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Файл:Тhe base of english skills development. Учебное пособие
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1. We were able to read that article in the library. 2. Some
DIALOGUE 1
W. Hello. I would like to
come to you.
M. Can we arrange a
meeting? What day suits
you?
W. Is Wednesday at 2 p.m.
OK with you?
M. I would suggest at the
beginning of the week. For
example, on Tuesday. I
would prefer in the morning.
ДИАЛОГ №1
Ж. Здравствуйте. Мне бы
хотелось зайти к вам.
М. Мы можем
договориться о встрече?
Какой день вам подходит?
Ж. Вам подходит в среду в
14 часов?
М. Я бы предложил в
начале недели. Например,
во вторник. Я бы
предпочел утро.
students will be permitted to take exams in December. 3. You
have to read this book. 4. We shall be able to skate in winter. 5.
My friend is to take part in the conference. 6. The students of
our group had to go to the plant last week. 7. They were
allowed to continue their research.
Упр. 13. Переведите предложения, обращая
внимание на перевод модальных глаголов.
1. Everyone should know a foreign language. 2. To make
supercomputers, we need highly developed electronics and new
materials. 3. One should do one's work in time. 4. The students
ought to know the history of their institute. 5. The development
of new materials does not mean that old materials should lose
their significance. 6. Marie Curie needed a laboratory and
equipment for her research. 7. Every institute ought to be proud
of their famous graduates. 8. One should know that «roentgen»
is a unit (единица) of radiation.
Task 1. Role-play the dialogues
BUSINESS MEETINGS
101
W. I am very sorry, but on
Tuesday it is impossible.
Monday is better for me.
M. Let’s decide on Monday
morning then.
Ж. Мне очень жаль, но во
вторник невозможно. Мне
лучше в понедельник.
М. Тогда остановимся на
утре понедельника
DIALOGUE 2
M. I'm sorry, but my plans
changed and we can not
meet until the 25th. I tried to
contact you before, but I
failed.
W. I will be glad to meet
you on the appointed day.
M. I confirm my trip to
England, I arrive in London
on the 25th of February and I
will be at your place at 5
p.m. Could you tell me
where exactly your office is?
I’ll arrive by taxi from the
airport.
W. Along the motorway at
the first traffic light you
need to turn right. After
100 meters there is an
entrance to the
underground garage.
Above it you will see the
sign with the name of our
company.
ДИАЛОГ №2
М. Мне жаль, но мои
планы изменились, и мы
не сможем увидеться до
25-го числа. Я пытался
связаться с вами раньше,
но мне это не удалось.
Ж. Я буду рада
встретиться с вами в
назначенный день.
М. Подтверждаю мою
поездку в Англию, я
прилетаю в Лондон 25-го
февраля и буду у вас в 5
часов вечера. Вы не могли
бы объяснить мне, где
точно расположен ваш
офис? Я приеду на такси
прямо из аэропорта.
Ж. Двигаясь по автостраде,
на первом светофоре вам
нужно повернуть направо.
Через 100 метров – въезд в
подземный гараж. Наверху
написано название нашей
фирмы.
102
Translate into English:
1. Мне бы хотелось зайти к вам.
2. Мы можем договориться о встрече?
3. Вам подходит в среду в 14 часов?
4. Я бы предпочел утро.
5. Я бы предложила в начале недели. Например, во вторник.
6. Мне очень жаль, но во вторник невозможно.
7. Какой день вам подходит?
8. Мне лучше в понедельник.
9. Тогда остановимся на утре понедельника.
10. Мне жаль, но мои планы изменились.
11. Я пытался связаться с вами раньше, но мне это не
удалось.
12. Я буду рада встретиться с вами в назначенный день.
Quiz Answer the questions and check your score.
Do you see yourself as others see you?
By Dr. Charles Vine
It is no good looking into a mirror if you wish to see the
person who is really you. The only real test is to see yourself in
the same way as other people see you. The following quiz has
been psychologically developed to help you to do exactly that
...
1. When do you feel your best:
a. soon after waking up?
b. during the afternoon and early evening?
c. before you go to bed?
2. Do you usually walk:
a. quite fast, with long, swinging steps?
b. quite fast, but with short, quick steps?
c. not very fast, with your head up, looking at the world?
d. not very fast, with your head down?
e. very slowly?
3. When you are talking to people, do you:
a. stand with your arms folded?
103
b. stand with your hands together in front of you?
c. stand with one or both hands on your hips?
d. touch the person you are talking to?
e. touch your ear or chin or smooth your hair?
f. have something like a pencil or a cigarette in your hands?
4. When you are relaxing, do you sit with:
a. your knees bent and your legs together?
b. your legs crossed or wrapped round each other?
c. your legs stretched straight out in front of you?
d. with one leg curled up underneath you?
5. When you find something very funny, how do you react? Do
you:
a. give a loud, appreciative laugh?
b. laugh, but not very loudly?
c. laugh softly, under your breath?
d. give a very big smile?
e. smile slowly?
6. When you go to a party, do you:
a. make so much noise as you enter that everybody notices
you?
b. walk in quietly, looking for someone you know?
c. hope that nobody will see you walking in, so you can remain
unnoticed?
7. When you are interrupted while you are working hard,
concentrating on something, do you:
a. feel pleased to be interrupted?
b. feel very irritated?
c. or do you feel neither of these reactions very strongly?
8. Which of the following colours do you like most?
a. red or orange
b. white
c. black
d. dark, blue or purple
e. yellow or light blue
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f. brown, grey or violet
g. green
9.Just before you go to sleep, when you are lying in bed, do you
lie:
a. flat out on your back?
b. stretched out on your front?
c. on your side?
d. with your head under one arm?
e. with your head under the bedclothes?
10.Do you often dream that you are:
a. falling?
b. involved in a fight?
c. looking for someone or something?
d. taking your clothes off or with nothing on at all?
e. flying or floating?
f. do you dream rarely?
g. or do you usually have nice, pleasant dreams?
Now check your score:
1. a-2 b-4 c-6 6. a-6 b-4 c-2
2. a-6 b-4 c-7 d-2 e-1 7. a-6 b-2 c-4
3. a-4 b-2 c-5 d-7 e-6 f-1 8. a-6 b-2 c-7 d-3 e-5 f-1 g-4
4. a-4 b-6 c-2 d-1 9. a-7 b-6 c-4 d-2 e-1
5. a-6 b-4 c-3 d-5 e-2 10. a-4 b-2 c-3 d-7 e-5 f-6 g-1
6. What it means:
Over 60: Others see you as someone they should 'handle
with care' - vain, self-centered and extremely dominant. They
may admire you and wish they could be more like you, are
certainly in awe of you, but they don't always trust you and
hesitate to become too deeply involved with you.
From 51 to 60: Your friends see you as an exciting, highly
volatile, rather impulsive personality; a natural leader, quick to
make decisions (though not always the right ones). They see
you as bold and venturesome, someone who will try anything -
105
well, almost anything - once; someone who takes a chance and
enjoys an adventure. They enjoy being in your company
because of the excitement you radiate.
From 41 to 50: Others see you as fresh, lively, charming,
amusing and always interesting; someone who is constantly the
center of attention, but sufficiently well-balanced not to let it
go to your head. They see you also as kind, considerate and
understanding, someone who will cheer them up or help them
out as the situation requires.
From 31 to 40: Other people see you as sensible, cautious,
careful and practical. They see you as clever, gifted or talented,
but modest. Not a person who makes friends too quickly or too
easily, but someone who is extremely loyal to the friends you
do make and who expects the same loyalty in return. Those
who really get to know you realize that it takes a lot to shake
your trust in your friends, but, equally, that it takes you a long
time to get over it if that trust is shaken.
From 21 to 30: Your friends see you as meticulous and
painstaking, perhaps a bit too fussy at times, ultra-cautious and
ultra-careful, a slow, steady plodder. It would surprise them
tremendously if you were ever to behave impulsively or do
something on the spur of the moment. They expect you to
examine everything very carefully from every conceivable
angle and then, usually, decide against it. They see this sort of
reaction on your part as being partly due to your careful nature
and partly to indolence.
Under 21: You are seen to be shy, nervous and indecisive,
someone who needs looking after, who always leaves it to
someone else to make the decisions and prefers never to get too
involved with anyone or anything. They see you as something
of a worrier, seeing problems, which don't exist and crossing
bridges long before you come to them. Some people tend to
regard you as dull and boring and it takes someone who knows
106
you well to know that you are not. The trouble is that you
permit very few people to get that close to you.
UNIT 6
1. Text 6 A. Advertising in modern marketing
2. Text 6 B. The choice of advertising media
3. Text 6 C What Makes Us Happy?
4. Revision of lessons 1-5
5. Dialogues. A Business Trip
6. Quiz . Are you an extrovert or introvert.
PRE-TEXT EXERCISES
1. Pronounce the following words paying attention to the
letter combination:
-tion( -ation) exhibition, exception, position, aviation,
vacation, caution, emotion, function, satisfaction, action,
translation, conversation, election/
3. Make sure if you can read the words correctly:
Reduce, sufficiently, pressure, exercise, persuade,
since, persuasive, further, acceptable, counselor, behavior,
design, privacy, unaware, arguable
3. Memorize the following words and word-combinations:
Pervasiveness - проникновение (рекламы); advertisers –
рекламодатели; thrust claims (upon) - навязывать (свои)
притязания; forceful - зд. внушительный; councellor -
консультант, советник; persuasive – убеждающий; failable -
зд. забывчива; it is arguable that - спорно, что; prodding, –
стимул; sales promotion - увеличение сбыта;
Text 6 A. Read and translate
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ADVERTISING IN MODERN MARKETING
1. The Pervasiveness of Advertising
It is not possible to live in any modern western country, and
remain unaware of advertising. In the streets, in buses and
trains, even, with commercial television, in the privacy of our
own homes, the advertisers thrust their claims upon us. The
level of artistic and technical skill displayed in advertisements
is often very high. The use of color and design is so forceful
that it has a great impact on our behaviour.
2. Advertising and Public Relations
Public relations officers (P.R.O.s) and public relations
counsellors help corporations and individuals to maintain
acceptable and attractive «images». They perform a valuable
service for their employers and sometimes for the public.
Public relations activities are not considered as advertising and
will not be discussed further in this article.
3. The Function of Advertising
Advertising affects the consumer in the following ways:
(a) Information. A distinction is often made between
informative and persuasive advertising. Informative advertising
announces a product and gives potential buyers the details they
need. Much advertising in the technical press is informative
since it is directed at an expert, trained readership. If
consumers are to exercise freedom of choice,
informative advertising is necessary so that they can know
what goods are available and where they can be bought.
(b) Persuasion. Human memory is short and fallible and
repetition is necessary to keep customers aware of a product.
Excessive repetition, however, is intended to persuade, not to
inform. The borderline is indefinable and all advertisements
contain both persuasive and informative elements. The
advertising of many consumer goods is almost entirely
persuasive in character. The information given is small, but all
108
possible pressure is put on the consumer to buy the advertised
product rather than other goods.
(c) Maintenance of demand. It is arguable that advertising
is necessary to maintain demand at a sufficiently high level to
provide full employment. Without the prodding of the
advertisers, consumers would settle for a lower standard of
living and far less energy would be put into the task of
increasing material well-being.
(d) Creating mass markets. The use of mass-production
methods often results in lower unit costs. Large-scale
production requires large markets, however, and forceful
advertising and sales promotion can provide lower costs and
eventually lower prices.
(e) Quality. The fact that a good has been widely advertised
may compel a manufacturer to maintain high standards of
quality.
4. Advertising and Competition
Advertising may be used as a weapon of competition,
particularly in a situation where there are only a few sellers,
each of whom is trying to increase his share of the market. It
may also serve to reduce competition and to reach a degree of
monopoly power. Advertisements that try to persuade
consumers that there is no substitute for their product are
attempting to create a sub-market in which they will be free
from competitive pressures.
EXERSISES
4. Fill in the blanks with the following words:
Fallible, activities, informative, mass-production,
competition, to persuade, advertisements, consumer
1. The use of … … methods often results in lower unit
costs. 2. Much advertising in the technical press is … since it is
directed at an expert, trained readership. 3. The level of artistic
109
and technical skill displayed in … is often very high. 4. Human
memory is short and… . 5. Advertising may be used as a
weapon of… . 6. Public relations … are not considered as
advertising and will not be discussed further in this article. 7.
Excessive repetition, however, is intended… , not to inform. 8.
The advertising of many … goods is almost entirely persuasive
in character.
5.Translate the following definitions and memorize the
terms:
1. Public relations (PR) is the practice of managing the
flow of information between an individual or an organization
and the public. The aim of public relations by a company often
is to persuade the public, investors, partners, employees, and
other stakeholders to maintain a certain point of view about it,
its leadership, products, or of political decisions. Common
activities include speaking at conferences, winning industry
awards, working with the press, and employee communication.
2. Advertising or advertizing is a form of
communication for marketing and used to encourage or
persuade an audience (viewers, readers or listeners; sometimes
a specific group) to continue or take some new action.
3. In economics, competition is the rivalry among sellers
trying to achieve such goals as increasing profits, market share,
and sales volume by varying the elements of the marketing
mix: price, product, distribution, and promotion.
6. Find the English equivalents to Russian words and word
combinations
Реклама (рекламирование); рекламодатели; влияние;
поведение; работодатель; консультант; убеждение;
человеческая память; убеждающий; благосостояние;
конкуренция; производитель; заставить (вынудить);
попытка; давление конкурентов; увеличение сбыта;
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