Страдательный залог глагола

Лицо или предмет, выполняющее действие, называется субъектом действия. Лицо или предмет, на которое направлено действие, называется объектом действия. Так, в предложении «My brother wrote a letter» my brother – субъект, letter – объект, субъект сам выполнил действие. А в пред­ложении «The letter was written yesterday» подлежащим предложения явля­ется объект, на который направлено действие, предложение переводится: Письмо написали вчера.

Если подлежащее предложения является объектом действия, то гла­гол-сказуемое употребляется в страдательном залоге. Страдательный залог образуется при помощи вспомогательного глагола to be и глагола в третьей форме или причастия 2. Например: «The doctor was sent for» следует пере­водить: «За доктором послали».

9. Напишите следующие предложения в страдательном залоге.

Образец: They built a house.

The house was built by them.

1) A boy reads a lot of books.

2) We write letters to our friends.

3) He must send for the doctor.

4) Children like sweets.

5) People often laugh at him.

6) The advertisers will discuss this type of advertising.

10. Прочитайте следующие прилагательные, используемые для рекламы. Напишите рекламу, используя данные словосочетания:

Remarkable qualities (замечательное качество),

immense possibilities (огромные возможности),

delectable taste (восхитительный вкус),

crisply curled wafer (рифленые, хрустящие вафли),

parchment-crisp (пергаментный хруст),

delicate product (нежный продукт),

nutty cream (ореховый крем),

excellent balance of protein, vitamins and minerals,

a complete source of nutrition (источник энергии),

gives energy and vitality (придает энергии и жизненной силы),

flavours are enriched with (вкус обогащенный),

to tempt any member of the family (искушение каждому члену семьи),

surprise yourself with a harmony of taste sensations (удивит гармонией вкуса),

cream that melts in your mouth not in your hands (крем, который тает во рту, а не руках).

УРОК 2

Что вы знаете о рекламных средствах массовой информации?

• Знаете ли вы, что существует специальный язык рекламы?

• Прочитайте и запомните данные слова и выражения.

expensive	дорогой (по стоимости)
to cost	стоимость
to be controlled by	контролироваться
charge	оплата
relative	относительный
peak viewing time	часы пик просмотра телевизора
hoarding	щит для рекламы
eye-catching position	бросаться в глаза
site	местоположение
to rent out	сдавать в аренду, арендовать
handbill	анонс, афиша
labor costs	трудоемкость, затраты
The hairdresser	журнал для парикмахеров
The Radio and Television magazine	телерадиотехнический журнал
The Farmers Live Stock Journal	журнал «Заготовка в фермерском хозяйстве»
fair	ярмарка
by word of mouth	из уст в уста
endorsement	одобрение
appeal	призыв
to keep up with	не отставайте
comparison	сравнение
anxiety	беспокойство
association	ассоциация
anti advertising	антиреклама
to make fun	высмеивать

• Составьте предложения с данными словами.

• Прочитайте и переведите текст.

Advertising media

Newspapers

There are both national newspapers and local newspapers. Advertising in the national press is usually much more expensive than advertising in the local press. Both types of advertising are sold by the column centimeter (по сантиметрам), the half page and the page. A page in a national newspaper may cost many thousands of pounds for one day. This is because national newspapers have very large circulations (they are read by a lot of people).

Television

Television advertising in Great Britain is controlled by the Television Act 1954. It is the most expensive kind of advertising and costs many thousands of pounds (on a national network) for just a few seconds of television time. Charges are made by the seconds. (Оплата производится по секундам) If the advertisement is shown at a time when relatively few people are watching, then it will be cheaper. If it is shown at a time when many people are watching (peak viewing time), then the charges will be much higher. Television advertising is mostly used by large organizations and the nationalized industries.

Radio

This kind of advertising is much cheaper than television advertising. It is very popular in the United States. The most popular radio station in Europe is Radio Luxembourg, which carries a lot of commercial advertising. In Great Britain radio advertising is usually carried by local independent radio stations.

Hoardings

Hoarding advertisements (щитовая) are usually put up in eye-catching positions at the side of the road. The cost of the advertisement will depend on where the hoarding is and how large it is. If it is in a very good position and near the centre of the city where it will be seen by many potential customers, then it will probably be quite expensive. The sites are usually rented out to clients on a monthly basis by an advertising agency.

Handbills (тендер)

These are quite often used by local traders to advertise their goods and services. They are expensive in labor costs and are not very effective.

Transport

The inside and outside of buses, trains, vans and other kinds of public transport a so called transport advertising is used. The most expensive position is where the advertisement is likely to be seen by the public such as in the back of a bus or the inside of a bus, especially at the front of it where the potential customers will be seated looking at it. The most inexpensive position is upstairs on the bus or at the back inside the bus. It is difficult to tell whether transport advertising is effective or not.

Cinemas

The cinema screen is used for advertising by local and national traders. Like transport advertising, it is difficult to judge how effective cinema advertising is.

Neon displays

These are mostly used by large firms. The signs are usually displayed in city centre.

Technical journals

These are mostly used as an advertising medium by large manufacturing and distributing companies. They are read by persons and companies who are interested in this particular kind of product and the journals will also contain other information that may be useful to the readers. Technical journals are usually printed once a month. Examples are The Hairdresser, The Radio and Television Magazine and the Farmers Live Stock Journal. Advertising in technical journals is a very good method of advertising.

Trade fairs and shows

The Motor Show, the Boat Show, the Radio Show and the Ideal Homes Exhibition are few examples of trade fairs and shows. Dairy products may be advertised at agricultural shows. Aircraft may be advertised and displayed at the Farnborough Air Show. The disadvantage is that these shows and exhibitions are expensive to organize.

1. Найдите в тексте английские эквиваленты данным словам и выражениям:

местные газеты, полстраницы, показывать во время обеда, оплата выше, чаще использовать, содержать много коммерческой информации, щитовая реклама, афиша, очень эффективна, сзади автобуса, трудно сказать, быть заинтересованным в определенных продуктах, организация выставки, потенциальный покупатель.

2. Подберите русские эквиваленты следующим английским словам и выражениям:

may cost, is shown at times, the charges are high, these adverts are used by large organizations, the most popular radio station, is carried by, will be seen by potential customers, on a monthly basis, advertising agency, the most expensive position, to be printed twice a week, advertising by word of mouth.

3. Ответьте на следующие вопросы к тексту:

1) Is advertising in press very expensive?

2) What is the most popular kind of advertising?

3) What can you say about television advertising?

4) What is much cheaper than television advertising?

5) What kinds of advertising do you know?

6) Speak about advertising in technical journals?

7) What kinds of advertisement do you like best of all? Give your grounds.

4. Закончите следующие предложения, используя словосочетания из текста.

1) This text is abou…

2) Television advertising in Great Britain … by the Television Act 1954.

3) The popular radio station is...

4) Hoarding advertisement can be put up in … at the side of the road.

5) The cost of advertisement depends on…

6) The most expensive position of transport advertisements is…

7) The cinema screen … for advertising by local traders.

8) Ideal Home Exhibition is a good specimen of…

9) The easiest kind of advertising is…

10) Advertising appeals to mother-love is…