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Stories Behind Famous Company Names
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| Inventor Caleb Bradham had originally wanted to be a doctor but started working in a pharmacy when he returned home to North Carolina. In 1893, he made up what he first called “Brad’s Drink,” a mix of water, sugar, caramel, lemon oil, nutmeg, and other flavors. Five years later, he renamed it Pepsi-Cola. He claimed the drink could help with digestion(消化), or dyspepsia, the term from which Bradham adapted the name Pepsi. |
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| This luxury car maker combined elements from the Ford and Oldsmobile companies when it was started in 1902 and later became known for its innovation and high quality. The company was named after the French explorer Antoine Laumet de la Mothe Cadillac, who founded the city of Detroit in 1701. |
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| Company co-founder Gordon Bowker has said that while brainstorming names, someone brought out a map that featured the old mining town of Starbo. That may have led him to think of Starbuck, the first mate in Herman Melville’s famous novel, Moby Dick. Not only the company name but also the origin of its logo has aroused great curiosity. |
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| The inventor of Rolex, Hans Wilsdorf, was looking to make an elegant, yet precise, wristwatch. He wanted a name that was easy to say, worked in different languages, and looked good on the watches. He settled on Rolex in 1908. |
1.Which company name has a close relationship with literature?
A.Pepsi B.Cadillac
C.Starbucks D.Rolex
2.Which of the following statements is True?
A.Caleb Bradham aimed to cure dyspepsia with Pepsi.
B.Hans Wilsdorf intended Rolex to be universally accepted.
C.Cadillac was named after the founding father of the company.
D.Starbucks was used due to the co-founder’s love for his hometown.
3.From the passage, we can learn that .
A.a famous company name is easy to spell
B.a special story can make a company famous
C.a company name usually has a special meaning in it
D.a company name is related to the founder’s profession
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Some famous brand designers attended the ceremony stories and experiences behind their brands.
A. making B. hearing
C. describing D. sharing
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Some famous brand designers attended the ceremony stories and experiences behind their brands.
A. making B. hearing C. describing D. sharing
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Henry Ford, the famous U.S. inventor and car manufacturer, once said, "The business of America is business." By this he meant that the U.S. way of life is based on the values of the business world.
Few would argue with Ford's statement. A brief glimpse at a daily newspaper vividly shows how much people in the United States think about business. For example, nearly every newspaper has a business section, in which the deals and projects, finances and management, stock prices and labor problems of corporations are reported daily. In addition, business news can appear in every other section. Most national news has an important financial aspect to it. Welfare, foreign aid, the federal budget, and the policies of the Federal Reserve Bank are all heavily affected by business. Moreover, business news appears in some of the unlikeliest places. The world of arts and entertainment is often referred to as “the entertainment industry " or "show business."
The positive side of Henry Ford's statement can be seen in the prosperity that business has brought to U.S. life. One of the most important reasons so many people from all over the world come to live in the United States is the dream of a better job. Jobs are produced in abundance because the U.S. economic system is driven by competition. People believe that this system creates more wealth, more jobs, and a materially better way of life.
The negative side of Henry Ford's statement, however, can be seen when the word business is taken to mean big business. And the term big business—referring to the biggest companies, is seen in opposition to labor. Throughout U.S. history working people have had to fight hard for higher wages, better working conditions, and the fight to form unions. Today, many of the old labor disputes are over, but there is still some employee anxiety. Downsizing—the laying off of thousands of workers to keep expenses low and profits high—creates feelings of insecurity for many.
1.The United States is a typical country ________.
A. which encourages free trade at home and abroad
B. where people's chief concern is how to make money
C. where all businesses are managed scientifically
D. which normally works according to the federal budget
2.The influence of business in the U.S. is evidenced by the fact that ________.
A. most newspapers are run by big businesses
B. even public organizations concentrate on working for profits
C. Americans of all professions know how to do business
D. even arts and entertainment are regarded as business
3.According to the passage, immigrants choose to settle in the U.S., dreaming that ________.
A. they can start profitable businesses there
B. they can be more competitive in business
C. they will make a fortune overnight there
D. they will find better chances of employment
4.Henry Ford's statement can be taken negatively because ________.
A. working people are discouraged to fight for their fights
B. there are many industries controlled by a few big capitalists
C. there is a conflicting relationship between big corporations and labor
D. public services are not run by the federal government
5.A company's efforts to keep expenses low and profits high may result in ________.
A. reduction in the number of employees
B. improvement of working conditions
C. fewer disputes between labor and management
D. a rise in workers' wages
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阅读下列短文，从每题所给的四个选项（A、B、C和D）中，选出最佳选项。
Henry Ford, the famous U.S. inventor and car manufacturer, once said, “The business of America is business.” By this he meant that the U.S. way of life is based on the values of the business world.
Few would argue with Ford’s statement. A brief glimpse at a daily newspaper vividly shows how much people in the United States think about business. For example, nearly every newspaper has a business section, in which the deals and projects, finances and management, stock prices and labor problems of corporations are reported daily. In addition, business news can appear in every other section. Most national news has an important financial aspect to it. Welfare, foreign aid, the federal budget, and the policies of the Federal Reserve Bank are all heavily affected by business. Moreover, business news appears in some of the unlikeliest places. The world of arts and entertainment is often referred to as“the entertainment industry”or“show business.”
The positive side of Henry Ford’s statement can be seen in the prosperity that business has brought to U.S. life. One of the most important reasons so many people from all over the world come to live in the United States is the dream of a better job. Jobs are produced in abundance because the U.S. economic system is driven by competition. People believe that this system creates more wealth, more jobs, and a materially better way of life.
The negative side of Henry Ford’s statement, however, can be seen when the word business is taken to mean big business. And the term big business—referring to the biggest companies, is seen in opposition to labor. Throughout U.S. history working people have had to fight hard for higher wages, better working conditions, and the fight to form unions. Today, many of the old labor disputes are over, but there is still some employee anxiety. Downsizing—the laying off of thousands of workers to keep expenses low and profits high—creates feelings of insecurity for many.
1.The United States is a typical country ________.
A. which encourages free trade at home and abroad
B. where people’s chief concern is how to make money
C. where all businesses are managed scientifically
D. which normally works according to the federal budget
2.The influence of business in the U.S. is evidenced by the fact that ________.
A. most newspapers are run by big businesses
B. even public organizations concentrate on working for profits
C. Americans of all professions know how to do business
D. even arts and entertainment are regarded as business
3.Henry Ford’s statement can be taken negatively because ________.
A. working people are discouraged to fight for their fights
B. there are many industries controlled by a few big capitalists
C. there is a conflicting relationship between big corporations and labor
D. public services are not run by the federal government
4.A company’s efforts to keep expenses low and profits high may result in ________.
A. reduction in the number of employees
B. improvement of working conditions
C. fewer disputes between labor and management
D. a rise in workers’ wages
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| Company Names That Have Secret Meanings |
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| Co-founder Larry Page was at a brainstorming session at Stanford for a new massive data indexing website. Someone suggested “googolplex”—one of the largest describable NUMBERS. Page shortened it to “googol.” When he later checked for the availability of the domain name, he made a mistake and typed in “google” instead. But he liked the name and registered it for himself and co-founder Sergey Brin. |
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| This luxury car maker combined elements from the Ford and Oldsmobile companies when it was started in 1902 and later became known for its innovation and high quality. The company was named for the French explorer Antoine Laumet de la Mothe Cadillac, who founded the city of Detroit in 1701. |
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| Company co-founder Gordon Bowker has said that while brainstorming names, someone brought out a map that featured the old mining town of Starbo. That may have led him to think of Starbuck, the first mate in Herman Melville’s famous novel, Moby Dick. Not only the company name but also the origin of its logo has aroused great curiosity. |
| 
| The inventor of Rolex, Hans Wilsdorf, was looking to make an elegant, yet precise, wristwatch. He wanted a name that was easy to say, worked in different languages, and looked good on the watches. He settled on Rolex in 1908. |
1.Which company name has a close relationship with literature?
A. Google. B. Cadillac.
C. Starbucks. D. Rolex.
2.Which of the following statements is True?
A. Google was adopted because “googol” was not available then.
B. Cadillac was named after the founding father of the company.
C. Starbucks was used due to the co-founder’s love for his town.
D. Hans Wilsdorf intended Rolex to be universally accepted.
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I was reading these interesting stories behind a group of great logos in the world. Personally Nike is my favorite one – it’s so simple. And I liked the stories behind them, which made me forget all other things. McDonald’s, Apple, Mercedes Benz and Adidas own great logos as well, and they are among my favorites.
Nike
In the Greek myth, Nike is the goddess of victory and the source of inspiration for soldiers. This logo represents the wing in the famous statue of the Greek goddess. Nike’s logo was designed by Carolyn Davidson in 1971 for $ 35, and was registered as a trademark in 1995.
McDonald’s
The logo was designed in 1962 by Jim Schindler to resemble the archshaped(拱形的) signs on the side of the company’s then walk-up hamburger stand. Later on, the two golden arches were combined together to form the M. The McDonald’s name was added to the logo in 1968.
Apple
There are different stories behind Apple’s logo. The first logo was a reference to the religious story of Adam and Eve, in which the apple represented the fruit of the Tree of Knowledge. One year later, the second logo was designed in 1977 by Steve Jobs and Ronald Wayne, and it described Sir Isaac Newton sitting under an apple tree. This logo didn’t stay long. One year later it was replaced almost immediately by graphic designer Rob Janoff’s “rainbow apple”, a rainbow-colored silhouette(轮廓)of an apple with a bite taken out of it. And then the rainbow-colored apple was replaced by the one-colored logo in 1998. It has not been changed so far.
Mercedes Benz
The Mercedes Benz logo, which was originally created by Gottlieb Daimler in 1909, consists of a simple description of a three-pointed star that represents its rule of the land, the sea and the air. The company was founded by Gottlieb Daimler and Wilhelm Maybach. Mercedes is the name of Maybach’s elder daughter, while Benz came as a result of a combination with Benz, Cie and DMG in 1926.
Adidas
The Adidas logo, which was created by the founder of the company Adi Dassler, represents mountains, pointing towards the challenges that are seen ahead and goals that can be achieved. The logo was used for the first time in 1967.
1.What does the author think of the stories of the great logos?
A. They are attractive. B. They are practical
C. They are boring. D. They are out of date
2.What does Nike’s logo stand for?
A. The statue of the Greek goddess.
B. The wing of the Greek goddess.
C. The goddess of victory.
D. The source of inspiration for soldiers.
3.We can learn that Apple’s present logo is ______.
A.Newton’s sitting under an apple tree
B.the rainbow-colored bitten apple
C.the religious story of Adam and Eve
D.a bitten apple with only one color
4.______ stands for the rule of the land, the sea and the air.
A. The Mercedes logo B. The Adidas logo
C. Nike’s logo D. Apple’s logo
5.Which of the following time orders describes the births of the great logos?
A. McDonald’s – Apple – Nike – Mercedes Benz.
B. Nike– Mercedes Benz – McDonald’s – Apple.
C. Mercedes Benz –McDonald’s – Nike – Apple.
D. Nike– McDonald’s – Apple – Mercedes Benz.
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I was reading these interesting stories behind a group of great logos in the world. Personally Nike is my favorite one – it’s so simple. And I liked the stories behind them, which made me forget all other things. McDonald’s, Apple, Mercedes Benz and Adidas own great logos as well, and they are among my favorites.
Nike
In the Greek myth, Nike is the goddess of victory and the source of inspiration for soldiers. This logo represents the wing in the famous statue of the Greek goddess. Nike’s logo was designed by Carolyn Davidson in 1971 for $ 35, and was registered as a trademark in 1995.
McDonald’s
The logo was designed in 1962 by Jim Schindler to resemble the archshaped(拱形的) signs on the side of the company’s then walk-up hamburger stand. Later on, the two golden arches were combined together to form the M. The McDonald’s name was added to the logo in 1968.
Apple
There are different stories behind Apple’s logo. The first logo was a reference to the religious story of Adam and Eve, in which the apple represented the fruit of the Tree of Knowledge. One year later, the second logo was designed in 1977 by Steve Jobs and Ronald Wayne, and it described Sir Isaac Newton sitting under an apple tree. This logo didn’t stay long. One year later it was replaced almost immediately by graphic designer Rob Janoff’s “rainbow apple”, a rainbow-colored silhouette(轮廓)of an apple with a bite taken out of it. And then the rainbow-colored apple was replaced by the one-colored logo in 1998. It has not been changed so far.
Mercedes Benz
The Mercedes Benz logo, which was originally created by Gottlieb Daimler in 1909, consists of a simple description of a three-pointed star that represents its rule of the land, the sea and the air. The company was founded by Gottlieb Daimler and Wilhelm Maybach. Mercedes is the name of Maybach’s elder daughter, while Benz came as a result of a combination with Benz, Cie and DMG in 1926.
Adidas
The Adidas logo, which was created by the founder of the company Adi Dassler, represents mountains, pointing towards the challenges that are seen ahead and goals that can be achieved. The logo was used for the first time in 1967.
1.What does the author think of the stories of the great logos?
A．They are boring. B．They are out of date.
C．They are attractive. D．They are practical.
2.What does Nike’s logo stand for?
A．The goddess of victory.
B．The source of inspiration for soldiers.
C．The statue of the Greek goddess.
D．The wing of the Greek goddess.
3.We can learn that Apple’s present logo is ______.
A．the religious story of Adam and Eve
B．a bitten apple with only one color
C．Newton’s sitting under an apple tree
D．the rainbow-colored bitten apple
4.______ stands for the rule of the land, the sea and the air.
A．Nike’s logo B．Apple’s logo
C．The Mercedes logo D．The Adidas logo
5.Which of the following time orders describes the births of the great logos?
A．Mercedes Benz –McDonald’s – Nike – Apple.
B．Nike – McDonald’s – Apple – Mercedes Benz.
C．McDonald’s – Apple – Nike – Mercedes Benz.
D．Nike – Mercedes Benz – McDonald’s – Apple.
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The Origins of Famous Brands
Our lives are full of brand names and trademarked products that we use every day. Although many brand names are simple acronyms(首字母缩略词) or versions of their founders names, some of the companies we trust every day actually have fascinating and surprising back stories.
Starbucks
It seems fitting that the most famous coffee brand in the world would take its name from one of the world’s greatest works of literature. The inspiration for the name of the coffeehouse came from Herman Melville’s Moby Dick. The founders’ original idea was to name the company after the Captain Ahab’s ship, but they eventually decided that Pequot wasn’t a great name for coffee, so they chose Ahab’s first mate, Starbucks, as the name instead.
Google
Google was originally called Backrub, for it searched for links in every corner of the Web. In 1997, when the founders of the company were searching for a new name showing a huge amount of data for their rapidly improving search technology, a friend suggested the word “googol”. When a friend tried to register the new domain (域) name, he misspelled “googol” as “google”.
Nike
Originally founded as a distributor for Japanese running shoes, the company was originally named BRS, or Blue Ribbon Sports. In 1971, BRS introduced its own soccer shoe, a model called Nike, which is also the name for the Greek goddess of victory. In 1978, the company officially renamed itself as Nike, Inc.
The right name is essential to a company’s success, and a great origin story is just as important as a great product. An attractive origin story is one more thing that keeps customers guessing, wondering, and buying its products.
1.What is the name of the Captain Ahab’s ship?
A. Moby Dick. B. Starbucks.
C. Pequot. D. Herman Melville.
2.Why did the founders of the Google want to change its name?
A. They mistook their name.
B. They wanted new customers.
C. The company’s original name was too long.
D. The company’s search technology was improving rapidly.
3.Where does the importance of the origin story of one company lie in?
A. It can change the company’s image.
B. It can add myth to the company.
C. It explains the development of the company to customers.
D. It makes customers imagine and purchase its goods.
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Jack Benny was one of the most famous names in show business.He was born in Chicago，Illinois，on February 14th,1894.His parents，Meyer and Emma Kubelsky，were religious Jews.They had moved to the United States from Eastern Europe.Benny was a quiet boy.For much of the time，his parents were busy working in his father’s store.As a child，Benny learned to play the violin.After finishing his school，he joined the Navy.He continued using his violin to perform for sailors.In one show he was chosen more for his funny jokes than for his skill with the violin.That experience made him believe that his future job was a comedian.
Benny developed a show personality that had all the qualities people dislike.He was known for being so stingy—he refused to spend any money unless forced to do so.On his shows Benny often spoke of his appearance，especially his baby blue eyes.As he grew older，he always claimed to be 39 years old.Benny rarely made jokes that hurt other people.Instead，he would let the other actors on the show tell jokes about him.
In real life，he was very giving and he was a person people liked having as their employer.Benny entered the new media of television in 1950.Five years later，he dropped his radio programme to spend more time developing his television show.At first his appearances on television were rare.By 1960 the Benny Show was a weekly television programme.It continued until 1965.Benny appeared in about twenty films during his life.A few became popular.But most were not.In 1963 Benny returned to Broadway for the first time since 1931.
Benny received many awards during his lifetime.Perhaps the one honour that pleased him most was that his hometown of Waukeegan named a school for him.This was a special honour for a man who had never finished high school.
Benny continued to perform.He died of cancer in 1974.At his funeral his friend Bob Hope said，“Jack Benny was stingy to the end.He gave us only eighty years.”
1.Benny was determined to be a comedian after he ______.
A．left high school
B．joined the Navy
C．performed in a show for the sailors
D．left the Navy for Broadway
2.The underlined word “stingy” in Paragraph 2 can be replaced by “________”．
A．clever B．mean
C．outgoing D．hardworking
3. According to the text，on Benny’s shows，he ________.
A．developed a good personality
B．played the violin skillfully
C．often referred to his appearance
D．said funny things that hurt others
4. Which of the following statements is TRUE about Benny?
A．He did a good job in show business.
B．His first appearance on TV was very successful.
C．Most of his films became wellknown to Americans.
D．He treated all his awards as nothing.