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Файл:Практический курс английского языка. Учебное пособие
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Print production and television /radio production
The print production manager supervises theproduction of printed materials, the TV
producer filmscommercials and the radio producer recordscommercials. They ensure that
the product is on time,on budget, and that it delivers the original concept.
4.3.6 Read about Anna Blume and answer the questions.
1 How long has she been a copywriter?
2 What does she do in her job?
3 What qualities do you need to work in advertising?
It's my job
Anna Blume
Age: 22
Job: copy writer
How did you get started in advertising?
I loved writing stories at school, so it was great to finda job where I could use words
creatively. I've been withmy present company for just over two years now.I started on a
six-month internship and they offeredme a job.
What exactly do you do?
I'm a copywriter, which means that I'm responsiblefor any of the 'copy', or words,
that appear in theadvertisement. I write the words you see in a magazinead, or hear on TV
or radio.
Do you work a lot on your own?
Not at all.Iwork in a small team. It's a very intense joband we spend a lot of time
together brainstormingideas. We also work closely with the Art Director,because an ad is a
combination of words and pictures.
What special qualities should a copywriter have?
You have to be creative, but be ableto accept criticism, too. For everyten ideas I
have, maybe only onewill be accepted. And you haveto get on well with people.
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Is it a stressful job?
There's a lot of pressurehere, but the job's greatfun. Sometimes I don't want to go
home!
4.4 Business know-how
Work in pairs. Read the tips below and discuss the questions.Being creative is a skill
that you can develop.Improve your creativity:
• Make sure you get some regular quiet time to think.
• Stop the inner voice that says ‘this idea is stupid’.
• Look around you and really notice yourenvironment.
• Learn a new skill – it makes you think in a new way.
• When you brainstorm in groups, say all your ideas,even the strangest ones!
• Have fun – play word games, do puzzles.
1 Which of these do you do already?
2 Would you be interested in a job in advertising?
3 Whatsortof jobwouldyouchoose? Why?
4.5 Project
Work in groups. Imagine you are a creative teamworking in an advertising agency.
A large corporation isworried that not enough young people want to buy its trainers. It has
asked you to create an advert to promote the product.
• Allocate roles to people in your group: copywriter,art director, etc.
• You must use both words and images to get yourmessage across.
• Think about the target audience (young people yourage).
• You can either create the advert, or write a one-pagesummary of the ideas
behind your ad.
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4.6 Writing
4.6.1 When you sell on sites like QXL or eBay, you send adescription and a photo
of the object. You have toprovide an accurate description. Read this entry andanswerthe
questions.
1 What is it?
2 What is it like?
3 Why is the seller selling it?
LEATHER JACKET
Almost new brown leather Gucci jacket. It's got metal zipper and three pockets, one
inside. It'sin good condition and very fashionable. I bought it three months ago and have
only worn it twice.I'm selling it because it's a size too small.
Time listed: 31 July 17.08
Price: £35
Time left: 2h 30m
4.6.2 You want to sell something you own online, forexample: a lamp, a moped, a
small piece of furniture,etc. Write a short description similar to the one above.Include
• how old is it
• what does it look like
• who would like it
• why are you selling
4.7 Checklist
Assess your progress in this unit.Tick ()the statements which are true.
I can compare things
I can read and understand adverts
I can write simple descriptions to describe products online
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4.8 Key words
Advertising terms
Work skills
Verbs
useful.
campaign
commercial
consumers
message
slogan
analytical
communication skills
interpersonal skills
logical
negotiation skills
brainstorm
influence
impress
liaise
persuade
Look back through this unit. Find five morewords or expressions that you think are
5 Unit 5. Job satisfaction
5.1 Start up
5.1.1 Work in pairs. Discuss what makes you happy.
EXAMPLE: I'm happy when I go out with my friends.
5.1.2 Choose the ten factors below that you consider mostimportant for a happy
working life.Work in pairs. Compare your answers.
Keys to a happy working life
Having a social life with colleagues
Using your skills and talents A nice working environment
Expressing your opinions and ideas Being treated as an individual
Enough free time A job that reflects your personal value A secure job
Being trusted Finding the work challenging Responsibility
Regular hours Getting on with people Having fun
Being respected A flexible working week A good salary
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5.2 Grammar
5.2.1 Talking about obligation. Match these examples with the rules.
I must send that email tomorrow.
You don't have to come to the meeting.
You mustn't smoke in this meeting room.
I have to do a lot of research in my job.
You must show your passport at the gate.
must
• We use must in rules
1_______________________________________________________
or to say when things are necessary
We must work harder.
We use must to talk about obligation in the future
2________________________________________________________
• We use you must to recommend something
You must visit their website.
have to
• We use have toto talk about things that peopleoblige us to do
3__________________________________________________________
mustn't
• We use mustn't to say it is necessary that youdo not do something
4___________________________________________________________
don't have to
• We use don't have toto say something is notnecessary
5___________________________________________________________
Note: Use must + verb not must to + verb
Go to Grammar reference p.120
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5.2.2 Complete the sentences with must, mustn't, don't/doesn't have to. Use the
verbs below.
call wear finish miss go open buy be
1 We _________ a new DVD player. This one'suseless.
2 You ________ that attachment. There's a virus.
3 My computer is going really slowly. I _______ the IT department.
4 David _______ the report today He can deliverit tomorrow.
5 There's an excellent staff restaurant Staff ________ out for lunch.
6 Students __________ silent in the library.
7 We __________ the Managing Director’spresentation.
8 It isn't a formal event. You _________ ajacket and tie.
5.2.3 Work in pairs. Talk about rules in your workplaceor university.
EXAMPLES: You must arrive on time.
You mustn't smoke in the building.
5.3 Reading
5.3.1 1 Read the list of companies below. Which ones areshops? Which one has
factories? Which ones workmainly with money?
SUNDAY TIMES: Best big companies to work for in the UK
1
Nationwide
financial services
2
Asda
supermarket
4
The Carphone Warehouse
mobile telecoms retailer
5
Mothercare
retailer
3
KPMC
audit, tax, and advisory services
6
CadburySchweppes
food and drink manufacturer
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5.3.2 Read the article and make notes about the companies.
EXAMPLE: Nationwide – gives bonuses, has good managers, works with the
community
5.3.3 Find these verbs in the article and match them with the words and phrases:
1) make a) in company values
2) offers b) their training path
3) express c) their colleagues are helpful
4) feel d) suggestions
5) choose e) career breaks
6) believe f) appreciation
Every year the Sunday Times newspaper analyses employees' opinions to find out
I’m proud to work here
the best companies to work for in the UK. What are the eight success factors they identify?
1 Leadership– the most influential factor.
Leaders and senior managershave to inspire trust. Asdarunsa scheme where staff
canmake suggestions to their MD – good ideas win a holiday. Itsdirectors also visit stores
andtalk to staff.
2 Wellbeing – the balance between workand home
Flexibility about holidays isessential in a good workplace.AtKPMG staff can ‘buy’
extradays holiday. Both Asda andMothercare are family-friendly.Mothercare offers
careerbreaks of up to two years.
3 Fair deal – pay and benefits
Although Asda salaries aren'thigh, staff like the benefitsscheme. Both
Nationwideand The Carphone Warehousegive bonuses. And at CadburySchweppesstaff
even get freechocolate!
4 My manager – your immediate day-to-day boss
The best managers trust your judgement and express appreciation. 76% of staff at
Nationwide rate their managers highly. At The CarphoneWarehousethere are forums for
staff totalk with their managers.
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5 My team – your immediate colleagues
At Asda there are daily bonding sessions, and most staff feeltheir colleagues are
helpful.There are also national sportstournaments, parties, andtheatre trips.
6 Personal growth – new skills and new challenges
At KPMC there is an e-learningweb site where staff canchoose their training path.
Promotion is important forcareer development – 70% ofAsda managers come from
theworkforce.
7 Giving something back – charity and community work
Nationwide has a special daywhen staff work for the localcommunity. And workers
atCadburysSchweppes rate theircompany as very charitable.
8 My company – a belief in your company
Most of The CarphoneWarehouse staff believe incompany values and feel theycan
contribute to its success.
5.3.4 Work in groups. Create your own perfect company. Think about the
conditions, benefits, etc. Completethe table with your notes. Present your ideas to the
class.
OUR IDEAL COMPANY Name of the company
Product/service
Company beliefs
Managers
Working hours
Salary
Working style (teamwork, etc.)
Business trips
Sporting facilities
Eating areas
Holidays
5.3.5 Read the text below and number the events in the correct order.
Start with(1) for the first event.
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A Mr. Pischetsrieder becomes chairman.___
B Joachim Milberg begins his new job.___
C BMW buys Rover.___
D BMW holds an extraordinary meeting.___
E Mr. Pischetsrieder's resignation is announced.___
F BMW agrees to keep the Longbridge factory open.___
Board Ousts* BMW Chief and His Heir
Frankfurt – the maker of BMW autosannounced the departures of its two
topexecutives. Friday in a rare German boardroomrevolt that analysts said was triggered
by heavylosses at the company's British Rover auto-making subsidiary.
Persistent problems at Rover forced the exit ofBayerischeMotorenWorke AG's
Chief Executive Bernd Pischetsneder, 50, and hisheir apparent on the company board,
Wolfgang Reitzle, 49. The two men were long-time rivals,and both had worked at BMW
for more thantwo decades.
Although Mr. Pischetsneder’s job has been thesubject of intense speculation, the
developmentshocked the auto industry because of Mr.Reitzle’s reputation as a talented and
visionarymanager whose skills have been crucial inrecent years in polishing BMW's
sporty andyouthful image.
The shake-up leaves a relatively unknownBMW board member, Joachim Milberg,
56, as the head of one of Europe’s most prestigiousauto-makersBMW's supervisory board
made the decisionsat an extraordinary meeting** at its Munichheadquarters. In a sign of
possible dissent, themeeting lasted into the evening. BMW stockclosed. Friday at 682
Euros ($770), up 23, onhopes Pischetsneder would be ousted.
In a brief statement, BMW said that both Mr. Pischetsneder and Mr. Reitzle had
resignedwithout giving reasons. The board meeting hadbeen called to discuss Rover, the
company said.
"It's a very rare situation when board members,especially the chairman, are kicked
out whenthey still have a contract,"said JurgenRoethig,an analyst in Frankfurt at
B.Metxler&Co.Bank.
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From the moment Mr. Milberg begins his job,his most pressing task will be a
turnaround atthe unprofitable Rover operations.Rover's fate threatened Friday to become
aheated political issue in Britain where auto-makers are concerned that MunichbasedBMW might consider shutting down Rover'sflagship production plant in
Longbridge, nearBirmingham.
British government officials joined trade unionofficials in demanding that BMW
honor acommitment made in December that wouldkeep the plant open.
Autoworkers said they feared that newmanagement could bring an eventual
shutdown of Longbridge, the largest of Rover's threefactories and the oldest auto plant
inGreat Britain.
Rovers 1998 losses are estimated to have beenas high as 15 million Deutshe marks
($869.3million), greater than last year's entire BMWgroup net profit. The German parent
has notyet released profit figures for last year.
Analysts said the supervisory board had lostpatience with Mr. Pischetsrieder
becauseRover's poor performance had overshadowed arecord year at BMW's German
operations.BMW sold a record 699,378 cars last year butits profit dropped for the first
time since 1993 because of Rover.
Longbridge assembles most of the line ofRover passenger cars, which plunged in
saleslast year by 17 percent to 303.800. By contrast, Rover's popular Land Rover sportutilityvehicles – which are built at the Solihull plantnear Oxford – had a 20 percent jump
in 1998demand to 153,500.
The companywas slow to recognize Rover's 30 percentproductivity gap with BMWs
Bavarian plants.Mr. Pischetsrieder led the 1994 acquisition ofRover as one of his first
actions as chiefexecutive. His mistake, analysts say, was tomanage Rover at arms-length.
An Anglophilewho speaks fluent English, Mr. Pischetsriederwas worried about antiGerman feelings,andhe maintained Rover as a separate company.
By John Schmid
International Herald Tribune
*oust = force someone from power
**extraordinary meeting = an extra meeting to deal with matters which can't wait
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