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Файл:Английский язык в сфере рекламы и PR. Учебное пособие для СПО
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СРЕДНЕЕ ПРОФЕССИОНАЛЬНОЕ ОБРАЗОВАНИЕ
_________________________________________________________________
Сибирский государственный университет
телекоммуникаций и информатики (СибГУТИ)
А.Ю. Новикова
АНГЛИЙСКИЙ ЯЗЫК
В СФЕРЕ РЕКЛАМЫ И PR
Учебное пособие для СПО
Саратов
Профобразование
2025
УДК 811.111
ББК 81.432.1
Н73
Рецензенты:
Логутова М.А. — канд. филос. наук, доц. кафедры
социально-коммуникативных технологий Сибирского государственного
университета телекоммуникаций и информатики;
Руденская Ю.Е. — канд. социол. наук, доц. кафедры
социальной психологии и виктимологии
Новосибирского государственного педагогического университета
Новикова, Анна Юрьевна.
Н73 Английский язык в сфере рекламы и PR : учебное пособие для СПО /
А.Ю. Новикова ; Сибирский государственный университет телекоммуникаций и информатики. — Саратов : Профобразование, 2025. — 88 с. —
(Среднее профессиональное образование). — Текст : электронный.
ISBN 978-5-4488-2494-4
В учебном пособии приведен грамматический и лексический материал
с практическими упражнениями по грамматике. Даны термины и устойчи-
вые выражения, широко используемые в области рекламы и связей с обще-
ственностью (PR). Пособие предполагает обсуждение тем с проверкой знаний лексики, устойчивых словосочетаний, работу с текстами для самостоятельного перевода, а также с грамматическими конструкциями.
Учебное пособие предназначено для студентов, обучающихся по специальности среднего профессионального образования «Реклама», изучающих дисциплину «Иностранный язык (английский)».
Учебное электронное издание
Обложка Я.А. Кирсанов, С.С. Сизиумова, фотобанк Freepik
ISBN 978-5-4488-2494-4 © Новикова А.Ю., 2024
© Сибирский государственный университет
телекоммуникаций и информатики, 2024
© Оформление. ООО «Профобразование», 2025
Оглавление
ПРЕДИСЛОВИЕ .......................................................................................................... 4
UNIT 1 ........................................................................................................................... 5
UNIT 2 ......................................................................................................................... 16
UNIT 3 ......................................................................................................................... 25
UNIT 4 ......................................................................................................................... 36
UNIT 5 ......................................................................................................................... 44
UNIT 6 ......................................................................................................................... 54
UNIT 7 ......................................................................................................................... 62
UNIT 8 ......................................................................................................................... 70
UNIT 9 ......................................................................................................................... 75
TEXTS FOR SELF TRANSLATION ........................................................................ 80
СПИСОК ЛИТЕРАТУРЫ..........................................................................................87
3
ПРЕДИСЛОВИЕ
Учебное пособие для СПО состоит из 9 уроков, включающих теоретический
материал по грамматике, практические упражнения по грамматике, работу с
текстом и обсуждение тематики с проверкой знаний лексики, устойчивых
словосочетаний, текстов для самостоятельного перевода, а также
грамматических конструкций.
4
5
UNIT 1
• Времена группы Simple (Present, Past, Future) Theoretical work
• Времена группы Simple (Present, Past, Future) Practical work
• Text “Types of public relations”
GRAMMAR PRACTICE
THEORETICAL WORK
• ВРЕМЕНА ГРУППЫ SIMPLE (Indefinite Tenses) Active and Passive
употребляется для выражения постоянных или повторяющихся действий
в настоящем, прошедшем или будущем времени.
PRESENT SIMPLE
Present Simple формируется при помощи инфинитива без частицы to во
всех лицах, кроме 3-го л. ед. ч., имеющего окончание -s.
Вопросительная и отрицательная формы образуются с помощью вспомо-
гательного глагола to do, который в 3-м л. ед. ч. имеет форму does, и инфини-
тива смыслового глагола без частицы to в активном залоге и глагола to be в
пассивном залоге.
Active
Passive
Утвердительное предложение
V* Vs/es
am/is/are Ved/V3
Pronoun/Noun
Verb
Verb
I
arrive
am arrived
You
arrive
are arrived
He
arrives
is arrived
She
arrives
is arrived
It
arrives
is arrived
We
arrive
are arrived
You
arrive
are arrived
They
arrive
are arrived
Отрицательное предложение
Pronoun/Noun
Verb
Verb
I
don’t arrive
am not arrived
You
don’t arrive
aren’t arrived
He
doesn’t arrive
isn’t arrived
She
doesn’t arrive
isn’t arrived
It
doesn’t arrive
isn’t arrived
We
don’t arrive
aren’t arrived
6
You
don’t arrive
aren’t arrived
They
don’t arrive
aren’t arrived Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Do
I
arrive?
Yes, I do/No, I don’t
Do
you
arrive?
Yes, you do/No, you don’t
Does
he
arrive?
Yes, he does/No, he doesn’t
Does
she
arrive?
Yes, she does/No, she
doesn’t
Does
it
arrive?
Yes, it does/No, it doesn’t
Do
we
arrive?
Yes, we do/No, we don’t
Do
you
arrive?
Yes, you do/No, you don’t
Do
they
arrive?
Yes, they do/No, they don’t
Вопросительное предложение Passive Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Am
I
arrived?
Yes, I am/No, I am not
Are
you
arrived?
Yes, you are/No, you aren’t
Is
he
arrived?
Yes, he is/No, he isn’t
Is
she
arrived?
Yes, she is/No, she isn’t
Is
it
arrived?
Yes, it is/No, it isn’t
Are
we
arrived?
Yes, we are/No, we aren’t
Are
you
arrived?
Yes, you are/No, you aren’t
Are
they
arrived?
Yes, they are/No, they
aren’t
Time expressions:
every day, usually, always , often, seldom, sometimes, never и др.
PAST SIMPLE
Past Simple формируется у правильных глаголов путём прибавления к ин-
финитиву окончания -ed.
Past Simple у неправильных глаголов формируется при помощи второй
формы неправильных глаголов.
Вопросительная и отрицательная формы образуются с помощью вспо-
могательного глагола did.
Active
Passive
Утвердительное предложение
Ved/ V2
was/were Ved/V3
Pronoun/Noun
Verb
Verb
7
Active
Passive
Утвердительное предложение
I
arrived/ went
was arrived/gone
You
arrived/ went
were arrived/ gone
He
arrived/ went
was arrived/ gone
She
arrived/went
were arrived/ gone
It
arrived/went
was arrived/ gone
We
arrived/went
were arrived/ gone
You
arrived/went
were arrived/ gone
They
arrived/went
were arrived/ gone
Отрицательное предложение
Pronoun/Noun
Verb
Verb
I
didn’t arrive/go
wasn’t arrived/gone
You
didn’t arrive/go
weren’t arrived/gone
He
didn’t arrive/go
wasn’t arrived/gone
She
didn’t arrive/go
wasn’t arrived/gone
It
didn’t arrive/go
wasn’t arrived/gone
We
didn’t arrive/go
weren’t arrived/gone
You
didn’t arrive/go
weren’t arrived/gone
They
didn’t arrive/go
weren’t arrived/gone
Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Did
I
arrive/go?
Yes, I did/No, I didn’t
Did
you
arrive/go?
Yes, you did/No, you didn’t
Did
he
arrive/go?
Yes, he did/No, he didn’t
Did
she
arrive/go?
Yes, she did/No, she didn’t
Did
it
arrive/go?
Yes, it did/No, it didn’t
Did
we
arrive/go?
Yes, we did/No, we didn’t
Did
you
arrive/go?
Yes, you did/No, you didn’t
Did
they
arrive/go?
Yes, they did/No, they
didn’t
Вопросительное предложение Passive Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Was
I
arrived/seen?
Yes, I was/No, I wasn’t
Were
you
arrived/seen?
Yes, you were/No, you
weren’t
Was
he
arrived/seen?
Yes, he was/No, he wasn’t
Was
she
arrived/seen?
Yes, she was/No, she
wasn’t
Was
it
arrived/seen?
Yes, it was/No, it wasn’t
8
Were
we
arrived/seen?
Yes, we were/No, we
weren’t
Were
you
arrived/seen?
Yes, you were/No, you
weren’t
Were
they
arrived/seen?
Yes, they were/No, they
weren’t
Time expressions:
yesterday, last week (month, year), 5 days ago и др.
FUTURE SIMPLE
Future Simple формируется с помощью вспомогательного глагола will и
инфинитива смыслового глагола без частицы to.
Active
Passive
Утвердительное предложение
Will V
Will be Ved/V3
Pronoun/Noun
Verb
Verb
I
will arrive
will be arrived
You
will arrive
will be arrived
He
will arrive
will be arrived
She
will arrive
will be arrived
It
will arrive
will be arrived
We
will arrive
will be arrived
You
will arrive
will be arrived
They
will arrive
will be arrived
Отрицательное предложение
Pronoun/Noun
Verb
Verb
I
won’t arrive
won’t be arrived
You
won’t arrive
won’t be arrived
He
won’t arrive
won’t be arrived
She
won’t arrive
won’t be arrived
It
won’t arrive
won’t be arrived
We
won’t arrive
won’t be arrived
You
won’t arrive
won’t be arrived
They
won’t arrive
won’t be arrived
Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Will
I
arrive?
Yes, I will/ No, I won’t
Will
you
arrive?
Yes, you will/No, you won’t
9
Will
he
arrive?
Yes, he will /No, he won’t
Will
she
arrive?
Yes, she will/No, she won’t
Will
it
arrive?
Yes, it will /No, it won’t
Will
we
arrive?
Yes, we will /No, we won’t
Will
you
arrive?
Yes, you will /No, you
won’t
Will
they
arrive?
Yes, they will /No, they
won’t
Вопросительное предложение Passive Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Will
I
be seen?
Yes, I will/ No, I won’t
Will
you
be seen?
Yes, you will/No, you won’t
Will
he
be seen?
Yes, he will /No, he won’t
Will
she
be seen?
Yes, she will/No, she won’t
Will
it
be seen?
Yes, it will /No, it won’t
Will
we
be seen?
Yes, we will /No, we won’t
Will
you
be seen?
Yes, you will /No, you
won’t
Will
they
be seen?
Yes, they will /No, they
won’t
Time expressions:
tomorrow, next week (month, year) и др.
PRACTICAL WORK
1. Прочитайте и переведите предложения, определите время и залог.
A
1. The origin of the term public relations is obscured.
2. The term was specifically and functionally used in the naming of departments
and activities by the railroad industry by the end of the 19th century.
3. Despite the fact that PR was established about a hundred years ago, people
made many attempts to define the area as clear as possible.
4. The PRSA 1982 National Assembly formally adopted a definition of public re-
lations, which was used by PRSA until a modern definition was unveiled in 2012.
5. In public relations, there is no such body of knowledge, and we have no author-
ity to make such judgments.
6. Public relations are concerned with maintaining and managing the internal and
external communication relationships of individuals with key stakeholders and organizations.
10
7. Media relations emerged as a fundamental activity within the field of public re-
lations.
8. The news media will go about as guardian, disseminator, translator, and en-
hancer of advertising messages.
9. This effort is connected to the expectation that by being covered by the media,
particular public relations issues will garner public attention or even be viewed as
general issues.
10.In the early long periods of advertising, impacts of advertising endeavors on
the media and on people in general were essentially underestimated.
B
1. Researchers and practitioners in the field of public relations came up with a
number of formal and informal methods for evaluating the media impact of their efforts.
2. The methods for measuring the effects of public relations were gradually re-
fined.
3. The term "public information," which refers to another early form of public re-
lations, was used primarily by federal government agencies.
4. Public attention generation is seen as the primary goal of public relations ef-
forts, just as it was in the case of press agentry.
5. Early publicists, press agents, and information officers also assumed that the
press and other mass media would directly influence the mass audience in line with
the then prevailing beliefs regarding direct media effects.
6. One of the so-called "fathers of public relations," Edward Bernays, referred to
the "principles of mass psychology" of the French sociologist Gustave Le Bon and
the Vienna school of psychoanalysis established by Bernays's uncle Sigmund Freud
in his 1928 publication Propaganda (Bernays, 1928/2005).
7. Bernays suggested that public relations consultants use concepts like "group
mind" or "opinion leaders" to influence public opinion.
8. Practitioners and academics developed a variety of strategies for the planning
of public relations activities due to the fact that public relations were considered a
managerial function.
9. The recommended strategy for planning public relations is also used to plan all
kinds of campaigns and is very similar to general management principles
10.The antecedents of modern public relations trace back to ancient civilizations,
where the foundations of influence and persuasion were first established in the form
of rhetoric and public discourse.
С
1. The advent of the 20th century marked the rise of modern public relations with
figures such as Ivy Lee and Edward Bernays, who are often credited as the fathers of
the PR profession.
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