Английский язык для обучающихся по направлению «Реклама и связи с общественностью». Учебное пособие

Enthusiastic, resourceful, and trainable recent graduate with academic background in communications and internship experience as Communications’ Program teachers’ assistant.

Offer old-fashioned work-ethic and excellent prioritization abilities developed through balancing of rigorous academic and employment objectives throughout high school and college years.

Professionally committed and responsible. Adapt easily to new situations. Successfully handle a wide range of functions using a combination of creative, organizational, and writing skills.

Maintain focus in demanding work environments, under deadline and pressure conditions. Meet challenges head-on and always find a way to effectively complete multiple assignments or tasks.

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Bachelor of Arts in Communications, C.W. Post University, Greenvale, NY May, 2001

Courses included Introduction to Public Relations, Message Criticism, Advanced Public Speaking, Interpersonal Communications, Organizational Communication, and Persuasion.

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Assisted professors in planning, teaching, and record-keeping for fortytwo students in two Communications classes: Interpersonal Communication and Group Interaction and Discussion.

Tutored students daily and taught one day per week.

Wrote study guides and held review sessions. Aided in preparation of professors’ lesson plans and prepared lesson plans for own teaching. Served as liaison between students and teachers. Kept teachers’ attendance records and grade book.

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Proficient in Microsoft Word and Excel. Work in PC and Mac environments. Accomplished writer, editor, and public speaker. Conversant in Spanish.

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XVI. Напишите свое резюме.

XVII. Письменно переведите текст на русский язык.

TEXT C

A MIX OF ADVERTISING AND PUBLIC RELATIONS

Typing www.subservient-chicken.com into a web browser will lead the user to a site featuring video footage of a person dressed in a chicken suit. The user can then type commands and the chicken begins performing a variety of actions. Although the chicken does not actively promote a particular product, it does appear on the Burger King website – the URL connects to a Burger King – hosted site. In fact, the Subservient Chicken was created for advertising a chicken sandwich for Burger King in 2005. In only a year, more than 13 million unique visitors came to the site just to see what the chicken would do.

The Subservient Chicken campaign was truly a mix of advertising and public relations. The website was covered widely in the press, received commentary from bloggers, and was shared among millions of users who had discovered new commands for the chicken. Advertisements for the associated chicken sandwich on television and in print ads reinforced all this free publicity. This campaign demonstrates that advertising and public relations are related. It also shows the way of their complementing each other. Given the popularity of such campaigns, it is not difficult to see the cultural effects of advertising and public relations.

XVIII. Соотнесите собеседников и инсценируйте диалоги в парах.

1.Kate: Is it so important that PR professional should have an interest in what’s going on around him?

2.Carole: On successful completion of an initial training programme, career development opportunities within the Public Relations profession are excellent, but competition for jobs is fierce. By the way, PR ranks as 1 of the top 3 most popular career choices for graduates in the UK.

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3.Philip: Do you know about the difference between the advertising and PR?

D.Tom: I heard about it. But there are a wide range of opportunities, including representatives, spokespeople, account managers, and press secretaries. There is no standard promotion pattern for the industry, but the talented and industrious graduate might be successful in career development.

E.Harry: Yes, indeed! PR practitioners need to be aware of current trends and issues. Keeping up to date with the world around you is vital when advising clients or brainstorming campaign ideas.

F.Charles: Sure! Much like advertising, PR is often used as a means of marketing communications but unlike advertising it is done through topics of public interest that do not require payment.

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ГРАММАТИЧЕСКИЙ ПРАКТИКУМ ПРИЧАСТИЕ

Формы причастия

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I. Напишите различные формы причастия. a) Perfect Participle Active:

to describe, to paint, to improve, to cover, to function, to provide, to improve, to expand, to train, to use, to consult, to achieve.

b) Present Participle Passive:

to create, to practice, to prefer, to open, to spend, to provide, to make, to prove, to allocate.

с) Perfect Participle Passive:

to prohibit, to launch, to overcome, to overtake, to deliver, to expose, to promote, to advertise.

II. Переведите предложения на русский язык. В каждом предложении определите форму и функцию причастия.

1. Digital media platforms have created many new advertising possibili-

ties.

2.Marketers have developed strategies to encourage an advertisement’s viral potential.

3.If a person joined a group associated with the singer, he or she might see announcements advertising singer’s new CD.

4.When advertising sellers persuade an audience to purchase some goods or services.

5.Public-relations and advertising practitioners are dealing with different audience.

6.Public relations consists of communication initiatives intended to influence favourably attitudes toward a corporation, public body or public figure.

7.Public relations are widely practiced by modern business and govern-

ments.

8.Any communications strategy aimed at influencing an organization and its products involves public relations.

9.Having indentified the “public” to whom a message is directed they defined means to reach these groups.

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10.The media has become an important tool helping us to spread word about new services and brands.

11.When advertising sellers persuade viewers, listeners or readers to take some action.

12.Non-profits trying to raise awareness for an issue are examples of public relations.

13.Typing www.subservient-chicken.com the user will get to a site featuring video footage of a person dressed in a chicken suit.

14.Having been actively promoted the product became world famous.

15.Having been visited by 13 million people the site became a good advertising for a chicken sandwich.

16.The website was covered widely in the press.

17.They work using a combination of creative, organizational, and writing

skills.

18.Using good promotional strategies you can overcome credibility gap.

19.PR campaign presented Toyota as a company striving to meet customers’ needs.

20.Having been taught to use different types of media we can easily persuade the viewers, listeners or readers to take some action.

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Взаданиях II–VI выберите термин, который нужно поставить

впредложение.

II

… is focused on the product, using advertisements to associate a particular branded good with quality or some other positive cultural value.

1.advertising

2.advertising-centric model of branding

3.the PR-oriented model of branding

III

… is an essential aspect of initial brand creation.

1.advertising

2.PR campaigns

3.PR techniques

IV

… are vital to developing the more abstract aspects of a brand.

1.PR campaigns

2.advertising

3.advertising-centric model of branding

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V

… focuses on the overall image of the company.

1.the PR-oriented model of branding

2.advertising-centric model of branding

3.advertising

VI

… seeks to associate a company with specific personal and cultural values.

1.the PR-oriented model of branding

2.advertising-centric model of branding

3.advertising

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UNIT 4

ADVERTISING,

PR AND ADJOINING BRANCHES

I. Прочитайте и выучите новые термины и терминологические сочетания:

attitude – позиция; отношение

bond – связь; соединение; обязательство

benefit – выгода; польза; прибыль; преимущество

concerned – связанный (с чем-л.); имеющий отношение (к чему-л.) customer – покупатель; потребитель; заказчик; клиент

definitely – определенно, точно, явно

endeavoring – (настойчивые) усилия, (решительные) действия employee – сотрудник; служащий (по найму)

goods – товары; товар goal – задача, цель

investment – инвестирование, вложение денег, капитала; инвестиции, капиталовложения

implementation – выполнение, исполнение, осуществление, реализация integral – целый; полный; всеобъемлющий

marketing process – процесс маркетинга; процесс рыночной деятельности

offering – предложение

outcome – итог, последствие, результат perception – восприятие; понимание

performance – исполнение, выполнение; представление price – цена; ценность

rapport – хорошие взаимоотношения, взаимопонимание, понимание; согласие

regard – внимание, забота; расположение, уважение staff – штатный сотрудник

target customer – потенциальный клиент; целевой потребитель to anticipate – ожидать, предвидеть

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to enhance – повышать (цену) to increase – увеличивать

to gain – извлекать пользу, выгоду

to sell – продавать; продаваться; раскупаться; торговать trend – направление; тенденция

trust – доверие; вера; обязательство

II. Установите соответствия между терминами на русском

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