Practise reading modern press. Станкова Т.Ю. - 20 стр.

drive with German efficiency and reliability. In fact, brands and
states often merge in the minds of the global consumer. For example,
in many ways, Microsoft and McDonalds are among the most visible
U.S. di plomats, just as Nokia is Finland’s envoy to the world. In
today’s world of information overload, strong brands are important
in attracting foreign direct investment, recruiting the best and the
brightest, and wielding political influence.
      These days, individuals, firms, cities, regions, countries, and
continents all market themselves professionally, often through
aggressive sales techniques (1). Indeed, having a bad reputation or
none at all is a serious handicap for a state seeking to remain
competitive in the international arena (2). The unbranded state has a
difficult time attracting economic and political attention. Image and
reputation are thus becoming essential parts of the state’s strategic
equity. Like branded products, branded states depend on trust and
customer satisfaction. We talk about a state’s personality in the same
way we discuss the products we consume, describing it as «friendly»
(i.e., Western-oriented) and «credible» (ally), or «aggressive»
(expansionist) and «unreliable» (rogue).


 Exercises to the text «The Rise of the Brand State»

      I. Find the following words and phrases in the text, translate them and
learn them by heart:
      brand state, to present oneself, advertisement, to sell,
advertising, branding, to identify, a consumer, a customer, efficiency,
reliability, trust, satisfaction, credible.
      II. Find English equivalents of the following in the text:
      îáëîæêè áðîøþð; òóðèñòè÷åñêîå àãåíñòâî; ðàçëè÷íûå ñïî-
ñîáû; ïðåäñòàâëÿòü ñåáÿ; àïïåòèòíûå çàêóñêè; âåñíóø÷àòûå ðû-
æåâîëîñûå äåòè; èçîáðàæàòü äåéñòâèòåëüíî ñóùåñòâóþùèå ìå-
ñòà; ðåêëàìà; ïðîñòàÿ ðåêëàìà; ýìîöèîíàëüíî-îêðàøåííàÿ ðåê-
ëàìà; ãîñóäàðñòâà, èìåþùèå ñâîå ðåêëàìíîå ëèöî; ïîòðåáè-
òåëü; ïîêóïàòåëü; êîíêðåòíàÿ, îòäåëüíî âçÿòàÿ ñòðàíà; ñèìâî-
ëèçèðîâàòü èíäèâèäóàëüíóþ ñâîáîäó è ïðîöâåòàíèå; ýôôåêòèâ-
íîñòü è íàäåæíîñòü; ïðèâëå÷åíèå ïðÿìûõ èíîñòðàííûõ èíâåñ-
òèöèé; îáëàäàíèå ïîëèòè÷åñêèì âëèÿíèåì; ïðîäàâàòü ñåáÿ


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