Skill: DESCRIBING TRENDS in graphs, pie charts, bar charts

BUSINESS CYCLEMacKenzie: 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 lotto 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 morethan 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 ajump 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 advertisingby 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

A D + V E R B S• DEGREE OF CHANGEThe oil prices rose

sharply.

SPEED OF CHANGEIn November the oilprices started fallingabruptly.

A D J E C T I V ES+NOUNS• DEGREE OF CHANGEThere was a sharpincrease in the price ofgold.

• SPEED OF CHANGEThe stock markets saw

an abrupt decrease in the ratings.

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.

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+AdjectivesDegree & speed of change

Verbs adverbs Nouns (a/an) adjectivesto increaseto growto riseto improveto go up

dramaticallyconsiderablysharplysignificantlysubstantially moderatelyslightly

an increasea growtha risean improvementan upturn

dramaticconsiderablesharp significantsubstantial moderateslight

to decreaseto fallto dropto declineto go down

abruptly,suddenly,rapidly, quickly,steadily, slowlygradually…

a decreasea falla dropa declinea downturn

abupt,suddenrapid, quick,steady,slow,gradual

TO GO UP OR DOWN A LITTLE

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