Skill: DESCRIBING TRENDS in graphs, pie charts, bar charts BUSINESS CYCLE MacKenzie: unit 25, p.145 & pp 185-187

VERBS or NOUNS to describe trends or movements Going up or down a little - to rise (v.) a rise (n.) - to fall (v.) a fall (n.) Going up or down a lot to surge (v.) a surge (n.)–to plunge(v.) a plunge (n.) No change to level off (v.) stabilisation (n.) Change in direction to peak (v.) a peak (n.) to bottom out (v.) a trough (n) Further study: vocabulary provided in MacKenzie, pp 185-6

MARK 1 “go up”, 2 ”go down”, 3 “go up a lot” or 4 “ go down a lot” As part of an overall boom, spending on advertising rocketed in the late 1990s and, in 2000, it soared by more than 8% in America, which represents about half the world market. But then the following year it plunged by 8%. Now the industry is feeling positive again and advertising is expected to escalate by nearly 5% this year. But how is the money being spent? Thanks to the Internet, there was a jump in website advertising of nearly 40%. But is traditional TV advertising shrinking? America’s big TV networks used to reach 90% of households but then this figure plummeted to as low as 33%. Consequently, TV advertising by some multinationals also slumped.

MARK 1 “go up”, 2 ”go down”, 3 “go up a lot” or 4 “ go down a lot” As part of an overall boom, spending on advertising rocketed3 in the late 1990s and, in 2000, it soared3 by more than 8% in America, which represents about half the world market. But then the following year it plunged4 by 8%. Now the industry is feeling positive again and advertising is expected to escalate1 by nearly 5% this year. But how is the money being spent? Thanks to the Internet, there was a jump3 in website advertising of nearly 40%. But is traditional TV advertising shrinking2? America’s big TV networks used to reach 90% of households but then this figure plummeted4 to as low as 33%. Consequently, TV advertising by some multinationals also slumped4.

ADJECTIVES or ADVERBS used in describing trends or movements DEGREE OF CHANGE The oil prices rose sharply. SPEED OF CHANGE In November the oil prices started falling abruptly. A D J E C T I V ES+NOUNS DEGREE OF CHANGE There was a sharp increase in the price of gold. SPEED OF CHANGE The stock markets saw an abrupt decrease in the ratings.

Trends: by Verbs+Adverbs & Nouns&Adjectives Since 1998, the use of broadcast TV has fallen sharply, going down from 950 to under 600 hours in just seven years. This figure levelled off slightly in 2002 with a slight decline of just 30 hours compared to a sharp fall of 70 hours the following year and reaching an all-time low of under 600 hours per year by 2004. At the beginning of 2005, the use of broadcast TV has abruptly risen, only to be followed by a gradual drop in the second quarter.

Verbs+Adverbs & Nouns+Adjectives Degree & speed of change Since 1998, the use of broadcast TV has fallen sharply, going down from 950 to under 600 hours in just seven years. This figure levelled off slightly in 2002 with a slight decline of just 30 hours compared to a sharp fall of 70 hours the following year and reaching an all-time low of under 600 hours per year by 2004. At the beginning of 2005, the use of broadcast TV has abruptly risen, only to be followed by a gradual drop in the second quarter. Sometimes it is necessary to describe the degree or speed of change: use adverbs and adjectives. Identify adjectives, adverbs Identify degree and change.

TO GO UP OR DOWN A LITTLE Verbs adverbs Nouns (a/an) adjectives to increase to grow to rise to improve to go up dramatically considerably sharply significantly substantially moderately slightly an increase a growth a rise an improvement an upturn dramatic considerable sharp significant substantial moderate slight to decrease to fall to drop to decline to go down abruptly, suddenly, rapidly, quickly, steadily, slowly gradually… a decrease a fall a drop a decline a downturn abupt, sudden rapid, quick, steady, slow, gradual grow, rise, increase – not followed by “up” fall, drop, decrease – not followed by “down”

Describing movements and prepositions to rise ______ 2 h ___ 5 h to increase _____ 35 % a decrease ____ 10 % an increase ____ 15% to decrease ____ 46% to fall _____ 20 % ____ 13 % to fall ____ $3 h ___ $2 h

Describing movements and prepositions to rise from 2 h to 5 h to increase by 35 % a decrease of 10 % an increase of 15% to decrease by 46% to fall from 20 % to 13 % to fall from $3 h to $2 h

Homework: Do exercise 7, p 187

Additional info on trends at: http://efbusinesseconomics.blogspot.com/2008/10/how-to-lie-with-statistics-or-at-least.html