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Файл:Тhe base of english skills development. Учебное пособие
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средства распространения рекламы; рекламная компания;
пищевые продукты; привлечь особое внимание; сильный
общественный стимул; тщательное изучение; достичь;
определять
7. Make a written summary of the text
8. Retell this summary
9. Memorize the following words and word-combinations:
Hit-or-miss – наугад, purvey - передавать, снабжать;
product to be advertised - рекламируемый товар; make a
special appeal - привлечь особое внимание; hotly steaming
meals - зд. «дымящаяся» паром еда;
Text 6 B . Skim the text to understand what it is about.
THE CHOICE OF ADVERTISING MEDIA
1. Planned Advertising
Advertising today is not carried out in hit-or-miss way. An
advertising campaign is planned with a certain market in mind.
It the product must be sold to young married people in the 25—
35 age group, then the campaign will be directed towards that
group, using methods that will attract the group and appeal to
instincts and emotions that are dominant within it.
The means through which the advertisement is purveyed to
the public is known as the advertising media. A campaign is
normally based not on a single medium, but on a selection of
media. The choice of appropriate media is the subject of
careful study and analysis and their use is carefully
synchronized to achieve the maximum effect.
2. Appeal Advertising
The combination of the product to be advertised and the
market at which the campaign is to be directed will determine
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the «appeal» which is to be used. Different appeals will be
appropriate for different products. If foodstuffs are being
advertised, the appeal will probably be to the appetite and
illustrations will show attractively prepared, hotly-steaming
meals. For other products, the appeal may be through the
emotions of parental love, social aspiration, sex or fear.
3. The Advertising Media Available
An advertising campaign will be designed to make a
specific appeal to some particular section of the public through
carefully chosen media. The main advertising media are:
(a) The press: national and local newspapers, general
magazines, specialist magazines, trade press.
(b) Television and radio.
(c) Outdoor and transport advertising (posters): public
places, trains, buses, underground trains, etc.
Task 1 Pick up (выберите) in writing the main ideas.
Text 6 C . Read , translate and discuss the material.
WHAT MAKES US HAPPY?
(Что делает нас счастливыми?)
Happiness is all about every day, normal activities,
psychologists have argued, but do we intuitively understand
what strategies increase happiness or not? To find out if
students knew, Tkach and Lyubomirsky (2006) asked 500
undergraduates about the strategies they used to increase their
happiness.
Below are the strategies students reported using,
starting with the most frequently used, down to the least. Also,
for each strategy Tkach and Lyubomirsky looked at the
relationship between its use and students' reported levels of
happiness to see if those who used a particular strategy were
actually happier.
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Keep in mind that this is a correlational study. That
means it can only tell us that two things - like having a social
life and happiness - are related, not that one definitely causes
the other. That said there are other studies which do provide
evidence of causality in some categories.
1. A social life
Social affiliation (присоединение; прием, принятие в
члены) - hanging around with friends, helping others - was the
most frequently reported method of increasing happiness. It
also had the strongest relationship with student's actual
happiness. No surprises here. Experiments manipulating
people's social activity have found that when increased it leads
to more happiness. It's gratifying to see that the number 1, most
frequently used strategy probably does work!
2. Acting happy
Direct strategies like 'acting happy' and 'smiling' were
the second most popular. While there is some experimental
evidence to back this one up (поддерживать, подкреплять),
Tkach and Lyubomirsky are cautious (осторожны). I'd be
cautious as well. 'Acting happy' might be useful as a short-term
strategy but I'm not so sure about its useful in the long-term.
3. Achieving long-term goals
The students were pretty keen on setting themselves
long-term goals for personal achievement, and then sticking to
them. This was a relatively popular strategy for increasing
happiness and there are also a good few studies to back up this
finding. Well done to the students!
4. Passive leisure pursuits (занятие)
Here's the first bad boy. Passive leisure, like watching
TV or playing video games, while relatively popular, showed
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no connection with happiness. Experimental studies back this
up finding few benefits for happiness from passive leisure
activities. So, once again, it's time to chuck out the idiot box
and the X box.
5. Active leisure pursuits
No question about this one. It's very well established
that active leisure pursuits like running or cycling increase
happiness. What's worrying is that these pursuits come lower
down the list than passive leisure pursuits.
6. Religion
This was a relatively unpopular strategy for increasing
happiness, although it is reasonably well-established that
religion and being happy go together. Tkach and Lyubomirsky
suggest the reason for this connection could be to do with
social connectedness, having a sense of purpose in life or even
reduced alcohol consumption.
7. Partying and clubbing
Perhaps surprisingly amongst university students this
was relatively unpopular as a happiness-enhancing activity. It's
just as well since those who partied more weren't any happier,
once their extraversion (чрезмерная заинтересованность во
внешнем успехе) was taken into account.
8. Mental control
This is the second bad boy. It centres around thinking
bad thoughts: both contemplating (созерцание, размышление)
them and trying to suppress them. This category was
significantly associated with being unhappy. Indeed, previous
research has found that both ruminating (размышление) on
negative thoughts and trying to suppress negative thoughts
leads to unhappiness.
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A (mostly) positive message
This last category of mental control really stands out:
what on earth is it doing on a list of strategies to increase
happiness? Statistically it was the strongest predictor of
unhappiness. This suggests that a significant minority of people
have exactly the wrong idea about what strategies increase
happiness.
Passive leisure pursuits is the other category that stands
out. All the other categories in the top 6 have at least some
connection with happiness. This one has none and yet there it is
at number 4 in the list.
The positive message is that generally the strategies that
people use to increase their happiness do actually work. We're
relying on self-reports here, so people could well be
misrepresenting what they actually do - but at least they mostly
know what they're supposed to be doing.
Источник: http://www.spring.org.uk/2007/12/happiness-from-
hanging-out.php
Ways to happiness and spiritual well being
It's more important to be happy than to be right.
You can either be happy or unhappy. Choose happy.
Live life with an open hand, an open mind, and an open heart.
Compliment three people every day.
Watch a sunrise.
Be the first to say "Hello."
Don't waste an opportunity to tell someone you love them.
Treat everyone as you want to be treated.
Never give up on anybody; miracles happen.
Remember someone's name.
Pray not for things, but for wisdom and courage.
Be tough-minded (практичный, расчетливый), but tender
hearted (отзывчивый ).
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Be kinder than you have to be.
Don't forget that a person's greatest emotional need is to feel
appreciated.
Keep your promises.
Learn to show cheerfulness even when you don't feel it.
Remember that overnight success usually takes 15 years.
Leave everything better than you found it.
Remember that winners do what losers don't want to do.
When you arrive at your job in the morning, let the first thing
you say brighten everyone's day.
Don't rain on other people's parades.
Live beneath your means.
Keep some things to yourself and don't promote havoc by
backstabbing people you love.
Stop Rushing Past Life: Let Go!
Alternative Happy Tips
Whatever it is, if you really want to eat it, eat it!
Never piss off anyone who has access to you when you are
asleep.
Never argue with a pregnant woman.
Task 1. What is your opinion on this text?
Task 2. What makes you happy? (6-8 sentences)
Task 3 Write short stories using the proverb
- all is well that ends well / all's well that ends well
Перевод: все хорошо, что хорошо кончается (из пьесы
Шекспира "All's well that ends well")
Пример:
All's well that ends well and although the storm was very bad
the children arrived home safely. - Все хорошо, что хорошо
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кончается, и хотя буря была очень сильной, дети
благополучно добрались домой.
Task 4. Make up sentences with idioms
1. a man of his word / a woman of her word - человек
слова, хозяин своего слова
Example:
He's always been a man of his word, that I must say.
Он всегда был человеком слова, должен признаться
He is a man of his word, so if he said he'd help, he will.
Он человек слова, так что если он сказал, что поможет, то
сделает это обязательно.
2. never mind - не обращайте внимания на что-либо;
не стоит беспокоиться о чем-либо; не имеет значения
Example:
If you don’t have time to pick up my laundry today, never
mind, I will get it tomorrow.- Если сегодня у тебя не будет
времени забрать из прачечной мои вещи, то не беспокойся,
я сам их завтра заберу.
No, never mind, I don't want to know - Нет, неважно, не
хочу знать.
3. Идиома: not at all - совсем нет, абсолютно нет
4. Example:
I am not at all happy with my new computer. -
Я совсем не доволен своим новым компьютером.
I’m sorry for being late – not al all – Извините за
опоздание – Ничего.
REVISION OF LESSONS 1-5
Упр. 1. Определите по суффиксу, к какой части речи
относятся следующие слова:
Administration, gradual, electric, intensively, practical,
dramatic, integral, specific, operation, illumination, naturally,
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identical, organization, originally, arctic, technical,
acceleration, radioactivity, measurement, interaction, society,
nervous, elimination, basic, proportion, seriously, symbolic,
anxious, ecological.
Упр.2. Назовите глаголы, образованные от следующих
существительных, и переведите их.
Advancement (продвижение вперед, прогресс),
investment (капиталовложение), measurement (измерение),
achievement (достижение), improvement (улучшение),
fulfillment (выполнение).
Упр. 3. Напишите существительные в ед.числе.
Cities, series, men, countries, halves, societies, knives,
universities, spacecraft, technologies, lorries, feet, industries,
chiefs, dictionaries, territories, theories, communities, children.
Упр. 4. Найдите предложения, где it является
формальным подлежащим, личным местоимением или
входит в состав усилительной конструкции;
переведите.
1. It is dark here. Please, turn on the light. 2. It was
Gagarin who was the first man to orbit the Earth. 3. Our
students study strength of materials. It is a very difficult
subject. 4. Mathematics is studied at all technological institutes
because every engineer must know it well. 5. It is the most
interesting article on this subject. 6. It has become evident that
ecological problems can be solved only on the global level. 7.
Joint efforts of people throughout the world make it possible to
achieve some progress in environment protection. 8. It is the
development of robots that will solve some very complex
problems of industry. 9. It is evident that research is becoming
more specialized now. 10. The use of the new equipment made
it possible to minimize the number of workers. 11. It is
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industrialization that is making ecological problems very
serious.
Упр. 5. Переведите следующие предложения,
обращая внимание на значения слов one (ones) и that.
1. The problem that has become the most important one is
the problem of pollution. 2. One can easily understand why the
profession of an economist requires a special college training 3.
The new technologies that are being developed must be
connected with traditional ones. 4. That air and water pollution
by industrialization is reaching dangerous levels is realized by
everyone. 5. One never knows the result of the experiment. 6.
The main purpose of education is that graduates must be able
to work with the technology of tomorrow. 7. The education in
Oxford and Cambridge is different in many ways from that in
other universities. 8. One must study hard to pass the
examinations. 9. One must realize that the increasing number
of cars brings about considerable pollution of the air. 10. It is
the growth of industrialization that is changing the climate of
the planet. 11. The simplest materials are those which have
only one kind of atoms. 12. That the Earth is round was
unknown for a long time. 13. The methods they use are not the
ones that lead to success. 14. The more one reads, the more one
knows. 15. We didn't expect that all those things were so
important. 16. The question that was discussed at the meeting
yesterday was very important. 17. One can expect better
weather in two days. 18. The advice that you gave me is very
important.
Упр. 6. Отройте скобки, используя прилагательные в
нужной форме:
1. Did you enjoy the film? Yes. It was … (funny) film I've
ever seen. 2. James is..... (tall) boy in our class. 3. Did you like the
black dress? Yes, but it was .... (expensive) than the blue one. 4. It's
..... (good) job I've ever had. 5. My teacher is ...... (intelligent)
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woman I've ever met. 6. Dinosaurs were ..... (big) than houses. 7.
How much did you pay for that bag? - £5. It was ......(cheap) one I
could find. 8. That exam was really difficult. It was a lot
.....(difficult) than I had expected.
Упр. 7. Раскройте скобки:
1. These books (return) to the library yesterday. 2. The
books must (return) to the library till the end of this month. 3.
Why your home task (not do)? 4. The patient was taken to the
hospital today, and (operate) tomorrow morning. 5. This room
(use) only on special occasions. 6. Litter must not (leave) here.
7. The children (take) to the circus this afternoon. 8.
Dictionaries may not (use) at the examination. 9. Usually this
street (sweep) every day, but it (not sweep) yesterday. 10. This
book (leave) in the classroom yesterday; it (find) by me. 11.
Thousands of new houses (build) every year. 12. This room
(not use) for a long time.
Упр. 8. Переведите на английский:
1. Эта книга была прочитана всеми. 2. Письмо будет
отправлено завтра. 3. Ее часто спрашивают? 4. На ваш
вопрос ответят завтра. 5. Текст переводился вчера с двух
до трех. 6. Работа только что завершена нами.
7. Эти книги уже будут опубликованы к концу года. 8.
Наша контрольная работа сейчас проверяется? 9. О
новой книге будут много говорить. 10. В нашем городе
сейчас строится много новых зданий. 11. Ключи были
утеряны вчера. 12. Нам показали прекрасный фильм.
13. Вам сказали об этом? 14. Телеграмма уже получена?
15. Работа будет закончена в срок. 16. Делегацию
нужно встретить завтра в 9 часов утра в аэропорту. 17.
Мне предложили очень интересную работу. 18. Вам
объяснят, как добраться до железнодорожного вокзала. 19.
Вам зададут несколько вопросов на экзамене. 20. Сотни
новых домов будут построены к концу этого года.
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