which creates a feeling of shared values. Every time a company gets a consumer (消费者) to refer to its products using a branded term rather than a general description-whoppers, say, rather than burgers-it is drawing them into its own community. In so doing, it makes them more likely to buy its products in the future.
OK. Now let’s listen to what a customer in Starbucks said.
I heard you order your coffee with the brand language, “no-whip”. So, what do you think of this kind of language?
A customer: I think it helps to create a “tribe ( 群，族)” that members identify with (认同). Take CrossFit. a fitness firm as an example. It has come up with a set of extensive vocabulary— “wod” means “workout of the day”. Using this kind of description, I feel like I am in the CrossFit group.
1. Which of the following belongs to Starbucks language?| A．Wod. | B．No-whip. | C．Whopper. | D．Triple double. |
| A．show a new brand of coffee |
| B．give its baristas a sense of belonging |
| C．get customers to identify with the brand |
| D．provide a place for people to share their values |
| A．To advertise Starbucks’ popular products. |
| B．To talk about the effect of brand language. |
| C．To mark the importance of brand influence. |
| D．To advise more companies to create special terms. |
相似题推荐
How are your holidays? I’m visiting my uncle in Spain. He lives in the sunny and beautiful city—Valencia.
Yesterday, my uncle took me to the tomato festival in Bunol. It is about 38 kilometers away from my uncle’s home. I never knew about this festival before. People in Spain call the festival “La Tomatina”. It is the biggest tomato fight in the world. When we first got to the square (广场), there were a lot of people from all over the world, and many trucks (卡车) were carrying tomatoes My uncle told me there were about 38,000 people in the square. And the population (人口) of Bunol is only about 9,000.
The tomato fight started when people hit the first car. Then everyone started throwing tomatoes at each other. I took red tomatoes and threw them at anyone there. Tomatoes must be squashed (被压件的) before people threw them so that no one would get hurt.
After a short time, people all became red.There was no winner in this fight, but we all had fun. As soon as people hit the second car, people stopped throwing.
I really had a great time. I wish you were here, too. I hope I will hear from you soon. Take care!
Yours,
Linda
根据材料内容选择最佳答業
1. What can we know about Linda from the letter?
| A．She lives in Valencia. |
| B．She is visiting her uncle in Spain. |
| C．She went to Spain to visit Michael. |
| A．Bunol is over 30 kilometers away from Valencia. |
| B．Linda won first place in the tomato fight. |
| C．Linda went to the tomato festival with her uncle. |
| A．To help people eat the tomatoes easily. |
| B．To help people throw the tomatoes far. |
| C．To keep everyone in the fight safe. |
| A．It means the fight starts. |
| B．It means the fight ends. |
| C．It means someone wins the fight. |
| A．A popular festival in Spain. | B．An interesting game. | C．A beautiful city -Valencia. |
【推荐2】In Canada and the United States, people enjoy entertaining (招待) at home. They often invite friends over for a meal, a party, or just for a coffee and conversation. Here are the kinds of things people say when they invite someone to their home:
“Would you like to come over for dinner Saturday night?”
“Hey, we’re having a party on Friday. Can you come?”
To reply to an invitation, either say thank you and accept, or say you’re sorry, and give an excuse: “Thanks, I’d love to. What time would you like me to come?” or “Oh, sorry, I’ve tickets for a movie.”
Sometimes, however, people use expressions (表达) that sound like invitations but which are not real invitations. For example: “Please come over for a drink sometime.” “Why not get together for a party sometime?” “Why don’t you come over and see us sometime soon?”
They are really just polite ways of ending a conversation. They are not real invitations because they don’t mention a specific (确定的) time or date. They just show that the person is trying to be friendly. To reply to expressions like these, people just say “Sure, that would be great!” or “Ok, yes, thanks.”
So next time when you hear what sounds like an invitation, listen carefully: Is it a real invitation or is the person just being friendly?
1. Why do Canadians and Americans often invite friends for meals at home?| A．Because they can save time. |
| B．Because they can spend less money. |
| C．Because they enjoy entertaining at home. |
| D．Because they have modern and beautiful house. |
| A．“I’ve two tickets here. Can you go to the movie with me?” |
| B．“Please go to the cinema with me someday.” |
| C．“Would you like to have a cup of tea with us sometime?” |
| D．“If you are free, let’s go for a dinner sometime.” |
| A．How about this weekend? | B．That would be nice. |
| C．Oh, sorry. I’m very busy. | D．That’s great. I’ll be there on time. |
| A．they haven’t got ready for a party yet |
| B．they’re trying to be helpful |
| C．they’re trying to make friends with others |
| D．they’re trying to be friendly |
| A．entertainment at home | B．real invitations or not |
| C．expressions of starting a conversation | D．ways of ending a conversation |
Everyone has a family name. What do you know about English names?
First, some family names come from the place(地点) of their homes.
At last, some family names are from colors—Green, Brown, White, Black... But the first letters of them are big letters.
| A．Let me tell you some interesting stories(故事). |
| B．Next, family names come from a person’s job(工作). |
| C．A Chinese name is different(不同) from an English name. |
| D．English people usually get their family names in these ways(方式). |
| E．If a man lives on or near(在……附近) a hill(小山), his family name may be Hill. |
| F．When you hear the name “Jackson”, you know that he is the son of Jack. |
This is a class in Finland. Students are having a math class with their robot teacher. The “teacher” is blue, and he looks like a real man. His name is Albert. When students need help with their math, he is always there to help them.
“Albert can make math classes interesting. Many students like Albert, and they think he is their favorite teacher,” Mr. Black, a science teacher in the school says. “We use technology (科技) to help our students learn well. Now there are four robot teachers in our school. One of them is a language (语言) teacher. We call her Alice. She can speak 23 languages and dance to music. One is a P. E. teacher named Nao. He is from Japan. He is good at playing soccer. And he can dance, too. The last one is Lucy from France. She is an art teacher. She can draw (画画) well.”
“The robot teachers are great, but it doesn’t mean that real teachers will lose their jobs,” Mr. Black says. “The robots can teach well, but they can’t keep the class in order (维持课堂秩序). The school still needs real teachers.”
1. It’s ________ for the students to have classes with Albert.| A．fun | B．boring | C．difficult | D．busy |
①Speak many languages. ②Dance. ③Play soccer. ④Draw.
| A．①② | B．②③ | C．②④ | D．③④ |
| A．Robot teachers don’t teach as well as real teachers. |
| B．Real teachers don’t teach as well as robot teachers. |
| C．There will be no real teachers in the future (未来). |
| D．Robot teachers are good, but they can’t replace (取代) real teachers. |
| A．Robot Teachers at School | B．The Two Sides (方面) of Technology |
| C．Do We Need Robot Teachers? | D．What Can’t Robot Teachers Do? |
【推荐2】It might be fun to use your smartphone, but be careful. Too much screen time may be harmful to your health.
First, it is bad for your eyes. A researcher called Sarah Hinkley says the problem comes from the blue light that the screen gives out. Looking at a smartphone for a long time can cause eye strain (劳损), headaches and dry eyes. So it is a good idea to take a break every 15 minutes when you are working at a computer or using a smartphone.
Second, screen use can do harm to children’s brains. A new study shows that using screens too much can affect (影响) how children’s brains grow. If children use screens for more than one hour a day, they might have lower levels of white matter in their brains. White matter is a key to the development of language and reading skills. So it is wise to cut down the time of children using all kinds of screens.
Third, using screens too much will affect your sleep. According to a study, about 95% of the people between the ages of 13 and 64 use electronics before bed, especially the young people under 20. Doctors say that the light from those electronics at night may make you excited before you go to bed. Then it’s hard for you to get enough sleep. So you’d better turn off smartphones, TVs, and all other screens an hour before your bedtime.
To keep healthy, doctors and researchers strongly advise that you shouldn’t use screens for long hours.
1. The blue light from your screens can cause ________.| A．eye strain | B．headaches | C．dry eyes | D．all of the above |
| A．take a break every 15 minutes | B．have lower levels of white matter |
| C．use screens too much before bed | D．are the people from 13 to 64 |
| A．Using smartphones for long hours does harm to your eyes. |
| B．A lot of screen time affects children’s brain growth. |
| C．The light from electronics at night may make you excited. |
| D．People of all ages mustn’t use electronics. |
| A．tapes | B．smartphones | C．computers | D．TVs |
| A．The ways to keep healthy. | B．The harm of using screens too much. |
| C．The ways to use screens. | D．The advantages of using screens. |
【推荐3】For more than four hundred years, people around the world have been reading, watching and listening to the plays and poems of the English writer William Shakespeare. He was considered as one of the most famous and skillful writers in the history of literature. He even invented thousands of words to color his works and they have become part of the English language.
Most people think of Shakespeare only as a writer. But he was also a theater producer（制作人）, and a part owner of an acting company.
In 1599 Shakespeare’s company was successful enough to build its own theater called The Globe. Public theaters like this during this time were usually three floor levels high and were built around a stage area where the actors performed. The Globe could hold as many as three thousand people. People from all levels of society would attend performances.
The poorer people could buy tickets for a small amount of money to stand near the stage. Rich people could buy more costly tickets to sit in other areas. Interestingly, it was not very important if these people could see the stage well. It was more important that they could be in a seat where everyone could see them.
It was difficult to light large indoor spaces during this time. The Globe was an outdoor theater with no roof on top so that sunlight could come in. Because of the open-air stage, actors had to shout very loudly and make big motions（动作）to be heard and seen by all. This acting style is quite different from play-acting today. It might also surprise you that all actors during this period were men. Young boys in women’s clothing played the roles of women characters. This is because it was against the law in England for women to act on stage.
1. The underlined word “they” in Paragraph 1 refers to “________”.| A．Shakespeare’s plays | B．skillful writers |
| C．the works written by Shakespeare | D．the words created by Shakespeare |
| A．a three-floor public theater | B．big enough to hold three thousand people |
| C．an indoor theater with a roof on its top | D．built around an open-air stage |
| A．sit in the front of the theater | B．see the stage better than the others |
| C．be seen by the other people in the theater | D．show they are more important than others |
| A．Shakespeare was a successful theater owner |
| B．what Shakespeare’s theater was like at that time |
| C．how hard-working the actors were in Shakespeare’s theater |
| D．it was unfair for women because they couldn’t act in the theater |
