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.docПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ
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Flesch, Rudolf. 1911-1986. Austrian who lived in the USA. Set out criteria: "Use short words —150 syllables per 100 words, short sentences — no more than 19 words per sentence". Recommended number of words per sentence for different classes of reader from pulp magazine to scientific treatise.
Flexography. Form of letterpress printing, originally used for printing on delicate materials such as foil, but adapted by Americans for newspaper printing, and introduced by Daily Mail Group in 1988. Rotary web presses use flexible plates and fast-drying solvent or water-based inks. System now specially adapted for newspaper production with improved polymer plates and inks. Reproductions of pictures and colour is superior to offset-litho, and the ink does not come off on the reader's fingers.
FMCGs. Fast moving consumer goods.
Folio. A page or page number.
Folk media. Traditional media or oramedia {see) as found in developing countries, particularly in rural areas. According to country can include gongman (palace messenger or town crier), market gossip, drums, music, dance, village theatre, puppet shows, shadow theatre, masks.
Font. See fount.
Footprint. Land area reached by satellite broadcast.
Format. The physical style of a print job, e.g. brochure, magazine or newspaper, A3, A4, broadsheet {see) or tabloid {see).In photosetting and desk-top publishing, repetitive typographical commands stored in a computer.
Fount. Pronounced "font". Complete set of characters of one typeface, e.g. letters, figures, signs. Two possible origins. From old French for casting, from fondre, to melt or cast. Also said to derive from monastic founts in which alphabets of type were stored when printing was carried out in medieval monasteries.
Four-colour process. Colour printing using primary colours yellow, magenta (beetroot red), cyan (blue) and black. Colours separated by computers or optical filters.
Free magazines. Some 300 British magazines (excluding weekend newspaper magazines) distributed free, door-to-door, in the street, at retail premises or by post. Income derived from advertising.
Free newspapers. More than 800 titles. Most local weeklies delivered door-to-door, providing saturation coverage of urban areas. Useful for domestic-interest PR stories. Many published by existing paid-for newspaper publishers, e.g. Croydon Advertiser, Kentish Times. Also known as freesheets. Income derived from advertising.
Freelance. Self-employed writer, artist, photographer. Recent development has been the freelance PR practitioner who undertakes ad hoc assignments or augments consultancy staff.
Front organisation. An apparently independent organisation which actually represents commercial interests. Banned by IPR Code of Professional Conduct under clause 2.3 which reads 'A member shall have a duty to ensure that the actual interest of any organisation with which he or she may be professionally concerned is adequately declared'. A member of the IPR was suspended for promoting a front organisation.