Методичка по лексике1. Методическая разработка по английскому языку тематические тексты с упражнениями для студентов IIII курсов всех специальностей

Федеральное государственное образовательное учреждение среднего профессионального образования

«Оскольский политехнический колледж»

И.Н. Федотова

АНГЛИЙСКИЙ ЯЗЫК

Методические указания

По аудиторному и внеаудиторному чтению, развитию навыков письма и устной речи

Старый Оскол 2011

Введение

1. Я и моя семья
2. Обучение в колледже. Изучение иностранных языков
3. Россия. Города России
4. Путешествие по странам изучаемого языка
5. Культура стран изучаемого языка
6. Научно-технический прогресс. Современные технологии
7. Природа и экология
8. Проблемы молодежи
9. Спорт. Здоровье

Список использованных источников

UNIT 1. I AND MY FAMILY

Text 1. I and my family

block of flats - многоквартирный дом

conveniences - удобства

competitive - соперничающий, конкурирующий

easy-going - общительный

to quarrel - ссориться

tremendous - огромный

stamina - выносливость, стойкость, выдержка

obsessive - одержимый

long-lasting - длительный

to appreciate - оценивать

caring - заботливый

ambition - честолюбие, стремление

shepherd dog - овчарка

to associate - ассоциироваться

to convert - превращать

majestic - волшебный

Armoury Chamber - Оружейная палата

Monomach - Мономах

Hello! Let me introduce myself to you. I"m Alexander, Alex for short. I live in Moscow. I"m a student of the 11th grade. We are a family of four my mother, my father, my elder brother and me. We live in a block of flats on the tenth floor. There are three rooms in our flat and we have all modern conveniences. I share a room with my elder brother. My brother is a student. We don"t have any secrets from each other. We get on very well with my brother. Sometimes I even borrow his clothes and he never gets annoyed. We don"t feel competitive because we have different interests. I"m more academic and he"s more artistic. But we are fond of sports very much. We both go to the swimming pool twice a week. It helps us to keep fit, it gives us good stamina, and it"s good for our hearts and lungs. We hardly ever quarrel or fight. My brother never sees me as being in the way. I think I"m quite easy-going. I"m similar in personality to my mother. She is always very friendly to all although she can be quite critical of people. I like to be friendly to the people around me, and I don"t normally like to let my bad moods and anger inside me come out and affect other people. I don"t know if I"m particularly obsessive.

I like to do different things. I am fond of collecting different things. One day I collect toy cars, the other day I want to collect badges. But most of all I prefer collecting stamps because it"s a family hobby. You can learn a tremendous amount through stamps, especially about history. Stamps are a great way to bring history. All the members of my family collect stamps and the theme of our collection is history. It is a long-lasting hobby and who knows - in 20 years or so it may have become an impressive collection that can be appreciated and enjoyed by my own children too.

I have grandparents, my mother"s parents. They don"t live with us, but I often visit them. They live a very routine life but they like it. I can"t put my finger on their flat exactly, but there is some atmosphere in their house like nothing has changed for twenty years. My parents are doctors and they work in the hospital. They are very giving, caring persons and always consider those around them. They work very hard in their hospital and really put all their energy in their work. They are very much in love, even after years of being married and always caring for each other. My parents have warm friendly eyes and always express a spirit of goodwill towards people.

I love my parents very much and my ambition is to be a doctor too, because I want to help people if they have some problems with their health. I am originally became interested in medicine during my 9th grade, when I realized that my skills and my traits would serve me well in my future career. Besides I"m good at Chemistry, Biology and History and they are my favourite subjects. I"m not very good at English but I understand that it is one of the most important subjects now, and I try my best to improve it.

We have a pet. It"s a dog. Her name is Sunny. Her mother is Scotch shepherd dog. I am never lonely with my pet. She is a great favourite with everyone in our family. All people admire her. She wears a good collar with her name. She especially likes morning walks with my father.

My native city is Moscow. Many people associate Moscow with the Kremlin and Red Square as the heart of the city. It is really the oldest historic and architectural centre of Moscow and my favourite place in Moscow, because it"s connected with the history of my country.

Nowadays the Moscow Kremlin with all the beauty of the palaces and cathedrals is a wonderful sight. All these cathedrals have been converted into museums. Ivan the Great Bell Tower, one of the most remarkable structures of the 16th century, rises in the centre of the Kremlin. It unites all the Kremlin Cathedrals into a majestic ensemble.

One of the well-known Kremlin museums is the Armoury Chamber. It was built in 1851. The famous golden cap of Monomach, the first Russian imperial crown of Catherine II made of silver, and many other precious historic items are exhibited there. So when you come to my native city, I"ll show you all interesting and amazing sights of it.

1. Where and when were you born? 2. How old are you now? 3. What can you tell us about your flat? 4. What is your hobby? 5. What is your ambition? 6. What can you tell us about your nearest and dearest? 7. What are your parents? 8. What subjects are you good at? 9. What are your favourite subjects at school? 10. What do you know about the historic places of Moscow?

Text 2. Our flat

is centrally heated - имеет центральное отопление

facilities - оборудование

storage space - место для хранения

football pitch - футбольное поле

hi-fi system - музыкальный центр

visible - видимый

advantage - преимущество

to separate - разделять

double-glazing - двойные стекла

sunlight - солнечный свет

spirit - дух, моральная сила

successful career woman - женщина с успешной карьерой

software designer - разработчик программного обеспечения

cosy - уютный

I live in Moscow in a block of flats. It"s a typical Moscow 16-storey building. We don"t live in the centre of Moscow, but we live not far from the metro station. It takes us 10 minutes to get to the centre of the city. There are three rooms in our flat and we have all modern conveniences. The building is centrally heated; there is cold and hot running water in our flat. We have good kitchen and bathroom facilities really. There is a big living room and two bedrooms in our flat. My brother and I share one big bedroom. We have two beds, a couple of very comfortable chairs and a lot of storage space for us to keep our things. In the hall there is a little corner where our computers live. And in the living room there is a video, a very good hi-fi system and a fantastic television. Our windows look down on a football pitch, which is occasionally used by schoolchildren. A lot of trees are visible from our windows and we can see the top of the church too.

One of the great advantages of our flat is that our block of flats isn"t next to any big roads. So we get virtually no noise from outside. Well, there are two layers of glass separating us from the outside world, a kind of double-glazing. We live on the 11th floor. And I like living high up, because a lot of light comes in. I like to have more sunlight, I think it"s healthy for the spirit.

My mother always keeps fresh flowers in our flat. I like flowers very much and so does my brother. They make our flat feel alive. My mother waters them regularly, and I think they are happy, as they are well taken care of.

My mother is a successful career woman, and my father is a software designer. There is always a very nice family atmosphere in our flat. Our parents are very friendly. And besides, every little detail, every picture on the walls, every vase of flowers gives the place a homely atmosphere. So I can say that our flat is very cosy.

1. Answer the following questions:

1. Where do you live? 2. How many floors are there in your block of flats? 3. What floor do you live on? 4. What modern conveniences do you have in your flat? 5. How many rooms are there in your flat? 6. What furniture is there in your flat? 7. Are there fresh flowers in your flat? 8. Is your flat comfortable and cosy?

Text 3. Family and family values

research - исследование

household - семья, домашне хозяйство

generation - поколение

to share - делить

dream - мечта

dweller - обитатель, жилец

privacy - личная жизнь

extended family - семья из нескольких поколений

trust - доверие

to bother - беспокоиться

trouble - проблема

valuable - значимый, ценный

hope - надежда

possession - собственность

protection - зашита

to respect - уважать

dignity - чувство собственного достоинства

school certificate - школьный аттестат

lo cheat - обманывать

to bridge - наводить мосты, преодолевать препятствия

generation gap - конфликт между поколениями

agreement - соглашение

A family is an essential part of our society and I think everyone wants to have a happy family. Firstly, I believe that a happy family should have things sharing together like dreams and hopes, not only possessions. I think it"s great. Secondly a happy family is a place where respect dwells, a place where all members can enjoy the dignity of their own personalities. But in my opinion, love and trust are more important for a happy family than any other values, because without love happiness is impossible. If you love each other, then all obstacles will be overcome, and all gentle words will be found, and this cruel world will turn to you with a kind smile.

There are a lot of problems in an extended family, especially between brothers and sisters. They always treat one another badly. Of course, if you have a lot of brothers and sisters, there will be no privacy. But on the other hand, when you have no brothers or sisters, life becomes boring.

There are a lot of problems and conflicts that appear between teenagers and their parents. They don"t understand each other.

Parents always want their children to be clever and learn harder. They don"t bother themselves to understand their children. They are always glad when their children have trouble with things that are very valuable for them.

Parents always cheat teenagers. They say that school is very important for us and to enter an institute we should have good marks in our school-leaving certificates.

But it"s not what the children want. I think that it is necessary to bridge the generation gap, and parents and children must come to an agreement.

I think that having a good family is very important in our life because it is like a friendly port for us when the waves of life become too wild. We need a family, for comfort and protection. For example, when I have some problems, my family always take my word against anybody else"s. And I"m sure I can always rely on their help. Besides, I think that it"s lovely to have the family round you and to know they are interested in you. You will never feel lonely.

1. Answer the following questions:

1. What is a generation gap? 2. How should we overcome it? 3. What family is extended? 4. Do you agree that an extended family is better? 5. Is your family an extended one or not? 6. What problems are there in an extended family? 7. Do you agree that parents often cheat you? 8. Do you think that a school certificate with good results is important?

Text 4. Household Chores

welfare - благосостояние

household chores - домашние обязанности

responsibility - ответственность

basically - в основном

bathroom appliances - оборудование для ванной

tile - кафель

to accept - принимать

shocking - шокирующий

to outrage - нарушать закон, поступать возмутительно

duty - обязанность

to bring up - воспитывать

to fall into the hands - ложиться на плечи

to share - делить

to smother - подавлять

versatile - разносторонний

to mind - возражать

washing up - мытье посуды

to tidy - убирать

to make one"s bed - стелить кровать

to kill one"s back - повредить спину

to create - создавать

fairly equally - в равной степени справедливо

to stick - приклеиваться

unequal - неравный

Any family is in charge of the welfare, comfort, health, success in work and good relations of every member in the family.

There are stereotypical responsibilities of the husband, the wife and the children. They say that the wife"s responsibilities are, basically, to do everything. The typical role of husband is that he goes out to work and earns money for the family. Maybe, at the weekend he cleans his car and does more technical things around the house. Lots of people in Britain are really into DIY, that"s do-it-yourself, and they try to make furniture, put their own bathroom appliances, put tiles on the bathroom walls themselves, etc.

In many countries now it"s more accepted that a woman can have a family and a career, whereas before it was seen as something shocking, and men were outraged that their children would be left with strangers, and thought that it was the wife"s duty to bring them up. I think that"s all changed now. I think responsibility for all of the important aspects of life should be shared by both of the parents, especially bringing up the children. I think that the care and early education of children shouldn"t only fall into the hands of the mother, but that the father should also take an active part.

I think that children should be given as much responsibility as they"d like to take on from as early as possible. I don"t think that they should be too smothered by parents and have everything done for them if they can do things for themselves. It"s very good for a child to learn to be able to take care of himself and his things. Of course, the more things he can do, the more versatile person he can become.

As for me, I have always been conscious that the interests of my family ought to be more important than my own wishes and desires, such as buying expensive new things or hanging around with some pals. I don"t mind this because I like household chores. In our family I do a lot of things, because my parents usually work. I do most of the washing up, tidy my room and make my bed. I often go shopping. Cleaning the room is probably the best one, and the worst I think is cleaning the bath, because it kills your back. My father and I try to help my mother to do the chores. Everyone in the family is responsible for cleaning and repairing things when they have free time. In order to have a loving family every person ought to do the chores. That is the way I see it.

If I were married, I"d like to create a situation where all of these tasks would be shared fairly equally between me and my husband. Of course, if I like doing some things more and my husband would like other things more, this would be OK. I don"t like the situation that my husband goes out to work every day, and I would be just stuck inside the house looking after children, keeping the clothes clean and cooking. This seems very unequal to me.

1. Answer the following questions:

1. What are your household chores? 2. Are they difficult? 3. What are your parents" household chores? 4. Who will fulfil household chores in your future family? 5. What is an ideal situation concerning household chores in the family? 6. Who shares responsibility in your family? Why?

Hello! Do you have grandparents?

Yes, I"m a lucky one. I have two grannies and two grandpas. And you?

So do I. Let"s talk about our grandparents.

OK. I"d like to tell you about my mother"s father. He is a very interesting man for me. He has a very big garden, and he keeps bees, five bee hives. Once I organized an excursion to his hives. It was interesting to watch his work with his hives.

Did you taste honey?

Sure. He gave us fresh honey with tea. All my classmates were very glad to taste it.

It"s very interesting. And I"d like to tell you about my father"s mother. She has a piano, and she is a very good musician. When she was young, she used to go to different parts of our country with the concerts. I think that my musical ability comes from her. Now she doesn"t have concerts, she daily teaches me to play the piano. I"m very thankful to her.

OK. Thank you for our talk. Maybe I"ll come to your place to listen to your granny.

Maybe. And I"d like to go to the country to see your grandpa"s hives. Bye.

What flat do you live in?

It"s rather large and comfortable. And a good thing about our flat is that the kitchen is rather big.

Who do you live there with?

I live there with my parents and my elder sister. And you?

I live with my parents and grandparents.

Are they still working?

No, they are on pension.

And where do they live?

In a country house, not very far from Moscow. It takes me 35 minutes to get to the downtown.

Do you have all modern conveniences?

Sure. And our house is rather big. It"s a two-storey building. I have a room of my own there. There is a big living room and a kitchen, but the bathroom is not very large.

I"d like to come to your place. Can I do it tomorrow?

Of course. Write down my address. See you tomorrow at 5 pm.

UNIT II. STUDY AT COLLEGE. LEARNING FOREIGN LANGUAGES

Text 1. Ann’s college

currently - в настоящее время

to be enrolled - числиться в списках студентов

full-time students - студенты дневного отделения

part time-students - студенты вечернего отделения

course of study - курс обучения

industrial automation - промышленная автоматика

robotics - робототехника

plastics - пластмассы

machine-tools - станки

metalworking - металлообработка

noisy - шумный

to chat - беседовать, болтать

to be equipped with - быть оборудованным

up-to-date equipment - современное оборудование

carry on - проводить

research work - исследовательская работа

one-storeyed - одноэтажное

tasty - вкусный

affordable - доступная (to afford - позволять)

classroom - класс, аудитория

Кафедра английского языка

О.С. Колыбенко

ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ

РАЗГОВОРНЫЕ ТЕМЫ

МИНИСТЕРСТВО СЕЛЬСКОГО ХОЗЯЙСТВА И ПРОДОВОЛЬСТВИЯ РЕСПУБЛИКИ БЕЛАРУСЬ

ГЛАВНОЕ УПРАВЛЕНИЕ ОБРАЗОВАНИЯ, НАУКИ И КАДРОВ

Учреждение образования «БЕЛОРУССКАЯ ГОСУДАРСТВЕННАЯ СЕЛЬСКОХОЗЯЙСТВЕННАЯ АКАДЕМИЯ»

Кафедра английского языка

О.С. Колыбенко

ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ

РАЗГОВОРНЫЕ ТЕМЫ

Для студентов всех факультетов

Издание третье, исправленное и дополненное

29 05. 2012 г. (протокол № 10).

старший преподаватель О.С. Колыбенко.

Рецензент:

Старший преподаватель И. В. Осипова.

Колыбенко, О. С.

Пособие по английскому языку «Разговорные темы» / О. С. Колыбенко. – Горки: БГСХА, 2012. – 62 с.

Данное пособие включает разговорные темы по английскому языку. Каждый урок содержит тематический словарь, серию предтекстовых и послетекстовых упражнений, имеющих коммуникативно-речевую направленность.

Пособие предназначено для студентов всех факультетов.

УДК 805. 0 (072)

© УО «Белорусская государственная сельскохозяйственная академия», 2012

ВВЕДЕНИЕ

Пособие предназначено для студентов первых курсов всех факультетов.

Цель пособия – расширение лексического запаса студентов, а также развитие и совершенствование навыков диалогической и монологической речи в рамках указанных тем.

Пособие состоит из восьми уроков. Каждый урок содержит тематический словарь; базовый и дополнительные тексты; серию предтекстовых и послетекстовых заданий, имеющих коммуникативно

– речевую направленность.

Темы расположены в том порядке, в котором их обычно изучают: «Моя семья», «Я – студент», «Академия», «Великобритания», «Сельское хозяйство Великобритании», «Беларусь», «Сельское хозяйство Беларуси».

Лексика текстов отрабатывается и усваивается в ходе выполнения упражнений. Также включены задания творческого характера, требующие самостоятельного поиска нужной информации с последующей ее презентацией.

Пособие может быть использовано как для аудиторной, так и для самостоятельной работы студентов.

Topical Vocabulary

1) biography – биография;

2) name – имя;

3) surname – фамилия;

4) nationality – национальность;

5) age – возраст;

6) occupation – занятие, профессия;

7) to be married – быть женатым, быть замужем.

8) to be single – быть холостым, быть незамужем;

9) to leave (finish) school – закончить школу;

10) applicant – абитуриент;

11) first-year student – студент-первокурсник;

12) to get acquainted – познакомиться;

13) to be born – родиться;

14) to come from – происходить, быть родом;

15) to enter the university – поступить в университет;

16) to fail in аn exam – провалить (не сдать) экзамен;

17) to pass exams – сдать экзамены;

18) the extended family – патриархальная семья;

19) the nuclear family – традиционная семья;

20) the blended family – смешанная семья;

21) aunt – тетя;

22) uncle – дядя;

23) niece – племянница;

24) nephew – племянник;

25) grandparents – дедушка и бабушка;

26) granddaughter – внучка;

27) grandson – внук;

28) to be divorced – быть в разводе;

29) to be on pension – быть на пенсии;

30) husband – муж;

31) wife – жена;

32) cousin – двоюродный брат (сестра);

33) mother-in-law – свекровь, теща;

39) baby – грудной ребенок;

40) to consist of – состоять из;

41) to look like – выглядеть;

42) to share domestic duties – разделять домашние обязанности;

43) to get along with – ладить, уживаться;

44) lifespan – продолжительность жизни;

45) adulthood – взрослое состояние, зрелость;

46) infancy – младенчество;

47) maturity – зрелость.

Ex. 1. Read the text.

The family is very important as a unit in our society.

My family is neither big nor small. I have a father, called Nikolay. He works as a manager; he is 47. My mother"s name is Olga, she is 46, and she is a housewife. I"m sixteen, going on seventeen. My favorite subject is algebra, and my hobby is sport. My family is happy and friendly. I also have a grandmother, she is a sweet creature. My granny is tender and patient. She respects and loves all of us. In my family we have consideration for others, warmheartedness and understanding. There is no place for indifference, selfishness and rudeness.

My father works hard to provide food and clothes for the family; he finances us. My mother and I share our common joys and sorrows. She keeps the house and the family. My parents are very much concerned about my future and I love them very dearly.

Ex. 2. Answer the questions.

1. What is your name? /Who are you? 2. Where and when were you born? 3. How old are you? 4. Are you Belarusian? 5. Where do you live? /What"s your permanent address? 6. When did you finish school? 7. How well did you do at school? 8. What were your favorite subjects? 9. How many members are there in your family? 10. What relations do you have in your family (parents, sisters, brothers, etc.)? 11. Have you got any grandparents? Where do they live? 12. Have you got any uncles or aunts? 13. Do you have any cousins? 14. Do you have any nieces or nephews? 15. Where does your family live? 16. Where do your parents work? 17. How do they call your father? 18. How do they call your mother? 19. What are your brothers and sisters (if any)? 20. Which of you is the oldest person in the family? 21. Which of you is the youngest? 22. Does a family need a leader? Why? Why not? /Who is the head of the family: the father or the mother? 23. Where does your family spend holidays? 24. Who usually does the

housework (goes shopping)? 25. Do you have any relatives, who live abroad? How often do you visit them? Do they often come to see you? 26. Why is it important to have a good family? / What is a happy family in your opinion?

Ex. 3. Every family has fascinating bits of family history. Think about your family and pick out an interesting piece of family history, which you want to tell your friend.

Ex. 4. Tell about your childhood. The following questions may help you.

1. What is your position in the family (the only child, the eldest, the youngest, the second of four, etc.)? 2. Who was your favorite relative when you were a child? Why? 3. Which toy did you like most? 4. Who did you play with? 5. What did you hate eating? 6. What"s your most vivid memory of the house or flat where you grew up? 7. What smells or sounds can you recall from your childhood? 8. What"s your earliest memory of your life? 9. Describe your favorite photo from your childhood. 10. What was your favorite age? Why? 11. Tell about: a) something that disappointed you once you were a child; b) an event from your childhood that makes you smile now when you think about it. 12. Do you agree that childhood is the happiest time in your life? Why? Why not?

Ex. 5. Read the text and answer the questions after it.

There are different kinds of families. Family size can be regulated by tradition, religion or by standard of living.

In old Russia, in many parts of Asia children must help their parents by working in the fields with them.

Parents rely on their children to take care of them when they are elderly because they live in a poor society and have little chance to save for retirement.

And what society is considered to be poor? Where people consume most of what they produce and can’t save money. In such conditions infant mortality is high, children don’t survive infancy and so don’t reach adulthood. Thus, the parents are forced to have 7, 8 or more children hoping that 3 or 4 of them may survive infancy and reach adulthood.

But important improvements in health care have made longer life possible:

1. We have better ways to provide people with clean water and sanitary living conditions.

2. Better medical treatment has extended people’s lives.

So, all these improvements in health and a decline in infant mortality have led to a decline in the birth rate. Parents realize now that they don’t need to have so many children just to insure that some will reach maturity.

1. What factors determine the size of the family? 2. Why do parents rely on their children? 3. Why do some parents have many children? 4. What has extended lifespan? 5. Do you think that family size can be regulated?

Ex. 6. Look through the following text and note down the reasons why:

a) the author thinks it must be awful to be the only child;

b) the author supposes there are some advantages too;

c) the author thinks big families are better.

I Prefer a Big Family

I"ve got one brother – Roland. He"s all right, I suppose, but I wish I had more brothers and sisters. I think it must be awful to be an only child. An only child is often spoilt – they get everything they want from their parents all the time. And then sometimes they"re a bit shy or at least not very sociable because they"re not used to being with other people. Well, I suppose there are some advantages too. I mean, you get lots of attention and time from your parents and you don"t have to share everything with the other children. But I think big families are better. A big family teaches the older children how to look after the younger ones and that"s a good thing. All the big families I know are always friendly and good fun. Of course, it"s more expensive to look after a big family – so money can be a problem. Personally I think the ideal family size is four. I"d like to have a sister and two brothers. That would be nice. Roland"s OK though. He"s nineteen now – two years older than me. He"s tall, dark with black wavy hair and brown eyes. Some of my friends say he"s good-looking but I don"t know about that. He"s very quiet and rather serious. He reads a lot and likes fishing. Last year, he started helping in our local youth club. The younger children like him very much. He organized two summer trips for them.

The person in my family who I get on best is my cousin Ellie.

She"s really great. She"s a year older than me – she is 18. She"s got long, straight, fair hair. She"s of medium height and quite slim. She"s very pretty too. I stay with Ellie"s family in summer. We go cycling a lot – round the countryside. We go dancing too. Ellie likes the same kind of music as I do. She had to take her exams again last year – but she passed them the second time. Then she left school and she got a job in a bank. She"s changed quite a bit since she started working at the bank. She"s made a lot of new friends and she goes out a lot more in the evenings now.

Ex. 7. Choose the sentence that doesn"t contradict the sentence from the text.

1. Some of my friends say he"s good-looking but I don"t know about that. a) The author doesn"t find his brother good-looking.

b) Roland"s brother has never thought of his brother"s appearance. c) The author doesn"t know what good-looking people look like.

2. She had to take her exams again last year – but she passed them the second time.

a) Ellie didn"t take her exams only once.

b) Ellie wanted to take her exams again last year. c) She passed exams twice.

Ex. 8. Fill in the missing parts of the sentences.

1 . ___ I think ____ family size is four.

2. He is ____ now, ____ years ____ than me.

3. He started _____ in our _____ .

4. The person in my family who I __ is my cousin Ellie.

5. She"s ____ height and ____ slim.

6. She"s changed ____.

7. She"s ____ a lot of friends and she ____ a lot____ .

Ex. 9. Write a paragraph about advantages and disadvantages of a big/small family.

Ex. 10. Fill in the gaps with the necessary information and speak about your family.

Our family is large (small, not very large). We are the family of seven (two, three, four, five, six): my mother, my father, my grandmother, my grandfather, my sister, my brother and I. My mother"s name is … She is … years old. She is a teacher (a doctor, a worker, an engineer). She is a very nice, kind and clever woman. My father"s name is ... He is ... years old. He is a worker (a teacher, an engineer, a doctor, a businessman). He is rather tall and strong. He is a man of strong character – and all of us love him very much. My grandmother"s name is ... She is ... years old. She does not work now, she is a pensioner, but she has a lot of work to do about the house. All of us try to help her. My grandfather" s name is... He is... years old. He is a pensioner too. My brother and sister are students (pupils). Their names are ... . They are older (younger) than me. We are a very good family. We love each other very much. In the evenings, when all the members of our family get together after work and study, we like to watch TV, to read books and newspapers, to talk about different things and to discuss all our problems together. When the weather is good we sometimes go for a walk. We have a small house in the country with a garden and a kitchen-garden. There is much work there and on week-ends we go there and work and have rest all together.

Ex. 11. There are some proverbs about family and family life. Match the proverbs with their Russian equivalents. Choose one of the

Ex. 12. Tasks for Discussion:

1 . Topic for discussion: ―Your ideal wife/husband.‖

Prompts : intelligent, pretty, loves children, is satisfied with what he/she has, inspires love and is able to do so for many years; generous (великодушный), understanding, doesn"t create additional problems for a spouse, has sense of humor, is always interesting, is a friend.

2. Say what you think about the following: the professional level of the wife is higher than that of the husband.

Prompts : nothing special, modern women have equal rights with men, wouldn"t like to be in that husband"s place, much depends on the wife"s behavior.

3. You may hope to build a marriage as successful as that of your parents. Give your reasons if this is so.

4. The optimal model of behavior for two people who love each other. What is your opinion?

Prompts : each married couple ought to work out such a model for themselves, this model is optimal for an individual couple only, the relations between the two spouses depend on individual traits of their characters.

5. Tolstoy said that all happy families are alike. But what is a general portrait of a happy married couple?

Prompts : married because they loved each other, from the very beginning refuse to be dependent on their parents, plan their expenses together, both take part in housekeeping, their views on child upbringing are the same, prefer to spend their leisure time together, find each other as attractive as they did before marriage.

В разделе на вопрос Нужна методичка по обучению англ. языку с самого начала. заданный автором шеврон лучший ответ это 3.
Английский самостоятельно
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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:

1. 
   Why is it important to learn foreign languages?
2. 
   What foreign languages can you speak?
3. 
   How many of them would you like to know?
4. 
   Why are foreign languages socially demanded today?
5. 
   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:

1. 
   What is the role of English among other foreign languages?
2. 
   How many people speak English?
3. 
   Why has English become a world language?
4. 
   Where is English an official language?
5. 
   Why are millions of people learning English today?
6. 
   Why do young people want to learn English?
7. 
   Why do you learn English?
8. 
   What is the best way to learn a language?
9. 
   What is the most important thing for you in learning a foreign language?
10. 
    Is your written English better than spoken English?
11. 
    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».

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.

1. 
   - Добрый день! Как дела!

Все в порядке, благодарю вас.

1. 
   – Let me introduce my friend to you. This is Mr Brown.

I’m happy to meet you, too.

1. 
   – 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)

1. 
   curly- кудрявые;
2. 
   smooth - гладкие;
3. 
   straight/wavy - прямые \волнистые;
4. 
   long - длинные
5. 
   short – короткие
6. 
   shoulder-long – по плечи
7. 
   fringe - челка

Eyes (глаза)

Nose (нос)

What can be found on the face :

Ex . 1. Сопоставьте следующие слова.

Ex . 2. Переведите следующие выражения на русский язык.

1. 
   hazel eyes 10. a short curly fringe
2. 
   a turned up nose 11. a man with a long moustache
3. 
   a pointed chin 12. a wrinkled face
4. 
   short, dark, curly hair 13. to have a long face
5. 
   wavy shoulder-length hair 14. a man of medium-height
6. 
   good-humored round face
7. 
   darken eyelashes with mascara
8. 
   a skinny figure
9. 
   a deep scar

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 }