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Exercise 7.(«developing transformation skills») Pick out only the plot from the sentences 1-6 and write it down first in English, and then in your mother tongue:

The original sentences in English:

The transformed sentences in English (the key info)

The translation of the plot (into Russian)

1. We are at our best when we are showing women a place where they did not think they could be.

2. That was the challenge behind Nike Goddess, whose goal was to change how the company designed for, sold to and communicated with women

3. How could Nike afford not to do more to realize the full potential of female customers , given the threats to its future with Air Jordan running out of air and brands like Skechers gigging into the teen market with shoes inspired by skateboarding, not basketball.

4. Many of the retail settings in which the company products were found were a turn off to female customers : dark, loud and harsh – in a word – male

5 Nike’s footwear designers worked on 18 months production cycles – which made it hard to stay in step with the new styles and colors for women..

 

Международний гуманитарный университет, Одесса, 2012-2013,Олейник О.О

Exercise 8.(«developing transformation skills») Read the sentences 1-5 from the previous exercise, formulate briefly and write down the ideas presented there in a very laconic and short way

Упражнение, в котором учащиеся выделяют из текста ключевую информацию и обозначают ее краткой формулировкой.

The extended sentences in English:

The more laconic variation of the same information (in English):

1. We are at our best when we are showing women a place where they did not think they could be.

2. That was the challenge behind Nike Goddess, whose goal was to change how the company designed for, sold to and communicated with women .

3. How could Nike afford not to do more to realize the full potential of female customers , given the threats to its future with Air Jordan running out of air and brands like Skechers gigging into the teen market with shoes inspired by skateboarding, not basketball.

4. Many of the retail settings in which the company products were found were a turn off to female customers : dark, loud and harsh – in a word – male

5 Nike’s footwear designers worked on 18 months production cycles – which made it hard to stay in step with the new styles and colors for women..

Международний гуманитарный университет, Одесса, 2012-2013,Олейник О.О

Exercise 9

Для формирования навыков трансформации: микрорефирирование.

Упражнение, в котором учащиеся выделяют из текста ключевую информацию и обозначают ее краткой формулировкой. Make a summary ; you’ve got 3 minutes (after you read the text)

Text 3. “Nike’s Goddess”

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Reference words: masculine company, sports marketing, afford not to realize the full potential of female customers, designed the look & the feel, pitched the design ideas as stores within stores, double sales to women, a concept for a woman-only- store, turnoff for women, a new approach to retail, redesign the shoes and clothes themselves, an opportunity to redefine and re-energize the entire brand.

Exercise 10.

10.1. Read the sentences below. As you see, there are few words picked out from the text “ Nike’s Goddess”. You can also feel that those words have got different meanings from what they used to mean in “ Nike’s Goddess”. You should translate the English sentences into Russian and define the following words: to have the makings, Achilles, to click with, challenge.

a.) Start with Kate Beckinsale and Jessica Biel and you have the makings of a solid movie.

b.) Tottenham have confirmed their captain Scott Parker has undergone surgery to his right Achilles and will not be fit for the start of the Premier League season.

c.) How do you click with a short attention span workforce?

d.) She's accepted a challenge by Barton's colleague, Rick Green, to prove that historical claims in The Jefferson Lies are distorted or flat out wrong.

e.) If you prefer the Menus, click with your right mouse button, choose “Delete”.

f.) John and Mary clicked (with each other) straight away

g.) It seems to click with most of the known facts.

10.2 After you’ve made a proper translation, practice in speaking out the English and Russian versions of these sentences “at the good speed”. Work in chain, one after another. Keep fast in speaking.

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Следует обращать внимание студентов на то, что выполнение большей части упражнений велось в режиме аудирования, а не зрительной опоры на текст. Навыки устного перевода на основном этапе формируются в процессе восприятия на слух.

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Международний гуманитарный университет, Одесса, 2012-2013,Олейник О.О

Text 4. “The rewards of failure” p.35.

Exercise 1. («перевод-диктовка») Translate phrases from Text 4. “The rewards of failure” (p.35) from English into Russian and write down the rendered phrases. Notice that the phrases are going to be read up only once! None of the students can take a look either at the text or at the phrases (below). Teacher must speak out the phrases only once!

  • Behavior that was once acceptable can overnight come to be seen as outrageous ;

  • Its shareholders voted to reject the company's remuneration committee report;

  • Treated him and his wife as three years older than they actually are for the purpose of boosting their pensions

  • This is the first year that shareholders in Britain have had the right to vote on the compensation committee's report

  • He expects to be paid with American generosity.

  • American institutional investors have also become much more critical of excessively generous compensation packages

Учащиеся письменно переводят на русский язык английские фразы, каждая из которых зачитывается один раз. После завершения диктовки всего текста варианты перевода, предложенные учащимися обсуждаются всей группой;