What is a retailer?

Advertising

1) It is quite fashionable today to be critical of advertising. In fact, business, large or small, could not exist without it. Advertising brings together people who have something that they want to sell and those, often hundreds of miles away, who wish to buy. The best product will not sell if no one knows that it is for sale! In its way advertising is as important in the world of commerce as production or distribution.

2) People have been advertising their goods for hundreds (and probably thousands) of years. Almost everyone uses it at some time or other: the large national firm with a new product which employs an advertising agency; the small shop that is going to have a January sale; the private individual who wants to sell a car or a cassette player. Any advertising agency has account directors, media planners, creative department and production department. The account director is the bridge between the client and the agency. He needs to understand the client’s special problems and to give advice. He is also the one who discusses the client’s needs with the managers from creative department and then take their ideas back to the client.

Упражнение № 7. Выпишите из первого абзаца прилагательные, укажите три степени сравнения и переведите их.

Упражнение № 8. Прочитайте второй абзац, ответьте на вопрос:

What are the functions of an account director?

Вариант III

Упражнение № 1. Перепишите предложения и переведите их, обращая внимание на особенности перевода определений, выраженных именем существительным (цепочка существительных) и стоящих перед определяемым существительным (левое определение).

1) Roy Smith is a long-distance lorry driver for a road transport company.

2) The transport manager talks to the driver about the journey.

Упражнение № 2. Перепишите предложения и переведите их, обращая внимание на особенности перевода различных степеней сравнения прилагательных и наречий.

1) The most important kinds of formal letters are enquiries, offers and orders.

2) Because the shops are small, they are easier and cheaper to operate.

3) These stores were less successful.

4) The larger is the quantity which the retailer can buy from the wholesaler the lower is the price.

Упражнение № 3. Перепишите предложения и переведите их, обращая внимание на особенности перевода слов it, one (one’s), that, these, those в разных значениях.

1) Among the companies that published their annual reports is the N.S. company.

2) The small shops are easier to operate than those of larger owners.

3) It takes a few days for the document to arrive.

4) The use of one’s resources for the production of drugs is prohibited by law.

Упражнения № 4. Перепишите предложения, определите в них временные формы глаголов, укажите их инфинитивы. Предложения переведите.

1) As soon as we had installed the new line, productivity went up.

2) Have you chosen an advertising agency yet?

3) Changes in the rate of interest on government securities will often affect share prices.

4) Economic conditions are changing all the time.

5) They usually hold their European meeting in Paris.

Упражнение № 5. Перепишите предложения. Подчеркните в каждом из них модальный глагол или его эквивалент. Предложения переведите.

1) These stores are to be closed with a great loss.

2) We would be glad to have you as our customers.

3) They can use all the information.

Упражнение № 6. Перепишите и письменно переведите текст.

1) The word “retail” comes from an old French word retailler – to “cut again”, and this describes exactly what a retailer does. He buys large quantities of goods from a wholesaler – whole cheeses, whole lambs, large bags of sugar and so on – “cuts” them into smaller quantities and resells them to the consumer at a profit.

2) A hundred years ago the traditional type of shops were small shops owned and run by one or two men and their families, full of lovely old cheeses, bacon and large bags of flour. The small corner shop still exists today, but it is no longer the most important type of shop. Shops have become bigger (and less personal). In the high street we now find self-service supermarkets and chain stores; away from the town centers, even many corner shops are “multiples” – that is, they belong to a large group of shops although they still have the old owner’s name over the door. Outside the town itself, there are hypermarkets with their large car-parks. They sell everything and their prices are often lower because they do not have to pay the high rents of the high street shops.

Упражнение № 7. Выпишите из второго абзаца прилагательные, укажите три степени сравнения и переведите их.

Упражнение № 8. Прочитайте первый абзац, ответьте на вопрос:

What does a retailer do?

Вариант IV

Упражнение № 1. Перепишите предложения и переведите их, обращая внимание на особенности перевода определений, выраженных именем существительным (цепочка существительных) и стоящих перед определяемым существительным (левое определение).

1) Shop layout is the key to success.

2) The travel business is a big industry now.

Упражнение № 2. Перепишите предложения и переведите их, обращая внимание на особенности перевода различных степеней сравнения прилагательных и наречий.

1) Last year their profits were higher than they are now.

2) Most British companies published their annual reports.

3) Generally the bank prefers to provide finance to smaller firms wishing to invest and expand.

4) Sometimes the more unusual projects are the more successful they become in the end.

Упражнение № 3. Перепишите предложения и переведите их, обращая внимание на особенности перевода слов it, one (one’s), that, these, those в разных значениях.

1) One has to study the role of foreign investment in our economy.

2) The phrases written in a foreign language may have quite a different meaning from that intended.

3) It is competition which forces businesses to make appropriate decisions.

4) All kinds of services were developed, especially those for which the aim was helping people.

Упражнения № 4. Перепишите предложения, определите в них временные формы глаголов, укажите их инфинитивы. Предложения переведите.

1) You will find our prices competitive.

2) The firm did not send the samples of its product.

3) While we were discussing cost-cutting measures, the corporation was presenting the poor results.

4) Before 5.00 he will have finished all the project.

5) Do all enterprises in a capitalist economy involve a degree of risk?

Упражнение № 5. Перепишите предложения. Подчеркните в каждом из них модальный глагол или его эквивалент. Предложения переведите.

1) The economy should provide employment for all who are able to work.

2) The government has to play a legitimate role in market failure (неэффективность рыночного механизма).

3) They could sell their product at a profit.

Упражнение № 6. Перепишите и письменно переведите текст.

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