Strategii Al Comunicarii Limba Engleza An I Sem I Si II

Facultatea de Jurnalism i tiinele Comunicrii Universitatea din Bucureti
Specializarea tiinele Comunicrii

Nivel licen
Strategii ale comunicrii eficiente n limba englez

Semestrele I i al II-lea
Titular de curs:
asist. univ. Drd. Aurelia Ana Vasile
tiinele Comunicrii
Acest material este protejat prin Legea dreptului de autor i a drepturilor conexe nr. 8 din 1996, cu modificrile ulterioare. Dreptul de autor i aparine Aureliei Ana Vasile. Facultatea de Jurnalism i tiinele Comunicrii, Universitatea din Bucureti, are dreptul de utilizare a acestui material. Nici o parte a acestui material nu poate fi copiat, multiplicat, stocat pe orice suport sau distribuit unor tere persoane, fr acordul scris al deintorului dreptului de autor. Citarea se face numai cu precizarea sursei.
tiinele Comunicrii
INTRODUCERE
Cursul Strategii eficiente ale comunicrii n limba englez urmrete s dezvolte abiliti de comunicare public i de mas eficient n limba englez, n domeniile jurnalism, relaii publice i p ublicitate, prin nvarea unor tehnici adecvate, a unor repere generale ale eficienei n comunicarea public i de mas.
Prezentare general:
Strategii eficiente ale comunicrii n limba englez este un curs practic, mpletind aspecte care in de domeniul lingvistic (structuri gramaticale, elemente de vocabular i de stil specifice jurnalismului de limb englez) cu cele care se refer la specificul cultural al presei, relaiilor publice i publicitii n limba englez. In cadrul mai larg al planului de nvmnt pe parcursul studiilor universitare, cursul este de tip introductiv urmrind s i familiarizeze pe studeni cu trsturi dominante ale presei de limb englez n funcie de tipologia media. NOTA: Toate exercitiile si temele prevazute in cadrul tutoratelor vor fi efectuate si prezentate de catre studenti la datele la care sunt planificate aceste tutorate si rezidentiate. Temele predate cu intarziere nu vor mai fi luate in considerare la notare, rezultnd n imposibilitatea participrii la examen, fiind condiie de intrare n examen a studentului.
V doresc SUCCES!
tiinele Comunicrii
Unit 1. THE MEDIA SPHERE PLANET

1. PRINT AND BROADCAST JOURNALISM
CUPRINS
Obiectivele unitii de nvare nr. 1 1.1 Cunoaterea n limba englez a conceptelor fundamentale d in domeniul comunicrii eficiente n mass media. 1.2 Cunoaterea unor structuri lingvistice specifice comunicrii mass media eficiente. 1.3 nelegerea, cunoaterea i aplicarea unor principii i tehnici ale comunicrii eficiente n limba englez.
Obiectivele unitii de nvare 1
Dup studiul acestei uniti de nvare studenii vor reui S defineasc/ s neleag n limba englez noiuni i concepte fundamentale specifice comunicrii eficiente n mass media. S neleag, s cunoasc i s aplice principii i tehnici ale comunicrii eficiente n limba englez. S cunoasc vocabular i modaliti de exprimare specifice n limba englez pentru domeniul mass media.
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The Media Sphere Planet
Unit 1. THE MEDIA SPHERE PLANET

1. PRINT AND BROADCAST JOURNALISM
Journalism is a discipline of collecting, analyzing, verifying, and presenting news regarding current events, trends, issues, and people. Those who practice journalism are known as journalists. News-oriented journalism is sometimes described as the "first rough draft of history" (attributed to Phil Graham), because journalists often record important events, producing news articles on short deadlines. While under pressure to be first with their stories, news media organizations usually edit and proofread their reports prior to publication, adhering to each organization's standards of accuracy, quality and style. Many news organizations claim proud traditions of holding government officials and institutions accountable to the public, while media critics have raised questions about holding the press itself accountable. Reporting Journalism has as its main activity the reporting of events stating who, what, when, where, why and how, and explaining the significance and effect of events or trends. Journalism exists in a number of media: newspapers, television, radio, magazines, and, most recently, the World Wide Web, i.e., the Internet. The subject matter of journalism can be anything and everything, and journalists report and write on a wide variety of subjects: politics on the international, national, provincial and local levels, economics and business on the same four levels, health and medicine, education, sports, hobbies and recreation, lifestyles, clothing, food, pets, sex and relationships.... Journalists can report for general interest news outlets like newspapers, news magazines and broadcast sources; general circulation specialty publications like trade and hobby magazines, or for news publications and outlets with a select group of subscribers. Journalists are usually expected and required to go out to the scene of a story to gather information for their reports, and often may compose their reports in the field. They also use the telephone, the computer and the internet to gather information. However, more often those reports are written, and are almost always edited, in the newsroom, the office space where journalists and editors work together to prepare news content. Journalists, especially if they cover a specific subject or area (a "beat") are expected to cultivate sources, people in the subject or area, that they can communicate with, either to explain the details of a story, or to 5
provide leads to other subjects of stories yet to be reported. They are also expected to develop their investigative skills to better research and report stories.
Print journalism Print journalism can be split into several categories: newspapers, news magazines, general interest magazines, trade magazines, hobby magazines, newsletters, private publications, online news pages and others. Each genre can have its own requirements for researching and writing reports. For example, newspaper journalists in the United States have traditionally written reports using the inverted pyramid style, although this style is used more for straight or hard news reports rather than features. Written hard news reports are expected to be spare in the use of words, and to list the most important information first, so that, if the story must be cut because there is not enough space for it, the least important facts will be automatically cut from the bottom. Editors usually ensure that reports are written as tightly as possible. Feature stories are usually written in a looser style that usually depends on the subject matter of the report, and in general granted more space (see Featurewriting below). News magazine and general interest magazine articles are usually written in a different style, with less emphasis on the inverted pyramid. Trade publications can be more news-oriented, while hobby publications can be more feature-oriented.
Broadcast journalism Radio journalists must gather facts and present them fairly and accurately, but also must find and record relevant and interesting sounds to add to their reports, both interviews with people involved in the story and background sounds that help characterize the story. Radio reporters may also write the introduction to the story read by a radio news anchor, and may also answers questions live from the anchor. Television journalists rely on visual information to illustrate and characterize their reporting, including on-camera interviews with people involved in the story, shots of the scene where the story took place, and graphics usually produced at the station to help frame the story. Like radio reporters, television reporters also may write the introductory script that a television news anchor would read to set up their story. Both radio and television journalists usually do not have as much "space" to present information in their reports as print journalists.
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Journalism's Role In the 1920's, as modern journalism was just taking form, writer Walter Lippmann and American philosopher John Dewey debated over the role of journalism in democracy. It is important to understand their differing philosophies. Walter Lippmann understood that journalism's role at the time was to act as a mediator or translator between the public and policymaking elites. The journalist became the middleman. When elites spoke, journalists listened and recorded the information, distilled it, and passed it on to the public for their consumption. His reasoning behind this was that the public was not in a position to deconstruct a growing and complex flurry of information present in modern society, and so an intermediary was needed to filter news for the masses. Lippman put it this way: The public is not smart enough to understand complicated, political issues. Furthermore, the public was too consumed with their daily lives to care about complex public policy. Therefore the public needed someone to interpret the decisions or concerns of the elite to make the information plain and simple. That was the role of journalists. Lippmann believed that the public would effect the decision making of the elite with their vote. In the meantime, the elite (i.e. politicians, policy makers, bureaucrats, scientists, etc.) would keep the business of power running. In Lippman's world, the journalist's role to the public informed of what the elites were doing. It was also to act as a watchdog over the elites as the public had the final say with their votes. Effectively that kept the public at the bottom of the power chain, catching the flow of information that is handed down from experts/elites. John Dewey, on the other hand, believed the public was not only capable of understanding the issues created or responded to by the elite. In fact, it was in the public forum that decisions should be made after discussion and debate. When issues were thoroughly vetted, then the best idea would bubble to the surface. Dewey believed that journalists not only had to inform the public, but should report on issues differently than simply passing on information. In Dewey's world, a journalist's role changed. Dewey believed that journalists should take in the information, then weigh the consequences of the policies being enacted by the elites on the public. Over time, his idea has been implemented in various degrees, and is more commonly known as " community journalism ." This concept of Community Journalism is at the center of new developments in journalism as it takes the classical approach to the news up to a totally new level. In this new level, journalists are able to engage citizens and the experts/elites in the proposition and generation of content. Connections are essential. In order to create this newsroom environment everyone must be on the same level, underscoring the importance of equal footing. It's important to note that while there is an assumption of equality, Dewey still celebrates expertise. Dewey believes that the shared knowledge of many is far superior to the one's individual knowledge. Experts and scholars are welcome in Dewey's framework, but there is not the 7
hierarchical structure present in Lippman's understanding of journalism and society. According to Dewey, conversation, debate, and dialogue lay at the heart of a democracy. John Dewey's thoughts are rendering the term audience in the past, as "audience" implies a passive role in the spread of information. Lippman's journalistic philosophy is ideal in the field's conventional model, however, Dewey's approach is more likely to sustain the profession.
2. HEADLINES AND LEADS

A headline is text at the top of a newspaper/magazine article/story, indicating the nature of the article below it. Headlines may be written in bold, and are written in a much larger size than the article text. Headline conventions include normally using present tense, omitting forms of the verb to be as auxiliary (and omitting auxiliaries) in certain contexts actually, omitting auxiliaries -and removing short articles like "a" and "the". Most newspapers feature a very large headline on their front page, dramatically describing the biggest news of the day. A headline may also be followed by a smaller secondary headline which gives a bit more information or a subhead (also called a deck or nutgraf/nutgraph in some areas). Headlines are generally written by copy editors, but they may also be written by the writer, the page layout designer or a news editor or managing editor. Occasionally, the need to keep headlines brief leads to unintentional double meanings. For example, if the story is about the president of Iraq trying to acquire weapons, the headline might be IRAQI HEAD SEEKS ARMS. Or if some agricultural legislation is defeated in the United States House of Representatives, the title could read FARMER BILL DIES IN HOUSE. In headlines short and emotive words are preferred. Make them unique and specific brief, catchy, to the point Each headline must be unique; choose specific details which describe a unique news event. Make them short Headlines are as short as possible. Therefore, articles and auxiliary words are usually dropped Use verbs A headline is at its essence a sentence without ending punctuation, and sentences have verbs (should be active). Use downstyle capitalisation Downstyle capitalisation is the preferred style. Only the initial word and proper nouns are capitalized.
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In upstyle headlines, all nouns and most other words with more than four letters are capitalized. Downstyle: "Powell to lead U.S. delegation to Asian tsunami region" Upstyle: "Powell to Lead U.S. Delegation to Asian Tsunami Region". Write in a rather neutral point of view headlines should not be biased in tone or word choice Tell the most important and unique thing Article titles should consist of a descriptive and enduring headline. As a series of stories on a topic develop, each headline should convey the most important and unique thing about the story at that time. For example, "Los Angeles bank robbed" is an unenduring headline because there will likely be another bank robbery in Los Angeles at some point. Instead, find the unique angle about the story you are writing and mention that: "Thieves commit largest bank robbery in Los Angeles history", or "Trio robs Los Angeles bank, escapes on motorcycles". Use present tense Headlines (article/story titles) should be preferably written with verbs in the present tense (even when they are about people who died: X Dies at 85). Man confesses to killing 7 in Missouri Associated Press 21 Aug. 2006 The infinitive is used to express future meaning: Police in Britain Thwart Plan To Blow Up Flights Headed to the U.S.; Secretary Chertoff Holds Press Conference, Aired August 10, 2006 - 08:00 ET on the CNN TV station Past Tense: Suspected killer nabbed near Va. Tech, Associated Press /22Aug.2006 Use active voice - News is about events, and generally you should center on the doers, and what they are doing, in your sentence structure. Active voice is "Leader goes to shops" whereas passive voice, to be avoided, would be "Shops visited by leader". A quick check is try to word your sentences to avoid verbs ending in 'ing' and look for 'be verbs', e. g. : 'are going to' can easily be converted to 'will' or simply 'to'. Rather than "More criminals are going to face execution in 2005", if we put "More criminals to face execution in 2005" or "More criminals face execution in 2005" a better sense of immediacy is conveyed. Try to attribute any action to someone "Insurgents shoot U.S. troops in North Baghdad" is better than "U.S. troops shot in North Baghdad". Avoid jargon and meaningless acronyms Avoid uncommon technical terms, and when referring to a country or organization, use its full name rather than acronym, unless the acronym is more common than the full name (e. g. : NASA, CIA, AIDS) or length is prohibitive. Use comma, not 'and' or '&' Often the word 'and' may be substituted with a comma ','. Example: "Powell and Annan set 9
international goals for aid" could be written: "Powell, Annan set international goals for aid" Headline Vocabulary Newspaper word Meaning
aid alert smb. attack axe back bar ban be off than expected bid bite blast blaze blitz blow boom boost encourage boss / head bug call (for) clash cop crook curb cut dash journey 1. The Media Sphere Planet power
help, assistance warning to be on the lookout for criticize cut, remove support exclude, forbid prohibition decrease, appear less attempt explosion fire investigation set-back disappointment increase incentive, manager, director disease, infection, virus demand dispute policeman criminal restrain, limit reduction hurried
deadlock agreement deal drama decry drive eye to investigate envoy fear expectation fight flee smth. gems go-ahead go institutions) haul or gathered hit criticize hold custody horror hurdle jail key kid killing manslaughter, murder lag, a lag lash link loom threatening) agreement disagreement
failure to reach
tense situation condemn publicly campaign, effort look at eagerly, as an objective, or ambassador anxious disagreement to run away from jewels approval to be knocked down; sold (of property); dismantled (of quantity of smth which has been gained, stolen, seized increase, especially in costs affect badly,
hike, a hike
to detain in police horrifying accident obstacle to imprison essential, vital child incident of delay, slow down to attack verbally connection to approach (of smth.
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mob uncontrolled crowd move desire end muscle net no nuke ordeal experience oust overhaul parts in a system system (noun) panel peril plea pledge ploy plunge poll press smth. probe punch quit raid rap reprimand riddle rocket row scare seek to obtain shock shun 1. increase investigation power leave, resign commission danger nuclear power step
large gang, towards a
to capture refusal, rejection painful push out repair/change necessary the necessary in a
changes/repairs
strong request to promise clever activity dramatic fall election/public opinion survey to insist on
to enter and search strong criticism, mystery, puzzling incident disagreement, argument alarm, panic to request, look for, try unpleasant surprise deliberately avoid The Media Sphere Planet
slam, slate slash extreme degree smash snub soar dramatically spark beginning of a fire stance storm strife stun swoop talks teeth threat toll tout tragedy urge strongly vow wed win woo
to criticize severely reduce, cut an to break up, destroy to turn down, to reject to increase cause, initiate, like the publicly stated opinion violent disagreement conflict to surprise greatly, to shock investigation discussions power danger number of people killed praise fatal accident ending in death to recommend promise, threaten marry to gain, to achieve to try to win the favor of
GRAMMAR STRUCTURES
The Noun: irregular plural of nouns (child children, oxoxen, manmen, womanwomen, footfeet, toothteeth, goosegeese, louselice, mousemice; ); spelling irregularities (Nouns which receive -es at the plural form, end in : 13
a)-sh: flashflashes; b)-ss: kiss-kisses; c)-ch: watch-watches; d)-x: box-boxes; e)-z: buzz-buzzes; f)-consonant + o:tomato-tomatoes; g)-consonant + y (yi):fly-flies; h)-f/-fe (fv): wife-wives, leaf-leaves. nouns borrowed from Latin and Greek (datum-data, addendumaddenda, thesis-theses, synthesis-syntheses, analysis-analyses, basis-bases, focus-foci, genius-genii, stimulus-stimuli, traumatraumata, schema-schemata, phenomenon-phenomena, criterion-criteria, matrix-matrices, appendix-appendices); nouns that have the same form both in the singular and in the plural: series-series, species-species, means-means.
Irregular Verbs: understand, be, make, give, think, have, read. PRONUNCIATION: inherent [in'hirnt], coherent [ku'hirnt] Auxiliaries BE, DO, HAVE I)BE SIMPLE PRESENT I am You are He/She/It is We are You are They are SIMPLE PAST I was You were He/She/It was We were You were They were
II.)DO SIMPLE PRESENT SIMPLE PAST
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I do You do He/She/It does We do You do They do
I did You did He/She/It did We did You did They did
III.)HAVE SIMPLE PRESENT I have You have He/She/It has We have You have They have SIMPLE PAST I had You had He/She/I had t We had You had They had
The Simple Present Use: Habitual, repeated actions in the present; Permanent situations; General truths; Timetables/ official programmes (with future meaning). Time Expressions: (expressing frequency) never, always, sometimes, often, usually, seldom (rarely); every day/week.
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Practice: Article writing: headlines and leads

A. Translate the following headlines into Romanian, and mention the English headline specifics that you may identify for each of them. Use a dictionary if needed.
Headline
Romanian translation
Specifics
1. Suspected killer nabbed near Va. Tech
2. Iran wants to talk but keep nuke program 3. Police in Britain Thwart Plan To Blow Up Flights Headed to the U.S.; Secretary Chertoff Holds Press Conference 4. U.S. says Iran proposal falls short 5. Annan snubbed, ignored in Iran meeting 6. Turkey pledges peacekeepers for Lebanon 7. Bush touts progress since 9/11 attacks 8. Hurricane Lane roars toward Baja 9. Negotiations on terror legislation snag 10.Thailand's PM ousted in military coup 1. The Media Sphere Planet
11.Gen. says U.S. may boost forces in Iraq 12.Abducted newborn found; Woman arrested
13.Congress unlikely to pass wiretapping 14.White House said to bar hurricane report 15.NYC mulls ban on trans fats in eateries
16.Footage of Irwin's death will never air, says wife
Suggested structure of a story/an article: a. Headline : brief, catchy, to the point b. Deck: optional, possibly a blurb, adds important/interesting info c. Lead: the 5/6 special questions answered (bigger font type) d. Nut graph: (focus graph) par that explains the point of the story what the story is about, sometimes replaced by a summary lead e. More Wh- questions answered B. Write a lead for the facts below: Who: Three boaters What happened: two killed, the third injured when boat capsized When: Sunday Where: Lake Harney, Florida Why: High winds and waves How: explained later in the story C.Article no.2 1. He has also resigned from the judicial committee of the governing 17
body of the RAC motorsports council. 2. Magistrates at Blandford in Dorset were told Aspinall had a blood alcohol level of 122mg. The legal limit is 35mg. He admitted drinkdriving and was fined 1,800 and told his ban could be cut by six months if he takes driver-rehabilitation course. 3. Now his career is in tatters. He has resigned as a crown court recorder, a part-time judge, and faces a Bar Council disciplinary hearing which could mean being suspended from practising as a barrister or even thrown out of the profession. 4. In Whos Who he lists his recreations as motor sports and being with my wife and friends at the Drax Armsthe country pub near his home in Spetisbury, Dorest, where he is a popular regular. 5. Aspinall, 50, who worked as a lorry driver before becoming a lawyer, was more than three times over the limit when he caused a crash on Good Friday. 6. A judges entry in Whos Who listed his passions as cars and drinking with friends. Yesterday these twin interests landed John Aspinall QC in court, where he was banned from the road for two and a half years for drink-driving.
Right order of paragraphs:
1st
6th
Practice
Grammar Structures Insert the missing noun forms (either plural or singular) in the table below: SINGULAR analysis priority process PLURAL addenda diagnoses
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hypothesis genius schema datum life woman stimulus phone-booth letter-box millenium
foci phenomena , appendices teeth children series
Arrange the expressions of time in the right place on an axis which has 0% marked at one end, and 100% at the other end, to express frequency. 100% always ... ...
0% Form: Affirmative (no auxiliary !): Add -s or -es to the short infinitive of the verb, at the 3rd person singular. 19
Verbs which receive -es at the 3rd person singular, end in : a)-sh: washwashes; b)-ss: miss-misses; c)-ch: search-searches; d)-x: mix-mixes; e)-z: buzz-buzzes; f)-consonant + o:do-does; g)-consonant + y (yi):fly-flies. Give the simple present third person singular form of the following verbs: smile; fix; travel; match; go; caress; cry; pray; teach; crash; fry; do; scratch; try; admit; deny; say; hiss. Interrogative: Do/Does + Subject + Verb? Negative: Subject + do/does + not + Verb (short form: dont/doesnt).
PRACTICE (bibliography) Grammar exercises from: G. Gleanu, Exerciii de gramatic englez, Editura Albatros, 1980 (sau reeditri mai recente), paginile 6 -7, sau V. Evans, Round-up 4, Longman, 1993, paginile 3-8, sau N.Coe, Grammar Spectrum 3, Oxford Univ. Press, 1995, paginile 6-7, sau alte volume cu exerciii de gramatic. 1.Choose the most appropriate words underlined: A persons life stimuluses/stimuli. consist/consists of series of responses to
Each area of human relationship requires/require intensive and extensive study based on some hypothesis/hypotheses. The psychologists functions is/are to discover the basic principles of psychological phenomena/phenomenons. The research maladjustment. datums/data shows/show overt symptoms of
1.Write/Say at least four things that you usually, often, always do, and other four that you dont do/never do.
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2.Make up affirmative, interrogative or negative sentences as suggested by the hints below: She/always/approach/a hypothesis/thoroughly. /his parents/approve of/ his behaviour? What kind of data /she/obtain/whenever/she/apply/such a test? A child/not evolve/normally in an aggressive environment. He/seldom/speak/in terms of/his own life experience. A researcher/usually/show/special interest in the adjustment problems.
PRACTICE I. Match the abbreviations in column A to their explanations in column B:
A BBC
B Bachelor of Arts Object Linking and Embedding General Meeting Doctor of Philosophy Television The United Nations Educational, Scientific & Cultural Organisation Very Important Person British Broadcasting Corporation Long-playing record Program Information File The Microsoft Network Basic Input/Output System
GOP TB LP UN FBI
TV BA UNESCO MSN IBM Hi-Fi
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PIF BIOS VIP GM PhD URL OLE
International Business Machines Tuberculosis The United Nations The Federal Bureau of Investigation High fidelity Portable Document Format Uniform Resource Locator (address of a document on the web) Grand Old Party (The Republican Party in the U.S.A., George W. Bushs party)
PDF
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THE PRESENT PROGRESSIVE Use: The present progressive is used to express: an action in progress at the moment of speaking; a temporary action in the present (I am attending an English course.); fixed arrangements in the near future (Shes flying to Paris the day after tomorrow.) annoyance or criticism (with always): Hes always talking too much. Time Adverbials: now; at the/this moment. Form: Affirmative: Subject + am/is/are + verb-ing. Interrogative: Am/is/are + Subject + verb-ing..? Negative: Subject + am/is/are + not + verb-ing(short form: isnt/arent). Practice: 1. Talk about things that are happening now. 2. Fill in the blanks with the correct form of the verb in brackets: are going on a camp to the mountains next weekend. We (go) shines are singing The birds (sing)., the sun (shine), and I think (feel).intoxicated now that I (think)..about the \m felling upcoming holidays. are makeing Some neighbours .always (make). too much noise. She (work)..at is working the new project this month.
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1.The Media Sphere Planet
Test de autoevaluare 1
2. Arrange the paragraphs below in the right order so as to make up news articles. Start with the lead. Think about a headline and a deck for the article. Article no. 1 (exercise 1) 1.Jack Moore was playing with his friends near his home in Nevilles Cross Road, Hebburn, South Tyneside, when curiosity got the better of him and he crawled into the eight-inch space under the building, where he became firmly wedged. 2. Firemen used airbags to raise the cabin before Jack was freed and taken to hospital, where he was treated for cuts and bruising and allowed home. His mother, Lisa, said: He is a little shaken and bruised but apart from that he seems all right. 3.A six-year old boy was rescued after he became wedged under a portable building being used as a polling station. Right order of paragraphs:
1st
2nd
3rd
Rspunsuri i comentarii la Testele de autoevaluare
3 1st
1 2nd
2 3rd
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1.3. Lucrare de verificare Unit 1 The Media Sphere Planet

A. Arrange the paragraphs below in the right order so as to make up a news article. Start with the lead. Think about a headline and a deck for the article. Which of the 13 pars can be erased by the editor in case there is not enough space in the newspaper. 1. The woman, in her early 20s, scrambled from the Ford Fiesta as it crashed through a low stone wall at the edge of a car park at the Beacon, St Agnes, on the north Cornwall coast. 2. The woman raised the alarm and coastguards launched a rescue operation which at its height involved a Navy helicopter, divers, two lifeboats and a cliff rescue team. 3. He saw some clothing and the inshore lifeboat was able to pick up the girls bag floating in the water. 4. Insp Paul Whetter of Devon and Cornwall police said the woman had managed to get out just before the car went over the cliff. 5. The search was called off at 5pm because the situation had become too dangerous for rescue workers. It was to be resumed at first light today. 6. A neighbour looking after the missing mans mother at her home in the village said: She has just lost her only son. 7. We sent our cliff man down to a point about 60ft above the waves, where the cliff became a sheer drop, said Mike North, sector manager with HM Coastguard. He was able to keep an eye on the scene and spotted a lot of debris from the car. 8. A spokesman for RNAS Culdrose added: The first diver in the water said it was too dangerous for others to go in. He was being pounded by pieces of wreckage from the car which was being smashed on to the rocks at the bottom of the cliffs. 9. The search operation was hampered by worsening weather and a Navy diver had to be pulled out of the sea. The St Agnes and St Ives inshore lifeboats could not get close to the spot. 10. She was treated for shock at the scene by paramedics before being taken to Treliske Hospital in Truro. 11. Mr Dunklin is understood to have been giving his girlfriend a driving lesson on Beacon Road, a remote and little-used track near the cliffs. They may have driven into the gravel-surfaced car park to practise reversing or three-point turns. 12. A man was feared dead last night after his car ran off a 150ft clifftop into rough seas when his girlfriend lost control while he was giving her a driving lesson. 13. Andrew Dunklin, 25, from St Agnes, was trapped in the vehicle as it rolled over the cliff. It is thought he was thrown through the windscreen into the sea. The car came to rest in 30ft of water and immediately began to break up.
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1st
2nd
13th
Bibliografie
Unit 1
Belch, George, Introduction to Advertising and Promotion, Irwin, Boston, 1993, pp. G1/Glossaryleft column, G12/Glossaryleft column, (IV 82, Library /Biblioteca F.J.S.C.). Forsdale, Louis, Perspectives on Communication, Addison-Wesley Publishing Company, Massachusetts, 1981; Frost, Chris, Reporting for Journalists, Routledge, London, U.K., 2002, (III 1635, Library/Biblioteca F.J.S.C. , check the glossary of terms at the end, pp.153-154); Dooley, Jenny; Evans, Virginia, Grammarway 4, Express Publishing, London, U.K., 1999 (Biblioteca FJSC/Library) (The Indicative Tenses, Emphasis and Inversion); Hybels, Saundra; Weaver, Richard L., Communicating Effectively, Random House, New York, 1986; Moen, Daryl R., Newspaper Layout and Design, Iowa State University Press, Ames, U.S.A., 2000 (IV 239, Library/Biblioteca F.J.S.C., check the glossary of terms at the end, pp.219-224); Newsom, Doug, This Is PR, Wadsworth Publishing Company, Belmont, California, U.S.A., 1993, p.3, (III 689, Library/ Biblioteca F.J.S.C.); Nysenholc, Adolphe i Gergely, Thomas, 1991, Information et Persuasion. Argumenter, Bruxelles: De Boeck- Wesmael; Rich, Carole, Writing and Reporting News, International Thomson Publishing, Belmont, California, U.S.A., 1994, pp.289-295 (III 911, Library/Biblioteca F.J.S.C.). Samovar, Larry A.; Porter, Richard E., Communication between Cultures, Wadsworth Thomson, Belmont, 2004; Smith, Fred L. Jr. i Castellanos, Alex, 2006 (2004), Field Guide for Effective Communication, Washington DC: Competitive Enterprise Institute & National Media Inc.; www. IQads.ro; www. Bestads.com; www.britishpress.com.
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2. PR, Publicity, Advertising Basic Terms. Press Releases
2. PR, PUBLICITY, ADVERTISING BASIC TERMS PRESS RELEASES
CUPRINS
Obiectivele unitii de nvare 2 2.1 Dezvoltarea abilitilor de comunicare public i de mas eficient, n domeniile jurnalism, relaii publice i publicitate, n limba englez. 2.2 Dezvoltarea abilitilor de receptare i producere de structuri lingvistice specifice comunicrii media n limba englez. 2.3 Dezvoltarea capacitii de a formula n limba englez headlines/titluri pentru reclame, pentru articole de pres i comunicate de pres. 2.4 Valorificarea potenialului creativ i formarea unor abiliti de comunicare de succes n limba englez.

Dup studiul acestei uniti de nvare studenii vor reui s: S defineasc/ s neleag n limba englez noiuni i concepte fundamentale specifice comunicrii eficiente n mass media. S neleag, s cunoasc i s aplice principii i tehnici ale comunicrii eficiente n limba englez. S cunoasc vocabular i modaliti de exprimare specifice n limba englez pentru domeniul mass media. is the art and science of managing communication between an organization and its key publics to build, manage and sustain its positive image. One of the earliest definitions of PR was coined by Denny Grisword, publisher of Public Relation News. According to her, "Public Relations is a management function which tabulates public attitudes, defines the policies and procedures of an organization with the interest and executes a program of action to earn public understanding and acceptance". According to two American PR professionals Scott M. Cutlips and Allen H. Center, "PR is a planned effort to influence opinion through good character and responsible performance based upon mutual satisfactory two-way communication". 27
Public relations
4. PR Kit, News Releases
Public relations is the art and science of managing communication between an organization and its key publics to build, manage, and sustain its positive image. Public relations involves: Evaluation of public attitude and opinions. Organisational procedures and policies keeping public in mind. Communication programmes Developing relationships, communication process. good-will through a two way
Relationship between organization and its target publics.
Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. From a marketing perspective, publicity is one component of promotion. The other elements of the promotional mix are advertising, sales promotion, and personal selling. Promotion is one important component of marketing. Publicity is a tool of public relations. Whereas public relations is the management of all communication between the client and selected target audiences, publicity is the management of product - or brand related communications between the firm and the general public. It is primarily an informative activity (as opposed to a persuasive one), but its ultimate goal is to promote the client's products, services, or brands. A publicity plan is a planned programme aimed at obtaining favorable media coverage for an organization's products - or for the organization itself, to enhance its reputation and relationships with stakeholders. A basic tool of the publicist is the press release, but other techniques include telephone press conferences, in-studio media tours, multicomponent video news releases (VNRs), newswire stories, and internet releases. For these releases to be used by the media, they must be of interest to the public (or at least to the market segment that the media outlet is targeted to). The releases are often customized to match the media vehicle that they are being sent to. Getting noticed by the press is all about saying the right thing at the right time. A publicist is continuously asking what about you or your company will pique the reader's curiosity and make a good story? The most successful publicity releases are related to topics of current interest. These are referred to as news pegs. An example is if three people die of water poisoning, an
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alert publicist would release stories about the technology embodied in a water purification product. But the publicist cannot wait around for the news to present opportunities. They must also try to create their own news. Examples of this include: Contests Art exhibitions Event sponsorship Arrange a speech or talk Make an analysis or prediction Conduct a poll or survey Issue a report Take a stand on a controversial subject Arrange for a testimonial Announce an appointment Celebrate an anniversary Invent then present an award Stage a debate Organize a tour of your business or projects Issue a commendation
The main advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and frustration over the low percentage of releases that are taken up by the media. Publicity draws on several key themes including birth, love, and death. These are of particular interest because they are themes in human lives which feature heavily throughout life. In television serials several couples have emerged during crucial ratings and important publicity times, as a way to make constant headlines. Also known as a publicity stunt, the pairings may or may not be truthful.
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Publicists A publicist is a person whose job is to generate and manage publicity for a product, public figure, especially a celebrity, or for a work such as a book or movie. Publicists usually work at large companies handling multiple clients. Advertising "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." John Wannamaker, father of modern advertising. Advertising is the business of drawing public attention to goods and services, and performed through a variety of media. It is an important part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Commercial advertising media can include wall paintings, billboards , street furniture components, printed flyers, radio, cinema and television ads, web banners, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product placement.
Press Releases
1. When to Send a Press Release
We would not be surprised if you are keen to get started and actually write a news release for your company. Excitement aside, you can save yourself time and money if you assess the viability of your release before you start. First, consider when it is appropriate to issue a news release. A news release can be used when you open a new office; win an award; introduce a new product or service; sponsor an event; or any other such happening.
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The purpose of the news release is to connect with the media. In fact, the news release is the expected first communication with a media outlet. Perhaps you are looking for a story, interview, or a TV appearance -- the news release is the right place to start. However, even if your company meets the above criteria there is no guarantee that the media will use your release. Questions to Consider before You Get Started Before getting started, consider the following questions. Don't worry about writing down answers to these questions, as those that relate to writing the release will be addressed again later in this workshop. Instead, use these questions as a general guide when deciding whether or not it is appropriate to issue a news release. What results do we hope to produce from our news release? Perhaps your company hopes to generate media interest in a new product, or to promote an event that you are sponsoring. Outlining your goals from the start will help you assess their viability, and will give you direction when it comes time to prepare to write the release. What audience will my news release speak to? Business people usually have their company at the front of their mind when considering the news release. However journalists will have the interests of their audience at the top of their considerations. To be effective, consider this question from the journalist's perspective. Is their anything unusual or noteworthy about the release our company will issue? Your news release will be more effective if it has a good angle. In a stack of dozens of news releases, is there something about my news release that would catch the attention of the media? Journalists must wade through dozens of news releases on a daily basis. You can help your release to stand out by ensuring that it is well written and presented. However you will also want to make sure that the content of your release is worth notice. How will our company distribute the release (wires, mail, fax, email, etc.)? You will invest a lot of time into crafting a good news release, and it is important to make sure the you have the distribution network to support it.
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It is up to you to consider your answers and assess whether or not a news release would enable you to achieve your goals. After reading this you may find that you are not yet prepared to do a news release, in which case we would suggest that you return and go through this workshop at a later date when it is appropriate. (Remember to bookmark this page so you can find it later.) 2. Rules for Writing a Release
Now that you have assessed the viability of your news release, consider how to create a news release with impact. This advice will help you make your release stand out from the crowd! We've divided our tips into three main section: content, format, and presentation. Content The content that you include in your release, as well as the way the release is written, will play an important role in the success of your news release. Content Hints: Style Answer the questions: who, what, where, when, and how. Ensure that your writing is clear, concise, and without jargon. Organize information from most important at the beginning through progressively less important information (the media may only use the first paragraph or two and they don't have time to wade through several paragraphs to get to the meat of the story!) Write about yourself in the third person, using "he/she" rather than "I". News releases are meant to be informational, not flowery or written like advertisements. Stick to the facts. Content Hints: Headline The headline should capture the reader's attention and is therefore very important. This may be the one factor that gets the reader to read the rest of the release. Here are some tips to help you create a catchy heading: Alliteration: "Florist fashions fountain from flowers" Use colons: "Wedding Flowers: A new look for an old custom" Offer business or consumer tips: "Local florist offers tips on making Christmas wreathes" Content Hints: Directing your news release
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Ensure you think about the reader or viewership of the media you send the release to. Write for that audience. A large news or TV outlet is unlikely to be interested unless there is something truly unique about your business. Research the media before you send out your release. See what kind of stories they air or publish. When you write your release approach your subject as though you are a news reporter, emphasizing the news aspect and the facts. When you send your release to a television or radio outlet keep in mind that there are two factors to be considered: sight and sound. You should therefore consider writing a different slant into each news release to appeal to the different kinds of media. Content Hints: Tips to make your release more interesting If you can support the fact that your event is the largest or first, for example, you can use these superlatives in your news release. Use quotes and reactions. Look for ways to sell your story: a new angle or detail may help. For example, think of the times you have seen a story about someone who graduated from a university. It doesn't happen, does it? Unless that person is a senior citizen or has ten children or suffers from a disability. Bring your unique angle into your news release. Human interest aspects can sometimes be used to spark interest. Format Layout, formatting, and attention to detail are all important components of your release. Journalists are accustomed to a standardized news release format, and chances are good that this is not the time to do your own thing. Formatting Hints: Layout Use a minimum of one-inch margins on each side of the page, with the body of the text of your release centred on the page. Double-space your press release. Complete the paragraph on one page rather than carrying it over onto the next. Use only one side of each sheet of paper. Formatting Hints: Length 33
Make it short. Two pages is maximum, and one page is better. Formatting Hints: Format Do not use abbreviations or acronyms when you first refer to someone or something. Instead, spell out the full name - Home Improvement Services - and then put H.I.S. after it in brackets. The next time you refer to it you can say H.I.S. When you use someone's name say: "Miss Joanne Armstrong" the first time and then "Miss Armstrong" in further references. Use the names of both the city and the province the first time you refer to a location. When you mention a day use the date and year. Type 'more' at the bottom of the page when there is more than one. Presentation You are sending your news release to busy journalists, where courtesy and presentation do make a difference. Presentation Tips: Keep the release neat and attractive ('easy on the eyes'). Use good quality paper. Print the release on your company letterhead or special news release paper. Proofread the release not once, but several times. Reading the release out loud will often help you find the mistakes you've missed; having someone else read over your release is even better. 3. Preparing Basic Information
Use the following worksheet to help you prepare your News Release. Jot down answers to each question, and use your answers to help you write the actual release. 1. What is the most important fact you wish to get across? One technique is to imagine what headline you would like to see if the media picks up your story.
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2. What - Who? - What? - Where? of your story?
is When?
How?
the: Why?
3. Is there a cost attached to your product or service or to your sponsorship of an event? 4. What special features are attached to your product, service, or event? Is it free? Half-price? The most expensive? Are you part of the fastest-growing industry? Is the award for the oldest citizen? The first through the turnstile? The first mutual fund of its type? 5. Are there any restrictions, activities, or hours? 6. Are there any other newsworthy aspects announcement, activity, product, or service? of your event,
You should now be ready to write your release, keeping in mind the tips from past sections and answers to questions that you have asked yourself.
Grammar Structures
The Adjective 1.Irregular Adjectives Positive good ill/bad much many little Comparative better worse more more less (than) Superlative (the) best worst most most least
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far old near
further/farther older/elder nearer
furthest/farthest oldest/eldest nearest/next
2.Short Adjectives (1-2 syllables) Positive fast nice heavy thin Comparative Faster (than) Nicer Heavier Thinner Superlative (the) fastest nicest heaviest thinnest
3..Adjective + enough Long Big Strong enough enough enough
4.Than versus then E.g.: more than, better than (the comparative); then to express time (afterwards) 5..Adverbs which end in -ly Adjective + -ly: beautifully, successfully; freely; deeply. 6.Simple Past Use: Activities in the past;
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Past state or habit; Past actions which happened one after the other. Time Expressions: (the day before) yesterday; last Sunday/week/month/July/year; three years/a fortnight ago; in 1985; on the 1st of December 1918; then; When?; How long ago? Form: Affirmative: Regular verbs: Subject + verb-ed end in cons. + y) (spelling: short verbs; verbs which
Irregular verbs: Subject + verb at the 2nd form Interrogative: Did + S + verb(short infinitive)? Negative: S + did + not (didnt) + verb I.HABITUAL PAST used to + verb
Use: to talk about things we did in the past, but we no longer do in the present. II.FREQUENTATIVE WOULD Use: to talk/write about habitual/frequent activities in the past Prepositions: along, over. Prepositions that show time, place and manner. (see Virginia Evans, Round up 4, Longman 1992, pages 122125; or Grammar Spectrum, O.U.P., 1995, pages 84-86 or other similar books). Emphatic do in affirmative sentences (imperative, simple present, simple past). E.g.: Please, do come in! The Past Progressive: 37
Use: to express: an action in progress at a certain moment in the past; an action that was in the middle of happening at a stated time in the past; two or more actions which were happening at the same time in the past (simultaneous actions); to describe the background to the events in a story.
Time Expressions: yesterday at 5 p.m.; at this time last Monday; then; at that time; the day before yesterday, from 10 to 12 a.m.. Form: Affirmative: Subject + was/were + verb-ing. Interrogative: Was/Were + Subject + verb-ing? Negative: Subject + was/were + not + verb-ing.(short form: wasnt/werent).
Practice 7. Fill in the third column of the table below to match each headline to a corresponding lead:
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Headline 1. Suspected killer nabbed near Va. Tech
Lead
Headline order number matches lead order letter
Iran said Tuesday it was ready for "serious negotiations" on its nuclear program, offering a new formula to resolve a crisis with the West. A semiofficial news agency said the government was unwilling to abandon uranium enrichment the key U.S. demand. (a) Asked in an interview with
2. Iran wants to talk but the ABC News program keep nuke program "20/20" whether the
footage of Irwin's September 4 death would ever be aired on television, Terri Irwin was blunt and emphatic. "It won't be. No. No. What purpose would that serve,' she said, adding that she had not looked at the footage of her husband's death. (b) 3. Police in Britain Thwart Plan To Blow Up Flights Headed to the U.S.; Secretary Chertoff Holds Press Conference The U.N. chief got little satisfaction Sunday at the close of his trip to Tehran, snubbed by Iran's leader over international demands to stop enriching uranium and ignored in warnings not to incite hatred by questioning the Holocaust. (c)
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4. U.S. says Iran proposal For those of you who are falls short just joining us at the top of the hour, here is what we know at this hour. Police in Britain say they have thwarted a plan to blow up flights headed from the U.K. to the U.S. Airlines mentioned as possibly being targeted are United, Continental, and American Airlines. Also, there are reports that the destinations for those flights were New York, Washington, D.C., and California. Twenty-one people in custody. Police say most of them were arrested around London. None of those arrests apparently coming from any of London's main airports. And the arrests, the culmination of major covert counterterrorism operation that seems to have lasted several months. (d) 5. Annan snubbed, The Bush administration ignored in Iran meeting said Wednesday a proposal by Iran for nuclear negotiations falls short of U.N. demands that it cease uranium enrichment, and the U.S. began plotting unspecified "next moves" with other governments. (e) b
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6. Turkey peacekeepers Lebanon
pledges (f) The Bush administration has for blocked release of a report that suggests global warming is contributing to the frequency and strength of hurricanes, the journal Nature reported Tuesday.
7. Bush touts progress A manhunt for an escaped since 9/11 attacks convict suspected in the slayings of a hospital guard and a sheriff's deputy shut down the Virginia Tech campus on the first day of classes Monday as sharpshooters were posted on university rooftops and students scrambled for safety. (g) 8. Hurricane Lane roars Turkey on Tuesday toward Baja became the first Muslim country with diplomatic ties to Israel to pledge troops to an expanding international peacekeeping force that will monitor a fragile cease-fire between Israel and Hezbollah. (h) 9. Negotiations on terror Three years after the city legislation snag banned smoking in restaurants, health officials are talking about prohibiting something they say is almost as bad: artificial trans fatty acids. (i)
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10.Thailand's PM ousted Terrorists today would in military coup have a tougher time plotting and carrying out attacks like the ones of Sept. 11 because of security improvements in the past five years, President Bush said Thursday. (j) 11.Gen. says U.S. may (k) The White House and three powerful GOP boost forces in Iraq senators reached an impasse Wednesday over a Bush administration plan to allow tough CIA interrogations, underscoring electionseason divisions among Republicans on the high profile issue of security.
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12.Abducted newborn found; Woman arrested
Tropical Storm Lane became a Category 2 hurricane Friday as it roared toward the tip of the Baja California Peninsula, lashing Mexico's Pacific coast, flooding port cities and causing a landslide that killed a 7-year-old boy. (l) The U.S. military is likely to maintain and may even increase its force of more than 140,000 troops in Iraq through next spring, the top American commander in the region said Tuesday in one of the gloomiest assessments yet of when troops may come home. (m) A newborn abducted after her mother was slashed was found alive Tuesday in excellent condition, and a woman who had recently miscarried was arrested, officials said. (n)
13.Congress unlikely to pass wiretapping
14.White House said to bar hurricane report
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15.NYC mulls ban on trans fats in eateries
Congress is unlikely to approve President warrantless a bill giving Bush's wiretapping
program legal status and new restrictions before the November elections, midterm dealing a
significant blow to one of the White House's top wartime priorities. (o) (p) In the dead of night and without firing a shot, Thailand's military overthrew popularly elected Prime Minister Thaksin Shinawatra on Tuesday amid mounting criticism that he had undermined democracy.
16.Footage of Irwin's death will never air, says wife
PRACTICE 1.Provide the required forms (as specified above the arrow) of the following:
comparative 1
a) old
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b) old
comparative 2
superlative
c) ill
comparative
d) many
superlative
e) many
comparative
f) hot
superlative
g) easy
superlative
h) little
adverb
i) improper
noun
j) occupy
adverb
k) good
superlative
l) good
adjective
m) success
adverb
n) success
adjective
o) use
adverb
p) use
past (second form)
q) do 45
past (second form)
r) have
past (second form)
s) be
past participle (third form)
t) be 2.Match the words in the two columns below to make up the appropriate set phrases (structure: as + adjective + as + noun): as adjective a) Mad b) Proud c) Quick d) Light e) Heavy f) Warm g) White h) Sweet i) Cold j) Good as a noun 1) Lightning 2) Toast 3) Feather 4) Ice 5) Hatter 6) Lead 7) Peacock 8) Snow 9) Gold 10) Honey
Example: (a) 5 (b) 7 (c) 5 1 (d) 3 (e) 6 (f) 2 (g) 8 (h) 10 (i) 4 (j) 9
PRACTICE
I. Find (by skimming through the text) the verbs in the Past Tense and write them under the right heading : Regular Verbs . Irregular Verbs
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II. Answer the questions : How do did you Usually/often/sometimes/always --------------------------------------spend spend Your weekends? Last weekend?
III. Put the time expressions in italics under the right heading in the table below (to say what verb tense each is used with): Usually; a fortnight ago; now; seldom; rarely; in 2000; nowadays; the day before yesterday; never; on April the first 1992; When?; these days; How long ago...?; often; every other day; now and then; sometimes; last Sunday; at the moment, then.
PRESENT CONTINUOUS
PRESENT SIMPLE
PAST SIMPLE
IV. Ask questions and give answers according to the hints below (add any necessary words): 1) When / meet / Carly ? Fortnight ago. 2) You / have a good time / together? Yes, 3) Helen / join you? No, / can / because / have to / baby-sit / for her nephews. How long ago / last / go to a fair? Long enough. / 1995 / when / graduate from high school. Practice: Write about, and then tell the other students at least three things that you used to do in the past, but no longer do. 47
E.g.: When I was a child I used to Practice: Give the emphatic form of: a) He prefers playing on the computer. b) Help yourselves, please. c) They liked their new neighbourhood. The + comparative the + comparative: E.g.: the sooner, the better.; The more, the merrier.
Practice
Bibliography: Grammar exercises from the already mentioned volumes. 1. Fill in the blanks with the right forms of the words in brackets: Kitty Genoveses case supports the theory that the (many)..1 the bystanders, the (little)2 likely to help the victim. When she (be attacked)..3 in the middle of the street, while she (cry out)..4for help, and the criminal (stab) ..5 her, many bystanders (watch).6 passively. Eventually, the victim (be killed). 7 It (turn out). 8 that whenever such things (happen). 9 no one would take the responsibility of helping because everybody (expect) .10 others to act. 2. What were the bystanders thinking? (express at least three ideas) They were thinking that: 1.. 2.. 3..
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Bibliografie
Belch, George, Introduction to Advertising and Promotion, Irwin, Boston, 1993, pp. G1/Glossaryleft column, G12/Glossaryleft column, (IV 82, Library /Biblioteca F.J.S.C.). Forsdale, Louis, Perspectives on Communication, Addison-Wesley Publishing Company, Massachusetts, 1981; Frost, Chris, Reporting for Journalists, Routledge, London, U.K., 2002, (III 1635, Library/Biblioteca F.J.S.C. , check the glossary of terms at the end, pp.153-154); Dooley, Jenny; Evans, Virginia, Grammarway 4, Express Publishing, London, U.K., 1999 (Biblioteca FJSC/Library) (The Indicative Tenses, Emphasis and Inversion); Hybels, Saundra; Weaver, Richard L., Communicating Effectively, Random House, New York, 1986; Moen, Daryl R., Newspaper Layout and Design, Iowa State University Press, Ames, U.S.A., 2000 (IV 239, Library/Biblioteca F.J.S.C., check the glossary of terms at the end, pp.219-224); Newsom, Doug, This Is PR, Wadsworth Publishing Company, Belmont, California, U.S.A., 1993, p.3, (III 689, Library/ Biblioteca F.J.S.C.); Nysenholc, Adolphe i Gergely, Thomas, 1991, Information et Persuasion. Argumenter, Bruxelles: De Boeck- Wesmael; Rich, Carole, Writing and Reporting News, International Thomson Publishing, Belmont, California, U.S.A., 1994, pp.289-295 (III 911, Library/Biblioteca F.J.S.C.). Samovar, Larry A.; Porter, Richard E., Communication between Cultures, Wadsworth Thomson, Belmont, 2004; Smith, Fred L. Jr. i Castellanos, Alex, 2006 (2004), Field Guide for Effective Communication, Washington DC: Competitive Enterprise Institute & National Media Inc.; www. IQads.ro; www. Bestads.com; www.britishpress.com.
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Unitatea de nvare 3
3. INTERVIEWING IN JOURNALISM, PUBLIC RELATIONS, AND ADVERTISING CUPRINS

Obiectivele unitii de nvare 3 2.1 Dezvoltarea abilitilor de comunicare public i de mas eficient, n domeniile jurnalism, relaii publice i publicitate, n limba englez. 2.2 Dezvoltarea abilitilor de receptare i producere de structuri lingvistice sp ecifice comunicrii media n limba englez. 2.3 Dezvoltarea capacitii de analiz a eficienei comunicrii n diverse tipuri de produse media. 2.4 Dezvoltarea unei atitudini pozitive privind specificul cultural anglofon n comunicarea eficient n limba englez n mass media.

Dup studiul acestei uniti de nvare vei reui s: S defineasc/ s neleag n limba englez noiuni i concepte fundamentale specifice comunicrii eficiente n mass media. S neleag, s cunoasc i s aplice principii i tehnici ale comunicrii eficiente n limba englez. S cunoasc vocabular i modaliti de exprimare specifice n limba englez pentru domeniul mass media.
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ARTICLE WRITING STRUCTURE
"WHEN THE CAP DOESN'T FIT a. Headline : brief, catchy, to the point b. Deck: optional, possibly a blurb, adds important/interesting info
c. Lead: the 5/6 special questions answered (bigger font type) d. Nut graph: (focus graph) par that explains the point of the story what the story is about, sometimes replaced by a summary lead e. More Wh- questions answered
Tem de reflecie
1. Write a lead for the facts below: Who: Three boaters What happened: two killed, the third injured when boat capsized When: Sunday Where: Lake Harney, Florida Why: High winds and waves How: explained later in the story 2.What does CAP in the headline stand for/+suggest? What can be commented on the deck choice? *sub- and superscript.What is the structure/outline of the article? Identify: the lead and how many pars it is made of; the bridge and its structure [summary pars, (in-)direct quotes]; same for the development and the conclusion of the article.
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3.Write a blind lead and a bridge (to match) for this article, on your own. 4.Write a brief based on the information in this article (i.e.,"Trim" the article.). Do not forget about the byline. 5.What characteristics can you notice and mention about the house style of the Economist, as it emerges from the article above?
Style guides generally give guidance on language usage. Some style guides also consider or focus on elements of graphic design, such as typography and white space. Website style guides often focus on visual or technical aspects. A publishing company's or periodical's house style is the collection of conventions set out in its internal style guide, or manual of style. "Style" in this context therefore does not refer to the writer's voice. Traditionally, a style guide (often called a style manual or stylebook) dictates what form of language should be used. These style guides are principally used by academia and publishers. In such works, style can have two meanings: Publication conventions for markup style, such as whether book and movie titles should be written in italics; expression of dates and numbers; how references should be cited. Literary considerations of prose style, such as best usage, common errors in grammar, punctuation and spelling; and suggestions for precision, fairness and the most forceful expression of ideas. Some modern style guides are designed for use by the general public. These tend to focus on language over presentation. Style guides dont directly address writers individual style, or voice, although writers sometimes say style guides are too restrictive.
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Like language itself, many style guides change with the times, to varying degrees. For example, the Associated Press stylebook is updated every year.
Test de autoevaluare
"WHEN THE CAP DOESN'T FIT"/ The Economist, December 10th 2005, p.13 Cloze: Fill in the gaps with suitable words/phrases from the ones below, so that they match the context: (and/or fill in the table below with the right letters) The European Union Budget
WHEN THE CAP DOESN'T FIT

Tony Blair has ducked the challenge of reforming the European Union's finances One of the odder features of the European Union is its six-monthly rotating presidency. This puts pressure on whichever political leader happens to be in the ..1not merely to preside efficiently, but also to 2a string of "achievements". That explains why Britain's Tony Blair, whose current EU presidency culminates .3 in Brussels on December 15th and 16th, has spent the past week ..4 Europe in a desperate ..5 for a deal, any deal, on the EU budget for 2007-13. In June, when Mr Blair rejected a compromise..6 by the previous Luxembourg EU presidency, he set out some ..7 for future negotiations. After the rejection of the EU constitution by French and Dutch voters, the Union ..8 for reform. Mr Blair spoke of modernisation, a "reality check" and a ". " 9; he noted that a modern EU budget would not be one that spent 40% of its money on the common agricultural .10(CAP); and he repeated that he would put the British..11, won by Margaret Thatcher in 1984, on the table..12 there was more CAP reform. The British presidency finally put forward its own proposal for 13 on December 5th. Set against the ambitions Mr Blair laid out in June, it is .14 mainly for its timidity. At French insistence, the plan leaves the CAP 15 until 2013: indeed, it raises its share of the budget to 44%. Far from16 EU spending on research and innovation, the British compromise cuts it.17 . Despite getting so little on the CAP, Mr Blair's proposal makes.18 in the British
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rebate, ..19 smaller than those suggested by Luxembourg in June. And to make the numbers ..20, he suggests trimming regional aid to new EU.21 from central Europe by 10%, a plan fully meriting the European Commission's 22 about a new "sheriff of Nottingham" who takes from the poor to give to the rich. .23, Mr Blair's compromise has run into a ..24 around Europe. The commission said it was a budget for a "miniEurope"; several countries called for new proposals, which the British have now promised. In fact, the original plan is tactically . 25 . By cutting the ..26 of the budget, it appeals to big net payers, such as the Germans and the Dutch. Leaving the CAP intact ought to please the French, who remain atavistically attached to farm subsidies. Even the central Europeans, though angry about their budgeted assistance being cut, might sign up, partly because Mr Blair proposes .27 the conditions they have to meet to get their money, and partly because their fear that further .. 28 could cost them even more. Next week's summit promises much noisy fist-banging, and Mr Blair may have to put more of the British rebate on the table -- but a deal .29 be done. Strategically, however, the British budget compromise is already a failure. It does nothing to shift spending from a .. 30 emphasis on farming and regional transfers to more forward-looking support for industries of the future. Although more CAP reforms will surely be required by world trade negotiations, this plan makes no move towards them. The French 31, Jacques Chirac, insists that deal struck in October 2002, endorsed by all EU leaders, to keep CAP spending unchanged until 2013, must be respected. Not for the first time, Mr Blair must be kicking himself for ever accepting that deal -- and wondering if he, and his successors, really will have to wait until 2013 before reopening it. a)provided, b)in a summit, c)put forward, d)chair, e)sensible parameters, f)notch, g)was crying out, h)quest, i)rebate, j) flailing around, k)wake-up call, l)policy, m) significant cuts, n)untouched, o)members, p) storm of opposition, q)striking, r)albeit, s)sharply, t)delay, u)add up, v)to ease, w)a budget compromise, x)predictably, y)jibe, z)size, A)could, B) backward-looking, C)astute, D)president, E)boosting. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
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Key to exercises: Solutions to 1.: 1 d 2 f 3 b 4 j 5 h 6 c 7 e 8 g 9 k 10 l 11 i 12 a 13 w 14 q 15 n
16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 E s m r u o y x p C z v t A B D
Find equivalent words/phrases in the article for the following: (Use a dictionary, to look for the new words in the story, in case you feel it is needed.) a) b) c) d) e) f) g) h) i) j) to avoid=., search for, pursuit=.., to lash around, to drive on as if with a whip=, rapidly increasing=.., though, even if= .., to agree/express consent about= ., shrewd, clever, ready-witted, cunning= , remove a portion of a charge=., rational= .., to record (as if by notches/scratching signs)=
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Solutions To duck, quest, to flail, boosting, albeit, to jibe about, astute, rebate, sensible, to notch
Info Box JOURNALISM ISSUES Vocabulary Blind lead= a lead in which a person is identified but not named until the second or third paragraph. Bridge= a transitional device for carrying the reader from the lead into the body of the story or from one part of a story/article to another. The bridge can be a word, a sentence or several sentences. Also called swing or transitional paragraph. Brief= a short news story, usually two or three pars long. Newspapers often collect related short news stories under a single head (e.g.: Business Briefs). Lead= (also"leed") the first par(s) of a news story. Pars= paragraphs. Sidebar= a related story. A sidebar runs alongside another story and carries secondary details, background, colour or human interest aspects of the story. Speech Tag= device for attributing a quote or a fact to its source (e.g.: ,"police says." Normal word order in a speech tag is name first, verb second. Story= news written for publication, a report or account of an event. Newspeople prefer the word story to article. Summary Lead= a lead that emphasises the five/six Ws and summarises concisely the main facts of a news story. Trim= to tighten up a story, chiefly by eliminating superfluous words and replacing loose phrases with single words that convey the same thought.
GRAMMAR ISSUES WITH INTERVIEWING:
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Types of Questions in English (1.General~, 2. Special~, 3.Tag Questions), see, Dooley, Jenny & Evans, Virginia, 1998, Grammarway, Swansea: Express Publishing, pp.180-187 (strongly recommended), or Vince, Michael, Advanced Language Practice, NY: Macmillan Heinemann, pp.----, other book sources like Badescu, Alice, 1984, Gramatica Limbii Engleze, Bucuresti, Ed. Stiintifica si Enciclopedica, pp.615-625/Interogatia si negatia. Write/Ask orally five "Wh-" Questions for the lead of the story "WHEN THE CAP DOESN'T FIT"/ The Economist, December 10th 2005. Ask a general question and a tag question for the second sentence in the same story.
Info Box GRAMMAR ISSUES Phrasal Verb "LAY"(laying, laid, laid) ~ an axe ~ aside ~ away/by ~ bare ~ before ~ down ~ off ~ on ~ one's hand(s) on ~ out Begin to chop down Save, place aside for later use Accumulate/save/place in store Uncover Present for discussion/consideration Surrender, begin authoritatively to construct, state
Discharge from employment temporarily Connect (water,electricity) Be able to find at once Arrange, exhibit
Fill in the gaps the right forms of the phrasal verb lay: 1. Dozens of miners lately because of last month's death toll.
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2. Many EU countries Ukraine gas pipes. 3. The fishy deal by the media yesterday. 4. The PM the new Law of Education before the Parliament an hour ago. 5. Fir-tree big forest areas .last Christmas. 6. The businessman an important amount of money in Swiss Banks. 7. The Museum exhibits in the Foreign Section rooms at the moment. 8. The police .on the burglar in no time because of the fingerprints that they found in the house. 9. All types of selected seeds (already) on the farm for the next year. 10. The new MP his goals and principles, so that no one would doubt his good will.
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INTERVIEW preparation: Info Box PR ISSUES* (Hybels, 1986) Interview= series of questions and answers, usually involving two people, which has the purpose of getting and understanding info about a particular subject or topic. Policy info= data on how an organisation should be run. Factual info= data dealing with who, what, where, when, etc. Background info= about the interviewee, the topic, the angle (i.e., info on which we want to concentrate); narrowing down the topic. Primary questions= related to defining/identifying basic info on the topic/subject. Follow-up questions= questions that will arise out of the answers given by your interviewee. Open-ended questions= the ones that permit the person being interviewed to expand on one's answer. Closed questions= those that can be answered briefly with a "yes" or "no" or "don't know" Neutral questions= those that do not show how the interviewer feels about the subject ("What do you think about..?"). Leading questions= biased questions that lead the interviewee into a particular direction, manipulative questions. The interviewer already implies something, somehow puts words into the interviewee's mouth. ("Men's sports get twice as much money as women's sports. Why is that?"). Asking such questions is "slippery"/risky for the interviewer.
1. Get background information: a) about British PM Tony Blair; b) about the CAP within the EU programmes, on the internet or from other sources of your own. 2. Write a sidebar based on the info you acquired above, at 1. It should match the story/brief.
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3. Write what kind of information you would give to Mr Blair's office about the topic/questions in your interview, if your interview were on TV. (to respect one's right to a public image, for the sake of a natural appearance to your interview,). 4. Analyse the interview with the well-known film director Steven Spielberg, in terms of the types of questions that he was asked. (vocabulary, grammar issues, interview structure may be commented on, as well)/Time magazine, December 12, 2005, pp.62-63. 5. Write your questions and possible answers that PM Tony Blair you would (anticipate) expect him to give. (at least five questions to stand for the types of questions in the PR Issues Info Box, and no more than ten questions). PHRASAL VERB "TURN" Homework Replace the words in bold with synonymous forms of the phrasal verb turn to get shorter newswriting style: (Use a suitable dictionary.) 1. The hurricane victims were refused help at the beginning, until the scope of the disaster was obvious. 2. Documents should be delivered to the IRS by May, 15th. 3. The thief was reported on by his gang to the police. 4. The parole programme changed the smuggler into a dependable citizen. 5. The bus changed direction on Chestnut Avenue. It had a bomb on board. 6. How would you copywrite for a promo to your interview with Mr Blair? (mind the e.g. in Don Cowley (Eds.), 1996 (1989), How to Plan Advertising, London: Cassell, pp. 104-105. Copy available
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Info Box Advertising ISSUES Advertising proposition, brand promise, positioning statement= the brand brief presentation that identifies the brand for the market/public, that makes it jut out from among other similar products. According to Cowley, 1996, consumers can differentiate between similar brands in a market in three ways: 1. by making decisions based on known factual product differences (price, flavour, etc), 2. misdirected impression of consumers that there are significant product differences (because of advertising differences, or because of the history of the products on the market: they were different at the beginning, but not really different now), 3. emotional underpinning of a brand, because of subjective impression of suitability for one's personality.
1. When analysing the ad for The Economist (Cowley, 1996), which of the three reasons for product differentiation (mentioned in the Info Box above) would make you decide that the weekly magazine is worth buying/getting? 2. What is the advertising proposition, brand promise, positioning statement that they used in this ad for The Economist? Would you use another brand promise if you were supposed to launch a similar product in your own product? Why? What would it sound like? References: for Types of Questions in English (1.General~, 2. Special~, 3.Tag Questions), see, Dooley, Jenny & Evans, Virginia, 1998, Grammarway 4, Swansea: Express Publishing, pp.180-187 (strongly recommended), or Vince, Michael, Advanced Language Practice, NY: Macmillan Heinemann, pp.---, other book sources like Badescu, Alice, 1984, Gramatica Limbii Engleze, Bucuresti, Ed. Stiintifica si Enciclopedica, pp.615-625/Interogatia si negatia. Hybels, Saundra & Weaver R.L.III, 1986, Communicating Effectively, NY: Random House, pp. 181-197. (Biblioteca FJSC, cota: III 12)* on interviewing PR issues Hough, G.A., 1988, News Writing, Boston: Houghton Mifflin Co., pp. 7586 & 491-501. (Biblioteca FJSC, cota: III 46)
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Don Cowley (Eds.), 1996 (1989), How to Plan Advertising, London: Cassell, pp. 104-105. Time magazine, December 12th, 2005, pp.62-63. The Economist, December 10th 2005, p. 13. 1.The verb look + preposition: to look for= try to find; to look up/down to somebody = to respect, admire/to despise; to look after = to take care, protect; to look out = to be careful. Practice Fill in the correct particle(s):
1 My sister-in-law is looking .. for a good baby-sitter who would look 2 after .. her two-year-old daughter. up 4to She looks down .3 to irresponsible people even if they looked . her.
2. Uncountable nouns: furniture; news; information; advice; luggage; bread; soap; flour 3.Partitive phrases used with uncountable nouns: an item of; a piece of; a bar of; a loaf of .The Present Perfect Use: to express: an action before another present action or moment; a completed action whose results are effective in the present; actions which happened at an unstated time; personal experiences or changes which have happened; emphasis on number ; a recently completed action. Time Adverbials: ever, never, just, already, yet, lately, recently, so far, up to/till now, this month/year, for,since, How long? Questions. 63
Form Affirmative: S + have/has + 3rd form of the verb Interrogative: Have/Has + S + 3rd form of the verb? Negative: S + have/has + not + 3rd form of the verb(short form: havent/hasnt). The Present Perfect Progressive vs the Present Perfect Use: to express: an action which has started before another present action/moment, and has continued up to the moment of speaking, and may continue even afterwards; a finished action before another present action/moment, to emphasise the idea of duration; actions which have visible results in the present; irritation, anger, annoyance, explanation or criticism. Choose the right item: has been working the 1. Aunt Ellie is out of breath because shein orchard for a couple of hours. a. worked; b. has worked; c. has been working. has picked 2. She.many dozens of fruit so far. a. picked; has picked; has been picking. 3. She still.to lean the ladder against a tree, though wants she is tired. a. want; b. wants; c. wanted. 4. Dropping out is not her style. So, she.stillher best doing is to finish the job. a. has done; b. has been doing; c. is doing. Time Expressions: for, since, how long. Form: Affirmative: Subject + have/has + been + verb-ing Interrogative: Have/Has + Subject + been + verb-ing? Negative: Subject + have/has + not + been + verb-ing.
Practice
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Write a letter to a friend telling him/her about the things that have changed in your life over the last year. 1.The verb catch + preposition. To catch Up with on On to Up on = Become equal to others = become popular = understand = bring/come up to date
2.The verb bring + preposition. To bring along on out up = to fetch with = cause = produce = educate/rear/raise children
3.The verb keep + preposition. To keep up on off In(with somebody) out Uses of MAKE and DO. MAKE An attempt Mistakes DO Lessons Homework = Go forward = continue = maintain a distance = remain on good terms with = avoid
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Noise A complaint A fuss Coffee/tea Breakfast (meal) Furniture (an object) Ones bed A decision An excuse Up ones mind An offer A mess A phone call A fortune Money Trouble Plans A living arrangements damage progress Someone rich/poor wonders sense A speech
Housework An exercise Ones best With(out) something A favour Justice The washing up The shopping Ones correspondence Ones hair Good/harm The cooking Ones duty Business with someone The carpets Ones room The dishes Fine/well The grand/polite Do as you would be done. How do you do
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An impression A will A wish A remark Room for A trip/journey/voyage A gesture/a discovery Somebody angry/happy A fresh/new start It ones business A guess at Oneself at home Sure of To make a mountain out of a molehill. To make both ends meet. To make haste slowly. Make hay shines. while the sun
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Lucrare de verificare Unitatea 3

Fill in the blanks with the suitable prepositions (mind the explanations in bold in the brackets): on became popular) with One strange happening caught..( dozens of people. Two tomatoes were jogging in the street. One of them, some out exclaimed), steps behind the other, cried.( Keep.( off maintain a distance) up continue) jogging! Ill keep.( out of avoid) trouble. Im a bit out of for a few seconds. And keep( up with breath. Ill catch.( reach the same stage) you. The tomato ahead couldnt keep( in remain in good terms) with the one behind--after their recent make upbecause a bike on caused) a horrible accident that simply ridden astray brought..( smashed the latter. [play on words: ketch up vs catch up]. The Article: Definite (the); Indefinite (a/an); Zero. (see grammar reference). Fill in the blanks with a/an/the where an article is necessary: an 1undergraduate student. 1) He is . 2 3 2) He goes to. the university in . the morning every day from Monday to Friday. 3) His friend came to 4university yesterday to bring him the 5keys that he had forgotten at..6home. . the 7T.M. University is not very far from the8district 4) Fortunately, they live in. .The Past Perfect Tense Use: to express an action before another past action/moment. Time Expressions: before, for, since, after , just, already, yet, ever never, till/until, when, by, by the time. Form: Affirmative: S + had + 3rd form of the verb . Interrogative: Had + S + 3rd form of the verb .? Negative: S + had + not + 3rd form of the verb .(short form: hadnt). Choose the appropriate verb form: had thrown 1) He..away the old worn out hat two weeks before he went shopping for another one.
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a. has thrown; b. had thrown; c. threw. had seen shrink before. 2) The client said he..alreadya a. had seen; b. saw; c. has seen. was 3) Wecranky because of the bad weather yesterday. a. are; b. was; c. were. gets 4) The ozone layer..thinner and thinner. a. gets; b. is getting; c. get.
The Past Perfect Progressive Use: to express: an action continuing up to a specific time in the past; a continuous, past action which had visible results or effect in the past. Time Expressions: before, for.., since, after , just, aready, yet, ever never, till/until, when, by, by the time. Form: Affirmative: S + had + verb -ing. Interrogative: Had + S + verb -ing.? Negative: S + had + not + verb -ing.(short form: hadnt). Choose the correct item: c 1) Shein a stable family before she got married in 2000. a. has been brought up; b. was brought up; c. had been brought up. 2) Harry..an ugly accident a couple of years before they b moved house. a. had; b. had had; c. has had. 3) He is weary. He.at has been working the boring project all day. a. has been working; b. has worked; c. had worked. c 4) They were worried. The police.for their kidnapped children for a fortnight without finding a clear lead. 69
a. had looked; b. has been looking; c. had been looking. b 5) He..all the possible assumptions until yesterday morning when he had that illumination. a. had exhausted; b. had been exhausting; c. has exhausted.
Expressing future time

The Simple Future
Use: to express: an action we are not sure about (use of probably); hopes, fears, threats, on-the-spot decisions, offers, promises, warnings, predictions, comments (with expect, hope, believe, Im afraid, Im sure, I know, I think probably); a prediction or a future action or event which may or may not happen. Time Expressions: tomorrow, tonight, next week/year/.., in two days, the day after tomorrow, soon, in a week/fortnight, on the 1 st of June, in 2003, a.s.o.. Form: Affirmative: S + shall/will + verb .(short form: ll). Interrogative: Shall/will + S + verb .? Negative: S + shall/will + not + verb .(short form: shant/wont). The Future Progressive Use: to express: an action in progress at a certain time in the future. Time Expressions: tomorrow at 5 p.m., tonight from 7 to 9 p.m., a.s.o.. Form: Affirmative: S + shall/will + be + verb -ing.(short form: ll). Interrogative: Shall/will + S + be + verb -ing.? Negative: S + shall/will + not + be + verb -ing.(short form: shant/wont).
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Fill in the blanks using either MAKE or DO at the right tense. 1. She has already..dinner. 2. Its hard to .a decision at such short notice. 3. Patience .wonders (miracles). 4. You shouldnt.the polite if you dont feel that way. 5. I hatethe washing up. 6. .as you would be done. 7. I havent up my mind as to what I shouldnext. 8. She..her hair at the hairdressers last Wednesday. 9. Why havent youyour homework. 10. the housework is equivalent to chores (A.E.) / chares (B.E.). 11. She always.a mountain out of a molehill. 12. hay while the sun shines. 13. haste slowly. 14. yourselves at home. 15. Dontsuch a fuss!
Basic Question Types

There are 3 basic types of question: Yes/No Questions (the answer to the question is "Yes" or "No") Wh- Questions (the answer to the question is "Information") Tag Questions (the answer to the question is "Yes" or "No") 1. Yes/No (General) Questions Auxiliary verb Do Can Has Did Subject main verb you you she they want drive? finished go her work? home? dinner? Answer Yes or No Yes, I do. No, I can't. Yes, she has. No, they didn't.
Exception! verb be simple present and simple past
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Is Was
Anne Ram
French? at home?
Yes, she is. No, he wasn't.
2. Wh- (Special) Questions questio n word Where When Who Why auxiliar y verb do will did hasn't subject you we she Tara main verb live? have meet? done it? lunch? Answer Information In Paris. At 1pm. She met Ram. Because can't. she
Exceptions! verb be simple present and simple past
Where
is
Bombay?
In India.
How
was
she?
Very well.
Exceptions! Questions for the prepositional object question word auxiliary verb main verb preposition placed at the end of the question that for?
subject
What
did
he
do
3. Tag Questions (Irregularities*) Intonation: Use:
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Rising Falling
To ask for information To ask for confirmation
Positive statement *I am weary, *Cut down expenses, *Lets give it a try, *Everyone/Someone/A nyone admires an anchor like Joanne, the
Negative tag arent I? will you?/wont you? shall we?
Type of Structure
Affirmative Imperative Suggestions: Lets/Why not?/How about? Indefinite subject: Everyone/Someone/Anyone
do they?
Negative statement * Do not procrastinate, *Politicians hardly ever, seldom, rarely, scarcely, never can keep promises, * No one enjoyed the switch in the chain of events,
Positive tag will you?
Type of Structure Negative Imperative Adverbs with negative meaning: hardly ever, seldom, rarely, scarcely, never
do they?
did they?
Indefinite subject: No one
Formal Letter Writing

Letter Jumble (see also page 21, Practise Advanced Writing, Mary Stephens, Longman, 1997, for further practice).
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The letter of application below was sent by Ms Ioana Olaru along with her Resume to a Foundation. While in Ioanas room, her puppy called Fluffy, came across the letter and tore it away playing. Fortunately, Ioana found the pieces. Could you help her restore the letter by arranging the fragments below in the right order by filling in order numbers on the right side of each paragraph? IOANA OLARU Str.Garoafei nr.12, sector 5, Bucuresti Smiles Foundation Str. Coralilor nr.2, sector 2, Bucuresti
Dear Sir/Madam,
a. b.
Needless to say, I would also be happy to be in charge of administrative or project design work. As a somewhat experienced social worker, I am always ready to take on any job in the field, no matter how menial (low status) or unpleasant. I am also a member of the Romanian Association of Psychologists. During this time, I acquired significant experience in approaching children who are in distress. Consequently, I very much application will be selected. hope that my
c.
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d. e. f. g. h. i.
I look forward about hearing from you. I would therefore be thrilled to tackle such a position in your organisation. As my enclosed resume shows, I have worked as a school counsellor for three years. I am writing to apply for the position of social
worker that was advertised on the Monster site on the internet. j. To sum up, the job you advertise would give me a good opportunity of a wider spectrum of expertise in a domain that I am very keen on. Moreover, I have always enjoyed looking after children and I feel I could be an asset for Smiles for that matter.
k.
Sincerely yours,
Ioana Olaru
5.Write a cover letter to a human resource manager job entry advertised by the ProFM radio station in Cotidianul a week ago. 6.Write a fax (mind the format!) to the Central European University, Nador u. 9, Budapest, Hungary 1051, Tel: (361)3273069, Fax: (361)3273124, to Mrs. Gabriella Ivacs, to ask for information about the summer courses organised in the year 20__ for postgraduate students.
Journalistic jargon
A.C.E. or Ace Assistant city editor agate Small type often used for statistical data on sports and stock pages. It is a type size of approximately 5 1/2 points tall, a point being 1/72nd of an inch. B-copy The background of the story is outlined first without having the specific or major details of the story. Also called A matter. beat A reporter's topic area. Courts, religion, education and Macomb County are all beats. Think of reporters covering their areas as a cop might walk a beat. box 75
A sidebar or extra information. break The part of a story that is continued on another page. Sometimes several breaks are gathered together on a "break page." Also called jumps. breakline A mid-sentence or paragraph that continues the story on the following page. Sometimes used to mean turnline. breakout (highlighted text box) The synopsis of the story. Key highlights of the story that stand out. brief A small or tiny story. brite or bright A funny, short story. broadsheet The size of most dailies, including the Wall Street Journal, New York Times, USA Today and the Free Press. Folded in half, it's a tabloid, or tab. budget The various news departments' proposals for what they want to put in the newspaper. Has to do with space and news, not dollars. bug A short bit of type, such as (AP). In this case, it would signify that the story is from the Associated Press. bulldog An edition timed to come out in the early evening, as soon as stock closings can be published. (Could also be the city editor.) bullet Arrows, dots or squares that point out key topics of the story. byline The name of the writer, appearing at the top of an article. Artists and photographers typically get credits. When the reporter's name appears at the end, it often is preceded by a dash and is called a signer. chaser A late edition of the newspaper for which the presses are not stopped until the plates are ready. Those pages, then, are said to be "chasing" a running press. The longer it takes for them to get there, the more papers are missed.
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cold type Type that is set photographically on paper, an advancement from type that was set in hot lead. column inch One inch tall and one column wide. It is used to measure ads and articles. copy boy Obsolete term replaced in many papers with copy aide, these are men and women who keep the newsroom running by attending to various duties such as office machines, handling phones, assembling paperwork and driving around town to retrieve photos and other material. copy desk The desk where articles are edited, headlines and captions are written, newspaper style is enforced and deadlines are either made or missed. cq Correct as is; lets copy editors know that something has been checked and needs no further checking. Usually, these letters are put just after the copy they refer to. cutline A caption. The term comes from the day when engravings or "cuts" were used to make the impression on the page. dateline The city or place designation at the beginning of a story. Some newspapers strictly enforce a rule that the dateline must say where the reporter was when the story was gathered. A foreign story gathered by phone at home, then, might run with no dateline. deadline Every paper has dozens in a day for the hundreds of parts that go into it. You might ask what the deadline is for the piece you're working on, the deadline for the last type to be set or the time when the presses should start. double truck An ad or editorial project that covers two facing pages. If it prints across the gutter between the two pages, and if the pages are on the same sheet, rather than two adjacent sheets, it might be called a "true" double truck. This name comes from the days when the heavy forms for newspaper pages, largely filled with lead type, were rolled around the composing room floor on heavy carts called trucks. Two pages for one project meant a double truck. 77
ears The little white spaces on either side of the newspaper's name on the front page. Some newspapers put weather or lottery information in them. (An expression sometimes heard in newsrooms, "Go stick it in your ear," has nothing to do with this.) embargo The time when something can be released. News may be released early so that news outlets can be ready to publish or air it, but there may be a restriction on when it can be released to the public. Breaking an embargo -- reporting information early -- may cause sources to be less willing to release news. first reference The first time someone is mentioned in an article, and generally should have their full name. flag The newspaper's name on page one. Also called the nameplate. FOIA Used as a noun or a verb (when it is done to balky government officials), it is the Freedom of Information Act. folio The page number, newspaper name and date appearing in the corner of a page. FTE Full Time Equivalent; an accounting term that refers to staffing. A fulltime employee is one FTE; a two-day-a-week employee is .4 FTEs. A newsroom may have a budget number of total FTEs that will be comprised of full- and part-time workers. G.A. Short for general assignment. A G.A. is a reporter who does not have a beat, but who might be called on to write about anything. graph A paragraph. gutter The space between two columns. hairline A .5-point rule. hot type
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From the days when type was set with molten lead, replaced with photographically produced cold type. HTK Head(line) to come. It means that the story has been edited and the headline will come later. inside Not on the front page, as in, "we'll run this story inside." jump The part of a story that continues on another page. Also called a break. The readers get directions from jump lines. justify Type that is aligned evenly on the left and the right. lead The start of a story, usually one to three paragraphs. Pronounced lede, and sometimes spelled that way, too. leading Refers to the spacing between lines of type. The size of the type plus the space to the next line. lede The start of a story. It is spelled this way to prevent confusion with lead, a metal that was used extensively in hot-type days, and a term that refers to the spacing of lines in a story. leg A column of type. A two-column headline will likely have two legs of type under it. mainbar Formed in a backward sort of way, a main bar is simply the main story, but stated this way to distinguish it from secondary sidebar stories. It's a little like calling the city's main library the main branch to distinguish it from the true, secondary branches. masthead This term is used to mean three things and can get confusing. It is used to mean the name on page one, for the box on the editorial page with the names of top editors, and for the box of names, phone numbers and addresses that appears in the first few pages of the newspaper morgue Outdated term for the library. mug 79
A mug shot or a small photo of someone. If someone says, "get me a mug," don't come back with coffee. nameplate The newspaper's name on page one, is also called the flag or masthead. nut graf /nut graph The paragraph in a story that tells readers what the story is about and why they should care. Some papers have rules about how close this should be to the top of the story. oped Opposite of the editorial page. May contain columns and guest viewpoints. paginate The act of making a page on a computer screen. paraphrase To summarize or rewrite in your own words a quote. Paraphrasing should not have quote marks. pica A unit of measurement. There are six picas in an inch; each pica contains 12 points. point A unit of measurement equaling 1/72nd of an inch. For measuring typographical elements. pool A certain number of reporters or one reporter who goes out and represents everyone else. For example, a high-interest court case, a presidential appearance or a concert may not have room for all the journalists who want to cover it, so the organizers may restrict coverage to a press pool. Pool coverage is usually shared with other media outlets. proof Any printed copy before it goes to press. Usually made on a printer or photocopy machine. rag right, rag left Not justified. Uneven on either the right or the left. refer Pronounced reefer, but spelled this way, it refers readers to inside or related stories. At some papers, these have been called whips.
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rim The copy editors, collectively. Dates back to the days when the copy desk was a horseshoe-shaped piece of furniture with rim editors around the outside and slot editors on the inside, doling out and checking work. rule A straight line on the page, usually expressed with its width as in, "a 1point rule." Don't call them lines, except in hairline. scoop As a noun, a story no one else has; as a verb, to do it to the competition. sidebar A story that accompanies the main story, detailing a particular angle or aspect, such as the hero's early childhood. single-copy sales Newsstands, store sales. Anything not home delivered. slot One of the people on the copy desk who checks over the copy editors' work before committing it to type. Also used as a verb: "Hey, Terry, slot me on this, will you?" slug An internal name for a story, usually just one word. Elex might be the slug for a story on school elections. spike To kill something. At one time, when editors were finished with a piece of paper, such as a story, headline or page proof, they would slam it down on an upright nail on their desk. Then, they would know they were done with it, but could go back to it later if they needed to. Today, many newsroom computers have a "spike" key for killing a story or file. spot story A small story that is usually more specific, as opposed to a bigger story like a feature story. spread A package that goes across the crease of two facing pages to combine them. skybox A term for promotional boxes that are usually above the nameplate of the newspaper. Also known as a teaser. stet 81
A proofreading symbol that means leave it the way it is. stringer A writer or photographer who is not a full-time employee, but who is paid by the job. The term comes from the days when a writer would get paid by the column inch and would measure his or her contribution by holding a string along the story to measure its length, knot it, measure the next column or story, and so on, reporting the final length for pay. strip A story that goes all the way across the top of the page -- or nearly so. Some people will call it a strip if it goes almost all the way across. Others will say it's not a true strip if there is anything above it, but will grudgingly concede the point. stylebook The newspaper's book of rules and policies for handling copy. Can include everything from spelling of local streets to policy for handling profanities and juvenile crime victims. tab Short for tabloid. Refers to any newspaper or section folded to that size. takeout A longer story that takes a step back from daily, breaking news stories to put a running story with frequent developments into context and perspective. thumb corner The upper, outside corner of pages. So-called because that's where a reader might grab them to turn to the next page. teaser Shows what is in the inside of the paper or previews a story or series. Same as a promo but smaller. turnline Tells you to go to the next page where the article continues. widow A short line of type, left at the top of a column. The worst: single words. Computerized typesetting makes them far more common than a fussy page makeup person would have tolerated. Some people use this term to refer to any short line at the end of a paragraph and trim stories deftly by eliminating just enough words to eliminate the widows. zone Part of a newspaper's circulation area. If the newspaper divides its circulation area into zones, advertisers may buy ads in just their local
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areas. Often, news coverage is zoned to complement zoned advertising. O n l i n e T e r m i n o l o g y clip - a segment of audio or videotape that's included in a story that is broadcast on radio or television or on the Web. download - to take files from another computer or server for use on your own. encoding videos - the process of changing video camera footage into digital footage which can be read and displayed by a computer. (i.e. RealVideo material) FTP - (File Transfer Protocol) This is a program used to upload files and webpages from a personal computer to a server. After an individual creates a website, they must upload (transfer) this page to a server so that it can be viewed by others. HTML - (Hyper Text Markup Language) HTML is the lingua franca for publishing hypertext on the World Wide Web. It is a non-proprietary format, based upon SGML and can be created and processed in a wide range of tools from simple plain text editors to sophisticated wysiwyg authoring tools. HTML uses tags like <h1> and </h1> to structure text into headings, paragraphs, lists, hypertext links and more. hyperlinks - The text you find on a Web site which can be "clicked on" with a mouse which in turn will take you to another Web page or a different area of the same Web page. Hyperlinks are created or "coded" in HTML. They are also used to load multimedia files such as AVI movies and AU sound files. hypertext -A system of writing and displaying text that enables the text to be linked in 83
multiple ways, to be available at several levels of detail, and to contain links to related documents. It refers to a nonlinear system of information browsing and retrieval that contains associative links to other related documents. The World Wide Web uses hypertext transfer protocol (HTTP) to provide links to pages and multimedia files. info-bahn - the information super highway (info, as in information and bahn, as in German for highway). *.jpeg *.gif - These two file extensions are the most common types of picture files. If you were to scan a picture into a computer yourself, you would need to convert the file to one of these formats for use on a webpage. Real Video - The format of video files displayed on most Internet sites, such as SNN. search engine - a program used by an Internet browser to look for specific words and sort them for information. server - A computer in a network shared by multiple users. The term may refer to both the hardware and software or just the software that performs the service. For example, Web server may refer to the Web server software in a computer that also runs other applications, or, it may refer to a computer system dedicated only to the Web server application. There would be several dedicated Web servers in a large Web site. upload - to transfer files from your computer to another computer or server. web cast - a video or audio broadcast that's transmitted over the World Wide Web.
Headlines and Leads 1. Match the headlines in column A to the leads/introductions in column B. Insert them as they correspond to one another in a table like the one below: Excerpts from The (www.timeonline.co.uk) Times, Friday, October 28, 2005
Column A
Column B
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1. It All Adds up
a. An MP opposes selective education, then sends his children to private school. A vicar asks his flock to pay for the new church roof, then asks the parish to pay him for painting the vestry. A trader acquires stock he knows is about to rise, then counts the profits. Such cases are, respectively, hypocritical, unethical and illegal. The conflicts of interest are obvious. They would leave most people aghast. Hence the natural concern about the Tates purchase of a work by one of its own trustees, Chris Ofili. b. A report on the impact of the Stephen Lawrence inquiry on policing said that officers were less likely to stop and search ethnic minorities in case they were labelled as racist. Six years since the inquiry started into the death of Mr Lawrence, 18, who in April 1993 was stabbed to death by a group of five white youths in southeast London, the study found that some minority ethnic police staff felt that any absence of racist language was largely cosmetic. The 100-page report by the Home Office, Assessing the Impact of Stephen Lawrence Inquiry said that the inquiry was an important lever for change in the police service and there had been some significant improvements, but there remained a number of important caveats to this picture. [] Officers said the report, reported a climate after the inquiry in which people were too afraid to stop and search for fear of being accused of racism.
2. Lib Dems 2.4m Donor
3. DUNG HEAP The Tate Gallery Risks Tarnishing Its Image
c. There are certain sentences that you long to hear. How I yearned yesterday for Patricia Hewitt to arrive at the Health Select Committee meeting, out of breath and reeking of smoke. Sorry, she would say, her sallow skin looking even greyer under the fluorescent lights, but I was just having a fag. Its not that I want the Health Secretary to be unhealthy, per se. She doesnt have to be Fag Ash Pat, just a human be ing. Sadly, progress along those lines has been slow. Yesterday, as she bustled by, she said in her perfectly fake and modulated voice: I havent taken up smoking.
4. Row over Tagging after Fresh Youth Crime Spree
d. A police constable has been remanded in custody over allegations of rape and assault. The West Mercia officer, who has not been named, is to appear before Worcester Crown Court next month. He is charged with six counts of rape and a single count of assault between May last year and June this Year. e. Sir, Why do children learn about algebra and geometry but
5.Searches 85
Hampered by Lawrence Inquiry
acquire no knowledge about mortgages? asks Alison Uren.
shares,
pensions
and
It is because those who fail to learn the basic disciplines at school are extremely unlikely to do so later, while those who mastered numeracy in the classroom can easily pick up an understanding of shares, pensions, mortgages, and similar subjects in later life. 6.PC Rape Charges f. Nine out of ten persistent young offenders on the Governments 100 million flagship programme to tackle youth crime reoffended within two years. The damning findings are a huge blow to the credibility of a four-year-old scheme hailed by the Home Office as hands-on way of curbing offending by teenagers. 7. Not a Whiff of Humour as Pat Fails to Set Health Watchdogs Alight 8. China Curbs Courts Killing Too Many Innocent People g. Teng Xingshan protested his innocence all the way to the execution ground. But it was only this year, 16 years after his execution by gunshot, that the butcher was found to be not guilty of the murder of a waitress. She was alive and in jail. h. Sir, Readers of all political persuasions must truly wonder why an entrepreneur with such a colourful past (reports and leading article, October 27) would decide to draw attention to himself in the first place by making the single largest political donation to the Liberal Democrats to date.
2. Which of the headlines and corresponding leads in exercise 1 are parts of letters to the editor? 3. Which are the blind leads in exercise 1? 4. Which is a political sketch in exercise 1? 5. Which one has the appearance of an editorial? 6. Which of the headlines may function like a banner? VOCABULARY Aghast feeling or looking shocked by something you have seen or just found out (stupefiat) Alight someone whose face or eyes are alight looks excited, happy, etc, set alight= burn(ing) bustle to move around quickly, looking very busy, bustle about/round etc caveat [kae viaet] a warning that something may not be completely true, effective etc
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constable police agent counts to be allowed or accepted, or to allow or accept something, according to a standard, set of ideas, or set of rules; to consider someone or something in a particular way count somebody/something as something I don't count him as a friend anymore. You should count yourself lucky that you weren't hurt. don't count your chickens (before they're hatched) spoken used to say that you should not make plans that depend on something good happening, because it might not I wouldn't count your chickens, Mr Vass. I've agreed to sign the contract, but that's all. count your blessings spoken used to tell someone to be grateful for the good things in their life count the cost to start having problems as a result of your earlier decisions or mistakes We're now counting the cost of not taking out medical insurance. on all/several/both etc counts in every way, in several ways etc It was important that they secure a large and widespread audience. They failed on both counts. at the last count according to the latest information about a particular situation At the last count, I had 15 responses to my letter. be out for the count a) to be in a deep sleep b) if a boxer is out for the count, he has been knocked down for ten seconds or more LAW technical one of the crimes that someone is charged with Davis was found not guilty on all counts . count of theft/burglary/murder etc He was charged with two counts of theft Curb= to control or limit something in order to prevent it from having a harmful effect measures to curb the spread of the virus an influence which helps to control or limit something 87
curb on, We are trying to keep a curb on their activities. American English the raised edge of a road, between where people can walk and cars can drive, British Equivalent: kerb, see also pavement, sidewalk Damning= proving or showing that someone has done something very bad or wrong damning evidence of her treachery a damning report (invinuitor) dung= solid waste from animals, especially cows Flagship (programme) the most important ship in a group of ships belonging to the navy, [usually singular] the best and most important product, building etc that a company owns or produces the flagship of the new Ford range The firm has just opened a flagship store in Las Vegas. the company's flagship product Hamper= to make it difficult for someone to do something She tried to run, but was hampered by her heavy suitcase. An attempt to rescue the men has been hampered by bad weather. (having a) fag= British English informal a cigarette, American English taboo informal a very offensive word for a homosexual man. Do not use this word.; be a fag= British English informal to be a boring or difficult thing to do; a young student in some British public schools who has to do jobs for an older student heap =a large untidy pile of things lever= a stick or handle on a machine or piece of equipment, that you move to operate it Pull this lever to open the gate. see also gear lever a long thin piece of metal that you use to lift something heavy by putting one end under the object and pushing the other end down, something you use to influence a situation to get the result that you want Rich countries use foreign aid as a lever to achieve political aims. Remand= the period of time that someone spends in prison before their trial on remand Evans committed suicide while on remand in Parkhurst prison. remand prisoners = British English to send someone back from a court of law, to wait for their trial
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Smith was remanded in custody (=kept in prison) until Tuesday. He's been remanded on bail for a month (=allowed to leave the law court and go home to wait for trial) . American English to send a case to be dealt with in another court The court remanded the case for trial. per se= used to say that something is being considered alone, not with other connected things The color of the shell per se does not affect the quality of the egg. Row= to argue in an angry way row about They rowed about money all the time. Sallow= sallow skin looks slightly yellow and unhealthy, sallow face/skin/complexion a woman with dark hair and a sallow complexion, sallowness noun [uncountable] Spree= a short period of time when you do a lot of one activity, especially spending money or drinking alcohol, on a spree=They went on a drinking spree ., a shopping spree Tag= also electronic tag[countable] British English a piece of equipment that you attach to an animal or person, especially someone who has just left prison, so that you always know where they are Vestry= a small room in a church where a priest puts on his or her vestments and where holy plates, cups etc are kept Yearn for = to have a strong desire for something, especially something that is difficult or impossible to get, synonym long Whiff= a very slight smell of something
Bibliografie
Unit 3
Belch, George, Introduction to Advertising and Promotion, Irwin, Boston, 1993, pp. G1/Glossaryleft column, G12/Glossaryleft column, (IV 82, Library /Biblioteca F.J.S.C.). Forsdale, Louis, Perspectives on Communication, Addison-Wesley Publishing Company, Massachusetts, 1981; Frost, Chris, Reporting for Journalists, Routledge, London, U.K., 2002, (III 1635, Library/Biblioteca F.J.S.C. , check the glossary of terms at the end, pp.153-154);
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Dooley, Jenny; Evans, Virginia, Grammarway 4, Express Publishing, London, U.K., 1999 (Biblioteca FJSC/Library) (The Indicative Tenses, Emphasis and Inversion); Hybels, Saundra; Weaver, Richard L., Communicating Effectively, Random House, New York, 1986; Moen, Daryl R., Newspaper Layout and Design, Iowa State University Press, Ames, U.S.A., 2000 (IV 239, Library/Biblioteca F.J.S.C., check the glossary of terms at the end, pp.219-224); Newsom, Doug, This Is PR, Wadsworth Publishing Company, Belmont, California, U.S.A., 1993, p.3, (III 689, Library/ Biblioteca F.J.S.C.); Nysenholc, Adolphe i Gergely, Thomas, 1991, Information et Persuasion. Argumenter, Bruxelles: De Boeck- Wesmael; Rich, Carole, Writing and Reporting News, International Thomson Publishing, Belmont, California, U.S.A., 1994, pp.289-295 (III 911, Library/Biblioteca F.J.S.C.). Samovar, Larry A.; Porter, Richard E., Communication between Cultures, Wadsworth Thomson, Belmont, 2004; Smith, Fred L. Jr. i Castellanos, Alex, 2006 (2004), Field Guide for Effective Communication, Washington DC: Competitive Enterprise Institute & National Media Inc.; www. IQads.ro; www. Bestads.com; www.britishpress.com.
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Unitatea de nvare 4
4. PR TOOLKIT, NEWS RELEASES CUPRINS
Obiectivele unitii de nvare nr. 4 1.1 Dezvoltarea abilitilor de comunicare public i de mas eficient, n domeniile jurnalism, relaii publice i publicitate, n limba englez. 1.2 Dezvoltarea abilitilor de receptare i producere de structuri lingvistice specifice comunicrii media n limba englez. 1.3 nelegerea, cunoaterea i aplicarea unor principii i tehnici ale comunicrii eficiente n limba englez. 1.4 Cunoaterea unor structuri lingvistice specifice comunicrii mass media eficiente. 1.5 Asimilarea de vocabular i modaliti de exprimare specifice n limba englez pentru domeniul mass media.
Dup studiul acestei uniti de nvare studenii vor reui s identifice, s neleag i s utilizeze structuri gramaticale i elemente de vocabular i de stil specifice jurnalismului, relaiilor publice i publicitii n limba englez; disting i s analizeze aspecte culturale reflectate n produsele mass media de limb englez; exprime (att n scris, ct i oral), n limbajul specific domeniului de studiu, idei personale referitoare la caracteristici ale presei, relaiilor publice i publicitii de limb englez, pe baza exemplelor concrete; produc variante personale de exprimare oral i de scriitur n limba englez n stil formal, semiformal i informal, n raport de context, de receptor(i).
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NEWS RELEASES
News Release Builder Write Your Press Release Online (and keep it online so that it is available for those who you have not contacted and deemed of as being a target for your press release, yet they might be interested and become part of your public). How our Press Release Tool works: Just enter your email address and a password, fill in the blanks and click submit to complete your press release. Your release will then be compiled and emailed to the email account that you have specified. Before getting started, ensure that you have all of the necessary information on hand. Double check that you have entered your correct email address. Build Your Press Release 1) Enter Your Contact Information* Name: Email address: 2) Add Your Press Release Details *** Document header: Add the completed news release to your stationary. If you are sending the release via email, include the words "Media Release" in the subject of your email and do not attach documents. Journalists prefer to receive plain text emails due to download times and virus concerns. NEWS RELEASE
Top of Form 1 *** Each news release should begin with the words NEWS RELEASE positioned about two inches below the business heading. Use all in capital letters. Release Timing:
*** Use FOR IMMEDIATE RELEASE or HOLD FOR RELEASE UNTIL (date). Be warned that a hold request may not always be honoured.
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Target: *** Enter the type of editor you wish to reach, for example ATTENTION BUSINESS EDITORS. Headline/Title: *** USE ALL CAPS HERE. Hints: keep your title short and catchy. Use alliterations, colons, or offer tips. Sub-Headline: *** This is optional: many companies include a sub-title in addition to the main headline. Date: *** Enter the date that the release will be distributed on. For example, March 3, 1998. Location: *** Enter the location that the release will be distributed from. For example, Stouffville, ON, Canada. Introductory Paragraph: *** Create an interest-catching introduction to your release that answers the questions: who, what, where and when. Second Paragraph: *** Include a brief description of the products, services, event, or company including any facts supporting its significance. Subsequent Paragraphs:
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*** Include less important facts and supporting information. For Further Information ... *** Tell the media who they can follow up with, and provide contact information here. About your company: *** A sentence that briefly describes your company and its central offerings. For example, "Your company name is a company offering ... (3 key points, you might want to mention your industry here) ... ". Boilerplate: Identification data, your contact data -- so that journalists may contact you in case they need more info 5: Distributing Your Press Release
Where should you send your news release, now that it is completed? The first thing you need to do is identify media outlets most likely to cover your story, and to build a media list. Building a Media List Building a targeted media list is an invaluable tool for most businesses. The best way to build your list is to carefully watch track media publications and shows, and to identify reporters and producers who would be interested in your story. Call the media outlets to get the phone and fax number, and mailing address of the journalists you would like to send your release to. Tip: Using a contact management software program such as ACT! or Maximizer for this purpose can help you build and maintain relationships with the media.
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There are several sources online that will help you build your media list; however, keep in mind that not all of these sources will have up-to-date media information. Distributing your News Release: the Wires Newswires distribute your press release directly to editors, other media outlets like Reuters and they also publish the press releases on their site on the web. Many journalists rely on newswire sites for information and story ideas. Wires are often used by larger companies and nonprofit organizations. They have the advantage of immediately reaching a broad range of media outlets across the country. The cost is usually $275 - $600 (in Canada) to send a single release, with pricing based on the number of words in your release (a minimum word count will usually apply.) The main wires include:
Business Wire PR Newswire PR Webb - this newswire uses an innovative approach. You can send a press release for free using their service, but they ask you to make a voluntary contribution. They claim to be the "... largest Newswire catering to small and medium sized companies and organizations and one of the largest online press release newswires. " Distributing your News Release: Mail, Fax, or Email You can send the news release directly to the media yourself, using the mail, fax, or email. When in doubt about the best option, ask the journalists you will be sending your release to. This can have the advantage of creating a more personal connection with the people you send the release to. It can also be a more cost-effective option if you are targeting a small list of journalists. Building a list of media contacts Newswires offer a fast way to send your press release to a large number of editors. However, you can also build your own list of media contacts using any of a number of media databases. Most charge either 95
a monthly, annual or per use subscription fee. Here are a few places you can use to get started. Timing your distribution It is best to send your news release early in the day and you will have a better chance of getting your story noticed if your release is not sent on a busy news day. For example, sending a news release out as a major strike or natural disaster was taking place would not be good timing. Monday and Tuesdays are usually busy news days and by Friday most assignments have been handed out as journalists get ready for the weekend. One of the best ways to get your news release noticed is to "piggyback" or "tag" your story on a popular current topic. Some example of themes that tend to come up on a regular basis include obesity in children and literacy. In Bucharest in 2004, and then in 2005 after the accident that brought the death of a Japanese citizen, the topic of dog bites became very "hot" with stories and letters to the editor being published on almost a daily basis. Many dog trainers got publicity for their businesses that they would not normally have received as journalists were looking for experts to comment on proposed legislation. These topics are often very time sensitive.
Write a World-Class Release Make your next media relations piece stand out from the crowd. by Ann Wylie President, Wylie Communications Inc. Most press releases are pretty easy to parody. Just ask Benny Evangelista, a technology reporter for the San Francisco Chronicle. In a Softletter survey of media professionals about the quality of public relations, Evangelista complained of an increase in the number of boilerplate press releases formulaic releases that all sound basically the same. Something like: XYZ Co. Inc., a leading supplier of the worlds integrated real-time advanced software-aided microchips, announced today the availability of its latest product, the XYZ 4.2, version 3, which will revolutionize the software-aided micro-technology chip industry. This will revolutionize the software-aided micro-technology chip industry, said Joe Blow, XYZ Co. Chief Executive Officer and Founder.
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Why do PR professionals flock to the fill-in-the-blanks model? Certainly not because it stands out in the crowd of all the other releases a reporter is likely to get in a day. Instead of conforming to the conventional approach which is dated, formulaic and, lets face it, dull choose a better model to follow. Study the winners of PRSAs Silver Anvil Award, the highest honor in the public relations business. Here are some great approaches I found in the latest crop: 1. Write a feature lead. Contrary to popular opinion, reporters dont hate feature leads. They hate crappy feature leads. Instead of the conventional today announced that lead, why not make your release stand out from the crowd with a lead like this one, from Pfizer Animal Health: Imagine the first few hours in the recovery room following a hysterectomy or ligament repair. Consider what post -surgical life has been like for some pets undergoing common surgical procedures; intense hours WITHOUT pain medication. 2. Lead with the benefits. Want to get your story into Forbes? Present the key element that explains how your story can benefit Forbes readers, suggests Bruce Upbin, Forbes senior editor. No surprise, then, that many Silver Anvil winners lead with the reader benefits. This example is from UnumProvident: Employers now have a better way to measure, monitor and manage employee absences, thanks to UnumProvident Corporations expanded online Comparative Reporting & Analysis information services. Beats by a mile the tired traditional approach: UnumProvident Corporation today announced the expansion of its online Comparative Reporting & Analysis information services. 3. Try a tipsheet. Take the benefits approach to the furthest extreme, and you wind up with a value-added, or service, piece. Explain how to, and watch the media pick up your release. Some Silver Anvil-winning approaches: Infuse your party with style: Tips and trends for a spectacular summer soiree, from VOX vodka
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Interview opportunity: Tips on how people can get more use out of their health coverage, from Cigna UPS offers 10 tips for worry-free packing, shipping 4. Drag them in with your subject line. With print, at least they have to pick it up to throw it away, says Pat Jones, a communicator at TDS Telecom. Not so when youre sending a pitch via e -mail. Online, youre just one click of the delete key away from obscurity. Your only chance to get the message read: the subject line. A provocative subject line, like this one from Enterpulse, can get your message opened: New survey stats for Internet Death Penalty This brisk pitch outlines Internet usage trends, including a Silent Killer that can keep people from returning to a companys site. 5. Give great bio. Do your executive or director bios read like a resume? Snooze. Wake your bios up with human-interest details and storytelling. Heres a great example from Embassy Suites hotels: It all started (when) Carlton Calvin (was) reading a brief item in the Los Angeles Times about the growing popularity of push scooters in Japan. With a spark of creative thinking, Carlton, president of Razor USA LLC, spawned the Razor scooter, one of the hottest trends to hit the United States within the last two years. Hint: It all started when leads draw the reader in. T he moment of creative inspiration is a great place to start an executive or director bio or any story, for that matter. 6. Use human interest. Whats more compelling: an announcement about custom -fitted breast prostheses? Or a breast cancer survivor profile? Let people tell your story with leads like this one, from ContourMed: In 1989, Elizabeth McCann of Spring, Texas, felt a knot in her left breast. Her physician told her that she needed a biopsy, but was 99 percent sure it would be benign. McCann kept putting it off until the pain in her breast woke her up at night.
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Instead of just filling in the blanks, use any or all of these approaches when you write your next release or pitch. Make your copy creative and compelling, not just one more clich.
Task 1 Try to imagine what the press release must have been like, and write your own press release according to the hints above, for the following article:
Cuban TV airs video of ailing Castro By VANESSA ARRINGTON, Associated Press Writer August 15, 2006 Tuesday,
HAVANA - Cuban state television on Monday aired the first video of Bottom of Form 1 Fidel Castro since he stepped down as president to recover from surgery, showing the bedridden Cuban leader joking with his brother and Venezuelan President Hugo Chavez. Castro appeared tired and pale, yet alert in the videotaped encounter, speaking quietly but clearly enjoying himself as he chatted with Chavez, his close friend and political ally. Acting president Raul Castro was also present for the encounter on his brother's 80th birthday. As the men bantered back and forth, Castro's voice was inaudible. He was later shown in animated conversation with Chavez, but music played over his words. Chavez told Castro he sat down to pray when he learned of the Cuban leader's illness and operation, and said "that was a horrible day." But the Venezuelan leader also was optimistic, saying, "Your capacity to recover is impressive." The videotape showed the friends sharing a snack and looking at an album of photographs showing them together including one from a trip Castro took to Venezuela during an earlier birthday. Sentimental music accompanied the footage, which lasted about 10 minutes. The televised footage released after still pictures of the same encounter were published in the Communist Party daily Granma earlier Monday appeared aimed at dispelling any lingering doubts about 99
Castro's recovery from intestinal surgery. Cuban officials have not released details of his condition or disclosed where he is being treated. "I was thinking the worst before," said 37-year-old Ernesto Fundora, who works at a tobacco factory. "Now I don't have any doubt that he's alive. But still, he could go at any minute." Castro announced two weeks ago that he had undergone surgery for intestinal bleeding and was putting his brother in charge while he recuperates. On his birthday, he released a statement saying his recovery would be long, and warned Cubans to prepare for "adverse news" advice perhaps aimed at helping them come to terms with his eventual death. While Castro's illness has made Cubans uneasy about the future, upbeat statements from government officials and the two days of photographs have helped calm their nerves as they face up to his mortality. "It seems like he is getting better. He's a strong and healthy person and everyone wants him to get well," said Angela Ramirez, a 43-year-old cleaning woman. Whether Castro gets back on his feet or permanently cedes control to Raul Castro, some say they expect much to remain the same. "I don't think anything is going to change," said Valeria Ramos, 38, currently unemployed as she takes care of her disabled child. "Our people are united, and even if Fidel's no longer here, all of us Cubans will be. "But I do hope he can keep guiding us," she added. Castro spent hours with his brother and Chavez on Sunday, eating, laughing and sharing anecdotes, according to Granma. A day earlier, the party's youth paper, Juventud Rebelde, released the first images of Castro since his July 31 announcement that he was temporarily ceding power to his brother.
Tem de reflecie
1. Look for the words that are new to you in the dictionary and write down their English explanation. 2. Try to write/restore the news release issued by the Board of the National Association of Evangelicals that the following newspaper story/article might have been based on: Evangelical ousted amid gay sex scandal By KIM NGUYEN, Associated Press Writer2 hours, 14 minutes ago,
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5 Nov. 2006 An independent oversight board dismissed the Rev. Ted Haggard as senior pastor of the megachurch he founded, determining the influential evangelist had committed "sexually immoral conduct." The board's decision Saturday cuts Haggard off from leadership of the 14,000-member New Life Church. He had resigned two days earlier as president of the National Association of Evangelicals, where he held sway in Washington and condemned homosexuality, after a Denver man claimed to have had drug-fueled trysts with him. He also placed himself on administrative leave from the New Life Church, but its Overseer Board took the stronger action Saturday. "Our investigation and Pastor Haggard's public statements have proven without a doubt that he has committed sexually immoral conduct," the board said in a statement. Haggard was informed of the decision and "agreed as well that he should be dismissed," the statement said. The Rev. Ross Parsley will lead the church until a permanent replacement is chosen by the end of the year, it said. A letter explaining Haggard's removal and an apology from him was to be read at Sunday services. Haggard, 50, on Friday acknowledged paying the Denver man, Mike Jones, for a massage and for methamphetamine, but said he did not have sex with him and did not take the drug. He did not answer his home or mobile phones Saturday. The Rev. Rob Brendle, an associate pastor at New Life, said Haggard was out of town. "We are fully confident in the board's judgment and decision," Brendle said. "Everyone supports Ted and his family. We stand by him." Jones said news of Haggard's dismissal saddened him. "I feel really bad for his wife and family and his congregation. I know it's a sad day for them, too," Jones said. "I just hope the family has peace and can come to terms with things. I hope they can continue with a happy life." Haggard's situation is a disappointment to Christian conservatives, whom President Bush and other Republicans are courting heavily in the run-up to Tuesday's election. Many were already disheartened with the president and the Republican-controlled Congress over their failure to deliver big gains on social issues even before the congressional page scandal involving former Rep. Mark Foley (news, bio, voting record). 101
Haggard, who had been president of the evangelical association since 2003, has participated in conference calls with White House staffers and lobbied Congress last year on Supreme Court nominees. The association has named President Leith Anderson, senior pastor of Wooddale Church in Eden Prairie, Minn., as its interim president. Haggard founded New Life in the mid-1980s and held its first services in the unfinished basement of his Colorado Springs home. Jones, who said he is gay, said he was upset when he discovered who Haggard was and found out that New Life had publicly opposed same-sex marriage a key issue in Colorado, with a pair of issues on Tuesday's ballot. Jones has denied selling drugs but said Haggard snorted methamphetamine before their sexual encounters to heighten his experience. Haggard told reporters he bought meth but never used it; he said he received a massage from Jones after being referred to him by a Denver hotel. Jones said that no hotel referred Haggard and that he advertises only in gay publications. Church member Christine Rayes, 47, said the congregation had hoped the allegations "were all lies." "We all have to move forward now," she said. "This doesn't make what Ted accomplished here any less. The farther up you are, the more you are a target for Satan." ___ Associated Press writer Judith Kohler contributed to this report. Listening Listen to The Animal School fable and find the flaws that such a school has, from the points of view of equity and excellence (see the tape script). Also comment on The family that learns together, earns together.
Tape script The Animal School Once upon a time, an animal meeting was held in the forest. The issue at stake was animal education. The animals were going to
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set up a school. An Animal School Board was elected. Despite some stifled protest, the Animal School Board decided on a common curriculum for all the animals. The four compulsory curriculum areas were: Running, Climbing, Swimming, and Flying. There were no optional subjects. All the animal students had to attend all these four types of classes. But, no matter how dedicated efforts the students made, some difficulties were encountered. The duck was very good at Swimming, even better than the teacher, but it got poor grades at Flying; and the Running classes were a disaster as the duck hurt its legs because of over-exercise so that even the performance at Swimming got lower. The squirrel was excellent at Climbing but had some problems with taking off from the ground at Flying as it expressed preference to fly down from a tree. Because of the stress of all the Swimming lessons it had a nervous breakdown and dropped out. Some similar experiences had the rabbitthough it was a brilliant student at Running. Eventually, it had to see an animal psychotherapist because of the enormous effort made at the other classes. Anyway, by the end of the school year, a common eel ended up valedictorian as it could swim well, was able to climb, crawl and fly a little, no matter how small and insignificant it was. (adapted from the fable quoted by Stephen Covey)
Write a headline for a newspaper story (news or editorial, according to your preference) based on the fable above. Then write a lead and the rest of a brief newspaper article.
The Article:
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Definite (the); Indefinite references/bbliography).
(a/an);
Zero.
(see
grammar
Fill in the blanks with a/an/the where an article is necessary: He is .1undergraduate student. He goes to.2university in .3morning every day from Monday to Friday. His friend came to 4university yesterday to bring him .5keys that he had forgotten at..6home. Fortunately, 7T.M. University is not very far from 8district they live in.
The Past Perfect Tense Use: to express an action before another past action/moment. Time Expressions: before, for, since, after , just, already, yet, ever never, till/until, when, by, by the time. Form: Affirmative: S + had + 3rd form of the verb . Interrogative: Had + S + 3rd form of the verb .? Negative: S + had + not + 3rd form of the verb .(short form: hadnt). The Past Perfect Progressive Use: to express: an action continuing up to a specific time in the past; a continuous, past action which had visible results or effect in the past. Time Expressions: before, for.., since, after , just, aready, yet, ever never, till/until, when, by, by the time. Form: Affirmative: S + had + verb -ing. Interrogative: Had + S + verb -ing.? Negative: S + had + not + verb -ing.(short form: hadnt).
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1. Choose the appropriate verb form: 1) He..away the old worn out hat two weeks before he went shopping for another one. a. has thrown; b. had thrown; c. threw. 2) The client said he..alreadya shrink before. a. had seen; b. saw; c. has seen. 3) Wecranky because of the bad weather yesterday. a. are; b. was; c. were. 4) The ozone layer..thinner and thinner. a. gets; b. is getting; c. get. 2. Choose the correct item: 1) Shein a stable family before she got married in 2000. a. has been brought up; b. was brought up; c. had been brought up. 2) Harry..an ugly accident a couple of years before they moved house. a. had; b. had had; c. has had. 3) He is weary. He.at the boring project all day. a. has been working; b. has worked; c. had worked. 4) They were worried. The police.for their kidnapped children for a fortnight without finding a clear lead. a. had looked; b. has been looking; c. had been looking. 105
5) He..all the possible assumptions until yesterday morning when he had that illumination. a. had exhausted; b. had been exhausting; c. has exhausted.

1. 1) b, 2) a, 3) c, 4) b. 2. 1) c, 2) b, 3) a, 4) c, 5) a.
BIBLIOGRAFIE RECOMANDAT/ orientativ:
Belch, George E. & Belch, Michael A., Introduction to Advertising and Promotion, Burr Ridge, Illinois: Irwin, pp. 626-658 (PR, Publicity & Corporate Advertising), (IV 82, Biblioteca FJSC) Dooley, Jenny; Evans, Virginia, Grammarway 4, Express Publishing, U.K., 1999; English Media Texts, Past and Present, Ed. F. Ungerer, F. Liebig Univ., 2000; Evans, Virginia, Successful Writing, Express Publishing, U.K., 1998; Frost, Chris, Reporting for Journalists, Routledge, U.K., 2002, (III 1635, Biblioteca F.J.S.C.); Ledingham, John A. i Bruning, Stephen D., 2000, Public Relations as Relationship Management, London: Lawrence Erlbaum Associates Publishers, pp.205-221 (III 1516, Biblioteca FJSC) Moen, Daryl R., Newspaper Layout and Design, Iowa State University Press, Ames, U.S.A., 2000 (IV 239, Biblioteca F.J.S.C.); Newsom, Doug, Scott, Alan i Vanslyke Turk, Judy, 1993, This Is PR, Belmont, California: Wadsworth Publishing Co., pp.194-224 (III 689, Biblioteca FJSC) Rich, Carole, Writing and Reporting News, International Thomson Publishing, Belmont, California, U.S.A., 1994 (III 911, Biblioteca F.J.S.C.).
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www.writersmarket.com; www.fsu.edu/library/ http://www.canadaone.com/promote/newsrelease3.html unitatea 4 (pentru
http://www.aboutpublicrelations.net/ucwylie.htm (pentru unitatea 4)
Further reading on PROPAGANDA in Journalism and in PR: (pentru unitatea 5)
Robert Cole. Propaganda in Twentieth Century War and Politics (1996) Robert Cole, ed. Encyclopedia of Propaganda (3 vol 1998) Nicholas John Cull, David Culbert, and David Welch, eds. Propaganda and Mass Persuasion: A Historical Encyclopedia, 1500 to the Present (2003) Garth S., and Jowett, Victoria, Propaganda and Persuasion (1999) Hindery, Roderick R., Indoctrination and Self-deception or Free and Critical Thought?(2001) Le Bon, Gustave, The Crowd: a study of the Popular Mind (1895) Kevin R. Kosar. *Public Relations and Propaganda: Restrictions on Executive Branch Activities David R. Willcox. *Propaganda, the Press and Conflict (2005) John H. Brown. "Two Ways of Looking at Propaganda" (2006)
References (for Glossary and Guidelines of Media Communication): Gary B. Larson of Seattle, Washington, style@garbl.com.
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Updated Sept. 10, 2005.
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Unitatea de nvare 5
PROPAGANDA IN ADVERTISING AND IN PUBLIC RELATIONS
CUPRINS
Obiectivele unitii de nvare nr. 5 1.1 Cunoaterea n limba englez a conceptelor fundamentale din domeniul comunicrii eficiente n mass media. 1.2 nelegerea, cunoaterea i aplicarea unor principii i tehnici ale comunicrii eficiente n limba englez. 1.3 Dezvoltarea abilitilor de receptare i producere de structuri lingvistice specifice comunicrii media n limba englez. 1.4 Aplicarea unor tehnici adecvate, a unor repere generale ale eficienei n comunicarea public i de mas. 1.5 Valorificarea potenialului creativ i formarea unor abiliti de comunicare de succes n limba englez.
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PROPAGANDA IN ADVERTISING AND IN PUBLIC RELATIONS Propaganda

is a specific type of message presentation directly aimed at influencing the opinions of people, rather than impartially providing information. Literally translated from the gerundive as "things which must be disseminated," in some cultures the term is neutral or even positive, while in others the term has acquired a strong negative connotation. Its connotations can also vary over time. For instance, in English, "propaganda" was originally a neutral term used to describe the dissemination of information in favor of a certain cause. Over time, however, the term acquired the negative connotation of disseminating false or misleading information in favor of a certain cause. Strictly speaking, a message does not have to be untrue to qualify as propaganda, but it may omit so many pertinent truths that it becomes highly misleading. In English the term propaganda overlaps with distinct terms like indoctrination (ideological views established by repetition rather than verification) and mass suggestion (broader strategic methods). In practice, the terms are often used synonymously. Historically, the most common use of the term propaganda is in political contexts; in particular to refer to certain efforts sponsored by governments, political groups, and other often covert interests. In the early 20th century the term was also used by the founders of the nascent public relations industry to describe their activities; this usage died out around the time of World War II. Individually propaganda functions as self-deception. Culturally it works within religions, politics, and economic entities like those which both favor and oppose globalization. At the left, right, or mainstream, propaganda knows no borders; as is detailed by Roderick Hindery. Hindery further argues that debates about most social issues can be productively revisited in the context of asking "what is or is not propaganda?" Not to be overlooked is the link between propaganda, indoctrination, and terrorism. Mere threats to destroy are often as socially disruptive as physical devastation itself. See also: religious terrorism .
Indoctrination
is instruction in the fundamentals of a science, or other system of belief (such as a philosophy religion). The National Industrial Security Program Operating Manual defines
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indoctrination as "the initial security instructions/briefing given a person prior to granting access to classified information." Set within the contexts of religion, this would serve perfectly as a definition of the preparation for receiving esoteric knowledge not generally available to the world-at-large, a preparation that is a prerequisite for initiation into a mystery religion. Princeton: the Cognitive Science Laboratory's "Word Net 2.0" defines "indoctrination" as "teaching someone to accept doctrines uncritically." Another serviceable partial definition is "To teach systematically partisan ideas propaganda." This definition opens the most basic difference between indoctrination and education: indoctrination teaches the doctrina (doctrine) that structures a subject, as observed from within, whereas educatio literally "leads out" from a subject, one that is being dispassionately observed from without. Criticism Indoctrination, as deception by the other, coexists with self-deception at many ideological levels, which include politics, economics, and religion. Like viruses it spreads itself with inexorable consequences. Noam Chomsky has been quoted saying, "For those who stubbornly seek freedom, there can be no more urgent task than to come to understand the mechanisms and practices of indoctrination. These are easy to perceive in the totalitarian societies, much less so in the system of ' brainwashing under freedom' to which we are subjected and which all too often we serve as willing or unwitting instruments." The subtle effects of a highly indoctrinated environment may rise unexpectedly to the surface in examining a culturally-freighted term such as "knee-jerk skeptic ": the hearer recognizes immediately the cognate expression "knee-jerk liberal", describing a person considered to be thoughtlessly and inappropriately liberal, instinctively and on all occasions. Then the subtext presents itself: it has been assumed. As Robert Jay Lifton has argued, in his discussions about thought-reform and totalism, the objective of these phrases or slogans is less to continue reflective 111
conversations than to replace them with emotionally appealing phrases, for example, the opposing slogans "blood for oil" or "cut and run," both of which replace productive dialogue about objectives in the Iraq war.
Purpose of propaganda
A series of American propaganda posters during World War II appealed to servicemen's patriotism to protect themselves from venereal disease. The text at the bottom of the poster reads, "You can't beat the Axis if you get VD". Swedish Anti-Euro propaganda for the referendum of 2003.The aim of propaganda is to influence people's opinions actively, rather than merely to communicate the facts about something. For example, propaganda might be used to garner either support or disapproval of a certain position, rather than to simply present the position. What separates propaganda from "normal" communication is in the subtle, often insidious, ways that the message attempts to shape opinion. For example, propaganda is often presented in a way that attempts to deliberately evoke a strong emotion, especially by suggesting illogical (or non-intuitive) relationships between concepts. An appeal to one's emotions is, perhaps, a more obvious propaganda method than those utilized by some other more subtle and insidious forms. For instance, propaganda may be transmitted indirectly or implicitly, through an ostensibly fair and balanced debate or argument. This can be done to great effect in conjunction with a broadly targeted, broadcast news format. In such a setting, techniques like, "red herring", and other ploys (such as Ignoratio elenchi), are often used to divert the audience from a critical issue, while the intended message is suggested through indirect means. This sophisticated type of diversion utilizes the appearance of lively debate within, what is actually, a carefully focused spectrum, to generate and justify deliberately conceived assumptions. This technique avoids the distinctively biased appearance of one sided rhetoric, and works by presenting a contrived premise for an argument as if it were a universally accepted and obvious truth, so that the audience naturally assumes it to be correct. By maintaining the range of debate in such a way that it appears inclusive of differing points of view, so as to suggest fairness and balance, the suppositions suggested become accepted as fact. Here is such an example of a hypothetical situation in which the opposing viewpoints are supposedly represented: the hawk (see: hawkish) says, "we must stay the course", and the dove says, "The war is a disaster and a failure", to which the hawk responds, "In war things seldom go smoothly and we must not let setbacks affect our determination", the dove retorts, "setbacks are setbacks, but failures are failures." As one can see, the actual validity of the war is not
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discussed and is never in contention. One may naturally assume that the war was not fundamentally wrong, but just the result of miscalculation, and therefore, an error, instead of a crime. Thus, by maintaining the appearance of equitable discourse in such debates, and through continuous inculcation, such focused arguments succeed in compelling the audience to logically deduce that the presupposions of debate are unequivocal truisms of the given subject. The method of propaganda is essential to the word's meaning as well. A message does not have to be untrue to qualify as propaganda. In fact, the message in modern propaganda is often not blatantly untrue. But even if the message conveys only "true" information, it will generally contain partisan bias and fail to present a complete and balanced consideration of the issue. Another common characteristic of propaganda is volume (in the sense of a large amount). For example, a propagandist may seek to influence opinion by attempting to get a message heard in as many places as possible, and as often as possible. The intention of this approach is to a) reinforce an idea through repetition, and b) exclude or "drown out" any alternative ideas. In English, the word "propaganda" now carries strong negative (as well as political) connotations, although it has not always done so. It was formerly common for political organizations to refer to their own material as propaganda. Other languages do not necessarily regard the term as derogatory and hence usage may lead to misunderstanding in communications with non-native English speakers. For example, in Portuguese and some Spanish language speaking countries, particularly in the Southern Cone, the word "propaganda" usually means the most common manipulation of information "advertising". Famed public relations pioneer Edward L. Bernays in his classic studies eloquently describes propaganda as the purpose of communications. In Crystallizing Public Opinion, for example, he dismisses the semantic differentiations (Education is valuable, commendable, enlightening, instructive. Propaganda is insidious, dishonest, underhanded, misleading.) and instead concentrates on purposes. He writes (p. 212), Each of these nouns carries with it social and moral implications. . . . The only difference between propaganda and education, really, is in the point of view. The advocacy of what we believe in is education. The advocacy of what we dont believe in is propaganda.
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The reason propaganda exists and is so widespread is because it serves various social purposes, necessary ones, often popular yet potentially corrupting. Many institutions such as media and government itself are literally propaganda-addicts, co-dependent on each other and the fueling influence of the propaganda system that they help create and maintain. Propagandists have an advantage through knowing what they want to promote and to whom, and although they often resort to various two-way forms of communication this is done in order to make sure their one-sided purposes are achieved. Special kt 10:37, 15 August 2006 (UTC)
Types of propaganda
U.S. Propaganda from WWII, urging citizens to increase production. The heads that appear are those of Adolf Hitler and Hideki TojoPropaganda shares techniques with advertising and public relations. In fact, advertising and public relations can be thought of as propaganda that promotes a commercial product or shapes the perception of an organization, person or brand, though in post-WWII usage the word "propaganda" more typically refers to political or nationalist uses of these techniques or to the promotion of a set of ideas. Propaganda also has much in common with public information campaigns by governments, which are intended to encourage or discourage certain forms of behavior (such as wearing seat belts, not smoking, not littering and so forth). Again, the emphasis is more political in propaganda. Propaganda can take the form of leaflets, posters, TV and radio broadcasts and can also extend to any other medium. In the case of the United States, there is also an important legal distinction between advertising (a type of overt propaganda) and what the Government Accountability Office (GAO), an arm of the United States Congress, refers to as "covert propaganda." Journalistic theory generally holds that news items should be objective, giving the reader an accurate background and analysis of the subject at hand. On the other hand, advertisements generally present an issue in a very subjective and often misleading light, primarily meant to persuade rather than inform. If the reader believes that a paid advertisement is in fact a news item, the message the advertiser is trying to communicate will be more easily "believed" or "internalized." Such advertisements are considered obvious examples of "covert" propaganda because they take on the appearance of objective information rather than the appearance of propaganda, which is misleading. Federal law specifically mandates that any advertisement appearing in the format of a news item must state that the item is in fact a paid advertisement. The Bush Administration has come under fire for allegedly producing and disseminating covert propaganda in the form of television programs, aired in the United States, which appeared to be legitimate news
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broadcasts and did not include any information signifying that the programs were not generated by a private-sector news source.[1]
Soviet Propaganda Poster during the Great Patriotic War. The text reads "Red Army Soldier - SAVE US!"Propaganda, in a narrower use of the term, connotates deliberately false or misleading information that supports or furthers a political cause or the interests of those in power. The propagandist seeks to change the way people understand an issue or situation for the purpose of changing their actions and expectations in ways that are desirable to the interest group. Propaganda, in this sense, serves as a corollary to censorship in which the same purpose is achieved, not by filling people's minds with approved information, but by preventing people from being confronted with opposing points of view. What sets propaganda apart from other forms of advocacy is the willingness of the propagandist to change people's understanding through deception and confusion rather than persuasion and understanding. The leaders of an organization know the information to be one sided or untrue, but this may not be true for the rank and file members who help to disseminate the propaganda.
Brochure of the Peoples Temple, portraying cult leader Jim Jones as the loving father of the "Rainbow Family."More in line with the religious roots of the term, it is also used widely in the debates about new religious movements (NRMs), both by people who defend them and by people who oppose them. The latter pejoratively call these NRMs cults. Anti-cult activists and countercult activists accuse the leaders of what they consider cults of using propaganda extensively to recruit followers and keep them. Some social scientists, such as the late Jeffrey Hadden, and CESNUR affiliated scholars accuse ex-members of "cults" who became vocal critics and the anti-cult movement of making these unusual religious movements look bad without sufficient reasons. Propaganda is a mighty weapon in war. In this case its aim is usually to dehumanize and create hatred toward a supposed enemy, either internal or external. The technique is to create a false image in the mind. This can be done by using special words, special avoidance of words or by saying that the enemy is responsible for certain things he never did. Most propaganda wars require the home population to feel the enemy has inflicted an injustice, which may be fictitious or may be based on facts. The home population must also decide that the cause of their nation is just.
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Propaganda is also one of the methods used in psychological warfare, which may also involve false flag operations. The term propaganda may also refer to false information meant to reinforce the mindsets of people who already believe as the propagandist wishes. The assumption is that, if people believe something false, they will constantly be assailed by doubts. Since these doubts are unpleasant (see cognitive dissonance), people will be eager to have them extinguished, and are therefore receptive to the reassurances of those in power. For this reason propaganda is often addressed to people who are already sympathetic to the agenda. This process of reinforcement uses an individual's predisposition to selfselect "agreeable" information sources as a mechanism for maintaining control.
US Office for War Information, propaganda message: working less helps our enemies. Propaganda can be classified according to the source and nature of the message. White propaganda generally comes from an openly identified source, and is characterized by gentler methods of persuasion, such as standard public relations techniques and one-sided presentation of an argument. Black propaganda is identified as being from one source, but is in fact from another. This is most commonly to disguise the true origins of the propaganda, be it from an enemy country or from an organization with a negative public image. Grey propaganda Is propaganda without any identifiable source or author. In scale, these different types of propaganda can also be defined by the potential of true and correct information to compete with the propaganda. For example, opposition to white propaganda is often readily found and may slightly discredit the propaganda source. Opposition to grey propaganda, when revealed (often by an inside source), may create some level of public outcry. Opposition to black propaganda is often unavailable and may be dangerous to reveal, because public cognizance of black propaganda tactics and sources would undermine or backfire the very campaign the black propagandist supported.
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Propaganda may be administered in very insidious ways. For instance, disparaging dis-information about history, certain groups or foreign countries may be encouraged or tolerated in the educational system. Since few people actually double-check what they learn at school, such dis-information will be repeated by journalists as well as parents, thus reinforcing the idea that the dis-information item is really a "well-known fact," even though no one repeating the myth is able to point to an authoritative source. The dis-information is then recycled in the media and in the educational system, without the need for direct governmental intervention on the media. Such permeating propaganda may be used for political goals: by giving citizens a false impression of the quality or policies of their country, they may be incited to reject certain proposals or certain remarks or ignore the experience of others. See also in dictionaries: black propaganda, marketing, advertising
Brief History of Propaganda

U.S. propaganda poster, which warns against civilians sharing information on troop movements (National Archives) Etymology In late Latin, propaganda meant "things to be propagated". In 1622, shortly after the start of the Thirty Years' War, Pope Gregory XV founded the Congregatio de Propaganda Fide ("Congregation for Propagating the Faith"), a committee of Cardinals with the duty of overseeing the propagation of Christianity by missionaries sent to nonCatholic countries. Therefore, the term itself originates with this Roman Catholic Sacred Congregation for the Propagation of the Faith (sacra congregatio christiano nomini propagando or, briefly, propaganda fide), the department of the pontifical administration charged with the spread of Catholicism and with the regulation of ecclesiastical affairs in nonCatholic countries (mission territory). The actual Latin stem propagand- conveys a sense of "that which ought to be spread". Originally the term was not intended to refer to misleading information. The modern political sense dates from World War I, and was not originally pejorative. 117
Propaganda has been a human activity as far back as reliable recorded evidence exists. The writings of Romans like Livy are considered masterpieces of pro-Roman state propaganda. The Behistun Inscription, made around 515 BC and detailing the rise of Darius I to the Persian throne, can also be seen as an early example of propaganda.
19th and 20th centuries' propaganda Gabriel Tarde's Laws of Imitation (1890) and Gustave Le Bon's The Crowd: A Study of the Popular Mind (1897) were two of the first codifications of propaganda techniques, which influenced many writers afterward, including Sigmund Freud. Hitler's Mein Kampf is heavily influenced by Le Bon's theories. Journalist Walter Lippman, in Public Opinion (1922) also worked on the subject, as well as psychologist Edward Bernays, a nephew of Freud, early in the 20th century. During World War I, Lippman and Bernays were hired by then United States President, Woodrow Wilson, to participate in the Creel Commission, the mission of which was to sway popular opinion in favor of entering the war, on the side of the United Kingdom. The Creel Commission provided themes for speeches by "four-minute men" at public functions, and also encouraged censorship of the American press. The Commission was so unpopular that after the war, Congress closed it down without providing funding to organize and archive its papers.
U.S. Propaganda from WW II, Depicting Hitler as foolish, The war propaganda campaign of Lippman and Bernays produced within six months such an intense anti-German hysteria as to permanently impress American business (and Adolf Hitler, among others) with the potential of large-scale propaganda to control public opinion. Bernays coined the terms "group mind" and "engineering consent", important concepts in practical propaganda work. The current public relations industry is a direct outgrowth of Lippman's and Bernays' work and is still used extensively by the United States government. For the first half of the 20th century Bernays and Lippman themselves ran a very successful public relations firm. World War II saw continued use of propaganda as a weapon of war, both by Hitler's propagandist Joseph Goebbels and the British Political Warfare Executive, as well as the United States Office of War Information.
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In the early 2000s, the United States government developed and freely distributed a video game known as America's Army. The stated intention of the game is to encourage players to become interested in joining the U.S. Army. According to a poll by I for I Research, 30% of young people who had a positive view of the military said that they had developed that view by playing the game.
Russian revolution Russian revolutionaries of the 19th and 20th centuries distinguished two different aspects covered by the English term propaganda. Their terminology included two terms: Russian: 0 Russian: (agitatsiya), or agitation, and Russian: (agitatsiya), or agitation, and Russian: ?, or propaganda, see agitprop (agitprop is not, however, limited to the Soviet Union, as it was considered, before the October Revolution, to be one of the fundamental activity of any Marxist activist; this importance of agit-prop in Marxist theory may also be observed today in trotskyists circles, who insist on the importance of leaflets distribution). Soviet propaganda meant dissemination of revolutionary ideas, teachings of Marxism, and theoretical and practical knowledge of Marxist economics, while agitation meant forming favorable public opinion and stirring up political unrest. These activities did not carry negative connotations (as they usually do in English) and were encouraged. Expanding dimensions of state propaganda, the Bolsheviks actively used transportation such as trains, aircraft and other means. Josef Stalin's regime built the largest fixed-wing aircraft of the 1930s, Tupolev ANT-20, exclusively for this purpose. Named after the famous Soviet writer Maxim Gorky who had recently returned from fascist Italy, it was equipped with a powerful radio set called "Voice from the sky", printing and leaflet-dropping machinery, radio stations, photographic laboratory, film projector with sound for showing movies in flight, library, etc. The aircraft could be disassembled and transported by railroad if needed. The giant aircraft set a number of world records.
Soviet poster of the 1920s: The GPU thunderbolt strikes the counterrevolutionary saboteur 119
A poster of the Russian Civil War period: "Long Live World October (revolution)! The workers conquered power in Russia and will conquer the entire world Bolshevik propaganda train. 1923 ANT-20 "Maxim Gorky" propaganda aircraft, accompanied by two Po2s, in the Moscow sky
Nazi Germany Most propaganda in Germany was produced by the Ministry for Public Enlightenment and Propaganda (Propagandaministerium, or "Promi" (German abbreviation)). Joseph Goebbels was placed in charge of this ministry shortly after Hitler took power in 1933. All journalists, writers, and artists were required to register with one of the Ministry's subordinate chambers for the press, fine arts, music, theater, film, literature, or radio. The Nazis believed in propaganda as a vital tool in achieving their goals. Adolf Hitler, Germany's Fhrer, was impressed by the power of Allied propaganda during World War I and believed that it had been a primary cause of the collapse of morale and revolts in the German home front and Navy in 1918 (see also: Dolchstolegende). Hitler would meet nearly every day with Goebbels to discuss the news and Goebbels would obtain Hitler's thoughts on the subject; Goebbels would then meet with senior Ministry officials and pass down the official Party line on world events. Broadcasters and journalists required prior approval before their works were disseminated. Nazi propaganda before the start of World War II had several distinct audiences: German audiences were continually reminded of the struggle of the Nazi Party and Germany against foreign enemies and internal enemies, especially Jews. Ethnic Germans in countries such as Czechoslovakia, Poland, the Soviet Union, and the Baltic states were told that blood ties to Germany were stronger than their allegiance to their new countries. Potential enemies, such as France and the United Kingdom, were told
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that Germany had no quarrel with the people of the country, but that their governments were trying to start a war with Germany. All audiences were reminded of the greatness of German cultural, scientific, and military achievements. Until the conclusion of the Battle of Stalingrad on February 4, 1943, German propaganda emphasized the prowess of German arms and the supposed humanity German soldiers had shown to the peoples of occupied territories. Pilots of the Allied bombing fleets were depicted as cowardly murderers, and Americans in particular as gangsters in the style of Al Capone. At the same time, German propaganda sought to alienate Americans and British from each other, and both these Western belligerents from the Soviets. After Stalingrad, the main theme changed to Germany as the sole defender of what they called "Western European culture" against the "Bolshevist hordes". The introduction of the V-1 and V-2 "vengeance weapons" was emphasized to convince Britons of the hopelessness of defeating Germany. On June 23, 1944, the Nazis permitted the Red Cross to visit concentration camp Theresienstadt in order to dispel rumours about the Final Solution to the Jewish question. In reality, Theresienstadt was a transit camp for Jews en route to extermination camps, but in a sophisticated propaganda effort, fake shops and cafs were erected to imply that the Jews lived in relative comfort. The guests enjoyed the performance of a children's opera, Brundibar, written by inmate Hans Krsa. The hoax was so successful for the Nazis that they went on to make a propaganda film at Theresienstadt. Shooting of the film began on February 26, 1944. Directed by Kurt Gerron, it was meant to show how well the Jews lived under the "benevolent" protection of the Third Reich. After the shooting, most of the cast, and even the filmmaker himself, were deported to the concentration camp of Auschwitz. Goebbels committed suicide shortly after Hitler on April 30, 1945. In his stead, Hans Fritzsche, who had been head of the Radio Chamber, was tried and acquitted by the Nuremberg war crimes tribunal.
Nazi poster portraying Adolf Hitler. Text: "Long Live Germany!" "This person suffering from hereditary defects costs the community 60,000 Reichsmark during his lifetime. Fellow German, that is your 121
money, too. Read 'New People', the monthly magazine of the racepolitical office of the NSDAP." see T-4 Euthanasia Program A 1941 poster by Boris Efimov countering Nazi propaganda about the Aryan race
Cold War propaganda Soviet propaganda poster of Lenin from 1967The United States and the Soviet Union both used propaganda extensively during the Cold War. Both sides used film, television, and radio programming to influence their own citizens, each other, and Third World nations. The United States Information Agency operated the Voice of America as an official government station. Radio Free Europe and Radio Liberty, which were in part supported by the Central Intelligence Agency, provided grey propaganda in news and entertainment programs to Eastern Europe and the Soviet Union respectively. The Soviet Union's official government station, Radio Moscow, broadcast white propaganda, while Radio Peace and Freedom broadcast grey propaganda. Both sides also broadcast black propaganda programs in periods of special crises. In 1948, the United Kingdom's Foreign Office created the IRD (Information Research Department) which took over from wartime and slightly postwar departments such as the Ministry of Information and dispensed propaganda via various media such as the BBC and publishing. [4] [5]
Large image of Joseph Stalin looms over Soviets.The ideological and border dispute between the Soviet Union and People's Republic of China resulted in a number of cross-border operations. One technique developed during this period was the "backwards transmission," in which the radio program was recorded and played backwards over the air. (This was done so that messages meant to be received by the other government could be heard, while the average listener could not understand the content of the program.) Soviet propaganda appeared in Soviet Union education, as well. Propaganda went so far in school that it sometimes even interfered with learning. When one learned history, one would never learn any history except for Russia's, but even that was not at all valid. There were often lies spread about how life in America and other Western countries was, and how rich the U.S.S.R. was compared to them. Also, the Soviets used classic novels, such as the American favorite Uncle Tom's Cabin
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to spread communist propaganda. The overall motif and message was twisted to an anti-American message and was fed to the schools. In the Americas, Cuba served as a major source and a target of propaganda from both black and white stations operated by the CIA and Cuban exile groups. Radio Habana Cuba, in turn, broadcast original programming, relayed Radio Moscow, and broadcast The Voice of Vietnam as well as alleged confessions from the crew of the USS Pueblo. One of the most insightful authors of the Cold War was George Orwell, whose novels Animal Farm and Nineteen Eighty-Four are virtual textbooks on the use of propaganda. Though not set in the Soviet Union, these books are about totalitarian regimes in which language is constantly corrupted for political purposes. These novels were used for explicit propaganda. The CIA, for example, secretly commissioned an animated film adaptation of Animal Farm in the 1950s with small changes to the original story to suit its own needs.[1] Special kt 11:23, 15 August 2006 (UTC) Afghanistan In the 2001 invasion of Afghanistan, psychological operations tactics were employed to demoralize the Taliban and to win the sympathies of the Afghan population. At least six EC-130E Commando Solo aircraft were used to jam local radio transmissions and transmit replacement propaganda messages. Leaflets were also dropped throughout Afghanistan, offering rewards for Osama bin Laden and other individuals, portraying Americans as friends of Afghanistan and emphasizing various negative aspects of the Taliban. Another shows a picture of Mohammed Omar in a set of crosshairs with the words "We are watching".
Iraq U.S.PSYOP pamphlet disseminated in Iraq. Text: "This is your future alZarqawi" and shows al-Qaeda terrorist al-Zarqawi caught in a rat trap.During the 2003 invasion of Iraq, the Iraqi Information Minister 123
Mohammed Saeed al-Sahaf repeatedly claimed Iraqi forces were decisively winning every battle. Even up to the overthrow of the Iraqi government at Baghdad, he maintained that the United States would soon be defeated, in contradiction with all other media. Due to this, he quickly became a cult figure in the West, and gained recognition on the website. WeLoveTheIraqiInformationMinister.com[6] The Iraqis, misled by his propaganda, on the other hand, were shocked when instead Iraq was defeated. In November 2005, various media outlets, including The Chicago Tribune and the Los Angeles Times, alleged that the United States military had manipulated news reported in Iraqi media in an effort to cast a favorable light on its actions while demoralizing the insurgency. Lt. Col. Barry Johnson, a military spokesman in Iraq, said the program is "an important part of countering misinformation in the news by insurgents", while a spokesman for Defense Secretary Donald H. Rumsfeld said the allegations of manipulation were troubling if true. The Department of Defense has confirmed the existence of the program. More recently, The New York Times (see external links below) published an article about how the Pentagon has started to use contractors with little experience in journalism or public relations to plant articles in the Iraqi press. These articles are usually written by US soldiers without attribution or are attributed to a non-existent organization called the "International Information Center." Planting propaganda stories in newspapers was done by both the Allies and Central Powers in the First World War and the Axis and Allies in the Second; this is the latest version of this technique.[7][8][9][citation needed]
Techniques of Propaganda Generation in PR and in Advertising

A number of techniques which are based on social psychological research are used to generate propaganda. Many of these same techniques can be found under logical fallacies, since propagandists use arguments that, while sometimes convincing, are not necessarily valid.
An Italian poster from World War II using the image of Jesus to elicit support for the fascist cause from the largely Catholic population. The portrayal of an African-American US Army soldier desecrating a church fosters racist sentiment. Some time has been spent analyzing the
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means by which propaganda messages are transmitted. That work is important but it is clear that information dissemination strategies only become propaganda strategies when coupled with propagandistic messages. Identifying these messages is a necessary prerequisite to study the methods by which those messages are spread. That is why it is essential to have some knowledge of the following techniques for generating propaganda: Appeal to authority: Appeals to authority cite prominent figures to support a position idea, argument, or course of action. Appeal to fear: Appeals to fear seek to build support by instilling fear in the general population, for example, Joseph Goebbels exploited Theodore Kaufman's Germany Must Perish! to claim that the Allies sought the extermination of the German people. Argumentum ad nauseam: Uses tireless repetition. An idea once repeated enough times, is taken as the truth. Works best when media sources are limited and controlled by the propagator. Bandwagon: Bandwagon and inevitable-victory appeals attempt to persuade the target audience to take the course of action that "everyone else is taking." Inevitable victory: invites those not already on the bandwagon to join those already on the road to certain victory. Those already or at least partially on the bandwagon are reassured that staying aboard is their best course of action. Join the crowd: This technique reinforces people's natural desire to be on the winning side. This technique is used to convince the audience that a program is an expression of an irresistible mass movement and that it is in their best interest to join. Black-and-White fallacy*: Presenting only two choices, with the product or idea being propagated as the better choice. (E.g. : You can have an unhealthy, unreliable engine, or you can use Brand X oil) Common man: The "plain folks" or "common man" approach attempts to convince the audience that the propagandist's positions reflect the common sense of the people. It is designed to win the confidence of the audience by communicating in the common manner and style of the 125
target audience. Propagandists use ordinary language and mannerisms (and clothe their message in face-to-face and audiovisual communications) in attempting to identify their point of view with that of the average person. Direct order: This technique hopes to simplify the decision making process. The propagandist uses images and words to tell the audience exactly what actions to take, eliminating any other possible choices. Authority figures can be used to give the order, overlapping it with the Appeal to authority technique, but not necessarily. The Uncle Sam "I want you" image is an example of this technique. Euphoria: The use of an event that generates euphoria or happiness in lieu of spreading more sadness, or using a good event to try to cover up another. Or creating a celebrateable event in the hopes of boosting morale. Euphoria can be used to take one's mind from a worse feeling. i.e. a holiday or parade. Falsifying information: The creation or deletion of information from public records, in the purpose of making a false record of an event or the actions of a person during a court session, or possibly a battle, etc. Pseudoscience is often used in this way. Flag-waving: An attempt to justify an action on the grounds that doing so will make one more patriotic, or in some way benefit a group, country, or idea. The feeling of patriotism which this technique attempts to inspire may diminish or entirely omit one's capability for rational examination of the matter in question. Glittering generalities: Glittering generalities are emotionally appealing words applied to a product or idea, but which present no concrete argument or analysis. A famous example is the American campaign slogan "Ford has a better idea!" Intentional vagueness: Generalities are deliberately vague so that the audience may supply its own interpretations. The intention is to move the audience by use of undefined phrases, without analyzing their validity or attempting to determine their reasonableness or application. The intent is to cause people to draw their own interpretations rather than simply being presented with an explicit idea. In trying to "figure out" the propaganda, the audience foregoes judgment of the ideas presented. Their validity, reasonableness and application is not considered.
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Saddam Hussein pictured as a decisive war leader in an Iraqi propaganda picture. Obtain disapproval or Reductio ad Hitlerum: This technique is used to persuade a target audience to disapprove of an action or idea by suggesting that the idea is popular with groups hated, feared, or held in contempt by the target audience. Thus if a group which supports a certain policy is led to believe that undesirable, subversive, or contemptible people support the same policy, then the members of the group may decide to change their original position. Oversimplification: Favorable generalities are used to provide simple answers to complex social, political, economic, or military problems. Rationalization: Individuals or groups may use favorable generalities to rationalize questionable acts or beliefs. Vague and pleasant phrases are often used to justify such actions or beliefs. Red herring: Presenting data that is irrelevant, then claiming that it validates your argument. Scapegoating: Assigning blame to an individual or group that isn't really responsible, thus alleviating feelings of guilt from responsible parties and/or distracting attention from the need to fix the problem for which blame is being assigned. Slogans: A slogan is a brief, striking phrase that may include labeling and stereotyping. Although slogans may be enlisted to support reasoned ideas, in practice they tend to act only as emotional appeals. Opposing slogans about warfare in Iraq or the Middle East, for example, such as "blood for oil" or "cut and run," are considered by some to have stifled debate. On the other hand, the names of the military campaigns, such as "enduring freedom" or "just cause", may also be regarded to be slogans, devised to prevent free thought on the issues. Stereotyping or Name Calling or Labelling: This technique attempts to arouse prejudices in an audience by labeling the object of the propaganda campaign as something the target audience fears, hates, loathes, or finds undesirable. For instance, reporting on a foreign country or social group may focus on the stereotypical traits that the 127
reader expects, even though they are far from being representative of the whole country or group; such reporting often focuses on the anecdotal. Testimonial: Testimonials are quotations, in or out of context, especially cited to support or reject a given policy, action, program, or personality. The reputation or the role (expert, respected public figure, etc.) of the individual giving the statement is exploited. The testimonial places the official sanction of a respected person or authority on a propaganda message. This is done in an effort to cause the target audience to identify itself with the authority or to accept the authority's opinions and beliefs as its own. See also, damaging quotation Soldier loads a "leaflet bomb" during the Korean War. Transfer: Also known as association, this is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it. It evokes an emotional response, which stimulates the target to identify with recognized authorities. Often highly visual, this technique often utilizes symbols (for example, the Swastika used in Nazi Germany, originally a symbol for health and prosperity) superimposed over other visual images. An example of common use of this technique in America is for the President to be filmed or photographed in front of the American flag. Unstated assumption: This technique is used when the propaganda concept the propagandist want to transmit would seem less credible if explicitly stated. It is instead repeatedly assumed or implied. Virtue words: These are words in the value system of the target audience which tend to produce a positive image when attached to a person or issue. Peace, happiness, security, wise leadership, freedom, etc. are virtue words. See "Transfer". See also: doublespeak, meme, cult of personality, spin, demonization, factoid
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Techniques of propaganda transmission United States Army 312th PSYOP Company passes out leaflets and broadcasts messages in Al Kut, Iraq on May 2, 2003. Common media for transmitting propaganda messages include news reports, government reports, historical revision, junk science, books, leaflets, movies, radio, television, and posters. In the case of radio and television, propaganda can exist on news, current-affairs or talk-show segments, as advertising or public-service announce "spots" or as long-running advertorials. The magazine Tricontinental, issued by the Cuban OSPAAAL organization, folds propaganda posters and places one in each copy, allowing a very broad distribution of proFidel Castro propaganda. Ideally a propaganda campaign will follow a strategic transmission pattern to fully indoctrinate a group. This may begin with a simple transmission such as a leaflet dropped from a plane or an advertisement. Generally these messages will contain directions on how to obtain more information, via a web site, hotline, radio program, et cetera. The strategy intends to initiate the individual from information recipient to information seeker through reinforcement, and then from information seeker to opinion leader through indoctrination. A successful propaganda campaign includes this cyclical memereproducing process.
The Propaganda Model

The propaganda model is a theory advanced by Edward S. Herman and Noam Chomsky that alleges systemic biases in the mass media and seeks to explain them in terms of structural economic causes. First presented in their 1988 book Manufacturing Consent: the Political Economy of the Mass Media, the propaganda model views the private media as businesses selling a product readers and audiences (rather than news) to other businesses (advertisers). The theory postulates five general classes of "filters" that determine the type of news that is presented in news media. These five are: Ownership of the medium Medium's funding sources 129
Sourcing Flak Anti-communist ideology The first three (ownership, funding, and sourcing) are generally regarded by the authors as being the most important. Although the model was based mainly on the characterization of United States media, Chomsky and Herman believe the theory is equally applicable to any country that shares the basic economic structure and organizing principles which the model postulates as the cause of media biases. After the disintegration of the Soviet Union, Chomsky stated that the new filter replacing communism would be terrorism and Islam.
Black propaganda is propaganda that purports to be from a source on one side of a conflict, but is actually from the opposing side. It is typically used to vilify, embarrass or misrepresent the enemy. It contrasts with grey propaganda, the source of which is not identified, and white propaganda, in which the real source is declared. The term is also sometimes used as a synonym for particularly malicious wartime propaganda or falsification of information that is captured by an enemy. Black propaganda may be generated by altering genuine enemy propaganda in such a way as to distort its message. This is a particularly powerful tool if the target audience has a poor understanding of the language of the enemy. The word flak can mean:Anti-aircraft gunfire, derived from the German Flugabwehrkanone, for "aircraft defense cannon", during World War II. See also 88 mm gun Flak jackets are protective clothing worn by soldiers and others to protect themselves from debris and shrapnel criticism, as a metaphorical extension of the previous, e.g. "I'll have to take the flak for what that confounded reporter dug up." As a component of mostly Dutch, but also German and Scandinavian area place names, flak and similar may mean "flat land" or "flat sandbank": e.g. Flakfortet Maasvlakte Goeree-Overflakkee: compare English "flake": a fictional Commanding Officer in the Advance Wars series.
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Tem de reflecie 5
1. Who are the authors of the propaganda model theory? 2. What does the propaganda model theory postulate in terms of the five general classes of filters that determine the type of news that is presented in news media? Specify these five classes. 3. Specify at least five Techniques of Propaganda Generation in PR and in Advertising. 4. Compare black propaganda with the white an the grey ones. 5. Name two novels by George Orwell that are virtual textbooks on the use of propaganda. * A fallacy is an erroneous argument.
Practice
The verb take + preposition: after down for For granted In off over to = to resemble = to write/record = to mistakenly assume that sb/sth. Is sb./sth. else = to assume as a fact that does not need any confirmation = to receive, admit; include/comprise to reduce the size of; to
= to remove; to depart (aeroplanes) = to take control/possesion of = to adopt as a habit/practice/hobby
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Practice
Re-phrase each sentence below using the equivalent verbs/phrases for the prepositional verbs in bold font: Jenny took for granted1 her wonderful genetic heritageshe has an amazingly beautiful voice. She took after2 her grandmother in almost everything that characterises her, including this remarkable musical talent. Therefore, she took to3 singing loudly at home, that I, in a condominium (=block of flats). When a manager heard her, he took her for4 a professional singer, and offered to obtain a good contract. He took down5 her personal data in order to contact her later, because he was flying to Geneva. His plane took off6 half an hour later. So he was in a hurry. He intended to take over7 Blues tune Records.
Modal Verbs
Expressing ability
(skill and achievement).
Modal verb CAN COULD/WAS ABLE TO
To express Ability in the present or future Ability in the past Ability in the past for repeated actions
Examples How well can you speak German? Two years ago, Jane could hardly speak German, but now she can speak it very well. He could/was able to swim a lot when he was young.
COULDNT/WASNT ABLE For repeated TO single actions
or
Grandma couldnt/wasnt able to find her wallet. I cant use the computer very well yet, but by the end of the university year Ill be able to use it perfectly. If you keep up learning throughout the course, youll be able to master English.
I WILL/WONT BE ABLE Skill and TO achievement in the future
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COULD + INFINITIVE
PERFECT For past ability, when the action was not performed; When we dont know whether it was performed or not; To express irritation at or reproach for the non-performance of an action.
I could have given you a helping hand. Why didnt you let me know in due time? The cake has vanished! Who could have taken it ? You could have anticipated it !
Practice
Match the jumbled phrases to restore the proverbs:
No news is Out of sight, All that glitters Where there is a will Look before you When in Rome Make hay while Dont put the cart You cant have your cake and Better safe than Experience is The more you have, Theres no smoke Absence makes the heart Still waters
Is lost. Without fire Grow fonder. Leap. Before the horse. Sorry. Out of mind. Good news. The best teacher. Is not gold. Run deep. Eat it. The more you want. There is a way. While the sun shines.
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He who hesitates.
Do as the Romans do.
Belch, George E. & Belch, Michael A., Introduction to Advertising and Promotion, Burr Ridge, Illinois: Irwin, pp. 626-658 (PR, Publicity & Corporate Advertising), (IV 82, Biblioteca FJSC) Dooley, Jenny; Evans, Virginia, Grammarway 4, Express Publishing, U.K., 1999; English Media Texts, Past and Present, Ed. F. Ungerer, F. Liebig Univ., 2000; Evans, Virginia, Successful Writing, Express Publishing, U.K., 1998; Frost, Chris, Reporting for Journalists, Routledge, U.K., 2002, (III 1635, Biblioteca F.J.S.C.); Ledingham, John A. i Bruning, Stephen D., 2000, Public Relations as Relationship Management, London: Lawrence Erlbaum Associates Publishers, pp.205-221 (III 1516, Biblioteca FJSC) Moen, Daryl R., Newspaper Layout and Design, Iowa State University Press, Ames, U.S.A., 2000 (IV 239, Biblioteca F.J.S.C.); Newsom, Doug, Scott, Alan i Vanslyke Turk, Judy, 1993, This Is PR, Belmont, California: Wadsworth Publishing Co., pp.194-224 (III 689, Biblioteca FJSC) Rich, Carole, Writing and Reporting News, International Thomson Publishing, Belmont, California, U.S.A., 1994 (III 911, Biblioteca F.J.S.C.). www.writersmarket.com; www.fsu.edu/library/ http://www.canadaone.com/promote/newsrelease3.html unitatea 4 (pentru

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References (for Glossary and Guidelines of Media Communication): Gary B. Larson of Seattle, Washington, style@garbl.com. Updated Sept. 10, 2005.
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Unitatea de nvare 6
6.RADIO JOURNALISM (BASIC VOCABULARY) CUPRINS
Obiectivele unitii de nvare nr. 6 1.1 Cunoaterea n limba englez a conceptelor fundamentale din domeniul comunicrii eficiente n mass media. 1.2 nelegerea, cunoaterea i aplicarea unor principii i tehnici ale comunicrii eficiente n limba englez. Dezvoltarea abilitilor de receptare i producere de structuri lingvistice specifice 1.3 comunicrii media n limba englez. 1.4 Aplicarea unor tehnici adecvate, a unor repere generale ale eficienei n comunicarea public i de mas. 1.5 Valorificarea potenialului creativ i formarea unor abiliti de comunicare de succes n limba englez.
Radio Journalism (Basic Vocabulary)

Here are some common terms in radio journalism and their definitions: actuality recorded segment of a newsmaker speaking, generally lasting from 10 to 20 seconds; this is what people outside of radio journalism often call a "sound bite"
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clock schedule of a broadcast hour, with precise time in minutes and seconds allotted for the various programming segments; for example, a clock might begin "00:00-01:30 -- news," "01:30-02:30 -- spots," and so forth; often represented as a pie chart resembling an analog clock cut tape containing the recording of a voicer, wrap, actuality or nat sound; networks feed cuts to affiliates via satellite hourly network newscast beginning at the top of the hour; the cast generally contains a commercial break at two and a half or three minutes past the hour and resumes a minute or a minute and a half later; most hourlies conclude at five minutes past the hour IQ "in cue" -- the first words recorded on a cut lead first sentence of a news story, which should concisely reveal the story's basic events and provide an introduction to the details given in the rest of the story live shot report introduced by an anchor that has not been recorded but is read live by another journalist, often at a news scene lockout final words of a report spoken by a journalist in which the journalist's name and station call letters or frequency are given, such as "Corrie Carpenter, 990 News"; often a location is given as well: "In Middleville, Corrie Carpenter, 990 News" MOS abbreviation for "Man On the Street" interviews; that is, interviews of passers-by chosen at random in a public place and asked their opinions of events or people in the news nat or natural or raw sound "raw sound" is recorded sound that is not of a newsmaker speaking, such as the sound of an airplane landing or a marching band playing or a crowd cheering; sometimes known as "natural sound" or "nat sound," especially when the source of the sound is from nature, such as frogs croaking or geese honking OQ "out cue" -- the last words recorded on a cut reader script of a news story in which no actualities are to be played; this script is read live on the air by the anchor; the recording of a reader by a reporter is called a "voicer" 137
script written-out version of a news story, the text of which is read on the air; a newscast is made up of a collection of scripts read by an anchor slug title of a script; used for reference purposes; wire-service stories are each given one sounder recorded tune used to introduce segments of the broadcast, such as at the beginning of a traffic report or sports; the networks use sounders at the beginning of the hourlies spot recorded commercial advertisement tease brief phrase spoken by the anchor immediately before playing a spot or going to traffic (or some other interruption of the newscast) to tell the listener about a story coming up later; the tease should intrigue the listener without either misrepresenting the story or revealing it entirely voicer recorded report containing only the journalist's voice -- there is no actuality; can be understood as a recorded reader wrap recorded report in which a journalist's voice occurs at the beginning and end, and an actuality is played in between; the report is "wrapped around" the actuality zinger unusual and generally humorous feature story often placed at the end of a newscast
Vox Pop(1932-1948 travelling America)

INTRODUCTION One of the pioneering radio quiz programs, Vox Pop was the brainchild of one man, Parks Johnson, a former cotton broker, manager of a Texas oil company, veteran of World War I, and advertising salesman for radio station KTRH in Houston, Texas. When Vox Pop began in November 1932, Johnson and KTRH station manager Jerry Belcher quizzed passers-by on the streets of Houston. However, Johnson was a keen judge of the public taste and Vox Pop evolved from a quiz program heard locally in Houston to an audience participation program heard nationally from locations across the country and around the world. Before going off the air in 1948, Vox Pop also experienced
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changes in co-hosts, sponsors, and networks, but one thing remained the same: Parks Johnson's dedication to bringing the voice of public to the radio airwaves.
The information and photographs come from the VOX POP COLLECTION, information and primary materials that Parks Johnson saved to document the show's history.
HISTORY HOUSTON YEARS (1932-1935) In November 1932, on the eve of that year's Presidential election, Parks Johnson and Jerry Belcher began broadcasting from the streets of Houston, Texas over station KTRH. They challenged passers-by with trivia questions for cash prizes. Sponsored by Metzger's Dairies. The program proved to be so successful that it was brought to the Soutwest Broadcasting System network in 1935. NEW YORK YEARS (1935-1939) In July 1935, Richard Marvin, a representative of the J. Walter Thompson Agency heard the program and brought it to New York as a summer replacement for Joe Penner on NBC. For the next four years, Vox Pop broadcast from locations all over New York City, including hotel lobbies, train stations, and the lobby of the NBC studios at Radio City. Its sponsorship also varied, first by Fleischman's Yeast, then Molle Shaving Cream, and finally Kentucky Club Tobacco. In 1936, co-host Jerry Belcher left the program and was replaced by the program's announcer Wally Butterworth. In 1939, Parks and Wally made frequent broadcasts from the New York World's Fair and that same year, moved from NBC to CBS.
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WORLD WAR II
(1940-1945) The year 1940 was a turning point in the history of Vox Pop. Broadcasting from hotel lobbies in New York City had allowed Parks
Johnson and his co-hosts to speak to men and women as they travelled through New York from locations around the country, but beginning in 1940 and continuing until the program went off the air in 1948, Vox Pop brought its microphones to where people lived, to their hometowns. Between 1940 and 1948, Vox Pop broadcast from 39 states and 6 foreign countries, as well as Alaska and Washington, DC. In January 1940, they visited Rutgers University in New Brunswick, New Jersey, the first of many visits they would make to college campuses. In February, Parks and Wally traveled to Hollywood, California to broadcast from the premiere of the Paramount Picture "Seventeen", the first of nineteen motion picture premieres Vox Pop would attend by 1948. The most significant period in the history of Vox Pop also began in 1940. In July, they visited the Merchant Marine training ship "Empire State" in New London, Connecticut, beginning a practice of interviewing servicemen and women and others involved in the war effort. By bringing the voices and experiences of the serviceman to the American public, Vox Pop served an important role in maintaining the nation's morale during the war. By the end of 1945, Vox Pop had visited over 200 military bases, hospitals, and warplants all over the country, highlighting members of the Army, Navy, Marines, Coast Guard, Army Air Force, as well as the women's service organizations, the WACS, WAVES,and SPARS. Wally Butterworth joined in only a part of these visits. In 1942, he left the program and was replaced as co-host by
140
Warren Hull, a veteran radio announcer and motion picture actor. Warren would continue with Parks until the final Vox Pop broadcast in 1948 and would later find fame as the host of the long-running television game show Strike It Rich.
POST-WAR YEARS (1946-1948) After the war, Vox Pop continued to visit locations highlighting American culture. Problems with Lipton Tea. However under sponsorship of American Express Travelers Cheques on ABC, and with wartime travel restrictions lifted made trips to Alaska, London, and Paris. Final broadcast May 19, 1948.
Tem de reflecie 6
A. 1. What subject (based on Romanian student/or not-- or international actuality) would you suggest/tackle for a vox pop on the radio ? 2. Write tapescript (of /non/-recorded material) or send recoded sound e-mail of a short (3 to 5 people) vox pop, and possible comments of your own (with regard to practical issues). B. 1. What is: (a) a lockout?; (b) a sounder?; (c) a voicer?; (d) a zinger? 141
2. What does a wrap have to do with an actuality? 3. Who was the pioneer of radio vox pops?
Practice
Match the headlines below to their corresponding leads that come afterwards: Associated Press and Reuters main headlines on Aug. 12th 2006: a. Security Council OKs Mideast peace deal By NICK WADHAMS, Associated Press Writer b. Police eye money trail in airliner plot By JENNIFER QUINN and PAUL HAVEN, Associated Press Writers 12 Aug, 2006
c. Terror plot probe under way in U.S. By LARA JAKES JORDAN, Associated Press Writer d. 15 civilians die in Israeli airstrikes By ZEINA KARAM, Associated Press Writer e. Korean War soldier buried 55 years later By DONNA DE LA CRUZ, Associated Press Writer 12 Aug, 2006
f. Braves give the boot to conservative group at "Faith Day" By PAUL NEWBERRY, AP Sports Writer
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g. Caviar, oil targeted by Caspian protection plan By Alister Doyle, Environment Correspondent
Corresponding leads
1. LONDON - Investigators on three continents worked to fill in the full, frightening picture Friday of a plot to blow U.S. jetliners out of the Atlantic skies, tracking the money trail and seizing more alleged conspirators in the teeming towns of eastern Pakistan. 2. ATLANTA (AP) -- The Atlanta Braves will mix baseball with the gospel when they hold another "Faith Day" this weekend. But one of the country's most prominent Christian organizations has been tossed out of the game. Focus on the Family, a group founded by James Dobson, was barred from participating in Sunday's postgame activities after sponsoring the first such event at Turner Field last month. While the team wouldn't provide a reason for its decision, several gay rights groups on the Web bristled with speculation that Focus on the Family was given the boot for promoting its belief that homosexuality is a social problem comparable to alcoholism, gambling or depression. While the team wouldn't provide a reason for its decision, several gay rights groups on the Web bristled with speculation that Focus on the Family was given the boot for promoting its belief that homosexuality is a social problem comparable to alcoholism, gambling or depression. The Braves were the first major league team to hold "Faith Day," teaming up with Tennessee-based promoter Third Coast Sports to put on the event after a July 27 game against Florida. 3. UNITED NATIONS The U.N. Security Council adopted a resolution seeking a "full cessation" of violence between Israel and Hezbollah, offering the region its best chance yet for peace after a month of fighting that has killed more than 800 people and inflamed Mideast tensions. 4. BEIRUT, Lebanon - Israeli missiles slammed into a village in southern Lebanon early Saturday, killing at least 15 civilians, Lebanese security officials said, while an attack in the north severed access to the country's last open border crossing with Syria. 143
5. WASHINGTON - Months after the Korean War started, heavy artillery hit Army Cpl. Edward F. Blazejewski's unit, killing the 25-year-old. When the unit had to move out, his body was left behind. His family waited 55 years for his remains to be recovered from Korean soil, identified and, on Friday, finally buried at Arlington National Cemetery.
6. OSLO (Reuters) - Caviar lovers may benefit from a five-nation deal entering into force from Saturday meant to clean up the badly polluted Caspian Sea. The Caspian Convention -- grouping Russia, Iran, Azerbaijan, Kazakhstan and Turkmenistan -- is the first legally binding document on any subject adopted by the five shoreline states with widely differing political systems. The accord mirrors existing deals for the Mediterranean or Baltic seas and aims to stop pollution, protect wildlife, monitor the environment and work out joint responses to any emergencies. It formally goes into force on August 12. "The Caspian Sea's fragile environment is extremely vulnerable to the region's current boom in oil and gas exploration," said Achim Steiner, head of the U.N. Environment Programme (UNEP). 7. WASHINGTON - Federal investigators are pursuing leads in the United States related to the foiled plot to blow up flights from Britain but so far have found no evidence of terrorist activity, Bush administration officials said Friday.
Expressing possibility and probability
MAY MIGHT MAY/MIGHT + Present Infinitive MAY/MIGHT +
Perhaps, very possible Slight possibility Possibility in the present or future In speculations about past
John may be back tomorrow. They might come here for Christmas this year. He may/might visit his parents next summer. She may/might have gone on a trip 144
Perfect Infinitive COULD COULD BE
actions possibility As an alternative MAY/MIGHT BE possibility Occasional possibility It does not seem possible./I dont think. It is almost certain./I think. of
to Ireland. Frank could still be in the library . He is a bookworm. I wonder the cat is. It may/might/could be in the kitchen with its paw in the fish bowl. I cant plunge in the swimming pool. There isnt enough water in it. Scarlet fever dangerous. can be quite
CAN CAN CANT MUST
You have rested a lot lately. You cant be weary. He looks cross. He must have problems at home.
Practice
1. Abstract picture.
What
may might could can
be?
Expressing permission
145
Formal and informal ways of expressing permission.
MODAL VERB CAN COULD MAY MIGHT COULD/WAS,WERE ALLOWED TO MUSTNT CANT
USE Informal. More polite Formal More formal Permission in the past Denying permission law/norms/rules Refusing permission by
EXAMPLES Can I borrow your car, Dad ? Could I borow your car, Dad ? May I use your phone ? Might I see your identity card, Sir ? On weekends we were allowed to stay up late. You mustnt stop your car here ! You cant enter unless you are wearing a tuxedo.
Practice
1.Writing: You are in a university campus. Describe your life in the campus. Mention at least five things you may do in the campus, and five that you may not/mustnt do. 2.Situational Dialogue Draw an ideal/imaginary university campus. Place yourself somewhere in the campus. Then, ask your peers to give you directions to another place in the campus. Use the phrases in the box below.
Asking for directions Excuse me, how can/could I get to I cant find my way in the campus. Could you tell me how to get to..
Giving directions You may go straight ahead Turn right/left after the Its opposite the Its nearby the 146
Its on the right/left side of the street. until you get to.
Expressing obligation and necessity
MODAL VERB Must
USE Strong obligation personal feelings necessity External necessity Informal, its necessary or of
EXAMPLES All citizens must observe the laws of a country. I have to attend all the lectures and seminars.(others decide it is necessary). Ive got to finish my assignment today.
Have to Ive got to
Practice
Re-phrase the following sentences using the modals in the table above: Drivers are supposed to stop the car when the traffic light is red. It is widely known that employees are expected to be punctual, industrious, good professionals. I need to do all the chores in the house on Saturday.
Practice
Read the newspaper story below: PROBE INTO AIR PLOT FOCUSES ON BROTHERS (COMPLETE STORY ) 147
By ROBERT BARR, Associated Press Writer LONDON - The investigation into a plot to blow up jetliners over the Atlantic zeroed in Saturday on brothers arrested in Pakistan and Britain, one named as a key al-Qaida suspect who left the family's home in England years ago and the other described as gentle and polite. British authorities, meanwhile, warned against complacency, saying the detention of several dozen suspects had not eliminated the danger. The terror threat level in Britain remained "critical" its highest designation and delays, flight cancellations and intense security continued to greet travelers at London airports. "No one should be under any illusion that the threat ended with the recent arrests. It didn't," Home Secretary John Reid told police chiefs at a breakfast meeting. "All of us know that this investigation hasn't ended." Among the questions British police are studying is whether any of the suspects had links to last year's London suicide bombers and how many visited Pakistan in recent months. They also are examining Internet cafes near the suspects' homes, looking into the possibility of tracking Web based e-mails or instant messages, Scotland Yard said. With U.S. authorities urgently investigating whether the British plotters had ties in America, a news report said at least one of the men under arrest in Britain had contact in Germany with the wife of Sept. 11 fugitive Said Bahaji. The report in Focus, a German weekly, did not specify the suspect involved or say when the contact occurred. British investigators and officials have not said how close the plot was to fruition when the arrests were made, but U.S. officials have said they would not have likely waited as long. In June, U.S. law enforcement officials arrested seven young men in Miami, claiming they'd plotted to bomb the Sears Tower in Chicago and a federal building in Miami. "You want to go and disrupt cells like this before they acquire the means to accomplish their goals," U.S. Attorney R. Alexander Acosta said. One intelligence veteran suggested cultural and legal differences could account for why British authorities are more willing than their American counterparts to watch and wait before making a move in a terror case. "It's just the way they work," said Stan Bedlington, of Arlington, Va., a former C.I.A., senior terrorism analyst who also served in the Special Branch intelligence services of the British Colonial Police. "They (British) would always hope that they could turn somebody and use them to their advantage," he said.
148
But he said he believed that the ability of the British to round up suspects without bringing formal charges helped them wait longer. "In America, they're very much afraid of an operation going down before they can stop it. It's a matter of culture," Bedlington said. A swirl of attention has focused on the role that the brothers Rashid and Tayib Rauf may have played in the airliner plot. Their father, Abdul Rauf, immigrated to Britain from the Mirpur district of Pakistan several decades ago, and his five children were all born in Britain, the family said. Rashid Rauf was arrested about a week ago along the Pakistan-Afghan border, and Pakistani officials have characterized him as a "key person" in the airline plot. They said evidence linked him to an Afghanistan based al-Qaida connection" but gave no details. His 22-year-old brother, Tayib, was taken into custody in Britain during the sweeps that nabbed 24 people here, and unconfirmed reports said a third brother might have been detained. A great-uncle of the Rauf brothers said Tayib is partially deaf due to a childhood illness. "He is very, very polite, the kindest person you could hope to meet," Qazi Amir Kulzum was quoted as saying in Saturday's edition of the Birmingham Post. "No one can believe that he would be involved in such matters." Neighbors and friends of the Raufs expressed shock that the brothers were caught up in the inquiry, but the devout Muslim family is no stranger to authorities. The Raufs' terraced home was first searched during a 2002 investigation into the fatal stabbing of Mohammed Saeed, an uncle of the brothers, police said. Rashid Rauf was reportedly a suspect in the slaying and is thought to have left England for Pakistan shortly after the death. The house was searched again in connection with a murder during race riots in 2005. British authorities have released little information about the brothers, or the course of their investigation into the alleged terror plot in general. There were no briefings Saturday for the second straight day, and senior government figures stayed largely out of sight. The British government warned news media not to put the investigation at risk by publishing details about the plot. Reid, the home secretary, and Attorney General Lord Goldsmith called for "considerable restraint" to avoid tainting any trials. They said the government was trying to "strike the balance between the need to provide necessary information to the public and to business 149
whilst avoiding proceedings."
prejudicing
ongoing
investigations
or
future
But in Islamabad, where authorities are eager to put a positive spin on a story that has again put Pakistan at the center of a major international terror investigation, officials spent Saturday leaking details of their country's role in cracking the case. Pakistan is questioning at least 17 people, including Rashid Rauf and one other British national whose name has not been released. A senior Pakistani security official told The Associated Press that Rauf's arrest prompted an accomplice in the southern city of Karachi to make a panicked phone call to a suspect in Britain, giving the green light for the airliner plot to move forward urgently. "This telephone call intercept in Karachi and the arrest of Rashid Rauf helped a lot to foil the terror plan," the official said. A second intelligence official, who described the accomplice as "inexperienced," also said the caller "alerted his associates about the arrest of Rashid Rauf, and asked them to go ahead." Both officials agreed to discuss the investigation only if not quoted by name due to the sensitive nature of their work. While authorities in Pakistan believe they have nabbed the main players in the plot, the second intelligence official said two or three suspects remained at large, including Matiur Rahman, a senior figure in the alQaida-linked Pakistani militant group Lashkar-e-Jhangvi. He said Rahman's name was mentioned by one of the detainees during interrogation. British police on Friday released one of the 24 people originally arrested. No charges have been filed yet against the others. Under tough new anti-terrorism laws, authorities can hold suspects up to 28 days without charge, but pressure is likely to mount for police to disclose at least some of the evidence. Many in Britain's Muslim community are deeply distrustful of the police following high-profile blunders in the past, including the killing of a man mistaken for a suicide bomber and the shooting of another man in a raid that resulted in no charges. Prominent British Muslims, including three members of Parliament, complained in an open letter Saturday that Britain's intervention in Iraq and the failure to secure an immediate cease-fire in Lebanon and to get Israel to release jailed militants provided "ammunition to extremists who threaten us all." India's government, meanwhile, banned liquids from airliners and limited carry-on luggage while intensifying security at airports and other public places Saturday.
150
The move came a day after the U.S. Embassy sent an e-mail to Americans in India warning that foreign militants, possibly al-Qaida terrorists, could be planning bomb attacks there. India has been the target of terror attacks by extremists linked to Islamic insurgents in Kashmir. Associated Press writers Munir Ahmad in Islamabad, Pakistan, Rob Harris in Birmingham, and Jennifer Quinn in London contributed to this report. Task 1: Shorten the article above by sticking to the main points of interest for Romanian readers. Task 2: Find synonymous words and phrases in the article above for: a) to prevent smth. bad that smb. is planning to do b) to catch /arrest smb. who is doing smth. wrong; to get smth./smb. quickly, esp. before anyone else can get them c) to prohibit, not to allow d) one of a group of people who fight against the government of their own country, or against authority e) a careless or stupid mistake f) a short attack on a place by soldiers, planes, or ships, intended to cause damage but not take control g) to work hard on a case h) to balance i) if smth. bad taints a situation or person, it makes the situation/person seem bad; to damage smth. by adding an unwanted substance to it
151
Test de autoevaluare 6 / Self-appraisal 6

A. Explain the underlined journalese in the following: 1. City tax to be axed next month. 2. Kid unexpectedly saved from blast. 3. Teenagers blast indoor smocking ban. 4. Politicians face crowd hostility. 5. Three women charged for gems theft. 6. Manager nails employee on flirting at work. 7. Pitesti Mayor quits before Christmas. 8. Workers set to sway firm manager. 9. Fewer troops in Irak this year. 10. PM urges VAT increase. 11. House destroyed in blaze. 12. Romania in EU awaits boom in imports. 13. Students drop holiday plans because of exams. 14. Crin Antonescu as MP. 15. Yesterday I forgot to buy the press. 16. Calin Popescu Tariceanu is Romanias premier 17. Threat for Ferentari people who walk on streets at midnight 18. Top singer killed yesterday 19. Teacher vows big marks 20. .Government in alert because of pollution. 21. 300 bank branches face chop due to VAT 22. Alcohol price curbs 23. Family feud explodes into violence 24. Flare rampage to halt production 25. Last minute hitch delays sattelite lauch 26. Flood : new row looms 27. Moderates ousted in Union Electons 28. Mob kidnaps French envoy 29. Teachers' leaders storm out of meeting 30. Quake toll may be 5000 in Ulster 31. Six die in hotel blaze 32. India cuts trade bonds with Pakistan 33. Police to clamp down on speeding 34. City fears new slump 35. Cabinet split on prices policy 36. Quake toll may be 5.000 37. Steel plant blaze 38. Snowstorms hit transport 39. Last-minute hitch delays satellite launch 40. Picasso drawing goes for 5M B. 1. 2. 3. Explain the words in bold type in each headline: launch. dealers. plans. 152
Last minute hitch delays satellite Government promises crackdown on drugs MP nails Minister on pit closure
4. Bus driver spends 30,000 pounds in three-day credit card spree. 5. Jobless figures stun City. 6. PM rules out autumn election. 7. Export figures bolster City confidence. 8. Imports top last year's figures. 9. Woman alleges unfair treatment. 10.Hotel bars footbal fans New bar on immigrants.
Rspunsuri i comentarii la Testele de autoevaluare A.

1. axe = abolish, close down; abolition, closure 2. blast = explosion 3. blast = criticise violently 4. face = be threatened by 5. charge = accusation (by police)/gems = jewels 6. nail = force somebody to admit the truth 7. quit = resign, leave 8. set to = ready to, about to/sway = persuade 9. troops = soldiers 10. urge = encourage/VAT = value added tax 11. alert - alarm, warning 12. blaze - fire 13. boom - big increase; prosperous period 14. threat - danger 15. premier - head of government 16. press - the newspaper 17. MP - Member of Parliament 18. drop - give up, get rid of 19. top - most important 20. vow promise 21. abolition, closure / because of / value added tax 22. are restricted 23. long-lasting quarrel, dispute 24. begin violently / riot / to stop 25. problem that causes a delay / send into space 26. noisy disagreement / threaten to happen 27. driven out, replaced 28. Mafia / ambassador 29. leave angrily 30. number killed / Northen Ireland 31. blaze = fire 32. bond = political/business association 153
33. clamp down on = deal firmly with (usually smth. illegal) 34. slump = fall (economic) 35. split = disagree(ment) 36. toll = number killed 37. plant = factory 38. hit = affect badly 39. hitch = problem that causes delay 40. go for = be sold for B. 1. problem that causes delay 2. a firm application of the law/ to firmly apply the law 3. forces Minister to admit the truth about 4. wild spending expedition 5. Shock, surprise 6. Rejects the possibility of 7. Give support/ encouragement to 8. Exceed 9. Makes an accusation of 10. refuses to allow entry/ refusal to allow entry
Belch, George E. & Belch, Michael A., Introduction to Advertising and Promotion, Burr Ridge, Illinois: Irwin, pp. 626-658 (PR, Publicity & Corporate Advertising), (IV 82, Biblioteca FJSC) Dooley, Jenny; Evans, Virginia, Grammarway 4, Express Publishing, U.K., 1999; English Media Texts, Past and Present, Ed. F. Ungerer, F. Liebig Univ., 2000; Evans, Virginia, Successful Writing, Express Publishing, U.K., 1998; Frost, Chris, Reporting for Journalists, Routledge, U.K., 2002, (III 1635, Biblioteca F.J.S.C.); Ledingham, John A. i Bruning, Stephen D., 2000, Public Relations as Relationship Management, London: Lawrence Erlbaum Associates Publishers, pp.205-221 (III 1516, Biblioteca FJSC) Moen, Daryl R., Newspaper Layout and Design, Iowa State University Press, Ames, U.S.A., 2000 (IV 239, Biblioteca F.J.S.C.); Newsom, Doug, Scott, Alan i Vanslyke Turk, Judy, 1993, This Is PR, Belmont, California: Wadsworth Publishing Co., pp.194-224 (III 689, Biblioteca FJSC)
154
Rich, Carole, Writing and Reporting News, International Thomson Publishing, Belmont, California, U.S.A., 1994 (III 911, Biblioteca F.J.S.C.). www.writersmarket.com; www.fsu.edu/library/ http://www.canadaone.com/promote/newsrelease3.html unitatea 4 (pentru
References (for Glossary and Guidelines of Media Communication):
155
Gary B. Larson of Seattle, Washington, style@garbl.com. Updated Sept. 10, 2005.
156

Strategii Al Comunicarii Limba Engleza An I Sem I Si II

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Facultatea de Jurnalism i tiinele Comunicrii Universitatea din Bucureti

Specializarea tiinele Comunicrii

Strategii ale comunicrii eficiente n limba englez

asist. univ. Drd. Aurelia Ana Vasile

Strategii ale comunicrii eficiente n limba englez

Strategii ale comunicrii eficiente n limba englez

Strategii ale comunicrii eficiente n limba englez

Unit 1. THE MEDIA SPHERE PLANET

Obiectivele unitii de nvare 1

The Media Sphere Planet

Strategii ale comunicrii eficiente n limba englez

Unit 1. THE MEDIA SPHERE PLANET

Strategii ale comunicrii eficiente n limba englez

The Media Sphere Planet

Strategii ale comunicrii eficiente n limba englez

Strategii ale comunicrii eficiente n limba englez

2. HEADLINES AND LEADS

The Media Sphere Planet

Strategii ale comunicrii eficiente n limba englez

Strategii ale comunicrii eficiente n limba englez

Strategii ale comunicrii eficiente n limba englez

Strategii ale comunicrii eficiente n limba englez

large gang, towards a

Strategii ale comunicrii eficiente n limba englez

Strategii ale comunicrii eficiente n limba englez

II.)DO SIMPLE PRESENT SIMPLE PAST

The Media Sphere Planet

Strategii ale comunicrii eficiente n limba englez

I do You do He/She/It does We do You do They do

Strategii ale comunicrii eficiente n limba englez

Practice: Article writing: headlines and leads

1. Suspected killer nabbed near Va. Tech

Strategii ale comunicrii eficiente n limba englez

16.Footage of Irwin's death will never air, says wife

Strategii ale comunicrii eficiente n limba englez

Right order of paragraphs:

The Media Sphere Planet

Strategii ale comunicrii eficiente n limba englez

foci phenomena , appendices teeth children series

Strategii ale comunicrii eficiente n limba englez

The Media Sphere Planet

Strategii ale comunicrii eficiente n limba englez

PRACTICE I. Match the abbreviations in column A to their explanations in column B:

TV BA UNESCO MSN IBM Hi-Fi

Strategii ale comunicrii eficiente n limba englez

PIF BIOS VIP GM PhD URL OLE

The Media Sphere Planet

Strategii ale comunicrii eficiente n limba englez

1.The Media Sphere Planet

Rspunsuri i comentarii la Testele de autoevaluare

Right order of paragraphs:

Strategii ale comunicrii eficiente n limba englez

1.The Media Sphere Planet

1.3. Lucrare de verificare Unit 1 The Media Sphere Planet

Strategii ale comunicrii eficiente n limba englez

1.The Media Sphere Planet

Right order of paragraphs:

Strategii ale comunicrii eficiente n limba englez

2. PR, Publicity, Advertising Basic Terms. Press Releases

2. PR, PUBLICITY, ADVERTISING BASIC TERMS PRESS RELEASES

Obiectivele unitii de nvare 2

4. PR Kit, News Releases

Relationship between organization and its target publics.