- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •3) Translate the following sentences into Russian:
- •1) Find the words in the text which describe or mean the following:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Agree or disagree:
- •11) Render the following item in English:
- •1) Find the English equivalents in the text:
- •2) Find in the text the words which describe or mean the following:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Translate the list of general guidelines in writing. Do you agree or disagree with the list?
- •11) Develop two or three items of the general guidelines which you find the most important.
- •1) Find the English equivalents in the text. Make up sentences of your own with them:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following expressions into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words which are opposite in their meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Insert prepositions (to; for; on; at):
- •9) Explain the grammatical structure of the following sentence:
- •10) Answer the following questions:
- •11) Can you explain the following:
- •12) Sum up the main idea of the text. Write down only one sentence.
- •13) Render the following in English:
- •6) Can you explain the following:
- •7) Speak on one of the six elements which a pitch letter should have and which you find the most important
- •8) Answer the following questions:
- •9) Write down the questions for these answers:
- •10) Analyse the sample of a media advisory, describe all its parts. Is it made out along the guidelines given in sector "Media Advisories"?
- •9) Write down the questions for these answers:
- •10) Can you explain the following:
- •11) Sum up what the texts say about:
- •Individual Interviews
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Match the words. Use the expressions in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words which have the opposite meaning:
- •10) Translate in writing four paragraphs describing the tips which would help you prepare for an interview.
- •11) Answer the following questions:
- •12) Can you explain the following?
- •13) Agree or disagree:
- •14) Write down the main stages of the preparation for an individual interview.
- •9) Write down 6 questions to the text beginning with:
- •10) Write down one sentence summarizing the text.
- •11) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •9) Can you explain the following:
- •10) Render the following item in English:
- •Invitations
- •8) Explain the grammatical structure of the sentence:
- •9) Answer the following questions:
- •11) Develop the following statements:
- •12) Write down one sentence summarizing the text.
- •13) Translate the following text in written form:
- •14) Render the following item in English:
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •9) Paraphrase the following sentences:
- •10) Answer the following questions:
- •11) Agree or disagree with the following statements:
- •12) Sum up what the Unit says about:
- •1) Find the English equivalents in the text:
- •2) Find the words in the text which describe or mean the following:
- •11) Can you explain the following statements?
- •12) Translate the following item into Russian:
- •1) Find in the text the words which describe or mean the following:
- •2) Match the words. Write down your own sentences with these expressions:
- •3) Translate the following sentences from the text into Russian. Give synonyms to the underlined words:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Answer the following questions:
- •8) Can you explain the following?
- •9) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in your own sentences:
- •2) Find in the text the words which describe or mean the following:
- •3) Match the words. Use them in the sentences of your own:
- •4) Translate the following sentences:
- •6) Match the words having the opposite meaning:
- •10) Answer the following questions:
- •11) Can you explain the following statements?
- •12) Agree or disagree:
- •13) Translate the following item into Russian:
- •1) Find the English equivalents in the text:
- •2) Find in the text the words which describe or mean the following:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Write down 6 questions covering the contents of the text.
- •9) Can you explain the following statements?
- •10) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following word-combinations into Russian. Use them in sentences of your own:
- •4) Match the words, some of them can be used more than once:
- •10) Answer the following questions:
- •11) Explain the following:
- •12) Sum up the contents of the text in one or two sentences.
- •13) Render the following item in English:
- •1) Find the English equivalents in the text:
- •2) Find the terms in the text which describe or mean the following:
- •3) Translate the following words and word-combinations into Russian and use them in sentences of your own:
- •4) Match the words having the opposite meaning:
- •5) Make up sentences with the following word-combinations and translate them:
- •7) Complete the following sentences from the text and translate them into Russian:
- •9) Answer the following questions:
- •10) Sum up the text in one sentence.
- •11) Render the following item in English:
- •Vocabulary:
- •1) Find the English equivalents in the text:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following word-combinations into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •8) Complete the following sentences from the text and translate them into Russian:
- •9) Make up questions for these answers:
- •К основным принципам рекламы можно отнести:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following word-combinations into Russian and use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in the meaning:
- •6) Match the words having the opposite meaning:
- •7) Make up 5 questions to the text, beginning with:
- •8) Give the main idea of the text in one sentence.
- •9) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following words into Russian and use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •5) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •Unit 10 types of public relations advertising
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •Image-building
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •Investor and Financial Relations
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •5) Match the words having the opposite meaning:
- •8) Write questions to the following sentences from the text:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •7) Complete the following sentences from the text and translate them into Russian:
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Develop in writing the following statement in no more than 50 words.
- •9) Give the main idea of the text in one sentence.
- •10) Read the advertisement and translate it into Russian using the dictionary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words. Use them in sentences of your own:
- •5) Match the words which are close in their meaning:
- •7) Complete the following sentences from the text and translate them into Russian:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Match the words having the opposite meaning:
- •9) Write questions to the following answers:
- •10) Explain the following:
- •11) Sum up the text. Write down one sentence.
- •12) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •6) Match the words. Give as many variants as possible. Use them in sentences of your own:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Explain the grammatical structure of the sentences:
- •9) Write questions to the following answers:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words. Use them in sentences of your own:
- •5) Match the words which are close in their meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •10) Answer the following questions:
- •12) Render the following text in English:
- •Chapter III speakers and speeches
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the texts which describe or mean the following:
- •10) Write questions to the following answers:
- •Informing Speakers
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •1) Find in the text the English equivalents. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Match the words. Think of your own sentences with them:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Match the words. Think of your own sentences with them:
- •4) Translate the following sentences into Russian:
- •12) Can you explain the following:
- •13) Write down one sentence summing up the contents of the text.
- •14) Render the following text in English:
- •Speaker's Bureau Reaches a Diverse Audience
- •15) Render the following text in English:
- •Interview Tips
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •10) Answer the questions:
- •11) Can you explain the following:
- •12) Say which tips given in the text are more important than the others and why? Arrange them in order of your preference.
- •13) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Give the Russian equivalents of the following word-combinations:
- •3) Find the words in the text which describe or mean the following:
- •4) Match the words. Use them in sentences of your own:
- •5) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words which have the opposite meaning:
- •9) Make up the plan of the text in the form of questions.
- •10) Write down 3 sentences showing the main idea of the text.
- •11) Render the following text in English:
- •Unit 13 the nature of a speech
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text that would describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Answer the following questions:
- •9) Can you explain the following?
- •10) Agree or disagree:
- •11) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Paraphrase the italicized words:
- •9) Translate the following into Russian. Make up 4 sentences of your own according to the models:
- •Vocabulary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which mean or describe the following:
- •3) Translate the following sentences into Russian:
- •8) Can you explain the following:
- •9) Develop the following points:
- •10) Translate the following text into Russian:
- •Unit 14 semispeeches
- •10) Write questions to the following answers:
- •11) Answer the following questions:
- •12) Write down the translation of the last paragraph of the text.
- •13) Render the following text in English:
- •Interviews at the Organization
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which mean or describe the following:
- •3) Translate the following expressions into Russian: use them in sentences of your own:
- •4) Match the words. Use them in sentences of your own:
- •5) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words having the opposite meaning:
- •9) Paraphrase or explain the underlined words:
- •10) Explain the grammatical structure of the sentence. Write down 3 sentences of your own with the same structure:
- •13) Write down a few questions covering the contents of the text. Start them with:
- •14) Write down one sentence expressing the main idea of the text.
- •15) Render the following text in English:
- •Interviews at the Media
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find the words in the text which would describe or mean the following:
- •9) Can you explain the following?
- •10) Among the tips how to answer news media questions find 5 which you think the most important and 5 which can be considered the least significant. Prove your opinion. Start with:
- •11) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Write these words with correct negative prefixes (im; un; in):
- •9) Answer the following questions:
- •10) Do you agree with the recommendations concerning publicity? Can you give any other ideas of your own?
- •Speechwriting
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which mean or describe the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following words and word-combinations into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words having the opposite meaning:
- •8) Paraphrase the underlined words and expressions:
- •9) Explain the grammatical structure of the sentence. Use it in sentences of your own:
- •11) Write down 5 questions covering the contents of the text.
- •12) Can you explain the following:
- •13) Translate the following into Russian:
- •14) Express your opinion of the above given advice.
- •15) Render the following text in English:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Explain the grammatical structure of the sentences. Use it in sentences of your own:
- •11) Answer the following questions:
- •12) Can you explain the following?
- •13) Write down 3 sentences summarizing the contents of the text.
- •14) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text that describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Explain the grammatical structure of the sentence. Use it in sentences of your own:
- •8) Can you explain the following?
- •9) Translate the following item into Russian:
- •10) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Explain the grammar structure of the sentences. Use it in sentences of your own:
- •9) Write questions to the following answers:
- •10) Speak on the following points. Try to illustrate them with your own examples:
- •11) Render the following text in English:
8) Develop in writing the following statement in no more than 50 words.
Announcements can be used for any category of public relations advertising.
9) Give the main idea of the text in one sentence.
10) Read the advertisement and translate it into Russian using the dictionary:
A Message from the Chairman of JACK IN THE BOX
As you may know, there has recently been an outbreak of food-related illness in the Pacific Northwest. All of us at JACK IN THE BOX extend our prayers for a complete and speedy recovery to everyone who has experienced this illness.
When we first learned of the problem, we immediately recalled all hamburger meat suspected of contamination and we are no longer having hamburger meat processed by our former meat supplier. However, I want to make it clear that no hamburger meat suspected of contamination was ever shipped to the Greater Bay Area, so no one here was ever at risk.
And, in an effort to make absolutely certain this never happens again in any JACK IN THE BOX restaurant, we have increased our hamburger cooking times to levels above both state and federal standards. We have also retrained all food preparation staff to ensure that all new and existing cooking procedures are followed.
At the same time, we have increased our testing procedures on all hamburger meat now being processed so that we will perform seven separate quality control checks before it ever gets into our restaurants.
Again, I want to emphasize that the wholesomeness of the hamburger meat we serve here was never in question. JACK IN THE BOX has been part of this community for many years and we will do everything in our power to keep your community for many years and we will do everything in our power to keep your trust.
Jack Goodall Chairman
JACK IN THE BOX
Though reassuring to consumers in the San Francisco Bay Area, this letter appeared only after Jack-In-The-Box had suffered major damage to its corporate reputation for its handing of the problem in the first place.
Answer the following questions:
1. Is the advertisement effective? Why or why not?
2. Can you cite applicable concepts of persuasion and advertising copy writing?
UNIT 11
THE BASICS OF A PRINT AD
Text A
There are several key elements in a print advertisement. They are headline, text, artwork, and layout.
Headline. Advertising expert John Caples says, "The headline is the most important element in most ads - and the best headlines appeal to the reader's self-interest or give news".
Headlines should be specific about a benefit, or they can be teasers that arouse interest. Here is a headline about a specific program: "The Phoenix Mutual Insurance Retirement Income Plan". Caples thought this was all right, but he created a headline that sold much more successfully: "To Men Who Want to Quit Work Some Day". This was accompanied with an illustration of a smiling senior citizen fishing in a mountain stream.
Text. The headline is followed by what is known as text or body copy. This is the words that persuade the reader to do something. In general, copy should be limited to only one or two major points. Sentences should be short and punchy. A declarative sentence is much better t ban one thai includes a dependent or an independent clause.
The copy should invoke emotion, provide information of value to the reader, and suggest a way that the reader can act on the information. You might include a toll-free telephone number, an address to write for more information, or a suggestion that people visit a local dealer.
Artwork. An ad can consist of just a headline and copy, but ads usually have a strong graphic element. This may be a striking photo, a line drawing, or a computer-generated design. Artwork attracts the reader to the ad and breaks up large blocks of type.
Layout. The headline, copy, and graphic elements need to be integrated into an attractive, easy-to-read advertisement. A layout can be a mock-up of the planned ad, or it can be a detailed comprehensive that includes the actual type and artwork that will be used.
□ Vocabulary:
print - печатный
headline - заголовок
artwork - художественное оформление; рисунок
layout - макет объявления печатной рекламы
appeal to - обращаться к, привлекать
self-interest - личная заинтересованность
benefit - польза, выгода
teaser - (разг.) рекламное объявление; головоломка «дразнилка» (дразнящее рекламное объявление или заголовок, не сообщающее всей необходимой информации, но содержащее указание на то, что отсутствующие сведения будут лапы в последующих публикациях или на последующих щитах) arouse interest - вызывать интерес
phoenix - (миф) Феникс; чудо
mutual - взаимный
insurance - страхование; страховая премия
retirement - отставка; выход на пенсию, в отставку
income - доход
create - создавать
quit бросать что-то, уходить
fish - удить, ловить рыбу
a stream - ручей
body сору - основной текст
persuade - уговорить к.-л., убедить
major - крупный, важный
sentence - предложение (грамматическое)
punchy - эффективный, энергичный
declarative - декларативный; повествовательное предложение
dependent - подчинительное предложение
independent - самостоятельный, независимый clause - придаточное предложение
involve - взывать к
provide - предоставлять, обеспечивать
value - ценность
suggest - предложить
toll-free - бесплатный (междугородный телефонный разговор)
dealer - дилер; биржевой торговец; торговец;
graphic - графический
striking - поразительный, ошеломляющий
line drawing - штриховой рисунок
computer-generated design - компьютерный рисунок
a block of type - блок набора
break up - разбивать (на части)
integrate into - объединять
easy-to-read - легко читаемый; легкий (простой) для прочтения
mock-up - оригинал-макет в натуральную величину
comprehensive - чистый макет (рекламного объявления)
actual - реальный, действительный
Exercises