Пособие. Учебное пособие по английскому языку уровень с1 Под общей редакцией А. А. Тычинского Издательство мгимоуниверситет

• Название: Учебное пособие по английскому языку уровень с1 Под общей редакцией А. А. Тычинского Издательство мгимоуниверситет
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Ex. 2. Match the words with definitions.

1. to resurrect	1. to defeat smb in a game or competition
2. to orchestrate	2. to make a bad situation worse
3. to jostle for smth	3. to look at various places one after another on the Internet
4. to wax and wane	4. to avoid smth difficult or unpleasant
5. avid (customer, reader, supporter)	5. negative, unpleasant, harmful
6. narrowcasting	6. a statement showing or saying that smth is not true
7. to thrive	7. to compete for smth
8. to sidestep (a problem, a question, an issue)	8. to become bigger and stronger and then smaller and weaker
9. adverse (comment, information)	9. to be very enthusiastic about smth you do regularly
10. to strike a chord with smb	10. to pass through or spread into every part of a thing, place
11. subterfuge	11. not interesting, exciting or original
12. to get to grips with a problem	12. to make smth exist again or to start to use smth again after it has disappeared, has been forgotten or stopped being used
13. to outgun smb	13. to make smb respond in an emotional way by feeling sympathy/pleasure
14. mainstay	14. the process of programming to a selected, highly defined demographic group
15. to permeate	15. to plan and organize a complicated event or course of action, so that it achieves the result you want
16. to mushroom	16. to gradually change and develop over a period of time
17. to fan the flames	17. to get smth by tricking people
18. detractor	18. the person of thing that smth depends on in order to continue or be successful
19. a rebuttal	19. the use of lies and tricks
20. standalone	20. to be very impressed and slightly confused by smth
21. unwieldy	21. bringing the best possible profits or advantages for the lowest possible cost
22. to scroll up/down	22. to become very successful, happy or healthy
23. bland	23. having a strong effect because of using clear simple language and not many words
24. platitude	24. a person who pays bad things about smb or smth in order to make him/her it seem less good or valuable
25. to be bedazzled by smth	25. not connected to anything else or depending on anything else
26. punchy	26. awkward to move or handle because it is large and heavy; difficult to use, manage or control
27. to get smth under/by false pretences	27. to start dealing with a problem seriously by getting a proper understanding of it
28. to surf	28. to move information on a screen connected to a computer in a continuous movement from bottom to top
29. to evolve	29. smth that has been said so often that it is no longer interesting and shows a lack o imagination
30. cost-effective	30. to increase or develop very quickly

Ex.3 Complete the words.

1. 
   The evidence is the new media trends w………a………w………much more rapidly than has been the case with traditional media.
   
2. 
   They t………in the invigorating mountain air.
   
3. 
   The play is a b………mixture of clichés embedded in a tired plot.
   
4. 
   Some antiquated low was r………in order to prevent their using the land for grazing.
   
5. 
   We had to resort to a little harmless s………to organize her birthday trent without her finding out about it.
   
6. 
   He felt the warmth p………every limb.
   
7. 
   David remains the m………of the sales force.
   
8. 
   The huge oil tankers, though economical, often proved u………in the ports they visited.
   
9. 
   My friend is an a………reader.
   
10. 
    New housing estates have m………on the edge of the town.
    
11. 
    The whole campaign was carefully o………by the London-based PR firm.
    
12. 
    Politicians are good at neatly s………reporters’ questions.
    
13. 
    After a long campaign, the Duke of Wellington’s army o………Napoleon.
    
14. 
    It’s a very uninspiring speech, full of p……….
    
15. 
    Little wonder that the play s………a c………in the hearts of the both the young and the old.
    
16. 
    One way of handling persistent d………is to get them outside.
    
17. 
    It’s probably better for an organization not to respond to online complaints and criticism as there is a danger of f………t………f……….
    
18. 
    Some organizations have tried to join the blogosphere in order to post a r………on the offending blog.
    
19. 
    It is essential for PR people not to be b………by new media, important though they are.
    
20. 
    The text provides p………summaries of the plots of Shakespeare’s plays.
    
21. 
    Computer software will continue to e………in response to user’s needs.
    
22. 
    Tweeter is used as a part of a multi-media strategy rather than as a s………device.
    
23. 
    It’s very hard to manage a large u………bureaucracy.
    
24. 
    He obtained money from her u…f…p….
    
25. 
    She had pleasant but rather b………features.
    
26. 
    The glass industry still t………here.
    
27. 
    His a………supporters claim that the charges against him are politically motivated.
    
28. 
    Berry had one last chance to r………his international career.
    
29. 
    Ten teams will j………f………the trophy.
    
30. 
    Online media are good for what is called n……….
    

Ex. 4 Translate the following words and word – combinations from Russian into English using the active vocabulary.

Опора (оплот); негативные комментарии; подлить масло в огонь; возродить старые обычаи; процветать (преуспевать) в бизнесе; страстный почитатель искусства; уклонять от (избегать) прямых вопросов; срежиссировать предвыборную кампанию; клеветник (недоброжелатель); автономное устройство; невыразительная (заурядная) внешность; стремиться к власти; уловка (отговорка); проникать (распространяться) повсюду; найти отклик у к-л; сочуствие (понимание); банальные (избитые) слова; непомерно раздутая бюрократическая система; опровержение; эффективное по затратам производство; заполучить деньги обманным путем; эффектное (яркое) выступление; претерпевать изменения; быть потрясенным и слегка смущенным (сбитым с толку); скучный доклад; расти быстрыми темпами; заядлый читатель детективов; победить противника на выборах; трудно управляемый процесс; неблагоприятная погода; преступить к рассмотрению данного вопроса; занудный фильм.

Ex.5 Translate the following sentences from English into Russian.

1. This incident could fan the flames of rebellion.

2. Very few plants thrive in very wet or very dry soil.

3. One of the marketing techniques of PR firms is to claim that are surfing the latest trend.

4. It is a case which has shocked America and one which has struck a chord with every family which has agonized over low much freedom teenagers should be allowed.

5. Unless the information is very interesting or important to them people are unlikely even to want to scroll down.

6. These advertisements are pretty, but not punchy at all.

7. Websites belonging to big organizations grow too large and unwieldy for PR practitioners to exert full control.

8. This soup is too bland for me.

9. PR’s traditional targets are affluent people and opinion formers who are avid customers of line media.

10. The replacement of historic features will have an adverse effect on the appearance of the building.

11. Greed seemed to permeate every level of society.

12. She felt near to tears and attempted to come to grips with the situation by firing off a lot of questions which the doctor tried to answer.

13. Antiques often lose their value entirely if they are resurrected.

14. Don’t sidestep your responsibilities.

15. Her dream was to jostle for victory in the Olympics.

16. The champion outgunned the contender in a ten-round match.

17. Tourism is the mainstay of the economies of many countries of the world.

18. In rebuttal, the defence tried to prove that the witness for the prosecution had been bribe.

19. Local people are tired of platitudes about lack of money and want action.

20. His detractors keep on asserting that is doomed to failure in the forthcoming election.

21. The British political system has evolved for many centuries.

22. Pavarotti was bedazzled by a 20 minute standing ovation.

23. The number of young people who smoke have mushroomed recently.

24. As a rule political campaigns are orchestrated by lobbyists who have long employed divide-and-rule tactics.

25. He tied to get close to her under the false pretence of examining the pictures on the wall.

26. I’m slowly getting to grips with the language.

27. The glass industry still thrives there.

28. By setting up an effective website you can quickly and cost-effectively inform and even sell to customers.

29. She had pleasant but rather bland features.

30. For something kike acute pneumonia, Western antibiotics may be faster and more cost-effective.

Ex.6 Translate the following sentences from Russian into English using the active vocabulary.

1. 
   Министр очень искусно уходила от вопросов, касающихся ее отставки.
   
2. 
   Предложение оппозиции потерпело сокрушительное поражение в Конгрессе.
   
3. 
   Чтобы иметь существенное значение критические замечания должны содержать комментарии, которые находят отклик у аудитории.
   
4. 
   Клеветники (злопыхатели) заявляют, что она в действительности не понимает простых людей.
   
5. 
   Характер экономической политики является тревожным сигналом того факта, что страна не способна серьезно приступить к рассмотрению реальных (истинных) проблем.
   
6. 
   Он заявил, что экстремистские организации на западе активно подливали масло в огонь на востоке.
   
7. 
   В своем энергичном и немногословном выступлении, он, прежде всего, обрисовал свои планы на предстоящий год.
   
8. 
   Они надеются, что переговоры в области торговых отношений могут развиться (перерасти) в политический диалог.
   
9. 
   К своему удивлению они обнаружили, что по затратам более эффективно импортировать двигатели из Испании, чем производить их там.
   
10. 
    Супермаркеты используют самую разнообразную тактику, чтобы привлечь внимание заядлых покупателей.
    
11. 
    Эти два кандидата соревнуются за получение голосов избирателей.
    
12. 
    Пожалуй, нам следует возродить (вернуть к жизни) практику привязывания хулиганов, вандалов и малолетних преступников к позорному столбу на рыночной площади.
    
13. 
    В ответ на это предложение последовали многочисленные нелестные комментарии.
    
14. 
    Чувство печали пронизывает всю его музыку.
    
15. 
    Дела у компании идут очень успешно, с тех пор как мы перевели завод в Шотландию.
    
16. 
    Газета весьма скупо (тривиально) осветила предвыборную кампанию.
    
17. 
    Свидетель пытался уклониться от вопросов адвоката.
    
18. 
    Сельское хозяйство по-прежнему главная опора экономики страны.
    
19. 
    Выступавший оратор говорил очень долго, но так и не приступил к рассмотрению данного вопроса.
    
20. 
    Создание мэром комиссии с целью расследования коррупции в полицейских кругах, еще более усугубило и без того трудную ситуацию, что привело к негодованию, которое в итоге переросло в расовую ненависть.
    
21. 
    Мы обменялись несколькими банальными фразами о работе и погоде.
    
22. 
    Каждый из заводов функционирует как самостоятельное (автономное) предприятие.
    
23. 
    Из-за неблагоприятных погодных условий, строители не смогли приступить к работе.
    
24. 
    Он заполучил наследство своего дальнего родственника обманным путем и потратил все деньги менее, чем за год.
    
25. 
    Кто-то пытается тщательно спланировать и организовать гибель (крах) нашей компании.
    
26. 
    Торговля между двумя странами резко увеличилась (возросла) за последние несколько лет.
    
27. 
    Каждый день она часами сидит в Интернете.
    
28. 
    Она была поражена и в то же время смущена его предложением помочь ей.
    
29. 
    Экспорт нефти – оплот экономики.
    
30. 
    Хотя он и не лгал, он прибегал к любой уловке, только чтобы не говорить правду.
    

Ex. 7 Translate the following texts from English into Russian.

(http://www.aspectuspr.com/intelligence/pr-forefront-lead-generation-digital-age)

PR at the forefront of lead generation in the digital age

The convergence of media content, Search Engine Optimisation (SEO) and sales engagement is the new hotspot for PR. Now for the first time, PR can be used as a real driver for lead generation across all business environments and demonstrate […]

by Aspectus PR

The convergence of media content, Search Engine Optimisation (SEO) and sales engagement is the new hotspot for PR. Now for the first time, PR can be used as a real driver for lead generation across all business environments and demonstrate a clear return on investment.

Bottom line is that PR agencies have often struggled to demonstrate real value to sceptical Finance Directors. Coverage by the column inch has never really cut it as a serious form of measurement because too many questions remain unanswered. Chief among them has always been: so, when it comes down to it, as a business, what do we really get from all this coverage?

In response, PR has tended to lay dubious claim to misty areas such as brand building, profile raising and long-term attitudinal or behavioural change as essential elements of the PR value proposition. The problem has always been that, at best, PR can only really claim a partial role in any of these; and secondly, there is no reliable way of attaching any kind of measurement of its precise contribution to them.

On the other hand, mention the idea of associating an investment in PR with anything as down-to-earth and clearly measurable as generation of sales leads and agency account directors tend to go all wobbly and call for the smelling salts.

But at Aspectus PR, with our new model for integrating PR-led media content with search optimised websites and the creation of traffic to key sales engagement pages and opportunities, we are more than happy to hang our value-for-money hat on lead generation.

Our Search Integrated Communications (SINCOM) model, which is now used by more than half of Aspectus PR’s clients, is a process and method for creating a direct link between PR content and lead generation. It has been perfected over the last 12 months and we now have a substantial body of success stories and case studies.

The SINCOM process is detailed and rigorous rather than complex. It starts with an agreement on key messages: the things a client really wants to get into the ears of decision makers in their target markets. These can be quite raw; but they must be arresting, original and clear.

The next stage is developing these core messages into PR storylines to create platforms for all outbound media content, perhaps over a six or 12 month period. This leads on to a complete review of a client’s target keywords and the creation of a new keywords tree, starting with the top search terms and working down to longer tailed, more complex phrases at the bottom of the tree.

At this point, under the SINCOM process, we conduct a complete review of a client’s website. We focus on structure, content and how well engineered the site is for PR-driven sales engagement. Through our work in this area, we have developed a detailed knowledge of what works and what doesn’t and – more importantly – the best way of pushing new PR-driven visitors into sales engagement.

After any structural changes that are needed have been made to the client’s website, development of the PR content can begin in earnest alongside strategies for mainstream media and social media. We try and encourage clients who are inexperienced with, or nervous about, social media not to get too hung up about it. In terms of SINCOM, engagement with social media is simply a means to an end; the Google robots like it, so it helps improve search performance and drives quality traffic to the target website.

Benchmarking is important at the start of a campaign. This means looking in detail, not just at the volume of current web traffic, but analysing how long visitors stay, what pages they look at, what files they open, what videos they watch and so on. Examining and learning from these patterns of visitor behaviour are crucially important in this process.

As the campaign progresses, Google Analytics will reveal a great deal about how well it is working and what needs to be adjusted. Indeed, being flexible and prepared to change elements of the content and keywords in response to traffic data are key characteristics of SINCOM.

SINCOM is like an engine: all the component parts need to be working for it to fire properly. And since we designed and built SINCOM, we know exactly how to engineer and maintain it.

But if there is one element of SINCOM that has to be spot on for the whole thing to work, it’s the quality of the content. One of the great things about SINCOM – and indeed the crossover between the web and mainstream media – is that fantastic ideas and compelling copy are still what really count in PR.

The fact that you can get so much more value out of PR content and, using Aspectus PR’s SINCOM model, use it to drive sales in a way that has never been possible before, makes this profession more exciting and relevant today than it ever has been before.
(http://service.prweb.com/how-it-works)