英语泛读教程-4-Unit 4 Cigarette

Smile??Smoking??AmericaMarlboru万宝路HILOTON希尔顿KENT箭牌Britain555三五CIGARONNE雪茄龙SOBRANIE绿莎拉JapanMILDSEVEN七星CAMEL骆驼KoreaESSE爱喜GermanyDAVIDOFF大卫杜夫ChinaSmokingandHealthHarmathreattopublichealthHealthissuesNicotine,theprimarypsychoactivechemicalincigarettes,isaddictive.Cigaretteusebypregnantwomenhasalsobeenshowntocausebirthdefects(whichincludementalandphysicaldisability).Onaverage,eachcigarettesmokedshortenslifespanby11minutesandhalfofsmokersdieearlyoftobacco-relateddiseaseandlose,onaverage,14yearsoflife.ConsumptionApproximately5.5trillioncigarettesareproducedgloballyeachyearandaresmokedbyover1.1billionpeopleorgreaterthanone-sixthoftheworldpopulation.Whilesmokingrateshaveleveledoffordeclinedindevelopednations,theycontinuetoriseindevelopingpartsoftheworld.SmokingratesintheUnitedStateshavedroppedbyhalffrom1965to2006fallingfrom42%to20.8%ofadults.Inthedevelopingworld,tobaccoconsumptionisrisingby3.4%peryear.Anti-SmokingCampaignsChinaIn2003Tobacco-Free-SchoolCampaignBothstudentsandteachersarestrictlyprohibitedfromsmokingTowardaSmoke-freeChinaUSAToestablishin-houseprogramstofighttobaccouseatthelocal,regionalandnationallevelsToenactpeerteachingprograms,forcingyouthtodefendthemselvesagainsttheonslaught(突击)ofadvertisingandpeerpressureTopreventyouthsmokingthroughthewebsitesandschool-basededucationalprograms•Tohelpempower(授权)thosesufferingfromtobaccoaddictiontoquitsuccessfully,throughthewebsitesandothereducationalvenuesGiveupsmoking!Ifyoudon＇tsmoke,don＇tstart.Giveupsmoking!forthesakeofyourhealth,forthesakeofyourfamily,forthesakeofthewholeworld!FromthisintroductionWecansee,thecigarettehavealonghistory.butitisbadtoourhealthyItcanmaketheharmfulhurttous.Wehavebetterrejectthecigaretteandtakecareofourbody.Let’shaveahealthylifeLegalsmokingageforcountriesaroundtheworldAsiaCountry/RegionDejure法律上SmokingAgePurchaseAgeArmeniaNone18Bangladesh15HongKongNone18India18RepublicofKorea19Japan20Jordan18Kuwait21Macau18Malaysia18Mongolia16Singapore18Taiwan18QuestionsWhydopeoplesmoke?Doyousmoke?Arethereanysmokersinyourfamily?What’syourreactionwhenhe/theysmoke?Wouldyoupersuadehim/themoutofsmoking?Ifso,How?Whenyouchooseahusbandorwife,wouldyoutakeasmokerintoconsideration?Manyteenagersstartsmokingduetopeerpressure.Nicotinemakespeoplefeelenergizedandalert.SmokingalsoproducespsychologicaldependencySmokingisasocialactivityTobaccoadvertisingManAlwaysRememberLovelyBecauseOfRomanceOnly.MarlboroMarlboroisabrandofcigarettesmadebyPhilipMorrisUSAwithintheUS,andbyPhilipMorrisInternational(outsidetheUS.ItisfamousforitsbillboardadvertisementsandmagazineadsoftheMarlboroMan.ThebrandisnamedafterGreatMarlboroughStreet,thelocationofitsoriginalLondonFactory.Richmond,VirginiaisnowthelocationofthelargestMarlborocigarettemanufacturingplant.PhilipMorris,aLondon-basedcigarettemanufacturer,createdaNewYorksubsidiaryin1902tosellseveralofitscigarettebrands,includingMarlboro.By1924theywereadvertisingMarlboroasawoman'scigarettebasedonthesloganMildAsMay.Marlboroisthelargestsellingbrandofcigarettesbrandintheworld.ItisfamousforitsbillboardadvertisementsandmagazineadsoftheMarlboroMan.ThebrandwassoldinthiscapacityuntilWorldWarIIwhenthebrandfalteredandwastemporarilyremovedfromthemarket.Attheendofthewar,threebrandsemergedthatwouldestablishfirmholdsonthecigarettemarket:Camel,LuckyStrike,andChesterfield.ThesebrandsweresuppliedtoUSsoldiersduringthewar,creatinganinstantmarketupontheirreturn.Duringthe1950sReader'sDigestmagazinepublishedaseriesofarticlesthatlinkedsmokingwithlungcancer.PhilipMorris,andtheothercigarettecompaniestooknoticeandeachbegantomarketfilteredcigarettes.ThenewMarlborowithafilteredendwaslaunchedin1955.Intheearly1960sPhilipMorrisinventedMarlboroCountryanddistilledtheirmanlyimageryintotheruggedcowboysknownastheMarlboroMen.ThefamoussloganusedonradioandtelevisionduringthemidThebrandisnamedafterGreatMarlborough['ma:lbərə]马尔堡Street,thelocationofitsoriginalLondonFactoryisnowthelocationofthelargestMarlborocigarettemanufacturingplant.MARLBORO万宝路PhilipMorrislaunchedtheMarlborobrandin1924品牌种类从“淑女”到“牛仔”万宝路香烟“ManAlwaysRememberLovelyBecauseOfRomanticOnly”“MildAsMay”像五月天气一样温和红色的烟嘴与你的嘴唇和指尖相配BeautyTipstoKeepthePaperfromYourLips.主题策划人：李奥・贝纳将万宝路香烟改变定位为男子汉香烟粗犷、豪迈、英雄气概的美国西部牛仔万宝路1万宝路2哪里有男士哪里就有万宝路Wherethereisaman,thereisaMarlboroWhyMarlborosucceed?1.Repositioning2.Advertisement3.Sponsorship4.globalization1.RepositioningInthe1920s,advertisingforthecigarettewasprimarilybasedaroundhowladylikethecigarettewas.Itwasregardedasawoman’scigarette,basedontheslogan“MildAsMay”BeautyTipstoKeepthePaperfromYourLips.OneofthefeaturesofMarlborocigarettesatthetimewasaredtip,whichhidlipstickmarksthatwomenwouldleavewhilesmoking.In1950s,Onesurveyshowedthatsmokersareeasiertosufferfromvariousdiseasessuchaslungcancer,heartattackthannon-smokers,eventodie.Thecigarettecontainsplentyofnicotinewhichcandestroytheimmunitysystemofhumanbeings.Andthenicotineresultsintheimmunitydecrease.Oncetheimmunitysystemisweakening,peopleareeasytofallill.Moreoversmokersareeasytogetaddictedandcannot