8. Раскройте скобки, употребив одну из степеней сравнения, переведите.

1. He has got a (good) computer than I. 2. The blue whale is (big) animal in the world. 3. These jeans are (nice) than those. 4. This is (expensive) suit in the shop. 5. I have (little) free time than you. 6. Sue is (attractive) than Jane. 7. Winter is (cold) season of the year.

9. Перепишите и письменно переведите следующие предложения, обращая особое внимание на перевод неопределенных местоимений и наречий. Неопределенные наречия и местоимения подчеркните.

1. Nobody missed lectures last week. 2. Everything was ready for the experiment and the students had some minutes to rest. 3. We didn’t find this technical magazine anywhere. 4. He knew nothing about this discovery. 5. I have not seen him for some years. 6. Something is wrong with this engine. 7. No one in the laboratory could tell us about the results of this experiment. 8. The professor told us about some interesting facts from his practical work.

10. Перепишите данные предложения, определите в них видовременные формы глагола, укажите его инфинитив; переведите предложения на русский язык.

1. The earth goes round the sun. 2. It often rains in this part of the country. 3. There won’t be any wars in the world. 4. It seemed impossible for him to win, but he won. 5. Don’t put the dictionary away. I need it. 6. We couldn’t afford to keep our car, so we sold it.

11. Прочтите и письменно переведите текст. Текст 1. (для специальностей 080507, 080507у – «Менеджмент организации»,

100110, 100110У – «Домоведение»)

Advertising in the USA

The influence of advertising in the mass media market has both advantages and disadvantages. On the plus side is¹ the fact that people get an incredible variety of information, entertainment and culture at minimal cost². The disadvantage is that nearly all of America's mass communications are heavily overloaded with commercial or persuasive messages³.

All advertising contains both information and persuasion. The classified advertisements⁴ in the daily newspapers are almost pure information. So are most of the supermarket specials⁵.

In Latin ad vertere means "to turn the mind towards something". The American Marketing Association (AMA) points out that advertising is a tool of marketing along with the product price, distribution and personal selling. It also reminds us that advertising can be used to promote ideologies and services. This kind of promotion is "non-personal" – it is directed "to whom it may concern"⁶ – and therefore it is effective because the audience is very receptive to it.

The first function of advertising is to distinguish among identical products. This attempt was exercised at the end of the 19-th century by means of brand name identification⁷. It seemed that the brand name would become synonymous with the product or its quality. Today when we ask for Coca-Cola, Kleenex or Xerox – it's due to this particular function of advertising.

While brand names were an effective advertising technique, something more was required to establish the product difference in the public mind. From the realm of political campaigning⁸ advertisers borrowed the slogan – a catchy summary⁹ of the product. Thus, the company "Pears' Soap" updated itself instantly with a catchy "Good morning, have you used Pears' today?"

The slogan gave way to the jingle¹⁰, which was set to music and rhyme. "Winston tastes good, like a cigarette should" is an evident f though an ungrammatical example.

The next technique applied to advertising was brand image. Its aim was to create an image for a product that puts it a little above the competition and hence makes it a little more desirable. Since the late 1960s, a new concept has come to national advertising called positioning¹¹. Positioning consists of segmenting a market by persuading the customer that the new product will meet the needs of a selective group. Positioning recognizes the differences in people as individuals and the impossibility of any product capturing the entire potential market.

Брюховец Н.А.

Английский язык:

менеджмент, маркетинг, таможенное дело.

Vocabulary Notes on the Text

1. on the plus side is … – положительной стороной является …

2. at minimal cost – по минимальной цене

3. persuasive messages – рекламные сообщения убеждающего характера

4. the classified advertisements – реклама, ранжированная по области применения

5. supermarket specials – реклама в витринах супермаркетов о сниженных ценах на некоторые виды продуктов

6. to whom it may concern – всем заинтересованным лицам

7. brand name identification – идентификация с помощью торговой марки

8. from the realm of political campaigning – из практики проведения политических кампаний

9. a catchy summery – легко запоминающееся называние или описание продукта

10. the jingle – рифмованное созвучие, «джингл»

11. positioning – спецориентация; реклама, адресованная определенному кругу потребителей