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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ 45

□ Words and word-combinations

1. coverage — показ, передача, репортаж

2. publicity — содействие популярности: "паблисити" (с привлечением вни­мания широких слоев населения к личностям, товарам или услугам с ис­пользованием средств массовой информации); информация, используе­мая для придания известности или популярности отдельным личностям, товарам, услугам

3. story — (ам.) газетный материал, сообщение в печати (очерк)

4. publicist — публицист; агент по рекламе

5. entertainment industry — индустрия развлечений

6. communication industry — индустрия коммуникации

7. standpoint — точка зрения

8. to advance a goal — выдвигать (ставить) цель (задачу)

9. to create favorable attitudes and opinions — создавать благоприятную оцен­ку и мнение

10. marketing — маркетинг; политика в области сбыта

11. to generate sales — производить реализацию товара

12. advertizing — реклама; передача рекламы; рекламное дело; рекламная деятельность

13. advertisement = ad — реклама; объявление

14. to submit an advertisement — представить рекламу

15. to run an advertisement — показывать рекламу; публиковать рекламу

16. to handle the material — иметь дело с материалом; трактовать материал

17. advertising department — отдел рекламы

18. sales department — отдел реализации

19. news department — отдел информации

ВВ. 2. Shrinking News Holes. The recession in the early 1990's left many publications scrambling for advertising dollars, which directly affected the news space available. Many periodicals have cut back on pages and have consequently reduced the news hole. The result is increased competition for getting your publicity accepted and pub­lished. A newspaper or trade magazine editor, for example, has hundreds of news releases and story ideas for every edition, and only a few can be used.

3.Changing Nature of the Mass Media. The mass media are becoming increasingly fragmented, meaning that they no longer offer the opportunity of reaching large num­bers of people in a single effort. The "one size fits all" news release is dead. In addition, evening papers have died in many cities, morning papers have lost circulation.

4.Information Overload. Our society is experiencing v/idespread information clut­ter. The decline of the mass media has been accompanied by a proliferation of more specialized media — weeklies, trade newspapers and magazines, cable channels, elec­tronic online databases — that all compete for the individual's attention. As a conse­quence, your organization's news, even if it does get published or broadcast, may never get the attention of the audience. To use a metaphor, your story is only one tree in a vast forest.