VII. Advertising vocabulary. Read the clues and write the words in the spaces provided. Use the dictionary definitions below if necessary.


1. Were sending out some promotional literature to try to boost sales.

2. M This is company ________.

3. British Telecom will ___________the football team if the players all wear BT on their shirts.

4. Theyve launched an advertising ________ intended to persuade the public that its an up-market product.

5. Marlboro is famous _________ of cigarettes.

6. Weve decided to __________ the new model at the Paris trade fair in the autumn.

Hidden word

All the world loves a Coke is a famous advertising __________.


      S a l e s      

brand a type of product made by a particular company

campaign a series of actions intended to achieve a particular result

launch to make a new product available for sale for the first time

logo a small design that is the official sign a company

sales the number of products that a company sells over a period of time

slogan a short clever phrase used in an advertisement, e.g. a dry cleaning company that used the slogan We know the meaning of cleaning

sponsor to give financial support to a person, organization or activity

VIII. Business Goal

Is profit the only real goal of company? In the United States, 47% say Yes, but most Japanese people think that other goals are more important. Work in small groups. Discuss these points:

1. Do you agree that profit is the only real goal of a company?

2. Here are some other possible goals of business. Circle the three which you think are the most important. Compare your choices.

To protect the environment, to provide a service to society, to support government policies, to make products for customers, to develop new ideas, to employ workers

3. Add any other goals to the list that you think are important.


I. Read and memorize the following words and word-combinations:



to estimate






to permit ,



II. Read the text:

The electronic mail (e-mail) was started in the late 60s by the U.S military that were searching for a way of communication in the event of a large-scale nuclear war. They needed a system that would be decentralized, reliable, and fast in case the central institutions were destroyed. They came up with e-mail.

In the early 70s e-mail was limited to the U.S. military, defence contractors, and universities doing defence research. By the 70s it had begun to spread more broadly within university communities. By the 80s academics in a number of fields were using e-mail for professional collaboration. The 90s saw an explosion of the use of e-mail and other computing networking. It is estimated that more than 25 million people throughout the world were using it in the mid-90s.

E-mail is a way of sending a message from one computer to one or more other computers around the world. A subscriber to e-mail needs a terminal such as a PC, a telephone line, and a modem or a netcard, which is a device of converting signals into text. E-mail users must also have access to a mailbox, which they can call from anywhere in the world to retrieve messages. They receive a mailbox number and a password for confidentiality.

E-mail is a fast, cheap, and relatively reliable. It permits to send large amounts of information to different addressees and allows people to retrieve messages at any time.

E-mail message usually comes into two parts: the heading and the body. The heading includes: the date, the writers name, the addressees name who is to receive a copy. The body of the message bears an ordinary content of a letter but a bit shorter.

The golden rule for writing e-mail messages is KISS (keep it short and simple). Use short phrases instead of long, active voice instead of passive; avoid foreign words, metaphors, and scientific terms.

There is no bold in e-mail, so use capitals or asterisks. Among the abbreviations used in e-mail there are: BTW by the way; IMHO in my humble opinion; CONT container; SHPT shipment; RQST request; BUZ business; MESS message.

III. Answer the following questions:

1. When was the electronic mail started?

2. When was an explosion of the use of e-mail and other computing networking?

3. What is e-mail?

4. What must a subscriber have to use e-mail?

5. What parts does e-mail have?

6. What can you say about the golden rule for writing e-mail messages?

7. How should you write your e-mail?

8. Do you often use this type of communication? Do you like it?

9. Whom do you usually write your e-mail to?


IV. Read the examples of messages and then match the letters with the numbers. Pay attention to the phrases in bold type:

1. Everyday matters 3. A first contact

2. A formal message 4. A future meeting


  Dear Ms Hamza Your training manager, Piotr Murawska, has asked me to write to you about organizing professional language training for your company either in Poland and/or in the UK. I will call you at the end of the week but, in the meantime, if you have any queries, please call me on 09809 or send me an e-mail. Yours sincerely Esther White  


Dear Colleague I am writing to inform you and your staff that we are relocating our offices to Pisa. We will close on 2 November and will reopen in our new premises on 1 December. We will contact you again in the near future. Best regards Duncan Hoe  



Hi, Jaana Hope youre feeling better. I heard from Jack that you had flu. Im sorry to say that I have a problem next week. Tinas on holiday and I have to cover for her so I wont be able to see you on Thursday. Ill call you later and we can arrange an alternative date. Speak to you later Sam


Beatrice It was good to see you again last week. Let me know when youre next going to be in Salzburgand well arrange a night out. There are some excellent restaurants here. I look forward to hearing from you. Regards Rudi


Remember the following:

Use Dear with the persons title and surname when you have not written to the person before or when you have a formal relationship. If you are in doubt, it is better to be more, rather than less, formal.

The use of word like colleague is used when writing to an identifiable group in more formal correspondence. It can be singular or plural.

The use of a persons name at the beginning of a message is used in informal way.

V. Fill in the blanks with the following phrases: it clashed with the World Cup finals; helped to make; I would like to apologise; Best regards; I am writing to thank you for:

Dear Mr Reza

1)_______________ your active participation in our conference. You really 2) _________ the event a great success.

3)_________ for the poor attendance at the Saturday afternoon session. When we planned the conference, we did not realize that 4)__________!

Once again, many thanks and I look forward to seeing you in Yokohama next year.


Lucy Lo Kit


VI. Complete the sentences with a preposition:

a) We will contact you again . the near future.

b) I look forward . hearing from you.

c) Ill call you the end of the week.

d) Please call me 456789.

e) Many thanks all your help.

f) Good luck .. everything.

g) Im covering Raj while he is away.

h) He will be . work for two weeks due to illness.

i) Please pass .. our best wishes to him.

j) We would like you to join us .. wishing Wu San a happy retirement.


VII. Some of these phrases are used formally and some informally. Tick the correct column:

    formal informal
a 1 Dear John    
  2 Hi, John    
b 1 I am writing to inform you that    
  2 Im writing to let you know that    
c 1 Were having a get-together.    
  2 Were arranging a meeting.    
d 1 I would like to apologise for    
  2 Sorry about    
e 1 Let me know if you can make it.    
  2 Let me know if you can attend.    
f 1 I would be very pleased to come.    
  2 Id love to come.    
g 1 This is to let you know about    
  2 Just to let you know about    


VIII. Rewrite the letter, substitute the phrases in bold type with more suitable ones for e-mail correspondence. Dont hesitate to omit unnecessary information:

Dear Mr Adams I have been informed today by your secretary that your firm is now ready to take our proposition for take-over. I am glad to hear that nevertheless the negotiations were too long and time-consumingwe have come to positive decision. You will be informed by my secretary about our rendezvous on me arrival from Brazilnext week. I hope we will be able to discuss the matter over. I am looking forward to meeting you soon. Sincerely yours Nick OBrien

IX. Write the sentences in this letter in the correct order:

Dear Mr Green

a) Members of our sales team will present the service

b) After the presentation

c) We would like to invite you to the launch of

d) and there will be an opportunity to ask questions.

e) there will be dinner in the main restaurant.

f) our new courier service on 6 March

g) I very much hope that you can attend.

h) at the Grand Hotel at 6:30 p.m.

Best regards

Peter Pod


X. Tracey Smith, a colleague in another country, has sent you a sample page for a new website design. You want to make the following comment about it:

Theres a problem with the new website design. The colours are too dark. Its difficult to read the text. Tracey needs to find new colours.


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