Английский язык для обучающихся по направлению «Реклама и связи с общественностью». Учебное пособие
.pdf8.This is the right decision for you to make.
9.We heard many famous historical figures to have participated in acts of public relations in antiquity.
10.We believe communication with the public to be as early as classical Greece and Rome.
11.We know maintenance of positive public image to be not a recent in-
vention.
12.Responsible public relations is believed to discuss all aspects of controversial issues openly.
13.We know the media to have become an important tool for spreading word about new products, services and brands.
14.We know America to have borrowed heavily from ancient GrecoRoman ideas.
15.Modern public relations are believed to be dated in the 18th century.
16.Most of political figures and activists are sure to have used propaganda.
17.The Internet is sure to have changed communication dramatically.
18.Hoardings are considered to be one of the oldest forms of advertising.
19.Public relations prove to be widely practiced by governments.
20.Public relations are known to consist of communication initiatives intended to influence favourably attitudes toward a corporation, public body or public figure.
II. Составьте предложения по образцу.
1.We believe access to the modern technologies to give new possibilities. (advertising of services and goods to be very important; him to be a good pub- lic-relations specialist)
2.Advertising is said to sell goods. (to get people acquainted with a new product; to persuade an audience to purchase some goods or services)
3.We know the first full-service agency to be opened in 1869. (to be named Ayer&Son; to assume responsibility for advertising content in Philadelphia)
4.We see advertising to be the creative selling today. (to have been more or less bland announcements of goods and services for sale; to have been changed by Thomas Barratt)
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5.Thomas Barratt is known to be one of the first people in the history of advertising to understand the value of words and images in promoting ideas. (to have been the Chairman of the Pears soap company; to be the “Father of Advertising”)
6.Public relations prove to be widely practiced by governments. (to be dated in the 18th century; to use the media for spreading word about new products, services and brands)
7.Cable television is sure to give further boost to advertising. (the boom of the Internet – to open new frontiers for advertisers; this corporation – to operate solely on advertising revenue)
8.We consider “guerrilla advertising” to be the recent advertising innovation. (to make use of unusual approaches; to use interactive advertising)
9.Internet growth is reported to have hit newspaper advertising hard. (commercial advertisers – to have moved to electronic media forms; print magazines – to have suffered from many of the same difficulties as newspapers)
10.Newspapers wait for a new, effective advertising model to be developed. (television – ad time to be purchased by the advertiser; radio – advertising revenue to be done well)
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ЛЕКСИЧЕСКИЙ ТЕСТ № 2 |
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I. Установите соответствие между английскими и русскими |
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словами. |
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1) propaganda |
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a) определять |
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2) solution |
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b) обеспечивать |
3) activity |
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c) представлять |
4) liaison |
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d) позиция, отношение |
5) support |
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e) распространять |
6) identify |
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f) заслуживающий доверия |
7) spread |
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g) взаимодействие |
8) attitude |
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h) пропаганда |
9) image |
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i) деятельность |
10) credible |
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j) решение, ответ |
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II. Соотнесите термины с дефинициями.
1. |
Communication … |
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a) … is an official statement or re- |
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port that an organization gives to jour- |
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nalists, for example about a new product |
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or an important achievement. |
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2. |
Public relations … |
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b) … is the process of giving in- |
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formation or of making emotions or |
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ideas known to someone. |
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3. |
Press release … |
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c) … is the activity of creating |
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a |
good opinion among people about |
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a person, product, company, or institu- |
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tion. |
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UNIT 3
MY SPECIALITY
I. Прочитайте и выучите новые слова и словосочетания: to back – поддерживать, подкреплять
сase – случай, обстоятельство
to counter – противостоять, противодействовать creation – создание
credibility – доверие
to dwindle – уменьшаться, терять значение enormous – огромный
to expose – выставлять to launch – выпускать overall – общий, полный
to overcome – преодолевать, побеждать to overtake – догонять, наверстывать owner – владелец, собственник preferred – предпочтительный
to profit – прибыль, доход to prohibit – запрещать recall – отозвание, отзыв to require – требовать
self-awareness – самосознание, самоосмысление shift – сдвиг, перемещение
skills – навыки
to strive – стараться, прилагать усилия ubiquity – повсеместность, вездесущность vital – жизненно важный, существенный
II. Установите соответствия между словами на русском и английском языках:
A
1) сase |
a) прибыль, доход |
2) owner |
b) случай, обстоятельство |
3) creation |
c) владелец, собственник |
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4) profit |
d) создание |
5) self-awareness |
e) навыки |
6) shift |
f) доверие |
7) credibility |
g) отозвание, отзыв |
8) skills |
h) самосознание, самоосмысление, |
9) ubiquity |
I ) сдвиг, перемещение |
10) recall |
j) повсеместность, вездесущность |
B |
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1) to counter |
a) уменьшаться, терять значение |
2) to expose |
b) запрещать |
3) to back |
c) противостоять, противодействовать |
4) to launch |
d) поддерживать, подкреплять |
5) to dwindle |
e) выставлять |
6) to prohibit |
f) требовать |
7) to require |
g) выпускать |
8) to overcome |
h) догонять, наверстывать |
9) to overtake |
i) стараться, прилагать усилия |
10) to strive |
j) преодолевать, побеждать |
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III. Прочитайте следующие интернациональные слова и переведите их на русский язык:
1. |
abstract [ˈæbstrækt] |
12. form [ˈfɔːm] |
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2. |
arena [əˈriːnə] |
13. transportation [transpɔːˈteɪʃ(ə)n] |
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3. |
associate [əˈsəʊʃieɪt] |
14. image [ˈɪmɪdʒ] |
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4. |
automobile [ˈɔːtəməbiːl] |
15. massive [ˈmasɪv] |
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5. |
base [beɪs] |
16. model [ˈmɒd(ə)l] |
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6. |
centric |
[ˈsɛntrɪk] |
17. oriented [ˈɔːrɪəntɪd] |
7. |
crisis [ˈkrʌɪsɪs] |
18. positive [ˈpɒzɪtɪv] |
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8. |
cultural |
[ˈkʌltʃ(ə)r(ə)l] |
19. professional [prəˈfɛʃ(ə)n(ə)l] |
9. |
design |
[dɪˈzaɪn] |
20. skeptical [ˈskeptɪkəl] |
10. effectiveness [ɪˈfɛktɪvnəs] |
21. standard [ˈstandəd] |
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11. focused |
[ˈfəʊkəst] |
22. style [stʌɪl] |
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IV. Составьте словосочетания:
1) a preferred way |
a) the company’s overall image |
2) public relations |
b) a credibility gap |
3) to associate |
c) a series of commercials |
4) to overcome |
d) of promoting |
5) promotional |
e) a branded good with quality |
6) to focus on |
f) techniques |
7) to launch |
g) strategies |
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V. Ответьте на вопросы, не читая текст.
1.What is the preferred way of promoting?
2.Advertising is an essential aspect of initial brand creation, isn’t it?
3.Why did traditional advertising’s effectiveness go down?
4.What is more important in PR: the overall company’s image or the specific merits of the product?
5.Why do companies need public relations strategies?
VI. Прочитайте текст и выполните задания к нему.
TEXT A
SHIFT FROM ADVERTISING TO PR
In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. Regulations prohibiting radio and television advertisements of some products had an enormous effect on sales. In response, the producers began using PR techniques to increase brand presence.
While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance.
Pioneered by such companies as Procter & Gamble during the 1930s, the older, advertising-centric model of branding focused on the product, using advertisements to associate a particular branded good with quality or some other
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positive cultural value. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertising’s effectiveness dwindled. The ubiquity of modern advertising means the public is sceptical of claims advertisers make about their products. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in.
The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Some 45,000 people turned out for this event; families gave up their beach holidays simply to come to a Saturn manufacturing plant in Tennessee to socialize with other Saturn owners and tour the facility.
Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. To counter the bad press, the company launched a series of commercials featuring top Toyota executives, urging the public to keep their faith in the brand. Much like the Volkswagen ads half a century before, Toyota used a style of self-awareness to market its automobiles. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers’ needs.
VII. Найдите в тексте эквиваленты следующих слов и словосочетаний:
1) |
предпочтительный |
6) |
чувство принадлежности |
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способ |
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к коллективу |
2) |
в ответ |
7) |
отказались от выходных на пляже |
3) |
чтобы увеличить |
8) |
в связи с вопросами безопасности |
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присутствие бренда |
9) |
убеждая общественность сохранить |
4) |
недоверие |
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лояльность к бренду |
5) |
иметь значение |
10) удовлетворить потребности клиентов |
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VIII. Найдите в тексте следующие слова (номер абзаца указан в скобках), определите, к какой части речи они относятся, и переведите их:
effect (1); work (2); position (2); using (3); good (3); means (3); means (4); tour (4); massive (5).
XI. Заполните пропуски в предложениях, используя следующие термины и терминологические сочетания:
advertising-centric model of branding; PR campaigns; advertising; the PR-oriented model of branding; branding model.
1. … is focused on the product, using advertisements to associate a particular branded good with quality or some other positive cultural value.
2.…is an essential aspect of initial brand creation.
3.… are vital to developing the more abstract aspects of a brand. 4.… focuses on the overall image of the company.
5.… seeks to associate a company with specific personal and cultural values.
X. Переведите утверждения на русский язык. Определите, правильны ли они.
1.In some cases, there has been shift from advertising to PR as the preferred way of promoting a particular company or product.
2.Regulations prohibiting radio and television advertisements of some products had no effect on sales.
3.While PR campaigns are essential aspect of initial brand creation, advertising is vital to developing the more abstract aspects of a brand.
4.Advertising works to position a brand in the public arena in order to give it a sense of cultural importance.
5.The new PR-oriented model of branding focuses on the specific merits of the product.
XI. Ответьте на вопросы.
1.Why did the producers begin using PR techniques to increase brand presence?
2.What is an essential aspect of initial brand creation?
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3.How can the credibility gap be overcome?
4.Why did traditional advertising’s effectiveness dwindle?
5.What does the new PR-oriented model of branding focus on?
XII. Аня – студентка, будущий специалист по связям с общественностью. Прочитайте и переведите на русский язык ее рассказ о профессии.
TEXT B
MY SPECIALITY
I’m a second year student of Omsk State Technical University. I study at the Humanitarian faculty. It trains personnel for working in the field of advertising and public relations. Formal education with established programs in public relations is relatively new in Russia. The opportunity to receive special education and training is very valuable to me. The lack of formal entry procedures in the past meant that many public-relations practitioners began their careers in other fields, especially journalism, or in finance, technology, teaching or medicine.
The course for the specialists in advertising and public relations lasts 4 years. The students study different subjects: philosophy, computer science, sociology, law, design, photographic, foreign languages and others. We are taught to use different types of media to persuade the viewers, listeners or readers into taking some action.
It’s hard to imagine a world without public relations and advertising in the 21st century. The media has become an incredibly important tool for helping us to spread word about new products, services, and brands. Public relations requires an understanding of print and broadcast media, the graphic arts and advertising techniques. Communications skills, particularly good writing ability, are essential for success in the public-relations field.
Public-relations and advertising practitioners may be employed with forprofit and not-for-profit agencies, professional associations, government, corporations, or on the staff of a public-relations consulting firm.
Public relations falls in the middle range of economic reward in the communications field; more than journalists and sometimes less than their counterparts in advertising.
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After graduating from the university I want to be a public-relations specialist. I would like to build brands through PR campaigns. My aim is also preserving the emotional attachment consumers have to that brand.
XIII. Ответьте на вопросы.
1.What faculty trains PR and advertising specialists?
2.Why is the opportunity to receive special education and training very valuable to Ann?
3.What subjects do the students study?
4.What has become an incredibly important tool for spreading word about new products, services, and brands?
5.Where may public-relations and advertising practitioners be em-
ployed?
XIV. Подготовьте устный рассказ о своей будущей специальности (10–12 предложений).
XV. Ванесса Кэри решила подать заявление на должность специалиста по связям с общественностью. Прочитайте ее резюме. Как вы думаете, где должны располагаться следующие заголовки?
Personal Details |
Education |
Internship |
Skills |
Profile |
Experience |
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Don’t forget a Curriculum Vitae (CV) is often all a prospective employer has to judge you on, so creating the right first impression is absolutely vital.
Curriculum Vitae
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Vanessa Carey 3302 Simpson Street Peoria, IL 61602
Phone: 309-767-3597
Email ID: vanessa.carey@mail.com
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