1_22 / 17

ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ

17

REVISED SENTENCE: Research indicates that the most effective ads are creative

and appeal to readers' interests.

BLOATED SENTENCE: Should you have the occasion to know of someone whose

background configuration approximates the position spec­ifications above, we would welcome a recommendation from you or directly from the exploring individual.

REVISED SENTENCE: If you know of someone who qualifies for this job, please

let us know or have the person contact us.

□ Words and word-combinations

1. redundant — избыточный, лишний, многословный

2. excessive — чрезмерный, изобильный

3. to impede understanding — затруднять понимание (мешать)

^е

Too Many Numbers

People сап digest a few figures but not a mass of statistics. Use numbers sparingly in your writing, and keep in mind the following points:

• It is better to write "$92 million" than "92,000,000 dollars".

• It is better to give a readily understood comparison than a massive number. For example, you could say that 500 million pounds of garbage are produced in the

United States every day, but it would be more effective to express that as 10 pounds per citizen.

— Check your math. The price of something can go up more than 100 percent, but it can never go down more than 100 percent.

Hype

You can ruin the credibility and believability of your message by using exaggerated words and phrases. Companies often describe their products as "first of its kind", "unique", and even "revolitionary", which tends to raise suspicion among media gate­keepers as well as readers.

The following words are often overused: leading, enhanced, unique, significant, solution, integrated, powerful, innovative, advanced, high-performance, and sophisti­cated.

□ Words and word-combinations

1. sparingly — умеренно

2. hype — навязчивая реклама; преувеличение; газетная шумиха