Apple Designer Honoured by U.K. Queen

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Текст №4

Выпишите из текста предложения, в которых встречаются модальные глаголы, переведите эти предложения на русский язык.

Определите, к какой части речи относятся следующие слова, переведите эти слова на русский язык.

Licensing

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When a company is small it cannot sometimes enter a foreign market. It can sign a licensing agreement with a foreign firm. A license is a legal agreement in which one firm gives another a right to manufacture and sell its products. A company that obtains this right pays the licenser a royalty. Royalty is a certain percentage of the income from the sale of the product.

Business that has patents or trademarks usually can use licensing to protect them against counterfeiters. The licenser gains a successful product and the know-how. The licenser often controls the quality of the goods, which the licensee produces, because high quality guarantees the reputation of the licenser. The licenser chooses the selling strategies because he knows more about how to sell the product in the foreign market.

Enter, agreement, legal, manufacture, royalty, percentage, income, patent, usually, licensing, protect, counterfeiter, successful, quality, reputation, selling, strategy.

5. Ответьте на вопросы к тексту:

- What does a company sign if it cannot enter a foreign market?

- Who does it sign a licensing agreement with?

- What is a license?

- What right does a licensing agreement give to a firm that signs it?

- Does this company pay any money to the licenser?

- What is royalty?

- What firms usually act as licensers?

- What do they protect themselves from?

- What does the licenser gain?

- Why does the licenser control the quality of the goods, which the licensee produces?

- What strategies does the licensee choose?

- Who knows the market better – the licenser or the licensee?

1. Перед чтением текста рекомендуется изучить следующие слова:

designer, best-selling, business cards, enterprise, iconic, admired brand, buttons,

award, recognized, childhood dream, fortunate, remarkable, simplicity, humble,

iPod

Jonathan Ive, designer of Apple’s best-selling iMacs, iPods, iPhones and iPads has received a knighthood from Britain’s Queen Elizabeth. This means he can now put “Sir” Richard on his business cards. The honour is the highest award the Queen can give to a citizen. Sir Richard received it for his services to design and enterprise – his iconic designs of Apple’s products helped turn the Silicon Valley giant into the world’s most admired brand and most valuable company. He has worked with Apple since the mid-1990s and is Senior Vice President of Industrial Design. He shared Apple co-founder Steve Jobs’ passion for great quality and stylish products. Many of these have few buttons but are highly functional and easy to use.

Ive said of his award: “To be recognized with this honour is absolutely thrilling and I am both humbled and sincerely grateful.” Ive told reporters his childhood dream was to be a designer, saying: “I discovered at an early age that all I’ve ever wanted to do is design. I feel enormously fortunate that I continue to be able to design and make products with a truly remarkable group of people here at Apple.” Steve Jobs supposedly called Ive his “soul mate” because of their shared understanding of simplicity in design. He elevated the British designer to a special position within Apple, answerable only to Jobs. Six of beautiful Ive’s works, including the original iPod, are housed in a collection at the Museum of Modern Art in New York.

3. Заполните таблицу и выскажите свое мнение по поводу каждой компании:

Company	Things to admire	Things not to admire
Apple
Microsoft
Coca Cola
McDonalds
Disney
Toyota

4. Подберите к словам из левого столбика синонимы из правого столбика:

1.	honour (UK) / honor (US)	a.	respected
	enterprise	b.	accountable
3.	admired	c.	totally
4.	stylish	d.	inventiveness
5.	highly	e.	lucky
6.	absolutely	f.	award
7.	sincerely	g.	contained
8.	fortunate	h.	elegant
9.	answerable	i.	very
10.	housed	j.	genuinely

5. Ответьте на вопросы к тексту:

- What did you think when you read the headline?

- What do you think of Jonathan Ive’s award?

- What other famous designers do you like?

- Do you agree with Ive that simplicity of design is best?

- What do you think of the company Apple?

- Do you have a passion for great quality and stylish products?

- Would you like Jonathan Ive’s job?

- When was the last time you were humbled?

- What was your childhood dream?

- Would you like to work for Apple?

- Do you think Jonathan Ive will continue to bring out great designs?

- What’s more important, Jonathan Ive’s design or the technology inside the products?

- Do you think iPods and iPads should be in New York’s Museum of Modern Art?

- What do you think Jonathan Ive should do next?

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