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Файл:Английский язык в сфере рекламы и PR. Учебное пособие для СПО
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21
PRACTICAL WORK
1. Прочитайте и переведите предложения, определите время и залог.
A
1. But one day somebody is going to figure out how to make those words become
recognized as a serious, substantive function, and not a superficial one.
2. Public relations are becoming a profession with a scholarly body of knowledge.
3. Public relations practitioners are becoming strategic counselors who are less
preoccupied with publicity in the mass media than their predecessors.
4. We are currently working on a new campaign to promote our brand in the mar-
ket.
5. Our team is constantly monitoring social media platforms to stay up-to –date
with customer trends.
6. On Monday, our PR team was busy preparing for the upcoming event.
7. The company’s reputation was being improved by our PR team’s efforts.
8. Our PR team was conducting interviews with industry experts to gain insights
into the latest trends in the industry last Monday.
9. We are developing a new website that will showcase our products and services
in an engaging and interactive way.
10. Our social media profiles are constantly being updated and we are engaging
with our followers.
B
1. Our marketing team is working on creating content that resonates with our tar-
get audience.
2. A new branding strategy that will help us stand out from our competitors is be-
ing implemented.
3. Management is being defined as the organization and coordination of the activ-
ities of an enterprise in accordance with certain policies and in achievement of clearly
defined objectives.
4. He was writing a marketing plan several years ago.
5. Mike will be taking an exam at 12 o’clock tomorrow.
6. She will be waiting for me at this time the day after tomorrow.
7. Yesterday at that time I was listening to the lecturer at the university.
8. Our secretary was completing the invoice.
9. I was reading the Economist, while my sister was watching BBC.
10. I was listened to the radio, when she entered the room.
C
1. At the moment, the economy is facing some challenges due to the ongoing
pandemic.
2. In the past, the economy was growing steadily, but now it has slowed down.
3. When I was studying economics, I learned a lot about how the economy works.
4. We will be expanding our customer base through targeted marketing cam-
paigns in the coming monthsю
5. As technology advances, we will be exploring new ways to integrate artificial
intelligence and machine learning into our operations.
6. He was being thrown out of class for chatting.
7. She was reading a report while the presentation was being shown to the audi-
ence.
8. The policeman noticed that the suitcase was being carried out by the porter in a
very strange way.
9. The pop singer arrived at the airport and was being welcomed by thousands of
fans.
10. He will be working the whole day tomorrow.
2. Прочитайте предложения, откройте скобки, укажите время и залог.
1. When I arrived, the lecture had already started and the professor (write) on the
over-head projector.
2. Why you always (to interrupt) people?
3. She (to make) copies in the library.
4. The problem raised during the meeting worth (to solve).
5. The problem (to solve) at the moment.
6. I (to go) to increase his salary but changed my mind.
7. The chapter (to translate) the whole day yesterday.
8. The last student (to examine) now.
9. The article you (to go) to refer to in your report made a great impression on
me.
10.While my car (to fixe) I made a telephone call to my office.
3. Make the sentences passive, use Simple and Continuous Tenses.
1. Many people are developing theories about that.
2. No one respects his work.
3. Henry has suggested a new design for the logo.
4. The professor is going to explain the formula.
5. Noam Chomsky is preparing a speech.
6. Garret came to New York three days ago.
7. Someone made this antique sewing machine in 1834.
8. The jury is going to judge the president on the basis of his testimony.
9. Is Maureen organizing a reunion this week?
10. Professionals have translated the Bible into many languages.
22
READING WORK
Before Reading:
Why have you entered this faculty and chosen these specialty?
Read and remember new words:
Impression – впечатление
To start out in life – изменить свою жизнь
“Flacks” – “рекламщики”
Bristle – раздражение
Struggle with – бороться с кем-то
Persuade – убеждать
Counselors – советники, консультанты
To stuck with – придерживаться
Substantive – основной, содержательный
To remind – напоминать
Read and translate the text. Be ready to make a summery:
PUBLIC RELATIONS – A PROFESSION?
The reputation of public relations has been discussed since I started in this busi-
ness. “Public relations for public relations” has been called for again and again by
many of our fellow practitioners – and for good reason. Critics have the impression
that public relations is not a very serious activity, that it has to do with perceptions,
not reality. Even my friend, Bill Safire, who started out in life as a public relations
man, every now and then permits himself in one of his columns to talk about public
relations people as “flacks.” Others call us “spin doctors” who try to twist the truth. I
bristle when I see such words in print or when people make disparaging comments
about public relations.
I am on the board of directors of a company that has recently dealt with a crisis,
and when I made a recommendation as to steps we might take to deal with the prob-
lem, one of my fellow board members, who is a lawyer, said “Oh, that’s just public
relations.” I reminded him that public relations was not “fluff.” It can be essential to
the future of an enterprise.
This negative reputation of public relations is something we have been struggling
with for a long time. The Public Relations Society of America has tried to deal with
the problem by developing an accreditation program to establish public relations as a
recognized profession.
But I believe public relations is not really a profession. A profession has a long
tradition of rules and regulations, like law, medicine, or education, where there is an
established body of knowledge that is the foundation of the work to be done. In law,
23
24
there are a judge, a jury, and a trial by which hopefully responsible judgments can be
made. In public relations, there is no such body of knowledge, and we have no authority to make such judgments. If I want to persuade the public that our client is
credible and should be supported, I have to realize I am talking to my friends and my
family and not to a formal court of judgment. I do not want to persuade my friends
about anything I do not believe in myself. In public relations, we cannot be advocates
for something we don’t believe is right. The major challenge for us is to find a way to
establish ourselves as an important and serious function, representing clients we personally support, but not make claims about professionalism that are unrealistic. A lot
of people have been trying to change the name of our business from “public relations” to something else. They talk about us as “communications counselors,” “stra-
tegic marketing consultants,” and so on. Unfortunately, I think we are stuck with the
term “public relations.” I do not think we will ever find another name for what we do.
But one day somebody is going to figure out how to make those words become recognized as a serious, substantive function, and not a superficial one.
Answer the questions:
1. What do Criticists and PR specialists think about PR?
2. What do feel you think when they hear contemptuous comments on PR?
3. According to the author what’s the difference between PR and medicine, law
ect.?
4. What does the author think about the term “public relations”?
Discussion:
Think about the responsibilities and duties of PR specialists.
Give advantages and disadvantages of this profession.
“PR specialist is the profession of the Future” Comment on this statement.
UNIT 3
• Времена группы Perfect (Present, Past, Future) Theoretical work
• Времена группы Perfect (Present, Past, Future) Practical work
• Text “ The ethics of public relations”
Active
Passive
Утвердительное предложение
Have/has Ved/V3
Have/has been Ved/V3
Pronoun/Noun
Verb
Verb
I
have called/seen
have been called/seen
You
have called/seen
have been called/seen
He
has called/seen
has been called/seen
She
has called/seen
has been called/seen
It
hascalled/seen
has been called/seen
We
have called/seen
have been called/seen
You
have called/seen
have been called/seen
They
have called/seen
have been called/seen
Отрицательное предложение
Pronoun/Noun
Verb
Verb
I
haven’t called/seen
haven’t been called/seen
You
haven’t called/seen
haven’t been called/seen
He
hasn’t called/seen
hasn’t been called/seen
GRAMMAR PRACTICE
THEORETICAL WORK
• ВРЕМЕНА ГРУППЫ PERFECT Active and Passive употребляется для
выражения действия, законченного к определённому моменту в настоящем,
прошедшем или будущем.
PRESENT PERFECT
Present Perfect формируется при помощи вспомогательного глагола to have
в соответствующей форме и лице и Participle II смыслового глагола в активном залоге и по формуле have/has+been +Participle II в пассивном залоге.
Вопросительная и отрицательная формы образуются с помощью вспомо-
гательного глагола to have, который в 3-м л. ед. ч. имеет форму has.
Present Perfect выражает действие, которое завершилось к моменту речи
и имеет результат.
25
Pronoun/Noun
Verb
Verb
She
hasn’t called/seen
hasn’t been called/seen
It
hasn’t called/seen
hasn’t been called/seen
We
haven’t called/seen
haven’t been called/seen
You
haven’t called/seen
haven’t been called/seen
They
haven’t called/seen
haven’t been called/seen
Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Have
I
called/seen?
Yes, I have/No, I haven’t
Have
you
called/seen?
Yes, you have/No, you ha-
ven’t
Has
he
called/seen?
Yes, he has/No, he hasn’t
Has
she
called/seen?
Yes, she has/No, she hasn’t
Has
it
called/seen?
Yes, it has/No, it hasn’t
Have
we
called/seen?
Yes, we have/No, we ha-
ven’t
Have
you
called/seen?
Yes, you have/No, you ha-
ven’t
Have
they
called/seen?
Yes, they have/No, they
haven’t
Вопросительное предложение Passive Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Have
I
been
called/seen?
Yes, I have/No, I haven’t
Have
you
been
called/seen?
Yes, you have/No, you ha-
ven’t
Has
he
been
called/seen?
Yes, he has/No, he hasn’t
Has
she
been
called/seen?
Yes, she has/No, she hasn’t
Has
it
been
called/seen?
Yes, it has/No, it hasn’t
Have
we
been
called/seen?
Yes, we have/No, we ha-
ven’t
Have
you
been
called/seen?
Yes, you have/No, you ha-
ven’t
Have
they
been
called/seen?
Yes, they have/No, they
haven’t
already, just, ever, not yet, since, for, never, so far, recently
Отрицательное предложение
Time expressions:
26
PAST PERFECT
Active
Passive
Утвердительное предложение
had Ved/V3
had been Ved/V3
Pronoun/Noun
Verb
Verb
I
had called/seen
had been called/seen
You
had called/seen
had been called/seen
He
had called/seen
had been called/seen
She
had called/seen
had been called/seen
It
had called/seen
had been called/seen
We
had called/seen
had been called/seen
You
had called/seen
had been called/seen
They
had called/seen
had been called/seen
Отрицательное предложение
Pronoun/Noun
Verb
Verb
I
hadn’t called/seen
hadn’t been called/seen
You
hadn’t called/seen
hadn’t been called/seen
He
hadn’t called/seen
hadn’t been called/seen
She
hadn’t called/seen
hadn’t been called/seen
It
hadn’t called/seen
hadn’t been called/seen
We
hadn’t called/seen
hadn’t been called/seen
You
hadn’t called/seen
hadn’t been called/seen
They
hadn’t called/seen
hadn’t been called/seen
Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Had
I
called/seen?
Yes, I had/No, I hadn’t
Had
you
called/seen?
Yes, you had/No, you
hadn’t
Had
he
called/seen?
Yes, he had/No, he hadn’t
Had
she
called/seen?
Yes, she had/No, she
hadn’t
Had
it
called/seen?
Yes, it had/No, it hadn’t
Had
we
called/seen?
Yes, we had/No, we hadn’t
Past Perfect формируется в активном залоге при помощи вспомогательного
глагола had и Participle II смыслового глагола и по формуле had+been
+Participle II в пассивном залоге.
Вопросительная и отрицательная формы образуются с помощью вспомо-
гательного глагола had.
Past Perfect выражает действие, которое завершилось к определенному
моменту в прошлом и имело результат.
27
Had
you
called/seen?
Yes, you had/No, you
hadn’t
Had
they
called/seen?
Yes, they had/No, they
hadn’t
Вопросительное предложение Passive Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Had
I
been
called/seen?
Yes, I had/No, I hadn’t
Had
you
been
called/seen?
Yes, you had/No, you
hadn’t
Had
he
been
called/seen?
Yes, he had/No, he hadn’t
Had
she
been
called/seen?
Yes, she had/No, she
hadn’t
Had
it
been
called/seen?
Yes, it had/No, it hadn’t
Had
we
been
called/seen?
Yes, we had/No, we hadn’t
Had
you
been
called/seen?
Yes, you had/No, you
hadn’t
Had
they
been
called/seen?
Yes, they had/No, they
hadn’t
Time expressions:
before, after, already, for, since, just, till (until), when, by, by the time, never, etc,
Active
Passive
Утвердительное предложение
Will have Ved/V3
Will have been Ved/V3
Pronoun/Noun
Verb
Verb
I
will have called/seen
will have been called/seen
You
will have called/seen
will have been called/seen
He
will have called/seen
will have been called/seen
FUTURE PERFECT
Future Perfect формируется в активном залоге при помощи вспомогатель-
ных глаголов will have и Participle II смыслового глагола и по формуле
will+have+been +Participle II в пассивном залоге.
Вопросительная и отрицательная формы образуются с помощью вспомогательного глагола will.
Future Perfect выражает действие, которое будет завершено к определенному моменту в будущем и будет иметь результат.
28
She
will have called/seen
will have been called/seen
It
will have called/seen
will have been called/seen
We
will have called/seen
will have been called/seen
You
will have called/seen
will have been called/seen
They
will have called/seen
will have been called/seen
Active
Passive
Отрицательное предложение
Will not have Ved/V3
Will not have been
Ved/V3
Pronoun/Noun
Verb
Verb
I
won’t have called/seen
won’t have been
called/seen
You
won’t have called/seen
won’t have been
called/seen
He
won’t have called/seen
won’t have been
called/seen
She
won’t have called/seen
won’t have been
called/seen
It
won’t have called/seen
won’t have been
called/seen
We
won’t have called/seen
won’t have been
called/seen
You
won’t have called/seen
won’t have been
called/seen
They
won’t have called/seen
won’t have been
called/seen
Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Will
I
have
called/seen?
Yes, I will/ No, I won’t
Will
you
have
called/seen?
Yes, you will/No, you won’t
Will
he
have
called/seen?
Yes, he will /No, he won’t
Will
she
have
called/seen?
Yes, she will/No, she won’t
Will
it
have
called/seen?
Yes, it will /No, it won’t
Will
we
have
called/seen?
Yes, we will /No, we won’t
Will
you
have
called/seen?
Yes, you will /No, you
won’t
29
Will
they
have
called/seen?
Yes, they will /No, they
won’t
Вопросительное предложение Passive Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Will
I
have been
called/seen?
Yes, I will/ No, I won’t
Will
you
have been
called/seen?
Yes, you will/No, you won’t
Will
he
have been
called/seen?
Yes, he will /No, he won’t
Will
she
have been
called/seen?
Yes, she will/No, she won’t
Will
it
have been
called/seen?
Yes, it will /No, it won’t
Will
we
have been
called/seen?
Yes, we will /No, we won’t
Will
you
have been
called/seen?
Yes, you will /No, you
won’t
Will
they
have been
called/seen?
Yes, they will /No, they
won’t
Time expressions:
by 4 o'clock, by the time, before, until.
PRACTICAL WORK
1. Прочитайте и переведите предложения, определите время и залог.
A
1. Public relations, a nuanced art, and strategic communication process, has
played an integral role in human interaction and the dissemination of information
throughout history.
2. The digital age has also ushered in a suite of sophisticated analytics and monitoring tools, enabling PR professionals to track the success of their campaigns, engage in reputation management in real-time, and tailor their strategies based on datadriven insights.
3. The technological advancements have facilitated a more proactive and responsive approach to public relations, where the immediacy of communication demands
rapid response and adaptation.
4. Globalization has significantly expanded the purview of public relations, necessitating adaptability to diverse cultures, languages, and media landscapes.
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