3.01

"Projekt współfinansowany ze środków Europejskiego Funduszu Społecznego"
MINISTERSTWO EDUKACJI
NARODOWEJ
ElŜbieta Ambroziak
Porozumiewanie się z wykorzystaniem słownictwa
ogólnego i ogólnotechnicznego
342[01].Z3.01
Poradnik dla ucznia
Wydawca
Instytut Technologii Eksploatacji – Państwowy Instytut Badawczy
Radom 2007

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Recenzenci:
dr Andrzej Diniejko
mgr Jadwiga Nicińska
Opracowanie redakcyjne:
mgr ElŜbieta Ambroziak
Konsultacja:
mgr Ewa Kawczyńska-Kiełbasa
Poradnik stanowi obudowę dydaktyczną programu jednostki modułowej 342[01].Z3.01,
„Porozumiewanie się z wykorzystaniem słownictwa ogólnego i ogólnotechnicznego”,
zawartego w programie nauczania dla zawodu technik organizacji reklamy.
Wydawca
Instytut Technologii Eksploatacji – Państwowy Instytut Badawczy, Radom 2007

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SPIS TREŚCI
1. Wprowadzenie 3
2. Wymagania wstępne 4
3. Cele kształcenia 5
4. Materiał nauczania 6
4.1. Zasady sporządzania korespondencji formalnej w języku angielskim.
Słownictwo charakterystyczne dla listów biznesowych 6
4.1.1. Materiał nauczania 6
4.1.2. Pytania sprawdzające 12
4.1.3. Ćwiczenia 12
4.1.4. Sprawdzian postępów 14
4.2. Prowadzenie konwersacji w języku angielskim 15
4.3. Słownik terminów i Ŝargonu internetowego 25
4.4. Międzynarodowa terminologia reklamowa 32
5. Sprawdzian osiągnięć ucznia 50
6. Literatura 54

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1. WPROWADZENIE
Poradnik ten będzie Ci pomocny w przyswajaniu wiedzy i kształtowaniu umiejętności
koniecznych dla stosowania języka angielskiego dla celów zawodowych.
W poradniku znajdziesz:
− wymagania wstępne – wykaz umiejętności, jakie powinieneś mieć juŜ ukształtowane,
abyś bez problemów mógł korzystać z poradnika,
− cele kształcenia – wykaz umiejętności, jakie ukształtujesz podczas pracy z poradnikiem,
− materiał nauczania – wiadomości teoretyczne niezbędne do osiągnięcia załoŜonych celów
kształcenia i opanowania umiejętności zawartych w jednostce modułowej,
− zestaw pytań, abyś mógł sprawdzić, czy juŜ opanowałeś określone treści,
− ćwiczenia, które pomogą Ci zweryfikować wiadomości teoretyczne oraz ukształtować
umiejętności praktyczne,
− sprawdzian postępów,
− sprawdzian osiągnięć, przykładowy zestaw zadań. Zaliczenie testu potwierdzi
opanowanie materiału całej jednostki modułowej,
− literaturę uzupełniającą.
Gwiazdką oznaczono pytania i ćwiczenia, których rozwiązanie moŜe Ci sprawiać
trudności. W razie wątpliwości zwróć się o pomoc do nauczyciela.
Schemat układu jednostek modułowych
342[01].Z3
Język obcy zawodowy
342[01].Z3.01
Porozumiewanie się z wykorzystaniem
słownictwa ogólnego i ogólnotechnicznego
342[01].Z3.02
Posługiwanie się językiem obcym
w działalności reklamowej

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2. WYMAGANIA WSTĘPNE
Przystępując do realizacji programu nauczania jednostki modułowej powinieneś umieć:
– posługiwać się językiem angielskim ogólnym na poziomie B1/B2 według europejskiego
systemu opisu kształcenia językowego, co odpowiada brytyjskiemu certyfikatowi
biegłości językowej First Certificate,
– wykonywać samodzielnie ćwiczenia gramatyczne i słownikowe,
– systematycznie aktualizować zasób słownictwa,
– korzystać z komputera i Internetu,
– planować i organizować własną pracę,
– współpracować w zespole.

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3. CELE KSZTAŁCENIA
W wyniku realizacji programu jednostki modułowej powinieneś umieć:
– przeczytać i zrozumieć sens ogólny tekstów o problematyce zawodowej,
– wyszukać i zweryfikować informacje szczegółowe w języku angielskim,
– przetłumaczyć zawodowy tekst na język polski,
– streścić zawodowy tekst w języku angielskim,
– przeprowadzić konwersacje prywatne i słuŜbowe,
– sporządzić i odebrać tradycyjną i elektroniczną korespondencję prywatną i zawodową
w języku angielskim,
– prowadzić negocjacje zawodowe,
– aktywnie skorzystać z zasobów światowego Internetu.

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4. MATERIAŁ NAUCZANIA
4.1. Zasady sporządzania korespondencji formalnej w języku
angielskim. Słownictwo charakterystyczne dla listów
biznesowych
4.1.1. Materiał nauczania
Standardowe formatowanie korespondencji formalnej w języku angielskim
– papier format A4 (europejski standard) lub 8½ x 11 cali (amerykański standard),
– marginesy 2,5 cm (górny, dolny, boczne),
– czcionka Times New Roman lub Arial,
– rozmiar 10 lub 12,
– pojedyncza spacja pomiędzy paragrafami,
– podwójna spacja pomiędzy zwrotem poŜegnalnym a nazwiskiem,
– 3 do 5 spacji przed odręcznym podpisem,
– układ blokowy części listu,
– list składa się trzykrotnie poziomo przed włoŜeniem do koperty.
Struktura listu
Przyjęty jest układ blokowy z kolejnymi częściami umieszczanymi bez wcięć
akapitowych z lewej strony.
Sender’s address adres nadawcy
Date data
Recipient’s address adres odbiorcy
Recipient’s reference (if any) nr referencyjny odbiorcy (jeśli dotyczy)
Sender’s reference (if any) nr referencyjny nadawcy (jeśli dotyczy)
Salutation zwrot powitalny
Subject line temat przewodni /cel listu /dotyczy
Body of letter treść zasadnicza
Greetings zwrot grzecznościowy
Closing zwrot poŜegnalny
Signature (hand-written) odręczny podpis
Name/tittle nazwisko/imię/tytuł nadawcy
Copy to informacja o osobach, które otrzymają kopie listu
Wskazówki szczegółowe dotyczące poszczególnych części w układzie blokowym
– nie naleŜy pisać adresu, jeśli jest on wydrukowany na papierze firmowym,
– elementy adresu nadawcy i odbiorcy umieszcza się zawsze według kolejności przyjętej
w danym kraju,
– data – nie naleŜy uŜywać zapisu cyfrowego, umieszcza się ją w prawym górnym rogu listu.

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Wersja brytyjska zapisu:
23 January 1999
23rd January 1999
January 23, 1999
January 23rd, 1999
Sender’s address
Ms / Miss / Mrs / Mr / Dr
house number, street
place
area code
country
Przykład:
Mr John Welsh
40 Baker Road
London
NW3LK
Great Britain
Zwroty przydatne w formułowaniu poszczególnych części listu biznesowego.
Salutation (zwrot powitalny)
Jeśli adresat jest znany z nazwiska:
Dear Ms / Miss / Mrs / Mr / Dr + surname
Dear Mr Jenkins,
MoŜna takŜe uŜyć nazwiska adresata, pomijając zwroty Mr/Mrs/Ms np.:
Dear Chris Jenkins,
Jeśli nazwisko adresata jest nieznane:
Dear Sir / Dear Sirs do meŜczyzny
Dear Madam do kobiety
Dear Sir or Madam płeć odbiorcy jest nieznana
To whom it may concern płeć odbiorcy jest nieznana
Brytyjczycy stosują przecinek po zwrocie powitalnym "Dear", np.
Dear Mr Jenkinsr or Dear Dr Jenkins, Dear Mrs Jenkins,
Body of a letter (treść listu).
Nie stosuje się odsunięć akapitowych. Kolejne paragrafy powinny odpowiadać
następującemu schematowi:
– first paragraph – introduction and reason for writing ex:
Thank you for your kind letter of January 5th.
I came across an ad for your company in The Star today.
It was a pleasure meeting you at the conference this month.
I appreciate your patience in waiting for a response.

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– following paragraphs contain the main point of the letter in one or two sentences ex:
I'm writing to enquire about...
I'm interested in the job opening posted on your company website.
We'd like to invite you to a members only luncheon on April 5th.
Next paragraphs explain reasons for writing in more detail, provide background
information etc. ex:
We regret to inform you...
It is with great sadness that we...
After careful consideration we have decided...
– last paragraph: summarises the reason for writing again and make clear what want the
recipient is expected to do
I look forward to...
Please respond at your earliest convenience.
I should also remind you that the next board meeting is on February 5th.
For futher details...
If you require more information...
Thank you for taking this into consideration.
I appreciate any feedback you may have.
Enclosed you will find...
Feel free to contact me by phone or email.
Greetings (zwroty poŜegnalne)
Forma zwrotu poŜegnalnego zaleŜy od zwrotu powitalnego
Salutation Greeting
Dear Jane Yours sincerely/Sincerely yours
Dear Jane Brown
Dear Mr Brown
Dear Sir Yours faithfully / Faithfully yours
Dear Sirs
Dear Madam
Dear Sir or Madam
W emailach lub mniej formalnych listach moŜna uŜyć zwrotów:
Regards
Kind regards
Best wishes
Enclosure (Załącznik)
MoŜna wymienić nazwy załączników lub tylko wpisać słowo "Enclosure/s"

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Przydatne słownictwo uŜywane w korespondencji biznesowej z podziałem na
rodzaje listów.
Business letters useful vocabulary.
Request /enquiry (zapytanie, prośba o informacje)
We got your address from …
Your advertisement has come to our attention.
Could you please send us information about …?
Please send us your catalogue/catalog.
Offer (oferta)
We are pleased to hear that you are interested in our offer..
We hereby send you our offer.
Enclosed please find our offer. / Enclosed you will find our offer.
Please let us know your requirements as soon as possible.
We look forward to receiving your order.
Order (zamówienie)
Enclosed please find our order. / Our order is enclosed.
We would like to place the following order:
We herewith order the following items:
We require the goods urgently.
Dispatch Note (potwierdzenie nadania)
We are pleased to inform you that your goods were sent today.
We hereby inform you that your goods will be delivered tomorrow.
Acknowledgement of Receipt (potwierdzenie odbioru)
We have received your delivery.
Your delivery arrived in perfect condition on …
Invoice (faktura)
Please find enclosed invoice no. … for …
According to our records, we have not yet received a remittance for above invoice.
May we remind you that your payment is overdue for three months.
If you have already sent your payment, please disregard this letter.
Wzory korespondencji formalnej
W korespondencji urzędowej stosuje się: memo/memorandum (notatki)faksy, listy/maile
Notatka (memo, memorandum)
Memoranda, notatki to robocze pisemne informacje, które są w obiegu wewnętrznym
firmy. W zaleŜności od celu treść moŜe być bardzo lakoniczna lub moŜe mieć formę dłuŜszej
instrukcji dla pracowników.
Wzór krótkiego memo – wersja robocza

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LOGO FIRMY
MEMORANDUM
From: od – nazwisko lub inicjały
To: do – nazwisko lub inicjały
Date – data
Subject – temat główny
Message – treść, często zapisana w punktach
Przykład nieformalnego memo wewnętrznego.
Company’s logo
MEMORANDUM
From: JB
To: all
Date Mon, 12.30
Subject: weekly briefing
Message: this is to remind everybody about Friday, 16 sharp, my office
Faks (fax)wzor / (template)
Fax Cover Sheet
To: do From: od
Fax: Date: data
Phone: Pages: strony
Re: dotyczy CC: do wiadomości
Urgent For Review Please Comment Please Reply Please Recycle
Pilne do wglądu skomentuj odpowiedz usuń
Comments:
uwagi_______________________________________________________________
Listy/maile
Przykłady głównych części korespondencji biznesowej w zaleŜności od tematu/powodu
sporządzenia listu.
– Reply to a customer’s complaint (Odpowiedź na skargę klienta)

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Dear Mr Johnson,
Thank you for taking the time to fill out our questionnaire
during our co-operation.We do appreciate hearing from
our customers, as their comments are vital for us to
continue improving our services.
The problems that you mentioned have been brought to the
attention of our sales department. While the lack
of service you experienced is unusual and not the standard
of our sales department, there is no excuse for a lackadaisical
attitude on the part of any of our employees. We are sorry for the
inconvenience and annoyance this incident caused.
Thank you again for your comments. We hope that you will
give us another chance to serve you.
– Resignation from the post (informacja o rezygnacji z zatrudnienia)
Dear Mr Black,
This is to inform you that an opportunity has presented
itself that will enable me to work in the area of my
stated preference, which is advertising sales.
I am therefore tendering my resignation from your company
and wish to advise you that June 31 will be my last day
of employment.
I would like to thank you for the experience of having worked
for The Bliss, a truly outstanding organization.
– Advertising offer (oferta reklamowa)
Dear Sirs,
We have taken the liberty of sending the attached flyer
artwork for the Thanksgiving Holiday for your consideration.
The format and design can be used to promote this occasion
as a direct mail piece or in-house handout.
The ads that we have illustrated were designed for a
standard 8 column newspaper. If your newspaper uses a
different format, then you must ask them to reduce to fit
their column width.
We hope that you find this offering as exciting as we do,
and will take it into consideration for the upcoming holiday.
You know that you can depend on our high quality of printing
to assure your satisfaction with the finished product.
When you decide to place your order, please contact me at
98754321. If I can be of assistance to you in any
additional way, please do not hesitate to call.

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4.1.2. Pytania sprawdzające
Odpowiadając na pytania, sprawdzisz, czy jesteś przygotowany do wykonania ćwiczeń.
1. Jakie są zasady formatowania listów biznesowych w języku angielskim?
2. Jakie informacje umieszcza się w bloku "personal details"?
3. Jak zapisuje się datę w liście formalnym?
4. Jaki jest związek pomiędzy zastosowanym zwrotem powitalnym a poŜegnalnym?
5. Jakie zwroty występują w części głównej zaŜalenia/skargi?
6. Jakie są główne części treści listu formalnego?
7. Jaki styl językowy uŜywany jest w korespondencji?
8. Które czasy są gramatyczne najczęściej stosowane w korespondencji?
9. Czego dotyczą skróty "Re:, Encl."?
10. Jaki jest nagłówek listu formalnego, jeśli jest kierowany do instytucji?
4.1.3. Ćwiczenia
Ćwiczenie 1
Uzupełnij zdania wykorzystując słowa w nawiasach w odpowiedniej formie. Wybierając
czas gramatyczny zwracaj uwagę na kontekst wypowiedzi.
1. You look really great! (You, exercise) at the fitness center?
2. What (you, do) when the accident occurred?
3. I (have) the same car for more than ten years. I'm thinking about buying a new one.
4. If it (snow) this weekend, we (go) skiing near Lake Tahoe.
5. A: What do you call people who work in libraries? They (call) librarians.
6. I came to England six months ago. I started my economics course three months ago.
When I return to Australia, I (study) for nine months and I (be) in England for exactly
one year.
7. Sam (arrive) in San Diego a week ago.
8. Samantha (live) in Berlin for more than two years. In fact, she (live) there when the
Berlin wall came down.
9. If Vera (keep) drinking, she (lose, eventually) her job.
10. The Maya established a very advanced civilization in the jungles of the Yucatan; however,
their culture (disappear, virtually) by the time Europeans first (arrive) in the New World.
Sposób wykonania ćwiczenia
Aby wykonać ćwiczenie, powinieneś:
1) zorganizować stanowisko pracy do wykonania ćwiczenia,
2) przeanalizować kontekst zadania i wpisać odpowiednią formę gramatyczną,
3) sprawdzić poprawność form czasowników nieregularnych,
4) sprawdzić poprawność wykonania zadania przez porównanie i przeanalizować efekt
pracy w grupie.
WyposaŜenie stanowiska pracy:
– zestaw zadań gramatycznych,
– podręcznik do gramatyki,
– tabela czasowników nieregularnych,
– słowniki.

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Ćwiczenie 2
W czasie pobytu zagranicą otrzymujesz imienne materiały reklamowe, których nie
chcesz. Napisz list do nadawcy, w którym:
– poinformujesz, od kiedy otrzymujesz materiały,
– wyrazisz niezadowolenie z tego powodu,
– stwierdzisz, Ŝe nie chcesz otrzymywać kolejnych materiałów,
– poinformujesz o krokach, jakie podejmiesz, jeśli nadal będziesz otrzymywać takie
materiały.
Zachowaj oficjalną formę listu, zastosuj typowe słownictwo związane z tematem "written
complaint" (skarga pisemna).
2) odszukać w materiałach dydaktycznych wzór listu – skargi pisemnej (written complaint),
3) napisać list,
4) zaprezentować i przeanalizować efekt pracy w grupie.
– słowniki,
– poradnik dla ucznia,
– poradniki jak pisać listy biznesowe,
– materiały do pisania,
Ćwiczenie 3
Przeczytaj poniŜszy tekst i wnioskując na podstawie zawartych w nim informacji napisz
notatkę (120–150 słów) o tym, czego powinno się unikać w korespondencji biznesowej.
Five tips for writing good business letters.
Think carefully about exactly what you need to say before you write.
Give your letter a heading so that the person you are writing to can see at a glance what it
is about.
Use short sentences and short words that everyone can understand.
Decide on order of importance and put each idea into a separate paragraph. Make sure it
is concise: delete anything that is irrelevant or can be omitted.
Check your letter after you have written it. Will your reader understand exactly what you
mean and will it create the right impression? Get the person in your organisation with the best
English to read it through for any spelling or grammar or layout errors.
2) odszukać w materiałach dydaktycznych słownictwo charakterystyczne dla listów
biznesowych,
3) przeczytać tekst ze zrozumieniem szczegółów,
4) napisać notatkę,
5) zaprezentować efekt pracy w grupie,
6) porównać swój tekst z pracami innych uczniów,
7) wykonać korektę swojej pracy.

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– tekst do analizy,
– słowniki,
– materiały do pisania.
4.1.4. Sprawdzian postępów
Czy potrafisz:
Tak Nie
1) sformatować list formalny w wersji brytyjskiej?
2) rozróŜnić terminologię określającą poszczególne bloki
w liście?
3) odróŜnić język formalny od nieformalnego?
4) zastosować zwroty grzecznościowe rozpoczynające i kończące
list?
5) zapisać datę według brytyjskiego standardu?
6) zastosować zwroty rozpoczynające poszczególne części listu?
7) wymienić rodzaje listów w zaleŜności od ich celu?
8) wymienić struktury gramatyczne potrzebne do napisania listu
biznesowego w języku angielskim?
9) sformułować zapytanie, prośbę i ofertę?
10) zastosować wzory memorandum i faksu?

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4.2. Prowadzenie konwersacji w języku angielskim
Rozmawiając z cudzoziemcami naleŜy pamiętać o moŜliwych róŜnicach kulturowych,
których ignorowanie moŜe sprawić, wbrew intencjom mówiącego złe lub inne od
zamierzonego wraŜenie. Szczególnie moŜe to mieć miejsce, gdy mówiący tłumaczy "utarte
zwroty" ze swojego języka na język obcy. Dlatego opanowanie pamięciowe
konwencjonalnych zwrotów typowych dla danych sytuacji oraz znajomość kontekstów,
w których są uŜywane, znacznie ułatwiają nawiązywanie i podtrzymywanie rozmowy.
PoniŜszy wybór słownictwa zawiera zarówno zwroty formalne uŜywane w sytuacjach
oficjalnych, jak i zwroty kolokwialne (nieformalne), które są stosowane w rozmowach
nieformalnych.
Nawiązywanie znajomości, przedstawianie się, przedstawianie innych, powitanie
Powitanie
Hello. / Hi.
Good morning.
Good morning / Good afternoon.
Good evening
My name is XY…and what’s yours?
Haven't we met (before)?
I don't think we've met (before).
This is …XY
Meet …XY
Have you met …XY?
How do you do.
NaleŜy pamiętać, Ŝe zwrot "How do you do" nie oznacza "Jak się masz /Jak się Pan/Pani
ma". Odpowiada polskiemu "Miło mi cię/pana/panią/państwa poznać" i odpowiedzią jest ten
sam zwrot: "How do you do". Intonacja głosu jest opadająca, a nie pytająca, jak wtedy, gdy
zadaje się pytanie.
Nice to see you.
Nice to see you again.
How are you?
I am fine/quite well. thank you..
WyraŜanie opinii
It seems to me that …
In my opinion, …
In my experience …
As far as I understand / can see, …
If I am not mistaken …
I believe one can (safely) say …
I am not convinced that …
I have read that …
I am of mixed opinions (about / on) …
I am of mixed opinions about / on this.

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I have no opinion in this matter.
The fact is that
The (main) point is that …
This proves that …
What it comes down to is that …
There is no doubt that …
WyraŜanie zgody/niezgody
There are many reasons for …
There is no doubt about it that …
I simply must agree with that.
I am of the same opinion.
I am of the same opinion as …
I completely/absolutely agree with …
It is only partly true that...
I can agree with that only with reservations.
That seems obvious, but …
That is not necessarily so.
It is not as simple as it seems.
Under certain circumstances …
There is more to it than that.
The problem is that …
What I object to is …
Unlike … I think …
Argumentowanie
First of all, I think …
They are not …, nor are they …
There are various/several/many reasons for this.
First, … / Firstly, …
Moreover, … / Furthermore, … / In addition, …
Finally, …
On the one hand, … On the other hand, …
In contrast to this is …
That is why …
The reason is that …
In that respect …
The result of this is that …
Another aspect/point is that …
Although it is true that … it would be wrong to claim that …
That may sometimes be true, but …
One could argue that …, but …
Podawanie przykładow
Take for example (the case of) …
Look at …
For instance … / For example …
Let me give you an example

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Konkludowanie
Most probably …
It appears to be …
It is important to mention that...
As I already indicated …
In other words, …
I should like to emphasise that …
I would (just) like to add …
So all in all I believe that...
(In) summing up it can be said that …
Weighing the pros and cons, I come to the conclusion that …
Udzielanie rad i wyraŜanie sugestii
NaleŜy unikać słowa "must" w wypowiedziach, w których udziela się rady lub
informacji. Np. w: "musi pan skręcić w prawo by dojść do..", polski czasownik "musi", ma
znaczenie "powinien". W języku angielskim "must" uŜyte w takim kontekście brzmi
autorytatywnie i jest uwaŜane za nieuprzejme. W takim kontekście naleŜy stosować
czasownik "should".
NaleŜy pamiętać o niestosowaniu negacji w odniesieniu do rozmówcy, gdy udziela się
mu rady. W języku polskim mówi się "uwaŜam, Ŝe nie powinieneś." Po angielsku naleŜy
raczej uŜyć zwrotu "I don’t think you should".
I reckon you should…
Why don't you…
How about doing..?
If I were you, I'd...
I suggest you (do)…
You'd (really) better...
I would strongly advise you to...
My advice would be to...
It might be a good idea to...
You might try (doing)...
I don’t think you should...
Pytanie o aprobatę/prośba o radę
Do you think it's all right to do it?
What do you think about (me doing that)?
Do you think / reckon I ought to (do it)?
What would you say if I (did it)?
Would you approve of (doing something)?
What is your attitude to the idea of...
Are you in favour of (me doing something)?
You are in favour of. .. aren't you?
Pytanie o opinie
What do you think of... ?
What do you think about... ?
How do you feel (about... )?
What's your opinion of... ?

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Are you aware of..... ?
Szukanie informacji
Could you tell me... ?
I'd like to know...
Do you know...
Have you got any idea... ?
Could anyone tell me... ?
I don't suppose you (would) know... ?
I wonder if you could tell me... ?
Opisywanie upodobań
I'm a big fan of
I'm (absolutely) crazy about it.
I'm really into it (in a big way).
I'm particularly fond of. ..
There's nothing I like more than...
I am really keen on..
I like... most
I can't work up any enthusiasm for it.
I'm not particularly fond of. ..
I can't see what all the fuss is about.
I'm afraid it doesn't appeal to me.
WyraŜanie zgody z rozmówcą
I'm with you on that one.
I couldn't agree more.
Yes, absolutely.
I'd go along with that.
You've got a point there.
I think so as well.
I couldn't have put it better myself.
Great minds think alike.
You took the words right out of my mouth.
WyraŜanie negatywnych uczuć
I don't think much of that.
How apalling / dreadful!
I'm utterly apalled / disgusted.
I'm dead against people doing...
It shouldn't be allowed!
You're pulling my leg.
That's a bit of an exaggeration.
That's an outright lie.
That's stretching the truth a bit
Krytykowanie
I'm afarid that's not quite right.
Actually, I think you'll find that...
I'm afraid you're mistaken.
I don't think you're right about...

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If you check your facts, you'll find...
That was a bit uncalled for
Odmowa
In a word, no.
I'd rather not (if you don't mind).
I am afraid I can’t
I’ d love to but..
No way!
I am very sorry but
Sorry to disapoint you but..
I am afraid I will not be able to do it
Zapomnienie
I'm afraid) I can't remember.
I've completely forgotten.
My mind's gone blank
(Sorry) I have no memory of...
I have no recollection of...
Sorry, I forgot.
It completely slipped my mind.
Zmartwienie
I'm (really) worried about...
I've been worried sick about...
It's been keeping me awake at night.
I'm scared stiff / to death that...
Zdenerwowanie
None too pleased.
In a foul mood. / In a temper
(Absolutely) furious / fuming
Go through the roof
Be on the war path
Storm out
See red
Negocjowanie
I agree with you on that point.
That's a fair suggestion.
So what you're saying is that you...
In other words, you feel that...
You have a strong point there.
I think we can both agree that...
I don't see any problem with/harm in that.
Niezgoda na ofertę
I understand where you're coming from; however,. ..
I'm prepared to compromise, but...
If you look at it from my point of view...

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I'm afraid I had something different in mind.
From my perspective...
I'd have to disagree with you there.
Is that your best offer?
Zwroty przydatne w prowadzeniu słuŜbowych rozmów telefonicznych
Can/May I speak to.. czy mogę rozmawiać z..
This is XY speaking mowi XY
I am calling about.. dzwonię w sprawie..
Can you put me through to czy mogę prosić o połączenie z..
Is XY available czy XY moŜe rozmawiać?
Extension 45, please proszę wewnetrzny 45
You have got the wrong number wybrał pan niewłaściwy numer
Can I call back? czy mogę zadzwonić później?
I was cut off przerwano połączenie
Sorry to keep you waiting przepraszam, Ŝe musiał pan czekać
How can I help you? czym mogę słuŜyć?/w czym mogę
pomoc?
I'm afraid you have dialled the wrong number obawiam się, Ŝe to pomyłka.
Who would you like to speak to? z kim chce pan mówić?
What does it concern, please? o co chodzi?
Would you mind telling me what you're calling
about?
w jakiej sprawie pan dzwoni?
Hold the line, I'll put you through proszę poczekać, łączę rozmowę
I'll pass you over to … (department). łączę z (dział)
… is speaking on another line .. rozmawia z innego aparatu
… isn't in (yet) .. (jeszcze)nie ma.
… is away on business .. wyjechał słuŜbowo
… is on holiday .. jest na urlopie
… is out for lunch .. wyszedł na obiad
I'm afraid, … is not available at the moment obawiam się, Ŝe… jest teraz zajęty
… will be back any minute .. wróci za chwilę
I'm sorry, but the line is engaged przepraszam, numer zajęty
There's no reply nikt nie odbiera
If you hold the line, I'll try again. proszę poczekać, łączę ponownie
Would you like to hold? zechce pan poczekać?
Could you try again later moŜe pan zadzwonic pozniej
Can I take a message? czy mogę przyjąć wiadomość?
Would you like to leave a message …? czy chce pan zostawić wiadomość?
If you give me your phone number, … jeśli poda mi pan numer..
... will call you back. .. oddzwoni
Could I have your name, please? czy mogę prosić o pana nazwisko?
Could I help you? / Maybe I can help you? czy mogę pomóc?
… here. / … speaking. / This is … mowi...
This is … (company), … (name) speaking dzwonię z firmy... .
Sorry, I must have dialled the wrong number przepraszam, pomyliłem numer
Could I speak to …, please? czy mogę mówić z..
Am I speaking to …? czy rozmawiam z.. ?
Could you put me through to …, please? czy mogę prosić o połączenie z.. ?

21
It's about … dzwonię w sprawie..
I'm calling about … dzwonię w związku z..
Could you please tell ( I phoned)? czy moŜe pan powiedzieć.(dzwoniłem)
Could you ask … to call me back? czy mogę prosić by.. oddzwonił?
Do you know when … will be back? czy wie pan kiedy.. wróci?
Will … be in the office tomorrow? czy.. będzie w biurze jutro?
I'll try again later / tomorrow. zadzwonię później/jutro
Maybe you could help me? moŜe pan mógłby mi pomóc?
My English isn't very good mój angielski nie jest dobry.
The line is bad są zakłócenia na linii.
I can hardly hear you bardzo źle pana słyszę
I didn't get that nie zrozumiałem tego.
Could you speak more slowly, please? czy moŜe pan mówić wolniej?
Could you speak louder/up, please? czy moŜe pan mówić głośniej?
Could you repeat that, please? czy moŜe pan powtórzyć?
Could you spell that, please? czy moŜe pan to przeliterować?
Sorry? / Pardon? przepraszam, nie zrozumiałem
Przykład rozmowy telefonicznej
WyraŜenia i idiomy uŜyte są typowe dla dialogu przez telefon
Operator: Hello, Frank and Brothers, How can I help you?
Peter: This is Peter Jackson. Can I have extension 3421?
Operator: Certainly, hold on a minute, I'll put you through...
Frank: Bob Peterson's office, Frank speaking.
Peter: This is Peter Jackson calling, is Bob in?
Frank: I'm afraid he's out at the moment. Can I take a message?
Peter: Yes, Could you ask him to call me at. I need to talk to him about the Nuovo line,
Frank: Could you repeat the number please?
Peter: Yes, that's, and this is Peter Jackson.
Frank: Thank you Mr Jackson, I'll make sure Bob gets this.
Odpowiadając na pytania, sprawdzisz, czy jesteś przygotowany do ćwiczeń
1. Jaka jest struktura angielskich zdań pytających ogólnych i szczegółowych?
2. Które zwroty grzecznościowe stosuje się poznając rozmówcę?
3. W jaki sposób moŜna po angielsku wyrazić sprzeciw?
4. Które zwroty wspierają argumentację w rozmowie?
5. Czy potrafisz wskazać zwroty formalne i nieformalne uŜywane w rozmowach?
6. Które konstrukcje gramatyczne i czasowniki słuŜą udzielaniu rady?
7. Jak moŜna wyrazić krytyczny stosunek do opinii rozmówcy?
8. Jaka jest róŜnica pomiędzy zastosowaniem czasu Simple Future i wyraŜenia "to be going
to"?

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4.2.3. Ćwiczenia
Ćwiczenie 1
Przepisz podane zdania, tak by po transformacji miały to samo znaczenie. Zastosuj
podane słowa, fragmenty zmienione nie mogą zawierać więcej niŜ 5 słów.
1. You must never take your helmet off while you are riding a motorcycle.
all
Helmets must be worn ---- when riding a motorcycle.
2. They wanted to apologize for their behavior: that's why they paid for dinner.
order
They paid for dinner ---- for their behavior.
3. It isn't necessary to bring skis as they are included in the package.
have
You ---- bring skis as they are included in the package.
2) sprawdzić zasadę wykonywania zadań gramatycznych polegających na transformacji,
3) przeczytać treść zadań ze zrozumieniem szczegółów,
4) zdefiniować problemy gramatyczne w zadaniach,
5) sprawdzić zastosowanie problemów w podręczniku do gramatyki,
6) porównać efekt pracy z pracami innych uczniów,
7) wykonać korektę ćwiczeń.
– ćwiczenia gramatyczne,
– słowniki,
– tablice z czasownikami nieregularnymi.
Ćwiczenie 2
Wpisz do przeglądarki internetowej tytuł piosenki w języku angielskim oraz słowa
"listen+lyrics". Wybieraj spośród standardów muzyki pop, unikając tekstów śpiewanych
w sloganem. Wybierz stronę, która umoŜliwia wysłuchanie utworu i przeczytanie jego tekstu.
Spisz słowa, porównaj z tekstem oryginalnym. Przetłumacz słowa utworu na język polski.
Przygotuj konkurs karaoke w języku angielskim, staraj się naśladować wymowę i intonację.
2) wybrać kilka utworów muzycznych w swojej płytotece,
3) wyszukać w Internecie teksty wybranych utworów w języku angielskim,
4) spisać tekst ze słuchu,

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5) porównać własny tekst z oryginalnym i dokonać korekty,
6) przygotować materiał audio do karaoke,
7) razem z grupą ustalić przebieg i zasady konkursu,
8) przygotować oprogramowanie komputerowe do karaoke lub sprzęt odtwarzający z tą
funkcją,
9) przeprowadzić konkurs, w którym naprzemiennie uczniowie są występującymi
i publicznością,
10) wraz z grupą ocenić efekty pracy.
– stanowisko komputerowe z odpowiednim oprogramowaniem i dostępem do Internetu,
– teksty utworów,
– nagrania muzyczne,
– słowniki,
– sprzęt muzyczny z funkcją karaoke.
Ćwiczenie 3*
Uzupełnij zdania odpowiednimi formami słów w nawiasach. Zwracaj uwagę na kontekst
wypowiedzi. Wykorzystując wszystkie uzupełnione przykłady napisz opowiadanie dodając
własne zdania, tak by powstała spójna narracja. Przedstaw opowiadanie ustnie. Odpowiedz na
pytania innych uczniów, dotyczące twojej pracy.
1. When Carol (call) last night, I (watch) my favorite show on television.
2. I (work) for this company for more than thirty years, and I intend to stay here until
I retire!
3. Sharon (love) to travel. She (go) abroad almost every summer. Next year, she plans to
go to Peru.
4. Thomas is an author. He (write) mystery novels and travel memoirs. He (write) since
he was twenty-eight. Altogether, he (write) seven novels, three collections of short
stories and a book of poetry.
5. We were late because we had some car problems. By the time we (get) to the train
station, Susan (wait) for us for more than two hours.
6. Sam (try) to change a light bulb when he (slip) and (fell).
2) uzupełnić zadania,
3) napisać opowiadanie korzystając ze słowników,
4) odszukać w materiałach dydaktycznych słownictwo przydatne w dyskusji,
5) wygłosić opowiadanie ustnie,
6) odpowiadać na pytania innych uczniów.
− zapisane zadania do uzupełnienia,
− materiały do pisania,
− poradnik ucznia,
− słowniki.

24
Czy potrafisz:
Tak Nie
1) wskazać podstawowe róŜnice kulturowe dotyczące nawiązania,
podtrzymania i zakończenia rozmowy w językach polskim
i angielskim?
2) zastosować zwroty stosowane przy przedstawianiu się?
3) wyjaśnić konstrukcję zdań pytających, ogólnych i szczegółowych?
4) stosować czasowniki modalne w konwersacji?
5) podać kilka przykładów wyraŜenia niezadowolenia
w zaleŜności od sytuacji?
6) wyjaśnić jak wpływać na postawę rozmówcy w negocjacji?
7) argumentować swoją opinię w rozmowie biznesowej?
8) wymienić jakie wyraŜenia słuŜą do przedstawienia oferty?
9) zastosować zwroty przydatne w szukaniu informacji?
10) zastosować czasy Present Simple i Past Simple
w relacjonowaniu?

25
4.3. Słownik terminów i Ŝargonu internetowego
Sprawne posługiwanie się Internetem wymaga znajomości specjalistycznej terminologii –
wyraŜeń i Ŝargonu internetowego w języku angielskim. Szybki rozwój technologii
informatycznej powoduje, Ŝe tradycyjne słowniki w wersji ksiąŜkowej bywają nieaktualne juŜ
w chwili wydania. Dlatego naleŜy uzupełniać zasób tego słownictwa aktualizacjami ze
słowników online, które moŜna znaleźć w Internecie. Wyjaśnienia są w języku angielskim,
dlatego naleŜy ćwiczyć umiejętność rozumienia definicji i instrukcji.
Podstawowe struktury gramatyczne stosowane w definiowaniu i wyjaśnianiu:
− czas Present Simple,
− konstrukcje bierne,
− formy gerundialne.
access provider
an organisation that provides access to the Internet. Also known as Internet Service
Provider (ISP)
address
The identification of a physical or virtual distinct entity in a network. On the Internet, this
network address is called a URL (Uniform Resource Locator). For instance: http://www.gsh.org.
[It is important to type these accurately.]
anonymous ftp
A publicly available Internet file site. Users must sign on as anonymous and enter their
email address to connect to an anonymous ftp site.
applet
A self-contained mini-executable program, such as one written in the Java programming
language. It connects with or is designed to work with a larger 'partner' program.
back / forward
Buttons in most browsers' Tool Button Bar, upper left. BACK returns you to the
document previously viewed. FORWARD goes to the next document, after you go BACK.
If it seems like the BACK button does not work, check if you are in a new browser
window; some Web pages are programmed to open a new window when you click on some
links. Each window has its own short-term search HISTORY. If this does not work, right
click on the BACK button to select the page you want (some Web pages are programmed to
disable BACK).
blog or web log
A blog (short for web log) is a type of web page that serves as a publicly accessible
personal journal (or log) for an individual. Typically updated daily, blogs often reflect the
personality of the author. Blog software usually has an archive of old blog postings. Many
blogs can be searched for terms in the archive. Blogs have become a vibrant, fast-growing
medium for communication in professional, poltical, news, trendy, and other specialized web
communities. Many blogs provide RSS feeds, to which one can subscribe and receive alerts to
new postings in selected blogs.
browse
To follow links in a page, to shop around in a page, exploring what's there, a bit like
window shopping. The opposite of browsing a page is searching it. When you search a page,
you find a search box, enter terms, and find all occurrences of the terms throughout the site.

26
browsers
Browsers are software programs that enable you to view WWW documents.
cache
In browsers, cache is used to identify a space where web pages you have visited are
stored in your computer. A copy of documents you retrieve is stored in cache. When you use
GO, BACK, or any other means to revisit a document, the browser first checks to see if it is in
cache and will retrieve it from there because it is much faster than retrieving it from the
server.
case sensitive
Capital letters retrieve only upper case. Most search tools are not case sensitive or only
respond to initial capitals, as in proper names. It is always safe to key all lower case (no
capitals), because lower case will always retrieve upper case.
checkbox
A small square box which, when clicked on, displays a cross or tick to show that an
option has been selected.
cookie
A message from a WEB SERVER computer, sent to and stored by your browser on your
computer.
crawler or webcrawler
Same as Spider.
domain, top level domain (tld)
Hierarchical scheme for indicating logical and sometimes geographical venue of a web-
page from the network. In the US, common domains are edu (education), gov (government
agency), net (network related), com (commercial), org (nonprofit and research
organizations).
download
To copy something from a primary source to a more peripheral one, as in saving
something found on the Web (currently located on its server) to diskette or to a file on your
local hard drive.
emoticons
Smileys [these things :-)] and other character art used to express feelings in email
communication.
encryption
A process that turns files into gobbledegook so that they cannot be read, other than by
programs containing the appropriate password-protected encryption software.
executable files
These are programs or self-extracting files with an exe filename extension. Clicking on
an executable file will start the program running.
extension or file extension
In Windows, DOS and some other operating systems, one or several letters at the end of a
filename. Filename extensions usually follow a period (dot) and indicate the type of file. For
example, this txt denotes a plain text file, that htm or that html denotes an HTML file. Some
common image extensions are picture.jpg or picture.jpeg or picture.bmp or picture.gif
extranet
A type of Internet Web site that is a closed community protected by a password and/or
firewalls. It is typically provided by businesses for suppliers and key customers.
favorites
In the Internet Explorer browser, a means to get back to a URL you like, similar to
Bookmarks.

27
field searching
Ability to limit a search by requiring word or phrase to appear in a specific field of
documents (e. g., title, url, link).
find
Tool in most browsers to search for word (s) keyed in document in screen only. Useful to
locate a term in a long document. Can be invoked by the keyboard command, Ctrl+F.
FTP
File Transfer Protocol. Ability to transfer rapidly entire files from one computer to
another, intact for viewing or other purposes.
history, search history
Available by using the combined keystrokes CTRL + H, a more permanent record of sites
you have visited/retrieved than GO. You can set how many days your browser retains history
in Edit | Preferences, or in Tools | Options.
host
Computer that provides web-documents to clients or users. See also server.
HTML
Hypertext Markup Language. A standardized language of computer code.
IP Address or IP Number
(Internet Protocol number or address). A unique number consisting of 4 parts separated
by dots, e. g. 165. 113. 245. 2
Every machine that is on the Internet has a unique IP address. If a machine does not have
an IP number, it is not really on the Internet. Most machines also have one or more Domain
Names that are easier for people to remember.
javascript
A simple programming language developed by Netscape to enable greater interactivity in
Web pages. It shares some characteristics with JAVA but is independent. It interacts with
HTML, enabling dynamic content and motion.
keyword (s)
A word searched for in a search command. Keywords are searched in any order. Use
spaces to separate keywords in simple keyword searching. To search keywords exactly as
keyed (in the same order).
link
The URL imbedded in another document, so that if you click on the highlighted text or
button referring to the link, you retrieve the outside URL.
listservers
A discussion group mechanism that permits you to subscribe and receive and participate
in discussions via e-mail. Blogs and RSS feeds provide some of the communication
functionality of listservers.
netiquette
The rules of conduct for Internet users. Violating netiquette could result in flaming or
removal from a mailing list. Some service providers will even cancel a user's Internet account,
denying him or her access to the Net, if the violation is severe enough.
netscape
Internet navigation software that allows users to access information through a graphical,
point-and-click interface rather than text-only screens or menus. Netscape is known as a Web
browser because it accesses World Wide Web information formatted into special home pages
using hypertext. Other graphical Web browsers include Microsoft's Internet Explorer, Mosaic,
and Opera.
net surfer
Someone who browses the Internet with no definite destination.

28
newsgroup
A discussion group operated through the Internet. Not to be confused with
LISTSERVERS which operate through e-mail.
PDF or .pdf or pdf file
Abbreviation for Portable Document Format, a file format developed by Adobe Systems,
that is used to capture almost any kind of document with the formatting in the original.
Viewing a PDF file requires Acrobat Reader, which is built into most browsers and can be
downloaded free from Adobe.
phrase
More than one KEYWORD, searched exactly as keyed (all terms required to be in
documents, in the order keyed). Enclosing keywords in quotations forms a phrase in
AltaVista, and some other search tools.
plug-in
An application built into a browser or added to a browser to enable it to interact with
a special file type (such as a movie, sound file, Word document, etc.).
popularity ranking of search results
Some search engines rank the order in which search results appear primarily by how
many other sites link to each page (a kind of popularity vote based on the assumption that
other pages would create a link to the best pages). Google is the best example of this.
script
A script is a type of programming language that can be used to fetch and display Web
pages.
server, web server
A computer running that software, assigned an IP address, and connected to the Internet
so that it can provide documents via the World Wide Web.
site or web-site
This term is often used to mean web page, but there is supposed to be a difference. A web
page is a single entity, one URL, one file that you might find on the Web
TCP/IP
(Transmission Control Protocol/Internet Protocol). This is the suite of protocols that
defines the Internet. Originally designed for the UNIX operating system, TCP/IP software is
now available for every major kind of computer operating system. To be truly on the Internet,
your computer must have TCP/IP software. See also IP Address.
telnet
Internet service allowing one computer to log onto another, connecting as if not remote.
thesaurus
In some search tools, the terms you choose to search on can lead you to other terms you
may not have thought of. Different search tools have different ways of presenting this
information, sometimes with suggested words you may choose among and sometimes
automatically. The terms are based on the terms in the results of your search, not on some
dictionary-like thesaurus.
URL
Uniform Resource Locator. The unique address of any Web document. May be keyed in
a browser's OPEN or LOCATION / GO TO box to retrieve a document. There is a logic the
layout of a URL:
usenet
Bulletinboard-like network featuring thousands of newsgroups.

29
word variants
Different word endings (such as -ing, -s, es, -ism, -ist, etc. ) will be retrieved only if you
allow for them in your search terms.
XHTML
A variant of HTML. Stands for Extensible Hypertext Markup Language is a hybrid
between HTML and XML that is more universally acceptable in Web pages and search
engines than XML.
1. Gdzie moŜna znaleźć aktualne słowniki angielskiej terminologii internetowej?
2. Które struktury gramatyczne są niezbędne dla rozumienia wyjaśnień i definicji w języku
angielskim?
3. Jakie nazwy mają zakładki, które zaznaczają adresy stron, które mają być przechowane?
4. Co oznacza termin Browser?
5. Czym charakteryzują się pliki cookie?
6. Jakie skutki spowoduje zaznaczenie przycisku Download?
7. Dlaczego program Java jest niezbędny dla sprawnego korzystania z Internetu?
8. Czym róŜni się Keyword od Phrase?
9. Co to jest plug-in?
10. Jakie zakończenia adresów stron mogą świadczyć o tym, Ŝe jest to strona prywatna?
4.3.3. Ćwiczenia
Ćwiczenie 1
Przetłumacz definicje zawarte w materiale nauczania korzystając ze słowników. Zapisz
terminy i ich objaśnienia w programie Word. Porównaj wynik pracy z pracami innych
uczniów i dokonaj korekty. Uzupełniaj słownik nowymi wyraŜeniami, które znajdziesz
przeszukując zasoby internetowe.
2) odszukać w materiałach dydaktycznych definicje terminów i Ŝargonu internetowego,
3) przetłumaczyć definicje na język polski,
4) porównać wynik pracy z pracą innych uczniów,
5) zapisać słownik w programie Word,
6) systematycznie przeglądać i uzupełniać słownik.
– poradnik ucznia,
– słowniki ogólne angielsko-polskie,
– słowniki techniczne angielsko-polskie,
– interaktywne słowniki internetowe,
– stanowisko komputerowe z odpowiednim oprogramowaniem i dostępem do Internetu.

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Ćwiczenie 2
Przeczytaj poniŜsze definicje i korzystając z informacji zawartych w materiale nauczania
podaj terminy, których dotyczą. Sprawdź poprawność terminów z wynikiem pracy innych
uczniów.
1) This term is often used to mean web page, but there is supposed to be a difference. A web
page is a single entity, one URL, one file that you might find on the Web.
A site, properly speaking, is a location or gathering or center for a bunch of related pages
linked to from that site. All of the pages associated with it branch out from there – the
web searching tutorial and all its pages, and more. Together they make up a "site". When
we estimate there are 5 billion web pages on the Web, we do not mean sites. There would
be far fewer sites.
2) When you retrieve a document via the WWW, the document is sent in "packets" which fit
in between other messages on the telecommunications lines, and then are reassembled
when they arrive at your end. This occurs using TCP/IP protocol. The packets may be sent
via different paths on the networks which carry the Internet. If any of these packets gets
delayed, your document cannot be reassembled and displayed. This is called a "packet
jam". You can often resolve packet jams by pressing STOP then RELOAD. RELOAD
requests a fresh copy of the document, and it is likely to be sent without jamming.
2) przeczytać ze zrozumieniem definicje,
3) odszukać terminy w poradniku ucznia,
4) sprawdzić poprawność terminologii z wynikami innych uczniów.
– poradnik ucznia,
– słowniki ogólne i techniczne,
Ćwiczenie 3
Podaj angielskie odpowiedniki i napisz po angielsku krótkie definicje poniŜszych
terminów uŜywanych w Internecie:
Emotikon
Baza danych
Przeszukiwanie zasobów internetowych
Nie moŜna wyświetlić strony
Logowanie
Forum dyskusyjne
Pomoc techniczna
Często zadawane pytania
2) odnaleźć w poradniku ucznia podane terminy,
3) przeanalizować sposób definiowania terminów,
4) napisać własne definicje,
5) zaprezentować i przeanalizować efekt pracy w grupie.

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– tekst ćwiczenia,
– słowniki,
Ćwiczenie 4
Korzystając z wyszukiwarki internetowej znajdź adresy stron WWW zawierające
słowniki i manuale w języku angielskim, spisy terminologii internetowej i poradniki
korzystania z Internetu. Zweryfikuj ich przydatność biorąc pod uwagę następujące kryteria:
– przystępność językowa,
– łatwość nawigacji,
– przydatność treści dla twoich celów zawodowych,
– moŜliwość ściągania, zapisywania i drukowania podstron lub ich fragmentów.
Zapisz adresy stron korzystając z odpowiednich opcji w wyszukiwarce, z której
korzystasz. Porównaj wyniki z pracą innych uczniów.
2) odszukać w poradniku nauczania odpowiednie hasła,
3) wyszukać w Internecie adresy stron według instrukcji,
4) zweryfikować strony,
5) zapisać adresy stron w wyszukiwarce,
6) zaprezentować grupie wyniki pracy uzasadniając swój wybór,
7) zapisać przydatne adresy stron wyszukane przez innych uczniów.
– stanowisko komputerowe z odpowiednim oprogramowaniem i dostępem do Internetu,
– poradnik dla ucznia.
Czy potrafisz:
Tak Nie
1) przeczytać ze zrozumieniem definicje i wyjaśnienia w języku
angielskim?
2) korzystać skutecznie ze słownika angielsko-angielskiego?
3) znaleźć w Internecie i przeczytać publikacje w języku angielskim?
4) wyjaśnić zakres stosowania czasu Present Simple i strony biernej?
5) znaleźć w Internecie aktualne słowniki Ŝargonu komputerowego
i internetowego?
6) ściągnąć z Internetu i zapisać pliki według instrukcji
w języku angielskim?
7) zastosować się do komunikatów w języku angielskim, które
pojawiają się w czasie przeszukiwania zasobów internetowych?
8) napisać prostą definicję i wyjaśnienie?
9) korzystać ze słowników online?

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4.4. Międzynarodowa terminologia reklamowa
Znajomość specjalistycznej terminologii jest niezbędna dla uczestniczenia w działalności
reklamowej. UmoŜliwia, a niejednokrotnie warunkuje:
– wykonywanie działalności zawodowej w Polsce,
– wykonywanie zadań zawodowych dla zagranicznego pracodawcy,
– współpracę z cudzoziemcami zatrudnionymi w firmie reklamowej,
– pracę zagranicą,
– czytanie publikacji dotyczących działalności reklamowej,
– udział w szkoleniach i treningach zawodowych,
– zdobywanie dodatkowego wykształcenia specjalistycznego prowadzonego w języku
angielskim.
Słownik specjalistycznej terminologii zawiera hasła związane z wykonywaniem,
promocją i sprzedaŜą usług reklamowych oraz rynkiem mediów.
Accordian insert
An ad inserted in a magazine, folded with an accordian-style fold.
Ad copy
The printed text or spoken words in an advertisement.
Adjacencies
Time periods immediately before and after a television program, normally used as
a commercial break between programs.
Advertiser
The manufacturer, service company, retailer, or supplier who advertises their product or
service.
Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade
the receiver to take some action, now or in the future.
Advertising allowance
Money provided by a manufacturer to a distributor for the purpose of advertising
a specific product or brand.
Advertising budget
Money set aside by the advertiser to pay for advertising. There are a variety of methods for
determining the most desirable size of an advertising budget.
Advertising elasticity
The relationship between a change in advertising budget and the resulting change in product sales.
Advertising plan
An explicit outline of what goals an advertising campaign should achieve, how to accomplish
those goals, and how to determine whether or not the campaign was successful in obtaining
those goals.
Advertising research
Research conducted to improve the efficacy of advertising. It may focus on a specific ad or
campaign, or may be directed at a more general understanding of how advertising works or
how consumers use the information in advertising. It can entail a variety of research
approaches, including psychological, sociological, economic, and other perspectives.

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Advertising specialty
A product imprinted with, or otherwise carrying, a logo or promotional message. Also called
a promotional product.
Advertorial
An advertisement that has the appearance of a news article or editorial, in a print publication.
Ala carte services
Rather than provide all advertising services for one price, an agency may provide only the
services that a client wishes to purchase.
Answer print
The final edited version (print) of a television commercial, for approval by the client. It may
still need color correction, etc.
Appeal
The advertisement's selling message.
Arbitron
Television and radio rating service that publishes regular reports for selected markets.
Art proof
The artwork for an ad, to be submitted for client approval.
Artwork
The visual components of an ad, not including the typeset text.
Audience
The number of people or households exposed to a vehicle, without regard to whether they
actually saw or heard the material conveyed by that vehicle.
Audience duplication
The number of people who saw or heard more than one of the programs or publications in
which an ad was placed.
Audilog
A diary kept by selected audience members to record which television programs they
watched, as a means of rating television shows.
Audimeter
An electronic recording device to track when a television set is in use, and to what station it is set.
Average Audience (AA)
The number of homes or persons tuned to a television program during an average minute, or
the number of persons who viewed an average issue of a print publication.
Back to back
Running more than one commercial, with one following immediately after another.
Bait advertising
Advertising a product at a very low price, when it is difficult or even impossible to obtain the
product for the price advertised.
Barter
Exchanging merchandise, or something other than money, for advertising time or space.
Billboard
(1) An outdoor sign or poster; (2) Sponsor identification at the beginning or end of
a television show.
Boutique
An agency that provides a limited service, such as one that does creative work but does not
provide media planning, research, etc. Usually, this refers to a relatively small company.
Brand manager
Person who has marketing responsibilities for a specific brand.

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Brand name
Name used to distinguish one product from it's competitors. It can apply to a single product,
an entire product line, or even a company.
Business-to-business advertising
Advertising directed to other businesses, rather than to consumers.
Category development index (CDI)
A comparison of the percent of sales of a product category in a market, to the percent of
population in that market.
Chain break
A pause for station identification, and commercials, during a network telecast.
Channels of distribution
The routes used by a company to distribute its products, e. g., through wholesalers, retailers,
mail order, etc.
Classified advertising
Print advertising that is limited to certain classes of goods and services, and usually limited in
size and content.
Clearance
The process by which a vehicle reviews an advertisement for legal, ethical, and taste
standards, before accepting the ad for publication.
Client
The ad agency's term for the advertisers it represents.
Clutter
When an advertisement is surrounded by other ads, thereby forcing it to compete for the
viewer's or listener's attention.
Coincidental survey
A survey of viewers or listeners of broadcast programming, conducted during the program.
Collateral materials
Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by
a sales person rather than by mass media. These materials are considered "collateral" to the
sales message delivered by the sales person.
Collectibles
A type of premium that consumers may desire to have as a part of a greater collection of
similar goods.
Combination rate
A special media pricing arrangement that involves purchasing space or time on more than one
vehicle, in a package deal. This is frequently offered where different vehicles share
a common owner.
Commercial advertising
Advertising that involves commercial interests rather than advocating a social or political
cause.
Comparative advertising
An advertising appeal that consists of explicitly comparing one product brand to
a competitive brand.
Competition-oriented pricing
A pricing strategy that is based upon what the competition does.
Comprehensive layout
A rough layout of an ad designed for presentation only, but so detailed as to appear very much
like the finished ad will look.

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Consumer advertising
Advertising directed at a person who will actually use the product for their own benefit, rather
than to a business or dealer.
Consumer behavior
Study of how people behave when obtaining, using, and disposing of products (and services).
Consumer jury test
A method of testing advertisements that involves asking consumers to compare, rank, and
otherwise evaluate the ads.
Consumer stimulants
Promotional efforts designed to stimulate short-term purchasing behavior. Coupons,
premiums, and samples are examples of consumer stimulants.
Container premium
Special product packaging, where the package itself acts as a premium of value to the
consumer.
Continuous advertising
Scheduling advertisements to appear regularly, even during times when consumers are not
likely to purchase the product or service, so that consumers are constantly reminded of the
brand.
Copy testing
Research to determine an ad's effectiveness, based on consumer responses to the ad.
Cost efficiency
For a media schedule, refers to the relative balance of effectively meeting reach and frequency
goals at the lowest price.
Cost per inquiry
The cost of getting one person to inquire about your product or service. This is
a standard used in direct response advertising.
Cost per rating point (CPP)
The cost, per 1 percent of a specified audience, of buying advertising space in a given media
vehicle.
Cost per thousand (CPM)
The cost, per 1000 people reached, of buying advertising space in a given media vehicle.
Counter advertising
Advertising that takes a position contrary to an advertising message that preceded it. Such
advertising may be used to take an opposing position on a controversial topic, or to counter an
impression that might be made by another party's advertising.
Creative strategy
An outline of what message should be conveyed, to whom, and with what tone. This provides
the guiding principles for copywriters and art directors who are assigned to develop the
advertisement. Within the context of that assignment, any ad that is then created should
conform to that strategy. The written statement of creative strategy is sometimes called
a copy platform.
Creatives
The art directors and copywriters in an ad agency.
Cumes (cumulative audience)
An abbreviation for net cumulative audience. Refers to the number of unduplicated people or
homes in a broadcast program's audience within a specified time period.

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Day-after recall test
A research method that tests consumers' memories the day after they have seen an ad, to
assess the ad's effectiveness.
Demographic segmentation
Dividing consumers into groups based on selected demographics, so that different groups can
be treated differently. For example, two advertisements might be developed, one for adults
and one for teenagers, because the two groups are expected to be attracted to different types of
advertising appeal.
Direct house
An advertising specialties company that manufactures and then sells its goods directly with its
own sales force, rather than through retailers.
Direct mail
Marketing communications delivered directly to a prospective purchaser via the Postal
Service or a private delivery company.
Direct marketing
Sending a promotional message directly to consumers, rather than via a mass medium.
Includes methods such as Direct Mail and Telemarketing..
Direct response
Promotions that permit or request consumers to directly respond to the advertiser, by mail,
telephone, e-mail, or some other means of communication. Some practitioners use this as
a synonym for Direct Marketing.
Directory advertising
Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This
frequently connotes advertising that consumers intentionally seek.
Display advertisement
(1) In print media, any advertisement other than a classified ad. (2) An ad that stands alone,
such as window sign.
Door-opener
A product or advertising specialty given by a sales person to consumers to induce them to
listen to a sales pitch.
Double truck
A two-page spread in a print publication, where the ad runs across the middle gutter.
Dummy
A copy (e. g., xerographic duplicate) of an ad, or even blank sheets of paper, provided to
a printer or artist as an example of the size, color, or other aspect of the ad to be produced.
Earned rate
A discounted media rate, based on volume or frequency of media placement.
Electric spectacular
Outdoor signs or billboards composed largely of lighting or other electrical components.
End-user
The person who actually uses a product, whether or not they are the one who purchased the
product.
Envelope stuffer
A direct mail advertisement included with another mailed message (such as a bill).
Eye tracking
A research method that determines what part of an advertisement consumers look at, by
tracking the pattern of their eye movements.

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Family brand
A brand name that is used for more than one product, i. e., a family of products.
Flat rate
A media rate that allows for no discounts.
Flighting
A media schedule that involves more advertising at certain times and less advertising during
other time periods.
Free-standing insert (FSI)
An advertisement or group of ads inserted-but not bound-in a print publication, on pages that
contain only the ads and are separate from any editorial or entertainment matter.
Full position
An ad that is surrounded by reading matter in a newspaper, making it more likely consumers
will read the ad. This is a highly desirable location for an ad.
Full-service agency
An agency that handles all aspects of the advertising process, including planning, design,
production, and placement. Today, full-service generally suggests that the agency also
handles other aspects of marketing communication, such as public relations, sales promotion,
and direct marketing..
Guaranteed circulation
A media rate that comes with a guarantee that the publication will achieve a certain
circulation.
Green advertising
Advertising that promotes a product or service's ability to help or, more likely, not hurt the
environment.
Horizontal discount
A discount on a media purchase resulting from a promise to advertise over an extended period
of time.
Horizontal publications
Business publications designed to appeal to people of similar interests or responsibilities in
a variety of companies or industries.
House agency
An advertising agency owned and operated by an advertiser, which handles the advertiser's
account.
Imprinted product
A promotional product, this is a product with a company logo or advertising message printed
on it.
Industrial advertising
A form of business-to-business advertising (see above), this is advertising aimed at
manufacturers. This advertising typically promotes parts, equipment, and raw materials used
in the manufacturing process.
Infomercial
A commercial that is very similar in appearance to a news program, talk show, or other
non-advertising program content. The broadcast equivalent of an Advertorial
Inquiries
Consumer response to a company's advertising or other promotional activities, such as
coupons. Used for measuring the effectiveness of some promotions.
Insertion
Refers to an ad in a print publication.

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Insertion order
An agency or advertiser's authorization for a publisher to run a specific ad in a specific print
publication on a certain date at a specified price.
Institutional advertising
Advertising to promote an institution or organization, rather than a product or service, in order
to create public support and goodwill.
Intensive distribution
Distributing a product through a wide variety of outlets.
International advertising
Advertising a product or service in a country other than where it originates.
Island display
An in-store product display situated away from competing products, typically in the middle or
at the end of an aisle.
Island position
A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded
by program content, with no adjoining advertisements to compete for audience attention.
Jingle
A short song, usually mentioning a brand or product benefit, used in a commercial.
Jumble display
A mixture of products or brands on a single display, such as a clearance table.
Keeper
A premium used to induce a consumer to take some action, such as completing a survey or
trying a product.
Layout
A drawing that indicates the relative positions of the elements (e. g., headline, photo, logo,
body copy, etc.) of an ad.
Leave-behind
A premium left with prospective customers by a sales person, to remind them of the product
or service being sold.
Lifestyle segmentation
Separating consumers into groups, based on their hobbies, interests, and other aspects of their
lifestyles.
Local advertising
(1) Advertising to a local merchant or business as opposed to regional or national advertising.
(2) Advertising placed at rates available to local merchants.
Local rate
An advertising rate charged to a local advertiser, typically a retailer, by local media and
publications, as distinguished from a national rate that is charged to a national advertiser,
typically a manufacturer.
Logotype (logo)
A brand name, publication title, or the like, presented in a special lettering style or typeface
and used in the manner of a trademark.
Loss leader
A retail item advertised at an invitingly low price in order to attract customers for the
purchase of other, more profitable merchandise.

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Lottery
A scheme in which making a required purchase gives a person a chance to win a prize which
is awarded at random, usually through an electronic drawing. Lotteries may not be used as
promotion devices under U. S. laws.
Loyalty index
Frequency of listenership of a particular broadcast station.
Mail-order advertising
Advertising which supplies paperwork for the purpose of soliciting a purchase made through
the mail.
Marginal analysis
Technique of setting the advertising budget by assuming the point at which an additional
dollar spent on advertising equals additional profit.
Market profile
A summary of the characteristics of a market, including information of typical purchasers and
competitors, and often general information on the economy and retailing patterns of an area.
Market segmentation
To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in
a category, rather than a more limited share of purchases by all category users.
Market share
The percentage of a product category's sales, in terms of dollars or units, obtained by a brand,
line, or company.
Marketing mix
The levels and interplay of the elements of a product's or service's marketing efforts,
including product features, pricing, packaging, advertising, merchandising, distribution, and
marketing budget; especially as these elements affect sales results.
Marketing research
The systematic gathering, recording, analyzing, and use of data relating to the transfer and
sale of goods and services from producer to consumer.
Master tape
An edited audio tape or video tape to be recorded on quantity prints or dubs.
Media buying service
Agency that specializes in the services of media buying.
Medium (plural, Media)
A vehicle or group of vehicles used to convey information, news, entertainment, and
advertising messages to an audience. These include television, cable television, magazines,
radio, billboards, etc.
Merchandising the advertising
The promoting of a firm’s advertising abilities to distributors.
Micromarketing
The activities a firm practices in order to react controllably to external forces, e. g., setting
objectives and selecting target markets.
Motivation research
Used to investigate the psychological reasons why individuals buy specific types of
merchandise, or why they respond to specific advertising appeals, to determine the base of
brand choices and product preferences.
National advertising
Advertising which is aimed at a National Market, as opposed to Local Advertising.

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National brand
A nationally distributed product brand name. May also be distributed regionally or locally.
Near-pack (Near Pack Premium)
An item offered free or at a discount with the purchase of another product. The item can be
positioned close to but may not touch the purchased product. A type of product promotion.
Net cost
The costs associated with services rendered by an advertising agency excluding the agency
commission.
Net unduplicated audience
The combined cumulative audience exposed to an advertisement.
Network
A national or regional group of affiliated broadcast stations contractually bound to distribute
radio or television programs for simultaneous transmission.
Nielsen Rating
A measurement of the percentage of U. S. television households tuned to a network program
for a minute of its telecast.
Noncommercial advertising
Radio and television advertising that is designed to educate and promote ideas or institutions,
e. g., public service announcements.
O & O station
Radio and television stations owned and operated by a network.
On-air tests
Tests recall among viewers of a commercial or program during a real broadcast of the tested
communication.
On-pack (On-pack Premium)
Used to promote sales of a product. Discount coupons or gifts that are attached to or
accompany the product to be purchased.
Open end
(1) Time left at the end of a commercial or program which is provided for the use of local
advertising or station identification. (2) A radio or television program with no specific time to
end.
Out-of-home advertising
Exposure to advertising and mass media away from one's home. Included are outdoor,
point-of-purchase, and radio.
Outdoor advertising
Any outdoor sign that publicly promotes a product or service, such as billboards, movie
kiosks, etc.
Overlay
A transparent or opaque covering used to protect designs or layouts in the form of separate
transparent prints that combine to form a finished design or graphic.
Package
1) A combination of programs or commercials offered by a network that is available for
purchase by advertisers either singly or as a discounted package deal. (2) A merchandise
enclosure or container.
Painted bulletin
A freestanding steel or wooden structure, with molding around the outer edges similar to
a poster panel, and including a hand painted copy message. Bulletins are generally found near
highways or roofs of buildings in high traffic areas.

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Panels
This includes regular and illuminated types of outdoor advertising. A regular panel is only
seen during the daytime, while an illuminated panel is seen also from dusk until dawn.
Participation
Announcements made inside the context of a program as opposed to those shown during
station breaks. (2) An announcement or amount of broadcasting time which is shared by
several advertisers.
Pass-along readers
A reader which becomes familiar with a publication without the purchase of
a publication. These readers are taken into account when calculating the total number of
readers of a publication.
Paste-up
A camera-ready layout of illustrative and type material which is configured in the proper
position on paperboard and is used for reproductive purposes.
Per inquiry
An agreement between a media representative and an advertiser in which all advertising fees
are paid based on a percentage of all money received from an advertiser's sales or inquires.
Percent-of-sales method
Method of determining the advertising budget based on an analysis of past sales, as well as
a forecast for future sales.
Perceived risk
A functional or psychosocial risk a consumer feels he/she is taking when purchasing
a product.
Personal selling
Sales made through a medium of face-to-face communication, personal correspondence, or
personal telephone conversation, etc.
Personalize
To add a name or other personal information about the recipient on direct mail advertising.
Persons using television (PUT)
A percentage of all persons in a certain viewing area that are viewing television during
a specific amount of time.
Persuasion process
The process used by advertising to influence audience or prospect attitudes, especially
purchase intent and product perception by appealing to reason or emotion.
Phantom
An illustration showing the exterior of an object as if it were transparent, while revealing
interior detailing.
Piggyback
(1) A direct mail offer that is included free with another offer. (2) Two commercials which are
shown back-to-back by the same sponsor.
Point
(1) A small unit of measurement for type, equal to 1/72 of an inch. (2) A small unit for
measuring the thickness of paper, equaling 0.001 inch.
Point-of-Purchase (POP) displays
Advertising display material located at the retail store, usually placed in an area where
payment is made, such as a check-out counter.

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Positive
A photographic image which appears as the original image, as opposed to a negative which
reverses the black and white.
Premium
An item, other than the product itself, which is offered free or at a nominal price as an
incentive to purchase the advertised product or service.
Preprint
A reproduction of an advertisement which is viewed before actual publication and is created
by an advertiser for special purposes, e. g., to serve as retail displays or to gain support from
retailers.
Pretesting
Testing an advertisement or an audience sample prior to placing the ad in the media.
Prime time
The broadcast periods viewed or listened to by the greatest number of persons and for which
a station charges the most for air time.
Product-related segmentation
A method of identifying consumers by the amount of product usage, usually categorized
demographically or psychographically.
Production
Process of physically preparing the advertising idea into a print or broadcast advertisement.
Promotion
All forms of communication other than advertising that call attention to products and services
by adding extra values toward the purchase. Includes temporary discounts, allowances,
premium offers, coupons, contests, sweepstakes, etc.
Promotional mix
Using several different types of communication to support marketing goals which include
Advertising, Personal selling, Publicity and Sales promotions.
Promotional product
A product imprinted with, or otherwise carrying, a logo or promotional message. Also called
an Advertising Specialty.
Proof
An impression on paper of type, an engraving or the like, for the purpose of checking the
correctness and quality of the material to be printed.
Public relations (PR)
Communication with various sectors of the public to influence their attitudes and opinions in
the interest of promoting a person, product, or idea.
Public relations advertising
Advertising by a corporation that focuses on public interest but maintains a relationship to the
corporation's products or agencies.
Publicity
A type of public relations in the form of a news item or story which conveys information
about a product, service, or idea in the media.
Pulsing
The use of advertising in regular intervals, as opposed to seasonal patterns.
Pupilometrics
A method of advertising research in which a study is conducted on the relationship between
a viewer's pupil dilation and the interest factor of visual stimuli.

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Psychological segmentation
The separation of consumers into psychological characteristic categories on the basis of
standardized tests.
Qualitative research
A method of advertising research that emphasizes the quality of meaning in consumer
perceptions and attitudes; for example, in-depth interviews and focus groups.
Quantitative research
A method of advertising research that emphasizes measurement of incidence of consumer
trends within a population.
Random sample
A sample taken from any given population in which each person maintains equal chances of
being selected.
Rate
(1) The amount charged by a communications medium to an advertiser based on per unit of
space or time purchased. The rate may vary from national to local campaigns, or may be
a fixed rate. (2) To estimate a particular media "s audience size based on a research sample.
Reach
(1) The estimated number of individuals in the audience of a broadcast that is reached at least
once during a specific period of time. (2) Also applies to Outdoor advertising audiences.
Recognition
(1) Formal acknowledgment given by a communications medium to an advertising agency to
recognize that agency as being bona fide, competent, and ethical; therefore, entitled to
discounts. (2) The ability of research subjects to recall a particular ad or campaign when they
see or hear it.
Reference group
A group of people or organization of which an individual respects, identifies with, or aspires
to join, e. g., membership or associative groups.
Remnant Space
Discounted magazine space which is sold to help fill regional editions of the publication.
Renewal rate
The percentage of individuals that renew their print media subscriptions to extend beyond the
previous expiration date.
Rep or Representative
A person who solicits advertising space on behalf of a particular medium.
Residuals
A sum paid to a performer on a TV or radio commercial each time it is run, and is usually
established by a union contract
Retail advertising
Advertising which promotes local merchandisers' goods and services. Also referred to as
Local Advertising.
Road block
A method of scheduling broadcast commercials to obtain maximum reach by simultaneously
showing the identical advertisement on several different stations.
Romance card
Written material that accompanies an advertising specialty, providing information about the
product and its background.

44
Rough cut
A preliminary arrangement of film or tape shots that are roughly edited together without
voice-over or music to serve purpose in the early stages of editing.
Rushes
Rough, unedited prints of a commercial to be used for editing purposes. Also referred to as
dallies.
Sales promotion
Marketing activities that stimulate consumer purchasing and dealer effectiveness through
a combination of personal selling, advertising, and all supplementary selling activities.
Scene setting
The process of using realistic sounds to stimulate noise in backgrounds during radio
production such as car horns, sirens, recorded laughter, etc.
Seasonality
The variation in sales for goods and services throughout the year, depending on the season,
e. g. hot chocolate is advertised more in the winter, as opposed to summer months.
Seasonal rating adjustments
In broadcast media, rating modifications that reflect changes in the season, e. g. weather and
holidays.
Selective demand advertising
Advertising which promotes a particular manufacturer's brand as opposed to a generic
product.
Self-mailer
A direct-mail piece in which no envelope or wrapper is required for mailing.
Semi-liquidator
A premium offer that is partially paid by the consumer as well as the manufacturer.
Share-of-audience
The percent of audiences that are tuned into a particular medium at a given time, e. g. the
number of people watching television between the hours of 8:00 p. m. to 11:00 p. m.
Signature (theme song, jingle)
A musical theme associated with a television program, radio show, or a particular product or
service. Also referred to as a Theme song. 16, and so on pages to be gathered and bound to
form a part of a book, or pamphlet.
Split run
Two or more different forms of an advertisement which are ran simultaneously in different
copies of the same publication, used to test the effectiveness of one advertisement over
another to appeal to regional or other specific markets.
Spot announcements
Commercial or public service announcements that are placed on television or radio programs.
Spot television (or radio)
Time slots in geographic broadcast areas, purchased on a market-to-market basis rather than
through a network.
Spread
Refers to a pair of facing pages in a periodical, or an advertisement which is printed across
two such pages.
Storyboard
A blueprint for a TV commercial which is drawn to portray copy, dialogue, and action, with
caption notes regarding filming, audio components, and script.

45
Subliminal persuasion
An advertising message presented below the threshold of consciousness. A visual or auditory
message that is allegedly perceived psychologically, but not consciously. Also called
Subception.
A process in TV production where an image, words, or phrases are imposed over another
image.
Supplier
Companies that sell goods or services to an advertising agency for their use in constructing
advertisements, e. g., design studios, color houses, printers, and paper producers.
Syndicated program
A television or radio program that is distributed in more than one market by an organization
other than a network.
Tabloid
A size of newspaper that is roughly half the size of a standard newspaper. A page size is
normally 14 high by 12 wide.
Tag line
A slogan or phrase that visually conveys the most important product attribute or benefit that
the advertiser wishes to convey. Generally, a theme to a campaign.
Target audience
A specified audience or demographic group for which an advertising message is designed
Target market
A group of individuals whom collectively, are intended recipients of an advertiser's message.
Teaser campaign
An advertising campaign aimed at arousing interest and curiosity for a product.
Telemarketing
The use of the telephone as a medium to sell, promote, or solicit goods and services.
Theater testing
A method used in testing the viewer responses of a large, randomly selected audience after
being exposed to an ad.
Trade advertising
Advertising designed to increase sales specifically for retailers and wholesalers.
Trade character
People, characters, and animals that are used in advertising and are identified with the
products, e. g. Jolly Green Giant and Tony the Tiger.
Trade name
The name under which a company operates.
Trademark
Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.
Traffic builder
A promotional tactic using direct mail. Designed to draw consumers to the mailer's location.
Transit advertising
Advertising that appears on public transportation or on waiting areas and bus stops..
Turnover
The rate of audience change for a specific program during a specific amount of time.
Unfair advertising
Advertising that is likely to harm the consumer. The FTC has the power to regulate unfair
advertising that falls within a very specific legal definition.

46
Up-front buys
The purchasing of both broadcast and print early in the buying season.
Values and lifestyles (VALS) research
A research method which psychologically groups consumers based on certain characteristics
such as their values, lifestyles, and demographics.
Vertical discount
A reduced rate offered to advertisers who purchase airtime on a broadcast medium for
a limited amount of time, e. g., one week.
Vertical publications
Publications whose editorial content deals with the interests of a specific industry, e. g.,
National Petroleum Magazine and Retail Baking Today.
Vignette
(1) An illustration that has soft edges, often produced by using cutouts or masks.
(2) A photograph or halftone in which the edges, or parts of, are shaded off to a very light gray.
Voice-pitch analysis (VOPAN)
An advertising research technique of analyzing a subject's voice during their responses, to test
their feelings and attitudes about an ad.
Voiceover (VO)
The technique of using the voice of an unseen speaker during film, slides, or other voice
material.
Waste circulation
(1) Advertising in an area where the product or service is not available or has no sales
potential. (2) Persons in an advertiser's audience who are not potential consumers.
Wave scheduling
An advertising strategy that consists of scheduling space in the media in intermittent periods,
e. g., two weeks on, two weeks off.
Wear out
The point reached when an advertising campaign loses it's effectiveness due to repeated
overplay of ads.
White space
Unoccupied parts of a print advertisement, including between blocks of type, illustrations,
headlines, etc.
Wipe
A transition of scenes in a visual production where one image appears to wipe the previous
one from the screen.
Word painting
A technique used in the radio broadcast industry that uses highly descriptive words to evoke
images in reading material as an attempt to place the listener into the scene.
1. Jakie angielskie określenia odpowiadają polskiemu: "reklama"?
2. W jakim kontekście uŜywane jest słowo "spot"?
3. Jakie jest angielskie określenie odpowiadające polskiemu nieuczciwa reklama?
4. Do czego/kogo odnosi się cummulative audience?
5. Czym charakteryzuje się zielona reklama?
6. Jakie dane uzyskuje się stosując Nielsen rating?

47
7. Które określenia odnoszą się do rynku mediów?
8. Jak określa się w angielskiej terminologii reklamowej osoby, które czytają gazety nie
kupując ich?
9. Której sfery działalności firmy reklamowej dotyczy “Percent-of-sales method “?
10. Jaka jest róŜnica znaczeń pomiędzy słowami: advertisement, advert, ad, advertising?
4.4.3. Ćwiczenia
Ćwiczenie 1
Przeczytaj poniŜszy tekst i odpowiedz na pytania. Skorzystaj ze słownika terminologii
marketingowej.
Positioning: Deciding and conveying your unique selling position
Positioning includes identifying the unique market position, or niche for your organization.
Positioning is accomplished through market analysis. Market analysis includes finding out what
groups of potential customers (or markets) exist, what groups of customers you prefer to serve
(target markets), what their needs are, what products or services you might develop to meet
their needs, how the customers might prefer to use the products and services, what your
competitors are doing, what pricing you should use and how you should distribute products and
services to your target markets. Various methods of market research are used to find out
information about markets, target markets and their needs, competitors, etc.
Pytania
1. Co to jest "nisza"?
2. Czym zajmuje się analiza rynku?
3. Kogo/czego dotyczy termin "target markets"?
4. Jakie są wstępne czynności związane są z badaniem preferencji klientów?
2) dokonać analizy tekstu,
3) sprawdzić i zapisać znaczenie niezrozumiałego słownictwa,
4) odpowiedzieć ustnie w języku angielskim na pytania,
5) porównać swoje wypowiedzi z wypowiedziami innych uczniów.
– tekst do analizy,
– słowniki,
Ćwiczenie 2*
Przedstaw grupie przykłady typowych błędów gramatycznych popełnianych przez
uczących się. Omów błędy, podaj prawidłową formę gramatyczną. Zaproponuj pracę
w parach w celu wykonania ćwiczeń gramatycznych związanych z omawianymi problemami.

48
1) He speaks well Germany
2) I said him he had done a mistake.
3) He travelled with boat and arrived to Helsinki yesterday.
4) She is a too clever woman to stay in a so boring job.
5) In last years the Finnish economy has improved markedly.
6) Never I have seen such an excited film.
7) We arrived to Stockholm for two hours ago.
8) The news are in the television soon.
9) I will another cup of coffee, please.
10) What means gibberish please?
2) przeanalizować zadania i znaleźć błędy,
3) poprawić zadania,
4) opracować plan prezentacji typowych błędów,
5) wyszukać w materiałach dydaktycznych omawiane problemy gramatyczne,
6) wybrać ćwiczenia dla grupy,
7) skonsultować z nauczycielem wynik pracy,
8) przeprowadzić zajęcia dla grupy,
9) dokonać oceny swojej pracy.
– zestawy zadań do korekty,
– słowniki.
Ćwiczenie 3
Korzystając z porad jak napisać ulotkę reklamową zawartych w tekście poniŜej, napisz
krótki tekst ulotki, w której:
– przedstawisz produkt
– wskaŜesz jego zalety
– zareklamujesz swoją firmę
– podasz kontakt z firmą
Leaflets
A simple formula for leaflets is:
Tell them what you're going to tell them.
Tell them.
Tell them what you've told them.
This means the front page of your leaflet is a headline, telling them what
you are going to tell them, the inside carries the full story and then on
the back page you repeat the main points again. Your headline should be
short and simple, easy to read and communicate your main idea. Inside you
have plenty of scope for telling your story but make sure it is easy to
read. Break up long paragraphs, using headings and subheadings, make sure
there is plenty of white space around your copy and make sure it is

49
interesting to read.
On the back cover, which is likely to be above a booking form if this is
appropriate, summarise the main benefits you have already told your reader
about. You could use a short letter, or give a series of quotations from
satisfied customers or members that put into their words the benefits you
have identified.
2) przeczytać tekst korzystając z materiałów dydaktycznych,
3) opracować ulotkę,
4) wydrukować ulotkę,
5) przedstawić i przeanalizować efekt pracy w grupie.
– tekst pomocniczy do wykonania ćwiczenia,
– słowniki,
– stanowisko komputerowe z odpowiednim oprogramowaniem i moŜliwością wydruku,
– poradnik dla ucznia.
Czy potrafisz:
Tak Nie
1) wymienić do jakich celów zawodowych jest niezbędna znajomość
międzynarodowej terminologii reklamowej?
2) zrozumieć definicje i wyjaśnienia w języku angielskim?
3) korzystać z angielskiego słownika jednojęzycznego?
4) zastosować czas Present Simple i stronę bierną
w definiowaniu i wyjaśnianiu?
5) napisać w języku angielskim prostą definicję terminu związanego
z reklamą?
6) ustalić gólny sens publikacji w języku angielskim dotyczących
działalności reklamowej?
7) znaleźć w Internecie światowym interesujące cię materiały
w języku angielskim?
8) podać klasyfikację technik reklamowych w języku angielskim?
9) sporządzić własny podręczny słownik terminologii reklamowej?
10) napisać ulotkę reklamową w języku angielskim?

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