1. She had only a cup of tea. She was not hungry (because).
2. They waited some time for her, she did not come down again (but).
3. I wonder. He hasn’t come (why).
4. Go home at once. Mother will be angry (or).
5. It was a warm evening in spring, there were many persons in the streets (and).
6. you want to learn language, you must hear it spoken (If).
7. She did not answer him, he went to his room to change his clothes (and).
8. You don’t know, you are they doing now (what).
9. I’d like to meet the writer, wrote this novel (who).
10. The girl he invited is my sister (whom).
3. Translate the sentences with the Subject Clauses:
1. That she understands his fault is clear.
2. Whether we played there or not means nothing now.
3. Who spoke at that meeting has escaped my memory.
4. What she told me yesterday proved to be correct.
5. How you have managed to do it is very strange.
6. Why they have chosen that way was known only to their guide.
7. When he arrives is not mentioned.
8. Which of the tests is good for the entrance exam has to be decided yet.
9. Where she is hiding now is not known.
10. How it has been done does not matter.
4. Translate the sentences with the Predicative Clauses:
1. The question is whether the weather is sunny.
2. This what I told you about.
3. This is what we were talking about.
4. All I know is what I have seen in the press.
5. The matter was that he was a man before he was a scientist.
6. The question is how he does that.
7. That is why I have come to you.
8. His first thought had been that his chief was late.
9. That’s what I wanted to ask you.
10.The problem remains whether this method is applicable in all cases.
Speaking Workshop
1. Give the short information about other intergovernmental organizations using the following plan:
1. Name of the organization.
2. Year of the foundation.
3. Headquarters (country, city).
4. Leader(s).
5. Logo, motto.
6. Main aims.
7. Structure.
8. Membership.
9. Working Languages.
10. The most remarkable actions of this organization.
11. Awards.
2*. Make up the presentations on the topic «Intergovernmental organizations» using the tips given in the appendix 1.
TEXT 3. Non-governmental organizations:
APPLE INC.
Think different (the slogan of Apple).
Fig 29 .
BEFORE YOU READ
VOCABULARY
1. Find the appropriate equivalent in Russian:
To incorporate; kits; hand-built; share; desktop platform; the first «killer app»; spreadsheet program; to compete with smb.; graphical user interface; to remove smb from managerial duties; board of directors; the revenue; long-term decline; to keep in touch with smb.; to amount; to tie; widespread success; pre-programmed touch gestures; to assume; day-to-day operations; refusal; consumer-facing brand; build-to-order; to unveil iCloud; to consider; previous attempt.
2. Match the words with their definitions:
| 1.kits | 1. income, especially when of an organization and of a substantial nature |
| 2.to incorporate | 2. absolutely necessary; extremely important |
| 3. revenue | 3. a set of all the parts needed to assemble something |
| 4.average | 4. to constitute (a company, city, or other organization) as a legal corporation |
| 5.essential | 5. relating to management or managers |
| 6.loss | 6. an electronic document in which data is arranged in the rows and columns of a grid and can be manipulated and used in calculations |
| 7.managerial | 7. an amount, standard, level, or rate regarded as usual or ordinary |
| 8.to decline | 8. to regard as probable; expect or predict |
| 9. spreadsheet | 9. the fact or process of losing something or someone |
| 10. to anticipate | 10. to become smaller, fewer, or less; decrease |
3. Complete the sentence with the words and phrases below:
1. share;2.graphical user; 3. long-term;4. consumer-facing;5. removed;6. widespread success;7. kept in touch;8.assumed;9. build -to- order;10. is considered to be.
1. Last year the revenues from this enterprise began a … decline.
2. Who sold his own … of the company back to the partners?
3. Three months ago the board of directors … Mr Teploff from the managerial duties.
4. This was the first mass-market personal computer with a … interface.
5. The new manager … full responsibility for all organizational work.
6. Apple became the most valuable … brand in the world.
7. His former business partner founded the small company which had no …..
8. The ex- copartners … with their boss until his emigration to the UK.
9. Nowadays this trademark … one of the most reliable ones in the world.
10. Manufacturing .. products are specially made for a particular customer, according to what the customer wants.
Reading
Apple Inc. is an American corporation, a manufacturer of personal and tablet computers, music players, phones and software. Its headquarters is located in Cupertino, California.
The history of Apple started in 1976 when friends Steve Jobs, Stephen Wozniak and Ronald Wayne decided to found his own company to produce computers. Steve Jobs had the idea of selling the computers. The kits were hand-built by Wozniak. The Apple I was Apple’s first product, and to finance its creation, Jobs sold his only means of transportation, a VW Microbus, and Wozniak sold his HP-65 calculator. The company was demonstrated in July in 1976 at the Homebrew Computer Club in Palo Alto, California. The Apple I was sold as a motherboard, which is less than what is today considered a complete personal computer.
Officially, the company was founded on the first of April 1976, and incorporated as Apple Computer 1977 without Wayne, who sold his share of the company back to Jobs and Wozniak. Multi-millionaire Mike Markkula provided essential business expertise and funding of $ 250,000 during the incorporation of Apple.
During the first five years of operations, revenues doubled every four months. The Apple II, also invented by Wozniak, was introduced in 1977. The Apple II was chosen to be the desktop platform for the spreadsheet program VisiCalc. This program created a business market for the Apple II and gave home users compatibility with the office, an additional reason to buy an Apple II. By the end of the 1970s, Apple had a staff of computer designers and a production line. The company introduced the Apple III in May 1980 in an attempt to compete with IBM and Microsoft in the business and corporate computing market. In the late 1970’s and early 1980’s Apple II and their clones were most common in the world of personal computers. It has sold more than 5 million computers Apple II around the world. 1984 Steve Jobs introduced a line of personal computers, the Macintosh (Mac). This was the first mass-market personal computer featuring a graphical user interface and mouse. The Macintosh was the first personal computer to be sold without a programming language at all.
In 1985 U.S. President Ronald Reagan awarded Jobs and Wozniak medals for the development of technical progress. In the same year Steve Jobs left the company because of the conflict with the board of directors who removed him from the managerial duties. The same year Jobs founded NeXT Inc. which had no significant success. Wozniak permanently ended his full-time employment with Apple in 1987, 12 years after having created the company. He also kept in touch with Steve Jobs until Jobs’ death in October 2011.
During 1990s revenues from Apple began a long-term decline and by 1997 its losses had amounted to $ 1.86 billion. The situation changed with the return of Steve Jobs in 1997.
In 1997 Apple introduced the Apple Online Store, tied to a new build-to-order manufacturing strategy.
In 2001 Apple opened the first official Apple Retail Stores in Virginia and California. In October of the same year, Apple announced the iPod portable digital audio player, and started selling. The product was phenomenally successful – over 100 million units were sold within six years. In 2003 Apple’s iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod. The service quickly became the market leader in online music services.
In 2007 – 2011 Apple achieved widespread success with its iPhone, iPod Touch and iPad products, which introduced innovations in mobile phones, portable music players and personal computers respectively. Touch screens had been invented and seen in mobile devices before, but Apple was the first to achieve mass market adoption of such a user interface that included particular pre-programmed touch gestures.
In 2007 the official name of the corporation for more than 30 years has been «Apple Computer, Inc.». The refusal of the word «Computer» shows a change in the name of the main focus of the corporation with its traditional computer market in the consumer electronics market.
In 2011 Jobs announced that he would take the medical leave for an indefinite period because of problems with the health. Chief operating officer Tim Cook assumed Jobs’ day-to-day operations at Apple, although Jobs would still remain «involved in major strategic decisions for the company». Apple became the most valuable consumer-facing brand in the world. In June 2011, Steve Jobs surprisingly took the stage and unveiled iCloud, an online storage and syncing service for music, photos, files and software which replaced MobileMe, Apple’s previous attempt at content syncing.
The new products of Apple are introduced by Apple regularly.
Thanks to innovative technology and aesthetic design, Apple Inc. has established a unique reputation comparable to that of a cult in the consumer electronics industry. Nowadays a trademark of Apple is considered to be one of the most expensive brands in the world.
Comprehension Check
1. Answer the questions:
1. Where the headquarters of Apple Inc. is located?
2. When does the history of Apple start?
3. Who is considered to be a founder of the company?
4. Who invented the kits for the computers of the new company?
5. When was the company officially incorporated?
6. Who provided the essential business expertise and funding during the incorporation of Apple?
7. When was the Apple II introduced?
8. What is Macintosh? Was it a successful product of Apple?
9. Why did Steve Jobs leave the company?
10. Had Apple a great success during 1990s?
11. Who changed the situation?
12. What is the most popular product of Apple?
13. Do you think the price of iPhone confirms the quality?
14. Are the products of Apple reliable indeed?
15. What new products of Apple have been introduced lately?
2. Decide whether these statements are true, false or information is not available:
1. History of Apple started in 1976 when friends Bill Gates , Stephen Wozniak and Ronald Wayne decided to found his own company.
2. The company was demonstrated in 1976 at the Homebrew Computer Club in California.
3. Stephen Wozniak sold his share of the company back to Jobs and Wayne.
4. The new company was sponsored by Multi-millionaire Mike Markkula.
5. He was the best friend of Steve Jobs.
6. The Apple II, also invented by Jobs, was introduced in 1977.
7. The Apple III was introduced in 1980.
8. IBM and Microsoft were the partners of Apple.
9. The Macintosh was the first personal computer to be sold without
a programming language.
10. This model of PC was very reliable but expensive.
11. During 1990s revenues from Apple doubled every four months and by 1997 it had amounted to $ 18 billion.
12. Steve Jobs left the company because of the conflict with the board of directors.
13. Jobs founded a new company to produce software.
14. Steve Jobs returned to the company in 1997.
15. In 2003 Apple announced the iPad and iPhone and started selling.
16. Samsung is considered to be the main competitor of Apple.
17. Nowadays a trademark of Apple is considered to be as the second expensive brand in the world after Microsoft.
18. The new versions of iPhone are very popular among the young people.
19. Nowadays a trademark of Apple is considered to be the most expensive brand in the world.
20. Most people dream to buy the new model of iPhone.
3. Find the synonyms:
| 1. company | 1. brand |
| 2. to manufacture | 2. customer |
| 3. trademark | 3. to produce |
| 4. consumer | 4. corporation |
| 5. to establish | 5. income |
| 6. to unveil | 6. to found |
| 7. revenue | 7. to announce |
| 8. to demonstrate | 8. to mix with smb |
| 9. to keep in touch with smb | 9. to begin |
| 10. previous | 10. to show |
| 11. to return | 11. interoperation |
| 12. to start | 12. former |
| 13. to achieve | 13. constantly |
| 14. permanently | 14. to reach |
| 15. compatibility | 15. to come back |
Grammar in Focus:
1. Translate the sentences with the Object Clauses:
1. In 2011 Jobs announced that he would take the medical leave for an indefinite period.
2. I do not understand what I must do now.
3. They want to know when you’ll be here again.
4. I asked if she saw the key.
5. I thought you were his friend.
6. She knows where she left the phone.
7. I have forgotten whom I gave the book.
8. The family decided that the elder son should become a lawyer.
9. Do you know if any changes have been made in your time- table?
10. I’m glad you are with us again.
2. Translate the sentences with the Attribute Clause:
1. The same year Jobs founded NeXT Inc. which had no significant success.
2. Is there anything you want to have?
3. The waters of the lake which is twenty miles in circumference were burnished by the setting sun.
4. Most houses are lighted by electricity which is very convenient and cheap.
5. There are times when everyone feels a little sad.
6. I heard of it from my wife who had heard of it from a friend of hers.
7. I have done all I could.
8. We went to the hotel which was located in the centre of the city.
9. Tom’s brother who lives in Moscow is an engineer.
10. Life has a purpose that must be fought for.
Speaking Workshop
1*. The Apple logo is one of the most famous logos in the world. There are many theories about this logo and many of them are vaguely accurate. Read the interview with Rob Janoff, the designer of the original Apple logo. Say what was the real version of creating the Apple logo? What other questions would you ask Rob Janoff?
Reporter: When did you design the original Apple logo with the
colourful stripes?
Rob Janoff: Early 1977. The agency got the account (Apple) sometime January. The logo was introduced with the new product Apple II in April
of that year.
R.: Were you working for an agency at the time?
R.J.: Yes, I was working for an advertising and public relations agency called Regis McKenna and I was an art director.
R.: Have you met Steve Jobs?
R.J.: Sure. It was before he was getting his company started. So they were just Steve Jobs, Steve Wozniak and Mike Markkula. Mike was the elder guy who controlled these young entrepreneurs. And I think it’s because Mike Markkula is how the account wound up at our agency. He was a friend of my boss, Regis McKenna.
R.: Did you get a brief from them?
R.J.: Really there was no brief. But the really funny thing was the only direction we got from Steve Jobs is: «don’t make it cute». There were briefs on subsequent jobs. First there was the logo, then there was an
introductory ad and a sales brochure for the upcoming introduction. But it
was pretty lose at that time. There was a previous logo to my logo. It was
a logo done by Ron Wayne who was a very brief partner of Steve . He later took a buy-out, because he was a little concerned about the financial obligations he might have. He had a young family and the other guys didn’t. Ron did a pen and ink drawing of Sir Isaac Newton sitting under an apple tree with a poem all around the border. And, I think when Steve Jobs started to get serious about the Apple II and getting a prototype for the design of the shell he realized that logo would not do. So he needed a new logo.
R.: How many versions did you do for the presentation?
R.J.: We presented two versions of the logo. One with and one without the bite. Just in case he thought the bite was too cute. Striped version, solid colour version, metallic version. All those with the same shape.
R.: So even then you knew you needed a solid colour version and
a metallic version?
R.J.: When you’re doing printing of either one or two colour you need to have some way to go and I realized that the stripes would not always get it. The stripes really didn’t work as a greyscale halftone.
R.: Do the colours represent the hippy culture, which was in fashion at the time?
R.J.: Partially it was a really big influence. Both Steve and I came from that place, but the real solid reason for the stripes was that the Apple II was the first home or personal computer that could reproduce images on the monitor in colour. So it represents colour bars on the screen. Also, it was an attempt to make the logo very accessible to everyone, especially to young people so that Steve could get them into schools.
R.: At the time most logos were single colour or 2 colour logos. Anybody fought against the colour stripes?
R.J.: Steve liked the idea, because he liked things that were outside the box. And, it’s not so revolutionary now, but it was a little different then. However I got a lot of opposition from one of the higher account
executives at agency. He was sort of working against me on the meeting where I presented the work to Steve. He made a comment that if this new company went ahead and produced stationary in all these colours they will go bankrupt before they start the business. That was kind of the attitude that I was facing from the agency. But Steve liked it right off. He’s a perceptive guy as we later learned and he liked the uniqueness of it as well.
R.: What does the bite in the apple represent? Is it a reference to a computing term byte? Is it a reference to the biblical event when Eve bit into the forbidden fruit? Is the fruit itself referencing the discovery of gra-vity by Newton when an apple fell on his head while sitting under the tree?
R.J.: They are really interesting, but I’m afraid it didn’t have a thing to do with it. From a designer’s point of view and you probably experienced this, one of the big phenomena is having the experience of designing
a logo for whatever reasons you design it, and years later you find out supposedly why you did certain things.
R.: Is it possible you were influenced subconsciously by these stories?
R.J.: Well, I’m probably the least religious person, so Adam and Eve didn’t have anything to do with it. The bite of knowledge sounds fabulous, but that’s not it. And, there is a whole lot of other lure about it. Anyway,
I explain the real reason why I did the bite. I designed it with a bite for scale, so people get that it was an apple not a cherry. Also it was kind of iconic about taking a bite out of an apple. It goes across cultures. If anybody ever had an apple he probably had bitten into it. It was after I designed it, that my creative director told me: «Well, you know, there is a computer term called byte». And I was like: «You’re kidding!» So, it was like perfect, but it was coincidental that it was also a computer term. At the time I had to be told everything about basic computer terms.
R.: You obviously didn’t design the logo on computer?
R.J.: At that time computers couldn’t really do that for me. It was only years later till the Mac was designed, developed and refined that I even start working on a computer. At the time it was all pencil and paper, glue and cut paper, pens and all that stuff.
R.: How does it feel to see your logo everywhere?
R.J.: It’s a real unique experience. It’s kind of a personal thing. It’s kind a like having a kid. I am very proud of it.
R.: Do you like the changes Apple made to your original design over the years?
R.J.: Yes, I do. The stripes served their purpose and they are definitely dated. I think it’s very important that a product like Apple keeps very up-to-date and the company has fabulous designers working for him in industrial design and graphic design. I feel great that it’s still the same basic silhouette even though it went through lots and lots of changes. The apple shape changed slightly from my original design in the early 80’s. The design firm Landor & Associates made the changes. They brightened the colours, they made the shapes much more symmetrical, much more
geometric.
R.: Do you use Macs today? Do you still work?
R.J.: I’d really like to retire, but in this economy I really can’t. I do work on a Mac, it’s all I ever worked on. I would not know what to do with a left click and a right click. Been brand loyal all the way, even though the products cost a little bit more. I wouldn’t think of using anything else. Plus, for graphics and design Apple has it all over Microsoft.
R.: Can you tell me a favourite logo of yours that is not designed by you?
R.J.: There is a lot. I really do like other classic designs. Volkswagen because it's very clear what it is and it’s been around for so long. I’m trying to think of other logos that incorporated the multicolour and I thought of NBC logo. I like logos with a relationship with positive and negative spaces, where something is revealed.
R.: Thank you so much for the interview!
2.* Introduce a gadget of your dream.
3.* Make up the presentations on the topic «Non-governmental organizations». Use tips given in the appendix 1.
Listening
1. Listen to the text Smart Phones on http://www.esl-lab.com
Дата: 2019-12-09, просмотров: 379.
