- •Part III text 1. History of economics
- •Text 2. Money
- •American money
- •English money.
- •Text 3. The functions of money
- •Text 4. The role of banks in theory
- •Text 5. Central bank
- •Text 6. Finance
- •Text 7. Recruitment
- •Finance Analyst
- •Text 8. Job specification
- •Text 9. People in organization
- •Insert the correct verb.
- •Text 10. Behaviour patterns
- •Text 11. Dismissal procedure
- •Text 12. The company structure The Company Organization
- •Text 13. Board of directors
- •Text 14. What you need to become a successful leader
- •In both these examples a modal verb is used to express mild obligation or advice. What do the following verbs express?
- •Text 15. How to motivate your employees
- •Text 16. Meetings
- •Part IV text 1. Advertising in early western history
- •Text 2. Advertising
- •Text 3. Advertising and promotion
- •Text 4. Major methods of advertising and promotion How to Write Ads?
- •What Should You Write in Your Ads?
- •Major Methods of Advertising
- •An Example of the Definitions
- •Text 5. Adventages and disadventages of different advertising medium
- •Newspaper Advertising
- •Some Advantages in Newspaper Advertising
- •Some Disadvantages with Newspaper Advertising
- •Magazine Advertising
- •Direct Mail
- •Specialty Advertising
- •Conclusion
- •Text 6. Public relations and advertising
- •The Advertising Pyramid: a Guide to Setting Objectives
- •Text 8. Controvercial advertising
- •Text 9. The right design is the shortest way to success
- •Text 10. Does advertising make us too materialistic?
- •Text 11. Commercials aimed at kids
- •Text 12. Consumer behaviour from the advertising perspective
- •1. Explain, in your own words, why advertising people must understand the complexity of human behaviour.
- •2. What three processes is consumer behaviour governed by?
- •3. Explain your understanding of perception, learning and motivation.
- •Text 13. Advertising as a business
- •If you want to use English in a natural way, you should note down and learn expressions like these.
- •Text 14. What does it take to become an ad manager?
- •Text 15. Advertising as a career in the usa
- •Рекомендуемая литература
Text 2. Money
Money is used for buying or selling goods, for measuring value and for storing wealth. Almost every society now has a money economy based on coins and paper notes of one kind or another. However, this has not always been true. In primitive societies a system of barter was used. Barter was a system of direct exchange of goods. Somebody could exchange a sheep, for example, for anything in the market place that they considered to be of equal value. Barter, however, was a very unsatisfactory system because people's precise needs seldom coincided. People needed a more practical system of exchange, and various money systems developed based on goods which the members of a society recognized as having value. Cattle, grain, teeth, shells, feather, salt, tobacco have been used. Precious metals gradually took over because, when made into coins, they were portable, durable, recognizable and divisible into larger and smaller units of value.
A coin is a piece of metal, usually disc-shaped, which bears lettering, designs or numbers showing its value. Until the eighteenth and nineteenth centuries coins were given monetary worth based on the exact amount of metal contained in them, but most modern coins are based on face value, the value that governments choose to give them, irrespective of the actual metal content. Coins have been made of gold (Au), silver (Ag), copper (Cu), aluminium (Al), nickel (Ni), plastic and in China even from pressed leaves. Gold proves to be the most popular. Since civilization began gold has been regarded as a symbol of power and wealth. In many societies gold was seen as a magic substance which could protect people against illness or evil spirits. Mankind never seems to have enough gold and the search for it has driven men mad. The need to search for gold has been compared to a disease, and is called 'gold fever'.
Most governments now issue paper money in the form of notes, which are really 'promises to pay'. Paper money is obviously easier to handle and much more convenient in the modern world. Cheques, bankers' cards, and credit cards are being used increasingly and it is possible to imagine a world where 'money' in the form of coins and paper currency will no longer be used.
EXERCISES
Exercise 1.Write down the questions for these answers.
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Money is used for buying or selling goods, for measuring value and for storing wealth.
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In primitive societies a system of barter was used.
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Barter is a system of direct exchange of goods.
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Barter was not a very practical system.
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Cattle, grain, teeth, shells, feather, salt, tobacco were used instead of money.
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People started to make coins from precious metals because they were portable and durable.
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A coin is a disc-shaped piece of metal.
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Coins have been made of gold (Au), silver (Ag), copper (Cu), aluminium (Al), nickel (Ni), plastic and in China even from pressed leaves.
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Gold is a symbol of power and wealth.
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'Gold fever' is the need to search for gold.
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Paper money is more convenient then coins.
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Cheques, bankers' cards, and credit cards are becoming very popular.
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It is possible that one day 'money' in the form of coins and paper currency will no longer be used.
Exercise 2. Explain the meaning:
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money economy
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system of barter
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precious metals are portable
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precious metals are durable
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precious metals are recognizable
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precious metals are divisible into larger and smaller units of value