total health care

attention, pay attention.

1 attention, care, concentration, dedication.

2 fine gesture, attention, courtesy, polite act.

* * *

► nombre femenino

1 (gen) attention

■ le encanta ser el centro de la atención he loves being the centre of attention

■ lo hace sólo para que le prestes atención she's only doing it to get attention

■ es imposible atraer su atención it's impossible to get his attention

2 (detalle) nice thought

■ fue una atención por su parte it was a nice thought, it was very kind of him

► interjección ¡atención!

1 (gen) your attention please!; (cuidado) watch out!, look out!

■ ¡atención a los dedos! mind your fingers!

\

a la atención de alguien (en cartas) for the attention of somebody

colmar muchas atenciones con alguien to smother somebody with attentions, make a fuss of somebody

en atención a bearing in mind, taking into account

en atención a que... in view of the fact that..., given that...

llamar la atención to attract attention

■ procura no llamar la atención try not to attract attention

■ lo que más me llamó la atención fue que no llevara uniforme what I noticed most was that he wasn't wearing a uniform

llamar la atención a alguien to take somebody to task

prestar atención to pay attention (a, to)

tener una atención con alguien to think of somebody

* * *

- llamar la atención

* * *

1) (=interés) attention

2) (=precaución) care

3) (=cortesía)

4) (=asistencia)

5) pl atenciones (=obligaciones) duties, responsibilities

6) [en correspondencia]

* * *

1)

a) ( concentración) attention

b)

c) (en locs)

2)

a) ( servicio)

b) ( cortesía)

a) (Mil) attention!

b) ( para que se atienda)

c) ( para avisar de peligro) look out!, watch out!

* * *

= attention, care, courtesy, focus, diligence, vigilance.

Ex. It's that access dimension of descriptive cataloging that I suggest should get priority attention from all of us.

Ex. Thus care in indexing is essential, and systems should be designed in such a way as to minimise the possibility of error.

Ex. Why dont't they give these people some lessons in common courtesy?.

Ex. Our focus in this text is on the first stage in the following diagram.

Ex. If these guidelines are not adhered to with due care and diligence, financial damage to the library can result = Si no se siguen estas directrices con el debido cuidado y atención, el resultado puede ser que la biblioteca sufra daños económicos.

Ex. Factors that might adversely impact the ethical behaviour of the publishing, vending and librarianship community are examined, and the need for professionalism and vigilance of the community is emphasised.

----

* abrumar con atenciones = kill + Nombre + with kindness, smother + Nombre + with kindness.

* acaparar la atención de Alguien = monopolise + attention.

* acaparar toda la atención = steal + the limelight, steal + the show.

* atención a la infancia = child care [childcare].

* atención al cliente = customer care, customer support.

* atención al estudiante = student services.

* atención al paciente = patient care.

* atención + disminuir = attention + wane.

* atención médica = medical attention.

* atención personal = personal attention.

* atención personal al cliente = personal selling.

* atención prenatal = prenatal care.

* atención primaria = primary care.

* atención primaria de salud = primary health care.

* atención sanitaria = health care [healthcare].

* atención secundaria = secondary care.

* atraer la atención = attract + the eye, catch + Posesivo + attention, grab + Posesivo + attention, catch + Posesivo + eye, capture + the attention, rivet + the attention, draw + attention, catch + Posesivo + fancy, peak + Posesivo + interest, make + a splash.

* atraer la atención de = hold + attention.

* atraer la atención de Alguien = appeal to + Posesivo + imagination, engage + Posesivo + attention.

* a la atención de = c/o (care of).

* capacidad de mantener la atención = attention span.

* captar la atención = hold + attention, catch + Posesivo + eye, rivet + the attention, catch + Posesivo + attention.

* centrar la atención = fix + Posesivo + attention.

* centrar la atención en = train + spotlight on, put + spotlight on, spotlight + fall on, spotlight + focus on.

* centro de atención = centre of attention, limelight, centrepiece [centerpiece, -USA], centre stage, focus of concern, focus of interest, focus of attention, focus.

* centro de atención al ciudadano = advice centre.

* colmar de atenciones = kill + Nombre + with kindness, smother + Nombre + with kindness.

* competir por acaparar la atención de Alguien = compete for + attention.

* con atención = attentively.

* concentrar la atención sobre = keep in + focus.

* conseguir ser el centro de atención = capture + spotlight, grab + the spotlight, grab + the limelight.

* dar una llamada de atención = sound + a wake-up call.

* de atención básica = preattentive.

* de atención primaria = preattentive.

* deber prestar atención = warrant + consideration.

* dedicar atención = devote + attention.

* dedicar atención a = turn + Posesivo + mind to.

* dedicar + Posesivo + atención = turn + Posesivo + attention, turn + Posesivo + thoughts.

* dedicar + Posesivo + atención a un problema = turn + Posesivo + attention to problem.

* departamento de atención al cliente = customer service department.

* despertar la atención = arouse + attention, give + wake-up call.

* desviar + Posesivo + atención = divert + Posesivo + attention.

* dirigir la atención = put + focus.

* dirigir la atención a = turn to, direct + Posesivo + attention to(ward).

* dirigir + Posesivo + atención = turn + Posesivo + attention, turn + Posesivo + thoughts.

* dirigir + Posesivo + atención a un problema = turn + Posesivo + attention to problem.

* disputarse la atención = vie for + attention.

* distraer la atención = distract + attention.

* distraer + Posesivo + atención = divert + Posesivo + attention.

* el centro de atención + ser = all eyes + be + on.

* en el foco de atención = in the spotlight.

* fijar la atención = fix + Posesivo + attention.

* hacer que no se le preste atención a = deflect + attention from.

* horario de atención al público = opening hours, hours of operation, banking hours.

* interrumpir la atención = interrupt + attention.

* lamar la atención = eye + catch.

* leer con atención = peruse.

* llamada de atención = heads up, wake-up call, slap on the wrist.

* llamar la atención = call + attention to, attract + attention, excite + attention, grab + Posesivo + attention, catch + Posesivo + eye, admonish, strike + Posesivo + fancy, capture + the attention, stand out, make + Reflexivo + conspicuous, cut + a dash, seek + attention, make + heads turn, catch + Posesivo + fancy, catch + Posesivo + attention, peak + Posesivo + interest, make + a splash, make + a big noise, hit + home.

* llamar la atención a Alguien = rap + Nombre + knuckles, censure.

* llamar la atención de = draw + the attention of.

* llamar la atención de Alguien = hold + Posesivo + attention.

* llamar la atención sobre = draw + attention to, pull + Nombre + to, bring + Nombre + into the public eye, raise + awareness, enhance + awareness.

* llamarle la atención a Alguien = reprimand, slap + Nombre + down, slap + Nombre + on the wrist.

* mantener la atención de Alguien = hold + Posesivo + attention.

* merecer atención = merit + attention, be worthy of + attention, deserve + attention.

* mostrador de atención al público = service desk, public service desk, service counter.

* mostrador de atención al usuario = service area.

* necesitar atención = beg + attention, warrant + attention.

* nivel de atención = attention span.

* no prestar atención = disregard, overlook, close + the door on, go + unheeded, fly in + the face of.

* no prestar atención al hecho de que = overlook + the fact that.

* no prestar la suficiente atención = give + short shrift.

* para llamar la atención = for effect.

* pasar a ser el centro de atención = take + centre stage.

* pasar a ser el centro de atención = come into + focus.

* poner atención = lend + an ear, listen (to).

* poner el centro de atención = put + focus.

* prestándole especial atención a = with specific reference to.

* prestar atención = follow up, heed, receive + attention, mind, devote + attention, pay + heed, take + notice, give + (some) thought to, follow through, look out for, lend + an ear, prick (up) + Posesivo + ears, Posesivo + antennas + go up.

* prestar atención a = attend to, give + attention to, give + consideration (to), pay + attention to, turn + Posesivo + mind to, train + spotlight on, give + an ear to, listen (to), keep + an eye on, direct + Posesivo + attention to(ward).

* prestar especial atención = pay + particular attention, focus.

* prestarle atención = focus + attention.

* prestar poca atención a = give + little thought to.

* prestar + Posesivo + atención = turn + Posesivo + attention, turn + Posesivo + thoughts.

* prestar + Posesivo + atención a un problema = turn + Posesivo + attention to problem.

* que distrae la atención = distracting.

* que no llama la atención = inconspicuous.

* recibir atención = enjoy + attention, receive + attention, receive + note, command + attention, gain + attention.

* requerir atención = require + consideration, require + attention.

* retener la atención de Alguien = retain + attention.

* ser el centro de atención = steal + the limelight, steal + the show, cut + a dash.

* servicio de atención = advisory service.

* servicio de atención al cliente = customer service, service department.

* servicio de atención al cliente en su propio automóvil = drive-through (drive-thru).

* servicio de atención al cliente por teléfono = call centre.

* servicio de atención de día = day care.

* servicios de atención al estudiante = student services.

* síndrome de déficit de atención = attention deficit.

* síndrome de déficit de atención con hiperactividad = attention deficit hyperactivity disorder.

* sin llamar la atención = inconspicuously.

* sin prestar atención = mindlessly.

* total atención = undivided attention.

* trastorno por déficit de atención con hiperactividad = attention deficit hyperactivity disorder.

* tratar de no llamar la atención = keep + a low profile, lie + low.

* volver a prestar atención = refocus + attention.

* * *

1)

a) ( concentración) attention

b)

c) (en locs)

2)

a) ( servicio)

b) ( cortesía)

a) (Mil) attention!

b) ( para que se atienda)

c) ( para avisar de peligro) look out!, watch out!

* * *

* * *

1 (cuidado, concentración) attention

me gustaría poder dedicarle más atención a esto I'd like to be able to give this more attention, I'd like to be able to devote more attention to this

me escuchó con atención she listened to me attentively o carefully

pon atención en lo que haces concentrate on o pay attention to what you're doing

presta atención a lo que voy a decir pay attention o listen carefully to what I'm going to say

trata de atraer la atención del camarero try and attract o get the waiter's attention

le gusta ser el centro de (la) atención she likes to be the center of attention

esto ha sido todo por hoy, gracias por su atención that's all for today, thank you for watching/listening

llamar la atención: se viste así para llamar la atención he dresses like that to attract attention (to himself)

¿no ves que estás llamando la atención con esos gritos? can't you see that you're attracting attention (to yourself) with your shouting?

llama la atención por su original diseño the originality of its design is striking

es una chica que llama la atención she's a very striking girl

lo dulce no me llama la atención I'm not very fond of o ( BrE) keen on sweet things

nada le llama la atención nothing seems to interest him

me llamó la atención que estuviera sola/no verlo allí I was surprised she was alone/not to see him there

llamarle la atención a algn (reprenderlo) to reprimand sb ( frml), to give sb a talking to

(hacerle notar algo): les llamé la atención sobre el precio I drew their attention to the price

3 ( en locs):

a la atención de ( Corresp) for the attention of

en atención a algo ( frml); in view of sth

en atención a sus circunstancias familiares in view of o bearing in mind her family circumstances

(servicio): no nos podemos quejar de la atención que recibimos en el consulado we can't complain about the way we were treated o the treatment we received in the consulate

[ S ] horario de atención al público (en un banco) hours of business; (en una oficina pública) opening hours

[ S ] departamento de atención al cliente customer service department ( AmE), customer services department ( BrE)

(cortesía): nos colmaron de atenciones durante nuestra visita we were showered with attention o ( BrE) attentions during our visit, they made a real fuss of us during our visit

no es necesario gastar mucho, lo importante es tener una atención con él we don't have to spend much money, the important thing is that he knows we thought of him

no tuvo ninguna atención con nosotros a pesar de nuestra hospitalidad he didn't show the slightest appreciation despite our hospitality

¡cuántas atenciones! estoy abrumado how kind! I'm overwhelmed

1 ( Mil) attention!

¡atención! están dando los resultados listen! they're reading out the results

¡atención, por favor! (your) attention, please!, may I have your attention, please?

2 (para avisar de un peligro) look out!, watch out!

[ S ] ¡atención! danger!, warning!

* * *

a) ( concentración) attention;

◊ pon/presta atención a esto pay attention to this;

◊ llamar la atención: se viste así para llamar la atención he dresses like that to attract attention (to himself);

a) (en hotel, tienda) service;

b) ( cortesía):

◊ nos colmaron de atenciones we were showered with attention o (BrE) attentions;

a) ( para que se atienda) attention;

◊ ¡atención, por favor! (your) attention, please!

b) ( para avisar de peligro) look out!, watch out!

* * *

♦ nf

1. [interés] attention;

tienes que dedicar más atención a tus estudios you've got to put more effort into your studies, you've got to concentrate harder on your studies;

miraremos tu expediente con mucha atención we'll look at your file very carefully;

aguardaban el resultado con atención they were listening attentively for the result;

escucha con atención listen carefully;

a la atención de for the attention of;

llamar la atención [atraer] to attract attention;

lo que más me llamó la atención fue la belleza del paisaje what struck me most was the beauty of the countryside;

su belleza llama la atención her beauty is striking;

al principio no me llamó la atención at first I didn't notice anything unusual;

llamar la atención a alguien [amonestar] to tell sb off;

le llamé la atención sobre el coste del proyecto I drew her attention to the cost of the project;

con sus escándalos, andan llamando la atención todo el tiempo they are always attracting attention to themselves by causing one scandal or another;

le gusta llamar la atención she likes to be noticed;

el desastre electoral fue una llamada o [m5] toque de atención al partido gobernante the disastrous election results were a wake-up call to the governing party;

a los niños pequeños les cuesta mantener la atención small children find it difficult to stop their attention from wandering;

poner o [m5] prestar atención to pay attention;

si no pones o [m5]prestas atención, no te enterarás de lo que hay que hacer if you don't pay attention, you won't know what to do

2. [cortesía] attentiveness;

atenciones attentiveness;

tenía demasiadas atenciones con el jefe she was overly attentive towards the boss;

nos colmaron de atenciones they waited on us hand and foot;

deshacerse en atenciones con to lavish attention on;

en atención a [teniendo en cuenta] out of consideration for;

en atención a sus méritos in honour of her achievements;

organizaron una cena en atención al nuevo embajador they held a dinner in honour of the new ambassador;

le cedió el asiento en atención a su avanzada edad he let her have his seat because of her age

3. [servicio]

horario de atención al público opening hours

atención domiciliaria [de médico] home visits;

para la atención domiciliaria, llamar al… if you wish to call a doctor out, ring this number…;

atención hospitalaria hospital care;

atención primaria [en ambulatorio] primary health care;

atención sanitaria health care

♦ interj

¡atención, van a anunciar el ganador! listen, they're about to announce the winner!;

¡atención! [en letrero] danger!;

¡atención, peligro de incendio! [en letrero] [con materiales inflamables] (warning!) fire hazard;

* * *

1 attention;

¡atención! your attention, please!;

falta de atención lack of attention, inattentiveness;

prestar atención pay attention (a to);

llamar la atención a alguien reñir tell s.o. off; por ser llamativo attract s.o.’s attention;

llamar la atención de alguien sobre algo call s.o.’s attention to sth;

dar un toque de atención a alguien pull s.o. up

2 ( cortesía) courtesy;

atenciones pl attentiveness sg ;

nos han tratato con mil atenciones they were extremely attentive

a la atención de carta for the attention of;

en atención a fml with regard to

* * *

atención nf, pl - ciones

1) : attention

poner atención or

prestar atención : to pay attention

llamar la atención : to attract attention

en atención a : in view of

atención interj

1) : attention!

2) : watch out!

* * *

atención¹ interj your attention, please!

atención² n attention

сокр. acct, a/c

1)

а) банк. счет (денежные средства в кредитно-финансовом учреждении, которые принадлежат какому-л. лицу и с которыми это учреждение обязуется осуществлять какие-л. действия по указаниям этого лица)

б) торг. счет; кредит (по открытому счету) (как правило, открывается продавцом покупателю, который регулярно совершает покупки и периодически их оплачивает; такой счет может сначала кредитоваться покупателем)

в) бирж. = brokerage account

2) учет, торг. счет-фактура (расчетный документ, который составляется продавцом при реализации товаров или услуг и служит основанием для уплаты налогов)

3) учет счет (бухгалтерского учета), учетный регистр, статья бухгалтерской отчетности (обозначение объекта учета материальных или денежных средств хозяйствующего субъекта; используется в осуществлении проводок хозяйственных операций и для обработки бухгалтерской информации)

4)

а) общ. отчет; доклад, сообщение

б) фин., учет финансовый [бухгалтерский\] отчет; мн. финансовая [бухгалтерская\] отчетность; бухгалтерские книги (свод записей хозяйственных операций, затрагивающих активы, пассивы, доходы и расходы, прибыли и убытки)

5) общ. расчет, подсчет

6) мн., соц. мнения* (совокупность характеристик и причин, которые члены группы или социальной общности приписывают своему поведению)

7) марк. заказчик ( любой), покупатель, клиент

8) бирж., брит. *операционный период* (период на Лондонской фондовой бирже, в течение которого сделки с ценными бумагами заключаются без осуществления немедленных денежных расчетов; все расчеты по заключенным сделкам производятся в расчетный день по истечении операционного периода)

1) общ. считать, рассматривать, признавать

2) общ. отчитываться (перед кем-л.), давать отчет (кому-л.)

3) общ. отвечать, нести ответственность

4) стат. составлять (как правило, в процентном отношении)

5) общ. вызывать что-л., приводить к чему-л., служить причиной чего-л.

* * *

* * *

-----

-----

1. счет

-----

1. финансовый счет

2. запись финансовой операции

1 total, complete (total).

2 wholemeal (British), wholewheat (United States)(unrefined) (bread, flour, pasta).

3 integral (constituyente).

ser parte integral de algo (arroz) to be an integral part of something

4 comprehensive, integral, holistic.

5 honest, with principles, principled, complete.

6 whole-grain, wholewheat, whole, wholemeal.

integral (Mat).

integral.

* * *

► adjetivo

1 (intrínseco) integral; (completo) full

2 (pan, pasta) wholemeal; (arroz) brown

► nombre femenino

1 MATEMÁTICAS integral

* * *

1. ADJ

1) (=entero) [cereal] wholegrain; [arroz] brown; [pan, harina] wholemeal

2) (=total) [plan, reforma, servicio] comprehensive, all-round

3) (=integrante) integral, built-in

4) (=redomado) total, complete

5) (Mat) integral

SF (Mat) integral

* * *

a) (completo, total) comprehensive

b) ( incorporado) built-in

femenino (Mat) integral

* * *

a) (completo, total) comprehensive

b) ( incorporado) built-in

femenino (Mat) integral

* * *

integral¹

¹ = integral, all-inclusive, all-embracing, embracing, all-encompassing, encompassing.

integral²

² = wholewheat, wholemeal, wholegrain.

* * *

1 (completo, total) ‹plan› comprehensive, all-embracing; ‹reforma/educación› comprehensive

el aprovechamiento integral de los escasos medios disponibles the maximum use of the limited resources available

el desnudo integral full-frontal nudity

[ S ] belleza integral all-round beauty treatment

arroz, pan, parte² (↑ parte (2))

2 (incorporado) built-in

3 ( Mat) cálculo

integral

* * *

a) (completo, total) comprehensive

b) ( incorporado) built-in

* * *

♦ adj

1. [total] total, complete;

una educación integral an all-round education;

contiene desnudos integrales there are scenes of total nudity;

es un idiota integral he's a total o complete idiot

2. [esencial] integral;

la creación de empleo es parte integral del plan job creation is an integral part of the plan

3. [sin refinar] [pan, harina, pasta] Br wholemeal, US wholewheat;

4. [constituyente] integral;

ser parte integral de algo to be an integral part of sth

5. Mat [cálculo] integral

♦ nf

* * *

I adj

1 complete

2 alimento wholewheat, Br

wholemeal

3 MAT integral;

cálculo integral integral calculus

II f integral

* * *

integral adj

1) : integral, essential

pan integral : whole grain bread

* * *

integral adj

1. (en general) integral

2. (pan, etc) wholemeal

   Before Romans described western Iberia or Hispania as "Lusitania," ancient Iberians inhabited the land. Phoenician and Greek trading settlements grew up in the Tagus estuary area and nearby coasts. Beginning around 202 BCE, Romans invaded what is today southern Portugal. With Rome's defeat of Carthage, Romans proceeded to conquer and rule the western region north of the Tagus, which they named Roman "Lusitania." In the fourth century CE, as Rome's rule weakened, the area experienced yet another invasion—Germanic tribes, principally the Suevi, who eventually were Christianized. During the sixth century CE, the Suevi kingdom was superseded by yet another Germanic tribe—the Christian Visigoths.

   A major turning point in Portugal's history came in 711, as Muslim armies from North Africa, consisting of both Arab and Berber elements, invaded the Iberian Peninsula from across the Straits of Gibraltar. They entered what is now Portugal in 714, and proceeded to conquer most of the country except for the far north. For the next half a millennium, Islam and Muslim presence in Portugal left a significant mark upon the politics, government, language, and culture of the country.

   Islam, Reconquest, and Portugal Created, 714-1140

   The long frontier struggle between Muslim invaders and Christian communities in the north of the Iberian peninsula was called the Reconquista (Reconquest). It was during this struggle that the first dynasty of Portuguese kings (Burgundian) emerged and the independent monarchy of Portugal was established. Christian forces moved south from what is now the extreme north of Portugal and gradually defeated Muslim forces, besieging and capturing towns under Muslim sway. In the ninth century, as Christian forces slowly made their way southward, Christian elements were dominant only in the area between Minho province and the Douro River; this region became known as "territorium Portu-calense."

   In the 11th century, the advance of the Reconquest quickened as local Christian armies were reinforced by crusading knights from what is now France and England. Christian forces took Montemor (1034), at the Mondego River; Lamego (1058); Viseu (1058); and Coimbra (1064). In 1095, the king of Castile and Léon granted the country of "Portu-cale," what became northern Portugal, to a Burgundian count who had emigrated from France. This was the foundation of Portugal. In 1139, a descendant of this count, Afonso Henriques, proclaimed himself "King of Portugal." He was Portugal's first monarch, the "Founder," and the first of the Burgundian dynasty, which ruled until 1385.

   The emergence of Portugal in the 12th century as a separate monarchy in Iberia occurred before the Christian Reconquest of the peninsula. In the 1140s, the pope in Rome recognized Afonso Henriques as king of Portugal. In 1147, after a long, bloody siege, Muslim-occupied Lisbon fell to Afonso Henriques's army. Lisbon was the greatest prize of the 500-year war. Assisting this effort were English crusaders on their way to the Holy Land; the first bishop of Lisbon was an Englishman. When the Portuguese captured Faro and Silves in the Algarve province in 1248-50, the Reconquest of the extreme western portion of the Iberian peninsula was complete—significantly, more than two centuries before the Spanish crown completed the Reconquest of the eastern portion by capturing Granada in 1492.

   Consolidation and Independence of Burgundian Portugal, 1140-1385

   Two main themes of Portugal's early existence as a monarchy are the consolidation of control over the realm and the defeat of a Castil-ian threat from the east to its independence. At the end of this period came the birth of a new royal dynasty (Aviz), which prepared to carry the Christian Reconquest beyond continental Portugal across the straits of Gibraltar to North Africa. There was a variety of motives behind these developments. Portugal's independent existence was imperiled by threats from neighboring Iberian kingdoms to the north and east. Politics were dominated not only by efforts against the Muslims in

   Portugal (until 1250) and in nearby southern Spain (until 1492), but also by internecine warfare among the kingdoms of Castile, Léon, Aragon, and Portugal. A final comeback of Muslim forces was defeated at the battle of Salado (1340) by allied Castilian and Portuguese forces. In the emerging Kingdom of Portugal, the monarch gradually gained power over and neutralized the nobility and the Church.

   The historic and commonplace Portuguese saying "From Spain, neither a good wind nor a good marriage" was literally played out in diplomacy and war in the late 14th-century struggles for mastery in the peninsula. Larger, more populous Castile was pitted against smaller Portugal. Castile's Juan I intended to force a union between Castile and Portugal during this era of confusion and conflict. In late 1383, Portugal's King Fernando, the last king of the Burgundian dynasty, suddenly died prematurely at age 38, and the Master of Aviz, Portugal's most powerful nobleman, took up the cause of independence and resistance against Castile's invasion. The Master of Aviz, who became King João I of Portugal, was able to obtain foreign assistance. With the aid of English archers, Joao's armies defeated the Castilians in the crucial battle of Aljubarrota, on 14 August 1385, a victory that assured the independence of the Portuguese monarchy from its Castilian nemesis for several centuries.

   Aviz Dynasty and Portugal's First Overseas Empire, 1385-1580

   The results of the victory at Aljubarrota, much celebrated in Portugal's art and monuments, and the rise of the Aviz dynasty also helped to establish a new merchant class in Lisbon and Oporto, Portugal's second city. This group supported King João I's program of carrying the Reconquest to North Africa, since it was interested in expanding Portugal's foreign commerce and tapping into Muslim trade routes and resources in Africa. With the Reconquest against the Muslims completed in Portugal and the threat from Castile thwarted for the moment, the Aviz dynasty launched an era of overseas conquest, exploration, and trade. These efforts dominated Portugal's 15th and 16th centuries.

   The overseas empire and age of Discoveries began with Portugal's bold conquest in 1415 of the Moroccan city of Ceuta. One royal member of the 1415 expedition was young, 21-year-old Prince Henry, later known in history as "Prince Henry the Navigator." His part in the capture of Ceuta won Henry his knighthood and began Portugal's "Marvelous Century," during which the small kingdom was counted as a European and world power of consequence. Henry was the son of King João I and his English queen, Philippa of Lancaster, but he did not inherit the throne. Instead, he spent most of his life and his fortune, and that of the wealthy military Order of Christ, on various imperial ventures and on voyages of exploration down the African coast and into the Atlantic. While mythology has surrounded Henry's controversial role in the Discoveries, and this role has been exaggerated, there is no doubt that he played a vital part in the initiation of Portugal's first overseas empire and in encouraging exploration. He was naturally curious, had a sense of mission for Portugal, and was a strong leader. He also had wealth to expend; at least a third of the African voyages of the time were under his sponsorship. If Prince Henry himself knew little science, significant scientific advances in navigation were made in his day.

   What were Portugal's motives for this new imperial effort? The well-worn historical cliche of "God, Glory, and Gold" can only partly explain the motivation of a small kingdom with few natural resources and barely 1 million people, which was greatly outnumbered by the other powers it confronted. Among Portuguese objectives were the desire to exploit known North African trade routes and resources (gold, wheat, leather, weaponry, and other goods that were scarce in Iberia); the need to outflank the Muslim world in the Mediterranean by sailing around Africa, attacking Muslims en route; and the wish to ally with Christian kingdoms beyond Africa. This enterprise also involved a strategy of breaking the Venetian spice monopoly by trading directly with the East by means of discovering and exploiting a sea route around Africa to Asia. Besides the commercial motives, Portugal nurtured a strong crusading sense of Christian mission, and various classes in the kingdom saw an opportunity for fame and gain.

   By the time of Prince Henry's death in 1460, Portugal had gained control of the Atlantic archipelagos of the Azores and Madeiras, begun to colonize the Cape Verde Islands, failed to conquer the Canary Islands from Castile, captured various cities on Morocco's coast, and explored as far as Senegal, West Africa, down the African coast. By 1488, Bar-tolomeu Dias had rounded the Cape of Good Hope in South Africa and thereby discovered the way to the Indian Ocean.

   Portugal's largely coastal African empire and later its fragile Asian empire brought unexpected wealth but were purchased at a high price. Costs included wars of conquest and defense against rival powers, manning the far-flung navel and trade fleets and scattered castle-fortresses, and staffing its small but fierce armies, all of which entailed a loss of skills and population to maintain a scattered empire. Always short of capital, the monarchy became indebted to bankers. There were many defeats beginning in the 16th century at the hands of the larger imperial European monarchies (Spain, France, England, and Holland) and many attacks on Portugal and its strung-out empire. Typically, there was also the conflict that arose when a tenuously held world empire that rarely if ever paid its way demanded finance and manpower Portugal itself lacked.

   The first 80 years of the glorious imperial era, the golden age of Portugal's imperial power and world influence, was an African phase. During 1415-88, Portuguese navigators and explorers in small ships, some of them caravelas (caravels), explored the treacherous, disease-ridden coasts of Africa from Morocco to South Africa beyond the Cape of Good Hope. By the 1470s, the Portuguese had reached the Gulf of Guinea and, in the early 1480s, what is now Angola. Bartolomeu Dias's extraordinary voyage of 1487-88 to South Africa's coast and the edge of the Indian Ocean convinced Portugal that the best route to Asia's spices and Christians lay south, around the tip of southern Africa. Between 1488 and 1495, there was a hiatus caused in part by domestic conflict in Portugal, discussion of resources available for further conquests beyond Africa in Asia, and serious questions as to Portugal's capacity to reach beyond Africa. In 1495, King Manuel and his council decided to strike for Asia, whatever the consequences. In 1497-99, Vasco da Gama, under royal orders, made the epic two-year voyage that discovered the sea route to western India (Asia), outflanked Islam and Venice, and began Portugal's Asian empire. Within 50 years, Portugal had discovered and begun the exploitation of its largest colony, Brazil, and set up forts and trading posts from the Middle East (Aden and Ormuz), India (Calicut, Goa, etc.), Malacca, and Indonesia to Macau in China.

   By the 1550s, parts of its largely coastal, maritime trading post empire from Morocco to the Moluccas were under siege from various hostile forces, including Muslims, Christians, and Hindi. Although Moroccan forces expelled the Portuguese from the major coastal cities by 1550, the rival European monarchies of Castile (Spain), England, France, and later Holland began to seize portions of her undermanned, outgunned maritime empire.

   In 1580, Phillip II of Spain, whose mother was a Portuguese princess and who had a strong claim to the Portuguese throne, invaded Portugal, claimed the throne, and assumed control over the realm and, by extension, its African, Asian, and American empires. Phillip II filled the power vacuum that appeared in Portugal following the loss of most of Portugal's army and its young, headstrong King Sebastião in a disastrous war in Morocco. Sebastiao's death in battle (1578) and the lack of a natural heir to succeed him, as well as the weak leadership of the cardinal who briefly assumed control in Lisbon, led to a crisis that Spain's strong monarch exploited. As a result, Portugal lost its independence to Spain for a period of 60 years.

   Portugal under Spanish Rule, 1580-1640

   Despite the disastrous nature of Portugal's experience under Spanish rule, "The Babylonian Captivity" gave birth to modern Portuguese nationalism, its second overseas empire, and its modern alliance system with England. Although Spain allowed Portugal's weakened empire some autonomy, Spanish rule in Portugal became increasingly burdensome and unacceptable. Spain's ambitious imperial efforts in Europe and overseas had an impact on the Portuguese as Spain made greater and greater demands on its smaller neighbor for manpower and money. Portugal's culture underwent a controversial Castilianization, while its empire became hostage to Spain's fortunes. New rival powers England, France, and Holland attacked and took parts of Spain's empire and at the same time attacked Portugal's empire, as well as the mother country.

   Portugal's empire bore the consequences of being attacked by Spain's bitter enemies in what was a form of world war. Portuguese losses were heavy. By 1640, Portugal had lost most of its Moroccan cities as well as Ceylon, the Moluccas, and sections of India. With this, Portugal's Asian empire was gravely weakened. Only Goa, Damão, Diu, Bombay, Timor, and Macau remained and, in Brazil, Dutch forces occupied the northeast.

   On 1 December 1640, long commemorated as a national holiday, Portuguese rebels led by the duke of Braganza overthrew Spanish domination and took advantage of Spanish weakness following a more serious rebellion in Catalonia. Portugal regained independence from Spain, but at a price: dependence on foreign assistance to maintain its independence in the form of the renewal of the alliance with England.

   Restoration and Second Empire, 1640-1822

   Foreign affairs and empire dominated the restoration era and aftermath, and Portugal again briefly enjoyed greater European power and prestige. The Anglo-Portuguese Alliance was renewed and strengthened in treaties of 1642, 1654, and 1661, and Portugal's independence from Spain was underwritten by English pledges and armed assistance. In a Luso-Spanish treaty of 1668, Spain recognized Portugal's independence. Portugal's alliance with England was a marriage of convenience and necessity between two monarchies with important religious, cultural, and social differences. In return for legal, diplomatic, and trade privileges, as well as the use during war and peace of Portugal's great Lisbon harbor and colonial ports for England's navy, England pledged to protect Portugal and its scattered empire from any attack. The previously cited 17th-century alliance treaties were renewed later in the Treaty of Windsor, signed in London in 1899. On at least 10 different occasions after 1640, and during the next two centuries, England was central in helping prevent or repel foreign invasions of its ally, Portugal.

   Portugal's second empire (1640-1822) was largely Brazil-oriented. Portuguese colonization, exploitation of wealth, and emigration focused on Portuguese America, and imperial revenues came chiefly from Brazil. Between 1670 and 1740, Portugal's royalty and nobility grew wealthier on funds derived from Brazilian gold, diamonds, sugar, tobacco, and other crops, an enterprise supported by the Atlantic slave trade and the supply of African slave labor from West Africa and Angola. Visitors today can see where much of that wealth was invested: Portugal's rich legacy of monumental architecture. Meanwhile, the African slave trade took a toll in Angola and West Africa.

   In continental Portugal, absolutist monarchy dominated politics and government, and there was a struggle for position and power between the monarchy and other institutions, such as the Church and nobility. King José I's chief minister, usually known in history as the marquis of Pombal (ruled 1750-77), sharply suppressed the nobility and the

   Church (including the Inquisition, now a weak institution) and expelled the Jesuits. Pombal also made an effort to reduce economic dependence on England, Portugal's oldest ally. But his successes did not last much beyond his disputed time in office.

   Beginning in the late 18th century, the European-wide impact of the French Revolution and the rise of Napoleon placed Portugal in a vulnerable position. With the monarchy ineffectively led by an insane queen (Maria I) and her indecisive regent son (João VI), Portugal again became the focus of foreign ambition and aggression. With England unable to provide decisive assistance in time, France—with Spain's consent—invaded Portugal in 1807. As Napoleon's army under General Junot entered Lisbon meeting no resistance, Portugal's royal family fled on a British fleet to Brazil, where it remained in exile until 1821. In the meantime, Portugal's overseas empire was again under threat. There was a power vacuum as the monarch was absent, foreign armies were present, and new political notions of liberalism and constitutional monarchy were exciting various groups of citizens.

   Again England came to the rescue, this time in the form of the armies of the duke of Wellington. Three successive French invasions of Portugal were defeated and expelled, and Wellington succeeded in carrying the war against Napoleon across the Portuguese frontier into Spain. The presence of the English army, the new French-born liberal ideas, and the political vacuum combined to create revolutionary conditions. The French invasions and the peninsular wars, where Portuguese armed forces played a key role, marked the beginning of a new era in politics.

   Liberalism and Constitutional Monarchy, 1822-1910

   During 1807-22, foreign invasions, war, and civil strife over conflicting political ideas gravely damaged Portugal's commerce, economy, and novice industry. The next terrible blow was the loss of Brazil in 1822, the jewel in the imperial crown. Portugal's very independence seemed to be at risk. In vain, Portugal sought to resist Brazilian independence by force, but in 1825 it formally acknowledged Brazilian independence by treaty.

   Portugal's slow recovery from the destructive French invasions and the "war of independence" was complicated by civil strife over the form of constitutional monarchy that best suited Portugal. After struggles over these issues between 1820 and 1834, Portugal settled somewhat uncertainly into a moderate constitutional monarchy whose constitution (Charter of 1826) lent it strong political powers to exert a moderating influence between the executive and legislative branches of the government. It also featured a new upper middle class based on land ownership and commerce; a Catholic Church that, although still important, lived with reduced privileges and property; a largely African (third) empire to which Lisbon and Oporto devoted increasing spiritual and material resources, starting with the liberal imperial plans of 1836 and 1851, and continuing with the work of institutions like the Lisbon Society of Geography (established 1875); and a mass of rural peasants whose bonds to the land weakened after 1850 and who began to immigrate in increasing numbers to Brazil and North America.

   Chronic military intervention in national politics began in 19th-century Portugal. Such intervention, usually commencing with coups or pronunciamentos (military revolts), was a shortcut to the spoils of political office and could reflect popular discontent as well as the power of personalities. An early example of this was the 1817 golpe (coup) attempt of General Gomes Freire against British military rule in Portugal before the return of King João VI from Brazil. Except for a more stable period from 1851 to 1880, military intervention in politics, or the threat thereof, became a feature of the constitutional monarchy's political life, and it continued into the First Republic and the subsequent Estado Novo.

   Beginning with the Regeneration period (1851-80), Portugal experienced greater political stability and economic progress. Military intervention in politics virtually ceased; industrialization and construction of railroads, roads, and bridges proceeded; two political parties (Regenerators and Historicals) worked out a system of rotation in power; and leading intellectuals sparked a cultural revival in several fields. In 19th-century literature, there was a new golden age led by such figures as Alexandre Herculano (historian), Eça de Queirós (novelist), Almeida Garrett (playwright and essayist), Antero de Quental (poet), and Joaquim Oliveira Martins (historian and social scientist). In its third overseas empire, Portugal attempted to replace the slave trade and slavery with legitimate economic activities; to reform the administration; and to expand Portuguese holdings beyond coastal footholds deep into the African hinterlands in West, West Central, and East Africa. After 1841, to some extent, and especially after 1870, colonial affairs, combined with intense nationalism, pressures for economic profit in Africa, sentiment for national revival, and the drift of European affairs would make or break Lisbon governments.

   Beginning with the political crisis that arose out of the "English Ultimatum" affair of January 1890, the monarchy became discredtted and identified with the poorly functioning government, political parties splintered, and republicanism found more supporters. Portugal participated in the "Scramble for Africa," expanding its African holdings, but failed to annex territory connecting Angola and Mozambique. A growing foreign debt and state bankruptcy as of the early 1890s damaged the constitutional monarchy's reputation, despite the efforts of King Carlos in diplomacy, the renewal of the alliance in the Windsor Treaty of 1899, and the successful if bloody colonial wars in the empire (1880-97). Republicanism proclaimed that Portugal's weak economy and poor society were due to two historic institutions: the monarchy and the Catholic Church. A republic, its stalwarts claimed, would bring greater individual liberty; efficient, if more decentralized government; and a stronger colonial program while stripping the Church of its role in both society and education.

   As the monarchy lost support and republicans became more aggressive, violence increased in politics. King Carlos I and his heir Luís were murdered in Lisbon by anarchist-republicans on 1 February 1908. Following a military and civil insurrection and fighting between monarchist and republican forces, on 5 October 1910, King Manuel II fled Portugal and a republic was proclaimed.

   First Parliamentary Republic, 1910-26

   Portugal's first attempt at republican government was the most unstable, turbulent parliamentary republic in the history of 20th-century Western Europe. During a little under 16 years of the republic, there were 45 governments, a number of legislatures that did not complete normal terms, military coups, and only one president who completed his four-year term in office. Portuguese society was poorly prepared for this political experiment. Among the deadly legacies of the monarchy were a huge public debt; a largely rural, apolitical, and illiterate peasant population; conflict over the causes of the country's misfortunes; and lack of experience with a pluralist, democratic system.

   The republic had some talented leadership but lacked popular, institutional, and economic support. The 1911 republican constitution established only a limited democracy, as only a small portion of the adult male citizenry was eligible to vote. In a country where the majority was Catholic, the republic passed harshly anticlerical laws, and its institutions and supporters persecuted both the Church and its adherents. During its brief disjointed life, the First Republic drafted important reform plans in economic, social, and educational affairs; actively promoted development in the empire; and pursued a liberal, generous foreign policy. Following British requests for Portugal's assistance in World War I, Portugal entered the war on the Allied side in March 1916 and sent armies to Flanders and Portuguese Africa. Portugal's intervention in that conflict, however, was too costly in many respects, and the ultimate failure of the republic in part may be ascribed to Portugal's World War I activities.

   Unfortunately for the republic, its time coincided with new threats to Portugal's African possessions: World War I, social and political demands from various classes that could not be reconciled, excessive military intervention in politics, and, in particular, the worst economic and financial crisis Portugal had experienced since the 16th and 17th centuries. After the original Portuguese Republican Party (PRP, also known as the "Democrats") splintered into three warring groups in 1912, no true multiparty system emerged. The Democrats, except for only one or two elections, held an iron monopoly of electoral power, and political corruption became a major issue. As extreme right-wing dictatorships elsewhere in Europe began to take power in Italy (1922), neighboring Spain (1923), and Greece (1925), what scant popular support remained for the republic collapsed. Backed by a right-wing coalition of landowners from Alentejo, clergy, Coimbra University faculty and students, Catholic organizations, and big business, career military officers led by General Gomes da Costa executed a coup on 28 May 1926, turned out the last republican government, and established a military government.

   The Estado Novo (New State), 1926-74

   During the military phase (1926-32) of the Estado Novo, professional military officers, largely from the army, governed and administered Portugal and held key cabinet posts, but soon discovered that the military possessed no magic formula that could readily solve the problems inherited from the First Republic. Especially during the years 1926-31, the military dictatorship, even with its political repression of republican activities and institutions (military censorship of the press, political police action, and closure of the republic's rowdy parliament), was characterized by similar weaknesses: personalism and factionalism; military coups and political instability, including civil strife and loss of life; state debt and bankruptcy; and a weak economy. "Barracks parliamentarism" was not an acceptable alternative even to the "Nightmare Republic."

   Led by General Óscar Carmona, who had replaced and sent into exile General Gomes da Costa, the military dictatorship turned to a civilian expert in finance and economics to break the budget impasse and bring coherence to the disorganized system. Appointed minister of finance on 27 April 1928, the Coimbra University Law School professor of economics Antônio de Oliveira Salazar (1889-1970) first reformed finance, helped balance the budget, and then turned to other concerns as he garnered extraordinary governing powers. In 1930, he was appointed interim head of another key ministry (Colonies) and within a few years had become, in effect, a civilian dictator who, with the military hierarchy's support, provided the government with coherence, a program, and a set of policies.

   For nearly 40 years after he was appointed the first civilian prime minister in 1932, Salazar's personality dominated the government. Unlike extreme right-wing dictators elsewhere in Europe, Salazar was directly appointed by the army but was never endorsed by a popular political party, street militia, or voter base. The scholarly, reclusive former Coimbra University professor built up what became known after 1932 as the Estado Novo ("New State"), which at the time of its overthrow by another military coup in 1974, was the longest surviving authoritarian regime in Western Europe. The system of Salazar and the largely academic and technocratic ruling group he gathered in his cabinets was based on the central bureaucracy of the state, which was supported by the president of the republic—always a senior career military officer, General Óscar Carmona (1928-51), General Craveiro Lopes (1951-58), and Admiral Américo Tómaz (1958-74)—and the complicity of various institutions. These included a rubber-stamp legislature called the National Assembly (1935-74) and a political police known under various names: PVDE (1932-45), PIDE (1945-69),

   and DGS (1969-74). Other defenders of the Estado Novo security were paramilitary organizations such as the National Republican Guard (GNR); the Portuguese Legion (PL); and the Portuguese Youth [Movement]. In addition to censorship of the media, theater, and books, there was political repression and a deliberate policy of depoliticization. All political parties except for the approved movement of regime loyalists, the União Nacional or (National Union), were banned.

   The most vigorous and more popular period of the New State was 1932-44, when the basic structures were established. Never monolithic or entirely the work of one person (Salazar), the New State was constructed with the assistance of several dozen top associates who were mainly academics from law schools, some technocrats with specialized skills, and a handful of trusted career military officers. The 1933 Constitution declared Portugal to be a "unitary, corporative Republic," and pressures to restore the monarchy were resisted. Although some of the regime's followers were fascists and pseudofascists, many more were conservative Catholics, integralists, nationalists, and monarchists of different varieties, and even some reactionary republicans. If the New State was authoritarian, it was not totalitarian and, unlike fascism in Benito Mussolini's Italy or Adolf Hitler's Germany, it usually employed the minimum of violence necessary to defeat what remained a largely fractious, incoherent opposition.

   With the tumultuous Second Republic and the subsequent civil war in nearby Spain, the regime felt threatened and reinforced its defenses. During what Salazar rightly perceived as a time of foreign policy crisis for Portugal (1936-45), he assumed control of the Ministry of Foreign Affairs. From there, he pursued four basic foreign policy objectives: supporting the Nationalist rebels of General Francisco Franco in the Spanish Civil War (1936-39) and concluding defense treaties with a triumphant Franco; ensuring that General Franco in an exhausted Spain did not enter World War II on the Axis side; maintaining Portuguese neutrality in World War II with a post-1942 tilt toward the Allies, including granting Britain and the United States use of bases in the Azores Islands; and preserving and protecting Portugal's Atlantic Islands and its extensive, if poor, overseas empire in Africa and Asia.

   During the middle years of the New State (1944-58), many key Salazar associates in government either died or resigned, and there was greater social unrest in the form of unprecedented strikes and clandestine Communist activities, intensified opposition, and new threatening international pressures on Portugal's overseas empire. During the earlier phase of the Cold War (1947-60), Portugal became a steadfast, if weak, member of the US-dominated North Atlantic Treaty Organization alliance and, in 1955, with American support, Portugal joined the United Nations (UN). Colonial affairs remained a central concern of the regime. As of 1939, Portugal was the third largest colonial power in the world and possessed territories in tropical Africa (Angola, Mozambique, Guinea-Bissau, and São Tomé and Príncipe Islands) and the remnants of its 16th-century empire in Asia (Goa, Damão, Diu, East Timor, and Macau). Beginning in the early 1950s, following the independence of India in 1947, Portugal resisted Indian pressures to decolonize Portuguese India and used police forces to discourage internal opposition in its Asian and African colonies.

   The later years of the New State (1958-68) witnessed the aging of the increasingly isolated but feared Salazar and new threats both at home and overseas. Although the regime easily overcame the brief oppositionist threat from rival presidential candidate General Humberto Delgado in the spring of 1958, new developments in the African and Asian empires imperiled the authoritarian system. In February 1961, oppositionists hijacked the Portuguese ocean liner Santa Maria and, in following weeks, African insurgents in northern Angola, although they failed to expel the Portuguese, gained worldwide media attention, discredited the New State, and began the 13-year colonial war. After thwarting a dissident military coup against his continued leadership, Salazar and his ruling group mobilized military repression in Angola and attempted to develop the African colonies at a faster pace in order to ensure Portuguese control. Meanwhile, the other European colonial powers (Britain, France, Belgium, and Spain) rapidly granted political independence to their African territories.

   At the time of Salazar's removal from power in September 1968, following a stroke, Portugal's efforts to maintain control over its colonies appeared to be successful. President Americo Tomás appointed Dr. Marcello Caetano as Salazar's successor as prime minister. While maintaining the New State's basic structures, and continuing the regime's essential colonial policy, Caetano attempted wider reforms in colonial administration and some devolution of power from Lisbon, as well as more freedom of expression in Lisbon. Still, a great deal of the budget was devoted to supporting the wars against the insurgencies in Africa. Meanwhile in Asia, Portuguese India had fallen when the Indian army invaded in December 1961. The loss of Goa was a psychological blow to the leadership of the New State, and of the Asian empire only East Timor and Macau remained.

   The Caetano years (1968-74) were but a hiatus between the waning Salazar era and a new regime. There was greater political freedom and rapid economic growth (5-6 percent annually to late 1973), but Caetano's government was unable to reform the old system thoroughly and refused to consider new methods either at home or in the empire. In the end, regime change came from junior officers of the professional military who organized the Armed Forces Movement (MFA) against the Caetano government. It was this group of several hundred officers, mainly in the army and navy, which engineered a largely bloodless coup in Lisbon on 25 April 1974. Their unexpected action brought down the 48-year-old New State and made possible the eventual establishment and consolidation of democratic governance in Portugal, as well as a reorientation of the country away from the Atlantic toward Europe.

   Revolution of Carnations, 1974-76

   Following successful military operations of the Armed Forces Movement against the Caetano government, Portugal experienced what became known as the "Revolution of Carnations." It so happened that during the rainy week of the military golpe, Lisbon flower shops were featuring carnations, and the revolutionaries and their supporters adopted the red carnation as the common symbol of the event, as well as of the new freedom from dictatorship. The MFA, whose leaders at first were mostly little-known majors and captains, proclaimed a three-fold program of change for the new Portugal: democracy; decolonization of the overseas empire, after ending the colonial wars; and developing a backward economy in the spirit of opportunity and equality. During the first 24 months after the coup, there was civil strife, some anarchy, and a power struggle. With the passing of the Estado Novo, public euphoria burst forth as the new provisional military government proclaimed the freedoms of speech, press, and assembly, and abolished censorship, the political police, the Portuguese Legion, Portuguese Youth, and other New State organizations, including the National Union. Scores of political parties were born and joined the senior political party, the Portuguese Community Party (PCP), and the Socialist Party (PS), founded shortly before the coup.

   Portugal's Revolution of Carnations went through several phases. There was an attempt to take control by radical leftists, including the PCP and its allies. This was thwarted by moderate officers in the army, as well as by the efforts of two political parties: the PS and the Social Democrats (PPD, later PSD). The first phase was from April to September 1974. Provisional president General Antonio Spínola, whose 1974 book Portugal and the Future had helped prepare public opinion for the coup, met irresistible leftist pressures. After Spinola's efforts to avoid rapid decolonization of the African empire failed, he resigned in September 1974. During the second phase, from September 1974 to March 1975, radical military officers gained control, but a coup attempt by General Spínola and his supporters in Lisbon in March 1975 failed and Spínola fled to Spain.

   In the third phase of the Revolution, March-November 1975, a strong leftist reaction followed. Farm workers occupied and "nationalized" 1.1 million hectares of farmland in the Alentejo province, and radical military officers in the provisional government ordered the nationalization of Portuguese banks (foreign banks were exempted), utilities, and major industries, or about 60 percent of the economic system. There were power struggles among various political parties — a total of 50 emerged—and in the streets there was civil strife among labor, military, and law enforcement groups. A constituent assembly, elected on 25 April 1975, in Portugal's first free elections since 1926, drafted a democratic constitution. The Council of the Revolution (CR), briefly a revolutionary military watchdog committee, was entrenched as part of the government under the constitution, until a later revision. During the chaotic year of 1975, about 30 persons were killed in political frays while unstable provisional governments came and went. On 25 November 1975, moderate military forces led by Colonel Ramalho Eanes, who later was twice elected president of the republic (1976 and 1981), defeated radical, leftist military groups' revolutionary conspiracies.

   In the meantime, Portugal's scattered overseas empire experienced a precipitous and unprepared decolonization. One by one, the former colonies were granted and accepted independence—Guinea-Bissau (September 1974), Cape Verde Islands (July 1975), and Mozambique (July 1975). Portugal offered to turn over Macau to the People's Republic of China, but the offer was refused then and later negotiations led to the establishment of a formal decolonization or hand-over date of 1999. But in two former colonies, the process of decolonization had tragic results.

   In Angola, decolonization negotiations were greatly complicated by the fact that there were three rival nationalist movements in a struggle for power. The January 1975 Alvor Agreement signed by Portugal and these three parties was not effectively implemented. A bloody civil war broke out in Angola in the spring of 1975 and, when Portuguese armed forces withdrew and declared that Angola was independent on 11 November 1975, the bloodshed only increased. Meanwhile, most of the white Portuguese settlers from Angola and Mozambique fled during the course of 1975. Together with African refugees, more than 600,000 of these retornados ("returned ones") went by ship and air to Portugal and thousands more to Namibia, South Africa, Brazil, Canada, and the United States.

   The second major decolonization disaster was in Portugal's colony of East Timor in the Indonesian archipelago. Portugal's capacity to supervise and control a peaceful transition to independence in this isolated, neglected colony was limited by the strength of giant Indonesia, distance from Lisbon, and Portugal's revolutionary disorder and inability to defend Timor. In early December 1975, before Portugal granted formal independence and as one party, FRETILIN, unilaterally declared East Timor's independence, Indonesia's armed forces invaded, conquered, and annexed East Timor. Indonesian occupation encountered East Timorese resistance, and a heavy loss of life followed. The East Timor question remained a contentious international issue in the UN, as well as in Lisbon and Jakarta, for more than 20 years following Indonesia's invasion and annexation of the former colony of Portugal. Major changes occurred, beginning in 1998, after Indonesia underwent a political revolution and allowed a referendum in East Timor to decide that territory's political future in August 1999. Most East Timorese chose independence, but Indonesian forces resisted that verdict until

   UN intervention in September 1999. Following UN rule for several years, East Timor attained full independence on 20 May 2002.

   Consolidation of Democracy, 1976-2000

   After several free elections and record voter turnouts between 25 April 1975 and June 1976, civil war was averted and Portugal's second democratic republic began to stabilize. The MFA was dissolved, the military were returned to the barracks, and increasingly elected civilians took over the government of the country. The 1976 Constitution was revised several times beginning in 1982 and 1989, in order to reempha-size the principle of free enterprise in the economy while much of the large, nationalized sector was privatized. In June 1976, General Ram-alho Eanes was elected the first constitutional president of the republic (five-year term), and he appointed socialist leader Dr. Mário Soares as prime minister of the first constitutional government.

   From 1976 to 1985, Portugal's new system featured a weak economy and finances, labor unrest, and administrative and political instability. The difficult consolidation of democratic governance was eased in part by the strong currency and gold reserves inherited from the Estado Novo, but Lisbon seemed unable to cope with high unemployment, new debt, the complex impact of the refugees from Africa, world recession, and the agitation of political parties. Four major parties emerged from the maelstrom of 1974-75, except for the Communist Party, all newly founded. They were, from left to right, the Communists (PCP); the Socialists (PS), who managed to dominate governments and the legislature but not win a majority in the Assembly of the Republic; the Social Democrats (PSD); and the Christian Democrats (CDS). During this period, the annual growth rate was low (l-2 percent), and the nationalized sector of the economy stagnated.

   Enhanced economic growth, greater political stability, and more effective central government as of 1985, and especially 1987, were due to several developments. In 1977, Portugal applied for membership in the European Economic Community (EEC), now the European Union (EU) since 1993. In January 1986, with Spain, Portugal was granted membership, and economic and financial progress in the intervening years has been significantly influenced by the comparatively large investment, loans, technology, advice, and other assistance from the EEC. Low unemployment, high annual growth rates (5 percent), and moderate inflation have also been induced by the new political and administrative stability in Lisbon. Led by Prime Minister Cavaco Silva, an economist who was trained abroad, the PSD's strong organization, management, and electoral support since 1985 have assisted in encouraging economic recovery and development. In 1985, the PSD turned the PS out of office and won the general election, although they did not have an absolute majority of assembly seats. In 1986, Mário Soares was elected president of the republic, the first civilian to hold that office since the First Republic. In the elections of 1987 and 1991, however, the PSD was returned to power with clear majorities of over 50 percent of the vote.

   Although the PSD received 50.4 percent of the vote in the 1991 parliamentary elections and held a 42-seat majority in the Assembly of the Republic, the party began to lose public support following media revelations regarding corruption and complaints about Prime Minister Cavaco Silva's perceived arrogant leadership style. President Mário Soares voiced criticism of the PSD's seemingly untouchable majority and described a "tyranny of the majority." Economic growth slowed down. In the parliamentary elections of 1995 and the presidential election of 1996, the PSD's dominance ended for the time being. Prime Minister Antônio Guterres came to office when the PS won the October 1995 elections, and in the subsequent presidential contest, in January 1996, socialist Jorge Sampaio, the former mayor of Lisbon, was elected president of the republic, thus defeating Cavaco Silva's bid. Young and popular, Guterres moved the PS toward the center of the political spectrum. Under Guterres, the PS won the October 1999 parliamentary elections. The PS defeated the PSD but did not manage to win a clear, working majority of seats, and this made the PS dependent upon alliances with smaller parties, including the PCP.

   In the local elections in December 2001, the PSD's criticism of PS's heavy public spending allowed the PSD to take control of the key cities of Lisbon, Oporto, and Coimbra. Guterres resigned, and parliamentary elections were brought forward from 2004 to March 2002. The PSD won a narrow victory with 40 percent of the votes, and Jose Durão Barroso became prime minister. Having failed to win a majority of the seats in parliament forced the PSD to govern in coalition with the right-wing Popular Party (PP) led by Paulo Portas. Durão Barroso set about reducing government spending by cutting the budgets of local authorities, freezing civil service hiring, and reviving the economy by accelerating privatization of state-owned enterprises. These measures provoked a 24-hour strike by public-sector workers. Durão Barroso reacted with vows to press ahead with budget-cutting measures and imposed a wage freeze on all employees earning more than €1,000, which affected more than one-half of Portugal's work force.

   In June 2004, Durão Barroso was invited by Romano Prodi to succeed him as president of the European Commission. Durão Barroso accepted and resigned the prime ministership in July. Pedro Santana Lopes, the leader of the PSD, became prime minister. Already unpopular at the time of Durão Barroso's resignation, the PSD-led government became increasingly unpopular under Santana Lopes. A month-long delay in the start of the school year and confusion over his plan to cut taxes and raise public-sector salaries, eroded confidence even more. By November, Santana Lopes's government was so unpopular that President Jorge Sampaio was obliged to dissolve parliament and hold new elections, two years ahead of schedule.

   Parliamentary elections were held on 20 February 2005. The PS, which had promised the electorate disciplined and transparent governance, educational reform, the alleviation of poverty, and a boost in employment, won 45 percent of the vote and the majority of the seats in parliament. The leader of the PS, José Sôcrates became prime minister on 12 March 2005. In the regularly scheduled presidential elections held on 6 January 2006, the former leader of the PSD and prime minister, Aníbal Cavaco Silva, won a narrow victory and became president on 9 March 2006. With a mass protest, public teachers' strike, and street demonstrations in March 2008, Portugal's media, educational, and social systems experienced more severe pressures. With the spreading global recession beginning in September 2008, Portugal's economic and financial systems became more troubled.

    Contemporary Portugal

   Owing to its geographic location on the southwestern most edge of continental Europe, Portugal has been historically in but not of Europe. Almost from the beginning of its existence in the 12th century as an independent monarchy, Portugal turned its back on Europe and oriented itself toward the Atlantic Ocean. After carving out a Christian kingdom on the western portion of the Iberian peninsula, Portuguese kings gradually built and maintained a vast seaborne global empire that became central to the way Portugal understood its individuality as a nation-state. While the creation of this empire allows Portugal to claim an unusual number of "firsts" or distinctions in world and Western history, it also retarded Portugal's economic, social, and political development. It can be reasonably argued that the Revolution of 25 April 1974 was the most decisive event in Portugal's long history because it finally ended Portugal's oceanic mission and view of itself as an imperial power. After the 1974 Revolution, Portugal turned away from its global mission and vigorously reoriented itself toward Europe. Contemporary Portugal is now both in and of Europe.

   The turn toward Europe began immediately after 25 April 1974. Portugal granted independence to its African colonies in 1975. It was admitted to the European Council and took the first steps toward accession to the European Economic Community (EEC) in 1976. On 28 March 1977, the Portuguese government officially applied for EEC membership. Because of Portugal's economic and social backwardness, which would require vast sums of EEC money to overcome, negotiations for membership were long and difficult. Finally, a treaty of accession was signed on 12 June 1985. Portugal officially joined the EEC (the European Union [EU] since 1993) on 1 January 1986. Since becoming a full-fledged member of the EU, Portugal has been steadily overcoming the economic and social underdevelopment caused by its imperial past and is becoming more like the rest of Europe.

   Membership in the EU has speeded up the structural transformation of Portugal's economy, which actually began during the Estado Novo. Investments made by the Estado Novo in Portugal's economy began to shift employment out of the agricultural sector, which, in 1950, accounted for 50 percent of Portugal's economically active population. Today, only 10 percent of the economically active population is employed in the agricultural sector (the highest among EU member states); 30 percent in the industrial sector (also the highest among EU member states); and 60 percent in the service sector (the lowest among EU member states). The economically active population numbers about 5,000,000 employed, 56 percent of whom are women. Women workers are the majority of the workforce in the agricultural and service sectors (the highest among the EU member states). The expansion of the service sector has been primarily in health care and education. Portugal has had the lowest unemployment rates among EU member states, with the overall rate never being more than 10 percent of the active population. Since joining the EU, the number of employers increased from 2.6 percent to 5.8 percent of the active population; self-employed from 16 to 19 percent; and employees from 65 to 70 percent. Twenty-six percent of the employers are women. Unemployment tends to hit younger workers in industry and transportation, women employed in domestic service, workers on short-term contracts, and poorly educated workers. Salaried workers earn only 63 percent of the EU average, and hourly workers only one-third to one-half of that earned by their EU counterparts. Despite having had the second highest growth of gross national product (GNP) per inhabitant (after Ireland) among EU member states, the above data suggest that while much has been accomplished in terms of modernizing the Portuguese economy, much remains to be done to bring Portugal's economy up to the level of the "average" EU member state.

   Membership in the EU has also speeded up changes in Portuguese society. Over the last 30 years, coastalization and urbanization have intensified. Fully 50 percent of Portuguese live in the coastal urban conurbations of Lisbon, Oporto, Braga, Aveiro, Coimbra, Viseu, Évora, and Faro. The Portuguese population is one of the oldest among EU member states (17.3 percent are 65 years of age or older) thanks to a considerable increase in life expectancy at birth (77.87 years for the total population, 74.6 years for men, 81.36 years for women) and one of the lowest birthrates (10.59 births/1,000) in Europe. Family size averages 2.8 persons per household, with the strict nuclear family (one or two generations) in which both parents work being typical. Common law marriages, cohabitating couples, and single-parent households are more and more common. The divorce rate has also increased. "Youth Culture" has developed. The young have their own meeting places, leisure-time activities, and nightlife (bars, clubs, and discos).

   All Portuguese citizens, whether they have contributed or not, have a right to an old-age pension, invalidity benefits, widowed persons' pension, as well as payments for disabilities, children, unemployment, and large families. There is a national minimum wage (€385 per month), which is low by EU standards. The rapid aging of Portugal's population has changed the ratio of contributors to pensioners to 1.7, the lowest in the EU. This has created deficits in Portugal's social security fund.

   The adult literacy rate is about 92 percent. Illiteracy is still found among the elderly. Although universal compulsory education up to grade 9 was achieved in 1980, only 21.2 percent of the population aged 25-64 had undergone secondary education, compared to an EU average of 65.7 percent. Portugal's higher education system currently consists of 14 state universities and 14 private universities, 15 state polytechnic institutions, one Catholic university, and one military academy. All in all, Portugal spends a greater percentage of its state budget on education than most EU member states. Despite this high level of expenditure, the troubled Portuguese education system does not perform well. Early leaving and repetition rates are among the highest among EU member states.

   After the Revolution of 25 April 1974, Portugal created a National Health Service, which today consists of 221 hospitals and 512 medical centers employing 33,751 doctors and 41,799 nurses. Like its education system, Portugal's medical system is inefficient. There are long waiting lists for appointments with specialists and for surgical procedures.

   Structural changes in Portugal's economy and society mean that social life in Portugal is not too different from that in other EU member states. A mass consumption society has been created. Televisions, telephones, refrigerators, cars, music equipment, mobile phones, and personal computers are commonplace. Sixty percent of Portuguese households possess at least one automobile, and 65 percent of Portuguese own their own home. Portuguese citizens are more aware of their legal rights than ever before. This has resulted in a trebling of the number of legal proceeding since 1960 and an eight-fold increase in the number of lawyers. In general, Portuguese society has become more permissive and secular; the Catholic Church and the armed forces are much less influential than in the past. Portugal's population is also much more culturally, religiously, and ethnically diverse, a consequence of the coming to Portugal of hundreds of thousands of immigrants, mainly from former African colonies.

   Portuguese are becoming more cosmopolitan and sophisticated through the impact of world media, the Internet, and the World Wide Web. A prime case in point came in the summer and early fall of 1999, with the extraordinary events in East Timor and the massive Portuguese popular responses. An internationally monitored referendum in East Timor, Portugal's former colony in the Indonesian archipelago and under Indonesian occupation from late 1975 to summer 1999, resulted in a vote of 78.5 percent for rejecting integration with Indonesia and for independence. When Indonesian prointegration gangs, aided by the Indonesian military, responded to the referendum with widespread brutality and threatened to reverse the verdict of the referendum, there was a spontaneous popular outpouring of protest in the cities and towns of Portugal. An avalanche of Portuguese e-mail fell on leaders and groups in the UN and in certain countries around the world as Portugal's diplomats, perhaps to compensate for the weak initial response to Indonesian armed aggression in 1975, called for the protection of East Timor as an independent state and for UN intervention to thwart Indonesian action. Using global communications networks, the Portuguese were able to mobilize UN and world public opinion against Indonesian actions and aided the eventual independence of East Timor on 20 May 2002.

   From the Revolution of 25 April 1974 until the 1990s, Portugal had a large number of political parties, one of the largest Communist parties in western Europe, frequent elections, and endemic cabinet instability. Since the 1990s, the number of political parties has been dramatically reduced and cabinet stability increased. Gradually, the Portuguese electorate has concentrated around two larger parties, the right-of-center Social Democrats (PSD) and the left-of-center Socialist (PS). In the 1980s, these two parties together garnered 65 percent of the vote and 70 percent of the seats in parliament. In 2005, these percentages had risen to 74 percent and 85 percent, respectively. In effect, Portugal is currently a two-party dominant system in which the two largest parties — PS and PSD—alternate in and out of power, not unlike the rotation of the two main political parties (the Regenerators and the Historicals) during the last decades (1850s to 1880s) of the liberal constitutional monarchy. As Portugal's democracy has consolidated, turnout rates for the eligible electorate have declined. In the 1970s, turnout was 85 percent. In Portugal's most recent parliamentary election (2005), turnout had fallen to 65 percent of the eligible electorate.

   Portugal has benefited greatly from membership in the EU, and whatever doubts remain about the price paid for membership, no Portuguese government in the near future can afford to sever this connection. The vast majority of Portuguese citizens see membership in the EU as a "good thing" and strongly believe that Portugal has benefited from membership. Only the Communist Party opposed membership because it reduces national sovereignty, serves the interests of capitalists not workers, and suffers from a democratic deficit. Despite the high level of support for the EU, Portuguese voters are increasingly not voting in elections for the European Parliament, however. Turnout for European Parliament elections fell from 40 percent of the eligible electorate in the 1999 elections to 38 percent in the 2004 elections.

   In sum, Portugal's turn toward Europe has done much to overcome its backwardness. However, despite the economic, social, and political progress made since 1986, Portugal has a long way to go before it can claim to be on a par with the level found even in Spain, much less the rest of western Europe. As Portugal struggles to move from underde-velopment, especially in the rural areas away from the coast, it must keep in mind the perils of too rapid modern development, which could damage two of its most precious assets: its scenery and environment. The growth and future prosperity of the economy will depend on the degree to which the government and the private sector will remain stewards of clean air, soil, water, and other finite resources on which the tourism industry depends and on which Portugal's world image as a unique place to visit rests. Currently, Portugal is investing heavily in renewable energy from solar, wind, and wave power in order to account for about 50 percent of its electricity needs by 2010. Portugal opened the world's largest solar power plant and the world's first commercial wave power farm in 2006.

   An American documentary film on Portugal produced in the 1970s described this little country as having "a Past in Search of a Future." In the years after the Revolution of 25 April 1974, it could be said that Portugal is now living in "a Present in Search of a Future." Increasingly, that future lies in Europe as an active and productive member of the EU.

1 cover (cubierta).

2 coverage.

cobertura informativa news o media coverage

cobertura nacional/regional national/regional coverage

cobertura sanitaria (de un seguro) health cover

3 coverup, hiding, covering, coverture.

* * *

► nombre femenino

1 cover

\

cobertura de chocolate chocolate coating

cobertura de seguros insurance cover

* * *

* * *

1) (Radio, TV) [de noticia, acontecimiento] coverage

2) (Radio, TV, Telec) (=ámbito) range

3) [de un crédito] cover

4) (=cubierta)

* * *

1) (Fin) ( protección) hedge; ( de seguro) cover

2) (Period, Rad, TV) coverage

* * *

= breadth, breadth and depth, breadth of coverage, coverage, scope.

Ex. Legal bibliographies are prime research tools as they provide the breadth and background that might otherwise be unavailable.

Ex. Stock breadth and depth and reader groups must also be considered.

Ex. Factors assessed during the comparative study included pricing, timeliness, availability of catalogue copy, and breadth of coverage.

Ex. AACR1 is a weighty code, not because it contains extensive enumeration, but rather because of its comprehensive coverage.

Ex. Subject field definition arises from the scope of the information service or system that the indexing language is expected to serve.

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* ampliar la cobertura = broaden + coverage, broaden + the scope.

* cobertura amplia = broad scope.

* cobertura contra = hedge against.

* cobertura informativa = news coverage.

* cobertura médica = medical cover.

* cobertura periodística = newspaper coverage, press coverage.

* cobertura televisiva = television coverage.

* cobertura temática = subject scope.

* exhaustividad de la cobertura = depth of coverage.

* fecha de cobertura = date of coverage.

* fondo de cobertura = hedge fund.

* fuera de cobertura = out of range.

* grado de cobertura = depth of coverage.

* nivel de cobertura = depth of coverage.

* período de cobertura = date of coverage, period of coverage.

* solapamiento de cobertura = coverage overlap.

* solapamiento en la cobertura de las revistas = journal coverage overlap.

* * *

1) (Fin) ( protección) hedge; ( de seguro) cover

2) (Period, Rad, TV) coverage

* * *

* * *

1 (de un seguro) cover

2 ( Fin) hedge

una cobertura frente a la inflación security o a hedge against inflation

B ( Period, Rad, TV) coverage

la amplia cobertura del evento the extensive coverage of the event

cobertura informativa news coverage

programación de cobertura regional regional programing

el área de cobertura de esta emisora the area covered by this station

C ( Coc) coating, frosting ( AmE), icing ( BrE)

* * *

a) ( de seguro) cover

b) (Period, Rad, TV) coverage;

◊ cobertura informativa news coverage

* * *

cobertura nf

1. [cubierta] cover;

una tarta con cobertura de chocolate a cake with chocolate Br icing o US frosting

2. [amparo]

aquel negocio servía de cobertura para el blanqueo de dinero that business was a front o cover for money laundering

3. [de un servicio] coverage;

mi teléfono móvil no tiene cobertura aquí my mobile network doesn't cover this area;

cobertura nacional/regional national/regional coverage;

miles de parados sin cobertura social thousands of unemployed people who are not receiving benefit

cobertura periodística press coverage;

cobertura sanitaria health cover

4. [de un seguro] cover

5. Fin security;

cobertura para un crédito/una hipoteca security for a loan/a mortgage

* * *

1 de seguro cover

2 TV etc coverage

cobertura de chocolate covering of chocolate, chocolate coating

* * *

cobertura nf

1) : coverage

2) : cover, collateral

1) Морской термин: комплексная оценка живучести судна, Total Ship Survivability Assessment

2) Техника: telemetry subcarrier spectrum analyzer, test scorer and statistical analyzer

3) Электроника: Technical Standards Safety Authority

4) Образование: Teacher Student Sex Association

5) Безопасность: Trusted System Software Architecture

6) НАСДАК: Tessa Complete Health Care

1 endowment, allocation, dotation.

2 feature, capability, functionality, function.

* * *

► nombre femenino

1 (con lo que se dota) endowment

2 (tripulación) complement, crew

3 (personal) staff, personnel

* * *

1) endowment

2) staff

* * *

1) (=dinero) endowment

2) (=plantilla) staff, personnel; (Náut) crew

* * *

a) (frml) (de dinero, equipamiento)

b) ( de personal)

c) (Náut) crew

* * *

= endowment.

Ex. I come from a private institution supported by an endowment.

----

* dotación de personal = staffing.

* dotación económica de las bibliotecas = library funding.

* dotaciones = equipment, infrastructure.

* * *

a) (frml) (de dinero, equipamiento)

b) ( de personal)

c) (Náut) crew

* * *

* * *

1 ( frml)

(de dinero, equipamiento): una dotación de ayuda de $500 millones an aid package of $500 million, aid totalling $500 million

piden dotaciones más amplias para la universidad they are asking for better funding for the university

el premio tiene una dotación de $50.000 the prize is worth $50,000

(de personal): la dotación de profesores del colegio es insuficiente the school is understaffed

una dotación de 50 bomberos a team of 50 firefighters

3 ( Náut) crew

( Col): botas/armas de dotación militar army-issue boots/weapons, military-issue boots/weapons

* * *

* * *

dotación nf

1. [de dinero, armas, medios] amount granted;

la dotación del premio era de 2 millones there was a prize of 2 million;

una beca con una dotación de 5.000 euros a scholarship worth 5,000 euros;

la fábrica necesita mayor dotación de maquinaria the factory needs to be better equipped with machinery

2. [personal] staff, personnel;

un hotel con poca dotación an understaffed hotel

* * *

la dotación del premio es de 10 millones de dólares the total amount of prize money is 10 million dollars;

una ayuda con una dotación de 10 millones de dólares aid totaling 10 million dollars

la dotación de doctores es … the number of doctors is …

* * *

dotación nf, pl - ciones

1) : endowment, funding

2) : staff, personnel

(mkt)

ком., марк. n ринок; a ринковий

1. система відносин, які виникають між покупцем і продавцем та завершуються операціями купівлі-продажу товарів чи послуг; ♦ поняття «ринок» можна охарактеризувати з погляду просторового аспекту (місцевий, регіональний, міжнародний та ін. ринки); функціонального (роздрібний продаж, оптова торгівля); видів продукції тощо; 2. група покупців даного товару чи послуги

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active market активний ринок • жвавий ринок; agricultural commodities market сільськогосподарський ринок • ринок сільськогосподарської продукції; American market американський ринок; apparel market ринок одягу; auction market аукціонний ринок; Australian market австралійський ринок; bear market біржовий ринок, на якому спостерігається тенденція до зниження курсів • ринок «ведмедів» • біржа, на якій спостерігається тенденція до зниження курсів; bid market ринок продавця; black market чорний ринок; blocked market заблокований ринок • заморожений ринок; bond market ринок облігацій • ринок довгострокового позикового капіталу; brand-loyal market ринок, прихильний до марки; brisk market активний ринок • жвавий ринок; broad — активний ринок • жвавий ринок; bull market біржовий ринок, на якому спостерігається тенденція до підвищення курсів • ринок «биків» • біржа, на якій спостерігається тенденція до підвищення курсів; buoyant market ринок, який характеризується зростанням цін • зростаюча ринкова кон'юнктура; business market діловий ринок • ринок ділових підприємств; buyer's market ринок покупців • ринок, який характеризується зниженням цін; call money market ринок онкольних позик; Canadian market канадський ринок; capital market ринок капіталу; captive market захоплений ринок; cash market касовий ринок; central market центральний ринок; central wholesale markets оптові ринки сільськогосподарської продукції; closed market закритий ринок; commercial market торговельний ринок • комерційний ринок; commodity market товарний ринок • ринок товарів; common market спільний ринок; competitive market конкурентний ринок • ринок продавців, що конкурують; concentrated market концентрований ринок; congested market перевантажений ринок • переповнений ринок; consumer market ринок споживчих товарів; consumer goods market ринок споживчих товарів; control market контрольний ринок; conventional market традиційний ринок; core market первинний ринок • основний ринок; corn market ринок збіжжя • зернова біржа; credit market кредитний ринок • ринок кредитів; crowded market перенасичений ринок; curb market чорний ринок • неофіційний ринок цінних паперів; currency market валютний ринок; customer market ринок клієнтів; dead market млявий ринок • мертвий ринок; debt market ринок боргових зобов'язань; demographic market демографічний ринок • ринок демографічної групи; depressed market млявий ринок; deregulated market нерегульований ринок; desirable market перспективний ринок; developed market розвинений ринок; diet market ринок дієтичних продуктів; discount market обліковий ринок • дисконтний ринок; discount retailing market ринок роздрібної торгівлі за зниженими цінами; distant market віддалений ринок; domestic market внутрішній ринок; donor market ринок пожертводавців; dual exchange market валютний ринок з подвійним режимом (фіксованого і вільного валютного курсу); dull market млявий ринок; easy market легкодоступний ринок; editorial market редакційний ринок; educational market ринок навчальних послуг; employment market ринок робочих місць; entertainment market ринок розваг; equity market ринок акцій; established market стабільний ринок • сформований ринок; Eurocurrency market євровалютний ринок; expanding market зростаючий ринок • ринок, що розростається; exploratory market пробний ринок; export market експортний ринок; external market зовнішній ринок; farmer's market сільськогосподарський ринок • ринок сільськогосподарської продукції; fast-food market ринок продуктів швидкого приготування; financial market фінансовий ринок; flea market товчок • тандитний ринок (діал.) • блошиний ринок; food market ринок харчових товарів; foreign market закордонний ринок • зовнішній ринок; foreign exchange market ринок закордонної валюти; fourth market ринок четвертого ступеня; free market вільний ринок; freight market фрахтовий ринок; futures market ф'ючерсний ринок; global market всесвітній ринок • світовий ринок; gold market ринок золота; government market збут товарів та послуг державними установами; grain market ринок збіжжя • зернова біржа; grey market «сірий» ринок • неконтрольований грошовий ринок; growing market зростаючий ринок • ринок, що розростається; hard-sell market ринок з високою конкуренцією продавців; health care market ринок засобів охорони здоров'я; heterogeneous market неоднорідний ринок; high income market ринок покупців з високим доходом; home market внутрішній ринок; home video market ринок побутової відеоапаратури • ринок програм для побутової відеоапаратури; homogeneous market однорідний ринок; housing market ринок житла; illegal market нелегальний ринок; imperfect market недосконалий ринок; inactive market млявий ринок • застій на ринку; individual market окремий ринок; industrial market ринок товарів промислового значення • ринок промислових підприємств; information market ринок інформації; initial market початковий ринок; institutional market ринок організацій; insurance market страховий ринок; interbank market міжбанківський ринок; intermediate market проміжний ринок; internal market внутрішній ринок; international market міжнародний ринок; international monetary market міжнародний валютний ринок; introductory market ринок, на який виставляється новий товар; investment market інвестиційний ринок; job market ринок робочих місць; kerb market чорний ринок • неофіційний ринок цінних паперів; labour market ринок праці • ринок робочої сили; large market великий ринок; large-volume market ринок великого обсягу; legal market офіційний ринок; license market ринок ліцензій; lifestyle market ринок товарів, які відповідають різним стилям життя; limited market обмежений ринок; liquid market ліквідний ринок; livestock market ринок худоби; loan market ринок позик; loanable funds market ринок позичкового капіталу; local market місцевий ринок; locked market закритий ринок; low-end market ринок дешевих товарів і послуг; lucrative market прибутковий ринок; main market головний ринок • основний ринок; major market головний ринок • основний ринок; manpower market ринок робочої сили; mass market масовий ринок; mature market повністю сформований ринок; media market ринок засобів реклами; merchandise market товарний ринок; middle-class market ринок покупців середнього класу; mid-range market ринок товарів середньої вартості • ринок послуг середньої вартості; military market ринок продукції військового призначення; money market грошовий ринок; monopolistically competitive market ринок монополістичної конкуренції; monopolized market монополізований ринок; narrow market обмежений ринок • вузький ринок; national market національний ринок; nationwide market загальнонаціональний ринок; offered market ринок пропозицій; oligopolistic market олігополістичний ринок; one-sided market односторонній ринок; open market відкритий ринок; open-air market ринок під відкритим небом; organized market організований ринок; outside market зовнішній ринок; overseas market закордонний ринок; overstocked market перевантажений ринок; overt market відкритий ринок; parallel markets паралельні ринки; pegged market регульований ринок; perfect market ідеальний ринок • досконалий ринок; peripheral market периферійний ринок; personal market ринок товарів особистого споживання; potential market потенційний ринок; price-sensitive market ринок, чутливий до цін • ринок, який чутливо реагує на зміни цін; primary market первинний ринок • основний ринок • ринок сировини; produce market товарний ринок • базар; producer market ринок виробників • ринок товарів промислового призначення; productive market продуктивний ринок; professional market ринок професій; profitable market прибутковий ринок; property market ринок нерухомості; prospective market потенційний ринок; protected market захищений ринок; public market відкритий ринок; purchasing market ринок покупців; pure market чистий ринок; ready market ринок, на якому швидко продаються товари; real estate market ринок нерухомості; receptive market місткий ринок; recession-hit market застійний ринок • ринок зниження продажу; regional market місцевий ринок • регіональний ринок; regulated market регульований ринок; repurchase market вторинний ринок цінних паперів; resale market ринок перепродажу; reseller market ринок проміжних продавців • ринок перепродажу; residential market ринок домовласників • ринок житлових приміщень; restrictive market ринок з обмеженим попитом • ринок з тенденцією до монополії; retail market роздрібний ринок • ринок продажу в роздріб; rigged market маніпульований ринок; rural market сільський ринок; sales market ринок збуту; saturated market насичений ринок; secondary market вторинний ринок цінних паперів • другорядний ринок; securities market; selected market вибраний ринок; selective market вибірковий ринок; sellers' market ринок продавців • ринок, який характеризується підвищенням цін; sensitive market нестійкий ринок; services market ринок послуг; share market фондовий ринок • ринок акцій; shrinking market звужений ринок • ринок, що звужується; sluggish market млявий ринок; small market невеликий ринок; soft market ринок, який характеризується падінням цін; soft-drink market ринок безалкогольних напоїв; specialized market спеціалізований ринок; speculative market спекулятивний ринок; spot market ринок наявного товару; stagnant market млявий ринок; steady market стійкий ринок; stock market фондова біржа; strong market стійкий ринок; target market цільовий ринок; technical market ринок промислових товарів • промисловий ринок; territorial market територіальний ринок; test market пробний ринок; thin market неактивний ринок; third market ринок третього ступеня; tight market ринок з обмеженим попитом; tight money market ринок, який характеризується підвищеною ставкою відсотка; top market провідний ринок; total market загальний обсяг ринку • увесь ринок; trade market ринок сфери торгівлі • торговельний ринок; traditional market традиційний ринок; transport market транспортний ринок; two-tier market валютний ринок з подвійним режимом • двоярусний ринок; uncertain market нестійкий ринок; unsettled market нестійкий ринок; untapped market неосвоєний ринок; upbeat market ринок з аукціонним продажем; upscale market ринок споживачів, вищих від середнього рівня; urban market міський ринок; video market відеоринок • ринок відео-продукції; village market сільський ринок; volatile market нестійкий ринок • ринок, на якому ціни швидко змінюються; weak market «слабкий» ринок; wholesale market оптовий ринок; widely dispersed market розгалужений ринок; youth market

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at the market за ринковою ціною • з урахуванням ринкової ціни; at today's market на сьогоднішній біржі; in line with the market відповідно до ринкового курсу; in the market на ринку; market access доступ до ринку; market analysis аналіз ринку; market and pricing policy ринкова і цінова політика; market area місце ринку; market capitalization ринкова капіталізація; market competition ринкова конкуренція; market concentration концентрація ринку • ринкова концентрація; market conditions ринкова кон'юнктура; market conduct ринкова поведінка; market crash біржовий крах; market development освоєння ринку • розширення ринку; market dominance провідне становище на ринку; market economy; market entry вихід на ринок • входження в ринок; market entry strategy стратегія виходу на ринок; market equilibrium ринкова рівновага; market exchange rate ринковий обмінний курс • ринковий валютний курс; market exit вихід з ринку; market factor фактор збуту • ринковий фактор; market failure недоліки ринкової системи • хиби ринкової системи; market fluctuation коливання цін на ринку • кон'юнктурне коливання; market fluctuation equalization fund фонд стабілізації ринку; market forces ринкові сили; market forecast прогноз ринкової кон'юнктури; market form форма ринку; market-geared за обліком ринку; market glut затоварювання ринку • перенасичення ринку; market grouping формування ринку; market information інформація про ринок; market interest rate ринкова ставка відсотка; market intervention ринкова інтервенція; market investigation кон'юнктурне дослідження; market leader товар, який має питому вагу в обороті ринку • ринковий лідер; market level рівень ринку; market maker особа, що реально впливає на стан справ на валютному чи фондовому ринку; market making scheme план впливу на ринок; market mechanism ринковий механізм; market monitoring моніторинг ринку • обстеження ринку; market niche ринкова ніша; market observer оглядач ринку; market operations ринкові операції; market operator біржовий маклер; market organization структура ринку; market-orientated орієнтований на ринок; market outlet канал реалізації • ринок збуту • торговельна точка; market penetration проникнення на ринок; market performance ефективність ринку • функціонування ринку; market place місце торгівлі • ринкова площа • ринок; market position стан ринку • становище ринку • ринкова кон'юнктура; market potential потенціал ринку; market power ринкова влада; market preview реклама товарів, які вступають на ринок; market price ринкова ціна • курс біржі • ринковий курс цінних паперів; market profile зріз ринку • аналіз потенційного ринку збуту за індивідуальною характеристикою; market promotion просування товару на ринок; market prospects перспективи ринку; market quotation біржове котирування • біржовий курс; market rate ринкова ставка • біржовий курс • ринкова норма • ринковий курс; market reaction ринкова реакція; market rent ринкова рента; market report огляд ринкової кон'юнктури • огляд стану ринку • ринковий звіт; market research аналіз стану ринку • вивчення ринкової кон'юнктури • дослідження ринку • аналіз ринкового потенціалу нового продукту • вивчення можливості ринку; market researcher дослідник ринку; market saturation насичення ринку; market section ринковий сектор; market segment ринковий сегмент • частина ринку; market segmentation сегментація ринку; market segregation відокремлення ринку; market-sensitive чутливий до коливання ринкової кон'юнктури; market share питома вага товару в обороті ринку • питома вага компанії в обороті ринку; market sharing поділ ринку • спеціалізація ринку; market sharing agreement угода про поділ ринку; market situation становище на ринку • стан ринку • ринкова кон'юнктура; market structure ринкова структура; market surveillance обстеження ринку • вивчення ринку; market survey обстеження ринку • вивчення ринку; market system ринкова система • ринкова економіка; markettarget price ринкова планова ціна • ринкова цільова ціна; market tendencies ринкові тенденції; market testing перевірка товару ринком • ринкові випробування; market transactions ринкові операції; market trend ринкова тенденція; market value ринкова вартість • курсова вартість • біржова вартість; on the market на ринку; to affect a market впливати/вплинути на ринок; to assess a market оцінювати/оцінити ринок; to bear the market грати на пониження ціни; to be in market продаватися; to be in the market for something бути потенційним покупцем чого-небудь • мати намір купити що-небудь; to branch out into a new market поширюватися/поширитися на новий ринок; to break into the market проникати/проникнути на ринок; to bring something on the market випускати/випустити що-небудь на ринок; to broaden a market розширяти/розширити ринок; to build up a market створювати/створити ринок; to bull the market грати на підвищення цін; to come into the market виходити/вийти на ринок; to come onto the market виходити/вийти на ринок; to command a market контролювати ринок; to congest a market переповнювати/переповнити ринок; to conquer a market завойовувати/завоювати ринок; to corner a market монополізувати ринок; to create a market створювати/створити ринок; to cultivate a market освоювати/освоїти ринок; to develop a market розвивати/розвинути ринок; to divide the market розділяти/ розділити ринок; to dominate the market переважати на ринку • домінувати на ринку; to enter the market виходити/вийти на ринок; to evaluate a market оцінювати/оцінити ринок; to expand a market розширяти/розширити ринок; to explore a market досліджувати/дослідити ринок; to find a market шукати/знайти ринок збуту; to find a ready market шукати/знайти швидкий збут; to flood the market наповнювати/наповнити ринок товарами; to force the market справляти/справити тиск на ринок; to gain access to the market одержувати/одержати доступ на ринок; to get access to the market одержувати/одержати доступ на ринок; to glut the market перенасичувати/перенаситити ринок; to hold a market підтримувати/підтримати ринок; to investigate a market досліджувати/дослідити ринок; to launch on the market випускати/випустити на ринок • пускати/пустити в хід; to manipulate the market впливати/вплинути на ринок; to meet with a ready market шукати/знайти швидкий збут; to monopolize the market монополізувати ринок; to open up new markets відкривати/відкрити нові ринки; to oust from the market витискати/витиснути з ринку; to overstock the market переповнювати/переповнити ринок; to preempt the market заздалегідь опановувати/опанувати ринок; to penetrate the market проникати/проникнути на ринок; to play the market спекулювати на біржі; to price oneself out of the market встановлювати/встановити підвищені ціни на ринку • визначати/визначити занадто високі ціни на ринку • переоцінювати/переоцінити що-небудь на ринку • встановлювати/встановити підвищені ціни на ринку і таким чином втратити своє місце на ринку; to put on the market випускати/випустити на ринок; to regain the market повертати/повернути ринок • знову оволодівати/оволодіти ринком; to retain the market зберігати/зберегти ринок; to rig the market впливати/вплинути на ринок • штучно знижувати/знизити ціни на ринку; to rule the market домінувати на ринку; to secure a market забезпечувати/забезпечити ринок; to seize a market захоплювати/захопити ринок; to segment a market розподіляти/розподілити ринок; to sound out the market випробовувати/випробувати ринок • перевіряти/перевірити ринок; to split the market розподіляти/розподілити ринок; to study the market вивчати/вивчити ринок; to sweep the market завойовувати/завоювати ринок; to take over a market захоплювати/захопити ринок; to test a market розвідувати/розвідати ринок; to win a market завойовувати/завоювати ринок; to withdraw from the market вилучити/вилучати з ринку • виходити/вийти з ринку

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ком., марк. продукт; продукція; виріб; товар; фабрикат все, що задовольняє потреби людини у процесах виробництва, обміну, розподілу і споживання — це товари (goods), послуги (service¹), ідеї, діяльність і т. ін.; ♦ продукт визначається ознаками користі і якості, він розрізняється за назвою торговельної марки (trademark), упаковкою (packaging) і т. ін.

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agricultural products сільськогосподарська продукція; ancillary products допоміжні продукти; animal products продукти тваринного походження; animal and plant products продукти рослинного і тваринного походження; auxiliary products допоміжні продукти; basic products основні продукти; branded products продукти з фабричною маркою • продукти з торговельною маркою; bulky products громіздкі товари; by-product побічний продукт • проміжний виріб; capital-intensive product капіталомістка продукція; certified product сертифікований продукт; chemical products хімічна продукція; commercial product товарна продукція; comparable product порівняльна продукція; competitive product конкурентоспроможна продукція; consumer products споживчі товари; core product основний продукт; custom-made product виріб, виготовлений на замовлення; dairy products молочні продукти; different products різноманітні продукти; diversified products багато-номенклатурна продукція; domestic products вітчизняна продукція • товари внутрішнього виробництва; end-product кінцевий продукт • готовий виріб; environment-friendly product продукт, сприятливіший для довкілля; excess product надлишковий продукт • зайвий продукт; export products експортна продукція; factory products фабричні вироби • продукція виробництва; final product кінцевий продукт • готова продукція; finished product готовий виріб; food products харчові продукти • продовольчі товари; foreign products товари закордонного виробництва; forest products продукція лісової промисловості; formal product формальний продукт; fresh products свіжа продукція; frozen products заморожені товари; generic product немарочні продукти; good quality products високоякісні вироби; green-labelled product екологічно чистий продукт; gross product валовий продукт; gross domestic product; gross national product; health care products продукти для догляду за здоров'ям; high-grade product високоякісний виріб; household products товар домашнього вжитку; imported products імпортна продукція; improved product удосконалений виріб; industrial products промислові вироби; inedible products неїстівні продукти; intermediate product проміжний продукт; intangible product нематеріальний продукт; joint products продукція спільного виробництва (напр. газ і кокс із вугілля) • супутні товари; labour-intensive product трудомісткий продукт; licensed product продукція, вироблена за ліцензією; listed products номенклатура виробів; made-to-order product виріб, виготовлений на замовлення; main product основний продукт; manufactured products товари фабричного виробництва • готовий виріб; marginal product граничний продукт • виріб із гранично можливими характеристиками; marketable product популярна продукція; multi-use product продукт багаторазового використання • продукт багаторазового вжитку; national product (NP) національний продукт; net product чистий продукт; net domestic product чистий внутрішній продукт; net material product чистий продукт матеріального виробництва; net national product чистий національний продукт; nonpatentable product непатентоспроможний виріб; nonstandard product нестандартний виріб; nonstorable product продукція, яка не підлягає збереженню; obsolete product застарілий продукт; patentable product патентоспроможний продукт; patented product запатентований продукт; perishable product швидкопсувний продукт • продукт, що швидко псується; physical product фізичний продукт; primary product первинний продукт; processed product перероблений продукт; promoted product рекламований товар; proven product перевірений продукт; ready-made product готовий виріб; rejected product забракований виріб; related products споріднені продукти; returned product повернений продукт; revised product поновлена продукція • модернізована продукція; rival product конкуруючий продукт; saleable products популярна продукція; secondary product побічний продукт • вторинний продукт; semifinished product напівфабрикат; semimanufactured product напівфабрикат; semiprocessed product напівфабрикат; serial products серійна продукція; software product програмний продукт; spoiled products зіпсовані товари; standard products стандартна продукція; standardized product нормований продукт; staple product основний продукт; substitute product продукт-замінник • ерзац; tangible product матеріальний продукт; total product сукупний продукт; unfinished products напівфабрикати; unmarketable products непопулярна продукція; unpatented product незапатентований продукт; useless product непридатний продукт; waste products відходи виробництва

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product attributes властивості продукції; product characteristics характеристика продукції; product combination асортимент продукції • товарна номенклатура; product cost; product description опис виробу; product design проектування продукту; product development розробка нової продукції; product differentiation диференціація продукції; product group товарна група; product image образ товару; product information інформація про продукт; product innovation новий виріб • нова продукція; product knowledge дані про продукт; product labelling маркування продукції • наліплювання етикеток на продукт; product liability insurance страхування відповідальності за якість продукту; product life cycle (PLC) життєвий цикл продукту; product line; product manager керівник випуску продукції; product market ринок продукції; product mix; product modification модифікація продукту; product placing розміщення продукції; product placement розміщення продукції; product planning планування випуску продукції; product portfolio асортимент продукції; product protection захист продукту; product range асортимент продукції • номенклатура виробів; product recall відкликання продукту; product selection добір продукції; product sheet карта технологічного процесу; product specialization виробнича спеціалізація; product standard виробничий стандарт; product subsidy субсидія на виробництво продукції; product unit одиниця продукції; product variety різноманітність продукції; product width асортимент продукції • номенклатура виробів; to advertise a product рекламувати продукт; to assess a product оцінювати/оцінити продукт; to demonstrate a product демонструвати/продемонструвати продукт; to design product проектувати/спроектувати продукт • планувати/спланувати продукт; to develop products розробляти/ розробити продукти; to evaluate a product оцінювати/оцінити продукт; to exhibit products експонувати продукцію; to feature products експонувати продукцію; to guarantee a product гарантувати якість виробів • забезпечувати/забезпечити якість продуктів; to label a product позначати/позначити виріб; to launch a product випускати/випустити продукт • починати/почати випуск продукту; to list products укладати/укласти список товарів; to manufacture products виробляти/виробити продукцію • виготовляти/виготовити продукцію; to process products переробляти/переробити продукцію; to sell products продавати/продати продукти; to show products експонувати продукти; to store products розміщати/розмістити товар на складі

product ‡ B. four principles of marketing (386)

▹▹ product line

▹▹ product mix

▹▹ marketing mix

* * *

← Глава 3. Do you speak ebonics?

→ Глава 5. Сленг без слов

М. Щербаков

Мы 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.

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).

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).

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).

Коротенький комментарий, связанный с переменами, синергизмом и названиями компаний.

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).

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.

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.