Деловые переговоры на иностранном языке. Английский язык. Часть 1. Лазаричева Е.С. - 29 стр.

advertisements more tempting to consumers' eyes. The Volkswagen ad campaign             6. I never (to change) my shoes even when I (to get) my feet wet.
featuring such headlines as "Think Small" and "Lemon" (which were used to               7. “By the way,” I asked Arthur, “what Bill (to do) now?”
describe the appearance of the car)--ushered in the era of modern advertising by        8. The guard stared at him. “You (to have) a pass?”
promoting a "position" or "unique selling proposition" designed to associate each       9. I (to believe) she (to feel) foolish this morning.
brand with a specific idea in the reader or viewer's mind. This period of American      10. If there is one thing I (not to like) on a voyage it is the unexpected.
advertising is called the Creative Revolution and its poster boy was Bill Bernbach      11. The doctor (not to see) the patients today.
who helped create the revolutionary Volkswagen ads among others. Some of the            12. “If you (to feel) so strongly”, she said, “why you (not to do) something about
most creative and long-standing American advertising dates to this incredibly               it?”
creative period.                                                                        13. I’m about to move to London and I (to try) to decide which books and records
          The late 1980s and early 1990s saw the introduction of cable television           to take along.
and particularly MTV. Pioneering the concept of the music video, MTV ushered in         14. Jill (to be) rude to me. Why you (not to stop) her?
a new type of advertising: the consumer tunes in for the advertising message, rather    15. She (not/belong) to a political party.
than it being a byproduct or afterthought. As cable and satellite television became     16. Hurry! The bus (come). I (not/want) to miss it.
increasingly prevalent, specialty channels emerged, including channels entirely         17. The River Nile (flow) into the Mediterranean.
devoted to advertising, such as QVC, Home Shopping Network, and ShopTV.                 18. The river (flow) very fast today - much faster than usual.
          Marketing through the Internet opened new frontiers for advertisers and       19. (it/ever/snow) in India?
contributed to the "dot-com" boom of the 1990s. Entire corporations operated            20. We usually (grow) vegetables in our garden but this year we (not/grow) any.
solely on advertising revenue, offering everything from coupons to free Internet        21. A: Can you drive?,        B: No, but I (learn). My father (teach) me.
access. At the turn of the 21st century, a number of websites including the search      22. You can borrow my umbrella. I (not/need) it at the moment.
engine Google, started a change in online advertising by emphasizing contextually       23. I usually (enjoy) parties but I (not/ enjoy) this one very much.
relevant, unobtrusive ads intended to help, rather than inundate, users. This has led   24. George says he's 80 years old but I (not/believe) him.
to a plethora of similar efforts and an increasing trend of interactive advertising.    25. Ron is in London at the moment. He (stay) at the Hilton Hotel. He usually
          A recent advertising innovation is "guerrilla promotions", which involve          (stay) at the Hilton Hotel when he's in London.
unusual approaches such as staged encounters in public places, giveaways of
products such as cars that are covered with brand messages, and interactive             6. Grammar revision. Develop situations to justify the use of the offered tense.
advertising where the viewer can respond to become part of the advertising
message. This reflects an increasing trend of interactive and "embedded" ads, such      1. They dance every style.              5. You are putting the umbrella in the wrong
as via product placement, having consumers vote through text messages, and                 They are dancing every style.           place.
various innovations utilizing social networking sites (e.g. MySpace).                                                              You put the umbrella in the wrong place.

4. Compose a crossword, using not less than 12 words from the vocabulary at             2. I think they are both silly.         6. All these people come here to see the
the end of the theme.                                                                      I think they are both being silly.      races.
                                                                                                                                   All these people are coming here to see
5. Grammar revision. Make up the situations where the use of the offered                                                           he races.
tense could be justified.
                                                                                        3. Who is sleeping in this room?        7. I don’t eat fish.
1. I haven't read the paper this morning.                                                  Who sleeps in this room?                I’m not eating fish.
   I didn't read the paper this morning.
2. We haven't seen them for years.                                                      4. He played tennis.                    8. She will write a new ad.
   We didn't see them for years.                                                           He was playing tennis.                  She is writing a new ad.
3. He hasn't gone to bed for two days.
   He didn't go to bed for two days.
4. He has been a teacher for ten years.
   He was a teacher for ten years.
5. I've had a letter from him today.


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