exploiting english texts
TRANSCRIPT
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(JNnm
GETHNGAJOB
Readl iliis 1text l l l l l t l r n v ~ i l t l g ilie secrets of
gettiltJlg
employed:
Do S O o l t J l ~ t o b e gradlllllates
r ~ l y
ltJleedi to start 100JkiltJlg for a job before
tihey
gradilUiate?
1l1fJLe
advice
from ilie experts is yes,
s p i ~ l y
if
tihey
Wamtt to
eltJlsme
a good job
iltJl
ilieir cihoseltJl fie1dl, becallllse
today's
ecoltJlomy
is maJkiltJlg ilie job search a litde
tOllllgher.
ToltJly
JLee, editor
iltJl
dbtief of Careedollllmatcom, d1le
Walli
treet
] o l U i m ~ s execlllltive
career site,
says iliere's room for optimism. 'h's dear iliat tlhte job market is improviltJlg amter a very spotty year,
wlhticlht is great ltJlews for people wlhto decide to
liooJk
for new
emplioymeltJlt,' ToltJly
says. 'HiriltJlg activity
for some of
d1le
8.7 milRioltJl lUiltJlempIoyed
peoplie
iltJl iliis
COllllltJltry
wHR
be
boosted'. However,
llmempIoyment figmes released
iltJl
December by ilie Bllllreallll ofLabor Statistics ofd1le
\U DepartmeltJlt
of
JLabor
were
oltJlIy
shgihtly
eltJlcolUiragiltJlg.
The
IUinemPIOymeltJlt
rate, at 5.7 percent, was
cOJrl.timJliltJlg
its
dowltJlward treltJld. Wlhtat ilie llllltJlemplloymeltJlt statistics diidJltJl't slinow were tline adlditioltJlal U miHioltJl
America1l1ls wlho are ltJlot iltJl ilie
worJkforce
bec3l.1lllse of
Sd1lO0li
or fffi'1l1i1y
respoL1sibibties
or tline
433,000
America1l1ls wlino Ihave stopped appliyiltJlg for jobs
bec
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irrJlVestmeIl1lt
COIl1lslUlll1taIl1l1t.
His
tip
to coHege studleIl1lts? [ f yOlUl wait lUlIl1ltill yOlUl grndlUJlate to Rooik for a job,
YOlUl've
waited!too [OIl1lg".
(ad!apted! from tlhe [Il1ltemet,
~ j P . ; ( g ~ ~ w . ~ Y : l Q Q q J l . ~ ~ L ~ Q m ,
tlhe cover story of KatMeeIl1l [saacsoIl1l
]putib[islhed!
iIl1lilie
]period!icall
'WomeIl1l
iIl1l BlUlSiIl1less")
A.
Reading nd vocabulary
1
Choose the correct answer,
a b r c:
IT.
li t
is ad!visabk
for
co[[ege
seIl1liors
to [oolk for jobs before they
gmdliUlate
becalllse
a.
tlhey wiliiihtave famHy
res]poIl1lsibiliities
[ater
OIl l
b. it
l1l0W
takes more to
fiIl1ld
a good!
job
c. tlhere are Il1l0 jobs for iliem
2.
Whiclh is
tihte
sigIl1l
of
tlhe Rmprovedl job marlket?
a. tlhere are
more
AmericaIl1ls
eager to jORIl1l tlhe worlk force
, b. tihte
UJlIl1lemp[oynneIl1lt
rate is
fallITimg
c.
gradllUlates CaIl1l Il1l0W cihtoose a fielidliliey Rilke
3.
AccordliIl1lg to
olhIl1l IPetrilk, iIl1l ordler
to
fiIl1ld
a
good! job yolUl
Il1leedlto
be:
a.
patiemt
b. fresiht iIl1l
yOlUlr
fielid!
, c.
persisteIl1lt
4.
Matt
slUlcceedledl
RIl l fiIl1ldliIl1lg a goodl job becalUlse:
a. Ihe wrote a booJk om tlhe slUlbject
b. he llrnew ]peopRe from tlhe compaIl1lY
c. Ihe Ihd worJked!
im
tlhe fielidl
li Match the words in column A with their synonyms ar dejinitions fram column
B
Examplle:
calUltiolUls = Il1lot
takRIl1lg ris1ks, carefuJ
spotty
lhaVRIl1lg jlUlst
come from a
pllace
appropria1e arraIl1lgedlto
lhappeIl1l
or
to
be
availlablle
freslh good1
im
some parts, blUlt Il1lot
im
aH
lliIl1ledllUlp suitabTIe, correct
111
Choose the appropriate synonym
for
each meaning of the adjective tough
:
[ strict mot easilly
d!amaged1 StTOIl1lg teIl1ld1er I
1.
TJt1ey
are lhaVRIl1lg
a tough
face
tod!ay, tryimg to breaJk ilie recordl.
2.
lhe was a tough
maIl1lager,
aslkimg
everyoIl1le
to obey ilie
rulles.
3. IT
got sRclk aIl1ldl
t R n ~ d l of
iliese movies where tlhe tough
g'llly
a[ways beats tip ilie badl glUlys
aIl1ldl saves
everyoIl1le.
4.
lhe
needledlto
b1UlY a
paRr of seIl1lsiblle shoes r
wear at worlk.
5. lhe cOII.nlidlIl1l't
dhew tlfte
tough mea1t.
[Y Related Word Groups
l'aJke
a [oolk at
tfrne foHowiIl1lg
word1s:
WORK
He startedl worlk wlheIl1llhe was stiH RIl l
collTIege.
Gob, emplioyment)
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Slhle
weaJrs
lt1lice dotlhles
at work. (place ofjob)
HaJrdl
worlk is vall1llled.
(etlort)
This
is
a
lt1lice w01llk of
art.
The
worlks of
a
maclhlim:
(medhtait1lism)
JOB
He toolk a palrt4ime job
ilt1l
tihle
s1lIlffimer.
(Palld! worlk)
WJhafs
yO'Ulr
job
ihlere? (taslk)
lP'ROfESSllON
ajob
iliat
lt1leeds
speciali tralllt1lmg
TRADE - ajob tlhlat ilt1lvollves worlkilt1lg witihl
Y01lllr ihlait1lds
VOCA
nON
- callhlt1lg
TASlK
-
worlk tlhlat
somebody
Ihlas
to
do (Illls'lllalllly lhlaJrd worlk)
CHORE - a
taslk yOIlll d o reg'lllllaJrlly
ASSllGNMENT - a
taslk yO'lll
are
givelt1l
as part
ofyollllJr
job/st1llld!ies
lP'ROmCT
-
sclhlooll
pmject,
reseaJrcihl
pmject
JLABOUR
-
plhlysicall worlk: mait1l1lllall
llaibollllJr/slkillled
labom
Now
put
each
the following words in its correct place
in
the
sentences below:
Examplle: These aJre some peopk from work
lt
'The d ead hlt1le for
yOllllr wrlltlelt1l
js Jlllllt1le, 8,' said tlhe
lP'mfessor.
2. Sihle Ihlad
o l t 1 l ~ i l i e ~ tralllt1lilt1lg
.
3.
He
resiglt1led! from
ihlis
.
4
Slhle
decid!ed to
colt1lcelt1ltrate oll1llher
, so
slhle
didlt1l't
follow him
ro
Africa.
:;. wOlllllld lilke
to
applly
for ilie
of assistalt1lt mait1lager.
6. He is
a bladksmiili
by r ~ i ; L < l A I
7. Slhle Ihas a
forlhellpilt1lg
people.
8. Slhe selt1lt
her reswne to
severall
agencies.
1).
The
cllllstoms
officer
walt1lted
to
lklt1low my
.
l
O. The pohcemait1l Ihad to perfonn the 'llllt1lpJ\easait1lL
of ilt1lfonnilt1lg
ilie victim's familly.
l
il
He
Cait1l't wish for more;
Ihe's
at ilie rop oflhis ..
ll2. lne
chilid! was paidl for
tlhe smaH
Ihollllselholld .
JV:
Complete the following sentences with the appropriate words from the box
may be necessary:
la.g
rdease
ll.
There's
allways
for
impmvemelt1lt ilt1l
everybody's worlk.
2.
The offer iliey got rrom ilie director
of
ilie
rivall compait1ly
was
so
good, that iliey decided to .
3 a
lt1lew maJrlket is allways
dlifficlllllit
ait1ld
rislky
witlhollllt
pmper
reseaJrclh.
4.
He
was so tired
mer
tlhe
party, iliat
Ihe barelly
mait1lagedl to
belhilt1ld
his
frielt1lds on tt1e
way
Ihome.
5.
He did
everytlhilt1lg
ilt1llhtis
power
ro
his
fimaTI
goall,
tlhtal
oflhtavilt1lg
a career in advertisi.ng.
6. They ,
tlhte boolk
OIt1l
Clhtristmas amJJ
Ihad very good salles.
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UNllTnV
PROMonON
JP'romoltnoll1l ns COmmllmncaltnOll1l
ilialt ns
lll1lltell1ldledllto nll1lfomru, pelfS1llladle,
or
remnll1ldl
all1l
organnsalIOll1l's
wgelt
marlkelts of
ltlh.e
orgall1lnsaltnoll1l
or
nlts prodllllclts.
The promoltnoll1l wnili wlh.klh. we
are
most
famllIar
oovertnsnll1lg Is nll1ltell1ldedl
to
nll1lform, persllllooe,
or
remnll1ldllllS
to
blllly partnclllliar prodllllclts.
B1.llt
tiblere
ns
more
to promotioll1l ltlh.all1l oovertnslll1lg,
all1ld
nt
ns IlIlsed
for oltlh.er
p1l1llrposes
as
wdL
for exampk, clh.ariltnes
IlIlse
promotnoll1l
to
lll1lform
1 llS
ofilienr
ll1leed
for
dOllllatnons,
to
pers1.llade
1l1lS
to
gnve,
and
to
remnlfldlllls
to do
so
nn
case
we nave
forgotte!t1l.
O)
JP'romotno!t1l
ns allmed
at facnlJitatlng
exclh.all1lges
dlrecdy or nndnrecdy
by
nnfomrulll1lg nndnvndllllals, grolLllpS,
or orgall1lnzatlons all1ld
n!t1lf1l1L.Rencing
iliem to accept a
fimru's
products. To exped!nre exc11lall1lges dlrecdy,
marlkelters
cOiR1lVey
nll1lformatlon
abo1.llt a
fimru's
goods,
servnces, all1ld ndleas
to partnclllliar
marlk:et
segments.
To Ibrmg albollilt exc11lall1lges mdnrecdy, marlketers
adldress l!t1lterest gro1.llpS,
reg1l1llatory
agell1lCles,
nnvestors,
all1ld
ilie gell1leral
pll1lMlc cOll1lcemlll1lg al compall1lY and!lts prod1l1lcts.
Marlkerers
f r e q m ~ n d y d!eslgn promotlo!t1lal COmm1l1lnllcatlons, s1.llclh as oovertlseme!t1lts, for
speclfic
gro1l1ljpJS,
ah11l01.llglm some may Ibe dlrected! at wlder
a1l1ldnences.
(2) Marlketers Call1l1.llse several promotlo!t1lal
met11l0d!s
to
commllllnncate
t11leir message to I J r I j l l v n d 1 l 1 l a ~ s
gro1l1lpS,
all1ld
orgall1lnzatnoll1ls.
Advertisnng, personal semng, pllllb1ICI1ty,
all1ld
saRes promotlon
are
four major eTIements nn
all1l
orgall1lnzatlo!t1l'
promotlon
mlx.
Advertlslng
Is
a
pand,
non
persoruall message commllirJllcated
to a selected
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D.
'fYJPes
of
Ad vertisilOlg lby lPlUlfJlJOse.
II Say whether the following statements are true
T)
orfalse F).
1 lPromotiolOl ihl2lS tihle
role
of facihtatilOlg olOlliy ilOld irect
excihlalOlges.
2.
AdlvertisilOlg is
tihle
lbest
lklOlOWlOl tYJPe
ofJPromotioll1l.
3 lPersolOlali sellRilOlg CalOl lbe
viewed 2lS a form
of commlUllOlicatiolOl
tihlat
adld resses
the
plUlbRic
at
Rarge.
4
Sellective
adlvertisilOlg is
mealOlt
to seiR a
specific
bralOldl.
5.
NewsJPaJPer adlvertisilOlg
is
tlffie
most
lUlsedl
form
ofad vertisilOlg
d l m ; ~
to its rdative
Row
cost compressed
to
otihler
forms
of adlvertisilOlg.
Match the words in the lefi column with their synonyms from the right column.
li
freqjlUlelOltRy
a. lk1l1ow
2
malke it
e2lSY lb.
COll1lVilOlCe
3 be
famihar
wit1'It
c.
oftelOl
4. persll.1\ad e d .
fadRitate
IV Fill the blanks with the words given below so as to form meaningfiJ.I sentences.
d ifferelOlt
be
ablie
some
m a g a z i J l 1 l ~ CalOl
ilOlformatiolOl
orgalOl
yoll.1\ wiH
severali
be
lUlsed
story
Lilke
a reporter, Jlever
begil11
wWbt
... pred etermilOled id ea abolUlt tihle liel11gili of
ilie .....
fil11a
out
everyfbting
yoll.1\
...
, sil11ce
yOlUl mlUlst
ihlave
comJPliete
... before yOlUl
ccmd em;e
it
and l11ews peopk won
i
hater
... to 2lSlk
yOlUl qjlUlestiol11s yOlUllDlever
alOlticipatea (wlhicihl tihley
...
).
lOl dloilOlg SO yOlUl
may
fim] ithat ...
nave
acclUlmll.1\Rated ilOlformatiolOl for 1Ol0t
OlOle blUlt
.. , stories. YOIl.1\ may filOld iliat, wiili a ...
empihlasis,
ilie srory yoll.1\
Iffiave researcihled may ... by ilie
lOlewsJPaper, tlffie
liocal clffiamber
of
commerce ...,
arrJ. ilOld lUlstry
pllbhca(tion,
alOld
yOllr comJPalOlY's oWlOllffiollse ....
V Read the text below and choose the best wordA, B, or D that fits each space.
fHE MEDAL
Of
HONOlfR
llme
Medali of HOlOlor is
(tlffie
R)
'"
mi1ibry
award
for bravery
tha(t
C2l lt1l
be
(2) ...
any
Rmhvid 1.ilali
ilie
lUlOlited
Stares.
llbte
Medali ofHol11or RS (3) ...
ilOl
ilie
lOlame ofColOlgress
to a
persolOl wlffio, (4) ... 3l
member ofllhe
armed forces,
(5) ...
Iffiimsdf or ihlersdf
cOlOlspiclUlOlUlSliy
Iby
gaB2I.It1ltry
2I.It1ld
(6) ...
at ilie rislk ofMe above
alOld (7) ... tlffie
caB
of dlUlty wlffide
elOlgaged
ilOl alOl (8) ...
against
alOly
elOlemy
of lffie
lflOli(ted States;
(9) ...
elOlgaged
ilOl
miliitary oJPeratiolOls ilOlvolivilOlg cmdhct
witlffi alOl OppOSilOlg foreiglOl (10) ... ;
or
whilie servilOlg
witihl frielOld Ry
foreiglOl
forces
11) ... ilOl
alOl armed
cOlOlfhct agailOlst
alOl
OppOSilOlg
armed. force
ilI1l
wihlidt the
lflOli(ted States is
lOlOt
a
(12) ...
party.
L
A.
higihles(t R
ihligh
C.lknowlOl D importaJnt
2.
A.
talken
(to
B.
aslked1by C.
giveil1
to
IT)
walOltea
3. A. decorated
B.
awarded C given
D. donated
4.
A.
whereas B. because
C
while D. during
5.
A. boasts B. distinguishes fights D. knows
6.
A.
ilI1ltreJPidity R fear C. cowardice
D. ilOlteres(t
7.
A.
above
R
lOlext to
C.
over
D.
beyolOld
8. A. actiOlOl B.
activity
C. figihlt
D iSlLIle
9.
A. d lLIlrilOlg B.
wllJlile C. wihlereas
D.
however
W. A. COlUllOltry Ia
army
C.
force
D. foe
B
A.
elOlgagedi B. Rl11volvedi C. got
D impliiedl
U
A.
ilOlvoRved R figihltilOlg
C. beRRigeren(t
D. imporrtalOlt
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UNTf V
MODIERN
CONDUC'f
J N lst
CIENWRY IEUROIPIE
IElluope is growing in lI.mison. The
IEmo
is not the only \lllJlJlifYing meas1Jlre com;idlered as slUlch
ilie IEU.
Some might 10eheve iliat IEmopearrJl condiiUlct mlUlst aillso
10e
llllJlJlifiedl, some other people, suc ffi as ITnger
Wolf, considler ilie opposite. Respect for each
arrJldl
every one
of
us
is
om;:
of
ilie
10asRc
elements
towardls
having a plieasarrJlt marrJlner, it also implies respect for the clUlstoms arrJldl marrJlners
of 111e
most
importarrJlt
iliing is to
Ilmow
to what extent foreign marrJlJlJlers
sho'll1dl
10e
adloptedl.
lin ordler to 10e
ablle
to dlo
this one might accept the fact iliat dliflhell1lces
dlo
exist This may
helip
IUlS put omselives ill1lto olmer
peopRe's shoes 1oefore ta]king ilie right dlecision.
Differences in 1oehaviom are not
onlly
importarrJlt for IElUlropeans.
AH
over the woddl, boili minor
amjJ
major dlifferences conceming
1oehaviom
are considleredl to 10e of essentiaR value. Oll1le smaRl exampJe
conceming
greetill1lgs
10y n o n ~ m o p e a r r J l s CarrJl 10e seen ll l apa.Jl, wihere it is stilil
ClUlstomary
to see the
]aparrJlese greetill1lg eaclbt oilier 10y 1oowill1lg. The imchnation we see todlay
is
not as low as it
IUlsed
to 10e
1L1
IEmope.
However, it is 10asedl
onlbtierarclbty sill1lce
a low
JrarrJlkmg
employee wm have to
100w
lower ilia1"1.
lhis
slUlperior
arrJldl
not before
lbtis
slUlperior
lbtas
ill1litiatedl
ilie process. This
rituaR
is
dlifficlUllt
for
IEuropeans
to
adlopt,
especiaRly
wlbtell1l JrarrJlk is ll1lot deady dlefill1ledl. Oll1l tlhe oilier
harrJldl,
it is very dlifficlUlllt for a ]apanese
to
IUlll1ldlerstarrJldl
wlhy a complete strmger sholUllidl greet someOll1le 10y
tOlUlclhlill1lg tlhleir
handls.
Adloptill1lg
tlhle forrm otlhlers use to greet
is
a
10asic
step
forwardl towar:dls
improvill1lg
reiatioll1lships,
but it is
ll1lot ilie
orr1lliy
oll1le. ITt is, liJ.owever,
ftllJlJldlamell1ltail
for the dlevelopment
of1ootliJ.
iIT,ationad andlill1ltemationall
relatioll1lships, arrJldl apparen.tly, 10y ll1lot dloill1lg so rlfR3Jtl.y mislUlll1ldlerstamdings even
IElUlrope.
lifwe dia SO, the mlUlcjffi ltaJkedl a100lUlt "ml.l.hiclIlhtmal society
cal1
move
O m 1oeirrJ.g
a
worililidlss corrJ.cept
to 10eing a vaRuablie terrm that is full
of
life if we are wiJliirrJ.g to make tihlis ihapperrJ..
1rradiitiorrJ.s,
rdigio Llls irrJ.fl lllerrJ.ce, momRe, hiefalfchy, structmes mdl the
val Llles,
which are apparerrJ.t
irrJ.
each
CO LllrrJ.try,
Jeadl
to the mrutmers
oftlbte
rrJ.atJioJlJl as a wholle. No oJlJle can dlolUl1ot that iliese factors dlecisively
cOJlJldlitioJlJl behaviom, expectatioJlJls mdl ilie feehJlJlgs ofilie
peoplle.
liJlJl ordler to fim dliffereJlJlces cOJlJlcemiJlJlg
p LllJlJlctuaRity,
oJlJle JlJIeedlll1lot traJ.veli
arOlimdl
the
\woddl.
Thlere
are
marrJly
dliffereJlJlces withiJlJl JElUlrope itself. What we CarrJl be certallJlJl of, however, is iliat lllio1oodly, esr:Jec1J,tlv
iltJ.
ilie 1olUlsiltJ.ess woddl, hkes
ro
have to
s Lllffer loltJ.g dlelays.
Neverrtheliess, ilie peoplie of cOl.m.tries s LlldlJ. as
SpailtJ.,
Greece, ITtaly, IPolarrJldl,
AlUlstria,
R Lllssia arrJldl
frarrJlce
are far more iltJ.diJlJledi to put Lllp with smaH
dlelays iliarrJl the peoplie of cOIUlJlJltries hke
SwitzedarrJldl,
lFiltJ.larrJldl, Great BritaiJlJl, HoHarrJldl, Swedlen, H LllltJ.gary
or GerrmarrJlY.
lit
is
aRso
very importarrJlt to know liJ.ow to adldlress
peoplie.
liJlJl GerrmarrJly, as im
marrJly
other IEmopealtJ.
cOlUlntries,
wliJ.eltJ. we
adldlress someoJlJle
we Lllse Mr. or Mrs. iJlJl froltJ.t
ofthat
persoltJ.'s
SlUlmame,
whereas
iltJ.
Spain, lFJrarrJlce
arrJldl haliy
oltJ.e CarrJl si:mj]Jliy
adldlress
tliJ.at persoJlJl wiili tliJ.e
word\s
ooMr. 00
o:r
Mrs. WLtliJ.out arrJly
sumame. Some clUlstoms are
1oegmIll.ili1g
to dlnsappear,
1o Lllt
stiH, in ITnger WoRfs opn Di0Jl11, it is very
d L ~ R C l l ~ t
to foresee
1he
futme
of
marrJlltJ.ers
aItJ.dl
, more
t fJ.aJlJl
tliJ.at,
liJ.e
iliiltJ.ks
tliJ.at
compRete totali
LllltJ.i1J:y
in
as far
as
clUlstoms
arrJldl the ways
dlifferelfRt
feeliirrJ.gs are expressedl as weB as liJ.ow we show
prefererrJ.ce
aIITtdl
d isliike
CarrJl
lfRever
take pilace.
] Llls1]:
as eacliJ.
persoltJ.'s
meltJ.tality
SliJ.OIUiRdl
10e ackJlJlowliedlgedl, so sho Llllidl t1J.e mentahty
of
each
natnoJlJl.
JEmopearrJl cO Lllll1ltries are aware oftliJ.e dliffereJlJlces iltJ. coltJ.dluct, as
tliJ.ey
are of
ilie
IUlJlJlification they wish to rem.force
IUlpOJlJl
the lUlltJ.ioltJ. 10y adloptiltJ.g
dliffereltJ.t
C1.llstoms
arrJld
malkiIll.g oltJ.e
lUlItlite
codle of coltJ.dI Lllct
for
alR.
Despite the
cl 1mges
iliat
agreat ltJ. Lllmlber of 1tlle
ruiles
of e1J:iq111ette
are goiltJ.g
thlfOlUlgliJ., etiiCJl1.llette is oJlJlliy OltJ.e smailll part oHllJ.is JlJIew codle.
(Adlaptedl
flfOm 'Differem::es
COltJ.cemiltJ.g
Modlem COJlJldl Lllct
iltJ.
21lst CeltJ.t Lllry IEmope', ITltJ.ger Wolf, liV
Congreso
liltJ.temacllOltJ.aR
dle lPlfOtocofio, 5,16 arrJldl fi 7 Novem1oer 200 li
A Reading
nd
vocabulary
l
Decide whether the
fo
llowing statements are true
or
false
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l All the lPeoplle from
1I: hte EmolPeaJlll
UJmtolt1l cOIUllt1ltries colt1lstdler iliat dlifferefl1\ces in colt1ldluc1l: s!htOllddl
dltsappear as Emope ts growilt1lg ilt1l lUllt1lisolt1l.
2. lbe
]alPaJlllese
bow lower
li
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We 1LJise ilie dlefiJtllnte artide w][um:
a.) ilie
Jtl101LJiJtll
has aJlreadly
lbeeJtll
meJtlltnoJtlledl
nJtll
ilie coJtlltext.
e.g.
A
maJtll nJtll
a lieailierjaclket was ruJtllJtllnJtllg
dlowJtll
ilie street. The maltll was foliliowedllby two
pohcemeJtll.
Ib.) ilie Jtl101LJiJtll ns mlliq[m:.
e.g. The
mOOJtll
was reflectedl
nJtll
ilie lialke.
The
measllues
talkeJtlllby
ilie
govemmeJtllt
madle
them rather oopoplldar.
c.) ilie
Jtl101LJiJtll
is
c01LJiJtlltalblie, 1LJiJtllco1LJiJtlltablie, snJtllg1LJiliar or pli1LJiraJl.
e.g. Watch 01LJit The steps are shppery!
The coffee tastes very good.
The
Iboy
was
crynJtllg lbeca1LJise
he c01LJilidlJtll't fiJtlldl his favo1LJirite toy.
The men were cheering.
dL)
we refer to certaiJtll, specific Jtl101LJiJtll
e.g.
'lille
wiH Jtllever forget ilie dliJtllJtller
wlilleJtlllille
proposea to liller.
e.) we refer to a m1LJisncaJl iJtllstrumeJtllt, mealtlls oftraltllsport,
altlldl
wntlill ilie JtllOIlllJtllS
seasnd!e,
cnJtllema,
tl'lleatre
aJtJ dl radlno.
e.g.
'lille CaltllJtllot
pliay ilie
g1LJintar,
lb1LJit
slille
pliays
tlille
pnaJtJ.o
q[uite
weliL
f.
ilie JtllOl.ID ns precedledllby a preposntnoJtll.
e.g.
Tlille
dllHdlreJtll were pliayiJtllg iJtll ilie parlk:.
There are some Jtl101LJiJtllS iliat CaJtll
Ibe
1LJisedl Iboili wntlill altlldl wnilio1LJit tlille
dlefiJtllite
artnde dlepemhJtllg OiDl tlille
coJtlltext. These
Jtl101LJiJtllS
are:
School church university class college prison jail hospital market town home work bed sea.
Without the With the
WheJtll
we mealtll a specific lb1LJinlidlnJtllg or ilinJtllg. WlilleJtll we tallk abollllt tlille JtllormaJl pmpose of
school:
He goes to
scihooli OJtll
foot.
tlille bll1lnlidlnJtllg
or iliuJtllg.
school:
li weJtllt
to
tlille
sclillooli
for
a
meetnJtllg.
church: HelieJtll
goes to sclillooli every
church:
Tlilley toolk pictmes ofilie clillmclill.
,1LJiJtlldlay.
university/college:
The
Il1lJtllnversnty
very oM.
university/college: HelieJtll
is 22
altlldl
slille
class:
The dass was reooy
for
nJtllspectnoJtll.
stll1ldlnes at
Il1lJtllnversity.
y
. u ~
J . bte weL1t
to the pnsoll
to:
dass We dlo a ilot ofworJk: nJtll dass. ber
hll1lsoaltlld.
prison/jail:
He wtmt to prison
for
mmdler.
,
Hns
frieJtlldls weJtllt to the lillospitaR to
"
hospital: ];-JIe RS nJtlllillospntaJllbecall1lse
he ihlas
see
him.
IbrolkeJtll lillus altlllklie.
market:
The tOll1lrists visitedl tlille marlket.
market:
The womaltll toolk liller cow to
town:
The tOWJtll at
lillalif
altlllillom' s cl:nive.
marlket. Worlk: h was ilie worlk
of
a great artist.
town: tlilley weJtllt
to
tOWJtll
to see a dloctor.
bed:
He
was
snttiJtllg
OJtll
tlille
iOed.
home: He was at lillome wlilleJtllli
caliliecl.
sea: They bought a cabnJtll by the
sea.
work: e ns at worlk from 9 to :;.
bed: 'lille
weJtllt to bedl earliy.
sea:
They've beeJtll at sea for fOll1lr
moJtllilis.
Exercises
l Fill the blanks with the definite indefinite or zero artide.
li.
My
JtlleiglillbolJlr
us
lillair styliist: liei's
aslk
him for
...
abolUlt
yOlUlr
hair.
2. We lilladl .. SOlUlp, fislill
aJtJ dl
clillips fodll1lJtllclill.
3. Y olUlr traveli ageJtllt gave
IUlS
aTIn
nlOlformatnoJtll
yolUl Jtlleedl aboll1lt ... lillotelis
iJtll
OlillJr resort.
4.
Mary
was
very tnredl,
so
slille weJtllt to ... bedl q[lUlite eady.
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:5. ... ]perSOltll who sllllffers from .,. dallllstro]phobia has .. dreadl of
beillJlg
cOllJlfimedi
smaRR
s]palces.
:5. How wOIlllM yOIlll Rioce to ]pay, by ... checoc or ... cash?
6.
Do yOIlll
talke
.. sllllgar
armdl
... miRoc ill l
yOllllr
coffee?
7.
li dlRove to go ... nmiversity ta hsten ta ... liecmre givellJl by ... ]professor Smidll, i:lllllt li have ...
meetillJlg
tOllJlight
8.
We went to ...
hospitaR
to visit
Michaeli
who was
o]perntedl
yesterdiay.
9.
He got ... goodljoi:l. He toM me they ]promised ~ m ... frmndlred
..
, week..
RO. On ... SllIlndays li Rove to stay ill l ' bedi,
drillJlk
... Cllllp of ... coffee armd read ...
SmlldlaY]pajpers.
T t
lldlellJltify amJj correct the mista.l\es
~ l l l
the sellJltences bdow.
1. Helen is vegetarian doesn t eat a meat.
2.
She went ta the supermarket to buy a sugar an
lo fof
bread n same ca.fJee.
3.
1
have some money lefi: let s have the dinner in a restaurant
4. Mike warmts to become doctor.
111
Fill the blank spaces with the necessary article.
a .
After (li) ... awfuhccident he had (2) ... Rast month, he s]pell1lt
J)
... m(mth (4) ...
h o s l ~ t a
He
hadl
{:5}
.,. room w ~ had
{6}
... vRsitor's
bedl
ill l it, 50 his wife was able to
spellJldi of
{8} ....
time with him at (9) ... hospitall.
b.) We don't go to O) .,. cinema as oftell1l as we m;ed to,
becallllse
(2) ... most of{3} ... fiJms that are
made t.1fnese days are 50 poorthatthey are llJlot worth (4) ... price
of {:5}
... ticket, llJlever millJld {6} ...
tro1lllblle
of getting there.
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1LJNH
VKK
PlR JPlRACTHKONER
FOR
TI JIE
NEW MKLLENKlLJM
What
are
ilie dbtaraeteristics
of
ilie
ihliglbtesHankiJDlg
plUlbhc
reliatioJDls
professioJDlaliism
iJDl
tlbte
comilllig
millleooilUlm? JPlIUlblie
rellatiolllis began by
dlmwilllig
its tallelllits from
otlbter
emfts andl professioJDl, mailllily
jmllmallism blUlt aRso from adlvertisilllig, law,
alle
alllidl pohtics.
JPR
wiTIll
aRso
contilt1l1lle to attmet
recrrunm
from oilier f i l l l ~ andl wiH ioe richer for i t h
Vvilil be
easier for yolUl to leaurlru how to become a lPJR
pmctntnolffier
lbtavllllig smdliedl, for example,
meclicilffie, tlbtan
it wilill be for yOIll to a doctor
majornlllig ilffi ptilbIic reliatnolllis at coHege. KfyolUl dlecidle to stlUldly for a baclhelor s dlegree i:r2 LJlUlblic relatiolffis,
or a dosely relatedl fielldl
SIUlClbt
as jOlUlmahsm or
commtllJJ1lncatJiolt1ls
yolUlf secolllidl dlegree or cOlUlfse
of
smdly
slbtolllllidl be an ahemative fielldl tlbtat
wiTIll
eMamce yolUlf career potelt1ltial for examplle,
nlt1ltematnomd
affaJirs,
btllsnlt1less
adlmimstmll:iolt1l,
pohtJical
scJielt1lee or
lamglUlages of ilie
COtllntries
ilt l wlbticlbt yOllll
are
ilITlileresiledl.
tIlclbt
smdly
wiTIll give an edlge
ilo
yOllllr career. There
are
many
exceHelllit
short
COllllrses illli
commllllllliicatiom;
teclbtlITliq[lllle andl
ilieory
wlbticlbt,
aliolt1lg witlh workplace lieamilllig,
will blUlilidl
Ollli your stlllldlnes to eqpu.Ep yolUl te
be am excelllelt1lt practitiolllier.
The persolt1l who aspires to reaclbt tlbte pirrJmaJde
ilITl
ilt1ltematnolITlal public
rellailiolITls
wiH needl to
be
mlUllliliiJaliellliiledl,
witlbt
widle
experielt1lce, edllUlcatiolITlaHy q[uahfiedl,
a
skiHedl comrrll .lllllliicator,
a tlbtoughtful
andl
callciUllatnng stmtegist,
rechlt1lologicaHy
proficielllit,
mlUlltihllligllllal, avidlliy illliterestedl
ilITl
clUlfrellliil af1fairs,
klt1lowledlgeable abollllt politicall af1faJirs illli many
COIUllt1lilries,
respectfuI of a
varieiey
of
ciUlstoms
andl
etiq[llllette, andl
experielt1lced
ilt1l
wOlfknlt1lg ilITl
a
lllillllmber
of cOlUllITLtries witlbt a speH
ilt1l
gelt1leml managemelt1lt
To be reclbtllliologicaHy proficielllit means ilo be compllllter liitemte, to lbtave sllJljofkielt1lt
commandl of
tedhlJ''1loliogicail dlevellopmelllits and permanelllitly k.eep IUlp wiili tlbte latest devellopmelllits
ilITl
ilii fiddl.
JProficiem::y illli
foreiglt1l
lang\UlaJgcs
is
an adlvarmtaJge,
but,
at
the
same
time, nt
i lt1lot elt1lolUlgll.
Y
01[1
have to
be
ablle to master a lang\Ulage
andl
alliso Imow wlbtat to
say.
MClt1l
yOlI
participate
nllli
LmpOrtaliLt busLlllies
llliegotiatiolt1ls
the best
tlbtnlt1lg
is to have an
ilt1lterpreter
ifYOD
are
not very
flllelt1lt
nllli that
lianglUlaJge.
t i
eselt1ltiali tlbtail:
YO\UI keep IUlp wiili ClUlrrelt1lil: affairs tlbtro\Ulglbt reguRar
readlnlllig
andl viewiJ:1lg a sdecil:iOIJ1l of
media.
Alolllig witlbt keepnll1lg
abreaSC wiili
C\Ulrrelt1lil: affairs, it is importalt1lt
tlbtail:
yOllll famiharize yomself witltt ilie
pohil:icaR
sil:fl.Ilcmres
nllli
aH lkey
regioll1ls. Ahhollglbt
roRilt1lg partnes
andl
ilieir
Reader may come mai
go:,
il:lbte
colt1lsil:imil:nolt1ls ana
jpoRiil:icall
clbtaracteriSCics ofmany cOlllt1lil:ries dlo lt1lot clbtange.
Respect for tlbte
c\Ulsil:oms
andl t i q m ~ t t of eaclbt
distillliCil:
society, CO\Ulllliil:ry, lt1lail:iolt1l or rdigiolt1l [S esselt1ltiaJ.
Noii:
olt1lRy
slllo\Ullidl
ilie Cllsil:oms
be lieamed,
lcmt
il:hey
shoulld
aRso
be
practieed .
(Adlapred
fmm
"JH[ow to Manage
Yom
Globall ReplUliJatiollli. A
g\Ulidle
to ilie
Dylt1lamncs
of
lllITltematiiolt1lal
Rellail:nOllliS"
, revised
andl
llllpd ated paperback edliil:llollli , Miclbtael Moday,
New
York Ullliiversnty Press,
2002.)
A
Reading
nd
vacabulary
1
Decide whether the fal/awing statements are true or false
li. YOIUl can
become a
goodl P R
praetitiolt1ler
olllily
i YO\UI have a
dlegree
in
commlUllt1licail:iollli.
2. Beilt1lg techlt1loRogicaHy proficiellliil:
meaJt1ls, amolllig oil:lbter iliilt1lgs, beilllig
compllrer liiterate.
3. Always have
alt1l
illli1erpreil:er witl'1l yolUl ifyolUl partLcipate ilt1l importa:nt b1Ulsim:ss negotiatioil1.
4. Kfyoll walt1lil: il:o De a very goodl
speciallisil:
YOll lJ1leedl experieTIlce aJong with lbtard work illli many
Il Match the wards form column A with their synanyms Irom B
A B
li.
dlegree
a. colt1ltempomry,
preselt1lt
2
slkiHed
b. ilt1lcrease
3. elt1llbtance
c. il:oJP
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4. hteratlte
dl. experiell1lcedl,
tmill1ledl
5. currell1lt
e. ill1lfonnedl, edlucatedl
6. pill1lll1laclie f. academic
titlie
ldiomatic expressions:
give somebody the (rough) edge ofone s tongue: speaik to somelbodly
armgrily,
rudlely, critically
give an edge to something: give a lboost
ro
keep abreast
ThlJE
SJEClRJETS f
AlUTTISM
Not long ago autism was assumedl to lbe compamtivdy rare, affectllll1lg as
few
as
one
in liO,OOO
peoplle.
The llatest studlies,
1I10wever,
suggest that as marmy as Oll1le ill1l 150
Ikidls
age RO arrJldl yOI.U'lger may
be mectedl
Iby
autism or
relatedl
dlisordJers. The
pmbllem
ES
five times as common as tlie ][JJown
syndlmme
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LTN Vm
lnHIE lPR
CMlPAITGN
Reoo ilins text aibolUlt tlhe lPR campangJlJl:
JPltalt1llt1lnlITtg ilie Campang:ru
The fi rst task ilt1l
plalt1llt1lilt1lg
is to darify tlhe olbjectives
alt1ldl
goalis ohlhe PR program. ITf
YOlUllhave
a
dear statemeil1lt of oibjednves
ail1ldl
goalis, yOIUl wilili Ibe ablie to evalilUlate ilie slUlccess of yolUlf
campangil1l
ibecalUlse
ym.li
cail1l
measlUlre Ihow
dose
yolUl came
to
aclhnevnil1lg
iliem
or
by
Ihow muclh yolUl
smpassed1 wlhat
yolUl expectedl.
A
dear
dldilt1leatnoll1l
of
plUllbliics ns
sometlhill1lg
yolUl
slholUllidlibe
sme
of
ibefore pliarmll1g yOlUl:' strategy.
[t
'wi1l
give
YOl.li
a key to
tlhle
tactncs
Y01Ul
Calt1l emplioy to make YOiUlr strategy
slUlcceedl. lPart
ofyoiUl1f strntegy
is dlecndliiiilg ilie most dfective way to reaclh eaclh p1Uliblinc. Wlhat dloes eaclhl piUliblinc
Rleedl
to klt1low? ow is
ilie ibest way to say nt? Wlhat wOiUllidl ibe ilie mosie
Rikeliy
way to get iliat p1Ulibliic' s attell1lttoRl?
Thns
ns
wlhere
c r e a t i v I ~
makes
tlhe dlnfferell1lce
- tlhe creatnve
1Ulse
or wordls or symholis, alt1l orignllJial approaclh to tlhle
medlilLlffi.
IClhoosnRlg ilie Theme alt1ldl Medlia
Decidlmg
ORl
ilie
tlheme
may
come aibo1Ult iRl
a
Rl1Ulmber of
ways - from
sevemli perSOH
braill1lstormiRlg togetlher, from OR1e persoR1' s
idlea,
from tlhe ooaptatioR1 of someOR1e ekse' s slJccessfuI
idlea
Wlheil1lever
a te3lffi memher asks: "Col.lJdl T teH Y01Ul abolLllt my idlea?" elt1lcomage
lhlim
or to taIk.
CritIcism kins creativity. tnmuliate peoplle ta slhare idleas - lt1l0 matter bow
wikl
- by
elt1lCoT:uagemeJt1l1t
altJldl
eRltlimsiasm. A gooa ilieme save a poody
execlUltea
campaigJtR,
atTH]
a iba:dl Ld.ea \von't be a
w e l i l i ~ o i l l e d l
campaig:J1l. Remember yOlUl cam aliso ;pretes1. Pretesting fOf
as
as o m n f P I l l e t ~ ~ d
materiai:s.
YOlLlf clhoice of medlia dlepeRldls 0lt1l tlhe
plLlbhcs yOlUl Walt1lt to reaclh,
amolt1lg otlher
iliilt1lgG.
\ Vlhat is
al
1Ulil1liq[1Ule way to reaclh a speciali
plUlhhc? Wlhat medlia
Ihave lt1lot beelt1l 1Ulsedl before blUlt
COl.1 Ldl
be? omeolt1le,
after aH, was ilie first to 1Ulse b1Ulmper stidkers alt1ldl skywritiRlg.
The creati
ve lUlse of tlhe
medlia
is
aliso nmpOrta l1lt. Cereali
comp3IJ'1ies tlhat begalt1l
adlvertnsiRlg tlhe
comics miglht
lrrave
beelTIl
lia1Ulglhedl at by
tlhose
oovertismg ilt1l womeRl' s pages, tlhe w m i c ~ a g e
oovertisers limew wlho tJneir reali CORlSlLllmerS were
alt1ldl
Ihow to readl tlhem. The lPLct
perSOIrJ
has to
carefllR
abouE
ilie compllemelt1ltary llllSe of
oovertnsirtig alt1ldl
plillblidty. Adlvertnsirrrg is a dlefiRlite, vRR' ,um ,,-,
eveRlt
tlrrat
appears
aRolt1lg wiili
whatever plait1llt1lecl activitnes
it
ns dlesnglTIledl to promote. lP1UlbRicity
L5
an
nmjjefilTIlite
eveRlt tlhat camot be g1Ulara.1lJlteedl to appear blUlt wm
llnkeliy
Ihappellli iftlhe plarmedl 3:.ctivities are
newsmakiRlg
eRlo1Ulglh.
ORlly people witlh extra tnme to spelt1ldl
are exposedl
to
mass medlia.
The more active peopile are,
tible
keSS
time iliey speml wntlh mass medlia. To reaclh tlhe
ilt1lvoRvedl,
yOlUl :rueedl to
Iillse specialiized.
plLlbhcatno:l1s ibecause iliat ns wl1ere peoplie actively seekilt1lg iRlformatnoRl ORl a sT1ibject go. However, nf
yOlUl are aimiRlg at a low iRlvolvemelt1lt, and perhaps just want exposme to
aTt1l
issue, tlhe:n a IInaSS
J l 1 J ~ d l l U m
is appropriate, especialliy
ORle
hke lte evnsioEt, whLclh j S ~ r c e s 2llUldlnelt1lces t
:pmces
Remember,
tlhOlLgh,
tlhat tlhe pllbl ic you most Walt1lt to miglht 1l1l0t be tlbere,
3:nd
effort f expel1se
may be wastedl.
ettilt1lg Goals am:dl 'Inmetables
Goal
achievemeRlt
estimates, hke timetables, lt1leedl be
lt1l0
more elaborate tlhalt1l a markedl calemj]ar,
ltmt nt is imperatLve
tlhat
tlhe dleadlRnRles be
realiistllc.
Ask yomself:
"'1Nhat can
be achievedl
witlhnn
the
periodls d esigRlea for my goals?"
Try
to filt1lislh work alheoo of sdledl1Ul1e ratlher tlhait1l
Iha:ve
to
expLanJtlL
yOlJ are belhilt1ldl. Kt ns Rlecesary to retaiRl elt1l01Ulgll1 eliastncity Llt1l tlhe
scbedllUlle
so yOILl
CaJl l
take advJ1Iltage of
opportlUlnntnes
alt1ldl make
cll1alt1lges.
69
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COJnltiJnlgeJnlcy JPla1l1miJnlg
UJnlhappy
possiloiTIities
aliways
lblave to be lkept
in
tihle lb31clk of
yOlUlf
mimJl. A JPR
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Examplie: He fil11laHy
achieved
lblis aum -lbte broke
tlbte
Oliympic record.
li. The day of lbte race fill11laliliy ,
.al11ld
slbte c01lddpmve slbte WalS imj]eed a clhampi011l.
2. How do T .....to
tlbte
stadiUJlm fmm here?
3 After
liol11lg
talliks tb.ey fil11laHy .,
al11l
atgreemeTIlt
Oiril
the fu1me rilevdopmelt1t ofthe projec1t.
4
They
wiH
jl11l
Ai:hel11ls
after a
t w o ~ h U l r
fliglbtt.
5 They to
deali
wiili ilieir proMems al11ld are readly to work as a tea.m.
6 Has she il l fil11lishil11lg ilie boolk 0l11l time?
IV
Use the word given in capitals at the endof the line toform a word which fits in the space on the
same line:
Examplle:
IPUJlbliic reliatioIrlls
il11lvolves programmil11lg, communication al11ld
COMMUNITCATE
feedback from ilie pUJlbhcs affectedi.
IPUJlMic
reRatiol11ls
is
essel11ltiali
il l
today' s complex
woddi.
lits
practitiol11lers
operate
Ol11l
Two diis1il11lct llevelis: as adivisers to their clliel11lts al11ldi as
techl11licial11ls perroIrmil11lg
A O) offUJll11lctiol11ls. MULTITJPLJE
Todlay's gel11leratiol11l ihtas
al11l
UJll11ldierstah"ldiil11lg ofllmmal11l 2) far greaterthoo BJEJbIA
VJE
ever loefore. Yet, irol11licallJy,
(3) ,
llack of comprehensiol11l al11d'
UNDJERSTANJDJ
2lTItagoirilism
ab01lmd il l the wor!d\. OUlif too1s frur SUJlfpass OUJlr 4) to use ABLJE
them. Time after time, a crisis Oif cmmflict is caUlsed by (5) to
co:mml.mlcate
FAITL
effectivdy.
i(Wikox, Derrmis, AlLilllt, IPhihp, Agee, Warrel11l , 'IPiLilblic Reliatio111s Strategy al11ld Tactics')
V
Read
the text below
and
decide which answer A
B or
D bestfits each space:
[111 a mlLildbt i l i L i l o t e d i artide tlbtat h
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UNHrx
CAlRElER
TKJP
fOR
CANDITDATlE
Readl
iliis text
givill1lg
same
e l l l f ~ J r a l i
slUlggestioll1ls
for
YOIUlIi
job seardh:
Cover Letter
How
yOUJ
write yOlUlf cover ktter
is
as impor1tall1lil: as ilie message it delivers. Vom ktter
is
aum exaumplc of
ihow
wdli
yOll commlUlll1icate, amd
effective commllmication
is
a
lkey e]!emen1t
to findill1lg a job, becausc
employers
cOll1lsi:dier
ilie way in whiclh yODl express YOllllrsdf as ont way to aumd y:cn:w
albJiliity
to be
sllllccessfuR
in
tihe
job. O)
ITfl1ecessary,
make a
piblolDie VRSRt
ilie Wbral1ry or IUlse tihle ITlIIltemet to
fill1ld
out ilie n2.me
aumdl
tide of ilie person who does ilie
lmir];l1lg.
ARways
rememlber to
sJigllli
your letter. lifyou forget
tihRS, tihe
employer may
fed
Rilke you've sent a
fOIIm lietter.
How to
lP'repare
for a ]ob
TIlI1lterview
Y
Ollll
may 1l1l0t fill1ld
tihlis
veJty easy, but you must get as mlUlcJht
lkey infoJDmatioll1
as you
C:aJl \
o u ~ the
compallJly,
its pmdlllllcts 2J ld Jits customers. (2) There
m i g ~ l t
be
otlher
SOUJlfces
of
Jll1fonnation on tlnle Web, especiaHy
if
tJbe
compmlY
lis
pllll!bliciy
trMedL 'vVe
C2l l l
guaral1tee tlhm YOiJI w:H
malke
a good
impressioIrl
at
yOllJlJf Rl!1lterrview
by
dORng
a
l i i t t ~ e Iffiomework beforelhamol.
Fob ITmterview
Types
There are dnffereJl1lt types of job
nll1ltervnews
illJl wlhida Y0lL! may participalte dllmil!1lg
tll1e
hirill1lg process:
A
screel!1lnll1lg
Jll1tervnew is me2l1l1lt to weedl out ul!1lcqualified caumdJidlates. !nterrviewers wm work from an
olUldiJl1e
of
poill1l!s
they
Walnt
to
cove:r,
and look for
incoll1sisteIrlcies
in
yO lllf
reSlcune
YOll1lr iO\l1alificatim1s.
You are upposed
pmviclc
3L1i1SWerrs to
lcheLr iC]ll1llestIIOI'lS.
TJlliat ill1lforrnation
couldl
w01flk agains1t you.
Teliepholl1le
ill1terview
are mereRy sCreell1lilmg il!1lterview me,mt to eliminate poorly qualiifieri
carw1icdlates
so
tll1at oll1lly
al
few are
lefi
for personali ill1terviews.
VOIlil
mJglht be calJed
suddlell1lly,
Of perlbaps al
telepihloll1le ca[[ to cJhlcck Oil l your resume migihlt rom mto
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JI}Juring
du: linterview
You s1hloulidl slblow s e f ~ c o n l f i d l e n c e arrJld arrJlswer t1hle interviewer's
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c Ee honest Tihle nmtervnewer wilTI
lln\\eely
checlk yOllJlf refere!l1ces.
D. Lllst them,
iliell1l
give examples wlhere YOiUl have dlemeJll1lstrated!
tI1ese
skiBs.
E The ndeaJl answer is OJDle offlexibility. However,
'Oe
hOJDlest. Give eX3l1ll1ples
describnll1lg
how
YOiUl
have
w
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U rfX
CAlliEJER OJPlORTIJNliTIJES liN
ADVJERHSliNG
Ad vertisill1g
is a creative,
f a s t ~ p a c e d lbtiglbt
profiJe
b'lllsill1ess.
The
maill1 fi.llll1c'tioll1 of
Ill1 ad vertisill1g
agelt1lcy
is
to
IUlse
Ibotlbt
imagill1atioll1
all1d
strategic
pliall1ll1ill1g
to d evdop memorablie
ad1vertisemell1ts
tlbtat
promote
salie
for ilie
clliell1t
compall1y. There are adlvertismg areas ill1
wlbticlbt
peoplie C3k'1l fill1dl ilieir Il1fclbte. AccolJ
'
ll1t
Mall1agemell1t, ACCOil.llll1t
JPlRall1ll1ill1g
all1dl Creative are jlUlst some of'dhtem.
ACC01l1lll1t Mall1agemell1t
ACCOlUlll1t Mall1agemell1t is
tlme
dlivisioll1
of all1 :JkQ vertisill1g agell1cy,
'Jlilbticlbt
has t
oversee the execU1l:nOIl1
of
aH
ilie aspects
of
311'1 a:d vertisill1g
campaigll1
ai 1ld maIl1age
thce
fnmm's reliatioll1s wiili its
dLe1l1lts.
AssistaLli1t AccolJmt
JExeclUltnve. As
all1 ASS1S'l:all1t AJE
yOUl
have t
assist
tlbte
AS wlth aIlllbtis or
lbter
Y01Ul are
sll1lpposed
to
worlk d irecdy
with yom
slUlpervisor to
d evdop
c2iJll1paiglt1i
strategies,
comlJnlJllt1iicate
dielt1it
1l1leed s to ilie Crealtive, Market Research teallJIIlS,
mdl
COlt1id IUlCt all1alliysis
ofthe oo1vertisiThg speThd ilt1ig
all1d colt1iSlUlmer
halbit.
WorJkill1g witlbt
d iffere1l1lt members ofilie other ad1vertisill1g
d epartmell1ts
wm hdp
yolUl
lieam
how to
mall1age
che1l1lts
all10
ilieir
acco1Jl1l1lts,
pliall1
ad1vertisilt1ig
strategies
all1d
olbtailt1i ilt fommatioJl11.
As
palrt of tlbte AccolJl1l1lt Mall1agemell1t
grolJlp
yOlJl should
lbtdp yOlJlr
fimm
d evdop
sll1lCCeSSflUlli
adlvertisilt1ig
strategies
all1d
oversee importall1t
aCCOlJl1l1lts.
ACCOillllt1lt JPllialrrmirag
ACCOlUlll1t JPlliallt'1lll1i1l1lg
foclUlses OIl1
e1l1lslUlrilt1ig the COIl1SlUlmer's perspective
LS fuilliy cOll1sidleredl 'wlbtefll advertisLLlg
is dlevdoped .
ACCOlUlll1t
pliall11l1lers
spelt1id
a liot oftime researclbti.lt1lg COlt1lsumer
psyclbtollogy
a l l 1 d 1 1 N ~ 1 t 1 l a \ n o u L
competitive satles, d emogmphics, etc.
ilt1l
all1
effort to stlUld y how commmers lJlse malr Ketirllg
comm1\.Illl1icatiolt1ls am to d evise lt1lew ways ofpitchilt1lg
ilt1lfommatiolt1l.
There
is
lt1lot a dealr career path ta the
positio1l1l of
acCOillllt1lt
pliall1lt1ier. Some
peoplie
come from a marJketilt1lg resealrclbt balclKgrolUllt1ld , whilie
otlbters
e1l1lter from o1\1ltside of
aidvertisilt1lg.
lifyo1\1l
Wall1t to d o this job yOIllL need t llt11terpret
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4. A
COilPywri1ter
is a lPerSOIl1 who:
A. writes cOlPies ofilie ad.
B.
COilPie
s ilie
00
C. writes ilie text of amt
adi.
lI Choose the correct meaning ofthe following words and expressions.
l.
lPitch
ill1formatioll1 a. coBeet ill1formatioll1
lb. eXjpress it ill1 a lPartticlUlliar stylle.
e.
shatrjpell1 ill1formatioll1
2. oversee
a. slUllPervRse
lb.
see
rrom
albove
c.
see relPeatedlly
3. dlevellop
a. dlevise
lb. maJke
smaliller
c. gem:rate,
pmdllUlce,
maJke sometlhill1g grow gradlllllaUy
4.
h i g h ~ p r o j i l l
a.
1l10ticealblle
way
oflbehavill1g/actill1g
so as
to attract
plUllbllic
attell1tioll1.
b.
pIaced:
high so as ta be seell1 from profille
c.
beill1g
ofhimscllfl11ersdf
III. Fill eac ? blank one ofthe words given above.
L Y
1Ul
mlUlst
emlPlioy someOll1e to ... the
IProject.
2.
He
is a ... pohticiall1 all1dl he is very carefw wiili his image.
3. A goodl
accOllmt pllamtll1er
sholUlM fiill1di a way of ....
4. We .,. ilie 1project from Oll1e of1rom's idleas.
V Match the words in column A with their definitions
in
B.
J aSSWll1e
a a d!istill1glUlRShRll1g
GllUlahty
or cbaracteristnc
2 aCGllUlire b
3Ill1
IUllPset of1l10rmall fumctioll1
3 besiege c to slUllPpose
somethRll1g
to be a fact
4 cope wRth dl exdlUldle by dleCRSROIl1
:;
dlisordler e to crowdl arolli"'1ldl; to ose
RIl
111
6
mile
OlUlt f to get or gaill1 lby
oll1e'
s effort
7 traRt g to dleali with probllems
B GRAMJvffAR
Modal Verbs.
Jf we liooJk at ilie verbs writtell1 ilITi itallics the text we
CaJt1l
see
t1hat they are modlall tha1: express
lITiecessity,
adlvice.
Giving advice. WhelITi we
wamtt
to give
adlvice
we IUlse tihle
modlali
verlbs should, to 3Ill1dl had better.
Should
3Ill1dl
shouldn't
give dlle slPeaJker's opilITiiolITi ofwhat is goodl or lbOO
actioL1,
therefore they express
the
speaJker's opilITiiolITi
alITidl are
oftell1lUlsedl
to express adlvice. We
C3Ill1
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UNHXTI
THE JPOWElR
f lOlECOYS
AlOl outilOlg witlbl yom nocal! rean esmte agelOlt can mustrnte tlllie poweJJfun impact
of
a decoy. At tlhe real!torr's
office, you are SIlliOWlOl picmres
3J1llldl
givelOl
descriptiolOlS
of
many
Illiomes
beautiJPJln
s p h t ~ n e v d s ,
roomy
mll11clllies, 3J lll
oM
Victorian. After de\temnill11ilOlg your m ~ e d l s ilie agelOl\t dlrives you to some
Illiomes
you
"miglill\t
findl
of i1'11\teres\t".
The firslt s\top is a
\tiltJly
t w o ~ e d r o o m
Illiouse
sittmg
01111
a ll11arrow lot Tlllie house
ll11eeds
a
ltJlew
coa!
of pailtJl\t;
ilie
iltJlterior
is
ill
disarray;
\the hll110neum iltJl
the
lkitcheltJl
is i!:n.llclkhltJlg; the IiviIllg
room carpe\t is wom; \tne mas\ter bedlroom is so
smaH
\tha\t
an a v e r a g e ~ s i z e d bedmom suite just wOlOl'l
fit.
WihteltJl
tlble
realtor
tdRs ycm
ilie
aslkiJrng
price,
y01l.l.
exd
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R. T1.hle reaRtor wiU llllsea
rllecoy
to ma1kehis
d1eltl.t
buy
ilie
ll10llllse
rea,ltor w:ants.
2.
J B l l l l m m e r ~ l b l l l l l f g e r was tlbte ftmrgerpreferred by most
swd!eltl.ts.
3 A d!ecoy is jllllst an O O l d i ~ i o l t l a R optioltl..
4.
COKlltext
is
'Used
to iKllfl'UelIJlce
o'UrperCelPtioKllsatKJld!j'Ud!gmeKllts.
ll Choose the correct meaning
ofthe
following words nd phrases
li.
d!'Umlb a. bhltl.d!
b.
dever
c.
stlllllPid!
2.
diRalPid!atedl
a. faHiKllgtolPieces
b. talkelt1l apart
c.
stolieltl.
3.
enJhlalllice a. nltl.ll1erit
b.1m;rease
c.
decrease
4. fit
a. pmvide
b. bring
c. aplPrOlPiliate
5 lilllllili a. cllliauruge
o:rue's
milIJldl
b. calm somebody by
d!eceptioltl.
c mdk
6. outiltl.g
a. slbtort,
IPReasaflt
trip
b.
date
c.
taJknltl.g
OlLllt
7.
d isarray a.
Ilmdressed
b. misplioced
c.
d!isonJler
8.
realltor a.persoltl.
wlhlo
bllllyS atKJld sdlis llliollllsesforothers
b.
persoltl.
wlhlo
ns rea.hstic
c.persoltl.wlhlobllllyS llliollllsesfor himselif!helfe1f
9. ft:mclkJed a.Il1llmdhed!
b. crumplied
c.wom
liO.
sll1ack
a.cll1ess
b.
former ruRer
of
iran
c. lf01!.I!gItJlliy 11JllliRt 'hm.:.seor
rull.llt
B
Grammar
Coltl.d!itioltl.a1lCliallllses.
ConditionalO This tYlPe
of
cOItl.d!itiomll.ii scltl.wltl.ced!escribes
wll1at
aliwayslhlappeltl.s. lit
has
ilie
foTIowilITi;
stmctllllre'
main
dalJ.se
i f ~ d a l l l l s e
presell1tsimplie/present COltl.tilDlll.lloll.lls/preseltl.t prescltl.tsimple
~ e r f e t
simplie
all'ld!
COItl.t1ltJ.l.UlOUS
The ifcl use may corne first orsecond!in a statcmelIJlt, asyOllll
Ca IJl see
from the
examplles
bdow. This
type of
cond!itiolIJlall
is llllsed!to d!escribegeneral tmrilis,
scielIJltific
processes.
e.g.
lifyOlUi
liowerthe temperatlllllfeofwater,
it
freezes.
Oii floats
yOllllpOllllr it
OlIJl water.
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1UNHXTITI
CJRJEAlnVHY
Readltlhis
\text
diclJlssiuilg ( , i f f ~ l \ J i t , \ ]
MaJlIy
peopJle
seem to
tll1in k
mat creativity is
pmdlJlcing
ilie Big Mea -
aim
idea fmm
nowll1ere
so
dever aJlId so profolJllmd tihlmt it aefines creattivityo BlJlt the instant Big ldea does not exist
Creativity,
atlt1ld
its task
of
gelt1leratilt1g ideas, is essentiaHy incrementat
Meas
come tlruolJ1gll1 a
series of smallli steps ar moves, They
Iouilid
upon each otll1er to prodhJlce
tll1e
finall idea, l'hc
tric k JRather
thatlt1l the creative idea Ioeing atlt1l instatlt1lt
revdatio:m,
it
wilili
more lii kdy Ioe characterized Ioy a haphazard
series of moves, steps aJlIdl
RllnJkages,
to creativiil:y atlt1ld creating new ideas is not how Y01.]
ili,ink
iUlp tI]'e
install1lt Big
Mea,
Iol Jlt rather what Yol Jl Catlt1l do to generate
rittlie
ideas, which calJm Ilater 10e combined im
some way
ro be
presented
as
a Big
Mea,
So how has the
notiolt1
of the Big Mea come albOl.llt?
One
explianation may
be
tnat it
lis
mucl1
more convenient to
Ioeheve
great creative peoplie somehow inmitiveliy
aJlId
inst
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A. Reading and vocabulary
1 Fill the blanks with information takenfrom the
text. You
will need to change the adjectives into
nouns:
The Them)'
o JR.oger
Speny
Left side o lhe brailllli JR.iglht sidie o the brailtll
hJl1lteUecmali
fimctioJl1ls/skms li) .
(5} '" ..
(2) . (6} .
(3} .
(4} .
1J Look at the text
andjindthe
words which mean the same as:
lhappeJl1liltllg Iby clhaltllce (paragraplh
2)
wlhiclh
doesJl1l't
calUlse
probliems,
slUlitablie
(para.
3)
lUlJl1lplieasaltllt,
Jl1lot
easy to deali wRili (para. 3)
liastiJl1lg lioJl1lger tlhaJl1l
lUlslUlaJl/Jl1leCessary
(para.
3)
to req1Ulire, to m ~ e d (para. 4)
someone ofilie same age/stahzs
as
you (para.
4)
dividied! (para. 5)
to
make sometlhing tess effective, to
weake'l1i gradlualJy
(para. 6)
giviJl1lg a liot o
dletailis,
compliica1l:edl (para. 7)
to lUlse a particlUlliar methodl (para.
lI . Decide whether the following sentences are true T) orfalse F):
li.
lBeRng
creative means lhavilt1lg
s1l1ldldlen
iJl1lspiratJion tlhat Ihefips yOlUl solve a JPirobliem.
2.
Peoplie
fiiJl1ld it dliffic1l1llit to admit iliat creativity is hlkdy to
be
tlhe reslUllit
oHllardl wor!k.
3.
PIR
practitioners slho1l1lldl dleJfendl tlhe idlea tlhat tJmey Calt1l
Ibe
iJl1lst3llilldy creative.
4.
Awareness oftl1e
dlleory
OftVliO
modles
oftlhouglht is Hkdy to lhe1p PIR
practitJiol1ers be
more
efficieJl11t
IV. You
are going to read a fragmentfrom a book called 'Web Production
for
Writers and
JOillrfl011 sts
written by Jason Whittaker. Choose the most suitable headingfrom lis tA - loreach part ofthe
article. There i5 an example at the beginning O).
Examplie:
li
O.
Make
yOllu
navngation
cOltlltrolis
consistent
A. Less is more
B. Three goRdlerlli ru1es fOf
Elllltemet dlesign
C froltlltioad
impoIr1t.aJrllt
material!
D.
JEval lUlate
Jl1lew
teclhnoiogies
E. Aliways coJl1lsid!er yolUlf m d i e m ~ e
li
Create a
tempTIate
dlesigJl1l
andl
tlheJl1l
stRclk to
Rt
so tlhat VRSRtOfS
areJl1l't confusedl
as
iliey move betweeJl1l
pages. YOlUl may ltlleedl dliffereltllt blUlttOltllS Oltll eadffi page, blUlt try 10 iocate liltlliks in
tlhe
same place.
1 4
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7/24/2019 Exploiting English Texts
24/24
2. CRaritry, ill1lteractivitry am!l
d!owll1llioadl
times. The most excntnll1lg
amd!
attractnve snte nll l il ie worlid wm
become a liot
lless
nll1lterestnfJlg
allJld!
attrnctllve
nfiUlsers lblave
to
want Ihallf allJllhOiUlr for pages
to d!ow;J1llload!.
Vnsntors
WallJlt a snte
iliat ns
a
plleasiUlre
to iUlse, snmplie to
lt1lavngate
dUOiUlglbl allJld!
lloadls tq[iUliclkJy
nll l ilienr
browsers.
3.
Bear iIm mind! durt most peoplie d!o
ll1lot
nave a 19 , or even a
li?",
mon.itor capabie
of
c1is!Jllaynng
JlO24x768
resoll1U!tiI01QS
or
Ihigher,
fiUlnniTIlg
the latest browser
OJIT
the fastest ]pm
or
G4 with a
4.
DOIlJl't overlloadl
yOlLlJIr page with fOll1lts,
gra]phnc allJld!
allJlimations. Not
onlly
CallJl these
take longer to
d!ownlloadl,
too
mallJly caiUlse
your site
ro
appear messy.
5.
Visitors ltend! to worik ltlhro1U!gh web
pages
very tq[1U!iciklly iUlnliess someiliill1lg grabs their
attell1ltioll1l,
so
yOD
sho1U!lldl pllace importallJlt materiallll1lear ilie
begill1lll1ling.
6.
]liJlst becaliJlse somethill1lg
is
avanllablle
on il ie Web
does nat meallJl
tnat
it is aiUltomaticaBy
your
snte.
'fest ll1lew nd!eas
allJld!
techllJlollognes before
l\.n;;ill1lg tlhem Oll l yom snte.
V. Related Word Groups
Looik at
tlhtese
eX1pfessioll1ls wndljparts oft:hte
bod!y:
dlrag
ymu
fee:tJJheds
= you
dloll1l't
hiUlrry to do
sometlhtill1lg because
you
dloll1l't wamt
to i t
lhtave
a chip
Oll l
ymrrr
slffiolllldler =
easilly become
offell1ldleo bec2\
l
l1tse of
J l l L l l l l e ~ s a J ] : I l t
have a dearlcoolllhead = thnll1lik dearlly iru a djifficiUlh
sltlLllatiotll
!hlalVe
1wo
lleft
fee1
=
10e
very
cIilUllnm,v
lhtave yOILlll;
ihlamds
fulill
= 10e very biUlSy
maike/plLIlllll
a face
=
challJlge yom expressnoll1l to
sihlow
yom fedmgs
ll1lot see
eye
to
eye
=
allways
dlnsagree wiili
sb.
plLllH
somebodly's lieg
=
make
fuu I
of sb.
PiUlt
YOiUlr
foot
ill1l
yOlLllr
mOlLlltihl = maike allJl embarrassill1lg Of !Jlpsettill1lg remarik
twist somebodly's ann
= perSlllladle s1o.
to
dlo
sili.
iliey dloll1l't WallJlt
to
do
Now
put
each ofth following words in its correct place in the sentences below. Some changes
may be necessary:
I sihloiUlllder
mOiUlth ann lleg hallJlOl foot
eye
n g h t ~ f i s t e l
ihleadl face lffied
li. YOTUl
wekome
somebodly
wiili
opell1l .
2. 'Whell1l
YOliJl
are
upset yOTUl ITlleedl a
10
cry
Oll1l.
3.
Wlhtell1l
yOTUl
are ll1lot gell1leIrOiUls YOiUl are
.
4. Wlhtell1l YOiUl \vislh somebody goodlllm;ik YOiUl
say:
'Breaik al
!'
5. He seemed lhtieacl over. .....
jnlove.
6. YOll
say 1lhtat
a
i t l l . l i a t r ~ o l l 1 l
gets
0111
of.
l,vlhtelil i t
becomes impossnblle to cOll1ltml.
7 t
OTUl
get solid
wlhtell1l
yOTUl are afraidl to
do
sometihlilltg yOTUl plaxmedl to
dlo.
8.
Wlhtell1l
yOILll
CaJll1't
llll1ldlerstamd
sometihtnll1lg
YOiUl
C3lll1l't
malke
ilwr
tanll
~ t
9.
Wlhtell1l YOiUl are
the
aprp1e
of
somelbodly'
s
YOiUl are
lloved very
mllleiht by
that
perSOf/,.
li O li
got bored
alt ltihle
paJtty -
tlble same olidl
.
li
li.
Did
yOlU Ifeadl fuis
somewlhelfe
or didl YOiUl jTUlst hear i t by wordl of. ?
JI05