Professional English for economists. Учебное пособие

b)Gratistelefon leases capacity from other telephone operators at bulk rates.

c)"We were afraid consumers would be annoyed by the breaks," says Peter Broden, the marketing director.

d)Future customers will have to provide a telephone number and all-important demographic data - age, sex, marital status, address and so on.

e)We put up with commercials between songs on the radio.

f)They hope to make profits by charging advertisers for the chance to reach the world's most narrowly targeted audience.

g)Not surprisingly, young people and students have been the biggest users in the

test.

h)Although Sweden's telephone market has been competitive for some time, longdistance charges can still be high.

i)The caller hears one 10-second ad while the connection is made, another in a minute, and then one spot every three minutes.

9.5 Grammar practice

9.5.1. Read the promotional information about m@xRACKS, a postcard advertising firm based in New York City, and circle the correct form of the verbs in italics

The medium is the message m@xRACKS displays are miniature art galleries that compel passersby to stop 1.to take/ taking the postcards that particularly "talk" to them. For a generation that is accustomed to MTV-like graphics, m@xRACKS postcards succeed in 2. to get/getting their attention.

We are where they go

m@xRACKS delivers a most desirable, yet hard-to-reach audience - 20to 30-year- olds.TV or print advertising often fails 3. to reach/reaching this elusive audience, because they spend a lot of their leisure time at restaurants, clubs, coffee bars, gyms as well as book and music stores - all the places you find m@xR.ACKS.

m@xKACKS postcards are chosen

Most advertising mediums are unsolicited. By 4. to choose/choosing an advertiser's postcard, the user/taker consciously makes a connection with the marketer's creative logo

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and product. So, it's not surprising that 46% of m@xRACKS users/takers say they are influenced to buy the products they see advertised on our postcards.

m@xRACKS postcards have legs

What happens to the postcards that people decide 5. to keep/keeping'. 40% are saved and 46% are mailed. Users/takers often enjoy 6.to share/sharing their favorite postcards with friends and family. As a result, each advertiser can expect 7.to attract/attracting a minimum of five pairs of eyes per postcard.

m@xRACKS postcards are keepsakes

m@xRACKS postcards have lasting appeal as users/takers often want 8. to display/displaying them on the bulletin board or refrigerator door, where they continue 9. to be/being admired. That is why they are perfect for advertisers who seek loto 10. increase/increasing the impact of a broadcast, print or outdoor advertising campaign.

m@xRACKS provides tracking reports

Our clients appreciate 11. to know/knowing just how many postcards were taken. How many advertising mediums promise 12. to report/reporting the number of people who noticed your ad?

m@xRACKS postcards are fun!

9.6 Rendering

9.6.1 Render the text from English into Russian using the dictionary. Pay attention to the meaning of the underlined words and phrases

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors, and even unhealthy

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behaviors through food consumption, video game and television viewing promotion, and a "lazy man" routine through a loss of exercise . Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Several types of mass media are television, internet, radio, news programs, and published pictures and articles.

Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Advertising may be placed by an advertising agency on behalf of a company or other organization.

Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.

In 2007, spending on advertising was estimated at more than $150 billion in the United States and $385 billion worldwide.

Physical advertising

Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service.

Billboard advertising

Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a

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large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products.

9.6.2 Retell the text in English. Say what advertising techniques you consider to be the most effective

9.7 Discussion

9.7.1 Organize a talk-show devoted to advertising. Discuss the advertising techniques used in your country and your region, speak about the pros and cons of advertising, consider the impact of advertising on children. Choose roles

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10 Unit 10 Internet

10.1 Speaking drills

10.1.1Say what contemporary information technologies you use in your studies and

work. Why?

10.1.2What do you use the internet for?

communication with friends;

education;

freelance work;

watching films and listening to music;

getting acquainted;

playing games.

10.2 Useful words and phrases

10.2.1 Words and phrases

interconnected computer networks - взаимосвязанные компьютерные сети; user – пользователь;

a vast array of information resources and services - широкий спектр информационных ресурсов и услуг;

electronic text messages - электронные текстовые послания; creation – создание;

research projects - научные проекты; to predate – предшествовать;

content-control software - программное обеспечение, ограничивающее доступ по содержанию.

10.3 Vocabulary skills

10.3.1 Define the following notions

the internet, a web-site, a web-page, electronic text messages, user.

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10.4Reading skills

10.4.1The Internet

The Internet is a global system of interconnected computer networks that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide. It is a network of networks that consists of millions of private, public, academic, business, and government networks of local to global scope that are linked by a broad array of electronic and optical networking technologies. The Internet carries a vast array of information resources and services, most notably the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support electronic mail.

Most traditional communication media, such as telephone and television services, are reshaped or redefined using the technologies of the Internet. Newspaper publishing has been reshaped into Web sites, blogging, and web feeds. The Internet has enabled or accelerated the creation of new forms of human interactions through instant messaging, Internet forums, and social networking sites.

The origins of the Internet reach back to the 1960s when the United States funded research projects of its military agencies to build robust, fault-tolerant and distributed computer networks.

Communication

E-mail is an important communication service available on the Internet. The concept of sending electronic text messages between parties in a way analogous to mailing letters or memos predates the creation of the Internet. Pictures, documents and other files can be sent as e-mail attachments.

Internet telephony is another common communication service made possible by the creation of the Internet. VoIP stands for Voice-over-Internet Protocol, referring to the protocol that underlies all Internet communication. The idea began in the early 1990s with walkie-talkie-like voice applications for personal computers. In recent years many VoIP systems have become as easy to use and as convenient as a normal telephone. The benefit is that, as the Internet carries the voice traffic, VoIP can be free or cost much less than a traditional telephone call, especially over long distances and especially for those with

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always-on Internet connections such as cable or ADSL. Voice quality can still vary from call to call but is often equal to and can even exceed that of traditional calls.

Social impact

The Internet has enabled entirely new forms of social interaction, activities, and organizing, thanks to its basic features such as widespread usability and access. Social networking websites such as Facebook, Twitter and MySpace have created new ways to socialize and interact. Users of these sites are able to add a wide variety of information to pages, to pursue common interests, and to connect with others. It is also possible to find existing acquaintances, to allow communication among existing groups of people. Sites like LinkedIn foster commercial and business connections.

The Internet has achieved new relevance as a political tool, leading to Internet censorship by some states.

Many countries have enacted laws against the possession or distribution of certain material, such as child pornography, via the Internet. There are many free and commercially available software programs, called content-control software, with which a user can choose to block offensive websites on individual computers or networks, in order to limit a child's access to pornographic materials or depiction of violence.

One main area of leisure activity on the Internet is multiplayer gaming. This form of recreation creates communities, where people of all ages and origins enjoy the fast-paced world of multiplayer games. This has revolutionized the way many people interact while spending their free time on the Internet. Many people use the Internet to access and download music, movies and other works for their enjoyment and relaxation. Free and feebased services exist for all of these activities, using centralized servers and distributed peer-to-peer technologies.

Many people use the World Wide Web to access news, weather and sports reports, to plan and book vacations and to find out more about their interests. People use chat, messaging and e-mail to make and stay in touch with friends worldwide, sometimes in the same way as some previously had pen pals.

10.4.1 Make up a plan of the text. Retell the text using the plan

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modern world turning. As computer networks collapse, factories and chemical plants explode, satellites spin out of control and the financial and power grids fail. That seems alarmist to many experts. Yet most agree that infiltrating networks is pretty easy for those who have the will, means and the time to spare. Governments know this because they are such enthusiastic hackers themselves. Spies frequently break into computer systems to steal information by the warehouse load, whether it is from Google or defense contractors. Penetrating networks to damage them is not much harder. And, if you take enough care, nobody can prove you did it.

As with nuclear bombs, the existence of cyber-weapons does not in itself mean they are about to be used. Moreover, an attacker cannot be sure what effect an assault will have on another country, making their deployment highly risky. That is a drawback for sophisticated military machines, but not necessarily for terrorists or the armies of rogue states. And it leaves the dangers of online crime and espionage.

All this makes for dangerous instability. Cyber-weapons are being developed secretly, without discussion of how and when they might be used. Nobody knows their true power, so countries must prepare for the worst.

One response to this growing threat has been military. Iran claims to have the world’s second-largest cyber-army. Russia, Israel and North Korea boast efforts of their own. America has set up its new Cyber Command both to defend its networks and devise attacks on its enemies. NATO is debating the extent to which it should count cyberwar as a form of “armed attack” that would oblige its members to come to the aid of an ally.

10.6.2 What do you think about the threat from the internet? Is it really so serious?

Why?

10.6.3 Retell the text. Use the underlined words and phrases in your speech

10.7 Discussion

10.7.1 Organize a talk-show on the problem of modern information technologies. Discuss

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