САНКТ-ПЕТЕРБУРГСКИЙ УНИВЕРСИТЕТ
УПРАВЛЕНИЯ И ЭКОНОМИКИ
Кафедра педагогики, психологии и переводоведения
Алексеева М.С.
УЧЕБНО-МЕТОДИЧЕСКОЕ ПОСОБИЕ
ПО АНГЛИЙСКОМУ ЯЗЫКУ
(профессиональный иностранный язык: реклама, СМИ)
ДЛЯ СТУДЕНТОВ ЗАОЧНОГО ОТДЕЛЕНИЯ
Санкт-Петербург
2015
Данное пособие предусматривает подготовку студентов заочного отделения к сдаче зачета/экзамена по профессиональному иностранному языку. На зачете/экзамене студенты читают и переводят текст и составляют монологическое высказывание по предложенной теме. Высказывание должно состоять из 10-12 предложений. Монологическое высказывание необходимо рассказывать, а не читать. Допуском к зачету/ экзамену является контрольная работа. Пособие поможет подготовиться к устной части зачета и написать контрольную работу.
Основная тематика данного курса «Public Relations, Advertising, Media». Пособие включает 5 разделов: Public Relations Dependence on the Media, Pitch Letters, Effective Media Relations, Meeting the Press, Assignment : Dialogues.
В контрольной работе студенты должны показать свое умение понимать тексты по предложенной тематике, выполняя упражнения к тексту. Упражнения включают задания: ответить на вопросы, подтвердить предложения с указанием соответствия их содержанию текста, закончить предложения. Лексические упражнения проверяют понимание употребления слов по данной теме. Основные грамматические правила: модальные глаголы, инфинитив, сложное дополнение. В конце пособия прилагается дополнительный материал: грамматические правила.
Contents
1. Unit 1 Public Relations Dependence on the Media
(pp 4-7)
2. Unit 2 Pitch Letters
(pp 8-12)
3. Unit 3 Effective Media Relations
(pp 13-16)
4. Unit 4 Meeting the Press
(pp 17-20)
5. Unit 5 Assignment : Dialogues
(pp 21-23)
6. Grammar
(pp 23-24)
7. Supplement: Grammar Extra
(pp 25-34)
8. Literature
(p 35)
UNIT 1 PUBLIC RELATIONS DEPENDENCE ON THE MEDIA
The purpose of public relations is to inform, shape opinions and attitudes, and motivate. This can be accomplished only if people receive messages constantly and consistently.
The media, in all their variety, are cost-effective channels of communication in an information society. They are the multipliers that enable millions of people to receive a message at the same time. Through the miracle of satellite communications, the world is a global village of shared information.
On a more specialized level, the media are no longer just mass communication.
Thousands of publications and hundreds of radio, television, and cable outlets enable the public relations communicator to reach very specific target audiences with tailored messages designed just for them. Demographic segmentation and psychographics are now a way of life in advertising, marketing, and public relations.
The media’s power and influence in a democratic society reside in their independence from government control. Reporters and editors make independent judgement about what is newsworthy and what will be disseminated. They serve as screens and filters of information, and even though not every one is happy with what they decide, the fact remains that media gatekeepers are generally perceived as more objective than public relations people who represent a particular client or organization.
This is important to you because the media, by inference, serve as third-party endorsers of your information. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy. The information is no longer from your organization.
Consequently, your dependence on the media requires that you be accurate and honest at all times in all your public relations materials.
Notes:
Psychographic – система классификации людей преимущественно по умственным установкам и ценностям, нежели по физическим качествам, уровню дохода или месту проживания; психография.
Vocabulary:
be designed for smth. – быть предназначенным
channels of communication – каналы связи
cost-effective - рентабельный
disseminate - распространять
endorse information – поддерживать, распространять информацию
gate-keeper - редактор
inference – заключение, вывод
make a judgement –сделать заключение
reside in smth. – принадлежать ч.-л., заключаться в ч.-л.
satellite communications – спутниковая связь
shape opinions and attitudes – сформировать точку зрения
tailored message – сообщение, составленное с учетом ситуации; рассчитанное на определенную аудиторию
target audience – целевая аудитория
variety – разнообразие
УПРАЖНЕНИЯ:
1) Найдите в тексте английские эквиваленты. Используя их, составьте свои собственные предложения
следовательно; представлять клиента или организацию; служить ч.-л.; цель ч.-л.; дать возможность; объективный; влияние; независимость от к.-л., ч.-л.; реклама; требовать.
2) Переведите следующие предложения на русский язык
1. His talent resides in his story-telling abilities.
2. They made a judgement without knowing all the facts.
3. Teenagers’tastes, preferences and opinions are shaped by what they see in the media.
4. The kitchen is designed for two cooks, with double work areas.
5. These messagers are being widely disseminated via the Internet.
6. These days, he endorses products including health food and sunglasses.
3) Соедините слова из левой колонки с близкими по значению словами из правой колонки
to disseminate |
precise |
to perceive |
to spread |
credibility |
to demand |
to require |
trust |
accurate |
to think of |
4) Дополните предложения следующими словами (target audiences, mass communication, accomplished, level, messages, outlets, designed, consistently)
1. This can be______________ only if people receive ____________ constantly and _______________.
2. On a more specialized ________________________, the media are no longer just ______________.
3. Thousands of publications and hundreds of radio, television, and cable ____________ enable the public relations communicator to reach very specific __________________with tailored messages _______________ just for them.
5) Задайте вопросы к следующим ответам
1. The purpose of public relations is to inform, shape opinions and attitudes, and motivate.
2. The media’s power and influence in a democratic society reside in their independence from government control.
3. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy.
6) Объясните следующие высказывания
1. Through the miracle of satellite communications, the world is a global village of shared information.
2. Demographic segmentation and psychographics are now a way of life in advertising, marketing, and public relations.
3. The media, by inference, serve as third-party endorsers of your information.
7) Согласитесь со следующими высказываниями или опровергните их, используя следующие предложения
I fully agree with it
I disagree with it
Beyond all doubt
I wouldn’t say so
Oh, that’s wrong, I’m afraid
I agree with it on the whole but it could be said that
1. On a more specialized level, the media are no longer just mass communication.
2. The media’s power and influence in a democratic society reside in their independence from government control.
8) Сформулируйте основную идею текста
UNIT 2 PITCH LETTERS
To do their job, reporters and editors need a continual supply of news tips and background materials. Your role in public relations is to come up with ideas and sell them. On another level, background information so that reporters understand a subject you’re responsible for providing well enough to write intelligently about it.
Pitch Letters
Publicists write a lot of pitch letters, and most of them are not particularly creative. The vast majority in fact, are rather dull and uninspired. Editors and reporters are busy people receiving stacks of mail every day, so it is important to write letters that will get their attention.
First, a pitch letter is at most one or two single-spaced pages. Many publicists draw the line at one page.
Second, a pitch letter should have an enticing lead.
Third, a pitch letter should get to the point as soon as possible.
A pitch letter should have the following six elements:
1. Enough facts to support a full story.
2. An angle of interest to the readers of that specific publication.
3. The possibility of alternative angles.
4. An offer to supply or help secure all needed statistics, quotes interviews with credible resources, arrangements for photos, and so on.
5. An indication of authority or credibility.
6. An offer to call the editor soon to get a decision.
Vocabulary:
background materials – вспомогательные, дополнительные материалы
draw the line – ограничить, поставить предел
dull - скучный
enticing – заманчивый, увлекательный
lead - начало
at most – максимум, не больше
particularly - особенно
a pitch letter – рекламно-информационное письмо
a publicist - публицист
single-spaced – напечатанный через один интервал
stacks of mail – горы почты
tip - совет
uninspired - банальный
vast majority – подавляющее большинство
УПРАЖНЕНИЯ: