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UNIT 1. WHAT IS PR ?
Слова и выражения для запоминания:
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sophisticated сложный
respected уважаемый
to surround окружать
controversy противоречие
confusion путаница, недоразумение
with regard to по отношению к
rather + прилагательное весьма, довольно
efforts усилия
to promote продвигать, способствовать
good will репутация
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to define определять
definition определение
to note отметить, заметить
to determine определить
to devise создавать
to secure обеспечивать
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to predict предсказывать
to counsel консультировать
to implement применять
4 paragraph
to handle управлять (чем-л.) , справляться (с чем-л.)
to agree соглашаться
space место, пространство
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to confuse путать
to involve быть связянным
paid оплаченный
to sell продавать
goods товары
services услуги
on the other hand с другой стороны
free, свободный, бесплатный
to overlap частично совпадать
6 paragraph
in fact в сущности, фактически
thus следовательно, таким образом
unfortunately к сожалению
to mean значить, означать
Text 1. WHAT IS PR?
Упражнение 1. Ответьте на следующие вопросы:
Прочитайте и переведите текст:
1.Public relations like advertising, is a message business that in the recent years has become highly sophisticated and respected. However, it is still surrounded by some of the controversies. It comes from the fact that a great deal of confusion still exists with regard to what public relation is.
The Random House College Dictionary defines public relations rather simply:
a. the efforts of a corporation to promote good will between itself and the public.
b. the methods used to promote such good will.
2. The Public Relations Handbook has expanded on this definition noting that PR enables institutions and people to learn what others think of them, determine what they must do to earn the good will of others, devise ways to win that good will and carry on programs designed to secure goods will.
3. Here is another attempt to define PR: “Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve both the organization’s and public’s interests”.
4. There are many other definitions. This only indicates that PR is a complex field with a variety of functions and activities. All the definitions agree that public relations is an organized effort to handle relationships with the public.
5. Some people confuse PR and advertising. Advertising involves the paid use of time and space in the mass media, usually to sell goods and services. Public relations, on the other hand, often uses free space and time in the media to sell corporate images, individuals and good will. These two practices sometimes overlap when paid advertising is used to sell a corporate image or create good will.
6. In fact, advertising often becomes an important part of PR practitioners’ total campaign. Thus, the confusion over these two fields is understandable
Unfortunately, “public relations” still means different things to different people.
(1600)
Упражнение 2. Найдите синонимы:
| 1. controversy | a. . benevolence (благожелательность, доброжелательность |
| 2. goodwill | b. polemics |
| 3. consequence | c. result |
Упражнение 3. Подберите наиболее удачный эквивалент для выделенных слов:
1. Public relations like advertising, is a message business that in the recent years has become highly sophisticated and respected.
a. false b. complicated c. easy
2. All the definitions agree that PR is an organized effort to handle relationship with public.
a. control b. discuss c. suspend
3. Public relations often use free space and time in the media to sell corporate images, individuals and good will.
a. vacant b. unrestricted c. without paying money
Упражнение 4 Дайте ответы на следующие вопросы:
1. What is the attitude to public relations at present?
2. Why is PR surrounded by some of the controversies?
3. What definition of PR does the Random House College Dictionary give?
4. Why are there so many definitions of PR in various sources?
5. What is the difference between PR and advertising?
6. What activities does PR include?
Упражнение 5. Прочитайте текст, определите, какие утверждения соответствуют его содержанию:
Case study
1. Perrier is an oil tanker.
2. The company Source Perrier did everything to minimize the damage caused by the crisis.
3. This case is the example of bad crisis management
Up until 1990 ordering Perrier1 was a fashionable thing to do. However, it was reported in the news media that this chic French bottled mineral water had been contaminated (загрязнена) with the traces of benzene2. Within weeks after that, Perrier became a forgotten product. Source Perrier first tried to ignore the benzene contamination, and then tried to minimize its extent. The public lost confidence in the company and its product.
(400)
Примечания:
1. Perrier – торговая марка Перье, натуральная минеральная вода
2. benzene - бензол
Case study
1. Exxon Valdes is bottled mineral water.
2. The public criticized Exxon Shipping Company
3. This case is the example of bad crisis management.
In 1989, when the oil tanker Exxon Valdez was grounded in Alaska, spilling (разлив) nearly 11 million gallons of oil in Prince William Sound1 the public turned on2 this large oil firm, boycotting its gasoline3 and conjuring up images of a major polluter whenever the name Exxon was encountered. Exxon at first denied (отрицать) responsibility for the oil spill and was slow to begin cleanup operations. As one public relations practitioner put it: «Exxon should have had the president of the company on the shore cleaning the rocks within 24 hours.”
(500)
Примечания
1. Prince William Sound - пролив Принца Вильяма
2. to turn on smb.- ополчиться на к-л
3. gasoline (gas)– бензин (ам.)
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advisor советник
to address the interests учитывать нужды
consistent соответствующий
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to conquer завоевать
whole весь, целый
to extend расширять
rule правление
gold and ivory золото и слоновая кость
statue статуя
reminder напоминание
presence присутствие
common обычный, распространенный. общий,
technique метод
commemorative памятный, мемориальный
stamp марка, печать, штамп
and so on и так далее
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BC; AD before Christ, до н.э.; Anno Domini; н.э., (нашей эры)
to contribute вносить вклад
contemporary современный
persuasive убедительный
to develop развивать, создавать
compelling неотразимый
to remain оставаться
influential влиятельный
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exploits подвиги
to convince убедить
state состояние, государство
to continue продолжать
account отчет, описание
5 paragraph
capital столица
to deliver выступать (с речью), доставлять
close близкий, тесный
court двор(королевский), суд
in charge of ответственный за
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escape избежать
hardships трудности, тяготы
Упражнение 1. Ответьте на следующие вопросы:
1. Do you know anything about the beginning of PR activity?
2. Is the history of public relations of interest to you? Why, or why not?
Прочитайте и переведите текст:
Case study
1. Tylenol is the name of the book.
2. Johnson & Johnson told the truth about the crisis.
3. They didn’t tell anybody about their efforts.
At the beginning of 1980s the two companies Bristol-Myers and Johnson & Johnson encountered the crises of cyanide-tainted1 capsules in their drugs called Extra-Strength Execedrin and Tylenol. They didn’t try to conceal the bad news when the poisoned capsules were discovered. The companies immediately removed the products from the store shelves and publicized both their efforts and their concern for the safety of the customers.
(400)
Notes:
1. cyanide-tainted – загрязненный цианидом
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although хотя
throughout на протяжении
root корень
press agentry пресс-посредничество
attempt попытка
to appear появиться
2 paragraph
to own владеть
to promote продвигать
midget карлик
nightingale соловей
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however однако
to develop развивать, создавать
combat сражаться, бороться
to acquire приобретать
favorable благоприятный
4 paragraph
to consider to be считать,
giants гиганты
to distribute распределять, распространять
to explain объяснять
side сторона
to deal in торговать чем-л
5 paragraph
to involve заниматься чем-л.,
to enter входить
to establish учреждать, устанавливать
to head возглавлять
sale продажа
to convince убеждать
necessity необходимость
participation участие
6 paragraph
member член(какой-л. организации, объединения, структуры)
to set up основывать
own собственный
counsel консультант
subject предмет, тема
eventually в конечном счёте, в итоге
to earn зарабатывать
to reject отвергать
offer предлагать
to propagate распространять
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issues management докризисное управление
attempt попытка
such as такой как
disasters бедствие (стихийное)
favorable благоприятный
2 paragraph
controversial спорный, дискуссионный
to abandon отказаться от
to handlе иметь дело, обращаться
to treat вести себя, относиться
unfairly. несправедливо
3 paragraph
posture отношение, позиция, подход
to run (an ad) помещать объявление
to present представлять
to follow the lead последовать примеру
to lead возглавлять
to challengе ставить под сомнение, оспаривать
biased предвзятый
network канал (ТV)
to refuse отказаться
counter- против (приставка)
independent независимый
affiliate фиал
to appear появляться
4 paragraph
cautious осторожный
air передать в эфир
poorly плохо, недостаточно
to research изучать, анализировать
oil industry нефтяная промышленность
in general в общем
in particular. в частности
run-ins столкновения, стычки
editor редактор
to sever порывать, прерывать (отношения)
to indicate указывать
to grant an interview дать интервью
5 paragraph
executive руководитель, начальник
combative боевой; воинственный
approach подход
conclude сделать вывод
credibility доверие
correspond соответствовать
.
Exercise 1. Discuss the following in a small group, answer the following questions:
1. What is the difference between issues management and crises management?
2. When did the idea of the crises management appear?
3. What are the most famous cases of crises management?
Прочитайте и переведите текст:
Case study
1 Ivy Ledbetter Lee, was the owner of the Pennsylvania Railroad
2 He opposed company efforts to hush up the accident
3 As a result, the Pennsylvania Railroad received positive publicity.
The first success in crisis management public relations is attributed to Ivy Ledbetter Lee, who represented the Pennsylvania Railroad in the early twentieth century. One of the trains derailed (сошел с рельс) in 1906, killing and injuring several people. Lee resisted company efforts to hush up the accident, which was a typical approach at the time. Instead, he provided the media with full and accurate accounts of the accident and even ran special trains, at company’s expense, to take journalists to the scene. He also persuaded the company to conduct a survey of railroad beds (полотно) to avoid future derailments and announced that the company would provide financial aid to the families of the killed or injured. As a result, the Pennsylvania Railroad and the railroad industry received their first favorable press coverage in years.
(700)
UNIT 6. ADVERTISING
Слова и выражения для запоминания:
1 paragraph
to develop развивать
vehicle транспорт, средство
to sell продавать
consumption потребление
consumer потребитель
society общество
2 paragraph
to date back to датироваться, существовать с такого-то времени
merchant купец
wares товары
customer потребитель, клиент
sign знак, вывеска, надпись
to indicate показывать
to continue продолжать
ancient. древний
advertisements (ad, advert) реклама
wall стена
to excavate вести раскопки
poster плакат, афиша
to emerge появляться
movable type наборный шрифт
3 paragraph
to establish основать, учреждать
favorite любимый, предпочитаемый
to feature показывать, изображать
entire весь, целый
page страница
4 paragraph
credit честь
to be on his heels следовать за, догонять
to perceive понимать, осознавать
space пространство, место
5 paragraph
to join соединять,присоединяться
soap мыло
candle свеча
advertiser рекламодатель
early ранний, первый
to represent представлять
rather than а не
nation страна
6 paragraph
deceptive вводящий в заблуждение; обманный
to exaggerate преувеличивать
to claim утверждать
to cure лечить
cancer рак
baldness облысение
potion зелье, снадобье
relief облегчение
to deaden притуплять, ослаблять
pain боль
trade торговля, профессия
Упражнение 1. Ответьте на следующие вопросы:
1. What associations do you have when you come across the word “advertising”?
2. What is the purpose of advertising?
3. Name two recent advertising campaigns that have your attention. What in particular interested you?
Прочитайте и переведите текст:
Case study
1. WEAF radio station in New York began selling airtime for advertisers before 1920.
2. Television appeared in 1926-27 with the formation of NBC and CBS.
3. The daily serials became known as the soap opera because they advertised soap products.
Although radio first began to function as mass media communication medium in 1920, it was not until 1922 that station WEAF in New York began selling airtime for advertisers - $100 for 10 minutes. When the picture entered network broadcasting in 1926-27with the formation of NBC and CBS, the new medium potential to carry advertisements was fully realized. Ad agencies began producing programs for advertisers. The ad business had become show business. A New York ad agency, Blackett-Sample-Hummert, developed a new type of daytime drama for Procter & Gamble’s soap products. The daily serial became known as the soap opera.
(500)
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to stem происходить от
to predict предсказывать
eventually в конечном итоге
to revolt поднять восстание
because of из-за
poverty нищета
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significantly значительно
to cut off отрубить, отсечь, отрезать
decision решение
to raise wages поднять зарплату
magnification увеличение
to increase – to decrease увеличивать - уменьшать
consumption потребление
3 paragraph
.while тогда как, пока
possible возможно
almost почти
to buy – to sell покупать-продавать
habit привычка
4 paragraph
in particular в частности
recent недавний, последний
to pay attention обращать внимание
previously ранее
to conduct a study проводить исследование
to purchase покупать
low - high низкий - высокий
price цена
availability доступность, наличие
5 paragraph
to cite цитировать, приводить(данные)
to support поддерживать
opinion мнение
to note замечать
to promote продвигать, содействовать продаже какого-л. товара
to result in приводить к
failure. провал
to expect ожидать
ugly безобразный
amount количество
to get smb. do smth. заставить кого-то сделать что-то
6 paragraph
conversely наоборот
since с, с тех пор как, так как
until до тех пор, пока не
Упражнение 1. Ответьте на следующие вопросы:
1. Do you think advertising is as effective as it thought to be?
2. Did you purchase the product advertised? If not, have you ever bought a product because you have seen the advertisement?
3. What is the most shocking advertisement you have seen?
Прочитайте и переведите текст:
Minimal effect theory.
3.While some believe that advertising makes our mass production-consumption culture possible, others think that advertising has almost no effect on consumer buying habits.
4. The effectiveness of television advertising, in particular, has come under study in recent years. Advertising researchers have found that while people may have a television on1 at their homes much of the time, they pay less attention to it than previously believed. A study conducted by Gerard Tellis, a University of Iowa professor, found that examination of products purchased by a study group of 250 people showed very little correlation with the advertisements they saw on television. A greater correlation was found between lower prices and the availability of coupons.
5. Schudson cited numerous examples to support the opinion that advertising doesn’t automatically increase sales. He noted that heavy advertising by the Ford Motor Company to promote the Edsel resulted in failure. The Edsel appeared on the market in 1957 as the most heavily promoted consumer product in history. The company expected to sell 200,000 cars its first year but when it took the product off the market two years later, only 109,000 had been sold. The car was ugly, and no amount of advertising was going to get people to buy it.
6. Conversely, he noted that the Hershey Foods Corporation has been a chocolate industry leader since the turn of the century2, even though it didn’t start advertising until 1970. Schudson also noted that that the two largest selling products in American popular culture – marijuana and cocaine – are never advertised.
(1800)
Примечания
1. have a television on - телевизор включен
2. the turn of the century – на рубеже веков
Упражнение 2. Найдите синонимы:
| 1. to stem | a. want, need |
| 2. to predict | b. to arise |
| 3. poverty | c. increase |
| 4. magnification | d. to buy |
| 5. to purchase | e. deformed |
| 6. ugly | f. forecast, foresee |
Упражнение 3. Подберите наиболее удачный эквивалент для выделенных слов:
1. Karl Marx had predicted in the nineteenth century that workers in capitalist countries would eventually revolt because of poverty and exploitation
a. The workers in capitalist countries would eventually obey the rules.
b. The workers in capitalist countries would eventually rebel trying to change the situation.
2. Examination of products purchased by a study group of 250 people showed very little correlation with the advertisements they saw on television.
a. The products purchased by a study group depended to some extent on the advertisements they saw.
b. The products purchased by a study group did not depend on the advertisements they saw.
3. The Edsel appeared on the market in 1957 as the most heavily promoted consumer product in history.
a. The car was the most intensely promoted
b. The car was the most slowly promoted
4. Hershey Foods Corporation has been a chocolate industry leader didn’t start advertising until 1970.
a. Hershey Foods Corporation started advertising only in 1970.
b. Hershey Foods Corporation has been a chocolate industry leader didn’t start advertising after 1970.
Упражнение 4 Дайте ответы на следующие вопросы:
1. What makes our mass production-consumption culture possible according to some people’s beliefs?
2. What do other people believe in?
3. Do people pay much attention to television when it is on at their homes?
4. What did a study conducted by Gerard Tellis, a University of Iowa professor, find?
5. What conclusion did the sociologist Michael Schudson make?
6. What example did Schudson cite to support the opinion that advertising doesn’t automatically increase sales?
7. Could any amount of advertising get people buy the Edsel? Why?
8. Did the Hershey Foods Corporation advertise until 1970? Why?
9. What other examples did Schudson give?
Упражнение 5 Прочитайте текст, определите, какие утверждения соответствуют его содержанию
1. Jazz Age of the 1920s is normally associated with misbehavior.
2. The first smoking ads directed toward women was against smoking.
3. When jogging, aerobic exercises and tennis became popular recreations in the 1980, fashionable clothes for these activities started being advertised.
Cutting Edge Theory
The advertising industry is often on the cutting edge (острие) of new cultural developments and trends in our society. For example, when cigarette smoking by women started to become fashionable and suggestive of naughtiness (непокорность) during the Jazz Age of the 1920s, the advertising industry was there to reflect the new trend. One of the first smoking ads directed toward women was for Chesterfield cigarettes in 1926. It showed a romantic couple at night, with the man smoking and the woman sitting next to him. The caption read: “Blow some my way”. When jogging, aerobic exercises and tennis became popular recreations in the 1980s, a glance at magazines showed much money being spent on advertisements for fashionable clothes for these activities.
(600)
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to blame обвинять
goods and services товары и услуги
to argue возражать
merely просто
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to get to do заставить сделать ч-л
to involve включать в себя
to run (an ad) разместить
commercial рекламный ролик
complexity сложность
stage стадия
awareness знакомство, информированность
trial проба
reinforcement закрепление
4 paragraph
through через
repetition повторение
technique метод
consumer потребитель
to be aware знать, быть знакомым to exist существовать
to generate порождать, давать
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to induce вызывать
make smb. do smth. заставить
to send посылать
free свободный, бесплатный
sample образец
mail почта
to give out раздавать
store магазин
discount скидка
offer предложение
price цена
reduction сокращение
6 paragraph
necessary необходимый
regular обычный
unless если не
constantly постоянно
to remind напоминать
to please удовлетворить
probably вероятно
thus следовательно
according to согласно
to establish упрочить, укрепить
however однако
to cut сокращать
likely вероятно
to reduce уменьшить
Упражнение 1. Ответьте на следующие вопросы:
1. What is the funniest advertisement you have seen? Describe it.
2. What makes an ad memorable?
Прочитайте и переведите текст:
A-T-R Model
3 Getting a person to buy a product involves far more than simply running an ad in a newspaper or a commercial on TV. To describe the complexities of advertising, we will use the A-T-R model, which shows that there are three main stages in the selling process: awareness, trial and reinforcement.
4 Awareness is the easiest step. Through repetition and other advertising techniques, consumers can be made aware that a product exists. Usually the bigger the advertising campaign, the more4 awareness is generated.
5 Trial, the second step, is much more difficult to induce. Merely advertising a product is not necessarily going to make someone try it. As a result, many companies use other techniques to get people to try the product, including sending free samples through the mail or giving them out in stores, giving away discount coupons and offering price reductions.
6. Reinforcement is the necessary third step to get users to buy the product again. Studies have shown that after people try a new brand, they usually go back to their regular brand unless they are constantly reminded about the new brand by effective advertising.. If the product doesn’t please the customer, he or she will probably never purchase it again. Thus, according to A-T-R theory, increasing the advertising budget after a product is established will not necessarily increase new sales. However, cutting the budget will likely reduce sales because reinforcement will be lost.
(1900)
Примечания
1. Caucasian - белый, белокожий, принадлежащий к европеоидной расе
2. this is the case – дело обстоит так
3. Hispanics - латиноамериканцы
4. he bigger … the more – чем больше … тем больше
Упражнение 2 . Найдите синонимы:
| 1. cutting edge | a. a television or radio advertisement |
| 2. commercial | b. assign responsibility for a fault or wrong |
| 3. awareness | c. the process of encouraging or establishing a pattern of behavior, esp. by encouragement or reward |
| 4. trial | d. the latest or most advanced stage of development; innovative or pioneering |
| 5. reinforcement | e. knowing and understanding a lot about what is happening in the world or around you |
| 6. to blame | f. a test of the performance, qualities, or suitability of someone or something |
Упражнение 3. Подберите наиболее удачный эквивалент для выделенных слов и словосочетаний:
1. Instead of exclusively featuring blond Caucasian male and female models, as had been the case for decades, a variety of ads began featuring African-Americans, Asian and Hispanics.
a. Ads did not feature blond Caucasian male and female models anymore.
b. For decades advertisements featured only blond Caucasian male and female models.
2. Benetton launched its “United Colors of Benetton” ad campaign featuring youth of diverse nationalities standing arm in arm.
a. Ad campaign featured young people of diverse nationalities closely allied by common interests.
b. Ad campaign featured young people of diverse nationalities standing with arms linked.
3. The advertising industry was again on the cutting edge reflecting our ethnically diverse culture.
a. The advertising industry was again reflecting the latest or most advanced stage of development of our ethnically diverse culture
b. The advertising industry was again advertising the sharp edge of a tool's blade for our ethnically diverse culture.
4. Usually the bigger the advertising campaign, the more awareness is generated.
a. Awareness depends on the scope of advertising campaign.
b. There is no correlation between the scope advertising campaign and awareness.
5. However, cutting the budget will likely reduce sales because reinforcement will be lost.
a. Cutting the budget will most probably reduce sales.
b. Cutting the budget will not necessarily reduce sales.
Упражнение 4 Дайте ответы на следующие вопросы:
1. What were the trends in advertising in 1980?
2. What do Caucasian males and females look like?
3. Does advertising create new cultural trends or merely reflect them?
4. What do the letters A-T-R stand for? (e.g. – A-T-R model)
5. What are the three main stages in selling process according to A-T-R model?
6. Is there any connection between the advertizing campaign and awareness?
7. What are the techniques used to get people to try the product?
8. Is it wise to cut the advertising budget after the product is established? Why?
Упражнение 5 Прочитайте текст, определите, какие утверждения соответствуют его содержанию
1. Nathan Fowler advised to direct advertising messages to women because they are more emotional.
2. Advertisers present us with specific detail about their products so that we can compare their products with other products.
3. Advertisers use images of glamour and sex appeal; all kinds of humor; appeals to our longings for stronger bonds of family, friendship and community; as well as promises of leisure, self-improvement, and success.
4. Advertisers also use music, contests, special promotions as well as color, composition and compelling graphics to make their ads effective.
Market research began as early as 1891 when Nathan Fowler analyzed consumer patterns(модели) and recommended in Advertising Age that because women make most of the purchasing decisions of their household, manufacturers would do well to direct their advertising messages to them. Since then, ads were increasingly targeted to specific audiences.
Advertisers have deployed a range (ряд) of strategies to reach these audiences. Increasingly, they have emphasized experience (опыт) over information. Rather than present us with specific detail about their products—specifics we might think about and compare with the specifics of other products—most ads present us with emotional appeals (призывы), seducing (соблазняя) us with images of desirable people, places and experiences. Advertisers deploy various strategies to do so. They seek to give power and personality to technological products and to corporations. They also use role models and celebrity endorsements (продвижение знаменитостями); images of glamour and sex appeal; all kinds of humor; appeals to our longings (тяга) for stronger bonds of family, friendship and community; as well as promises of leisure, self-improvement, and success. Advertisers integrate catchy popular music and rope us in (заманивать) with contests and special promotions. They also attract our attention by manipulating the visual elements from color to composition to compelling graphics.
(1100)
UNIT 9 PROPAGANDA DEVICES 1
Слова и выражения для запоминания:
Paragraph
technique метод
to define определять
to promote продвигать
cause дело, общее дело
thus таким образом
evil зло
deceptive лживый, обманчивый
however однако
undesirable нежелательный
connotation коннотация, дополнительное значение
rather than а не
extensively широко
following следующий ниже
common обычный, широко распространенный
2 paragraph
slogan девиз, лозунг
the latter последний из упомянутых, the former – первый из упомянутых
chant лозунг, скандирование
convention съезд, собрание
list список
and so on и так далее
Paragraph
name calling прозвище, кличка,
as well as также как и
judgment суждение
evidence доказательства
hate ненависть
fear страх
consumer products потребительские товары
to condemn осуждать
to reject отвергать
pervert извращенец
egghead яйцеголовый, умник
direct – indirect прямой, косвенный
approach подход
upset расстроенный
stomach желудок
4 paragraph
glittering generalities красивые (общеполитические) призывы
virtuous добродетельный, благотворный
to urge убеждать, побуждать
to accept принимать
to approve одобрить
Упражнение 1. Ответьте на следующие вопросы:
1. What associations do you have when you hear the word propaganda?
2. Is propaganda evil?
Прочитайте и переведите текст:
Text 9. PROPAGANDA DEVICES
1There is an important relationship between propaganda techniques and advertising. Webster’s dictionary defines propaganda as “a systematic effort to promote a particular cause or point of view. Thus, by definition, propaganda is not evil or deceptive. However, the word has taken on undesirable connotation, maybe because these techniques appeal primarily to our emotions rather than to our intellect. Propaganda is a part daily feature of our popular culture. It is a prime ingredient in political speeches and is used extensively in advertising campaigns. The following are some of the more common forms of propaganda devices used today.
2Slogans. The slogan is equally effective in advertising and political campaigns. In the latter, it usually takes the form of a chant that can unite large crowds into one common emotion. Examples of political slogans are “Four More Years” used at political conventions and “America, love it or leave it,” a common bumper sticker during the 1960s. In consumer advertising the list is endless – “Come to Marlboro Country”, “Coke is it”, “Join the Pepsi Generation”, “The Uncola” and so on.
3Name Calling. The device of name calling is constantly used in political and ideological battles as well as in commercial advertising campaigns. It tries to make us form a judgment without examining the evidence on which it should be based. Propagandists appeal to our instincts of hate and fear. They do this by giving ‘bad names” to those individuals, groups, nations, races or consumer products that they would like us to condemn or reject. Such names as communist, capitalist, imperialist, pervert, egghead and so on are just a few that have been used to discredit the opposition. Not all name calling is so direct, however. Often it can work by association. Most name calling in advertising uses this indirect approach: “Our painkiller doesn’t give you an upset stomach” - implying that the competition does.
4Glittering Generalities. Glittering generalities are broad, accepted ideas and virtuous words that are used to sell a point of view. Like name calling, glittering generalities urge us to accept and approve something without examination. Such expressions as “The American way”, “It is in public interests” are examples. Words like “America”, “truth”, “freedom”, “honor”, “justice”, “loyalty”, “progress”, “America’s favorite” are all common glittering generalities. (2000)
Упражнение 2. Найдите синонимы:
| 1. connotation | A. meeting |
| 2. undesirable | B. implication |
| 3. convention | C. deny |
| 4. reject | D. accept |
| 5. approve | E. unwanted |
Упражнение 3. Подберите наиболее удачный эквивалент для выделенных слов:
1. There is an important relationship between propaganda techniques and advertising.
a. machines b. method c. computer
2. In the latter, it usually takes the form of a chant that can unite large crowds into one common emotion
a. second b. equal c. first
3. Propagandists appeal to our instincts of hate and fear.
a. terror b. regret c. dislike
4. Like name calling, glittering generalities urge us to accept and approve something without examination
a. examine b. support c. persuade
Упражнение 4 Дайте ответы на следующие вопросы:
1. How does Webster’s dictionary define the word “propaganda”?
2. Why does this word take on an undesirable connotation?
3. What is used extensively both in political speeches and in advertising campaigns?
4. What can unite large crowds into one common emotion?
5. What are the examples of slogans in consumer advertising?
6. What device tries to make us form a judgment without examining the evidence on which it should be based?
7. Is name calling always direct? Give examples.
8. What are glittering generalities?
Упражнение 5
Прочитайте текст, подберите наиболее подходящее окончание предложения:
Testimonial. (свидетельства привлекательных людей) An endorsement of a political candidate by celebrities or other well-respected individuals is called a testimonial. When a movie star endorses some shaving cream, thousands of people may buy it thinking that, if it is good enough for their idol, it is good enough for them.
Testimonial Propaganda: Examples
We can find several famous instances of testimonial propaganda in television commercials as well as in various ads that are showcased through print and online media. Given below are 8 examples of the same.
Example 1: PepsiCo
PepsiCo has used celebrities such as Britney Spears, Beyonce, Michael Jackson, David Beckham, Shakira, and Kanye West, among others, to endorse Pepsi.
Example 2: Puma
Puma pays the World's Fastest Man, Usain Bolt, for lending his name to the famous label and to endorse their running shoes as well as other sports accessories.
Example 3: H&M
A global icon and the heartthrob of women of all ages, David Beckham has lent his name to the clothing multinational brand to endorse the brand's selective and exclusive men's collections.
Example 4: Dior
The exclusive, elegant French fashion house makes use of the stunning Natalie Portman to endorse its Miss Dior label.
Example 7: Chanel
Brad Pitt became the first male face to lend his name to one of the brand's leading products, the Chanel No. 5 perfume.
Example 8: Heineken
The Dutch brewing company had Daniel Craig, as James Bond, lend his name and identity to its beer.
When successfully implemented, testimonial propaganda results in the target audience automatically or subconsciously associating the image and identity of a celebrity or famous personality with a brand/product, which inevitably leads to a boosting of sales as well as the brand's reputation. (1400)
| 1. An endorsement of a political candidate by celebrities or other well-respected individuals | A. the stunning Natalie Portman to endorse its Miss Dior label. |
| 2. PepsiCo has used celebrities such as | B. has lent his name to the clothing multinational brand H&M. |
| 3. Puma pays the World's Fastest Man, | C. is called a testimonial. |
| 4. A global icon and the heartthrob of women of all ages, David Beckham | D. lend his name and identity to the Dutch brewing company. |
| 5. The exclusive, elegant French fashion house makes use of | E. Britney Spears, Beyonce, Michael Jackson, David Beckham, Shakira, and Kanye West. |
| 6. Daniel Craig, as James Bond, | F. Usain Bolt, for lending his name to the famous label and to endorse their running shoes. |
Paragraph
generation поколение
simply put проще говоря
outcome результат
Paragraph
human beings люди
previous предыдущий
to deal with рассматривать, заниматься (ч.л.)
device прибор, средство, способ, прием
3 paragraph
plain folks простые люди
impression впечатление
election выборы
hard hat каска
coal mines угольные шахты
obviously очевидно, явно
the rest of остальная часть
4 paragraph
card stacking подтасовывание карт, преднамеренное игнорирование аргументов, не поддерживающих отстаиваемый тезис
impact влияние
misleading ошибочный
to apply применять
to omit пропускать, пренебрегать
endorsement одобрение, подтверждение
Paragraph
bandwagon победившая сторона, повальное увлечение
to follow следовать за
appeal призыв
Paragraph
to wear носить (в английском языке относится как к одежде, так и к духАм)
to feature показывать, изображать
consumer потребитель
Упражнение 1. Ответьте на следующие вопросы:
1. Is it important to know about propaganda devices? Why or why not?
2. Can you protect yourself against the techniques of propaganda?
Прочитайте и переведите текст:
1Advertisers and politicians have been using propaganda techniques for generations now. Simply put, a propagandist uses emotional and persuasive means to get desired outcomes from others, mostly for their own personal gains.
2As human beings, we begin to lose all sense of rationality when we are driven by emotions. And that is exactly how propagandists exploit other people. The previous text dealt with such propaganda devices as slogans, name calling and glittering generalities.
Here are some more of the more common forms of propaganda devices used today:
3Plain Folks. The “plain folks” device creates an impression that the advertiser or political candidates are just ordinary people like you and me. In every presidential election, you will see candidates visiting coal mines and factories wearing hard hats. They don’t go down into the coal mines, so obviously they don’t wear the hard hats for protection. Instead, the hats are used to give the impression that they are just ordinary folks like the rest of the workers.
4Card Stacking. Card stacking is a technique by which facts, illustrations and statements are carefully selected to make the maximum impact and sometimes give the misleading impression. The cliché that “statistics don’t lie, but you can lie with statistics” applies to this technique. An advertisement claiming that “Four out of five dentists recommend Chewy chewing gum “will certainly be true, but it could be omitting the fact that only five dentists were contacted, and that four of them were paid to give an anonymous endorsement.
5Bandwagon. The bandwagon device is based on the idea that if everybody else is doing it, so should you. Jump on the bandwagon, follow the crowd, don’t throw your vote away by voting for a looser are clichés associated with this device. Advertisements telling you to join the Pepsi Generation or have a good time with the crowd when it is “Miller time” are examples of this type of appeal.
6Sex Appeal. We don’t ordinarily think about sex as a propaganda device, but it sells products in many ways. In recent years emotional appeals based on sex have been used more and more in product advertising. How about the after-shave-lotion ad that features a sexy female voice saying:” Wear English Leather* or wear nothing at all’? Sex appeal is used to stimulate emotions and sell consumer products to both sexes. (1900)
*English Leather- fragrance for men
Упражнение 2. Найдите синонимы:
| 1. persuade | 1. influence |
| 2. impact | 2. call |
| 3. misleading | 3. approval |
| 4. appeal | 4. convince |
| 5. endorsement | 5. false |
Упражнение 3. Подберите наиболее удачный эквивалент для выделенных слов:
1. Advertisers and politicians have been using propaganda techniques for generations now.
a. production b. a long period of time c. process
2. The “plain folks” device creates an impression that the advertiser or political candidates are just ordinary people like you and me.
a. trick b. machine c. equipment
3. An advertisement could be omitting the fact that only five dentists were contacted, and that four of them were paid to give an anonymous endorsement.
a. leaving out b. finding c. demonstrating
4. Jump on the bandwagon, follow the crowd, don’t throw your vote away by voting for a looser.
a. don’t be late b. do sports c. join the winners
5. Wear English Leather or wear nothing at all
a. put on b. buy c. apply the fragrance
Упражнение 4 Дайте ответы на следующие вопросы:
1. Who uses emotional and persuasive means to get desired outcomes from others?
2. When do people begin to lose all sense of rationality?
3. When do you see candidates visiting coal mines and factories wearing hard hats?
4. Why do such people wear hard hats?
5. . What is card stacking?
6. What technique does the cliché that “statistics don’t lie, but you can lie with statistics” apply to?
7. Give the examples of bandwagon device.
8. Is sex appeal used to stimulate emotions and sell consumer products to men only?
Упражнение 5. Прочитайте текст, определите, какие утверждения соответствуют его содержанию:
A. When a product or an idea is linked with another to create the impression that they share positive attributes, the technique being used is known as testimonial.
B. This type of propaganda uses a technique to project certain qualities (this can either be positive or negative) of a person, ideology or object to other things and people.
C. The use of Swastika is now generally associated with and prosperity.
D. Music is often thought of as a propaganda device.
E. Various governments and groups have used music to exert a psychological effect on people. Some of these efforts were highly effective.
Transfer. When a product or an idea is linked with another to create the impression that they share positive attributes, the technique being used is known as transfer. This technique can be used to create positive and negative feelings about an entity.
This propaganda technique is capable of creating highly emotional responses and therefore, generally the imagery for association tends to be visual. The use of Swastika by the Nazi Party led to negative associations for the symbol when in actuality it was an identifier for health and prosperity. Till today the use of the Swastika can cause negative perceptions in the minds of people.
Music. The last device in our list – music – is also seldom thought of as a propaganda device, yet it is one of the most effective devices in radio and TV commercials. Music is an excellent tool for creating specific moods, and it can be used effectively for product identification. Often people will think of a product when they hear a tune that is associated with the product in the ads. (800)
UNIT 1. WHAT IS PR ?
Слова и выражения для запоминания:
Paragraph
sophisticated сложный
respected уважаемый
to surround окружать
controversy противоречие
confusion путаница, недоразумение
with regard to по отношению к
rather + прилагательное весьма, довольно
efforts усилия
to promote продвигать, способствовать
good will репутация
Paragraph
to define определять
definition определение
to note отметить, заметить
to determine определить
to devise создавать
to secure обеспечивать
Paragraph
to predict предсказывать
to counsel консультировать
to implement применять
4 paragraph
to handle управлять (чем-л.) , справляться (с чем-л.)
to agree соглашаться
space место, пространство
Paragraph
to confuse путать
to involve быть связянным
paid оплаченный
to sell продавать
goods товары
services услуги
on the other hand с другой стороны
free, свободный, бесплатный
to overlap частично совпадать
6 paragraph
in fact в сущности, фактически
thus следовательно, таким образом
unfortunately к сожалению
to mean значить, означать
Text 1. WHAT IS PR?
Упражнение 1. Ответьте на следующие вопросы:
Прочитайте и переведите текст:
1.Public relations like advertising, is a message business that in the recent years has become highly sophisticated and respected. However, it is still surrounded by some of the controversies. It comes from the fact that a great deal of confusion still exists with regard to what public relation is.
The Random House College Dictionary defines public relations rather simply:
a. the efforts of a corporation to promote good will between itself and the public.
b. the methods used to promote such good will.
2. The Public Relations Handbook has expanded on this definition noting that PR enables institutions and people to learn what others think of them, determine what they must do to earn the good will of others, devise ways to win that good will and carry on programs designed to secure goods will.
3. Here is another attempt to define PR: “Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve both the organization’s and public’s interests”.
4. There are many other definitions. This only indicates that PR is a complex field with a variety of functions and activities. All the definitions agree that public relations is an organized effort to handle relationships with the public.
5. Some people confuse PR and advertising. Advertising involves the paid use of time and space in the mass media, usually to sell goods and services. Public relations, on the other hand, often uses free space and time in the media to sell corporate images, individuals and good will. These two practices sometimes overlap when paid advertising is used to sell a corporate image or create good will.
6. In fact, advertising often becomes an important part of PR practitioners’ total campaign. Thus, the confusion over these two fields is understandable
Unfortunately, “public relations” still means different things to different people.
(1600)
Упражнение 2. Найдите синонимы:
| 1. controversy | a. . benevolence (благожелательность, доброжелательность |
| 2. goodwill | b. polemics |
| 3. consequence | c. result |
Упражнение 3. Подберите наиболее удачный эквивалент для выделенных слов:
1. Public relations like advertising, is a message business that in the recent years has become highly sophisticated and respected.
a. false b. complicated c. easy
2. All the definitions agree that PR is an organized effort to handle relationship with public.
a. control b. discuss c. suspend
3. Public relations often use free space and time in the media to sell corporate images, individuals and good will.
a. vacant b. unrestricted c. without paying money
Упражнение 4 Дайте ответы на следующие вопросы:
1. What is the attitude to public relations at present?
2. Why is PR surrounded by some of the controversies?
3. What definition of PR does the Random House College Dictionary give?
4. Why are there so many definitions of PR in various sources?
5. What is the difference between PR and advertising?
6. What activities does PR include?
Упражнение 5. Прочитайте текст, определите, какие утверждения соответствуют его содержанию:
Case study
1. Perrier is an oil tanker.
2. The company Source Perrier did everything to minimize the damage caused by the crisis.
3. This case is the example of bad crisis management
Up until 1990 ordering Perrier1 was a fashionable thing to do. However, it was reported in the news media that this chic French bottled mineral water had been contaminated (загрязнена) with the traces of benzene2. Within weeks after that, Perrier became a forgotten product. Source Perrier first tried to ignore the benzene contamination, and then tried to minimize its extent. The public lost confidence in the company and its product.
(400)
Примечания:
1. Perrier – торговая марка Перье, натуральная минеральная вода
2. benzene - бензол
UNIT 2. PUBLIC RELATIONS ACTIVITIES
Слова и выражения для запоминания:
1 paragraph
sense смысл, чувство
to include включать в себя
major-minor главный-второстепенный
separately отдельно
2 paragraph.
be responsible for отвечать за
to develop развивать, разрабатывать, создавать
to represent представлять
to provide давать, обеспечивать
feedback обратная связь
level уровень
3 paragraph
origin происхождение
term термин, условие, семестр
to stage организовывать, устраивать
event событие, мероприятие
to attract привлекать
favorable благоприятный
attention внимание
although хотя
fraud обман; мошенничество
deception ложь; измышления, неправда
to achieve достигать
to be responsible for отвечать за
4 paragraph
rather +прилагательное весьма, довольно
prevalent преобладающий
to apply применять
favorable благоприятный
coverage освещение
cause общее дело; благое дело
5 paragraph
to involve включать в себя, быть связаным
endorsement поддержка, продвижение
to range from to от…до
whale кит
fund-raising привлечение финансовых средств
6. paragraph
skilled опытный
title должность, заглавие, название,
7. paragraph
occasionally иногда
unfavorable неблагоприятный
experience опыт
assistance помощь
however однако
to expand расширять
as well тоже, также
Упражнение 1. Данный текст содержит профессиональные термины. Есть несколько способов, применяемых для передачи терминов: транскрипция (транслитерация), эквивалент, пословная передача(калька), описательный перевод. Какие способы использованы для терминов, приведенных ниже:
good will –“гудвил”, репутация и деловые связи фирмы, (нематериальные элементы)
mass media – средства массовой информации
policy making – определение политики, выработка политического курса;
press agentry – пресс-посредничество
spin doctoring – спин-докторинг, политтехнологии
promotion – промоушн, раскрутка,
publicity – паблисити, гласность
advertising – реклама
Прочитайте и переведите текст:
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