Develop in writing the following statement. Use no more than 80 words.

 

A different type of public relations advertising is targeted to the financial community...

 

Give the main idea of the text in one sentence.

11) Render the following item in English:

Финансовая реклама

Иногда реклама может сыграть важнейшую роль в финансовой сфере паб-лик рилейшнз. Если какой-нибудь компании нужно быстро связаться с держа­телями ее акций или широкой общественностью, то самым эффективным способом является размещение рекламы в центральной прессе или на теле­видении. Особенно это важно тогда, когда начинается соперничество за ставки и контрольный пакет. Необходимость в крупномасштабной рекламе возникает в правовых вопросах, при приватизации и в случае других обстоятельств по­добного рода.

Text D

 

 

Sears had to reassure the financial community after its stock prices dropped follow­ing charges by several state regulatory agencies that the company defrauded customers at its auto repair centers. In a full-page Wall Street Journal ad, Sears laid out the steps it was taking to restore consumer confidence in the company: eliminating incentive compensation and goal-setting systems for employees, upgrading the company's qual­ity control program, cooperating with state attorneys to investigate the charges, and helping organize a joint industry-government-consumer effort to establish uniform car repair industry standards.

The Sears ad, like many of these announcements, was written in the form of a letter signed by the corporation's chief executive officer.

Other forms of financial advertising are more routine. You can use an ad to announce the appointment of a key executive, the acquisition of another company, or a new stock offering. Some announcements are required by the SEC or other govern­ment regulatory bodies. Releasing news to the media may be adequate, but many cor­porations also use advertising to make sure that there can be no question about dis­closure.

□ Notes:

Sears="SearsRent-A-Car" - компания по прокату автомобилей торговой фирмы "Sears, RoebuckandCo." Имеет филиалы во многих городах Америки.

□ Vocabulary:

 

reassure - вновьподтвердить

drop - резкоснижаться, падать

following - вследза, после

defraud - обманывать

autorepaircenter - центр по ремонту автомобилей

layout - планировать

takesteps - принимать меры

restore - восстанавливать

confidence - доверие

eliminate - уничтожить, отменить

incentive - побуждение; прогрессивная система ч.-л.

compensation - жалование, заработная плата (в Америке)

goal - цель

upgrade - повышать, завышать

anattorney - прокурор (ам)

investigate - расследовать, вести следствие

joint - совместный

effort - усилие

establish - учредить, установить

uniform - единый, единообразный

executive - (adj) исполнительный; (п) руководитель, администратор

routine - установившийся, шаблонный, рутинный

acquisition - принятие

offering - предложение

require - требовать

release - выпускать, выходить (в новостях)

adequate - соответствующий

makesure - убедиться, удостовериться

disclosure - раскрытие, разоблачение

question - сомнение

Exercises

 

1) Find the English equivalents in the text. Use them in sentences of your own:

 

1. центр техобслуживания автомобилей

2. вернуть доверие покупателя

3. прогрессивная система зарплаты

4. программа компании по контролю качества

5. общие усилия промышленности, правительства и потребителя

6. установить единые нормы в индустрии ремонта автомобилей

7. исполнительный директор корпорации; глава фирмы

8. правительственные регулятивные органы

9. управляющий

2) Find in the text the words which describe or mean the following:

 

1. a group of people who have the same interests, religion, race, etc. -

2. to trick a person or organization in order to get money from them -

3. to make something return to its former level or condition -

4. someone who is paid to work for someone else -

5. being the same in all its parts or among all its members –

6. regular and usual; ordinary and boring -

7. the money someone is paid to do their job -

 

3) Translate the following words into Russian. Use them in sentences of your own:

1. stock prices

2. stockbroker

3. stock company

4.stock exchange

5. stock holder

6. stock index

 

4) Match the words which are close in the meaning:

 

question	lure
incentive	doubt
to investigate	acceptable
joint	to need
to require	collective
adequate	to inspect

 

5) Match the words having the opposite meaning:

 

question	to ignore
incentive	to dispense with
to investigate	confidence
joint	deterrent
to require	unsuitable
adequate	individual

 

6) Complete the sentences with the following words and translate them into Russian (routine; executive; required; question; defrauded; confidence):

1.The company's stock prices dropped following charges by several state regulatory agencies that the company_____customers at its auto repair centers.

2. Sears laid out the steps it was taking to restore consumer_____in the com­pany.

3. The Sears ad was written in the form of a letter signed by the corporation's chief_____officer.

4.Other forms of financial advertising are more_____.

5. Some announcements are______by the SEC or other government regulatorybodies.

6. Many corporations also use advertising to make sure that there can be no____ about disclosure.

 

7) Insert the following prepositions (in; to; out; of; at; by):

 

1. The company defrauded customers____its auto repair centers.

2. Some announcements are required____the SEC or other government regulatorybodies.

3. Releasing news____the media may be adequate.

4.____a full-page Wall Street Journal ad, Sears laid____the steps it was takingto restore consumer confidence_____the company.

5. The Sears ad was written___the form_________a letter signed___________the corpo­ration's chief executive officer.

6. You can use an ad to announce the appointment________a key executive.

 

8) Write questions to the following sentences from the text:

 

1..............................................? Sears had to reassure the financial community after its

stock prices dropped.

2..............................................? The company defrauded customers at its auto repaircenters.

3..............................................? Sears laid out the steps it was taking to restore

consumer confidence in the company.

4..............................................? The Sears ad, like many of these announcements, was

written in the form of a letter.

5............................................? Other forms of financial advertising are more routine.

 

9) Explain the following:

 

Releasing news to the media may be adequate, but many corporations also use advertising to make sure that there can be no question about disclosure.