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Файл:Иностранный язык в профессиональной деятельности (английский язык)
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presentations, Sales reps, Samples, Sponsorship, Symbols and logos, Tasting
sessions, Testimonials , Trade fairs and shows, Trade-in.
Task 2.28 Select the correct alternatives to complete the text
Advertising informs consumers about the existence and benefits of products
and services, and attempts to persuade them to buy them. The best form of
advertising is free 1 ____________ advertising, which occurs when satisfied
customers recommend products or services to their friends, but very few
companies rely on this alone.
Large companies could easily set up their own advertising departments,
but they tend to hire the services of a/an 2 ____________. A contract to
produce the advertisements for a specific company, product, or service is
known as a/an 3 ____________. The client company generally decides on
its advertising 4 ____________ the amount of money it plans to spend in
developing its advertising and buying media rime or space. It also provides a
5____________, or a statement of the objectives of the advertising, as well
as an overall advertising strategy concerning what 6 ____________ is to
be communicated. The choice of how and where to advertise (newspapers
and magazine ads, radio and television commercials, cinema ads, posters
on hoardings (GB) or billboards (US), point-of-purchase displays in stores,
mailings of leaflets, brochures or booklets, and so on), and in what proportions,
is called a 7 ____________. The set of customers whose needs a company
plans to satisfy, and therefore to expose to an advertisement are known as the
(8) ____________ market. The advertising of a particular product or service
during a particular period of time is called an advertising 9 ____________.
Favourable mentions of a company’s products or services, in any medium
read, viewed or heard by a company’s customers or potential customers, that
are not paid for, are called 10 ____________.
1. a. mouth-to-mouth b. mouth-to-ear c. word-of-mouth
2. a. advertising agency b. advertising company c. public relations
company
3. a. account b. arrangement c. deal
4. a. campaign b. budget c. effort
5. a. brief b. dossier c. message
6. a. facts b. message c opinions
7. a. medium plan b. medias plan c. media plan
8. a. aimed b. segmented c target
9. a. campaign b. mix c. plan
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10. a. promotions b. publicity c. public relations
Discussion
Task 2.29 Which of the following claims do you agree with?
1. Advertising is essential for business, especially for launching new
consumer products.
2. A large reduction of advertising would decrease sales.
3. Advertising often persuades people to buy things they don’t need.
4. Advertising often persuades people to buy things they don’t want.
5. Advertising lowers the public taste.
6. Advertising raises prices.
7. Advertising does not present a true picture of products.
8. Advertising has a bad influence on children.
In a well-known survey, the Harvard Business Review asked 2,700 senior
business managers whether they agreed with these statements. The survey
produced some unexpected results. Which of the following percentages do
you think go with which of the statements above?
49 %; 90 %; 72 %; 51 %; 60 %; 85 %; 57 %; 41 %
You can check your guesses to the keys at the end of the manual.
Speaking and Writing
Task 2.30 Prepare a questionnaire on the basis of Task 2.28 and do the survey
for your fellow students. Write a report and make a presentation.
Writing
Task 2.31 Choose one of the issues below, do research and write an essay.
The current trends in PR and advertising
1. Media fragmentation and the decline of power of traditional media.
2. Ambient or out-of-home media, e.g., product and brand placement,
posters, stickers, car park tickets, till receipts, petrol pumps.
3. New media e.g., texting, use of mobile phone, web-based media, pop-
ups.
4. Brand proliferation.
5. Niche marketing/micro-marketing; media inflation.
6. Maximizing media spend.
7. Increased sophistication and use of marketing research.
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8. Responding to globalisation (global marketing, global brands, global
media).
9. Ethical marketing, e.g., fair trade, cause-related marketing.
10. E-commerce.
11. Viral marketing.
12. Use of social networking websites.
13. Search engine optimisation and web optimization.
14. The role of ICT and internet in channels of communication.
15. The global media reach.
16. Cyber consumers.
17. Interdependence, disintermediation, re-intermediation as features of
online shopping.
18. Customer relationship management (CRM) as a new trend.
19. Online security issues in advertising and PR.
20. The role of ICT in PR.
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Module 3. ReSeARCH ANd ACAdeMIC WRITING SKIllS
I’m sorry this letter is so long. I didn’t
have enough time to write a short one.
Blaise Pascal
Task 3.1 Read the epigraph, discuss the meaning and write a paragraph
with your interpretation.
INTRODUCTION. WHAT IS ACADEMIC WRITING?
Task 3.2 Read the information below about academic writing, the IMRAD
format, and writing a research paper in the humanities and answer the following
questions
1 What does a broad definition of academic writing include?
2 Give examples of documents in which academic writing is used.
3 What is the key characteristic of academic writing?
4 Which stylistic devices are not used in academic papers?
5 Can you use informal tone in academic writing?
6 Where are research articles published?
7 What does acronym IMRAD stand for?
Vocabulary
To fulfill a requirement – удовлетворять требованиям
Simile – сравнение
Thesaurus – тезаурус, словарь синонимов
Peer review – независимая экспертная оценка (научной статьи)
Acronym –аббревиатура
A broad definition of academic writing is any writing done to fulfill a
requirement of a college or university. Academic writing is also used for
publications that are read by teachers and researchers or presented at
conferences. A very broad definition of academic writing could include any
writing assignment given in an academic setting.
Here are examples of documents where academic writing is used:
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Books and book reviews
•
Essays
•
Research papers or research articles
•
Conference papers
•
Academic journals
•
Dissertations and Theses – These are written to obtain an advanced
•
degree at a college or university.
Characteristics of Academic Writing
The key characteristic of academic writing is clarity. Ideally, clarity should
be a characteristic of any type of communication; however, when something is
being said for the first time, clarity is essential. Most academic papers which are
published in research journals are accepted for publication precisely because
they contribute new knowledge.
Academic writing is the transmission of a clear signal to a recipient. The
words of the signal should be as clear and simple and well-ordered as possible.
In academic writing, there is little need for ornamentation. Metaphors, similes,
idiomatic expressions are likely to cause confusion and should seldom be used
in writing research papers.
Here are some things to remember about the characteristics of academic
writing:
Planning – There is a certain amount of planning before you start writing
the paper; so, it will be analytical and organized.
Outline – A proper outline is a must for academic writing. An outline will
not only help you formulate your thoughts, but will sometimes make you aware
of certain relationships between topics. It will help you determine the pertinent
information to be included in your paper.
Tone – A formal tone is used. You do not use slang words, jargon,
abbreviations, or many clichés.
Language – The language in your paper needs to be clear and words need
to be chosen for their precision. A thesaurus is a good tool to help you pick
just the right words to explain the issues.
Point-of-view – The point of view in the third person, as the focus of
academic writing is to educate on the facts, not support an opinion.
Approach – Deductive reasoning is a big part of academic writing as your
readers have to follow the path that brought you to your conclusion.
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What is a Research Article?
A research article or paper reports the results of original research, assesses
its contribution to the body of knowledge in a given area, and is published in a
peer-reviewed scholarly journal. A given academic field is likely to have dozens
of peer-reviewed journals. Once, research articles had only a limited audience
consisting mainly of other scholars and graduate students. Today, websites such
as Google Scholar and the proliferation of electronic academic journals have
broadened the potential audience for research articles.
The IMRAD Format
IMRAD is an acronym for Introduction – Method – Results – and –
Discussion. The logic of IMRAD can be defined in question form: What
question (problem) was studied? The answer is the Introduction. How was
the problem studied? The answer is the Methods. What were the findings?
The answer is the Results. What do these findings mean? The answer is the
Discussion.
The simple logic of IMRAD helps the author organize and write the
manuscript, and IMRAD provides an easy road map for editors, referees,
and ultimately readers to follow in reading the paper.
Task 3.3 Summarize the information from the text above. Retell the text,
using your notes.
Task 3.4 Read the recommendations prepared by Yale Center for Teaching
and Learning about writing a research paper in the Humanities. Which of them
could you use in your research activities? Discuss your ideas with a partner.
Vocabulary
field / area (of expertise)– область, сфера (научных интересов)
to take notes – конспектировать, делать записи
assumption – предположение, допущение
implications – последствия
application – применение
evidence – доказательства
underpinnings – основы, подоплёка
draft – черновик
placeholder – временный
footnote – сноска
to revisit – пересматривать заново
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to revise – проверять, исправлять
to articulate (a problem) – четко формулировать, грамотно излагать
(проблему)
main claim – главное утверждение
Writing a research paper in the Humanities
The Research Process
“Research and writing are not necessarily discrete stages—you will naturally
find yourself coming up with new ideas while you research, and almost always
continue to research while you write. But you will not discover new ideas in a
vacuum; the more you read, and the more actively you do so, the more ideas
you will generate for yourself and the sooner you will do so. Here are some
suggestions about how to begin the process.
Think broadly Think about questions and problems and conversations
that interest you in your field. If you are writing a paper for a seminar, take
notes every week on issues in your course discussion that you think have not
been adequately resolved. Move beyond simply finding the material itself
interesting—think about what questions you can raise about it that have not
been answered.
Read the work of scholars on your topic both generously and critically Get
into the habit of trying to follow every step of an author’s argument actively.
As you read, think about the argument’s underlying assumptions, its potential
implications on a theoretical level, and its possible application to other areas of
analysis. Ask yourself questions about the argument’s logic. Does the evidence
you are reading about always support the point the author is making? In what
case might it not do so? Are other possible explanations for the evidence
addressed? Is the main claim convincing? Why or why not? Try to start with
the most large-scale issues so that your response is about the most significant
underpinnings of the work. Ask yourself what the author is trying to do, and
what conversations the author is entering into. To what scholars in what field
is the author responding, and how? How would you respond to those same
scholars? What parts do you agree with, and what parts do you not?
Write down interesting problems, questions, tensions, and gaps in the discourse
All of these provide an opportunity for you to contribute new ideas to the
conversation. Keep track of them somewhere. Every problem is a gift.
Write out lists, questions, ideas that confuse you, and interesting problems
Whether or not you feel ‘ready’ to write anything down, the more you can get
on paper, the easier it is to see your ideas in relation to each other. You need
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not start with complete sentences at first. Try drawing arrows connecting words
that represent different ideas. Make lists of opposing binaries. Jot down in one
place topics or texts that have not been analyzed sufficiently. Brainstorm. Then
zoom in on the areas you seem to be thinking the most about, and continue
to develop those ideas. This will lead you to your topic. Once you have that,
continue reading in a more focused way, looking for sources that speak directly
to your areas of interest.
Follow the bibliographic threads Look in the bibliographies and footnotes of
the works you are reading. Try to find the most up-to-date discussions and the
most cutting-edge responses to the topic in your field. Where is the conversation
on this idea right now? Are people from other fields responding to it? Try to
write a 1-paragraph synthetic summary of what scholars used to think of your
topic and what they think about it now.”
The Writing Process
“Frequently, the process of writing a research paper in the humanities does
not follow a linear trajectory. Even changing just one piece might mean that the
entire structure has shifted and needs to be adjusted. You might discover new
pieces of evidence after you have written about others, or decide after two drafts
that a counter-argument you have been thinking about actually undermines
part of your main claim and that you therefore need to change the point you are
making. You might not figure out what your main claim is until after you have
written a placeholder introduction and a complete first draft. But in whatever
order the pieces of the paper unfold for you, and however recursively you revisit
sections and revise them, you will benefit from keeping in mind the following
components, which are crucial to a humanistic argument.
Articulate a question or problem that is driving your paper The question/
problem may change throughout the writing process, but if that happens, just
keep revising it. The more specific and complex you can make your question/
problem, the more it will help you develop and refine your argument. It is
useful for keeping you on track and can remind you of what ideas still need to
be addressed when you are in the midst of the writing process.
Create a main claim This is the most important part of your paper. A claim
is a statement supported by REASONS based on EVIDENCE. It acknowledges
and responds to other (opposing) views, and you can make a case for its
significance (STAKES, or the ‘so what?’). A main claim should be specific
(nuanced and detailed, not general), substantive (compelling and original),
relevant to a scholarly conversation (something that would interest other
professionals in your academic field), and contestable (something a reader in
58
your field could doubt). The more contestable your main claim is, the higher
the stakes your argument will have. But you never want to make a claim that
is too big to be supported with the evidence you can supply within the scope
of your paper. It is usually better to make a smaller claim that you can support
well than a grand claim that you cannot. The main claim should be stated
explicitly in your paper. This usually happens at the end of the introduction
section. Revise your claim at any point in the process.
Craft an introduction An introduction usually lays out the conversation you
are entering into, and how you are doing it. It tells your reader the question or
problem your paper is pursuing, and why this question or problem is important.
It also offers your main claim as the answer to the question or the solution to
the problem.
Craft a body Most body paragraphs make one clear point that supports the
main claim, and then discuss the reasons and evidence for that point. The main
variation is that some paragraphs might address counter-arguments.
Craft a conclusion Conclusions do more than restate the main claim. They
can be thought of as a broadening-out, or opening-up, of your initial question
in light of the work you have now presented. How does your interpretation help
your field move forward? Now that the readers have read your analysis, what
new questions might they pursue? What areas should we look at because of
your new research? This is a good place to speculate about ideas that deserve
further exploration.”
from Writing a Research Paper in the Humanities
1
GIVING A TITLE TO YOUR PAPER
Task 3.5 Read the titles of eight research papers. In pairs, decide which
titles you think are most helpful for the reader:
1 What is public relations?
2 Observations on the future of advertising
3 Models of public relations and communication
4 Practice of public relations
5 Public relations: strategies and tactics
6 How advertising works: what do we really know?
7 Effective advertising: understanding when, how and why advertising works
8 Advertising as a signal
1
https://poorvucenter.yale.edu/sites/default/files/files/LPaul_Humanities.pdf
59
Task 3.6 Read six suggestions for writing a title of a research paper. Which
suggestions should you use to write a good title? Which suggestions do not give
good advice? Discuss your ideas with a partner.
1 Make it about 50 words long
2 Write it as a question
3 Begin it with a phrase like ‘A study of…’ or ‘An investigation into…’
4 Include a joke or play on words
5 Include important key words for Internet search tools
6 Present the key result
Task 3.7 Now read the recommendations and compare them with your
ideas:
Vocabulary
Database – база данных
Indexing and abstracting services – службы индексирования и автома-
тического реферирования
Citations – цитирование
Character – символ
Question mark – знак вопроса
Comma – запятая
Colon [‘kəulɔn] – двоеточие
Semicolon – точка с запятой
Exclamation mark – восклицательный знак
Proprietary name – фирменное наименование товара, являющееся
собственностью фирмы, патентованное название
In preparing a title for a paper, you should remember one fact: the title
will be read by thousands of people. Perhaps few people, if any, will read the
entire paper, but many people will read the title, either in the original journal
or in one of the secondary databases. Therefore, all words in the title should
be chosen with great care, and their association with one another must be
carefully managed.
Remember that the indexing and abstracting services depend heavily on
the accuracy of the title, as do individual computerized literature-retrieval
systems. An improperly titled paper may be virtually lost and never reach its
intended audience.
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