political+prestige

1) (increase) aumento m. (in di)

2) (profit) guadagno m., profitto m.

3) (advantage) vantaggio m.; (in status, knowledge) acquisizione f.

nome plurale gains comm. econ. guadagni m., profitti m.

1) (acquire) acquisire [ experience]; ottenere [ information]; ottenere, guadagnare [respect, support, time]; conquistare [ freedom]

2) (increase)

3) (win)

4) (reach) raggiungere [ place]

1) (improve)

2) (profit)

•

- gain on

* * *

1) (to obtain: He quickly gained experience.) acquistare, conseguire

2) ((often with by or from) to get (something good) by doing something: What have I to gain by staying here?) guadagnare

3) (to have an increase in (something): He gained strength after his illness.) ottenere

4) ((of a clock or watch) to go too fast: This clock gains (four minutes a day).) andare avanti

1) (an increase (in weight etc): a gain of one kilo.) aumento

2) (profits, advantage, wealth etc: His loss was my gain; He'd do anything for gain.) guadagno, profitto

•

- gain ground

* * *

1 [cu] guadagno; lucro; profitto; vantaggio; vincita: ill-gotten gains, guadagni illeciti

2 aggiunta; aumento; miglioramento: a gain in weight, un aumento di peso; (fin., rag.) a three per cent gain over last year sales, un aumento del tre per cento rispetto alle vendite dello scorso anno; a gain in health, un miglioramento della salute

3 [u] (elettr., elettron.) guadagno

4 ( sport) avanzata: a 15-yard gain, un'avanzata di 15 iarde

● (rag.) gain contingency, guadagno imprevisto; plusvalenza; sopravvenienza attiva.

(tecn.) incassatura; mortasa.

A v. t.

1 guadagnare; acquistare; conseguire; ottenere; raggiungere; riportare; vincere: to gain experience, acquistare esperienza; to gain an advantage, conseguire un vantaggio; to gain the top of a mountain, guadagnare la cima d'un monte; to gain time, guadagnar tempo; to gain ground, guadagnar terreno; (fig.) fare progressi; to gain a victory, ottenere (o riportare) una vittoria; to gain a battle, vincere una battaglia; to gain one's end, raggiungere il proprio scopo

2 mettere su ( peso corporeo); crescere di: I've gained weight [two kilos] this year, quest'anno ho preso peso [ho messo su due chili]

3 ( d'orologio) andare avanti di: My watch gains five minutes a day, il mio orologio va avanti di cinque minuti al giorno

4 ( baseball) guadagnare: to gain a base, guadagnare una base NOTA D'USO: - to earn o to gain?-

B v. i.

1 guadagnarci; profittare: You have nothing to gain by it, non hai niente da guadagnarci

2 progredire; aumentare; crescere: I am gaining in weight, sto crescendo di peso; sto ingrassando

● to gain admittance to, ottenere l'accesso a; essere ammesso a □ to gain by an experience, fare tesoro di un'esperienza □ to gain sb. 's ear, guadagnarsi la benevola attenzione di q.; trovare ascolto presso q. □ to gain entry through a window, riuscire a entrare da una finestra □ (aeron.) to gain height, prendere quota □ to gain in popularity, acquistare popolarità □ ( Borsa) to gain a listing, essere ammesso alle quotazioni □ to gain on (o upon), guadagnar terreno su; distanziare ( un inseguitore, ecc.) □ to gain sb. over, guadagnarsi q.; trarre q. al proprio partito (o dalla propria parte) □ (naut.) to gain port, guadagnare il porto □ to gain a prize, prendere un premio □ to gain strength, acquistare forza; rafforzarsi □ to gain the upper hand ( over sb.), avere il sopravvento (su q.) □ The sea is gaining on the land, il mare corrode la costa.

(tecn.) mortasare; fare un incavo in (qc.).

* * *

1) (increase) aumento m. (in di)

2) (profit) guadagno m., profitto m.

3) (advantage) vantaggio m.; (in status, knowledge) acquisizione f.

nome plurale gains comm. econ. guadagni m., profitti m.

1) (acquire) acquisire [ experience]; ottenere [ information]; ottenere, guadagnare [respect, support, time]; conquistare [ freedom]

2) (increase)

3) (win)

4) (reach) raggiungere [ place]

1) (improve)

2) (profit)

•

- gain on

(1863-1929)

   Marshal of the Portuguese Army, commander of Portugal's forces in Flanders in World War I, and leader of the military coup that overthrew the First Republic in May 1926. Trained at the Military College, Gomes da Costa rose from the rank of private to general during the period 1883-1917. His career began with important colonial service in Portuguese India and Mozambique in suppressing insurgencies in the 1890s. He served with Mousinho de Albuquerque in the Gaza campaigns (1896-97), in Mozambique, and later in Angola and São Tomé. His most notable service was in Portugal's intervention in World War I as he helped organize the first brigade and commanded the first division of Portugal's Expeditionary Corps (CEP), which entered combat on the western front in May 1917. For his role in the battle of Lys, in April 1918, when German forces badly mauled the Portuguese sector, Gomes da Costa was decorated by Portugal with the Tower and Sword medal. During the latter part of the First Republic, he was dispatched to the colonies on missions to divert him from domestic politics, since he had joined the Reformist Party (PR).

   As the most senior and best-known career army officer, Gomes da Costa was invited by former CEP comrades to join in military conspiracies to overthrow the democrat-dominated First Republic. On 28 May 1926, in Braga, he launched the military coup with the pronouncement "To Arms, Portugal!" The general's famous name and forceful personality gave the military movement the necessary prestige and won public opinion's confidence for the political moment. Gomes da Costa, however, was not suited for political maneuvering and administrative efficiency and, on 9 July 1926, he was dismissed as minister of war by other generals, including future president Óscar Carmona, and then exiled to the Azores. For political effect and as a consolation prize to the leader whose individual daring had helped create the abertura (opening) that allowed the coup to succeed, the military dictatorship honored Gomes da Costa, even in exile, with promotion to marshal of the army. In ill health on his return from the isolated Azores in late 1927, he died less than two years later in Lisbon. There is a statue of Gomes da Costa in a square in Braga, designed by Barata Feyo, which honors the general of the Twenty- eighth of May coup d'etat.

[geɪn] n

1) ( increase) Anstieg m kein pl; in speed Erhöhung f kein pl, Zunahme f kein pl;

weight \gain Gewichtszunahme f;

a \gain in numbers ein zahlenmäßiger Zuwachs;

a \gain in height eine Zunahme an Höhe;

a \gain in profits/ business/ productivity eine Gewinn-/Geschäfts-/Produktivitätssteigerung

2) econ, fin ( profit) Gewinn m;

net \gain Nettogewinn m, Reingewinn m;

pre-tax \gain Vorsteuergewinn m

3) ( achievement) Gewinn m kein pl, ( advantage) Vorteil m;

personal/political \gain persönlicher/politischer Vorteil;

to do sth for \gain etw zu seinem eigenen Vorteil tun;

( for money) etw für Geld tun vt

1) ( obtain)

to \gain sth etw bekommen [o erlangen];

to \gain access to a person/ building sich dat Zugang zu einer Person/einem Gebäude verschaffen;

to \gain acceptance/ popularity akzeptiert/populär werden;

to \gain confidence [or self-confidence] Selbstvertrauen entwickeln;

to \gain sb's confidence jds Vertrauen erhalten;

to \gain control of sth etw unter seine Kontrolle bekommen;

to \gain entrance/entry [to sth] sich dat den Zutritt [zu etw dat] verschaffen;

to \gain entree into social circles Zutritt zu gesellschaftlichen Kreisen erhalten;

to \gain experience Erfahrungen sammeln;

to \gain freedom/ independence die Freiheit/Unabhängigkeit erlangen;

to \gain ground ( progress) work [an] Boden gewinnen; disease um sich akk greifen; rumours sich akk verbreiten;

to \gain ground [on sb] ( catch up) [im Vergleich zu jdm] aufholen;

to \gain an impression einen Eindruck bekommen;

to \gain insight [into sth] einen Einblick [in etw akk] bekommen, [etw] verstehen;

to \gain knowledge sein Wissen erweitern, Wissen sammeln;

to \gain prestige an Prestige gewinnen;

to \gain recognition [or respectability] Anerkennung finden, anerkannt werden;

to \gain a reputation for being sth sich dat einen Namen als etw machen;

to \gain success Erfolg haben;

to \gain time Zeit gewinnen;

to \gain a victory einen Sieg erringen;

you've got nothing to lose and everything to \gain du hast nichts zu verlieren, aber alles zu gewinnen;

what do you hope to \gain from the course? was versprechen Sie sich von diesem Kurs?;

her performance \gained her international fame durch ihre Leistung erlangte sie internationalen Ruhm;

the party have \gained a lot of support die Partei ist in der Sympathie der Wähler stark gestiegen

2) ( increase)

to \gain altitude [an] Höhe gewinnen;

to \gain confidence/ experience/ competence an Sicherheit/Erfahrung/Kompetenz zunehmen;

to \gain impetus [or momentum] an Schwung [o Kraft] gewinnen;

to \gain strength kräftiger werden, an Kraft zunehmen;

to \gain velocity [or speed] schneller werden;

to \gain weight zunehmen;

my watch has \gained about ten minutes over the last twenty-four hours meine Uhr geht jetzt innerhalb der letzten 24 Stunden 10 Minuten vor;

the share index \gained ten points der Aktienindex stieg um 10 Punkte an

3) ( reach) erreichen;

to \gain one's destination sein Ziel erreichen

to \gain a foothold Fuß fassen;

to \gain the upper hand die Oberhand gewinnen;

nothing ventured, nothing \gained (ventured, nothing \gained) wer wagt, gewinnt vi

1) ( increase) zunehmen; prices, numbers [an]steigen; clock, watch vorgehen;

once she went off the diet she started \gaining again sobald sie mit der Diät aufhörte, nahm sie gleich wieder zu;

the share index \gained by ten points der Aktienindex stieg um 10 Punkte an;

to \gain in numbers zahlenmäßig ansteigen;

to \gain in height an Höhe gewinnen;

to \gain in weight zunehmen;

to \gain in profits/ business/ productivity Gewinn/Geschäft/Produktivität steigern

2) ( profit) profitieren;

to \gain from sth von etw dat profitieren;

to \gain by doing sth durch etw akk profitieren

3) ( catch up)

to \gain on sb jdn mehr und mehr einholen;

they're \gaining on us sie kommen immer näher ( fam)

gain

A n

1 ( increase) augmentation f ; gain in weight/value augmentation de poids/de valeur ; gain in time gain m de temps ; gains in productivity gains mpl de productivité ;

2 ( profit) profit m, gain m ; material/financial gain gain m matériel/financier ; to do sth for material gain faire qch pour l'argent ;

3 (advantage, improvement) gen gain m ; (in status, knowledge) acquis m ; electoral/diplomatic gains gains électoraux/diplomatiques ; the gains of women's liberation les acquis de la libération féminine ; to make gains [political party] se renforcer ; it's her loss but our gain elle y perd mais nous y gagnons.

B gains npl Comm, Fin ( profits) gains mpl, profits mpl ; ( winnings) gains mpl ; ( on stock market) gains mpl, hausses fpl ; losses and gains pertes fpl et profits ; to make gains [currency, shares] être en hausse.

C vtr

1 ( acquire) acquérir [experience] (from de) ; obtenir [information] (from grâce à) ; gagner [respect, support, approval] ; conquérir [freedom] ; to gain popularity gagner en popularité ; to gain time gagner du temps ; to gain sth by doing gagner qch en faisant ; to gain credibility by doing gagner en crédibilité en faisant ; the advantages to be gained from adopting this strategy les avantages qu'on peut obtenir en adoptant cette stratégie ; we have nothing to gain from this investment nous n'avons rien à gagner dans cet investissement ; to gain the impression that avoir l'impression que ; to gain control of sth prendre le contrôle de qch ; to gain possession of sth s'assurer la possession de qch ; to gain ground gagner du terrain (on sur) ;

2 ( increase) (in speed, height, etc) to gain speed/momentum [driver, vehicle, plane] prendre de la vitesse/de l'élan ; to gain weight prendre du poids ; to gain 4 kilos prendre 4 kilos ; to gain 3 minutes (watch, clock, competitor) prendre 3 minutes d'avance ; my watch has started to gain time ma montre s'est mise à avancer ;

3 ( win) to gain points gagner des points ; the Republicans gained four seats les Républicains ont gagné quatre sièges ; they gained four seats from the Democrats ils ont pris quatre sièges aux Démocrates ; to gain a comfortable victory remporter une victoire confortable ; to gain the upper hand prendre le dessus ; we have everything to gain and nothing to lose nous avons tout à gagner et rien à perdre ;

4 ( reach) gagner, atteindre [place].

D vi

1 ( improve) to gain in prestige/popularity gagner en prestige/en popularité ; to gain in confidence prendre de l'assurance ;

2 ( profit) she's not gained by it cela ne lui a rien rapporté ; do you think we'll gain by adopting this strategy? pensez-vous que nous y gagnerons en adoptant cette stratégie?

■ gain on:

▶ gain on [sb/sth] rattraper [person, vehicle] ; the opposition are gaining on the government l'opposition l'emporte sur le gouvernement ; the sea is gaining on the land la mer gagne sur la terre.

- enjoy a degree of independence

рекламирование, реклама;
- * media such as newspapers and television такие средства рекламы, как газеты и телевидение публикация объявлений оплаченное объявление;
рекламный анонс рекламное дело;
- he is in * он работает в рекламном агентстве

advertising оплаченное объявление ~ публикация объявлений ~ публикация рекламных объявлений ~ реклама ~ рекламирование ~ рекламное дело ~ рекламный ~ рекламный анонс

advocacy ~ рекламно-пропагандистская кампания

aggressive ~ активное рекламирование

boards ~ щитовая реклама

business-to-business ~ реклама для предпринимателей

camouflaged ~ скрытая реклама

cinema ~ кинореклама

competitive ~ конкурентоспособная реклама

consumer ~ потребительская реклама

coop ~ совместная реклама производителя и оптового торговца

cooperative ~ совместная реклама производителя и розничного торговца

corporate ~ реклама, создающая имидж компании

corporation ~ реклама корпорации

deceptive ~ мошенническая реклама deceptive ~ реклама недоброкачественных товаров

direct mail ~ прямая почтовая реклама direct mail ~ рассылка рекламы прямой почтой

direct response ~ реклама, предполагающая прямой ответ адресата

dishonest ~ нечестная реклама

false ~ обманная реклама

financial ~ финансовая реклама

illuminated ~ световая реклама

image ~ реклама образца

industrial ~ промышленная реклама

institutional ~ реклама для создания популярности организации

international ~ международная реклама

joint ~ совместная реклама

launch ~ начинать рекламную кампанию

lifestyle ~ реклама образа жизни

mail-order ~ реклама посылочной торговли

misleading ~ обманчивая реклама misleading ~ реклама, вводящая в заблуждение

multimedia ~ реклама с использованием нескольких средств массовой информации

multinational ~ многонациональная реклама

outdoor ~ наружная реклама

persuasive ~ убедительная реклама

political ~ политическая реклама

post-launch ~ реклама после выпуска продукции на рынок

poster ~ реклама с помощью афиш и плакатов

postmark ~ реклама на почтовом штемпеле

prestige ~ реклама для поддержания престижа фирмы

print ~ реклама в печатном издании

public service ~ рекламное объявление в виде обращения к общественности

radio ~ радиореклама

reason-why ~ аргументированная реклама

reminder ~ реклама-напоминание

roof ~ реклама на крышах домов

screen ~ реклама на щитах

subliminal ~ реклама, действующая с помощью подпороговых раздражителей subliminal ~ реклама, действующая на подсознание

testimonial ~ рекомендательная реклама

tie-up ~ широкая реклама товаров

trade ~ рекламное объявление в коммерческом издании

transit ~ реклама на транспорте

word-of-mouth ~ реклама, создаваемая потребителями word-of-mouth ~ устная реклама

1) рекл. реклама (совокупность каких-л. рекламных объявлений; обычно употребляется с указанием места, где размещается данная реклама)

2) рекл. реклама, рекламирование (процесс осуществления рекламы; как правило, употребляется с указанием рекламируемого продукта)

3) рекл. рекламное дело, рекламная деятельность, рекламный бизнес (реклама как вид деятельности безотносительно каких-л. конкретных продуктов; реклама как одна из функций организации)

* * *

* * *

-----

1) (to obtain: He quickly gained experience.) ganar, adquirir, obtener, conseguir

2) ((often with by or from) to get (something good) by doing something: What have I to gain by staying here?) ganar

3) (to have an increase in (something): He gained strength after his illness.) aumentar, conseguir, ganar

4) ((of a clock or watch) to go too fast: This clock gains (four minutes a day).) adelantarse, ir adelantado

1) (an increase (in weight etc): a gain of one kilo.) aumento

2) (profits, advantage, wealth etc: His loss was my gain; He'd do anything for gain.) beneficio, ganancia

•

- gain ground

gain vb adquirir / obtener / conseguir

tr[geɪn]

noun

1 (achievement) logro

2 (profit) ganancia, beneficio

■ the sale of the company brought him considerable gains la venta de la empresa le supuso unas ganancias considerables

3 (increase) aumento

transitive verb

1 (achieve) lograr, conseguir

2 (obtain) ganar

3 (increase) aumentar

4 (clock) adelantar

intransitive verb

1 (clock) adelantar

2 (shares) subir

\

to gain ground ganar terreno

to gain weight aumentar de peso, engordar

to stand to gain tener probabilidad de ganar

capital gain plusvalía

capital gains tax impuesto sobre plusvalías

windfall gain ganancia inesperada

gain ['geɪn] vt

1) acquire, obtain: ganar, obtener, adquirir, conseguir

to gain knowledge: adquirir conocimientos

to gain a victory: obtener una victoria

2) reach: alcanzar, llegar a

3) increase: ganar, aumentar

to gain weight: aumentar de peso

4) : adelantarse, ganar

the watch gains two minutes a day: el reloj se adelanta dos minutos por día

gain vi

1) profit: beneficiarse

2) increase: aumentar

gain n

1) profit: beneficio m, ganancia f, lucro m, provecho m

2) increase: aumento m

• ancheta s.f.

• aumento s.m.

• ganancia (Electrónica) s.f.

• logro s.m.

• provecho s.m.

• ventaja s.f.

• conquistar v.

• conseguir v.

• crecer v.

• ganar v.

• granjear v.

• mejorar v.

1) ( acquire) \<\<control\>\> conseguir*, obtener*; \<\<experience\>\> adquirir*; \<\<recognition\>\> obtener*, ganarse; \<\<qualifications\>\> (BrE) obtener*

2) ( increase) \<\<strength/speed\>\> ganar, cobrar

3) \<\<time\>\> ganar

1)

a) ( improve)

b) ( benefit) beneficiarse, sacar* provecho

2)

a) ( go fast) \<\<clock/watch\>\> adelantar(se)

b) ( move nearer)

1) u c ( profit) ( Busn) ganancia f, beneficio m

2) c u ( increase) aumento m

3) c ( Pol) triunfo m, victoria f

1. VT

1) (=obtain, win) [+ respect] ganarse; [+ approval, support, supporters] conseguir; [+ experience] adquirir, obtener; [+ freedom] obtener, conseguir; [+ popularity, time] ganar; [+ friends] hacerse; [+ qualification] obtener

2) (=increase)

3) (=arrive at) llegar a

2. VI

1) (=profit)

2) (=advance) [watch] adelantarse; [runner] ganar terreno

3) (=increase, improve) [shares] aumentar de valor, subir

3. N

1) (=increase) aumento m

2) (=benefit, advantage) beneficio m

- their loss is our gain

3) (Econ) (=profit) ganancia f, beneficio m

- gain on

* * *

1) ( acquire) \<\<control\>\> conseguir*, obtener*; \<\<experience\>\> adquirir*; \<\<recognition\>\> obtener*, ganarse; \<\<qualifications\>\> (BrE) obtener*

2) ( increase) \<\<strength/speed\>\> ganar, cobrar

3) \<\<time\>\> ganar

1)

a) ( improve)

b) ( benefit) beneficiarse, sacar* provecho

2)

a) ( go fast) \<\<clock/watch\>\> adelantar(se)

b) ( move nearer)

1) u c ( profit) ( Busn) ganancia f, beneficio m

2) c u ( increase) aumento m

3) c ( Pol) triunfo m, victoria f

- consolidation of actions

- international act

1. n рек., марк. рекламування; реклама; 2. рекламна діяльність; 3. рекламне оголошення; a рекламний

1. оплачене ідентифікованим спонсором поширення через ЗМІ інформації про товари, продукцію (product), послуги (service¹), ідеї, марки (brand), яка спрямована на цільову аудиторію (target audience) і покликана стимулювати попит на ці товари, послуги тощо; ♦ рекламування як один із компонентів маркетингу (marketing communication) поділяють на два основні види: рекламування для створення популярності організації (institutional advertising) і рекламування продукції (product advertising); 2. комерційна діяльність зі створення, розповсюдження та продажу реклами (advertisement); 3. рекламне оголошення (advertisement)

═════════■═════════

above-the-line advertising реклама з агентською знижкою; accessory advertising допоміжна реклама; advance advertising попередня реклама; adversary advertising реклама, що протидіє; advocacy advertising рекламно-пропагандистська кампанія; airline advertising реклама авіакомпанії; aisle advertising реклама у проході між полицями в крамниці; annoying advertising подразлива реклама; audiovisual advertising аудіовізуальна реклама; auditory advertising акустична реклама • звукова реклама; auxiliary advertising допоміжна реклама; bait advertising спокуслива реклама; bait and switch advertising реклама із мерехтливою принадою; bank advertising банківська реклама; bargain-basement advertising реклама, яка пропонує товар за низькими цінами; below-the-line advertising рекламні замовлення, які не дають агентської знижки; beverage advertising реклама напоїв; billboard advertising щитова реклама; block advertising блокова реклама; borax advertising настирлива реклама; brand advertising рекламування марки • рекламування торговельної марки; brand image advertising реклама товарної марки; brand name advertising реклама торгової назви фірмової марки; broadcast advertising рекламування засобами радіо; burst advertising короткострокове раптове рекламування; business-to-business (B-B) advertising реклама для підприємств; cable advertising реклама на кабельному телебаченні; cause-and-issue advertising проблемна реклама • реклама, яка спрямована на суспільні проблеми; cinema advertising кінореклама; classified advertising реклама, згрупована у рубрики; commercial advertising торговельна реклама • комерційна реклама; commodity advertising рекламування товару; comparative advertising реклама, розрахована на дискредитацію товару конкурента; comparison advertising порівняльне рекламування; competitive advertising конкурентне рекламування; concept advertising реклама задуму • реклама ідеї; consumer advertising рекламування споживчих товарів • споживча реклама; contemporary advertising сучасна реклама; controversial advertising суперечлива реклама • дискусійна реклама; cooperative advertising спільне рекламування; corporate advertising рекламування організації • рекламування для створення популярності організації; corrective advertising реклама, яка виправляє помилкову інформацію або помилкове враження; coupon advertising купонна реклама; creative advertising творча реклама; crossruff advertising колективна реклама; current advertising поточне рекламування; deceptive advertising облудна реклама • реклама неякісних товарів • неправдива реклама; demonstration advertising наочна реклама • переконлива реклама; denigratory advertising ганебна реклама конкурентів • ганебна реклама; direct advertising пряме рекламування; direct-mail advertising пряма поштова реклама; directory advertising рекламні оголошення в довідниках; direct response advertising пряма поштова реклама; display advertising вітринно-виставкове рекламування; domestic advertising рекламування місцевих товарів; effective advertising ефективна реклама; endorsement advertising рекламування з підтримкою; entertaining advertising розважальна реклама; ethical advertising етичне рекламування; existing advertising поточна реклама; expensive advertising дорога реклама; eye-catching advertising яскрава реклама; factual advertising реклама, яка обґрунтована фактами; false advertising облудна реклама • неправдива реклама; fashion advertising реклама моди; film advertising кінореклама • реклама з допомогою кінофільмів; financial advertising фінансове рекламування; flexform advertising реклама довільної форми; follow-up advertising повторна реклама; food advertising реклама харчових продуктів; foreign advertising закордонна реклама; fraudulent advertising шахрайська реклама; free advertising безплатна реклама; front-page advertising реклама на титульній сторонці; general advertising реклама на широку публіку; generic advertising рекламування групи товарів; global advertising всесвітня реклама; government advertising реклама від імені урядових органів • урядова реклама; grocery advertising реклама бакалійно-гастрономічних товарів; graphic advertising графічне рекламування; group advertising групова реклама; hard-sell advertising наполегливе рекламування • агресивне рекламування; heavy advertising інтенсивна реклама; high-pressure advertising настійне рекламування • агресивне рекламування; house advertising власне рекламування фірми • внутрішньофірмове рекламування; hype-type advertising гучне рекламування; image advertising рекламування образу • рекламування іміджу; impact advertising спонукальна реклама; indirect advertising непряме рекламування; indirect-action advertising реклама непрямого впливу; industrial advertising промислове рекламування; inferior advertising неякісне рекламування; information advertising реклама, насичена інформацією • інформаційна реклама; in-house advertising власне рекламування фірми • внутрішньофірмове рекламування; initial advertising початкова реклама; innovative advertising новаторське рекламування; institutional advertising рекламування організації • рекламування для популяризації організації; international advertising міжнародне рекламування; interstate advertising рекламування для міжштатного розповсюдження; introductory advertising вступна реклама; investor-solicitation advertising рекламування для зацікавлення вкладників; issue advertising реклама, яка висвітлює суспільні проблеми; journal advertising рекламування в спеціалізованих виданнях • рекламування в журналах; keyed advertising шифроване рекламне оголошення; large-scale advertising великомасштабне рекламування; launch advertising упроваджувальна реклама • реклама впровадження товару • реклама, що оголошує про випуск нового товару; legal advertising правове рекламування; litter-bin advertising рекламування на сміттєвих урнах; local advertising місцеве рекламування; long-term advertising довгострокове рекламування; low-pressure advertising ненав'язливе рекламування; mail-order advertising рекламування торгівлі «товари поштою» • реклама, передана поштою; magazine advertising журнальне рекламування • рекламування в журналах; mail advertising рекламування поштою • реклама, передана поштою; mass advertising масове рекламування • реклама масового охоплення; mass media advertising рекламування в засобах масової інформації; misleading advertising оманливе рекламування • неправдиве рекламування; mobile advertising реклама на транспортних засобах; multimedia advertising рекламування, що користується кількома засобами масової інформації; multinational advertising багатонаціональна реклама; name advertising реклама назви • реклама-назва; national advertising національне рекламування; natural break advertising рекламування в перервах між програмами; newspaper advertising газетна реклама; novelty advertising рекламування новинок; objective advertising об'єктивне рекламування; offbeat advertising нешаблонне рекламування • оригінальне рекламування; off-season advertising рекламування в міжсезонні • позасезонне рекламування; on-target advertising цілеспрямоване рекламування; opinion advertising експертна реклама; oral advertising усне рекламування; outdoor advertising вулична реклама; out-of-home advertising надвірне рекламування; package advertising реклама на упаковці; packaged-goods advertising рекламування фасованих товарів; persuasive advertising переконливе рекламування; point-of-purchase advertising рекламування на місці продажу-купівлі; point-of-sale advertising рекламування на місці продажу-купівлі; political advertising політична реклама; position media advertising вуличне рекламування; postal advertising поштове рекламування; postcard advertising реклама на поштових картках; poster advertising плакатне рекламування • реклама за допомогою плакатів; postmark advertising реклама на поштовому штампі; premium advertising високоякісна реклама; prestige advertising престижне рекламування; price advertising реклама цін; primary advertising основне рекламування; print advertising друковане рекламування; private sector advertising рекламування приватного сектору; problem-solution advertising рекламування щодо розв'язання проблем; producer advertising реклама від імені виробників; product advertising рекламування продуктів; product-centred advertising реклама, яка робить наголос на товарі; product-comparison advertising реклама на основі порівняння товарів; professional advertising професійне рекламування; promotional advertising заохочувальне рекламування • реклама, що заохочує попит; radio advertising радіорекламування; recruitment advertising реклама вакансій; regional advertising районне рекламування • регіональне рекламування; regular advertising систематичне рекламування; reinforcement advertising підсилювальне рекламування; repeat advertising повторне рекламування; retail advertising рекламування роздрібної торгівлі; sales advertising рекламування для збуту; screen advertising екранне рекламування; seasonal advertising сезонне рекламування; selective advertising добірна реклама; semi-display advertising тематичне вітринно-виставкове рекламування; short-term advertising короткострокове рекламування; show-window advertising вітринне рекламування; sky advertising повітряне рекламування; soft-sell advertising ненастійне рекламування; space advertising ілюстративно-зображальне рекламування • зображальне рекламування; split-run advertising рекламування з розбиттям тиражу; spot advertising рекламування у вставці; still-life advertising натюрмортне рекламування; store advertising реклама крамниці; strategic advertising стратегічне рекламування; subliminal advertising рекламування, спрямоване на підсвідомість; successful advertising успішне рекламування; superior advertising реклама вищої якості; tactical advertising тактичне рекламування; target advertising цілеспрямоване рекламування; teaser advertising подразливе рекламування; tie-in advertising супровідна реклама; tombstone advertising коротке рекламне оголошення інформаційного характеру; trade advertising торгова реклама • рекламне оголошення в торговельному виданні; trademark advertising реклама торговельного знака; traditional advertising традиційне рекламування; transit advertising реклама на транспорті; truthful advertising правдива реклама; unacceptable advertising неприпустима реклама; unfair advertising несумлінне рекламування; untruthful advertising неправдива реклама; vertical cooperative advertising вертикальна спільна реклама; viewpoint advertising рекламування точки зору; visual advertising зорова реклама; vocational advertising реклама, розрахована на професіоналів; word-of-mouth advertising реклама, яка твориться споживачами • реклама з уст в уста; written advertising письмове рекламування; year-round advertising цілорічне рекламування; yellow-pages advertising; zero-based advertising реклама з нуля

═════════□═════════

advertising account рахунок за рекламу; advertising activities рекламна діяльність; advertising agency рекламне агентство; advertising agency network мережа рекламних агентств; advertising agent рекламний агент; advertising aids рекламні матеріали; advertising allowance знижка для компенсації витрат на рекламування; advertising and publicity реклама і пропаганда • реклама і популяризація; advertising appeal привабливість реклами • рекламна концепція; advertising budget кошторис на рекламування; advertising campaign рекламна кампанія; advertising consultant порадник з рекламування • консультант з рекламування; advertising contract рекламний контракт; advertising copy рекламний текст; advertising costs витрати на рекламу; advertising department рекламний відділ; advertising director директор рекламного підприємства; advertising effect вплив реклами; advertising effectiveness ефективність реклами; advertising effort рекламна діяльність; advertising expenses витрати на рекламу; advertising expert спеціаліст з реклами; advertising exposure рекламний контакт; advertising film рекламний фільм; advertising industry рекламна галузь; advertising literature рекламне видання • рекламні проспекти; advertising malpractice зловживання в галузі реклами; advertising manager керівник рекламного агентства; advertising material рекламний матеріал; advertising media засоби рекламування; advertising medium засіб рекламування; advertising price рекламна ціна; advertising profit прибуток з рекламування; advertising rate рекламна ставка; advertising registers рекламні довідники; advertising research дослідження у галузі рекламування; advertising revenue дохід з рекламування; advertising slogan рекламний слоган; advertising space місце на рекламу; advertising spot рекламна вставка на телебаченні або радіомовленні; advertising standards норми рекламування • стандарти рекламування; advertising standards authority орган стандартизації в галузі реклами; advertising value вартість реклами; advertising weight ефект реклами; to arrange advertising організувати рекламу; to do the advertising виготовляти/виготовити рекламу; to finance advertising фінансувати рекламу

advertising¹ ‡ A. four principles of marketing (386)

пр. publicity

▹▹ advertisement

▹▹ promotion¹

* * *

face [feɪs]

━━━━━━━━━━━━━━━━━

1. noun

2. transitive verb

3. intransitive verb

4. compounds

5. Phrasal Verbs

━━━━━━━━━━━━━━━━━

1. noun

   a. [of person] visage m

• his face is familiar son visage me dit quelque chose

• injuries to the face blessures fpl au visage

• he won't show his face here again il ne remettra plus les pieds ici

• to go red in the face rougir

• I could never look him in the face again je ne pourrais plus jamais le regarder en face

• you're lying, it's written all over your face! (inf) tu mens, ça se lit sur ton visage !

• in the face of this threat face à cette menace

• it blew up in my face ça m'a explosé à la figure

• he told him so to his face il le lui a dit en face

• to come face to face with [+ person] se trouver nez à nez avec

• get out of my face! (inf!) fous-moi la paix ! (inf !)

   b. ( = front) he was lying face down il était à plat ventre

• he was lying face up il était allongé sur le dos

   c. ( = expression) mine f

• to make faces faire des grimaces

• to put a brave face on things faire bonne contenance

   d. ( = appearance) visage m

• the changing face of Malaysian politics le visage changeant de la politique malaise

• the unacceptable face of capitalism la face inacceptable du capitalisme

► on the face of it à première vue

   e. ( = person) (inf) a familiar face un visage familier

• we need some new faces on the team notre équipe a besoin de sang neuf

   f. [of mountain] face f

   g. ( = surface) [of playing card] face f ; [of clock] cadran m

• it fell face up/down [playing card, photo] elle est tombée face en dessus/en dessous

• to turn sth face up retourner qch

• he vanished off the face of the earth il a complètement disparu

   h. ( = prestige) to lose face (inf) perdre la face

2. transitive verb

   a. ( = look towards) faire face à

• he was facing me il me faisait face

• facing one another l'un en face de l'autre

• he was facing the wall il était face au mur

   b. ( = look out onto) [building] donner sur

   c. ( = confront) two problems faced them ils se trouvaient devant deux problèmes

• the economic difficulties facing the country les difficultés économiques que rencontre le pays

► faced with

• the government, faced with renewed wage demands... le gouvernement, confronté à de nouvelles revendications salariales...

• he was faced with a bill for £100 il se voyait obligé de payer une note de 100 livres

• he was faced with the prospect of doing it himself il risquait d'avoir à le faire lui-même

   d. ( = face up to) [+ problem] affronter ; [+ truth] regarder en face

• she faced the problem at last elle a enfin affronté le problème

• to face the music affronter la tempête

• to face facts se rendre à l'évidence

• she won't face the fact that he's not going to come back elle ne veut pas se rendre à l'évidence et admettre qu'il ne reviendra pas

• let's face it regardons les choses en face

► can't face

• I can't face doing it je n'ai pas le courage de le faire

• I can't face breakfast this morning je ne peux rien avaler ce matin

• I can't face the washing up je n'ai pas le courage de faire la vaisselle

   e. ( = risk incurring) risquer

• many people were facing redundancy beaucoup de gens risquaient d'être licenciés

   f. ( = appear before) affronter

• he seemed quite calm as he faced the press il semblait calme au moment d'affronter la presse

• he was summoned to face the judge il a été convoqué devant le juge

3. intransitive verb

   a. [person] faire face ( towards à)

   b. [house] être orienté

• a window facing south une fenêtre orientée au sud

• a room facing towards the sea une chambre donnant sur la mer

4. compounds

► face card noun (US) figure f

► face cloth noun ≈ gant m de toilette

► face cream noun crème f pour le visage

► face flannel noun (British) ≈ gant m de toilette

► face-lift noun lifting m

• to have a face-lift se faire faire un lifting

• to give a face-lift to [+ house] (exterior) ravaler la façade de ; (interior) retaper ; [+ political party, company] rajeunir l'image de

• the town has been given a face-lift la ville a fait peau neuve ► face mask noun masque m ; (Cosmetics) masque m (de beauté)

► face-off noun (Hockey) remise f en jeu ; (figurative) confrontation f

► face pack noun masque m (de beauté)

► face powder noun poudre f

► face-saving adjective

• it was a face-saving exercise on their part ils l'ont fait pour sauver la face ► face-to-face adjective face à face

► face value noun

• to take a statement at face value prendre une déclaration au pied de la lettre

• to take sb at face value juger qn sur les apparences

5. Phrasal Verbs

► face up to inseparable transitive verb faire face à

• to face up to the fact that... admettre que...

* * *

1) ( of person) visage m, figure f; ( of animal) face f

2) ( expression) air m

3) fig ( outward appearance)

4) ( dignity)

5) ( surface) (of clock, watch) cadran m; (of gem, dice) face f; ( of coin) côté m; ( of planet) surface f; (of cliff, mountain) face f; ( of rock) paroi f; ( of playing card) face f; ( of document) recto m

transitive verb

1) ( look towards) [person] faire face à; [building, room] donner sur

2) ( confront) se trouver face à [challenge, crisis]; se voir contraint de payer [fine]; se trouver menacé de [defeat, redundancy]; être contraint de faire [choice]; affronter [attacker, rival, team]

3) ( acknowledge)

4) ( tolerate prospect)

5) ( run the risk of) risquer [fine, suspension]

6) Construction revêtir [façade, wall] ( with de)

7) ( in printing) [photo etc] être face à [page]

1)

2) Military

in the face of prepositional phrase

1) ( despite) en dépit de [difficulties]

2) ( in confrontation with) face à, devant [opposition, enemy, danger]

•

- face up to

••

•• * Это выражение вошло в активный словарь политологов после статьи гарвардского профессора Дж. Ная (Joseph Nye). Удачное и сжатое определение я нашел у обозревателя International Herald Tribune У. Пфаффа (William Pfaff):

   An anthropological and sociol ogical theory or complex of ideas allegedly showing a process of civilization relating to the significance of Portuguese activity in the tropics of Africa, Asia, and the Americas since 1415. As a theory and method of social science analysis, Luso-Tropicalism is a 20th-century phenomenon that has both academic and political (foreign and colonial policy) relevance. While the theory was based in part on French concepts of the "science of tropicology" in anthropology, it was Gilberto Freyre, an eminent Brazilian sociologist-anthropologist, who developed Luso-Tropicalism as an academic theory of the unique qualities of the Portuguese style of imperial activity in the tropics. In lectures, articles, and books during the period 1930-60, Freyre coined the term Luso-Tropicalism to describe Portuguese civilization in the tropics and to claim that the Portuguese, more than any other European colonizing people, successfully adapted their civilization to the tropics.

   From 1960 on, the academic theory was co-opted to lend credence to Portugal's colonial policy and determination to continue colonial rule in her large, remaining African empire. Freyre's Luso-Tropicalism theme was featured in the elaborate Fifth Centenary of the Death of Prince Henry the Navigator celebrations held in Lisbon in 1960 and in a massive series of publications produced in the 1960s to defend Portugal's policies in its empire, the first to be established and the last to decolonize in the Third World. Freyre's academic theory and his international prestige as a scholar who had put the sociology of Brazil on the world map were eagerly adopted and adapted by the Estado Novo. A major thesis of this interesting but somewhat disorganized mass of material was that the Portuguese were less racist and prejudiced toward the tropical peoples they encountered than were other Europeans.

   As African wars of insurgency began in Portugal's empire during 1961-64, and as the United Nations put pressures on Portugal, Luso-Tropicalism was tested and contested not only in academia and the press, but in international politics and diplomacy. Following the decolonization of Portugal's empire during 1974 and 1975 (although Macau remained the last colony to the late 1990s), debate over the notion of Luso-Tropicalism died down. With the onset of the 500-year anniversary celebrations of the Portuguese Age of Discoveries and Exploration, beginning in 1988, however, a whiff of the essence of Luso- Tropicalism reappeared in selected aspects of the commemorative literature.

    See also Commemorations, Portuguese historic.

(1889-1970)

   The Coimbra University professor of finance and economics and one of the founders of the Estado Novo, who came to dominate Western Europe's longest surviving authoritarian system. Salazar was born on 28 April 1889, in Vimieiro, Beira Alta province, the son of a peasant estate manager and a shopkeeper. Most of his first 39 years were spent as a student, and later as a teacher in a secondary school and a professor at Coimbra University's law school. Nine formative years were spent at Viseu's Catholic Seminary (1900-09), preparing for the Catholic priesthood, but the serious, studious Salazar decided to enter Coimbra University instead in 1910, the year the Braganza monarchy was overthrown and replaced by the First Republic. Salazar received some of the highest marks of his generation of students and, in 1918, was awarded a doctoral degree in finance and economics. Pleading inexperience, Salazar rejected an invitation in August 1918 to become finance minister in the "New Republic" government of President Sidónio Pais.

   As a celebrated academic who was deeply involved in Coimbra University politics, publishing works on the troubled finances of the besieged First Republic, and a leader of Catholic organizations, Sala-zar was not as modest, reclusive, or unknown as later official propaganda led the public to believe. In 1921, as a Catholic deputy, he briefly served in the First Republic's turbulent congress (parliament) but resigned shortly after witnessing but one stormy session. Salazar taught at Coimbra University as of 1916, and continued teaching until April 1928. When the military overthrew the First Republic in May 1926, Salazar was offered the Ministry of Finance and held office for several days. The ascetic academic, however, resigned his post when he discovered the degree of disorder in Lisbon's government and when his demands for budget authority were rejected.

   As the military dictatorship failed to reform finances in the following years, Salazar was reinvited to become minister of finances in April 1928. Since his conditions for acceptance—authority over all budget expenditures, among other powers—were accepted, Salazar entered the government. Using the Ministry of Finance as a power base, following several years of successful financial reforms, Salazar was named interim minister of colonies (1930) and soon garnered sufficient prestige and authority to become head of the entire government. In July 1932, Salazar was named prime minister, the first civilian to hold that post since the 1926 military coup.

   Salazar gathered around him a team of largely academic experts in the cabinet during the period 1930-33. His government featured several key policies: Portuguese nationalism, colonialism (rebuilding an empire in shambles), Catholicism, and conservative fiscal management. Salazar's government came to be called the Estado Novo. It went through three basic phases during Salazar's long tenure in office, and Salazar's role underwent changes as well. In the early years (1928-44), Salazar and the Estado Novo enjoyed greater vigor and popularity than later. During the middle years (1944—58), the regime's popularity waned, methods of repression increased and hardened, and Salazar grew more dogmatic in his policies and ways. During the late years (1958-68), the regime experienced its most serious colonial problems, ruling circles—including Salazar—aged and increasingly failed, and opposition burgeoned and grew bolder.

   Salazar's plans for stabilizing the economy and strengthening social and financial programs were shaken with the impact of the civil war (1936-39) in neighboring Spain. Salazar strongly supported General Francisco Franco's Nationalist rebels, the eventual victors in the war. But, as the civil war ended and World War II began in September 1939, Salazar's domestic plans had to be adjusted. As Salazar came to monopolize Lisbon's power and authority—indeed to embody the Estado Novo itself—during crises that threatened the future of the regime, he assumed ever more key cabinet posts. At various times between 1936 and 1944, he took over the Ministries of Foreign Affairs and of War (Defense), until the crises passed. At the end of the exhausting period of World War II, there were rumors that the former professor would resign from government and return to Coimbra University, but Salazar continued as the increasingly isolated, dominating "recluse of São Bento," that part of the parliament's buildings housing the prime minister's offices and residence.

   Salazar dominated the Estado Novo's government in several ways: in day-to-day governance, although this diminished as he delegated wider powers to others after 1944, and in long-range policy decisions, as well as in the spirit and image of the system. He also launched and dominated the single party, the União Nacional. A lifelong bachelor who had once stated that he could not leave for Lisbon because he had to care for his aged mother, Salazar never married, but lived with a beloved housekeeper from his Coimbra years and two adopted daughters. During his 36-year tenure as prime minister, Salazar engineered the important cabinet reshuffles that reflect the history of the Estado Novo and of Portugal.

   A number of times, in connection with significant events, Salazar decided on important cabinet officer changes: 11 April 1933 (the adoption of the Estado Novo's new 1933 Constitution); 18 January 1936 (the approach of civil war in Spain and the growing threat of international intervention in Iberian affairs during the unstable Second Spanish Republic of 1931-36); 4 September 1944 (the Allied invasion of Europe at Normandy and the increasing likelihood of a defeat of the Fascists by the Allies, which included the Soviet Union); 14 August 1958 (increased domestic dissent and opposition following the May-June 1958 presidential elections in which oppositionist and former regime stalwart-loyalist General Humberto Delgado garnered at least 25 percent of the national vote, but lost to regime candidate, Admiral Américo Tomás); 13 April 1961 (following the shock of anticolonial African insurgency in Portugal's colony of Angola in January-February 1961, the oppositionist hijacking of a Portuguese ocean liner off South America by Henrique Galvão, and an abortive military coup that failed to oust Salazar from office); and 19 August 1968 (the aging of key leaders in the government, including the now gravely ill Salazar, and the defection of key younger followers).

   In response to the 1961 crisis in Africa and to threats to Portuguese India from the Indian government, Salazar assumed the post of minister of defense (April 1961-December 1962). The failing leader, whose true state of health was kept from the public for as long as possible, appointed a group of younger cabinet officers in the 1960s, but no likely successors were groomed to take his place. Two of the older generation, Teotónio Pereira, who was in bad health, and Marcello Caetano, who preferred to remain at the University of Lisbon or in private law practice, remained in the political wilderness.

   As the colonial wars in three African territories grew more costly, Salazar became more isolated from reality. On 3 August 1968, while resting at his summer residence, the Fortress of São João do Estoril outside Lisbon, a deck chair collapsed beneath Salazar and his head struck the hard floor. Some weeks later, as a result, Salazar was incapacitated by a stroke and cerebral hemorrhage, was hospitalized, and became an invalid. While hesitating to fill the power vacuum that had unexpectedly appeared, President Tomás finally replaced Salazar as prime minister on 27 September 1968, with his former protégé and colleague, Marcello Caetano. Salazar was not informed that he no longer headed the government, but he never recovered his health. On 27 July 1970, Salazar died in Lisbon and was buried at Santa Comba Dão, Vimieiro, his village and place of birth.

    See also Corporativism; Integralism; Salazarism.

(1790-1876)

   Born João Carlos de Saldanha Oliveira Daun, and later called duke, marshal, count, and marquis of Saldanha, he pursued a military career and personified military intervention in 19th-century politics. Saldanha fought against the French in the Peninsular War, as well as in conflicts in Uruguay and Brazil, and he backed the constitutional monarchist cause of King Pedro IV. Perhaps the most famous of career officers during the century, in his younger years he was often in exile. Critics quipped that his true name was "Dom João VII" for his imperious manner. As minister and prime minister in various liberal governments after 1851, his name later became used as a generic term for an impetuously planned military coup, a "Saldanhada," meaning a military golpe almost whimsical in spirit, carried out by a wild, headstrong general.

   A soldier from the tender age of 14, Saldanha was a much-discussed figure during various generations of soldiers and politicians. The writer Oliveira Martins later described the man as "a liberal and Portuguese Cid," after El Cid, the Castilian crusading warrior who fought Muslims in medieval Spain. For the constitutional liberal cause of Regent Dom Pedro, Saldanha's personal valor and military prowess were essential in the civil wars, and his prestige in the military was important in the era of the Regeneration of 1851-70; however, this officer lacked political ideas and was out of his element in governance. Queen Maria II, however, in part owed her throne to the force of this military personality who had become a general at age 27. In later life, Saldanha, loaded with honors and freighted with medals, served as Portugal's ambassador in Paris and London, in which city he died at his last post.

    See also Golpismo.