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- •Isbn 9965-31-285-0
- •Lead-in
- •1.1 Look at the title of articles and match them with the given introduction.
- •Listen and speak
- •Focus on reading Taxpayers to stump up Jaguar loan
- •3.1 Find the English equivalents for the words:
- •3.2 Read the statements from the article and state whether the following statements True or False. Give the right answer to the false.
- •3.3 Answer the questions:
- •3.4 Read the comments of the people on the article. Whose ideas do you consider more precise?
- •Language Focus
- •4.1 Read the article and find the abbreviations. Put down their full form. World stocks mostly drop in pre-Christmas trading
- •4.2 Translate the abbreviations from Kazakh into English
- •4.4 Match the verbs with their equivalents
- •4.5 Study the vocabulary
- •As tides turn, South Korea prepares to harness them
- •Give the definitions to the following words.
- •Put down the definitions for the following words.
- •Complete the sentences with right prepositions. Out off with (3) under around into on
- •Construct the scheme of the tidal power plant in process.
- •Answer the questions.
- •Language Focus Ағылшын сөздігіндегі стилистикалық ажырату (Stylistic Differentiation of English Vocabulary)
- •Point out stylistic differences within the groups of synonyms.
- •Read and translate the article. Find out the style of used vocabulary. Give the definition to words in bold type.
- •Global Warming May Kill Billions This Century
- •Study the vocabulary and give translation to the words.
- •3. Prophets of doom and gloom
- •4. Piecemeal conservation ineffective - national policy needed, says new report * carrying out conservation one bit at a time, with no overall plan
- •Planning the contents of a magazine
- •Focus on reading Tabloid
- •Match the verbs (1-11) with their equivalents (a-k).
- •State whether the following statements True or False. Give the right answers to the false ones.
- •Answer the questions.
- •Students’ workshop
- •Language Focus a. Language of tabloids
- •Define the type of word-building in the following extracts.
- •Study the topical vocabulary.
- •Sort this group of eight vocabulary items into two sets of four, one connected with books, the other with magazines. Use a dictionary if necessary.
- •Lead-in
- •1.1 Legislatures are often divided into upper and lower houses or chambers. Match these legislative chambers to their countries.
- •Focus on reading
- •Read the text and find the English equivalents of the expressions in the text.
- •Translate the words.
- •State whether the following statements True or False. Give the right answer to the false.
- •Put the appropriate conjunctions in the sentences.
- •Make up the questions to the following statements.
- •Language focus Саяси мақала (Political article)
- •Read and translate a report from The Time. Comment on the vocabulary peculiarities and syntactical patterns used.
- •A. Study the vocabulary.
- •Complete the following table, using a dictionary if necessary.
- •Complete the sentences with appropriate words and phrases from the box.
- •Translate into English using active vocabulary:
- •Poll late and poll often
- •Lead-in
- •Discuss the questions.
- •Listen and speak Organising the relaunch of a product
- •Focus on reading
- •Read the text and divide it into logical paragraphs. European Union Background
- •Read the sentences and state whether the following statements True or False. Give the right answer to the false.
- •Answer the questions:
- •Find English equivalents of these sentences in the text.
- •Language Focus
- •An official document’s construction
- •4.1 Analyze the Resolution from the standpoint of its formal syntactical structure. Comment on the numbered and capitalized parts of the document and punctuation.
- •Study the table. Translate the words and write the transcription to them.
- •Read and translate the sentences. State what relations are described.
- •Which of the verbs below mean the same as 1) ‘break off’ and 2) ‘restore’ in the context of diplomatic relations? Use appropriate forms of the verbs to complete the extracts below.
- •Complete the sentences with the right words.
- •Compromise or deadlock? Match the two parts of these extracts.
- •Lead-in
- •Match the advertising medium in the picture with their equivalents.
- •Look at the given pictures and discuss the questions.
- •Listen and speak Selling your services to a potential client
- •Focus on reading
- •Read an extract from a radio programme and decide which two of these things are being discussed: a) advertising, b) politicians, c) supermarkets.
- •Complete the notes.
- •Discuss the questions:
- •Language Focus Коммерциялық жарнама (Commercial Advertising)
- •Correct stylistically mistakes to make an advertisement.
- •Team work. Divide into 2 teams and write an advertising article for the information brochure. Task for team 1: You write information about services included in the tour. Mammoth Mountain
- •The mountain
- •Team 2 Your advert is about facilities and conveniences offered by the resort. The village
- •Write slogans to the products:
- •Look at the ads below and discuss the following questions.
- •In pairs, answer the following questions.
- •A. Complete the following table using the products and brand names in the boxes.
- •Label the texts 1-4 using the following words (not all the words are needed).
- •Match the words (a-g) with the expressions (1-7)
- •Choose the correct alternatives.
- •Lead-in
- •Listen and speak
- •Focus on reading
- •Read the radio commissioning brief and answer the following questions.
- •Read the commissioning brief again and answer the following questions.
- •Complete the following definitions using the words in bold in the commissioning brief.
- •In groups, discuss the following questions.
- •Language Focus
- •Радиохабар (Radio Broadcasting)
- •4.1 Match the verbs with their equivalents.
- •4.3 Complete the definitions (1-11) using in the given words.
- •4.4 Complete the text with words from the list.
- •Language Focus
- •Read the text and match the underlined words with their equivalents.
- •Match the verbs with their equivalents.
- •Say if these statements true or false.
- •Kevin is phoning his bank. What expressions of these two texts (a,b) could replace each of the underlined items?
- •Match the sentence beginning (1-3) with the correct endings (a-c). The sentences all contain expressions from the text (c)
- •Lead-in
- •Look at the given pictures. In pairs, describe the photos and answer the questions.
- •Match presenter’s questions with Tony Greenwood’s answers.
- •Read the interview and answer the questions.
- •Listen and speak Giving post-production feedback
- •Focus on reading
- •Read the article quickly and answer this question. What does it say you need to do to be able to do ‘free running’ successfully?
- •Read the article again and decide if the following statements are true (t) or false (f).
- •Find words in the text which mean:
- •Language Focus
- •Read the article and choose one to prepare online coverage:
- •Write the captions for the photos:
- •Read paragraphs a-c and match the words in bold type to their meaning. Olympic history
- •Now quickly read each other’s article with the glossary. Then in pairs answer the questions below, writing short notes. Say in which article you found the information. Write 1, 2, or b (both).
- •Look at the words in bold type in the text. Guess the meaning from the context. Then match to the meaning.
- •Language Focus
- •Write a headline to the following crime news:
- •Complete the text with words from the list. Translate the words in bold. Is the legal system the same in your country?
- •Match the words/phrases 1-10 to the appropriate definitions a-j.
- •Listen and speak Analysing market trends
- •Implementing a new communication strategy
- •Focus on reading
- •Read the text and pay attention to the words in bold type.
- •Read the article and answer the questions:
- •Match the sentence beginning (1-5) with the correct endings (a-e). The sentences all contain expressions from the third paragraph of the text (2.1.).
- •Language Focus Press release
- •Баспасөз мақаласын жазу ережелері. (Press Release Writing - Tips to Write a Press Release)
- •Match the words and definitions
- •I mean the Christine who works in Sales, not the one in Accounts.
- •Briefing a website designer
- •Focus on reading
- •A In pairs, discuss the following questions.
- •Look at the project vision statement again and decide if the following statements are True (t) or False (f).
- •Complete the following extract from another project vision statement using the adjectives in the box.
- •Language Focus Planning and writing a blog
- •Look at the home page of the website Notes from Spain and discuss the following questions.
- •A. Look at the following blog and entry by Ben, who runs Notes from Spain. Put the paragraphs is Ben’s blog (a - e) in the correct order.
- •Choose the correct definition (a or b) for the following highlighted words from Ben’s blog.
- •Complete the following statements about Ben’s blog by underlining the correct alternative.
- •A. Complete the following tips for successful blogging, using the words in the box.
- •Education and mass media
- •Listen and speak Creating a podcast
- •Focus on reading
- •Read the article and mark the sentences t (true), f (false), or ds (doesn’t say).
- •Language Focus
- •Read the articles and practice finding 5whs and the h in the articles of your choice. If one or more is missing suggest reasons that might explain why.
- •1. Read the headlines of the articles. Write the intros for all of them.
- •Translate the article into English. Электронды жүйенің пайдасы мол
- •The inverted Pyramid style
- •2. Read the comments of people. Discuss with a partner what point of view people have. Do you agree with them. What ecological problems we should dissolve in national scale?
- •Below are four pairs of headlines.
- •In each pair which headline is most likely to excite the reader? (a) or (b)?
- •Now read the headlines below. Re-write them in your book, replacing the words in bold with more emotive words. The first two have been done for you as examples .
- •Find two different newspaper reports on the same event.
- •Life of celebrities
- •Read extract from the constitution on the right on private life and mobility.
- •Read, translate the article and do the task. The tragedy of Diana
- •Vocabulary:
- •Translate these sentences from Russian into English:
- •Translate the article into English. Агенттіктердің қызметі маңызды
- •Read the article and find examples of different types of angles. Clip each article and alongside in your own words explain what the angle is.
- •Study the cover of the magazine People what does it include
- •On the campaign trail. Match the two parts of these extracts.
- •Translate the article into English.
- •Story Feedback Form
- •Translate the sentences. Study the usage of the topical words
- •Translate the following sentences
- •Reporting Tips
- •Translate the article into English. Көз алдымызда өзгеріп бара жатқан бақ немесе жаһандық дағдарысқа журналистер қаншалықты жауапты?
- •Read the article. Wto chief to ask g-8 leaders for “active support” on trade talks
- •Study the table and complete with information taken from the text “wto chief to ask g-8 leaders for “active support” on trade talks”.
- •You are going to read a pre-production meeting (ppm) document for The Daily Sunshine tv ad. Before you read match the words that appear in the text (1-7) to their definitions (a-g)
- •Read the ppm document and match the headings in the box to the corresponding paragraph (1-8).
- •In pairs, discuss whether you think the commercial will be successful. Explain why / why not.
- •In groups, brainstorm a tv ad for the product that you wrote a print ad for in Exercise Write your own pre-production meeting document. Use the model in Exercise 2 to help you.
- •Advertising on tv
- •Look at these advertisements.
- •The sentences in the box are taken from an essay. Complete the table with the correct paragraph number 1-4
- •Imagine you are selling the items on eBay. Write the advertisement.
- •A. In groups, discuss the following questions
- •A. Read the news list to see if you predictions were correct.
- •Complete the following definitions using the words in bold in the email in Exercise 2.
- •Translate the article into English. Ғаламторда – қазақ тілі
- •Read the texts a, b and pay attention to the expressions in bold type.
- •Paradiso financial services
- •Answer the questions using expressions from a and b texts.
- •Match the words with their equivalents
- •Translate the article into English. Интернет туралы заң жобасы қаралды
- •Cards and accounts
- •Complete the advertisement with words from the list.
- •Look at the photos and answer the questions.
- •Read the article once. Do most sportspeople find it easy or difficult to retire?
- •Complete the articles (1-6) with sentences a-f.
- •Think of a sportsperson from your country who has retired. What is he/she doing now? Do you think he/she retired at the right time?
- •Сomplete the composition with prepositions from the list.
- •Read the article and complete the gaps with men or women.
- •Look at the advertisement and answer the questions.
- •Try and solve the lateral thinking problems. Follow these instructions:
- •Read the article and find out where the pickpocket usually worked and why he was caught this time. As you read, try to guess the missing words but don’t write them.
- •Punctuate this letter to a newspaper to complain about the increase in street crime.
- •Translate the newspaper article into English
- •A. In pairs, discuss the following questions.
- •Read the meeting and see if your predictions were correct.
- •Read the interview again and decide if the following statements are True(t) or False(f).
- •Complete the following extracts from the meeting by writing the correct tense of the verbs in the box.
- •In pairs discuss why sentence 6 above uses the past simple instead of present perfect.
- •Translate the newspaper article into English Ұлттық сайыстағы жобалар еркін кәсіпкерлікті дамытуға үлес қоспақ
- •Read an article about the relaunch of Sparkle from a trade magazine and answer the following questions.
- •Discuss the following questions.
- •Put the extracts from this newspaper report of a public meeting into the correct order.
- •In groups, discuss the following questions.
- •Read the film review. Would you like to see the film? Explain why / why not.
- •Complete a different review of The Killing of John Lennon, taken from a newspaper, using the connectors in Exercise 5.
- •Read the article Lightning strikes twice. Is it similar to or different from how you imagined it would be after the journalist’s notes? Explain your answer.
- •4. Without looking back at the article, complete the following sentences using the verbs in the box. Then put the sentences in the correct order.
- •Think of a true story. It could be personal, about people you know, or invented. Make notes like those in Exercise 2.
- •Schools
- •Read the article. What does Dr Ryde think the advantage of sending children to his school is?
- •Each of these sentences 1-6 comes from the article. Read the article again and decide where each one should go.
- •Discuss. What are the advantages and disadvantages of pushing children to study intensively and take exams early?
- •Translate into English. Электрондық кітапхана заман талабына сай жасақталмақ
- •A. Read the article and choose the best sub-heading.
- •Match the words in bold type with the expressions 1-8.
- •Complete the notes using one word in each space.
- •English- English Glossary of Mass Media related Abbreviations
- •English-Kazakh Vocabulary
- •Пайдаланылған әдебиет:
- •Мазмұны
Complete the notes.
Persuasion 1. Where persuasion takes place: television … 2. Large amounts of money spent on: ….. . Supermarkets 3. Two ways to relax customers: ….. . 4. Why reward cards are good for supermarkets: ….. . Advertising 5. Two types of advert: …. . 6. Adverts for cleaning products: …. . 7. Most powerful adverts: …. . 8. Adverts for luxury cars: …. . 9. Adverts which use famous people: …. . |
Discuss the questions:
1. How much do you think you are influenced by advertising?
2. Can you describe an advert that you particularly like or that has stuck in your mind? Why do you like it or why do you think you’ve remembered it?
Language Focus Коммерциялық жарнама (Commercial Advertising)
Коммерциялық жарнама жарнаманың ең үлкен және көрнекі түрі. Ол әр түрлі стилистикалық түрлерімен ерекшеленеді. Әдебиет сияқты ол өз қызметінде тілдің алуан түрлерін қолдана алады, адамзаттың (адамзат қана емес) кез-келген жағдайы жарнамадан табылады.
Лексикалық жағынан ол мәнерлі (жаңа, көрнекті), нақты (жұмсақ, қолайлы), позитивті (сенімді, ерекше) және универсалды (ең жақсы,мүлтіксіз) сөздерді қолдануды көздейді.
Грамматикалық жағынан ол ауызша типтік және эллиптикалық және кейде анық емес (A better deal than what) болады. Ол ауыспалы мағынадағы сөзді (taste the sunshine in peaches), графологияны (Beanz Meanz Heinz) және ритм, аллитерация (бірдей дыбыстардың қайталануы) сияқты күшті дыбыстық әсер етуді көбінесе ұрандарда (slogans) қолданады.
Жарнама тілінде ең маңызды орынды ұрандар немесе үндеулер (slogans) алады. Ұрандардың мақсаты адамдарды бір нәрсені сатып алуға немесе соларға еліктеуге жетелейтін көз жеткізуші, есте сақталатын, түсінікті сөздерді жасау. Өзінің лингвистикалық құрылымы жағынан ұрандар мақалдар тәрізді. Сөйлемдер барынша қысқа және ритмдері күшті: Drinka pinta milka day; Guinness is good for you; Safety First. Егер олар ұзақ болса, көбіне тепе-тең құрылымдар болады: Make love, not war; When you need aspirin, drink Disprin. Олар шеберлікпен қолданылған ауыспалы сөздерді пайдалануы мүмкін: Terylene keeps its promises; Switch on the sunshine (Kelloggs cereal). Аллитерация және ритм жиі қолданылады: You’ll wonder where the yellow went / When you brush your teeth with Pepsodent; Electrolux brings luxury to life. Сонымен бірге мимикалық ауызша стиль қолданылады: It’s finger-licking good (Kentucky Fried Chicken); I bet (s)he drinks Carling Black Label.
Мазмұны мен орнының әр түрлі болғанына қарамастан жарнамалар бірыңғай түрде болады. Көбінесе кездесетін түрлері суреттерді, түстерді және ерекшеліктерді (ең бірінші бет, шарықтау шегі) стилистикалық қолдану. Алайда оның көлемі қолданылатын эллипс пен аббревиатура санына әсер етеді Мысалы бір жолға үш жолды біріктіретін механикаға арналған жарнама: Ford / Merc exp a must. Excel sal / bnfts. (Ford / Mercury experience is a must. Excellent salary and benefits).
Әсерлі ұрандар:
сатып алушыға тауардың немесе брэндтің негізгі пайдасын көрсетеді;
ол заңды көлемде сол өнім мен басқа фирмалардың өнімдерінің айырмашылықтарын көрсетеді;
қарапайым, тура, қысқа, түсінікті сөйлемдер береді;
көбінесе тапқыр, ұтымды сөзді қолданады;
өзінің ерекше «жеке тұлғасын» таңдайды;
тұтынушының өзін «жақсы» сезінуіне жағдай жасайды;
тұтынушының өз қалауын немесе қажеттілігн сезінуге көмектеседі;
ұмыту қиын – жадында сақталып қалады (оның ұнатқаны не ұнатпағанына қарамастан) әсіресе шылдырлау, өлеңдер, суреттер немесе фильм сияқты есте сақтау құралдарымен қатар жүреді.
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