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1、PassageAPassageBReturntoMenuUnit3PassageAThinkAboutItReadAboutItTalkAboutItWriteAboutIt2.WhyisIvorySoapsopopularamongAmericans?Itispureanditfloats.Reference:3.HowdidProctor&GamblesucceedinpromotingIvorySoap?Ittookadvantageofasuccessfulnationwideadvertisingcampaign.
2、Reference:ReadAboutItLanguagePointsContentAwarenessLanguageFocusBathtubBattleshipsfromlvorydaleAmericanmothershavelongbelievedthatwhenitcomestowashingoutthemouthsofnaughtychildren,nothingbeatsIvorySoap(aregisteredtrademarkoftheProctor&GambleCompany).Thisisbecauseit
3、sreputationforbeingsafe,mild,andpureisassolidandspotlessasthemarbleoftheLincolnMemorial.Itdoesn’teventasteallthatbad.Andshouldyoudropitintoatubfulofcloudy,child-coloredwater,nottoworry—itfloats.IvorySoapisanAmericaninstitution,aboutaswidelyrecognizedastheWashington
4、MonumentandfarmorewellrespectedthanCongress.IthadalreadyattainedthisnoblestatuswhenTheodoreRooseveltwasstillarough-ridingcowboyinNorthDakota.Introducedin1879asaninexpensivewhitesoapintendedtorivalthequalityofimportedsoaps,itwasmassmarketedbymeansofoneofthefirstnati
5、onwideadvertisingcampaigns.PeopleweretoldthatIvorywas“sopurethatitfloats,”andthenotiontookhold.Asaresult,atleasthalfadozengenerationsofAmericanshavegottenthemselvescleanwithIvory.Somanyhands,faces,andbabybottomshavebeenwashedwithIvorythattheirnumbersbeattheimaginat
6、ion.NotevenProctor&GambleknowshowmanybillionsofbarsofIvoryhavebeensold.Thecompanykeepsaprecisecount,however,ofthebillionsofdollarsitearns.AnnualsalesofIvorySoap,IvorySnow,Cresttoothpaste,Folger’scoffee,andthehundredsofotherproductsnowmarketedundertheProctor&Gambleu
7、mbrellaexceedthirtybilliondollars.Thecompanyhasgrownabitsinceitwasfoundedin1837inCincinnati,Ohio,byapairofimmigrantsnamedWilliamProctorandJamesGamble,eachofwhompledged$3596.47totheenterprise.FordecadesProctor&Gamblemanufacturedcandlesandsoapinrelativelymodestquanti
8、ties.Ittookmorethantwentyyearsforsalestotoponemilliondollars,whichtheydidshortlybeforetheCivilWar.Thecompany’sbigbreakcamewiththeintroductionofit
