Английский язык: Контрольная работа для студентов 1 курса факультета журналистики

М и ни сте р ство ср е д не г о и о бщ е г о о бр азо вани я Ро сси йско й Ф е д е р ац и и

Ф а куль т ет ро м а но ге рм а нско й ф ило ло гии

К а ф едр а а н гли й с ко го язы ка гум а н и т а р н ы х ф а культ е т о в

К о нтр о л ьная р аб о та п о англ ийско м у я з ыку Д л я студ е нто в I кур са ф а кул ьте та ж ур на л истики (за о чно е о тд е л е ние )

С о ста в ите л и: Е .Н . Ш ам ае ва Т .Н . С те пкина

В о р о не ж 2002

К о нтр о льные р або ты со ставлены в со о тве тстви и с тр е бо вани ями , пр е д ъявляе мыми к ур о вню по д г о то вки выпускни ко в не языко вых факульте то в вузо в. П о заве р ше ни и кур са о буче ни я студ е нты д о лж ны уме ть: - чи татьсо сло вар е м те ксты (стр ано ве д че ско г о , о бщ е научно г о со д е р ж ани я, а такж е те мати че ски связанные с пр о фе сси е й студ е нта;) - чи татьбе з сло вар я те ксты стр ано ве д че ско г о и о бщ е научно г о со д е р ж ани я с ц е лью и звлече ни я о бщ е й и нфо р мац и и ; - уме тьучаство ватьв бе се д е на те мы, касающ и е ся по все д не вно й ж и зни , уче бы и буд ущ е й пр о фе сси о нально й д е яте льно сти , со блюд атьпр ави ла р е че во г о эти ке та; - уме тьвыр аж атьсво и мысли , и спо льзуя пр ави ла анг ли йско й г р аммати ки и усво е нный во кабуляр ; - по лучи тьпр е д ставлени е о культур ных тр ад и ц и ях (о бщ ая и пр о фе сси о нальная культур а) и пр ави лах р е че во г о эти ке та в стр анах и зучае мо г о языка. В ыпо лне ни е и о фо р млени е ко нтр о льных зад ани й д о лж но пр о во д и тся след ующ и м о бр азо м: 1. П и сьме нные ко нтр о льные р або ты след уе твыпо лнятьв о тд е льно й те тр ад и . На е е о бло ж ке студ е нтд о лж е н напи сатьсво ю фами ли ю, но ме р ко нтр о льно й р або ты и названи е уче бни ка (-о в), по ко то р о му (-ым) о н зани мае тся. 2. К о нтр о льные р або ты над о пи сатьаккур атно и че тко , о ставляя по ля д ля заме чани й и ме то д и че ски х указани й р е ц е нзе нта. 3. В ыпо лне нные р або ты не о бх о д и мо напр авлятьд ля пр о ве р ки и р е ц е нзи р о вани я в уни ве р си те т, стр о г о со блюд ая устано вленные ср о ки .

У д але н о : и зуче ни я

Control work I I.

Read the following words and expresions.

quality - каче ство genuine - по д ли нный, и сти нный, насто ящ и й; genuine interest и скр е нни й и нте р е с famous знаме ни тый humble -скр о мный issue - 1. спо р ный во пр о с, пр е д ме т о бсуж д е ни я; 2. выпуск, и зд ани е , но ме р , экзе мпляр (г а зеты , ж ур н а л а и т.п.) to inquire - спр аши вать, узнавать; inquiring mind пытли вый ум humility - скр о мно сть obviously - явно , ясно , о че ви д но qualification квали фи кац и я, по д г о то вле нно сть; educational qualifications- зд. пр о фе сси о нальная по д г о то вка educated о бр азо ванный; р азви то й; educated mind- р азви то й ум; educated taste -р азви то й вкус plain - 1. ясный; явный, о че ви д ный; 2. пр о сто й, не замысло ватый the qualities that go to make a good journalist – каче ства, ко то р ые не о бх о д и мы, что бы статьх о р о ши м ж ур нали сто м paramount in the make-of a journalist is… - зд . о сно вным каче ство м ж ур нали ста являе тся a bit of a nuisance – зд . Они вас не мно г о р азд р аж ают you prefer not to have anything more to do with them than is necessary – вы пр е д по чи тае те не и ме тьс ни ми д е ла бо льше , че м это не о бх о д и мо hand in hand – р ука о б р уку, вме сте с should go the qualities of sympathy – (р ука о б р уку) с и нте р е со м к люд ям д о лж но и д ти со чувстви е к ни м. Обр атный по р яд о к сло в упо тр е блен зд е сьд ля уси ле ни я выр ази те льно сти . a haste ill- informed judgement– о пр о ме тчи во е , не о бд уманно е суж д е ни е , о сно ванно е на не д о стато чно й и нфо р мац и и . last, but certainly not least – по след не е , но , ко не чно , не ме не е важ но е that does not mean that he goes around like a Sunday School teacher! – это не значи т, что о н д о лж е н ве сти се бя как учи те льц е р ко вно й шко лы! but it does mean... - Но это значи т... . Глаг о л to do упо тр е бляе тся в утве р д и те льно м пр е д ло ж е ни и с и нфи ни ти во м смысло во г о г лаг о ла д ля уси ле ни я выр ази те льно сти a pretty clever chap - о че нь умный пар е нь. Сло во "pretty" зд е сь и ме е т значе ни е «о че нь, в значи те льно й сте пе ни » . to be able to write fairly clearly in whatever language it is he hopes to write in - уме ть пи сать д о стато чно ясно , на како м бы языке о н ни со би р ался пи сать seem rather better balanced - каж утся наи бо ле е по д х о д ящ и ми

as it were - так сказать many a man - мно г и е (кн иж н ы й стил ь) to make a mark in journalism - д о сти чьуспе х а в ж ур нали сти ке

II.

Read the text and answer the questions.

Answer the following questions about the text: 1. What quality is the most important in the make-up of a future journalist? 2. What kind of people should a journalist be interested in? 3. What other qualities are essential for a future journalist? 4. Why is it necessary for a future journalist to have sympathy for other people? 5. Why aren't people usually fond of a person who is a show-off and thinks that he knows everything? 6. Why does the author think that a journalist needs humility? 7. How should a journalist write? 8. Is it good if a journalist uses very long sentences? Why? 9. Is it better for a future journalist to be good at several subjects than to be brilliant at just one? Why? 10. What kind of life does a journalist usually lead? 11. What kind of conclusion does the author come to? 12. Do you agree with the author's conclusion? Give your reasons.

WHAT MAKES A GOOD JOURNALIST? 1. "What makes a good journalist? Many things. Even journalists will disagree on the order of importance of the qualities that go to make a good journalist. But they are all agreed that paramount in the make-up of a journalist is a deep and genuine interest in people - good people, bad people (who often make good news!), famous people, humble people, rich people, poor people, old people, young people, Black people, White people people of every type - everywhere. 2. A person who has not this interest in other people will never make a good journalist. So if you are not very interested in other people and think that most people are a bit of a nuisance and you prefer not to have anything more to do with them than is necessary, journalism is not for you. Hand in hand with this interest in people, should go the qualities of sympathy (so that you can see the other side of an issue even if you disagree with the person who holds it), open-mindedness (so that you do not make a hasty ill-informed judgement) and an inquiring mind (so that you can really get to the bottom of the thing you are asking about). Last, but certainly not least, the journalist needs to have humility. That does not mean that he goes around like a Sunday School teacher! But it does mean that the man who thinks he is a pretty clever chap and does not mind the world knowing about it, will never make a good journalist. The journalist - certainly the reporter - spends most of his day talking or listening to

other people, and none of us is very fond of the man who is a show-off, who thinks he knows it all. So these are the basic qualities for a journalist, but the required qualifications are very different things. 3. Let us look at the qualifications a journalist needs. Obviously he must be well enough educated to be able to write fairly clearly in whatever language it is he hopes to work in. The best journalists write simple, plain, direct English, generally preferring short words to long ones. 4. What about the rest of the educational qualifications for a journalist? Often it is the pupil who was fairly good at five or six subjects, and not brilliant at just one, who makes the best journalist. These sort of people seem rather better balanced, as it were, for the sort of life a journalist leads - often with a nose in half a dozen things in one day - than the specialist, who was so interested in, say, biology, that he never took much interest in history, geography, literature and other subjects. 5. But of course, nobody can say exactly what the best qualifications for a career in journalism are. They will vary enormously, according to the individual. There are plenty of highly successful journalists who were generally at the bottom of the class when they were at school, while many a man with a university degree has failed to make any mark in journalism.

III.

Look through the text and find English equivalents for the following Russian phrases:

быть в классе ср е д и не успе вающ и х уче ни ко в; пр о фе сси о нальная по д г о то вка ж ур нали ста; пр е д по чи тать ко р о тки е сло ва д ли нным; сд е лать по спе шный выво д , о сно ванный на не д о стато чно й и нфо р мац и и ; стать х о р о ши м ж ур нали сто м; каки е каче ства важ не е , что бы стать х о р о ши м ж ур нали сто м; на пр о сто м, ясно м, по нятно м анг ли йско м языке ; пр о во д и ть бо льш ую часть д ня, бе се д уя с люд ьми ; зани маться массо й д е лв те че ни е о д но г о д ня; лучшая по д г о то вка д ля пр о фе сси и ж ур нали ста

Translate Part 1 and Part 2 into Russian in the written form.

V.

Read the following sentences and develop the ideas expressed in them by adding one or two sentences logically connected with them:

1. 2. 3. 4. 5.

IV.

Many things make a good journalist. Even journalists can't agree which of them are more important. First of all a journalist must be interested in people of every type. One who has not this interest in people will not make a good journalist. A journalist should have the qualities of sympathy, open-mindedness and an inquiring mind. 6. He needs to have humility.

7. He deals with people. 8. None of us is fond of the man who is a show-off. 9. The journalist must be a well-educated man. 10.He must be able to write in clear, simple, direct language. 11. He must be interested in many subjects but not in just one. 12. Nobody can say what the best qualifications for a career in journalism are.

VI.

Grammar

1.

Translate the following words. What parts of speech are they? Openmindedness, ill-informed judgement, a show-off, required qualifications, educational, obviusly, brilliant, vary enormously, according to the individual, generally, while 2. Translate the following verbs. Name the forms they are used in the text. will disagree – does not mean – does not mind – took much interest – will vary – has failed – 3. White out the sentences with modal verbs can, must, should. Translate them. How do modal verbs differ from other verbs? 4. What is the meaning of the construction there is/are? (There are plenty of highly successful journalists). Make up 5 sentences with this construction.

Control work II I.

Read the following words and expressions.

to bore - над о е д ать, наскучи ть; to bore to death; also to bore someone to death; he bores me stiff мне д о сме р ти над о е л; I hope you are not getting bored listening to me я над е юсь, что вам не наскучи ло слушатьме ня boring - над о е д ли вый, скучный; his speech is boring; boring evening; boring lecture to excite - во збуж д ать, во лно вать; the news excited them; don't excite yourself со х р аняйте спо ко йстви е ; to excite passions р азж и г ать стр асти ; to excite the imagination во лно вать во о бр аж е ни е ; the ideas that excited our generation и д е и , ко то р ые во лно вали наше по ко лени е ; to excite admiration, envy, affection; to excite the nerves exciting во збуж д ающ и й, во лнующ и й; зах ватывающ и й, увлекате льный (о р а сска зе, н о во сти и т.п.); exciting news; exciting story; exciting incident; exciting book

to demand -тр е бо вать, пр е д ъявлять тр е бо вани я demanding тр е бующ и й бо льшо г о вни мани я и забо ты; пр е д ъявляющ и й тр е бо вани я; demanding work; a demanding child; a demanding editor to frustrate - р асстр аи вать, ср ывать, нар ушать; to frustrate smb's efforts со р вать чьи -л. по пытки ; to frustrate smb's plans нар уши ть чьи -л. планы; to have one's hopes frustrated о бмануться в сво и х о ж и д ани ях ; to frustrate one's opponents р азби тьсво и х пр о ти вни ко в frustrating пр и но сящ и й р азо чар о вани е to reward - во знаг р аж д ать, во зд аватьд о лж но е rewarding во знаг р аж д ающ и й; rewarding task

II.

Read the text and answer the questions. 1. How are journalists sometimes shown on the movie or television screen? Have you seen any films about journalists? Comment on them. 2. How does the Concise Oxford Dictionary define the word "journalist"? 3. Why does the author think that journalism is a hard life? 4. How does the author describe the way journalists should be able to write? 5. Who is the reporter responsible to? 6. Why is it so important for a reporter to be able to make his own decisions?

JOURNALISM IS A HARD LIFE 1. What sort of people are journalists? What qualities and qualifications do they possess? If you accept the picture so often given on the movie or television screen, newspapermen are hard-bitten, rude, hat-wearing, shouting people who unravel crime mysteries, call their editor "Chief” , and seem to have unlimited expenses. Beware of that picture. The Concise Oxford Dictionary describes a journalist as "one whose business is to edit or write for a public journal". That's all. 2. Journalism is a hard life. It can be exciting, but it can be sometimes boring. It can be frustrating, too. It can be demanding and so make it difficult or impossible for you to do a lot of things that other people do in their spare time. It can separate you from your family for a great amount of your time; some journalists see their school-going children only at weekends. It can cut you off from a good deal of social life with your friends, and it can make it almost impossible for you to know when you will be free and what time you will have to call your own. 3. Despite this, those who are journalists can imagine few ways of life that are more rewarding, despite the drawbacks and frustrations of their profession. Most sub-editors, particularly night sub-editors, lead a hard life, shut off from personal

contact with the outside world; but many of them have been reporters and have known the thrill of meeting important people and of writing a good story - the excitement of being a journalist. 4. To be a good journalist you must have a great deal of curiosity. You must like people and be interested in what they do, you must be able to get on easy and friendly terms with men and women of all sorts, however much they may differ from each other or from you. Journalism is no place for the shy person who finds it difficult to talk to strangers. He must be able to write, not necessarily at the standard of great writers, but in a simple and lucid fashion and, above all, quickly, and in short sentences which convey concisely what is meant. A reporter is responsible to his chief of staff. He is told to refer matters which involve decisions to the chief of staff. 5. But the chief of staff is not with him when he is reporting the proceedings of Parliament or some meeting; not with him when he is interviewing an important person; not with him when he is reporting an event involving loss of life, a bushfire or a flood. There the reporter is on his own, with nobody to turn to for advice. There he has to make his own decisions and shoulder responsibility. A good journalist is not easily rebuffed. He must have a good deal of self-reliance and push and energy and initiative. If you think you can measure up to these standards try to take up journalism as a career.

III.

Give Russian equivalents for the following words and expressions. Use them in the sentences of your own.

Possess, unravel crime mysteries, edit, sub-editor, exciting, frustrating, rewarding, drawbacks and frustrations, excitement, a great deal of curiosity, to get on easy and friendly terms with, convey concisely, involve, is on his own, make decisions, shoulder responsibility, a great deal of.

IV.

Translate parts 4 and 5 in the written form.

V.

Make up a list of qualities the journalist must possess.

VI.

Grammar 1. Write out all irregular verbs used in the text (their three forms). 2. Name the following verb-forms. Make up your own sentences with them, (2) will be free, (3) have been, reporters have known the thrill, (4) is meant, is told, (5) is reporting, is interviewing, is not easily rebuffed. 3. Find in parts 2 and 5 the English equivalent of the modal verb must. Write out sentences with them. 4. Find in part 4 the English equivalent of the modal verb can. Write out the sentences with it.

5. Find in part 2 a sentence with an indefinite pronoun (не о пр е д е ленно е ме сто и ме ни е ). What do you now know about the pronoun of this type? (Consult grammar reference books)

Control work III I.

Read the following words and expressions.

pluralistic society – о бщ е ство плюр али зма contributing to mutual understanding - спо со бство ватьвзаи мо по ни мани ю a wide variety of - бо льшо е р азно о бр ази е voluntary - д о бр о во льный foundation - о бщ е ство , о р г ани зац и я achieve the goal - д о сти г нутьц е ли community - о бщ е ство , о бщ е стве нная г р уппа shareholder - акц и о не р society at large - о бщ е ство в ц е ло м attitudes and values - взг ляд ы и ц е нно сти be shaped - бытьсфо р ми р о ванным external environment - вне шне е о кр уж е ни е counselor - ко нсультант, со ве тни к mediator - по ср е д ни к reasonable - р азумный publicly acceptable - о бщ е стве нно пр и е млемый encompass - включать anticipate - пр е д ви д е ть issues - во пр о сы impact - вли ять counsel - ко нсульти р о вать, д аватьсо ве ты with regard to - по о тно ше ни ю к take into account - пр и ни матьво вни мани е ramification - р азве твлени е fund-raising - со зд ани е капи тала, фо нд а д е не ж ных ср е д ств implement - зд . пр и ме нять set objectives - устанавли ватьц е ли recruit and train staff - наби р атьи о бучать пе р со нал facilities - о бо р уд о вани е , ср е д ства, устр о йства perform - выпо лнять opinion research - и зуче ни е о бщ е стве нно г о мне ни я

II.

Read the text and answer the questions.

1. What society do we live in? 2. What does public relations (PR) contribute to? 3. What aim does it serve? 4. Can you name the institutions PR serves ? 5. What relationships does PR help to establish? 6. Is there a need for managements to understand the attitudes and values of their publics? 7. How are institutional goals shaped? 8. How does the PR practitioner act? 9. What impacts the operation and plans of the organization? 10. With regard to what questions do PR practioner

counsel management? 11. What programs do PR practitioners conduct? 12. Is PR concerned with the influence and change of public policy? 13. How are PR practitioners involved in managing the resources? 14. What knowledge is required in the professional practice of PR?

THE NATURE OP PUBLIC RELATIONS 1. Public relations (PR) helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring public and public policies into harmony. 2. PR serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals and educational and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences or publics such as employees, members, customers, local communities, shareholders and other institutions, and with society at large. 3. The managements of institutions need to understand the attitudes and values of their publics in order to achieve institutional goals. The PR practitioner acts as a counselor to management, and as a mediator, helping to translate private aims into reasonable, publicly acceptable policy end action. 4. As a management function, PR encompasses the following: - Anticipating, analyzing and interpreting public opinion, attitudes and issues which might impact, for good or ill, the operations and plans of the organization. - Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization's social or citizenship responsibilities. 5. - Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve informed public understanding necessary to the success of an organization's aims. These may include marketing, financial, fund-raising, employee, community or government relations and other programs. - Planning and implementing the organization's efforts to influence or change public policy. - Setting objectives, planning, budgeting, recruiting and training staff, developing facilities - in short, managing the resourses needed to perform all of the above. 6. Examples of the knowledge that may be required in the professional practice of PR include communication arts, psychology, social psychology, sociology, political science, economics and the principles of management and ethics. Technical knowledge and skills are required for opinion research, public issues analysis, media relations, direct mail, institutional advertising, publications, film/video productions, special events, speeches and presentations. In helping to define and implement policy, the PR practitioner utilizes a variety of professional communication skills and plays an integrative role both

within the organization and between the organization and the external environment.

III.

Explain the meaning of the expression given below: pluralistic society, mutual understanding, effective relation ships, different audiences or publics, external environment, mediator, publicly acceptable policy

IV.

Translate parts 1, 2, 3, in the written form.

V. What questions are considered in the following sciences? Before giving your answers consult reference books or specialists in these fields of knowledge. Communication arts, psychology, sociology, political science, economics, principles of management, ethics.

VI.

Grammar 1. Write out the sentences with modal verbs must (2), may (5,6), need (3,5). Translate them into Russian. 2. Put questions of all types to the following sentences. (1) Public relations helps our society to function more effectively. (2) These institutions must develop effective relationships. (3) Technical knowledge and skills are required for opinion research. 3. Change the sentences of the previous exercise and your questions into indirect speech. Begin with: « He said that… » « He asked if (how, what, what for) … »

Control work IV I.

Read the following words and expressions.

the folks - люд и deal with - и ме тьд е ло с media coverage - о све щ е ни е в ср е д ствах массо во й и нфо р мац и и have impact - о казыватьво зд е йстви е confidence - уве р е нно сть treatment an issue receives in - о све щ е ни е во пр о са в insights into - пр о ни кно ве ни е в

essential - наи бо лее важ ный deal face-to-face - и ме тьд е ло не по ср е д стве нно с (ке м-то , че м-ли бо ) be proficient in - бытьо пытным в, уме лым arts and crafts of publicity - и скусство и уме ни я со д е йстви я по пуляр но сти be knowledgeable about - знатьо gain media attention - пр и влечьвни мани е ср е д ств массо во й и нфо р мац и и pervasive - р аспр о стр аняющ и йся, все пр о ни кающ и й currently - в насто ящ е е вр е мя a large variety of - о г р о мно е р азно о бр ази е well-defined audience - че тко о пр е д е ленная г р уппа (чи тате лей, зр и те лей) people on the go - те , кто в пути household - зд. се мья (все д о машни е ) put us in touch with the world beyond our immediate experience -по г р уж ае тнас в ми р , с ко то р ым мы не и ме е м не по ср е д стве нно й связи perceptions and beliefs - во спр и яти я и мне ни я greatly simplified and edited versions of the happenings - ве сьма упр о щ е нные и о тр е д акти р о ванные ве р си и пр о и сх о д ящ и х со быти й in terms of return on equity - по по казате лю чи сто й пр и были access to - д о ступ к sacred public mission - свящ е нная о бщ е стве нная ми сси я watchdog - сто р о ж е во й пе с, наблюд ате ль, ко нтр о лер seeking the truth - по и ск пр авд ы conduct smb's affairs knowledgeably - ве сти сво й би зне с со знани е м pursue - зд. р ассматр и вать д е ла perishable - ско р о по р тящ и йся transient - ско р о те чный, вр е ме нный the ongoing flow of information -(д ви ж ущ и йся) те кущ и й по то к и нфо р мац и и positive or negative flavour of the story - по ло ж и те льно е и ли о тр и ц aте льно е о све щ е ни е мате р и ала статьи fairly - зд . д о сто ве р но be cast in a favourable light - бытьпр е д ставленным в выг о д но м све те slant material - зд. по д атьмате р и ал utter - пр о и зно си ть occur - пр о и сх о д и ть hit the prime-time TV news - бытьг лавными но во стями Т В пр о г р аммы

II.

Read the text and answer the questions.

1. What impacts can media coverage have on an organization's operations? 2. What are public confidence and public support determined by? 3. Is it important for PR practitioners to understand how the media function and how reporters work? 4. Must practitioners be proficient in the art and craft of publicity? 5. Why are mass media a pervasive part of our society? 6. How many daily and weekly newspapers currently operate in the U.S.? 7. How many magazines are published? 8. How many radio and television stations are listened to and watched in the U.S.?

9. Do mass media shape our perceptions and beliefs? In what way? 10. What versions of the happenings do mass media provide? 11. Can you prove that the media are big, highly profitable businesses? 12. How do the media gather and package information and entertainment? 13. What sacred public mission do journalists have? 14. What goals do the media constantly seek? 15. Why is the news a highly perishable commodity? 16 What is the essential power of press?

UNDERSTANDING THE MEDIA The press will go after anything, and that is the way it should be. Ben Wattenberg

1. When many people consider the function of public relations (PR), their first thought is: "Those are the folks who deal with the media." And although PR does far more than deal with the media, that certainly is an important aspect of the job. Media coverage can have significant positive or negative impacts on every aspect of an organization's operations. Public confidence and public support are often determined by the treatment an issue receives in the press and on radio and television. 2. If a PR practitioner is to work effectively with the media, he or she must understand how the media function and how reporters work. Insights into journalists' views of PR and into the working relationship of journalists and PR practitioners are also essential. PR practitioners must be prepared (and must prepare others) to deal with the media face-to-face. Finally, practitioners must be proficient in the art and craft of publicity and knowledgeable about the tools used to gain media attention. 3. The mass media are a pervasive part of modern society. About 7,700 daily and 7,600 weekly newspapers currently operate in the United States. Over 5,000 U.S. magazines are published for a large variety of well-defined audiences. Around 10,000 radio stations provide entertainment and information to people on the go. The 1,150 television stations in the United States are watched in 84 million households an average of more than seven hours every day. Half of these television households subscribe to cable systems that further expand the available programming. 4.The mass media put us in touch with the world beyond our immediate experience. They shape significantly our perceptions and beliefs -particularly in relations to events and topics with which we have little direct contact. While providing greatly simplified and edited versions of the happenings in our complex and dynamic world, they give us a feeling of participation and understanding. Most newspapers, magazines, and broadcasting stations are businesses. The publishing and broadcasting industry is about the same size as the automotive industry in terms of market value. Only the beverage and tobacco industries show more profit in terms of return on equity. In short, the media are big, highly profitable businesses.

5. As businesses, the media sell information and entertainment. They gather and package it in ways that stimulate audiences to spend money or time to read, listen or watch. Perhaps more importantly, the media sell access to their audiences to advertisers. 6. Journalists who gather and organize information for the media tend to take their responsibilities to society very seriously. They conceive of themselves as having a sacred public mission: to serve as the public's eyes and ears, to be watchdogs on public institutions doing the public's business. They see their job as seeking the truth, putting it in perspective, and publishing it so that people can conduct their affairs knowledgeably. That the media's goals of providing truth and making a profit are sometimes in conflict with an issue that will not be pursued here. But anyone who deals with the media, especially PR practitioners, must recognize that both goals are constantly sought. 7.Journalists` devotion to their goals causes their view of facts to be quite different from that of their sources. The journalists consider news a highly perishable commodity, while the source of the news is more concerned about the lasting impression the story will make. To the journalists, a story is a transient element in the ongoing flow of information; to the source, it is a discrete event. The journalist is uninterested in the positive or negative flavor of the story, as long as it fairly presents the facts; the source always wants to be cast in a favourable light. 8. Yet for all the concerns organizations manifest about how their stories are covered, the media's power does not lie in their ability to slant material one way or another, but rather, in what words, deeds, events, or issues they choose to define as news. Douglas Cater put it this way: " The essential power of the press is its capacity to choose what is news. Each day in Washington tens of thousands of words are uttered which are considered important by those who utter them. Tens of dozens of events occur which are considered newsworthy by those who have staged them. The press has the power to select - to decide which events go on page one or hit the prime-time TV news and which events get ignored.

III. Translate parts 7,8 into Russian in the written form. IV. Do you agree that media shape significantly the perceptions and beliefs of the community? What other factors influence the mentality of the population? V. Write a short essay on one of the themes. Discuss the questions with your friends. 1. The media are big businesses 2. Newsworthy events 3. The goals of journalists

VI. Translate the following quotations. 1. Newspapers always excite curiosity. No one ever lays one down without a feeling of disappointment.(Charles Lamb) 2. Journalists say a thing that they know isn't true in hope that if they keep on saying it long enough it will be true.(Arnold Bennett) 3 Words are, of course, the most powerful drug used by mankind. (Rudyard Kipling) 4. We live under a government of men and morning newspapers. (Wendell Phillips) 5. Possible? Is anything impossible? Read the newspapers. (Arthur Wellesley, Duke of Wellington).

VII. Grammar 1.

Change the sentences into indirect speech (a - indirect commands, b – indirect statements, с – indirect questions).

a) 1. "Go home," said the teacher to us. 2. "Buy some meat in the shop," said my mother to me. 3. "Sit down at the table and do your homework," said my mother to me. 4. "Don't forget to clean your teeth," said granny to Helen. 5. "Don't sit up late," said the doctor to Mary. 6. The doctor said to Pete: “ Don't go for a walk today" 7. "Don't eat too much ice-cream," Nick's mother said to him 8."Explain to me how to solve this problem," said my friend to me. 9. The doctor said to Nick: "Open your mouth and show me your tongue. 10. "Don't be afraid of my dog," said the man to Kate. 11. “ Take this book and read it” , said the librarian to the boy. b) 1. "My friend lives in Moscow," said Alec. 2. "You have not done your work well," said the teacher to me. 3. The poor man said to the rich man: "My horse is wild." 4. The rich man said to the judge: "This man's horse has killed mine." 5. "This man spoke to me on the road," said the woman. 6. "I can't explain this word to you," said the boy to me.The teacher said to the class: "We shall discuss this subject tomorrow." 8. The woman said to her son: "I am glad I am here." 9. Mike said: "We have bought these books today." 10. She said to me: "Now I can read your translation." 11. Our teacher said: "Thackeray's novels are very interesting." 12. She said: "You will read this book in the 9th form." 13. Nellie said: "I read 'Jane Eyre' last year” . c) 1. The teacher asked Mike: "Does your father work at a factory?" 2. Mother asked us: "What are you doing here?" 5. Father asked Nick: "Have you done your homework?" 4. Tom asked: "Ann, where are your friends?" 5. Kate asked:

"Mike, do you like my puppy?" 6. Grandfather asked Mary: "What mark did you get at school?" 7. My sister asked me: "Will you take me to the theatre with you tomorrow?" 8. Mother asked me: "Did you play with your friends yesterday?" 9. "Why don’t you play with your friends, Kate?" asked her mother. 10. "Do you like chocolates?" my little sister asked me. 11. "Did you see your granny yesterday, Lena?" asked Mike. 12. The doctor asked Nick: "Do you wash your face and hands every morning?"

2.

Translate the sentences into English.

1. М о й д р уг сказал: "Все уче ни ки наше г о класса любятур о ки и сто р и и ." 2. Я сказале му: "М ы люби м ур о ки анг ли йско го языка." 3. У чи те льни ц а сказала: "Ско р о вы буд е те х о р о шо г о во р и тьпо анг ли йcки , так как вы мно г о р або тае те ." 4. М ама сказала: "Не шуми те ! Д е д ушка спи т." 5. К атя сказала: “ П апа в ко мнате . Он чи тае т." 6. У чи те льсказал: "Я уж е пр о ве р и л ваш у ко н тр о льную р або ту." 7. А ня сказала: "М ы нашли в лесу мно г о г р и бо в."

1. М о й д р уг сказал, что все уче ни ки и х класса любятур о ки и сто р и и. 2. Я сказале му, что мы люби м ур о ки анг ли йско г о языка. 3. У чи те льни ц а сказала, что ско р о мы буд е м х о р о шо г о во р и ть по анг ли йски , так как мы мно г о р або тае м. 4. М ама сказала нам, что бы мы не шуме ли , так как д е д ушка спи т. 5. К атя сказала, что папа в ко мнате и что о н читае т. 6. У чи те льсказал, что о н уж е пр о ве р и л наш у ко нтр о льную р або ту. 7. А ня сказала, что о ни нашли в лесу мно го гр ибо в.

Control work V I.

Read the following words and expressions

advertising copy - р е кламный те кст product trial - пр о бно е и спо льзо вани е то вар а product adoption - во спр и яти е то вар а message content - со д е р ж ани е о бр ащ е ни я advertising message - р е кламно е о бр ащ е ни е information element - элеме нти нфо р мац и и

feature - (х ар акте р ная) че р та, д е таль, о со бе нно сть, пр и знак, сво йство appeal - пр и зыв, д о во д , мо ти в, ко нц е пц и я ad. appeal - и д е я р е кламы, р е кламная ко нц е пц и я sex appeal - мо ти в се ксуально й пр и влекате льно сти ad. slogan - р е кламный д е ви з offering - пр е д ло ж е ни е wear - и зно с, и знаши вани е creative people -тво р че ски е р або тни ки premise - пр е д по сылка, и сх о д но е усло ви е theme line - лейтмо ти в consumer magazine - по тр е би те льски й ж ур нал logo - ло г о ти п layout - маке т, план, сх е ма visibility - ви д и мо сть, р азли чи мо сть, о бзо р но сть

II. Read the text and answer the questions. 1. What is the central element of an advertising program? 2. What is the advertising copy? 3. What elements does every advertising message include? 4. What does common advertising appeal include? 5. What do fear appeals suggest to the consumer? 6. What do sex appeals suggest to the consumer? 7. What product categories can be found? 8. What do humorous appeals imply? 9. Is the use of humor widespread in advertising? 10. What do the "creative people" do? 11. Is it costly and time consuming? 12. How much do high-quality TV commercials typically cost?

1. The central element of an advertising program is the advertising copy, the messages that the target audience is intended to see (as in magazines, newspapers, and TV) or hear (as in radio and TV). This usually involves identifying the key benefits of the product that are deemed important to a prospective buyer in making trial and adoption decisions. 2. Message Content. Every advertising message is made up of both informational and persuasional elements. These two elements, in fact, are so entwined that it is sometimes difficult to tell them apart. For example, basic information contained in many ads such as the product name, benefits, features, and price are presented in a way that tries to attract attention and encourage purchase. On the other hand, even the most persuasive advertisements have to contain at least some basic information to be successful.

Information and persuasive content can be combined in the form of an appeal to provide a basic reason for the consumer to act. Although the marketer can use many different types of appeals, common advertising appeals include fear appeals, sex appeals, and humorous appeals. 3. Fear appeals suggest to the consumer that he or she can avoid some negative experience through the purchase and use of the product. Life insurance companies often try to show the negative effects of premature death on the relatives of those who don't carry enough life insurance. The famous advertising slogan of "ring around the collar" shows that others will be repelled if they observe a person with a stained collar. When using fear appeals, the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to "tune out" the message. 4. In contrast, sex appeals suggest to the audience that the product will increase the attractiveness of the user. Sex appeals can be found in almost any product category from automobiles to toothpaste. Unfortunately, many commercials that use sex appeals are only successful at gaining the attention of the audience; they have little impact on how consumers think, feel, or act. Some advertising experts even argue that such appeals get in the way of successful communication by distracting the audience from the purpose of the ad. 5. Humorous appeals imply either directly or more subtly that the product is more fun or exciting than competitors' offerings. As with fear and sex appeals, the use of humor is widespread in advertising and can be found in many product categories. Unfortunately for the advertiser, humor tends to wear out quickly, thus boring the consumer. 6. Creating the Actual Message. The "creative people," or copywriters, in an advertising agency have the responsibility to turn appeals and features such as quality, style, dependability, economy, and service into attention-getting, believable advertising copy. This often relies on creative use of fear, sex, humor, sound, or visual effects. A relatively new upstart among advertising agencies. Fallen. McElligott, Inc. (FM). was designated as advertising Age magazine's Agency of the Year by using wit, irreverence, and shock in its advertising copy. Its basic premise: with the hundreds of advertising impressions most of us see every day, use creative ads not bombardment— to get the target audience's attention. 7. FM's newspaper ad for ITT Fife Insurance Corporation, promoting term over whole-life insurance policies, proclaimed, "Your whole life is a mistake." For newspaper and TV ads for the Wall Street Journal FM came up with the theme line "The daily diary of the American dream." Its magazine ad for Fee jeans situated among the many four-color ads in consumer magazines— is a snapshot picture of a second in the life of a Fee jeans wearer and is shown in striking black and white, except for the tiny Fee logo in the corner." Translating the copywriter's ideas into an actual advertisement is also a complex process. Performing quality artwork, layout, and production for the advertisements is costly and time consuming. High-quality TV commercials

typically cost about $125,000 to produce a 30-second ad, a task done by about 2,000 small commercial production companies across the United States. Highvisibility commercials can be even more expensive: two 15-second Rolaids commercials involved $500.000 and 75 people over a 6-month period. About 70 "takes" are necessary, and typical, to get things "right!"

III. Give English equivalents. Make up sentenses with them. • • • • • •

ли ц о и ли о р г ани зац и я, и ме ющ ая то вар и ж е лающ ая е г о пр о д ать по тр е би те ль по купате ль, закупщ и к р е кламо д ате ль по льзо вате ль, по тр е би те ль ко нкур е нт, со пе р ни к

IV. Give Russian equalents. Make up sentenses with them. Copy, message, target audience, benefit, buyer, message content, product name, features, attract, appeal, consumer, marketer, slogan, user, impact, competitor, advertiser, copywriter, layout.

V. Translate Parts 1 and 2 into Russian in the written form. VI. Grammar 1. Render the sentenses into English using Passive voice. 1. З а эти м д о кто р о м часто по сылают. 2. На во кзале е г о все гд а встр е чают д р узья. 3. Вам в шко ле д аюткниг и д ля чте ни я? 4. Го сте й пр и ве ли в бо льшо й зал. 5. К аки е упр аж не ни я д е лали в классе ? 6. К то напи салэто пи сьмо ? 7. В буд ущ е м г о д у по стр о ят мно г о шко л. 8.Э та р або та буд е т зако нче на на буд ущ е й не д е ле ? 9. Над ни м все сме ются. 10. К о г д а были по саж е ны эти ябло ни ? И . В и нсти туте е г о часто вспо ми нали и г о во р и ли о не м. 12. Нас встр е тятна станц и и ? 13. Отве тбуд е то тпр авлен че р е з не ско лько д не й 14. К о г д а те бя спр аши вали ? 15.Э то т пе р е во д буд е т зако нче н че р е з д е сять д не й. 16. Э ту кни г у ве р нут во вр е мя? 17. На во кзале е г о встр е ти т папа. 18. Э ти кар ти ны были напи саны в XVI ве ке . 19. Э ти кни г и чи тают студ е нты? 20. В И тали и нам по каж ут мно г о д о сто пр и ме чате льно сте й. 21. З а эти м муж чи но й шла о г р о мная то лпа. 22. К о г д а чи тали но вый р ассказ, кто -то по стучалв д ве р ь. 23. Нас уж е пр и г ласи ли на ве че р . 24. К о г д а мама пр и шла, о бе д был уж е свар е н.

2. Render the sentenses into English using Passive Voice after modal verbs. 1. Руки над о мыть пе р е д каж д о й е д о й. 2. К о мнаты нуж но р е г уляр но пр о ве тр и вать. 3.К о шку над о ко р ми ть р ыбо й. 4. Со баку мо ж но ко р ми ть

мясо м и о во щ ами . 5. Ре бе нку над о д авать фр укты. 6. К ни ги над о по лож и ть в шкаф. 7. Э ту кар ти ну мо ж но по ве си тьнад ками но м. 8. К ак мо ж но пе р е ве сти это сло во ? 9. К уд а мо ж но по стави тьче мо д аны? 10.М о ж но ко шку о стави ть во д во р е ? 1I. На что нуж но о бр ати тьвни мани е ?

Control work VI I.

Read the following words and expression

Television medium - 1) ср е д а; 2) каналко ммуни кац и и и ли ср е д ство пе р е д ачи и нфо р мац и и о то тпр ави те ля к по лучате лю communicate - 1) о бщ аться; 2) пе р е д аватьи нфо р мац и ю print advertisement - пе чатная р е клама prime-time program - пр о г р аммы, пе р е д авае мые во вр е мя пр о смо тр а пе р е д ач wasted coverage - бе спо лезный о х ват network - 1) се тьве щ ате льных станц и й, о бъе д и не нных в е д и ный ко мплекс; 2) не ско лько р азли чных ср е д ств массо во й и нфо р мац и и , пр о д авае мых р е кламо д ате лю д ля р азме щ е ни я р е кламы как е д и ный бло к coverage - 1) о х ват; 2) зо на д е йстви я; 3) р е по р таж , о све щ е ни е со быти й (в пе чати , по р ад и о ) Radio market segment - се г ме нтр ынка peak radio listening time - пи ко во е вр е мя Magazines special interest publication - спе ц и ально е и зд ани е ad page - р е кламная по ло са, стр ани ц а р е кламы audience profile - пр о фи льауд и то р и и (д е мо г р афи че ская х ар акте р и сти ка ауд и то р и и ср е д ства р е кламы и ли ауд и то р и я, на ко то р ую р ассчи тано р е кламно е о бъявле ни е ) media buyer - спе ц и али стпо закупке ме ста и ли вр е ме ни в ср е д ствах р е кламы, закупщ и к ср е д ств р е кламы pop-up ad - «по д пр ыг и вающ е е » о бъявлени е , о бъявлени е , по д ни мающ е е ся со стр ани ц ы (с выр е занными и з фо на и ли накле е нными на фо н эле ме нтами , ко то р ые по д ни маются пр и р аскр ыти и р азво р о та и зд ани я) Newspaper distributor - д и стр и бьюто р , аг е нтпо пр о д аж е ; о пто вый то р г о ве ц advertising costs - р асх о д ы на р е кламу, р е кламные и зд е р ж ки cooperative advertising program - со вме стная р е кламная пр о г р амма (о бычно пр о и зво д и те ля и сфе р ы то р г о вли ) Direct mail audience selectivity - и зби р ате льно стьауд и то р и и direct mail - р е клама по по чте mailing list - р ассыло чный спи со к, ад р е сный спи со к, спи со к ад р е сато в

junk-mail - по что вая макулатур а (мате р и алы пр ямо й по что во й р е кламы, не пр е д ставляющ и е с то чки зр е ни я по лучате ля ни како й ц е нно сти

II. Read the text and answer the questions. 1. What advertising medium reaches extremely large audience and uses picture, print, sound and motion for effect? 2. What advertising medium has high possibility , is of low cost but criticized as a traffic hazard? 3. What advertising medium can use sound, humor, intimacy effectively but has short exposure time and perishable message? 4. What advertising medium can target specific audience, can convey complex information but competes for attention with other magazine features? 5. What advertising medium can't control ad position on page but has quick consumer response? 6. What advertising medium is best for targeting specific audiences and very feeble but often seen as "junk mail"? DIFFERENT MEDIA ALTERNATIVES 1. Television. Television is a valuable medium because it communicates with both sight and sound. Print advertisements could never give you the sense of the Mazda RX-7 sports car cornering at the speed of sound. In addition, network television is the only medium that can reach 95 percent of the homes in the United States. Television's major disadvantage is cost: the cost of a prime-time 30-second network spot is now as much as $400000 Because of these high charges, there has been a growing trend toward reducing the length of the standard commercial from 30 seconds to 15 seconds. This practice, referred to as splitting 30's, reduces costs but severely restricts the amount of information that can be conveyed. These 15second ads now represent a third of all network commercials. Another problem with television is the likelihood of wasted coverage — having people outside the market for the product see the advertisement. In recent years the cost and wasted coverage problems of TV have been reduced through the introduction of cable TV, whose advertising time is often less expensive than the prime time on major networks. This often allows far greater control over who sees the advertisement. Radio. There are seven times as many radio stations as television stations in the United States. The major advantage of radio is it's a segmented medium. There is the Farm Radio Network, the Physician's Network, all-talk shows, and punk rock stations, all listened to by different market segments. The average college student is a surprisingly heavy radio listener and spends more time during the day listening to radio than watching television — 1 hour 56 minutes versus 1 hour 20 minute. So advertisers with college students as their target market must consider radio.

The disadvantage of radio is that it has limited use for products that must be seen. Another problem is the ease with which consumers can tune out a commercial by switching stations. Radio is a medium that competes for people's attention as they do other activities such as driving, working, or relaxing. Peak radio listening time is during the drive times (6 to 10 am and 4 to 7 pm). 2. Magazines. One of the fastest-growing media in the United States is magazines. The marketing advantage of this medium is the great number of special interest publications that appeal to defined segments. Runners read Running, sailors buy Sail, gardeners peruse Organic Gardening, and craftspeople subscribe to Woodworking. Over 200 publications cater to the computer industry, and hightech companies filled about one-fourth of the ad pages in Fortune, Forbes, Business Week, and Dun's. Each magazine's readers often represent a unique profile. So a manufacturer of ski equipment that places an ad in Rolling Stone may be reaching the desired target audience. In addition to the distinct audience profiles of magazines, good color production is an advantage. Rolling Stone has had a perception problem: many prospective advertisers in the magazine saw it as a magazine read only by 1960's-era hippies. To alter this misperception, it developed a series of "Perception-Reality" ads targeted at its prospective advertisers and ran them in magazines such as Advertising Age, which media buyers read. The advertising succeeded in increasing the number of pages of advertising sold in Rolling Stone. The cost of national magazines is a disadvantage compared with radio, but many national publications publish regional and even metro editions, which reduce the absolute cost and wasted coverage. Time publishes well over 100 different editions, ranging from a special edition for college students to a version for the area around Austin, Texas. In addition to cost, a limitation to magazines is their infrequency. At best, magazines are printed on a weekly basis, with many specialized publications appearing only monthly or less often. High technology is arriving in magazine ads. Cardboard pop-up ads have been used by Dodge trucks and Disney World. Toyota introduced its 1988 Corolla with a pair of 3-D glasses inserted in Time, People, and Cosmopolitan magazines. Revlon offered actual samples of eyeshadow in fashion magazines, land if you read Architectural Digest, you could even smell a Rolls Royce leather interior using a special scent strip. What's on the horizon? Probably a music-land-blinking-light IBM PC magazine ad made possible by a computer micro-chip— an ad that has already run in France. 3. Newspapers. Newspapers are an important local medium with excellent reach and potential. Because of the daily publication of most papers, they allow

advertisements directed to immediate consumer actions such as "sale today only." 'Usually local retailers use newspapers as almost their sole medium. Newspapers are rarely saved by the purchaser, so companies are generally limited to ads that call for an immediate customer response. But customers can clip and save ads they want. Companies also cannot depend on newspapers for color reproduction as good as that in most magazines. National companies rarely use this medium except in conjunction with local distributors of their products. In these instances both parties often share the advertising costs using a cooperative advertising program. 4. Direct Mail. Direct mail allows the greatest degree of audience selectivity. Direct mail-companies can provide advertisers with mailing list of their market, such as students who live within 2 miles of the store, product managers in Texas, or people who own mobile homes. Direct mail has an advantage in providing complete product information, compared with that provided in 3()-second or 50-second television or radio spots. One disadvantage of direct mail is that rising postal costs are making it more expensive. The major limitation is that people view direct mail as junk, and the challenge is to get them to open a letter. Billboards. A very effective medium for reminder advertising is outdoor billboards. These signs often result in good reach and frequency when reinforcing a message originally communicated in other media. The visibility of this medium is good supplemental reinforcement for well-known products, and it is a relatively low-cost, flexible alternative. A company can buy space just in the desired geographical market. A disadvantage to billboards is that no opportunity exists for lengthy advertising copy, and thus it is restricted to well-known products. Also, a good billboard site depends on traffic patterns and sight lines. In many areas environmental laws have limited the use of this medium. Transit. If you attend a metropolitan campus, chances are you might have seen some transit advertising. This medium includes messages on the interior and exterior of buses, subway cars, and taxis. As use of mass transit grows, transit advertising may become increasingly important. Selectivity is available to advertisers, who can buy space by neighborhood or bus route. To some extent, once inside the bus, the riders are captured readers. One disadvantage to this medium is that the heavy travel times, when the audiences are the largest, are not conducive to reading advertising copy. People are standing shoulder to shoulder on the subway, hoping not to miss their stop, and little attention is paid to the advertising. Also, the demographic profile of he transit user is heavily weighted to middle-class and lower middle-class people with average incomes and educational profiles.

5. Other Media. A variety of other media exist, ranging from the hot air balloons mentioned earlier to skywriting and theater advertising— where ads are shown in the screen before the movies are shown. Although you might expect to see advertisements before the movie in your local theater, do you expect to see them in the movie itself? Called product placement, the brand-name products used in a movie may be there because their manufacturer paid for the privilege. For example, Domino's Pizza paid $25,000 for its pizza to sit on the kitchen table between Tom Selleck and Ted Danson in the movie Three Men and a Baby. Ads are even starting to appear on the protective boxes covering rental VCR movies and at the start of the movies themselves— and would you believe?— on toilet stall doors!

III. Give Russian equivalents to the following words and expressions. major advantage, cost, high charges, a growing trend, reduсe the length, refer to, severely restrict the amount of infomation, likelihood of, heavy radio listener, disadvantage, tune out, appeal to, desired target andience, alter misperception, succeed in, range from... to..., infreguency, sole medium, purchaser, an immediate customer response, audience, selectivity, challenge, reminder advertising, reinforce a message visibility, supplemental reinforcement, flexible alternative, campus, avaible, to some extent, captured readers, are not conductive to, to miss the stop, although, hinges on several factors, product attributes, necessitate, product appeal, exclude, confront competitors, appropriate.

IV. Translate parts 1 and 2 into Russian in the written form. V. Grammar 1. Write out from the text all irregular verbs. Give their three forms. 2. Name the following verb forms you met while reading the text. Translate the sentenses they are used in. (1) has been, have been reduced, (2) has had, has already run, (3) are standing, is weighted, 3. Write out from the text all verb combinations with modal verbs can, may, must 4. Find in part 1 three sentenses with the construction there is / are (there has been). Translate the sentences.

VI. Read the text again and summarize the advantages and disadvantages of the important advertising media: Medium TV Radio Magazines Newspapers

advantages

disadvantages

Direct Mail Billboard (outdoor)

В о пр о сы д ля само ко нтр о ля (г р аммати че ски й мате р и ал) 1. К ак о бр азуе тся Present Tense (насто ящ е е не о пр е д е ле нно е вр е мя)? 2. Ско лько фо р м и ме е тг лаг о лto be в Present Indefinite Tense? 3. К ако е о ко нчани е и ме ютг лаг о лы в 3-м ли ц е е д и нстве нно г о чи сла в Present Indefinite Tense? 4. На каки е г р уппы д е лятся все г лаг о лы по спо со бу о бр азо вани я Past Indefinite (пр о ше д ше е не о пр е д е ленно е вр е мя)? 5. К ак о бр азуются Past Indefinite станд ар тных г лаг о ло в? Д айте пр и ме р ы. 6. К ак о бр азуе тся Future Indefenite Tensе (буд ущ е е не о пр е д е ленно е вр е мя)? 7. К ак пе р е во д и тся на р усски й язык пр е д ло ж е ни я с о бо р о то м there is/there are? 8. К ако в по р яд о к сло в в во пр о си те льных пр е д ло ж е ни ях с о бо р о то м there is/there are? 9. К ако й пр е д ло г о бо значае т напр авлени е д ви ж е ни я к пр е д ме ту? В нутр ь пр е д ме та? 10. К аки е мо д альные г лаг о лы В ы знае те ? Че м о тли чаются мо д альные г лаг о лы о тд р уг и х г лаг о ло в? Д айте пр и ме р ы. 11. К аки е кате г о р и и и ме е т и мя сущ е стви те льно е ? К ак о бр азуе тся мно ж е стве нно е чи сло сущ е стви те льных ? К ак выр аж ае тся пр и над леж но сть в анг ли йско м языке ? 12. Что В ы знае те о сте пе нях ср авне ни я пр и лаг ате льных ? Д айте пр и ме р ы. 13. К ако ва функц и я ар ти кля в р е чи ? Назо ви те о сно вные случаи упо тр е блени я не о пр е д е ленно г о и о пр е д е ле нно г о ар ти кле й.

О т ф о р м а т ир о ва н о : Ш р иф т : 14 pt

У д але н о : Tensе

У д але н о: .

С п и сокуч е б н ой л и т е р ат ур ы

О т ф о р м а т ир о ва н о : бе з под ч е р к ивания

1. Т е ле ньЭ .Ф . А нг ли йски й язык д ля ж ур нали сто в. – М .: Т Е И С, 2000. 2. З ах ар о ва У .И ., У льяни щ е ва Л .В. П р и г лашае м в ми р П абли к Ри лейшнз: У че бно е по со би е д ля студ е нто в высши х уче бных заве д е ни й. – М .: И М П Э и м. А .С. Гр и бо е д о ва, 2001. 3. К ур ьяно в Е .И . А нг ло –р усски й сло вар ь по ср е д ствам массо во й и нфо р мац и и . (с то лко вани е м). – М .: М о ско вская ме ж д унар о д ная шко ла пе р е во д чи ко в, 1993 4. И вано ва К .А . А нг ло – р усски й сло вар ь по р е кламе и пабли к р и лейшнз (с то лко вани е м). – СП : П о ли те х ни ка, 1998 5. Geffrey Schrank. Understanding Mass Media. – Lincolnwood: National Textbook Company, 1998. 6. Mascull Bill. Key Words in the Media: Helping with Real English.-Harper Collings Publishers, 1995. 7. Otis Baskin, Craig Aronoff. Public Relations: the Profession and the Practice.Dubuque, 1988 8. Mencher Melbin. Basic Media Writing.-Oxford, 1993. 9. Stuart Harris. Human Communications.-Oxford, 1993.

Со стави те ли : Сте пки на Т атьяна Ни ко лае вна Ш амае ва Е ле на Ни ко лае вна Ре д акто р : Б уни на Т .Д .

У д але н о : Б уне е ва