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

5. 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

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.

7. 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.

8. 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.

9. 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 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.

10. 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 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.

11. 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”

12. 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

13. 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

14. Homework:
Do exercise 7, p 187

15. Additional info on trends at: