Vocabulary:

to look for – искать

complex – сложный

instead of – вместо того, чтобы

discovery – открытие

to describe – описывать

Task 3. Answer the questions:

1. What is advertising?

2. What are the main goals of advertising?

3. What are the advertising media?

4. What are the rules of efficient advertisement design?

5. What is AIDA?

6. What are most efficient words in advertising message?

7. What was advertising before and after 1960s?

8. What are the main problems of global advertising?

Task 4. Make dialogues

An outsider is speaking to a young marketing specialist about advertising.

Student A. You are a common person who is sure that publicity plays on our emotions, distracts our at­tention from more important things and is unnec­essary. You tell your partner about it.

Student B. You are a beginning marketing specialist. You are very confident and can prove your point of view. Your opinion is that the world can not exist without advertising. How would people choose what to buy without it? Try to persuade your partner that you are right.

Task 5. Split into groups of 3-4 students and advertise some products to your group. Try to follow the advice given in the text.

XI. Globalization of World Economy

Task 1. Read and translate the text

Globalization is the increasing internationa­lization of ideas, science, communication and technology. It also has three interdependent dimensions: socioeconomic, scientific and cultural.

Economic globalization is the process of integration of markets, great changes in trade and finance and the establishment of the global eco­nomy. The main aim of economic globalization is to change the world into one (global) market which has the same characteristics in different countries. Globalization should lead to a free mobility of capital and privatization. Besides, globalization means wide advertising of new consumer products all over the world, low taxes for producers both domestic and foreign and similar life-styles for people of different nationalities.

First steps towards globalization in Europe were made by the establishment of the Common Market in 1993 and the introduction of the "euro" as the new single currency for Europe on January 1, 1999.

Some countries of Central and Eastern Europe have recently joined the European Union, such as Lithuania and Poland while others are planning to do it. However, to transform planned economies into really mixed economies countries of Eastern Europe must increase the levels of productivity and competitiveness of their economies. Special adjustments should be made in agriculture, tax system and in the system of social security.

Globalization of business means that a company wants to become a part of the global economy and it is going to establish its subsidiaries in foreign markets. However, a company will have to adjust its products or services to the consumers' wants and needs in a foreign country. Nowadays any company may do e-business using the Internet services.