Часть 2.

1. Переведите фразы из деловых писем на русский язык.

16. Please, refer to our letter of 10th October.

17. We are informing you of the name of the payer.

18. They have been advised by us that it was necessary to contact Lloyd’s Bank.

19. We acknowledge receipt of your credit advice of 4 December.

20. Please note the name and the number of the account of the beneficiary.

21. With reference to your telex of 9th August we inform you of the following: ….

22. Please note our payment instructions which were enclosed with our letter of 15th August.

23. We are enclosing the documents which were forwarded to us on 16th February.

24. You failed to enclose the payment instructions with your letter of 12th June.

25. We confirmed the name and the address of the beneficiary by the telex on 17th November.

26. We are enclosing our debit advice with this letter.

27. At the beneficiary request, please return all the documents you are now holding.

28. We are enclosing the documents which were forwarded to us on 16 February.

29. Please credit our account with the above sum.

30. We thank you for your cooperation.

2. Прочитайте текст, переведите на русский язык. Выпишите в тетрадь незнакомые слова с транскрипцией и переводом. Подготовьтетекстначтениеиустныйперевод.

Business brief

TV advertising is the most glamorous, but the other media are not to be ignored: radio, cinema, and the press, while hoardings (BrE) and billboards (AmE)are a characteristic part of the urban landscape. All these will be around for sometime, despite Internet advertising and its promises of online shopping. While there are still shops there will be point-of-sale displays designed, among other things,to prevent last minute changes of mind about what brand to buy.

Advertising can be continued by other means with sponsorship of particular events, or product placement in films, where the product's makers negotiate for their products to appear and be used by the film's characters. A related phenomenon is product endorsement, where a celebrity is used in advertising a particular product. This can be dangerous if, for whatever reason, the celebrity falls from favour.

Some very creative minds come up with seductive combinations of sound,image and words, but tests show that we often don't remember the brand being advertised. Quantifying the effect of advertising is very difficult and there has been a backlash against it in favour of other, supposedly more targeted, forms of communication. This usually means direct marketing, otherwise known as directmail, but as those living in apartments who receive mailshots for gardening products know, the targeting can still be ludicrously imprecise.

Advertising agencies may offer to run direct mail campaigns, but what they arebest at is creating traditional advertising campaigns. When a client becomes dissatisfied and the agency loses the account this is major news in the advertising industry and means a big loss of revenue (and self-esteem) for the agency. Until recently, agencies took 15% of the advertiser's budget, and what they did not spend on advertising (designing ads and media buying: buying time on TV and space in the press for the ads to be run) they spent on 'free' services in pack design,

corporate identity (a unified look in all of a company's communication, from its advertising to its letterhead, perhaps with the use of a logo), market research, and even strategic advice. These ancillary activities are below-the-line activities. Today, most of these are undertaken by specialist organisations, leaving agencies to concentrate on their core activity, creating advertisements.