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1 PAR
1) Общая лексика: Personnel Action Request, Pre-Assembled Rack2) Компьютерная техника: Pdb Atom Record, Peer Assistance Review3) Биология: фотосинтетически активная радиация4) Авиация: радар точного захода на посадку (Precision Approach Radar - a ground-radar based instrument approach which provides both horizontal and vertical guidance), рейтинг контроля подхода по радиолокатору точного захода на посадку5) Медицина: protease activated receptor (активируемый протеиназой рецептор), post anesthesia recovery6) Американизм: Pension Adjustment Reversal, Personnel Action Required, Personnel Activity Reporting, Problem Approach Resolution8) Военный термин: Patient Accounting and Reporting, Personnel Accountability Report, Population at Risk, Program Analysis Report, Program Assessment Review, peacetime airborne reconnaissance, performance analysis and review, performance appraisal report, perimeter acquisition radar, phased array radar, priority action report, priority action request, probabilistic analysis of risk, problem action record, problem action report, problem action request, problem analysis report, program adjustment request, program administrator's report, program appraisal and review, program appraisal report, progressive aircraft reconditioning, progressive aircraft rework, project audit report, promotion appraisal report, public affairs regulations, pulse acquisition radar, purchasing approval request, РЛС с ФАР (фазированной антенной решёткой)9) Техника: Parabolic Aluminum Reflector, Pennsylvania Advanced Reactor, Princeton applied research laboratory, passive autocatalytic recombiner, peak-to-average meter, performance autocatalytic report, phased-array radar, probability of being available and reliable, program-aid routine, protective action recommendations, pyridylazoresorcin, посадочная радиолокационная станция10) Сельское хозяйство: Plant A Row, potassium absorption ratio11) Шутливое выражение: Pagan Association Of Red, People Against Reality13) Бухгалтерия: Pre Authorized Remittance, Public Accounting Report14) Страхование: participating insurance15) Астрономия: Photon Activity Rate16) Телекоммуникации: Positive Acknowledgment with Retransmission17) Сокращение: Parcels (MODS report abbreviation), Performance and Reliability, Postage Adjustment Record (in Mail.dat, 2007), Power Analyser & Recorder, Preventive Aircraft Repair, Program Assessment Review (USA), Program for Alcoholic Recovery, Progressive Aircraft Rework (USA), parameter, Page Address Register18) Университет: Participatory Action Research19) Физиология: Peak To Average Ratio, Pelvic Anterior Rotation20) Вычислительная техника: positive acknowledgment and retransmission, Project Authorization Request (IEEE), Positive Acknowledgement with Retransmission (protocols)21) Нефть: per acre rental, personnel approval request, pre-assembled piperack, вероятность эксплуатационной готовности и безотказной работы (probability of being available and reliable), рабочие характеристики и надёжность (performance and reliability), Project Analysis & Review (при подготовке тендерной документации)22) Аллергология: Perennial allergic rhinitis23) Иммунология: product of antigenic recognition, pseudoallergic reaction24) Банковское дело: Portfolio-at-Risk (кредитный) портфель под риском / риск портфеля (сумма всех займов на руках у клиентов, имеющих один или более просроченный платеж по сумме основного долга больше определенного количества дней.)25) Транспорт: Police Accident Report, Precision Approach Radar, Preferential Arrival Route26) Фирменный знак: Paige Adler Racing, Peel Activities And Rehabilitation, Psychological Assessment Resources, Inc.27) Экология: photosynthetically active radiation28) СМИ: Personal Audio Recorder29) Деловая лексика: Problem Action Result, Problem Action Results30) Глоссарий компании Сахалин Энерджи: pumparound31) Образование: Parental Awareness And Responsibility, Participation Attitude And Responsibility, Preparation Assistance And Reflection, Pride Acceptance Respect32) Сетевые технологии: Pnni Augmented Routing, positive acknowledgement and retransmission, подтверждение приёма с повторной передачей33) Химическое оружие: Progress Action Report34) Безопасность: Privacy Act Release35) Расширение файла: Permanent output file, Personal Animation Recorder, Processor Address Register, Parts application (Digitalk PARTS), Parameter file (Fractint), Windows swap file36) Нефть и газ: pipe racks37) МИД: precision approach radar (equipment)38) Яхтенный спорт: Парагвай (Обозначения на парусах)39) Компьютерная графика: pixel aspect ratio40) Должность: Performance Average Rating -
2 Par
1) Общая лексика: Personnel Action Request, Pre-Assembled Rack2) Компьютерная техника: Pdb Atom Record, Peer Assistance Review3) Биология: фотосинтетически активная радиация4) Авиация: радар точного захода на посадку (Precision Approach Radar - a ground-radar based instrument approach which provides both horizontal and vertical guidance), рейтинг контроля подхода по радиолокатору точного захода на посадку5) Медицина: protease activated receptor (активируемый протеиназой рецептор), post anesthesia recovery6) Американизм: Pension Adjustment Reversal, Personnel Action Required, Personnel Activity Reporting, Problem Approach Resolution8) Военный термин: Patient Accounting and Reporting, Personnel Accountability Report, Population at Risk, Program Analysis Report, Program Assessment Review, peacetime airborne reconnaissance, performance analysis and review, performance appraisal report, perimeter acquisition radar, phased array radar, priority action report, priority action request, probabilistic analysis of risk, problem action record, problem action report, problem action request, problem analysis report, program adjustment request, program administrator's report, program appraisal and review, program appraisal report, progressive aircraft reconditioning, progressive aircraft rework, project audit report, promotion appraisal report, public affairs regulations, pulse acquisition radar, purchasing approval request, РЛС с ФАР (фазированной антенной решёткой)9) Техника: Parabolic Aluminum Reflector, Pennsylvania Advanced Reactor, Princeton applied research laboratory, passive autocatalytic recombiner, peak-to-average meter, performance autocatalytic report, phased-array radar, probability of being available and reliable, program-aid routine, protective action recommendations, pyridylazoresorcin, посадочная радиолокационная станция10) Сельское хозяйство: Plant A Row, potassium absorption ratio11) Шутливое выражение: Pagan Association Of Red, People Against Reality13) Бухгалтерия: Pre Authorized Remittance, Public Accounting Report14) Страхование: participating insurance15) Астрономия: Photon Activity Rate16) Телекоммуникации: Positive Acknowledgment with Retransmission17) Сокращение: Parcels (MODS report abbreviation), Performance and Reliability, Postage Adjustment Record (in Mail.dat, 2007), Power Analyser & Recorder, Preventive Aircraft Repair, Program Assessment Review (USA), Program for Alcoholic Recovery, Progressive Aircraft Rework (USA), parameter, Page Address Register18) Университет: Participatory Action Research19) Физиология: Peak To Average Ratio, Pelvic Anterior Rotation20) Вычислительная техника: positive acknowledgment and retransmission, Project Authorization Request (IEEE), Positive Acknowledgement with Retransmission (protocols)21) Нефть: per acre rental, personnel approval request, pre-assembled piperack, вероятность эксплуатационной готовности и безотказной работы (probability of being available and reliable), рабочие характеристики и надёжность (performance and reliability), Project Analysis & Review (при подготовке тендерной документации)22) Аллергология: Perennial allergic rhinitis23) Иммунология: product of antigenic recognition, pseudoallergic reaction24) Банковское дело: Portfolio-at-Risk (кредитный) портфель под риском / риск портфеля (сумма всех займов на руках у клиентов, имеющих один или более просроченный платеж по сумме основного долга больше определенного количества дней.)25) Транспорт: Police Accident Report, Precision Approach Radar, Preferential Arrival Route26) Фирменный знак: Paige Adler Racing, Peel Activities And Rehabilitation, Psychological Assessment Resources, Inc.27) Экология: photosynthetically active radiation28) СМИ: Personal Audio Recorder29) Деловая лексика: Problem Action Result, Problem Action Results30) Глоссарий компании Сахалин Энерджи: pumparound31) Образование: Parental Awareness And Responsibility, Participation Attitude And Responsibility, Preparation Assistance And Reflection, Pride Acceptance Respect32) Сетевые технологии: Pnni Augmented Routing, positive acknowledgement and retransmission, подтверждение приёма с повторной передачей33) Химическое оружие: Progress Action Report34) Безопасность: Privacy Act Release35) Расширение файла: Permanent output file, Personal Animation Recorder, Processor Address Register, Parts application (Digitalk PARTS), Parameter file (Fractint), Windows swap file36) Нефть и газ: pipe racks37) МИД: precision approach radar (equipment)38) Яхтенный спорт: Парагвай (Обозначения на парусах)39) Компьютерная графика: pixel aspect ratio40) Должность: Performance Average Rating -
3 par
1) Общая лексика: Personnel Action Request, Pre-Assembled Rack2) Компьютерная техника: Pdb Atom Record, Peer Assistance Review3) Биология: фотосинтетически активная радиация4) Авиация: радар точного захода на посадку (Precision Approach Radar - a ground-radar based instrument approach which provides both horizontal and vertical guidance), рейтинг контроля подхода по радиолокатору точного захода на посадку5) Медицина: protease activated receptor (активируемый протеиназой рецептор), post anesthesia recovery6) Американизм: Pension Adjustment Reversal, Personnel Action Required, Personnel Activity Reporting, Problem Approach Resolution8) Военный термин: Patient Accounting and Reporting, Personnel Accountability Report, Population at Risk, Program Analysis Report, Program Assessment Review, peacetime airborne reconnaissance, performance analysis and review, performance appraisal report, perimeter acquisition radar, phased array radar, priority action report, priority action request, probabilistic analysis of risk, problem action record, problem action report, problem action request, problem analysis report, program adjustment request, program administrator's report, program appraisal and review, program appraisal report, progressive aircraft reconditioning, progressive aircraft rework, project audit report, promotion appraisal report, public affairs regulations, pulse acquisition radar, purchasing approval request, РЛС с ФАР (фазированной антенной решёткой)9) Техника: Parabolic Aluminum Reflector, Pennsylvania Advanced Reactor, Princeton applied research laboratory, passive autocatalytic recombiner, peak-to-average meter, performance autocatalytic report, phased-array radar, probability of being available and reliable, program-aid routine, protective action recommendations, pyridylazoresorcin, посадочная радиолокационная станция10) Сельское хозяйство: Plant A Row, potassium absorption ratio11) Шутливое выражение: Pagan Association Of Red, People Against Reality13) Бухгалтерия: Pre Authorized Remittance, Public Accounting Report14) Страхование: participating insurance15) Астрономия: Photon Activity Rate16) Телекоммуникации: Positive Acknowledgment with Retransmission17) Сокращение: Parcels (MODS report abbreviation), Performance and Reliability, Postage Adjustment Record (in Mail.dat, 2007), Power Analyser & Recorder, Preventive Aircraft Repair, Program Assessment Review (USA), Program for Alcoholic Recovery, Progressive Aircraft Rework (USA), parameter, Page Address Register18) Университет: Participatory Action Research19) Физиология: Peak To Average Ratio, Pelvic Anterior Rotation20) Вычислительная техника: positive acknowledgment and retransmission, Project Authorization Request (IEEE), Positive Acknowledgement with Retransmission (protocols)21) Нефть: per acre rental, personnel approval request, pre-assembled piperack, вероятность эксплуатационной готовности и безотказной работы (probability of being available and reliable), рабочие характеристики и надёжность (performance and reliability), Project Analysis & Review (при подготовке тендерной документации)22) Аллергология: Perennial allergic rhinitis23) Иммунология: product of antigenic recognition, pseudoallergic reaction24) Банковское дело: Portfolio-at-Risk (кредитный) портфель под риском / риск портфеля (сумма всех займов на руках у клиентов, имеющих один или более просроченный платеж по сумме основного долга больше определенного количества дней.)25) Транспорт: Police Accident Report, Precision Approach Radar, Preferential Arrival Route26) Фирменный знак: Paige Adler Racing, Peel Activities And Rehabilitation, Psychological Assessment Resources, Inc.27) Экология: photosynthetically active radiation28) СМИ: Personal Audio Recorder29) Деловая лексика: Problem Action Result, Problem Action Results30) Глоссарий компании Сахалин Энерджи: pumparound31) Образование: Parental Awareness And Responsibility, Participation Attitude And Responsibility, Preparation Assistance And Reflection, Pride Acceptance Respect32) Сетевые технологии: Pnni Augmented Routing, positive acknowledgement and retransmission, подтверждение приёма с повторной передачей33) Химическое оружие: Progress Action Report34) Безопасность: Privacy Act Release35) Расширение файла: Permanent output file, Personal Animation Recorder, Processor Address Register, Parts application (Digitalk PARTS), Parameter file (Fractint), Windows swap file36) Нефть и газ: pipe racks37) МИД: precision approach radar (equipment)38) Яхтенный спорт: Парагвай (Обозначения на парусах)39) Компьютерная графика: pixel aspect ratio40) Должность: Performance Average Rating -
4 Thinking
But what then am I? A thing which thinks. What is a thing which thinks? It is a thing which doubts, understands, [conceives], affirms, denies, wills, refuses, which also imagines and feels. (Descartes, 1951, p. 153)I have been trying in all this to remove the temptation to think that there "must be" a mental process of thinking, hoping, wishing, believing, etc., independent of the process of expressing a thought, a hope, a wish, etc.... If we scrutinize the usages which we make of "thinking," "meaning," "wishing," etc., going through this process rids us of the temptation to look for a peculiar act of thinking, independent of the act of expressing our thoughts, and stowed away in some particular medium. (Wittgenstein, 1958, pp. 41-43)Analyse the proofs employed by the subject. If they do not go beyond observation of empirical correspondences, they can be fully explained in terms of concrete operations, and nothing would warrant our assuming that more complex thought mechanisms are operating. If, on the other hand, the subject interprets a given correspondence as the result of any one of several possible combinations, and this leads him to verify his hypotheses by observing their consequences, we know that propositional operations are involved. (Inhelder & Piaget, 1958, p. 279)In every age, philosophical thinking exploits some dominant concepts and makes its greatest headway in solving problems conceived in terms of them. The seventeenth- and eighteenth-century philosophers construed knowledge, knower, and known in terms of sense data and their association. Descartes' self-examination gave classical psychology the mind and its contents as a starting point. Locke set up sensory immediacy as the new criterion of the real... Hobbes provided the genetic method of building up complex ideas from simple ones... and, in another quarter, still true to the Hobbesian method, Pavlov built intellect out of conditioned reflexes and Loeb built life out of tropisms. (S. Langer, 1962, p. 54)Experiments on deductive reasoning show that subjects are influenced sufficiently by their experience for their reasoning to differ from that described by a purely deductive system, whilst experiments on inductive reasoning lead to the view that an understanding of the strategies used by adult subjects in attaining concepts involves reference to higher-order concepts of a logical and deductive nature. (Bolton, 1972, p. 154)There are now machines in the world that think, that learn and create. Moreover, their ability to do these things is going to increase rapidly until-in the visible future-the range of problems they can handle will be coextensive with the range to which the human mind has been applied. (Newell & Simon, quoted in Weizenbaum, 1976, p. 138)But how does it happen that thinking is sometimes accompanied by action and sometimes not, sometimes by motion, and sometimes not? It looks as if almost the same thing happens as in the case of reasoning and making inferences about unchanging objects. But in that case the end is a speculative proposition... whereas here the conclusion which results from the two premises is an action.... I need covering; a cloak is a covering. I need a cloak. What I need, I have to make; I need a cloak. I have to make a cloak. And the conclusion, the "I have to make a cloak," is an action. (Nussbaum, 1978, p. 40)It is well to remember that when philosophy emerged in Greece in the sixth century, B.C., it did not burst suddenly out of the Mediterranean blue. The development of societies of reasoning creatures-what we call civilization-had been a process to be measured not in thousands but in millions of years. Human beings became civilized as they became reasonable, and for an animal to begin to reason and to learn how to improve its reasoning is a long, slow process. So thinking had been going on for ages before Greece-slowly improving itself, uncovering the pitfalls to be avoided by forethought, endeavoring to weigh alternative sets of consequences intellectually. What happened in the sixth century, B.C., is that thinking turned round on itself; people began to think about thinking, and the momentous event, the culmination of the long process to that point, was in fact the birth of philosophy. (Lipman, Sharp & Oscanyan, 1980, p. xi)The way to look at thought is not to assume that there is a parallel thread of correlated affects or internal experiences that go with it in some regular way. It's not of course that people don't have internal experiences, of course they do; but that when you ask what is the state of mind of someone, say while he or she is performing a ritual, it's hard to believe that such experiences are the same for all people involved.... The thinking, and indeed the feeling in an odd sort of way, is really going on in public. They are really saying what they're saying, doing what they're doing, meaning what they're meaning. Thought is, in great part anyway, a public activity. (Geertz, quoted in J. Miller, 1983, pp. 202-203)Everything should be made as simple as possible, but not simpler. (Einstein, quoted in Minsky, 1986, p. 17)What, in effect, are the conditions for the construction of formal thought? The child must not only apply operations to objects-in other words, mentally execute possible actions on them-he must also "reflect" those operations in the absence of the objects which are replaced by pure propositions. Thus, "reflection" is thought raised to the second power. Concrete thinking is the representation of a possible action, and formal thinking is the representation of a representation of possible action.... It is not surprising, therefore, that the system of concrete operations must be completed during the last years of childhood before it can be "reflected" by formal operations. In terms of their function, formal operations do not differ from concrete operations except that they are applied to hypotheses or propositions [whose logic is] an abstract translation of the system of "inference" that governs concrete operations. (Piaget, quoted in Minsky, 1986, p. 237)[E]ven a human being today (hence, a fortiori, a remote ancestor of contemporary human beings) cannot easily or ordinarily maintain uninterrupted attention on a single problem for more than a few tens of seconds. Yet we work on problems that require vastly more time. The way we do that (as we can observe by watching ourselves) requires periods of mulling to be followed by periods of recapitulation, describing to ourselves what seems to have gone on during the mulling, leading to whatever intermediate results we have reached. This has an obvious function: namely, by rehearsing these interim results... we commit them to memory, for the immediate contents of the stream of consciousness are very quickly lost unless rehearsed.... Given language, we can describe to ourselves what seemed to occur during the mulling that led to a judgment, produce a rehearsable version of the reaching-a-judgment process, and commit that to long-term memory by in fact rehearsing it. (Margolis, 1987, p. 60)Historical dictionary of quotations in cognitive science > Thinking
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5 work
work [wɜ:k]travail ⇒ 1 (a)-(e), 1 (g) œuvre ⇒ 1 (a), 1 (f) besogne ⇒ 1 (b) emploi ⇒ 1 (c) ouvrage ⇒ 1 (f) recherches ⇒ 1 (g) travailler ⇒ 2A (a)-(e), 3A (b), 3A (c), 3A (e), 3C (a) fonctionner ⇒ 2B (a) marcher ⇒ 2B (a), 2B (b) réussir ⇒ 2B (b) agir ⇒ 2B (c), 2B (d) faire travailler ⇒ 3A (a) faire marcher ⇒ 3B (a) façonner ⇒ 3C (a) mécanisme ⇒ 4 1 (a) travaux ⇒ 4 1 (b) usine ⇒ 4 2 (a)1 noun(a) (effort, activity) travail m, œuvre f;∎ computers take some of the work out of filing les ordinateurs facilitent le classement;∎ this report needs more work il y a encore du travail à faire sur ce rapport, ce rapport demande plus de travail;∎ she's done a lot of work for charity elle a beaucoup travaillé pour des associations caritatives;∎ it will take a lot of work to make a team out of them ça va être un drôle de travail de faire d'eux une équipe;∎ keep up the good work! continuez comme ça!;∎ nice or good work! c'est du bon travail!, bravo!;∎ that's fine work or a fine piece of work c'est du beau travail;∎ your work has been useful vous avez fait du travail utile;∎ work on the tunnel is to start in March (existing tunnel) les travaux sur le tunnel doivent commencer en mars; (new tunnel) la construction du tunnel doit commencer en mars;∎ work in progress Administration travail en cours; Accountancy travaux mpl en cours, inventaire m de production; (sign) travaux en cours;∎ she put a lot of work into that book elle a beaucoup travaillé sur ce livre;∎ to make work for sb compliquer la vie à qn;∎ to start work, to set to work se mettre au travail;∎ she set or she went to work on the contract elle a commencé à travailler sur le contrat;∎ he set to work undermining their confidence il a entrepris de saper leur confiance;∎ I set him to work (on) painting the kitchen je lui ai donné la cuisine à peindre;∎ they put him to work in the kitchen ils l'ont mis au travail dans la cuisine;∎ let's get (down) to work! (mettons-nous) au travail!;∎ proverb all work and no play makes Jack a dull boy beaucoup de travail et peu de loisirs ne réussissent à personne(b) (duty, task) travail m, besogne f;∎ I've got loads of work to do j'ai énormément de travail à faire;∎ she gave us too much work elle nous a donné trop de travail;∎ he's trying to get some work done il essaie de travailler un peu;∎ they do their work well ils travaillent bien, ils font du bon travail;∎ it's hard work c'est du travail, ce n'est pas facile;∎ it's thirsty work ça donne soif;∎ to make short or light work of sth expédier qch;∎ figurative to make short work of sb ne faire qu'une bouchée de qn;∎ familiar it's nice work if you can get it! c'est une bonne planque, encore faut-il la trouver!(c) (paid employment) travail m, emploi m;∎ what (kind of) work do you do? qu'est-ce que vous faites dans la vie?, quel travail faites-vous?;∎ I do translation work je suis traducteur, je fais des traductions;∎ to find work trouver du travail;∎ to look for work chercher du travail ou un emploi;∎ to be in work travailler, avoir un emploi;∎ to be out of work être au chômage ou sans travail ou sans emploi;∎ he had a week off work (holiday) il a pris une semaine de vacances; (illness) il n'est pas allé au travail pendant une semaine;∎ to take time off work prendre des congés;∎ she's off work today elle ne travaille pas aujourd'hui;∎ to do a full day's work faire une journée entière de travail;∎ I go to work by bus je vais au travail en bus;∎ I'm late for work je suis en retard pour le travail;∎ he's a friend from work c'est un collègue;∎ where is your (place of) work? où travaillez-vous?, quel est votre lieu de travail?;∎ on her way home from work en rentrant du travail(e) (papers, material etc being worked on) travail m;∎ to take work home prendre du travail à la maison;∎ her work was all over the table son travail était étalé sur la table∎ it's all my own work j'ai tout fait moi-même;∎ it's an interesting piece of work (gen) c'est un travail intéressant; Art, Literature & Music c'est une œuvre intéressante;∎ very detailed/delicate work (embroidery, carving etc) ouvrage très détaillé/délicat;∎ these formations are the work of the wind ces formations sont l'œuvre du vent;∎ the silversmith sells much of his work to hotels l'orfèvre vend une grande partie de ce qu'il fait ou de son travail à des hôtels;∎ the complete works of Shakespeare les œuvres complètes ou l'œuvre de Shakespeare;∎ a new work on Portugal un nouvel ouvrage sur le Portugal;∎ a work of art une œuvre d'art;∎ works of fiction des ouvrages de fiction(g) (research) travail m, recherches fpl;∎ there hasn't been a lot of work done on the subject peu de travail a été fait ou peu de recherches ont été faites sur le sujet∎ good works bonnes œuvres fpl;∎ each man will be judged by his works chaque homme sera jugé selon ses œuvres;∎ charitable works actes mpl de charité, actes mpl charitables;∎ the murder is the work of a madman le meurtre est l'œuvre d'un fou∎ wait until the medicine has done its work attendez que le médicament ait agi ou ait produit son effetA.(a) (exert effort on a specific task, activity etc) travailler;∎ we worked for hours cleaning the house nous avons passé des heures à faire le ménage;∎ they worked in the garden ils ont fait du jardinage;∎ we work hard nous travaillons dur;∎ she's working on a novel just now elle travaille à un roman en ce moment;∎ a detective is working on this case un détective est sur cette affaire;∎ he works at or on keeping himself fit il fait de l'exercice pour garder la forme;∎ we have to work to a deadline nous devons respecter des délais dans notre travail;∎ we have to work to a budget nous devons travailler avec un certain budget;∎ I've worked with the handicapped before j'ai déjà travaillé avec les handicapés;∎ I work with the Spanish on that project je travaille (en collaboration) avec les Espagnols sur ce projet(b) (be employed) travailler;∎ he works as a teacher il a un poste d'enseignant;∎ I work in advertising je travaille dans la publicité;∎ who do you work for? chez qui est-ce que vous travaillez?;∎ she works in or for a bank elle travaille dans ou pour une banque;∎ I work a forty-hour week je travaille quarante heures par semaine, je fais une semaine de quarante heures;∎ to work for a living travailler pour gagner sa vie;∎ Industry to work to rule faire la grève du zèle∎ to work for a good cause travailler pour une bonne cause;∎ they're working for better international relations ils s'efforcent d'améliorer les relations internationales∎ you're going to have to work if you want to pass the exam il va falloir que tu travailles ou que tu étudies si tu veux avoir ton examen(e) (use a specified substance) travailler;∎ this sculptor works in or with copper ce sculpteur travaille avec le cuivre;∎ she has always worked in or with watercolours elle a toujours travaillé avec de la peinture à l'eauB.(a) (function, operate → machine, brain, system) fonctionner, marcher;∎ the lift doesn't work at night l'ascenseur ne marche pas la nuit;∎ the lift never works l'ascenseur est toujours en panne;∎ the radio works off batteries la radio fonctionne avec des piles;∎ a pump worked by hand une pompe actionnée à la main ou manuellement;∎ they soon got or had it working ils sont vite parvenus à le faire fonctionner;∎ she sat still, her brain or her mind working furiously elle était assise immobile, le cerveau en ébullition;∎ figurative everything worked smoothly tout s'est déroulé comme prévu;∎ your idea just won't work ton idée ne peut pas marcher;∎ this relationship isn't working cette relation ne marche pas;∎ that argument works both ways ce raisonnement est à double tranchant;∎ how does the law work exactly? comment la loi fonctionne-t-elle exactement?(b) (produce results, succeed) marcher, réussir;∎ it worked brilliantly ça a très bien marché;∎ their scheme didn't work leur complot a échoué;∎ that/flattery won't work with me ça/la flatterie ne prend pas avec moi(c) (drug, medicine) agir, produire ou faire son effet∎ the acid works as a catalyst l'acide agit comme ou sert de catalyseur;∎ events have worked against us/in our favour les événements ont agi contre nous/en notre faveur;∎ I'm working on the assumption that they'll sign the contract je pars du principe qu'ils signeront le contratC.∎ to work loose se desserrer;∎ to work free se libérer;∎ the nail worked through the sole of my shoe le clou est passé à travers la semelle de ma chaussure(b) (face, mouth) se contracter, se crisperA.(a) (worker, employee, horse) faire travailler;∎ the boss works his staff hard le patron exige beaucoup de travail de ses employés;∎ you work yourself too hard tu te surmènes;∎ to work oneself to death se tuer à la tâche;∎ to work one's fingers to the bone s'user au travail∎ they worked their passage to India ils ont payé leur passage en Inde en travaillant;∎ I worked my way through college j'ai travaillé pour payer mes études à l'université∎ he works the southern sales area il travaille pour le service commercial de la région sud;∎ the pollster worked both sides of the street le sondeur a enquêté des deux côtés de la rue;∎ figurative the candidate worked the crowd le candidat s'efforçait de soulever l'enthousiasme de la foule;∎ a real-estate agent who works the phones un agent immobilier qui fait de la prospection par téléphone;∎ she works the bars (prostitute) elle travaille dans les bars(d) (achieve, accomplish)∎ the new policy will work major changes la nouvelle politique opérera ou entraînera des changements importants;∎ the story worked its magic or its charm on the public l'histoire a enchanté le public;∎ to work a spell on sb jeter un sort à qn;∎ to work miracles faire ou accomplir des miracles;∎ to work wonders faire merveille;∎ she has worked wonders with the children elle a fait des merveilles avec les enfantsB.∎ this switch works the furnace ce bouton actionne ou commande la chaudière;∎ he knows how to work the drill il sait se servir de la perceuse∎ I worked the handle up and down j'ai remué la poignée de haut en bas;∎ to work one's hands free parvenir à dégager ses mains;∎ she worked the ropes loose elle a réussi à desserrer les cordes petit à petit∎ I worked my way along the ledge j'ai longé la saillie avec précaution;∎ he worked his way down/up the cliff il a descendu/monté la falaise lentement;∎ the beggar worked his way towards us le mendiant s'est approché de nous;∎ they worked their way through the list ils ont traité chaque élément de la liste tour à tour;∎ he's worked his way through the whole grant il a épuisé toute la subvention;∎ a band of rain working its way across the country un front de pluie qui traverse le pays;∎ they have worked themselves into a corner ils se sont mis dans une impasse∎ she managed to work a few days off elle s'est arrangée ou s'est débrouillée pour avoir quelques jours de congé;∎ I worked it or worked things so that she's never alone j'ai fait en sorte qu'elle ou je me suis arrangé pour qu'elle ne soit jamais seuleC.(a) (shape → leather, metal, stone) travailler, façonner; (→ clay, dough) travailler, pétrir; (→ object, sculpture) façonner; Sewing (design, initials) broder;∎ she worked the silver into earrings elle a travaillé l'argent pour en faire des boucles d'oreilles;∎ she worked a figure out of the wood elle a sculpté une silhouette dans le bois;∎ the flowers are worked in silk les fleurs sont brodées en soie;∎ work the putty into the right consistency travaillez le mastic pour lui donner la consistance voulue∎ gently work the cream into your hands massez-vous les mains pour faire pénétrer la crème;∎ work the dye into the surface of the leather faites pénétrer la teinture dans le cuir(c) (excite, provoke)∎ the orator worked the audience into a frenzy l'orateur a enflammé ou a galvanisé le public;∎ she worked herself into a rage elle s'est mise dans une colère noire4 works∎ familiar to foul up or to gum up the works tout foutre en l'air∎ road works travaux mpl; (sign) travaux;∎ Minister/Ministry of Works ministre m/ministère m des Travaux publics2 noun∎ a printing works une imprimerie;∎ a gas works une usine à gaz;∎ price ex works prix m sortie usine∎ the (whole) works tout le bataclan ou le tralala;∎ they had eggs, bacon, toast, the works ils mangeaient des œufs, du bacon, du pain grillé, tout, quoi!;∎ American to shoot the works jouer le grand jeu;∎ American we shot the works on the project nous avons mis le paquet sur le projet;∎ to give sb the works (special treatment) dérouler le tapis rouge pour qn; (beating) passer qn à tabac5 at work∎ to be at work on sth/(on) doing sth travailler (à) qch/à faire qch;∎ he's at work on a new book il travaille à un nouveau livre;∎ they're hard at work painting the house ils sont en plein travail, ils repeignent la maison∎ there are several factors at work here il y a plusieurs facteurs qui entrent en jeu ou qui jouent ici;∎ there are evil forces at work des forces mauvaises sont en action2 adverb∎ she's at work (gen) elle est au travail; (office) elle est au bureau; (factory) elle est à l'usine;∎ I'll phone you at work je t'appellerai au travail;∎ we met at work on s'est connus au travailworks band fanfare m (d'une entreprise);American work coat blouse f;works committee, works council comité m d'entreprise;work ethic = exaltation des valeurs liées au travail;work experience stage m (en entreprise);∎ the course includes two months' work experience le programme comprend un stage en entreprise de deux mois;American work farm = camp de travail forcé où les détenus travaillent la terre;Computing work file fichier m de travail;work flow déroulement m des opérations;work group groupe m de travail;works manager directeur(trice) m,f d'usine;work permit permis m de travail;Computing work sheet feuille f de travail;∎ I need more work space j'ai besoin de plus d'espace pour travailler;work surface surface f de travail;American work week semaine f de travailtravailler;∎ while he worked away at fixing the furnace tandis qu'il travaillait à réparer la chaudière;∎ we worked away all evening nous avons passé la soirée à travaillerglisser;∎ her socks had worked down around her ankles ses chaussettes étaient tombées sur ses chevilles(a) (incorporate) incorporer;∎ work the ointment in thoroughly faites bien pénétrer la pommade;∎ Cookery work the butter into the flour incorporez le beurre à la farine∎ he worked in a few sly remarks about the boss il a réussi à glisser quelques réflexions sournoises sur le patron;∎ I'll try and work the translation in some time this week (into schedule) j'essayerai de (trouver le temps de) faire la traduction dans le courant de la semaine(a) (dispose of → fat, weight) se débarrasser de, éliminer; (→ anxiety, frustration) passer, assouvir;∎ I worked off my excess energy chopping wood j'ai dépensé mon trop-plein d'énergie en cassant du bois;∎ he worked off his tensions by running il s'est défoulé en faisant du jogging;∎ to work off one's anger on sb passer sa colère sur qn(b) (debt, obligation)∎ it took him three months to work off his debt il a dû travailler trois mois pour rembourser son emprunt➲ work on∎ we've been working on him but he still won't go nous avons essayé de le persuader mais il ne veut toujours pas y aller;∎ I'll work on her je vais m'occuper d'elle(b) (task, problem)∎ the police are working on who stole the jewels la police s'efforce de retrouver celui qui a volé les bijoux;∎ he's been working on his breaststroke/emotional problems il a travaillé sa brasse/essayé de résoudre ses problèmes sentimentaux;∎ have you got any ideas? - I'm working on it as-tu des idées? - je cherche∎ have you any data to work on? avez-vous des données sur lesquelles vous fonder?(continue to work) continuer à travailler➲ work out(a) (discharge fully) acquitter en travaillant;∎ to work out one's notice faire son préavis∎ I work it out at £22 d'après mes calculs, ça fait 22 livres∎ have they worked out their differences? est-ce qu'ils ont réglé ou résolu leurs différends?;∎ I'm sure we can work this thing out (your problem) je suis sûr que nous pouvons arranger ça; (our argument) je suis sûr que nous finirons par nous mettre d'accord;∎ things will work themselves out les choses s'arrangeront toutes seules ou d'elles-mêmes∎ to work out a solution trouver une solution;∎ have you worked out yet when it's due to start? est-ce que tu sais quand ça doit commencer?;∎ she had it all worked out elle avait tout planifié;∎ we worked out an easier route nous avons trouvé un itinéraire plus facile(e) (figure out) arriver à comprendre;∎ I finally worked out why he was acting so strangely j'ai enfin découvert ou compris pourquoi il se comportait si bizarrement;∎ the dog had worked out how to open the door le chien avait compris comment ouvrir la porte;∎ I can't work her out je n'arrive pas à la comprendre;∎ I can't work their relationship out leurs rapports me dépassent(f) (mine, well) épuiser∎ it depends on how things work out ça dépend de la façon dont les choses se passent;∎ the trip worked out as planned le voyage s'est déroulé comme prévu;∎ I wonder how it will all work out je me demande comment tout cela va s'arranger;∎ it all worked out for the best tout a fini par s'arranger pour le mieux;∎ but it didn't work out that way mais il en a été tout autrement;∎ it worked out badly for them les choses ont mal tourné pour eux∎ she worked out fine as personnel director elle s'est bien débrouillée comme directeur du personnel;∎ are things working out for you OK? est-ce que ça se passe bien pour toi?;∎ did the new job work out? ça a marché pour le nouveau boulot?;∎ it didn't work out between them les choses ont plutôt mal tourné entre eux;∎ their project didn't work out leur projet est tombé à l'eau∎ how much does it all work out at? ça fait combien en tout?;∎ the average price for an apartment works out to or at $5,000 per square metre le prix moyen d'un appartement s'élève ou revient à 5000 dollars le mètre carré;∎ that works out at three hours a week ça fait trois heures par semaine;∎ electric heating works out expensive le chauffage électrique revient cher∎ the wind worked round to the north le vent a tourné au nord petit à petit∎ he finally worked round to the subject of housing il a fini par aborder le sujet du logement;∎ what's she working round to? où veut-elle en venir?∎ (bring round) I worked the conversation round to my salary j'ai amené la conversation sur la question de mon salaire∎ we worked our way through the crowd nous nous sommes frayé un chemin à travers la foule;∎ he worked his way through the book il a lu le livre du début à la fin;∎ figurative I worked the problem through j'ai étudié le problème sous tous ses aspects∎ she worked through lunch elle a travaillé pendant l'heure du déjeuner∎ he worked through his emotional problems il a réussi à assumer ses problèmes affectifs➲ work up(a) (stir up, rouse) exciter, provoquer;∎ he worked up the crowd il a excité la foule;∎ he worked the crowd up into a frenzy il a rendu la foule frénétique;∎ he works himself up or he gets himself worked up over nothing il s'énerve pour rien;∎ she had worked herself up into a dreadful rage elle s'était mise dans une rage terrible∎ I want to work these ideas up into an article je veux développer ces idées pour en faire un article;∎ to work up an appetite se mettre en appétit;∎ we worked up a sweat/a thirst playing tennis jouer au tennis nous a donné chaud/soif;∎ I can't work up any enthusiasm for this work je n'arrive pas à avoir le moindre enthousiasme pour ce travail;∎ he tried to work up an interest in the cause il a essayé de s'intéresser à la cause∎ to work one's way up faire son chemin;∎ she worked her way up from secretary to managing director elle a commencé comme secrétaire et elle a fait son chemin jusqu'au poste de P-DG;∎ I worked my way up from nothing je suis parti de rien(a) (clothing) remonter∎ the film was working up to a climax le film approchait de son point culminant;∎ things were working up to a crisis une crise se préparait, on était au bord d'une crise;∎ she's working up to what she wanted to ask elle en vient à ce qu'elle voulait demander;∎ what are you working up to? où veux-tu en venir? -
6 Philosophy
And what I believe to be more important here is that I find in myself an infinity of ideas of certain things which cannot be assumed to be pure nothingness, even though they may have perhaps no existence outside of my thought. These things are not figments of my imagination, even though it is within my power to think of them or not to think of them; on the contrary, they have their own true and immutable natures. Thus, for example, when I imagine a triangle, even though there may perhaps be no such figure anywhere in the world outside of my thought, nor ever have been, nevertheless the figure cannot help having a certain determinate nature... or essence, which is immutable and eternal, which I have not invented and which does not in any way depend upon my mind. (Descartes, 1951, p. 61)Let us console ourselves for not knowing the possible connections between a spider and the rings of Saturn, and continue to examine what is within our reach. (Voltaire, 1961, p. 144)As modern physics started with the Newtonian revolution, so modern philosophy starts with what one might call the Cartesian Catastrophe. The catastrophe consisted in the splitting up of the world into the realms of matter and mind, and the identification of "mind" with conscious thinking. The result of this identification was the shallow rationalism of l'esprit Cartesien, and an impoverishment of psychology which it took three centuries to remedy even in part. (Koestler, 1964, p. 148)It has been made of late a reproach against natural philosophy that it has struck out on a path of its own, and has separated itself more and more widely from the other sciences which are united by common philological and historical studies. The opposition has, in fact, been long apparent, and seems to me to have grown up mainly under the influence of the Hegelian philosophy, or, at any rate, to have been brought out into more distinct relief by that philosophy.... The sole object of Kant's "Critical Philosophy" was to test the sources and the authority of our knowledge, and to fix a definite scope and standard for the researches of philosophy, as compared with other sciences.... [But Hegel's] "Philosophy of Identity" was bolder. It started with the hypothesis that not only spiritual phenomena, but even the actual world-nature, that is, and man-were the result of an act of thought on the part of a creative mind, similar, it was supposed, in kind to the human mind.... The philosophers accused the scientific men of narrowness; the scientific men retorted that the philosophers were crazy. And so it came about that men of science began to lay some stress on the banishment of all philosophic influences from their work; while some of them, including men of the greatest acuteness, went so far as to condemn philosophy altogether, not merely as useless, but as mischievous dreaming. Thus, it must be confessed, not only were the illegitimate pretensions of the Hegelian system to subordinate to itself all other studies rejected, but no regard was paid to the rightful claims of philosophy, that is, the criticism of the sources of cognition, and the definition of the functions of the intellect. (Helmholz, quoted in Dampier, 1966, pp. 291-292)Philosophy remains true to its classical tradition by renouncing it. (Habermas, 1972, p. 317)I have not attempted... to put forward any grand view of the nature of philosophy; nor do I have any such grand view to put forth if I would. It will be obvious that I do not agree with those who see philosophy as the history of "howlers" and progress in philosophy as the debunking of howlers. It will also be obvious that I do not agree with those who see philosophy as the enterprise of putting forward a priori truths about the world.... I see philosophy as a field which has certain central questions, for example, the relation between thought and reality.... It seems obvious that in dealing with these questions philosophers have formulated rival research programs, that they have put forward general hypotheses, and that philosophers within each major research program have modified their hypotheses by trial and error, even if they sometimes refuse to admit that that is what they are doing. To that extent philosophy is a "science." To argue about whether philosophy is a science in any more serious sense seems to me to be hardly a useful occupation.... It does not seem to me important to decide whether science is philosophy or philosophy is science as long as one has a conception of both that makes both essential to a responsible view of the world and of man's place in it. (Putnam, 1975, p. xvii)What can philosophy contribute to solving the problem of the relation [of] mind to body? Twenty years ago, many English-speaking philosophers would have answered: "Nothing beyond an analysis of the various mental concepts." If we seek knowledge of things, they thought, it is to science that we must turn. Philosophy can only cast light upon our concepts of those things.This retreat from things to concepts was not undertaken lightly. Ever since the seventeenth century, the great intellectual fact of our culture has been the incredible expansion of knowledge both in the natural and in the rational sciences (mathematics, logic).The success of science created a crisis in philosophy. What was there for philosophy to do? Hume had already perceived the problem in some degree, and so surely did Kant, but it was not until the twentieth century, with the Vienna Circle and with Wittgenstein, that the difficulty began to weigh heavily. Wittgenstein took the view that philosophy could do no more than strive to undo the intellectual knots it itself had tied, so achieving intellectual release, and even a certain illumination, but no knowledge. A little later, and more optimistically, Ryle saw a positive, if reduced role, for philosophy in mapping the "logical geography" of our concepts: how they stood to each other and how they were to be analyzed....Since that time, however, philosophers in the "analytic" tradition have swung back from Wittgensteinian and even Rylean pessimism to a more traditional conception of the proper role and tasks of philosophy. Many analytic philosophers now would accept the view that the central task of philosophy is to give an account, or at least play a part in giving an account, of the most general nature of things and of man. (Armstrong, 1990, pp. 37-38)8) Philosophy's Evolving Engagement with Artificial Intelligence and Cognitive ScienceIn the beginning, the nature of philosophy's engagement with artificial intelligence and cognitive science was clear enough. The new sciences of the mind were to provide the long-awaited vindication of the most potent dreams of naturalism and materialism. Mind would at last be located firmly within the natural order. We would see in detail how the most perplexing features of the mental realm could be supported by the operations of solely physical laws upon solely physical stuff. Mental causation (the power of, e.g., a belief to cause an action) would emerge as just another species of physical causation. Reasoning would be understood as a kind of automated theorem proving. And the key to both was to be the depiction of the brain as the implementation of multiple higher level programs whose task was to manipulate and transform symbols or representations: inner items with one foot in the physical (they were realized as brain states) and one in the mental (they were bearers of contents, and their physical gymnastics were cleverly designed to respect semantic relationships such as truth preservation). (A. Clark, 1996, p. 1)Socrates of Athens famously declared that "the unexamined life is not worth living," and his motto aptly explains the impulse to philosophize. Taking nothing for granted, philosophy probes and questions the fundamental presuppositions of every area of human inquiry.... [P]art of the job of the philosopher is to keep at a certain critical distance from current doctrines, whether in the sciences or the arts, and to examine instead how the various elements in our world-view clash, or fit together. Some philosophers have tried to incorporate the results of these inquiries into a grand synoptic view of the nature of reality and our human relationship to it. Others have mistrusted system-building, and seen their primary role as one of clarifications, or the removal of obstacles along the road to truth. But all have shared the Socratic vision of using the human intellect to challenge comfortable preconceptions, insisting that every aspect of human theory and practice be subjected to continuing critical scrutiny....Philosophy is, of course, part of a continuing tradition, and there is much to be gained from seeing how that tradition originated and developed. But the principal object of studying the materials in this book is not to pay homage to past genius, but to enrich one's understanding of central problems that are as pressing today as they have always been-problems about knowledge, truth and reality, the nature of the mind, the basis of right action, and the best way to live. These questions help to mark out the territory of philosophy as an academic discipline, but in a wider sense they define the human predicament itself; they will surely continue to be with us for as long as humanity endures. (Cottingham, 1996, pp. xxi-xxii)10) The Distinction between Dionysian Man and Apollonian Man, between Art and Creativity and Reason and Self- ControlIn his study of ancient Greek culture, The Birth of Tragedy, Nietzsche drew what would become a famous distinction, between the Dionysian spirit, the untamed spirit of art and creativity, and the Apollonian, that of reason and self-control. The story of Greek civilization, and all civilizations, Nietzsche implied, was the gradual victory of Apollonian man, with his desire for control over nature and himself, over Dionysian man, who survives only in myth, poetry, music, and drama. Socrates and Plato had attacked the illusions of art as unreal, and had overturned the delicate cultural balance by valuing only man's critical, rational, and controlling consciousness while denigrating his vital life instincts as irrational and base. The result of this division is "Alexandrian man," the civilized and accomplished Greek citizen of the later ancient world, who is "equipped with the greatest forces of knowledge" but in whom the wellsprings of creativity have dried up. (Herman, 1997, pp. 95-96)Historical dictionary of quotations in cognitive science > Philosophy
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7 advertising
сущ.1) рекл. реклама (совокупность каких-л. рекламных объявлений; обычно употребляется с указанием места, где размещается данная реклама)Over 60 percent of alcohol advertising [on television\] is shown during sports programming
Asian governments have attempted to limit excessive consumptions by instituting strict control over the content and amount of advertising in the media.
Advertising [on buses\] is one of the important advertising means to which companies and establishments attach great importance because this type of advertisement is a mobile one seen by all.
two-thirds of the food and drink advertising for children under 12 — две трети всей рекламы продуктов питания для детей младше 12-ти лет
Last month, 10 companies that produce almost two-thirds of the food and drink advertising [for children\] under 12 agreed to start cutting back on advertising junk foods.
No person shall within the city distribute [printed\] advertising by placing it within or upon parked automobiles.
2) рекл. реклама, рекламирование (процесс осуществления рекламы; как правило, употребляется с указанием рекламируемого продукта)Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media.
the control of medicines advertising in the UK — контроль за рекламой лекарств в Соединенном Королевстве
ATTRIBUTES: accessory 2. 1), advance 3. 2), aerial 3. 1), agricultural, air 2. 1),
alternative 2. 3), ambient 1. 1), audiovisual, auxiliary 2. 1), block 1. 4) а), boastful, broadcast 2. 1), n1, classified 1. 1), commercial 1. 4) а), comparative, competing 1. 1) а), competitive 1. 2) а), concept 1. 2) а), consumer 1. 1) а), continuity 1. 1) а), controversial 1. 1) а), cooperative 2. 1), n2, coordinated, corporate 1. 2) а), б, corrective 1. 1), creative, deceptive, demographic, denigratory, dissipative, domestic 1. 2) а),
foreign 1) б), global, professional 1. 3) б), regional, repeat 3. 3) б), strategic, superior 3. 1) б), test 3. 3) б), traditional
Syn:See:accessory advertising, advance advertising, advocacy advertising, aerial advertising, agricultural advertising, air advertising, aisle advertising, alternative advertising, ambient advertising, analogy advertising, association advertising, audiovisual advertising, auxiliary advertising, bait advertising, bait and switch advertising, bait-and-switch advertising, bank advertising, banner advertising, bargain advertising, bargain-basement advertising, block advertising, boastful advertising, brand advertising, brand image advertising, brand name advertising, breakthrough advertising, broadcast advertising, burst advertising, business advertising, business paper advertising, business publication advertising, business-to-business advertising, car-card advertising, cause advertising, challenged advertising, charity advertising, children's advertising, cinema advertising, classified advertising, combative advertising, commercial advertising, comparative advertising, comparison advertising, competing advertising, competitive advertising, concept advertising, consumer advertising, continuity advertising, controversial advertising, co-op advertising, cooperative advertising, coordinated advertising, corporate advertising, corporate image advertising, corrective advertising, counter advertising, counteradvertising, coupon advertising, creative advertising, deceptive advertising, demographic advertising, demonstration advertising, denigratory advertising, direct advertising, direct response advertising, direct-action advertising, direct mail advertising, direct-mail advertising, directory advertising, display advertising, dissipative advertising, domestic advertising, door-to-door advertising, educational advertising, electric advertising, electrical advertising, e-mail based advertising, entertaining advertising, ethical advertising, export advertising, eye-catching advertising, factual advertising, false advertising, farm advertising, fashion advertising, film advertising, financial advertising, flexform advertising, follow-up advertising, foreign advertising, fraudulent advertising, full-page advertising, gender advertising, general advertising, generic advertising, global advertising, goodwill advertising, group advertising, hard-sell advertising, hard-selling advertising, heavy advertising, help wanted advertising, high-pressure advertising, house advertising, house-to-house advertising, idea advertising, illuminated advertising, image advertising, impact advertising, indirect action advertising, indirect-action advertising, individual advertising, indoor advertising, industrial advertising, information advertising, informational advertising, informative advertising, in-house advertising, initial advertising, innovative advertising, institutional advertising, in-store advertising, insurance advertising, international advertising, interstate advertising, introductory advertising, intrusive advertising, issue advertising, joint advertising, large-scale advertising, launch advertising, legal advertising, local advertising, mail advertising, mail-order advertising, mass advertising, mass-media advertising, media advertising, military advertising, misleading advertising, mobile advertising, mood advertising, movie theatre advertising, multimedia advertising, multinational advertising, national advertising, non-business advertising, non-commercial advertising, novelty advertising, obtrusive advertising, offbeat advertising, off-season advertising, on-line advertising, on-target advertising, opinion advertising, oral advertising, outdoor advertising, out-of-home advertising, package advertising, periodical advertising, personality advertising, persuasive advertising, point-of-purchase advertising, point-of-sale advertising, political advertising, postal advertising, postcard advertising, poster advertising, postmark advertising, pre-launch advertising, premium advertising, press advertising, prestige advertising, price advertising, primary advertising, print advertising, private sector advertising, problem-solution advertising, procurement advertising, producer advertising, product advertising, product-comparison advertising, professional advertising, promotional advertising, public relations advertising, public sector advertising, public service advertising, public-affairs advertising, public interest advertising, public-issue advertising, public-service advertising, radio advertising, railway advertising, reason-why advertising, recruitment advertising, regional advertising, reinforcement advertising, remembrance advertising, reminder advertising, repeat advertising, retail advertising, retentive advertising, saturation advertising, scented advertising, screen advertising, seasonal advertising, selective advertising, self-advertising, semi-display advertising, show-window advertising, sky advertising, slide advertising, social advertising, social cause advertising, soft-sell advertising, specialty advertising, split-run advertising, spot advertising, store advertising, strategic advertising, street advertising, strip advertising, subliminal advertising, sustaining advertising, switch advertising, tactical advertising, target advertising, taxi top advertising, teaser advertising, television advertising, test advertising, testimonial advertising, tie-in advertising, tombstone advertising, total advertising, trade advertising, trademark advertising, traditional advertising, transformational advertising, transit advertising, transportation advertising, truthful advertising, truth-in-advertising, two-step formal advertising, unacceptable advertising, unfair advertising, untruthful advertising, visual advertising, vocational advertising, wall advertising, word-of-mouth advertising, written advertising, yellow pages advertising, advertising abuse, advertising action, advertising aids, advertising analysis а), advertising appeal, advertising approach, advertising audience, advertising awareness, advertising balance, advertising band, advertising believability, advertising break, advertising brochure, advertising catalogue, advertising circular, advertising claim 1) а), advertising clutter, advertising column, advertising communication, advertising competition 2) а), advertising copy, advertising coupon, advertising credibility, advertising cue, advertising decay, advertising deception, advertising device, advertising emphasis, advertising exaggeration, advertising exposure 2) а), advertising factor а), advertising film, advertising folder, advertising frequency, advertising gift, advertising gimmick, advertising handbill, advertising hoarding, advertising image, advertising impact, advertising impression, advertising influence, advertising insert, advertising intensity, advertising jingle, advertising label, advertising leaflet, advertising letter, advertising literature 1) а), advertising location, advertising magazine, advertising material, advertising matter, advertising media, advertising medium, advertising novelty, advertising operation 2) а), advertising page, advertising pamphlet, advertising panel, advertising penetration, advertising perception, advertising personality, advertising playback, advertising point, advertising posttest, advertising pretest, advertising puffery, advertising pylon, advertising race, advertising readership, advertising recall, advertising response, advertising retention, advertising sample, advertising section 2) а), advertising site, advertising slogan, advertising space, advertising specialty, advertising sponsorship, advertising spoof, advertising spot, advertising standards, advertising structure, advertising supplement, advertising test, advertising testing, advertising text, advertising threshold, advertising time, advertising vehicle, advertising wearout, advertising wedge, Canadian Code of Advertising Standards, Code of Advertising Practice, Defining Advertising goals for Measured Advertising Results, Federal Cigarette Labeling and Advertising Act, ICC Guidelines / Code on Advertising and Marketing on the Internet, ICC International Code of Advertising Practice, ICC International Code of Environmental Advertising, ICC International Codes of Marketing and Advertising Practices, Standard Advertising Register, Standard Directory of Advertising Agencies, Standards of Practice of the American Association of Advertising Agencies, Advertising Association, Advertising Association of the West, Advertising Checking Bureau, Advertising Club of New York, Advertising Council, Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc. 2), Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc.3) рекл. рекламное дело, рекламная деятельность, рекламный бизнес (реклама как вид деятельности безотносительно каких-л. конкретных продуктов; реклама как одна из функций организации)advertising counsellor [consultant\] — рекламный консультант, консультант по рекламе
advertising expert — рекламный эксперт, эксперт по рекламе
Syn:See:above-the-line advertising, below-the-line advertising, flat fee advertising, investment advertising, per inquiry advertising, advertising account, advertising activity, advertising agency, advertising agent, advertising agreement, advertising allowance, advertising analysis б), advertising appropriation, advertising assistant, advertising audit, advertising brief, advertising broker, advertising budget, advertising business, advertising campaign, advertising canvasser, advertising claim 2) б), advertising club, advertising code, advertising community, advertising company, advertising competition 1) б), advertising contract, advertising contractor, advertising control, advertising cooperative, advertising copywriting, advertising cost, advertising coverage, advertising customer, advertising department, advertising director, advertising directory, advertising drive, advertising effect, advertising effectiveness, advertising efficiency, advertising environment, advertising ethics, advertising exchange, advertising executive, advertising expenditures, advertising expenses, advertising exposure 1) б), &3, advertising factor б), advertising firm, advertising guide, advertising industry, advertising injury, advertising landscape, advertising legislation, advertising leverage, advertising liability, advertising linage, advertising literature 2) б), advertising man, advertising management, advertising manager, advertising method, advertising mix, advertising monopoly, advertising network, advertising objective, advertising office, advertising operation 1) б), advertising order, advertising outcome, advertising outlay, advertising output, advertising people, advertising performance, advertising personnel, advertising plan, advertising planner, advertising planning, advertising portfolio, advertising practice, advertising practitioner, advertising professional, advertising programme, advertising purpose, advertising rate, advertising register, advertising representative, advertising research, advertising restrictions, advertising sales agents, advertising schedule, advertising section 1) б), advertising self-regulation, advertising services, advertising specialist, advertising spending, advertising statistics, advertising strategy, advertising substantiation, advertising support, advertising talent, advertising theory, advertising value, advertising variable, advertising weight, media buy, copywriting, advertology
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реклама, рекламирование: использование печатных, теле-, радио- и иных посланий, оплаченных рекламодателем, для благоприятного воздействия на потенциальных покупателей товара или клиентов.* * *размещение объявлений; размещение рекламы; рекламирование. . Словарь экономических терминов .* * *эмоционально окрашенная информация об основных характеристиках отдельных видов страхования и страховых операций с целью формирования устойчивого спроса на страховые услуги-----средство распространения информации и убеждения людей через прессу, телевидение, радиовещание, объявления, плакаты и другим образом -
8 explain
1. Iwhen you are wrong, never explain если ты не прав, не пытайся оправдываться2. IIIexplain smth.1) explain the lesson (my meaning, the meaning of these words, this phenomenon, a situation, etc.) объяснить урок и т.д.; explain one's idea (an obscure point, a statement, a passage in a book, etc.) разъяснить /пояснить/ свою мысль и т.д.2) explain smb.'s behaviour (smb.'s absence, one's conduct, matters. etc.) объяснять причины чьего-л. поведения и т.д. /чье-л. поведение и т.д./3. IVexplain smth. in some manner1) explain smth. carefully (exactly, adequately, briefly, fully, completely, volubly, etc.) подробно и т.д. объяснять что-л.; how can you explain such a silly remark? чем /как/ вы можете объяснить такое глупое замечание?2) explain smth. apologetically (lamely, haltingly, elaborately, etc.) оправдывать /объяснять/ что-л. извиняющимся тоном и т.д.; explain smth. disarmingly обезоружить [кого-л.] своим объяснением4. XIbe explained in some manner this is easily explaind это легко объяснить; be explained by smth. this action may be explained by the circumstances этот поступок объясняется обстоятельствами5. XVIIIexplain oneself explain yourself объясните, что вы имеете в виду; why did you do it? E. yourself почему вы так поступили? Объясните, что заставило вас так поступить?6. XXI1explain smth. to smb. explain a rule (a passage, this problem, a method, a matter, etc.) to smb. объяснять правило и т.д. кому-л.; the teacher explained long division to the class учитель объяснил классу деление столбиком; explain smth. by (in, to) smth. he explained it by analogy он объяснил это при помощи аналогии; how can I explain it in words? не знаю, как это выразить словами?; he explained it to my satisfaction его объяснение меня удовлетворило7. XXVexplain how... (what..., where..., that..., etc.) explain how to do it (where to begin, how the machine works, what this means, how the results were obtained, that results were obtained by electricity, whether this is possible, why one is late, etc.) объяснять, как это сделать и т.д.; explain that he had been delayed by the weather (that he had to leave at once, etc.) говорить в свое оправдание /оправдываться тем/, что он опоздал из-за погоды и т.д.8. XXVII2explain to smb. how... (where..., that..., etc.) explain to smb. how to get there (what to say, where to find him, that he is expected, etc.) объяснять кому-л., как туда добраться и т.д. -
9 Mitscherlich, Alexander
SUBJECT AREA: Paper and printing[br]b. 28 May 1836 Berlin, Germanyd. 31 May 1918 Oberstdorf, Germany[br]German inventor of sulphite wood pulp for papermaking.[br]Mitscherlich had an impeccable scientific background; his father was the celebrated chemist Eilhardt Mitscherlich, discoverer of the law of isomorphism, and his godfather was Alexander von Humboldt. At first his progress at school failed to live up to this auspicious beginning and his father would only sanction higher studies if he first qualified as a teacher so as to assure a means of livelihood. Alexander rose to the occasion and went on to gain his doctorate at the age of 25 in the field of mineralogical chemistry. He worked for a few years as Assistant to the distinguished chemists Wöhler in Göttingen and Wurtz in Paris. On his father's death in 1863, he succeeded him as teacher of chemistry in the University of Berlin. In 1868 he accepted a post in the newly established Forest Academy in Hannoversch-Munden, teaching chemistry, physics and geology. The post offered little financial advantage, but it left him more time for research. It was there that he invented the process for producing sulphite wood pulp.The paper industry was seeking new raw materials. Since the 1840s pulp had been produced mechanically from wood, but it was unsuitable for making fine papers. From the mid-1860s several chemists began tackling the problem of separating the cellulose fibres from the other constituents of wood by chemical means. The American Benjamin C.Tilghman was granted patents in several countries for the treatment of wood with acid or bisulphite. Carl Daniel Ekman in Sweden and Karl Kellner in Austria also made sulphite pulp, but the credit for devising the process that came into general use belongs to Mitscherlich. His brother Oskar came to him at the Academy with plans for producing pulp by the action of soda, but the results were inferior, so Mitscherlich substituted calcium bisulphite and in the laboratory obtained good results. To extend this to a large-scale process, he was forced to set up his own mill, where he devised the characteristic towers for making the calcium bisulphite, in which water trickling down through packed lime met a rising current of sulphur dioxide. He was granted a patent in Luxembourg in 1874 and a German one four years later. The sulphite process did not make him rich, for there was considerable opposition to it; government objected to the smell of sulphur dioxide, forestry authorities were anxious about the inroads that might be made into the forests and his patents were contested. In 1883, with the support of an inheritance from his mother, Mitscherlich resigned his post at the Academy to devote more time to promoting his invention. In 1897 he at last succeeded in settling the patent disputes and achieving recognition as the inventor of sulphite pulp. Without this raw material, the paper industry could never have satisfied the insatiable appetite of the newspaper presses.[br]Further ReadingH.Voorn "Alexander Mitscherlich, inventor of sulphite wood pulp", Paper Maker 23(1): 41–4.LRDBiographical history of technology > Mitscherlich, Alexander
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10 Глава 4. Клич охотника в бумажных джунглях
...А сверху в гамаке висит администратор,задумчиво сплетая пальцы ног.М. ЩербаковМы все время предупреждаем: изучайте наш предмет, но используйте приобретенные знания осторожно. В официальной обстановке можно сильно вляпаться. На работе, например, говорить так же свободно, как дома или в баре, не принято. Планка дозволенного там искусственно завышена. Называть вещи своими именами (а как тут не выругаешься!) нельзя. Отсюда проистекает целая система эвфемизмов, часто называемая офисным жаргоном.Отчасти те же корни - у жаргона политического, но там еще много всяких наслоений.Главная особенность официальной речи во всех странах состоит в том, что любую гадость называют вполне приличным словом, да еще и оптимистично звучащим. Бессмертный классик Джордж Оруэлл определил это абсолютно всем в англоязычном мире известным термином doublespeak (помните - "война - это мир", ит.п.). С другой стороны, некоторые совершенно нормальные слова недопустимы и являются офисными табу (прямо как у диких племен).Вот в качестве экзотического образца слова, которые не рекомендуется произносить, а тем более писать (слышали от эксперта, работающего неподалеку от места, где Милошевича судят - сказать точнее не имеем права): invalidity (несостоятельность); infringement of rights (нарушение прав); violates a patent (нарушение патента). Догадались почему? Это вам потом в случае суда по патентным делам легко могут припомнить. Мол, сам же говорил...Впрочем, пример не совсем чист: он связан не просто с официальной речью, а с юридическим английским. Это та еще песня, в любой стране. Поди разберись! Приводимый ниже отрывок объясняет, почему американцам приходится нанимать юристов для урегулирования, казалось бы, пустяковых дел. Создана ли эта запутанность юристами специально? Ответить не можем. Вот вам определение слова "задница" из настоящего подзаконного акта, запрещающего нудизм (anti-nudity ordinance) (Действует в районе Санкт-Августин (St. Augustin, Fla. County) во Флориде (источник — A. and T. Condon. Legal Lunacy. — Putnam, N.Y. 1992)):"Buttocks: The area to the rear of the human body (sometimes referred to as the gluteus maximus) which lies between two imaginary lines running parallel to the ground when a person is standing, the first or top of such line being one- half inch below the top of the vertical cleavage of the nates (i.e., the prominance formed by the muscles running from the back of the hip to the back of the leg) and the second or bottom line being one-half inch above the lowest point of the curvature of the fleshy protuberance (sometimes referred to as the gluteal fold), and between two imaginary lines, one on each side of the body (the `outside lines'), which outside lines are perpendicular to the ground and to the horizontal lines described above and which perpendicular outside lines pass through the outermost point(s) at which each nate meets the outer side of the leg...." Не напоминает некоторые справочники?В принципе, лексикон офисного сленга делится на две группы - buzzwords (клише) и слова, проходящие по ведомству PC (political correctness). Последние используют, чтобы застраховаться от судебных исков за воображаемые обиды на расовой, религиозной, половой, возрастной и какой угодно другой (лишь бы юрист пробивной попался) основе. В качестве незаменимого пособия рекомендуем (лучше в оригинале!) книги Скотта Адамса (Scott Adams) про Дилберта. Он, например, детально поясняет, почему надо говорить resources (ресурсы), когда вы ведете речь о болванах (dolts), составляющих ваш коллектив (team members). Или с какой целью произносится associate (партнер), когда вы имеете в виду неумеху (pud) и неудачника (loser), с которым приходится работать. Очень циничный автор, но его серии карикатур многие обитатели cubicles (офисных кабинок) держат у себя на стенах. Это - мелкая фронда, безопасная, так как ни один начальник не признает, что это именно его Адамс изобразил.Картинок из Адамса мы без его разрешения приводить не будем, но пример настенного офисного юмора дадим (см. рис. (Итак, американцы шутят. Думаете, это что? Поздравление с днем рождения от товарищей по работе. Типичный поздравительный плакат из тех, что вывешиваются в офисе. Шутить со смертью — старая европейская традиция, отсюда и колядки, и Хэллоуин)).Buzzwords не сложны, вот несколько типичных, которые вы легко переведете сами (так лучше запомнится!). Собрание обязано иметь mission или purpose. Руководство должно обеспечивать leadership и motivation. Служащим следует быть proactive. Везде надо искать synergy. Естественная речь и мотивировки выглядят unprofessional. Цель работника - career advancement. В коллективе требуется исполнять роль team player и стремиться вырасти до team leader. Teamwork - непременное требование к служащим. Business as usual - почему-то всегда плохо, даже если этот бизнес приносит хороший и постоянный доход. Никогда не позволяйте, чтобы на людях вырвалось простецкое duh! Если вы не понимаете, почему diversity - это всегда сама по себе ценность, вас надо послать на diversity sensitivity training. На работе вы осуществляете total quality management и reengineering, проявляя self-motivation. Вы регулярно составляете status reports. То, о чем вы, как и все, мечтаете - job security (но в природе этого не существует).Еще несколько полезных ходовых офисных слов переведем:family = team (семья = команда - так называют родной коллектив); stakeholders (акционеры); stewardship (обслуживание, в каком-то смысле даже служение); leverage (рычаг, средство для достижения цели); solutions (решения: "we sell solutions" означает примерно - мы продаем не сосискоделательную машину, а комплексное решение всех ваших сосисочных проблем); revisit (пересмотреть), 24/7 (круглосуточно, без остановки); benchmark (лучший образец в данной области; benchmarking - сравнение с этим образцом); result-driven (ориентированный на результат); empower (передать полномочия), mindset (отношение); ballpark (ориентировочный: ballpark figure - примерная цифра).В мире мудрых мыслей (Скотта Адамса):Уолли: Stupidity is like nuclear power; it can be used for good or evil. (Глупость - как ядерная энергия, ее можно употребить и в добро, и во зло.)Дилберт: And you don't want to get any on you. (И вам совсем не надо, чтобы ее на вас испытывали.)А вот примеры клишированных мотивационных фраз и лозунгов, заимствованных нами из реальной жизни (слышали их неоднократно). При этих звуках у нормального американского служащего сама собой немедленно складывается фига в кармане (это мы на русский с их языка жестов переводим, на самом деле американцы складывают "middle finger").• Work smarter, not harder (так они говорят, когда предлагается объем работы, который не то что за 8, а и за 10 часов не сделать).• It's a new paradigm (американские менеджеры любят слово "парадигма" особой любовью - они его новым смыслом наполнили, лучше всего определяемым словом bullshit).• It's an opportunity, not a problem (ну, уволили тебя - значит, открываются горизонты новой карьеры, например, в Макдоналдсе).• You're a valued member of the team! (Ну, да...).• Nobody can do the things you can do! (Кто же, если не ты...).• You are helping make the world a better place! (Поэтому торг о зарплате здесь неуместен).• We are in a competitive business. (Так что затяните пояса и не нойте).• We make a difference! (Страшно распространенное выражение. Почему-то всегда подразумевается, что все изменения к лучшему. Нас всегда подмывает при виде этой фразы подрисовать физиономию аятоллы Хомейни).Усвоив и осмыслив приведенные выше выражения, вы сможете легко составлять собственные девизы. Вот, для примера, наш лозунг для американского офиса: Our mission is unprofessional proactive synergy! (В переводе на неофисный русский: "Сговоримся и подсидим коллегу!")Коротенький комментарий, связанный с переменами, синергизмом и названиями компаний.В мире мудрых мыслей (Скотта Адамса):Когда компании сливаются, они всегда заявляют о гигантском синергизме (leveraging synergy), причем взаимоусиление достигается всегда одним путем - массовыми увольнениями. Вот примеры возможных слияний, с соответствующим синергическим изменением профиля и названий:◦ Coca-Cola (напитки) + Head (спортивные товары) = Coke Head.◦ Bayer (аспирин) + AST (компьютеры) = Bayer AST.◦ Hertz (прокат машин) + A.B.Dick (оборудование офисов) = Hertz Dick.Переведите сами, используя наш словарь, какой смысл, на слух, имеют "синергические" названия.Шутка, но так и на практике бывает. Вот в Сиэтле давным-давно слились газеты "Seattle Post" и "Seattle Intelligencer". И знаете, как сейчас называется их главная городская газета? "Seattle Post-Inteligencer", что звучит как "Сиэтл после разума", выживший из ума, значит. Но настолько примелькалось, что не замечается.Еще несколько примеров штампованных офисных фраз. Больше половины - из свежей коллекции Кена Патрика (Ken Patrick). Он назвал это "Biz-Speak 101", то есть начальный курс деловой речи. Эти выражения сейчас в ходу ВСЕ. Не будем навязывать своих циничных комментариев. Да, bullshit. Нужно просто выучить и пользоваться.• World class (мирового уровня).• Think outside the box; Push the envelope (призыв к оригинальному мышлению).• Hands-on (непосредственно вовлеченный в дело).• Paradigm shift (смена критериев, приоритетов).• State of the art (современного уровня).• Real world solution (реальное решение).• Win-win situation (все в выигрыше).• (The ball is) In your court (ваша очередь).• Going forward (в будущем).• Strategic alliance (стратегический союз - например, меча и орала - тьфу, сорвалась рука, обещали же не острить).• Bricks and mortar (производящие, промышленные компании - в отличие от интернетных, которые после массового краха прозвали internet bubbles - интернетные пузыри).• Value-added (добавочная ценность продукта).• Step up to the plate (начать работать над чем-то).• Run up to the pole (попробовать).• Get to the bottom line (деньги, стоимость чего-то).• Stop the bleeding (сокращать расходы).• On the bubble (что-то нехорошее происходит, например, с компанией, "жареным запахло").• Best and brightest (лучшие служащие).• Exceeding customer expectation (больше, чем ждет потребитель).• On the same page (все друг друга понимают).• Strategic fit (важное дополнение).• Core competencies (основная область деятельности компании).• Best practice (соответствует лучшим стандартам).• Out of the loop (не в курсе).• Fast track (скоростное продвижение).• Knowledge base (базирующийся на современной технологии).• In the end of the day (в конце концов).• Touch base (обсудить).• Client focused (ориентированный на потребителя).• Game plan (стратегия).А теперь - самостоятельные упражнения.1. Переведите на нормальный язык: "Going forward, let's think outside the box and run it up the pole".2. Определите, к какому из вышеприведенных выражений подходит используемый тем же К. Патриком термин brownnosers (последнее слово есть в нашем словаре).Официальный сленг и административные клише хорошо освоены сметливыми проходимцами, которые, естественно, стараются, чтобы их пирамиды выглядели так же солидно, как пирамида Хеопса. Сколько приходит по почте мусора (junk mail), похожего на вид на официальные документы! Дело дошло до того, что Почтовое ведомство США (U.S.Postal Service) издало специальную памятку со списком слов-приманок (buzz phrases), характерных для жуликов, заманивающих свои жертвы (suckers) через газетные объявления и по почте.• Anybody can do it (это может каждый).• Quick and easy (быстро и легко).• Big, fast profits (большая, быстрая прибыль).• No experience needed (опыта не требуется).• Work in the comfort of your home (работа с комфортом у себя дома).• Work in your spare time (работа в свободное время).• No risk (никакого риска).• Fill a great demand (соответствует большому спросу).• Nothing illegal (ничего противозаконного).• Secret plan for success (секретный план успеха).• Tested in Europe (испытано в Европе).• Developed after years of secret research (создано в результате многолетних секретных исследований).• Proven to provide immediate positive results (проверенный способ получения немедленного положительного результата).Теперь вы официально предупреждены: если видите подобную фразу - весьма вероятно, что вас хотят надуть. Отечественные "бизнесмены" все это перенимают в последние годы очень быстро, и со многими обсуждаемыми терминами наш читатель наверняка уже встречался.Реальный пример американского почтового жульничества представлен на рис. ("Витамин О", отсутствующий в природе (но не все покупатели об этом знают)). Рекламируемый "Витамин О" (проверьте - такого нет ни в одном медицинском справочнике) - всего-навсего разбавленная перекись водорода (по $25 за маленькую бутылочку!).PC-терминология связана с борьбой политических лоббистов, и приоритеты там часто меняются. В принципе, стандартного английского, в плане чисто языковом, чтобы никого не обидеть вам хватит. Думается, сейчас русскому читателю уже не требуется объяснять, что надо говорить African-American и Chairperson. В этом плане вам всегда сделают скидку как приезжему. Вас ведь тоже будут бояться обидеть. Проблема скорее может быть в другом - в характерном для жителей России восприятии действительности, в системе ценностей, которая в цивилизованной части англоязычного мира несколько иная. То, что у нас нормально и даже смешно, там зачастую оскорбление. И наоборот (см. рис. (Итак, американцы шутят. Думаете, это что? Поздравление с днем рождения от товарищей по работе. Типичный поздравительный плакат из тех, что вывешиваются в офисе. Шутить со смертью — старая европейская традиция, отсюда и колядки, и Хэллоуин)). Но это не тема для книги про язык. Обещаем - мы еще напишем другую, под названием "Политическая проституция. Учебное пособие с упражнениями". А пока дадим лишь несколько примеров распространенных PC-выражений. Многие из них сейчас и на русском очень узнаваемы (прямое, неполиткорректное значение дано в скобках).• Pregnancy termination - прерывание беременности (аборт).• Non-discriminating sexual orientation - недифференцированной сексуальной ориентации (бисексуал).• Affirmative action - позитивные защитные действия (расовые квоты).• Native American - урожденный американец (индеец).• Conscientious objector - возражающий против призыва по соображениям совести (дезертир).• Pro-choice - за выбор (сторонник абортов).• Pro-life - за жизнь (противник абортов).• African-American - афро-американец (негр). От места рождения не зависит. Например, среди наших хороших знакомых есть афро-американцы - уроженцы Теннеси, Тринидада и Голландии, а вот уроженец Уганды, коричневый беженец времен Иди Амина, в эту категорию не попадет.• Caucasian - представитель европейской расы (белый). Да, в Америке и мы с вами называемся кавказцами и рассматриваемся как потомки рабовладельцев, в качестве которых всем должны. Насчет нашего происхождения из крепостных крестьян там не знают, а объясняешь - не верят.• Non-traditional partners (sexual orientation) - нетрадиционные партнерство, сексуальная ориентация (геи и лесбиянки).• Secular humanist - нерелигиозный гуманист (атеист).• Family Planning Center - центр планирования семьи (абортарий).• Political Action Committee - комитет политического содействия (группа лоббистов).• Challenged - имеющий проблемы (инвалид). Относится к любому физическому отклонению: mentally challenged - придурки, vertically challenged - коротышки ит.п.• Minorities - меньшинства (не белые). От фактической численности не зависит: 38 миллионов латиносов в Америке тоже minorities.• Afrocentrist - афроцентрист (черный расист).• Dead white men - мертвые белые мужчины (белые расисты/сексисты - классики). Подразумевается, что, скажем, Шекспир сознательно принижал женщин - в лице Дездемоны и негров - в лице Отелло.• Animal rights movement - движение за права животных (нео-луддиты - экстремисты, пытающиеся остановить развитие биотехнологии и медицинских исследований. Это они под покровом ночи лабораторных крыс освобождают).• Multi-culturalism - мультикультурализм (идея, что культуры всех народов абсолютно равны и должны быть представлены в учебных программах в равной пропорции, скажем, столько же французской, сколько монгольской).• Sexism - сексизм (половая дискриминация). В этом нехорошем деле замешаны все мужчины, проявляющие любым образом отношение к женщине как женщине. Да и все женщины, относящиеся к мужчинам иначе, чем к своим подружкам, - тоже сексистки.• Ageism - агеизм (дискриминация по возрасту). Сюда относят любые замечания насчет старших.• Eurocentrism - евроцентризм. Предпочтение европейской цивилизации (культуры, демократии, ит.д.). Воспринимается как тяжелая болезнь.• Lookism - любые суждения о внешнем виде человека (обругать - дискриминация, похвалить - сексизм). До нас термин "смотризм" пока не дошел.• Senior Citizens - старшие граждане (старичье, пенсионеры).• Compassionate Conservatives - мягкосердечные консерваторы (реакционеры). Просто PR-специалисты для старых злобных реакционеров новую упаковку изготовили.РС - предмет постоянных насмешек американских сатириков, да и не сатириков тоже. И впрямь, богатейшее ведь поле. Довольно распространенная шутка - переписывать классические истории и песенки в политически корректном и актуальном духе. Приведем типичный образец - он простой, переведите сами как упражнение. Справа - оригинал, всем с детства известный стишок из классического собрания "Матушки Гусыни". Подчеркнуты слова, которые стоит запомнить.(таблица №1)Еще образчик американского самоприкола по поводу PC мы нашли на сувенирных магнитиках. Вы уже знаете про связь мата и юмора, так вот, там дан "перевод" фраз с сугубо официального языка на совершенно матерный. На кухонный холодильник такое повесить можно - но не в офис. Вот несколько примеров (на русский переводим не дословно, это вы сами легко сделаете, используя наш словарь, а подходяще по экспрессии и колориту).(таблица №2)В заключение - несколько слов о специфическом партийном языке. У маргинальных политических групп он весьма оригинален. В поддержку русских коммунистов-интернационалистов (и для развлечения остальных читателей) приведем здесь подлинные левые американские мысли. Даем без комментариев и перевода цитату из "Словаря Анархиста" - брошюрки без выходных данных, подобранной нами в одном из троцкистских центров Канады. (Внимание! Опечаток тут нет, так писать у них принято, с ККК внутри и сша строчными буквами.)"Black": a political designation to refer not only to Afro-Amerikkkans, but, to people of color who are engaged in revolutionary struggle in the u.s. and all over the world. It should not be taken to mean the domination of Afro-Amerikkkans or the exclusion of other people of color from black revolutionary organizations.Black Collaborator: those few blacks brought into the capitalist system at all levels, including such high levels as black capitalist, project directors, administrators, etc., who have enough of a stake in the operation of the system to cooperate in pacification programs against their black brothers and sisters. The "House Niggers".Black Panther Party: an above ground community based armed self-defense organization whose job it was to defend the community by force of arms in "legal" posture and mode, unlike the clandestine Black Liberation Army. The Black Panther Party also served the community through community based survival programs such as free breakfast for children, free health care, liberation schools for political education, etc.Black Revolutionary Power: the taking of state power by black amerikkkans (Afro-Amerikkkans) in order to revolutionize the entire country on the basis of their enriched concept of man/woman.Bourgeoisie: the rich and the super rich. The ruling elite who own and manage the means of production, ex: Rockefeller, Mellon, Dupont, etc. They are the real rulers in a capitalist society who dictate and has everyone else eitherworking for them to maintain status-quo, or those who may slave for them in order to survive."Мы дали здесь лишь краткое представление об офисном сленге и терминологии администраторов, юристов, мошенников и политиков (как вам компания?). Хотите стать Большим администратором (юристом ит.д.) - изучайте это дело подробнее.American slang. English-Russian dictionary > Глава 4. Клич охотника в бумажных джунглях
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1. nразговор, беседа; pl переговорыmore peace talks are going to take place / getting underway / lie ahead — переговоры о мирном урегулировании будут продолжены
to be more flexible in the talks — проявлять бо́льшую гибкость на переговорах
to begin (the) talks — начинать / открывать переговоры
to bring a country into the talks between smb — вовлекать / подключать какую-л. страну к переговорам между кем-л.
to come to the talks empty-handed — приходить на переговоры с пустыми руками ( без новых предложений)
to complete / to conclude talks — завершать переговоры
to damage the talks — вредить / мешать / препятствовать переговорам, подрывать переговоры
to demand a prompt resumption of peace talks — требовать скорейшего возобновления переговоров о мире
to derail / to disrupt the talks — срывать переговоры
to dominate the two days of talks — быть главным вопросом на переговорах, которые продлятся два дня
to extend talks amid reports of smth — продлевать переговоры, в то время как поступают сообщения о чем-л.
to hamper the talks — вредить / мешать / препятствовать переговорам, подрывать переговоры
to have / to hold further / more talks with smb — проводить дальнейшие переговоры / продолжать переговоры с кем-л.
to hold talks at the request of smb — проводить переговоры по чьей-л. просьбе
to hold talks in an exceptionally warm atmosphere — вести переговоры в исключительно теплой атмосфере
to iron out difficulties in the talks — устранять трудности, возникшие в ходе переговоров
to maintain one's talks for 10 days — продолжать переговоры еще 10 дней
to make good / substantial progress at / in the talks — добиваться значительного / существенного успеха на переговорах
to make smb more flexible in the talks — заставлять кого-л. занять более гибкую позицию на переговорах
to obstruct the talks — вредить / мешать / препятствовать переговорам, подрывать переговоры
to offer unconditional talks to smb — предлагать кому-л. провести переговоры, не сопровождаемые никакими условиями
to open (the) talks — начинать / открывать переговоры
to push forward the talks — активизировать переговоры; давать толчок переговорам
to put the proposals to arms reduction talks — ставить предложения на рассмотрение участников переговоров о сокращении вооружений
to re-launch / to reopen talks — возобновлять переговоры
to restart / to resume talks — возобновлять переговоры
to resume talks after a lapse of 18 months — возобновлять переговоры после полуторагодового перерыва
to schedule talks — намечать / планировать переговоры
to start (the) talks — начинать / открывать переговоры
to steer a diplomatic course in one's talks — проводить дипломатическую линию на переговорах
to stymie the talks — вредить / мешать / препятствовать переговорам, подрывать переговоры
to torpedo the talks — вредить / мешать / препятствовать переговорам, подрывать переговоры
- accession talksto walk out of / to withdraw from talks — уходить с переговоров, отказываться от продолжения переговоров
- after a full day of talks
- ambassadorial talks
- ambassadorial-level talks
- another round of talks gets under way today
- arduous talks
- arms control talks
- arms talks
- backstage talks
- barren talks
- beneficial talks
- bilateral talks
- bittersweet talk
- border talks
- breakdown in talks
- breakdown of talks - businesslike talks
- by means of talks
- by talks
- call for fresh talks
- carefully prepared talks
- cease-fire talks
- CFE talks
- coalition talks
- collapsed talks
- completion of talks
- conduct of talks
- confidential talks
- confrontational talks
- constructive talks
- conventional arms control talks
- conventional forces in Europe talks
- conventional stability talks
- conventional talks
- conventional-force talk
- cordial talks
- crux of the talks
- current round of talks
- deadlocked talks
- delay in the talks
- detailed talks
- direct talks
- disarmament talks
- discreet talks
- disruption of talks
- divisive talks
- early talks
- election talk
- emergency talks
- equal talks
- Europe-wide talks
- exhaustive talks
- exploratory talks
- extensive talks
- face-to-face talks
- failure at the talks
- failure of the talks
- familiarization talks
- farewell talks
- final round of talks
- follow -up talks
- follow-on talks
- force-reduction talks
- formal talks
- forthcoming talks
- four-way talks
- frank talks
- fresh round of talks
- fresh talks
- friendly atmosphere in the talks
- friendly talks
- frosty talks
- fruitful talks
- fruitless talks
- full talks
- full-scale talks
- further talks
- get-to-know-you talks
- good-faith talks
- hard-going talks
- highest-level talks
- high-level talks
- in a follow-up to one's talks
- in the course of talks
- in the last round of the talks
- in the latest round of the talks
- in the talks
- inconclusive talks
- indirect talks
- industrial promotion talks
- informal talks
- intensive talks
- intercommunal talks
- interesting talks
- interparty talks
- last-ditch talks
- last-minute talks
- lengthy talks
- low-level talks
- make-or-break talks
- man-to-man talks
- marathon talks
- MBFR talks
- meaningful talks
- mediator in the talks
- membership talks
- ministerial talks
- more talks
- multilateral talks
- Mutual and Balanced Force Reduction talks
- news lockout during the talks
- no further talks are scheduled
- non-stop talks
- normalization talks
- nuclear and space arms talks
- observer at the talks
- offer of talks
- on-and-off talks
- Open Skies Talk
- open talks
- outcome of the talks
- pace of the talks
- participant in the talks
- parties at the talks
- pay talks
- peace talks
- pep talk
- political talks
- positive talks
- preliminary talks
- preparatory talks
- present at the talks are...
- pre-summit talks
- pre-talks
- prime-ministerial talks
- private talks
- productive talks
- profound talks
- programmatic talk
- proposed talks
- proximity talks
- rapid progress in talks
- rapprochement talks
- realistic talks
- renewal of talks
- resumed talks
- resumption of talks
- reunification talks - sales talks
- SALT
- scheduled talks
- secret talks
- security talks
- sensible talks
- separate talks
- serious talks
- session of the talks
- setback in the talks
- sincere talks
- stage-by-stage talks
- stormy talks
- Strategic Arms Limitation Talks
- Strategic Arms Reduction Talks
- substantial talks
- substantive talks
- successful progress of the talks
- summit talks
- talk was conducted in an atmosphere
- talk was held in an atmosphere
- talk will be dominated by the row which...
- talks about talk
- talks are alarmingly behind schedule
- talks are at a standstill
- talks are critical
- talks are deadlocked
- talks are due to resume
- talks are getting nowhere
- talks are going ahead
- talks are going well
- talks are heading for deadlock
- talks are in doubt
- talks are in high gear
- talks are in jeopardy
- talks are into their final day
- talks are not going fast enough
- talks are only a start
- talks are progressing at a snail's pace
- talks are progressing smoothly
- talks are progressing well
- talks are set to fail
- talks are stalemated
- talks are still on track
- talks are taking place in a constructive atmosphere
- talks are underway
- talks at a ministerial level
- talks at the highest level
- talks at the level of deputy foreign ministers
- talks between smb have run into last-minute difficulties
- talks between the two sides
- talks bogged down on smth
- talks broke down
- talks came to a standstill
- talks center on smth
- talks collapsed
- talks come at a time when...
- talks concentrate on
- talks dragged on for years
- talks ended in agreement
- talks ended in failure
- talks ended inconclusively
- talks ended without agreement
- talks failed to make any progress
- talks faltered on smth
- talks foundered on smth
- talks get underway
- talks go into a second day
- talks go on
- talks had a successful start
- talks had been momentous
- talks hang by a thread
- talks hang in the balance
- talks have been constructive and businesslike
- talks have broken up in failure
- talks have ended on an optimistic note
- talks have ended with little sign of agreement
- talks have ended with little sign of program
- talks have fallen through
- talks have got off to a friendly start
- talks have got off to a successful start
- talks have made little progress towards peace
- talks have never been closer to an agreement
- talks have reached deadlock
- talks have reopened
- talks have run into difficulties
- talks have run into trouble
- talks inch forward
- talks is burgeoning again about...
- talks made progress
- talks may continue into tomorrow
- talks may not get off the ground
- talks now under way
- talks of peace
- talks of procedural nature
- talks on a range of issues
- talks on conventional stability
- talks open
- talks overran by half an hour
- talks overshadowed by smth
- talks produced no results
- talks reconvene
- talks remain deadlocked
- talks restart
- talks resume
- talks stalled over the issue
- talks under the auspices of smb
- talks went into the small hours of the morning
- talks went late into the night
- talks went on late into the night
- talks went smoothly
- talks were due to start a month ago
- talks were not conclusive
- talks were suspended
- talks were warm, friendly and cordial
- talks will cover smth
- talks will focus on smth
- talks will go ahead
- talks will take place at the undersecretaries of foreign affairs level
- talks will yield an agreement
- talks with smb are not acceptable
- talks with the mediation of smb
- talks without preconditions
- talks would make little headway
- the agreement was signed at the end of 5 days of talks
- the area affected in the talks
- the outcome of the talks is not easy to predict
- the pace of the talks is slow
- the progress of the talks
- there was a sense of achievement at the end of the talks
- this problem will be at the heart of the talks
- those in the talks
- three days of talks have failed to make any tangible progress
- three-sided talks
- three-way talks
- too much talks and not enough action
- top-level talks
- touchstone of progress in the talks
- trade talks
- trilateral talks
- tripartite talks
- two-way talks
- umbrella peace talks
- unconditional talks
- United Nations-mediated talks
- United Nations-sponsored talks
- unity talks
- unofficial talk
- unproductive talks
- unscheduled talks
- useful talks
- walkout from the talks
- weighty talks
- wide range of talks
- wide-ranging talks
- workmanlike talks 2. vвести беседу, разговариватьto talk about smth — вести переговоры о чем-л.
to talk to smb direct — вести с кем-л. прямые переговоры
to talk to smb through a third party — вести переговоры с кем-л. через посредника
to talk tough — вести беседу / говорить резко
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12 about
❢ About is used after certain nouns, adjectives and verbs in English ( information about, a book about, curious about, worry about etc). For translations, consult the appropriate entries (information, book, curious, worry etc). about often appears in British English as the second element of certain verb structures ( move about, rummage about, lie about etc). For translations, consult the relevant verb entries (move, rummage, lie etc).A adj1 ( expressing future intention) to be about to do être sur le point de faire ;2 ( rejecting course of action) I'm not about to do je ne suis pas près de faire ;3 ( awake) debout ; you were (up and) about early this morning tu étais debout tôt ce matin.B adv1 ( approximately) environ, à peu près ; it's about the same as yesterday c'est à peu près pareil qu'hier ; at about 6 pm à environ 18 h ; it's about as useful as an umbrella in a hurricane iron c'est aussi utile qu'un parapluie dans un ouragan ; ⇒ round ;2 ( almost) presque ; to be (just) about ready être presque prêt ; that seems about right ça a l'air d'aller, ça devrait aller ; I've had just about enough of her! j'en ai plus qu'assez d'elle! ; I've had about as much as I can take! j'en ai plus qu'assez! ; ⇒ just ;3 ( in circulation) there was no-one about il n'y avait personne ; there are few people about il y a peu de gens dans les parages ; there is a lot of food poisoning about il y a beaucoup d'intoxications alimentaires en ce moment, les intoxications alimentaires ne manquent pas en ce moment ; there's a lot of it about ça ne manque pas ;4 ( in the vicinity) to be somewhere about être dans les parages ; she must be somewhere about elle doit être dans les parages, elle doit être quelque part par là ;5 ( indicating reverse position) the other way about l'inverse, le contraire ; ⇒ put about (put), turn about (turn).C prep1 (concerning, regarding) a book/film about sb/sth un livre/film sur qn/qch ; to talk about parler de [problem, subject] ; what's it about? (of book, film etc) ça parle de quoi? ; it's about… il s'agit de… ; may I ask what it's about? pourriez-vous me dire de quoi il s'agit? ; I'm ringing about my results j'appelle pour mes résultats ; it's about my son's report c'est au sujet du bulletin scolaire de mon fils ; about your overdraft… pour ce qui est de votre découvert… ;2 ( in the nature of) there's something weird/sad about him il a quelque chose de bizarre/triste ; there's something about the place that intrigues me l'endroit a quelque chose qui me fascine ; what I like about her is ce que j'aime chez elle c'est ;3 ( bound up with) business is about profit ce qui compte dans les affaires, ce sont les bénéfices ; teaching is all about communication enseigner, c'est communiquer ; that's what life is all about c'est la vie ;4 ( occupied with) to know what one is about savoir ce qu'on fait ; mind what you're about! GB fais attention or fais gaffe ○ à ce que tu fais! ; while you're about it… tant que tu y es…, par la même occasion… ; and be quick about it! et fais vite! ;5 ( around) to wander/run about the streets errer/courir dans les rues ; strewn about the floor éparpillés sur le sol ;6 (in invitations, suggestions) how ou what about some tea? et si on prenait un thé? ; how about going into town? et si on allait en ville? ; how about it?, how about you? ça te or vous dit? ;7 ( when soliciting opinions) what about the transport GB ou transportation US costs? et les frais de transport? ; what about us? et nous alors? ; ‘what about the dinner?’-‘what about it?’ ‘et le repas alors?’-‘quoi, le repas?’ ; what about you? et toi? ; what about Natasha? et Natasha? ; how about it? qu'est-ce que tu en penses? ;9 GB ( surrounding) autour de ; there were trees about the house il y avait des arbres autour de la maison.it's about time (that) il serait temps que (+ subj) ; about time too! il était temps!, ce n'est pas trop tôt ○ ! ; that's about it ( that's all) c'est tout ; ( that's the situation) en gros, oui, c'est à peu près ça.
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