Practise reading modern press. Станкова Т.Ю. - 19 стр.

                              UNIT 5
     I. Practise the pronunciation of the following words:

Singapore            [,sω gχ′p] :]      competitive          [kχm′petχtωv]
advertisment         [χd′vφ:tωsmχnt]    geographical         [,→ω:χ′gr fωkl]
stereotype           [′steriχtaωp]      credible             [′kredχbl]
Ireland              [′aωχlχnd]
     II. Revise grammar rules.
      1. Find similar parts in sentence (1) and analyse its syntactical
structure [§ 2].
      2. Find the subject and the predicate in sentence (2) and analyse
its syntactical structure [§ 1].
     III. Read and translate the article into Russian.


                The Rise of the Brand State
      Look at the covers of the brochures in any travel agency and
you will see the various ways in which countries present themselves
on the world’s mental map. Singapore has a smiling, beautiful face
offering us tasty appetizers on an airplane, whereas Ireland is a windy,
green island full of freckled, red-haired children. But do these images
depict real places, existing geographical sites one can visit? Or do
the advertisements simply use cultural stereotypes to sell a product?
      Over the last two decades, straight-forward advertising has given
way to branding — giving products and services an emotional
dimension which people can identify. In this way, Singapore and
Ireland are no longer merely countries one finds in an atlas. They
have become «brand states», with geographical and political settings
that seem trivial compared to their emotional resonance among an
increasingly global audience of consumers. A brand is best described
as customer’s idea about a product; the «brand state» comprises the
outside world’s ideas about a particular country.
      We all know that «America» and «Made in the U.S.A.» stand
for individual freedom and prosperity; Hermès scarves and Beaujolais
Nouveau evoke the French art de vivre; BMWS and Mercedes-Benzes

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