I. Read the essay and make your own one. Advertising

There are many different kinds of advertising (on the radio, on television, in newspapers, in magazines, and on billboards). In your opinion, which one of these kinds of advertising is the most effective? Why? Use specific reasons and examples to support your answer.

All advertising media share a common goal; to reach as many consumers as possible and convince them to buy a certain product. They all employ similar strategies to achieve this objective, but some are more effective than others. In my opinion, television is the most effective because of several advantages it has over other advertising media.

For one thing, I believe television advertising has a greater power to engage its audience than print and radio media have. While print appeals only to the sense of sight and radio only to hearing, television appeals to both sight and hearing simultaneously. Moreover, a television advertisement is a moving film and therefore is quite successful at presenting the illusion of reality. The characters in a television commercial seem alive. For these reasons, we are probably more likely to pay close attention to a television commercial than to a radio commercial or an ad in a magazine.

Secondly, the advantage of television advertising over other advertising media is related to the costs involved in producing television commercials. Because of the extremely high cost of advertising on television, the companies which can afford the expense can also afford to do intensive market research. In other words, they can study market trends and buying habits in order to target a very specific consumer audience.

Finally, of all the advertising media, television reaches the widest audience. With a television in nearly every household and the average person watching several hours of television per day, television presents an enormous possibility of exposing a product to a large number of people.

In conclusion, the advantages of television advertising make it by far the most effective advertising medium. Since the marketing industry is very competitive, even the smallest advantage can give a company an edge over its competitors. Thus, companies with a large advertising budget undoubtedly prefer television to other forms of advertising media.

Lesson 5.

Translate the article“The law of Ukraine”

THE LAW OF UKRAINE "ON BUSSINESS ACTIVITIES» IS A LEGAL BASIS FOR CONDUCTING BUSSINESS IN UKRAINE

The Law "On Business Activities" (hereinafter - the Law) No. 698-XII was adopted on 7 February 1991 by the Supreme Soviet of the Ukrainian SSR and after considerable amendments is effective in Ukraine now. This is one of the fundamental laws on the market economy development. It determines foundations of legal, economic and social freedom of conducting business activities in Ukraine.

According to Article 1 of the Law, business activities are any regular activities not prohibited by the legislation of Ukraine and aimed at gaining profit. We would like to note that any individuals and legal entities of all forms of ownership and their associations may be business entities (Article 2 of the Law). According to cl. 4 of Article 2 of the Law of Ukraine "On Ownership" No. 697-XII, dated 7 February 1991, there are three forms of ownership in Ukraine: private, collective and state (municipal). In accordance with Article 3 of the Law of Ukraine "On Partnerships" No. 1576-XII, dated 19 September 1991, foreign individuals and legal entities may be founders and partners of an enterprise equally with Ukrainian business entities. The same Article specifies the requirements for names of business entities.

Along with providing freedom of business activities, Article 4 of the Law sets some restrictions. Mainly, they relate to the activities connected with rendering communication services, petrol and spirit production, as well as manufacturing and realising products potentially dangerous to the society in general and to each person in particular.

Section II of the Law stipulates the conditions for conducting business activities in the territory of Ukraine. The first thing to do while carrying out business in Ukraine is an obligatory state registration of the activities (Article 8 of the Law) with making records in the Register of Business Entities. This procedure is described in more detail in the Resolution of the Cabinet of Ministers of Ukraine "On the Procedure for the State Registration of Business Entities" No. 740, dated 25 May 1998. A set of documents to be submitted to the state registration bodies of Ukraine slightly differs from the one necessary for the registration in other countries. However, besides being recorded in the Register you should also obtain a permit from tax bodies, the bodies of the Ministry of Internal Affairs, statistics, different state insurance funds, etc. It should be noted that Ukraine is on its way for simplifying the registration procedure and reducing terms of its making.

Ukraine, as a country which follows democratic development principles, stipulated in the Law (Article 11 of the Law) that business activities may be terminated exclusively:

• on one's own initiative;

• on expiry of a licence validity (cancellation);

• under the court's decision.

The latter is very important, as none of the state officials has a right to prohibit you from conducting business activities without a relevant decision of judicial authorities.

It is also significant that the Law guarantees inviolability of property and protection of an entrepreneur's property provides each entrepreneur, regardless of an organisational form of the business activities, with equal rights and opportunities (Articles 12 - 13 of the Law).

Article 15 is no less important. It prohibits the state bodies from interfering in entrepreneurs' activities, on condition that these activities do not infringe on the rights, stipulated by the legislation of Ukraine, of the state bodies performing control over entrepreneurs' activities.

Article 16 directly relates to foreign entrepreneurs. Its main point is that foreign individuals, while conducting business activities in the territory of Ukraine, enjoy the same rights and undertake the same obligations as the citizens of Ukraine do.

Of course, today it is very difficult to speak about complete implementation of the principles of conducting business in Ukraine specified in this Law. However, Ukraine does not stagnate, more and more it integrates with legal and economic community of Europe and on the whole improves its normative-legal base regulating business activities.

Editorial staff