Деловые переговоры на иностранном языке. Английский язык. Часть 1. Лазаричева Е.С. - 5 стр.

Engineering of Consent (1947). Bernays saw public relations as an "applied social        - I like Warsaw, it’s a very beautiful city       - Варшава мне понравилась, очень
science" that uses insights from psychology, sociology, and other disciplines to         and quite different from London.                  красивый город и совсем не похож не
scientifically manage and manipulate the thinking and behavior of an irrational and                                                        Лондон.
"herdlike" public. "The conscious and intelligent manipulation of the organized          - I hope you’ll enjoy your visit, Mr.             - Надеюсь, Вам понравится у нас, м-р
habits and opinions of the masses is an important element in democratic society,"        Cartwright                                        Картрайт.
he wrote in Propaganda. "Those who manipulate this unseen mechanism of society           - Let me introduce my staff to you. This          - Разрешите мне представить Вам моих
constitute an invisible government which is the true ruling power of our country."       is my secretary, Miss Chmielewska.                сотрудников. Это – мой секретарь,
          One of Bernays' early clients was the tobacco industry. In 1929, he                                                              мисс Хмелевская.
orchestrated a legendary publicity stunt aimed at persuading women to take up            - Nice to meet you, Miss Chmielewska.             - Приятно познакомиться с Вами, мисс
cigarette smoking, an act that at the time was exclusively equated with men. It was                                                        Хмелевская.
considered unfeminine and inappropriate for women to smoke; besides the                  - I also want you to meet Andreas                 - Я хочу также познакомить Вас с
occasional prostitute, virtually no women participated in the act publicly. (Indeed,     Hoffmann, our Sales Manager. You’ve               Андреасом      Хоффманном,     нашим
in some countries this is very much still the case.)                                     already met Mr. Waida.                            менеджером по сбыту. С м-ром Вайдой
          Bernays initially consulted psychoanalyst A. A. Brill for advice, Brill told                                                     Вы уже знакомы.
him: "Some women regard cigarettes as symbols of freedom... Smoking is a
sublimation of oral eroticism; holding a cigarette in the mouth excites the oral zone.   - What does Mr. Waida do?                         - Чем занимается м-р Вайда?
It is perfectly normal for women to want to smoke cigarettes. Further the first          - He is our Export-Import Manager…                - Он работает у нас менеджером по
women who smoked probably had an excess of male components and adopted the               Do take a seat. Would you like a cup of           экспорту и импорту. Присаживайтесь.
habit as a masculine act. But today the emancipation of women has suppressed             coffee?                                           Чашечку кофе?
many feminine desires. More women now do the same work as men do....                     - Yes, thank you.                                 - Да, спасибо.
Cigarettes, which are equated with men, become torches of freedom."                      - By the way, Mr. Cartwright, what’s              - Кстати, м-р Картрайт, кто Вы по
          Upon hearing this analysis, Bernays dubbed his PR campaign the:                your profession?                                  профессии?
"Torches of Liberty Contingent".                                                         - I’m an engineer, but at Continental             - Я инженер. Но в компании Continental
          It was in this spirit that Bernays arranged for New York City débutantes to    Equipment I work as a Sales Manager.              Equipment я работаю менеджером по
march in that year's Easter Day Parade, defiantly smoking cigarettes as a statement      Here’s my card.                                   сбыту. Вот моя визитная карточка.
of rebellion against the norms of a male-dominated society. Publicity photos of
these beautiful fashion models smoking "Torches of Liberty" were sent to various         - Let’s get down to business, Mr.                 - Давайте перейдем к делу, м-р
media outlets and appeared worldwide. As a result, the taboo was dissolved and           Cartwright. We’re extending our                   Картрайт. Мы расширяем сферу нашей
many women were led to associate the act of smoking with female liberation. Some         business and want to buy equipment for            деятельности и хотим закупить
women went so far as to demand membership in all-male smoking clubs, a highly            producing some goods in Poland, rather            оборудование для производства в
controversial act at the time.                                                           that importing them from western                  Польше не-которых товаров, которые
          For his work, Bernays was paid a tidy sum by George Washington Hill,           companies as we do now. We know that              мы сейчас импортируем из западных
president of the American Tobacco Company.                                               some companies, including yours,                  стран. Мы знаем, что ряд компаний,
          In 1950 PRSA enacts the first "Professional Standards for the Practice of      produce the sort of equipment we need.            включая Вашу, производит тот тип
Public Relations," a forerunner to the current Code of Ethics, last revised in 2000 to   Your company provides advanced                    обору-дования, который нам нужен.
include six core values and six code provisions. The six core values are "Advocacy,      technology and efficient service, which           Ваша компания внедряет передовые
Honesty, Expertise, Independence, Loyalty, and Fairness." The six code provisions        small companies can’t provide. That’s             технологии       и      обеспе-чивает
consulted with are "Free Flow of Information, Competition, Disclosure of                 why we’re interested in your company.             эффективную      систему    сервисной
Information, Safeguarding Confidences, Conflicts of Interest, and Enhancing the                                                            поддержки, что не под силу
Profession."                                                                                                                               небольшим компаниям. Вот почему мы
                                                                                                                                           заинтересовались Вашей компанией.
  1.   What measure were taken by Duchess of Devonshire on                               - Yes, I see. You’ll be pleased to hear           - Да, я понимаю. Думаю, что Вам
       behalf of Charles James Fox?                                                      that the service life of our equipment has        приятно будет узнать, что мы
  2.   What was promoted in the US in the beginning of the era                           been increased, and also prices have              увеличили срок службы нашего
       of PR?                                                                            been reduced                                      оборудования и, кроме того, снизили
                                                                                                                                           цены.

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