ПЕРЕДМОВА Навчально-методичні матеріали “Media and Advertising” (достатній та середній рівень) розраховані на студентів 1 – 2 курсу спеціальностей: ”Журналістика”, “Реклама та зв’язки з громадськістю”. Видання розроблене у відповідності до програми з англійської мови для професійного спілкування (АМПС).
Навчальні матеріали складаються з чотирьох розділів, послідовно згрупованих за професійною тематикою: ЗМІ, преса і реклама. Структура та послідовність розділів відповідають дидактичному принципу поступового зростання труднощів – як лексичних, так і граматичних. Принцип подання та комплектації завдань забезпечує найбільш ефективний та раціональний спосіб формування навичок та вмінь роботи з фаховим англомовним матеріалом. Системність у структурі, послідовність та циклічність завдань забезпечують чітку організацію навчального процесу, що сприяє мотивації, зацікавленості та комунікативній компетенції студентів. Тексти, до-текстові та після текстові вправи достатньо насичені професійною термінологією, що значно прискорює засвоєння нового матеріалу. Підсумкові вправи до кожного розділу забезпечують контроль володіння базовою термінологією та навичками усного монологічного і діалогічного мовлення, вміння складати стислі повідомлення, розробку творчих та проектних робіт. Завдання підвищеного рівня складності відмічені.
У додатку представлені граматичні таблиці типів питальних речень, часових форм дієслова для активного та пасивного стану, неправильних дієслів, ступенів порівняння прикметників.
При формуванні навчальних матеріалів було опрацьовано велику кількість першоджерел: новітні підручники та електронні посібники, які відповідають сучасним вимогам програми АМПС для формування англомовної граматичної та лексичної компетенції майбутніх фахівців з реклами та журналістики.
MASSMEDIA Exercise 1. Study the basic media terms and memorize them.
TV, radio, newspapers, magazines and the internet are kinds of mass media
Do you read women’s magazines?
Something you can buy every week or month, often with stories and coloured photos, e.g. Time Magazine, Vogue
What’s your opinion of the events?
What you think about something
Journalists report the news from all over the world
Give information on the news; the person is a reporter ( journalist)
The Olympic Games is a very big event
something important that happens. It can be good or bad
Fortunately, nobody died in the accident
The two countries were at war for ten years
If a country is at war, it is fighting with another country; when a war ends, there is peace
The tsunami was a terrible disaster
Something very bad that happens, often when a lot of people die
celebrity (pl. celebrities)
There were a lot of celebrities at the first night of the film
Famous person, usually from TV, film or sports
advertise-ment (also advert, ad)
There are too many adverts on TV and in
Text, picture or short film which try to sell you something
Exercise 2. Is the meaning of the sentences the same or different? Write S or D.
What do the media say about him?
What does the advert say about him?
There is peace between the two countries.
There is war between the two countries.
What’s your opinion of the news?
What do you think of the news?
It was a great event.
It was a great advertisement.
He is reporting from Seoul.
He is giving the news from Seoul.
I read it in an article.
I read it in an advertisement.
She’s a TV celebrity.
She’s on TV a lot.
Where did he live?
Where did he die?
Exercise 3.Complete the text with media terms from Exercise 1 in the correct form.
The media are TV, radio, newspapers, (1), and the internet. The media (2) on important (3) from around the world. For example, (4) like the Asian tsunami, or (5) between different countries. As well as reporting the news, the media give their (6) of events round the world. And reporters also like to write about (7) such as Tom Cruise and Angelina Jolie.
Exercise 4. Read the first part of information about modern mass media. Memorize the basic vocabulary that follows it.
Mass media or mass communications are one of the most characteristic features of modern civilization. People are united into one global community with the help of mass media. People can learn about what is happening in the world very fast using mass media. The mass media include newspapers, magazines, radio, television and the internet.
Newspaper was the earliest kind of mass media. The first newspaper was Roman handwritten newssheet called Acta Diurna (Daily Events) started in 59 B.C. Magazines appeared in 1700’s. They developed from newspapers and booksellers’ catalogues. Radio, TV and the internet appeared only in the 20th century.
Newspapers can present and comment on the news in more detail compared with radio and TV newscasts. Newspapers can cover much more events and news in their columns.
Magazines do not focus on daily, rapidly changing events. They provide more profound analysis of events of preceding weeks. Magazines are designed to be kept for a longer time so they have cover and binding and are printed on better paper.
The most exciting and entertaining kind of mass media is television. It brings moving pictures and sounds directly to people’s homes. So one can see events that take place far away just sitting at home.
Radio is widespread for its portability. It means that radio can easily be carried around. People like listening to the radio on the beach or picnic, while driving a car or just walking down the street. Music programmes are the main kind of radio entertainment.
Nowadays the internet has become the quickest means of spreading news and information. It is our modern day information highway.
mass media (or mass communication) – засоби масової інформації handwritten – написаний від руки
newssheet – листівка
bookseller – продавець книг
newscast – огляд новин
newscaster – диктор, радіокоментатор
cover – виcвітлювати, обкладинка
column – колонка, шпальта, постійний розділ
focus – зосереджуватися
profound – глибинний
preceding – попередній
binding – зшивка, скріплення
exciting – захоплюючий
entertaining – розважальний
widespread – широко розповсюджений
portability – портативність
Exercise 5. Answer the questions in writing.
1. What kinds of mass media do you know?
2. What was the earliest kind of mass media?
3. Why is television so exciting?
4. What is the reason for widespread use of radio?
5. What advantages do newspapers have over the other kinds of mass media?
6. What is the difference between a newspaper and a magazine?
Exercise 6. Tick your answers to the questions and study the glossary that follows it.
Model: I always read a paper at the weekend. – But do you read all of it?
1. Did youTV last night? – Yes, Ia programme about dogs.
2. I read the story but I don’tit’s true. – No,of it is true. It’s all false.
3. Have you heard the? – No, what’s?
4. Did youto the radio today? – Yes, Ithe 8 o’clock news.
5. What’s in thethis morning? – I don’t know; I never buy one.
6. Have you seen the weather ? – Yes, it’s going to rain.
7. What did youon TV? – Oh, nothing.
Speaking Task A. Read the media questionnaire again. Check your answers, or write a different answer. Ask another student about the media.
Exercise 9. Read the second part of information about modern mass media. Memorize the basic vocabulary that follows it.
Mass media have become an important part of our life. We all have already become listeners, readers, viewers long time ago. We get information we need while we are reading newspapers and magazines, watching TV, listening to the news on the radio or the internet. If you want to relax, you can just switch on any FM station and enjoy music channels and have a fun. Now you can hardly imagine that not long ago there were no FM radio, no satellite television and the internet at all.
Newspapers, with their enormous circulation and different kinds of news, can supply any kind of information. They carry articles that cover the latest international and national events, all kinds of rumours, advertising, fun stories, biographies of well-known people, etc. One can buy newspapers with a full coverage of commercial, financial, public affairs and TV programs. There are newspapers and magazine for young people. They give a wide assortment of news, events and reports on education, sports, cultural life, entertainment, fashion, etc.
“News is not what really happens, it’s what you hear or read in mass media.” It is said of those who think the press forms public opinion, influences governmental policy, gives citizens a view of their own country and foreign countries as well. The press performs a few functions: informative, entertaining, commercial. It is addressed to people of different political views and different statuses. There is a well-known joke circulating among the publishers, which exactly defines their idea of news: “If a dog bites a man, that’s not news, but if a man bites a dog, that is news.” In other words, news must be something unusual, unexpected, and sensational.
Everyone knows that we get a great amount of information especially from TV. It is an immensely powerful medium as it uses the most important form of communication, the visual image. Many programs are broadcasting now with the help of which we can choose everything we want. Some viewers are fond of watching different shows, movies, sports, plays, games, educational and cultural programs and so on. Our television provides so much information! It can vary from social and economic crises, conflicts, wars, disasters, earthquakes to diplomatic visits and negotiations; from terrorism, corruption to pollution problems, strikes and social movements. It is mass media that provide us with new, first hand and reliable information. But sometimes we are lost in this information ocean.
viewer – глядач
switch on – вмикати (телевізор, радіо)
hardly – ледве, навряд чи
satellite television – супутникове телебачення
enormous – величезний
circulation – тираж, розповсюдження
supply – забезпечувати
rumours – чутки
coverage – висвітлення в пресі
report – репортаж, повідомлення, звіт
fashion – мода
medium – засіб, спосіб
broadcast – транслювати
provide – забезпечувати
earthquake – землетрус
negotiations – перемовини
pollution – забруднення
strike – забастовка
Exercise 10. Answer the questions in writing.
1. How do we get information that we need?
2. What information can we find in newspapers?
3. What functions does the press perform?
4. What kind of programs do channels broadcast? What is your favourite one?
5. Why can one be lost in the information ocean?
6. What is your favourite kind of mass media?
Speaking Task B. Use your answers to the questions after text 1 and 2 as a plan to speak about modern mass media.
Exercise 11. Read the information about a professional sportsman. Restore the word order in the general questions the journalist asked him. Imagine you are Tim Abbott and answer the questions. Use short answers. Identify the grammar forms. For reference see the Grammar Supplement.
Hi! My name’s Tim Abbott and I play for Maidstone United in the Southern League. I’ve played with them for five years. We train for about six hours every day, but my manager thinks we should not train on Sundays. Last year I had a problem with my left knee and it’s been painful since then. It hurts all the time. I’ll stop playing when I’m about thirty-five. After that, I’ll do something different.
Are you Tim Abbott? – Yes, I am. (Present Indefinite)
Exercise 15. Read the text and answer the questions that follow it.
MASS MEDIA IN UKRAINE
Ukrainian mass media, which include press, radio and television, are independent, and the state guarantees their economic independence. There are a lot of periodical editions in Ukraine now. New radio and TV channels, newspapers and magazines appear practically every year.
The role of mass media in our everyday life is enormous. Where do we get most of the news? From TV or radio news programmes, from newspapers or the internet. What forms public opinion? Mass media. So they bear great responsibility and should always give truthful and unbiased information to their readers and viewers.
In Ukraine there are several information agencies that supply the population of the country with the latest news. These agencies are: the UKRINFORM – Ukrainian National Information Agency, the UNIAN – the Ukrainian Independent News Agency, Interfax – Ukraina and some others. These agencies have reporters in every administrative region of our country and in all major foreign countries. They collect most interesting and important information for the readers of newspapers and magazines and for the TV viewers.
There are newspapers and magazines for the readers of all ages and professions, with different interests, tastes and hobbies. For example, those who are interested in politics can read the newspapers Den, Siohodni, Fakty, Kyivski Vidomosti. In these newspapers the readers can also find information about home affairs, culture and sports. These publications deal with the burning problems of our present life and history. At the same time, there you can find amusing stories, crossword puzzles that can entertain you in your pastime. There are also magazines for businessmen and businesswomen, for scientists and gardeners, etc. Those who like to learn about the new publications in literature can read the magazines Dnipro and Vsesvit. Teachers have their own newspaper Vchytelska Hazeta. Specialists of different subjects can buy journals in their special fields. Young people like to read the newspapers Artmozaika, Telenedilia and others.
Ukrainian learners of English can find a lot of interesting information in the newspapers and magazines published in English – Kyiv Post, News from Ukraine, Digest.
Some magazines are published every month, and they are called monthlies; if they are published every 3 months, they are called quarterlies. Newspapers are usually published daily or weekly.
Exercise 16. Answer the following questions about mass media.
1. Do all the members of your family read newspapers and magazines? Do they have any preferences?
2. Do your friends and acquaintances prefer to subscribe to periodicals or buy them in the news-stands/news agents?
3. If you read a newspaper or a magazine, do you begin reading from the very first page or from your favourite sections?
5. If you are listening to your favourite radio music channel, are you irritated when the music is interrupted by the news?
6. Do you like to read gossip in the celebrity columns? Do you think that it is an intrusion into privacy?
7. What is your opinion about advertising in mass media? Do you like it? Is it necessary?
8. Some people say that they prefer not to watch or listen to the news programmes and not to read newspapers because they feel very many negative emotions afterwards. What is your opinion?
9. If you were offered a choice to watch TV, to listen to the radio, to read a book or a magazine or a newspaper, which would you prefer and why?
Exercise 17. Put the verb into the correct form, present simple (I do), present continuous (I am doing), past simple (I did), past continuous (I was doing) or present perfect (I have done). For reference see the Grammar Supplement.
1. We can go out now. It (not/rain) any more.
2. Ann (wait) for me when I (arrive).
3. I (get) hungry. Let’s go and have something to eat.
4. What (you/do) in your pastime? Have you got any hobbies?
5. What speed (the car/do) at the time of the accident?
6. Mary usually (phone) me on Fridays but she (not/phone) yet.
7. – When I last saw you, you (think) of moving to a new flat.
– That’s right, but in the end I (decide) to stay where I was.
8. What’s that noise? What (happen)?
9. It’s usually dry here at this time of the year. It(not/rain) much.
10. Yesterday evening the phone (ring) three times while we (have) dinner.
11. Linda was busy when we (go) to see her yesterday. She (study) English. We (not/want) to disturb her, so we (not/stay) very long.
12. When I first (tell) Tom the news, he (not/believe) me. He (think) that I (joke).
Final Speaking Task. Answer the revision questions using the terminology of this unit and organise a group discussion.
1. Where do you and your family like to get news from: radio, TV, newspapers, magazines, Internet?
2. If you were offered a choice to read a book, a magazine, or a newspaper, which would you prefer? Why?
3. Do you think that “hot-news” about celebrities in the mass media is the intrusion into privacy? Why? Why not?
4. Which factors influence the circulation of newspapers and magazines?
5. What are the main changes in the history of mass media: from messengers to the Internet?
6. Do you think newspapers and magazines will last for a long time? What will the future of the mass media development be?