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Контрольная работа №1
Задание 1. Прочитайте текст и
переведите первый абзац письменно.
The Journalist writes for audience – readers, listeners, or viewers of the medium for which he or she works. Newspapers, magazines, radio, and television are usually defined as “mass media” because the audience is numerous and unknown to the communicator, and its members have little in common. A suburban daily newspaper, for example, circulates primarily among people who share a common residential area but have a broad range of backgrounds and interests. Such mass media, by definition, usually present material written at the fourth- to sixth-grade level and offer a wide variety of stories and features to satisfy almost any interest, be it sports, local news, or the daily horoscope.
In contrast, the readers of a special interest magazine share a very strong interest in only one subject – a particular hobby, a specific industry, or a highly specialized occupation. Reporters for such magazines write about just one subject for a limited and intensely interested audience.
The public relations writer, however, may write for numerous and radically different audience – employees, constituents, customers, business people, homemakers, travelers, bankers, stockholders, farmers and many others. Effective public relations writing is based on carefully defining the audience and its composition so that you can tailor your information to its interests and concerns. A public relations writer does research constantly to determine these audience needs, concerns, and interests. Armed with this information, you can write a more persuasive message.

Задание 2. Заполните пропуски предлогами:in, to, of, on, with.
1. The readers … a special interest magazine share a very strong interest … only one subject.
2. Scientific writing is often loaded … esoteric words.
3. “Gobbledygook” consists … ponderous words and phrases that obscure simple ideas.
4. Writers should be sensitive … words that may offend individuals or group.
5. … the case … the proposed factory move, the opinion … the stockholder is probably based … an attitude concerned … costs and profits.

Задание 3. Напишите синонимы к следующим словам:
the globe, to attempt, to focus on, similar, a step, evident, to acquire, assignment, outline,
to select.

Задание 4. Напишите антонимы к следующим словам:
objectivity, importance, compatible, to fail, permanent, to refuse, identical, awareness,
necessary, accurately.

Задание 5. Переведите на русский язык следующие словосочетания и составьте с ними
to tailor, information, target audience, high-technology companies, to affect public opinion, to acquire a solid knowledge.

Задание 6. Заполните пропуски подходящими по смыслу словами:
to call attention, branch, source, persuasive, depending, quoted, niche, shortening, receive,
1. The testimonial is a form of ……… credibility that can be either explicit or implied.
2. If you can vividly describe what you are talking about – if you can paint pictures – your message will be more ……….
3. The meaning given to words and the changes that occur in these meanings as time goes on is the ……… of linguistics called semantics.
4. Another good reason for acronyms is the ……… of a lengthy name.
5. This audience is interested in the technical aspects of distribution, pricing, and market ……….
6. Celebrities are used primarily ……… to a product, service or idea.
7. ……… on the message and the audience, various spokespersons can be used and ……… for source credibility.
8. People try to conform to group opinion and to avoid ……… with the majority.
9. The media are the physical channels that carry the message to the ……….

Задание 7. Напишите вопрос к подчёркнутой части предложения.
1. A public relations writer differs from a journalist in at least three basic aspects: objectives, audiences, and channels.
2. Mixing long and short sentences improves the rhythm.
3. Writing that goes on and on without a pause is hard on the reader.
4. Professional writing requires attention to detail and repeated review of your draft to catch all potential errors.
5. People can digest a few figures but not a mass of statistics.

Задание 8. Ответьте на вопросы.
1. What is effective writing based on?
2. What are the traditional mass media?
3. What may happen due to spelling errors?
4. Is public opinion just mass opinion? How can you define public opinion?
5. What should be kept in mind when working on message content?

Котрольная работа№2
Задание 1. Прочитайте текст, переведите его письменно.
Ethics and Professionalism
Equally important are the ethics and professional values that you bring to your work.
Ethical considerations, like the law, are often ambiguous and subject to interpretation. Most situations are neither black nor white but rather various shades of gray. Although the public relations writer is an advocate and must convey information in a persuasive way, this does not excuse the presentation of false or misleading information. I sum, you have to ask not only whether something is legal but also whether it is the right thing to do.
Задание 2. Напишите синонимы к следующим словам:
steady, essential, an obligation, rarely, personnel, boundaries, to secure, apparent,
to ascertain, consent.

Задание 3. Напишите антонимы к следующим словам:
an ally, equal, to reveal, rarely, paid, outside, reasonable, valid, to decline, to advocate.

Задание 4. Заполните пропуски предлогами: on, by, for, out, in, of, about, to.
1. People are interested … people.
2. Much information to flesh … a story can be obtained … asking questions … each person involved.
3. Be cautious … the information supplied … you … employers or clients.
4. Many periodicals have cut back … pages.
5. A new fiber might change the characteristics … a textile with interesting consequences … clothing manufacturers.

Задание 5. Переведите на русский язык следующие словосочетания и составьте с ними
entertainment industry, to run an advertisement, human interest, to set sales records, a cash payment.

Задание 6. Напишите вопрос к подчёркнутой части предложения.
1. People who feel that they have been injured or deceived can file lawsuits and collect damages.
2. Often a company is tempted to report only the good news and bury the bad news.
3. A number of court cases have determined that you, as the writer, can be held liable for disseminating false and misleading information on behalf of a client.
4. The purpose of copyright is to secure for the creator of original material all the benefits earned by creating it.
5. A contract is a legal agreement that contains three elements: offer and acceptance, time, consideration.

Задание 7. Ответьте на вопросы.
1. What are the main guidelines to ensure between the legal and public relations functions?
2. How do organizations and corporations protect their trademarks?
3. What is the purpose of a copyright?
4. What is plagiarism?
5. What does using names and photos of people in advertising and promotions require?

Задание 8. Расширьте высказывание письменно.
To be considered newsworthy, information should have one or more of the following attributes: timeliness, prominence, proximity, significance, unusualness, human interest, conflict, and newness.

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Последние отзывы об авторе Hedgehog
лучший автор!
2015-04-08 23:59:36
2015-04-09 00:00:06
Спасибо автору! Все быстро и понятно
2015-04-16 02:18:37