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.docПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ
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S Saddle stitch. Popular form of wire stitched binding from spine to centre spread as used for many magazines.
Sales promotion. Marketing activity whereby a product is given extrinsic value such as a gift or price reduction. Not to be confused with PR.
Sans serif. Typeface without serifs at ends of strokes. Good for bold displays. Bad for text in small type. Less easy to read on shiny paper than on newsprint or matt surface paper.
Satellite transmission. A method of transmitting text, pictures, and sound by beaming an electronic signal to a transponder on a satellite orbiting 22,300 miles above the earth, from which it bounces back to receiving dishes on the ground.
Semantic differential. Research technique in which the respondent selects a quality, e.g. Bad, Very poor, Poor, Fairy good, Good, Excellent, using numerical ratings.
Semantics. The study of meaning, of what words actually mean to the people who see or hear them.
Serif. Short, thin lines at ends of stems and arms of typeface. Book or text typefaces have serifs. See slab serif.
Seven-point formula. The SOLAADS for news releases: 1. Subject, 2. Organisation, 3. Location, 4. Advantages, 5. Applications, 6. Details, 7. Source.
Sheet. Whole size of a piece of paper before cutting or folding.
Sheet fed. Printed with separate sheets of paper, not reels or webs.
Signatures. In printing, sets of pages, usually 16 or 32.
Slab serif. Serif {see) of the same thickness as stems and arms of the character, See Egyptian.
Slander. Oral communication that tends to defame the character of some person. (Compare libel).
Sleeve. Cylindrical printing plate used in photogravures {see).
Slide. A piece of photographic film mounted in a paper or metal frame. A projector is used to show it on a screen before an audience.
Sound bite. A short but complete statement that may be incorporated into a news broadcast.
Sponsored film or video. A film or video paid for by an organization to deliver information or a message, usually shown free of charge. There also are sponsored publications, which charge no subscription fee and contain no advertising.
Stock. The kind of paper or film to be used.
Stock footage. Television tape or film that can be used to provide background visual material for newscasts.
Strap. Sub-heading appearing above headline.
Stringer. Local freelance correspondent of national media. Could work on a local newspaper.
Stylebook. Manual setting out corporate style, such as colour with number, logo, typeface, stationery design, and vehicle livery.
Syndicated article. Feature article for publication in more than one journal. Best negotiated with editors of non-competing circulation journals rather than despatched like news releases.