1_22 / 12

12

WELCOME TO THE WORLD OF PUBLIC RELATIONS

improve ameliorate

building edifice

duty, task responsibility

gather, collect accumulate save economize

enough sufficient

test experiment

able efficient

More complex words, of course, can be used if the target audience is well educated. Most readers of the Wall Street Journal, for example, are college graduates, so the writing is more complex than that found in a small-town daily.

Also, if the target audience is professionals in a field such as law, education, sci­ence, or engineering, the standard for word choice is different. Educators, for example, often seem to like elaborate expressions.

Scientific writing, too, is loaded with esoteric words. Newspaper editors often com­plain that they receive news releases from high-technology companies that are so full of jargon that neither they nor their readers can grasp what is being said.

If your audience is engineers, of course, you can use specialized words and phrases.

□ Words and word-combinations

1. word choice — отбор слов

2. derived from Latin — латинского происхождения

3. a small-town daily — ежедневная газета, выпускаемая в небольшом городе

4. standard — стандарт, норма, образец, мерило

5. esoteric — тайный, понятный лишь посвященным; особенный

6. news release — сообщение для печати

7. high-technology companies — фирмы (компании) высоких технологий

EXERCISES

1. Look up the pronunciation of the following words:

assignment, techniques, rhythm, gauge, endeavor, ameliorate, esoteric, jargon, pause.

2. Find Russian equivalents:

to keep in mind, major, minor, comprehensive, concise, to be common to, to be derived from, elaborate expressions, to grasp.

Use them in situations of your own.

3. Find English equivalents:

определить содержание и структуру, составить план, сократить (текст), краткость, предпочтительный, быть перегруженным ч.-л., жаловаться на ч.-л., в области ч.-л. Reproduce them in situations from the text.

4. Translate in writing:

1) Answering these questions goes a long way toward helping you determine the content and structure of your message.