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Файл:Иностранный язык в профессиональной деятельности (английский язык)
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4) Using the cross-national comparative work of __________, one can
define five distinct types of journalism education worldwide.
Task 3.57 Select the correct form of citation for the following sentences.
Insert a letter into the underlined section to correspond with the choices below.
Note, a citation may be used twice. Be attentive with the names of the authors.
a (Erikson, 1998, p.67)
b. (1998)
c. (Erikson, 1998)
d (Sherif, 1961, p.159)
e. (1961)
f. (Sherif, 1961)
1. Erikson ____ outlined the theory of the Eight Stages of Man, with the
childhood stages beginning at Trust vs Mistrust.
2. The theory of the Eight Stages of Man begins in infanthood with the
baby trusting his or her caregiver _____.
3. “The first demonstration of social trust in the baby is the ease of his
feeding, the depth of his sleep, the relaxation of his bowels.” ____
4. In Erikson’s ____ theory of the Eight Stages of Man, he discusses each
stage separately but acknowledges a crossover period with many of the stages.
5. Realistic Conflict Theory was developed by Sherif ___ after experiments
with groups of adolescent boys on a summer camp.
6. Until Sherif’s ___ experiments, theories around conflict and aggression
tended to be abstract, so he decided to deliberately set up situations where
conflict would arise.
7. One of the interesting factors of Realistic Conflict Theory ____ is the
scarcity of resources. The researchers argued that if one group feel that their
needs can only be met at the expense of the other group then hostility will
develop.
8. “It is predicted that contact in itself will not produce marked decrease
in the existing state of tension between groups.”
PROOFREADING AND EDITING
Task 3.58 Proofread and edit your draft. You can use the following
abbreviations to mark the type of mistake.
Types of mistakes
Cnt – content PSp – Part of speech
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Org – organization of ideas T – tense usage
Sp – spelling Art – articles
WO – word order Prep – preposition
Lx – word usage (lexis) St – style
Punct – Punctuation Para – paragraphing
Checkpoints
Did you include a heading?
Did you format paragraphs properly?
Did you start and end sentences correctly?
Did you give the paragraph a title?
Task 3.59 Punctuation is different in the Russian and English languages.
Study the basic rules to check if you are on the right side with your commas.
Checkpoints for punctuation
End sentences with full stops
Do not use full stops in your headings
Avoid colons and semicolons when possible
Put commas and apostrophes in the correct places
Eliminate all but the most essential hyphens and brackets
Contractions (сокращения)
В научном стиле нельзя использовать сокращения с апострофами,
при вычитке проверьте, написаны ли в полной форме в вашей статье
следующие сокращения:
− it’s = it is or it has; he’s = he is or he has; she’s = she is or she has
− aren’t = are not
− let’s = let us
− we’ll = we will; you’ll = you will; they’ll = they will
− won’t = will not
− we’ve = we have; you’ve = you have; they’ve = they have
− can’t = cannot
− he’d = he would or he had
− she’d’ve = she would have
Basic rules about punctuation
Capital Letters
− names of months,
− days of the week,
− languages,
− the pronoun I,
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− adjectives referring to nationality or ethnicity,
− a title referring to a specific person, a particular government,
− historical periods,
− festivals and holy days,
− names of religions,
− the first word in the title or name of a book, a play, a poem, a film, a
magazine, a newspaper or a piece of music,
− brand names of manufacturers and their products,
− certain abbreviations, etc.
Italics are slanted letters which substitute underlining. They are used:
− for emphasis or contrast to draw attention to some particular part of a text
− to cite titles of complete works: books, films, journals, musical
compositions, except for the names of holy books
− to cite foreign words
− names of legal cases
Boldface letters are used for:
− chapter titles and section headings
− captions to illustrations, tables and graphs
− to provide very strong emphasis, as an alternative to italics
− to introduce important new terms
Full stops (periods) (.) are used to:
− end sentences
− after initials, e.g., Jerome K. Jerome
− after some abbreviations, e.g., Dr Gama, Jr.
− for titles, such as Professor (Prof.) or Reverend (Rev.)
Question marks (?) are used to:
− end interrogatives, better known as questions
− may also appear immediately after questionable data, such as dates
Exclamation marks (!) are used in:
− imperatives (“Stop!”)
− statements, interjections, and sentences expressing strong emotions
− overuse reduces their effectiveness
Ellipsis (…)
− While it looks like three periods, it is a unique punctuation symbol
− An ellipsis is read as a long pause or a “trailing thought”
Commas (,)
− Removing commas where possible makes for stronger, easier-to-read
passages of text.
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− When addressing a person, use a comma after his or her name.
− Listing (serial) commas are used between items in lists (an Oxford
comma, or a Harvard comma is used before the end conjunction, e.g. We sell
books, videos, and magazines.)
− Joining comma is used in long coordinating clauses (e.g. Perhaps no
budget is without some fat, but university officials argue that their unique
function requires special standards of evaluation), or to separate a dependent
clause from the independent clause if the dependent clause comes first (e.g.
Since this is my last year of high school, I want to spend more time with my
friends), and also before yet or while (e.g. Billions of dollars have been hurled
into the Star Wars projects, yet we appear to have nothing to show for this
colossal expenditure).
− Gapping comma indicates that you have decided not to repeat some words
which have already occurred in the sentence (e.g., Some students wanted to
watch Dracula, others, the Mummy).
− Bracketing commas for appositives and to enclose parenthetical phrases
always come in pairs (e.g., James, a 23-year-old beggar from Boston, left his
4-million-pound mansion to live on the streets)
− For certain adverbs (however, in fact, therefore, nevertheless, moreover,
furthermore, and still, then, so, yet, instead, and too (meaning also))
A colon (:) is used:
− to separate a general statement from following clarifying details,
illustrative examples, or formal quotations
− to separate subtitles and titles
− as the subdivisions of time, 6:30 a.m., 12:45 p.m.
− in the parts of biblical citations, Exodus 7:3-27
− to introduce a list
− Do not capitalize the first word of the list unless it is a proper noun or
the list is a set of sentences.
Semicolons (;) are used to:
− replace commas in lists
− combine two closely-related independent clauses not joined by and, or,
but, yet or while
Hyphen (-) is used to:
− link the compound nouns and modifiers
Dash ( – )
− An en-dash is thinner, slightly longer, and usually lower than a hyphen.
− The en-dash (–) denotes a range, such as 1–10
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− Abrupt changes or a shift in the writing style might call for the use of an
em-dash (—)
Ampersand (&) is used:
− in the name of an organization
− to identify the co-writer of a script
− In other instances, e.g. to combine ideas
Parentheses () are used:
− for a strong interruption, like a pair of dashes or bracketing commas
− to represent options
− to enclose numerals or letters in an enumeration in the text
Brackets [] are used:
− to indicate words missing from or intentionally changed in dialogue
− to interrupt a quotation you are citing in order to clarify or leave out
something
− for citing references in research papers
Quotation marks (“ ”) are used:
− (single or double) around the exact words of a direct quotation
− to distance yourself from a word or phrase or to show that you are using
it ironically
− (single) to emphasize words or phrases in special cases
Task 3.60 Insert the punctuation mark.
1. The chairman asked when the deadline would be fixed ____
2. The obvious question is, how accurate is this estimate (compared with
the accuracy of the input measurements) ____ and equation (6) provides a
tool for answering it ____
3. The question addressed by this research project is ____ What system
identification procedure should be used for a statically unstable aircraft ____
4. One way of improving policies in the EU is for governments to ask what
is going on in other EU countries and to see what works best ____
5. How do you do ____
6. They discuss what powers and responsibilities should be given to EU
institutions and what should be left to national ____ regional and local
authorities ____
7. Would you mind if I opened the window ____
8. This financial perspective states the maximum amount the EU can spend
____ and what it can spend it on ____
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9. Hello ____ is a trademark of a British magazine with pictures and articles
about famous people ____ such as film actors ____ fashion models ____ and
members of the British aristocracy ____
10. What values and ambitions will Europe ____s peoples be prepared to
share together in a European Union of 25 or more members ____
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Module 4. ACAdeMIC ReSeARCH PReSeNTATIoN
The person who uses a lot of big words is not trying
to inform you; he’s trying to impress you.
O. Miller
DISCUSSION & WRITING
Task 4.1 Read the rules for a good presentation and discuss whether you agree
or disagree with them. Add some more tips of your own. Make a list of Dos and
Don’ts as written homework.
1. Practise before the presentation and rehearse the facial expression, pos-
ture and body language.
2. Do not smile if the subject of your presentation is a serious issue.
3. Write the text in advance and follow it – you may forget some important
points.
4. A lot of facts and figures are essential to make a presentation useful.
5. At the beginning of your talk introduce yourself, describe the structure
and length and invite questions.
6. It is normal to begin a presentation in a cheerful way with a smile. Write
the word SMILE on the notes.
7. Audiences quickly decide whether they are going to like or even listen to a
presenter. This is influenced by the way the presenter is dressed, the expression
on his or her face, the way he or she stands, or whether he or she establishes
eye contact during the first sentence.
8. Speak slowly at the beginning as nervousness speeds us up.
9. Do not look at the audience – it can embarrass people.
10. Jokes cannot be used in a business presentation.
11. You do not have to use visuals – they are no more than a decoration.
12. Speak in a low even voice and fast to finish on time.
13. Use simple words in short sentences as we can keep the operative
memory less than while reading.
14. The verbs stir imagination more than nouns. Use short active verbs.
15. The most convenient speed is about 110 words per minute, or about 7
sentences. This should help you to calculate the length of your talk.
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Reading
Task 4.2 Before reading the text draw up a list of situations in business
when you could be asked to make a presentation. Then read the article by an
author, speaker, investor and businessman Guy Kawasaki and explain what
the numbers 10, 20, 30 mean. Pay attention to the style and underline the
phrases expressing irony.
The 10/20/30 Rule of PowerPoint
“I suffer from something called Ménière’s disease—don’t worry, you cannot
get it from reading my blog. The symptoms of Ménière’s include hearing loss,
tinnitus (a constant ringing sound), and vertigo. There are many medical
theories about its cause: too much salt, caffeine, or alcohol in one’s diet, too
much stress, and allergies. Thus, I’ve worked to limit control all these factors.
However, I have another theory. As a venture capitalist, I have to listen to
hundreds of entrepreneurs pitch their companies. Most of these pitches are
crap: sixty slides about a “patent pending,” “first mover advantage,” “all we
have to do is get 1% of the people in China to buy our product” startup. These
pitches are so lousy that I’m losing my hearing, there’s a constant ringing in
my ear, and every once in while the world starts spinning.
To prevent an epidemic of Ménière’s in the venture capital community, I am
evangelizing the 10/20/30 Rule of PowerPoint. It’s quite simple: a PowerPoint
presentation should have ten slides, last no more than twenty minutes, and
contain no font smaller than thirty points. While I’m in the venture capital
business, this rule is applicable for any presentation to reach agreement: for
example, raising capital, making a sale, forming a partnership, etc.
10 – Ten slides. Ten is the optimal number of slides in a PowerPoint
presentation because a normal human being cannot comprehend more than
ten concepts in a meeting—and venture capitalists are very normal. (The only
difference between you and venture capitalist is that he is getting paid to gamble
with someone else’s money). If you must use more than ten slides to explain
your business, you probably don’t have a business. The ten topics that a venture
capitalist cares about are:
1. Problem
2. Your solution
3. Business model
4. Underlying magic/technology
5. Marketing and sales
6. Competition
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7. Team
8. Projections and milestones
9. Status and timeline
10. Summary and call to action
20 – Twenty minutes. You should give your ten slides in twenty minutes.
Sure, you have an hour time slot, but you’re using a Windows laptop, so it
will take forty minutes to make it work with the projector. Even if setup goes
perfectly, people will arrive late and have to leave early. In a perfect world,
you give your pitch in twenty minutes, and you have forty minutes left for
discussion.
30 – Thirty-point font. The majority of the presentations that I see have
text in a ten-point font. As much text as possible is jammed into the slide, and
then the presenter reads it. However, as soon as the audience figures out that
you’re reading the text, it reads ahead of you because it can read faster than
you can speak. The result is that you and the audience are out of synch.
The reason people use a small font is twofold: first, that they don’t
know their material well enough; second, they think that more text is more
convincing. Total bozosity. Force yourself to use no font smaller than thirty
points. I guarantee it will make your presentations better because it requires
you to find the most salient points and to know how to explain them well. If
“thirty points,” is too dogmatic, then I offer you an algorithm: find out the
age of the oldest person in your audience and divide it by two. That’s your
optimal font size.
So please observe the 10/20/30 Rule of PowerPoint. If nothing else, the
next time someone in your audience complains of hearing loss, ringing, or
vertigo, you’ll know what caused the problem.”
1
Vocabulary
bozosity – stupidity, the state of being dumb, ridiculous or foolish
competition – конкуренция
projections – прогноз, перспективная оценка, проект, план
milestone – этап, рубеж, веха
comprehend – понимать, постигать, осмысливать, соображать
font – комплект шрифта
jam – впихивать, вталкивать, втискивать
Ménière’s disease – водянка лабиринта внутреннего уха
1
Kawasaki G. The 10/20/30 Rule of PowerPoint // Guy Kawasaki Blog. 2005. Dec. 30.
URL: http://blog.guykawasaki.com/2005/12/the_102030_rule.html#ixzz17mqgPkWI (access
date: 01.01.2015).
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patent pending – «заявка на патент подана» (отметка в официальных
документах)
pitch – беседа, разговор c целью продажи; расхваливание товара
time slot – отрезок времени, временной интервал (в телерадиове-
щании фиксированный интервал времени, который может быть занят
строго одной передачей)
twofold – вдвое (больше)
vertigo – головокружение
status – статус; состояние, положение дел
timeline – временная шкала (графическое представление промежутка
времени и хронологической связи событий); временная диаграмма;
временная последовательность, график работ
call to action – призыв к действию (фраза, завершающая рекламное
сообщение и своим содержанием побуждающая потребителя совершить
покупку; напр., фраза «звоните сейчас и заказывайте»)
A Joke
Woodrow Wilson, probably the last US president to write his own speeches,
was once asked how long it took him to prepare a ten-minute speech. ‘Two
weeks’, he said. ‘And how long for an hour’s talk?’ ‘One week’. ‘And for a
two-hour presentation?’ ‘Oh’, he said, ‘I’m ready now.’
Task 4.3 Insert the words into the gaps changing the form where appropriate.
1. ___________ for the job was intense.
2. Population ___________ s for the next 25 years are far from optimistic.
3. Her getting the job of an editor-in-chief was a ___________ in her
career.
4. I did not fully ___________ what had happened.
5. In traditional typography, a ___________ is a particular size, weight
and style of a typeface.
6. They all ___________ into the car.
7. In the advertising industry, a ___________ is a campaign or presentation
of a product, idea or design, trying to win the business.
8. The TV program has a new ___________.
9. ___________ in the Facebook tells your life story through photos,
friendships and personal milestones like graduating or traveling to new places.
10. Student numbers have expanded ___________ over ten years.
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