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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ

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In addition, using selected quotes may distort the author's meaning. For example, a research report may give a new computer product an overall poor performance rating but mention some good things about the product too. To use only the favorable quote from the review in a news release or advertisement, the computer company should clear the quote with the report's authors to avoid possible lawsuits.

Titles of books and plays cannot be copyrighted, but the principle of unfair compe­tition applies nevertheless. Lawyers say that a public relations staff should not copy anything if the intent is to capitalize on or take advantage of its current renown. The key to a lawsuit is whether an organization is in some way obtaining commercial advan­tage by implying that a service or product has the endorsement of or is closely allied with the literary property. This is also a problem in using names and logos that closely resemble registered trademarks of well-known companies.

The use of cartoons, illustrations, and photographs from outside sources (either previously published or unpublished) always requires copyright permission. Copyright infringement also extends to videotaping television documentaries or news programs if the intent is for widespread use of the material to internal or external audiences.

Another category that always requires copyright permission is musical material. The holders of musical copyrights do not permit use of any part of their compositions without prior written permission. It is forbidden to quote even a part of a lyric or to play only a few bars of a tune. But also keep in mind that most classical music, especial­ly that of the seventeenth and eighteenth centuries, is in the public domain and can be used without permission.

□ Words and word-combinations

1. infringement — нарушение (авторского права)

2. fair use — честное использование

3. to get permission — получить разрешение

4. to obtain permission — получить разрешение

5. plagiarism — плагиат, заимствование

6. theft — кража

7. to clear smth — прояснить

8. to distort — искажать

9. unfair competition — нечестная конкуренция

10. logo — логотип

11. trademark — торговая марка

12. domain — владение

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Guidelines for Using Copyrighted Materials

Public relations personnel can avoid costly lawsuits by observing the following guidelines:

• Ideas cannot be copyrighted, but expression of those ideas can be.

• Be careful about using the titles of movies, books, and songs as themes for public relations materials and programs.

• News releases and publicity photographs are not ordinarily copyrighted be­cause their purpose is widespread distribution and use by the media.