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.
【小题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. |
Dragons are not real animals, but look like a combination of many animals such as snakes, fish and deer. They have two horns (角) and a long moustache. With fantastic powers, they fly in the sky or swim in the sea. They can make rain, too. The Chinese dragon is a symbol of strength and good luck. The emperors of ancient China loved dragons. Their clothes were covered with pictures of dragons.
We are proud to call ourselves the “descendants of the dragon”. In Chinese, excellent people are often called dragons. A number of Chinese sayings talk about dragons, for example, “Hoping one’s child will become a dragon.”, which means hoping he or she will be successful.
It is said that people born in the Year of the Dragon have certain characteristics. They are creative, confident, brave and quick-tempered. There are also some traditional festivals about dragons in China, such as Dragon Head- Raising Day and Dragon Boat Festival. We have different kinds of activities to celebrate them. These two festivals come every year, but the Year of the Dragon comes every twelve years. The dragon is very important in Chinese culture. As the “descendants of the dragon”, it is necessary for us to know the opinions on dragons in our culture. It can help us understand why our parents always want us to be “dragons”.
【小题1】The Chinese dragon is a symbol of _________ .A.a combination of many animals | B.Chinese sayings |
C.traditional festivals | D.strength and good luck |
A.Confident, brave, successful and powerful. |
B.Creative, confident and quick-tempered. |
C.Lovely, brave and quick-tempered. |
D.Lucky, confident, successful and creative. |
A.Dragons are real animals. |
B.There are many Chinese sayings about dragons. |
C.People born in the Year of the Dragon must be successful. |
D.The “descendants of the dragon” is often called. |
There are many classical (古典的) cultures in China. All of them have a very long history. Here we introduce three of them.
Chinese Folk Music Chinese folk music has a long history. It is connected with Chinese ancient stories. One of the classics, Shijing, includes some folk songs in 15 different areas from the West Zhou Dynasty to the Spring and Autumn Period. Traditional Chinese musical instruments include guqin, guzheng, pipa, erhu, xiao and so on. | |
Chinese Painting Chinese painting is one of the oldest traditional painting forms in the world. Most of the Chinese paintings in ancient China were done on paper or silk. Traditional Chinese painting includes mountains and water, figures (人物), flowers and birds. The paintings show different features during the different historical periods. | |
Weiqi Weiqi, called yi in ancient China, is a smart board game between two players with a history of over 3, 000 years. The game can be treated as the beginning of all ancient chess games. |
A.guitar | B.violin | C.piano | D.erhu |
A.mountains and water | B.flowers | C.cities | D.birds |
A.only one player | B.two players | C.three players | D.four players |
Yang Hongwei, 56, was born into a kite-making family in Weifang. She learned to make kites from her grandfather at the age of 16. After practicing the skill for 10 years, she started he own shop in 1992.
“Many places around the world have a tradition of flying kites.” Yang said. “But I think the cultural idea behind our kites is unique(独一无二的).”
On Yang’s kites, people can see not only patterns(图案) like butterflies and birds, but also some prints telling Chinese stories. For example, she once made a kite showing a phoenix(凤凰). On each side of the phoenix, there were pictures of 50 famous women from Chinese history.
Each woman’s picture is a little different from the others. Yang spent lots of time reading history books.
In her free time, she also travels to different countries including Germany, Australia, the United States and New Zealand to tell people stories of Chinese kites and the traditional ways they are made. “It is an important job of mine, to spread our culture around the world and on to young people,” she said.
【小题1】Yang Hongwei started her own shop at the age of ________.A.16 | B.26 | C.50 | D.56 |
A.She kept practicing the skill. | B.Many places have its tradition. |
C.There’re both patterns and Chinese stories. | D.Each phoenix tells a story of famous women. |
A.grow up in a kite-making family | B.spend time reading history books |
C.spread Chinese culture to the world | D.tell people stories of her grandfather |
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