Методичка по английскому языку 2 курс. Методичка по лексике1

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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

When I was sugared I was hoping to be offered a cake.

Когда мне дали сахар, появилась надежда, что мне предложат и

пирожное.

Существительное: a box – коробка

Cheap candies are not boxed.

Дешевые конфеты не упаковываются в коробки.

Существительные: dinner – обед

wine - вино

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)

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)

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

proverbs and make up a short story.
	East or West home is best.	a) Брак – это лотерея.
2) Men make houses, women make		b) Маленькие детки – маленькие
		бедки, большие детки – большие

	Every Jack must have his Jill.	c) Каков отец, таков и сын
	Marriage is a lottery.	d) У каждой семьи есть своя
		семейная тайна. Из избы сору не

	Like father, like son.	e) В гостях хорошо, а дома лучше.
	Little children, little sorrow, big	f) Всякая невеста для своего
children, big sorrow.		жениха родится.
7) Every family has a skeleton in the		g) Кровь не вода. Свой своему
		поневоле брат.
	Blood is thicker than water.	h) Мужчины создают дома, а
		женщины – семейный уют.

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.

Методичка

Методичка - I ж. разг. Преподавательница методики. II ж. разг. Методическое пособие. Толковый словарь Ефремовой. Т. Ф. Ефремова. 2000 … Современный толковый словарь русского языка Ефремовой

методичка - метод ичка, и, род. п. мн. ч. чек … Русский орфографический словарь

методичка - и; ж. Разг. Методическое пособие. Составлять методичку. Работать по методичке … Энциклопедический словарь

методичка - и; ж.; разг. Методическое пособие. Составлять методичку. Работать по методичке … Словарь многих выражений

методичка - МЕТОДИЧКА, и, мн род. чек, дат. чкам. Разг. Методическое пособие: средство обучения какому л. предмету (обычно в высшем учебном заведении) небольшая книжка, в которой содержатся минимальные сведения, помогающие студенту в освоении какого л. курса … Толковый словарь русских существительных

Перекристаллизация - Перекристаллизация метод очистки вещества, основанный на различии растворимости вещества в растворителе при различных температурах (обычно интервал температур от комнатной до температуры кипения растворителя, если растворитель … Википедия

Центральный архив Министерства обороны Российской Федерации - ЦА Минобороны России, ЦА МО РФ … Википедия

ЦАМО - Центральный архив Министерства обороны Российской Федерации (ЦАМО РФ) ведомственный архив Российской Федерации, в котором хранятся документы различных штабов и управлений, объединений и соединений, частей, учреждений и военно учебных заведений… … Википедия

Натриевая соль пропилового эфира пара-оксибензойной кислоты - Химичес … Википедия

Яшин, Илья - Член президиума движения Солидарность Член РПР ПАРНАС, член президиума движения Солидарность, бывший сопредседатель общероссийского Молодежного Яблока, бывший член бюро Московского регионального отделения РДП Яблоко (исключен из партии в… … Энциклопедия ньюсмейкеров

Книги

Методичка. Биоэнергетическая очистка жилых и нежилых помещений , Яков Быль , Надеюсь, что эта методичка поможет вам обрести в себе уверенность, изменит окружающий вас мир, и ваше я станет высшим Я, которое будет написано с большой буквы.… Категория: Здоровье Издатель: Издательские решения , Купить за 480 руб электронная книга
Методичка для должников. Я должник в исполнительном производстве. Что делать? , Алексей Шарон , В пособии рассматриваются вопросы, связанные с особенностями взыскания долга в рамках исполнительного производства с позиций должника. Главная цель – помочь должнику разобраться со своими… Категория: Юриспруденция, право Издатель: Издательские решения , Купить за 120 руб электронная книга (fb2, fb3, epub, mobi, pdf, html, pdb, lit, doc, rtf, txt)

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 }