___________
САНКТ-ПЕТЕРБУРГСКАЯ ГОСУДАРСТВЕННАЯ
ЛЕСОТЕХНИЧЕСКАЯ АКАДЕМИЯ
АНГЛИЙСКИЙ ЯЗЫК
Методические указания
САНКТ-ПЕТЕРБУРГ
Составители: Старший преподаватель Новицкая Г.А.
Доцент кафедры Воробьева Н.В.
Отв. редактор Кандидат педагогических наук, доцент Кожевников С.Д.
Рецензент Старший преподаватель Ю.М.Бобрицкая
АНГЛИЙСКИЙ ЯЗЫК
Методические указания
и практические задания по грамматике
для студентов первых курсов всех факультетов
Методические указания и задания по грамматике предназначены для студентов I курса всех специальностей дневного отделения, охватывают сложный грамматический материал. Темы «Страдательный залог», «Инфинитив», «Инфинитивные обороты», «Причастия» составлены старшим преподавателем кафедры иностранных языков Г.А.Новицкой, темы «Герундий», «Сослагательное и условное наклонения» - доцентом кафедры Н.В.Воробьевой.
Введение
Данные методические указания представляют собой сборник грамматических упражнений для студентов первого курса всех факультетов.
В методическое пособие вошли основной сложнейший грамматический материал: Страдательный залог во всех временах, Инфинитив и сложные конструкции, Причастие, Герундий и Сослагательное наклонение.
Каждая тема содержит примеры на перевод предложений данной грамматической темы, самостоятельнее тренировочные упражнения, контрольные упражнения и тексты, насыщенные изучаемым грамматическим материалом.
Задача методических указаний – закрепить теоретический материал, данный преподавателем на уроке, а также отработка грамматических форм и конструкций.
were being sent to other planets. первые в мире, посылались
на другие планеты.
6. Wait a bit, a nice chop is being 6. Подождите минутку, для вас
cooked for you. жарят роскошную отбивную.
7. Supper was being served in a cozy 7. Ужин подавался в уютной
guest-room. гостиной.
8. When I came in the new programme 8. Новую программу уже об-
was being discussed. суждали, когда я вошла.
1. Откройте скобки и поставьте глагол в форме Present/Past Continuous Tense.
His articles (to type) by experienced typist now.
Many new houses (to build) here at present.
Nick (to examine) for two hours still.
Computers (to use) in research nowadays.
Much (to do) to improve the condition for research work in the past.
Much attention (to give) to the development of international scientific contracts.
Several students (to examine) for two hours yesterday.
2. Составьте как можно больше предложений, используя таблицу. Переведите на русский язык.
An exercise discussed
His story is written
An article was still being translated
The letter read aloud
The telegram
The sentences
The articles were done
The stories
3. Ответьте на следующие вопросы, используя комбинацию слов из таблицы.
Model: - What’s going on in the room?
A new film is being discussed.
What’s going on in the room now? - to explain a new rule;
What was happening in the room - to pack one’s things;
when you went in at three o’clock? - to speak of the recent
at that time? sporting events;
To discuss the questions of
Translation special texts
The Perfect Tenses Passive
to have been + III
Present Perfect: Our work has been finished.
The delegation has just been met.
Past Perfect: He had been asked by the examiner before I came.
The work had been finished by that time yesterday.
Future Perfect: The letter will have been typed by the time you come.
I shall have been told about it.
Training Exercises
Переведите предложения Проверьте свой перевод
1. The letter has been sent today. 1. Письмо послали сегодня.
2. The report has been made by 2. Доклад сделал мистер
Mr.Smith. Смит.
3. The telegram has not been received. 3. Телеграмму еще не
получили.
4. Has the article been published already? 4. Статья уже опубликована?
5. Have you been examined in Latin or 5. Вы сдавали экзамен по ла-
in English? тыни или по английскому?
6. Where has this document been found? 6. Где нашли этот документ?
7. This material had been studied by 7. Этот материал изучили
the end of last month. уже к концу прошлого
8. We understood that our letter had not 8. Мы поняли, что наше
been received. письмо еще не получили.
9. This book had been translated by 9. Эта книга уже была пере-
the end of 1999. ведена к концу 1999 года.
10. He will have been sent to help them. 10. Его пошлют им на
помощь.
11.We shall have been given some 11. Нам дадут несколько
articles to translate them. статей для перевода.
12. When will you have been asked? 12. Когда вас пригласят?
13. The timber goods will have been 13. Лесоматериалы отправят в
shipped to Japan. Японию пароходом.
14. I hope my book will have been 14. Я надеюсь, что моя книга
printed by next spring. будет напечатана к буду-
щей весне.
1. Образуйте от следующих глаголов перфектную форму пассивного инфинитива. Переведите глаголы.
to invite, to bring, to translate, to show, to make, to do, to meet, to spend, to write, to find, to discuss, to occupy, to build, to speak, to take, to leave, to break, to sell, to examine, to return.
2. Прочитайте и переведите следующие предложения. Поставьте их в вопросительную форму.
These new houses have been built by our students in summer.
The seat has been taken by somebody.
Their child has been left alone.
The important document has been found at last.
The telegram had been sent before you come.
This book will have been translated in a year.
3. Составьте предложения в соответствии с моделью.
Model: 1) The work has just been finished.
2) This article hasn’t yet been translated.
3) When I came
By the time I came the letter had been typed.
By this time yesterday
The picture – to be painted; the film – to be shown; the telegram – to be received; many new houses – to be built; all the tickets – to be sold out;
I – to be told about; she – to be helped with her English; he – to be asked to do
4. Переведите на английский язык.
Картина уже нарисована (to paint).
Перевод закончен (to finish).
Письмо отправлено (to send).
В нашем городе построено много новых зданий (to build).
Нам только что сказали об этом (to tell).
Делегацию уже встретили (to meet)? - Да.
Ему уже дали задание(to give)? - Нет еще (yet).
План работы будут обсуждать (to discuss).
Это здание построят в этом году.
Студентов уже закончили экзаменовать (to examine).
Особенности и возможности употребления Passive Voice
Страдательный залог в английском языке употребляется значительно чаще, чем в русском. В русском языке страдательный залог можно образовать только от переходных глаголов, которые требуют после себя только прямого дополнения: нам дали (что-то), им сказали (что-то) и т.д.
В английском же языке часто встречаются обороты, основу которых составляет непереходный глагол.
We were given a table. Нам дали столик.
I was told Мне сказали
We were joined by a girl. К нам подсела девушка.
I will be shown Мне покажут
I was promised Мне обещали
В английском языке в страдательном залоге употребляются также глаголы, требующие после себя предлога. Предлог сохраняется в этом случае после глагола и уточняет лексическое значение глагола.
They were much talked about. О них много говорили.
The doctor was sent for at once. За доктором послали тотчас же.
5. Переведите следующие предложения, обращая внимание на сказуемое с предлогом.
This book is being talked about very much.
The old man was followed by a dog.
Nobody likes to be taught at.
The doctor was sent to the patient at once.
The doctor was sent for.
The boy was looked for by everybody.
The plan has been agreed upon.
Such results can not be wondered at.
The plan was assented to by myself.
Your clothes will be looked at.
6. Прочитайте и перескажите текст.
Olympic Games were held by the Greeks in the year 776 B.C.*
in the plain Olympia. They were held once in 4 years. Greece was at that time divided into federal state. On the day the Games were announced all wars were stopped and peace was proclaimed.
*B.C. = Before Christ – до Рождества Христова
7. Переведите текст со словарем.
Charles Darwin was born in 1809 in England. He was a distinguished scientist whose “Origin of Species” first clearly formulated and elaborated the theory of evolution. It was published in 1859 and was supported by many scientists, but at first it was much attacked by theologians.
А вот пример того, как вольно образуются страдательные формы глаголов, произведенные от существительных.
Существительное: sugar – сахар
Когда мне дали сахар, появилась надежда, что мне предложат и
пирожное.
Существительное: a box – коробка
Дешевые конфеты не упаковываются в коробки.
Существительные: dinner – обед
Chichikov was dined and wined in the best houses.
Чичикова потчевали обедом и вином в лучших домах.
8. Переведите следующие фразы на русский язык.
All the cakes were wolfed by the children.
He was widely travelled and spoke several languages fluently.
The girl was tead and tangoed by Prime Minister.
The streets in New-York are all regular and numbered.
THE INFINTIVE
Признаком инфинитива является частица “to” перед глаголом.
Формы инфинитива
Indefinite Infinitive выражает действие, одновременное с действием сказуемого.
Active Passive
to do to be done
to develop to be developed
to consider to be considered
to satisfy to be satisfied
to occupy to be occupied
2. Continuous Infinitive выражает действие, которое совершается в
момент действия сказуемого.
to be + -ing (Participle 1)
to be developing
Perfect Infinitive выражает действие, которое предшествовало действию сказуемого.
to have + III (Participle II)
Active
Passive
to have seen to have been seen
to have done to have been done
to have developed to have been developed
to have studied to have been studied
to have written to have been written
Примечание. Помните, что инфинитив без частицы “to” следует только после модальных глаголов (но не заменителей) и после “will”, “shall”, “would”, “should”, после слова “let” в повелительных предложениях (e.g. Let’s go, Let him come up to me), после слова “make” в значении “заставлять”.
They made him work. Они заставили его работать.
Образуйте от следующих глаголов все формы инфинитива:
to contribute to improve
to overcome to discuss
to locate to apply
to complete to bring
to accelerate to find out
Функции инфинитива
1. Подлежащее
To swim is pleasant. Плавать приятно.
To plant trees in front of Посадить деревья перед
this building is necessary. этим зданием необходимо.
To abolish war is a problem Покончить с войной – про-
that mankind has got to solve. блема, которую должно ре-
Шить все человечество.
Training Exercise
Переведите на русский язык Проверьте свой перевод
4. We believe the new equipment 4. Мы надеемся, что новое оборудование
to be used this year . будет использоваться в этом году .
Если перед инфинитивным оборотом есть предлог “for
”, то он переводится «чтобы
».
It is time for
them to come. Пора (чтобы
они пришли) им прийти.
It was necessary for you to leave. Было необходимо, чтобы ты ушел.
A week will be required for them Неделя понадобится, чтобы они
to return. вернулись.
Запомните глаголы, после которых обычно используется объектный инфинитивный оборот. Вам легко будет их запомнить, если вы выучили глаголы, используемые в субъектном инфинитивном обороте в страдатель-ном залоге. С той лишь разницей, что здесь они – в действительном залоге.
to know to suppose
to expect to find
to consider to believe
to think to want и другие.
Внимание: после глаголов “to feel
”, “to hear
”, “to see
”, “to watch
” инфинитив употребляется без частицы “to”.
Training Exercises
1. Переведите предложения на русский язык.
She had so often waited for me to come home at just this hour.
I am very anxious for him to learn about her state of health.
We expected them to let us know about it.
The weather is sufficiently hot for them not to put on warm clothes.
I want him to ring me up.
I didn’t believe him to be able to ask this question.
The inspector didn’t find the group to have fulfilled their work thoroughly.
The driver thought his car to be examined.
The teacher watched his pupils write a composition.
Everybody expected her to give a better answer at the examination.
We know the atomic weight of a hydrogen atom to be 1.008.
We consider the electron to be a minute particle having an electric charge.
I heard this instrument meet the industrial requirements.
We want this instrument to be tested in a week.
We believe radio to play a great part in human life.
For the plants to grow well they must be well protected.
We can certainly expect new hostel to be built not far from our Academy.
We know many drugs to be made from plants.
We believe this new invention to be useful to people.
They saw the students of the Academy plant trees round the building.
2. Переведите на английский язык текст, используя инфинитив и инфинитивные конструкции, где это возможно.
Дельфин (The Dolphin)
МИНИСТЕРСТВО ОБРАЗОВАНИЯ РФ ПЕНЗЕНСКИЙ ГОСУДАРСТВЕННЫЙ УНИВЕРСИТЕТ МЕТОДИЧЕСКИЕ УКАЗАНИЯ по английскому языку для студентов I курса всех факультетов (часть 1) Пенза 1997 Методические указания предназначены для студентов I курса всех специальностей. Предлагается материал по темам «Образование в России и за рубежом», «Ученые и их вклад в мировую науку», «Изобретения и изобретатели», «Научно-технический прогресс», «Экология». Материал организован циклами. В состав каждого цикла входят словарь активной лексики, тексты, упражнения на отработку грамматического и лексического материала, задания для работы над текстом. Тексты и упражнения способствуют развитию навыков зрелого чтения и умения обсуждать прочитанное. Методические указания составлены на кафедре «Иностранные языки» ПГТУ. Составители: Т.В.Сергееева, Т.Н.Кондрашина, Г.В.Барышникова, А.И.Жолнерик, О.П.Миханова Рецензент: Е.У.Шадрина, канд. филолог. наук, доцент кафедры иностранных языков Пензенского гос. пед. ун-та Unit 1 HIGHER EDUCATION IN RUSSIA. Грамматика Система времен. Порядок слов в английском предложении. Вопросительные предложения. Тексты 1A. Penza State University 1В. Higher School and Ways to Science 1С. Moscow University its Past and Present 1D. Higher Education in Russia Словарь активной лексики 1. academic year – учебный год 2. associate [ə’souʃiit] professor – доцент 3. author [‘ɔ:Ɵə] – автор co-author [‘kou’ɔ:Ɵə] – соавтор 4. to carry out – выполнять, проводить 5. to design – конструировать 6. dormitory [‘dɔ:mitri] – общежитие syn. hall of residence 7. education – образование, обучение full-time education – очное обучение extra-mural education – заочное обучение 8. to enter – поступать (в учебное заведение) 9. to equip – оборудовать 10. facilities – благоприятные условия, оборудование 11. to graduate from [‘grжdjueit] – оканчивать учебное заведение graduate [‘grжdjuit] – выпускник undergraduate [ʌndə’grжdjuit] – студент последнего курса post-graduate [‘pəust’grжdjuit] – аспирант 12. humanities – гуманитарные дисциплины 13. to investigate – исследовать investigation – исследование syn. research 3 14. machine-tool – станок 15. necessary [‘nesisəri] – необходимый 16. polytechnic [,pɔli’teknik] – политехнический институт 17. scholarship [‘skɔləʃip] – стипендия 18. science [‘saiəns] – наука 19. society – общество 20. student [‘stju:dənt] – студент 21. to study [ʼstʌdi] – учиться 22. subject – учебный предмет 23. successful – успешный 24. technique – техника, технический прием, способ 25. term – семестр 26. thesis (-es) [‘Ɵi:sis] (-i:z) – диссертация (ии) 27. training appliance [‘treiniɳ ə’plaiəns] – учебное пособие 28. university [,ju:ni’və:siti] – университет 29. workshop [‘wə:kʃop] – мастерская I. а). Прочитайте интернациональные слова, догадайтесь об их значении. audio-visual [‘ɔ:diou ‘vizjuəl]; automation [‘ɔtə’meiʃən]; bureau ; candidate [‘kжndidit]; career ; centre [‘sentə]; certificate ; computer ; consultation [,kɔnsəl’teiʃn]; course [‘kɔ:s]; culture [‘kʌltʃə]; department ; diploma ; economics [,i:kə’nɔmiks]; experimental ; faculty [‘fжkəlti]; final [ʼfainl]; information [,infə’meiʃən]; institute [‘institju:t]; laboratory ; lecture [‘lektʃə]; management [‘mжnidʒmənt], problem [‘prɔbləm]; project [‘prɔdʒekt]; qualified [‘kwɔlifaid]; region [‘ri:dʒən]; seminar [‘semina:]; specialist [‘speʃəlist]; status [‘steitəs]; technical [‘teknikəl] б). Обратите внимание на произношение и значение следующих слов: activity [жk’tiviti] – деятельность design – конструировать engineering [,endʒi’niəriɳ] – техника instrument [‘instrumənt] – прибор II. Прочитайте и переведите группы однокоренных слов: 4 design – designer – designing; educate – education – educational equip – equipment; experiment – experimentalize – experimentally – experimentation – experimenter; graduate – graduation; investigate – investigation – investigator – investigative; manage – manager – management; practice – practical – practically – practise; science – scientific – scientist; success – successful – succeed; supervise – supervisor – supervision. III. Прочитайте и переведите словосочетания на русский язык: higher school, full university status, candidate of science, doctor of science, lecture-hall, winter term, spring term, final term, general engineering subject, special subject, graduation project, graduation diploma, post-graduate course, full-time student, extra-mural student, field of science, leading scientist, scientific research work, scientific investigation, scientific conference, Students’ Scientific Society, research methods. IV. Соедините слова в логические словосочетания и пере-ведите их: a) carry out, design, enter, equip, investigate; b) instruments, laboratories, problems, research, a university. V. Прочитайте и переведите предложения. Преобразуйте их в вопросительные и отрицательные по образцу. Model These students study well. Do these students study well? These students do not study well. 1. I study English and French. 2. They attend English classes regularly. 3. Bob and Mike often miss lectures. 4. These students make reports at scientific conferences every year. 5. We study at the instrument-making faculty. 5 Model He studies German at the University. Does he study German at the University? He does not study German at the University. 1. She shows brilliant progress in her studies. 2. Professor Ivanov works at our University. 3. He makes a lot of experiments. 4. Roger likes philosophy very much. 5. Helen makes reports at students’ scientific conferences every year. Model She studied English at school. Did she study English at school? She did not study English at school. 1. They entered the University three years ago. 2. He defended his thesis for a scientific degree last month. 3. She failed her English exam yesterday. 4. They began to study English at the University. 5. Our descriptive geometry teacher gave a consultation to our group yesterday. I went to the library the day before yesterday. Model They will have two lectures tomorrow. Will they have two lectures tomorrow? They will not have two lectures tomorrow. 1. He will take a post-graduate course after graduating from the University. 2. The academic year will finish at the end of June. 3. We shall discuss this question at our seminar tomorrow. 4. Extra-mural students will study on Sunday. 5. I shall finish this work next week. Model They are taking their mathematics exam now. 1. We are doing grammar exercises now. 2. exam now? They are not taking at Are they taking their mathematics He is working at this problem present. 3. Itheir mathematics examexercise. 4. Sam was writing down the data am doing a grammar now. during the experiment. 5. They were working at 6 o’clock yesterday. 6. She will be working at her graduation project the whole evening tomorrow. 7. They will 6 be analysing the results of the experiment after they finish their work. Model They have translated the text. Have they translated the text? The have not translated the text. 1. He has done all his homework. 2. We have finished discussing the problem. 3. The conference had begun by the time we came. 4. They had arranged everything for the experiment by 2 o’clock yesterday. 5. Ann will have finished her work by 5 o’clock tomorrow. VI. Определите время сказуемого и переведите предложения. 1. She failed her exams and will take them again. 2. She is studying to become an engineer. 3. He has always wanted to apply for Moscow State University. 4. In Britain the academic year runs from October to July. 5. When we came to the laboratory the experiment had already started. 6. What were you doing at 5 o’clock yesterday? – I was writing my course paper. 7. We’ll be discussing this question at our seminar tomorrow morning. 8. Professor Brown is delivering a lecture to the undergraduate students now. 9. By the beginning of the academic year all the class-rooms, lecture-halls, laboratories and workshops will have been repaired. 10. I have carried out my laboratory work and now I am going home. 11. She went to the library yesterday. 12. Last night he completed the experiment which he had begun some months before. 13. I was reading when you rang me up. I was reading a difficult English text then. 14. Students who are interested in science join the Students’ Scientific Society. 15. Will they publish the results of their researches? VII. Определите глагольную форму. Добавьте возможное обстоятельство времени из предложенных ниже. 1. ... he comes to the University in time. 2. I have not seen him at the University ... . 3. Where is Helen? – She is working in the library ... . 4. The lecture had been over ... . 5. They had no lessons ... . 6. He will be taking his mathematics exam again ... . 7. ... he works much at his thesis. ... he worked 10 hours a day. Now he has an interval in his work. ... he will continue his work. usually: now; as a rule; for the last few days; by 3 o’clock yesterday; last week; yesterday; when I met you; in some days, at 3 o’clock tomorrow. VIII. Раскройте скобки, поставив глагол в нужном времени. 7 1. He (attend) all lectures regularly. 2. We already (decide) to join the Students’ Scientific Society of our University. 3. The students of our group (carry out) a laboratory test now. 4. I left the library after I (finish) reading the book. 5. They (write) a test in English next week. 6. The lessons at our University (begin) at 8 a.m. 7. By the end of the year they (graduate) from the University. 8. All my friends (pass) their examinations well last week. 9. When we came to the dormitory to visit our friends, Irene (translate) a text and Ann (write) a letter to her parents. IX. Перестройте русские предложения в соответствии со строгим порядком слов в английском предложении. 1. Для меня очень трудны эти упражнения. 2. Завтра на научной студенческой конференции доклад будет делать мой друг. 3. Экзамены студенты сдают в конце каждого семестра. 4. Над английским он должен много работать. 5. Эту статью она вчера начала переводить на английский язык. X. Составьте предложения из заданных слов. Полученные предложения переведите. 1. year; has; new; the; begun; academic. 2. begins; year; the; in; usually; third; specialization. 3. present; 8.300; at; our; study; university; at; about; students. 4. is; university; a; he; the; at; student; full-time. XI. Задайте все возможные вопросы к следующим предложениям. 1. Paul attends lectures at the Institute every day. 2. They have always passed examinations successfully. 3. Peter is translating a new text. 4. They took the books from the library of our University. 5. Our lectures begin at 8 o’clock in the morning. 6. I shall have an English class tomorrow. 7. She has entered the Institute this year. 8. We are listening to the teacher. TEXT 1A Задание 1. Прочитайте и переведите текст. PENZA STATE UNIVERSITY 8 Penza State University is one of the greatest and prestigious higher schools in the Volga region. The history of Penza State University dates back to 1943, when, during the Great Patriotic War, Odessa Industrial Institute was evacuated to Penza. So the University was founded as a polytechnic on the basis of the Odessa Industrial Institute. Since that time the University has grown into the centre of education, culture and science. Full University status was awarded in 1993. At present about 10.000 students study at the University, more than 600 teachers, associate professors and professors are on its staff. 360 of them are candidates and doctors of science. The University is housed in 10 buildings. The class-rooms and lecture- halls, the laboratories and workshops are equipped with up-to-date instruments, computers, machine-tools, audio-visuals and other training appliances. There is a rich library, 4 reading-rooms, a dining hall, 5 dormitories and a sports complex at the disposal of students. So the University has all the facilities necessary for successful studies and rest. Today Penza State University is made up of 11 main faculties: machine- building automation, instrument-making, radio-electronics, computer science, automation and information technology, economics and management and others. The University has also an extra-mural department, a preparatory course department and continuing education courses. The course of training includes various activities. During the academic year students attend lectures and seminars, carry out laboratory tests and get consultations from the teachers. At the end of each term they take examinations. The students who make good progress in their studies are entitled to scholarships. The course is divided into two stages. In the first and second years students study general engineering subjects (mathematics, physics, descriptive geometry) and some humanities (history, philosophy, foreign languages). It gives a solid basis of general education to future specialists. Special subjects are taught in senior courses. Much attention is paid to practical instruction. Students gain practical experience at plants, research institutes and design bureaus of the city. During the final term undergraduates carry out their graduation projects. They defend them before an examination board and become graduates. At the end of the university course they receive graduation diplomas and go to work to different branches of engineering. II Those graduates who wish to make scientific careers may stay at the University and apply for post-graduate courses. The University has both full- 9 time and extra-mural courses of post-graduate training where they carry on scientific research. Their supervisors are Doctors of Sciences. On completing their work they submit theses for a scientific degree. Penza State University is a famous centre of science. The major part of scientific research work is done by the teaching staff. Students may also take part in scientific investigation. Many of the University"s leading scientists try to attract as many students as possible to their own field of science. Students may join the Students" Scientific Society to investigate scientific problems, carry on research in experimental laboratories, design up-to-date instruments, learn modern research methods. Once a year the Students" Scientific Society members make reports at scientific conferences. Some students take part in the competition "For the Best Scientific Work of Students” and win diplomas, medals and prizes there. Quite often our students become co-authors of inventions made by the University scientists and get author"s certificates. Since its foundation, the University has trained lots of highly-qualified professionals able to work is various fields of science and engineering. Задание 2. Найдите в тексте 1A английские эквиваленты для следующих слов и словосочетаний: 1. аудитория, современные приборы, в распоряжении студентов, подготовительные курсы, курсы повышения квалификации, показывать хорошие результаты в учебе, прочная основа общего образования, старшие курсы, практическая подготовка, приобретать опыт. 2. научная карьера, научный руководитель, принимать участие в научных исследованиях, привлечь как можно больше студентов, вступить в научное студенческое общество, члены научного студенческого общества, высококвалифицированные профессионалы. Задание 3. а). Прочитайте и переведите толкование некоторых слов по теме "Education": 1) educational certificate of proficiency; 2) talk for the purpose of teaching; 3) testing of knowledge or ability; 4) payment of money to a student; 5) person who is studying at a college, institute, polytechnic or university; 6) theory put forward and supported by arguments submitted for a scientific degree; 7) group studying a problem and meeting for discussion with a teacher; 8) institution for advanced teaching, conferring degrees and engaging in academic research. 10
Методическая разработка «Тематические тексты с упражнениями» по дисциплине «Английский язык» для студентов очного отделения рассмотрена и одобрена на заседании цикловой комиссии гуманитарных дисциплин Кировского филиала МИИТ
Протокол №____ от ____________________
Председатель ЦК _______________ Л.Л.Гогулина
Автор методической разработки «Тематические тексты с упражнениями» по дисциплине «Английский язык» для студентов очного отделеия– преподаватель Кировского филиала МИИТ Л.А.Чешуина
____________________________
(дата, подпись)
Рецензент методической разработки «Тематические тексты с упражнениями» по дисциплине «Английский язык» для студентов очного отделения преподавателя Кировского филиала МИИТ Л.А.Чешуиной – преподаватель Кировского филиала МИИТ Л.М. Казакова
____________________________
(дата, подпись)
ПОЯСНИТЕЛЬНАЯ ЗАПИСКА
Учебное пособие подготовлено в соответствии с государственным образовательным стандартом и отвечает требованиям программы по дисциплине «Английский язык» для средних специальных учебных заведений.
Цель пособия – развить у учащихся навыки чтения и перевода, извлечения, обработки и передачи информации на английском языке.
Тематические тексты, разнообразные лексические и речевые упражнения и диалоги сгруппированы вокруг актуальных для повседневного общения тем.
Структурное построение каждой темы максимально способствует активизации различных видов речи в разнообразных коммуникативных условиях с учетом адресата и ситуации общения.
UNIT ONE SOCIAL ENGLISH
Ex .1. Ответьте на следующие вопросы:
Why is it important to learn foreign languages?
What foreign languages can you speak?
How many of them would you like to know?
Why are foreign languages socially demanded today?
Is it difficult to learn languages? Why?
b) Придумайте название тексту.
At the present time foreign languages are socially demanded. Foreign languages are needed as the main and the most efficient means of information exchange of the people of our planet. The question of learning foreign languages is very important today.
English is just one of 3,000 languages in the world. One billion people speak English. That’s 20 per cent of the world population. It is also one of the leading languages in the world. About 400 million people speak English as their first language. About the same number use it as a second language. It is the language of aviation, international sport and pop music.
English is the official language in 44 countries, where it is used in education and administration. They are Great Britain, Canada, the United States of America, Australia, New Zealand and some other countries. In many countries it is the language of business, commerce and technology. English is the language of modern computing.
Nearly 50 per cent of all the companies in Europe communicate with each other in English. 75 per cent of the world’s mail is in English, too. Standard English is not completely uniform. There are differences between the national standards in Britain, America and Australia.
Russia is integrating into the world community and the problem of learning English for the purpose of communication is especially urgent today. English is very popular in international business of Russia. It is studied at schools, colleges and universities.
Ex
.3.
Ответьте на вопросы:
What is the role of English among other foreign languages?
How many people speak English?
Why has English become a world language?
Where is English an official language?
Why are millions of people learning English today?
Why do young people want to learn English?
Why do you learn English?
What is the best way to learn a language?
What is the most important thing for you in learning a foreign language?
Is your written English better than spoken English?
What is your mother tongue?
Ex .4. a ) Составьте предложения по образцу.
Образец : Tokyo is the capital of Japan.
Amsterdam, Havana, Dublin, Madrid, Paris, Rome, Kiev, Sofia, Warsaw, Budapest, Athens, Washington, Teheran, Bucharest, Baghdad, Copenhagen, Helsinki, Oslo, Stockholm.
b)
Do you know that Canada has two official languages?
English is the mother tongue of about 59 per cent of Canadians; and French is the first language of 23 per cent of the population. A full 18 per cent have either more than one mother tongue or a mother tongue other than English or French, such as Chinese, Italian, German, Polish, Spanish, Portuguese, Ukrainian, Arabic, Dutch, Greek, Vietnamese or other languages.
Ex
.5.
In my opinion, learning foreign languages is extremely beneficial. It’s not surprising because Russia is now part of Europe and the whole world. Very little clear and detailed communication can occur among people who don’t have a common language. Besides learning foreign languages helps us to gain a better appreciation of our own language. I believe that knowledge of foreign languages helps to make a person educated and well-rounded. And it is not only the language that counts, but also the fact that it is a way of getting to know different cultures. You can’t broaden your mind if you see the world only from the perspective of your own culture.
Some people think that it will be better to have only one language on our planet because in this case communication will become easier and there will be no need to learn foreign languages. But in my opinion, having only one language is a disaster because it will reduce the diversity of our planet, which is the key to our survival. I think we should try our best to preserve all languages on our planet because a language is the main part of people’s culture and without languages we will lose our great cultural heritage.
As for me, I learn English because it expands my horizons and prepares me for a successful career. If you know English, you can get a better job, more money and people will respect you more. Besides, English attracts me because it’s the language of business and computers. English is also very useful when you travel abroad. When you speak English to people, they’re often a lot more friendly and helpful. More than that, learning English is a good exercise for the intellect, though, of course, it’s a tricky language to learn because there seems to be more exceptions than rules.
I think I’m a good language learner because I’m independent, organized and active. I don’t expect to learn English just by sitting in the classroom so I always look for opportunities to develop my language outside the classroom, for example, I read English books and I use different educational programmes which I can find on the Internet. I try to find out what works for me and what doesn’t. Some students think that being able to communicate is the most important in learning a language and they do not care that they make many mistakes in speaking. As for me, I’m concerned with both communicating and accuracy.
Ответьте на вопросы:
1. Why do so many people learn English today?
2. Do you agree that language diversity is ‘the key to our survival’? Why?
3. How many languages do you think are enough for the world? Why?
4. Will English become a global language? Why?
5. Do you like learning English or not? Why?
Ex .6 . Обсудите в группах (3-5 студентов) необходимость изучения иностранного языка. Оформите в виде таблицы все «за» и «против».
| For | Against |
| 1. … | 1. … |
PHRASES FOR COMMUNICATION
Ex .1. Прочитайте и запомните следующие выражения:
Meeting people Знакомство
What’s your name, please? - Как вас зовут?
What’s your occupation/ job? - Кем вы работаете?/
Чем занимаетесь?
Are you a student/ teacher? - Вы студент/ учитель?
How old are you? - Сколько вам лет?
Where are you from? - Откуда вы?
I’m seventeen (years old). - Мне 17 лет.
I am from Russia/ Canada/ the - Я из России/ Канады/
I’m on business/ on holiday/ va- - Я здесь в деловой
cation here. поездке/ на каникулах/
провожу отпуск.
Greeting
Приветствие
How do you do? - Здравствуй(те) (при
знакомстве, первой встрече).
Hello/ Hi! - Здравствуй(те)/Привет!
Good morning/ afternoon/ - Доброе утро/ день/вечер.
How are you?/ How are things - Как поживаешь?/ Как дела?
Fine, thanks. - Спасибо, прекрасно.
Everything is OK, thank you. – Спасибо, все хорошо.
So-so. – Неважно./ Так себе.
Ex.2.a) Прочитайте диалоги в парах.
1
A: Hi, meet my friend Ann. She is Russian.
B: Hello, Ann!
A: Ann is a student from the Academy of Labour and Social Relations.
B: Nice to meet you.
A:
I’m glad to meet you, too.
2
A: Hello! How are you?
B: I’m fine, thank you, and you?
A: Very well, too. Thanks. See you later.
B:
Bye.
3
A: Who are you?
B: I am Jim Brown.
A: And who is that boy?
B: It’s Tom Brown, my brother.
A: And who is that girl reading a newspaper?
B:
The girl who is reading a newspaper is Mary Brown, my sister.
4
A: Is James Brown any relation to you?
B: Yes, he is my son.
A: Is Alice Hall any relation to your wife?
B: Yes, she is her niece.
A: Are you any relation to Sam Brown?
B:
Oh, no! We are just namesakes! (однофамильцы).
b
)
Составьте свой диалог, используя фразы знакомства и приветствия.
Ex
.3.
Сопоставьте вопросы слева с ответами справа.
1.Where are you from? a) How do you do?
2. Where is my pen? b) Fine, thank you.
3. Who’s your doctor? c) 32 Green Street.
4. What’s your name? d) Not bad, thanks.
5. What do you do? e) It’s under your book.
6. How do you do? f) John Harris.
7. How are you? g) Spain.
8. And you? h) Doctor Wagner.
9. What is your address? i) I’m a student.
Ex
. 4.
Закончите диалоги, переведите предложения на английский язык, где необходимо.
- Добрый день! Как дела!
Все в порядке, благодарю вас.
– Let me introduce my friend to you. This is Mr Brown.
I’m happy to meet you, too.
– It’s a fine day today.
UNIT TWO ABOUT MYSELF
I. ABOUT MYSELF. APPEARANCE
VOCABULARY
Figure
(фигура)
Complexion
(цвет лица)
Face
(лицо)
Chin
(подбородок)
Hair (волосы)
curly- кудрявые;
smooth - гладкие;
straight/wavy - прямые \волнистые;
long - длинные
short – короткие
shoulder-long – по плечи
fringe - челка
Eyes
(глаза)
Nose
(нос)
What can be found on the face :
| freckles to wear spectacles | веснушки носить очки борода |
Ex
. 1.
Сопоставьте следующие слова.
|
|
Ex . 2. Переведите следующие выражения на русский язык.
hazel eyes 10. a short curly fringe
a turned up nose 11. a man with a long moustache
a pointed chin 12. a wrinkled face
short, dark, curly hair 13. to have a long face
wavy shoulder-length hair 14. a man of medium-height
good-humored round face
darken eyelashes with mascara
a skinny figure
a deep scar
ABOUT MYSELF
My name is Ann. I am seventeen. I live in Rostov-on-Don.
Advertising Ideas
Advertising is impersonal, usually paid communication intended to inform, educate, persuade, and remind.
Advertising is a sophisticated form of communication that must work with other marketing tools and business elements to be successful. Advertising must be interruptive - that is, it must make you stop thumbing through the newspaper or thinking about your day long enough to read or hear the ad. Advertising must also be credible, unique, and memorable in order to work.
And finally, assuming the actual advertising is built upon a solid positioning strategy, enough money must be spent to provide a media schedule for ad frequency, the most important element for ad memorability.
History of Advertising
1. Introduction
Marketing is more than just distributing goods from the manufacturer to the final customer. It comprises all the stages between creation of the product and the after-market which follows the eventual sale. One of these stages is advertising. The stages are like links in a chain, and the chain will break if one of the links is weak. Advertising is therefore as important as every other stage or link, and each depends on the other for success.
The product or service itself, its naming, packaging, pricing and distribution, are all reflected in advertising, which has been called the lifeblood of an organization. Without advertising, the products or services cannot flow to the distributors or sellers and on to the consumers or users.
2. Early forms
Advertising belongs to the modern industrial world, and to those countries which are developing and becoming industrialised. In the past when a shopkeeper or stall-holder had only to show and shout his goods to passers-by, advertising as we know it today hardly existed. Early forms of advertising were signs such as the inn sign, the red-and-white striped barber"s pole, the apothecary"s jar of coloured liquid and the wheelwright"s wheel, some of which have survived until today.
3. Effect of urban growth
The need for advertising developed with the expansion of population and the growth of towns with their shops and large stores; mass production in factories; roads and railways to convey goods; and popular newspapers in which to advertise. The large quantities of goods being produced were made known by means of advertising to unknown customers who lived far from the place of manufacture.
Advertising grew with the development of media, such as the coffee-house newspapers of the seventeenth century, and the arrival of advertising agencies nearly 200 years ago, mainly to handle government advertising.
4. Advertising and the modem world
If one looks at old pictures of horse buses in, say, late nineteenth-century London one will see that they carry advertisements for products famous today, a proof of the effectiveness of advertising. Thus the modern world depends on advertising. Without it, producers and distributors would be unable to sell, buyers would not know about and continue to remember products or services, and the modern industrial world would collapse. If factory output is to be maintained profitably, advertising must be powerful and continuous. Mass production requires mass consumption which in turn requires advertising to the mass market through the mass media.
16. Advertising involvement
Although advertising is listed as a single element it is associated with almost every other element, borrowing from them or interpreting them.
(a) The volume, emphasis and timing of advertising will depend on the product life cycle situation. For instance, at the introductory or recycling stages, the weight of advertising will be heavier than at the maturity or decline stages.
(b) Marketing research will provide evidence of motives, preferences and attitudes which will influence not only the copy platform or advertising theme but the choice of media through which to express it.
(c) Naming and branding may be initiated by the advertising department or agency, and clearly plays an important role in advertisement design.
(d) The product image will be projected by advertising.
(e) The market segment will decide the tone or style of advertising, and the choice of media.
(f) Pricing can play an important part in the appeal of the copy. Is the product value for money, a bargain or a luxury? Pricing can be a very competitive sales argument. People are very price conscious.
(g) The product mix has many applications. In advertising, one product may be associated with another, or each brand may require a separate campaign.
(h) Packaging can be a vital aspect of advertising, as when pack recognition is sought. It is itself a form of advertising, especially at the point-of-sale, as in a supermarket when the package often has to identify the product and literally sell it off the shelf.
(i) Distribution involves trade advertising such as by direct mail, in the trade press and at exhibitions.
(j) The sales force has to be familiarised with advertising campaigns which will support their efforts in the field.
(k) Market education is a public relations activity aimed at creating a favourable market situation in which advertising will work.
(1) Corporate and financial public relations often uses institutional advertising in the business press.
(m) Test marketing requires a miniature advertising campaign simulating the future national campaign.
(n) Advertising research includes copy-testing, circulation and readership surveys and statistics, recall tests, tracking studies and cost-per-reply and cost-per-conversion-to-sales figures.
(o) Sales promotion can augment or even replace traditional advertising.
(p) The after-market calls for advertising to make customers aware of post-sales services.
(q) The maintenance of customer interest and loyalty may be achieved by advertising which promotes additional uses and accessories, or simply reminds.
ADVERTISING
Advertising is used to create consumer interest in a product and also to increase the sales of that product. It may be described under three headings:
1 descriptive advertising;
2 persuasive advertising;
3 both descriptive and persuasive advertising together.
Descriptive advertising
This type of advertising gives the most: important facts about the product. It is the cheapest form of advertising and is used a lot by the small trader selling through the local paper. It will usually say:
1 what the product is;
2 how much it will cost;
3 where it may be obtained.
Example: 1972 Ford Escort £500. Telephone London 1234.
Persuasive advertising
This type of advertising tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products. It is used a lot in television advertising where consumers arc persuaded to think that if they buy that product they will become very popular or very happy. This is a psychological approach, and it is hoped by the advertiser that people will be persuaded to buy the product. The method uses "association of ideas". Brand names such as Guinness and Oxo are used in persuasive advertising.
Example: 1983 Ford Capri £2000 - good condition - low mileage, a bargain, first to see will buy this attractive car.
Advertising media
Newspapers
There are both national newspapers and local newspapers. Advertising in the national press is usually much more expensive than advertising in the local press. Both types of advertising are sold by the column centimetre, the half page and the page. A page in a national newspaper may cost many thousands of pounds for one day. This is because national newspapers have very large circulations (they are read by a lot of people).
Television
Television advertising in Great Britain is controlled by the Television Act 1954. It is the most expensive kind of advertising and costs many thousands of pounds (on a national network) for just a few seconds of television time. Charges are made by the second. If the advertisement is shown at a time when relatively few people are watching, then it will be cheaper. If it is shown - at a time when many people are watching (peak viewing time) then the charges are much higher. Television advertising is mostly used by large organizations and the nationalized industries.
This kind of advertising is much cheaper than television advertising. It is very popular in the United States. The most popular radio station in Europe is Radio Luxembourg, which carries a lot of commercial advertising. In Great Britain radio advertising is usually carried by local independent radio stations.
Hoarding advertisements are usually put up in eye-catching positions at the side of the road. The cost of the advertisement will depend on where the hoarding is and how large it is. If it is in a very good position and near the centre of the city where it will be seen by many potential customers, then it will probably be quite expensive. The sites are usually rented out to clients on a monthly basis by an advertising agency.
These are quite often used by local tradersto advertise their goods and services. They are expensive in labour costs and are not very effective.
Transport
The inside and outside of buses, trains, vans and other kinds of public transport are used in transport advertising. The most expensive position is where the advertisement is most likely to be seen by the public such as the back of a bus or the inside of a bus, especially at the front where the potential customer will be seated looking at it. The most inexpensive position is upstairs on the bus or at the back inside the bus. It is difficult to tell whether transport advertising is effective.
The cinema screen is used for advertising by local and national traders. Like transport advertising, itis difficult to judge how effective cinema advertisingis.
Neon displays
These are mostly used by large firms. The signsare usually displayed in city centres.
Technical journals
These are mostly used as an advertising medium by large manufacturing and distributing companies. They are read by persons and companies who are interested in this particular kind of product, and the journals will also contain other information thatis useful to the readers. Technical journals are usually printed once a month. Examples are The Hairdresser, The Radio and Television Magazine and the Farmers Live Stock Journal. Advertising in technical journals is a very good method of advertising.
Trade fairs and shows
The Motor Show, the Boat Show, the Radio Show and the Ideal Homes Exhibition are a few examples of trade fairs and shows. Dairy products may be advertised at agricultural shows. Aircraft may be advertised and displayed at the Farnborough Air Show. The disadvantage is that the shows and exhibitions are expensive to organize.
It is very difficult for advertisers to tell whether a particular advertisement or method of advertising has been effective, but there is no doubt that without advertising the customer would never hear of some products. Perhaps the most effective advertising of all is the recommendation of the product by a satisfied customer to a potential customer – advertising by word of mouth.
The language of advertising
Here are some methods used in persuasive advertising. Read them quickly. Decide which appeal to you and which don’t. Now think of an example for each type from your country.
persuasive advertising
1. Repetition The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service.
2. Endorsement A popular personality is used in the advertisement.
3. Emotional appeal Advertising often appeals to basics such as mother-love, sex, manliness, feminity.
4. Scientific authority Sometimes the advert shows a person in a white coat (i.e. a scientist) telling us about the product. More often it mentions “miracle ingredients” or “scientific testing” to persuade us.
5. “Keeping up with the jones’s” An appeal to pure snob value. You want to appeal to be richer or more successful than your neighbours.
6. Comparison The advert lists the qualities of a product in direct comparison with rival products.
7. An appeal to fear or anxiety This type is similar to 3, but works on our fears.
8. Association of ideas This is usually visual. Until it became illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations.
9. Information If a product is new, it may be enough to show it and explain what it does.
10. Special offers/free gifts This is a very simple and direct appeal – it’s half a price!
11. Anti-advertising This is a modern version which appeals to the British sense of humour. It makes fun of the techniques of advertising.
Do you agree that the only background for the problems with brand names would be:
Wrong pronunciation;
Wrong association;
Wrong translation.
Types of advertising
1. Scope of advertising
Advertising serves many purposes and many advertisers, from the individual who places a small classified advertisement in his local newspaper to the big spender who uses networked TV to sell popular brands to the nation"s millions.
2. Types
It is possible to identify seven main categories of advertising, namely consumer, industrial, trade, retail, financial, direct response and recruitment.
Consumer advertising
3. Different kinds
There are two kinds of goods bought by the general public, consumer goods and consumer durables, which together with consumer services are advertised through media addressed to the appropriate social grades.
4. Consumer goods
These are the numerous goods to be found in the shops, those which enjoy repeat sales like foods, drinks, confectionery and toiletries being called Fast Moving Consumer Goods, (FMCGs).
5. Consumer durables
Usually more expensive and less frequently bought, consumer durables are of a more permanent nature than consumer goods and include clothes, furniture, domestic appliances, entertainment goods like radio, television and video, and mechanical equipment from lawn-mowers to motor-cars.
6. Consumer services
They include services for security and well-being like banking, insurance, investment, repairs and maintenance, and those more to do with pleasure such as hotels, restaurants, travel and holidays.
7. Social grades
The social grades system makes it possible to identify certain groups of people-prospective buyers- and then to pinpoint the media which will reach them most effectively.
8. Media of consumer advertising
The media of consumer advertising will tend to be those with wide appeal, and even when more specialist journals such as women"s magazines are used they will still have large circulations. In fact, the term "consumer press" is applied to the publications which are displayed for sale in newsagents shops, on news-stands and on newspaper vendors" pitches"
Most of the trade, technical and professional journals have other forms of distribution such as special orders placed with newsagents, postal subscription or free postal controlled circulation. Controlled circulation are not to be confused with membership or subscription magazines. They are mailed (free of charge) to selected readers plus those who have requested copies.
In Britain there are also hundreds of "free" local newspapers which are delivered door-to-door every week. With saturation coverage of urban areas they provide good advertising media for many local businesses.
The primary media of consumer advertising are the press, radio, television, outdoor and to a limited extent cinema, supported by sales literature, exhibitions and sales promotion. We should not forget sponsorship, especially the sponsorship of many popular sports which in turn can be supported by arena advertising at the sports venue.
Industrial advertising
9. Purpose
The purpose of industrial advertising is twofold:
(a) to promote sales of equipment and services used by industry-machinery, tools, vehicles, specialist consultancy, finance and insurance come within this category;
(b) to promote sales of raw materials, components and other items used in industrial production-under this heading come metals, timber, plastics, food ingredients, chemicals and parts for assembly into finished equipment from watches to aircraft.
Hardly any of these products and services will be bought by consumers, except as replacements as when a motor-car needs a new battery or tyres. Unless the formula or specification is stated, consumers will be unaware of most industrial products.
10. Media of industrial advertising
The suppliers of services, equipment, raw materials and components will usually advertise in media seldom seen by the general or consumer public. The media used will consist of trade and technical journals, technical literature and catalogues, trade exhibitions, direct mail, and technical demonstrations and seminars. Technical journals will have smaller circulations than the consumer press, and exhibitions will tend to have fewer exhibitors and smaller attendances than public exhibitions open to the general public; in fact, admission is usually by ticket or business card. The amount of money spent on advertising will be far less, and there may be more reliance on market education using public relations techniques such as video documentaries, external house journals and technical feature articles.
11. Special characteristics
Industrial advertising differs in yet another way. Whereas consumer advertising may be emotive, industrial advertising has to be more detailed and informative, although not unimaginative. Trade journals provide valuable international market-places for thousands of products and services, maintaining sales of long-established ones and introducing new ones.
Public relations activities, while not to be regarded as free advertising, may be more effective and economical, especially when the need is to educate the market and create knowledge and understanding.
Trade advertising
12. Definitions
Trade advertising is addressed to distributors, chiefly wholesalers, agents, importers/exporters, and numerous kinds of retailers, large and small. Goods are advertised for resale.
13. Purpose
The purpose of trade press advertising is to inform merchants and traders about goods available for resale, whether it reminds them about well-established brands, introduces new lines or, as is often the case, announces special efforts to help retailers sell goods, e.g. price reductions, better trade terms, new packages, consumer advertising campaigns or sales promotion schemes. Such advertising invites enquiries and orders and also supports the advertiser"s field salesmen when they call on stockists.
14. Media of trade advertising
The trade press may or may not be used for this kind of advertising. There could be a mix of two or three media addressed to the trade. Direct mail is often used, especially when it is necessary to provide a lot of information such as consumer advertising campaign schedules giving dates and times when and where advertising will be taking place in the press or on radio and/or television.
Another useful medium is the trade exhibition, sponsored by a trade magazine or trade association, which will be attended by distributors. Some of the larger exhibitions may also be open, or open on certain days, to the general public as well, e.g. motor-car and furniture exhibitions.
Occasionally, commercial television time may be bought to tell retailers about new lines, or retailers may be mailed to tell them that consumer advertising campaigns are about to appear on TV.
15. Special characteristics
Since the object of trade advertising is to encourage shopkeepers (whether large chains or one-man businesses) to stock up the product (especially to achieve adequate distribution in advance of a consumer advertising campaign), emphasis will be placed on the advantages of so doing. The advantages will be higher sales and more profits, and the appeal will be to the retailer"s desire to make money. In so doing, trade advertising will also have to compete with the "selling-in" activities of rival manufacturers.
Trade advertising will be seen as part of the total advertising campaign for the product and so will be produced by the same advertising agency that handles the consumer advertising. However, whereas consumer advertising aims to persuade the consumer about the benefits to be gained from buying the product, trade advertising aims to persuade the retailer about the benefits which will result from selling the product. Trade advertising supports distribution. It prepares the way. There is no point in advertising products and encouraging consumers to buy them if the goods are not in the shops. The demand created by consumer advertising must be satisfied by the availability of the goods in the shops. That is what is meant by "adequate distribution". If the advertised goods cannot be bought, customers will buy either nothing or, worse still, a rival product!
Retail advertising
16. Introduction
Here we have a form of advertising which lies between trade and consumer advertising. The most obvious examples are those for department stores and supermarkets, but it can include the advertising conducted by any supplier including a petrol station, restaurant or insurance broker.
A major form of retailing nowadays is direct response marketing or retailing without shops. This is the modern form of mail-order trading which has moved from the traditional club catalogues to sophisticated off-the-page and direct mail campaigns for products and services, of which financial houses and department stores have become leading participants.
17. Purpose
The purpose of retail advertising is threefold, as outlined below.
(a) To sell the establishment, attract customers to the premises and, in the case of a shop, increase what is known as "store traffic", that is the number of people passing through the shop. If they can be encouraged to step inside they may possibly buy something which they would not otherwise be tempted to buy.
(b) To sell goods which are exclusive to the shop. Some distributors are appointed dealers for certain makes, e.g. the Ford dealer. Others, such as supermarkets, sell "own label" goods, having goods packed by the manufacturer in the name of the retailer. All the goods in the shop may bear the same brand, or certain lines such as tea, coffee, biscuits or baked beans may bear the retailer"s own label.
(c) To sell the stock of the shop, perhaps promoting items which are seasonal, or presenting a representative selection, or making special offers. The latter could be regular policy, or could be organised as shopping events such as winter or summer sales.
18. Media of retail advertising
The principal of media for retail advertising are:
(a) local weekly newspapers, including numerous free newspapers which gain saturation coverage of residential areas by being delivered from door to door;
(b) regional daily newspapers, of which most are "evenings";
(c) public transport external posters and internal cards, and arena advertising at sports grounds;
(d) direct mail to regular or account customers, and door-to-door leaflet distribution;
(e) regional commercial television;
(f) independent local radio;
(g) window bills and point-of-sale displays within the shop;
(h) window and in-store displays;
(i) catalogues.
The shop itself is a considerable advertising medium, and it may well be a familiar landmark. Marks &: Spencer rarely advertise, but their shops are so big they advertise themselves. With retail chains, the corporate identity scheme will quickly identify the location of a branch.
19. Special characteristics
Retail advertising is characterised by four main aspects: creating an image of the shop, establishing its location, variety of goods offered, and competitive price offers. Nearly always, the object of the advertising is to persuade people to visit the shop, although telephone ordering and the use of credit accounts and credit cards is a growing feature.
Financial advertising
20. Introduction
It is probably difficult to put a limit on what can be contained under this heading, but broadly speaking financial advertising includes that for banks, savings, insurance and investments. In addition to advertising addressed to customers or clients it can also include company reports, prospectuses for new share issues, records of investments in securities and other financial announcements.
Some, like building society and National Savings advertisements, may be addressed to the general public while others will appear in the financial and business press only.
21. Purpose
The object of financial advertising may be to borrow or lend money, conduct all kinds of insurance, sell shares, unit trusts, bonds and pension funds or report financial results.
22. Classes of financial advertising
The main categories in this field are as follows.
(a) Banks advertise their services which today are not confined to traditional bank accounts but include deposits, loans, insurance, house purchase, wills and executorship and advice on investment portfolios. Some banks specialise in certain areas of banking, and others concentrate on certain kinds of business.
(b) Friendly societies and private medical care organisations like BUPA offer schemes to provide insurance in time of illness.
(c) Building societies both borrow money from savers and lend money to house-buyers. Most of their advertising is directed at not only raising funds but keeping funds so that they have sufficient money to meet loan applications. Competitive interest rates are important sales points, and today in Britain there is rivalry between building societies, banks and insurance companies for the same kind of business.
(d) Insurance companies exist to insure against almost any risk from big commitments like ships and aircraft worth millions to covering }
