Студопедия

Главная страница Случайная страница

КАТЕГОРИИ:

АвтомобилиАстрономияБиологияГеографияДом и садДругие языкиДругоеИнформатикаИсторияКультураЛитератураЛогикаМатематикаМедицинаМеталлургияМеханикаОбразованиеОхрана трудаПедагогикаПолитикаПравоПсихологияРелигияРиторикаСоциологияСпортСтроительствоТехнологияТуризмФизикаФилософияФинансыХимияЧерчениеЭкологияЭкономикаЭлектроника






II. This article describes recent trends in tourism. Read the article translate phrases and sentences in bold and answer the questions, and sum up the message .






They Came, They Saw, They Ate Pizza The colonists are being colonized. Deyan Sudjic on how Europe is being turned into one big theme park TOURISM USED to be something that well­-heeled northern Europeans and North Americans did to other people. They put on brightly coloured clothes and wandered around the world as if it were a zoo, chartering away in front of the natives and scattering the local currency that they did not need to bother to understand because they could buy so much with their dollars and pounds, confident that they were watching a spectacle mounted entirely for their benefit. Then their less affluent compatriots joined in, turning much of the coastline of Spain, Greece and Turkey into a convincing replica of the high-rise estates they had left behind. Tourism is still regarded as a uniquely Western form of cultural imperialism, and therefore to be discouraged. However its next cultural clash isn't going to be on the beaches of Asia or the COSTAS, it's going to be back in northern Europe, where it all sprang from in the first place. Last year Britain had 21 million overseas visitors, up from 16 million just five years ago. The Government's latest figures on tourism, released this week, predict another rise of 10 per cent. The number of visitors are not going to stop growing. It used to be America that provided Britain with its largest contingent of free­-spending overseas visitors. But the biggest jump in high-spending new visitors is from Taiwan, Malaysia, Korea and Japan. With Heathrow full of jumbos from Korea, and even the most out-of-the-way country tea room eager to accept Japanese credit cards. Britain is having to get used to looking at mass tourism from the other end of the telescope. It’s a development that will have far-­reaching consequences for the whole of Europe. Seen from the outside, particularly from the now dominant economies of the Pacific Rim, Europe is a puzzling place, full of incomprehensible little countries, each with their own language. Its industries, from shipbuilding to computers are dying, one by one. Europe's future role is as a theme park the size of an entire continent, attracting millions of newly affluent visitors from the rest of the world to stare at the ancient remains of its city centres from Paris and London to Copenhagen and Amsterdam. Even before the arrival of the mass­-market Asian tourist, the impact of tourism on Britain has already been dramatic. Look at Windsor, where what was once a thriving country town has seen every shop on its high street turn into a fast-food outlet catering for the castle visitors. The transformation of Britain by tourism is still only just beginning. Just as the first British holidaymakers who ventured to Spain in the 1950s needed constant reassurance to persuade them that abroad wasn't absolutely terrifying, with supplies of tea bags, beer and chips, so Asian visitors to Britain still come in tightly organised tour groups, rushing around in packs, following a guide from one familiar landmark to another. The best organised are the Japanese, who publish handy guides to reassure their citizens that British taxi drivers will not be offended by a tip. The Japanese have even established a parallel universe in London, clustered around Regent Street, where you will find nor just the offices of Japanese airlines, but also branches of Tokyo department stores set up especially to cater for the overseas Japanese market. Delivered by bus, the Japanese can pay in yen, and have no need to attempt to speak a word of English or to worry about making fools of themselves in front of foreigners. (Adapted from The Guardian) List the words and expressions from the article that can be grouped around the words Money and Wealth

1)Where does the headline come from? What does it remind you of?

2)How does it reveal/express/expose the message of the story?

3)What did early tourism used to be? What was it like? What did well-heeled Europeans and North Americans do when they went to other countries?

4)What turned the coastline of Greece, Spain and Turkey into a convincing replica of the high-rise estates of Britain and North America?

5)What is tourism still regarded as and what should be a reasonable attitude to it?

6)Where’s going to be tourism’s next cultural clash?

7)What statistic proves that the colonists are being colonized?

8)Where from used the largest contingent of free-spending visitors in Europe to be?

9)How has this changed by now?

10)What does it make Britain do?

11)As what is Europe seen by the outsiders?

12)What’s Europe’s future role and why?

13)Had there been any signs of colonization before the mass-market Asian tourist arrived?

14)How did the first British holidaymakers feel when they ventured to Spain in 1950s?

15)What’s characteristic of Asian visitors to Britain?

16)Who are the best organized visitors?

17)What did mass tourism bring with itself into London?

III. READ AND TRANSLATE Tourism: Rebranding Australia: How should Australia sell itself? (The Economist, May 2008) STREWTH! It is almost 25 years since Paul Hogan, an Australian comedian, tried to lure tourists down under with his promise to throw " another shrimp on the barbie". A blend of beaches, bikini-clad women and bawdy humour made the " Come and Say G'Day" campaign a sizzling success. In just three months Australia leapt into America's top ten " most desired" holiday destination list, having previously failed to make the top 50. The number of visitors, doubled in four years. Ever since, Tourism Australia, the gov­ernment outfit charged with pulling in tourists, has faced the irksome task of es­caping from Mr Hogan's larger-than-life shadow. Its most recent campaign launched two years ago, also combined cheeky humour with curvaceous bodies ­the ad concludes with Lara Bingle, an Aus­tralian model, asking prospective tourists: " So Where the Bloody Hell Are You? " This was judged too foul-mouthed for Britain where the advertisement was initially banned. Meanwhile, the Japanese version. " So Why Aren't You Coming? " sounded lacklustre and became a self-fulfilling prophecy. Last year the number of Japa­nese visitors fell by 12%. Even though the most recent figures show that tourists poured $71 billion into the economy in 2007, the most since 1999, growth has been sluggish ­from 4.9m visitors in 2000 to 5.6m last year. Australia remains popular with busi­ness travellers and backpackers, but the bottom has fallen out of the " mums ant dads" market, the people who had been drawn in by Mr Hogan's larrikin charm. Privately, the new government under Kevin Rudd, who became prime minister in November, would probably utter a few expletives of its own to describe the " So Where the Bloody Hell Are You? " cam­paign. Publicly, it has ordered a rethink. The tourism minister, Martin Ferguson, says he wants to promote Australia as a " mature, inviting country", seemingly in a bid to escape the stereotypes and cliches. Tourism Australia is now in the final stages of awarding one of the most lucra­tive accounts in Antipodean advertising; the three-year contract for its new global marketing campaign. The winner is due to be announced in June. " The Hogan ad was brilliant, " says Geoff Buckley, the manag­ing director of Tourism Australia. " But it was never taken globally. Nowadays we need a unique and motivating message that resonates in 23 different markets. " For all Australia's photogenic beauty and charm, this is a tall order. The coun­try's remoteness means that it is beyond the reach of most low-cost airlines, which have fuelled tourism in Europe and Asia. The strength of the Australian dollar has made it more expensive for visitors. In the longer term, tourism chiefs are worried about climate change. Global warming not only threatens some of its most spec­tacular tourist destinations, such as the Great Barrier Reef, but may make long­-haul travel environmentally incorrect. Christopher Brown of TTF Australia, an industry lobby group, wants the govern­ment to form a brand council, bringing to­gether representatives not just from the tra­vel world, but from the wine, food, film and fashion industries too. " We need some heavy-lifting from other sectors to add depth and richness to the Australian story." he says. " No country can afford to sell itself with a 30-second tourism ad." Inspiration might come from across the Tasman Sea, where the " 100% Pure New Zealand" campaign has successfully tar­geted adventure-seeking tourists. Its dreamy advertisements combine the " Lord of the Rings" landscape, Maori cul­ture and rugby in a way that is stirring rather than stereotypical. But sophistica­tion is no guarantee of success. A cam­paign along these lines launched in 2004, with the slogan " See Australia in a different light", failed to have much effect. It will be hard for any new campaign to match Mr Hogan and his well aimed crustacean.•

 

barbie - (pl. -bies) informal, chiefly a barbecue

shrimp [ ʃ rɪ mp] 1. 1) а) креветка

bawdy humour - вульгарный, непристойный

sizzling –ошеломляющий

outfit - организация; предприятие; учреждение; фирма He's carrying this entire outfit on his shoulders. — Он тащит всю эту организацию на своих плечах. - publishing outfit

larger-than-life 1) невероятный, неправдоподобный, нереальный, сказочный Syn: incredible, unbelievable 2) необычный, неординарный; впечатляющий Syn: extraordinary, impressive, imposing

irksome task — скучное задание, скучная работа

curvaceous [kɜ ː 'veɪ ʃ ə s]; соблазнительный, пышный (о женской фигуре)

bottom-) последнее место (в списке или классе) to be at the bottom of the class — занимать последнее место по успеваемо

larrikin ['læ rɪ kɪ n] 1.; (молодой) хулиган Syn: hoodlum, hooligan 2.; буйный, хулиганствующий Syn: impetuous, violent; a boisterous, often badly behaved young man ■ a person with apparent disregard for convention; a maverick [as adj.] the larrikin trade union leader

fall out - выбывать; выходить из строя

expletive [ɪ k'spli: tɪ v ], [ek-] 1. 1) а) служащий единственно для заполнения пространства, пустот или для компенсации необходимого количества, числа (чего-л.); вставной б) многословный expletive epithets — многословные, перегруженные эпитеты Syn: redundant, wordy 2) вставной, эксплетивный 2. 1) а) постоянно повторяемое слово, выражение; слово-паразит б) повторяемое бранное восклицание, ругательство " Confound him! " or some stronger expletive exploded from the earl's lips. 2) человек или предмет, нужный для заполнения пустого места He is a sort of expletive at the table, serving to stop gaps.

участвовать в тендере (на) — bid / tender (for); put in a bid / tender (for)

antipodean [æ nˌ tɪ pə 'diː ə n] 1) антиподный, находящийся на диаметрально противоположной стороне Земли 2) (Antipodean); австралийский; новозеландский 3) вверх тормашками 4) диаметрально противоположный We were antipodean in all our tastes.

tall order That's a pretty tall order — Вы много от нас хотите That's a tall order to fill — Это будет нелегко сделать

heavy lifting - тяжёлый труд; трудная задача; ответственная работа heavy; ’figurative” hard or difficult work the heavy lifting in this business is in designing external distribution systems

crustacean [krʌ s'teɪ ʃ (ə)n]; ракообразное


Поделиться с друзьями:

mylektsii.su - Мои Лекции - 2015-2024 год. (0.01 сек.)Все материалы представленные на сайте исключительно с целью ознакомления читателями и не преследуют коммерческих целей или нарушение авторских прав Пожаловаться на материал