Иностранный язык. Сфера сервиса (английский язык)

Task 8. Read and translate the dialogues.

SHOE DEPARTMENT.

Assistant: Can I help you?

Alexander: I'd like a pair of trainers, please.

Assistant: What size?

Alexander: Size 41, please.

Assistant: Try this pair on. They are the cheapest, the lightest and the most comfortable. They're very popular.

Alexander: They're rather small.

Assistant: Try these then. They're bigger.

Alexander: How much are they?

Assistant: Ј17.

Alexander: I think they're great.

TOY DEPARTMENT.

Mike: Can I see that toy dolphin, please?

Assistant: This one?

Mike: No, the one to the left of it.

Assistant: Here you are. It's very nice.

Mike: Can you show me these dolls and those rubber rings, please?

Assistant: These?

Mike: No, those. The red and blue ones.

CLOTHES DEPARTMENT.

A

Alexander: Hello, could you show me one of those T-shirts?

Assistant: Here's a nice one. What size?

Alexander: Size 44, I think.

Assistant: Yes, here's one.

Alexander: How much is it?

Assistant: Ј4.50

Alexander: Here's Ј5.00.

Assistant: That's 50 pence change.

Mike: Can I see your new T-shirt? Oh, it's very smart but it's not your size. Let's go and change it.

Alexander: Can you change this T-shirt, please?

Assistant: Why? What's wrong with it?

Alexander: It's too big for me. Have you got them in a smaller size?

Assistant: How about this one?

Alexander: Can I try it on?

Assistant: Certainly.

Mike: I think that's better. Russian and British sizes aren't the same.

B

Assistant: Is anybody looking after you?

Customer: No. I'm after a size 40 V-neck pullover in grey.

A.: The best I can do is a 36.

C.: Could you order me one?

A.: I should imagine, yes. If you leave your address, I'll contact you.

C

A.: Are you being attended to?

C.: No. I'm trying to find a navy blue raincoat, size 42.

A.: I can do the size, but not the colour.

C: Do you think you could get one for me.

A.: Yes, of course. Look in again on Friday.

D

A.: Are you being seen to?

C.: No. I'm looking for a pinstriped suit with a 34 waist.

A.: I'm afraid I can't help you at the moment.

C.: Will you be having any more in?

A.: I doubt it, but you might be lucky at our High Street branch.

Task 9. Work in pairs.

Imagine that you want to buy new jeans. Make your dialogue with a shop -assistant: ask for jeans of your size, colour, brand; ask if there is a fitting room and where it is; ask about the price and say that they are too expensive; ask for another pair with reasonable price: ask if you can pay by cash; thank the assistant for help and say goodbye.

Read and translate the text

At the Supermarket

A supermarket, also called a grocery store in some parts of North America, is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore. Supermarkets were first established in the USA during the 1930s as no frills retail stores offering low prices. In the 1950s they became the major food marketing channel in the USA and later they spread much through Europe.

The supermarket typically comprises meat, fresh produce, dairy, and baked goods departments along with shelf space reserved for canned and packaged goods as well as for various nonfood items such as household cleaners, pharmacy products, and pet supplies. Most supermarkets also sell a variety of other household products that are consumed regularly, such as alcohol (where permitted), household cleaning products, medicine, clothes, and some sell a much wider range of nonfood products.

The traditional supermarket occupies a large amount of floor space, usually on a single level, and is situated near a residential area in order to be convenient to consumers. Its basic appeal is the availability of a broad selection of goods under a single roof at relatively low prices. Other advantages include ease of parking and, frequently, the convenience of shopping hours that extend far into the evening or even 24 hours a day. Supermarkets usually make massive outlays of newspaper and other advertising and often present elaborate in-store displays of products. The stores often are part of a corporate chain that owns or controls other supermarkets located nearby -- thus increasing opportunities for economies of scale.

Supermarkets usually offer products at low prices by reducing their economic margins. Certain products (typically staple foods such as bread, milk and sugar) are occasionally sold as loss leaders, that is, with negative profit margins. To maintain a profit, supermarkets attempt to make up for the lower margins by a higher overall volume of sales, and with the sale of higher-margin items. Customers usually shop by placing their selected merchandise into shopping carts (trolleys) or baskets (self-service) and pay for the merchandise at the check-out.

A larger full-service supermarket combined with a department store is sometimes known as a hypermarket. Other services offered at some supermarkets may include those of banks, cafйs, childcare centers, photo processing, video rentals, pharmacies and gas stations.

Words and expressions

grocery - бакалея

merchandise - товары, торговать

to reduce - уменьшать

cost - стоимость

to comprise - охватывать

dairy - молочные продукты

baked - выпечные изделия

items - предметы

consumer - потребитель

outlays - издержки , расходы

to elaborate - развивать

scale - уровень, масштаб

margin - прибыль

check -out - касса, контроль

staple food - главные продукты

Task 10. Answer the questions.

1. When did the first supermarkets appear?

2. What sort of goods are typically on sale there?

3. Why do the supermarkets attract many customers?

4. Why can supermarkets offer products at low prices?

Task 11. Find in the text equivalents of the following words and phrases.

Магазин самообслуживания; быть удобным для потребителя; легкая парковка; фармацевтические товары; относительно низкие цены; удобные часы работы; уменьшать прибыль; широкий выбор непищевых продуктов; оплатить покупки в кассе; выбранные товары.

Task 12. Translate the words and write those from which they are formed.

Traditional, typically, cleaning, relatively, availability, selection, developing, simplifying, unpack, irresponsible.

Task 13. Match the English and Russian equivalents.

retail storeу прощать

consume реклама

a broad selection потреблять

profit широкий выбор

advertising отдел

convinent розничный

display прибыль

department удобный

simplify выставлять

Task 14. Read the text. Use the words given in brackets to form a correct part of speech.

Know your rights

If you are a regular (1- shop), you ought to make sure you know your (2 - consumer) rights. For example, did you know that TV and radio and newspaper (3 - advertise) have to tell the truth? If they say something about a (4 - produce) that isn't true, they can be taken to court. Also, if you order something and you promised (5 - deliver) before a certain date, you should get some money back if it doesn't come in time.

The general rule is: don't be afraid to make a (6 - complain). And if a shop (7 - assist) is unhelpful or rude, always insist on speaking to the (8 - manage). The shop certainly doesn't want to lose one of its (9 - custom). Now more and more people are buying things online, shops have to try even harder to keep us happy.

Task 15. Read, translate and dramatize the dialogues.

I

Assistant: What can I get for you?

Customer: I'd like a packet of sugar, please.

A.: And what next, please?

C.: A packet of cornflakes, please. And yes, I'll want some coffee and also a dozen of eggs, please.

A.: Is there anything else?

C.: Two pounds of flour and that's all for the moment.

A.: Here you are.

C.: Thank you .

II

A.: What can I get for you?

C.: I'd like six or seven oranges and some grapes, please.

A.: Anything else?

C.: A couple of bananas, just not too rape, please. They're all a bit too rape. May be those?

A.: Or those? What about those? They're better.

C.: O.K. I'll have those.

A.: Do you want three or two?

C.: Two is enough, actually. And apples, please. I'll have four of those.

A.: Four. That's just the pound. Here you are.

C.: How much is that all?

A.: That'll be twelve pounds thirty p., please.

GRAMMAR EXERCISES

Grammar Revision:

· Conditionals

· Word-building

Exercise 1. Write sentences using the zero conditional based on the cues below.

1. drive a car/pollute the air

2. exercise regularly/keep fit

3. drink plenty of water/help the body properly function

4. eat too much salt/risk high blood pressure

5. boil cherries/colour changes to pink

6. sit in front of the computer screen for long periods/eyes get sore

7. take a year off / go travelling for a few months

Exercise 2. Claire is finishing school and planning her future. Write sentences about her, using the first conditional.

1. go abroad to study meet a lot of interesting people

2. do well in her final exams get a place at University

3. get a job earn some money

4. go to university have better career prospects in the future

5. go abroad learn some new languages

Exercise 3. Write the verbs in the correct tense.

1. If you (cut down on) sweets, you'll lose weight.

2. If you (pour) water on a fire, the fire goes out

3. If you add sugar to your coffee, you (make) it sweet.

4. If Clare is late, we (not/wait) for her.

5. If she (not/do) her homework, the teacher will be angry.

6. If he touches the oven, he (burn) himself.

7. If you heat metal, it (become) liquid.

8. If I (have) some free time, I'll drop by.

9. If he gets the job, he (be) very happy.

10. If I (see) Paul, I'll give him the book.

Exercise 4. Fill in: if, when, unless.

1. ____ you finish your homework, you can't go to the party.

2. ____ you don't run, you will miss the bus.

3. ____ you are ready to leave, call me.

4. ____ it stops raining, we won't go for a walk.

5. ____ you eat your dinner, you can have some cake,

6. ____ he comes soon, we will have to leave without him.

7. ____ you finish the report, give it to the manager.

8. ____ you like this soup, you can have some more.

9. ____ you leave the house, lock the door.

10 .____ we save some money, we can't go on holiday this year.

Exercise 5. Put the verbs in the correct form, Past Simple or would.

1. If I (live) in the country, I (have) a dog.

2.. If I (have) a lot of money, I (not, work ).

3.. I (go) to the party if I (not be) so busy.

4.. What ___you ___ (do) if someone (give ) you a million dollars?

5.. If I (be) you, I (look) for another job.

Exercise 6. Rewrite the following sentences using the Second Conditional.

Example: I'm not rich. I don't live in a big house.

1. He eats a lot of sweets. He's fat.

2. She smokes forty cigarettes a day. She coughs a lot.

3. He does not understand Portuguese. He won't work in Brazil.

4. They don't have a garden. They don't grow vegetables.

5. I don't have a boat. I won't sail around the world.

Exercise 7. Put the verbs in brackets in the correct tense to form either a First or a Second Conditional Clause.

1. If it (rain) this weekend, we (not be able) to play tennis.

2. Give me Peter's letter. If I (see) him, I (give) it to him.

3. I have to work about 80 hours a week, so I'm very busy. But if I (have) any spare time, I (take up) a sport like golf.

4. If I (be) taller, I (can) be a policeman, but I'm too short. 5 . Please start your meal. If you (not have) your soup now, it(go) cold.

6 .What noisy neighbours you've got! If my neighbours (be) as bad as yours, I (go) crazy.

7. If you (have) any problems, let me know and I (come) and help you straight away.

8. You're a brilliant cook! If I (can) cook as well as you, I (open) a restaurant.

9. If there (be) some nice fish in the supermarket,you (buy) some for supper?

10. 'We have mice in the kitchen.' - 'If you (have) a cat, the mice soon (disappear).'

Exercise 8. Complete the sentences by writing the verbs in the correct form, using the Third Conditional.

1. If I (look out) of the window, I (see) the robbers.

2. If I (see) the robbers, I (phone) the police.

3. If I (phone) the police, they (catch) the robbers.

4. If they (catch) the robbers, I (get) a reward.

5. I (not go) to the jazz concert, if I (not meet) Tony.

6. If I (not meet) Tony, he (not introduce) me to his friend, Ben.

7. If Ben (not ask) me out, we (not get engaged).

8. If we (not get engaged), we (not have) a big party.

Exercise 9. Finish each of these sentences so that it means the same as the sentence printed before it. Use the Third Conditional in each case. Make any changes that are necessary.

Example: Sanford didn't shoot the lion because it ran to the cover.

If the lion hadn't run to the cover Sanford would have shot it.

1. They didn't go out because it rained.

If it ___.

2. He only passed because he saw the questions before the exams.

If he ___.

3. He became very fat because he didn't do any exercise.

If he____.

4. He failed his driving test because he didn't stop at a red light.

He would ___.

5. He left home late and missed the train.

He wouldn't ___.

6. They won the match because they scored in the last minute.

They would ___.

7. I had to go to summer school because I failed my exams.

I wouldn't ___.

8. I didn't go to the concert because I didn't know about it.

If I ___.

Exercise 10. Complete the sentences, using the information in brackets and the correct conditionals.

1. If you have an early night (you / feel better in the morning).

2. If you didn't go out so much, (you / save more money).

3. If you hadn't told her, (she / not find out).

4. If you invite them, (they / come).

5. If you had asked me for the address, (I / give it to you).

6. If you wore your new suit, (you / look very smart).

7. If I had stayed to the end of the party, (I / meet them)

8. If he had left home, (they / be very upset).

9. If I bring my camera, (I / take your photograph).

Exercise 11. Complete the sentences with the correct form of the verbs in brackets.

1. It rained all day. If the weather (not be) so bad we (go out). 2. We expect Mary to be here soon. If she (not arrive), we (phone) her. 3. I sleep badly. If I (not get) enough sleep I (not get) much work done. 4. We went to Paris. If we (not go) to Paris , we (not have) such a good time. 5. My brother doesn't do any work. If he (work) harder, he (pass) his exams. 6. Jane and John like each other. If he (ask) her to dance, she (say) yes. 7. This is an old computer. If you (not press) 'Save' you (lose) your work. 8. I did German at school. If I (do) English, I ( get) a better job? 9. There's a bus. If we (get on) that one, we (arrive) in time. 10. I can't see a bus. But even if we (catch) a bus now, we (be) late.

Exercise 12. Put the verb in brackets in the correct tense to form either the first, second, third, or zero conditional. There are also some examples of mixed conditionals.

1. If I still (feel) sick, I (not go) on holiday next weekend.

2. You make such delicious chocolate cakes! If you (sell) them, you (make) a fortune.

3. Hello, Liz. Are you still looking for Pat? If I (see) her, I (tell) her you want to speak to her.

4. If Alice (go) to Exeter University, she (not met) her husband, Andrew.

5. 'Does she love him?' 'Of course she does. If she (not love) him, she (not marry) him.'

6. If you (buy) two apples, you (get) one free.

7. `What (you/do) if you (see) a ghost?' `I (run) a mile!'

8. We're lost. If we (bring) the map with us, we (know) where we are.

9. You were very lucky to catch the fire in time. If you (not/have) a smoke alarm fitted, the house (burn down).

10. You were very rude to Max. If I (be) you, I (apologize).

11. Ashley is allergic to cheese. If he (eat) cheese, he (get) an awful rash.

12. We've run out of petrol. If you (listen) to me sometimes instead of being so stubborn, you (hear) me saying that we were getting low. Then we (not be) stuck here.

Exercise 13.Translate into English using in case, unless, provided that, when, as soon as, before, if.

1. Мы сумеем купить машину при условии, что они не поднимут цены. 2. Позвони мне, как только узнаешь результаты экзаменов. 3. Вы должны быть в офисе пораньше на тот случай, если шеф придет к девяти. 4. Выставка продлится до июня, если будет много посетителей. 5. Он закончит всю работу, прежде чем начнется конференция. 6. Если не будешь тренироваться много, ты не выиграешь это соревнование. 7. В случае, если вам понадобится помощь, обращайтесь к полицейскому. 8. Позвонишь мне, когда будешь в городе?

Exercise 14. Translate into English. Use First, Second or Third Conditionals.

1. Ты узнал бы его, если бы встретил его сейчас? 2. Мне скучно отвечать на телефонные звонки, и я не люблю работать с документами. Что бы ты сделал на моем месте? - Я бы сменил работу. 3. Если бы он не учился в то время в Оксфорде, он бы не встретил Мери. 4. Мы остановимся в отеле, если там будут недорогие номера. 5. Он не поедет за город, если не починит свою машину. 6. Если вы здесь покупаете товаров на тысячу рублей, то всегда получаете скидку. 7. На твоем месте я бы был повежливее с полицейским. 8. Наши документы были потеряны в такси. Если бы не потеряли их, мы бы тогда уехали вместе со всеми. 9. Если бы я мог, я бы поехал в Европу этим летом. Но у меня слишком много работы. 10. Если бы я знал в то время, что процент так высок, я не брал бы кредита.

Exercise 15.Form verbs using the following suffixes:

-fy: simple, intense, pure,

-ize, -ise : character, nation, patron, crystal.

-en: broad, short, wide, strength , sharp.

Things to do

Task 1. Make notes to answer the questions and give reasons for your answers.

1. Do you like going shopping on your own, with friends or with your family?

2. Do you ever buy second-hand clothes? Why / Why not?

3. Which do you think is better ordering things from a catalogue or buying them from a shop?

4. Would you be happy to buy something over the Internet?

5. Which do you prefer: saving money or spending money?

Task 2. Discuss in pairs your answers to the questions above.

I really like going shopping with…because…

No, I don't. I suppose it's because….

That's a good question. I think that…

As for me, I prefer

Task 3. Read, translate and comment on the following.

Almost all of us get some kind of pleasure from shopping. But some people feel a strong need to buy and often spend large sum of money in shops. They are addicted to shopping. Do you know such people? What do they buy? Do they buy things on sale? What problems can they have as a result of shopping addiction?

Task4. Writing a letter of complaint.

Imagine you bought a pair of jeans but the first time that you wore them the zip broke. You went to the shop but the shop assistant refused to change them. Write a letter of complaint. Use the following letter as the example:

24 Market Street,

Middleton,

Manchester, M24 6HD

June 16, 2009

Clock World,

17 Tower Road,

London, SW12

Dear sir/Madam,

I am writing to you about the watch I bought from your shop on 12 May. I enclose copies of the guarantee and the receipt.

In your advert you claim that the watch is waterproof. However, the first time I went swimming, the watch stopped working. When I took them back to the shop, the assistant said it was my fault and I hadn't read the instructions carefully.

I would like you to refund my money. Unless I receive a satisfactory reply, I will write to the Consumer Association.

I look forward to hearing from you.

Yours faithfully,

P. Black.

UNIT 12. THE MEDIA

Necessity is the mother of invention.

A word is enough for the wise.

Read and translate the text

News and entertainment are communicated in a number of different ways, using different media. The media include print media such as newspapers, books and magazines, and electronic media such as the radio and television. The print media supplies the information in a written form through the press (people who write for newspapers and magazines) and publishing companies, which produce them. Radio and television channels or stations produce and distribute audio and audio- visual programs or broadcasts which cover the main events and developments. Recently there has been considerable expansion of multimedia businesses which provide integrated media services containing sound, pictures and text, accessed by audiences around the world through networks such as the Internet.

National and local newspapers in the USA

Because of the size of the USA, there are few national newspapers. Apart from the popular USA Today only the New York Times, the Chicago Tribune and the Wall Street Journal have anything like a nationwide readership, mainly thanks to satellite technology. The Times is generally regarded as America's most prestigious paper. The Journal is the leading and financial and business newspaper and currently has a circulation of about two million, the highest in the country. But there are influential regional papers, among them the Washington Post, the New York Daily News, the Philadelphia Enquirer, the Los Angeles Times, the Boston Globe, the San Francisco Examiner and the Christian Science Monitor (not a religious paper, despite its title). USA Today, founded in 1962, is the leading popular daily paper, with short news reports, lively feature stories and items of practical advice. The tabloid weekly newspaper, such as the National Enquirer and the Star with the circulation of around 4.5 and 3.5 respectively, are sold in supermarkets throughout the county.

There are more than 1,500 daily newspapers in the USA. Each one is usually sold only in one part of the country, e.g. in a city, but they cover national and international news. In larger cities, there is often more than one newspaper and the different ones express different political opinions.

Radio and television in the USA

In the USA radio is controlled by private commercial companies, with the exception of National Public Radio, which is supported by grants and donations. By 1928, the USA had three national radio networks, two owned by the National Broadcasting Company (NBC) and one by the Columbia Broadcasting System (CBS). At first, sound broadcasting was almost entirely for entertainment, but schedules are now more varied, and some stations broadcast purely educational programs.

In 1985, there were over 9,000 radio stations in the USA, the largest number in the world. Of this number, over 1,000 were noncommercial, that is, no advertising or commercials of any type are permitted. These public and educational radio stations are owned and operated primarily by colleges and universities, by local schools and boards of education, and by various religious groups.

At the same time, there were close to 1,200 individual television stations, not just transmitters that pass on programs. All radio and television stations in the United States must be licensed to broadcast by the Federal Communications Commission (FCC). Although the FCC regulates radio and television transmission, it has no control over reception: there are no fees, charges, taxes or licenses in the United States for owning radio and television receivers or for receiving anything that is broadcast through the air. Laws prohibit any state or the federal government from owning or operating radio and television stations. (Stations such as the Voice of America may only broadcast overseas).

Most commercial radio stations follow a distinctive "format", that is a type of programming that appeals to a certain listening audience (some stations have more than one format). To change from one format to another, stations need permission from the FCC.

Most television production is in the hands of the Big Three: the Columbia Broadcasting System (CBS), the National Broadcasting Company (NBC) and the American Broadcasting Company (ABC). These recently have been joined by a forth: The Fox Broadcasting Company (FBC) commonly referred to as Fox (often stylized FOX) and owned by Rupert Murdoch. There is also non-commercial television, the Public Broadcasting System (PBS), which is financed by grants from companies and individuals. It offers quality drama programs, children's programs, and national and international news programs.

The majority of commercial television stations receive most of their programming, roughly 70 percent, from the three commercial networks: ABC, CBS and NBC. These networks are not television stations or channels. They sell programs and news to individual television stations which choose those they want to broadcast. These affiliated stations also create some of their own programming; produce their own state and local news programs and purchase films from other sources.

The press in the UK

Readership of national newspapers in Britain is high and the country has probably a larger number of mass circulation newspapers - both quality and popular titles - than any other in the world. The press is privately owned and foreign proprietors are not disadvantaged. It is a matter of debate how influential newspapers are. Mostly they claim to have minimal political effect, though at least one popular newspaper did claim to have won a previous election for the party it supported at the time. It is probably true to say that most readers tend to buy newspapers sympathetic to their own views, so their political influence may be quite small. Still, the press does offer a wide variety of political views and information for those who wish to seek it out. It is also probably true to say that newspapers like to reflect the public mood as well as influencing it.

Television and Radio in the UK

In the nineteenth century Prime Minister Gladstone used to tour the country, addressing mass meetings for many hours at a time, but he only succeeded in reaching a small proportion of those who can now be reached daily from a television studio. Britain has a broad range of privately owned and publicly owned (though not government managed) broadcasting media. The broadcasting companies are required to offer impartial news treatment and balance in overall political reporting. Skilled journalists attempt to probe major political figures in depth. Politicians are keen to use these opportunities as a shop-window for themselves and their polices. The Independent Television Commission (ITC) is the organization which is responsible for controlling the operation of private television companies in the UK.

Words and expressions

impartial- беспристрастный, справедливый

affiliated- дочерний

reception- приём

to reflect - отражать

proprietor- собственник, владелец

to succeed in- достигать цели, преуспевать

influence - влияние

treatment - трактовка, подход

Assignments

Task 1. Answer the following questions.

1. Give the definitions of print media, electronic media and multimedia?

2. What are the main types of the US newspapers?

3. Explain the expression" to use these opportunities as a shop-window"

4. What are the letters ITC stand for?

Task 2. Decipher the following abbreviations.

- ABC, NBC, CBS, FCC, FOX (FBC) PBS.

Task 3. Read the text about multimedia businesses. Make notes about the person, the services and the company.

Machine Dreams

"Do something you're not ready to do", says Mayer. In the worst case you'll learn your limitations".

Marissa Mayer is the world's most poised and powerful information guru. Marissa Mayer, the 34-year-old megamillionaire, Oscar de la Renta-obsessed, computer-programming Google executive who lives in a penthouse atop the Four Seasons, San Francisco. Virtually, Mayer is an agglomeration of podcasts, red-carpet images, and text snippets about the physics of data, the future of news, and atomic units of consumption.

In actuality, Mayer is just as resistant to the kinds of unitary categories that the regular three-dimensional world insists on. It's not only that she demolishes old-fashioned oppositions of beauty and brains, or women and science, or chic and geek. It's that she's elusive in person (meeting her is all about fragments of time, as her busyness is quasi-presidential); that she works for a company that makes billions in the transparency business but is opaque with regard to its internal doings; and, most definitively, that she is so extreme and multipolar in her accomplishments that one fumbles to bundle it all up into the linear narrative so beloved by humans since the Bible.

In 1999, a Stanford computer-science M.A. turns down a teaching job at Carnegie Mellon, among other opportunities, in order to join a fledgling Silicon Valley start-up with a silly name. At the job interview she's asked stuff like "How would you write a spell-check program when you have a vocabulary so big it won't fit in a computer?" Mayer becomes Google employee number 20. She and Google flourish. Says computer-science professor Eric Roberts, her Stanford mentor, "She hitched her wagon to the correct star. That's not a negative critique of her; that's what the Valley is like." He adds, "Success in this field is dependent on temperament," i.e., "the drive not to be beaten by machines." A product manager, she creates the famous home page: simple and unchanging, delightful to purists and pragmatists alike. Her ideas are omnipresent (everywhere) through out the actual designs, their simplicity and intuitive ease of use (you can identify her influence in the design, etc). As the company grows, so too Mayer's responsibilities: She oversees the development, code-writing, and launch of Gmail, Google Maps, Google, Google Chrome, Google Health, and Google News. There is a vast, impenetrable techie world of Google profit-making activity that is insider stuff; but Google for the masses, is Mayer's fiefdom (under her complete control or authority).

In short, she is obsessed with puzzling out the consumer's relationship to clicks. Mayer's job is to be in sync with change.

Words and expressions

to disrupt- разрывать, разрушать

snippet- отрывок (из книги)

resistant -стойкий, прочный

transparency- прозрачность

opaque- непрозрачный, светонепроницаемый

accomplishment - достижение

impenetrable- недоступный, непроницаемый

Task 4. Match the definition with their English words and Russian equivalents.

1. a sort of a tune used in adverts

2. advert on radio or television

3. a large board in a public place on which posters are put

4. a phrase used in advertising to attract attention to the product

5. advertising for a product in places where it is sold

6. a small piece of printed paper that advertises smth

7. famous person, celebrity speaks on behalf of a product

8. advertising materials sent through the mail

музыкальный логотипpoint- of -sale advertising

реклама на радио, телереклама jingle

доска для афиш и объявлений slogan

рекламный девиз mailshots

реклама в месте продажи endorsement

листовка commercial

поддержка товара billboard

разовая рассылка рекламных материалов leaflet

Task 5. Combine a word from A with one from B to match each of the definitions and match with Russian equivalents.

Рекламирование товаров знаменитостями; Целевая аудитория; Размещение рекламы товаров внутри телепрограмм; Исследование рынка.

A:B:

targetendorsement

marketplacement

productaudience

celebrityresearch

1. _____demographic group that the advertising campaign is aimed at.

2.______activities involved in obtaining information about a particular market.

3._____arrangements for appearing a product in a film or television program.

4._____well-known people promote a product.

Task 6. Fill in the gaps with the English equivalents of the underlined words.

1. The different средства распространения рекламы include television, radio, newspapers, magazines, справочники and direct mail by which advertises send letters, brochures and leaflets directly to the potential customer.

2. Advertising informs consumers about the benefits of products and services, and attempts убедить the consumers to buy them.

3. The best form of advertising is free изустная реклама, which occurs when satisfied customers recommend products and services to their friends.

4. Emissions have been reduced significantly and carmakers сообщили these advances in their advertising.

5. Sports shoe manufactures do a lot of market research before they выпустят новый товар на рынок.

6. A company can advertise in a variety of different ways, depending on how much it wishes to spend and the size and type of audience it wishes определить.

7. Many advertisements contain девизы or short phrases to attract a customer's attention.

8. Our marketing department is responsible for carrying out исследование рынка to determine the целевую аудиторию.

9. I was listening to the radio in the car this morning and now I can't get this ridiculous мелодию out of my head.

10. Рекламирование товаров знаменитостями is a commonly used метод, способ проведения рекламы which can be very profitable both for movie or sports stars and for the company.

11. American stars rarely appear в телевизионных рекламных роликах in the USA because it will harm their own image.

12. I find it so irritating to pick up the Sunday newspaper and have so many рекламных материалов fall out all over the place.

13. Huge рекламные щиты by the roads have the same aim as small advertisements in newspapers and magazines. They tell us of availability of some goods and appeal to make a choice.

14. Our company decided to arrange рекламу в месте продажи for a new range of cosmetics and to give our potential customers бесплатные образцы in order to increase sales.

15. Many companies оказывают финансовую поддержку events to maintain their image or to create a new one. 16. Финансовая поддержка can cover a whole range of activities including sport, education environmental and social community projects.

17. On average American companies spend annually more than $50 million on размещение рекламы товаров внутри телесериалов.

Task 7. Practice the following dialogue.

Sonya: …across to our reporter, Ken Diaz.

Ken: Thank you, Sonya. Yes, I am standing here at the scene right now, and with me is an eyewitness, June Cross. Can you tell us what you saw?

June: Well it all happened so fast…there was this incredibly loud noise, and everything shook…

Ken: Some kind of explosion, perhaps?

June:Yes. Yes, it must have been.

Ken: And then what happened?

June: Everyone was screaming and running…Some people crawled under cars…

Ken: That's when the building collapsed?

June: Yes … there was dust and smoke everywhere…It was awful!

Ken: Thank you. Well, Sonya, behind me you can hear the sound of sirens as more rescue workers arrive. Police have cordoned off the area and firemen are already searching the rubble…

Task 8. Explain the words in bold of Task 7.

GRAMMAR EXERCISES

Grammar Revision:

· Gerund

· Infinitive

Exercise 1. Study the following examples.

1) A person writing reports from abroad is called a foreign correspondent. - Человек, передающий репортажи из-за рубежа, называется иностранным корреспондентом.

2) A manager buying shares before they were officially available was accused of insider trading. - Менеджер, покупавший акции до официального объявления о продаже.

3) Writing his reports, the correspondent covered the latest development in the country. - Работая над репортажем, корреспондент осветил последние события в стране.

4) Armed (being armed) with a huge slush fund, he could reach understanding with any party. - Вооруженный (вооружаемый) огромным фондом для подкупа, он мог достичь взаимопонимания с любой партией.

5) Having written his report, he posted it. - Написав свой репортаж, он отправил его по почте.

Exercise 2. Translate into Russian.

1. Working for the local newspaper, he knew a lot about town's problems. 2. Exchanging opinions with other people, you enrich your mind. 3. The man speaking to the students is the Head of the Department. 4. At the entrance you will be met by a man holding a folded newspaper. 5. The article, being typed now, will be published tomorrow. 6. Having completed their tests, the students handed them in. 7. The man addressing the meeting is the leader of the opposition. 8. Coming from Latin, this word has undergone many changes in English language. 9. Having spent all the money he started looking for work. 10. She spent a good deal of her time on clothes not ever being sure where true elegance lay.

Exercise 3. Translate into Russian.

Examples:

1) Creating a firm takes a lot of time and energy. - Создание фирмы требует много сил и времени.

2) I am surprised at his having become a journalist. - Я удивлен, что он стал журналистом.

1. Before drawing conclusions one must carefully examine all the facts. 2. Learning rules without examples is useless. 3. The book must not be published without being looked through by the author. 4. He had not missed the opportunity of becoming a good writer.5. By working at day and night he succeeded in finishing the paper in time. 6. The editor is thinking of using new approaches.7. On receiving a lot of orders he began hiring more workers. 8. People are afraid of having time to think, so they go to the cinema, watch TV, go to a football match.

Exercise 4. Point out participles and gerunds and translate the extract: "National Campaigns in the UK".

Remember the words:

poster афиша, плакат, постер.

voting голосование

dire ужасный

consequence последствие

duly должным образом, правильно

Spending on national advertising campaigns, including posters, with a national message and not mentioning individual candidates, is now limited by electoral law. Only the biggest, well funded parties can mount such campaigns.

Parties with smaller financial recourses try to get round this by holding press previews of their posters which are put up, duly photographed, and taken down as soon as the press and televisions cameras leave. The message on the posters is normally extremely simple, offering a vision of hope or a warning of the dire consequences of voting for the other side, sometimes both.

Exercise 5. Choose the correct item.

1.Stop ___at once!

A to talkВ talkingС talk

1. I'd rather___steak than fish.

A haveВ to haveС having

2. The family were all looking forward ___ on holiday.

A goingВ to going С to go

4.The teacher told him he must____ harder.

A studyВ studying С to study

5.He denied____the watch.

A stealВ to steal C stealing

6.I'm busy_____my kitchen at the moment.

A paintВ painting С to paint

7.Ben's interested in___karate lessons.

A to takeВ takingС take

8.When you finish___ you can watch television.

A eatВ to eatС eating

9.They would prefer____tennis on Saturday afternoon rather than Sunday morning. A to play В playing С play

Exercise 6. Put the verbs in brackets into the correct infinitive or -ing form to complete the dialogues.

1.A: What did Sally say?

B: Well, she agreed (meet) us at the train station at 6:00.

2.A: I'm really looking forward (see) Tom again.

B: Yes. It's been ages since we last saw him.

3.A: Do you fancy (visit) the Martins this Friday?

B: Yes, that would be nice.

4.A: I really want (buy) an air-conditioner.

B: Me, too. It's very hot this summer, isn't it?

5.A: I hate (go) to the opera.

B: Really? I love the opera!

6.A: Did you remember (call) your mother?

B: Yes. I called her this morning.

7.A: I couldn't help (notice) that Ray has bought a new laptop.

B: Yes, his old one was stolen last week.

8.A: I don't mind (look) after your dog while you're away.

B: Thanks. That would be great.

9.A: What would you like (have) for dessert?

B: How about a fruit salad?

10.A: Does Greg know how to swim?

B: No. I don't know why, though. It's so easy (learn).

Exercise 7. Put the verbs in brackets in an '-ing' form or infinitive.

1.A: How was the party?

B: Horrible, I regret (go) there.

2.A: Good morning, Mr Jackson. Have you corrected our tests?

B: Yes, I have and I regret (tell) you that you've all failed.

3.A: I can't open this jar of honey.

B: Try (put) it in hot water for a few minutes.

4.A: It looks like our video has broken down.

B: Why don't we try (look) at the manual?

5.A: Are you sure you locked the door?

В: I clearly remember (turn) the key in the lock.

6.A: Did you remember (buy) a present for granny?

B: Yes, I did. And I remembered (get) her flowers, too.

7.A: I could do with a drink of water or juice.

B: I'm quite thirsty myself. Let's stop (get) a drink.

8.A: Would you like some chocolate?

B: No, thanks, I stopped (eat) sweets ages ago.

Exercise 8. Put the verbs in brackets into the correct infinitive form or the -ing form.

1. It's no use (talk) to Bob; he won't change his mind. 2. She will (return) the books next weekend. 3. It was good of you (help) me fix my bicycle. 4. The man suggested (call) the police in, to investigate. 5. I can't get used to (live) in such a hot country. 6. He admitted (rob) the bank. 7. You had better (hurry), or you will be late for work. 8. They refused (give) me my money back. 9. She is too short (become) a fashion model. 10. My parents let me (stay) up late at weekends. 11. Our teacher makes us (do) homework every evening. 12. The kitchen windrows need (clean). 13. They have begun (make) preparations for the party. 14. He advised her (speak) to her boss. 15. I dislike (go) to the theatre alone. 16. Mr. Roberts was seen (leave) his house at 12:15 last night. 17. My sister can't stand (watch) horror films. She gets terribly scared. 18. Can you imagine (spend) your holidays on the moon? 19. There is no point in (call) again. There is no one at home. 20. I don't allow people (smoke) in my house. 21. It was silly of you (forget) to lock the door. 22. He risks (lose) his wallet when he leaves it on his deck.

Exercise 9. Translate into Russian.

Examples:

1) To work under a good manager is a great luck. - Работать под руководством хорошего менеджера - большая удача.

2) The manager is known to be an experienced one. - Известно, что этот руководитель является опытным.

3) We expect this person to be a good manager. - Мы ожидаем, что этот человек будет хорошим руководителем.

1. His theory is believed to be correct. 2. To run a company efficiently means to be a good manager. 3. He was supposed to attend the lecture that morning. 4. He is known to be a good editor. 5. The meeting is expected to open at three. 6. The data was thought to be important. 7. He wants me to come on Sunday. 8. He declared himself to be a member of the Club. 9. I heard the professor mention these facts in his lecture. 10. He never expected a theatre to be run on such business like lines.

Exercise 10. Translate into English.

1. Известно, что реклама на телевидении является наиболее эффективным средством. 2. Мы слышали, что наши коллеги обсуждали повестку конференции.

3. Вторая мировая война помешала ему закончить книгу (to prevent from). 4. Он вспомнил, что уже читал этот рассказ. 5.Они избрали путь, ведущий к быстрому успеху.

Things to do

Task 1. Discussing.

- Discuss the role of the media in politics.

Task 2. Translate and comment on the following.

* Many advertisements contain a slogan or short phrase to attract consumer's attention. Effective slogans are usually short, easy to remember.

* Read the text about translations of a slogan and note a problem: In Taiwan, the translation of the Pepsi slogan ' Come alive with the Pepsi generation' came out as 'Pepsi will bring your ancestors back from the dead'.

Task 3. In groups, write down five popular slogans in your language. Try to translate them into English.

GRAMMAR REFERENCE

PRESENT FORMS

Present Simple

Positive form	Negative form	Question form
I /you/we/they know	I/you/we/they don't (= do not) know	Do I / you / we l they know?
he/she/it knows	he/she doesn't (= does not) know	Does he/she know?

The Present Simple is used:

1 For permanent states, repeated actions and daily routines.

He works at a hotel. (permanent state)

2 For general truths and laws of nature.

It rarely rains in the desert.

3 For timetables (trains, planes, etc) and programmes.

The plane to London takes off at 6:50 am.

4 For sports commentaries, reviews and narration.

Hill kicks the ball and passes it to Dawson.

The Present Simple is used with the following time expressions:

always, usually, etc., every day/week, etc., on Mondays/Tuesdays, in the morning/afternoon, /evening, etc

Present Continuous

Positive form	Negative form	Question form
I'm (=am) working	I'm not (=am not) working	Am I working?
you/we/they're (=are) working	you /we / they aren't (are not) working	Are you / we/ they working?
he/she /it's (=is) working	he / she / it isn't (is not) working	Is he/she/it working?

1 We use the Present Continuous for something happening at this moment or something happening in the present period, but perhaps not at this moment.

Sue's talking to someone on the phone. We're studying French this term.

2 With always when we want to express our irritation at action which happens too often. She`s always complaining.

3 For the actions that we have already arranged to do in the near future, especially when the time and place have been decided.

Melany is getting married in June.

4 For changing and developing situations. More and more forests are disappearing because of fires.

Present Continuous is used with the following time expressions: now, at the moment, these days, at present, tonight, nowadays, still, etc.

State verbs

State verbs are verbs which do not normally have continuous tenses because they describe a state rather than an action. These include:

a	verbs which express likes and dislikes: like, love, hate, enjoy, prefer, etc. Cathy likes romantic films.
b	verbs of perception: believe, know, notice, remember, forget, recognise, understand, realise, seem, think, etc. I don't believe a word she's saying.
c	verbs of senses: hear, feel, taste, look, smell, sound. The soup tastes delicious.
d	some other verbs: be, contain, fit, include, matter, need, belong, cost, owe, mean, own, appear, want, have (=possess), etc. This book is mine. It belongs to me.

Present Perfect

We form the present perfect with have / has + past participle. Regular past participles end in -ed in the positive form. Many verbs have an irregular past participle.

Positive form	Negative form	Question form
I / you / we / they've finished / won	I / you / we / they haven't finished / won	Have I / you / we / they finished / won?
he / she / it's finished / won	he / she / it hasn't finished / won	Has he / she / it finished / won?

We use Present perfect to talk about the past and present together. The past action or situation is connected to the present in various ways.

1 The state or action continues from the past to the present.

I've known her for many years. (=I still know her)

2 The results of the past action are important in the present.

He's lost his key.

3 The time reference in the sentence includes the present.

He's lost his key this week. (=this week isn't finished)

4 When we mean `in my whole life' we do not give a specific time.

I've been to Spain lots of times. (=in my whole life)

Present Perfect is used wit the following time expression: how long, for (duration), since , lately, recently, already, yet, just, always, ever, never, so far.

Present Perfect Continuous

Positive form	Negative form	Question form
I / you / we / they've finished / won	I / you / we / they haven't finished / won	Have I / you / we / they finished / won
he / she / it's finished / won	he / she / it hasn't finished / won	Has he / she / it finished / won?

1 We use the Present Perfect Continuous to put emphasis on the duration of an action which started in the past and continues up to the present, especially with time expressions such as for, since, all morning/day/week etc.

She has been doing her homework since 6 o'clock.

2 For an action which started and finished in the past and lasted for some time. The result of the action is visible in the present.

He is dirty. He has been playing football.

3 To express anger, annoyance and irritation:

Who has been reading my business papers?

The Present Perfect Continuous is used with the following time expressions:

How long, for, since, lately, recently.

PAST FORMS

The past forms of be

Positive form	Negative form	Question form
I / he / she / it was late	I / he / she / it wasn't (=was not) late	Was I / he / she / it late?
we / you / they were late	we / you / they weren't (= were not) late	Were we / you / they late?

Past Simple

Regular Past Simple forms end in -ed in the positive form (work - worked, start - started, translate - translated, etc.)

But in many verbs have an irregular past forms (break - broke, forget - forgot, leave - left, see - saw, take - took, win - won, etc.)

Positive form	Negative form	Question form
I / you / he / she / it / we / they started	I / you / he / she / it / we / they didn't (=did not) start	Did I / you / he / she / it / we / they started?
I / you / he / she / it / we / they won	I / you / he / she / it / we / they didn't (= did not) win	Did I / you / he / she / it / we / they win?

1 We use the Past Simple for an action which happened at a definite time in the past. The time is stated, already known or implied.

They spent their holidays in Switzerland last winter.

2. For actions which happened immediately one after the other in the past.

First he read the message. Then he called his boss.

3 For past habits or states which are now finished. In such cases we can also use the expression used to.

People travelled / used to travel by carriage in those days.

The Past Simple is used with the following time expressions: yesterday, last night/week/month/year/Monday, etc., two days ago, then, when, How long ago...?, in 1961, etc.

Past continuous

Positive form	Negative form	Question form
I / he / she / it was travelling	I / he / she / it wasn't travelling	Was I / he / she / it travelling?
we / you / they were travelling	we / you / they weren't travelling	Were we / you / they travelling?

The Past Continuous is used:

1 For an action which was in progress at a stated time in the past. We do not mention when the action started or finished.

At eight o'clock last night I was watching TV.

2 For an action which was in progress when another action interrupted it.

We use the Past Continuous for the action in progress (longer action) and the Past Simple for the action which interrupted it (shorter action).

We were walking in the park when it started to rain.

3 To describe the atmosphere, the setting, etc. in the introduction to a story.

One beautiful morning Ben was riding through the forest. The sun was shining and the birds were singing.

The Past Continuous is used with the following time expressions: when, while, as, all day/night/morning, etc.

Past Perfect

Positive form	Negative form	Question form
I / you / he / she / it / we/ they'd (=had) finished	I / you / he / she / it / we/ / they hadn't finished	Had I / you / he / she / it / we / they finished?

1 We use the Past Perfect for an action which happened before another past action or before a stated time in the past.