Trends & Graphs. Describing trends = describing change. Graph language is good for this. 1 : Basic language of graphs.

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1 Trends & Graphs Describing trends = describing change. Graph language is good for this. 1 : Basic language of graphs The y axis/ The vertical axis The title 1990 Profits A line A curve The x- axis/ The horizontal axis This is Here we have a graph of 1990's profits Here we can see This graph shows the profits for (Listen 3a, 5a, 6a, 7a, 8a:

2 2: Labelling language Sales 12M- plus +ve From _ 12M to _ 5M 5M - (by 7M) minus Jan Feb March April May June July Aug Sept. Oct. Nov. Dec. - ve Between and e.g: Sales decreased between March and October from 12M to 5M. Or: Between March and October Sales decreased from 12M to 5M. 3. The Language of Trends: Verbs (see appendix) a) up verbs To increase /go up / rise / grow

3 b) down verbs To decrease / fall / go down / decline/ drop c) top and bottom verbs to peak / reach a peak / reach a high point To reach a low point/ To bottom out d) No change verbs to stabilize / to level off A stable period to remain stable

4 e) Other verbs to plummet to fluctuate to rocket to recover 3a. Sales. 10M M M - 1. Jan March July August October 1. Sales increased from 5M to 8M between January and Marchar (Note: Past tense) 2. In March sales stabilised. 3. Sales remained stable at 8M between March and July. (Note: prepositions at, 4. Between July and August sales rose by 2M. by, from, to, between) 5. Sales reached a peak at 10M in August. 6. Sales fell by 5M between August and October.

5 4a) The how of change Significant(ly) Steady (ily) Sharp(ly) Slight(ly) The 4 S adverbs: Sharply = quickly Significantly = a lot Steadily = constantly Slightly = a little e.g. Sales increased sharply by 3M (from 5m to 8m) 4b. Verbs can be nouns Verb Noun To increase an increase To grow a growth grow growth To rise a rise To go up X To decrease a decrease go up/go down no noun To fall a fall To decline a decline To go down X

6 5. Structural change! 4a: Sales increased sharply by 3M by of 4b: There was a sharp increase in sales of 3M i.e There are 2 structures to describe the trends 5a. 10M M M - 1. Jan March July August October 1. Between Jan and March there was a steady rise in sales from 5M to 8M. 2 & 3. Sales levelled off and remained stable between March and July. 4. There was a sharp growth in sales between July and August. 5.& 6. Sales reached a peak in Aug at 10M, and then dropped significantly.

7 6. 'Linking language' Linking gives 'fluidity'. 'Firstly', 'secondly', thirdly'...etc 'and then...' 'after/before...ing' 'again' 'we can see that...' 6a. Sales 10M M M - 1. Jan March July August October 'Firstly, we can see that there was a steady growth in sales between January and March before levelling off at 8M. Secondly, sales remained stable at 8M until July, before increasing again. Thirdly, this rise in sales reached a high point in August at $10M. And finally, after reaching this peak, sales then dropped sharply, between August and December, from 10M to 5M.

8 7. The Why of change: Cause and Effect 1. An EFFECT occurred (sales rose) because of a CAUSE 2. The CAUSE brought about an EFFECT (a rise in sales) Cause/Effect Structures in detail 1a. Sales rose because of the advertising campaign EFFECT CAUSE 1b. There was a rise in sales because of the advertising campaign 'because of ' = owing to, due to, is attributable to, ***************************************** 2. The advertising campaign brought about a rise in sales. CAUSE EFFECT 'brought about' = resulted in, gave rise to, led to

9 7a. Sales of swimming costumes 10M - 5. peak of summer season 4. 8M end of campaign summer season end of summer season 1. begins advertising campaign 5M advertising campaign NOW NEXT YEAR Jan March July August October 'Firstly, we can see that there was a steady growth in sales, brought about by the advertising campaign, between January and March, before levelling off, due to the campaign ending, in March, at 8M. Secondly, sales remained stable at 8M between March and July before increasing again. This growth in sales is attributable to the beginning of the summer season. In other words, the summer season gave rise to a significant increase in sales. Thirdly, the rise in sales reached a high point in August at $10M, owing to the summer season reaching its peak. And finally, after reaching this peak, sales then dropped sharply, between August and December, from 10M to 5M. This sharp fall can be traced back to the summer season coming to an end. At present, as we can see, sales are remaining stable at about 6M. But a new advertising campaign is planned to begin next January which will result in another steady rise in sales.

10 8. USEFUL EXPRESSIONS IN PRESENTING! 1. Anecdote/Joke/Amazing Fact/ Rhetorical Question. Any of these strateges can be used to get attention of audience. Examples: Amazing fact: Did you know that...? Rhetorical Question. How did we do it? Where do we go from here. Where did we go wrong? 2. Statement of purpose. This morning I'm going to be: talking to you about telling you about So, I'll begin by: And then I'll go on to: bringing you up to date on... filling you in on... giving you an overview of... discussing... making a few observations about Presentation Firstly, secondly...finally I'd like to start off by : pointing out that.. outlining... Now, let's: turn our attention to... focus our attention on... move on to Conclusion & Recommendations Now, to sum up... The message I'm trying to get across is... I'd like to put forward a few proposals Questions & Answers Any questions? So, what do you think?

11 8a. Sales of swimming costumes 10M - 5. peak of summer season 4. 8M end of campaign summer season end of summer season 1. begins advertising campaign 5M advertising campaign NOW NEXT YEAR Jan March July August October OK. Let's get started. Good morning everyone. Thanks for coming. I'm (name) and this morning I'm going to be talking to you about the sales figures of our swimming costume line for last year. Did you know that last year we sold enough swimming costumes to make a pile as high as the Eiffel Tower. Wow! So, how did we do this? Well, we did this by strategic marketing and hard work. Well done everyone. So - I'd like to begin this presentation by giving you an overview of last year s efforts and filling you in on their results. Then I'll go on to bringing you up to date on the present situation and outlining plans for the new year. Finally, I'll be making a few general observations about the company s position on the market and how we plan to increase our market share. I'd like to start off by pointing out that the swimming costume market is seasonal and thus reflects seasonal trends. So let's turn our attention to January of last year: 'Firstly, we can see that there was a steady growth in sales, brought about by the advertising campaign, between January and March, before levelling off, due to the campaign ending, in March, at 8M. Secondly, sales remained stable at 8M between March and July before increasing again. This growth in sales is attributable to the beginning of the summer season. In other words, the summer season gave rise to a significant increase in sales. Now let's move on to the next period. The rise in sales reached a high point in August at $10M, owing to the summer season reaching its peak. And finally, after reaching this peak, sales then dropped sharply, between August and December, from 10M to 5M. This sharp fall can be traced back to the summer season coming to an end.

12 At present, as we can see, sales are remaining stable at about 6M. But a new advertising campaign is planned to begin next January which will result in another steady rise in sales. Now, to sum up, the message I'm trying to get across is the seasonal nature of this market. Sale are at a high in summer and at a low in winter. So, where do we go from here? Well, I'd like to put forward the proposal that we examine entering international markets. In this way we can avoid the cyclical downward trends and maintain our sales volumes at a high level. So, what do you think? Any questions?

13 Appendix up verbs go up, increase, rise, grow, soar, improve, jump, climb, take off, shoot up, double, triple, recover, hit a high, bounce back, pick up, stage a recovery up nouns an increase a rise a fall a growth an upward trend an improvement down verbs go down, fall, decrease, drop, plummet, slump, decline, slip, slide, lose ground, down nouns a fall, a decrease, a decline, a drop, a downward trend no change verbs stabilise, remain stable, level off, flatten out, hold steady, ************************ adverbs: & adjectives sharply, signicantly, steadily, slightly, dramatically, moderately, substantially Adverbs: ' -ly' Adjectives: no '-ly'