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Unit 5


Warming-up Reading A Reading B Listening & Speaking

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Mini-project Language Lab Entertainment Language Lab

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Wa rm1


Work in pairs. In the table there are some commonly used methods to name a company or brand. Examples of some famous companies or brands are listed below. Discuss with your partner and match the examples with the corresponding methods.

Wa rm2

Ford, McDonald’s Sony, Google HSBC, KFC Pizza Hut Nike Clean & Clear H? agen-Dazs

Readi Reading A ng A

Text Task 1

Task 2
Business Know-how

1 Reading A Text A-


H?agen-Dazs is a brand of ice cream, established by Polish Starting with only three flavors: vanilla, chocolate and coffee, the H?agen-Dazs then offered franchises throughout the United States

immigrants Reuben and Rose Mattus in the Bronx, New York in 1961.

company opened its first retail store in Brooklyn, New York in 1976.

and 54 other countries around the world. H?agen-Dazs produces ice

cream, ice cream bars, ice cream cakes, sorbet and frozen yogurt.

Text A-2 Reading A

The ice cream now comes in many different flavors and is
a “super-premium” brand, meaning it is quite dense (very little air is mixed in during manufacture), uses only egg yolks, and

has a high butterfat content. H?agen-Dazs is also meant to be
kept at a temperature that is substantially lower than most ice creams in order to keep its intended firmness. It is sold both in grocery stores and in dedicated retail outlets.

Text Reading A A-3

The name of H?agen-Dazs does not derive from any of the

North Germanic languages; it is simply two made-up words meant
to look Scandinavian to American eyes (the “?a” and “zs” are not a part of any native words in any of the Scandinavian languages).

This is known in the marketing industry as foreign branding.
Mattus thought that Denmark was known for its dairy products and had a positive image in the US. He included an outline map of Denmark on early labels, as well as the name of Copenhagen.

Text Reading A A-4

Their daughter Doris Hurley told PBS documentary An Ice Cream Show (1999) that her father Reuben Mattus sat at the kitchen table for hours saying meaningless words until he came up with a combination he liked. He chose this method so that the name would be completely unique and original.

Text AReading A 5

The philosophy of H?agen-Dazs is simple: find the purest and finest ingredients in the world and put them in the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon. And it is the reason why the brand has represented fine ice cream for half a century. Since the beginning, H?agen-Dazs has sought to innovate and bring new frozen dessert experiences to its customers, including distinctive flavors such as Vanilla Swiss Almond, Butter Pecan and Dulce de Leche to name just a few. H?agen-Dazs was also the first to introduce the world to ice cream bars for a grown-up taste, with the introduction of the H?agen-Dazs ice cream bars in 1986. Other super premium innovations followed, with Frozen Yogurt in 1991 and Sorbet in 1993.

Text AReading A 6

To this day, H?agen-Dazs remains committed to

developing exceptional new super premium frozen dessert
experiences, releasing new flavors every year.

Reading A
ATran s-1



口味的冰淇淋。随后,哈根达斯开始在美国以及其他 54个国家出售特许经销权。它生产冰淇淋、雪糕、冰 淇淋蛋糕、果味冰淇淋以及冰冻酸奶。

Reading A

今天哈根达斯冰淇淋口味有多种,是一个顶级 品牌。哈根达斯品牌代表着其冰淇淋非常醇厚(在 制作过程中几乎没有空气混入),制作时仅使用蛋 黄,并且乳脂含量很高。这同时也意味着哈根达斯



Reading A
ATran s-3

哈根达斯的名字并非来源于北日耳曼语;它仅仅 是两个自创的单词,为的是让美国人觉得它像斯堪的 纳维亚语(其中的“?a”和“zs”并非任何斯堪的纳

品牌异国化。马特斯认为丹麦的乳制品非常出名,并 且在美国有一个正面的形象。于是他将丹麦地图以及 哥本哈根的名字放在了早期的商标上。

Reading A
ATran s-4

他们的女儿多丽丝 · 赫利在美国公共广播公

司的纪录片《冰淇淋博览》( 1999 )中曾讲述道
,父亲鲁本 · 马特斯在餐桌前坐了好几个小时, 嘴里念叨着一些无意义的单词,直到想出这个他 喜欢的组合。他采取这种方式为的是能使名字完 全原创,独一无二。

Reading A

哈根达斯的理念非常简单:以世界上最纯最好的原料 制作出最佳的冰淇淋、果味冰淇淋和冰冻酸奶。这种经营 方式不寻常,同时要求也很苛刻,这也是该品牌半个世纪 以来都能作为上等冰淇淋代表的原因。从一开始,哈根达 斯就设法革新并且带给顾客全新的冰冻甜点的体验,它有 一些非常有特色的口味:瑞士香草杏仁、奶油胡桃、牛奶 太妃,诸如此类。哈根达斯还于 1986年推出了哈根达斯雪 糕系列,首次在全世界推出成人口味雪糕。其他顶级产品 的创新随之而来,包括1991年推出的冰冻酸奶和 1993年推 出的果味冰淇淋。

Reading A



Reading A

flavor n. a particular taste of a food or drink

e.g. You may choose from six popular
flavors. e.g. I don’t like the flavor of onion.

Tran: 这种面包有各种口味。
This bread has plenty of flavors.

Reading A

franchise n. permission given by a company to someone who wants to sell

its goods or services v. to give or sell a franchise to someone

e.g. a franchise holder. a franchise agreement e.g. He is starting the first school himself, but subsequent
ones will be franchised to use the new method.

Tran: 他购买了热狗专营权。
He has bought a hot dog franchise .

Reading A

a. containing a lot of things, people, plants, etc. in a small area

e.g. Traffic slowed down because of the dense fog. e.g. There was a dense crowd waiting to see the pop star. Tran:我们在茂盛的树林中艰难前行。
We fought our way through dense forest.

Reading A

derive from
(“derive” may be used as an intransitive verb or a transitive verb): to come from; to obtain or receive from a source

e.g. This idiom derives from an ancient custom. e.g. He has derived great pleasure from reading this book. Tran: 该英文单词来源于法语。
This English word derives from French.

Reading A

n. one of the things from which something is made, especially one of the foods that are used together to make a particular dish

e.g. Coconut is a basic ingredient for many curries. e.g. Imagination and hard work are the ingredients of

Tran: 这个蛋糕是用什么做的?
What are the ingredients of the cake?

Reading A

innovate v. to introduce new things, ideas, or ways of doing something

e.g. We must constantly adapt or innovate to ensure
success in a growing market.

Tran: 想生意越做越好,就得创新。
Businesses have to innovate in order to make new progress.

Reading A

distinctive a. having a quality or characteristic that makes something different and easily noticed

e.g. She has a very distinctive way of keeping fit.

Tran: 战士们穿的军装很醒目。
Soldiers wear a distinctive uniform.

Reading A

exceptional a. unusually good; excellent

e.g. They are exceptional students. e.g. At the age of five, she showed exceptional talent for a

Tran: 消防队员表现得非常勇敢。
The firemen showed exceptional bravery.

Reading A

release v. to make something available to the public

e.g. The new film will be released next month.

e.g. The commission released its findings.
Tran: 什么时候向报纸公布选举日期才是最佳时机?
When is the best moment to release the date of the election to the newspapers?

A-Task 1-1 Reading A

Task 1 Answer the following questions according to the passage. 1. When was H? agen-Dazs established? H? agen-Dazs was established in 1961.

2. Where is H? agen-Dazs sold? It is sold both in grocery stores and in dedicated retail outlets.

A-Task 1-2 Reading A

3. What is the meaning of H? agen-Dazs?
It has no meaning. It is simply two made-up words meant to look Scandinavian to American eyes.

4. Why did Reuben Mattus sit at the kitchen table for hours saying meaningless words?
He was trying to figure out a name that is completely unique and original.

5. Do you think the brand of H? agen-Dazs is a successful one? Why or why not?
H? agen-Dazs is very successful Because the brand has stood for fine ice cream for half a century.

AReading A Tas k2

About H?agen-Dazs
First retail store

Task 2 Complete the following table according to the passage


in Brooklyn, New York in 1976

Creators of H? agen-Dazs Reuben and Rose Mattus First flavors of H? agen- vanilla, chocolate and coffee Dazs Other flavors of H? agenVanilla Swiss Almond, Butter Pecan Dazs and Dulce de Leche Methods of selling Future plan of H? agenDazs retailing (in grocery stores, retail outlets), franchising developing exceptional new super premium frozen dessert experiences, releasing new flavors every year

Business Know-how
Business Know-how

Building up Brand Recognition
? Create a logo to be used consistently. Recognition and uniqueness are more important for the logo than representation of the product/service; ? Create a catchy slogan that says something powerful and original, in as few words as possible; ? Develop a website, business cards, a letterhead and other related business tools with a consistent theme; ? Know the customers and use a branding style that appeals to them. Send your message to them through every possible marketing channel; ? Take every opportunity to leave the customers with a lasting impression.

din Reading B gB Rea

Text Task 1 Task 2

Text BReading B 1

Sunshine Fast Food Franchising
Sunshine Fast Food Co., Ltd. draws on more than 30 years of professional knowledge to provide unique market skills and strategies for our franchisees. With a SFF franchise you can turn your dream into a reality and be your own boss. We provide training, assistance in site selection, office design and equipment ordering before you open your restaurant and ongoing support once you’re open. Our success is based entirely on the success of our franchisees. The obligations of the franchisee and the company are as follows:

Text BReading B 2

The franchisee is responsible for:
? Initial franchise fee ? Finding location ? Leasehold improvements ? Leasing or purchasing equipment ? Marketing and advertising ? Hiring employees and operating the restaurant

? Paying a 7% royalty

Text BReading B 3

The company provides:
? Location selection guidance ? Restaurant layout design guidance ? Equipment ordering guidance ? An initial training program

? An operations manual
? Periodic evaluations and ongoing support

? Marketing guidance and advice

Text BReading B 4

To apply for the franchise, you shall go through the following process: Steps Your Actions 1 Complete the Request for Information. 2 Phone interview with our representative to determine if you qualify to be a franchisee. 3 If you qualify as a prospective franchisee, we will ask you to submit a Request for Consideration Form. 4 Upon receipt of your Request for Consideration Form, our Franchise Award Committee shall review your application. If it is approved, we will send you our Franchise Disclosure Document by email.

Text BReading B 5

5 Phone interview with the president. We demonstrate our management system and market research program. 6 Schedule a Discovery Day meeting with us so we can meet and evaluate you and you us. 7 Within five days of your Discovery Day visit we shall notify you our decision. If our decision is positive, you will enter into a Franchise Agreement with us and remit to us the Franchise Fee. 8 Within four weeks of the execution of the Franchise Agreement, you will attend the initial Owners Training Sessions and begin pre-opening preparation.

B-Trans-1 Reading B

阳光快餐有限责任公司汲取三十多年的 全面专业知识,旨在为我们的受许人提供独 特的市场技巧和策略。加盟阳光快餐连锁, 您将实现您的梦想,做自己的老板。我们向

面的培训和辅助,并在开业后提供持续的支 持。我们的成功完全依赖于受许人的成功。


Reading B B-Trans-2

? 首次加盟费 ? 选址

? 租赁场地装修
? 设备租赁或采购 ? 营销和广告 ? 雇用职员和餐馆运作 ? 支付7%特许权使用费

Reading B B-Trans-3

? 选址指导
? 餐馆布局设计指导 ? 设备订购指导 ? 初始培训项目 ? 运营指导手册

? 定期评估和持续辅导支持
? 营销指导和建议

Reading B B-Trans-4

申请特许经营权需要经过以下流程: 步骤 您需要做的 1 2 3 4

填写《信息采集表》 接受我方业务代表的电话面试,确定自己是否符 合受许人资格要求。 如果您符合潜在受许人资格要求,您需要提交《 请求考量表》。 特许权授予委员会一旦收到您的《请求考量表》 就会审核您的申请。如果审核通过,您将通过电 子邮件收到我们的《特许经营信息披露表》(简 称《信息披露表》)

Reading B B-Trans-5

5 接受总裁的电话面试。我们会介绍我们的管理系统 和市场调查程序。 6 安排“公开日”面谈,以便彼此见面、相互评估。 7 “公开日”会见后5日内,我们会通知您我们是否

们公司签订《特许经营协议》,并汇寄加盟费。 8 协议生效后4周内,您将参加首次企业主培训会, 并着手开业前准备工作。

B-Task 1 Reading B

Task 1 Decide whether the following statements are true (T) or false (F) according to the passage.


1. The franchisee needs to pay an initial franchise fee and an annual 17% royalty. 2. The franchisor is responsible for leasing office equipment to the franchisee.


3. After receipt of the Request for Consideration
Form and approval by the Committee, the prospective franchisee will receive an FDD by

4. The franchise fee must be paid before a Franchise signed. Agreement with SFF Franchising is

B-Task 2-1 Reading B

Task 2 A. B. C. D.

Fill in the blanks with the actions below to help decide an SFF franchise award. Schedule a Discovery Day meeting Review the application by the Committee Sign a Franchise Agreement Interview the applicant by an SFF representative

1. Receive a Request for Information


Feed the applicant back with “No” Feed the applicant back with “No”

D 2. ________________________________ N

3. Issue a Request for Consideration Form Y B 4. ________________________________

Feed the applicant back with “No”

B-Task 2-2 Reading B

5. Email a Franchise Disclosure Document Y 6. Phone interview with the president
Y A 7. ________________________________ Y Y N N
Feed the applicant back with “No”

8. Meet and evaluate the applicant
C 9. ________________________________
Feed the applicant back with “No”

Listening ning & Speaking

Task 1 Task 2 Task 3 Task 4 Task 5

Listening & Speaking

LTas k1

Task 1 Two college students are discussing their favorite mobile phone brands. Listen to the conversation and tick off the features that have been mentioned for each brand.

√ √



Listening & Speaking Task 1 Script

L-1Scrip t

reliable. And some models of Lenovo have cute looks. M: My friend John told me that his Motorola is quite good, and he has been using two Motorola phones for almost five years. He said that it’s cool for a man to use Motorola. W: Seems to me that you boys fancy Motorola more than we girls do. M: I will choose between Nokia and Motorola. I shall go to the phone stores to take a look this afternoon. Would you like to come with me? W: Sure, I’d love to.


ListeningL& Speaking Task


Mr. Marlon and Ms. Diaz are talking about brand 2 protection. Listen to the conversation and choose the best answer to each question you hear. 1. A. Registering the company. B. Registering a trademark. C. Registering the business name. 2. A. Reproduce his brand or logo. B. Pay the copyright protection charges. C. Bring an action against other traders who violate his copyright. 3. A. Business names are not exclusive. B. Business names are not easily recognizable. C. Business names are not effective.
声音 Script

L-2Listening & Speaking Script

Task 2 Script

M: I must admit that this method is not as effective as the trademark registration in brand protection. W: Why? M: Because registration of a business name does not mean you own the business name and does not give you exclusive rights in that name. For example, a registered automobile company name can still be used in other lines of business. W: Thanks for the advice. M: You are welcome.


Listening L& Speaking Task

Task 3 Mr. Denver is discussing the pricing of his company's products with Ms. Jones. Listen to the conversation and decide whether the following statements are true (T) or false (F). Denver believes that the price of a product T 1. Mr. could be justified by its brand name.


2. Mr. Denver disagrees to win customers by lowering prices. 3. Ms. Jones suggested a reduction of 10% of the price offered.



ListeningL-3& Speaking Script Task 3 Script

W: Your offer has been carefully studied, Mr. Denver. M: What do you think of it, Ms. Jones? W: We think your price is much higher than our expectation, even if your quality is the first class. M: I'm glad you acknowledge the quality of our products. I remember you’ve once said that quality is the most important in determining the price. Also, you’re certainly aware of the value of our brand. Its high reputation and our excellent service also justify the price. W: But quality and brand name is not everything. Seeing the market weakening, many companies are reducing their prices, which attracts more consumers

Listening L& Speaking Task

Task 4 Ms. White is talking with the exporter Mr. Ford about the packaging for her order. Listen to the conversation and tick off the reasons Ms. White holds against using cartons. Cartons are more expensive.

√ √ √

Cartons are not strong enough.
Cartons are not waterproof. Cartons do not appeal to the eye. Cartons are light. Cartons increase the risk of theft.


ListeningL-4& Speaking Script Task 4 Script

W: Mr. Ford, shall we now discuss the packaging? We believe that a unique packaging may help a company's brand stand out. M: Very well. You know, we use a plastic wrapper for each blouse, all ready for window display. W: Good. What about the outer packing? M: We’ll pack them 10 dozens to one carton. W: Cartons? Could you use wooden cases instead? M: Why use wooden cases? W: I’m afraid cartons are not strong enough for such a heavy load. M: The cartons are comparatively light, and therefore easy to handle. Besides, silk blouses

Listening L& Speaking Task

Task 5 Listen to the passage twice and fill in the blanks with what you hear.

A brand is backed by an intangible agreement between a consumer and the company selling the products or services under the brand name. A consumer who prefers a particular brand ______________________________ basically agrees to select that brand over others based primarily on the brand’s reputation. Brands have been used since ancient times. For example, people burned singular designs into the skin of their prove ownership while potters and livestock to ___________________, silversmiths marked their wares with initials or other personal tags.

Listening L& Speaking Task

But it is only since the second half of the 19th century that an advanced marketing tool branding evolved into__________________________. The Industrial Revolution, new communication systems, and improved modes of transporting goods made it both easier and more necessary for companies to advertise brands over larger regions _________________________________. As manufacturers gained access to national markets, numerous brand names were born that would achieve national and global status. Procter and Gamble, Kraft, Heinz, Coca-Cola, Kodak, and Sears were a few of the initial brands that would become common household names by the mid-1900s. Before legal systems were established to recognize and protect long, __________________________ brand names, and branding was extended to services—such as car repair—as well as products. Thus the brand concept moved into the forefront of modern advertising strategy.

Writin Writing g

Task 1
Task 2 Task 3

WWriting Task

Task 1 Read the following leaflet and discuss the questions.

W-Task 1-2 Writing

1. What is the goal of the leaflet? 2. What do you think is the suitable size for this leaflet?

The goal of the leaflet is to promote The Rice Box fast food service for Christmas parties. The leaflet should not be larger than an A4 because if people can’t fit it easily into a pocket or a bag, they’ll throw it away.

3. Some messages in the leaflet are given in special printing sizes and styles. Please identify them and explain.

The messages such as the event (Christmas Party), the menu (Catering Special Menu), the price ($11 Per Person), and the phone number (5459929) are given in a larger font or a more eye-catching color with the purpose to draw readers’ attention and arouse their interest.
4. There are many illustrations in the leaflet. Do you think the leaflet can do without them?

No, of course not. A leaflet without illustrations will be very boring.

Task Writing 2

Task 2 Put the following portions in their appropriate places in the half-finished leaflet.
1. Tours run every Wednesday and Sunday at 9:30 a.m. from Shenzhen Railway Station. Tour does include some light walking. Duration: 8 hours Price: ? 400 per person incl. bus trip, admission to Disneyland and lunch.

4. Hong Kong Disneyland opens its doors to the world and ushers in a new era of Disney magic. Come share the tradition, heritage and fun! Plan your trip today!
1. Tours run every Wednesday and Sunday at 9:30 a.m. from Shenzhen Railway Station. Tour does include some light walking. Duration: 8 hours Price: ? 400 per person incl. bus trip, admission to Disneyland and lunch.

3. Contact Hong Ying Tours On (0755) 34567890 or online:www.honging-tours.com 4. Hong Kong Disneyland opens its doors to the world and ushers in a new era of Disney magic. Come share the tradition, heritage and fun! Plan your trip today!

3. Contact Hong Ying Tours On (0755) 34567890 or online:www.hongingtours.com

WWriting Task 3

Task 3 You are going to open a small cafénear the campus. Please make a leaflet to advertise it.

Mini Mini-project

Work in groups. Conduct a brand loyalty survey among ten dormitories in your college and report your survey results to the class.

Step 1: Choose a brand of any service or product (toothpaste, fast food restaurant, mobile phone, magazine, etc.). Step 2: Design your own brand loyalty survey form. The following sample survey form about computers is for your reference. Step 3: Hand out the survey forms to ten dormitories in your college. Step 4: Draft a summary of your survey results. The summary should answer the following questions: ? Which are the top three brands in the brand loyalty survey? ? What are customers’ reasons for purchasing these top three brands? Step 5: Report your survey results to the class. Sample

samp Mini-project le

age Language Lab Lab Langu

Task 1 Task 2

Task 3
Task 4 Task 5

Language Lab
LLTask 1

Task 1 Match the words on the left with their meanings on the right.



Language Lab
LL-Task 2-1

Task 2 Complete the following sentences with the words from Task 1. Change the form if necessary. 1. What is your dictionary? favorite brand ____________ of electronic


2. California has many _________________ from other states.

3. We need to write _____________ computer programs specifically designed for the task.




Our company’s ______________ is to customers and make them satisfied.





5. Weigh out all the _________________ before you start making the cake.

LL-Task 2-2 Language Lab

6. He runs his operation.

sandwich chain as a ________________ franchise

released exceptional

7. The new trade figures have just been ________________ . 8. From his earliest years he showed ________________ ability in mechanics. 9. The radio program has many ________________ features highly appreciated by the audience.



10. The work is ________________, but he finished it with great success.

LL-Task 3 Language Lab

Task 3 Complete the sentences with the following words or phrases plus some words of your own.

derive from start with innovate come up with release the salesidea of the to came up with 1. Jack _____________ apush new products _______________________ __________. 2. Since we innovated ____________ in technology last year, the production ___________________________. has been greatly increased have been released so we don’t 3. No details about the talks __________________, what will happen next know ______________________. 4. If his conclusion ___________________ is derived from facts, we have to ___________________. follow his advice 5. Ten years ago we had only a staff of tento _______________, start with but now a leader our company is in the fast food industry

LL-Task 4-1 Language Lab

Task 4
Model 1:

Rewrite the following sentences after the models.

1. He resigned last week. He didn’t tell me the reason.
He didn’t tell me the reason why he resigned last week. 2. The experiment failed. Nobody knew the reason. Nobody knew the reason why the experiment failed. 3. Mary succeeded in the end, because she worked very hard. The reason why Mary succeeded in the end was that she worked very hard.

LL-Task 4-2 Lab Language

Model 2:

1. We know September 10 is Teachers’ Day in China.
September 10 is known as Teachers’ Day in China. 2. We know he is the greatest musician of our time. He is known as the greatest musician of our time. 3. Many people know that Suzhou is Venice in the Orient. Suzhou is known as Venice in the Orient.

LL-Task 5-1 Language Lab

Task 5 Translate the following into English using the given words or phrases. 1. 请通知全体员工参加明天的会议。(notify) Please notify all the staff to come to the meeting tomorrow. 2. 在展览会上你会看到诸如 IBM 、 Sony 、Nokia 等许多世界著名公司。 (to name just a few ) You can see many world-famous companies at the exhibition: IBM, Sony, Nokia, to name just a few. 3. 东方文化会在这方面起积极作用。(positive) Eastern culture can play a positive role in this aspect. 4. 我们必须改革并开发更多的产品来满足顾客的需求。(innovate) We have to innovate and develop more products to meet the needs of our customers.

LLLanguage Lab Task 5-2

5. 他们公司将于7月份推出最新的软件产品。(release) Their company will release their latest software in July. 6. 这一新政策将极大地改变人们在办公室的工作方式。(substantially) This new policy will substantially change the way people work in an office. 7. 他的新工作报酬不错,但要求也很高。(demanding) His new job is well paid , but highly demanding. 8. 她每个月给家里寄500元钱。(remit) She remits 500 yuan to her family every month.


Ente rtain ment

Lemon Tree
by: Fool’s Garden

I'm sitting here in the boring room It's just another rainy Sunday afternoon I'm wasting my time, I got nothing to do I'm hanging around, I'm waiting for you But nothing ever happens, and I wonder I'm driving around in my car I'm driving too fast, I'm driving too far I'd like to change my point of view I feel so lonely, I'm waiting for you But nothing ever happens, and I wonder I wonder how, I wonder why
声音 Background


Bac kgr oun d

Lemon Tree is a song by German pop band Fool's Garden from the album Dish of the Day, which was released as a single in 1995 and became a major international hit in 1996. The single reached number 26 in the UK charts and remained at number 1 for

several weeks in Germany. The band recorded a new
version of the song in prior for their 2009 release High Times - The Best of Fools Garden.


Thank You!
Thank You!


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