Grammar

Task 1. Choose the right modal verb or its equivalent.

Можно вычислить - (must, can, should) calculate; быть в состоянии выполнить - (have to, be able to, be allowed to) carry out; нельзя предска­зать - (can't, needn't, be not able to) predict; должны начаться в 10 -(have to, may, need) begin at 10; следует знать - (should, may, need) know; не нужно создавать - (may not, needn't, should not) create; нужно использовать - (have to, be allowed, may) use; можно взять эту книгу -(must, can, may) take this book; упорно не желать делать что-либо -(need, wouldn't, must) do something.

Task 2. a) complete the sentences using can or to be able (to).

1. My father is a very clever man. He ... speak two foreign languages.

2. Jack hurt his leg and he ... to walk very well.

3. My sister loves music. She ... play the piano very well.

4. I must finish my work this afternoon, so I.. .invite you to my place.

5. Не is willing to buy a car but he ... to afford it.

6. He ... to buy a Jaguar but he doesn't want.

b) complete the sentences using can or may.

1. What time is it? - It... be about 5 o'clock, but I'm not sure.

2. A fool... ask more questions than a wise man ... answer.

3. Be careful: you ... spill the water if you carry it like this.

4. ... I come in? - Yes, you ...

5. I live not far from my work. I... go by bus or I... walk.

6. You ... take this book till tomorrow.

c) complete the sentences using must, should, need, ought (to) or have (to).

1. We ... your help.

2. They ... to buy this book yesterday.

3. You ... do Exercise 11 at home.

4. I'm afraid you'll miss your train. You ... take a taxi.

5. It's cold in the evening. You ... to take warm clothes.

6. He ... go to St. Petersburg for a few days.

Task 3. Translate these sentences using modal verbs.

1. Он может очень быстро ходить.

2. Ему не нужно идти домой сразу.

3. Мы должны научиться жить в гармонии с собой.

4. Вам следует есть меньше сладкого.

5. Вам следовало бы уделять больше внимания своей внешности.

6. Не может быть, что ты не заметил, какая она рассеянная.

7. Ваш друг, должно быть, очень ленивый человек.

8. Мальчик не может сам выбирать книги, он еще маленький.

9. Он, может быть, и попытался доказать ей, что он прав, но не су­мел.

10. Неужели она приняла участие в соревновании?

Lesson IX advertising

The modern world depends on advertising. In the world of advertising, selling products is the most important goal. As companies becoming more global, they are looking for new ways to sell their products all over the world.

Some people think that to advertise means to let the customers know about the product. Maybe it was so many years ago. Today, in times of high competition, a function of advertising is much more complex. You should not only let people know, you should make them buy. In different forms, in different words you should convince everybody that your product is the best. Since 1960s advertising began to create a product image instead of presenting the product benefit, advertising was gradually transformed into a science. It became a mixture of management, marketing and psychology.

The products are shown from the best side - even cigarettes, sweets or alcohol are associated with the good values of human life such as joy, free­dom, love and happiness.

Because corporations are opening new markets and selling their prod­ucts in many countries of the world, they are also advertising their goods and services there. These measures will bring great profits, but at the same time the problems of language and culture in global advertising become very serious. For example, Chevrolet tried to promote Chevy Nova in Latin America. In English, the word "nova" means a "star". But in Spanish, it means "doesn't go". Would you buy a car with this name? In Latin America Marlboro's advertisement doesn't work, because cowboys are considered to be the poorest men there, who don't have enough money to buy good ciga­rettes.

To avoid these problems of translation, most advertising firms are be­ginning to write completely new ads, considering different styles of com­munication in different countries, traditions and laws.

Really good advertising means the discovery of needs and wants in people that they even have not discovered in themselves! A successful, well-written advertisement doesn't waste words or time. That is why you have to remember about AIDA (attention, interest, desire, and action). To buy your product people must go through it. At the same time your message must be short - use the number of words necessary to make the meaning clear. Ac­cording to Yale University's research, the folio wing 12 words are the most efficient: You, Discovery, Safety, Money, Proven, Love, Guarantee, Save, New, Easy, and Health.