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Friendship. To have a true friend is much more than to have a lots of money. If you have a true friend, kind friend, who care for you when you feeling down, or can teach you to smile and laugh again when you are sad, – you can consider your self as lucky!

It’s a big joy, when you have someone – right one, realizing just whom you really are inside and loving you for it.

Hope. We can’t live without it. We all hope for our dreams come true, we hope that we grow to love one person madly1, blissfully2, until the end of our life, and we all hope, that we have one piece of ridiculous3 stupendous4 luck:

…like a mammoth5 lottery win;

…like a long meeting with the person we most admire6;

…like becoming a star, a leader;

…like taking a long, long holiday in a place that captures7 our hearts.

“…If we able to love deeply, grow strong friendships, have timely rewording work and develop that central base to happiness, a commitment8 to our own personal values.9″

/Helen Exley/

1. Mad - pamises, beprotis.
2. Blissful – laimingas, palaimingas.
3. Ridiculous – juokingas, absurdiskas, kvailas.
4. Stupendous – nuostabus, stulbinantis, didziulis, milziniskas; nepaprastai, nenusakomai svarbus.
5. Mammoth – mamutas; milziniskas, didziulis.
6. Admire – 1) susizaveti; geretis. 2) amer., snek. – troksti.
7. Capture - 1) paemimas nelaisven, sulaikymas; 2) grobis; 3) prizas.
8. Commitment - 1) isipareeigojimas; pazadas; 2) iteikimas, perdavimas; 3) (nusikaltimo) ivykdymas
9. Value - vertingumas, verte; reiksme.

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12^B klasės mokinė

Violeta Vasilevičiūtė

Charles Chaplin

Charles Spencer Chaplin was the comedian, the greatest film comic in the history of mankind. The actor was born in 1889 in the London East End. Sydney was his brother, fuor years older than Charles. Chaplin’s parents were actors. Two children adored their mother for her blue eyes and long light brown hair. Littlle Charlie cuoldn’t remember his father. Mother told him that he was a very good artist. But the trouble was he drank too much. Taht was the cause of their separation. During Charlie’s chidhood, the family travelled a lot in England.

At the age of 14, Charlie became a dancer in the music hall. After some time he joined the actors group where he played the main comedy parts. In 1913 Chaplin went to the United States. There he became the world famous star. Later the actor built his own film studios and in 1920 was the producer of his ows work. Charles Chaplin worked in Hollywood till 1952. The actor had several invitations from the Academy to receive a special Academy  award for his films.

His most famous films are: “A dog’s life”, “The kid” (1917-1918), “The gold rush” (1925), “City light” (1931), “Modern times” (1936). His last American film, “Limelight”, was made in 1952. “A king in New York” which Chaplin made in England in 1957, reflected his bitterness towards America. Charles Chaplin made his film “A countess from Hong Kong” at the age of  77 in London in 1966. The film was not a critical or commercial success.

In 1952 the famous actor went to Switzerland. People loved him as a circus clown. During the intervals of film making Charles Chaplin wrope “My autobiography”. The world famous comedian died in 1977.

Galileo

Galileo, an Italian, invented the telescope over three hundred and fifty years ago. As he could see so far with the instrument, he called it a “telescopio”, from the Greek word “teleskopos”, which means “seeing from a distance”. The “tele” part of the Greek word means “far off”. The English form of the Italian “telescopio” is “telescope”.

Many scientists had followed Galileo’s invention. They created words beginning with “tele”. A telephone brings voices from far off, the telegraph bringst writing from far off, and television brings pictures from a distance. The “vision” part of “television” comes from the Latin word “videre” that is “to see” and “video”, which is another word for “television”, is just the Latin word for “I see”.

When radio was invented, the word “broadcast” was used to describe what was transmitted by radio. The word “broadcast” means “to scatter abroad”. Now pictures are sent abroad as well as voices, and a new English word has been made up from “television” and “broadcast” – “telecast”.

The elderly in America

The United States has been criticized for its treatment of its elderly citizens. Although in many other countries the elderly usually live with children’s family, many older Americans live alone, without the close companionship of their children. This situation is sometimes blamed on the “selfishness” of the younger generation, but a closer look reveals that many of the elderly prefer to maintain their independent lives.

Research on the situation of the elderly in America has shown that while grandparents are delighted to be visited from time to time by their children and grandchildren, they prefer to continue living in the surrounding that they are familiar with. This suggests that children should permit their parents to live alone if they wish to, but should encourage them to maintain close ties to the rest of the family.

Another surprising result of research on the elderly in the United States has been the very positive influence which pets have been found to have on the older that they live with. It has been shown that elderly people who care for small pets, such as cats and dogs, live longer, are healthier, and have better attitudes towards their lives than similar older people without these companions.

A camping trip

One can have much fun in a camping trip. To enjoy such a trip, you should also enjoy primitive living, food cooked outdoor, and lots of exercise. A necessity for your trip is a good tent. It should be light enough to carry, but made of a strong cloth like canvas. At first, you will need time to adjust to the new environment: camping is very different from staying in a luxurious hotel. If you are fleible, you will adjust quickly, and you will find that camping is a good way to relax after a tense city life.

Tips for travellers

No matter what kind of holidays you prefer – sightseeing in a big city, relaxing on a sunny beach, or exploring a new country – following these tips will make your trip easy and joyful.

Make your plans early. If you wait too long, you might not get the reservations or the tickets you want. Also, by planning ahead, you might be able to save money by taking advantage of bargain rates.

Make sure your papers are in order. There are some papers you must take with you. If you are going to another country, you’ll need a passport and, perhaps, a visa. If several countries are in your plans, you might need a visa for each one of them. Arranging these paper can take  weeks, so be sure to start in good time.

After you have your tickets, reservations, and official papers, you should collect the other papern you might need, such as an international driver’s licence, insurance information, and your medical records.

Investigate your destination, You’ll enjoy your trip more if you know something about the place you’re visiting. Maps, travel books guidebooks, geography books, and tourist brochures will help you decide the best things to do and see. As you learn about your destination, you’ll be able to decide what to take with you. It’s best to buy needed clothes or equipment a few weeks before you leave. If you get new shoes, wear them for a few days and find out if they’re really comfortable.

Make lists. This will help you remember things. Some useful lists will be:

1. things to do before leaving;

2. things to pack;

3. papers to take;

4. things to do and see.

Get a good night’s sleep. Always try to finish your preparations and packing a day or two before your departure. You don’t want to leave feeling worried and tired. You want to relax and enjoy yourself.

Literature:

1. Newspaper “Kauno diena” 1999

2. Giedrė Klimovienė “Anglų kalbos etiketas” Kaunas UAB “Socialinių paslaugų tarnyba” 1995

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The first reason for supporting pets is that their benefits for children are undeniable. Keeping a pet is an important part of every child’s childhood and plays a big role in both their physical and mental development. It teaches children how to play with them, look around them, while at the same time aiding tolerance and understanding of each other.

From a social standpoint, pets play a large role in many lonely people’s lives. Nowadays more than ever lonely people are fond of keeping pets, because it helps to raise their mood, when they are in low spirits and not to feel so extremely lonely.

The final point in favour of keeping a pet is that there are a lot of people who are crazy about attending various animals’ exhibitions and showing the best points of their pets to the others.

However, there are drawbacks to keeping a pet and perhaps the most obvious one is that pets cause a lot of damage. In fact, a lot of people face with this problem. To avoid it they always have to look around their pet and try not to keep it in rooms which are full of valuable things.

Secondly some people can’t keep pets because of their health, usually they are allergious and cannot live with a pet in the same place.

Furthermore some pets, especially dogs dislike little children and they are likely to bite them. It is advisable to think twice before buying a pet and consider both positive and negative points.

In conclusion, there are strong arguments both for and against the keep of pets. Yet, despite the health problems, risk to valuable things, it seems that more and more people are keen on keeping pets at home and their benefits are invaluable.

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First of all, most people watch TV to get away from reality. Watching shows that depict a fantasy world is a lot more interesting to watch. People do not want to see things that happen to them when they watch TV. Watching TV relieves stress and can be good for your health. Doctors say that laughter is good for your health.

On the other health, violence on TV is a very debatable issue. Some people say that it is totally wrong and that it should be banned. Most people like violence and find it to be very entertaining. Parents find it very hard to restrict their kids from watching violent television programs. The child would be curious to find out what is so wrong about the program. Some people get wrong messages or get bad ideas from watching some shows. If parents were to educate their children before watching shows like “Peterburgo banditai” “CSI kriminalistai”, “Ozas” and “Mentai”, then they would not have to worry about their child getting wrong messages. Television shows also send out wrong messages to adults too. People who watch shows like “Peterburgo banditai” may and try the violent acts that are shown on this show.

In conclusion, TV can make a very strong influence and can have a major affect on the ways we see things. Some people feel that violence on television should be banned. Other people feel that it is entertaining.

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Looking at advertisement s today is a bit like walking through a carnival hall of mirrors, when the elements of our ordinary lives are magnified and exaggerated, but are still recognizable. Ad is one of marketing mix tools, which is widely used to stimulate demand and create an image of product and an image of those of those who possess this product. But the purpose of this research paper is to look at ad as a communication process and to show how image of human can be created trough this communication.

So, the object of study is a print ad.

Subject is ad’s impact in creation image of woman.

This research paper consists of four parts. In chapter 1 and 2 there is talking about the main conditions, which have to be for ad existing and the

1. The Fundamental Social and Economic Influences That Fostered Ad’s Rise

In many discussions of the evolution of ad, the process is often portrayed as having its origins in ancient times. But whatever those ancients were doing, they were not advertising, because ad exist only as mass-mediated communication. So, while cavemen and cavewomen were communicated with persuasive intent and even in a commercial context, they were not using ad.

There are four major factors, which made ad to exist:

1.       The Rise of Capitalism. The tents of capitalism warrant that organizations compete for resources, called capital, in a free market environment. Part of this competition involves stimulating demand for the organization’s goods and services. One of the tools used to stimulate demand is ad.

2.       The Industrial Revolution. The industrial Revolution (it began about 1750 in England) was basic force behind the rapid increase in mass – produced supply of goods that required stimulation of demand, something that ad can be very good at. So, by providing a need of ad, the Industrial Revolution was a basic influence in its emergence.

3.       Manufacturer’s pursuit of power in the channel of distribution. Manufacturers had to develop brand names so that consumer could focus his attention on a clearly identified item. They began branding their products in the late 1800s. Ones a product had a brand mark and name that consumers could identify, the process of demand stimulation could take place. And the essential tool in stimulating demand of brand is ad.

4.       The rise of mass communication. With the invention of the telegraph in1844, a communication revolution was set. But probably even more important in terms of ad was the rise of the mass circulation magazines. Many new magazines designed for lager and less social privileged audiences made magazines both available mass advertising medium and a democratizing influence an Americans society. The ads took on social class identities and helped to link product with class, circumstance and aspiration.

Before the Industrial Revolution, ad presence in the United States was barely noticeable. With an explosion in economic growth around the turn of the century, modern ad was born. The 1920s established ad as a major force on the U.S. economic system. With the Great Depression and World War II, cynicism and paranoia began to grow regarding ad. This concern led to refinements in practice and more careful regulation of ad in1960s and 1970s. Consumption was again in vogue during the Republican era of the 1980s. The present era has one significant character about the ad – it became interacting. But the very nature of ad is not going to change. Ad will still be a paid, mass-mediated attempt to persuade. The most dramatic change will be in the way ad is prepared and delivered to target audience.

Talking about Lithuania and ad, it is necessary to point out that all upper written conditions were there until World War II, after which 50 years lasted occupation began. So, until 1940s, I think, the using of ad was similar as in any West European country or U.S. During occupation there were no ads in that sense in which we understand it today in Lithuania. Everything was under ideology control, and in some cases, I think, this ideology play role of ad. At that time, in 1950s, the issue of “mind control” became an American paranoia and many people suspected that ad, which existed only in West Europe and U.S., was tool of mind control. There were only two little differences – you cannot choose and the ideology wasn’t paid.

In 1990s the new era has begun. Lithuania received independence and all four conditions, in which exists ad, were set again. In 1991 there was no so much ad in all media. But when the foreign or join stock companies appeared, the bum of ad has begun. It was a modern and in many cases made in foreign ads, because there was no traditions of making ads, no advertising agencies in Lithuania.

Nowadays the situation has changed a little: there were set advertising agencies, research institutions. But major part of ad’s market still has foreign companies. Thus ad is in use almost 10 years there is no one main low which could regulate ad.

So, social, economic, politic trends, along with technological development are major determinants of way ad is practiced in any society.

2. Magazines as Medium

During the long period of maturation of the reading public in modern society, magazines took a special niche in mediated communication located some where between newspapers and books and borrowing ideas and writing style from both. Magazines underwent several periods of development and transformations being influenced by other media and in turn exerting notable influences on them. They were the first major competitors with newspapers of ad and remain a significant part of the ad marketplace today.

Magazines responded to the challenge by offering new attraction to prospective advertisers. A number of them set up a department with research services that they offered to interested advertisers. So, magazines became innovators of services by advertisers as well as contents. The knowledge of researches allowed advertisers more tactical leeway in placing ads. Beginning in the 1930s, social researches served to unify business, advertising, and the mass media and through them the further development of American culture.

The introduction of TV created frantic competition for the magazines industry during the 1950s and magazines both won and lost the battles. The magazines represented not all group interests, but the mass circulation magazines reoriented their relationship to national ad by narrowing their focus in term of the products they could attract to their pages. Many women’s magazines have personal care and clothing ad and a little else.

The specialist magazines market today shows the dynamic relationship between magazine format and content and ad. However, the special-interest journals first developed during the 19^th century (without carrying ad) for markets ranging from high class literary or news journals, to religious, farm, hobby, and business magazines. Many of them viewed it, as matters of pride not sully their pages with ads.

When we speak about ads in magazines, we speak about print ad. A print ad without illustration has much lower probability of attracting and holding receiver’s attention. Illustration, in the context of print ad, is a drawing, painting, photography or computer-generated art that forms the picture in ad (//). The growing preponderance of illustrations in ads has increased the ambiguity of meaning message structure. Earlier ad usually stated message quite through the written text, but starting in the mid-1920s visual representation became more common and relationship between text and visual became complementary. In postwar period in the U.S., the function of text moved away from explaining the visual and towards a more cryptic form, where text appeared as a kind of “key” to visual. And here semiotics, the science of signs (F. de Saussure), came for help. The first two who studied ad from this perspective was French theorist R. Barthes, who applied semiotic to all aspects of popular culture, and Canadian literacy critic M. McLuhan. Faster linotype type setting and the invention of halftone technology stimulated the popularity of magazines among advertisers. A pioneer was the Canadian Illustrated News that combined these techniques with the new paper made from wood pulp, which took ink differently from rag paper and made illustrations a far superior technology. Munsey ’s Journal was one of the firsts to exploit the dynamic relation between ad and magazines. It decreased prices and the result of this was a fantastic circulation and a flood of ads. McClure and Cosmopolitan followed suit and the era of cheap magazines had begun.

The illustrated magazines, leading the way with innovations in photographic and color reproduction techniques, altered the print media and industry alike, because they demonstrated the economic vitality of cheap, high circulation journals that relied on ad revenue. Under these conditions magazines are under pressure to orient themselves to audiences that advertisers particularly want, and these tend to lie predominantly on the wealthier and of the scale

.3. Theoretical Foundation of Research

3.1. Ad as Mass Communication

Advertising is a paid, mass-mediated attempt to persuade. So it is a communication process. To understand ad at all you must undrstand something abuot mass comunication and the most basic aspects of how ad works as a means of communication.

Ad is communication that occurs not face-to-face, but thruogh a medium (such as radio, magazines, TV or a computer). A contemproery model of mass-madiated communication is printed in Exhibit 1.

_

This model shows mass communicatin as a process of interacting individuals and institutions. It has two major componenets, each representing quasi-independent process: production and reception.

Moving from left to right in the model, we first see the process of communication production. An ad, like other forms of mass communication, is product of institutions (such as networks, advertising agencies, goverments and etc.) interacting to produce content (what physically appears on apage or on an audiotape, or videotape, or computer screen). The creation of ad is a coplex or interactions of advertiser – the advertiser’s expectations regarding target audience, the advertiser’s assumptions about how the audience will interpret the ad – and the conventions, rules and regulations of the medium itself.

Moving to the right we see the communication reception process. Individual members of audience interpret ad according to a set of factors governed largely by their social networks (their family, friends and etc.), their previous experience and their motivations.

The advertiser has significant input into the creation of content, but what the audience members make of the ad (the interpretation) is the meaning the audience members give it. So the content and the meaning of the ad are not synonymous.

The audience acts with intents. Individuals exercise choice in their selection of ad or at least of medium that carry ad. They also bring with them their own rules of membership in the audience, their own rules how they will approach a message and interpret it.

The process of production and reception are partially independent, because the producers of the message cannot control or even closely monitor the actual reception of content. Audience members are exposed to advertising outside of the direct observation of the advertiser and are capable of interpreting ad any way they want. So, audience members have a little control over the actual production of the message. Both producers and receivers are “imagined”, in the sense that the two don’t have significant direct contact with one another but have a general sense of what the other is like.

3.1. Ad in Cultural Context

Culture is what people do or the total life ways of people, the social legacy the individual acquires from his group (4, p.37). It is invisible to those who are immersed in it.  Culture affects every aspect of human behavior, including consumer behavior and response to ad. Culture surrounds the creation, transmission, reception and interpretation of ads.

Talking about the ad in a cultural context, it is necessary to set down two major points:

1.       Ad has to be consistent with, but can not easily or quickly change, values. Values express in words and deeds what is important to a culture. They are cultural bedrock Human attitude is influenced by cultural values.

2.       If a product or service cannot be incorporate into already existing ritual, it is very difficult for advertisers to effect a change. Cultures affirm, express and maintain their values through rituals. They are a way in which individuals are made part of the culture and a method by which the culture renews and perpetuates itself.

The link between culture and ad is still a key. Anthropologist Grant McCraken has offered the model in Exhibit 2 to explain how ad (along with other cultural agents) functions in the transmission of meaning.

_

The product is geven social meaning by being placed in an ad that represents some social reality. This slice of life is the type of social settings which potential customers might find, or disire to find, themselvs. According to McCrachen’s model, meaning has moved from tha world to the product by virtue of its sharring space within the social frame of ad (2, p.141). When a consumer purchases or otherwise incorporates that good or service into his or her own life, the meaning is transferred to the individual consumr. Meaning is moved from the world to product, to the individual. When the individual uses the product, that person cinveys to the others he or she and the ad have now given it.

It is sensless to speak of using ad to change values in any substantive way. If ad influences ad at all, it does that very slowly, over years and years – and even that is debatable.

4. The Woman Image in Ieva & Harper’s Bazaar

The main statement of this research is: ad creates woman’s image. To this purpose it was chosen Ieva – the most feministic journal in Lithuania. Its main editor and establisher is Eva Tombakiene, to who also belongs Cosmopolitan.

Ieva was published about 10years. In 1999 it joined with Harper’s Bazaar, an American journal of fashion, advices and pleasures, which started in 1867. Today Harper’s Bazaar is published in the U.S., Great Britain, Honk Kong, Italy, South America, Australia, Russia and Turkey. It has name of the best arbitrator in fashion, beauty and art fields. The main themes in this journal are reports about fashion, elitical literature, art, new books, articles about etiquette, pedagogy, science, household and gardening. So, the target audience of Ieva &Harper’s Bazaar is clearly defined.

To prove the main statement content analysis was made. To notice main tendency of creation of woman’s image there were taken Ieva and Ieva & Harper’s Bazaar journals from 1991 to 1999. I was searching for main themes in ads, main ad’s formats colors and etc., keeping in mind a theoretical foundation and trying to write down everything what I can gather from these ads. But this is only my subjective opinion, so it can be criticized.

When we speak about Ieva and Ieva &Harper’s Bazaar, we speak about subculture of women – a subculture of feminist. The main values in this case are independence, similar rights to men’s.

As it is shown in Exhibit , the main themes of ads in Ieva are things of house interior, perfumes, clothes and cosmetics.

The main purpose of women is to take care of herself and her home. Ad’s content analysis also has showed that in 60% of ads the face of women or her figure is showed. This woman is always tall, thin, very pretty and elegant. There are all values of target audience represented. All messages are that the advertised product is chic, sophisticated and elegant. By wearing or using it woman would be added something to her character, specifically, glamour and flawless beauty. And one more message can be received: your pretty is your weapon, with which you can get independence and power; when you look good, everything it is so simple.

The clothes, perfumes, cosmetics, watches, jewels and etc. are the highest quality. And the same is about make-up and hair-do of woman in ad. They are done scrupulous and pedantly. It makes image of rich, independent, strong woman, who has not any troubles in her life. But also she is very restrained and even cold. In major part of ads woman’s smile is restrained (46%), in 30% of ads she don’t smile, in 16% her smile is coquettish, in 8% – happy and even playful.

When the ad’s format is the product and woman, its background in many cases is faded bluish or green. These two colors are cold, they mean seriousness, rest and thoughtfulness. But here is also a part of ads in which reddish, claret, yellow color dominant. These colors are warm and some of them, which has red tone, significance a sexual power and a passion. So the message can be: modern woman is very mystery, a passion woman behind her coldness is hiding, who wants to be loved. But in the very past period it is noticeable tendency of black-white photography in ads. This is mean that old values come back. Thus photos are very reliable and, I think, the main purpose of using them is to create curiosity and interest of receiver.

The woman in the ad is mobile, she likes traveling, visiting restaurants. But in a bout half of ads (49%) she is alone: alone in restaurant, alone in beach. She uses mobile telephone, drives car and credit cards. It creates the image of modern woman, who enjoy modern technology and services, she is self-confidence and isn’t afraid of any unexpectedness. In the end of 1998 near the woman appears a child. So she also a mother. But maternity don’t hinder to a previously image.

For this woman is also important create a cozy home. She news everything about fashion, interior, she news how much this everything costs and where she must go to possess it. As everything she does or has, her home is modern, every little detail is good incorporate in whole view of room. The style of furniture is various from bright colored, unregular furniture to luxurious, mediaeval. The most often kitchen furniture is represented. But in many cases (51%) it is empty, very clean and only several apples and other fruits are on the table.

When in1999 Ieva joined with Harper’s Bazaar the image of woman in it didn’t changed. It’s because there was anything about the national values of Lithuanian woman. The target audience remains the same. But the tactic has changed: there is less “uncovered” ad in the new journal and more hidden ad. The plenty of colored photos in which fashion homes represent their models, modern colors in this season and etc. but the impact of these photos is the same as of ad, because the ad always goes together with fashion.

So, within ad found our values, which are important to our culture or subculture. We imagine that with possession of one or another services or good we will get this value into our life and will create an image, which is a reflection of our culture.

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More males than females are affected by alcoholism, but drinking among the young and among women is increasing. Consumption of alcohol is apparently on the rise in the United States, as is the total alcohol consumption and prevalence of alcohol-related problems in the former communist countries of Eastern Europe and the former Soviet Union. This increase is paralleled in other countries, including developing nations. After 1980, however, consumption remained relatively stable in many western European nations.

Development

Alcoholism, as opposed to merely excessive or irresponsible drinking, has been thought of as a symptom of psychological or social stress or as a learned, maladaptive coping behaviour. More recently, and probably more accurately, it has come to be viewed as a complex disease in its own right. Alcoholism usually develops over a period of years. Alcohol comes to be used more as a mood-changing drug than as a foodstuff or beverage served as a part of social custom or religious ritual.

Initially, the alcoholic may demonstrate a high tolerance to alcohol, consuming more and showing fewer adverse effects than others. Subsequently, however, the person begins to drink against his or her own best interests, as alcohol comes to assume more importance than personal relationships, work, reputation, or even physical health. The person commonly loses control over drinking and is increasingly unable to predict how much alcohol will be consumed on a given occasion or, if the person is currently abstaining, when the drinking will resume again. Physical addiction to the drug may occur, sometimes eventually leading to drinking around the clock to avoid withdrawal symptoms.

Effects

Alcohol has direct toxic as well as sedative effects on the body, and failure to take care of nutritional and other physical needs during prolonged periods of excessive drinking may further complicate matters. Advanced cases often require hospitalization. The effects on major organ systems are cumulative and include a wide range of digestive-system disorders such as ulcers, inflammation of the pancreas, and cirrhosis of the liver. The central and peripheral nervous systems can be permanently damaged. Blackouts, hallucinations, and extreme tremors may occur. The latter symptoms are involved in the most serious alcohol withdrawal syndrome, delirium tremens, which can prove fatal despite prompt treatment. This is in contrast to withdrawal from narcotic drugs such as heroin, which, although distressing, rarely results in death. Recent evidence has shown that heavy-and even moderate-drinking during pregnancy can cause serious damage to the unborn child: physical or mental retardation, or both; a rare but severe expression of this damage is known as foetal alcohol syndrome.

HISTORY OF ALCOHOL

Thousands of years ago people began to make alcohol for practical reasons. Wine making began with the early Egyptians who found that grape juise spoiled quickly,but that fermented juise or wine would keep without spoiling.They also had problems with impure water,and the Egyptians noticed that people did not sick ower wine,but they often became ill when they drank inpure water.In later years,wine became inportant to the Roman Catholic Church throughuot Europe because wine was used to celebrate the sacrament of the Mass.By the 1300’s,beer industry had emerged in Central Europe.At this time,wine was also continuing to grow in popularity;many brands named for the places in which they originated.At first alcohol was desined for the practical reasons,its use changed.People began to experiment with different types of alcohol.Alcohol became an integral part of European culture.We need to understand the harmful effects of alcohol,because it can be fatal.

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To the north of the state’s 97,073 square miles (251,419 square kilometres)of land and inland water lies Washington, from which Oregon receives the waters of the Columbia River; to the east, Idaho, more than half of the border with which is formed by the winding Snake River and its Hells Canyon, the deepest gorge on the North American continent; to the south, Nevada and California, with which Oregon shares its mountain and desert systems; and, to the west, the Pacific Ocean, which produses the moderate climate of Oregon’s western lands.

The forested mountains of western and northeastern Oregon have supplied the traditional core of the state’s economy. Its many forest-product plants produce more than one-fith of the nation’s softwood lumber, much of its soft plywood, and large quantites of hardboard, pulp, and paper. Nationally, Oregon ranks first in the production of wood products. In addition, the multipurpose development of the Columbia River system provides huge quantites of electrcity, water for irrigation and industry, shipping channels, and water for recreation. The hearthland the major cities of Portland, Eugene, and Salem (the capital) and a rich diversified agriculture.

PHYSICAL AND HUMAN GEOGRAPHY

THE LAND.Relief.oregon has nine major landform regions. Of them the forest-blanketed Coast Range, which borders the Pacific Ocean from the Coquile River northward, is the lowest. Its elevations are usually below 2,000 feet, but Marys Peak, southwest of Corvallis, reaches 4,098 feet (1,249 metres).

The Klamath Mountains, which extend from California, lie south of the Coast Range and west of the Cascades. Of ancient resistant rocks, they have had a complicated geologic history. They are higher and more rugged than the Coast Range and lack the north-south orentation. The Rogue River, bisecting the area, provides the major drainage. Thick forests grow on these mountains, which also contain rich mineral deposits.

The Willamete valley is essentaly an alluval plain produced burying stream- modifed lowland with enormous quantites of sediments brought down by tributary streams from the bordering mountains. The low, hilly areas in the central and northern poritons are composed of resistant rocks. This valley contains the prime land of the state, and its soils aupport intensive agriculture.

The Cascade Range forms a broad lava plateau.the wider western section is deeply eroed by numerousstreams fed by heavy precipitation. The eastern section, less dissected, is crowned with a chain of volcanic peaks. Mount Hood, reaching 11,239 feet (3,428 metres) above sea level, is the higest peak in Oregon, and Mount Jefferson, rising to 10,497 feet(3,199 metres), is the second higest.

The Blue Wallowa mountains comprise two higland masses in the northeastern part of the state. The name Blue Mountains refers to the eroded plateus and ranges extending westward from the agriculturally important La Grande and Baker valleys. Basins and valleys, headquarters for large cattle ranches, are scattered throughthe Blue Mountains. The Wallowa Mountains, east of the La Grande and Baker valleys and near the Idaho border, contain the higest elevations in northeastern Oregon. They were heavily glaciated and display spectacular scenery.

The area of the High Lava Plains, or High Desert, is located south of the Blue Mountains and eastward from ythe Cascade Range. It is the youngest and least eroded of the landform regions of Oregon, but the smoothness of the surface is broken by cinder cones, buttes, and craters; other features include immatury of erosion and localized interior drainage. Low preciptation, short and eratic growing seasons, and the absence of soil in many places result in an arid landscape of skimpy vegetation, with the details of the surface features commonly visible.

The Great Basin of the Basin and Range Province to the south, which merges with the High Lava Plains, has long, narrow, asymmetrical fault block ranges that alternate with wide basins. Small volcanoes are numerous in the western portion, where pumice modifies surface runoff, vegetation, and land use. Irrigation agriculture is practiced in the Upper Klamath Lake area, and hay is grown with irrigation in a number of other basins and valleys, but most of this region is used by range livestock.

Climate. Oregon’s climates range from equable, mild, marine conditions on the coast to continental conditions of dryness and extreme temperature in the interior. Location with respect to the ocean, prevailing wind and storm paths, and topography and elevation are the principal climatic control factors.

The narrow coastal area and the bordering mountain slopes are marine influenced. Temperatures are mild and equable.

The lowlands of the Willimette. Umpqua, and middle Rogue rivers are warmer in summer, slightly cooler in winter, and have less precipitation than the coast.

The Cascade Range has copious winter preciptation including phenomenal snow depth.and short, dry, sunny summers.

The north central Oregon plateu receives 10 to 20 inches of preciptation annually. Distibution is fairly even, but the majority of the rainy days occur in winter. Summers are warm and sunny.

The Blue-Wallowa mountains have climates that vary with location. The intermonate basins and valleys are similar to the north central plateu with colder winters. While the higer, exposed elevations receive heavy preciptation, much of it in the form of snow during winter.

Plant and animal life. Forests cover about 30,000,000 acres(12,000,000 hectares)of Oregon. In the eastern twothirds of the state, ponderosa pine, large sagebrush, and western juniper predominate, along with various annual grasses and wildflowers. Oregon’s animal life is related to its climatic zones. Deer and elk flourish in less populated parts; antelope are found in the eastern high plateu; and bear and fox, in the mountain foothils. The lakes are breeding grounds for waterfowl and resting places for migratory birds.

The people. Oregonians are predominantly white and American-born. There are small populations of Hispanics, blacks, and Asians. American Indians make up about 1 percent of the population. Roman Catholics from the largest single religious denomination but make up only one-third of all religious adherents.

The economy. Traditionaly, Oregon has had a resource oriented economy, strongly dependet upon its forests and farms. Through diversification, however, various new industries have been estabilished and tourism, recreation, and trade and service activities have grown.

Administration and social conditions. Government. The state constitution was adopted in 1857. Oregon has been in the vanguard of several innovative movements in U.S.government collectively known as the Oregon System. In 1907 the concepts of initiatve and referendum were introdused by which voters are able to initiate and vote upon statutes or constitutional revisions;these were suplemented in 1908 by the system of recall, under which the removal of elected offcials can be initiated by the voters. The state was also one of the earliest to impose a state income tax, which it did in1923.

The court system is headed by the seven-justice Superme Court which hasadministrative authority over all other courts. The justices, elected for six-year terms, elect one of their members as chief justice.

Education. The first free public school system was created by the territorial legislature in 1849. In 1951 the legislature estabilished a board of education, appointed by the governor. The constitution provides for an elected superintendent of public instruction.

Opportunities for education after high school are provided by community colleges, a state system of higher education composed of three universities(the University of Oregon, Oregon State University, and Portland State University), three regional colleges, two specialized schools, and several private colleges. The community colleges are adminstered by lay boards, supported by local taxes, and responsive to local needs in their curricula.

Health and welfare. The Department of Human Resources coordinates the activities of the state’s principal social service agencies. More than 250 programs provide service directly citizens. The Oregon Health Sciences University, ocated in Portland, includes schools of medicine, dentistry, and nursing, hospitals and outpatient clinics, and other facilities. The university’s Institute for Advanced Biomedical Research was one of the world’s first centres to focus on study of the molecular biology of the brain.

Cultural life. As a relatively young state and one in which the human imprint is scarcely visible over vast stretches of land, Oregon has not developed a cultural identity equivalent to those of the longer settled or more heavily populated regions. Its people, however, no less in the sparsely settled areas of the aest than in the population centres of the Willamette valley, take full part in the increasingly homogeniaus character of American life. Portland has large auditoriums and a coliseum. Theatrical and musical groups are found in all of the cities and larger towns, and the Origon Shakespearen Festival in Ashland draws thousands of viewers each summer. University and college communities have public offerings in the arts and other cultural activities.

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2. It is easy to make fun of these three papers, but in fact they are not funny. Although they have very large circulations indeed, they only just miss being completely honourable and serious journals, in fact ‘highbrow’. The American organism is not quite healthy. It indicates how very nearly New York has achieved the ideal of a humanist society, where the best of which an artist is capable is desired by the greatest number. Thurber’s drawings, Hersey’s Hiroshima, the essays of Edmund Wilson or Mary McCarthy, Time’s anonymous reviews, show that occasionally the gap is closed; when it is closed permanenty the dreams of Santayana will be near fulfilment.

3. But these anxiety-forming predicaments (Time-stomach is a common trouble) are for those who live in New York and have to earn they living. To the visiting non-competitive European all is unending delight. The shops, the bars, the women, the faces in the street, the excellent and innumerable restaurants, the glitter of Twenty-one, the old-world letharly of the Lafayette, the hazy view of the East River or Central Park over tea in some apartment at the magic hour when the concrete iceberg suddenly flare up; the impressionist pictures in one house, the exotic trees or bamboo furniture in another, the chick of ‘old-fashioneds’ with their little glass pestles. If Paris is the setting for a romance, New York is the perfect city in which to get over one, to get over anything. Here the lost douceur de vivre is forgotten and the intoxication of living takes its place.

4. What is this intoxication? Firtly, health. The American diet is energy- producing. Health is not just the absence of disease, but a positive physical sensation. The European, his voice dropping a tone every day, finds himself growing stouter, balder, more extroverted and aggressive, conscious of a place in what is still, despite lip-service, a noisily masculine society. Then there is the sensation of belonging to a great nation in its present prosperous period of triumph. But, in addition to ‘feeling good,’ the Americans are actively generous and kind and it is this profusion of civilities which ravishes the visitor.

5. What are the alternatives? We may stay on and coarsen-many English writers do-into shapely executives or Park Avenue brandy philosophrers; we can fight like Auden for privacy and isolation, or grow bitter and fitzrovian in the ‘Village atmosphere’-or we can try elsewhere. Cape Cod or Connecticut have their devotees, but these havens are the rewards of success, not its incubator. Boston, last stronghold of a leisured class, offers a select enlighternment of which a contemporary Englishman is just downright unworthy. Washington has immense charm, the streets of Georgetown with their ilexes and magnolias and little white box-house are like corners of Chelsea or Exeter, but a political nexus offers few resoyrces to the artist who is outside the administration, and the lovely surrounding, are not places in which he can hope to earn a living.

6. Let us try California. The night place circles round La Guardia, leaves behind the icy water of the Sound and that sinister Stonehenge of economic man, the Rockefeller Center, to disappear over the Middle West. Vast rectangles of light occasionally indicate Chicago or some other well-planned city, till at six in the morning we ground in the snow of Omaha. As it grows light the snow-fields over the whole agricultural region of the Middle West grow more intricate, the Great Plais give way  to the Bad Lands, poison ivy to poison oak, the sinuosities of the Platte rivers to the Hight Plais, the mountains of Wyoming, the Continental Divide.

7. San Francisco is a city of charming people and hideous buildings, mostly erected after the earthquake in the style of 1910, with a large Chinatown in which everything is fake-except the the Chinese-with a tricky humid climate (though sunny in winter), and a maddening indecision in the vegetation-which can never decide if it belongs to the North or South and achieves a Bournemouth compromise. The site is fantastically beautiful, the orange bridge, the seven hills, the white houses, the waterside suburbs across the Golden Gate give it a lovely strangeness, the sunset view from the ‘Top of the Mark’ is unique-but the buildings lack all dignity and flavour. Yet San Francisco and its surroudings, Marin Country, Berkeley, Sauselito with its three climates, San Mateo where lemon and birch tree grow together, probably represent the most attractive all-the-year-round alternative to Europe which the worl can provide. There is some fog in winter, but generally it is sunny. The sea is there, the mountains and a bathing pool in the redwood forest.

8. Hollywood and Los Angeles are well described by Isherwood. On the whole those who have loved the Mediterranean will not be reconciled here and those who care deeply for books can never settle down to the impermanent world of cinema. Those who do not love the cinema have no business to come.

9. Well, maybe it does, perhaps Americans have destroyed their romantic wilderness on a grander scale than our own rodent attrition at the beauties of our countryside.

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Take off – pakilti (lėktuvu)

The flight was delayed.The plane took off two hours later than seneduled.

The plane to  Rome was delayed because of fog. What time did it take off?

Come along – vystytis, progresuoti

The work on the house is coming along very well.

Jill says her marketing report is coming along nicely.

Hold on – palaukti

Hold on a minute while I get my breath back.

They managed to hold on until help arrived.

Set off – iškeliauti

It’s a long way to Bristol, so we ought to set off as early as possible.

We did not set off until seven o’clock, so we walked as fast as we could get there on                       time.

Wake up – pabusti

What time did she wake up?

He woke up and found himself in hospital.

Find out – sužinoti

Can you find out what time the train leaves?

Operate  on somebody – operuoti ką nors

The doctors decided to operate on her immediately.

He is a surgeon, but he operates only on children.

Be on – vykti

The film was already on when we arrived.

Is the match on at 3 o’clock?

Put off – atidėti ( kitam kartui )

We have to put off this afternoon meeting.

She always puts off going to the dentist.

Put away – padėti į vietą (pinigus į banką)

Children put your toys away.

He put away a few thousand for his retirement.

Be good at – gerai mokėti, žinoti

Jim is good at math.

Tom is very good at basketball.

By chance – atsitiktinai

By a happy chance a policeman was passing as I was attacked.

Would you by chance have change for 50 pounds.

On purpose – tyčia

She seems to do these things on purpose.

Did he break it accidently? No, on purpose.

Decide on – iŠsirinkti, apsistoti prie

With so many choises it’s hard to decide on ones.

After seeing all the candidates we’ve decided on chosen.

Worry about – rūpintis, nerimauti dėl

Don’t worry about me.

At  high  speed – dideliu greičiu

He drove his car at high speed.

They moved at the speed of 50 kilometres an hour.

Complain about – skųstis dėl

She is always complaining about her work.

They  complainied about the weather on their holidays.

Run out of – baigtis

My passport has run out.

We are running out of petrol.

Their lease on our flat runs out in a few months.

Keen on -  siekti, trokšti

She is very keen on good results.

I know his mother is keen on Tom’s marrying Susan.

Instead of – vietoje (kažko)

In spite of – nežiūrint

They went out in spite of the rain.

Die of – mirti dėl

Ones die of an ilness, hunger, grief, the other for ones’ country.

What did he die of? He died of heart attack.

Reply to – atsakyti į

What did he reply to your challenge?

He failed to reply to a question.

Be ashamed of – gėdytis

You should be ashamed of yourself for telling such lies.

He felt ashamed of having done so little work.

Belong to – priklausyti kam nors

These books belong to my father.

Who does it belong to?

Depend on – priklausyti nuo ko nors

I have not got the car, so I have to depend on the buses.

How much is produced depends on how hard we work.

Consist of – susidėti iŠ

The committee consists of ten members.

This mixture consist of flour and water.

Be late for – vėluoti į

You are late for a work.

Is she always late for meetings?

Leave for – iŠvykti į

The train leaves Kaunas for Vilnius.

When did you decide to leave for Miami?

Famous for – įžymus kažkuo

New York is famous for its skyscrapers.

What is your town famous for?

For sale – pardavimui

I’m sorry this painting is not for sale.

She has put her house  up for sale.

Introduce somebody to somebody – pristatyti (supažindinant)

Allow me to introduce my wife to you.

I was introduced to Jenny at the party.

On sale -  pardavime

The new model is not on sale in the shops.

She gets ten pounds on each sale.

On the contrary – atvirkŠčiai

It doesn’t seem ugly to me , on the contrary, I think it is rather beautiful.

We went to work on the contrary to the doctors orders.

From time to time – kartas nuo karto

He visits his parents time from time.

Substitute  for – pakeisti  (vietoje ko nors)

We must substitute a new chair for the broken one.

Can you substitute for me at the meeting.

Argue about – ginčytis dėl

We argued with the waiter about the price of the meal.

Don’t argue with your mother about it.

Excited about – susijaudinęs dėl

It’s nothing toget excited about.

She felt excited about her journey to Spain.

Live on – pragyventi iš

She lived on for many years after her husband died.

You can’t live on 200 dollars a week.

Satisfied with – patenkintas

He wasn’t satisfied with the results on passing exams.

Work for -  dirbti kam nors

She works for an engineering company.

Work on – dirbti ką nors

He is working on a new novel now.

His charm doesn’t work on me.

Because of – dėl

They are here because of us.

He walked slowly  because  of  his dog.

Keep  in touch with – palaikyti ryšius su

Have you noticed how he tries to keep in touch with the boss?

Do you often keep in touch with your parents?

Wish farewell – palinkėti geros kelionės

Pleased with – patenkintas (kuo nors)

He looks rather pleased with himself.

Are you pleased with the new flat?

Be angry with somebody for something – pykti ant ko nors dėl kažko

I was angry on myself for making such a stupid mistake.

Are you angry with him?

Insist on – reikalauti, atkakliai laikytis

You really must go. I insist on it.

She always insists on getting early.

Shout to – Šaukti kam nors

She shouted to me across the room.

I shouted to him to shut the gates.

Shout at – Šaukti ant ko nors

Don’t shout at me.

Married to – vedęs, ištekėjusi su

Do you know, Jack is married to Nelly?

Throw to – mesti kam nors

Please, throw the towel to me.

If you catch it I’ll throw it to you.

Throw at – mesti į ką nors

Parents teach their children not to throw stones at animals.

This stone was thrown at the speaker.

According to – pagal, sutinkamai

Everything went according to the plan.

The work was done according to the instructions.

Arrive in – atvykti į miestą, šalį

Arrive at – atvykti į vietą

Be sorry about – atsiprašyti dėl / už

Be sorry for – gailėtis dėl

I feel sorry for anyone who has to drive in this terrible weather.

If he doesn’t realize the consequences of his actions, I’m sorry for him.

Look up – paieškoti (informacijai)

If you want to know how the word is used, look it up in the dictionary.

Lizzy looked up a number in the phone book.

Approve of – pritarti

Her parents don’t approve of her new boy-friend.

I approve of your trying to earn some money.

Apply for – kreiptis, teirautis dėl

She applied for a job in this office.

Apologize for – atsiprašyti dėl

You must apologize for being so rude.

Warn about – perspėti dėl

Count on – pasitikėti

You primised us your help with the exhibition. Can we still count on you?

If you need help, remember that you can count on me at all times.

Take after – būti panašiam

She doesn’t takes after her mother at all.

Call something off – atšaukti, nutraukti, panaikinti

Call your dog off. It’s frightening my children.

Let someone down – apvilti

Peter has stopped expecting people to help. He has been let down so many times in the past.

Why did you let him down?

Ring somebody up – pažadinti skambučiu, skambinti telefonu

Mary rang Helen up last night.

Why don’t you ring your parents up and ask them if you can stay with us tonight?

Bring up – išauklėti, užauginti

An aunt brought up ten children.

I was born in England and brought up in Scotland.

Rely on – pasitikėti

Nowadays we rely on computers.

You can rely on it that it will rain this weekend.

Give up – mesti (nustoti ką nors darius)

I wouldn’t like to give up playing tennis.

She didn’t give up her job when she got married.

Get on – įlipti (į autobusą, traukinį, lėktuvą, laivą)

Get in – įlipti(į automobilį)

Get off – išlipti iš transporto

The train stopped and we got off.

She slipped and fell when she was getting off the car.

Slow down – sumažinti  greitį

The train slowed down when it got to the station.

She slowed the car down and stopped.

Get on – gerai sutarti

She has never really got on with her mother – in law.

They don’t get on with one another.

Prefer to – teikti pirmenybę

I prefer walking to cycling.

Their father prefers them to be at home early.

To my mind – manyčiau, mano nuomone

To my mind that’s the shortest way to Lisbon.

Enquire about – teirautis dėl

He enquired about the price.

Can’t stand – negalėti pakęsti

He can’t stand hot weather.

She couldn’t stand to be told what to do.

I can’t stand him interrupting all the time.

Tired of doing something – atsibosti

I’m tired of listening to you.

I’m tired of working all the day.

Concentrate on – susikaupti, susikoncentruoti

I can’t concentrate on my studies with all that noise going on.

Having failed my French exam I decided to concentrate on science subjects.

Go on strike – streikuoti

The workers went on strike for higher pay.

I couldn’t come in time because all the bus drivers were on strike.

Write down – užsirašyti

Write down the address before you forget it.

He wrote down value of  the unsold stock.

Calm down – nusiraminti

Please just calm down a bit.

Do you have brandy?  It’ll help you to calm down.

Make up one’s mind – apsispręsti

I’ve made up my mind to be a doctor.

Have you already made your mind up where to go for your holiday?

Try  on – pasimatuoti

Try on the shoes before you by them.

Don’t try on this dress, it looks awful.

Be out of stock – nėra (apie prekes)

I’m sorry, but these shoes are out of stock now.

We are out of stock new winter clothes.

Look over the menu – peržiūrėti meniu

We have to look over the menu before we choose.

We must look over the house before we decide to rent.

By  return – atsakyti tik gavus

Please, reply by return.

Write now to this address and we will send you  a free sample by return.

Take a picture – fotografuoti

She wanted to take a picture of the church.

He took a picture of me while I wasn’t looking at him.

Give a lift – pavežėti

If you hold on me, I’ll give you  a lift.

He gave me a lift on the way to his home.

Resign from – atsisakyti pareigų, teisės

She had to resign from her job.

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