1. Unit 11

2. Ogilvy & Mather Starting with no clients in 1948, Ogilvy & Mather has since grow into a worldwide enterprise. From the very beginning, Ogilvy intended to have a different kind of company. It knew that if it was going to be successful as an expatriate with invented modern advertising, it would need a strong agency brand: respectable, high-quality, high-quality, highly creative and intelligent. To that end, Ogilvy & Mather worked relentlessly to instill the belief that its job is to make advertising that sells, and the advertising that sells best is advertising that builds brands. Over the past 50 years, Ogilvy has helped to build some of the most recognizable brands in the world: America Express, Sears, Ford, Shell, Barbie, Pond ’ s, Dove, and Mather ’ s history is the evolution of one man ’ s thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny. Starting with no clients in 1948, Ogilvy & Mather has since grow into a worldwide enterprise. From the very beginning, Ogilvy intended to have a different kind of company. It knew that if it was going to be successful as an expatriate with invented modern advertising, it would need a strong agency brand: respectable, high-quality, high-quality, highly creative and intelligent. To that end, Ogilvy & Mather worked relentlessly to instill the belief that its job is to make advertising that sells, and the advertising that sells best is advertising that builds brands. Over the past 50 years, Ogilvy has helped to build some of the most recognizable brands in the world: America Express, Sears, Ford, Shell, Barbie, Pond ’ s, Dove, and Mather ’ s history is the evolution of one man ’ s thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny.

3. David Ogilvy David Ogilvy, who died in 1999 at the age of 88, has been addressed as the most famous advertising man in the world. He took the concept of brand image from the academic world and injected it into the lexicon of advertising. He taught the concept of quality. He made the business more professional – in the use of research to test ads and in building a body of knowledge about what works in advertising. Besides, he was one of the chief architects of a new kind of international advertising agency and one of the first to see the benefits of global brands. Lastly, he trumpeted the virtues of direct marketing before others and took as his own the battle cry of the direct marketers. He built a major agency and institutionalized its values so deeply that it prospered and is still one of the most respected agencies today. David Ogilvy, who died in 1999 at the age of 88, has been addressed as the most famous advertising man in the world. He took the concept of brand image from the academic world and injected it into the lexicon of advertising. He taught the concept of quality. He made the business more professional – in the use of research to test ads and in building a body of knowledge about what works in advertising. Besides, he was one of the chief architects of a new kind of international advertising agency and one of the first to see the benefits of global brands. Lastly, he trumpeted the virtues of direct marketing before others and took as his own the battle cry of the direct marketers. He built a major agency and institutionalized its values so deeply that it prospered and is still one of the most respected agencies today.

4. Russian nesting dolls Russian nesting dolls are the best known and most popular of all Russian souvenirs. The Russian word for these wooden dolls is “ matryoshka ”, but they are also called matryoshkas babushka dolls, babushka ’ s dolls, matroshka, matryushka, and stacking dolls. Whatever you want to call them, Nesting dolls have a fascinating history, and they are the classic Russian gift, The most traditional nesting doll design is one that looks like a young Russian woman Russian native costume with a scarf on her head. In the traditional nesting doll sets all of the set ranges from 5 to 30, but some custom-made sets contain many more. In other cases, the set forms a theme, such as the classic sets of nesting dolls of Russian leaders, with each earlier leader nested inside. Russian nesting dolls are the best known and most popular of all Russian souvenirs. The Russian word for these wooden dolls is “ matryoshka ”, but they are also called matryoshkas babushka dolls, babushka ’ s dolls, matroshka, matryushka, and stacking dolls. Whatever you want to call them, Nesting dolls have a fascinating history, and they are the classic Russian gift, The most traditional nesting doll design is one that looks like a young Russian woman Russian native costume with a scarf on her head. In the traditional nesting doll sets all of the set ranges from 5 to 30, but some custom-made sets contain many more. In other cases, the set forms a theme, such as the classic sets of nesting dolls of Russian leaders, with each earlier leader nested inside.

5. Pre-reading activities What is your personal motto? What is your personal motto? In your opinion, what is the criterion for one ’ s personal success? In your opinion, what is the criterion for one ’ s personal success? Do you think integrity is important in current life? Why? Do you think integrity is important in current life? Why? How do you understand the meaning of integrity? How do you understand the meaning of integrity?

6. Stylistic Features This is a well-organized expository text with the main body developed in the deductive method. Deductive method in the test involves illustration, division and classification. Illustration is the use of examples to illustration a point. It is the most common, and often the most efficient pattern of exposition. Division and classification are two different ways of sorting things out. Division is used to deal with one thing. Its purpose is to separate that thing into parts. Classification, on the other hand, is used to organize things which share certain qualities. Its purpose is to group these things systematically. This is a well-organized expository text with the main body developed in the deductive method. Deductive method in the test involves illustration, division and classification. Illustration is the use of examples to illustration a point. It is the most common, and often the most efficient pattern of exposition. Division and classification are two different ways of sorting things out. Division is used to deal with one thing. Its purpose is to separate that thing into parts. Classification, on the other hand, is used to organize things which share certain qualities. Its purpose is to group these things systematically.

7. While-reading activities Please summarize the main idea of the text. Please summarize the main idea of the text. Point out three fundamental principles of the Integrity Triad and their respective supporting examples. Point out three fundamental principles of the Integrity Triad and their respective supporting examples.

8. main idea The author realizes the present scarcity and the real importance of integrity. That is why he writes about the topic. He wants to tell us that integrity is what is fundamental in every area of society and that it is something we must demand of ourselves. He wants to convince us that only by standing firmly for our convictions in the face of personal pressure, by always giving others credit that is rightfully theirs and by being honest and open about what we really are, can we live a rich life of principle and success. The author realizes the present scarcity and the real importance of integrity. That is why he writes about the topic. He wants to tell us that integrity is what is fundamental in every area of society and that it is something we must demand of ourselves. He wants to convince us that only by standing firmly for our convictions in the face of personal pressure, by always giving others credit that is rightfully theirs and by being honest and open about what we really are, can we live a rich life of principle and success.

9. three fundamental principles of the Integrity Triad –Stand firmly for your convictions in the face of personal pressure. Evidence: There was a nurse who stuck to the principle during an abdominal operation. Evidence: There was a nurse who stuck to the principle during an abdominal operation.

10. three fundamental principles of the Integrity Triad –Always give others credit that is rightfully theirs. Evidence: David Ogilvy, the founder of the advertising giant Ogilvy & Mather, advocates that one should respect and give credit to those who are superior to us in order achieve our own success. Evidence: David Ogilvy, the founder of the advertising giant Ogilvy & Mather, advocates that one should respect and give credit to those who are superior to us in order achieve our own success.

11. three fundamental principles of the Integrity Triad –Be honest and open about what you really are. Evidence: One must desert his external fa ç ade so as to develop his iner value and personal growth. Evidence: One must desert his external fa ç ade so as to develop his iner value and personal growth.

12. Paragraph 1 For what reasons does the writer want to write about the topic so eagerly? For what reasons does the writer want to write about the topic so eagerly? What is the current situation of “ integrity ” compared with that of the author ’ s grandparents? What is the current situation of “ integrity ” compared with that of the author ’ s grandparents? Do you think there is in-between between honest and dishonest? Why? Do you think there is in-between between honest and dishonest? Why?

13. Paragraph 2 What does integrity mean to the author ’ s grandparents? Why is it so important to the youth? What does integrity mean to the author ’ s grandparents? Why is it so important to the youth? Why do you think that integrity is the bottom line in every area of society? Why do you think that integrity is the bottom line in every area of society?

14. Paragraph 3 - 8 What problem did the nurse point out to the surgeon? What problem did the nurse point out to the surgeon? What is the relationship between the first Integrity Triad and the nurse ’ s experience? What is the relationship between the first Integrity Triad and the nurse ’ s experience?

15. Paragraph 9 - 11 Paragraph 9 - 11 What is the second piece of the Integrity Triad? What is the second piece of the Integrity Triad? Who was David Ogilvy? What did he send to his newly-appointed officials? Who was David Ogilvy? What did he send to his newly-appointed officials? What message was contained in the smallest doll? What message was contained in the smallest doll? Could you please explain the second piece of the Integrity Triad in your own words? Could you please explain the second piece of the Integrity Triad in your own words?

16. Paragraph 12 - 15 What is the third piece of the Integrity Triad? What is the third piece of the Integrity Triad? Why de some people appear so untruly about themselves? Why de some people appear so untruly about themselves? In the author ’ s opinion, how to be honest and open about what you really are? In the author ’ s opinion, how to be honest and open about what you really are? How to win the day in the 21st century? How to win the day in the 21st century?

17. Sentence Highlights My Grandparents believed you were either honest or you weren ’ t. There was no in-between. (Para. 1) My Grandparents believed you were either honest or you weren ’ t. There was no in-between. (Para. 1) Paraphrase: My grandparents held a firm belief that there was a definite distinction between honesty and dishonesty. Paraphrase: My grandparents held a firm belief that there was a definite distinction between honesty and dishonesty. They had a simple motto hanging on their living-room wall: “ Life is like a field of newly fallen snow. Where I choose to walk every step will show. ” (Para. 1) They had a simple motto hanging on their living-room wall: “ Life is like a field of newly fallen snow. Where I choose to walk every step will show. ” (Para. 1) Paraphrase: My grandparents strongly believed that everyone should be responsible for what be had done by putting on a slogan on the wall. Paraphrase: My grandparents strongly believed that everyone should be responsible for what be had done by putting on a slogan on the wall. They understood instinctively that integrity means having a personal standard of morality and ethics that does not sell out to expediency and that is not relative to the situation at hand. (Para. 2) They understood instinctively that integrity means having a personal standard of morality and ethics that does not sell out to expediency and that is not relative to the situation at hand. (Para. 2) Paraphrase: My grandparents perceived integrity in a natural manner as maintaining a personal moral standard and comprising under my circumstance. Paraphrase: My grandparents perceived integrity in a natural manner as maintaining a personal moral standard and comprising under my circumstance.

18. Sentence Highlights My Grandparents believed you were either honest or you weren ’ t. There was no in-between. (Para. 1) My Grandparents believed you were either honest or you weren ’ t. There was no in-between. (Para. 1) Paraphrase: My grandparents held a firm belief that there was a definite distinction between honesty and dishonesty. Paraphrase: My grandparents held a firm belief that there was a definite distinction between honesty and dishonesty.

19. Sentence Highlights They had a simple motto hanging on their living-room wall: “ Life is like a field of newly fallen snow. Where I choose to walk every step will show. ” (Para. 1) They had a simple motto hanging on their living-room wall: “ Life is like a field of newly fallen snow. Where I choose to walk every step will show. ” (Para. 1) Paraphrase: My grandparents strongly believed that everyone should be responsible for what be had done by putting on a slogan on the wall. Paraphrase: My grandparents strongly believed that everyone should be responsible for what be had done by putting on a slogan on the wall.

20. Sentence Highlights They understood instinctively that integrity means having a personal standard of morality and ethics that does not sell out to expediency and that is not relative to the situation at hand. (Para. 2) They understood instinctively that integrity means having a personal standard of morality and ethics that does not sell out to expediency and that is not relative to the situation at hand. (Para. 2) Paraphrase: My grandparents perceived integrity in a natural manner as maintaining a personal moral standard and comprising under my circumstance. Paraphrase: My grandparents perceived integrity in a natural manner as maintaining a personal moral standard and comprising under my circumstance.

21. Language Appreciation They understood instinctively that integrity means having a personal standard of morality and ethics that does not sell out to expediency and that is not relative to the situation at hand. (Para. 2) They understood instinctively that integrity means having a personal standard of morality and ethics that does not sell out to expediency and that is not relative to the situation at hand. (Para. 2) Note the parallel structure employed. It is a rather complicated sentence composed of three “ that-clauses ” which help illustrate the implication of integrity. Note the parallel structure employed. It is a rather complicated sentence composed of three “ that-clauses ” which help illustrate the implication of integrity.

22. Language Appreciation His message was contained in the smallest doll: “ If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, Ogilvy & Mather will become a company of giants. ” (Para. 11) His message was contained in the smallest doll: “ If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, Ogilvy & Mather will become a company of giants. ” (Para. 11) Note the use of paired sentences, which can arouse strong emotions in readers. Note the use of paired sentences, which can arouse strong emotions in readers.

23. Language Appreciation The paragraphs 4, 9, 12 The paragraphs 4, 9, 12 These paragraphs begin with topic sentences, that it, they all begin with a general concept and are supported by details or examples that follow. These paragraphs begin with topic sentences, that it, they all begin with a general concept and are supported by details or examples that follow.