- •Text 1 On Newspapers
- •Text 2 Radio bbc: You Can Hear Them All Over the World
- •Text 3 Better Viewing and Listening
- •Revision test 1
- •Text 4 We’ll Be Back after This Break
- •How to Sell Food: a Question of Image
- •Text 5 Advertising: Pros and Cons
- •Text 6 Advertising Tricks
- •1. “Before and after”
- •Text 7 Advertising Media
- •Text 9 Creating Brand Images Is not Easy, Is It?
- •Text 10 Are Brand Names Being Pushed Off the Shelf?
- •Text 11
- •Is Advertising an Evil or a Blessing?
- •Text 12
- •A) Advertising Is a Positive Social Force
- •B) Advertising Is a Negative Social Force
- •Text 13
- •5. Creativity or a Nose for News
- •6. Target Audience or Hooked Editor
- •7. Limited or Unlimited Contact
- •8. Special Events
- •9. Writing Style
- •Text 14 Advertising as a Trade
- •Text 15 Careers in Advertising
- •Text 16
- •Text 17
- •Text 18 How Marketing Works
- •Text 19
- •Text 20
- •Revision test 2
- •Extra activities
- •Topics for reports, discussions and compositions
- •Supplement business letter structure:
- •Model application letter
- •Acknowledgement of the receipt of a letter
- •Список использованной литературы
- •Список интернет источников
Revision test 1
I. Check your vocabulary.
1. Chose the right answer.
1). When you go out, will you get me ____ of “The Guardian”?
a. a copy b. an edition c. a paper d. a publication
2). I read a newspaper every day to keep ____ with the current affairs.
a. contemporary b. modern c. present-day d. up-to-date
3). A newspaper ____ normally makes the final decision about the paper’s contents.
a. editor b. journalist c. reporter d. publisher
4). Dear Sirs, I am writing in response to your ____ for a sales clerk in yesterday’s “Business Man”.
a. advertisement b. announcement c. propaganda d. publicity
5). Did you see that ____ about wildlife in Africa on television last week?
a. documentary b. history c. slapstick d. Soap opera
6). All three TV channels provide extensive ____ of sporting events.
a. broadcast b. bulletin c. episode d. piece
7). We hope to bring you further news of this in our next ____ at midnight.
a. article b. bulletin c. episode d. piece
8). Channel one tries to ____ for all tastes.
a. cater b. furnish c. regard d. suit
9). We are interrupting this programme for a news ___.
a. alarm b. alert c. flash d. signal
10). Violent programmes on TV may have a bad ____ on children.
a. control b. influence c. power d. pressure
2. Fill in the blanks with an appropriate word from the box. Use each word only once. There are five extra words which you do not need to use.
a |
by |
messages |
opinion |
to |
always |
convey |
never |
options |
tuned |
as |
dish |
no |
plate |
virtually |
audience |
expect |
not |
the |
which |
average |
had |
offer |
through |
who |
Mass communication has revolutionized the modern world. In the United States it has given rise to what social observers sometimes call a media state, a society in which access to power is ____ (1) the media. The print and broadcasting media not only ____ (2) information to the public, but also influence public ____ (3). Television, with access to ____ (4) every American household, is a powerful influence.
On the ____ (5), American viewers watch TV about six hours a day, usually ____ (6) to one of the national commercial networks. For the most part, ____ (7) American broadcasting system has ____ (8) been a commercial system. It is supported ____ (9) money from business that pay to advertise goods or services to the ____ (10). Advertising ____ (11) are usually presented as 15, 30, or 60-second commercial announcements before, during, and after programmes. During a sixty-minute TV programme you can ____ (12) to see about twelve minutes of commercials.
Viewers whose tastes are not satisfied by the many offerings of network and local programmes are now increasing their ____ (13) by subscribing to cable television. Satellite TV was originally designed to ____ (14) a greater selection of programmes to people in rural areas that could ____ (15) easily be connected ____ (16) the cable system. It now provides anybody ____ (17) is ready to have a satellite ____ (18) installed in his or her backyard with the same programming ____ (19) cable TV. Conventional television has ____ (20) to struggle to retain its audience as people switch over to cable viewing, satellite TV or renting video cassettes.
3. Put in correct prepositions.
Across the United States there are more than nine thousand radio stations. Almost all of them are commercial, except ____ (1) National Public Radio Stations. Listeners can tune ____ (2) all kinds of stations: pop or classical music, news, sport, or community radio. Talk radio shows are very popular. Listeners call ____ (3) and ask the talk show host or guests questions about anything from cooking or car repair ____ (4) politics or health. Callers often get a chance to give their opinion ____ (5) the air.
There’s something ____ (6) everyone to read with 1, 700 daily and 6, 300 weekly newspapers. Eight out ____ (7) ten Americans read a tabloid or standard newspaper every day. Often newspapers are delivered early ____ (8) the morning so people can read them ____ (9) leaving home. Standard newspapers have long articles ____ (10) local, national, and international news, while tabloid newspapers include short news articles and a lot ____ (11) photos, stories about famous people, advice columns, and horoscopes. Most newspapers are regional rather than national, although some are distributed all over America. The New York Times, ____ (12) example, is available in New York and in most big cities. The paper ____ (13) the largest circulation is The Wall Street Journal, which specializes in business news.
Nowadays, Americans consider television their most important source ____ (14) news, and a majority ranks television as the most believable news source. Accordingly, newspapers have to cope ____ (15) competition from radio and television.
II. Prepare a talk on the topic “Mass Media and their Role in Modern Society”.