THE INTRODUCTION OF A SUMMARY

1. Begin your summary with a one-sentence thesis statement that states the title, author,?

source, and publication date and sums up the main point of the text. This thesis statement?

is not your main point; it is the main point (thesis) of your text. Usually you have to write this?

statement yourself rather than quote or paraphrase it from the source text. It is a one-sentence?

summary of the entire text.

The introductory sentence must:

a. give the name of the source (usually italicized);

b. give the full title of the article (in quotation marks);

c. indicate the date of publication;

d. provide the name of the author;

e. sometimes also provide pertinent background information about the author (such as title?

or employer) or about the text to be summarized (such as edition).?

This introductory sentence should not offer your own opinions or evaluation.

THE BODY OF A SUMMARY

2. In the body of your summary, you should include a wide view with some important data, but?

omit minor points. You can include one or more of the author’s main examples or illustrations?

(these will make your summary interesting). However, be sure to use your own words?

(paraphrase). If you want to “borrow” some short phrases from the original language of the?

text, put them in quotation marks. Do not quote full sentences, and limit the amount of quoted?

material. It is not necessary to include quotations in a short summary. For this assignment,?

your body should include 5 to 7 sentences (see the example below).?

3. Do not include your own ideas, examples, opinions, or interpretations. Be objective; you are

simply repeating what the source text says, in fewer words and in your own words. However,?

the fact that you are using your own words does not mean that you are including your own?

ideas or opinions.

4. Use appropriate transition words or phrases in the body of your summary.?

Rethinking The Oreo For Chinese Consumers : Planet Money : NPR 2/4/12 9:33 PM

http://www.npr.org/blogs/money/2012/01/27/145918343/rethinking-the-oreo-for-chinese-consumers Page 1 of 3

Rethinking The Oreo For Chinese Consumers

Categories: Radio, Trade

04:58 pm

January 27, 2012

by ROBERT SMITH

Everyone knows what an Oreo cookie is supposed to be like. It's round, black and

white, and intensely sweet. Has been for 100 years. But sometimes, in order to

succeed in the world, even the most iconic product has to adapt.

In China, that meant totally reconsidering what gives an Oreo its Oreoness.

At first, though, Kraft Foods thought that the Chinese would love the Oreo. Who

doesn't? The company launched the product there in 1996 as a clone of the American

version.

Planet Money Blog

About

Podcast

Radio

Blog

This American Life

Kraft Foods

Kraft Foods has reinvented the Oreo for Chinese consumers. Its latest offering in China: strawshaped wafers with vanilla-flavored cream filling.

Rethinking The Oreo For Chinese Consumers : Planet Money : NPR 2/4/12 9:33 PM

http://www.npr.org/blogs/money/2012/01/27/145918343/rethinking-the-oreo-for-chinese-consumers Page 2 of 3

Lorna Davis, who is in charge of the global biscuit division at Kraft, says the Oreo did

OK. But it wasn't a hit. It was almost pulled out of China.

But before the cookie was declared a failure, Kraft thought that maybe a little

research was in order. And so a decade after it was introduced, Kraft finally asked the

right question of Chinese consumers. A question unthinkable in the United States:

What's the problem with an Oreo cookie?

The answer was surprising. Chinese consumers liked the contrast between the bitter

cookie and the sugary cream, but, "they said it was a little bit too sweet and a little bit

too bitter," Davis explained.

It turns out that if you didn't grow up with Oreos and develop an emotional

attachment to the cookie, it can be a weird-tasting little thing. And this started a

whole process in the Chinese division of Kraft of rethinking what the essence of an

Oreo really is.

Kraft changed the recipe and made the cookie more chocolatey. The cream less

cloying.

"So they said this is a better balance," Davis said.

And it started to sell. But once the Kraft team began to tinker with the classic

features of an Oreo, why not go all the way?

They started to ask other provocative questions.

Why does an Oreo have to be black and white? Davis sent us an Oreo with green tea

filling. Another had a bright orange center divided between mango and orange

flavor.

And why should an Oreo be round? They developed Oreos shaped like straws. In

China, you can buy a long rectangular Oreo wafer, the length of your index finger.

Impossible to twist apart, but Davis points out that it makes it easier to dunk in milk.

It almost became a philosophical question.

If an Oreo isn't round and black and white and crazy sweet, is it still an Oreo? What

is the essence of Oreoness?

Rethinking The Oreo For Chinese Consumers : Planet Money : NPR 2/4/12 9:33 PM

http://www.npr.org/blogs/money/2012/01/27/145918343/rethinking-the-oreo-for-chinese-consumers Page 3 of 3

What the Chinese team at Kraft figured out is that an Oreo is an experience. You pry

it apart, scrape out the filling with your teeth and plop it into a glass of milk. Their

shorthand for the concept: "Twist, Lick, Dunk." All the wild new shapes and flavors

of Oreo wouldn't work in China, unless they could somehow share that same

experience.

"In the early days people said there's no way that Chinese would twist, lick, and dunk

because that's a strangely American habit," says Davis.

But luckily for the Oreo team, the Chinese consumer was just starting to respond to

emotional advertising. Oreo launched a series of TV ads where cute children

demonstrate to their parents and other adults how to eat an Oreo cookie in the

American style.

Davis says they saw sales of Oreos double in China, then double again, and again. Its

now the best-selling cookie in China. But more important, Davis says they learned a

lesson about global business.

"Any foreign company that comes to China and says, 'There's 1 1/2 billion people

here, goody goody, and I only need 1 percent of that' ... [is] going to get into trouble.

You have to understand how the consumer operates at a really detailed level."

Sometimes the results surprise you. That rectangular wafer Oreo is no longer just in

China. You can buy it in Canada and Australia. By the time the Oreo finishes its

world travels and come back home, Americans might not recognize it