Business English

Magazine

Jzyk Angielski Biznesowy

4

Artykuly do odsfuchania w formacie MP3

+ Dodatek Technical English

TURMOIL IN GREECE
AVON -THE BUILD1NG OF
A BRAND
TOP TIMES FORTED
WHERE NEXT FOR 1W?
POWERFUL WOMEN
GIVING THE PERFECT
PRESENTATION
MANAGING GENERATION Y
CELEBRITY STARS GOING GREEN

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November/December 2011
IN BRIEF

Image is Everything 1 48

Avatar Attractions for Disney 1 6

Coaching Expatriate Managers 1 51

Reasons to be Cheerful (This Christmas) 1 7

Fast Action in Europe 18

MANAGING PEOPLE
Managing Generation V 1 54

Steve Jobs (1955-2011)] 9

George's Short and Tall Tales 1 56

POLAND

Social Media in Recruitment 1 57

Shale We Dance, Dear Gas? 1 9

Management speak - Room 101 159

The Company Christmas Party - Treat or Trap?] 60

EUROPE

How to Give Feedback 1 61

Danish Economy Bounces Back 114

ENVIRONMENT

Turmoil in Greece 1 17 11

New Greenpeace Campaign 1 62

INTERNATIONAL
Powerful Women 1 20

CM

China's Sizzling Sex Industry] 23

Where Next for BP? 126

EM

Celebrity Stars Going Green 1 65

CM

CM

BUSINESS PROFILE
More Than a Soap Oprah 1 30

BUSINESS LIFESTYLES

BUSINESS LANGUAGE
Merger & Takeover Test 1 69
A Day in the Life of a Nobody 1 70

TECHNOLOGY
Top Times for TED 1 74

EM

Pros and Cons of Google+ 178

Avon The Building of Brand 133
More Than Just Beautiful 1 34

READERS' CORNER

The Home Office 1 39

Rczwizanie konkursu Pomyst na biznes

SMALL BUSINESS
Profiting From Pet Services 1 42

BUSINESS SKILLS
Giving the Perfect Presentation 1 45

BEM Agony Aunt 1 81

80

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VIDEO

BUSINESS ENGLISH + POLSKIE NAPISY

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rowniez poddania audytowi zapasw'Iola

ffjP3

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40

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INDEKS FIRM, NAZWISK I MIEJSC

Adage
Adidas
Angela Merkel
APPA
Apple
Asia Adult Expc
Avon
BP
China
David Cameron
David H. McConnell
Denmark
Dilma Rousseff
Disney
Facebook

54
63.64
21-22
43
9,48,74
23-25
33-35
26-28,68
23-25
8
33-35
14-16
22
6
22,57, 60

FC Barcelona
Geoff Mulgan
Greece
Greenpeace
Gunther Oettinger
Hillary Clinton
Julia Roberts
L'Oreal
OprahWinfrey
PetSmart
Petco
Russo
Silicon Valley
Steve jobs
TED

63
77
15,17-19
62.64
13
21-22
36-38
36
30-32
42-44
42-43
11,26-27
48.56
9
74-77

Dolncz dn nas na Facebooku:www.facebook.com/busines5englishmagazine

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r
-

imi

TE~
*11 a

Nil

fair spory. niezly

'behind the scenes I za kulisami

'improved I usprawniony, ulepszony

layout I ukiud, plan

to sweat over sth I napocid siy nad czymh
'due to popular demand I no hyczenie publiki,
no ogdlne yczvnie

accompanied with I polpczony z czymd

- staff I pracownity

'on board I no polcladzie, w zespole

in addition to sth I w dodatku do czegot,

Steve Sibbald
(Editor and Deputy Editor-in-Chiel)

oprocz ozepos
mixture I mieszanka
most talked-ubaul I najbardziej populorny.

na ustach wszystkich

Dear readers,

social networking site I strona spoincanosti

internetowyth

Allow me to take this opportunity to welcome you to another edition of Business

English Magazine.And what a fine edition it is too.

"to lure I przycio,gnyd, pnzywabic

the pros and cons I za i przeciw, plusy
I minusy
hard-hitting I demaskatoraki

You may be thinking there's been a fair' number of changes made since the last
issue and you would, of course, be absolutely right.There have been quite a few
things going on behind the scenes' and we hope you are as happy with the new
look as we are.
First of all, there's the new and Improved'layout-, which our design team has
sveeute.ci long and hard over' during the last couple of months. Second, due to
popular demand', we've got more articles now accompanied with' MP3s. Third,
we've got some new staffa on board', so I'd like to say a big welcome to new writer
George Sandford and Editor-in-Chief Bartosz Zieleznik.

17 turmoil Iwnzenin, niepokoje

'step-by-step I krok pu kroku, szczegblowy
"documented account I udokumentowane
sprawozdanie, relacja
"to cast one's eye I spojrzed, rzucid okiem
"entitled zotytulowany
"detailed I szczegflowy, dokladny
"humble skromny

So, you've seen the new look and met the new team members. But how about
what's hidden in between the pages?

Well, in addition to" a new Technology Gadgets section, you'll be happy to hear
we've got the usual mixture" of business news and articles for you, including
one on the most talked-about" social netwojtkjsg..yjtes' since Facebook.We take
a look at what it's doing to lure' in more users and, more importantly, how it plans
on keeping them. Find out more in Pros and Cons" of Google+.
There's more hard.vinjttint' news in Turmoil" in Greece, as we give a atoaibyoi
s tep documented account" of the lose 10 years to see exactly why the country
has found itself in such a desperate and depressing position.
We also cast our eye' around the globe to bring you an article on some of the
world's most influential females. To find out who makes the list, check out our
piece entitled" Powerful Women. On a similar topic, this edition's Business Profile section focuses on Oprah Winfrey.We take a detailed" look at her life, from
her humble" (and somewhat tragic) childhood to her position as one ofAmerica's
most important modern-day businesswomen.
So from all of us here at BEM,
time, happy reading.

we

hope you enjoy the new look and, until next

Steve Sibbald
(Editor and Deputy Editor-in-Chief)

Bu siness English magazine

Avatar Attractions
for Disney

- 1 didn't want to come brick to Earth. I didn't want to come buck

to my doy-to-day reality"
He went on to add that he believes the attraction (expected

A new deal has been announced which will

ney

grunt Walt Dis-

the...crgh' to create 'Avatar-based attractions at any of

its theme parks around the globe.

to be unveiled,, in 2018) is going to be

So far it has been reported that work will start on the

'to announce I oglosif

first attraction at Disney World in Florida in 2013, al-

'to grant the right(s) I udzielik praw(a(

has hinted, that it may

'theme park I lemalyczny park rnzrywki

though the entertainment

giant

this to other parks too. The

eventually,expand this
edt price of the attraction is believed to be

eatirnat-

(n. the jregion

spoctucular"."Now

you have something that you can touch as well as see, which
U
I think is going to be really phenomenal"."

'giant I gigant, pole Mat

'to hint I rnbik aluzje
'eventually I enlatecznie, w knftcu

of USD 400 mln,

'to expand I poszerzyh, rozszerzyk

Speaking in an interview, director James Cameron, who is

'estimated I szncoouny

turn" in Florida would incorl2oratez, a number of different

'in the region of 1w pebliiu, w okolity, w pnzyblreniu

"sequel I druga Czgid (film u, ksiaki(

attractions for visitors.

"to stress I akcentowad, hindu nacisk

presently working on two

aeue1n", agruaa& that the vent

"venture I przedsiywziycin
"We're not just doing one attraction, one ride show. We're

"to incorporate I wlpczad, obejmowaf

doing multiple ,, attractions, environments, places where you

"multiple I wieleralu, wielnkrotny

can go to live, eat, breathe, smell Pandora."

,, day-to-day reality I szara rzeczywintoid, codzienvnih

"unveiled I ndnloniyly, oddany do ekspleatacji

"What did people say when they saw the movie, the fans of

"spectacular I spektakularny, widowiskowy

the film'

"phenomenal I niezwykly, fnnomenalny

6 Business English Magazine

Reasons to be Cheerful,
(This Christmas)
Retail outlets and shops in the US will be rubbing their hands
together' over the news that spending habits' look set to increase over this years Christmas period.
Accord icig...to' sews sine MSNBC's business sectio in, American
shoppers are due to part with., 3 percent more of their hardearn e& cash than lastyear afigv.ce'which will no..doobe"put
u. smile on many gas'.
While figures are based on current spending, such as goods
for the new schooling season, it is believed that trends will
continue as the Christmas period begins to approach'.
"Clearly, consumers will remain!, surgical- in their spending,
but the Christmas season should still be quite satisfactory,"
says Bill Martin of ShopperTrak, the research team' that has
p.coIcted' the upeorniog' increase.
"Every shopper in a store will be more valuable,, than last year,
and retail snores should be ready to convert' their holiday
shoppers into sales."
"These figures might not be echoed--- all around the globe, but
surely foreign retailers will feel more confident" after hearing this
news:' says financial advisor Rob Vernon. "Of course,we will have
more ecnoeoce_d' figures after the festive21 period, but it bodes

moiLf.Qt" major challis" and smaller shops everywhere."

cheerful I radesny
retail outlet I slelep d eta litzny
'to nub one's hands together (in glee) I zacierad rce jz utiethyj
'spending habits ( nuwyki konsumenchin
'according to I wedlug, zgvdniv
'to be due to do sth (mind toll zrnbid
'to part with sth j rozslaO sq z czymll
'hard-earned j tikvzarobiuny
'figure j tyro, litzba
"no doubt j bez wqtpienia
"to put a smile on nb's face j wywolad udmieth no tzyjejs twarzy,
ucieszyd kognll
"to approach j nadchtdzid, zbliad si
"to remain I pozvslui
"surgical j thirurgiczny, a: bardzo oslrohny
"research team j zvsphl bodawczy
"to predict ( przewidzied, prognozowad
'upcoming ( nodchodzycy
'vulaable j wantoitiowy
"to convert ( przeksztaltid, przetwvreyt
"to echo j rozbrzmiewah ochem, odbijat sq echem
" confident j peony
"cemented j lv: peony, ustalnny
"festive j iwrqtvczny, odllwiqlny
'to bode well for sb j dobrze komull wrdzyt
"chain I sled Ins. skleollwl
Business English Magazine 7

Fast Action in Europe

'tostruggle I borykadniq.zmagac

As Europe struggle' to find its feet on the economic ladder,

British Eni,nnie Minister' David Cameron has Ygiod, his fears

'to voice I wyrazid

to find one's feet I na bra d pewnotci, ndnalebd siq w nowej vytuocji

over the eurozone

Prime Minister I premier

fallout I In: negalywny nfekl ubaczny

foJiuc'.

'to state I obwiadczyf

In a recent interview, Mr Cameron stated, that fgjjw EuroPenn leaders need to act quickly and make fast decisions in
order to help preserve the common goal.

'fellow I kolegn pa fachul

to preserve I zachowad
'common goal I wapolny eel
"to take action I podju,d knaki

"on needs gx,.pJexni" in the next coming weeks to strength-

"to strengthen I wzmacnih

em" Europe's ban ks,to build the detknces" that the eurozone has,

"defences I obrona, macbanizm obronny

to deal with" the problems of debts" wicisivel'," he said, adding

"to deal with sth I poradzid vabie a czymi, zulu sq czymk

that as approximately- 40 percent of Britain's exports were con-

"debt I zadlubonie

netted to Europe, the country had cause for concern".

"decisively I zdecydowanie, ntanowczo

He went on to state that Europe's financial problems were

"cause far concern I powdd do niepokoju

" app roalmately I pnzybli2eniu

not just a problem for the UK and other European states, but

"to echo uth I adbijud sig whom, tu., zgodzid aiy z czymk

for other nations around the globe.

"stock market I givida, rynek papivrOw warlavtiowych

"to prevail I dominowaO, punawad

Mr Cameron's views will

"those of most other leaders in

"the tight at the nod of the tunnel I twiatelko w tunelu, nudziejo

the eurozone, as news of falling stock markets" and increasing

"to receive I otrzymywah, doslvwvd

problems within Greece continue tc prevail ", leaving many to

wonder when the light at the end of the tunnel" will begin to

"public I ogOl spaleczaivtwa, opinia publiczno

shine.

"sentiment I poglnd,odczutie

"to argue with oth I vpierob Sifi a cod

"regarding I odnoinie, to sq tyczy

"While David Cameron receives

much criticism from the

UK px.blic', few will be able to argue with" his sentiments"

cxgatjng" the current European situation," says finance expert Peter Hanson."Like many countries, Britain's exports rely
heavily an" other European nations and concerns are being
expressed'."

8 Business English Munuelee

"to rely an I zalezed ad, byd zaLednym ad

'to express I wyrazit np, abawy)

The business world was rocked' on October 5, as Apple co- Some industry analysts who witnessed' the Rhone 45 even 31
founder,and Chairman' Steve Jobs was pronounced dead', recently stated that Cook's performance" (ginned" the enthusiasm and spark" of the charismatic Jobs, but those close to
following a long battle with pancreatic cancer'.
the CEO have already made their feelings clearly known.
An official company atuiturnent' read:"Apple has lost a visionary
and creative genius, and the world has lost an amazing' human
boig'.Those of us who have been fortunate, enough to know
and work with Steve have lost a dear friend and an inspiring
mentor. Steve (ggyes behind' a company that only he could have
built, and his spirit will forever be the fosindutiorT I of Apple."
Much had been made of Jobs' deteriorating" health over
recent times and in August this year he stepped down as"
CQ', although he remained" chairman.
The true importance" of his iniueij.ce' on the modern world
can be seen in the millions of online tributes" that flooded"
the Internet as news of his death began gc filter tb.r.cugh"
around the globe.
Some of the world's leading names, from Bill Gates and Mark
Zuckerberg to Barack Obama and Dmitry Mednedev, also
took sIrn.e.out" to pay their respects".
"The world rarely sees someone who has had the ptofa.u.n.d'
impact Steve has had, the effects of which will be felt for
many generations to come. For those of us lucky enough to
get to work with him, it's been an insane1" great honour,"
said Gates.
In an official statement, the American President said that Jobs
was, "Brave enough to think differently, bold enough to believe he could change the world,and talented enough to do it."
"By building one of the planet's most successful companies
from his garage, he exemplified" the spirit of American inge

What's next for Apple?

Millions of eyes will now be on the new CEO Tim Cook to
see if he is capable- of hying up to" the difficult role perfected by his predecessor".

According to" Executive Editor' of MacTech magazine Edward Marczak, the company will continue to be as inncvyu.
tive" as ever.
"While the market may worry, those who have ggyckb"Apple

through it all know there's only more excellence" ahead:'

'to rock sth I wstrzffsnpf caymi

,co-founder 1 wsp6lzal05yoinl
'chairman I przewndniczn,cy,
prezes
'to pronounce dead I annu/
ntwierdzih zgon
'pancreatic cancer 1 rak trzustki
'statement I okwiadczenin
'amazing I niezwyk/y, wyjptknwy
'human being I istola ludzka
'fortunate I nzczflbliwy, mujpcy
sZcZflsoe
'to leave sth behind I pazontawif
tnt zulpo sable
"foundation (fandacja,
fundament
'deteriorating I pogurazajypy si
(np stun zdrowia)
to step down an sb I ustajbk ze
slanowiska
"CEO (Chief Executive Officer) I
dyrektor natzelry
"to remain I pezontab
"importance I wanubrt,
znaczenie
"influence I wplyw
'tribute I bald, wyrazy uznunia
"to flood I zatapib, zulak
"to filter through I rnzchodzic sig,
rozprzvslrzeniah sit

to take time out I wzifft noire,

urlup
"to pay one's respects (to sb)
alnyk knmub uazannwanie.
pozegrak zmarlego
"profound I glboki, gruntnwny
"insanely szaleftzo, ogromnie
"bold I odwazny
to exemplify sth 1 unnabiak tab.
stunowik przyklad tzegnb
'ingenuity I wynalazczobk,
pomyslowobi
'capable I zdnlny, kompelentny
to live uptosth I dorbwrabczemuk
"predecessor I pnprzednik
to witness sth (byb fwiadkiem
uzeynt
,event I wydurzonie, gala
"performance I wyniki, aniagi,
wypelnianie (nbnwiyzkOw(
'to lack I brakowab, rio mieb
"spark I iskra
'according to I zgndnie z, wining
executive editor I redaklor
nocrzelnylwykanawczy
'innovative ( nnwatorski
"In stick by sb I lrzymak sit
kogab, pozestuwaf przy/z kimb
"excellence I perfekcju
doskonalobti
Oari,srsr O,gIkh Magazine 9

POLAND

Shale We Dance,
Dear Gas?
In mid-September. Keg Resources (an independent British oil and gas
group with acreage in Poland and Germany) found deposits of shale
gas in tebie. This successful test drilling may be one of the country's
most important moments this century. BEMs Tomasz Puchalski and
Daniel Starski investigate.
shale I lupek
resource I zasOb
oil and gas I rope i gee
acreage I lererr areal
deposits I zloa
test drilling I wiercenie odkrywkowe

C')
71
10

Business English Magazine

POLAND
hale gas is currently on the
list of unconventional energy
1 sources
(with tight gas', coal
bed methane and rcue.ttuuia.e
ttydcar,t.a') that theoretically are more
expensive to extract than traditional
fossil fuels,,. However, not without reason" the current trend is referred to
se" the 21" century goiLtuah". The
fluE-ever shale gas extraction took
place in 1821 in NewYork state in the
US. Since then the technological developments have made it possible to
ojflcarj.tl 17 lower the costs of the entire
operation.

The world
Currently, the undisputed leader in
obtaining" energy from shale gas is the
United States. The first-ever extraction
for commercial use was started in 2002
and amounts have soared' ever since.
According to' a report prepared by
the Energy Information Administration, the largest perspective deposits'
are in China (36.1 trin ni3), Argentina
(21.9 trin m( and Mexico (19.3 trIo
MI). In Europe, Britain leads with 5.7
trin m3 after the findings" in Lancashire county in September 2010) and
Poland comes second with 5.4 trin mt.
There are also significant amounts of
this energy source in France (5.1 trin
vit) and Norway (2.4 trin m u).

Full of controversies
Shale gas arouses,, many controversies,
pxrticiuiu.riy" amongst economists and
politicians. Commercial use of shale
gas as on energy source has caused
a revolution on the gas market The US
has changed from an importer into an
exporter of this fuel. It has caused the
LNG', price aituap", which was a real
loss for Qatar" and may also have an
i.ttip.act11 on Russia - the leading exporter of natural gas to Europe.

Ecological issues
The opponents of shale gas extraction claim' that the process contaminates" the groundwater" with chemical substances during the hydraulic
fracturing.
pill

'energy source 12r6dic ennrgii

'light gas I gao zacisniyly/uwizieny
coal bed methane mnlvn a pokiodow
wflga
'methane hydrates hydroty metanu
to extract I wydabywa.
"fossil fuels 1 paliwa kopalne
"net without reason ri ie bez przyczyny
'to be referred to as byd mymb narwunyin
byc nkreslanym jakimb mianen
"gold rush geracaka zioN
first-ever pierwsoy (no bwvcie)
'significantly znaczpco
'undisputed a nkwestiennwany
'to obtain I uzyskod
for commercial not I na uSylek knmeroylny

'to soar gwultownie wzrvxtat

"according to I zgndn e z wvdlug
perspective deposits I zleza
perspeklywiczne
"findings I wyniki (badxh), zna ez sky
"to arouse I wzbxdz t wywolac
'particularly I szczegoln ie
17
LNG (liquefied natural gas) I goz zinmny
a postaci cieklv
"slump gwullowny vyadek
"Qatar Kalxr
"to impact sth I wplywac tacos
"to claim I lwierdziii
"to contaminate I skaSac
our tczyszczat
groundwater I woda grunitwa
Business English Mugra'n

11

POLAND
(37 thousand km2 ) is currently being
screened for' shale gas.
In comparison with the currently
available natural gas deposits,which are
estimated at 100 bin m3 (and may double after the recent findings obtained
near Kutno), even the least optimistic
prognosis sounds marvellous". Should
the EIA prognosis come true', Poland
will be fully independent, as far as gas
needs are concerned, for the next 300
years. More details on shale gas deposits should be available within 4-5 years.

Permits
Ministry of the Environment is responsible for main 51 research permits in
Poland. in four years time, 101 search
li,cens" were giy.uneruu, mostly to
PGNiG (IS), Maraton Oil (11), Siluran
(9). Lotos Probaltic (seven permits for
underwater search under the Baltic)
and Orlen Upstream (7).
These licenses are only for research
- to start extraction, one needs to
obtain a mining" concession. Should

Even though it has extensive' deposits,

Poland
in June 2011 France banned' shale gas
Poland has one of the largest shale gas
extraction with this technique and in
September 20 II withdrew three ten deposits in Europe. The Wood MacKenzie consulting group eirno.tes" it
search permits forTotal Consortium.
at 1.4 trin m3, whereas Advanced Resources International is more optimisThe EU is also considering implementtic with its ptagnnnis (3 trin m3). Howing regulations I that would control the
ever, EIA remains the most optimistic
process,
with an estimate of 53 trin m3 .
However, the heed" of Poland's Ministry of the Environment cetnuins' OOn
The shale gas deposits are located be
tween Slupsk and Gdansk all the way
concerned' and claims that there is no
evidence " sutggesclng' that shale gas ex- through Warsaw to Zamosc and Lublin.
Over II percent of the Polish territory
traction might mom' nature in any way.
12

Business English Manraaiee

"extensive I roziegly. szeroki

"10 ban I zakazai, zabronii
"to withdraw I xycofai. cnfnai
"research permit I licencjalzezwolenio
na prowadzenie poszukiwaf
(geologicznyth)
'to consider I rezwuioc
"regulations I regulacje )pruwne)
"head I glows (op. zvspelo), szef
'to remain I pozestad
"uncurscerned I obojytny, niewzrunzeny
"evidence I dowedy
"to suggest I Is: wokazywad (no cod)
"to harm I zanzkodaiO, nkrzywdzii
"to estimate I nzocewai
"prognosis I pregnozu. roknwanie
'to screen sth for sth I badad cod pod jakimi
kotem, paddawac cm tentem no cod
"in comparison with I w porwnaniu zldo
"marvellous I cudowny, wspania{y
"to came true I spelnif sifl
"responsible furl odpowiedziolny za
to issue I wydab (np. zeawolenie)
"search license I litencjatkonceoja na
prowadznnie poszukiwab
'to give out I wydni, oddod
'the Baltic I Baltyk
'mining I gdrnictwo, xydobycie

POLAND

a company find shale gas in their area,

it will have priority in a.cquirin" the
necessary documents for further procoedins", but only for two years after
the geological documentation has been
prepared.

Profits" and the security

of energy supplies
Shale gas extraction will be slightly ,
more expensive in Poland than in the
US, as the deposits are located deeper
underground (about 2.5-3 km in the
southern parts of Poland and 4-4.5 km
in the northern parts).The cost of aperture" in Poland is estimated at IS mln
USD, compared with 7- 10 mln USD in
the US. However, it is still pmofita,hle"
for the companies. According to EN"
DonaldTusk, the first profits may come
as soon as 2014 and contribute to'
'to acquire I nabyd
"further proceedings I dalsze czynnokci,
kolejne dzialania
profits I zynki, dochody
slightly I odrobinq
aperture I odwiert, otwnr
"profitabln I rnnlowny, dochodowy
"PM (Prime Minister) I premier
"to contribute to] przyczynid nifi do, lu
zaailic coo

the national budget and local governments' budgets. Furthermore', shale

gas extraction may allow Poland to become independent of' the Russian gas.
Security of energy uu.pp]ies" should be

coached" by 2035.

ready been drilled in Burnett Shales).

The first was started in June 2010
by Lane Energy Incoop.ctagionwith"
ConocoPhillips in...the vicinity of" Lebork. Henryk jezierski, Chief Geologist
for the Ministry of the Environment,
expects that commercial extraction
will only become possible in 10-15
years.All the procedures are regulated
by the Geological and Mining Act", of
2004.
It's worth noting that" the service

charges" in Poland are roilativI" low,

metaL" 1-2.5 percent of the Income",

Only 10 drills" have been conducted"

since September 2010, which is quite
a poor result" in comparison with the
US (e.g. 10 thousand apertures have al-

whereas they are several times higher

in the US. However, it's almost certain that if the perspective shale gas
deposits are confirmed", the prices
will go up. Until then, go and get your
sieve,, and bag, and get ready for the
gold rush!

furthermore I to wipcej. ponadto

'independent of sth ] niezalezny od ozegob
"supplies ] zasaby, zapasy
"to reach ] oviqgnqd, do!rzod
"drill ] wiercxnie, odwinrt
"to conduct] preeprnwadziO
"poor result] kiepski wynih
"in cooperation with ] we wspdlpracy
"in the vicinity of] or poblidu. nieopodal
"act I uslawa

'it's worth noting that... ] naledy/wurto

zauwadyf. le...
"semite thurge ] oplata eksploatacyinx,
prowizia
"relatively ] stosxnkowo, relatywnie
'to set sthutX] lu:uslalidtosnul. okreltid
(warlord) no I
"income ] dochod, przychdd
"to confirm I polwierdzic
"sieve I situ

Extraction

ff

Business English Muguoieu

13

Now

_ol

+2

paniiameniary niece on I

WYDUFY

porlamentarne
QI I pierwszy kwartal
Gross Domestic Product (GDP) I Produkt
Krajowy Erulto (PKB)
duets I zpowodu
depressed I przyynyb ony to. dotkniyly
kryzysem
reliance on sth I polegan le na czymt,
zalenosd ad czegos

Danish Economy
Bounces Back'

vulnerable (to sth) I beobroony (wobec

czegob). 'ooazooy (a coo)
disruption I zukiOcenie, wstrzqs
,-forecast I prug0000wany, proewdywany
slowdown (spowoin onie. caste
(rp ekonorr cony)
'to affect sth I wplynu,c na coo met na con
wplyw
demand

I Pont

confidence I zoufanie pewnosc

'to cut sth to nth ( obciyd, ogran ezyc do

o the first quarter of this year and

percent due to the continuing banking

the fourth quarter of last year,

troubles and a depressed' housing mar-

analysts had shown Denmark's

ket Denmark's reliance on" exports

economy to be contracting,
contracting

means that its economy in extremely

a trend which was reversed' in Q2 of

vulnerable to disruptions ' in its neigh-

this year.The Danish economic numbers

bors' economies. Germany and Sweden

are being watched with special interest

together buy a quarter of Denmark's

this autumn because of the impact they

exports, so the forecast" aiowcltaweia"

pewnegu poz omu

have on parliamentary
__________
elections, which

of both economies negatively gffgce."

prediction I przewdywarie, przepowiednia

must take place by November.

annual ( roczny
estimate I wurlosd szucunkow
w przylbliteniu

Denmark. Lower clemandu and a drop

in consumer confidence- had the Dan-

One of Scandinavia's
weakest economies

public budget deficit I deficyt buddetu na

ish finance ministry ceetfbng" its own

predictions" for annual' growth to I.]
percent, down from its estimate" of 1.9

wydatki publczne

The numbers ofQ.L' signaled that Des-

national debt I diug pvdstwuwy

mark was the first northern European

focal point I ogn oko (soczewki),

country to enter recession. Gross Do- Since public budget deficits' and DSo
mestic Product (GDP( dropped by 0.5 tional debt' have become focal points,,

to- znsudniczu kwentia, punkt centralny

14

Business EvgInh Magazine

percent in May.

in the country is still below 5 percent,

but a large number still looms over' the
current government. Government econ-

omists have forecast a USD 16.4 bin

deficit for she government i n 2012, cer

tainly not the troubling numbers seen in

the aforementioned" countries, but still
uosevt.ng for Dunes accustomed to'
budget mirpiu.ses'.

Financial
stimulus package35

banks' bad.loans " so that larger banks

Danish Prime Minister Lars Loekke Rasmussen's USD 2.1 bin stimul s plan was
designed to increase consumption and
start to repair the iuggititg' housing mar
ker . The stimulus package, called 'Sustainable Growth'," would supposedly"
not contribute to country's iotig,i.errri"
debt and would be aimed directly ug' the
Danish property marketsa with tax relie l
and lessen V, restr ctions on new bruise
purchases ' The plan also culletifoc infrastructure improvements and more pethbc
upteti.djng" to create more jobs. Still, due
to the lagging popularity numbers of Rasmussen and his party, and the new GDP
numbers showing that the need for such
a stimulus is not as severe" as i nitiall thought, it is most likely not going to re-

may buy smaller ones without the risk

ceive enough votes in parliament to pass.

Part of the deficit will be attributed

to' certain programs instigated by

the government to jump-start", the

economy and help aolldify" the afflicted' banking industry, which saw two
regional banks fail in February. Passed
in August, the bank rescue package is
an attempt to shore up" Danish banks
before the European Union needs to

,,

become involved4 . Similar to the bank

bailout" in the United States three
years ago, the package will identify
which banks are 'too big to fail", guaranteeorrgf.nucuce' certain overextenuuons' by national banks (as much as
USD 33 bin) and buy up some of the

across the EU this year, with dire" numbers in countries like Greece, Portugal
and Ireland, the policies of Denmark's
center-right government have come
under scrutiny 7 from all quarters. The
government's muif.uco' reforms in recent years have generally been seen as
financially positive, and yrtomployment'
'dire I tragiczny, skrai ny
"to come under (close) scrutiny I zostac
(dokiadnie) zbadanym przebwietlic ova
'welfare I zasilnk (opivki spoletznej
to system op eki spvlvcznel
unemployment I bezrobncin
'to loom over s I wisinc nad kimf, winioc
w powietrzu
'aforementioned I wyzej wymien i onyl
vspomniaay
unsettling I n npokolty
'accustomed to sth I p rzyz y czaj any do czegoh
"surplus I nadwy2ka

'stimulus package I pakvtdolacji, nubwnncje

rzydowe (w czasiv kryzysu)

to attribute sth to sth I przypisywad cob

tzemus
to instigate sth I

WSZtZht

Household consumption
dropped by 0.3 percent,
countered by a 4.5
percent increase in
public spending and
investments, even
without the stimulus
package.

of their toxic assets". The steps this

program will take have been viewed
positively by Standard & Poors as well
as Moody's, contributing tolo a new

Recoveryeo

feeling of consumer confidence in the

In the face of'- government and analysts' predictions, the Danish economy

country.

squeaked through" recension in ON-

'to solidify I utrwali t, wzmttnit

'afflicted I dolknigty, tvrpiyty no ton
to pass I uchwalit (ustowy)
"to shorn sib up I podeprzec podlrzymat ctb
to become involved I zaanyadtwats
W tos zostac zaanga2ownnym
'bailout I dafinanoowanv subwentja
"too big to fail I zbyt wielki, by splajtowac
(0 bankath i organcnacjatb finansowych)

housing market (iyrivk mieszkan owy

"sustainable growth I staly/stabilny
wzrost

supposedly I rzekomo ponoc

long-term I dlugotorm nowy
'to be aimed at sth I byc nkierowanym na con.

ponowny zastrzyk gotowki

"property market I rynek nivruchtmosc

-tan relief I alga podatkowa
loosening I pomnieszaycy NO
purchase I nabytek

overextension I prol ongata okrenu splaly

"to call for sth I wymagaf czvgos domagat

"to refinance I zet'iwnowat ntrzymnt

kredytu ponad term in karonci

"bad loan I kredyt bez szons no splaly

"toxic assets I obtydony mojytek, aktywo

z ran awnymi abc o2en ami
"to contributo to sth I przyczyn 1 at sifi do

tzegob
public spending I wydutki publiczne
"severe I dotkl WY nutty
- initially I p ierwotnie, no pocztytku
'recovery I odzyskwaniesl zdrewivniv
Oifl

'in the face of sth I w obl iczu tzegos

ton

to jump-start sth I przynrocit too do 2ytio,

'Prime Minister I premi er

zroanimowad

12 lagging I pozostajty w tyle spowoln nay

'ts squeak through sth I lakoo/ledwv przez

con pnzebrnyt

Business English Mognen

15

Q2 by showing I growth. The grov

Q2 also required
numbers for Q ti
be recalibrated"
positively, meaning that technically, since it
did not sAtL
mate
experience ec,ono.mic
contraction for
three consecutive72
quarters, Denmui
was never actuall
a recession. Desp
passing 'Sustainable Growth",
government spending was the driver'
for the rebound, this according to Statistics Denmark: "A small decline in'
household' consumption was more
than balanced..out by increases in public
spending and investments, so domestic'
demand rose by 1.6 percent." Specifically,
household consumption dropped by 0.3
percent, countered-' by a 4.5 percent increase in public spending and investments,
even without the stimulus package.

e growth again,
'e think there's
n a bit of a reound in investment." How the
government
deals with
those economic risks is

the mat.otJsv
sue' in the autumn elections
in
Denmark,
ith the solutions
forward" by
jor political parties involving Danes working
more, either increasing daily working hours or increasing the retirement
age'. an gsu.r.go" in productivity per
worker which also runs the risk of- u.d
verset' affecting unemployment yam-

Since public budget

deficits and national
debt have become focal
points across the EU
this year, with the dire
numbers in countries like
Greece, Portugal and
Ireland, the policies of
Denmark's center-right
government have come
under scrutiny from all
quarters
proposals to gradually" lower it, while

Despite the positive numbers, officials

and analysts in Denmark cemu.jn" cautiously optimistic'. Danske Bank chief
economist Steen Botian said that "We
will not see impressive' growth, but we
will see growth nevertheless"." jyske
Bank economist Peter Skottegaard sees
real reason for caution. "We see a risk

ioserseit" abolishing- subsidies in an

effort to be deficit-nnutral.The current
public sector deficit in Denmark stands
as" 3.8 percent of GDP, with next year's
forecast to be even higher, on 4.6 percent. Federal financial
e.g' urecormi,
Outlook92
punyclld by" data showing that the timn
come" gap ' between the poorest and
Government labo_r' policies and corporate tax rates", combined with- their the richest citizens" has skyrocketed"
effects on government spending and in recent years, growing by 25 percent,
deficits will be the major indicators" a larger surge than in any other European country in recent years. Shocking
through the rest of this year and beyond. Denmark employs a program of numbers for a culture that has always
17
public wage subsidies which while e.du Kidd itself on" being egalitarian".
jngJtr" increasing the spending power
can negatively affect competition". The Thus, despite the good news in Septemfederal corporate tax rate is currently ber, the new government in Denmark
25 percent, but there have been some certainly has its work cut Out for it".

'tn recalibrate I wyonacoyb ponomnie normy,

ponownie skulibrowac (wartoici)
"ultimately I ostutecznie
"economic contraction I regnes ekonomiczny
,kurtzenin Of' gospodonk'
"consecutive I kolnjny, naslflpujayy posobie
"driver I motor, silo napfdowa
"rebound I odbicie sip (ad dnn), powrbt do
normy
"decline in sth I opadek tzogob, obrobonie
czegob
"household I gospodarstwo domowe
'- to balance sth out by sth I wyrdwnab tab
czyms zrdwnowazyi cob za pobrednictwem
czegas
'domestic 1 krujowy
'to counter I sparowab. odeprzob cm
to remain pozostab
'cautiously optimistic I umiarkowanie
aplymistycony

impressive I imponuja,cy
nevertheless I pomimo to, niomniej
ed flak
'to deal with sth I poradziii sobie
Z czymb
"major issue I istotno kwestio, wuzny
problem
to put sth forward I zuproponowab cot,
przedstawib cob
"retirement age I wick emoryloiny
"upsurge j przyplyw. wzrost
"productivity I p rod uktywnobb. wyniki
"to run the risk of sth 1 oura2ub Sifi nu jukieb
ryzyko
'adversely I nepatywnie
"outlook I prognoza. pnrspektywy
"labor I pracu. zutrudnionie
"tao rate I stuwku pod atkowa
"combined with I w potpczvoiu
'indicator I wskuznik

16 Business [,yiih Magazine

"wage ) plots, aorobki

"to aid in sth I pombc a czymblz czymi
"competition I konkurencja, rywulizacja
gradually I otopniowo
inversely I sdwrotnin proporcjvnalvie
to abolish I alikwidowuk, obalib
to stand at I wymosif, stanowib
woes I problemy, kfopoty
to be (further) compounded by sth ) (jeszczv
bardziej) cob skomplikowab, pogorszyc
income 1 dodd, przychsd
gap , luka przepusit
citizen I obywatel
to skyrocket I gwallownie wzrosnpi
to pride oneself on sth ) szczycid 5ff
taymb
egalitarian ) egalitumny, dojpty rOwne
moiliwosci
to have one's work cut out for him I miob
pond sobqtrudne zudanie

EUROPE

January 2001

staging

At the turn of' the new year Greece

taken the monumental decision to ditch

the imposition" of austerity..meauurm

aimed at cory(n' a spiralling" deficit
and restoring' the ifogging public fi-

For a brinf' period, optimism smuops

through" the nation and beyond, as it is an-

the drachma, in favour of joining the

nance sector.

nounced- that

the event is a crucialki factor in

Spring 2006

is up 4.1 percent.

euro. In doing so, Greece becomes the

I 2 country to adopt the single cuuu

ygcy".The euro's monetary enforcer',

debt zadlunnie

the ECS (European Central bank), ad-

to threaten zugrozid

vises that the country should improve

its economy.

to host sth byd gospodarzom ozogos

'to rock sth to its foundations wslrzasnad

czymt w posudath

floundering kulvjhty

at the turn of sth no przelomielpoczhtku tzegoi

to ditch sth porzucid, erezygnowak z czogot

tome clean about' providing mislead-

'in favour of sth I na rzecz czegob no korzyfd

join the euro. The Greek government

cz000s

'currency I wulutu

says its deficit has not been below 3 per-

enforcer I Is' organ syknnawczy

cent since 1999,going against Eli ce.guia

,,to improve I polepozyd, usprawnid

tions".

'alarmbnlls start loringl odzywa sip

dzwanek ularmowy. pojawioly sic vygnaly

March 2005

niebezpieczehntwa

The knock-on effects of Greece's

czegos

to come clean about sth I przyznui sip do

honLnr of the 2004 Olympics cotc.g
back to haunt' the country. The cost of

sumieniu, wrncic w dwdjnosb (np. po zlym

uczynku(

Alarm bells start to ring as the Greeks

ing financial information in order to

to come back to haunt sb ciqyyd komud no

'to pick up sb's tab splucid czyjei dlugi

November 2004

knock-on effect etokl domino

'turmoil I wrzawa wruenie

misleading I mylyty, wprowadzajhcy w blhd

'regulation I przvpis, uregu Iowan lo prawn

"to stags sth I upozorowac cob, to: zorgunizowad

'crucial I dvcydujo,oy. r075trzygaj2jcy
"imposition I narzucvnie, wymunzonie
"austerity measures I (draslycznn( irodki
osztzdnoiciowe

'to cut sth ng ran iczyc, zredukowud tob

'spiralling (wymykajpy sip spud konlrali,
wzrastacy
"to restore I ndoowid. przywrdtid
flagging I slabno,cy, opuduja,cy a nil
'brief( kndtki
to sweep (through sth) I przvlatzud vi
(przoz cot), ogurniad (cob)
"to announce I oglouib
GDP (Gross Domestic Product) I PKB
(Produkl Kruiowy Brutlo)
Business English Muqunirn 17

November 2009
urnbloa' of discontent emanate from
the markets once again as the sunshine
biaaiates" and storm clouds gather.
Global financial crisis does little to ease
Greece's rudderless t'ligh_n' as the national debt hits EUR 263 bIn up from
EUR 168 bin four years previous.A new
socialist government led by Prime Minister" George Papandreou admits" that
Greece's debt will be double the precious
official estimate,, at 12.7 percent of GDP

December 2009

The country witnesses

a rise in taxes on fuel,
cigarettes, alcohol and
luxury goods.

year. Greece refuses" to activate the

package. PM George Papandreou says in
a statement", "With today's decision, Europe sends a very clear message that no
one, any longer, can play with our common currency, no one can play with our
common fate"."

March 2010
Greek citizens" are forced into" taking
lower bonuses and paying higher taxes
to prevent' the country from going
bankrupt'. The measures include pen,
sin" freezes, cuts in public sector pay
and an increase in sales tax from 19 percent co2l percent.

Greece hopes to use the capital as

a buffer to ensure" that investor conEdunce" is restored.The news is tempered" later in the month, when Standard
& Poor's downgrades Greece to 88+
causing markets to panic.
May 2010

More doom and gloom as rating agen-

cy' Fitch slashes- Greece's investment

grading" for the first time in 10 years
from A- to BBB+, leaving it below the
investment grade. Fitch cannot rule our'
the prospect" of further downgrading.

January 2010
A stability programme is introduced" to
reduce the deficit to 2.8 percent of GDP
by 2012. An end to tax privileges". antifraud' measures and an exceptional"
wealth tax" are put into place along,
side' an increased ie" on tobacco'
and alcohol.The intention is to increase
fiscal revenue by EUR 2.3 bin.
"rumble I porn ruk. ywar
-discontent I niezadownlenie
"to dissipate I rozpreszyui, rvzpuitid
"storm clouds gather I zbiera uif na denote,
zbiorajasif (czarne) chmury
'to ease I zlalodziO, natal
"rudderless I niesteruwny. pozbawiony culu
'plight I trudna uytuucjs cikie peloSenie
"Prime Minister I premier
"to admit I przyznawaf
estimate I wurtoid uzucunkuwa
'doom and gloom I ta ole wieici
"rating agency I agentja ralingowa
"to slash I nbniyO (drastycznie)
'grading I klauytkacia
"to rule sth out I wykluczyi cot
"prospect I perspektywa, szansa, moliwoic
downgrading I redukeja, obni2anie klasylikacji
'to introduce I wpruwadzif
s, tax privileges I ulgi podatkvwe
"fraud I oszuvlwo
"exceptional I wyjv,tkawy
'wealth tat I pudalok od malgiku, pndatok dla
zamninych
18 Orxieeee English Magazine

The country yy,jciesses' a rise in tunes

on fuel, cigarettes, alcohol and tuucu.r.y
goods". Although the cuts are barked"
by the EU, Greek trade unions" object".
fearing that" the reduction in bonuses
will not end after the crisis. Prime Minister George Papandreou likens the
budget crisis to" a "wartime" situation"
whilst the unions threaten strike action"

The month of May sees Greece

plagued' by a series of strikes, in which
three people die and a bank is set on
fire". Another rescue package is announced, amounting tov EUR ItO bin
over 3 years. The euro receives a EUR
750 bin safety net", to-placate", the markets amidst fears that the Greek crisis
might be contagiotes".

April 2010

July 2010

A EUR 30 bin multilateral" financial rescue package" is approved" by EU ministers with the IMP" pla.dgin" a further
EUR 10 bin over the course of the first

Pensioners suffer" as benefits" are cut

as part of the EU/IMF package.Women's
retirement age" is also raised to from
60 to 65.

'-to put sth in(to) place I przygolowud cob

do wdroeniolwprowadzenia a Syne
"alongside I ubok. poy
"levy I podatek eplute np. importowa)
"tobacco I tylod
"fiscal revenue I przychdd tskalny, wplywy
z podatkw
"citizen I obywelel
to force sb into doing sth I wymuuii vu kimi
zrobienin tangos
to prevent sth I zupobiec czemuu
to go bankrupt I zbunkrutowad
"pension I emerytura
to witness sth I duswiadczyd czegoi, byd
iwiadkium czegos
"luxury goods I prudukly zbytkowne, towury
luksunuwe
"to back I wesprzek, zuaprobowod

mo It! lateral I wielostronny

"rescue package I pakiel nubwencji
"to approve I zaaprubuwnd, uzrad
"IMF (International Monetary Fund) I MWF
(Mitdzynarodowy Fundusz Wvlalowy)
to pledge I zo bow igzat si. przynzec (kwuty)
'tu refuse I edmawiaii
"statement I oiwiadczenie
"fate I Ion
'buffer I bufur, zabezpieczvnie
to ensure I zapewnid
"investor confidence I zaufanie inwestorw,
pewnoiit inwestorbw
"to temper I zlugndzid. nsludzid
'to plague sth I drycryd con, nykad tea
'to set sth on fire I pudpalid cud
"to amount to I stenowid, wynnviir
'safety net I siatha auekuracyjna,
zabezpieczenie
to placate I uspokoid, ulxgndzid
"contagious I zakany, zxrazliwy
"to suffer I lulcierpied
"benefits I iwiadczonia secjalne
"retirement age I wiek emenytalny

'trade union I zwirtzekzawodowy

"to object I sprzeciwiad sip
"fearing that... I z obawy, 2e.... v nbawy o.
"to liken sth In sth I upndobnid cot do czegei
wartime I cons wojny
'strike action I podltcie strajku

With today's decision,

Europe sends a very
clear message that no
one, any longer, can
play with our common
currency, no one can
play with our common
fate.

May 2011
Uncertainty" about debt restructuring is
fuelled" further.Tlse government hopes
that the EU and IMF will extend loan repuyments'.The [CE is having none of it
though and u.tgm' Greece to pursue
its budget cut and privatisation okllga
tiouu'. Greece daly" ob.iiguu' by un.v
veiling" a series of privatisations.

June 2011

political certainty, and disagreement'

between European leaders is tited..au"
a major reason for their yojaEiliay'.

September 2011
A new property gax'' is introduced to
combat' rising inflation as part of an
international bailout package and protesters clash' on the streets of Athens
as a result of the austerity measures.
the plus oide'', EU presidentJose Manuel
Barroso urges other states to accept
more integration and states that Greece
will remain a member of the EU.

A European Financial Stability Facility

(EFSF) is approved by the lower house"
of Germany's parliament and is expected
to be ranif'ied" by remaining EU parliaments in Malta, the Netherlands and
Slovakia. Many believe the measures are
otsogling" the Greek economy and
pisuogiug" the country further into economic turmoil. Athens sees more protests as international inspectors decide
whether or not Greece should receive
a further EUR8 bin.

More social unrest" on the streets of

the capital, as the government agrees to
cut jobs in the public sector.The government lashes out ut' Moody's for rating
the economy seven notches into funk Late September
territory-. It believes it has made more
than enough effor_t" to put its house in The prime minister goes on a charm oLorder-. Eurozone ministers agree to fensive" to convince" fellow" EU leadGerman proposal 1,0 for a 'soft restruc- ers that Greece can meet the demands"
turing' of Greek debt. The markets are required to.fuifil" the austerity measures
in disarray" as they react to lack of imposed on" it by the austerity plan.

The EU and the euro remain uinde.c intense prnaostre" as ministers and analysts argue over the germ'' of bailing
out Greece. Further "haircuts" are
planned for Italy and Spain as they too
fall further into debt, The only hope is
that EU powerhouses" of Germany
and France have got it right and that the
euro can see out-what is its toughest
test to date".

"uncertainly I nivpewnoid
"to fuel sth I napqdzac, podsycak cvi
"to extend loan repayments I wydludyd vkres
karencji
"to have none of itlthis I nie thtied a czymi
slyszei
'to urge I zachcad, pvnaylad
"to pursue I dayi, pvszukiwad
obligation I zubowiqzanie
duly I naleycie, zgndnme z planvm
to oblige I wyiwiadczamt przyslugf,
wypviniamt vbivtnmc
to unveil I odslonimt
social unrest I niepukuje spvlecznv
to lash out at sb I zaatakowamt
kogoi
notch I szczebel, stopiei gradatjm
junk territory I nbszar smieci, tm: najnidnzy
standard

to convince I przeknna
"fellow I kniega (op. pvfucbu)
to meet the demands I sprostai wymnyom,
spe/nid wymvgm
to fulfil (wype/ni& npvinid
121 imposed on sb I narzucnny knnub
lower house I izba niasna (pnnlamenlu(
"to ratify I ratyfikawaf, uznni prawns
"to strangle I dusimi, tlamsimt
1.19 to plunge sb (into sth) I pogrqad kvgoi
(w cob)
under pressure (pod presjc
merit ( zaletu, wanlvid
haircut I strzyienme, mm: drobne cmfcie
budOetowe
powerhouse (sila, pategu
(np gnspudarcza)
to see sth out I przetrwut cm
to date (dv chwili obetnej

to make an effort to do sth I wysillO sic,

uprvbvwud cub zmnbid
to put one's house in order I dvprowadzii
swojv sprawy do porzqmlku
proposal I prnpozycja
to be in disarray I byk pogrqonym)
w zamycie/chausie
disagreement I niezgodu, rvzvica zdu
to cite sth as sth I przytaczamn cos jako
przyklad ma cob/tangos
volatility I nitstubilnobd, nmeprztwmdywalnnimt
115 property tax I pvda!ek vd nieruchomuici
'to combat nth I zwalczud cub, walczyf
a cayms
11 , bailout I dofinannvwaniv, nubwencja
11, to clash I cdenzad ny icmvrad sip rn soba.)
'an the plus side pu strvniv plusOw/zelvt
charm offensive knkietowanie,
wdziyczene sip

Bsiess English Magazine 19

o highlight this continuing trend Forbes magazine

ccrnpiie.0 an annual list
of the 100 most powerful
women in business. Most names in
the 2011 rchi.coll" have high positions in a variety,2 of international
corporations or play main political
roles in the world.

UU

The characteristics of these women

are not very much different from their
male counterparts' when it comes to
intelligence, vision, and determination.
Nonetheless' many of them privately
admit to- feeling that achienin' success in their careers took them more
20

Business English Magazine

The 100 women listed pooaeos'agreat

deal of power and prone that ladies in
key leadership' positions can easily do
as well as gentlemen if not bettetTheir

work pays high profits-,,, to stockholders

around the world and one need look no
further than the two companies that
delivered the best results in the stock
market in 2010 to emphasise' this fact
- Dupont and Kraft are both led by
women.

to highlight I naswietlih, uwypuklib

'Is compile I tworzyc, ukiadaf
"annual I doroczny. roczny
"roll-call opel, ezytanie listyobecnohti
'variety rOOnorndnebk rozmuitnbh
"characteristics cechy szczogilne
counterpart I odpowiednik
"nonetheless 1 ponnimo to, nienlniej
jednek

"to admit to doing sth I przy705wu6 vig

do (z)robieniu czegeb
to achieve I osiu,gnyc
'to possess I posiadah
'leadership I przywOdztwe
to pay high profits I harden sig oplatik
stockholder I ukcjovoriusz. udziulowiec
to look n o f u rth er than I n e mocha doleko szukod
"to emphasise I podkreblad, uwypuklod

time and energy than it would have for

men.

INTERNATIONAL

When important lists

containing prominent'
females are published
by Forbes, there is
a sense that some
men feel envious3 or at
least a bit irritated. In
the past, women were
often downgraded to
subservience5 roles,
but in recent times
female executives
stand out in big
companies throughout
the world. Dave
Leonard reports.
prominent I znaczqcy. wybitny
'sense I poizucin. odczucie
,envious I zazdrosn/
'to downgrade sb to uth I umniejazyd
maczen e
tZyldS 10
subservience I a egleoc. sluzalcznsc
'exec utive I dyreklnr muradder szczeb la
k eroivriczego
'to stand out I wyrvznioc siq,
lx. wystgpowac. pakazak sq

While financial success is an important factor, not all the women listed by
Forbes can have their success qaua.tLfled in numbers. Let's see then who
counts most in today's female world.
At number one, German Chancellor"
Angela Merkel steals a march tin" Hillary Clinton and retakes27 the leading
position from the American fjrotL.ady",
Michelle Obama. Merkel, aged 57, also
ranks 6" on Forbes' Most Powerful People list. She leads the European economy
and has a say in" the most crucial 30 economic and political matters in the Eurozone and beyond. While the American
economy is still fighting recession and

Europe is deep iri the mire" of a debt'

crisis, Merkel oversees' a thriving,, German economy which boasts falling unemployment rates". She also supports
education and tax reforms in Europe,
wants to steady' the EU debt and calls
for euro- ntegration.

Many women
privately admit to feeling
that achieving success
in their careers took
them more time and
energy than it would
have for men.
Number two is US Secretary of State"
Hillary Clinton, aged 63. As reported-, she has no plans to take part in
the forthcoming' US election race,
although Mrs Clinton has made o.i,g.
nificunt"progressinbuckin"woaaen's
issues, education and development
overseas-.

Nicely posed" in fourth position is

Indra Nooyi. the Chief Executive" of
PepsiCo. aged 55. It iswortftpoincin
out17 that Nooyi is the most powerful
woman in U.S. business for the fifth
year in a row".
Fifth place is taken by Sheryl Sandburg, Chief Operating Officer" of Facebocvk, aged 55. After her comes
Melinda Gates, wife of Microsoft Corp
co-founder' Bill Gates, founder of Bill
& Melinda Gates Foundation, aged 47,
then Sonia Gandhi, the President of India, aged 64.
Eighth comes in Michelle Obama, First
Lady of the USA, aged 47, next Christine Lagarde, Managing Director' of the
International Monetary Fund", aged 55.
Completing the top 10 of female big ihit
curs" is U.S. pacuciol" Irene Rosenfeld,
CEO of Kraft Foods, aged 58. Her success has already been described above.

Sitting in third, we have Dilma Rousseff, the president of Brazil, aged 63.
She was the first female Chief of Staff"
under President Lula da Silva, and took
his place as president of Latin America's
largest economy just five years later.

Some of the less prominent women to

make the list are- Judith Rodin, president
of Rockefeller Foundation (71"), Zhang
Xix. co-founder of real-estate" empire
SOHO China (48h), Denise Morrison,
CEO for Campbell Soup (80'). Yinglack
Sinawatra, the prime minister" of Thailand (58") and Josette Sheeran of World
Food Programme (30").
11110

"to quantify I przel iczyt,podacilobc

"chancellor I kuriclera
to steal a march on s I wyorzedzic kngai
"to retake I punown e zabrac odzyskut
'First Lady I perwsza damn
to have a nay in nIh I miec cob do puwiodzen a
w i uk 1 en kwest mioc (decyduixcy) glus
'crucial I decydu1qcy, ruzstrzygalqcy
(to be) in the mire I znalezd viqwvpvloch
'debt I zvdluienie
to oversee I nadzvrowat
"thriving I twilnqcy. dabrze pros perulpcl
"to boast I chwalic viq szczycic viq
"unemployment rote wskanik/vtopa
bezrnboc a
to steady I ustabilizawac
'Secretary of State I sekretarz stanu
'as reported I iukdon iesiono, zgodnie
a otrzymanymi informacjami
,,,forthcoming I nadchvdzx,cy,
zblizajx,cy sq
significant I znaczny, znaczycy

"to back 1 wvoprznc poprzec

"overseas I ax gram tq
"Chief of Stuff (CeS) I Szef Satabu,
lu vekrotarz genera ny
"poised I urn i ejscvw i on y, to przygvtnwany
golowy
"Chief Executive I dyrektor naczelry
"itis worth poi eling out that I naxby
zouwobyc, Se..
in a row I a rzfdu
"Chief Operating Officer (COO) I dyrektvr
dv. operacy -yc
"co-founder I wvpdlzvlozyciel
"Managing Director I dyrektor naczelny,
dyrektor zarzqdzaj4ty
"International Monetary Fond I
MiydzynarodowyFunduszWalutvwy
'big hitter I grubarybv waznygracz
"national I ubywulel
"real estate I nieruchvmovc, poirednictwv
w hard u nieruchomvsc am
"prime minister I premier
Business English Magazine 21

INTERNATIONAL

Angela Merkel
Hillary Clinton

Dilma Rousseff
lndra Nooyi
Sheryl Sandberg
Melinda Gates

Sonia Gandhi

Christine Lagarde

Michelle Obama

Irene Rosenfeld

According no' Forbes representative Caro-

Once the list was published there were

line Howard, there was a pool" that began

The list is ofted" and extraordinary", as

journalist Caroline Howard says:"There's

more calls for greater female presence

with 200 candidates. The top 100 were

nothing static about the list. Nearly half

at the highest levels of business. Because

flratdirners" or are back

of the emotional intelligence they pus-

selected from the categories of business,

the women are

media politics, n profita', billionaires and

after dropping off. Some changed jobs

entertainment/fashion. There are certain

since last year, some were promoted, but

categories which Forbes used in order to

all of them are great at what they do:'

create the listThey looked at company ccv

sons, women are thought to bring diplomany and understanding to the workplace. Even the Dalai Lama, when visiting
U.S. President Barack Obama last year,

ease" in the past year for women in business and media, they checked nalacies" as

Last year only saw one solitary." British

entry" - Queen Elizabeth lIThe Queen

well as ODE" for politicians.

managed to keep up" her position as the

expressed' his wish for more women to

be offered top management roles.

pete
some people as purely" the

most powerful British woman, and 49th

The sphere of business may be

Media yofahci' was also taken into conairi

erasoo'. Forbes looked into,, TV and radio

in the world. Behind her were Helen

coined" by

Boaden, the director of BBC News at

domain of males.That said, the list of the

appearance m, and went through Facebook

number SI and billionaire author J.K.

fans, YouTube views and Twitter followers.

Rowling, racking 61". There were only

the presence of females in the world of

impact" and

seven British entries altogether, not

business as well as appreciating the hard

I
work they do.

It scored" each candidate's

verified whether each woman reaches just

good news for the country overall,

100 most powerful women celebrates"

a single group or has a whole sphere of influence". All of this was calculated for the
12 months through August 2011.

'according to I zgednie z, wedlug

pool I pun bank

'regarding I udnobnie, co siytyczy

"as follows I to nnstypuje, ponibej

,,nonprofit I to. erganizacja nonprofit

"returnee I esoba, powrncaja,ca gdzieh

REGARDING THE TOP 100

"revenue I dechd, wplyw

"salary I pensju

"head of state I glowa pa/nina

WOMEN ARE AS FOLLOWS:

"Gross Domestic Product I Predukt Kralowy

"varied I zrbbnicowany

IMPRESSIVE" FACTS

Seventy-four of the women are

list returnees* Together, the women control
about USD 30 trillion
The average age is 54
29 are CEOs
Eight are heads ofasatu"

Brulle

P0 (dlogioj) nioobvcnodcu

"extraordinary nadzwyczvjny

"publicity I naglesnienie

"first-timer I potzgtkujaoy, dvbiutant

"to take sth into consideration I brat cob pod

"to drop off I odpabt, wypaso jz wytciguj

uwag

"solitary I samotny, odesabniony

"to look into sth I obadat tea przeanolizowat

'entry I utzestnik

"appearance I wystfp, wystajdenie

"to keep sth up 1 utrzymat con

'to score I punktowat uzyskat wynik

"to express I wyrazic

"impact I wplyw

"to perceive I pastrzvgak

22 are single

sphere of influence I sfera wplywOw

"purely I tzynto, wylycznie

88 percent are mothers

impressive I im Pon ujqcy

"to celebrate I kwi/lownk, wyslawiac

22 Business English Magazine

LFCS1512

he popularity of this collection

of lingerielD, costumes sex toys,
inflatable dolls', and other unmentionables"
demonstrates
J13 in China and other
a
parts of Asia, that cultures once viewed
as extremely conservative are beginning to loosen up' This trend, along
with the increased,& spending power of
the Chinese burgeoning middle class, is
a new industry in China, which
forrnon:l" had manufacture6i such
products solely" for western clientele'.

A bustlin224 business
With the roe-try being a global manufacturing center, the irnp.cioe" 'Made in
China' is seen on many things you can
buy nowadays", and sex toys are no different. 70 percent of the world's sex
toys are produced in China, by nearly
1,000 different manufacturers headquartered" in the country. This industry
is worth in the neighborhood of" USO
2 bIn per year and there's stil a lot of
room for growth", according to insiol

As a global
manufacturing
center, the imprint
'Made in China' is
seen on many things
you can buy nowadays, and sex toys
are no different.

eta". Nanma, a producer of atasag.ensine" sex toys from Hong Kong, was one
of the most popular booths" atthe expo
and is looking towards new markets for
its bargain" toys.
"to loosen up I rozluniid, ztogudzii obycoaje

"increased I zwiqkszxny
spending power I moo nabywczn
"burgeoning I pleniqcy sic, rodzqcy sig
'to drive lnapcdzad
"formerly poprzodnin
'to manufacture prodokowno
"solely I wylqczne
"clientele 1 klientelu, klienci
"bustling I tqtnicyyciom
"imprint I nodrik
'nowadays I teraz obecnie
"headquartered majqcy owq siedzibp glOwro,
'in the neighborhood of 1w okolicach,
w przyblizenej
'room for growth potenqol, moOliwoic
dulszego ronwoju
insider zoufane zrddlo, informator
inexpensive I niedrogi
32 booth kiosk, ntaisko
"bargain okazja

sizzling I namitny, gorn,cy

to hash I bycgospcd000mcdegoo, nranacasaccxb
annual I doruczny
'adult I dorosly, fu: erotyozny, dla doroslych
cups I wystowa
'to service j ubsluyf, lx: gobc
to gawk I gapicsiq
general public I ogl spoloczefslwa, ludzie
'to delve deeper I zaglqbid Sig w cot
"lingerie I b elena
"inflatable doll I dmucbana lala
"unmentionables I innkspnymable, anlykuly
irtymnej nolury
"growing trend I trend zwyzknwy
"extremely I niezwyklo

Business Eugiih Magazine

23

and more into the mainstream'. Internet

porn finds its way' into Chinese homes,
and shops that sell sex toys can now be
found in most of the major cities across
China. It has become more common
that, rather than buying status symbols"
like cars or jomofry", young Chinese eou.
plea" with expendable income" want
something more riaflot" and opt ..ioc"
buying lingerie or other sorts of sex nfoa"
that their parents would have thought
unthinkable'. The market is further engorged" by independent, professional non
married" women, another new aspect of
a modernizing China.

The Expo
Kenny Lo,

New markets
The liberal populations in the United
States and Europe have traditionally
represented the largest percentage" of
customers for the adult industry, but
the financial crisis of recent years has
hit the economies in those areas hard'
eac'. ung" sales of most products,
sex toys notwithstanding'. Yet although
most of the global economy has been
stuck' in the doldrums', China's economy has been expanding" at an almost
una.u.sr.uinrubin" rate" on the back of" the
growth of its manufacturing base. With
this growth (China's economy is now the
second largest- in the world), the spend'percentage I pracent, udzial
10 hit s hardest I nai bole f nix) kogxd dutknyd
'10 affect I wplywaO, mied xplyw
notwithstanding I mime wuzystkn.
iednakuwo
'to be stuck I utkwid, otkng,d
"doldrums I pus cinzy, zaatbj
"to expand I rozszerzxd sig, pasxenzuc
(un)nuutainable I (nie)dajpcy ni0 utrzymad,
Iniejotabilny
"rate I prydkobO, tempo
"on/off the back of sth I no tie czegos, w
rezullocix azegod
'second largest I drugi coda uielkohci
"unprecedented level I nixspofykanix (xyooki)
poziom, zadziwiajycy poziom
"border 1 granica
'foreigner I obcokrojowiec
'unacceptable j nie do przyigcia
"run-ofthe-milI I typowy, powszechny
'ta announce I oglosk
24 Business English Magazine

ing power of its citizens is now also at

an unprecedented level". As the country opens its borders" more and more
to foreigners", ideas and products once
believed unacceptable" are becoming
run-of-the-mill". Pointing to the change,
Simon Nan, one of the expo's organizers, announced' that "sex is no longer
a taboo" in China.
Chinese men and women used to work
and live in predominantly" segregated"
spaces, wearing nondescript" clothing
that left everything to the imagination.
There is no.doobt" that is changing, and
while pornography is still banned" in
China, sex as a subject is coming more
"taboo I temal tube, zakazany
predominantly I w przewa2ajytej mierze
'segregated j segregowany (rasowo, picrowo)
"nxrdescript I nijaki, xzary
no doubt I bet wqtpienia
"banned I zakazany
mainstream I glawny nod
to find one's way somewhere I przebid sig
gdzred, dotrzed doke,ds
"status symbol I symbol atatuax xpolecznego/
ekonomicznego
"jewelry I biuteria
couple j Para
"expendable income 1 doobdd abywalny
"risque j pikantny
"to opt for sth j optowod no czymb
"aid I pomot (np naukowa)
"unthinkable n e do pnmysleniu
to engorge I powmgkszyd, napgcznmod
'unmarried I nmezamgzna. nienonaty
"head I dyrektor

deed" of Vertical Expo, the

company which organizes the Asia

Adult Expo, credits the open-minded'
ness' of Chinese women in their thirties and forties for" the expansion" of
the show. Around 6,000 more visitors
attejaded' this year's expo compared
last year's. Lo said that products
predominantly purchased" by single
women, like lingerie and vibrators,
make p- nearly 70 percent of the total income of expo xxhibitors'.Those
exhibitors hail from" 13 different countries, all crying to tap into" the Chinese
and Asian markets and are, of course,
dramra..to' the Venetian Macau Resort"
Hotel for what is billed as" "one of the
leading international events" in Asia
"open'mindedness I Imberalnobe,
lolerancyjnohd
'to credit sth for sth j przypisywad cod
czemud
'expansion I ekspanoja, rozszerzaoie
d ziala In of cm
to attend I byd obecnym, uczeslniczyc
71 compared to j w porwnanmu do
"to purchase j nobyd
'to make up I ntanowid, wynonid
'total income j ogdl zyxku, suma docbodu
"exhibitor I wyotowca
"to hull from I pochodzmc
"to tap into sth j wykorzyolad )dotychczas
nmewykorzyotane) zaxoby
to be drawn to sth I byd przyciejonym do
czegod, conk pociej do czegob
"resort I kuror'l
"to be billed as I zoslac okrzyknigtym czyms,
uznxnym za cof
"evont I wydarzonie

INTERNATIONAL
dedicated toes showcaain' and providing an understanding of adult-related
products and services'.
This three-day event attracts visitors
from all over the world: 37 countries
in total, according to organizers. The
of adu tevent featured a wide arr
themed exhibitions: Kayama Mika,
ajapanese porn star and one of the first
stars of 3D porn movies; multi-colored
vibrators Including the 'world's smallest
vibrator'; lifelike''inflatable sex toys, including one that resembled' US President Barack Obama; and well-known
American companies like Playboy.
The popularity of the expo has led organizers to look' to conduct shows in other areas of China, such as Shenchen near
Hong Kong and Fuzhou and Qingdao on
China's east coast.Yet current host city
Macau is viewed as the deal location to
host the largest of these events

Macau
"Where Asia P ays!", claims' the Macau
tourist board, and this focmer Portuguese colony is certainly cnkin,g that
motto to 'eart. Similar to Hong Kong,
Macau is Chinese in that it is under the
protection of mainlandw, China, but in
conducts Its own governmental acsiv.a
des,-" in the realms' of legislation, law
enforcement", immigration and finance,
giving it a great deal' more freedom
than most Chinese cites Like Hong

Kong, Macau was handed back to the

Chinese in the late 1990s, after which
Chinese nationals"- have flocked to"
Macau to holiday and experience the
looser social restrictiona -.Thefood
of Chinese tourists has led to such
a cash fl" that the economy of Macau
outpaced" even the national Chinese
economy, growing at a rate of 13.1 percent from 2001 to 2006.
Another key event for Macau's economy was the breaking of the gs.mbiutsg
in 2002, leading many Las
monopoly
Vegas casino owners", to enter the market Such iconic Vegas brands'' as Sands,
Wynn,the MGM Grand,and ttreVenetian
have all opened casinos in Macau, where
the number of major casinos currently
stands at" 33.This has only furthered'
tourism in the region, which has actually surpassed' Las Vegas as the biggest
casino market in the world.The pompand pageantry- of the casinos in Macau
certainly rivals-, those in Las Vegas, with
intricate' and elaborate" neon designs
mirroring that distinctive " look associated with Sin Cigy' in the States.

'dedicated In sth I pnswicnny czemus,

declykowany coemus
'to showcase I lansnwni prnmowac
"to attract przyc uac
oo to feature przudstawiac, ukazywat
wide array I szeroki wach nrzlwybir
91 themed I e lematyte
lifelike I ten rstyczny
'to resemble I przypominuc
'well-known I dobrze znany
to look 10 do sth I plunoaac coo, zamierznt
to conduct I przeprowndzii
to claim I twinrdzii
tourist board I rada turyntyk, lzba turystyki
"former I byly, dawriy
'to take sth to heart I braf coi do serca
traktnwuc coy pnwaznie
94

mainland I kontynenta fly

activities czynnocl, dzialanin
realm I kra;na u sferu
law enforcement I ochrnna torza,dku
publicznngo
''a great deal (of sth) I dun welt czngnn)
to hoed sth back to ub I addac coa komus
national I obywato
to flock somewhere I tlumn o gdz nfl
przybywuc grnmadz c siy gdnien
social restrictions I ogranicoenia spnleczne

The Venetian Macau is one of the 10

fiend I naplyw, powbd

largest buildings in the world by floor

space-,providing the ideal home for the
Asia Adult Expo. With such incredible"

to outpace I pnzovtawicwtyn wyprzedzic

draws-, it is certain that the event will

return to Macau next year, along with
thousands of tourists, making it one of
the most talked-about- events in the industry.

cash flow I pzeptyw gotwki

112 gambling monopoly I monapo (panstwowy)
nn yry hazurdnwe
owner I wlaocce
brand I marka
to stand at X Iwynoa c X
"to further I zwikuzyc promowuc
'to surpass I przewyazyb. przekroczyc

Biacireuc English Maniaiaiee 25

INTERNATIONAL
nso

hal
ugul Oif Z czyrnu

tzyc a kimi sily,

hyl iv tarapalach
ama, iv czerni
c, zanknyO doslfp

xputtil taint,

woriy
ziuliw pray
napolkalupdr,

ILI

ems in late August that

the Gulf, of Mexico oil
was still leakingil
spill
coincided with a double
for the IOC (Internation
xl Oil Company). Having suffqredthe humiliation of seeing arch-rivals
Exxon Mobil team up with Rosrieft in
a deal worth USD 3.2 bin OP was in
turmoil once again as 15 black-clad
officers sealed off TNK-BP's Moscow
office. Stuff vacated the premises
beforehand, as bailiffs investigate an
agreed USD 10 bIn share swap , between BP and Rosneft. The proposed
deal was met with opposition I from
TNK-BP shareholders and the Russian government The Exxon Mobil
Rosneft announcement effectively
26

Business English Magazine

ridat OP out of future development

of the priced region.

Russia tough for business

The writing was on the wal h, for BP when
(back in February 2011) controversial
websiteWikileaks released information
on the precarious relationship in the
INK-OP yprpre . Its ffadLW showed
that trucks were developing.
A powercrrijgg)g involving Dudley
and Hayward [former,OP chief cxv
was hamperinrI OP.
Dudley shared with us [Wikileaks]
an outline-2 of information cxgurdaetg
a b)adkR campaign designed tcrpaa
pressure on him and OP.

akc)xnuriuxz
lie
to rule out I wyklutnyt, un emozliwil
,o prized I corny
the writing is on the wall I cxi wisi
w powielrzu
to release I ujawn lc, opubl i kowac
precarious I ninbnzpieczny niepewny
relationship I relaclu, zwiyzek
venture przedsiywzifcie
findings wyniki(budana)
crack I pgknicie Eu oznuka niesfabi I nosci
power struggle I walka a wludzy
former I duwny, byly, poprzedr
chief executive I dyrvklor
nuccelny
to hamper I przeszkadznc, ulrudniai
outline I zanyv, szkic
regarding I odnoinie, to sly lyczy
"black PR (Public Relations) I cuarny" PR
budowanie negatywnego wizerunku
sptki
to put pressure on sb I wyw erac no kogos
nac sk

BP's latest brush with' the Russian authorities2

signaled more unwanted pubItci 3 for the oil corn
pany as it seeks t04 rebuild its tarnished reputation'. Bailiffs6 raided BP's Moscow offices in late
August, prompting' TNK-BP boss Bob Dudley to
leave the country. Dave Leonard investigates.
'brush with sth I atarcie sig a coo, kontakt
o coyms
'authorities I wiadon
publicity I nagloonienie
'to seek to do nth I pinnnwaf, zaminrzab cab
orub a

equation', the [Russian billionaires]

Whilst events in

would gain control

Russia grabbed all the

Whilst events in Russia grabbed all the

headlines' , BP released its best figures
for 12 months as it announced a brace
of" lucrative new drilling' contracts in
Azerbaijan, Brazil, Trinidad and Tobago,
Indonesia and India. Decivnin I share
price figures do not fully refl ect" the effort BP has nude' to re-invent itself after the Deepwaser Horizon disaster Bob Dudley has received praise i in
some quarters" for the way he has
handled the monumental task of rev.ieing" BP's fortunes-,. The company
was obliged to' dispose of' I USD 30
Dudley had often found his papers left
on his kitchen table upon his return",
presumably by officials' who let
themselves in.
The Government of Russia was considering' letting the two sides fight each
other to exhaustion", like Siberian tigers
He [Dudley] was not in the UK and
not in the US. He is going to continue
to move around "as a precaution"".
We have a love-hate relationship .They
love us (our money), and we hate them
(their corporate governance" and
management).
Khan [Russian oligarch] said that The
Godfather ,was his favorite movie and
that he considered it a "manual" for
If he [Dudley] were taken out of the

'tarnished reputation I zszarguna reputntja.

niezbyt dobru apinia
bailiff I kamernik
'to raid nth I orchid neat no cob
to prompt sth I poyopioozyd, doprowadzit
de czegos

upon one's return I pnwracaja,c, pv cay ma

pawmcie
"presumably I przypuazcoalnie
'official I urzpdnik funkclanarusz
to let oneself in I pozwclic sabie gdzes
wejnt
'Ia consider I roowobac
- to fight to exhaustion I walcoyd do
astaln ago tohu, do wyizerpania (oil)
as a precaution I d la achcry. w ranach
zabeopiecoenia
love-hate relationship I m1fok polczona
o n enawric p
"governance I rza,dy
'godfather I ojciec chrzestny
'manual I padrpczn k poradnik
"to take sth out of the equation I usunpc coy

ze ntnny, wylpczyc coo z rachuby

11 to grub the headlines I Irate no nag,16wkil
p erwaze otrony gazet

headlines, BP released
its best figures for 12
months as it announced
a brace of lucrative
new drilling contracts
in Azerbaijan, Brazil,
Trinidad and Tobago,
Indonesia and India.
mm saute" in order to pay for the spill,
and Dudley has proved to be an effective wheeler and dealer , managing to
obtain premium prices' for the re"a brace of nth I para czegns

"drilling I wiercen e, cdw erly

declining I upadnjpcy, npadujpcy
"In reflect I adzwercedac
to make an effort I postarak vig, vprobnwah
"disaster I katastrafa
praise I pocbwala
in same quarters I w pewnyth krggach

'- to handle nth I ZOlilt a czymh, poradoic

nab'e a ezyma
to revive I abywic przywrOcid do aye a
fortunes I losy, dzieje
to be obliged to do sth I bye zobl igowanymi
zmuaznnym do zrobien a czegto
to dispose of sth I pozbyi sip tangos.
zuly izowait cvi
"assets I majplok, aklywa
71 wheelerand dealer I kombinator oovba
zamujpca nip macb nacjami
'premium price I najinpaza tom
Business English Magazine 27

INTERNATIONAL
"This is the beginning of what we expect to be a long and successful working partnership with Reliance, building
on the strengths of each company," said
Bob Dudley in a statement

South America holds

vast oil reserves and
is as yet largely
untouched by BE
fineries and distribution networks earmarked for the sell-off-,.

Pastures new77
One notable success is a recent
in India with Reliance Industries worth USD 7.2 bIn. As part
of the deal, BP will be involved in
harnessing11 the massive potential of
Indian hydrocarbon- reserves The
country currently dag.osith heavily
on imports as its economy expands
at a rapid pace

xns.tua

He went on to add, "This major investment is directly aligned with - our

strategy of creating long-term value by
fai000ixg" alliances with strong national
partners, gaining materiall, positions in
signif cant" hydrocarbon ku.oites" and increasing our exposure to" growing energy markets." An additional USD 1.8
bin could be pad to Reliance, depending on further commercial dbaccoxceiiea"
in the exploration blocks- in which it is
buying stake"

Last year's USD 7 bIn deal with Devon

energy ce.,,ecure' ' 10 blocks (a leaseor a number of leases of udjoixti"
tracts" of oil-rch land) in Brazil was
an unusual step for the company. Other
leading IOC'S117 like Exxon and S nopec
have a strong presence in the region,
and BP may well decide cofoiloot,.,.auec
Investors will be keeping a close eye
on" developments between Peruvian
oil company Petroperu and BP as the
acace.r.o.n' company looks for western

partners to bring in on its venture to

exploit- the potential of the country's
vast natural reserves-. As far as business dealings' and partners are concerned, operating in such a place would
provide BP with far more transparency'' than in bureaucratic Russia.

Future partnerships
In through the backdoor t15

China isanorhe'r long-term 'ipninin for

BP. Although it is not blessed withabundantg. reserves, China is the world's
second largest consumer of oil after the
US. It has a significant presence in foreign
oil markets all over the world including
oil-rich Africa. BP has operated in China
since the 1970's and would act as a partner yroxiding" technological assistance
whilst gaining a foothold" on the continent,

So all may not be lost for BP if it continues to expand into other markets. Indeed, some sources still believe BP may
have a small role to play in Russia's Arc-

tic development program. One leading

dealmaker" had this to say to Britain's
Independent newspaper; "I don't think

the Arctic is closed to BP. Exxon only

has four blocks and there is a lot of
acreage 117 to explore. Exxon and BP are
the leaders in those harsh,", ice-cov-

Latin American twist100

ered conditions. BP's technology could

still be used and (.,.) Russia needs that

BP's strategy is now focused on expanding its business in growing markets.

South America holds vast" oil reserves

and is as yet largely untouched- by BP.

earmarked for sth I pnzeznacznny na ass

odlnznny na cos
sell-off I wyprzedu, sprzeda na pniu
(to lease for( pastures new I (wyruszyd) na
padboj swiata zmieniit srodowinkn
notable I godny away
joint venture I wspo ne przedsigwzigtie
spalka joint venture
reliance I zaufanre za I akvobt
'ta harness I uyk"zystac, okietznat
"hydrocarbon I egg owodor
"to depend on sth I zalekec ad czegas
'to expand I rtzszerzat op, posznrzac
at a rapid pace I w szybkim tempre
statement I vow adtzenie
"alignedwith sth (wyrownany. (idea ne)
pasuppy do megan
to term ulwonzyd uksztultawac
"material I islolny, wazny
significant ( znatzriy, znatzpty

'basin J kotiea,zaylgbe
'exposure to sth I wystawien le na cos kontakt
Z tzymb
discovery I odknyte adkrywka
"exploration black I leren eknp aratyjay
obszar odkrywkewy
"stake j udzial
gh (to ho) blessed with nth I (byc czymn)
obdarzonym t eszyt sip tzymn
abundant I vbfity

28 Business English Muquxina

to provide I zapewniut dontarazac

to gain a foothold somewhere I wejst
gdzien zatzep t sip gdzieb
'twist I zankakujety zwrat akcj
n espedziewane wydarzen e
vast I nzerok, tyranny
untouched I nivlknipty
to secure I zapewn 16, zabvzpieczyd
,04 lease I najern, dzierawa
InA
adjoining I przylegly, sysiedn

technical expertisell, to get to that oil

U

and gas."

tract I obszur. term

"bC (International nil company) I spdlka
naftowa gigant potrochvm tzny
to follow suit I point za przykladem kogos,
pojsdwtzyjekdady
to keep a close eye on sb I butzn e sip
komud preypatrywat p nowac keyes
state-run I panslwewy
to exploit I wykorzystac wyeknp natowut
natural reserves I zasoby nat_'alne
dealings (stenunk. kontakly
'transparency I przejrzystoia kiarownosO
"through the backdoor I ty nym we ttiom.
potaiemn n
"dealmaker I zawierujo,ty umewp, strena
(w knntrakciv)
acreage I powierzthnia, areal
harsh I sregi suroosy
"technical expertise I coma tetinrtznu
znajnnenc tech nologii

Fascynujce zdjcia najwspanialszych

wty, jakie stworzya Iudzko
Panorama katedr, bazylik, meczetw,
synagog i innych miejsc kultu
Plastyczne opisy i gar ciekawostek
WnIiwe teksty powicor'eus1oii
zafozenioni qlowriyci reliqii swiata

dq

1 011111111

PROMOCJA dia czytelnikOw Business English Magazine!

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BUSiNESS
PROFILE

Cprah Winfreys
life story reads
like a far-fetched'
storyline2 from an
over-the-top3 soap
on a tJnpt4 TV
network but in her
case, it's all true.

II

he was born into abject pov- Americas richest and most in.flarantiai'
erty,iv 1954 in the deep south women. How?
Mississippi, the child of a teen.
age single mother. Brought up
by a mixture of family members, she
experienced childhood rape teenage Nicknamed the Preachec'' as a child,
pregnancy and the loss of her prerno
due to her grandmothers strict' bibtsrethild. Yet despite these tragic be- lical instruction and her abut 1, to
ginnings, she has risen to become one of remember and recite scripture,,, she
far-fetched I nacinaany
storyline I fubula. bistoria
over-the-top I ukrajny, przesadny
tinpat I opervlkowy
abject poverty I skrujnu nydon
teenage I vaslolntni
rape I gwalt
pregnancy I cipa
premature child I wczebniak

influential I wplywowy
30 easiness English Magazine

started to develop personality traits"

that would become the trademark'
of the Oprah

. Her inquisi-

Early success

tive- and open nature led to an early

ritoak" at the tender age of' 19 on
local radio while she was still studying. She joked later in life that she was
the only newsreader with a parental
curfew".

to nickname I riadak przezwisko,

przezywak
preacher I kaznodzieja
ustrict I srogi. surowy
1, ability I zdolnobh, umiejylnobh
scripture I pismo Pismo bwigte), bwifla
ksiyga
personality traits I cechy charakteru
17
trademark I anak fabryczny, tu. znak

'brand I macha
'inquisitive I dociekliwy
break j szansa na sukcvs, wyjicie

rozpoznawczy

W iwiat
at the tender age of I w wieku zaledwie

Xml
"newsreader I prozeoter wiadomofci

"curfew I szlaban na wycbodzenie z damu),

godzina poicyjnu

BUSINESS
PROFILE

In a pivotal moment,
she switched
from being a pure
celebrity to becoming
businesswoman and lay
the foundations for her
future wealth.

In 1973, she graduated from Tennessee State University with a degree in

Speaking and Performance Arts2l. At
the same time, she landed a job as"
WTVF'S first black TV news anchor.
Telev s on journalism helped to hone
her skills and her natural, on-air style
but her true talents tame to the fore"
when she moved to Chicago in 1983 to
front'WLS-TV'sig.uggijn AM Show.
With immediate impact her vivuc.ivaaa'
personality boosted the ratings" and
provided a major stepping stone towards her henna' the eponymous
Oprah Winfrey Show.

Becoming Oprah
Commissioned ,, by ABC Network
in 1986, The Oprah Winfrey show
catapulted'1 Oprah into the nnnjnr
eugue" limelight. By championing-

ieg people to bare their souls - The

show was largely unscripted- as she
preferred to wing it" and see what
would unfold'. However, the style
was not to everyone's king' and
The Wall Street Journal described
the process of public confessional
therapy as 'Opr fication.' Pushing the
boundaries - of mainstream TV, the
show also dealt with" issues such
as media conspiracy against hip hop
and black music. and prejudice' towards the GLBT' community. Such
controversy only served to further
her success. By 1988, she was highly
paid, well established at the top of
her profession and the rest, as they
say, is history. Or is

The pivotal moment"

mill ion viewers. Typically, she worked

with a small, studio audience talking
about personal issues' and allow-

For easy successful show people having the highest ranking TV show in
America would be success enough but
not for Oprah. In a pivotal moment,
she switched from being a pure ce
(elicit" to becoming businesswoman
and lay the' foundations for her 10-

'to graduate from sth I ukontzyc stud a

otrzynac dyp urn jaiiiejs uccoln
'degree j stupien
performance arts j szluka perforrnantv
sztuko aiduw skowa
to land a job an.. I otraymat fuchf joke
news anchor I glowny prezenten wiadomohci
to hone one's skills I udoskuna at
umlejfltnofic
"on-air I a etenue, na antonio, untenowy
to come to the fore I wyuunpp uig na
pierwszy pan ujawnic sic
"to front sth I pupruwudz c (np. show)
"straggling I wa czayy a uzoon o burykalhcy
sg (z lrudnosc an
,, vivacious I zywy, pelen zycia
"to boost I podwyszyc. wzmotn
"ratings wskadn 1 k( ) oglgdu I rosa
'stepping stone j szczebel a ka'ierzo
"to host byE goupudarzem czeguk
"eponymous I lytuluwy
"to commission I zamowid (np. dzielu
u arlysly)
to catapult j blyukawiczn ie cod advbyh
"major league j p erwsza I ga
41
limelight I swatla rumpy, jupitery
"to champion j brun c opuwiadak sip
za kim)
"dubbed as I vchrzczuuy m anern

'tabloid I brukuwuc
- to command sth I cieezyc sip ozyms,
dysponowat czyrrs
"audience I pub iczrost widownia
"personal issues I prub erny osob ale
'to barn one's soul j obranytlotwvnzyc prned
k mu) duaz
unscripted I boz ncerariunza mprowizowary
to wing it I improwizurwac zdawaE sip na losI
ut nzczyscia
'to unfold I roogrywac udgrywac
"(not) to everyone's liking I (rio) wuzysik 1 m
sip
confessional I wyznan ouy, pokutry
"to push the boundaries I wychudz c pots
utartv schematy
mainstream I glwny nurl
to deal with sth ) to mowac sly czymt
'prejudice I uprzedzer
"GLBT (Gay, Lesbian, Bisexual and
l'ransgender) I geje lesbjki, osoby
biseksualnu i lnansseksualist
to serve to further sth I czemuk sip
przyuluzyt, rozpnopagowac con
well established I powszechnio uznany
pivotal moment I punkl kulminscyjny
'celebrity I slawa, znnkom last
'to lay the foundations for sth I HavE
padwal ny pod ens

what was dubbed as' the u.hJnLd''

talk show format, the programme
commaked47 audiences of over 20

Business English Muquniun 31

BUSINESS
PROFILE

future wealth-. She achieved this by

forming,-- the company Harpo ('Harpo'
being 'Oprah' spelt backwards") Productions which bought ownership
of the show from ABC. This gave her
access to the distribution and income
soccaros" generated by the show,

Radio in 2006 and, in 2011, into a massive 50:50 partnership with Discovery
Channel, her very own cable TV Channel,
OWN, (Oprah Winfrey Network) which
is broadcast" to 80 million homes.

Expansion" of the brand

and empire

As she has continued to go from strength

to strength", the dollars and dimes" have
created a bank account balance" that is
a far cry from" her bernb)e" beginnings.
Already a millionaire by the age of 32,
Forbes Magazine currently e,ac)joiar,gs"
her wealth to be USD 2.7 bIn, placing
her 139" in America's top 400 richest
people. Furthermore, she consistently"
ranks as one of the most influential black
people and women in the country.

However, this proved to be only the start

of the brand-building and expansion process, and was (viewed" by the creation of
Harpo Films and the Oprah Magazine. cic,
istiun' figures reach nearly 5,000,000
and content is built around spiritualism",
self-healing 6 and self-actualisation". How
ever, rather narcissistically", she has appeared on every front cover since the
magazine's incupgicn". Her image has fully
developed into a role model, champion
of victims" and rninnilp,ies", and an inspirational force. Other business ventures'
have seen her branch out into' Oprah

The balance sheet86

Is she an angel?
Has this level of wealth gone to her
head,,? She claims not, saying,"l still have
my feet on the ground",l justwear better

shoes" She also ranks highly in the list of

the most generous" philanthropists and
it is estimated that she has given away"
USD 300 mln and raised" USD 80 mm
for charity" through the Angel Network
which she founded in 1998. Qiatushod"
by poverty in South Africa, in 2004 she
established The Leadership" Academy
for Girls which provides schooling and
education for deprived" children.
The secret of her success

wealth I bugattwv
"to form I utwurzyfi, zaluzyh
'to spell backwards I literowac nd kuhca
ownership I wiasnobO, puniadanin
income stream I (stale) rbdlo dschodu
"expansion ( eknpansja, poszerzonie
to follow sth ) naslu,pii pu caymi
"circulation I nakiud. nbivg
"content ( zawant000, trekk
'spiritualism I ta: duchuwobh utzuciowukh
"self-healing I sumoleczenie
"self-attualisalion ( samorenlizacja
"narcissistically ( narcyulycznie
"front tows) okladka
"inception I pawstanie, rozputzciu
"victim ( ofiaru
"minority I mniejnzufif
"venture I przudsiwziycie
to branch out into sth ( puszerzyh
dzialulnohi e cub, rozwina,i dzialulnnbb
'to broadcast nadawvc (nudyty, kanal),
trunsniituwuh
'balance sheet I bilans zestawienie bilansuwe
'to go from strength to strength I udnunih
coraz wiykoze sukcouy
dime I dziesiyciocnntowka, grunt
'account balance I saldo na kuncie
"(to be) a far cry from sth ( daleko czemub du
czegus zupelnie tzegub vie pnzypominafi
"humble I skrnnnny
"to estimate ( szacnwad
"consistently ( kunsekwenlnie, stale
32 Business English Magazine

"to go to one's head ( uderzyh knmub do ginwy

"to have one's feet (firmly) on the ground I
pewnie stnpad pu ziomi mocno stat na ziemi
"generous ( hnjny
"to give sth away I wyda, oddai cob
"to raise (money) I zebrak (pienidzo bradki
for charity ( vu cole charytatywne
disturbed I zaniepoknjony, punuszuny
leadership) pnzywOdztwo
deprived ( upublvdzuny, ubugi
"to be down to sth I byk npnwvdowanym
czymb, wywodzic sig z czegub
shrewd ) sprytny, mqdny
acumen ) byslrvib, dylka du czegot
quotation ) cylat
goal I tel
willing I thytny
painful ( bolesny
childhood ( dziecidstwu
failure I psnazkv
to live sth vat) pnzobyb. zitcib
"Academy Award ) nagnuda Amerykahskioj
Akademir Sztuki i Wiudzy Filmowei, Oscar
portrayal ( interprelacja )aklonsku)
co-authored ( napisany wnpilnie
voyeuristic ( dotyczqcy pudglydattwa
one's cup of tea I cos, to ktob lubi, cos, to
siy kumus puduba
to diminish ( umniejszyfi, pomniejszyb
remarkable I niezwykly
immensely ) ogromnio, niozwykle

So what is the secret of her success?

Was she just in the right place an the
right rime, is in down to" personality
and charisma or shrewd" business acumen-? Maybe we should allow Oprah to
answer for herself in a Quotation from
her Oprah Magazine.
'The big secret in life is that there is no
big secret.Whatener your goal", you can
get there if you are willie" to work.'
An open book
Oprah's life is an open book and she has
spoken freely about her yabofu)" childhood-, relationship fui)ure,t", weight
and psychological problems. These have
-2 in herAcu.demyAwatd'
been lived
-winning pottcugu(" of Sofa in the 1985
film 'The Color Purple' and discussed in
five co-authored" books. She was able to
adapt her confessional approach to life by
creating a fresh media format that is both
voyeuristic" and inspirational. Whether
or not this is your cup often" cannot
dirn)tiiah" the fact that she is a truly ten
markable" woman who has been imrnooaeiy" successful in a range of business environments; it's much more than

the soap opera that is her life story.

Cosmetics is big business today, but back

in the 1911 century2 it
was a fledgling' market. BEM's Dave Leonard now reveals4 the
intriguing story behind
one of the industry's
first pioneers,

Avon
The Bu'ild'ing
of a Brand'

von products are sold

in ove r 1 20 countries

All

worldwide by 5.5 million

independent sales representatrves. The Avon name is well-recognized, and the tale behind the brand
is a truly remarkable one. Its a tale of
how a humble9 book seller become the
founder' of an international brand.
David H. McConnell, the son of Irish
immigrants who grew up on a farm in
cucai" New York, was a door-to-door"
book salesman who, on a whim", decided to offer small bottles of rose
perfumes as an canto- gift for his female cijentoi.'. He soon came to an
astonishing' conclusion that the rose

aA~B~ 21J

oil perfumes he was giving away' were

the reason people were buying his

brand I marka

'century lank
'fledgling I raczkujcy, nowo puwslaly
'to reveal I uuwni
hndependentl niezale2ny
sales representative I przedstawiciel handluwy

'well-recognized I uznany, pnwuzechnte znany

remarkable I niezwykly
humble I skromny. pokarny
'founder I zaloOyciel
"rural I wiejnki
"door-to-door i obwony, domokrp2ny

"on a whim ni z tegu, ni z nwegu. ottak

'extra I dodalknwy
'clientele I klientnla

,astonishing I zankakulycy, nadzwyczany

to coma to a conclusion I dojsO do wnianku

'rose oil I olelek rzany

to give sth away raziawod cod

Bu

siness Engli h Magazine

33

---------------------

The young entrepreneur

saw that women were
struggling to make ends
meet and saw many
of them as natural
salespeople who would
easily relate to other
women, and who could
see more keenly the
market the products his
new company offered.
books. Soon after, McConnell started
The California Perfume Company and
the business quickly turned out to be
a huge success, supplyin' a line of five
floral22 fragrances" and a range of everyday essential,- beauty items

Maintaining" and promoting the "friend- line called Avon which included a toothbrush, talcum powder", and vanity.aet".
ly spirit of Avon"
The name turned out to be very appealAs the range of products developed, the dog' and in 1939 The California Perfume
company published its first catalogue, Company became Avon Products Inc.
a business tool" that is no strongly associated with' Avon today.
One of the most unique features17 of direct selling" with Avon is that it doesn't
tgusuij:e11 any special experience, education or other qualifications. Starting a direct-selling business simply depends on"
the power of the person. When an emDuring one of his visits to England, McConnell was taken in,- by the beauty of ployee begins, they receive,, support and
the countryside,2 in Stratford-upon-Avon advice in abundance,, along with samples'
and decided to in;roducell a product of products and educational materials.

A changing

jfl

In the 191h century America, tsa.td.iy

any women had jobs, and if they did,
they were usually in domestic service", manufacturing or agricultural 29
sector. The young entrepreneur7l saw
that women were struggling to make
ends tnexc" and saw many of them as
natural salespeople' who could easily relate to' other women and who
could see more keenly' the market
for the products his new company offered.

What bore" the success

McConnell cared passionately about
the quality of the products and the
people he worked with. He was blessed
with" positive energy which he instilled
in his employees and representatives.
He was a master at keeping his troops
happy and well-motivated. Eventually",
he created his own system, a set of
guiding principles' that are still at the
heart of Avon today.
Giving ua.rnio ' opportunities so individualS41 can o.cJThv' financial stabilicy"
Recognizing people's unique' akilk'
Supporting the areas Avon serves 17
Offering quality products with a guarantee of satisfaction
34 Business English MuOuai!se

The name and values

of Avon

"to turn out to be sth I okazuc sly (byc) czymh

to supply I dosturezad. zaopatrywuc
"floral I kwivtowy
"fragrance I zapach, pnrlum
"essential I zusudnitzy, n ezbfdny
"society I spoieczeutwo
"hardly (pruwie,wcale
"(to be in) domestic service I pracowadlako
slu2ba dxmowa, (byc) sluqtym
"agricultural I rolny
"entrepreneur I prxndslyborcu
"to struggle I berykait 59 zmogud sly
"to make ends meet I wiazad koniet
z koncem
'natural salespeople I uredzeni sprzodowcy
'to relate to nb I przen'uwiat do kogob.
Ia. postuwid Of on tzyimd miejscu
"to seelfeel sth keenly lwyraznie cod
dostrzegah, w pelni zdawac sobic c czegoh
spraw
"to bear I pewid, przyniohd
"to be blessed with sth I byc uzyms
obdarowanym, cioozyd Of czymd
'to instill sth in sb I wzbudzid coo w kimb
"troops I wojska, pot. a prucownikucri
eventually I ostatecznie w kodcu

"guiding principles I wytyczne, wskuzbwki

"earning (zurobkowaoie
"individual I osoba, jednoslka
"to achieve I oniagnad
"stability I rwnowaga, stabilnodi
"unique I un ku fly
"skill I unniejtoodh, zdulnoflc
"to serve 1 sluyd
"to maintain I utnzymywac
"tool I nanzfdzio
"associated with I pow a,zuny z, kujarzony
"to take sth in I lx (w)chlonqb cod,
zaubsorbowad
"countryside I wielOka okol to
"to introduce I wprowudzdr, przedstawid
'talcum powder I talk
"vanity set/bag I kosrnelyczka
'appealing I ulrakcyjny
"feature I cocha, funkaja
"direct saleslselling I sprzvduz bezpodrednio,
nkwizycju
"to require (wymogad
"to depend on sth I zalehed od tZOflOO
"to receive ( otrzymab
"in abundance I w dostolku, w brad
"sample I prbka

One of the most unique

features of direct selling
with Avon is that it
doesn't require any
special experience,
education or other
qualifications. Starting
a direct-selling business
simply depends on the
power of the person.
The positive sides of the business for
the employees are:
-You are your own boss and it is your
own business
-You secyour own hours, time of work and
it is up to you- how devoted" you are
-You have the means to' earn money
regardless of the economic climate
and work anywhere you wish

ptotiucdo" model both regionally and

After just two campaigns, she became

globally, and this promotion will bring

a Sales Leader. At first, she used her

The face of Avon today

The Avon representatives

Avon closer to a new era. I am very

earnings to...purchase" Avon cosmetics

proud that all three successors" are

and later a new flan,garage and her own

young and I am convinced' they will

office.

add passion and energy in their

efforts'

of fulfilling" our mission, of being the

Natividad Bravo from Mexico has been

company that offers the best women

an Avon Representative since 1982. She

beauty products,' she says.

felt comfortable in direct selling and was

even more strongly focused on her business after two tragedies occurred, the

sudden" death of her husband and a son

Avon's operations have been managed
from Romania and South-East Europe for
the last four years. RecentlyAngela Cretu,
aged 34, was opysoinred' tohond" a team
of specialists in the creation and implementation of new technologies for Avon.

How do current employees see the

from cancer". For Bravo, Avon has al-

brand and the work it offers? Larisa

Nuzhdina, an Avon representative since

ways been a ray ofJjght" in her life. She

has won many awards", travelled exr.en-

1997, has this to say: "Avon gives me the

ni.vol' and built a home for her family

feeling of self-significance'. I can earn

in tomorrow." She started selling Avon

"The ten-country group that I have

been working with became a highly apii

thanks to the company's money.

a stable income,, and have confidence

in 1997 after

reciting"

Irma Minca already has a team of 612

because she still

people under her and is only 22. Her

wanted to pursue" an active lifestyle.

success is entrenched in" the fact that

she knows the way around the world

its up to you I to zalezy nd ciebie, ty

decydujesa
'denoted I oddany. zaangaPowany
the means to do sth I oposb na zrobienie
czegen, irodek do tzegos
to appoint I wyznaczyf, mianowad
"to head sth I przewodniczyd czemui
appretiated I doceniony, uznany
successor I nnslypca
- tonninced I prznknnany
effort I wysilek
to fulfil I wypolnid, spelnid
self-significance i peczucie wlasnnj
wortoici
income I dothbd, przythd
confidence I pewnuid. zuufanie
to retire I przelia no emerytury
to pursue sth I duinyc do tzngoi, zajmowad
sip czymo
to purchase p naby'eaO

sudden I nagly, niespedziewany

of social media and is confident when

cancer I rak

it comes to_teawling" the Internet for

o ray of lightlhopu I prnmyk nadziei

award I nagrvda
"extensively I wiele, obszernie
'to be entrenched in sth I byd w czymi

the business. She says, "I visit every forum or blog that is related to" Avon
so I can mainea good impression on"
any customers by knowing everything

glyboko zakorzenionym, byd czymi

about the company." She calls Avon her

zagwarantowxrrym

"hobby, family and business."

to trawl I przeozukiwac, pnzeglgdot

to be related to sth I byd z czymi
powigzanym ednosic Off do czegoi
"to make an impression on sb I wywrzed no
limb wradenin

competition I kankuroncja. rywalizocja

enormous I aibraymi, ogromny
"nowadays I leraz, obecnie

The

cotnp.egitionr' in the cosmetic

market is enormous" nowaday " and

cutting the prices down" and offering

reduced price products is bow Avon is
looking to keep its customers as well
as winning new ones.The ever-present"
personal touch in the business that

"to cut down I to. ograniczyt zredukowak

brings the women together is certainly

ever-present I wszechnbecry
personal touch I indymidualne pndejicio
well-established I puwseechnie uznany

value to the company's worth and well-

its secret weapon and it adds a lot of

established" name

Business English Magazine 35

Ln

-.----I.

JL4

ifU

13

q6

JB5872

One would have to be a tad' pjy2 to find fault with3 the iconic4 looks of
Hollywood superstar Julia Roberts and celebrated fashion5 model Christy
Turlington. But that's exactly what happened when both were hired to become the faces of L'Oreal products. Dave Leonard casts his eye over' the
issue,

fl

t was aprgrjtI to all that the

aaciy' glowing 43-year-old woman Another victim- of L'Oreal's airbrushing practices was Christy Turlington in
face of actress Julia Roberts in with the skin of a teenager.
an ad for the Eraser foundation - an
an advertisement for a Lancome foundation called Teint Instead of presenting Roberts in her 'anti -a in" product from the MaybelMiracle was unnaturally smooth' and natural state, L'Oreal reverted to' line hcaad".The text claimed" that the
ce)g". Being a 43-year-old moth- a controversial digital enhancement' product "conceals" instantly, yjgibl',
er, the actress has every right to-, technique called 'airbrushing"' in order precisely... Covers dark circles and fine
have a few blemishes' here and there, to make Roberts look even more apo (loot" to help conceal crow's feet" - as
Some true pictures of her show such pealing". In short, the photos were dig- if erased!"
details, however, for L'Oreal that itally aitoced", enhanced and retouched'
seemed to be too much. The natural to make her skin appear fiamiess' and According to" a BBC report. L'Oreal
look was replace-d" by an extraordi- younger.
nthmitce" retouching the image of
'a tad I odrobirig, tiut
'picky I wybrvdny
'to find fault with nth I znajdawah w czymb
wady, krytyknwad
'iconic I kultuwy
'fashion I moda
'to cant one's eye(s) over sth I rzuci6 na cab
okiem, apojrzed na cob
apparent I aczywisty, widatzny
advertisement I reklama, oglosoenie
'smooth I gladki
"spotless I bez skazy, nieskvzitelnie czysty
36 Business E.,qI,,h Mq,,ioa

to have every right to/for sth I mieb pelne

prawo cab zrobid
"blemish I skaza, niedoskanalakd
"to replace ) zaslypid
extraordinarily I nadzwyczajnie, niezwykle
to revert to sth I wrdci (do jakiegob stanu)
puwrciO (do czvgab)
'enhancement I ulepszenie, paprawv
airbrushing I komputerawe wygladzvne obrazu
'appealing I atrakcyjny
'to alter lzmivnif
"retouched I zretuszawvny

"flawless ) nieskazitelny, bezblpdny

"victim I ofiarv
"anti-aging I przeciw stvrzeniu sly
"brand ) marks
"to claim I lwierdzid
"to conceal ) ukrywaf, zakrywad
"visibly I widacznio
"fine linen I tot drobne zmarszczki
"crow's feet I kurzvtapki
"according to i wedlug, zyadnie
"to admit doing sth I przyznac sip do zrobienia
coegob

Christy Turlington to lighten the skin

clean up makgUp1,1, reduce dark shadows and shading around the eyes
smooth the lips and darken the brows'.
So, basically the airbrushing did what
the product itself promised to do.

Have we accepted
airbrushing?

commercials' breached" the advertising standards code" for exaggeration'

and were misleading,,, they could not
be published.

worth noting that there are now twice

as many eating disorders compared
to' IS years ago.
Of course, there are many more factors

This airbrush scandal is not the first

case of this kind in the UK. In 2009, an
advertisement for an 0 ay anti-aging
product was withdrawn" for the same

that cause these issues like upbr aging

parenting and education. However, we

must remember how strong an influence 7 mass media has on young people
and, moreover', how vulnerable" teen-

Of course, millions of photos are manipulated in this way and then published
and sold to billions of people daily
around the globe, but the issue seems
to have breftered" some British c,ir,Lzens".The debate about airbrushing recently hit the h ead I i nes-11 once again d &
to" Liberal Democrat MP17 Jo Swinson,
who started a campaign against "overly's perfected and unrealistic images" of
women in adverts.
Like many, she is of the opinion that the
airbrushed adverts giy.e...n. false impression" of beauty. A few days after the
pictures were published, Ms Swinson
lodged complaints' about the magazine
campaigns, orating" that the images of
both women had been digitally manipulated and were "not representative of'
the results the product could achieve-o".
As a consequence of her actions, both
ads were banned" by the Advertising
Standards ,u.th.orjty". It was decided
that, as the images had been excessively" airbrushed and that the two
"makeup I makila2
"to bother I przeszkadzac, manlwic
"citizen I ehywatel
"to hit the headlines I trafit no ragidwld
no pierwsze slrnny gazel
"due to I z pewodu. za przyczynn,
MP (Member of Parliament) I pesel,
depulowany
"overly I nadmernie
"to give an impression I wywieradlsp'awiac
wrallenie
"to lodge a complaint I zlnyc sdarg
"to state I nhwiadozyk
"to be representative of sth I stanowic wierno,
reprezentac p (dla) czegos
to achieve I nvia,gnpc
"banned I zakazany. zabronieny
"aathnnity I argan wtudzy. wiadee
"excessively I nadmiem e
"commercial I reklama spat reklamewy

agers can be to the media promoting an

Falling into depression

ideal picture of what is 'perfect'. Such

Jo Swinson and fellow' Uhi.Dern" MP

Lynne Featherstone started a Campaign for Body Confidence", with ..the
aimi.of" making advertisers tell us when
a photo has been airbrushed and thus
aware" that what we are seeing is not
the true result.

helping to subconsciously" create stere-

pictures are shown time and time again",

otypes of beauty, influencing the public's
perception of attractiveness.

While most people are aware when an

image has been airbrushed, many still
look in the mirror and have negative
thoughts about themselves. Research-

She underlines", "Pictures of flawless skin and super-slim bodies are all
around, but they don't reflect" reality.With one in four people feeling depreeeed' about their body, it's time to
consider" how these idealized images
are tilagoycing" our idea of beauty."

ers" suggest that looting at images

such as these can make it harder for
people to recover from' eating disorders as well.

A new committee
Two years ago there was a special com-

The major issue here is how such photos contribute to' a negative body image of ordinary' people. Modern societr
to be depressed about their
body and the way they look, with a recent survey' by Girlguiding UK showing that half of women age 16-21 would
consider cosmetic surgery'. It is also
to breach sth I ziamac cos (ap. orawo
kenlrakl)
"code I kodeks
exaggeration I przesnda, lu wyo brzymion e
misleading I mylgcy, wprowadzalpcy
w blgd
to withdraw I wycofec
"fellow I kelega (pefuchu)
Lib Dem (Liberal Democrat) I z ramien a
partii libe'alno-deTneratytzle
'confidence I pewnoic, zaufanie
with the aim of sth I maipc tea na cele
aware I swindonry
"to underline I podkredl
to reflect I odzviercied at
'depressed I pnzygnpbiony w deprevi

mittee set ul2n by the Australian Minister for Employment Participation and
Childcare, Kate Ellis. Its members also
included supermodel Sarah Murdoch,
head of LaTrobe University's School of
Psychological Sconce' Professor Susan

Paxton and Claire Vickery, the founder

of the Butterfly Foundation.
"society I aptleczenstwo
'survey I badan e ankiela
'surgery I chirurgia
"outing dinerder I zaburzenia adzywian a
'compared to I w perownania de
upbringing I wycliewon
influence I wplyw
moreover I to w pcej
'vulnerable I bezbrnnny, naraony na cos
'time and time again I caly r.zos
co chwila
"subconsciously I poddwiudemie
'perception I percepcju postrzeganie
"researcher I bodacz
'to recover from sth I wyzdrowiec P0 czyms,
dojaid do sebie pt tzyms

to consider I rnzwallyc

"to set up I zaloidyc

to distort I zniekszlulc

"participation I udzial

to contribute to I przyczynic sip do

'ordinary I zwyczony

science I nauka
'founder I zaloycel

Business English Magazine 37

,,former lb

IFtIIItrirt.._
IFIIIrIIIiii

________

dawnpoprzedn

code of con duct Ieodeksg. I an-in

postqpowara

nadac ksztalt teen-us

The Chairperson's

position was given

of models or go to a photo shoot'

gui".

"waist I a Ia

to a formec' Cosmopolitan editorn and

Fairfax tQ!s.rnoiLt' Mix Freedman. The

with callipers and measure

committee produced a report describ-

can't put the genie back in the hot-

ing a code of conductn for media corn-

tie' , but you can ask for a mandatory

'crease I zmarnzczku falda

declaration if an image has been Pho-

"to tamper with sth I malstrowacprzyczyms

zafaisnawac tax

panies and stated, "The use of digitally

You cant outlaw

Phocoshopping, You

"male I p eprzyk
'freckles I ping
body marks I cethy szczego ne na tee)

enhanced images is widespread" across

toshopped." Susan Pan-tan comment-

many aspects of the fashion, media and

ed, "People believe this is what every-

'' mandatory I obnwiflzknwy

advertising industries and is a sch..de" for

one should be achieving even when it

visual expression. However, this type of

is unachievable by superrnodels." She

added, "A lot of young people are very

" guidelines wytyczne wskaznwk

"photo shoot I noaje zdjgc nwa
" callipers I suwm arka

ages of people so that their body shape

susceptible to", viewing these images

'"to measure I em erzyc

and features' are no longer realistic or

and thinking that looking like that is

"BMI (Body Mass Index) Iwskubnikmasydala

attainable" through healthy pratt ces'

the only

yathway ' to success, happi-

" to outlaw I cabins a zakaznc

"you can't put the genie back in the bottle I
nie da up zupfldzid d nu do bate ki CO 5if

technology can also be used to alter im-

ness and attractiveness. It contributes

The main aim was to put uit end

ta ' the

enhancing of images that change a per-

to people having a low agagg" of their

value and eating disorders."

son's body profile, for example lengthen-

ing a person's legs or carving into' the

waist'. It also said that mos", freckles"
and other body marks" should not be
removed, skin colour should re ma i n natural and creases" and lines should not
be tampered with'.
Mix Freedman admits,"You can't make
mandatory" gu dolines about types
38 Business English Magazine

The projects taken up", by such cornmittees may seem like a fight that is
impossible to win. However, the work
currently being carried out' by Jo
Swinson and others shows that there
is a desperate need for changes to be
made and that there is a aiuffkient'
amount of people in place who are y

to the challenge '.

stain, in sg sin otsiunie

"unachievable I n exsiqgalny a vdastgpny

to be susceptible to sth I byc podainym no
ens, wn-n wym na tax
" pathway I sciezku, drnga
" sense I pnczucie
to take up I podipu up), zajpc s g)
to carry out I przeprswadzic
"sufficient I wyniurczajycy
" to be up to the challenge I sprostac
wyzwuniu przyjptwyzwanv

Home
Office

I&

ccording to popular
Businessweek,
website
around 40 percent of employees in the US could
now, theoretically at least, be working
from the comfort f their own home'.
It's a staggering' figure, that could
save companies thousands each year.
In fart, figures put out by the Telework
fesuarcb Networks how that ifallthose

who were able to work from home' did

so just one day out of the working week,
then their companies could save a po-tential USD 6,500, per person per year'.
Not a bad sum, if firms were prepared
to introduce" such an option.

flexible I elnstyczny
'viable I realny. wykonalny
'according to I zgodnie a, wedlug
'inlfrom the comfort of one's home
a zacisan donruwego, z domowych
pieleszy
'staggering I olbrzymi. oszalomiujv,cy
'figure I liczba. cyfra

'research I badanie, badania

to work from home I pracowad w domu,
chnlupniczo
per person per year I on ovobq roconie
"to introduce I przedstawib, wprowadzib.
wdrobyd
to look to do oth zamierznd. planownd cob
arc bid

But in an age where businesses are

desperately looking to" cut down on'
overheads" in order to increase profv

ita', the question needs to be asked

- why aren't more firms bolting advan.
tagt..of" such measures,,?
A matter of trust
Well, the obvious factor is trust. The
question of whether an employee who
is working from home is actually spending their time doing their work is 10"to tut down on sth I ograniczyk ukycie
czegob, ograticzyd cob
"overheads I koszty ogdlne
"profits I zynki, doohody
"to lake advantage of nth I skorvystod on
czynrb, wykorzystnb cob
measure I brodek

Business Ee511h Magazine

39

BUSINESS J.
LIFESTYLES

"The biggest thing we've

noticed is a happier
workforce."
Michelle Wallace
one which is difficult to answer and
one which employers are extremely
war)oF
"I think its about experience and
confidence19 around your workforce,
the tasks you're asking people to do,
and the question: If they're net in the

.,

office, are they really doing their jobs,"

says president of Citrix Online, Brett

Caine.
According to Caine, it's also in employers' nature to question' why they
should take on' a new member of staff"
who requests" to work a day or two

each week out of the office, where they

have no, or at least more limited', ways
of checking if they are indeed caccyang
our" all the tasks required of them.
While results and productivity' can be
analysed and checked up on, 7 rucertain extent', he puts this down to" basic human nature.
But if firms are prepared to bite the
bsulkt" and put trust in those who are

edlling1, to spend a day or two at home

each week, the results can sometimes
be seen.

Boosting3 morale

is because we know our team of work-

just because they're not in the office.

ers inside out' and we trust that they

We show a little bit of trust and we are

Michelle Wallace, assistant operational

aren't going to waste time or

rewarded with" staff milling to show

alackoff"

noanugec' at a small UK-based online

shopping firm, says that her company

extremely I niezwykle

has seen not only an increase in profits

th,ne,co'

'10 be wary of sth I mieh sif no bacznofci

allowing staff to work one or

two days a month from home, but also

preed tzymbj, nix ufab ceemuk

confidence I pewnesh. naufanie

an increase in office morale,

to question sth I podwaak, kwestionowah me

to take sb on I przyjqc kngob, przylqczyc

"The biggest thing we've noticed is

"member of staff I pratownik

a happier workforce. If you allow peo-

27,to

request I pnpmnsih, zazqylok

,, to bite the bullet I thwycik byka za mgi

"willing I thflny, skeny
"to boost I pebudzih, wzmotniii
"operational manager I dyrektnr dv.
ekspluatucji
'due to

pewodu

"the likes of sb!slh I ludzie/mzetzy tego lypu

temu podnbni

pie the option to do their work from

"limited I egraniczony

'valued I ceninny, dateniany

home, which through the likes of" Sky-

"to carry sth out I przeprowadzid cok

"to take (s b) up (o n) the offer I przyjo,d (czyipd)

pe is possible for most small businesses

such as ours, then people tend to feel

"to check up on sth I sprawdzid cod,

'productivity I produktywnesk, wyniki

oferly, taakcepttwad (tzyia.k) pmepezyojy

laluxury I luksus

morenuiued"and knowthatiftheywant

deglo,dadczegns

to, they can take up the offer7 of what

to a certain extent I do pewnegn stopniu

to slack off I eciagad sifi, ebijat

many see as a small i.xuc.y"," she says.

"One of the reasons we can offer this

to put sth down to sth I przypisywad cm

to be rewarded with sth I byk czymh

czerrius. uwaad cab za pmzyczynp

nagradzonym, atrzymah cab w zamian

40 Business English Magazine

'to know nb inside out [znod kognb no wylat

Issues such as laziness or

a tendency to take a more
relaxed attitude towards
their output, were staff
given the chance to work
from the comfort of their
living room, might be
tempting for some to deal
with even if it's not
intentional.

Al

"It got to the point where' we couldn't

offer the chance to work from home

an

to some and not to others, so we

had to pull the ping on" the idea."

______

____ 1

For those who are more used to working from home, carrying out their jobs
might not be a problem. But at present,
it seems that many bosses are still
sceptical as to whether or not they can

k.

yet offer such a luxury to their workU

to respect I szanowat

::::
'to echo I vdbi;aOsi echem, rozbrzmiewuh
echem
"avafable I dnslypny
"benefits I fu. knrzybci
4, work

shifter I to: pracownik pracujqcy

to put/place the onus on sb to do sth

znbowiffzadkngokdutzegob
that they

reagoc,o"

this and not let us

Not always the best option

"accessible I dtslypny, przystpny

'stress threshold I pozhm stresu,

don". It works both ways."

But some argue that" the negative asThis is echoed" by Brett Caine, who
believes that if more firms did, in fact,

pects might in actuality" outweigh " the

positive ones

laat,toa'

such as laziness

prhg slresu
'resistance I opOr, oprzetiw
"to enable I umndliwid

experiment more with the options

or a tendency to take a more relaxed

aa.athbic'. not only would they see

perhaps

attitude towards their os.etpsf", were

staff gives the chance to work from

"in actuality I w roetzywistokci, tvklytznie

a change is staff aaiu.oa" and above

the comfort of their living room, might

"to outweigh I przewayd (np. nad czymd)

be tempting" for some to deal with -

"issue I problem, kwentia

even if it's not intentional'.

"output I wydajnohd, produkoja

the financial

benefits-, but

all the general work ethic.

to argue that I przeknnywad, de.,

utrzymywad, Se..

"tempting I kusza,ty

"The onus should be placed on the

two communicate to

"We've tried this in the past but the

"to deal with sth I ptradzic nobie z tzymd,

the broader workforce where they

are and what they are doing. When

results didn't payoff"," says Craig

Birch, who runs his own web design

"intentional I znminrzuny, umyflny

they do that, and they make them-

firm. "While some employees did, in

selves accessible", it lowers every-

fact, show an increase in output, oth-

one's stress threshold". It eliminates

ers were less productive and this was

work shifters

resistance" in the organization and

not always the people you would have

enables" trust."

expected it from."

zajqc of czymh
to payoff I nplatih Sifi
, to got te the point where... I dojbddntego.
Sewpewnym mumencie.
"to pull the plug on sth I Ia; zrezygnnwad
z tzegnh, zlikwdowad cud

Business English Magazine 41

In a nation where
small businesses
are continuing to
struggle David
Knott finds out how
entrepreneurs in
the US are turning
to an industry that is
booming caring
and catering for other
peoples pets.

he pet industry in the United

States has grown in leaps and
bounds in the last decade, independently oh the logs in the
overall economyAnd while national retail
chains like PecSmartand Petco have seen
their number of large-scale csuaiew grow
to over a thousand each in that time, the
number of small-scale, privately-owned'
pet service businesses has also grown subetantiall across the same period of time.
This pateiiai growth - large corporate
and small entrepreneur - has not typically been seen across the economy in recent times; broadly' speaking, corporate
prefics' have been up, while the 10,

Profiting From
Pet Services
42

Business

kMuou,i

I'.

to profit from nIh I zyskub na ceymb,

zutobiO na czym/
to struggle I borykah sic, zrnagoh sip
'entrepreneur I przedsipbiarca
booming I kwitnpcy, przoywajpcy bourn
by/in leaps and bounds I harden szybkn,
wielkimi krokami
independently of I niezale5nie oh
lag I lu opowoleienie, upnienie
retail chain I u/yb oklepbw, s/oh detaliczna
'outlet I placOwks, sklep
'privately owned I prywutny
"substantially I znacznie
parallel I rownolegly
broadly Iszeru/u,ogOlnie
'profits I doc hod y, zyoki

hccieguyu have taken a hut', particularly

since the economic downturn" of 2007/8.
The reasons that various facetva of the
pet service industry have been able to
continue going strong are multifold".

A huge market
The biggest reason for such potential
for continued profits is the immense
and steadil' growing market for pet
services. According to" the American Pet Products Association (APPA),
in 2011 approximately" 62 percent of
American households" own at least
one pet, compared to" 56 percent 20
years ago. The former" number means
that almost 73 million homes in the US
comprise the customer base for providers- of pet services. Homes with
dogs spend an average of USD 352
on boardinv and travel, those with
cats, USD 214. Cat owners also spend

There is a great amount

of market space for
the individual or
family business to sell
specialized toys or
accessories or offer
services for people's
pets such as grooming,
training or boarding.

nst 15 years ago An increase that can

only indicat' how underdeveloped'
the industry has been and the con
,gi,nable' ta city" for even greater
growth

An

arra

42 of options

Although the giants of the industry like

PetSmart and Petco dominate in the
arena of food sales and big box jtores'
like Wal-Mart also offer customers

prices on dog and cat food that smaller

around USD tOO a year on groom
ing' treats,,, and toys, with the average for dog owners almost twice that.
The habits of such a large number of
households led to a total of USD 48
bIn in "pet industry expenditures'," in
the US last year, a total that is even
more remarkable considering the
fagIJ7 that spending on pets was much
less than half that level (USD 21 bIn)

business simply cannot compete with'

there are still innumerable" opportunities in other areas of industry, with the
specificI markets for pet unpylies" (including OTC medicine'), grooming and
boarding estimated' to be at a tombando' USD 15 bIn for this year. So pet
food aside, there is a great amount of
market space for the md Ividual" or family business to sell specialized toys or
accessories, or offer services for peo-

little guy I uzatak, main znatzcy

tzlowiek
to take a hit I zuotadczymh bolesnie
dotkniglym, motto obenwac
downturn I lendencja zni2kowa, knyzys
"facet I uspekt
multifoldimanifold I nbnurodny, rbrixruki
immense I olbrzymi, ogromny
steadily I stale, w stalym lempie
according to I zgodnie z, wed/ug
21 approximately I w przyblihuniu
"household I gospodotstwo doninwo
"compared to I w perownaniu do
"former I by/y. poprzedni. downy
"to comprise I stanowit
"provider I dustuwca
"an average of I brednie, przexytnie
"boarding mieozkonie, tu' dach nad glow
grooming uzczotktwure,tudbanio
t hgivny
"treat I smukolyk

'thabit I uwycep
"expenditure I wydalek, naklady. koszt
"total I lczna kwota
remarkable I niezwykly, godny uwagi
"considering that I zwuzywszy, e.
"to indicate I wskazac pokazak

underdeveloped I riedorozwl n lfty,

n nwystarczaj4cu rozwiniflty
'conceivable I wyobrubulny, niub wy
capacity I polemnoin zdolnooc, modliwosh
"array I gama, wachlarz, asortyment
big-ben store I hipermaricet

'to compete with sb I rywalizowat z k my

"innumerable I niezllczony
41 S pecific ( konkretny, ozczeoo ny
47
supplies I zavpalrzenio, auvoby
41 OTC (nner-the-counter) medicine I lek box
tecepty
'"to estimate I oszaunwxc
"combined I la,czny
"individual I jednoslkciwy, polvdynczy
"the wealth of sth I mnostwo, dostutek
czegof
"annual I roczny, dorocany
"to feature I przedvtuw ad, prezentowad
,, exhibitor I w'yotawca
"booth I ste oku
"launch I wypunzczonie (produklu),
ruzpoczyce (dziulo nofti)
"genuinely) aulenlyczniv rzeczywsoe
on offer I w ofertie, w asarlymencie
implausible I nieprzekonujflcy,
n ewiarygodny
"willing I skory, thytny
"pup I szrzenuk
unlikely I ma/v prawdnpndubny,
niereolny
'to make a tidy profit I zurobisi pokaznx,
oumk
"revenue I dochcbd, przychOd, wp/yw
fashion ) mnda mudny wyglpd
'fragrance I zapach, perfumy
"scent) zapath won
lime (limo limonka
cherry blossom I liwiatwior

ple's pets such as grooming, training or

board ng.
To get a good idea about the wealth of'
options in the pet industry, early next
year the AI'PA is organizing its aysnuul"
Global Pet Expo in Orlando, Florida, and
will feature" thousands of exhibitors 55,

booths", and new product launches"

- the 2011 show featured over 3,000

new product launches. The opportunities for a small business are gacu,ii.se.y11
only limited by an entrepreneur's own
imagination.

A wealth of creativity
Many of the products on offer" for pet
owners seem implausible" to many,
but we've already seen that people are
ready and nL11inm to spend on their
pops" and kitties, and many business
people have taken an unlike 1-1 idea
and made a tidy profit". With annual
revenue over USD 3 m n, 'Doggles' is
a business which produces sunglasses,

both for protection and for fashion

for dogs. Dogs aren't expected to wear
sunglasses or to smell sweetly, and yet
shampoos and spray fragrances' with
the scents" of coconut and iirne',Japanese cherry blossom cucumber melon
etc., are exactly what a company called
'Nootie' makes.

uu,inn,s English Muvasien 43

Most of us don't expect to see our

dog's picture on a bottle of wine, either,
but 'A Dog's Life' offers treats for pets
(and wine for people featuring photos
of actual customers' pets on the hottie), providing a somewhat iosi.qa..a" and
novel" service ideal for special acts-

Pe'rue-snu 1 teuiwh 73

In addition to ingenuity,
small businesses can
provide for their
customers a level of
attention that big box
stores and corporate
entities cannot match.

In addition to" ingenuity', small businesses can provide for their customers
a level of attention that big box stores
and corporate entities" cannot match".
Even though PecSmarc provides grooming services for customers, the nealoily" impersonal" nature of a service encounter" in a cavernous retail
spac - leads many customers to seek
nut" a friendlier atmosphere for their
pet.

a glance" in any Yellow Pages will co

veal" a wide variety" of locally owned
companies to sit, walk, or groom man's
best friend.

Dogs and cats can receive special treatnumber of small businesspeople that have opened franchises"
providing all manner of services; 'Bark
Busters" is an obedience school"
franchise tie,a,acing" lifet[nne,avapport"
for customers as they train dogs "the
cnoie" way"; 'Camp Bow Wow' provideo k nnel- and day-care- services
for its 'canine" campers'; 'Dogeopia' is
also a kennel of sorts, but rather :oun
nets" its franchises as doggie"day spas";
'Laund-ur-Mutt" also offers a full-ser:ice pet age". in addition to their unique
cake on" the old-fashioned" laundromat", where customers can wash their
own h,00tch"; 'Zoom Room' pushes
the model of an obedience school further, with custom-designed" obstacle
courses" to provide geonins" with
agility" training.

"unique I unikalny
"navel I nowy, nowattrski
"personal touch I indywidualne pndnjdtiv
"in addition to nth I opricz czegoi
"ingenuity I pomysluwuic
"entity I jednuslka, osuba (n p. prawna)
'to match I dorlwnai, dopaunwad
"inevitably I nieuchrennie
'impersonal i beenunbowy, bezduszny
"encounter I spotkanie, kontakt
"cavernous I przepautrry, ulbrzymi
"entail space I powierzchnia sprzeday
to seek out! wyszukiwai
"special treatment I spotjvine/prnfererrtyjnn
traktnwanie
"franchise I franszyza, tddziul
"bunter I Ia. ktui, ktu cud zwutczu!likwiduje
"obedience school I sakola eranier (dlu
zwierzo,t)
"to boast szczycid sig, chwalii
"lifetime support I dtywctnia gwarancja/
wvpurciv
"Aussie I pat. australijski
"kernel buda
,, day-care I npieka dzienna
'canine I psi
'to market I rnklamnwaO, sprzeduwuO
,mutt I kundel
'spa I uzdrowisko, centrum ednowy
biulogicznej
'a take on sth I wersjo ceegud, wlusny
sposdb vu cud
old-fashioned ntarnmndny, starolwietki
"laundromat I prulnia samoebsiugowu

meet" by any

Of course, one doesn't need a franchise

to give customers a personal touch,

"
'

44

B usiness English Magazine

Animal companions108
At first glance ", the vast'' sums of
money being spent on pets and the eclectic range of products and services

that businesspeople are wagering their

livelihoods go" might seem surprising.
But after all, for so many pet owners,
these animals are more like best friends
or members of the family and of course
worth pampering' or spending their
hard-earned" cash on.
One need only look at enormous" locus
office totals" (USD 244 mIs) of the recent Hollywood blockbuster" Marley
and Me, about the up-and-down" ceia
ciootshi" a couple has with their Golden
Retriever, to see how much people 0,pv
predate" the interactions between pets
and their masters. It makes sense", then,
that despite the down economy, people
will continue taian,ish" special treatment
on their dogs and rats, and savvy" business people will always be there to pick

upon" such an opportunity.

hound I pies gvdczy, ugor, to: pies

custom-designed I zaprujektawuny no
zomdwienie
obstacle course I tor przeszkdd, dcie2ku
zdrswia
pooch I piesek
agility I zwinnodst
glance I spujrzeniv, zerknicie
to reveal I ujuwnii
1,7
wide variety I duO rd~ntrudnoli, ozeroki
wathlanz
companion I towurcyuz
atfirstla glance I no pierwozy out uka
"vast I olbnzymi, ogromny
to wager one's livelihood on sth I
wpukowai w tin nnzczpdnolti calegt
sycia
pampering I ruzpieuzczanie
hard-earned I tigako zorobinny, z trudem
zdobyty
"enormous

115
1,
11,

I egrumny, slbrzymi

boo office totals I wplywy kunowe

blockbuster I hit
up and down I pefen wzloldw i upudkw,
ulndkn-gurzki
relationship I zwiv,zek, rnlucje

"to appreciate I doteniad, tend

to make sense I med very, byd
sensuwnym
to lavish sth on sb I ubsypywad kugnl
czynsd, vie sztzgdzii komud tzegul
navvy I Iebski, sprytny
to pith up on sth I wytbwytid cud,
dostrzec cod

e
Ii

Marketing your business through presentations is the perfect way to put out
a mass sales cll1 .
There is, however,
much more to cpIi::
vating an audience2
than just plain brci
seM. Dave Leonard
offers a few ti4 on
how to enthral15 those
in attendance',

ni
L

nem.-Q-n-one. sales pitch-

strategic presentational methods. In

es are time-consum-

essence, your mouth is the key to

ing, and more often

than not y.....j.

little

the way of concrete results. By taking

1. Find the right audience

your message to a conference or as-

ineffect"
increasing the likelihood" of coaching

sociation meeting, you are

Targeting" your audience is the first

out to' more customers. Even a small

number of individuals" can potential-

step towards tixijvx.i:iu,g" a successful presentation. Begin locally by enjririg at Trade Associations" and

ly turn into hundreds just by finding

chambers of commerce'. Contact the

the right event and employing a few

executive director" or educational

to put out a call I wzywac (kagod do cuegok)

'to captivate an audience I pumad sluchaczy,
urzec czytelnikow/widzdw
'hard sell I agresywnu sprzedad

'tip I

porada, wskvzdwkv

'to enthrall I cafascynowk zauraczyd

in attendance I obecny. dy2urujgcy

in effect I praktycznie, w rzetzywiutodci

"likelihood I prawdopodobivhstwo
''to reach out to sb] siggaido kugof,dutrzeO
du kogof
"individual I asoba, jednostka
"in essence I a gruncie rzeczy
'to target I obrud cv eel skivrowad

'oneon-one ]osubisty,twurzqwtwarz

"to deliver I to: wyglosti

-sales pitch I gadka spreedadowa, cvchgcunie

'to enquire] zapylak, abadaf

do kupna
'time-consuming I czasochloony

'trade association I zrzeszeniv brvnewe

producenlw

to yield sth I poskutkuwah czymi, przyniehd

"chamber of commerce I izba bandlowa

con

'executive director] dyrektor naczelny

Business English Magazine 45

committee chair to gaugen their interest.They are usually keen,cta' hearing experts in certain fie-Ws" talk about
s,pecificll aspects of at industry.
Many such organisations are always on the
lookout for guest speaker a and if they
don't yet have any educational events
planned, offer to create a programme of
events for them. A schedule' of breakfasts and luncheona is a great way to
start Breakout sessions" at conventions
are gilt-edged opportunities' to talk in
front of business owners and experts. Offer your services for free but stipulateId
that you would like to have the contact
information of those who attend".
Once you have honed your skills on
a local level, break nto the national
circuit The conficlencen you will have
built up will serve you Well4a as the site
of the audience increases

2. Avoid the hard sell

You have just landed4, a prime spot'I at
a trade conference. Adrenaline is coursing through your veins' as the event orgatiser introduces" you, and,as you take
to the pod ium-,che piospecc' ofreuc.n
log' dozens" of industry contacts and
converting" some of them into clients
fills you with enthusiasm.
One factor that should be taken into
account" is that if those people in front
of you wanted to hear your hard sales
pitch, they would have invited you to
their office for free Most will have paid
some form of subscrption or event
fee to attend the conference and the
last thing they want to hear is someone
pluggin 51 a product
Event organisers will want something
more from you than lust a spJel,4 about
what you and your company have
achieved or are doing, The chances
are", if you go down this route", you
won't be invited back.The bottom line
is this: if you mention your company,
keep it general and ton-specific.

3. Trust and confidence

Having a captive audience gives you instant" kudos". People love to hear from
46 Business Eng lish Magazine

One factor that should

be taken into account
is that if those people
in front of you wanted
to hear your hard sales
pitch, they would have
invited you to their office
for free.
experts because they are ctgtijble' and
that is what you should use to your ccfnuntug_e' You wouldn't be an expert on
a topic if you had nothing taumpaut
and chat's why you have been asked to
speak inithe first placeI,, right? The key
to gategiding" this into something that
can be built on, is establishing" trust and
confidence in what you say. This is where
your mouth and creativity come into play.
'chair I dyrektur, kieruwnik
to gauge I zrnierzyi. onzacowuh
"to be keen on doing sth I byt thgtnym/
okorym do trek enia czegns
'field I dziedzina
specific j szczego I ny, kankretny
'to be on the lookout for sth I poszuh wac
czngns, wypatrywad czegos
speaker I mvwcu
event I wydarzenin
schedule I hurmvnogram, pan
luncheon I uroczynty lunch, bznns-lunch
"breakout session 11 mpraw zowane
spulkanie w lrakcie kanfnrencji
gilt-edged opportunity I swietna okauju
"to stipulate j zvvtrzec vkren c (warunk
"to attend I uczesztzat, pvjawit si t
"to hone one's skills I udoskonalid nwe
urn elfllnovci
to break into sth I wlamuh sit gdzies ta
xejvk yduiel sziurmem
"national circuit I neria norvdowa, a
szczebel ogolnukra owy
confidence I pewnonc. zaufanie
"to serve ub well i d"bzn sit korncv
przysluzyc
to land I zlapad. dvstac dorwac
'prime spot I doskonale m 1 ejsce, xydnrien ita
m ejncOwku
- to course through one's veins I plynpc
w czyichs 2ylach (np. krew. udrenalina(
"to introduce I przedstaw
"to take to the podium I we vu na podium
"prospect perspvktywa
47 to reach viygngit, dvvfynpc

4. Give them something

for free
A nugget- of information that can be
turned into profits" as soon as del egates return to their offices is the
best way to prove you know your
territory. Weacif will soon spread"
rally throughout the industry about
your ideas and how helpful they are.
Handouts" containing I content'
from your presentation are a good
idea. Smart speakers always include
information on how to get in touch
with" them for further speaking o.a..
gupements.
5. Get to the 120int74
Cut uothe quick immediately by explaining how they can increase sales, reduce costs' or streamline,-- processes.
'dozens I dzieniatki
"to convert I przeksztalcit
to take into account I brad pod uwug
"subocriptiun I u bona ment prenurnerata
"fee I oplatu
"to plug sth I reklamowad can. lansowat
"spiel I gadka
the chances are that I wnzysrco wskazule
na to, ye.
to go down the route I polsc jaci,s drnga
wybraclakis sposob postppnwania
the bottom line in I pndsumvwuju,c, konkluctuta,c
'instant I natychm i astowy
"kudos I vznuk 1 uznania
'credible I warygndny
to use nth to one's advantage I ubrucad cal
vu wlasnp korzyac
to impart I poda cit sit, przekazac
'in the first place I po p lerwsze, vu paczqlku
"to extend sth I rozszvrzyt con, prztdluyd
'to establish I zalvyc, stwnrzyb
'nugget I samorodek brylku a. od rob! na
profits I zyski duchody
to spread the word I rvzglosic
-' handout I ulatbu
to contain I zawieraf
"content I zawantaid, trvbc
to got in touch with sb I zvalezk kogas
xejuLtbyc a krms w knntakcie
engagement I spotkan 1 e, wyatyp
74 to get to the point I przejtc du nedna
"to cut to the quick I dotkn4cdo2yweyo
trafc wsamo sedno
"to reduce costs I zredukowad naklady koszty
77 to streamline I uspruwnic

inytaae" delegates by giving them the

opportunity to speak after you, responding to79 the content you have delivered.This in turn creates the perfect
opportunity to establish leads". Collect the business cards' of those who
have participated'. In doing so, you
will have avoided" the hard sell but still
have new contacts who can identify
you with your message.

Having a captive
audience gives you
instant kudos People
love to hear from
experts because they are
credible and that is what
you should use to your
advantage.

Very often delegates will come to you.

Attendee lists are typically hard n,cagog
hQi.thaf", as event organisers are sceptical about giving them out. Another
form of enticement is conducting'
a prize draw' to encourage' delegates
to put their business cards into a bowl
so you can pick eur' a winner. The
prize could be a copy of your presentation and any other useful information
related to" your topic. Your fei low-upwill be made easier by garnering" these
cards.

By packing as much quality information as possible into your presentation

without going for the hard sell, you
will have pleased the event orgasisers.The last thing they want to hear is
complaining" about sales pitches when
delegates have paid money and gi000
p' time to come and listen to ideas
Uliticoagel' you will have imparted key
ideas in a presentation that will have

"to inscive sb I zaangaowoc kugob

"to respond tosth I odpowiedzedna tea
zareagowac
"lead I slad, trap
business card I wizytdwka
"to participate I brat udziat
"in doing so I popnzez In dziqk lomu
"to avoid uniknqO
'attendee I uczestn
"to gel held of nth I dostad cob thwyc it cob
enticnmnnt I zachpta mutywocja
to conduct I przeprnwadzic, zorgonizowoc
'prize draw I luterio zfantam, losuwan 1 e nagrod
to encourage I zachqciit

"to pick out I wybruc

'related to oth I zwiqznny a cayms, rnaj qcy
z czymk zwiyzek
"follow-up nawiazunie do czegos, da sac
caqac
'to gamut I zgromadzic
to complain I nurzekoc, skarzyc sq
to give uth up I zreaygnoisvc a ozegos
oddac coo
ultimately I ostateczn e w kubcu
as opposed to I wprzeciwienutwedo
'to exploit I wykarzystef ekop oalowuc
to rood test I przetvslawaii too
a wa run kuch drogowych/po lowych

6. Please the organiser

focused on educating the audience, as

opposed to" exploiting" them as just
another target group to sell to Road
testing"' presentation ideas and methods at sma I-scale" events will stand
you in good stead" as you climb the
presentational ladder towards larger
audiences.
The advantages of pitching to a group
as opposed to an individual are nurmieo
ntis' and if you get it right, you will
find that the results will go much further than merely flogging your product to a disinterested" party.You have
the chance no create a buzz" about
your ideas by prorimthn,g' the audience
with tangible- concepts which relate
to them and their own businesses.The
steps mentioned above will gnta Iong
may co" helping you establish a reputation as an expert in your field and will
encourage others to seek you out'
and potentially buy your products. I
small-scale I pcmn ejszony. mn ejszy
'to stand sb in good stead I doskonale
Siq kvmus przyduc byc d a kagob jak znaluzl
numerous I liczny
to fog I opchnqc, spreedac

disinterested I nieza nseresowany

ubolfitny
IDI buzz liv. nuglasnien e sluchy
to provide I zapewnic dostartizyit
tangible I namacalny, dotykv vy
to go a long way to doing sth I wiele
W uzynis pumot
to seek sb out I wyszukuc kogos,
odszukait

euneenn English Magazine 47

lu

AW

Iq

naa

rrr_o

aim

0%

r ht i n 4,r
Y

As every businessman and woman knows, image is important. BEMs

Dave Leonard now takes a look at the issue of dress and what employers
can expect from introducing' casual attire3 into the workplace.

oy.back'in the nineties

during the doo..corn
born', big businesses' attitude towards
creative staff loosened up a little.
Out went the gaudy' ties and ill4ittin
suits that constituted the ma/vista' of
a professionals wardrobe. In came the
relaxed jeans-and-T-shirts look now
apotoud.' by pioneers such as Mark
Zuckerberg and the late Steve Jobs.

staff's more creative sensibilities".Those

image dnvers', pritoaril" based in California's Silicon Valley", helped change the
way millions of employees now present
themselves in the workplace. Many of
those bold" enough to do away with"
corporate dress policy noticed an
serge" in worker productivity".

Technology types such as programmers

and graphic designers now cegand" the
choice to wear casual clothing as nothing less than a basic workplace right and
consider" their appearance" to be an
expression of individuality and fiojr".
But presenting yourself in the most
comfortable way and communicating
the right message still requires skill'.
Here are some tips for looking scrappy":

Large corporations like HP and Apple

ditched' the suited-and-booted" look
for a more casual style leaningtorarda'

Holding on to" young talented staff

was another reason for deregulation". Traditionalists rnay still ucg.se
that,, dressing own" is disrespectful"
to colleagues and clients, but the fact
remains", that more of us than ever
before are not turning up to work" in
a suit and tie.

Many professionals don't want to be

pigeonholed" or come across as"
a meaningless" weld" in a suit. For

'to expect I otzekiwab

to introduce sth I wprowadzib cad
casual attire I swobodnystrbj
'way back I dawno lemu
'dot corn boom I boom witryn internetowych
w lalach 90. XX wieku
'attitude I slosunek podejdcie
staff I pracownicy
'to loosen up I poludnid, roclounik
obyczaje
'gaudy I jarmartzoy, kolorowy
ill-fitting I niedopaoowany, dlv
dopasowony
to constitute sth I stanowib cod, skladab oig
no tad
"mainstay I flat
"to sport sth I nook. paradowab w czymd

"to ditch sth I poubyd sip czogad, wyrzucib do

Iamuua
"suited-and-boated I a garniaku, ubrany
oztywniatko
to lean towards sth I skianiad sit ku tzemus
"sensibilities I wtadliwodd, odczucia
"driver I dr ktod lanoujyty nowo, mod y
"primarily I zasadnitzo, glbwnie
"Silicon Valley I Dolina Krzemowa
"bold I odwany
"to do away with nth I pozbyd sip czegot,
adrzucib cod
"upsurge I wzrosl, fala czegod
,,productivity I produktywoobd, OOia,gI
"to hold on to s ltrzymaosip kogod,
zachowab kogod
"deregulation I dvregulacja, aniesienie konlroli

"to argue that I przekonywab, be...,

ulrzymywac, do...
"to dress dawn I abierad sit owobodnie/
niezbyt slarannie
"disrespectful I nieokazujqcy szatunku
"to remain I pozoslawad
to turn up to/for work I przyjdb do pracy
to regard sth as I uznawab ted za jakiel
"to consider I uwaab, uznawad
"appearance I wyglqd
"flair I pasja, talent
"skill I umiejgtrodc, zdolnodd
"snappy I elogantko
"to pigeonhole I zanzutladkowab
"to come across as oh I wydaO sip kimh/jakimb
"meaningless I bezoensawny
'void I postka

Changing attitudes

48 Business English M,5,ieo

Suits you, sir

them it aignifies" an old-fashioned

stuffy' attitude that is not no be trusted as graphic design business owner,
Simon Jennings. explains.
"Fm quite happy shufflin around the office in Bermuda sho[m4l and my favourite
band T-shirt. I want to create a dow.agtu
earth' impression', somebody who clients
can claoLwitfr' without feeling uncomfortable. Its the same for meetings, if I turned
y" in a Suit I'd look uncomfortable and
sllghtl' ridiculous,:. Most people I do business with nowadays" are more concerned
with what I have to say than how I dress'

Clothing meant for

the summer like crop
tops or low-cut tops
might be considered
inappropriate or create
an uncomfortable
atmosphere.
transformed into a smart-casual combination. The jacket should work with

jually" anything: gjoets", shoes, jeans and

trousers.The beauty of such an accessory
lies in the fact that it can be packed into

He adds, "I have a team of four people

in the office and we all operate our own
dress codes" bused on individuality and
freedom of choice. It adds to the vibe'
around the place. Clients actually like
coming round because it's relaxed."

a suitcase, strewn across" the back seat of

a car or stuffed' into the Ki,ggage compart-

ment" of

plane.

Forced" or borrowed style

Some people attempt to copy a popular

Dressing up can have an adaucae' affect

though, asJennings points out"."lt can, in
some cases, have a negative psychological bapag" on someone, making them
feel like a fraud'

iajdbaeio' style or image and in extreme

cases even pick.ay" hjti.' from their kids.
Be warned, trying tqicnitste" only oust'
erbares" the problem and can turn the
perpetrator' into an object of ridicule

hooded" tops, jeans and train ers.Very often, only a real child of the tech-generation can pooh this one off" as the clothes
are only part of the package. A utla.geye." world view to complement- the
dress-down image is also essential", and
often something that cannot be forced.
Company dress codes
So does dressing down mean there are
no longer any rules to follow" at work? It
all depends on' the company and industry. In some places, like the west coast of
the US, where tech firms dominate, jeans
andT-shirts have become standard office
attire. Other firms in the financial and
legal sectors" may have a dress-down
policy, but guideline 11P, still exist. This
might lead some freethinking" expros
slut" types gcr.oaige an informal company
dress code to extremes'. Companies
must therefore take the lead" when establishin what constitutes" acceptable
and unacceptable" clothing.
Dress code implementation tips for
employers:

and demean' them in the eyes of fellow

Jacket required
He suggests keeping a spare' jacket
draped over' the back of a chair somewhere.That way. if the n.eedurIsua", a casual T-shirt and jeans look can be quickly
"to signify I oznaczad, ukrnhlad
'old-fashioned I slaromodry, sturodwiocki
" Stu ffy I dunzny, sztywny
"to shuffle I przechadzad sic. chadzad
"Bermuda shorts I bermudy, sourly pla2uwe
"down-to-earth I przyziemny, ludzki
'impression j wraenie
"to deal with jzojmowait sip, tu.mieddo
czynienia
"to turn up I zjuwi sip, pojuwid
"slightly j adrobinq
"ridiculous I niedorzeczny
"nowadays j sbecnio. teroz
"to be concerned with sth I przejmowad sip
czymd, zajmowad sip ceymb
"dress code I przepisswy strdj, wymagi to do
wygldu
"vibe 1 klimat. otmosfera
"adverse I negatywny
'to point out I zwrtid uwagq
"impact I wplyw
"fraud I oszust, klamta

workers.

Ambivalent-casual
The 'Zuckerberg' style has been labelled'
'ambivalent-casual', and involves wearing
"spare I zapasowy
"to drape sth over sth I powiesit cob no
ezymb Jo slraju, nnrzucie)
"if need arises I w razie pntrznby
"virtually I praklycznie
"trainers I odidasy, tenisbwki
"to strew sth across j rozlnyd cob na czymb,
rnzrzucid na tzymb
"to stuff jwepchad
"luggage compartment I przedzial bagazowy
"forced I wymuszony
"laid-back I wyluzawany
"extreme I kraftowy, skrojny
to pick up I nauczyd sig. pnbinrad
"hint 1 porada. wskazdwka
"to imitate I imitownt, udawat
'to exacerbate I pogornzyi

"perpetrator I sprawca
"an object of ridicule I obiekt azyderotw
"to demean I paniyd
71 to label sth I okreblid cob mianem, przypiad

tzemub etykiety

There are many positive reasons

for implementing a dress code but
perhaps the most important is to
make sure staff can work comfortably in the office. It is still important
though to project" a professional h'
"heeded I a kapturem
'to pull sth off I dad rady, odniobd sukcvs
"wide-eyed j to zadoiwiony, ciekawski
bwiata)
"to complement sth I dopelnlad tzegob
"essential I niezbqdny, konietzry
"to follow the rules I przvstrzegad regal
"to depend on sth I zalozed od czogob
'legal sector I nektsr prnwny
"guidelines j wytyczne, wskazdwki
"freethinking j wolnamyblnobd,
krealywnobd
"expressive I eksprosywny, pelen wyrazu
to take sth to extremes I posuwad sly
w czymb do skrnjnnfci
to take the lead I przejqO inicjatyw,
wokaznd drngg
to establish I ustalet, obreblid cob
"to constitute I ntanowid
"unacceptable I nie do przyjflcia
"to project (an airlimage of sth) I robid jukind
wrndenio
Business English Magazine 49

image for clients and buyers who may

come into the off cc.

Employees should be made aware

their responsibility to dress
cording" when meeting customers,
prospective employees and other
professionals. Produce guidelines explaining what is acceptable and what
isn't People sometimes have a hard
time' defining what constitutes
'casual', so staff will be grateful if
the criteria is atpuiutud" clearly. For
instance, what might be suitable
for the pub or party might not be
acceptable for the office. Likewise,
clothing meant for the summer, like
crop tops,01 or low-cut tops", might
be considered inappropriate or create an uncomfortable atmosphere.
of17

While it might sound obvious, making sure that workers are aware they
need to preSSID7 and iron their gao

menta is important. Dirty or torn

jeans or any frayed' pieces of attire
should also be forbidden
T-shirts are now a standard item of
clothing around the office. When
pulled off they can gnu that clean,
uncluttered" lock of an innovative
CEO". Clothes b.erbvgr' the company logo can also be encouraged'
as it promotes the company and fosters" team spirit

"to make ub aware of nth I ubwiadomiO cob

komus
11 responsibility I odpowiedzia I nnsc
accordingly I odpowednio
prospective I potentlalny
101
to have a hard time doing sth miec
z tzyms Irudnooc
grateful I wdzytzny
to stipulate J okreblc
114 suitable odpowiedvi pasuifity
crop lop krotka bluzeczka
low-cut top I bluzka a dekaltem
"to pious I uprasowac

What we wear may not seem too important as we go about our daily lives,
but when it comes to work and what
is acceptable, we generally approach"
the way we dress a little differently.
Clothes can say so much about who
we are and what we represent. Being
aware of this can improve many aspects of how we are perceived" and
how successful we are in the workplace.

garment I stroj, ub Or
frayed I wyslrzypiony paderly
uncluttered I tzysty, uporca,ttkowany
CEO (Chief Executive Officer) I dyrektor
nacze op
bearing I 000zyty (np. miano)
to encourage J zathycac
"tofoster sth I zuszczep 1 ac cos sproyad tzemub
to approach sth I podchodzif do czegob
m i oh. jak ieb nustaw en i e do uzegos
to perceive I pvstrzegad

#mom

09

ow

Coach

ending employees abroad

provide significant op1 can
portunities for companies as
well as for employees, so ft
no wonder that the number of expatriates around the world is constantly'
increasing. Unfortunately, it's not all
wine and roses', since 'transplants"
onto foreign soil' suffer from culture
shock and lack of understanding of
their new milieur. BEM's guest writer Michaf Chmielecki provides a few
tips" on coaching of the executives"
delegated overseas-,.
Expatriate managers - be it delegated
or newly hired ones - are responsible
for" penetrating new markets,,, Qverseeing,6 operational s, -us', transferring

Managers

technologies, managing joint ventures

or transmitting organizational culture.
They become key players in the global
economy, acting as the human link,, in

international trade. They are not the

strongest link, though, unless they are
properly eased into" their new environment and properly motivated.
P.

'to coach) lrvnowah, przoprowadca

instrukla
'expatriate I eksputriant, asaba mieszka)ica
poza wiasnym kralvm
'significant I znaczcy
'(its) no wonder (that) I nit dziwnxga, in..,
'constantly I stale
'it's not all wine and roses ) civ wszyslko
gra, xiv jest cx rhiowo
'soil I ziomia (np. ojczyxlo)
'to suffer from nIh ) cierpixi na cci,
ad czegoi
'milieu ) irodowisko, otoczenie
"tip I porada, wskaziwka

"executive I piacownik azczvbla

kierowniczego
"overseas I za graniczL
"newly hired) iwieia zvlrudniony
14 responsible for I adpowiodzwlny za
"to penetrate a market ) przenikns.i na rynek,
abadad sytuac)g rynkowp
"to oversee ) nadzorowai
17
start-up I nowa pawslala apollo
'link) ogniwa (tahtuoha),
polyczenie
"to ease sb into sth I aslroiniv kogat
wprowxdzii, atopsiowo loyal wdroyO
(op. do pracy)
Business English Magazine

51

Failures" in international
assignments21

can pceyeeit' or J.esaeci" most of these

unfortunate' reactions.

Although foreign assignments are

viewed as a key strategy for iN.'
many expatriate managers are unsuccessful in foreign organizations. Expatriate's performance" depends on'
a couple of factors, one of them being the abut" to ad'ust17 themselves
to the host' culture. Expatriates
have to fit into' new cultural envi ronments by modifying and adapting
their behaviour to match the host
Country's cultural values, norms and
paradigms"

Organizations understand the importance of such smooth acculturation

and attempt to increase the likelihoodu of a successful SQJ.QMcn." by
trying to select the right people and
provide them with appropriate training opportunities vie" coaching.

It's not only expatriate managers who

may be unable to adapt to the physical and cultural differences of the new
environment The same problems
concern' their families. Studies show
that if the family does not successfully
adapt to the host country's culture,
the whole expatriation could be in
par.

Acculturation"
Adapting to the new culture, i.e. acculturation, is a complex and multidimensional process. Assisting expatriate
managers in ac,h)eving17 a acn.00tii' acculturation is no easy matter. Trainers,
coaches and researchers" claim that
cross-cultural,, preparation for expatriates should include, among others,
language training, cultural assimilation
training, information about geography,
climate and accommodation . In add tion, cross-cultural preparation should
develop expatriates' awareness" of
culture and its influence", knowledge
of how to survve" and succeed in
a different culture, and the ability to
hand)e' emotional challenges.

Culture shock
Culture shock may significantly hinder"
an expatriate's ability to establish'
friendships with local people. The
symptoms may include homesickness",
nervousness', depression, mood
swings11 and even hostility". Managers
often dj.apfe' hypersenslitNity to I criticism, aggressiveness and domineering
behaviour. Proper training and support
52 Business English Magazine

egolitociarn" relationship between conch

and clientand focus on the development of
the client through an individualized", clientcentred process. Coaching is used is crosscultural contexts and over the last couple
of years organizational use of professional
coaches has grown conniderab y'.

Professional coaching represents a crossdisciplinary" oyproac!a". It aims an" the

enhancement' of weiibeng". performance and professional development as
well as the facilitation, of individua' and
organizational change.The core7l concepts
of coaching are helping, collaborative and

There are a number of executive coaching definitions. Coaching can be viewed

as a relationship' formed' between
a client who has managerial authority
and responsibility' in an organization,
and a coach who uses a wide variety" of
behavioural techniques and methods to
assist the client to achieve a mutuallr
identified set of goals. In other words,
the coaching process is a systematic
goal-oriented' process that aims to facilitate euaeu.iciad" change.The choice of

"failure I znraka
"assignment I przydz al, zadanle
"to view sth as I uznvwah/uwvzac cos za
I'M NC )Multinational Company/
Corporation) I sptlkalkorporacja
m ydzynarndnwa
"performance I wydajnash, wyniki
"to depend on I zaleSec od
"ability I zdolnosc, umivlfltnoac
"to adjust I dostosowywak
"host I pnlnqcyrulygonpodanza goozczqcy
kogod
"to fit into sth I pasowac do czegos, zgadzuc
sin' z czyms
"behaviour I zachowanio
to match I pasowaf byc zyadnym z czymi
"paradigm I schernal mode
np zuchowan a)
'to concern oh I dotyczyc kogti
"to be in jeopardy I byt zagroionym by'
w viebezp eczvf stw e
"acculturation I uku Itu racja,udoplacja
ku turowa
"multidimensional I vie lowymiarowy a wielu
aspektach
"to achieve I osiv,gnqrf
"smooth I gladkr bxzzaklocoi
"coach I trener
"researcher I badatz
"to claim I twierdzic
"tress-cultural I midzykulturnwy
"accommodation ) zom vszkan
zakwaternwanie
"awareness I swadomosh, wivdza
"infuence wplyw
"to survive przernwac
"to handle nth I ptradzh nnbe z czymi dac rudy

"challenge I wyzwanv
to hinder I przeszkodzii, spowolnii
to establish I zaluzyc. nuwia,zac
homesickness I nostalgia, tsknota za
domxm
"nervousness I zdnnenwowaniv, napigcio
"mood swings I wuhunia naotrulx
"hostility I wrogoac
"to display I akazywat
"hypersensitivity to sth I nadwrasliwoii xv
too
"to prevent I zupob vc
'to lessen emniejozyb
"unfortunate I n eforlunny, nivpota,duny
'likelihood I prawdopodabiehstwo
"sojourn I pobyl (np. tyrnczasuwy)
'via I za puvrednclwem
"crass-disciplinary I Lntxrdyscyplinarny
"approach I podolsce
"to aim at sth I byt skierowanyin vu cox
"enhancement I popruwu. ulepozene
'well-being I dobro
"facilitation I ulalwinnie
" Ind ioidual I jednontkowy, osoboxy
"core I kl uczoxy fundurnvntalny
'collaborative I wspotny
'egalitarian I runny, vga ilurny
71 individualized I zindywidual izowany
'toesiderably I znacznie, znaczn'co
"relationship I reucje.zwv,zek
"to form I uiwarzyit
'authority I wladza, zwiorzchn i clan
"responsibility I od pow! vdzianoic
"wide variety I dria rOnorodnoic
"mutually I wzujvmnix, wspblnie
goal-oriented I znivntowany nv tel cviuwy
"sustained I staly

Coaching expats

coach, therefore, is qjP', especially in

a cross-cultural setting".

Coaching jj1s85
What are the g
esELqng,ial" competences
of the effective executive coach? This
is a challenging and important question. The necessary attributes of
a caps.je coach' are: communication
skills, interpersonal skills, self-manugumetir', coaching craft- (e.g. goui
ggggjn', planning, etc.), breadthr of
experience and technical skills.
However, the coach who is working
with expatriates should have a couple
of additional gggugg" as well - an apv
preciat on for' the culture of the client
and the host country, self-awareness'
in terms of" the coach's own cultural
background-. personal experience in
cultural adaptation and acculturation,
familiarity with' theory, research and
practice in cross-cultural psychology,
communication and management.
Although coaching is gaining more and
more popularitr and is a fast-growing"
business, there are several limitations
that need to be considered"'. Some
managers don't want to have a coach,
some don't respond well co' coaching, The client may become oueriy"
dependent on the coach (Iohitiing"
acculturation), especially when the expatriate is under sesete"' stress (early
in the sojourn).This may not be a time
when they are receptive to", using the
rciiec.ci.oa" space provided by coaching.
vital I decyduacy, rozutrzygajqcy
'setting I stervecia. ulatzeniu
"skill I zdu nxhc umleiqlnodt
'essential I podstawowy, zasadrucay
17 capable I zdxlny. kompelenlny
"self-management I xdpewiedzialnabc za
samego sieb e. urnietqlnosc samudz elnej
pracy

"craft I rzemicsle. fuch

"goal-setting I wyznaczornx celdw
'breadth I szerokokc. szeroki zakrus
trait I techa
appreciation for sth I dxcenianie ezegos
uznanie wobxc czegni
'self-awareness I samoiw adomoit
"in terms of I pod wag qdem
"background I srodowiskx pochudzvnie

Culture shock may

significantly hinder an
expatriate's ability to
establish friendships
with local people.
The symptoms may
include homesickness,
nervousness, depression,
mood swings and even
hostility.
And since so many expatriate assignments take place in developing countries, there is no guarantee that appropriately',, qualified coaches will be
readily available',,, in the host country.

Conclusions
There's a clear need for professional
coaches who have broad knowledge
and experience in cross-cultural psychology, management and communication. Success of the biggest corporations depends on it, as it's the only
way to help the newly arrived expats
mesh with the foreign corporate culU
ture and everyday life.

'familiarity with sth I znajomasc tangos

to gain popularity I zyskac (na)
pupulurnoici zdubyt roaglos
"fast.grxwing I nzybku prqdniv rozwijajvcy sq
to consider I razwazyt, brad pod uwagq
to respond well to sth I dobrze no con
'euguwaf
overly I nadmornie
to inhibit I puhamuwat, powstrzymat
'severe I pswany, dotkllwy
to be receptive to sth I byc vu cos
ulwartym
reflective I roflekoylny, zamys uny
107
appropriately I wlabciwie, slosownin
readily available I alwo doslqpny
"to mesh with sth/sb I zuzybiuc uiq,
pusuwad do siebiv doposuwud siq

by G

rom Elvis Presley to the

swinging sixties and 70's
punk, each generation may
seem to be the antithesis'
of their parents, so what makes Gen
Y so different? Accepting that these
are generalizations', this is how it
goes.
Generation Tn parents sought to
compensate for the shortconi
nga' of their own parents through
o strongly nurturing' approach. T
children were raised in a loving environment of encouragement' and
security. At school, they worked
in groups and learnt to be part of
a team; their lessons included subjects such an social responsibility'.
However, this is also the first generation brcci,gjit. up on, game consoles, mobile phones, the Internet
and social media, meaning their map
of the world and operating system
is considerably" different to all generations that preceded" them.

How to manage Generation Y is one of the

hottest topics and major challenges1 in work
today. The term was first coined' in American
magazine Adage and describes people born
between 1980 and 1995.
challenge 1 wyzwanie
to coin I thud (n p. zwrot)
the swinging sixties I swingujqcn Iota
nzedddzinniqle
antithesis I przeciwiedstwo
generalization I ungOlnienie
to seek to do sth I dpOyt do (zrobieinia) czegot
to compensate for sth I wynagrodziO cod,
zrekomponnowad cod
shortcomings I niednatutki, wady
54

Business Eng lish Ma g azine

nurturing I wychowanie, wychowywanie

encouragement I zuchytu, popieranie
social responsibility I odpowiodualnodd
npnloczna
'to bring sb up on sth 1 wychowuc kogot no
czyrnd
considerably I znacznie, znaczqco
'to precede I paprzedzad
"tech-savvy I znajqcy sip na komputerach,
majpcylvbdoelvklrnniki

The result of this is a generation who

are not only tech-savvy' but integrate
it into their daily lives. They are divergent-, multitasking" thinkers who
may also require coriptunic' stimulation. They are confident', have high
self-esteem" and expectations of life
and others. They are collaborcive"
and naive colleagues, friends and family. They will not sacrifice" these things
or giyo.op" travelling and other aapi
cociQcis' just for a job; so how should
these people be managed? Here are
ten tips'.

'divergent I roebietny, wielatorowy

(o rnydleniu)
"multitasking I wielozadanioxy
'constant I staty
'confident I pewny (niebie)
'self-esteem I samoocena, poczucie wlunnel
wartodci
collaborative I waplny, preferujqcy
wnpOlpracp
"to sacrifice l podwiqciit
"to give up doing sth I zrezygnvwud
o rnbienia czngnd
'aspirations I aspiracje, dpenia
"tip I porada, wakazdwka

MANAGING
PEOPLE

1. Nurture

instant messaging', Facebook, Twitter,

avatars and

Be attentive", encouraging and

gct,ixc

..o.y.

cuaLcime" Second Life gam-

ing,waiting for an an n ualu review to get

Whist they value independ-

feedback is like travelling to Mars for

ence, they will assume that a hands-

a burger. Deal with' matters as they

OkOOIiLOO 11 manager is simply not

interested. Use regular, short inputs'

arrive, in a friendly but unequivocal'

of

coaching'

manner.

and cgnjgw', and talk to

people daily.

4. Be concise"

2. Be a visible role model

Gen Y are time-efficient'7 and do not

This generation experienced hi,gh.

ings, just like Twitter, try to limit your

y.cofiie'

parenting and they will expect

comments to 140 characters"! At least,

a similar visibility from their managers.

communicate in 'Language Gen Y';

This is a generation who

are not only tech-savvy
but integrate it into their
daily lives. They are
divergent, multi-tasking
thinkers, who may
also require constant
stimulation.

like or appreciate drawn-out" meet-

They are likely .j.ii..ge" others' behav-

short, sweet" and frequent is the per-

iour" against the high standards set'

fect recipe.

at home, so positive role modelling is

necessary to build trust and credibility'.

3 Give regular, immediate

feedback"

5. Expect to justify51
A frustrating thing for some managers is that Y will not automatically
agree with what you say. This doesn't

Generation Y operates in a different

apace'

mean that they do not accept your

called the here and now.

authorttt", but that they think that

Think of something, do it; don't know

their opinions are just as valid ,, as

something, Google it. In a world of

yours. They do not feel that they are

time

'attenlive I uwazny, troszczgty sq

supportive I odd any, tfarny
"hands-off I dajn,cywnlnn,rqkg nn ingerujqcy
W

tta

'(long-)drawn-out I rozwlekly, przedluznjqcy nif

character 1 arab, litera
(to keep sth) short and sweat I krotkn i do
nzetzy

"absentee I nienbvtny

,, to justify I usprawiedliwioc, uzanodn iac

"input I wklad, ta upinia

"authority I wladza, zwierzchn 1 ctwn

coaching I tinning, nslruktuh

'review I ncena. recenzjn
'high-profile I szernkoenany glonny

task allocation I przydzinlzadan/nbowinzknx

operation lv dziol nddzial

'behaviour I zachnwanin

essential pndnlawowy, zu sad nicay

'to set standards I wyznaczaf normy

specified wyznaczony, okresnny

role modelling I twnnzvn le wiznrunkulwzoru

do nan adowan a
'credibility I wiarygndnost
'feedback I informacje zwrnbne, opinia
time space I przeslizen tzannwa
'instant messaging I wysylan e kroikich
eiadnTnfci, coat
"realtime I tzas rzeczywisty, w try bie coast
rzeczywistegn
"annual I rnczny
'to deal with sth I zajmnwac Sif coyms,
poradz c snbie z czyms
"unequivocal Ijednnznaczny,
zdetydnwany
41

concise I zwigzly, krntki

'time-efficient I wydalny czasnwo n dnbrnl

orqanizacil czasu

6. Provide challenge
One of the greatest areas of difficulty
is likely to occur in task allocation";
you want them to move some files and
to water the plants when they expect
to be redesigning the company's corporate brochure and leading the Hong
Kong operation". Clear talking about
essential' duties including specified"
standards will be needed, as will be involvement in more challenging and responsible tasks. Unless Gun Y are challenged, they will just leave the job and
move back to the cony' home suturp"
and wait for a more fsilfillin' opportunity.
7. Team work

valid I cathy. nlunzny

"recalcitrant I krnqbrny

'to judge I nqttzc osgdzah

slnndardy

being rude or recalcitrant ' by challenging you.

cosy I wygodny, przytulny

"set-up I nrgonizacja slruktura to uklad
fulfilling I natysfukcinnujqcy
"essentially I w grnnt n rzeczy
social animal I istota spnleczna
'commitment I zoonyniowunin oddonin
"skill I umie]qtnnic zdnnniu

Generation Y are essentially" social

animalv, and prefer to work in groups;
where possible, set team tasks. You
will be surprised how much energy,
commitment' and self-organising skills'
they have but that's because that has
been the way they have worked at school
and university so it will seem quite natural to them. In this way, the work place
becomes the team building environment
rather than the annual trek' to the fuoia
District'l for a weekend of o.a.gjljtjg".

"trek I udrdwa
'Peak District J wyyna w centralnej

8. Make life fun

pnludniowei Ang i, popularna wnrnd

tunyntow
abseiling I zjvidtbanie on linie
theme pork J (temalyczny) park rozrywki
a cross between sth and sth I skrzynwanie
czegni a czyms tns pnfredniego pnmifdzy

czymsn czyns
'to accommodate I pngodz c, dnnlnnowac,
zadowollc

From progressive education, computer

games, theme .park s" and Rods, this is
a generation with an expectation of fun.
The ideal work place will be across be
oaoon" a playground and a coffee bat
This may not be possible to accommo
date', but you can try to make working
environments informal and provide
Business English Muguaien 55

MANAGING
PEOPLE
interactive opportunities through desk

iyoet'r Be cheerful and positive, buy pizza when people work late andice-creams
on a hot day. Such things may sound triy.k
but can make a big difference.

9. Be flexible75
The Gun Y here and now body clock
expects the day to bend around personal needs so the ideal situation is
flexitime'. Don't expect them to be
enamoured withi, the tedium of cjcjj
)ng..in' and out but neither expect
them to be rushing out of the building as the clock chimes five; if there's
a job to do, they will milling I" puin
the extra gff' and time. Similarly,
if they oversleep", they" be confused
to see you making a big deal out of'
it. But the flexibility expectations go
much further; don't be surprised to
get a ce.g,.sa.at for a two-month break
to visit India, China or Australia. The
traditional p.engo..tn" of work and holidays will no longer apply; people may
even work three years to take one
y.e.sc....net'. Remember, work Is just

a part of the big picture' and this generation values work life balance

10. Accept what you have

and have not
If you accept the notion that GenerationY people are different to their p.te.dn
ecessors you may think this means that
they are not as good or harder to wan"layout I ukiad plan
-cheerful I radusny
'trioial I blahy
75 flexible I elaslyczny
body clock I zegar b nlugitzry
to bond around sth I duatunuwywac sig do
czegon, nag net de czegef
flexitime ruthomy czas pracy,
n unarmawany czan pracy
In be enamoured of sth I byc w czymd
zakochany'r, uuie1 b ad cob
to clock in/out I udbijat czaa/karte pracy
"10 rush out I wypabc, wyletied
"to chime I wybijak )gadzing, e Legume)
willingly j tbgtnie, dobruwn me
'to put in the effort I wiazyc w ten
wyuilek

But wait a minute; would the workforce wear

,Jt'? Surely
they'll be pretty annoyed' if they turn ..u.p to work one day
and find that the boss has mnspe." all the chairs; wouldn't
you be? Also, how do we determine" the height of the chairless desk? Ayerage 17 height? What if you are taller or shorter
than average? Isn't this a heightist" policy? No, it would never
catch on n, but you'd be wrong - because it already has.
In America, a number of schools are experimenting with this
agetnu..ch' and of course, it's been warmly embraced', by
those early-adopting" d.u.dea" down in Silicon Val ley".There's
plenty of medical evidence" to suggest that sitting on your
u,uc' all day is pretty unhealthy so maybe this idea isn't as
daft17as it sounds it might even be worth adding a gngg
mill' so that you can walk while standing at your chairless
desk. Let's gixe this idea a standing ovation".
56 Business eeqiixh Maqax,en

"to oversleep I zaspac

to make a big deal out of nth I crobid
2 tzegou w niki problem
"request j pradba. dgdanin
"pattern j wzerznc, schnmat
"to take a year out j wzigd rak walnege
tang uroy
part of the big picture I l rag rrer/ w szerszej
pvrnpektywiv ten irralointntnnga
"notion I pojgtie. pamysl
'predecessor j poprzednik
it pays to do sth I war/a tos arabic
'to play to one's strengths I wykarayn/ec
v/anne uzdn nionia, zablyongc
W czyms
good-natured I dobradunzry, pagodey

Georges Short and Tall Tales'

Question: How can we encourage staff, to stay alert' all
day and not get backache hunched over' their desks?
Answer: take their chairs away and raise the desk 1evel so that it's suitable for standing! Great idea - and
it will create more space, employees will have better
posture'; maybe there will even be fewer days' absence'
due to,- back problems. It's asure-fire- winner.

age; this is a mistake. They have different expectations, behaviours and skills
and as always, it pays to understand
nuances and play to strengths'. If you
do that, you will discover that you have
a dynamic, enthusiastic, good-natured,,
group of young people who just want to
show you what they can do, give them
the chance because if you don't, they'll

go to someone else who will.

"

'-

'tall tale I wymyounu bioteria

pigtrnwe klamstwo
to encourage I zachgcid
'staff I pmacnwnity, persanel
to stay alert j pozustawat
w tzulnufici bydtzujnym
'backache) br/I pletow
'hunched over sth I nkulnny nod
czynrb, pnchylnny sad czymb
np. rubutaj
'suitable for sth I odpowiedni do
czogub, nadnjnty sic do czegat
'posture I peslawa pustuma
absence I r eobecnohc
due to I z pnwndu,
za przytzyng
sure-fire) pewny, niezawodny
'to wear nth I zaakcoptuwnd tub

"annoyed wkurzuny,
zdenerwawnny
'to turn up I zjawt sig, pujuwid si
'to swipe I rgbngd, pudwgdzid
'to determine I okr8lid, uslulid
"average I typuwy, bredn
heightist I nietnlemnncyjny
wnbec vodb o n nk m/wyookim
wzrootie
"10 catch on I przyja,dsig zyskad
na pupu arnahci
' approach I pndejdtie, slosunek
' to embrace I przyjgd,
zaakteptnwad
' early-adopting I ktad, ktedlndzi
za najnowszymitrerdami,
szybkn akcepluje rnwinki
'dude I kcleb
"Silicon Valley I Do inn
Krzemowa
"evidence I dowody
'butt I lyfek
'daft I glupi durny
"treadmill ) bier/via
"to give sth a standing ovation
zgatowad czomus nwatjq no
stujaca

MANAGING
PEOPLE

ca

sourcing I wynzukiwania

personals
linked in I podlaccony podpyty
laborious I zmudny, mozony
sluggish I nlmatzy,wony
,
Job-hunting I poszukwanit praty
to trudge przem lersoc brash
vacancy wnknt wolne ri epte
'matching i dopvsowanie
'tenuous I wsytly, n epewny
random I przypadkowy

In the last few years candidate so

to sign unto the books I korzystat a czyichi

has

abug

been changed radically by the Internet. If you

exorbitant I wysrubowany, ninbnlytzny

can't be googled, you don't exist; if you're not

trawl through sth I przeglqdan le czogos,

registration fee I op ota re estracyjna

yrnotraysanie w poszukiwaniu( czogos

on Facebook, you're not a face; and if you're not

rag I gazota, szmutlaw at

on Linked In, you're not linked n2.

prospective I potentlalny
'to request I pronib, iodah
to apply is writing I oplrkawvb proemee,
skiadat pisomne podanie
stamped addressed envelope (SAE)

nyone over the age

of fifty will remember the rather abcsrious and ohpgg!.oh'
job-hunting process thirty years ago.
Options were limited to trudgin the
streets to look for vac.acLcy7 signs in shop
windows and at factory gates a visit to
the job centre, where the rncbjn of
candidate and lob offer seemed tenuous, if not totally random', or sign.:
ing onto the books ' of a recruitment
agency for an exorbitant11 registration
fee without any guarantee of success.
The one other possibility was a oncea.week trawl through the local rugis
in the employment section, where pro.:
apuncioau candidates were reqrwsted
to apply in writing-, enclosing an SAE
- a stamped addressed envelope'. This
would at least bring information that

'on this occasion your application has

been unsuccessful.'

zuadrtsowana kaporta ze zratzk em

,, advent I nadolicie, przyjsco
to sweep through sth I przetoczyc sly nad

Internet tsunami

pram too
'sedate I statnczny

The advent of the Internet a.up.t

through- this sedate landscape reremodelling the terrain and missing'
modellinjall
many of the established- boundaries
until only faint outlines of the highest points of the old buildings re-

mained,.

landscape I krojabraz
'to remodel ) znienih kazialt, odmieaib
"to erase I wymazac
'established I ustanowiony, astatony
17

boundary I granica
faint I ewyrazny ledwo widatzny

'outline I zorys
"to remain ) pozoslut

Location - the first

frontier" to fall

")tn have a) stranglehold on sth rn et) nad

Firstly, location lost its stranglehold

on the labour pook, as it became
possible for companies ro...pusu vacancies on their website employment
page thus enabling job seultecu' IN-

'to pout I zam eoztzac (np. post no forum

pub kowat
'to enable I uma3l wib

frontier I gran to
czyns kantroly, trzyrnah rose gvrit
labour pool I zssaby/rezvrwy prntownicze

seeker I poszukwatz

Business English Mugsoieu 57

MANAGING
PEOPLE
anywhere in the world to view them
Anyone wishing to relocate to Rome
can simply search for 'lobs in Rome,
and haul in a handsome catch of
possibilities. This opportunity was
not lost on recruitment agencies
who saw the opportunity to match,
in theory, every job vacancy in the
world with every potential employee.

A new place to find

the perfect candidate
Yet recruitment and selection isn't just
about puentit' but also quality", and
to find the perfect match, particularly
for hjgblevel' jobs, you need something more, some inside information'.
Enter social media. lnorp" and eogle
eyed" head-hunters' started scouur
jag- the profiles of Linkedin members
to increase their pool of possibilities,
to find people identifying themselves
as interested in job offers and to gath
er49 extra" information that could be
influential" and decisive" in sourcing
the right candidate. They could, and
do, for example, look at their professionally photographed profile picture,
check the number and quality of recommendations, see how extensive'
and exalted14 their list of connections
,,to relocate I przenescsp(np do innego
mianta en wzglqdu no pracq)
to haul in I wciqgngc zdobyc
'a handsome catch I doskonaly polow
to (not) be lost on oh n ej przegap
tangos wykorcyolac (okaule)
quantity j ilod
"quality I jakost
"high-level I wysokiego seozebla
"inside info(rmation) I wiesci a pierwszej rqki
poufnv nformacln
41 sharp I byslry, twany
eagle-eyed I a aukol m wzroku
'head-hunter I lowcu glOwllalentOw
"to scour nih I przeczesac con
w poxzukiwaniu czngos)
41 to gather I zobraf
"extra I dxdatkowy
influential I wplywowy
'decisive I decydujycy. roustroygajacy
"extension j rozegly
"exalted I wysoki, wysoko podniesiony
ta popularny
to go into detail j op oat coo w uzczeqolath
"contribution I przytzynek udzial
58 Business English Magazine

is and, if they are really going into degui.)", read their contributions' to discussions.

For personal brandconscious candidates, the

Darwinian principle is

The age of shameless"

self-oromotion5
The ajocity' of aspirin 10 executives'
now recognise" the importance of social media in the process of developing
a personal brandu and the need to use
it as an overt" and shameless marketing placform.There is a necessity to be
more npfcon' than ever and to blow
your own trumpet" on every stageavailable, but is there a danger that
job-hunting employees may pi.rg,ug"
their own interests at the expense of"
the company?

simple; survival of the

fittest in the evolution
of employment will be
achieved by visibility and
managed content.
mental change is that the recruitment
market is no longer like a cowboy film,
where you knew who the good guys
were by the colour of the hats; now
we're all traders in a networked, QRen.
source' marketplace.

Trading places"

Survival of the most

visible

Linkedln is just the tip of the iceberg'

and does not generally produce' any
dilemmas for recruiters, employers or
employees, but how about Facebook
andTwiotnr? Companies may rightl' be
concerned about' the risks of employees sharing company sensitive information with siLa.nol sundry' or at least
tweeting and chatting while on duty,?.
Nonetheless, perhaps the most funda-

Who will profit_from' this social media

goidranh and who will go west"? The
beneficiariesn will be the ones who get
in on the ground floor" and build ahead
of their competitors" For recruiters this
means harnessing" all of the resources
at their disposal %. This certainly
abates" keeping their eyes peeled on
media platforms but also being prnocgirre
by moving from searching to attracting

shameless I bezwolydriy
self-promotion j autoreklama
'majority I wifkszo/it
'aspiring I umbitny, poczqtkujycy
executive I menudder szczebla
kierowr cze

company sensitive information I poutne

dune frmy
all and sundry I wszyucy boa Wj'llku 1 byle k/u
on duty I w go/z nuch pracy, no slu2bie
'open-source I o otwurlym br/dIe, w wolnym
doolpio
'ta profit from sth I carob on uzyms zyokuc
no czymo
"gold rush I gorczka ziota
to go went I przepasi/ przenivsc oq no imp
axial
'beneficiary I benofcjent, osobu odnoszaoa
korzysd
"to get/come in on the ground floor I doslac
sly gdziob no paczytku, przylyczyt up nu
poczqlku
'competitor I rywa
to harness I alurznic wykonzyslac
at sb's disposal I W tZfOS gnst
do/wczyjejodyspozycji
to necessitate I wymugud
'to keep one's eyes peeled) nec oczy
ozeroko otworte, moo sic nu bucznooci
"proactive I proaklywny, czynny
'to attract przycio.gad

to recognise I uznawac rozpoznawac

personal brand I marka persona I no

wyrob en/v sob e (znonego) nazwioka
"overt I jawny
upfront I szczxry, olwarty
to blow one's own hors/trumpet
przechwa no oiq chelp do y
"on every stage (available) I no kazdym rogu
gdzie tyko oig do
'to pursue I da,iyt, podadac poszukiwad
oat the expense of sb I n rzyjy/ ozkodfl,
kosztem kogos
to trade places I zarr leni6 sic rniejncami
the tip of the iceberg I wierzcholek gory
lodowel
to produce (to. vkutknwoc
rightly I olusznie
'to be concerned about/by nih I obawiait sic
a coo byc czym/ zan epokojonym

M ANAGIN G
PEOPLE

[
through dialogue, connection and oogto
jag' communicat on When Virgin entered
the high street, they changed the concept' of the record store' from a place
to buy records to one to hang out"in; of
course, it resulted inm record sales and it is
a model agencies can replicate'. For personal brand-conscious' candidates, the
Darwinian principle" is simple: surviva of
the.iictet"' in the evolution of employment will be achieved" by visibility and
managed content".

peer 111, and recruiters and a spcy" media campaign wh ch is likely to include
blogging, a video CV, posting of Slideshare presentat ons and maybe even
Podcasts. Of course,there will always be
a place for the weekly job ad" page or

trade journals (nowadays in electronic

form), but those limiting themselves

to stat c, passive, unconnected and an-

branded application strategies may fad

themselves beaten to the check out by
their media savvy colleagues.

"ongoing I staly, lrwajyty

"high street I glewna a I ica,deptak, tu wysza kiasa
"concept I kancepcja. idea
"record store I sleep z plylamifnngraniami
"to hang out somewhere I apydanu gdzies

That means a presence across all social media channels, regular updates
a high level of personal interaction with

"to result in I pasbutkownc skunceyt sic ceyms

"In replicate I pawnorzyii, isa nduwat
"conscious I dwindemy
"principle I zanadn prawo
survival of the fittest I przetrwanie
najsilniejszych/naj epiej dostasowanych

Management speak
Room 101

to achieve I us a,gnpc
'content I zawartaic tresc
'savvy I lebski
pomysluaekl
rozezvanie w czyink
'laggard I guzdrala
'update I uaktua nienie,
nktualizncja
6
I rowivsn k ko ego
spicy I pikaniny, oalry

, mnjccy

ores, obijad tie

1t3
Media
will beat
1attard1t4 every time

lfj

1,7

'advertisement I reklama agluazenie

to best sb toslh I przedcgryc kogos,

zostawi 6 kagab wlyle

meaningless

'
C,otno51,,
C
daddy
ivigea)ig
W)recOe4aseen,,,
) O 0ew
tm L
established
c.
worclCy)
o0 fllllng
BEM's George Sandford banishes management jarpirp
0m iimO)
gon to the waste bin of QbilyJgn.
i
rw d,
2Glvag
nnenornennnYet
flQ
0) want
au(=nTa
It's perhaps a sign of increasing years and growing intolerance,
perriapslntelligentu~instructin!g
polite
but I find more and more words svraoyin'.Yet the rise of man- liE
fiavour growing
agement jargon is no new phenomenon, and the rot' started
e
aw
wiMw",Z 0 CD,, &,9lillill 0j)10fl
n
well
back in the yuppie eighties. Project funding started to be disverbs
soon take
gap

revw ngf0,

r"n

L'woiis

E''5

q.

tributed not in instalments' but in yummier' sounding tranches

Peter Mayle had popularised France with his book AYeor in Provence, and French words wafted" across the Channel" and into
business parlance' you could even order training dia..cane".

to banish I wygonid, yrcegonic

waste bin I hose na amieci

uzn gay

These days, the pteeailinng" wind comes from America with

whopping' big words that want to go large.They can do this

oblivion I zapomnien

new daddy I nowylobeony szet

big boys I pownni gratze,

by 'Izing. Monetizing" is well established and will soon be

followed by initializing and levelizing, but the acne daddy" is
decisioning with his gang of nouns that want to join the big
boys' of verbs.

Casting my eye over" the menu of management speak, today

I'm going to piampior' leautagiag". I have seen posters bear,,
lag 'the slogan Leverage your customer! on the walls of one wellknown company. It doesn't sound polite to me and one unfortunate' lady in another firm I know received an email instructing
her to leverage her office. She was at a loss' as to what to do.
I've chosen 'leverage' because it is both fijijn" and tasty - it fills
every meaningless" gap" with a meaningless word and has the
flavour" of something intelligent - the perfect jargon recipe.

'

So, I ll take the leveraging, please, and to follow', a slice

sorry, rranche - of tort an pomme or, for French readers,
Apple Pie.

le

'annoying I dennrwujncy,

"well established I pnwszechnio

wkurzaigcy

grube ryby

rut I razklod, gn tie

to cast one's eye overtupon

'yuppie I yuppie, lapiazon

ulh I przebiec cod wzrakem,

(nowobogack bizneamvn lot 80

remit nn cot spajrzvnie

instalment I rain

to plump for nIh I zdecydownc

'

'yummy I smaczny
'tranche I lraiaza
'to waft I sroait siQ a powietrzu.
pawiewnl
the Channel I hanoi La Manche
"parlance I jyzyk, argon
a la carte I z menu wedlag knrly
(don)

"

sip na cob
'to leverage I wywrzec nocisk,
wyniadovaL

"Is bear nIh I tonic cos (np. no

onbie)
'unfortunate I nivazczsny
'In be at

boo I byc w rozierce

civ wedziec, to pocze,c

prevailing I dominua,cy,

"filling I syepcy

panujcy

"meaningless I boesensowny

"whopping I g gantyczny
"to monetize I obidcit cia

w kopilal skapilalizowac

to fill the gap I wypelnit lukp

'flavour I sanuk
"In follow I to no deter
Rosiness Eegish magazine 59

MANAGING
PEOPLE

The Company Christmas Party - Treat' or Trap?

t's the feruyo' season and the time

of year when companies are organising their Christmas bash'. As
we countdown, the shopping days
and dig..out' the dusty box of gjeel, will
you be getting into the Christmas spirit'
at your company's Christmas party?

Drink - so much that you throw u"

- it's so uncool.
Get amorous" - with your colleagues,
particularly if you are married.
Tell - the boss what you really think
of him/her - it will be like signing your
own death warrant".

For many people, its a time of fun

and merriment' of preparing nosh'and putting up" decorations; although
the perennial" question of whether to
have a real tree or an artificial' one is
always perplexing'? For others however, the mood" is one of dread'; at the
thought of being cajoled into attendina" a dreary" do" for which they have
go pay an arm and a leg".
Whether you are a party animal' or
a party pooper", the Christmas work
party can be a trapdoor" through which
your career can plummet". Eaeiied" by
a mixture of excitement" and nerves,
many people get into the Christmas
spirit by laying into" the drinks cabinet"
with eeui" and tejyitig too heavily on"
Dutch courage". This has never been
a borne/ a' for sound" decision-making".
So, to prevent" you from getting eggon
yc.ur.fuc..e", here are some simple do's
und....do_e/ta" to ensure' that you still
have a job to go back to on January 2,1,

Do
Eat - the diet can wait until the New
Year and it will stop you from getting
drunk.
Sing - Even if you are tnudeaf,but
don't hog" the Karuoke - everybody
needs their Elvis moment.
Dance - Badly is permissible" but
groping,, your partner is not.
Have fun - it's allowed; even at work.

Don't
Dance - on the table and do a striptease - the photos will haunt" you forSpill - wine on the boss's suit or dress
- even if they are polite about it, they
will never forget.
60 Business English Magazine

The key thing to remember is that,

although it is a party, you are still at
work and if you put your foot in it", the
repercussions" can be immense". Stay
in control of your mouth and your behaviour- and that way you won't have
to salvage" your career from a bin full
of empty beer cans", hazy" memories
and embarrassing" photographs. Merry
Xmas!
G5
'treat I vmakolyk, przyjemnnih
festive I iw;pteczny, odiwietny
'bash Ilubel, impreza
-to count down I odliccad
'to dig sth out I ndkopah cob, wyknpah
'tinsel I blichtr (oudoby, lamela)
to get into the spirit of sth I poczub ducha
teegni (op. iwipt)
'merriment I zabawa. wevalnid
'nash I arcin, barelko
"tn put sth up I powinsid cob (op. ozdnby
thoinkuwe)
'perennial I odwiecovy
"artificial I sztuczvy
"perplexing I kio poll iwy, wprawiajycy
w zakiupotanie
-mood I nastrhj
"dread I strach. lyk
"to cajole shinto doing sth I nnklonid kogos
do zrobienia czogoo pochinbotwami
"to attend I uczoulniczyh, brad udziul
'dreary I ponury. posypvy
"do I przyjytiv, imprnza
"to pay an arm and a leg for sth I olono za
cob zaplacid, wydad na coo majytvk
"party animal I ouoba towarzyska. imprezowicz
"party pauper I osobu nielowarzyska,
nudziarz
"trapdoor 1 zapadnia, pulapka
"to plummet ( runec, spasOwdil
'to fuel I nupydzid. podvycid
'excitement I podekscylowaniv
rozenluzjazmowanin
"tolay intosth I siygna,ddoczegoi

,, drinks cabinet I barvk

'-zeal I gorliwoid. zapal
"to rely on sth I polegndi on czymi
'Dutch courage I pijacka udwaga
"formula I to: recepta
"sound I n{uuzny. xlaiciwy
"decision-making I podvjmowanio
detyzji
"to present I zapobiec
"to get egg on one's face I wyjic na durnia
"don and don'ts I to mo/na i czvgo nie
nalehy rabid, wytycznv
'to ensure I zupewnid
"tone-deaf I niomuzykulny, bee sluchu
'to hog sth I ukupowak, zajmowah tylko din
uiubiv
"permissible I dozwoloty, dopuszczalny
"to grape I macad
'to haunt I przoiladowad. straszyh
"to throw up I wymintowud
"to get amorous I zalecad ui, opadud
* umory
"to sign one's death warrant I podpisad vu
oivbio cymk (omivrti(
'-to put one's foot in it (pope/nih gaff
"repercussions I rezultaty,
konsekwevcjo
'immense I ogromny
"behaviour I zachowanie
"to salvage sth I rutuwud cob, wybuwid tab
Z oprvvji
"can I puszka
"hazy I mglisty. zamglony
"embarrassing 1/enulycy, wslydlrwy

MANAGING
PEOPLE

Skills Works

How to Give Feedback'

very important managerial

and coaching, skill is gining performance' and behavioural, feedback.This is
often done badly due to the manager's
desire topjsnjsh' and no tapcoasI irritation or frustration.

I II

This, in turn, can lead to a defensive reaction from the employee.The manager who is unaware' of correct feedback
techniques may then focus his or her
attention on' the employees 'negative
attitude to feedback and the whole
process becomes one of a laantint..of
wills.
To avoid this scenario it is therefore essential' that feedback is jriy',
specific and focuses on the behaviour
and not the person.Thin helps to concentrate on facts and consequences
rather than emotions. Furthermore,,,,
it can lead to thinking about desired'
outcomes and how these might be
achieved'.
A useful technique is DESC:
Describe - the situation
Explain - the consequences
.gagg whatyouwouldliketohappen
Contract - make a firm commitment" about what you will do
For example: take the situation of
a tenclern application not being delivered on time.
Describe: On Friday you didn't corn.
p1gm" and deliver the tender application on time.
Explain: As a consequence', we lost
the contract.
adState: I need you to tell me
vance- if you are getting into time
so that we can work on it as
a department.
Contract: Do you agree to do that in
the future?

Each stage should also involve a twoway- dialogue which could include the
following examples:
Describe: What happened with the
contract on Friday? Is that a felt summary" of the situation?
Explain: What do you think were the
consequences of late delivery?
State: What should we do differently?
Contract: What do you commit to
do' differently in the future?
A really useful aspect of this template
is that apart from" being used by the
manager, it can be used as a self-assessment' tool by the employee, leading to
perhaps the uaitianat,t' goal' of coaching, to enable" people to self-coach
and give themselves feedback, leading
to improved performance.
Giving feedback is one of the fundamental management skills and the
DESC model provides a simple but ef-

fective model for doing it rationally and

professionally - all managers should
CS
learn how to do it properly.

workshop I warnz?at(y)
to give feedback I wyrelal npinip, udzielak
infurmacli zwrutnych
coaching I ltnning, inulruktu2
performance wyniki, oniqyl
'behavioural I zathuwnwtzy, dntytzacy
zachuwania
'to punish I karak
to express I wyru5n6
'unaware I niekwiadomy
'to focus attention on sthlnb I nkupil swonj
uwagq na tzymh/kims
attitude I stnnunvk, pndvjlcin
battle of wills I prbba nil
'to avoid unikal
scenario scenuriunz, syluouja
'essential I zauadniczy. podntaasowy
'timely I w (suma) porfi, va czas
'furthermore I to mccv]
desired I poqdeny. wymaguny
"outcome I wynik
"to achieve I ouin
'to state I otwiadczyl, ntwierdzib

"firm I nalidny, udetydawany

"commitment I znbawiqznnie, znangaznwaniu
tender I przelatg
"to complete I nkohczyd, ukuczyk
"as a consequence I w rozultacie, askutek
tega
'in advance I zawazanu
17 time trouble I napiqty akron czasowy,
niedoczan
two-way I dwustronny
"fair I ucztiwy, rzetelny
summary I pudsumnwaniv
late delivery I apuniuna dnstawa
to commit to do(ing) uth I zobuwiqzal sit du
zrobienia czegns
"template I wzurznu, schemal
apart from sth I puza tzyml, niezalednie ud
tzegob
"self-assessment I samuuteno, utena
wlannycb nsiqgnit
"ultimate 1 oatoletzry
"goat I tel
-to enable I umu2liwi6
Business En glish Magazine 61

YtONMENIJ

Known for its no holds barred approach

to helping save the environment, independent
environmental organization Greeripeace has
upped the ante on companies which have
links to toxic waste
all
BEMs Jesslrindle reports.

FINAL

unicef
New
reenP eace
_campaign
0

no holds barred I wxzystkie chwyty

dozwolone
to up the ante I podnie stawk
alleged I domrxemany
toxic waste I odpady toksyczne

62 Business English Magazine

ENVIRONMENT

one recent campaign, the or-

company which it is claimed has similar

initiative" and developing a new cul-

ganization has targeted major

links no less than ecu-friendly' firms),

ture of transparency' throughout the

sporting multinationak Nike,

Greenpeace was able to display' its

clothing industry about the hazardous

which it claims has direct links

message on the world stage for all and

chemicals currently released during

to an unnamed firm in China which

to see.

manufacture","

disposes of certain tonic chemicals

into waaar_suppiixa'.
While no details of the company have
been released Nike has claimed that it
is now stepping up its ,game' in order to
cut ties with such firms and that this
is not something that will take place in
a few years, but in the near future.
As part of its recent campaign to get
more major sporting brands to cut links
with firma like this, Greenpeace decided
to play a wild card by stoking up an

The notion of
mixing sports
with politics
is something that has
been much
debated as long
as man has been able to
take part
in competitions.

The not on' of mixing sports with

politics (be they personal, governmental or, in this case, environmental)
is something that has been much debated- as lung as man has been able
to take part in competitions'. But
whatever the feeling, in this case there
was certainly no better way to get the
message out there.

Leading the
As well as celebrating the final result,
Barcelona fan Curios Enrique said that

already intense rivalry between two of

he appreciated' the efforts being made"

Spain's biggest and most watched football

teams. FC Barcelona and Real Madrid.

Incidenta ly'. the Catalan stars ended

by Nike and was happy that his team

The move was a well-coordinated

up' beating their biggest rivals, leading

Greenpeace's Martin Hojsik to say,"Not

done if a company is

masterstroke, as matches between two

of the most famous football cubs are
watched by fuuty" fans everywhere and
what better way to get your message out

was helping to show others what can be

deducuted' enough

only has Nike triumphed over Adidas'

team in Barcelona, it's givitig Adidas
a good tbmaainIng in the Greenpeace

"Obviously the result is extremely im-

'detox' challenge-, by committing to'

ina rep] ica t-shirtandstllinhghspirits

portant for me tonight' he said dressed

than bybnu.mirig it into millions of bars

cut hazardous' chemicals discharged

"But equally important is the effort being

and homes around the globe.

from its global supply cha n

made by firms such as Nike who have

Rival teams, rival brands

"But the losers shouldn't throw in

a change. It's great that we are at the front-

the towel" -Adidus must kick off' its

and helping to make this change and bnuo

comeback' by not only committing to

lug" Real today isn't the only reason to

proved they are committed to making

With the

fp.rmcr's" kit' produced by

Nike and the latter's byAdidas (another

to target sb I obrat kegok za tel

multinational I migdzynarndowa korporacja
to claim I twierdzid
unnamed I anon muwy nienazwany

to dispose of sth I pozbyb sip czegod,

utyl zuwac con
,,, water supply I doplyw wody
"to release I opublikowat, ujawnic
"to step up one's game I zwiyknzyt cayjel wysilki
"to cut ties with oh I zerxac a ki mu wigzi
to play a wild card I zugruc w tiemno
uderzyc na nbltp
to stoke up I doluyit do czegol, dolud oliwy
doognia
intense rivalry I zaciyta rywal izacja
"moon I ruth, posunlqcle
'well-coordinated I dookunalu skourdynowuny
masterstroke I misiroowokie zagnuvie
ifooty I nags lx pdce nnznej)
"what better way to do sth than,,. I nie ma
lepszego nposubu ru cob, nib

zero discharge, but also by

uhuwmig

beam I ta nadawuit transmitowat

"former I byly, dawny, poprzedni
"kit I Ia. strul do gry
eca-friendly I prZyjazny sioduwisku
"to display I wybw ollid, pukuzad
"all and sundry I wszyscy bvz wyjylku
"incidentally I nawiasum mowac
"catalan I kuts snuki
"to end up I skudczyt na czymb/juko con)
"to triumph over oh I zatriumfoviat nod kimo
'to give sba thrash ng I zlackogol spuscc
komub mantu
detoo I usuniqc u lokoyn oczysztzenio
np. urgavizmu)
challenge I wyzwunie
to commit to sth I zubowigzait sip
do czegos odduc sip czemus
hazardous I szkodliwy, n nbezpietzny
to discharge I emilowad, uwoln ad
supply chain I sled tostaw
to throw in the towel I puddat sy

be proud."

00.

"to kick off I rozpnczyc, wyslarlowac

"comeback I powrot
"Ia show initiative I wykazac inicjatywQ
- transparency I przujrzystusc
'manufacture J produkola pisces produkcyiny
notion I puificie, idea
much debated I goro,cn dyskulowany,
omuw any
competition I ksrkurencja rywalizotja, zawudy
to load the way I prowadzic, przcidowad
W caymv
to appreciate 1 docenid
to make an effort I wysilic uiq,
postarut sy
dedicated I uddany
replica I repl ku, dup ikat
(to be) in high spirits I (byd) w doskunalym
nastroju
to be at the (fore)front I stat na czele,
przewodz c czvmsn
to beat oh I pokonac kogus
Busmess English Magazine 63

ENV IRON NI E NT

In retaliation' to the

yrrn.auacu" being put 'This new report demonstr ateS74 that

in retaliation I w Odpewudzi, w ndwecie

on by Greenpeace, a spokespersonW for the problem is truly global - people

'pressure I natisk, presju

,spokesperson I rzecznik

Adidas said that it supported the move "in around the world have a right to know

in principle I w zasadzie, teorelycznie

ycincilo'" but that it was a complex mat- about the chemicals that are present in
ten" that would need a lot of organization, the very fabcic" of their clothing and

"complex mailer I okomplikowanu kweotia

to state I onwiaduzyk

the harmful" effects these chemicals

However, since this, the company has come have when released into the environ-

in an attempt to do sth I prdbuulc cob

out and stated I that it is in the process of ment,"

speaking with other major brands (such as

to phase out I stopniowo cob wycofywaii

zrobii, usilujt czegnb dokonak

In produkule)

Puma and Nike) in an attempt to' eventsally

phaxe.,nu

its links to such firms, like

its rival is currently in the process of doing,

The newsthatsuch a largeand popular multinationol as Adidas is now not only stjlin'
to look into' the problem but cooperate
with othersin ordertotryto cutdownon"
its negative effects on the world ennironmont, is surely music to many ears".

Practical plans
But while the move has been cornmended', campaigners are now putting

In retaliation to the
pressure being put
on by Greenpeace,
a spokesperson for
Adidas said that it
supported the move "in
principle" but that it
was a complex matter
that would need a lot of
organization.

Toxic water campaigner for Greenpeace

'

UOZU

' "to commend I pochwalid, wyrazib uznanie

sportswear I otroj uportowy
to come up with sth wpasc ia ices,
'
- "to tackle sth I poradzid nobio a czymb,
stawic czemuo czolo
research I badasia
'to address

I zapi sip (problemem),

So while a chemical-free planet is still

"fabric I tkanina, material

a long.way nif", at least some firms

-"harmful

seem to be taking steps to play their

East Asia Yifang Li said that recent ces

pact". How many others will follow, or

seacich' has shown that if such multirsationals are working with Chinese firms

are, remains to be seen. But with or-

indeed just how successful Nikes plans

that are pumping chemicals into the wa-

ganizacions like Greenpeace breathin

cot then the problem needs to be ad

down their necks", an least companies

dressed' sooner rather than later,

have no place to hide,

64 Business En g lish Magazine

, '( npozycie, uzytre) czegos

music to sb's ears I muzyka din czyichs

"to demonstrate I przedslawiac, ukazywab

to come up.,with" its own independent

eQ.,tackiu" the issue.

" to look into sth I zbadai cob

"to cut down on sth I ogsaniczyd

"rouwifizad )kwenlip)

pressure on the sportswear" company

plan of how

"willing I chylny, okory

I szkodliwy

0 long way off I talkiem dnluko, odlegly

to play ones part I adegruf czyjqs roip,
WtiPelsib swdj obowipzek
'to breathe down sb's neck I deptac
kamub pa piptach

ENVIRONMENT

'I
green I Roaa
giczytrybzyca
ink Itonaoto
O'

highprofileszerokoznny
moneyniaking I dochodowy rentowny

-.

The coitiiuiiig trend fstafs to sink vast sums of

cash into environrnentusinessesrife
ifthroughout the entertainment ndu.stry, Dave Leonard now
looks at some of the most high-profile names involved in green moneymaking projects.
Business English Magazino

65

ENVIRONMENT

n's not unusual for celebs to put

their names to good causes, but
sometimes some of them go
even further by setting their
own companies in order to put something back We take a look at five big
names who have done just that.
Celebrity: Miranda Kerr (model)
Company name: Kora Organics
Mission: To inspire people globally to
nurture, their bodies, embrace their
unique,, beauty and understand the
benefts of using organic skin care.
'to set up j zalohyc stwnrzyc
'to nurture I opiekawaf sq wychawywut
'to embrace j ahoy, przyJyt
''unique an ka ny
"benefit j korzysc
"stunning beauty I olsn ewajyce p ykno
"range I asortyment wybOr
"plant-derived I pochodzenia roslnrego
"ingredient skladnik
"to launch j mzpoczqc wvjsc vu ryvek
"initially I perwatnie
'desire I pntrzeba chqc
'to include I zowierac
"rejuvenation I adnowa odmiadzenie
"balm I balsam
"body lotion j balsam do ciala
"essential zasadniczy, podstawawy
'to boast chwalic sq. szczycic
"goal I cv
propulsion I napyd
66 Business tvgi,h Magazine

Australian model Miranda Kerr is perhaps best known for her stunning beauLyn and marriage to Orlando Bloom
Her company, Kora Organics, produces
a range of skin care products which
use plantr.derived' ingredients".

ganics Rejuvenating Foot Bairn", Organics Enriched Body Lotion" and Organics Essential,-, Body Wash. The yoga
fanatic and mum of two is now also
promoting a new range of products all
boasting2, organic ingredients.

The company, jjjcjjed" in 2009, is

now "certified organic" under Ecocerc
standard from the packaging to the
product. Initially-, Kerr launched the
range to satisfy her own denim" for
organic skin care products. Now the
range has grown to include" Kora Or-

Celebrity; Nei lYoung (musician)

Company name: LincVolt
Mission: "Our gnwi" is to inspire
a generation by creating a clean automobile propulsion" technology that
serves the seeds" of the 21" century
and deijy.eru' pucfomrnancc' that is
a refleccion' of the driver's spirit. By
creating this new power technology
we hope to red ute the demand- for
petrol fuels enough to eliminateil the
need for war over energy supplies',
thereby" enhanrin'6 the security of
the USA and other nations throughout
the world."

to nerve sb u needs I zaspnkaiai czyjeh

potnzeby
to deliver I dostarczac
'performonte I wynik, oniaqi
reflection I odbicie
'demand 1 papyt
'petrolfuul I pallwornpopnchodne
to eliminate I usunqit, wyel m nowac
,,supply I zasob. zapas

,,thereby I lynn samym

to enhance I poprawic, zwiqkszyc
'to embody I uceesniad
"to belgo damn the rocky road I podyitac
trudnq drogq miec przvd/za sobs) c yzk
dosw adczen a
in pursuit of I w pagan1 za
to revamp I przernbic, ndnswiit
'crusader I nrgdownik, bojown
to raise awareness j u dwi adomiac 'sony
uwratllwiat no cos

Neil Young's music has always embodied,7 the American dream of man and
machine in harmony. However, the Canadian rocker has been down a rocky
rood' in pursuit of' reyv!nrp!ng' the
1959 Lincoln Continental automobile.
The environmental rtu.aadem'. famous
for nii&n.g environmental awareness"
through authentic rock and roll, invested heavily in transforming the car so lit
can run on an electric batriery.As a result, he turned the 2.5 ton, 19.5-foot

ENVIRONMENT

Having toured the world

with the Rolling Stones,
one might assume that
Chuck Leavell has
done it all - and that
assumption would be
very close to the truth.
But the award-winning" fotentr" expert is nnndeat' about his musical
achievements' and equally. so" about
his success outside of the band.

Mark IV-, into u 100 miles per gallon'

eco-friendly runabout'.
However, the project oc.aii.cd' in November 2010, when a technical problem with the cars charging , system
allegedly , caused a fire in the warehouse" where the LVI was stored,
with the blunt" causing an estimated
USD 850,000 worth of damage".
Young released a statement53 after the
fire, stating 'The wall charging system
was not completely tested and had
never been left nnut.te,o.e.d'. A mistake was made. It was not the fault"
of the car".
Unperturbed, the LincVolt team is
now working on the LV2 which fear
cures17 a new 200 KW electric drive
and 30 KW Capstone Micro Turbine
power generation systems.
Celebrity: Chuck Leavell (musician)
Company name: Mother Nature
Network (MNN)
Mission: Set up in 2008 by Rolling
Stones keyboardist Chuck Leavell, this
eco-news site gives its global reader"
hi " the opportunity to,...dlgejr I uap,
to-the-minute' content" on all things

Having couuro,d' the world with the

Rolling Scones, one might ouuu.me' that
Chuck Leavell has done it all - and that
assumption mould be very close to the
truth. But the rocker turned entrepre

neurfis is also the co-founder" of MNN,

a site which now commands page
y.Lem.s" r'ead'iin ' around 20 million per
month. iineilgd in part en" scientific'
medical site WebMD, it provides basic,
rehable' information on environmental
topics.
"Mark IV I czwartej generatji, czvcarla odslona
(up. namochndu danel marki)
100 miles per gallon (MPG) I stu mu
nu jednym galonue )bvnzyny), miara
eknlogucznnhci pnjazdu
runabout I nivwuelkie attn. kabrunlvl
'to stall I op62nib. pnzecieaac (st)
'to charge I ladowab (up. batenie)
'allegedly I rznkomo
'warehouse l skad, magazyn
"blaze I pinmieb, puznga
"estimated I nszxcowany
"X worth of damage I szkndywwielkohcuX,
slraty siggajyce X
"to release a statement I opublukuwah/wydab
nbwiadczvnie
"unattended I bun nadznru
"fault I wina
"unperturbed I niezra3nny
"to feature I cvchowab uig, hp wypusadonym w
'drive I nnppd
"Mother Nature I matka nalura
"readership I czytelnicy
to digest I trawl b, to: przvglpdaut, ozytak skrbt
wuadumnucu
"up-to-the-minute I najbwundszy, en do
munuty
"content I zawartobb. trnfib
"to tour I odbywabtuurnee,jnddzib no

wyslppy

"This is that chance in a million," Leavell

told SecondAct.com,"To reach so many
people, and to do it in this way, through
modern technology, is extremely"
graci.ing"." Despite the overnight success' of MNN and a host' of other environmental awareness commitments',
Leavell is still managing to cram..iri'
a Stones tour to coincide with" the
re-issue" of classic album Exile" On
Main Street and has participated in" 10"to assume zalotyc
"rocker turned entrepreneur I ruckuwivc,
ktory zoslal przednugbuorcv,
"to-founder I wspozauzyciel
"to command I dysponuwak
"page views I udvluny struny
inlvrnvtowvl
'to reach I suggad. usieaab
'to model sth on sth I wzorowad cob na
czymb
"scientific I naukuwy
"reliable I pvwny, solidny
'award-winning I nagnodzony
"forestry I letnuotwu
'modest I skrumny
"achievement I osiuggnigcre
'equally so I pudobnie, ludnakown
'extremely I niezwykle
"gratifying I sulyufakcjonujpcy, uprawiajpcy
przyjemnubb
onernight success I nogly/nienczekiwany
sukces
host I chmara, mnoslwo
'commitment I zaangotowuncv,
u przedsiwzicie
"to cram nth in I upchngc cos gdzies
"to coincide with ! koliduwab z, zbiepab sit
re-issue I pnnuwnv wydanie
"anile I wyguanue, emigrant
"to participate in I brad udzial w
Business English Magazine 67

ENVIRONMENT

Costner has spent

15 years developing the
centrifuge equipment
which may explain why
some of his films of late
have bombed at the box
office.
spent 15 years developing the
trifuge'

cen-

equipment which may explain why some of his films o.f...latehave bombed" at the box office.
Last year Costner said in a statement, Years before I got i nvo l ved,
a docum.e.n.cacy about the band called
Stoves in Exile.

Celebrity: Kevin Costner (actor)

Company name: Ocean Therapy 52
Mission: To help aid" potentially disastrous" oil spill around the globe.

oil spills came and I would wonder

why we couldn't clean this up." OP
spent USD 16 bIn on deploying, 01 32
of the machines and the Hollywood
star has since promoted the product
by using the slogan "Oil and water
don't mix. Let us
it for
you

The company provides systems that

extract' oil from water at a rate of
2,000 barrels' per day. Costner has

Celebrity Name: Bob Marley (Musician, now eceased-1)

Company name: Marley & Co.
Mission: Oar goal is to create highquality products in the most ethical
and environmentally positive way.
That means not cutting corners",
and doing what's right, not what's
easy. We're h.oi.thn ourselves to the
toughest standards-. Our products
are made from the highest standard
for wood and forest products. We
also use recyclable aluminums and
plastics."

documentary I film dokumentalny

solution I rozwiv,zanie
'to aid I wspierah, pomc
42
potentially disastrous I petencjalnie
katoslrofalny (w skutkach)
'oil spill I wyciek ropy
unlikely I malo pruwdvpodebny,
nioprawdupodobny
'clean-up I czystku, oczyszczanie
gulf I zatoka
to materialize I unmaterializowad si lx: mied
miejsce
to acquire 1 nobyb
'fee I uplata
''to extract I wydobywak. usuwod
barrel I lx: bamylku
centrifuge I centnytuga, wirdwko

equipment I uprzqt
"of late lostatnio
to bomb I punieki puradkg, znubih
klap
box office I kasa bilotowa. to: wzlflcle,
populamnuhd
to get involved I zaongadowad viq
to deploy I zaxogatowub,
rozlvknwad
to separate I odd zielid
deceased I omurly
to tot earners I ltd na skrOty, usztzfdzad
no czymb
to held ob to a standard I utrzymywui
ukreblnny standard
"to live on I yh dalej, byb nadal
2ywym

OP found an tinilitel'
n-up' partner when the gulf of Mexico nil spill
disaster materialized. Ocean Therapy Solutions was acp.uired by Kevin
Costner from the US government in
1995 for a fee of around USD 24 min,
although he initially found it hard to
market the product before the Gulf of
Mexico disaster.

68 Business English Magazine

Bob Marley may no longer be with us,

but his spirit lives on", through a company set up by his childrev.Apparencly",
itwas Morley's intention to return to the
farm if his life hadn't ended so abruptly",
and Marley & Co.'s products miccort"
his ecological mindset" by producing
a range of merchandise", that includes
headphones' made from soybeansand, somewhat obviously, hemp".
It also deals in" relaxation drinks made
from natural ingredients and variousother eco-friendly products.
In a world where many cynics look
down their noses at" high-flying stars
who look to make a difference in the
modern-world, we should perhaps
sometimes remember that there are
some out there who do have the best
interest of the globe athwart".

apparently I jak widod,

najwyranioj
abruptly I ywallewnie
to mirror I odzwienciedlad
mindset I nastawienie, spusOb
myblvnia
merchandise I towury, produkty
headphones I vluchuwki

soybeans I soja (uprawna(

hemp I kvnopie

to deal in handluwad czymb, obracab

czymb

various I rozmaily, r60norvdny

to look down one's nose atsth I patrzeb
no cob peblailiw:e, z gory
to have sb's best interest at heart I mini
ak nujlvpeze intencje wubec kogot

JE VOiS tocJT

I FILL IN THE GAPS

Whisper the words 'takeover' or merger" around any office or business and no

takeover I prznjpcie
merger I funju, pol4czenie

doubt you'll be faced with very

(I) looks - either fear, dread' or

to be faced with sth I slawakwobliczu

cuegob, mie cob pried sob

intrigue. This is hardly surprising though as, for the

(2) of people,

these two words usually mean big changes to the way they work.

dread I otrach, Ifik

' to stay afloat I ulrzymaO sip no wodzio,
civ zbankrulowak (0 biznesie)
'to alter zmioniob

While not always a negative thing, it's worth

(3) that over recent

years companies have been looking at ways to

(4) down costs in

order to stay afloat'. So any action which alters the way a business operates is

suspicion I pndejrzenie
survey I ankiela, badanie
'to state I obwiadczyO
'job loss I utrata (miojsca( praty
'of particular interest I nzczegolnie/
ninewykie interesuja,cy

always going to be viewed with suspicion ' by employees.

'to claim I twierdzrh

'concerned I zoniepokojony
'figure I liczbo, cyfra
In a recent asicogu, 62 percent of those asked a.oaon' that they would be

'salary I pensja, plato

'to find ore's feet I nabraP pewnobri,

comfortable if their boss

(5) a merger with another firm, with 81

percent of those saying they would

odzyvkiwab rbwrowaqe

(6) some job losses to follow.

However, of particular interest' is the 38 percent who claimed" they would not
be concerned" if such news was presented to them. Out of this figure', almost
two-thirds stated they would expect their

(7) to decrease and

three-quarters believed that it would eventually lead to a higher aaiety".

Of course, there are no clearly defined

(8) or results when it comes

to mergers and every situation brings up different results for both firms and
workers. But as the developed world

(9) to find its feet", it is cer-

tainly a word that will be whispered around corridors for a long time to come.

5un,euc English Magazine 69

II GUESS THE IDIOM

I) The new CEO, made it perfectly
clear who was wearing the trou-

III PHRASAL VERBS

I) Mary had been put in charge of

the plans for the takeover

bid.
a) drawing out

sers.

b) drawing up
c) drawing on

2) Which firm would be taking over

was something of a hot potato at

2) The boss had stated he would not

the moment.

shares.

3) Many now saw the company as

b) back up

a dead duck.

c) back off

over his decision to sell his

a) back down

4) Morris thought that preparation

for the merger was half-baked at
best but decided to keep his mouth
sh.nfi.
5) The

3) Lee had to

competition from other companies who also

wished to acquire the business.

a) fight out
b) fight off
c) fight in

CEO stood to

make

4) It was feared that the firm would have to

a killing once the takeover was

takeover took place.

complete.

a) lay down

staff once the

b) lay out
6) It was clear the new busses had
got off on the wrong foot.

c) lay off
5) Under the new firms regulations, staff were required to

for

one training programme per month.

7) The two firms were neck and

a) sign up

neck when it came to who would

b) sign in

take over the small business.

c) sign off

8) Many employers thought that

6)The new CEO decided to

the fact the deal had not been

another few days.

signed was a blessing in disguise.

the meeting about the merger for

a) put out
b) put off

9) The boss had decided to dig his

heels in when news of the merger

c) put about
7) Many believed that the CEO had been

in the takeover deal,

a) ripped out
b) ripped in
c) ripped off
CEO Chief Executive Officer)
dyrektor nnczelny

8) Some staff claimed they would simply

if the deal went ahead.

a) walk out

to keep ones mouth shut I trzynia

b) walk about

buziq na klOdkq, tie pisnpd ani ulnwu

c) walk on

to stand to do sth I miec perspektywy

na cob, uzavuq na zrnbiotie czegtb

9)The CEO wanted to

when it comes to nib I jebhi mnwul

the next few weeks while the deal took place.

tbadzi a

a) map on

to come up I pujawif Slfl, wylonib 5ff

b) map in
c) map out

70 Business English Magazine

exactly what would be happening over

IV CHOOSE THE
MOST APPROPRIATE
WORD
I) Many of the staff were
over the news that
job losses would follow the merger
(fuming/firing)
with

2) Andy was

great interest how the deal would

unfold. (watching/seeing)

V CHOOSE THE CORRECT RESPONSE

I) Is there any news as to when the
merger will take place?
2) How is the firm doing after the
takeover?
3(1 heard there will be job losses
when the new CEO comes in.
4) How many years since the two
companies merged?
5) Did the new CEO give any kind of
introduction speech?
6) My job responsibilities have changed
dramatically since the takeover
7) Most of the staff seem happy with
the new way the office in ran.
8) Which CEO do you prefer?

a) Really? Mine have remained exactly

the same.
b) It's hard to say, probably the
predecessor.
c) Not yet, it might not be for a few
months.
d)Yes, many people are already

looking for new work.

e) It's only been a couple of
months.
f) The majority are, yes, but one or
two are very unsatisfied
g) So far things are pretty good.
h) She didn't. Nobody has even met
her yet.

3) Not many could have

the price the firm
was finally sold for. (pictured!

ANSWERS

foreseen)
4)The CEO had
everyone that their positions
would be safe. (assumed/assured)
5)A lot of new changes were
around

going to be

the office following the takeover,

1)similar
2) majority
3) remembering, voting
4) trim, cut
5) announced
6) expect
7) workload
8) rules, outcomes
9) continues, struggles

(implemented/implanted)
6) Stock prices were
to rise after the deal was
completed. (predicted/promised)

11
I) who is wearing the trousers - kto
ta jest snefem, kto nosi spodnie
2) hot potato - bliska sprawa
3) dead duck do niceego

7) Lots of employees were

_ with the way the

company was run before the new
firm made alterations (happier/
better)

4) half-baked - niewydarzony,
nieprzemyblany
5) to make a killing - zarobic krocie,
zbid kokosy
6) to get off on the wrong foot - tile
zatzgb, wywrzec z!e wratienie
7) to be neck and neck ibdfebwfeb

8) It would still be another three

weeks before the news would
begin to

through

regarding the bid. (file/filter)

9) Despite a new CEO at the
few people actually
noticed any difference. (head!
helm)

8) a blessing in disguise - cob, to

wyjdzie na dobre, vie ma tego zfego..
9) to dig in one's heels - uprzec sif,
zaprzef sft
III
I) b - to draw sth up - sporzgdzid,
stworzyc (dokument)
2) a - to back down on/over sth
- use.Rpid/ulec w jakiejb kwestii

3) b to fight sti off walczyd

(z kimb), odpierad (czyjb aeak)
4) c - to lay people off zwolnib
(masowo) ludzi
5) a - to sign up (for sth) - zapisad sic
na cob/do czegob
6) b - to put sth off/back - odsunqd
cob w czasie (o ... )/przesunb cob na
pniej
7)ctobe ripped off zostac
oszukanym, wystrychnitym en
dudka
8) a - to walk out - wyjbd (na
teak protestu), opuscic cob
(demonstratyjnie)
9) c - to map sth out - nakrebli/ cob,
zaplanowad (np. plan dziafah)
Iv
I) fuming - gotomad sic ze zfobti
2) watching - to watch sth unfold
- obserwowab rozwj wydarzeti
3) foreseen - no foresee
- przewidywac/, prognozowad
4) assured - to assure - zapewnic
5) implemented wdroony,
wprowadzony
6) predicted - to predict
- przewidzied
7) happier - to be happy with sth - nm
mied za.strzeen wobec czegob
8) filter - to filter/sift through
- przesczad sig, rozchodzib
9) helm - at the helm - a steru
V
I-c, 2-g, 3-d, 4-n, S-h, 6-a, 74, 8-15

Business English Magazine 71

Thursday 1311 (Poznan)

He doesn't want tu...h.u.ng around" for coffee, but I'm intrigued to know what the contract involves and why it's

8.00 am

locked in the case he hands me. I can see though he has

no time for stupid questions and he just tells me to take it

Cast your mind back. Last time I wrote, I was panick-

to Warsaw where I will be greeted at the train Station by

ing around Krakow, having lost my suitcase containing

a guy named Robert.

the three massive contracts that our new, young ,s.p.a.u.tt'

Freddie had managed to secure'. The situation looked

12.30 pm

pretty grim.' and I considered just throwing in the towel

and heading back' to the UK. There was no way I could As far as I'm eeiare" there's no guy named 'Robert' on our
team, but after my last faux pus I'm in no position" roam
face- my manager after that.

gun". I board" the train and take my seat in first class, and,
However, I got a call from Freddie two days ago telling

for the first time in days, I finally relax...

me that he met back up with one of the bosses we had

signed with and he had since secured an even bigger

Drifting off" to sleep...

deal - this one worth five times as much as the other

three put together'-. All I have to do is meet him in

1.45

pm

Poznan today and get the suitcase containing the new

contract.

I'm awoken by a juddering halt- as the train comes to

a..atxtud.u.till" in one of those obscure" stations that nobody

All my problems solved and ivy job secured.

ever seems te..get..on" or off at.

10.00 am

I look around confused" and a bit disoriented, wondering

where we are.

Inn sat waiti ng for Freddie in a small cafe justoff- the Stary
Rynek.Waiting and waiting, wondering if he will ever up- Through the window I see three armed guards" board
peat My job depends on" this.

the train and walk past my compartment'. I close my eyes

again but am soon

I 1 .00 am

alert" as the door to the compartment

flies open and I'm faced with" three of the sternest-fiscob"

officials you could ever hope to meet.

One hour later the door opens and somebody walks in. It's
not Freddie, but another guy with a mci.cmme' smile and
the suitcase holding the new contract that I need.
tling I (ednnnncna) przygnda

to cast one's mind back I sifgna,c

pamici
to contain I zawivrad
upstart I nawubngacki, karixrawicz
to secure I zalatwid, zubezpiaczyd
grim I panury

to throw in the towel I pnddad sit

to head back somewhere I wrocid gdzinb
to face sb I steed knmui ozala, stxwa
pized kimb
X put together I X razem wziy!v
off I nbok, tu2 pray
72 Business English Magazine

With no questions asked, my case is taken from my (it has

to be said) vice-like grip" and hauled off" the train by one

to depend on nth I znleSed ad czegni

welcome I npraflninny, mile widziany
to hang around I krcid sit gdzioh
to greet! powitad
aware I hwiudnmy, zarientxwany
to be in no position to do sth I tie byd w
stanie czogod zrnbid
to argue I dyskutownO, wyklcuh
to board I we* vu paklad
to drift off I zdrznmnqO sq, wpahd w
drzemkq

to come to a standstill I zntrzymaO sit,

stanqd
obscure

I main many

"to get onloff I wsisyhO/wysin,tit

11 contused I xmieszany, zdvznrienlnwany
11 armed guard I uzbrnjony straSnik
11 compartment I przedzial

alert I czujny, w stanie pngxtnwia

to be faced with sb I miedkngad pined
saba,
stern-faced I n surxwej twurzy

juddering halt I ywallowne zalrzymaniv

vice-like grip I zelnzry utcisk

siy, ovtre hamnwnnin

to haul sth off I wyciagnnd, wyniedd cot

do not check out'. I shake my head This

of them, leaving me looking rather sheepish n front of the remaining two.

is some kind of conspiracy'

It doesn't take a translator to tell me they

Apparently, the suitcase links in with"

require my assistance outside and I reluc-

a long-wanted" drug trafficking' unit and,

tantly" loin them in the small station room

unfortunately, I have just been found in

possession of" it.

which, for today's activity only, has been

turned into a rn,nkg,yhift police office.

With sweat pouring down" my brow and

2.15 pm

my nerves in shreds ',my phone suddenly

rings, and for a brief moment my hear

b.cotpght

akipu".

in and I am asked long and hard about

hook".

Ironically enough, a translator is

the

Gerald, or Freddie - I'm off the

no" of the suitcase; when I got it,

But the policeman just shakes his head

from whom, for what reason, who it is for...

It was merely a routine' call from my

the questions continue...

'ocean hotel informing me that I left my overnight bag in

I answer accordingly' but am told, with all the subtlet -o of

the room - causing the guards to eye me with even more

a sledgehammer' , that no 'Freddie' exists-, in our firm and

the case I was carrying holds enough illegal' contraband"
7.00 pm

to sink a battleship,,.

3.00 pm

I sit for what seems like hours in my cell', all traces" of

With my JongJos" boss Gerald oefu.oirpg' to answer his

phone (his number apparently" 'not recognised'), I'm left

of the earth', 'Gerald' no longer contactable and 'Freddie'

toy former,, 'colleagues' having disappeared from the face

probably never having existed in the first place.

pretty much on my own.

Thoughts start flying around my head,,; who was this'Fred-

My lawyer finally arrives" and, it has to be said, what he

lack S71 in diplomacy, he certainly makes up for' in igno-

die', why isn't Gerald answering, why was my original suit-

rance. He informs me that things do not look good, that

case taken in Krakow, why was I given this one instead...

I've been setup" and am probably looking at" a long

stretch' in prison.

5.30 pm
As he leaves and the door slams shut' behind him, I rest
After a long drive to the local cop.uhog", I am given a furand informed that the contacts 1 have given
thur gri.11io
33

sheepish I zaenowaiy

grilling I ostne przesluthanie

routine I rulynewy, typowy

to require sb's assistance I wymagat

to check out I spnawdzat sip pasowat

overnight I nutty, on not

polrzebowat czyjejn pomocy

41

47

my head down on the hard cell bed and prepare myself for

the first long night of many in the big house".

np do podanyth informatji)

to eye sb with suspicion I podejrzllwies p

komuhpnzygqdad

reluctantly I n echptnie, z ocinnn em

conspiracy I zmowa spisek

makeshift I lyintoasowy, prowizoryczny

to link in with sth I wiqzac sip z uzyms,

cell I cola

to bring sb in I uprowadz c kejjnk

byOz tzyms powiqzonym

trace I ulad

contents I zawartost

long-wanted I ad dawnu pouzukiwany

former I byly, dawny

accordingly I edpowiednio, stosownie

(pruoz organy utigonia)

to disappear from the face of the earth

subtlety I subtelnosh, delikatnnhc

drug trafficking I przemyt narkolykew

zniknpc z pow erzchni z emi

sledgehammer I mini dwurptzny

to find sb in possession of sth

to exist I iotoiet

przylapac kogos z coyms )n elega nym),

illegal I tielngalny

przylnpat na pus adan u )narkotykOw)

contraband I kontrabanda szmugie

to pour down 1100 nypad

too czymk

battleship I okrpt bojomy

nerves in shreds I nerwy w olrzopatb

to set sbsp I wrobdkoguh

long-lost I zagininny

brief I krhlki

to be looking at sth I mind ten proud

my heart skips (a beat) I suite vi on

oobn rn 1 od widoki na too

to refuse I odniowit

'apparently I nawyrnznioj
thoughts fly around (in) my head I mysl
tuneup iii pu fliowie
"cop shop I posterunek pollcji

cbwilq zamanlo
to be off the hook 1 vied dwiqly spokoj,

to arrive I nod ochac, pnzyjdt

to lack sth I c erpiec no brok czogns
- to make up for sth withlis sth I nadrabiad

long stretch I odsindka

71 to slam (door) shut I trzaonqd

WyIft z opresj

dew ami

merely I za edwie

the big house I pudlo, t upa

Business English Magazine 73

hen in 1984 an inarchitect

formation

was unveiled', along with that curious,,,

shiny disc known as the CD-ROM.

called Richard Saul

Wurman embarked

on' a mission to bring together' some

of the brightest brains in technology,
entertainment and design at a
conference, few could have

ffi

ptcictv:

ies,, including the likes of Bill Clinton, Bill

Gates andAl Gore have met at the annual'
TED conference and delivered

thosjgfatpteaokucrg" tuba" that promote a better,

he would achieve such remarkable

healthier world. It wasn't until live yearn

avoiinui' gbvr1ng

ago though that the exclusive idea-sharing

results.At that first

a new computer called Apple Macintosh

forum went viraP on Thucube allowing

to redefine I przedefiniuwac, zredefiniowac

"gathering I upulkunie, zjazd

landscape I krajubraz, broduwisko

"to unveil I udslunit

bright mind I wybitny/blyskotliwy umyti

, via I za pokredniclwem
'content I zawurtokk, lrekO

,, curious I dziwny, nietypuwy

"curious I ruzmaity
illustrious I znakomity, wspuniuly

'perspective I pvrspektywa, poglad

"luminary I luminurz, znokumitokd

'to embark on sth Iwyruszyow cm (np. pndrz)

"the liknsefl luclzintvgnlypu. tern upudobni

'to bring sb together I zgnomadzit kayak,

'annual I ruczny

aebruc kayak razem

,one-off I jednuruzowy. niepowlarzalny

'In predict I przuwidziec

to achieve osiugnyO
remarkable I niezwykly
,, seminal I duniosly

74 Bi,aieona English Magazine

22 years on,vaHous' illustrious' luminar-

'thoug ht-Provo king I zmuszujycy do

mykienia, daja,cy wide do mykienia
to deliver a talk I wyglosik pugadankyt
prnemwienin
"viral I uirusowy, la; rozpowszuthniuny
w spulecznokciacb internetuwych

TECHNOLOGY
free access" for anyone with a fastinternet connect on" to absorbTED content27,
Cutn.ine.edeM talks by speakers from occupations as diverse" as neuroscientists,
behgni,,rgj" economists, video artists,
philosophers, particle physicists', rocket
scientists', end urance athletes and AIDS
researchers" have all featured' at some
point on the now global platform.
The non-profit making', organization is
similar in its design to the World Economic Forum Summit, only instead of
being a secure, closed affair" reserved
for the political elite in a locked-down"
Swiss mountain resort, TED places
emphasis on" bon.oaEy' integrity:!, optimism and the sharing of information in
a relaxed and open environment.

Putting on the pressure44

Each speaker has lB minutes to...ijn,,
parr' as much as possible about their
life's work or a big idea. That might
not seem like much, but many of the
hundreds of talks now available manage to convoy" the deai.rke" message
with ease ", style and substance'. Most
academics' are familiar with' delivering seminars" for a longer period, as
Bruno Giussani, European director of
free access I swobedny dostyp

Read any newspaper,

or turn on any news
report, and there's
so much doom and gloom
and cynicism,
but we think people are
looking for a new sense
of possibilities;
for rationally optimistic
thinkers, for solutions
to big and complex
problems.
TED, cup ains- "lc's too short for an academic to do their standard 45-minute
presentation and too long to improvise' You have to prepare and have to
take a fresh spp.rno.rh". It really puts
pressure on them.'
The prexailin' wave

of cynicism that
currently o.ny.eios" the developed
world is something that TED is seeklag' to address", according to' Giussani. "Read any newspaper, or turn on'
any news report, and there's so much
doom and gloom- and cynicism, but
integrity I prawoic

"connection I polqczenie

" press uro I nxcsk presja

'content I zawanlaik Irebi

'to impart I przekazab podzielicsiq

"cutting-edge I nujnawaczehnrejszy,

"to convey I przvkazaa wyrazik

przxduqcy
'diverse I ronorodny

"desired I po0qdany, pvlrzobny

we think people are looking for a new

sense of possibilities; for rationally optimistic thinkers, for aoli,iions' to big
and complex" problems."

Breathing some much-needed' positive thinking into" a new generation

of entrepreneurs is aided' by the fact
that all of the speakers give their services for free regardless of their status.
Those in the audience 'must pay for the
priJe,gc" of gy,g.n.ding' a TED conference and seats do not come cheap. It
costs GPO 3,460 a ticket for TED Global and almost GBP 4,000 for TED in
Long Beach (a live simulcast" event'
in Palm Springs costs GBP 2,500). The
main conference sells out- within days
of tickets being released (one year in
advance-) and a tough vetting procedure is enforced", To be invited, you
must fill ruin' an extensive application
Form' , which includes questions such
as, "what are your greatest personal
achievements,,," and "how have they
had an impactv on socie 12?"

A wider audience
Some have q.ue.aojo.ned' this approach
and labelled" TED as an elitist club, but
in a recent Initiative aimed at satisfying
"enech-eoodod I kan xczny, wymagany
'to breathe sth into sth I tchna,c coo w Gas,
nalchn4nt cog czyms
"to aid (wopomc wesprzoc
regardless of I nieza eOn x ad

"ease I lotwonc, spvkl, beztraska

"audience )sluchacze, widownix

behavioural I zuchawawczy, dotyczqcy

"substance I ixtata, glowne przexlan

"privilege I przywiloj, zovzczyt

zachvwania

"academic I is. pracawnik naukvwx-

"to attend I uczqszczad, brat ada at

71 simulcast I transmitawany no dywa

particle physicist I fzyk bddalnlcy az4stk

elementarne
"rocket scientist I in2ynie r- nau kowi xc
zaimuia,ty sip lotami knsm cznym
endurance wytrzymalahc vdpxrvxsc

dydaklycany prafevvr
'to be familiar with sth I byc a azyms
zaznajxm onym, znac cot
'seminar I oem narium (wyklad)
to improvise I zaimprowizowoc

'event I wydarzenle
to sell out I wyprzedad
'in advance I zawczosu przed czymi
'vetting ( przeswietlun e, badan e tzy(e(i

"researcher I badaaz

"approach I podalste, xlvsunek

"to feature I przedslawah, pnkazywac

"prevailing I dons nuffcy, panu,qcy

'enforced I wymagacy, nazucvny

'to envelop I xkryc, oteczyh

"to fill out I wypelnic np forms vrz)

"50 seek to do sth I prdbawac cos arab ,

'esleusive I obvzerny

"non-profit making I nienaslawony na zysk,

non prulli

summit I sztzyt spotkavie no sztzycie

"closed affair I zamkniylv pnzeds qwziqcio.
impreza prywatnu
'locked-down I zamkniqty na czlxry spu sty
"resort I kuront
"to placelput emphasis on sth I ktasc no tax
nacist
'honesty I uczcrwonlh

dqiytdoczegvs
"to address sth I ant ac vie czyrri

przesziogcj 1 kxnoksji

'application farm I forms ma padan a

"achievement I us Ognificie

according to I wedlug, zyodnie

'impact I wplyw

to turn on I wlqczyf

"society (spaleczedstwv

"(to spread) doom and gloom I )xdmalvwad

cog vv) ezarnych barwath (siac) przygnbien e
'solution I rvzwiqzanie
'complex skvmplikowany

to question (zakwestionvwac, padawac

wwa,tpliwtsit
"to label sth (as( sth I zaszuflaxKowak tui
apatrzycetyketq

Business English Magazine 75

TECHNOLOGY
the huge global demand for the TED
conference experience, the organisation decded tta set u'6 TEDx, a scaleddownr version of the TED conference
format that is open to anyone interested in applying for a license to host an
event. All TED content is free and many
TEDx conferences blend recorded content in ' with live speakers,,. TEDx has
now become as successful as itsillustrious older brother and has given others

Disenchanted with the

government-owned-andoperated US aerospace
industry, Rutan predicts
the rise of space tourism
and is collaborating
(as a renegade scientist
should) with Richard
Branson and Virgin
Galactic in what he has
dubbed the 'capitalist
space race'.

the opportunity to create and share

ideas for themselves.

Bruno Giussan explains why the organisation decided to embark on this latest venture "We kept on having people contacting us, say ng,'Why can't you have aTED in
Doha? Or Barcelona? Or Indones a1' And
we simply can't do cl'rac.We can't expand'
the conferences. But we came up w th"
this 13 months ago and we thought that
there might be perhaps 20 of them"

demand pepyt zapotrzebowanie

to set up I stworzyc, zalu2yc
"staled-down I zmn ejszony
"to apply for sth zaaplikowacocog, uloPyf
pudunie 0 cog
to hush gnsc h, byt gnnpodarzem organ 1 zowat
'to blend nth inldvmenzaf coo przylptzyc con
"live speaker I prezentei/gost w audycli
naduwunej na Pywo
'venture I przednigwzigciv
to eapand I rozszerzyc. puszerzyc
"to come up with sthiwpanhnacob nymph ucos
to embrace obiqb (op zasiygiem(, zawiorac
przyjmowac
'figures I dane liczbowe
"to number I I iczy6, stanowib
"and counting wigcoj, ponad cos

This desire to embrace'- a wider audience is shown in the still-growing

number of TED followers. In June 2011
viewing figures' I for the 900 online videos available at that time numbered'
500 mi I on and counting', making TED
one of the most popular free information resources',

essential I n ezbydny, zasadn czy

visionary I wzlonersk
to check out I sprawdoif, ubaduf
'to stand out wyrniPniab

Essential"' viewing

must-see I obowazkowy punkt pragramu,

ubnwizkowy do zobacoenia

Of the many nniaiotia.ry' speakers worth

checking out-, a few stand out' as
muanse,c'highlighu". Burt Rutan RtO.n
nawned'' and roapecce.d" aircraft" and
designer delivers a talk on
spacecra

'highlight I g?nwna alrakcla

'renowned I many
respected I szannwavy
aircraft I statek powietrzny
spacecraft I poozd kosm tony

TECHNOLOGY
the privatisation of space flight-. Disenchanted with the government-ownedand-operated US aerospace industry
Rutan predicts the tiao of space tourism
and is collaborating (as a renoguvie scientist should) with Richard Branson and
Virgin Galactic in what he has dubbed'
the 'capitalist space race. In March of this
year he successfully completed a test
fight of SpaceShipTwo, the first private
rocket ship for sub-orbital- space flight.
Shai Agassi describes how he intends to
run a whole country without oil via
the use of electric cars. Agassi has already convinced" Israel and Denmark
to buy into the project and has peta
auadeb' Nissan-Renault to comm t'
USD 1.5 bin to developing and manufacturing 100.000 electric cars. Agassi
is projecting
00-fold growth in the
sector by 2012.
On the topic of social currencies and
financial invention', Geoff Mulgan, the
flight I lot
'disenchanted with sth I ruzczarowany
czymf
aerospace industry I przenysl lotniczy
i asrvratyczny
rise j wzrovt
renegade I buntown k ronegat
to collaborate with Sb I wspolprucowuc a k mu
to dub sth I okresl c cos m anon
- to complete I wypein c ukunczyc
'sub-orbital I suborbitalny, zndjdulv.cy 0ff
pon ej orb ty okoloz emskivj
to run sth I zarzydzad rzadz c czyms
to convince I pmoceac

to buy into sth I wkupiii nig woos zakup

udzialy w czymk
in to persuade oh to do sth I przekonsd hopes
do (crab enia) czegod
to commit I lu. przezruczyc ma coo srodki
to project I przewidywac zakladac
100-fold I stukrntny

currency j walutu
- invention j wynulazek
former I byly, downy, popoedni
in PM (Prime Minister) I premier
official I urzqdnik
bailout package I pak et subwencli
outdated I przontarzaly
concrete I helen
to accelerate I przyspieszyc
'shift to sth j praejtcie macus
springboard for sth I odskocznia od
czegos

entrepreneurs rather than outdated'

industries like the automobile sector,
according to the man who now runs
the Young Foundation. "The bailout
fixed the banks and car companies,"
he says, "but the investments did not
prepare our future. Concrete and
consumption is not going to solve
our problems Accelerate' the shift
to' a greener economy, prepare for
the aging. Surely, we should be giving
the money to entrepreneurs, the civil
society, the people able to create the
new"
Not only can TED provide inspiration
to solve global issues. Plenty of concoct
relates to smaller business initiatives
former" director of policy for former and can be the springboard for' a fresh
British PM Tony Blair, delivers a urn-

business perspective. Free videos can

pie message. US off cia s should have be viewed on ted.com or by simply

U
distributed the bailout package-A to searching youtabe.

TECHNOLOGY

Pros and Cons'

of Google+ I
The latest attempt by tech innovators2 Google to gatecrash the social networking3
rty4
seems to be its most viable5 effort to date6 ,
after lukewarm7 responses to its previous networks like Buzz and Wave. So has it finally
found the right formula8 to challenge9 the likes
of Facebook and Twitter? BEM's Dave Leonard
logs in10 to check it out,

10

reat ng the perfect social

networking site is a task
festooned with challenges.
How to...attcact" users and,
perhaps more importantly, how to get
them to stickaround ,is no easy task as
even the most popular sites likeTwitter
and Facebook will testify,-. Even though
Twitter is amongst the social networking elite, it has straggled to maintairill
fiLktrr nerworkers who, it seems, are
hell-bent on' discovering the tent big

lllllolo GP6537

th/ng'

Google has made no secret of its ig.

to become a major social networking player, and with Google+ it
has pet together' a service which has
reached 25 mil I ion users 10 times faster
than any other in the history of social
networking. Google's push" into social
networking is part of its core search
and advertising' strategy aimed at"
tapping into oa..uatiis" r.eygjiue' generated by users engaging in' social activity. Its CEO and co-founderm Larry
Page has made it clear that it is central

pros and cons I za 1 przecw

'innovator I nowator
'social networking I vinci spolncznosc
nternetowych
to gatecrash a party I wk rqcl t 5if no
przy ycie, wejsd gdz eb na si/f
'viable I realny, wykonalny
'to date I r'ada"v,chwilg. dochai I I obecr'el
- lukewarm I lelni, chiodny, n ezbyt
optym nlyczny
formula I recepta(np nacos)
to challenge I smobilizawad pobudzc
wyawad
'to log in I zalogawad nig
,,festooned with sth I to. inajezony czymb
'to attract I przycia,gny
to stick around somewhere I pozvstac
gctzies zovtac w pobli2u

"to testify I zafwadczyc.ukwiadczyc.

przyznvc
'to struggle I borykad sif, zmayad viy
'to maintain I utrzyrrvc
fickle I zm enny kaprysny
'to be hell-bent on doing sth I byc
zdecydvwanym coo zrobic
'the next big thing I kolel'y wielki wyovlazek,
sos, to odnioslo sukreo
desire I ochota, chyc
to put sth together I stwsrzyit cod, zindyd
cos
push I to atak, valarcie
core J fundamenlalny, podstawowy
"advertising I rvklama
"aimed at I skierowany na/do
"to tap into sth I wykorzystad (np. n vtkniyle
zosoby)

78 e usieis English Magazine

sire'

to restructuring its employee incentive,,

system which compensates" employees
who contribute to" Its social plans.

Functionality is key
So what makes Google+ so much better
than the now-defunct"Wave and the still
operational- Buzz? One giojryyg" difference, which immediately sets it apart,
is its attractive design and user-friendly
functionality. Additional features such as
Circles, which allows users to separate
'valuable I warlosciowyi
'revenue I dochod przychod, wplywy
29 to engage in sth I zEfmowuc Sf cayms
naw v,zac con
co-founder I wspvlzoloyciel
'incentive I zachyta, motywocja
'to compensate I wynagrudzuc,
rebompernowac
"to contribute to sth I przyczyniuc siq do
coegod
now-defunct I iuj nieintn ejycy, obecnv

zlikwidowany
still operational I nadal dzialaycy
glaring I ruzycy, oczywisty
'to set sth apart I wyridniaii cad
user-friendly I przyjazny dla
uzytkownika
'to separate I oddzielid

TECHNOLOGY
social graphs-0 into different groups, have
been well-received".
Google has taken things one step further
by adding social games like Angry Birds
and Bejeweled. The addition of such
games has grabbed the attention of Facebciok which generates revenue and engagement- through gaming The response
of other social networks was to immediately tweak" their own games, a sure
(gn that they had been taking Google's
latest venture' far more seriously than
Buzz and Wave. Unlike Facebook, which
takes 30 percent of the proceeds from'
games, Google is offering to cake 5 percent of the earninga', making its service
more attractive to developers,-.

Scoble, who can be found on the web

at www.scolaleizer.cann, listed his fibyjns"
after testing out Google+. He wrote
B oggers have to add even more value
than before. Ocnerw ye, they won't
yet the engagement that others will.
B oggers have to find ways to get attention, both from their own and ences" existing plates they look to
get traffic' from, as well as from those
on Google+. A 'eady lots of my b og
ger friends say that a lot of traffic is
corning from Google+
Lots of"proo" will say I'm stupid to
not keep posting" on my blog.They are
right You can't ggggig,giae' on traffic in
Google+ unless you have a model like
mine (Rac space pays me to be its chief
caning officer, which is why I meet

The infamous" problem of 'noisy'

streams', which occurs when following
people who produce a lot of cotent'
or whose posts attract many comments,

with so many entrepreneurs' and oth

ers).That means you've got to get off of
Google+ and back onto your b og to

can make Google+ almost impossible to

gee those precious' page views.

Kevin Marks tells nrc he can't do the

follow. It moves posts that get more ac-

stye of boggng he wants to do on

tivity up the list, making it hard gte debpher" what is fresh The problem is
described by technology blog expert
Robert Scoble in one of his recent
posts, "Already for highflow" users like
me, notifications" are useless there and
finding the good staff, and good people,
is very difficult (getting rid of" people
who don't add value is also too difficult)"

He can't use mu.kgle' images. They

don't let you link (you've got to paste'
out ugly URLs' into your posts there)
and typographical controls" are few
(you can boO', italicize", or strike out",
but can't do other things) So, if you
vend to have more "pro too s" no tel
a story, you got to come out to bogs.
Most, however, won't need those

41

graph I wykres
- well-received I debris cioplo odebrany
"addition I dodanie, dodatek
41
to grab sb's attention I skupit czyjys uwagy
za nteresnwad kagos
"engagement I zaangazowanie
"totweak I a lepszy6. em ieni6
41
sure sign I pewny znak (in I
"venture I operutja, przedsigwzpcie
41
proceeds from ntli I wplywy z tzegas
przychody
'earnings Izysk, dnchody
developer I fu: pragramista
"infamous nieslawny, ninth ubny
"noisy I nzumny, halanliwy. to zasmiecony
"content I zawarlost rest
"to decipher I udcyfrowai, oduzyfrnwac
"high-flow I a wysokim przeplywie fun. bardzn
vkfywny, n wysnkiej oktywnosti
notification I powiadam avis
17
to gel rid of ub I pozbyc sip kngos
"findings I wynik Ibadahi

Google+.What does he mean by that?

"audience I tzyloln cy sluchotze

"troffic I ruth (ulitzny, nternelnwy(
'pro I to' profeninnalista doiwiadcznny czlawiek
to post I zum uazczoi pasty np na blagu),
publikowaf
to monetize I skapitalizownt. obritid na
knrzync
'entrepreneur I przedsipb attn
'precious I canny, konztowny
"multiple I wielokrxlny, w vinrnki
'tn paste I wkeiai
61 URL (uniform resource locator) I ad 'es
URL udressvci Web
'controin I kontrnlk przeltznki
In aarzfldziu (vdytylnv)
"to bold I pngrubit
- to italicize I dodac kursywy pochyl 16
cztionkf
to strike out I podkres
to dug I n ie vdstppawoc a knok, upnzyknzsd
ycie
"to discover I odknyt

Additional problems
Another problem which continues no
dog Google+ is the issue of discovering" people and finding content that
interests them. H ghlighting popular
content and notifying users about it is
one way, but it can have a negative effect by irritating the user. Google suggests using people within the Circles
function, but this can throw up,, further problems. One user complained"
that the function kept recommending
her eu-husband.
Google and Twitter have struggled with
search problems and neither have aa..yc"
managed to come up with' a viable solution.This may seem surprising as Google
is the leading search engine" on the web.
Even though Twitter acquired'1 Summarize
a couple of years ago, it is still near impossible to find tweets posted longer than
a week ago.The problem lies in the sheer,
rsoLsnie' of tweets posted (normally hundreds of billions in one day alone).
These are the problems facing- Google+ as it tries to gain a foothold" in the
social networking. It's a tough nut to
crack", but until they are addressed"
one suspects that Facebocik will retain
the mantle' of most popular network
and the rest will be left trailing in its
wake"".

"to highlight nose slit uwypukliu

"to throw up Ia. uwidocznit, zrodzii
to complain I narzekai
"us put I jak datrld, dalychtzas
'to come up with nth I wymysl ic wpasc na
con
'search engine I wyszukwarka inlennetowa
"to acquire I nabyd
'sheer I czysty, zwykly
"volume I xbjptnsd, llot
"to face sth I nfawic czemui tzola, slangy
a oblicza tangos
to gain a foothold (somewhere) I inn le2t
gdz en punkl apart a zauzepic sip na rynku
"a tough nut to crack ( trud nyici@zk1 orzeth
do zgryz enra
'to address [zajyc np (np. pneb emvm)
'to retain I atnzymac, zacbowst
"mantle I talon, opxntza, In. wladza
doe natja
"to trail in one's woke I pozustoc daleku
wtyluza kmi
Business English Magazine 79

READERS'
CORNER

Husband for rent

DearHusbund,
Please pick up our children from school, wash the dishes and prepare dinner. Oh, and
please repair the pipe in the bathroom.

How often do you leave similar notes? How often does your husband do things
from this list? When you come back home and see that your partner lies on the
couch, dinner still waiting in the fridge, a pipe still broken, and you do not see
your children - you want to scream. Sounds familiar, doesn't it? If you waft until
you husband does it, it will take forever,
Our agency offers services which help you in life - a handyman. It is our so/ution.We rent you a man who helps to take rare of your children, cleans windows and hangs curtains in the house, and even repairs your car. He charges
you for an hourly rate.
In the fast-growing markets we do not have enough time to take care of repairs in the house or flat. People look for a person who will do it for them.You
order e.g.house cleaning or furniture moving. On convenient date this worker
comes to your house and does the lob
Without doubt it is a new way to deal with your husband.These services are
not only for women. Many men know that this would solve their problems.
After 10 hours at work they are coo tired to take clothes to the laundry. Up
till now we have not had this type of business in Wroclaw. Our company fills
a niche.We will be a pioneer in such services in Lower Silesia. Good luck!
Marta Rogowska

The Blossoming
Business of
Transcription
Services
The thing we need to admit is that,
in the fast-pacing world, the written
word is on the decline. In the United
States business people, physicians,
lawyers and scholars are more likely
to record a tape or any other kind
of media, making the documentation
process more efficient.This helps both
the clients and employees, and facilitates future reference. So fat though,
such recorded information serves littie purpose as it is not searchable.To

Have you ever wanted to have an aquarium? I am sure that almost everyone thinks about having this beautiful "tank" in their own place. My company
would make such dreams come true... From the beginning to the end, we can
design an aquarium, then build it and, of course, service the aquarium on the
spot.We can arrange a tank in different styles. Customer needs only to have
a general idea of what it should look like. My company will be providing three

make the records more useful, they

have to be converted into text format. It creates great opportunities for
budding business of transcription.The
age of digital revolution makes it possible for you to provide the service
from anywhere in the world.
The robuscfield of speech recognition
seemingly poses a threat to jobs like
transcriptionist. Corn puters equipped
with relevant software, however, still
don't cope with spoken word as well
as humans. In terms of speech recognition, machines generate substantial

services - aquarium interior design, construction and upkeep.

Nowadays, people do not have time to take care of pets such as dogs or cats. But
they still feel a need to keep some living creature. Fish seem a perfect idea. In the
past, keeping fish was associated with a fishbowl. But today, people want to keep
fish in a beautiful, big aquarium that looks like a small Iagoon.We can provide all
of these services. Our lob is our passion and therefore we treat every project
individually and do our best to satisfy a cuscometWe will offer high quality service
for reasonable price.
My company would be a pioneer in the niche.There are only a few businesses
that specialize in this type of snrvice,We would offer our customers convvnience and taste of luxury. Our knowledge and experience can guarantee that
inhabitants of aquarium will live in good conditions and have a long life. In
addition, the looks of the aquarium will always be impeccable.With our cornmitment we can do what for other companies is impossible,
Piotr Kekiak

amount of errors which, for many

professionals, is simply unacceptable.
Starting a business in the field of transcription is an opportunity to loin
one of the fastest-growing markets
in the US. According to recent research, around 14 million transcriptionists were working in the US, and
this number is expected to grow to
around 17 million by 2015. Such job is
a perfect solution for both legitimate
businesses offering services world
wide and people who want to earn
some money on the side.
Micha4Wtosik

All-inclusive aquarium service

READERS'
CORNER

Art Business

Free bus service

It seems to be a good idea to create a company, which would

be a combination of an auction house, art gallery and conservation firm.
It is said that some rich people invest in works of art and other
people try to find adequate protection for their money. Some
decide to buy paintings and sculptures to safeguard their money.
On the other hand, establishing this business is a chance to
make a name for yourself in this society, display works of art and
earn money. In addition, there are many monuments which require renovation in Poland. There are many conservation firms
in the Polish market, but it is not yet filled to capacity.
Unfortunately, this idea has its disadvantages. One of them is
that a large sum of money is required. Apart from that, the arc
business is a very exclusive society, so connections are necessary; the target group is also comparatively small.
The advantage lies in the scope of services. The idea is to combine three firms into one, big company. Providing large-scale
services may increase the interest in the company.
I decided to describe this concept because interest in art is
growing, as is the number of people who can afford it.
Fillip Reiter & Adrianna Puchala

Buses should run only during the rush hours

and on the busiest lines (for example, in Warsaw it could be the line Grczewska Estate Marki, in this way we can transport people to
the underground from both sides of the city).
To minimize cost and maximize the number
of bus passengers all seats should be removed
from vehicles.
Business earns in two ways. First, there are
advertisements on buses and inside them. Second, vending machines with coffee, sandwiches
and snacks are placed in vehicles.
This business model should ensure low costs
and high occupancy of buses. It would profit
the owners. On the other hand, passengers can
gain as well. They benefit from the means of

BEM agony aunt'

transport and a possibility to buy victuals on the

way to work (so that they could sleep a little bit
longer and leave the house later than normally,
when they must prepare meals on they own).
Krzysztof Gniady

to give her examples of desired behaviours and performance levels and agree e.n" how these can be achieved".

Ask George

-.1

The problem

This may seem like a lot of work that you don't have the
time for, but it will be well worth it in the long run' and
getaure" that your clients are not left sitting in the dark
gaggtigjor" a drink!
Georgebusiness-english,com.pl

Dear George
I run a small iggaLpractice'. Recently, I engaged' a new Legal
Ass istant.Typical ly, such people are studying to become a lawyer and take on this job to gain some practical experience.
The work often involves collecting and delivering court documents, some legal research, and secretarial duties'.
Despite app.aretit' intelligence my new assistant seems to
lack' basic common sense'. For example, recently, before
I arrived at work, she had left a client in my office alone
with no light on, a desk full of confidential,, papers and
without offering the client a drink. This is unacceptable".
What should I do to make my expectations" cleat"?

agony aunt I put ,fuchowcy

"to take sth for granted

radz, purudy w pylaninch

uwazat cob zu rzecz otzywistn.,

i odpnwiodziach

zakiadad cob

'legal practice I kanto!aria

prawna
'to engage I to: zuirudnid
to take sth on I podjpd cub,

"skills matrix ! matrycaltabela

umiejytnobci
to perform I wyknnywad
"to work through sth I

pudju,b siy czngob

nprucowat cob, prourubid

research I badanie, badania

cub

'secretarial duties I nbuwihzki

nekrntarskie
apparent I wyradny, widotzny
'to lack I braknwab, nie mind

The solution

'common sense I zdrowy

Dear B,
Being new to the world of employment, there may be
many things that your employee is unaware of" that you
take for granted'. The best approach would be to create
a skills matrix' of all the tasks you need her tepecform'.
You could then work through it" together giving a current
and desired' rutin" for each elemenc.You will also have

"confidential I puufny

ruzupdek
'unacceptable I nv do przyjytin
"expectation I nczukiwaniv
"to make sth clear I jasnn cob
wyrazid, wylasnid cud
'to be unaware at I nie byd
bwiadumym, tie wiedzied

"desired I pobrydany,
wymaguny
"rating I ucena, wukabnik
"behaviour I zachownnie
to agree on sth I ugudoid nig
to do tzegnb, uzgudnid cub
"to achieve I usiu,gnpE
in the long run I na dluszp
mvtg
"to ensure I zapnwniud
to be gagging for sth I marzyh
o czymb, nie mdc sic dotzekad
tzngob

Business English Magazine 81

Prenumerujc magazyn:
placisz taniej nii w punktach sprzeday prasy;
nie pokrywasz kosztw przesyki
otrzymujesz pismo reguIarnie

3 numery 55,00 z4

(no terenie Europy)

6 kolejnych numerbaa

jul od 3 prenu merat wysyfanych

na ed nnadres

tyna 5%vA1)

3 numery 5 1,50 zIN

6 numerw 102,00 z1 (a ye 5%VAT)

list zwyk)y 134,40

ty 5%VAT)

Zt(oatyrrS%VAT(

list polecony 166,20 zt

6 numerw 96,00 z1 (etySWAT)

jak zaprenumerowac magazyn?

tyr

s%vAt)

Jak otrzyma faktur VAT

za prenumerat?

Naley wplacid odpowiednif kwotq no nasee kontc.

Po dokonanhu przelewu prosimy o jak najszybsep kontakt

Przelewu mcna dokonad no poczcle/w banku (take internetowym)

Dane potrzebne do przelewu:

e-rnailem: prenumerata@colorfulmediapl
lab telefonicznie: 61 833 63 28

nrkonta:18 1140 2004 0000 3702 4405 7031

adres: Colorful Media, ui Lednicka 23, 60-4 13 Poenad

W proeciwnym wypadku do prenu mercy

antonio dalncaony paragon.

kod swift (dotycay przelewdw zagranicanych): BREXPLPWMIJL

A guide tEurope's
tax havens
Rubles
ChinadlMgdR

'Job Flirts'
0

__________

Cash
What Happened
the Cash
Society

Business English

Petty
:
S

we

Witcher 2

Pl anet

bed

---------

Zara Branches Out

LEGO: Rebuildin g

S U ccessf U I Pos tCrisis InvestmeniCreatin g Jobs in

America
Chinese Workers go
on Strike
Diies Money
Motivate?
8 P Oil Catastrophe

Vietnam - A Grow-

nr 19

nr 20

Business Fng!ish.

Business Eng!i,s.:h

Siluio

____________

St

bs

ing Economy
Getting the Green
Messa ge Across
Don't be a Jerk
M a king Bosses
believe

nr 21

:2

Royal Wallin
2011
h:
Easiest Place to do
6u.5iness
The Effects of Obesity at Wo rk
Charismatic Leader5h!p for Everyone

111111illuffon
an on

nr23

Personalities
N Feeling

Ms. Poland the

President
Japan - Dea ling
with Disaster
Teach i ng Kids
About Cash
Women on the Up
How to write better
in English)

Aby aambwid nurnery arc hiwalnn. naledy wpfacid no knew wydaacy

ndpowiednht krnot Pros :rny pamiptarh o podanhuadresu wysylkh.W polo
,tytulenr prosinry wymienid zamaeaione nu mery. Wszystkie oplocone
ornery przehleny pocato. Knoty praeylki pokryaaa wydoaaco.
Dane potrzelne do dokonania przelewu:
nr konta: 18 1140 2004 0000 3702 4405 7031

www.kiosk.colorfulmedia.pI

Colorful Media ul.Ledrrhcka 23 60-413 Poznar(

Dwumiesicznik

Business English
- nastpne wydanie ro'wnie2 z dodatkiem

Magazine

W kolej'nym wydaniu;
Medical English

www.business-english.com.pI

Nowoczesne czasopis a do nauki

I@Zvkow ObcYch

ANEc LISH

FRANcAIS

raS

Cl bVFFQ--

la

do kuplenia na kiosk.colorfulmedia.pI

I[?1T-tTI-I
MEDIA

Business English
- Magazine
Jzyk Angleiski Biznesowy

zonk0WY

oTYtt!Iilli
I
-jzykOWY

WR

BASIC TECHNICAL ENGLISH

Business English
kieszonkowy poracinik
biznesowojzykowy

Magazine

Business English Magazine

Vocabulary Booster
Basic Technical English
Dear Readers,
Welcome to BEM's new series of essential language
guldosThe booklet you're holding is a self-study
dictonary, which contains some of the most useful
words and phrases related to the world of technology.
We are sure that it will provide a great donut to your
vocabulary and will be useful not only in your profes-

Kisssnknny poodnik binwnno-joykny jest bnnp0oyc dodnsk,no

do Ounces, English Msnoscw 2612011
Opsoosie: Bnssosn Zidndcik
Colorful Media u]. Uidnicka 23,60-413 Poman
nO.61 833 63 28. odnkcjcnjbunivnnocgluh.con vi

accelerator

car pedal which regulates the

fuel

sent r the engine

acid

kwGs

alkali
acrylic (dj)

made from

ytht&

adapter

a device for connecting pieces of equipment that

cannot b connected directly
electricity

additive

a substance added to food in order to improve it

adverse (dp)

unpleasant, acting against or in a contrary

di rection

ku (d
%yQbCi)
niesprzyjqjqcy,
pyf]y
przecfwny

agei g

the process of getting old

aggregate

a total

agriculcural
chemicals

substances thid in agricultLre

agriculture

the science or practice of cultivating the

producing crops, etc.
I the

surna, cofoksz

tt

chemikafte
roinicze
I.

roinictwo

processing OULPLtS from

air freight

goods which are sent by plane

air pollution

th e effect cau sed by ma kig the

fh( bV.y

fr dty
powictrzo

alkali

ody
compounds, the opposite of an acid

alloy

tu re co ntai n i ng two

alternator

a device

elements or

to

pI!ty

analyst
to

to
p
to

tIb

stop

IIk and nonmetallic elements

Fb produces electric current

gI

afternator,
Prqdnicc
(gI)

c-ies
tIIi

With a protective oxide

upodyzowae

Business English Magazine

atncicuuiue

a hard. black shiny coal containing a high

(also. hard

percentage of foad carbon and a low percentage

of volatile ratter

uoa)

n-irwyi

pctci

apparatus

equipment

appliance

apiece of equipment

urzqdzcriic

arch

courted structure

lab

artificial

man-made

tn-coy

to assemble

no pot pieces together to 'coke o finished

oladyi, ainioitooair

product
assembly line

she layout where the work passes from one

worker or enoohlne to the neat

attenuation

the lost In power of a signal bercoser

transmission and reception

'intone tkirienie
(cygouk)

axis

a line, usually horizontal or vertical. used at

eroferanco ortagraph

cc (no oybnrar

axle

a theft on which a wheel rotates

cc (krik(

no bake

to heae,often at high temperatures

Pita, pcaoyc
oypafot

bandwidth

the range of frequencies, expressed it Httto

pa ma

ban-ago

a barrier across satream with a series of gates

capote an-don

barrel

a unit of measure for petroleum

liicryfkt (ropy)

batch

a quantity of Items which are wade as the same

tl me

pot-tic

bra

horizontal structural member chats ca on poses

b&ko

or male and supports the structure about it

cob ouch

to treat chemically in order to remote

Impurities and whiten the fabric

cybirlor

blowout

an urtooneroliod aotaiey in an oil at gas wel I

rooerrcronirunntd
pad

bolt

a metal pin orbar

tntulea

borehole

a hole drilled in the earth

aioaronrrtiiiuuy

bateisneak

e step in production where a number of atoges

toqobir gocdlo

come together and cause aslowdown

Business English Magazine

pndvlluruIva

brake pedal

a toot operated device which activates the

branka

a device that can be used to open on close

ecirane manually

wylq cznik

building

a baud Inig than that agrees ta perform

aykvvaara onbat

brakes to atop or boo the othaala

pvonr>navre,

contractor

construction work

capacitor

a device which can atone electrical energy

ken derisator

vunr bumper

the plastic bar attached to the front and bath

of a car

vdcnaok

a worker skilled in woodwork

600

carpenter
casing

a cover or shell that protects or encloses

auto

something
to cast (also;

to shape hoe material by pouring It Into a mould

vdlroon

to found)
catalyst

a substance ohuth speeds up a abetted reaction

uvialucotar

central

the locking or unlocking of all the doors by

cnnrnvfvynvmnk

robing

locking from one location

chimney

a vertical channel that conducts smoke and

buvee

combustion gases up from a hire or Fumace

chisel

a long-bladed tool used to out or shape mood

atorae metal. er other hard materials

chute

sobanrol or shaft underground

dhao

copy

circuit

o set of electrical parts in an appliance

ala-cd

cleansing

an agent used to clear Impurities

todeh

aeyoeaeqcy

agent
vuvvh

nnaoharosrr for connecting and disconnecting

tprcfglv

a vehicle angina from its transmission apatam

a combustible black or dark brown rook
consisting mainly of carbonized plant matter

mguel

a basic type ohm re used intelecommunications

kubnl

tvcrrabutttov

catching fire and burning

cfccltocc

component

apIece of machinery

kvacevtryconp

accac

Business togliute MOgtoisa

(chemical)

a complex chemical substance

zwi q zek

compound

(chemkzny)

structural purposes
conductor

a material th at tra nsm Its heat, e lectri city, or

conservation

protection and management of natural resources

ochrona

a co I lecti on of goods to be tp rte d

pyk

pd -uk

sound

(dk)
consignment

from one place toaeeche

contarninadon

the resultF mixing something with dirty

poisonous matter

ckceetce

conveyor

cmoving mechanical belt

padajctk

copper

p o p u lar

di u

rna de of copper, fr r I-teat

det eede any

networking
c r ane

a machinefor lifting and moving heavy objects

ct-cdt oil

untreatedcil

late

drainage undercroad or structure

patctapcccp <cccl
kc-ek

bet-b)

a rim, especially of joined ccc ct-eat

along t street
roadway

curtain wall

an exterior tall that pteetdet no

accad (adj)

having the fact of acatec

dashboard

a pat-el becththefcttetcitdctthacitg

atcit (Bt-E.

deecig

support
eckctcecty,
tygfly
-tectat

dkccctdatekac

gauges and accessories for the use of the datcet

density

the degree of compactness of a substance

gcSlcsc

deposit

eeattaaI cccattteetce aft atatefal tat I ttattl ct

aatffaett quantities for exploitation

cleat

depot

the place atIctte goods are stored

cttgacycaklad

data- ak

aft-teat efatca I erected over a bela to dali fcc- ccl

ac-etc wi er tr wicza

deviation

the difference between

the expected ccitt

cdcltyiatae

Business English Magazine

observed ccitt and

ddtattatttal

atahatata

a unit that takes the ptatataa of the rotating

dtiathaft and passes ttta the axle

r6inicmvy

dike

a tatattada structure built along the banks of

grciblo, al

data

a measuremen,tgItagth.tad ch. height

awta

data ba-alt

a appa of brake that has two basic ataaapaaatta

a flat disc that turns with the ahati and a caliper

hatit

tat)'

that it ttaa:aaaap
disposable

dataabtg aaatathtag that can be tha-taaaa away

dajtdttaataagt

drainage

the ttaaaa-k of pipes through aahb rainwater

runs off

odwodniepie

dredger

a aaaaalaat or ship used to ttlat tatty sand and

ptglbtakt

dailba

a tool used taaathaa cut rock

data ba-ada

a type afbrake

UiYciv

(adj)

tad from the bottom of a river or a haabaaa

using

atafa.atdtt

d'aaaa-abapad metal

hcmulec bybatay

cylinder aaftth it attached at the 'ta-fatal and

rotates with t
dump ta ak

a tahaala that tat-tat and that daatpa rock or ta-a

wyw rotka

datbiap

the ability aft ptdaaa at last a Itaag tat-ta

ayatapt,afaa

at dye

at treat ahatattaip it at-dat- at

charge

fabric's

baa,

colour
electronic

2L set of tlaata'atit parts

it at appliance

abat'ad &aktaptay

circuit
element

a substance that cannot be separated into

paataaataa-k

simpler substances by chemical means

atatata

the aa-taitp of building a tat-at-ta

wzniesienje

(bdadi)
aaaattaaaaaaaaaaktatappaaitaaaaaalaalaalaaat evaluate

ta calculate the value of taaaatthtg

at evaporate

ta turn from liquid into vapor

pat-ad

excavator

a machine used ta dig out and take away earth

kayak

aaaaa,tylaad

Business Eagliah Magazine

exemption

th

ut pipe

the state of being free from something often an

zwoimenje (o

obligation to pay for something

otagim)

a pipe through oho ioo-ood gases travel from

rura oydrohtoo

the engine to the tttffltt

to top oo

to turn a natural resource Into oneconomic.

nbtpltttt000

saleable resource
exterior tttii

an outer wail

toworeotfrtatto

to contact

to take out. uauaiiy something useful by mining

oydoity

ftb r o

a cloth produced espec ally by knitting or

weaving

tktttott

fertilizer

a substance which makes soil more fertile

ououa

fibre

a threadlike structure

oitkoo

fibre optic

a high-bandwidth transmission Mm that uses

nmatitodd

cable

light to carry digital Information

fb og ott

amioture of glass fibres and resin that produces

aoory Ightsnd strong material

ttkkot aim/ow

footomo

machines or equipment which are attached to

the lard or factory ho ding

instalacje,

famemtuotbtoot (ad)

describes osubstance that can redone or delay

burr ng

og00000

faooanoabie(od)

describing amatorai that burns easily

latwopalrly

footbridge

a bridge for pedesnrono

kiodko diot

foreign matter

something that should not be somewhere

wait oboe

ttyptcoinoie

p:tutytoi

to forge

to shape metals bp heating and then hammering

kw-toyk ow

forklift truck

a machine took ich pioka up and notes goods

moanh wdiooy

fossil fool

aomboeukie material which comes from octets

poitot koptior

liongtreotumt
frequency

the number of times on steno happens

friction

the rubbing together of surfaces, often touting

outttotiuo'odo
tarcie

pain or injury
Iel

material that is burned to produce energy

Business English Magazine

polo-to opal

strong-smelling air given off by smoke

tn-nc

aced anneenera in which material can be

tpeliey
pcc

betted to very high temperatures and burned

se

a piece of wire used In an electric system which

breaks If too tnnaah tisoolod power pastas

bnepn teak

tbraaglt
a volatile, fcnnnneblo liquid neaenarn of
hydrocarbons, obtained from petroleum

geanlec (OnE.
pea -el)
gauge

41doeconettcrnontfen moasaong

taneyre

oaktsek.pnay
neqdele pennant

girder

a large beam

laogen mike

goggles

large glasses which workers cease no protect

ebtaicry nrhnetnn

their eyes
to grind

to polish or sharpen by nabbing eta rough sabto

bandit

the pat by thick a thing is held

cqceke. ttcloyt

hard hat

a hat which workers mean to protect these head

back

bentcrtel (cdi)

flat on level

idle ad)

not work angeapacialyfort piece ofeqaiprnane

cc ieee

(from falling objects)

pameop
eleaay)bng).
bescaynny
Inolererseloe

pretest of burning o material to dispose of to

epalste

inductor (alto-

a passive electronic component ohaeaaaras

enake

teal)

energy in the form of

to inject

to put irt liquid

c -atrsykcqdi
ctnyenqc

mitt

apiece of entry

alor(np
pottetnea)

insulator

atetetaaaal cehok dots one al low heat or

aeltaen

magnetic fled

electricity to pass through

interference

undesirable signals teased by two or more

signals combining together

jack

a dnesco for IftOl heavy objects

zakldcenra

padceeek. leaner

ally

a material that is beoaeoet liquid and amid

gtlerctc

Otsaleeto English Magazine

junction
(electrical)

a connection point where several cables are

rozdzitlacz
k

b
kb (A,E
curb)

a line of raised stones between the pt

andthe road

Id

a heavy, shiny
han e that

kry

kik

diwigna

to

a mechanism
lighting

the electrical system that lights

building

load-bearing

the ability to support the

(di)

cion

lock

the section of a canal where the water level

gbt of a construc-

ifuza

changes to raise boats from one level to the next

log

a thick piece of wood which has

to loosen

to make something I

lorry (AE

ptig goods by road

large vehicle

iI'hith re d u c es fri ctio n an d

makes solid surfaces move more easily together
mains
I!dW

bkth. polono

smor

the general-purpose
power supply

maintenance

activities carried out to ensure that the t --

manhole

a hole hgh which a man may go down

Wfaz

mason

a craft worker who works with brick, scone, etc.

murcrz

mill

a factory for certain kinds of manufacture, such

zaklad (pnpi er-

ture or a machine is kept in good working order

marble

of the
mould (AE:
Id)

mczy sby)

textiles

as

-ch

a hollow

into which very ht metal or

plastic is poured to f

desired shape
10 Business English Magazine

s product is the

forme

hIea(AatE a device for deadening aaaad

thaaak

nail

a small metal spike with a broadened flat head

ga add

attatag
(ala aaaaless)

resistant to staining,
affata of chemicals

aeadataaay

nozzle

taaag and the corrosive

a cylindrical or ataad spout at the tad of a pipe,

(faa

haag or tube
nut

a small flat piece af metal, typically square or

aaktgtha

hexagonal. with a halt for aaaeaiag atta a bait

ore

the aaaaally occurring material from which

rudo (aft that)

a mineral af economic value can be extracted

at
to

ad

a pipe a hole through which water agas may escape

ay(tiaaaaafd tdpaa

the result of taaa much altaakiga passing

pataaagafa

tbaagb the system

aada

a aattpaad of aaygtta and another tltaatett

beak

panel board

alaaa- atl paataa- distribution daaiat at

iabliaa aaadai&aaa

(also: dattabaaaabtaad)

taaataaaaal and industrial applications which

paidaaaaaaat-al

pavement

aspecial area tabtat ptdaaaaitat can talk

ahadatk

pta-ada

a daaaaaaat aaliah allows aaaaabady to do

tatatilatag

licencja

pataalaaa

mineral oil found underthe earth or seabed Math

aapaaaftaaae

plug

a device for aaakaaag an electrical aataatataaa

plurnber

a craft aaaaalaaa skilled in the installation, repair

it used to paadtat petrol and other ahaaaaiaait

aa-Ta-elat

baaaaaaaa aaaappliance and a paaata apply

pd

and maintenance af pipes and water supply

poison

a tiabttaaaa ahab is harmful if eater or daaaaak

truci7na

to palala

at aaaaaath the ta-hat aft fabric

palaaaaaaaa

o pollute

to cause environmental damage

paaaabla(adp(

describing something that can bt easily carried

ftateaaiay

post

a tttaag piece of aaaad, ata 1, tat set apagba at

ship, yal 3hipek

a aa-ippaat
Batittat English Magazine

11

pothole

a hale Inthe surface

of

eaed caused by traffic

or bad weather
a steering system it ahab a hydraulic putap

I.

dotea (ojeodai),
cyboj

helps the driver to cute the steering wheel

acpoaaaguaio
kotoocy

a place where electricity is produced

elektcocio

describing action aakeatostop Iota

preservative

asubstance, usually a chemical. that helps to

proccuto

the exertion afloat upon a eat-loot by at

object, food eta.

quantity

an cocoa or specified amount

quarry

an cpae or surface mineral working. usually to

extract building secea

pabega000y

kcaaoreooat

keep something fresh fare longer time

radiator

equipment which keeps the eaglet cool

rsoeaiglea (ad)

dssosobitg the ab i I fly to keep asia out

tote used It the conversion process from input

to output
the abbey of a radio craeleusor to turn

odbo Or

electrical crates into sccotd and pictures

cooling the food to preserve it

chtodooaeo

a coeceeborcetot of steel and carat-ate

betut aleaqoety

a sticky flammable organic substance produced

by scarce coca and plants

oycoaee

an electrical ccmpcaeeta that limits or regulates the clack

flow of electrical uaeeeet in an electronic circuit

12

c structure that contains all the necessary

placftca

eqotpreoet for drilling

wfertniczc

Business English Magazine

to rinse

ponotyooal
alotytot

no wash In clean mater

toad roller

e machine with heavy wide smooth rollers

strop

a product which cannot be used, usually because

walec dnagaoty

In road nokltrg
odpad, abc

it has a defect
screw

a short, slender,sharp-pointed metal pot

okro

screwdriver

a tool with a flattenedcross-sh aped, or star

dnabokrct

shaped tip
to soul

to fasten or close sightly so chat air or mater

aoaotioie zam-

cannot get in
tool-

aspet:ol type of material with more toeletsece

conductor

than aconductor

sewer

an underground structure to carry off taste and

tittlo

a long cylindrical rotating rod: along, narroo,

p04tnoetoodnik

karol

surface water
antI ttyb

typically vertical hole that gloss access to a mine

pfytk:

shallot

not going tar dotart

shoot

a out piece of paper

nrkuont

shelter

aplace which provides protection against the

aukoat

elements
short on-ou:tusituation onhono the electrical tutnact takes at

toanolo

easier path than the one Intended

shovel

a long-handled tool with a brood blade used to

t:i:000

very common substance widely used to make

lafaton, unoflo

lift and throw material

knooart

semiconductor material
socket

at electrical deunao receiving a plug to make

gonaehka

a connection
eah shoulder

theedge oft nnotonony on ether toad there

pataoanytny (top.

(alto:

tort cars top in an emergency

autaatradyj

roadside)
soludon

in the form oft iIffu:d

rozlvvbr

Business English Muguelno

13

solvent

a chemical substance that dissolves other

ptIib

substances
span

the stretch bttttttt two supports on a bridge

przqsio

spanner (Atttt.

a tool used for gripping and turning tttt bolts,

klutz

t -tt- th)

pipes, etc.

spill
t
ty tg)

the act of tlIttttg a Ikyttid to pour or ftII out

tytk

the ability oft material not to bend ttttt tttIy

ttlytttdd

string

a long thin piece of material

sinarek

strip mine

a mine whe re coal is tbtttttd by open-pit mining

ktptfttt

surface

the outside layer

fsomething

powierzchnra

switch

a device for t,kttg and bttk!ttg the connection

przOqczPik,

in an electric circuit

tqtttth

a large pttttl or assembly of pttttb containing

tobfire rozdzi elcza

ft t.tt

tdkkttt

switchboard

switches

tt leather

to tan

t convert animal skin

tar

t dark, thick. flammable qtd distilled from

wood or coal

ttttlt

tftt and tttytII stone t used tt

make the surface tiroads

,tfbb

to righTen
A E
flashlight)
transformer

gbtttt

make or btttt tight or tighter

btttty-tptttttd portable light

tpiece of &&ttktI equipment ttconvert

ftwtkt

trans formotor

electric power from one ttktgtttanother

transmission

the ttt&httttttt by which power istattt,itttd

from an engine to the ttbtb of vehicle

tttpttttt

dttttibtt a ttt ri ti that A I ows light to pa ss

tltttttth

td1)

yttkttdttt,
tktytit btgtttt

Prze zr oczysty

MISS

a ptthbtttttd ftttttt'ttk of girders

tktttttttt

upholstery

the cloth covering on padded fttttttt such as

topicerka

14

Business English Magazine

a device for halting controlling the

va.W

ui
a channel in a mine
yjy
e roun
r os on
viaduct(also: a structure which carries a road or rai lwa y
Wrad u kt
overpass) across water
esi sBB. to flow
!bk
vo ati
y
v ae
s
washer
a ring o as ch is w
pdkbdk
surface s tB ma ke B better jb
ermanen
waste
waste ustrwanle
os
BdpBd
waterworks n wo
i
er
kic d
wi in u i
wcrdaciqgowy
ea er roo
oo
dco dporn y.
i
e
arn no
worunki
weaving
ac or here fBb!ric is made
k&ia
well
B d ee p
e in ground
std?, s ,
Odwiert
to wind
to turn around so as to form a roll
nakr~coe, nowijad
win m so
r e er at
win
driv en by the wind to ro uce
c i
wire(also: a
ta l
uctin ec a kb
cor
current
liq d

ventilation
a

that dB

und r-g

sh ft

-t!I (BdJ)

in an up ight p

iti

easi ly evapo rated at n a rma I tern pera ru res.

fidb r

le

olt g

f pl

tic whi

pt bet een

the pBBs of p

disp

tly removing the

al

et
th

10tr

electrical force measured in volt

th

of bu i Idg!, p pes and wat

Bp bl c

ppIi es

dbiBg the Bb 11 i rytBtyiBg

wD
Odp

cond tion in spiteof bad weath r

(Bdj)

za

B1fy

II

af t

yw

by weaving

hol

d ill (al

zyb

a device consisting of a la ge prop ll

d Bb!BB)

thin piece of me

for cond

th

ele tric ty
g el

tric l

d)

n s

Business E gli h Magazine

15

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