Bathtub Battleships from lvorydale

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Bathtub Battleships from lvorydale
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Ivory Soap is an American institution, about as
widely recognized as the Washington Monument and
far more well respected than Congress. It had
already attained this noble status when Theodore
Roosevelt was still a rough-riding cowboy in
North Dakota. Introduced in 1879 as an
inexpensive white soap intended to rival the
quality of imported soaps, it was mass marketed
by means of one of the first nationwide
advertising campaigns. People were told that
Ivory was so pure that it floats, and the
notion took hold. As a result, at least half a
dozen generations of Americans have gotten
themselves clean with Ivory.
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So many hands, faces, and baby bottoms have been
washed with Ivory that their numbers beat the
imagination. Not even Proctor Gamble knows how
many billions of bars of Ivory have been sold.
The company keeps a precise count, however, of
the billions of dollars it earns. Annual sales of
Ivory Soap, Ivory Snow, Crest toothpaste,
Folgers coffee, and the hundreds of other
products now marketed under the Proctor Gamble
umbrella exceed thirty billion dollars.
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The company has grown a bit since it was founded
in 1837 in Cincinnati, Ohio, by a pair of
immigrants named William Proctor and James
Gamble, each of whom pledged 3 596.47 to the
enterprise. For decades Proctor Gamble
manufactured candles and soap in relatively
modest quantities. It took more than twenty years
for sales to top one million dollars, which they
did shortly before the Civil War. The companys
big break came with the introduction of its
floating soap and the realization that an
elaborate advertising campaign could turn a
simple, though high-quality, product into a
phenomenon. The soaps brand name was lifted from
out of ivory palaces, a phrase found in the
Bible. So successful was this new product and the
marketing effort that placed it in the hands of
nearly every American that the company soon built
an enormous new factory in a place called
Ivorydale.
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Ivory remains a favorite among consumers, too,
and no wonder. With a bar of Ivory Soap in your
hand, you are holding a chunk of American
history. If you like, you can even wash your
hands and face with it and be assured that it is
ninety-nine and forty-four-one-hundredths
percent pure. And it floats. The latter quality
of Ivory Soap is especially attractive to
children. Generations of little boys armed with
toothpicks, miniature flags, or leftover parts
from model ships there are always a few have
converted bars of Ivory Soap into bathtub
battleships. A note of warning for any small boys
who may be reading this Mothers tend to frown on
the practice. (613 words)
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American mothers have long believed that when it
comes to washing out the mouths of naughty
children, nothing beats Ivory Soap.
naughty a. (esp. of children) behaving badly
and not being obedient (of behavior) bad

• Examples
• Tom used to be a naughty boy and get into lots of
  trouble.
• It was rather naughty of you to deceive the tax
  inspector.

More to learn
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American mothers have long believed that when it
comes to washing out the mouths of naughty
children, nothing beats Ivory Soap.
Translate
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reputation n. an opinion held about someone
or something, esp. by people in general the
degree to which one is trusted or admired

• Examples
• Massachusetts Institute of Technology has a good
  academic reputation.
• Bills love affair ruined his reputation.

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mild a. gentle, not violent

• Examples
• She cant accept even mild criticism of her work.
• I prefer a mild cigar if you dont mind.

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spotless a. extremely clean

• Examples
• Even in the most spotless homes, carpets need
  regular vacuuming to keep them looking good.
• She seemed the perfect match for the prince
  young and pretty with a spotless reputation.

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Lincoln Memorial
The Lincoln Memorial is a tribute to President
Abraham Lincoln and the nation he fought to
preserve during the Civil War (1861-1865). The
Lincoln Memorial was built to resemble a Greek
temple. It has 36 Doric columns, one for each
state at the time of Lincolns death. A sculpture
by Daniel Chester French of a seated Lincoln is
in the center of the memorial chamber.
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And should you drop it into a tubful of cloudy,
child-colored water, not to worry it floats.
Translate
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?
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Of all the Presidents of the United States,
George Washington is the most celebrated. Efforts
to commemorate his legacy began during his
lifetime and continue to this day. Down through
the years they have taken on many forms. But none
have captured the imagination of the people
world-wide like the Washington Monument.
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status n. 1) high social position
recognition and respect by others 2) ones
legal position, or condition

• Examples
• Nurses are undervalued, and they never enjoy the
  same status as doctors.
• The status of black Americans was not admitted
  until 1965 when the Voting Act was passed. 

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Theodore Roosevelt (18581919)
26th President (1901-1909) of the US. He first
came to North Dakota badlands in September 1883
on a hunting trip. While here he became
interested in the cattle business. He returned
the next year and established a ranch. Here in
the North Dakota badlands, where many of his
personal concerns first gave rise to his later
environmental efforts, Roosevelt is remembered
with a national park that bears his name and
honors the memory of this great conservationist.
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rival 1) v. to equal to be as good as or
reach the same standard as 2) n. one who
attempts to equal or surpass another a
competitor.

• Examples
• No computer can rival a human brain.
• Cassette recorders cannot rival CD players in
  sound quality.
• She and I are rivals for the swimming prize.

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import v. to buy or bring in from another
country

• Examples
• After entering into WTO, China will import more
  agricultural products.
• To import from Russia, a firm needs Russian
  rubles.

What is the antonym of import ?
Key export
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by means of by using

• Examples
• The foreigner tried to make himself understood by
  means of body language.
• Thoughts are expressed most often by means of
  words.

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notion n. an idea, belief, or opinion
concept

• Examples
• Have you any notion how much it costs to keep a
  private car?
• Some conservatives reject the notion that reform
  is now inevitable.

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as a result consequently, therefore, thus

• Examples
• New methods of packing have become popular. As a
  result, the amount of wastepaper has increased
  rapidly.
• Sales dropped. As a result, profits declined.

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bar n. 1) a piece of solid material that is
longer than it is wide 2) (a place with) a
counter where drinks, esp. alcoholic drinks, are
served

• Examples
• Whats your favorite chocolate bar?
• Most bars in the hotels serve not only drinks but
  also light meals.

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The company keeps a precise count, however, of
the billions of dollars it earns.
Translate
??(????)?????????????????? ?
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exceed v. to be greater than

• Examples
• Dustin Hoffmans performance in Rain Man exceeded
  all expectations.
• The budget of the research exceeds 700 million a
  year.

Translate ???????
Key He exceeds me in courage.
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manufacture v. to make or produce in large
quantities, esp. using machines

• Examples
• The local factory manufactures parts for the auto
  plant.
• TV sets manufactured in China are competitive
  abroad in price. 

Try to guess what manufacturer means ?
Key ????,????
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modest a. not large in quantity, size,
value, etc.

• Examples
• They live in a fairly modest house, considering
  their wealth.
• He is modest in his requirement.

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It took more than twenty years for sales to top
one million dollars, which they did shortly
before the Civil War.
Paraphrase
Shortly before the Civil War, and more than
twenty years after its foundation, the companys
sales exceeded one million dollars.
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elaborate a. carefully worked out

• Examples
• The company offers an elaborate training scheme
  for new hands.
• The defendant made elaborate efforts to conceal
  the fact.

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phenomenon n. a remarkable or unusual person,
thing, event, etc.

• Examples
• The Beatles were a phenomenon ? nobody had heard
  anything like them before.
• A child who could play the piano at the age of
  two would indeed be a phenomenon.

Can you correctly spell out its plural form? ?
Key phenomena
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sponsor v. to support an activity by paying
for its expenses

• Examples
• The contest was sponsored by an auto
  manufacturer.
• The team is sponsored by Nike, so the players
  wear the Nike shoes.

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assure v. to give confidence, to convince

• Examples
• After the terrorist attack, American airlines
  hastened to assure people that flying was safe.
• We would like to assure our customers of the best
  possible service.

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latter a. the second (of two people or
things just mentioned)

• Examples
• There are plastic and steel chairs but the latter
  are much heavier.
• We have to decorate the kitchen and the hall ?
  Id rather do the latter first.

What is the antonym of latter ?
Key former
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miniature a. very small

• Examples
• Little Henry looked like a miniature version of
  his handsome brother.
• The miniature furniture matches the room.

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frown on/upon to disapprove of

• Examples
• Every teacher would frown on cheating in exams.
• Gambling is very much frowned upon here.

Please make a sentence by using frown on/upon ?