Vocabulary notes

1) poster ads – рекламные афиши, постеры

2) web pop ups – Интернет (всплывающие) клипы

3) junk mail – «нежелательная» Интернет-почта

4) word of mouth – из уст в уста/молва/сарафанное

радио

5) buzz marketing – маркетинг с помощью слухов/

креативная реклама (buzz – слух,

молва)

6) a clue – ключ (к разгадке ч.-либо)

7) …act out a script – разыгрывать рекламный «сценарий»

8) a branding event – рекламное брендинг-событие

9) banner advertisements – баннерная реклама (способ

рекламирования веб-сайта)

10) free-trial CDs – бесплатная пробная версия

компакт-диска

11) bulk mailings – бесплатная массовая рассылка по

почте рекламных материалов

UNIT 4

TOPIC: Figures, Numbers and Calculations

TEXT FOR STUDY: Statistics and Econometrics (TEXT A)

GRAMMAR GUIDE: 1. THE PAST and PRESENT PERFECT

PROGRESSIVE (CONTINUOUS) TENSES

READING Topic: Tabular and Graphical Data (TEXT B)

Skill: Professional Vocabulary

WRITING: Writing a Summary.

INDEPENDENT READING (Presenting numerical and statistical data):

TEXT 1. The Economy of the United States.

TEXT 2. Cars and the Environment.

TEXT 3. Travelling to Work in Britain.

Figures, numbers and calculations

In all communication, accuracy is important in getting the message across. For professionals (economists, lawyers, ecologists, sociologists, etc.) and businessmen the accurate and appropriate use of numbers and figures is extremely important. Errors in number use can cause confusion and costly misunderstandings: from a telephone number taken down incorrectly to a confused data at a professional presentation or a business meeting. The question of whether to express numbers in figures or in words is difficult for many people. Just as there are certain times when it is more appropriate to use words to state numbers, there are other times when it is more appropriate to use figures.

1. Cardinal and Ordinal Numbers

1) one 1st first

2) two 2nd second

3) three 3rd third

4) four 4th fourth

5) five 5th fifth

6) six 6th sixth

7) seven 7th seventh

8) eight 8th eighth

9) nine 9th ninth

10) ten 10th tenth

11) eleven 11th eleventh

12) twelve 12th twelfth

13) thirteen 13th thirteenth

20) twenty 20th twentieth

31) thirty-one 31st thirty-first

42) forty-two 42nd forty-second

153 a/one hundred and fifty-three 153rd one hundred and

fifty-third

986 nine hundred and eighty-six 986th nine hundred and

eighty- sixth

Note: Ordinal Numbers/Numerals are usually used with the definite article

Note: In British English the “and” is always used: one hundred and fifty-

three, two hundred and forty-one. But in American English it is

often left out: one hundred fifty-three, two hundred forty-one.

1,001 a/ one thousand (and) one

1,122 one thousand, one hundred (and) twenty-two

2,000 two thousand

1,000,000 one million

1,000,000,000 a/ one thousand million (a/ one billion – esp. AmE, but

now also BrE)

Remember: 1) when writing a number of four digits or more separate the numbers by placing a comma every three digits counting from the right; 2) no plural should be used here: 1,236,457 – one million, two hundred and thirty six thousand, four hundred and fifty-seven.

NOTE: When saying a long number, you should pronounce each set of up to three digits separately with rising intonation, until the last set – where the intonation falls at the end to make it clear that the number is complete: 526 623 457.

PHRASE FILE

1) a large/small number of (books, cars, etc.)

2) a number of … = more than a few, but not many

3) large/small numbers of …

4) the average number = the typical number

5) above/below average

6) a considerable/large/enormous amount of smth.

7) vast/large/small quantity of smth.

8) numeracy skills = basic skills in mathematics

9) to be good/bad with numbers = to be quick/smart at figures

Exercise 1. Give Russian equivalents of the following:

• unemployment figures

• exact figures

• to read the numbers on the chart

• a nine-digit account number

• a six figure number

• digital TV

• a digital camera

• the Arabic numeral

• the Roman numeral

• numerical code

• double figures

• single figures

• odd number

• even number

• the average of 3,8 and 10 is 7

• even number can be divided by 2

• 4,708 is a four-digit number

• a considerable amount of money

• a large quantity of alcohol

• 50 grams of butter, and the same quantity of sugar

Exercise 2