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Write down 5 questions to the text.

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10) Can you explain the following:

1. Unfortunately, many other newspapers have not followed suit.

2. These gimmicks are meant simply to separate the news release or press kit from the stack on the recipients desk.

11) Agree or disagree:

Make sure to use the following expressions:

It's all very well to say but...

It's not as easy as all that...

Yes, but look, that would mean...

Yes, but on the other hand...

Let's be realistic about this...

 

The relationship between public relations and the media is based on mutual coop­eration, trust and respect.

Text В

Advertising Pressures

 

It is a fact of economic life that media outlets are dependent on advertising revenu­es for survival. Increased competition, coupled with a soft economy in the 1990s, has created an environment where both media outlets and advertisers are willing to trade advertising for editorial space.

This is particularly true in the trade press and among specialized magazines. Beau­ty and fashion magazines, for example, are well known for running stories and fashion layouts that tend to feature their advertisers. Car magazines also have a penchant for reviewing cars that are advertised in them.

Supporting the publication through advertising and getting editorial plugs or fea­tures in return is also a good situation for the fashion designer. For example, designer Michael Kors got his $ 10,000 cocktail dresses on the cover of Harper's Bazaar and im­mediately sold 15 of them.

Related to advertising pressures are the wining and dining of journalists for the ex­press purpose of favorable coverage. One public relations firm gave beauty editors $200 worth of traveler's checks and a free night at a first-class hotel in New York as part of a promotion for a new Cover Girl product. L'Oreal took 15 leading beauty edi­tors to Paris on the Concorde to visit the labs that created a new product.

 

□Notes:

Harper'sBasaar - ежемесячный журнал для женщин. Издается в Нью-Йорке. Ос­нован в 1867 г. Тираж около 700 тыс. экз.

 

□ Vocabulary:

becoupledwithsmth. - всочетаниис

coverage - освещениевпечати

fashionlayoutстраницымодыfeature (v) - помещатьнавидномместе

penchant - склонность (кч.-л.), симпатия (кч.-л.)

plug (coll, advertisement) - реклама

putinaplug - рекламировать

revenue - доход

runastory - опубликовать статью

soft - зд. слабый, вялый, дряблый

survival - выживание

tend - иметь склонность к ч.-л., тяготеть к ч.-л.

wineanddine - угощать, потчевать, кормить-поить

Exercises

1) Find the words in the text which describe or mean the following:

 

1. to entertain someone well with a meal, wine etc. -

2. money that a business or organzation receives over a period of time, especially from selling goods or services -

3.the way in which a subject or event is reporterd on television or radio, or in newspapers -

4. a way of advertising a book, movie, idea etc, by talking about it publicly, especial­ly on a television or radio program -

5.a liking for something you do as a habit -

 

2) Translate the following words and combinations into Russian. Use them in sen­tences of your own:

 

1. to survive

survival

a survivor

a survival kit

a survival rate

a survival of the Middle Ages

 

2. to run business

to run for elections

to run out of money

to run ashore

to run a temperature

to run into smb.

Find in the dictionary some more expressions with the verb «to run»

3) Translate the following sentences:

 

1. Companies spend millions wining and dining their clients.

2. CNN intends to have continuous live coverage of the national party conventions.

3. He put in a plug for his new building project Thursday.

4. Rain forest destruction is threatening the cultural survival of the people living there.

5. The newspaper featured the murder story.

 

4) Match the words which are close in their meaning:

related connected
penchant publish
willing reluctant
run fondness
dependent enthusiastic

5) Match the words having the opposite meaning:

true strong
related reluctant
soft diminished
willing false
increase alien

 

6) Complete the sentences and translate them into Russian (a new product; beauty editors; trade; fashion; specialized; running; layouts; advertisers; feature):

 

1. This is particularly true in the ________ press and among________magazines.

2. Beauty and __________magazines, for example, are well known for________stories and fashion_______that tend to their________.

3. L'Oreal took 15 leading______to Paris on the Concorde to visit the labsthat created________.

7) Insert prepositions (on; for; in; to; of):

 

1. Related ________advertising pressures are the wining and dining____journalists ________the purpose ___________setting favo­rable coverage.

2. It is a fact _________economic life that media outlets are dependent_________advertising revenues________survival.

3. Car magazines also have a penchant__________reviewing cars that are ad­vertised them.

8) Write down 5 questions to the text beginning with:

what...; why...; how...; where...; how much....

9) Can you explain the following:

1. Car magazines also have a penchant for reviewing cars that are advertised in them.

2. Related to advertising pressures are the wining and dining of journalists for the purpose of getting favorable coverage.

10) Agree or disagree:

Make sure to use the following expressions:

 

Just so

Just the other way round

Quite so

Certainly not

I quite agree here

Surely not...

Naturally

Nothing of the kind

Most likely...

On the contrary...

 

It is a fact of economic life that media outlets are dependent on advertising revenu­es for survival.

 


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