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Module99.1BrandingReading:What’sthatsmell?Speaking:DiscussingbrandingGrammar:RelativeclausesReading:Chineseluxuryobsession4123Reading:What’sthatsmell?1.Whatisyourfavoritebrandof…?•coffee?•soap?•clothes?Tellyourpartnerandexplainwhyyouchoosethatparticularbrand.Isyourchoiceproductorservicebecauseofitssmell?2.Readthefollowingarticleandwriteinthecorrectletter,A-G,forthemissingphrases.What’sthatsmell?DavidVanEppsopenshisbriefcaseandtouchesseveralofthe72bottlesinside.‘Here’soneyou’lllike,’hesays,takingthetopoffone.Hedipsapaperstripinsideandwavesitunderhisnose,breathingindeeply.Itsmellofsugarandbutterlikethe‘sugarcookies’(1)__b____.Italsomakeshimthinkofmoney:sugarcookiesisonlyoneof1,480fragrancessoldbyVanEpps’companyScentAirTechnologiesandusedtoimprovebrandidentity.Fragranceisasmuchamarketingtoolthesedaysasalogo,asloganorajingle.Sonyputsitscustomers‘inthemood’forbuyinginitsstoreswiththesmellofvanillaandmandarin.AtsomeDoubletreeHotelsguests(2)_g___.AndProctorandGamblehasexperimentedwithScentAirscentstoattractshopperstodisplaysinstores,saysVanEpps.‘What’sbetterthanhavingabrandpeoplewanttousebecauseoffragrance?’A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookieScentAirfirststartedputtingthatattitudeintobottles(3)___e_______.ScentAirwillchangeasmuchas&25,000tocreateacustomblend,(4)__c___.Thisyearturnoverhasquadrupledasmoremarketersusescentstodistinguishtheirbrands.Onceaclientselectsascent,ScentAirputstheliquidaromainacartridgethatfitsinsideadevicewithafanwhichpushesthesmellintotheair.Youcontrolthestrengthwithadial.Monthlyrefillsare&100perdevice.Somecompanieswanttomakeshopperswaitaroundlongerinthehopetheywillspotsomethingtobuy.ItseemstohaveworkedattheHardRockHotelinOrlando,(5)__a______.Salesjumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.WestinHotelsandResortscontactedScentAirforawhiteteafragrancetoputinits127properties.Addedtothis,thehotelshavejuststartedsellingwhitetea-scenteditems,including$36candles.A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookieAlanHirschoftheSmellandTasteTreatmentandResearchFoundationinChicagoexplainsthereason(6)____f_______.‘Smellhasagreaterimpactonpurchasingthaneverythingelsecombined.Ifsomethingsmellsgood,theproductisperceivedasgood.’There’sLGElectronics(7)_____d____,orthecherrysmellfrombillboardsadvertisinganewshampoofromL’Oreal.AllweneednowisaPCthatcanpickuparomasfromwebsites.A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookieSpeaking:Discussingbranding1.Trytocompletethesentencesbelowaboutwhatyouhaveread.Tellyourpartnerwhatyouthink.•Onethingthatinterestsmeaboutthisis…•Onethingthatsurprisesmeis…•OnethingthatIfindhardtobelieveis…Onethingthatinterestsmeaboutthisisthatsmellcanhavesuchaneffectonhumans.OnethingthatsurprisesmeisthatScentAir’sturnoverhasquadrupledasaresult.ThesalesofHardRockHoteljumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.2.Whatsmellcouldyouusetobrandthefollowing?Youcanusesuggestionsinthepictures.*yourcompany’sproductorservice*yourschoolorcollege*anewrangeofclothing*bicycles*alanguagecourseGrammar:RelativeclausesWeoftenaddinformationormoredetailtothemainclauseofthesentence.Forexample,thespeakermaywanttosaywhattypeofcompanyheworksfor.ScentAirisacompanywhichsellsscents.MainclauseRelativeclauseCompletethedefiningrelativeclausesinthesesentenceswithawordfromthebox.whenwherewhywhichwhowhose1)Thenewproduct________goesonsalenextmonthisn’treadyyet.2)Theturnoverwasjustunderhalfamillion________itwasfirstfoundedin1985.Nowit’shundredmillion.3)Thepeople_______workforusareallhighlyqualified.4)Weliketothinkwe’reasupportivecompany________staffareloyal.5)Letmeexplainsomeofthereasons_________we’remakingthesechanges.6)Thecompany__________Iusedtoworkisclosingdown,apparently.whichwhenwhowhosewherewhyReading:Chineseluxuryobsession0.WhenthatmanypeoplevisitcitiesinChina,theyarestillsurprisedtoseetheluxury00.brandswhonormallyfillthefashionboutiquesofNewYorkandParis.Butina1.countrywhichmoreandmoreyoungpeoplehavebecomebig-spendingconsumers,2.theworld’stopbrandsattracttwenty-andthirty-somethingswhat,inarecentsurvey,3.saytheywantto‘seizeever