- •6. Read the common arguments for and against television, arrange them into two columns. Agree or disagree:
- •1. Read the text and answer the questions:
- •2. Name the principal British newspapers. Say what kind of information they offer their readers.
- •3. Read the following extract and explain why Fleet Street is often called the home of the British Press.
- •6. Read the text once more. Use the information given in it while speaking about the Russian Press.
- •Active Vocabulary
- •1. Find the answers to the following:
- •2. Translate into Russian. Reproduce the situations in the text in which they are given.
- •3. Find the English equivalents in the text. Use them in sentences of your own.
- •1. Fill in the gaps with prepositions
- •2. Give the definitions of the following expressions:
- •3. Discuss the problem of «paparazzi» with your partners.
- •4. Read the text. What is it about? What is your variant of the title?
- •1. Answer the following questions.
- •2. Translate the following word combinations into Russian:
- •3. Find the English equivalents in the text. Use them in sentences of your own.
- •Active Vocabulary
- •1. Read the text and translate it into Russian consulting the essential vocabulary.
- •2. Answer the following questions:
- •3. Answer the questions by choosing one of the alternatives, explain your choice:
- •4. Practise asking questions. Imagine that you are an editor-in-chief and are interviewing an applicant for a job on your newspaper. Work in pairs:
- •5. Read the text without a dictionary. Sum it up in two sentences
- •6. Read the text consulting the notes given below. Make up a dialogue based on the text working in pairs:
- •7. Paraphrase the following sentences. Use the modal verb should.
- •8. Prepare an outline of the text.
- •1. Translate the following definitions:
- •2. Explain and expand on the following.
- •3. Give as many prefaces to the following dialogues as you can. The situation may concern the topic: Photojournalism.
- •4. Give the contents of the story in a nutshell.
- •5. Read this passage and answer the questions. Sum it up in one sentence.
- •Tv news and new technology
- •6. Render the following text into English.
- •Active Vocabulary
- •1. Answer the questions:
- •2. Find the English equivalents in the text. Use them in sentences of your own.
- •3. Write questions to go with these answers. Translate the questions and answers into Russian.
- •4. Complete the sentences.
- •6. Comment on the following:
- •Active Vocabulary
- •1. Find the English equivalents in the text.
- •2. Think of your own sentences with the following expressions.
- •3. Work in groups. Ask your partners which of these adjectives describe skills required of a journalist doing a live report best:
- •4. Answer these questions:
- •5. Render the following text into English.
- •1. Read the text and answer the following questions:
- •2. Match the words having the close meaning.
- •3. Match the words with their definitions.
- •4. Discuss similarities and differences between the «beat system» and «specialist system». When comparing them, use the following phrases:
- •5. Make the synopsis of the text.
- •2. Supply the missing formulas of invitation to the following replies.
- •3. Provide a natural conversational context for the following sentences.
- •4. You are to interview a tutor from Great Britain. He is going to visit your University. Be ready with your questions.
- •Active vocabulary
- •1. Answer the questions:
- •2. Read the following proverbs. Match them with their Russian equivalents. Make short stories to illustrate them.
- •3. Read the following extract and discuss it.
- •1. What is implied under the term « news style »? Find the definition in the text.
- •2. Explain and expand on the following.
- •1. Render the following sentences in your own words.
- •2. Rewrite this text in a form of an instruction.
- •1. People can find good and bad features in advertising. What do you think these features are? Read the information below and separate the ideas into two columns for good and bad points.
- •2. Name as many goals of advertising as you can and give examples of how they can be achieved.
- •3. Cut out (or copy) two recent advertisements: from a magazine or a newspaper. In each case, indicate which needs the ads are appealing to.
- •4. This is an advertisement for a new tv programme called "Wise Up". Read it and design an ad of your own. Think of the text for it. Attach photos or pictures.
- •5. Advertising, public relations, publicity. Differentiate. Use the following definitions.
- •6. Read the text. What is it about? What is your variant of the title? How many parts does the text consist of? What is each part about? Define the key sentence of each paragraph.
- •7. Choose any problem you are interested in and make a 5-minute report in class. Refer to different additional sources to make your report instructive and informative.
- •8. Summarize the information to be ready to speak on Advertising. Begin your work with writing a plan.
1. People can find good and bad features in advertising. What do you think these features are? Read the information below and separate the ideas into two columns for good and bad points.
Give true information; do not talk about the products' defects; make you buy one thing instead of another; (are) misleading ; show life unrealistically; put pressure on consumers; famous people endorse (рекламируют) products; teach you how to get the best value for your money; (are) truthful; help you choose best products; help to improve your taste; (are) impossible to check; (are)creative/informative/silly/annoying/clever/ funny; full of humour/fantasy; convince people to buy things they don't need; present an honest, realistic image of a product.
2. Name as many goals of advertising as you can and give examples of how they can be achieved.
3. Cut out (or copy) two recent advertisements: from a magazine or a newspaper. In each case, indicate which needs the ads are appealing to.
4. This is an advertisement for a new tv programme called "Wise Up". Read it and design an ad of your own. Think of the text for it. Attach photos or pictures.
“Don't miss "Wise Up", starting tomorrow on Channel 4. It's a great new programme - and it's all about YOU! The show is presented by kids, for kids, and will be travelling up and down the country to find out what young people really think about things that affect them. From passions for fashions to pocket money problems, "Wise Up" is on the case. Tune in on Sundays at 10.15 am”.
Your boss says to you: "We don't need to use an advertising agency. They cost too much and we can do ourselves anyway." What arguments can you develop to support the use of an agency?
5. Advertising, public relations, publicity. Differentiate. Use the following definitions.
Реклама - процесс донесения информации от рекламодателя до целевой аудитории посредством медиа-каналов или иными способами.
PR - технологии создания и внедрения при системах конкуренции образа объекта (товара, услуги, фирмы, бренда, личности) в ценностный ряд социальной группы, с целью закрепления этого образа как идеального и необходимого в жизни.
Паблисити - популярность, известность товаров или услуг, формирующихся под действием рекламы и информации в СМИ, информации из других источников, таких как письма, рассылка, отправка пресс-релизов, выставочная деятельность, раздача флайеров и других маркетинговых мероприятий.
Основное отличие паблисити от рекламы - бесплатность. К паблисити можно отнести проведение какой-либо компанией благотворительных акций.
6. Read the text. What is it about? What is your variant of the title? How many parts does the text consist of? What is each part about? Define the key sentence of each paragraph.
Advertising is a form of communication intended to persuade its viewers, readers or listeners to purchase or to consume the particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.
The advertising business is composed of two main groups - advertisers and agencies. The advertisers (or clients) are the companies that advertise themselves and their products. Advertisers range in size from small independent stores to huge multinational firms and in type from small industrial concerns to large service organizations. Assisting them are the advertising agencies that plan, create, and prepare advertising campaigns and materials for the advertisers. In addition to these two groups are the media, which sell time (electronic media) and space (print media) to carry the advertiser's message to the target audience. And finally, there is another group known as the suppliers. These include the photographers, illustrators, printers, typesetters, video production houses, and many others who assist both advertisers and agencies in the preparation of advertising materials. Creative people - artists, writers, and photographers - are employed by the advertising companies to produce the ads. Product engineers and designers often make recommendations and provide information about competitive products.
Company presidents and other top executives, who are naturally interested in how their company or product is portrayed, are also involved in advertising decisions. Sales and marketing personnel frequently provide input to the creative process, assist in choosing the advertising agency, and help evaluate proposed advertising programs.