Exploiting English Texts

7/24/2019 Exploiting English Texts

1/24

(JNnm

GETHNGAJOB

Readl iliis 1text l l l l l t l r n v ~ i l t l g ilie secrets of

gettiltJlg

employed:

Do S O o l t J l ~ t o b e gradlllllates

r ~ l y

ltJleedi to start 100JkiltJlg for a job before

tihey

gradilUiate?

1l1fJLe

advice

from ilie experts is yes,

s p i ~ l y

if

tihey

Wamtt to

eltJlsme

a good job

iltJl

ilieir cihoseltJl fie1dl, becallllse

today's

ecoltJlomy

is maJkiltJlg ilie job search a litde

tOllllgher.

ToltJly

JLee, editor

iltJl

dbtief of Careedollllmatcom, d1le

Walli

treet

] o l U i m ~ s execlllltive

career site,

says iliere's room for optimism. 'h's dear iliat tlhte job market is improviltJlg amter a very spotty year,

wlhticlht is great ltJlews for people wlhto decide to

liooJk

for new

emplioymeltJlt,' ToltJly

says. 'HiriltJlg activity

for some of

d1le

8.7 milRioltJl lUiltJlempIoyed

peoplie

iltJl iliis

COllllltJltry

wHR

be

boosted'. However,

llmempIoyment figmes released

iltJl

December by ilie Bllllreallll ofLabor Statistics ofd1le

\U DepartmeltJlt

of

JLabor

were

oltJlIy

shgihtly

eltJlcolUiragiltJlg.

The

IUinemPIOymeltJlt

rate, at 5.7 percent, was

cOJrl.timJliltJlg

its

dowltJlward treltJld. Wlhtat ilie llllltJlemplloymeltJlt statistics diidJltJl't slinow were tline adlditioltJlal U miHioltJl

America1l1ls wlho are ltJlot iltJl ilie

worJkforce

bec3l.1lllse of

Sd1lO0li

or fffi'1l1i1y

respoL1sibibties

or tline

433,000

America1l1ls wlino Ihave stopped appliyiltJlg for jobs

bec


2/24

irrJlVestmeIl1lt

COIl1lslUlll1taIl1l1t.

His

tip

to coHege studleIl1lts? [ f yOlUl wait lUlIl1ltill yOlUl grndlUJlate to Rooik for a job,

YOlUl've

waited!too [OIl1lg".

(ad!apted! from tlhe [Il1ltemet,

~ j P . ; ( g ~ ~ w . ~ Y : l Q Q q J l . ~ ~ L ~ Q m ,

tlhe cover story of KatMeeIl1l [saacsoIl1l

]putib[islhed!

iIl1lilie

]period!icall

'WomeIl1l

iIl1l BlUlSiIl1less")

A.

Reading nd vocabulary

1

Choose the correct answer,

a b r c:

IT.

li t

is ad!visabk

for

co[[ege

seIl1liors

to [oolk for jobs before they

gmdliUlate

becalllse

a.

tlhey wiliiihtave famHy

res]poIl1lsibiliities

[ater

OIl l

b. it

l1l0W

takes more to

fiIl1ld

a good!

job

c. tlhere are Il1l0 jobs for iliem

2.

Whiclh is

tihte

sigIl1l

of

tlhe Rmprovedl job marlket?

a. tlhere are

more

AmericaIl1ls

eager to jORIl1l tlhe worlk force

, b. tihte

UJlIl1lemp[oynneIl1lt

rate is

fallITimg

c.

gradllUlates CaIl1l Il1l0W cihtoose a fielidliliey Rilke

3.

AccordliIl1lg to

olhIl1l IPetrilk, iIl1l ordler

to

fiIl1ld

a

good! job yolUl

Il1leedlto

be:

a.

patiemt

b. fresiht iIl1l

yOlUlr

fielid!

, c.

persisteIl1lt

4.

Matt

slUlcceedledl

RIl l fiIl1ldliIl1lg a goodl job becalUlse:

a. Ihe wrote a booJk om tlhe slUlbject

b. he llrnew ]peopRe from tlhe compaIl1lY

c. Ihe Ihd worJked!

im

tlhe fielidl

li Match the words in column A with their synonyms ar dejinitions fram column

B

Examplle:

calUltiolUls = Il1lot

takRIl1lg ris1ks, carefuJ

spotty

lhaVRIl1lg jlUlst

come from a

pllace

appropria1e arraIl1lgedlto

lhappeIl1l

or

to

be

availlablle

freslh good1

im

some parts, blUlt Il1lot

im

aH

lliIl1ledllUlp suitabTIe, correct

111

Choose the appropriate synonym

for

each meaning of the adjective tough

:

[ strict mot easilly

d!amaged1 StTOIl1lg teIl1ld1er I

1.

TJt1ey

are lhaVRIl1lg

a tough

face

tod!ay, tryimg to breaJk ilie recordl.

2.

lhe was a tough

maIl1lager,

aslkimg

everyoIl1le

to obey ilie

rulles.

3. IT

got sRclk aIl1ldl

t R n ~ d l of

iliese movies where tlhe tough

g'llly

a[ways beats tip ilie badl glUlys

aIl1ldl saves

everyoIl1le.

4.

lhe

needledlto

b1UlY a

paRr of seIl1lsiblle shoes r

wear at worlk.

5. lhe cOII.nlidlIl1l't

dhew tlfte

tough mea1t.

[Y Related Word Groups

l'aJke

a [oolk at

tfrne foHowiIl1lg

word1s:

WORK

He startedl worlk wlheIl1llhe was stiH RIl l

collTIege.

Gob, emplioyment)

25


3/24

Slhle

weaJrs

lt1lice dotlhles

at work. (place ofjob)

HaJrdl

worlk is vall1llled.

(etlort)

This

is

a

lt1lice w01llk of

art.

The

worlks of

a

maclhlim:

(medhtait1lism)

JOB

He toolk a palrt4ime job

ilt1l

tihle

s1lIlffimer.

(Palld! worlk)

WJhafs

yO'Ulr

job

ihlere? (taslk)

lP'ROfESSllON

ajob

iliat

lt1leeds

speciali tralllt1lmg

TRADE - ajob tlhlat ilt1lvollves worlkilt1lg witihl

Y01lllr ihlait1lds

VOCA

nON

- callhlt1lg

TASlK

-

worlk tlhlat

somebody

Ihlas

to

do (Illls'lllalllly lhlaJrd worlk)

CHORE - a

taslk yOIlll d o reg'lllllaJrlly

ASSllGNMENT - a

taslk yO'lll

are

givelt1l

as part

ofyollllJr

job/st1llld!ies

lP'ROmCT

-

sclhlooll

pmject,

reseaJrcihl

pmject

JLABOUR

-

plhlysicall worlk: mait1l1lllall

llaibollllJr/slkillled

labom

Now

put

each

the following words in its correct place

in

the

sentences below:

Examplle: These aJre some peopk from work

lt

'The d ead hlt1le for

yOllllr wrlltlelt1l

js Jlllllt1le, 8,' said tlhe

lP'mfessor.

2. Sihle Ihlad

o l t 1 l ~ i l i e ~ tralllt1lilt1lg

.

3.

He

resiglt1led! from

ihlis

.

4

Slhle

decid!ed to

colt1lcelt1ltrate oll1llher

, so

slhle

didlt1l't

follow him

ro

Africa.

:;. wOlllllld lilke

to

applly

for ilie

of assistalt1lt mait1lager.

6. He is

a bladksmiili

by r ~ i ; L < l A I

7. Slhle Ihas a

forlhellpilt1lg

people.

8. Slhe selt1lt

her reswne to

severall

agencies.

1).

The

cllllstoms

officer

walt1lted

to

lklt1low my

.

l

O. The pohcemait1l Ihad to perfonn the 'llllt1lpJ\easait1lL

of ilt1lfonnilt1lg

ilie victim's familly.

l

il

He

Cait1l't wish for more;

Ihe's

at ilie rop oflhis ..

ll2. lne

chilid! was paidl for

tlhe smaH

Ihollllselholld .

JV:

Complete the following sentences with the appropriate words from the box

may be necessary:

la.g

rdease

ll.

There's

allways

for

impmvemelt1lt ilt1l

everybody's worlk.

2.

The offer iliey got rrom ilie director

of

ilie

rivall compait1ly

was

so

good, that iliey decided to .

3 a

lt1lew maJrlket is allways

dlifficlllllit

ait1ld

rislky

witlhollllt

pmper

reseaJrclh.

4.

He

was so tired

mer

tlhe

party, iliat

Ihe barelly

mait1lagedl to

belhilt1ld

his

frielt1lds on tt1e

way

Ihome.

5.

He did

everytlhilt1lg

ilt1llhtis

power

ro

his

fimaTI

goall,

tlhtal

oflhtavilt1lg

a career in advertisi.ng.

6. They ,

tlhte boolk

OIt1l

Clhtristmas amJJ

Ihad very good salles.

26


4/24

UNllTnV

PROMonON

JP'romoltnoll1l ns COmmllmncaltnOll1l

ilialt ns

lll1lltell1ldledllto nll1lfomru, pelfS1llladle,

or

remnll1ldl

all1l

organnsalIOll1l's

wgelt

marlkelts of

ltlh.e

orgall1lnsaltnoll1l

or

nlts prodllllclts.

The promoltnoll1l wnili wlh.klh. we

are

most

famllIar

oovertnsnll1lg Is nll1ltell1ldedl

to

nll1lform, persllllooe,

or

remnll1ldllllS

to

blllly partnclllliar prodllllclts.

B1.llt

tiblere

ns

more

to promotioll1l ltlh.all1l oovertnslll1lg,

all1ld

nt

ns IlIlsed

for oltlh.er

p1l1llrposes

as

wdL

for exampk, clh.ariltnes

IlIlse

promotnoll1l

to

lll1lform

1 llS

ofilienr

ll1leed

for

dOllllatnons,

to

pers1.llade

1l1lS

to

gnve,

and

to

remnlfldlllls

to do

so

nn

case

we nave

forgotte!t1l.

O)

JP'romotno!t1l

ns allmed

at facnlJitatlng

exclh.all1lges

dlrecdy or nndnrecdy

by

nnfomrulll1lg nndnvndllllals, grolLllpS,

or orgall1lnzatlons all1ld

n!t1lf1l1L.Rencing

iliem to accept a

fimru's

products. To exped!nre exc11lall1lges dlrecdy,

marlkelters

cOiR1lVey

nll1lformatlon

abo1.llt a

fimru's

goods,

servnces, all1ld ndleas

to partnclllliar

marlk:et

segments.

To Ibrmg albollilt exc11lall1lges mdnrecdy, marlketers

adldress l!t1lterest gro1.llpS,

reg1l1llatory

agell1lCles,

nnvestors,

all1ld

ilie gell1leral

pll1lMlc cOll1lcemlll1lg al compall1lY and!lts prod1l1lcts.

Marlkerers

f r e q m ~ n d y d!eslgn promotlo!t1lal COmm1l1lnllcatlons, s1.llclh as oovertlseme!t1lts, for

speclfic

gro1l1ljpJS,

ah11l01.llglm some may Ibe dlrected! at wlder

a1l1ldnences.

(2) Marlketers Call1l1.llse several promotlo!t1lal

met11l0d!s

to

commllllnncate

t11leir message to I J r I j l l v n d 1 l 1 l a ~ s

gro1l1lpS,

all1ld

orgall1lnzatnoll1ls.

Advertisnng, personal semng, pllllb1ICI1ty,

all1ld

saRes promotlon

are

four major eTIements nn

all1l

orgall1lnzatlo!t1l'

promotlon

mlx.

Advertlslng

Is

a

pand,

non

persoruall message commllirJllcated

to a selected


5/24

D.

'fYJPes

of

Ad vertisilOlg lby lPlUlfJlJOse.

II Say whether the following statements are true

T)

orfalse F).

1 lPromotiolOl ihl2lS tihle

role

of facihtatilOlg olOlliy ilOld irect

excihlalOlges.

2.

AdlvertisilOlg is

tihle

lbest

lklOlOWlOl tYJPe

ofJPromotioll1l.

3 lPersolOlali sellRilOlg CalOl lbe

viewed 2lS a form

of commlUllOlicatiolOl

tihlat

adld resses

the

plUlbRic

at

Rarge.

4

Sellective

adlvertisilOlg is

mealOlt

to seiR a

specific

bralOldl.

5.

NewsJPaJPer adlvertisilOlg

is

tlffie

most

lUlsedl

form

ofad vertisilOlg

d l m ; ~

to its rdative

Row

cost compressed

to

otihler

forms

of adlvertisilOlg.

Match the words in the lefi column with their synonyms from the right column.

li

freqjlUlelOltRy

a. lk1l1ow

2

malke it

e2lSY lb.

COll1lVilOlCe

3 be

famihar

wit1'It

c.

oftelOl

4. persll.1\ad e d .

fadRitate

IV Fill the blanks with the words given below so as to form meaningfiJ.I sentences.

d ifferelOlt

be

ablie

some

m a g a z i J l 1 l ~ CalOl

ilOlformatiolOl

orgalOl

yoll.1\ wiH

severali

be

lUlsed

story

Lilke

a reporter, Jlever

begil11

wWbt

... pred etermilOled id ea abolUlt tihle liel11gili of

ilie .....

fil11a

out

everyfbting

yoll.1\

...

, sil11ce

yOlUl mlUlst

ihlave

comJPliete

... before yOlUl

ccmd em;e

it

and l11ews peopk won

i

hater

... to 2lSlk

yOlUl qjlUlestiol11s yOlUllDlever

alOlticipatea (wlhicihl tihley

...

).

lOl dloilOlg SO yOlUl

may

fim] ithat ...

nave

acclUlmll.1\Rated ilOlformatiolOl for 1Ol0t

OlOle blUlt

.. , stories. YOIl.1\ may filOld iliat, wiili a ...

empihlasis,

ilie srory yoll.1\

Iffiave researcihled may ... by ilie

lOlewsJPaper, tlffie

liocal clffiamber

of

commerce ...,

arrJ. ilOld lUlstry

pllbhca(tion,

alOld

yOllr comJPalOlY's oWlOllffiollse ....

V Read the text below and choose the best wordA, B, or D that fits each space.

fHE MEDAL

Of

HONOlfR

llme

Medali of HOlOlor is

(tlffie

R)

'"

mi1ibry

award

for bravery

tha(t

C2l lt1l

be

(2) ...

any

Rmhvid 1.ilali

ilie

lUlOlited

Stares.

llbte

Medali ofHol11or RS (3) ...

ilOl

ilie

lOlame ofColOlgress

to a

persolOl wlffio, (4) ... 3l

member ofllhe

armed forces,

(5) ...

Iffiimsdf or ihlersdf

cOlOlspiclUlOlUlSliy

Iby

gaB2I.It1ltry

2I.It1ld

(6) ...

at ilie rislk ofMe above

alOld (7) ... tlffie

caB

of dlUlty wlffide

elOlgaged

ilOl alOl (8) ...

against

alOly

elOlemy

of lffie

lflOli(ted States;

(9) ...

elOlgaged

ilOl

miliitary oJPeratiolOls ilOlvolivilOlg cmdhct

witlffi alOl OppOSilOlg foreiglOl (10) ... ;

or

whilie servilOlg

witihl frielOld Ry

foreiglOl

forces

11) ... ilOl

alOl armed

cOlOlfhct agailOlst

alOl

OppOSilOlg

armed. force

ilI1l

wihlidt the

lflOli(ted States is

lOlOt

a

(12) ...

party.

L

A.

higihles(t R

ihligh

C.lknowlOl D importaJnt

2.

A.

talken

(to

B.

aslked1by C.

giveil1

to

IT)

walOltea

3. A. decorated

B.

awarded C given

D. donated

4.

A.

whereas B. because

C

while D. during

5.

A. boasts B. distinguishes fights D. knows

6.

A.

ilI1ltreJPidity R fear C. cowardice

D. ilOlteres(t

7.

A.

above

R

lOlext to

C.

over

D.

beyolOld

8. A. actiOlOl B.

activity

C. figihlt

D iSlLIle

9.

A. d lLIlrilOlg B.

wllJlile C. wihlereas

D.

however

W. A. COlUllOltry Ia

army

C.

force

D. foe

B

A.

elOlgagedi B. Rl11volvedi C. got

D impliiedl

U

A.

ilOlvoRved R figihltilOlg

C. beRRigeren(t

D. imporrtalOlt

36


6/24

UNTf V

MODIERN

CONDUC'f

J N lst

CIENWRY IEUROIPIE

IElluope is growing in lI.mison. The

IEmo

is not the only \lllJlJlifYing meas1Jlre com;idlered as slUlch

ilie IEU.

Some might 10eheve iliat IEmopearrJl condiiUlct mlUlst aillso

10e

llllJlJlifiedl, some other people, suc ffi as ITnger

Wolf, considler ilie opposite. Respect for each

arrJldl

every one

of

us

is

om;:

of

ilie

10asRc

elements

towardls

having a plieasarrJlt marrJlner, it also implies respect for the clUlstoms arrJldl marrJlners

of 111e

most

importarrJlt

iliing is to

Ilmow

to what extent foreign marrJlJlJlers

sho'll1dl

10e

adloptedl.

lin ordler to 10e

ablle

to dlo

this one might accept the fact iliat dliflhell1lces

dlo

exist This may

helip

IUlS put omselives ill1lto olmer

peopRe's shoes 1oefore ta]king ilie right dlecision.

Differences in 1oehaviom are not

onlly

importarrJlt for IElUlropeans.

AH

over the woddl, boili minor

amjJ

major dlifferences conceming

1oehaviom

are considleredl to 10e of essentiaR value. Oll1le smaRl exampJe

conceming

greetill1lgs

10y n o n ~ m o p e a r r J l s CarrJl 10e seen ll l apa.Jl, wihere it is stilil

ClUlstomary

to see the

]aparrJlese greetill1lg eaclbt oilier 10y 1oowill1lg. The imchnation we see todlay

is

not as low as it

IUlsed

to 10e

1L1

IEmope.

However, it is 10asedl

onlbtierarclbty sill1lce

a low

JrarrJlkmg

employee wm have to

100w

lower ilia1"1.

lhis

slUlperior

arrJldl

not before

lbtis

slUlperior

lbtas

ill1litiatedl

ilie process. This

rituaR

is

dlifficlUllt

for

IEuropeans

to

adlopt,

especiaRly

wlbtell1l JrarrJlk is ll1lot deady dlefill1ledl. Oll1l tlhe oilier

harrJldl,

it is very dlifficlUlllt for a ]apanese

to

IUlll1ldlerstarrJldl

wlhy a complete strmger sholUllidl greet someOll1le 10y

tOlUlclhlill1lg tlhleir

handls.

Adloptill1lg

tlhle forrm otlhlers use to greet

is

a

10asic

step

forwardl towar:dls

improvill1lg

reiatioll1lships,

but it is

ll1lot ilie

orr1lliy

oll1le. ITt is, liJ.owever,

ftllJlJldlamell1ltail

for the dlevelopment

of1ootliJ.

iIT,ationad andlill1ltemationall

relatioll1lships, arrJldl apparen.tly, 10y ll1lot dloill1lg so rlfR3Jtl.y mislUlll1ldlerstamdings even

IElUlrope.

lifwe dia SO, the mlUlcjffi ltaJkedl a100lUlt "ml.l.hiclIlhtmal society

cal1

move

O m 1oeirrJ.g

a

worililidlss corrJ.cept

to 10eing a vaRuablie terrm that is full

of

life if we are wiJliirrJ.g to make tihlis ihapperrJ..

1rradiitiorrJ.s,

rdigio Llls irrJ.fl lllerrJ.ce, momRe, hiefalfchy, structmes mdl the

val Llles,

which are apparerrJ.t

irrJ.

each

CO LllrrJ.try,

Jeadl

to the mrutmers

oftlbte

rrJ.atJioJlJl as a wholle. No oJlJle can dlolUl1ot that iliese factors dlecisively

cOJlJldlitioJlJl behaviom, expectatioJlJls mdl ilie feehJlJlgs ofilie

peoplle.

liJlJl ordler to fim dliffereJlJlces cOJlJlcemiJlJlg

p LllJlJlctuaRity,

oJlJle JlJIeedlll1lot traJ.veli

arOlimdl

the

\woddl.

Thlere

are

marrJly

dliffereJlJlces withiJlJl JElUlrope itself. What we CarrJl be certallJlJl of, however, is iliat lllio1oodly, esr:Jec1J,tlv

iltJ.

ilie 1olUlsiltJ.ess woddl, hkes

ro

have to

s Lllffer loltJ.g dlelays.

Neverrtheliess, ilie peoplie of cOl.m.tries s LlldlJ. as

SpailtJ.,

Greece, ITtaly, IPolarrJldl,

AlUlstria,

R Lllssia arrJldl

frarrJlce

are far more iltJ.diJlJledi to put Lllp with smaH

dlelays iliarrJl the peoplie of cOIUlJlJltries hke

SwitzedarrJldl,

lFiltJ.larrJldl, Great BritaiJlJl, HoHarrJldl, Swedlen, H LllltJ.gary

or GerrmarrJlY.

lit

is

aRso

very importarrJlt to know liJ.ow to adldlress

peoplie.

liJlJl GerrmarrJly, as im

marrJly

other IEmopealtJ.

cOlUlntries,

wliJ.eltJ. we

adldlress someoJlJle

we Lllse Mr. or Mrs. iJlJl froltJ.t

ofthat

persoltJ.'s

SlUlmame,

whereas

iltJ.

Spain, lFJrarrJlce

arrJldl haliy

oltJ.e CarrJl si:mj]Jliy

adldlress

tliJ.at persoJlJl wiili tliJ.e

word\s

ooMr. 00

o:r

Mrs. WLtliJ.out arrJly

sumame. Some clUlstoms are

1oegmIll.ili1g

to dlnsappear,

1o Lllt

stiH, in ITnger WoRfs opn Di0Jl11, it is very

d L ~ R C l l ~ t

to foresee

1he

futme

of

marrJlltJ.ers

aItJ.dl

, more

t fJ.aJlJl

tliJ.at,

liJ.e

iliiltJ.ks

tliJ.at

compRete totali

LllltJ.i1J:y

in

as far

as

clUlstoms

arrJldl the ways

dlifferelfRt

feeliirrJ.gs are expressedl as weB as liJ.ow we show

prefererrJ.ce

aIITtdl

d isliike

CarrJl

lfRever

take pilace.

] Llls1]:

as eacliJ.

persoltJ.'s

meltJ.tality

SliJ.OIUiRdl

10e ackJlJlowliedlgedl, so sho Llllidl t1J.e mentahty

of

each

natnoJlJl.

JEmopearrJl cO Lllll1ltries are aware oftliJ.e dliffereJlJlces iltJ. coltJ.dluct, as

tliJ.ey

are of

ilie

IUlJlJlification they wish to rem.force

IUlpOJlJl

the lUlltJ.ioltJ. 10y adloptiltJ.g

dliffereltJ.t

C1.llstoms

arrJld

malkiIll.g oltJ.e

lUlItlite

codle of coltJ.dI Lllct

for

alR.

Despite the

cl 1mges

iliat

agreat ltJ. Lllmlber of 1tlle

ruiles

of e1J:iq111ette

are goiltJ.g

thlfOlUlgliJ., etiiCJl1.llette is oJlJlliy OltJ.e smailll part oHllJ.is JlJIew codle.

(Adlaptedl

flfOm 'Differem::es

COltJ.cemiltJ.g

Modlem COJlJldl Lllct

iltJ.

21lst CeltJ.t Lllry IEmope', ITltJ.ger Wolf, liV

Congreso

liltJ.temacllOltJ.aR

dle lPlfOtocofio, 5,16 arrJldl fi 7 Novem1oer 200 li

A Reading

nd

vocabulary

l

Decide whether the

fo

llowing statements are true

or

false


7/24

l All the lPeoplle from

1I: hte EmolPeaJlll

UJmtolt1l cOIUllt1ltries colt1lstdler iliat dlifferefl1\ces in colt1ldluc1l: s!htOllddl

dltsappear as Emope ts growilt1lg ilt1l lUllt1lisolt1l.

2. lbe

]alPaJlllese

bow lower

li


8/24

We 1LJise ilie dlefiJtllnte artide w][um:

a.) ilie

Jtl101LJiJtll

has aJlreadly

lbeeJtll

meJtlltnoJtlledl

nJtll

ilie coJtlltext.

e.g.

A

maJtll nJtll

a lieailierjaclket was ruJtllJtllnJtllg

dlowJtll

ilie street. The maltll was foliliowedllby two

pohcemeJtll.

Ib.) ilie Jtl101LJiJtll ns mlliq[m:.

e.g. The

mOOJtll

was reflectedl

nJtll

ilie lialke.

The

measllues

talkeJtlllby

ilie

govemmeJtllt

madle

them rather oopoplldar.

c.) ilie

Jtl101LJiJtll

is

c01LJiJtlltalblie, 1LJiJtllco1LJiJtlltablie, snJtllg1LJiliar or pli1LJiraJl.

e.g. Watch 01LJit The steps are shppery!

The coffee tastes very good.

The

Iboy

was

crynJtllg lbeca1LJise

he c01LJilidlJtll't fiJtlldl his favo1LJirite toy.

The men were cheering.

dL)

we refer to certaiJtll, specific Jtl101LJiJtll

e.g.

'lille

wiH Jtllever forget ilie dliJtllJtller

wlilleJtlllille

proposea to liller.

e.) we refer to a m1LJisncaJl iJtllstrumeJtllt, mealtlls oftraltllsport,

altlldl

wntlill ilie JtllOIlllJtllS

seasnd!e,

cnJtllema,

tl'lleatre

aJtJ dl radlno.

e.g.

'lille CaltllJtllot

pliay ilie

g1LJintar,

lb1LJit

slille

pliays

tlille

pnaJtJ.o

q[uite

weliL

f.

ilie JtllOl.ID ns precedledllby a preposntnoJtll.

e.g.

Tlille

dllHdlreJtll were pliayiJtllg iJtll ilie parlk:.

There are some Jtl101LJiJtllS iliat CaJtll

Ibe

1LJisedl Iboili wntlill altlldl wnilio1LJit tlille

dlefiJtllite

artnde dlepemhJtllg OiDl tlille

coJtlltext. These

Jtl101LJiJtllS

are:

School church university class college prison jail hospital market town home work bed sea.

Without the With the

WheJtll

we mealtll a specific lb1LJinlidlnJtllg or ilinJtllg. WlilleJtll we tallk abollllt tlille JtllormaJl pmpose of

school:

He goes to

scihooli OJtll

foot.

tlille bll1lnlidlnJtllg

or iliuJtllg.

school:

li weJtllt

to

tlille

sclillooli

for

a

meetnJtllg.

church: HelieJtll

goes to sclillooli every

church:

Tlilley toolk pictmes ofilie clillmclill.

,1LJiJtlldlay.

university/college:

The

Il1lJtllnversnty

very oM.

university/college: HelieJtll

is 22

altlldl

slille

class:

The dass was reooy

for

nJtllspectnoJtll.

stll1ldlnes at

Il1lJtllnversity.

y

. u ~

J . bte weL1t

to the pnsoll

to:

dass We dlo a ilot ofworJk: nJtll dass. ber

hll1lsoaltlld.

prison/jail:

He wtmt to prison

for

mmdler.

,

Hns

frieJtlldls weJtllt to the lillospitaR to

"

hospital: ];-JIe RS nJtlllillospntaJllbecall1lse

he ihlas

see

him.

IbrolkeJtll lillus altlllklie.

market:

The tOll1lrists visitedl tlille marlket.

market:

The womaltll toolk liller cow to

town:

The tOWJtll at

lillalif

altlllillom' s cl:nive.

marlket. Worlk: h was ilie worlk

of

a great artist.

town: tlilley weJtllt

to

tOWJtll

to see a dloctor.

bed:

He

was

snttiJtllg

OJtll

tlille

iOed.

home: He was at lillome wlilleJtllli

caliliecl.

sea: They bought a cabnJtll by the

sea.

work: e ns at worlk from 9 to :;.

bed: 'lille

weJtllt to bedl earliy.

sea:

They've beeJtll at sea for fOll1lr

moJtllilis.

Exercises

l Fill the blanks with the definite indefinite or zero artide.

li.

My

JtlleiglillbolJlr

us

lillair styliist: liei's

aslk

him for

...

abolUlt

yOlUlr

hair.

2. We lilladl .. SOlUlp, fislill

aJtJ dl

clillips fodll1lJtllclill.

3. Y olUlr traveli ageJtllt gave

IUlS

aTIn

nlOlformatnoJtll

yolUl Jtlleedl aboll1lt ... lillotelis

iJtll

OlillJr resort.

4.

Mary

was

very tnredl,

so

slille weJtllt to ... bedl q[lUlite eady.

46


9/24

:5. ... ]perSOltll who sllllffers from .,. dallllstro]phobia has .. dreadl of

beillJlg

cOllJlfimedi

smaRR

s]palces.

:5. How wOIlllM yOIlll Rioce to ]pay, by ... checoc or ... cash?

6.

Do yOIlll

talke

.. sllllgar

armdl

... miRoc ill l

yOllllr

coffee?

7.

li dlRove to go ... nmiversity ta hsten ta ... liecmre givellJl by ... ]professor Smidll, i:lllllt li have ...

meetillJlg

tOllJlight

8.

We went to ...

hospitaR

to visit

Michaeli

who was

o]perntedl

yesterdiay.

9.

He got ... goodljoi:l. He toM me they ]promised ~ m ... frmndlred

..

, week..

RO. On ... SllIlndays li Rove to stay ill l ' bedi,

drillJlk

... Cllllp of ... coffee armd read ...

SmlldlaY]pajpers.

T t

lldlellJltify amJj correct the mista.l\es

~ l l l

the sellJltences bdow.

1. Helen is vegetarian doesn t eat a meat.

2.

She went ta the supermarket to buy a sugar an

lo fof

bread n same ca.fJee.

3.

1

have some money lefi: let s have the dinner in a restaurant

4. Mike warmts to become doctor.

111

Fill the blank spaces with the necessary article.

a .

After (li) ... awfuhccident he had (2) ... Rast month, he s]pell1lt

J)

... m(mth (4) ...

h o s l ~ t a

He

hadl

{:5}

.,. room w ~ had

{6}

... vRsitor's

bedl

ill l it, 50 his wife was able to

spellJldi of

{8} ....

time with him at (9) ... hospitall.

b.) We don't go to O) .,. cinema as oftell1l as we m;ed to,

becallllse

(2) ... most of{3} ... fiJms that are

made t.1fnese days are 50 poorthatthey are llJlot worth (4) ... price

of {:5}

... ticket, llJlever millJld {6} ...

tro1lllblle

of getting there.

47


10/24

1LJNH

VKK

PlR JPlRACTHKONER

FOR

TI JIE

NEW MKLLENKlLJM

What

are

ilie dbtaraeteristics

of

ilie

ihliglbtesHankiJDlg

plUlbhc

reliatioJDls

professioJDlaliism

iJDl

tlbte

comilllig

millleooilUlm? JPlIUlblie

rellatiolllis began by

dlmwilllig

its tallelllits from

otlbter

emfts andl professioJDl, mailllily

jmllmallism blUlt aRso from adlvertisilllig, law,

alle

alllidl pohtics.

JPR

wiTIll

aRso

contilt1l1lle to attmet

recrrunm

from oilier f i l l l ~ andl wiH ioe richer for i t h

Vvilil be

easier for yolUl to leaurlru how to become a lPJR

pmctntnolffier

lbtavllllig smdliedl, for example,

meclicilffie, tlbtan

it wilill be for yOIll to a doctor

majornlllig ilffi ptilbIic reliatnolllis at coHege. KfyolUl dlecidle to stlUldly for a baclhelor s dlegree i:r2 LJlUlblic relatiolffis,

or a dosely relatedl fielldl

SIUlClbt

as jOlUlmahsm or

commtllJJ1lncatJiolt1ls

yolUlf secolllidl dlegree or cOlUlfse

of

smdly

slbtolllllidl be an ahemative fielldl tlbtat

wiTIll

eMamce yolUlf career potelt1ltial for examplle,

nlt1ltematnomd

affaJirs,

btllsnlt1less

adlmimstmll:iolt1l,

pohtJical

scJielt1lee or

lamglUlages of ilie

COtllntries

ilt l wlbticlbt yOllll

are

ilITlileresiledl.

tIlclbt

smdly

wiTIll give an edlge

ilo

yOllllr career. There

are

many

exceHelllit

short

COllllrses illli

commllllllliicatiom;

teclbtlITliq[lllle andl

ilieory

wlbticlbt,

aliolt1lg witlh workplace lieamilllig,

will blUlilidl

Ollli your stlllldlnes to eqpu.Ep yolUl te

be am excelllelt1lt practitiolllier.

The persolt1l who aspires to reaclbt tlbte pirrJmaJde

ilITl

ilt1ltematnolITlal public

rellailiolITls

wiH needl to

be

mlUllliliiJaliellliiledl,

witlbt

widle

experielt1lce, edllUlcatiolITlaHy q[uahfiedl,

a

skiHedl comrrll .lllllliicator,

a tlbtoughtful

andl

callciUllatnng stmtegist,

rechlt1lologicaHy

proficielllit,

mlUlltihllligllllal, avidlliy illliterestedl

ilITl

clUlfrellliil af1fairs,

klt1lowledlgeable abollllt politicall af1faJirs illli many

COIUllt1lilries,

respectfuI of a

varieiey

of

ciUlstoms

andl

etiq[llllette, andl

experielt1lced

ilt1l

wOlfknlt1lg ilITl

a

lllillllmber

of cOlUllITLtries witlbt a speH

ilt1l

gelt1leml managemelt1lt

To be reclbtllliologicaHy proficielllit means ilo be compllllter liitemte, to lbtave sllJljofkielt1lt

commandl of

tedhlJ''1loliogicail dlevellopmelllits and permanelllitly k.eep IUlp wiili tlbte latest devellopmelllits

ilITl

ilii fiddl.

JProficiem::y illli

foreiglt1l

lang\UlaJgcs

is

an adlvarmtaJge,

but,

at

the

same

time, nt

i lt1lot elt1lolUlgll.

Y

01[1

have to

be

ablle to master a lang\Ulage

andl

alliso Imow wlbtat to

say.

MClt1l

yOlI

participate

nllli

LmpOrtaliLt busLlllies

llliegotiatiolt1ls

the best

tlbtnlt1lg

is to have an

ilt1lterpreter

ifYOD

are

not very

flllelt1lt

nllli that

lianglUlaJge.

t i

eselt1ltiali tlbtail:

YO\UI keep IUlp wiili ClUlrrelt1lil: affairs tlbtro\Ulglbt reguRar

readlnlllig

andl viewiJ:1lg a sdecil:iOIJ1l of

media.

Alolllig witlbt keepnll1lg

abreaSC wiili

C\Ulrrelt1lil: affairs, it is importalt1lt

tlbtail:

yOllll famiharize yomself witltt ilie

pohil:icaR

sil:fl.Ilcmres

nllli

aH lkey

regioll1ls. Ahhollglbt

roRilt1lg partnes

andl

ilieir

Reader may come mai

go:,

il:lbte

colt1lsil:imil:nolt1ls ana

jpoRiil:icall

clbtaracteriSCics ofmany cOlllt1lil:ries dlo lt1lot clbtange.

Respect for tlbte

c\Ulsil:oms

andl t i q m ~ t t of eaclbt

distillliCil:

society, CO\Ulllliil:ry, lt1lail:iolt1l or rdigiolt1l [S esselt1ltiaJ.

Noii:

olt1lRy

slllo\Ullidl

ilie Cllsil:oms

be lieamed,

lcmt

il:hey

shoulld

aRso

be

practieed .

(Adlapred

fmm

"JH[ow to Manage

Yom

Globall ReplUliJatiollli. A

g\Ulidle

to ilie

Dylt1lamncs

of

lllITltematiiolt1lal

Rellail:nOllliS"

, revised

andl

llllpd ated paperback edliil:llollli , Miclbtael Moday,

New

York Ullliiversnty Press,

2002.)

A

Reading

nd

vacabulary

1

Decide whether the fal/awing statements are true or false

li. YOIUl can

become a

goodl P R

praetitiolt1ler

olllily

i YO\UI have a

dlegree

in

commlUllt1licail:iollli.

2. Beilt1lg techlt1loRogicaHy proficiellliil:

meaJt1ls, amolllig oil:lbter iliilt1lgs, beilllig

compllrer liiterate.

3. Always have

alt1l

illli1erpreil:er witl'1l yolUl ifyolUl partLcipate ilt1l importa:nt b1Ulsim:ss negotiatioil1.

4. Kfyoll walt1lil: il:o De a very goodl

speciallisil:

YOll lJ1leedl experieTIlce aJong with lbtard work illli many

Il Match the wards form column A with their synanyms Irom B

A B

li.

dlegree

a. colt1ltempomry,

preselt1lt

2

slkiHed

b. ilt1lcrease

3. elt1llbtance

c. il:oJP

63


11/24

4. hteratlte

dl. experiell1lcedl,

tmill1ledl

5. currell1lt

e. ill1lfonnedl, edlucatedl

6. pill1lll1laclie f. academic

titlie

ldiomatic expressions:

give somebody the (rough) edge ofone s tongue: speaik to somelbodly

armgrily,

rudlely, critically

give an edge to something: give a lboost

ro

keep abreast

ThlJE

SJEClRJETS f

AlUTTISM

Not long ago autism was assumedl to lbe compamtivdy rare, affectllll1lg as

few

as

one

in liO,OOO

peoplle.

The llatest studlies,

1I10wever,

suggest that as marmy as Oll1le ill1l 150

Ikidls

age RO arrJldl yOI.U'lger may

be mectedl

Iby

autism or

relatedl

dlisordJers. The

pmbllem

ES

five times as common as tlie ][JJown

syndlmme


12/24

LTN Vm

lnHIE lPR

CMlPAITGN

Reoo ilins text aibolUlt tlhe lPR campangJlJl:

JPltalt1llt1lnlITtg ilie Campang:ru

The fi rst task ilt1l

plalt1llt1lilt1lg

is to darify tlhe olbjectives

alt1ldl

goalis ohlhe PR program. ITf

YOlUllhave

a

dear statemeil1lt of oibjednves

ail1ldl

goalis, yOIUl wilili Ibe ablie to evalilUlate ilie slUlccess of yolUlf

campangil1l

ibecalUlse

ym.li

cail1l

measlUlre Ihow

dose

yolUl came

to

aclhnevnil1lg

iliem

or

by

Ihow muclh yolUl

smpassed1 wlhat

yolUl expectedl.

A

dear

dldilt1leatnoll1l

of

plUllbliics ns

sometlhill1lg

yolUl

slholUllidlibe

sme

of

ibefore pliarmll1g yOlUl:' strategy.

[t

'wi1l

give

YOl.li

a key to

tlhle

tactncs

Y01Ul

Calt1l emplioy to make YOiUlr strategy

slUlcceedl. lPart

ofyoiUl1f strntegy

is dlecndliiiilg ilie most dfective way to reaclh eaclh p1Uliblinc. Wlhat dloes eaclhl piUliblinc

Rleedl

to klt1low? ow is

ilie ibest way to say nt? Wlhat wOiUllidl ibe ilie mosie

Rikeliy

way to get iliat p1Ulibliic' s attell1lttoRl?

Thns

ns

wlhere

c r e a t i v I ~

makes

tlhe dlnfferell1lce

- tlhe creatnve

1Ulse

or wordls or symholis, alt1l orignllJial approaclh to tlhle

medlilLlffi.

IClhoosnRlg ilie Theme alt1ldl Medlia

Decidlmg

ORl

ilie

tlheme

may

come aibo1Ult iRl

a

Rl1Ulmber of

ways - from

sevemli perSOH

braill1lstormiRlg togetlher, from OR1e persoR1' s

idlea,

from tlhe ooaptatioR1 of someOR1e ekse' s slJccessfuI

idlea

Wlheil1lever

a te3lffi memher asks: "Col.lJdl T teH Y01Ul abolLllt my idlea?" elt1lcomage

lhlim

or to taIk.

CritIcism kins creativity. tnmuliate peoplle ta slhare idleas - lt1l0 matter bow

wikl

- by

elt1lCoT:uagemeJt1l1t

altJldl

eRltlimsiasm. A gooa ilieme save a poody

execlUltea

campaigJtR,

atTH]

a iba:dl Ld.ea \von't be a

w e l i l i ~ o i l l e d l

campaig:J1l. Remember yOlUl cam aliso ;pretes1. Pretesting fOf

as

as o m n f P I l l e t ~ ~ d

materiai:s.

YOlLlf clhoice of medlia dlepeRldls 0lt1l tlhe

plLlbhcs yOlUl Walt1lt to reaclh,

amolt1lg otlher

iliilt1lgG.

\ Vlhat is

al

1Ulil1liq[1Ule way to reaclh a speciali

plUlhhc? Wlhat medlia

Ihave lt1lot beelt1l 1Ulsedl before blUlt

COl.1 Ldl

be? omeolt1le,

after aH, was ilie first to 1Ulse b1Ulmper stidkers alt1ldl skywritiRlg.

The creati

ve lUlse of tlhe

medlia

is

aliso nmpOrta l1lt. Cereali

comp3IJ'1ies tlhat begalt1l

adlvertnsiRlg tlhe

comics miglht

lrrave

beelTIl

lia1Ulglhedl at by

tlhose

oovertismg ilt1l womeRl' s pages, tlhe w m i c ~ a g e

oovertisers limew wlho tJneir reali CORlSlLllmerS were

alt1ldl

Ihow to readl tlhem. The lPLct

perSOIrJ

has to

carefllR

abouE

ilie compllemelt1ltary llllSe of

oovertnsirtig alt1ldl

plillblidty. Adlvertnsirrrg is a dlefiRlite, vRR' ,um ,,-,

eveRlt

tlrrat

appears

aRolt1lg wiili

whatever plait1llt1lecl activitnes

it

ns dlesnglTIledl to promote. lP1UlbRicity

L5

an

nmjjefilTIlite

eveRlt tlhat camot be g1Ulara.1lJlteedl to appear blUlt wm

llnkeliy

Ihappellli iftlhe plarmedl 3:.ctivities are

newsmakiRlg

eRlo1Ulglh.

ORlly people witlh extra tnme to spelt1ldl

are exposedl

to

mass medlia.

The more active peopile are,

tible

keSS

time iliey speml wntlh mass medlia. To reaclh tlhe

ilt1lvoRvedl,

yOlUl :rueedl to

Iillse specialiized.

plLlbhcatno:l1s ibecause iliat ns wl1ere peoplie actively seekilt1lg iRlformatnoRl ORl a sT1ibject go. However, nf

yOlUl are aimiRlg at a low iRlvolvemelt1lt, and perhaps just want exposme to

aTt1l

issue, tlhe:n a IInaSS

J l 1 J ~ d l l U m

is appropriate, especialliy

ORle

hke lte evnsioEt, whLclh j S ~ r c e s 2llUldlnelt1lces t

:pmces

Remember,

tlhOlLgh,

tlhat tlhe pllbl ic you most Walt1lt to miglht 1l1l0t be tlbere,

3:nd

effort f expel1se

may be wastedl.

ettilt1lg Goals am:dl 'Inmetables

Goal

achievemeRlt

estimates, hke timetables, lt1leedl be

lt1l0

more elaborate tlhalt1l a markedl calemj]ar,

ltmt nt is imperatLve

tlhat

tlhe dleadlRnRles be

realiistllc.

Ask yomself:

"'1Nhat can

be achievedl

witlhnn

the

periodls d esigRlea for my goals?"

Try

to filt1lislh work alheoo of sdledl1Ul1e ratlher tlhait1l

Iha:ve

to

expLanJtlL

yOlJ are belhilt1ldl. Kt ns Rlecesary to retaiRl elt1l01Ulgll1 eliastncity Llt1l tlhe

scbedllUlle

so yOILl

CaJl l

take advJ1Iltage of

opportlUlnntnes

alt1ldl make

cll1alt1lges.

69


13/24

COJnltiJnlgeJnlcy JPla1l1miJnlg

UJnlhappy

possiloiTIities

aliways

lblave to be lkept

in

tihle lb31clk of

yOlUlf

mimJl. A JPR


14/24

Examplie: He fil11laHy

achieved

lblis aum -lbte broke

tlbte

Oliympic record.

li. The day of lbte race fill11laliliy ,

.al11ld

slbte c01lddpmve slbte WalS imj]eed a clhampi011l.

2. How do T .....to

tlbte

stadiUJlm fmm here?

3 After

liol11lg

talliks tb.ey fil11laHy .,

al11l

atgreemeTIlt

Oiril

the fu1me rilevdopmelt1t ofthe projec1t.

4

They

wiH

jl11l

Ai:hel11ls

after a

t w o ~ h U l r

fliglbtt.

5 They to

deali

wiili ilieir proMems al11ld are readly to work as a tea.m.

6 Has she il l fil11lishil11lg ilie boolk 0l11l time?

IV

Use the word given in capitals at the endof the line toform a word which fits in the space on the

same line:

Examplle:

IPUJlbliic reliatioIrlls

il11lvolves programmil11lg, communication al11ld

COMMUNITCATE

feedback from ilie pUJlbhcs affectedi.

IPUJlMic

reRatiol11ls

is

essel11ltiali

il l

today' s complex

woddi.

lits

practitiol11lers

operate

Ol11l

Two diis1il11lct llevelis: as adivisers to their clliel11lts al11ldi as

techl11licial11ls perroIrmil11lg

A O) offUJll11lctiol11ls. MULTITJPLJE

Todlay's gel11leratiol11l ihtas

al11l

UJll11ldierstah"ldiil11lg ofllmmal11l 2) far greaterthoo BJEJbIA

VJE

ever loefore. Yet, irol11licallJy,

(3) ,

llack of comprehensiol11l al11d'

UNDJERSTANJDJ

2lTItagoirilism

ab01lmd il l the wor!d\. OUlif too1s frur SUJlfpass OUJlr 4) to use ABLJE

them. Time after time, a crisis Oif cmmflict is caUlsed by (5) to

co:mml.mlcate

FAITL

effectivdy.

i(Wikox, Derrmis, AlLilllt, IPhihp, Agee, Warrel11l , 'IPiLilblic Reliatio111s Strategy al11ld Tactics')

V

Read

the text below

and

decide which answer A

B or

D bestfits each space:

[111 a mlLildbt i l i L i l o t e d i artide tlbtat h


15/24

UNHrx

CAlRElER

TKJP

fOR

CANDITDATlE

Readl

iliis text

givill1lg

same

e l l l f ~ J r a l i

slUlggestioll1ls

for

YOIUlIi

job seardh:

Cover Letter

How

yOUJ

write yOlUlf cover ktter

is

as impor1tall1lil: as ilie message it delivers. Vom ktter

is

aum exaumplc of

ihow

wdli

yOll commlUlll1icate, amd

effective commllmication

is

a

lkey e]!emen1t

to findill1lg a job, becausc

employers

cOll1lsi:dier

ilie way in whiclh yODl express YOllllrsdf as ont way to aumd y:cn:w

albJiliity

to be

sllllccessfuR

in

tihe

job. O)

ITfl1ecessary,

make a

piblolDie VRSRt

ilie Wbral1ry or IUlse tihle ITlIIltemet to

fill1ld

out ilie n2.me

aumdl

tide of ilie person who does ilie

lmir];l1lg.

ARways

rememlber to

sJigllli

your letter. lifyou forget

tihRS, tihe

employer may

fed

Rilke you've sent a

fOIIm lietter.

How to

lP'repare

for a ]ob

TIlI1lterview

Y

Ollll

may 1l1l0t fill1ld

tihlis

veJty easy, but you must get as mlUlcJht

lkey infoJDmatioll1

as you

C:aJl \

o u ~ the

compallJly,

its pmdlllllcts 2J ld Jits customers. (2) There

m i g ~ l t

be

otlher

SOUJlfces

of

Jll1fonnation on tlnle Web, especiaHy

if

tJbe

compmlY

lis

pllll!bliciy

trMedL 'vVe

C2l l l

guaral1tee tlhm YOiJI w:H

malke

a good

impressioIrl

at

yOllJlJf Rl!1lterrview

by

dORng

a

l i i t t ~ e Iffiomework beforelhamol.

Fob ITmterview

Types

There are dnffereJl1lt types of job

nll1ltervnews

illJl wlhida Y0lL! may participalte dllmil!1lg

tll1e

hirill1lg process:

A

screel!1lnll1lg

Jll1tervnew is me2l1l1lt to weedl out ul!1lcqualified caumdJidlates. !nterrviewers wm work from an

olUldiJl1e

of

poill1l!s

they

Walnt

to

cove:r,

and look for

incoll1sisteIrlcies

in

yO lllf

reSlcune

YOll1lr iO\l1alificatim1s.

You are upposed

pmviclc

3L1i1SWerrs to

lcheLr iC]ll1llestIIOI'lS.

TJlliat ill1lforrnation

couldl

w01flk agains1t you.

Teliepholl1le

ill1terview

are mereRy sCreell1lilmg il!1lterview me,mt to eliminate poorly qualiifieri

carw1icdlates

so

tll1at oll1lly

al

few are

lefi

for personali ill1terviews.

VOIlil

mJglht be calJed

suddlell1lly,

Of perlbaps al

telepihloll1le ca[[ to cJhlcck Oil l your resume migihlt rom mto


16/24

JI}Juring

du: linterview

You s1hloulidl slblow s e f ~ c o n l f i d l e n c e arrJld arrJlswer t1hle interviewer's


17/24

c Ee honest Tihle nmtervnewer wilTI

lln\\eely

checlk yOllJlf refere!l1ces.

D. Lllst them,

iliell1l

give examples wlhere YOiUl have dlemeJll1lstrated!

tI1ese

skiBs.

E The ndeaJl answer is OJDle offlexibility. However,

'Oe

hOJDlest. Give eX3l1ll1ples

describnll1lg

how

YOiUl

have

w


18/24

U rfX

CAlliEJER OJPlORTIJNliTIJES liN

ADVJERHSliNG

Ad vertisill1g

is a creative,

f a s t ~ p a c e d lbtiglbt

profiJe

b'lllsill1ess.

The

maill1 fi.llll1c'tioll1 of

Ill1 ad vertisill1g

agelt1lcy

is

to

IUlse

Ibotlbt

imagill1atioll1

all1d

strategic

pliall1ll1ill1g

to d evdop memorablie

ad1vertisemell1ts

tlbtat

promote

salie

for ilie

clliell1t

compall1y. There are adlvertismg areas ill1

wlbticlbt

peoplie C3k'1l fill1dl ilieir Il1fclbte. AccolJ

'

ll1t

Mall1agemell1t, ACCOil.llll1t

JPlRall1ll1ill1g

all1dl Creative are jlUlst some of'dhtem.

ACC01l1lll1t Mall1agemell1t

ACCOlUlll1t Mall1agemell1t is

tlme

dlivisioll1

of all1 :JkQ vertisill1g agell1cy,

'Jlilbticlbt

has t

oversee the execU1l:nOIl1

of

aH

ilie aspects

of

311'1 a:d vertisill1g

campaigll1

ai 1ld maIl1age

thce

fnmm's reliatioll1s wiili its

dLe1l1lts.

AssistaLli1t AccolJmt

JExeclUltnve. As

all1 ASS1S'l:all1t AJE

yOUl

have t

assist

tlbte

AS wlth aIlllbtis or

lbter

Y01Ul are

sll1lpposed

to

worlk d irecdy

with yom

slUlpervisor to

d evdop

c2iJll1paiglt1i

strategies,

comlJnlJllt1iicate

dielt1it

1l1leed s to ilie Crealtive, Market Research teallJIIlS,

mdl

COlt1id IUlCt all1alliysis

ofthe oo1vertisiThg speThd ilt1ig

all1d colt1iSlUlmer

halbit.

WorJkill1g witlbt

d iffere1l1lt members ofilie other ad1vertisill1g

d epartmell1ts

wm hdp

yolUl

lieam

how to

mall1age

che1l1lts

all10

ilieir

acco1Jl1l1lts,

pliall1

ad1vertisilt1ig

strategies

all1d

olbtailt1i ilt fommatioJl11.

As

palrt of tlbte AccolJl1l1lt Mall1agemell1t

grolJlp

yOlJl should

lbtdp yOlJlr

fimm

d evdop

sll1lCCeSSflUlli

adlvertisilt1ig

strategies

all1d

oversee importall1t

aCCOlJl1l1lts.

ACCOillllt1lt JPllialrrmirag

ACCOlUlll1t JPlliallt'1lll1i1l1lg

foclUlses OIl1

e1l1lslUlrilt1ig the COIl1SlUlmer's perspective

LS fuilliy cOll1sidleredl 'wlbtefll advertisLLlg

is dlevdoped .

ACCOlUlll1t

pliall11l1lers

spelt1id

a liot oftime researclbti.lt1lg COlt1lsumer

psyclbtollogy

a l l 1 d 1 1 N ~ 1 t 1 l a \ n o u L

competitive satles, d emogmphics, etc.

ilt1l

all1

effort to stlUld y how commmers lJlse malr Ketirllg

comm1\.Illl1icatiolt1ls am to d evise lt1lew ways ofpitchilt1lg

ilt1lfommatiolt1l.

There

is

lt1lot a dealr career path ta the

positio1l1l of

acCOillllt1lt

pliall1lt1ier. Some

peoplie

come from a marJketilt1lg resealrclbt balclKgrolUllt1ld , whilie

otlbters

e1l1lter from o1\1ltside of

aidvertisilt1lg.

lifyo1\1l

Wall1t to d o this job yOIllL need t llt11terpret


19/24

4. A

COilPywri1ter

is a lPerSOIl1 who:

A. writes cOlPies ofilie ad.

B.

COilPie

s ilie

00

C. writes ilie text of amt

adi.

lI Choose the correct meaning ofthe following words and expressions.

l.

lPitch

ill1formatioll1 a. coBeet ill1formatioll1

lb. eXjpress it ill1 a lPartticlUlliar stylle.

e.

shatrjpell1 ill1formatioll1

2. oversee

a. slUllPervRse

lb.

see

rrom

albove

c.

see relPeatedlly

3. dlevellop

a. dlevise

lb. maJke

smaliller

c. gem:rate,

pmdllUlce,

maJke sometlhill1g grow gradlllllaUy

4.

h i g h ~ p r o j i l l

a.

1l10ticealblle

way

oflbehavill1g/actill1g

so as

to attract

plUllbllic

attell1tioll1.

b.

pIaced:

high so as ta be seell1 from profille

c.

beill1g

ofhimscllfl11ersdf

III. Fill eac ? blank one ofthe words given above.

L Y

1Ul

mlUlst

emlPlioy someOll1e to ... the

IProject.

2.

He

is a ... pohticiall1 all1dl he is very carefw wiili his image.

3. A goodl

accOllmt pllamtll1er

sholUlM fiill1di a way of ....

4. We .,. ilie 1project from Oll1e of1rom's idleas.

V Match the words in column A with their definitions

in

B.

J aSSWll1e

a a d!istill1glUlRShRll1g

GllUlahty

or cbaracteristnc

2 aCGllUlire b

3Ill1

IUllPset of1l10rmall fumctioll1

3 besiege c to slUllPpose

somethRll1g

to be a fact

4 cope wRth dl exdlUldle by dleCRSROIl1

:;

dlisordler e to crowdl arolli"'1ldl; to ose

RIl

111

6

mile

OlUlt f to get or gaill1 lby

oll1e'

s effort

7 traRt g to dleali with probllems

B GRAMJvffAR

Modal Verbs.

Jf we liooJk at ilie verbs writtell1 ilITi itallics the text we

CaJt1l

see

t1hat they are modlall tha1: express

lITiecessity,

adlvice.

Giving advice. WhelITi we

wamtt

to give

adlvice

we IUlse tihle

modlali

verlbs should, to 3Ill1dl had better.

Should

3Ill1dl

shouldn't

give dlle slPeaJker's opilITiiolITi ofwhat is goodl or lbOO

actioL1,

therefore they express

the

speaJker's opilITiiolITi

alITidl are

oftell1lUlsedl

to express adlvice. We

C3Ill1


20/24

UNHXTI

THE JPOWElR

f lOlECOYS

AlOl outilOlg witlbl yom nocal! rean esmte agelOlt can mustrnte tlllie poweJJfun impact

of

a decoy. At tlhe real!torr's

office, you are SIlliOWlOl picmres

3J1llldl

givelOl

descriptiolOlS

of

many

Illiomes

beautiJPJln

s p h t ~ n e v d s ,

roomy

mll11clllies, 3J lll

oM

Victorian. After de\temnill11ilOlg your m ~ e d l s ilie agelOl\t dlrives you to some

Illiomes

you

"miglill\t

findl

of i1'11\teres\t".

The firslt s\top is a

\tiltJly

t w o ~ e d r o o m

Illiouse

sittmg

01111

a ll11arrow lot Tlllie house

ll11eeds

a

ltJlew

coa!

of pailtJl\t;

ilie

iltJlterior

is

ill

disarray;

\the hll110neum iltJl

the

lkitcheltJl

is i!:n.llclkhltJlg; the IiviIllg

room carpe\t is wom; \tne mas\ter bedlroom is so

smaH

\tha\t

an a v e r a g e ~ s i z e d bedmom suite just wOlOl'l

fit.

WihteltJl

tlble

realtor

tdRs ycm

ilie

aslkiJrng

price,

y01l.l.

exd


21/24

R. T1.hle reaRtor wiU llllsea

rllecoy

to ma1kehis

d1eltl.t

buy

ilie

ll10llllse

rea,ltor w:ants.

2.

J B l l l l m m e r ~ l b l l l l l f g e r was tlbte ftmrgerpreferred by most

swd!eltl.ts.

3 A d!ecoy is jllllst an O O l d i ~ i o l t l a R optioltl..

4.

COKlltext

is

'Used

to iKllfl'UelIJlce

o'UrperCelPtioKllsatKJld!j'Ud!gmeKllts.

ll Choose the correct meaning

ofthe

following words nd phrases

li.

d!'Umlb a. bhltl.d!

b.

dever

c.

stlllllPid!

2.

diRalPid!atedl

a. faHiKllgtolPieces

b. talkelt1l apart

c.

stolieltl.

3.

enJhlalllice a. nltl.ll1erit

b.1m;rease

c.

decrease

4. fit

a. pmvide

b. bring

c. aplPrOlPiliate

5 lilllllili a. cllliauruge

o:rue's

milIJldl

b. calm somebody by

d!eceptioltl.

c mdk

6. outiltl.g

a. slbtort,

IPReasaflt

trip

b.

date

c.

taJknltl.g

OlLllt

7.

d isarray a.

Ilmdressed

b. misplioced

c.

d!isonJler

8.

realltor a.persoltl.

wlhlo

bllllyS atKJld sdlis llliollllsesforothers

b.

persoltl.

wlhlo

ns rea.hstic

c.persoltl.wlhlobllllyS llliollllsesfor himselif!helfe1f

9. ft:mclkJed a.Il1llmdhed!

b. crumplied

c.wom

liO.

sll1ack

a.cll1ess

b.

former ruRer

of

iran

c. lf01!.I!gItJlliy 11JllliRt 'hm.:.seor

rull.llt

B

Grammar

Coltl.d!itioltl.a1lCliallllses.

ConditionalO This tYlPe

of

cOItl.d!itiomll.ii scltl.wltl.ced!escribes

wll1at

aliwayslhlappeltl.s. lit

has

ilie

foTIowilITi;

stmctllllre'

main

dalJ.se

i f ~ d a l l l l s e

presell1tsimplie/present COltl.tilDlll.lloll.lls/preseltl.t prescltl.tsimple

~ e r f e t

simplie

all'ld!

COItl.t1ltJ.l.UlOUS

The ifcl use may corne first orsecond!in a statcmelIJlt, asyOllll

Ca IJl see

from the

examplles

bdow. This

type of

cond!itiolIJlall

is llllsed!to d!escribegeneral tmrilis,

scielIJltific

processes.

e.g.

lifyOlUi

liowerthe temperatlllllfeofwater,

it

freezes.

Oii floats

yOllllpOllllr it

OlIJl water.


22/24

1UNHXTITI

CJRJEAlnVHY

Readltlhis

\text

diclJlssiuilg ( , i f f ~ l \ J i t , \ ]

MaJlIy

peopJle

seem to

tll1in k

mat creativity is

pmdlJlcing

ilie Big Mea -

aim

idea fmm

nowll1ere

so

dever aJlId so profolJllmd tihlmt it aefines creattivityo BlJlt the instant Big ldea does not exist

Creativity,

atlt1ld

its task

of

gelt1leratilt1g ideas, is essentiaHy incrementat

Meas

come tlruolJ1gll1 a

series of smallli steps ar moves, They

Iouilid

upon each otll1er to prodhJlce

tll1e

finall idea, l'hc

tric k JRather

thatlt1l the creative idea Ioeing atlt1l instatlt1lt

revdatio:m,

it

wilili

more lii kdy Ioe characterized Ioy a haphazard

series of moves, steps aJlIdl

RllnJkages,

to creativiil:y atlt1ld creating new ideas is not how Y01.]

ili,ink

iUlp tI]'e

install1lt Big

Mea,

Iol Jlt rather what Yol Jl Catlt1l do to generate

rittlie

ideas, which calJm Ilater 10e combined im

some way

ro be

presented

as

a Big

Mea,

So how has the

notiolt1

of the Big Mea come albOl.llt?

One

explianation may

be

tnat it

lis

mucl1

more convenient to

Ioeheve

great creative peoplie somehow inmitiveliy

aJlId

inst


23/24

A. Reading and vocabulary

1 Fill the blanks with information takenfrom the

text. You

will need to change the adjectives into

nouns:

The Them)'

o JR.oger

Speny

Left side o lhe brailllli JR.iglht sidie o the brailtll

hJl1lteUecmali

fimctioJl1ls/skms li) .

(5} '" ..

(2) . (6} .

(3} .

(4} .

1J Look at the text

andjindthe

words which mean the same as:

lhappeJl1liltllg Iby clhaltllce (paragraplh

2)

wlhiclh

doesJl1l't

calUlse

probliems,

slUlitablie

(para.

3)

lUlJl1lplieasaltllt,

Jl1lot

easy to deali wRili (para. 3)

liastiJl1lg lioJl1lger tlhaJl1l

lUlslUlaJl/Jl1leCessary

(para.

3)

to req1Ulire, to m ~ e d (para. 4)

someone ofilie same age/stahzs

as

you (para.

4)

dividied! (para. 5)

to

make sometlhing tess effective, to

weake'l1i gradlualJy

(para. 6)

giviJl1lg a liot o

dletailis,

compliica1l:edl (para. 7)

to lUlse a particlUlliar methodl (para.

lI . Decide whether the following sentences are true T) orfalse F):

li.

lBeRng

creative means lhavilt1lg

s1l1ldldlen

iJl1lspiratJion tlhat Ihefips yOlUl solve a JPirobliem.

2.

Peoplie

fiiJl1ld it dliffic1l1llit to admit iliat creativity is hlkdy to

be

tlhe reslUllit

oHllardl wor!k.

3.

PIR

practitioners slho1l1lldl dleJfendl tlhe idlea tlhat tJmey Calt1l

Ibe

iJl1lst3llilldy creative.

4.

Awareness oftl1e

dlleory

OftVliO

modles

oftlhouglht is Hkdy to lhe1p PIR

practitJiol1ers be

more

efficieJl11t

IV. You

are going to read a fragmentfrom a book called 'Web Production

for

Writers and

JOillrfl011 sts

written by Jason Whittaker. Choose the most suitable headingfrom lis tA - loreach part ofthe

article. There i5 an example at the beginning O).

Examplie:

li

O.

Make

yOllu

navngation

cOltlltrolis

consistent

A. Less is more

B. Three goRdlerlli ru1es fOf

Elllltemet dlesign

C froltlltioad

impoIr1t.aJrllt

material!

D.

JEval lUlate

Jl1lew

teclhnoiogies

E. Aliways coJl1lsid!er yolUlf m d i e m ~ e

li

Create a

tempTIate

dlesigJl1l

andl

tlheJl1l

stRclk to

Rt

so tlhat VRSRtOfS

areJl1l't confusedl

as

iliey move betweeJl1l

pages. YOlUl may ltlleedl dliffereltllt blUlttOltllS Oltll eadffi page, blUlt try 10 iocate liltlliks in

tlhe

same place.

1 4


24/24

2. CRaritry, ill1lteractivitry am!l

d!owll1llioadl

times. The most excntnll1lg

amd!

attractnve snte nll l il ie worlid wm

become a liot

lless

nll1lterestnfJlg

allJld!

attrnctllve

nfiUlsers lblave

to

want Ihallf allJllhOiUlr for pages

to d!ow;J1llload!.

Vnsntors

WallJlt a snte

iliat ns

a

plleasiUlre

to iUlse, snmplie to

lt1lavngate

dUOiUlglbl allJld!

lloadls tq[iUliclkJy

nll l ilienr

browsers.

3.

Bear iIm mind! durt most peoplie d!o

ll1lot

nave a 19 , or even a

li?",

mon.itor capabie

of

c1is!Jllaynng

JlO24x768

resoll1U!tiI01QS

or

Ihigher,

fiUlnniTIlg

the latest browser

OJIT

the fastest ]pm

or

G4 with a

4.

DOIlJl't overlloadl

yOlLlJIr page with fOll1lts,

gra]phnc allJld!

allJlimations. Not

onlly

CallJl these

take longer to

d!ownlloadl,

too

mallJly caiUlse

your site

ro

appear messy.

5.

Visitors ltend! to worik ltlhro1U!gh web

pages

very tq[1U!iciklly iUlnliess someiliill1lg grabs their

attell1ltioll1l,

so

yOD

sho1U!lldl pllace importallJlt materiallll1lear ilie

begill1lll1ling.

6.

]liJlst becaliJlse somethill1lg

is

avanllablle

on il ie Web

does nat meallJl

tnat

it is aiUltomaticaBy

your

snte.

'fest ll1lew nd!eas

allJld!

techllJlollognes before

l\.n;;ill1lg tlhem Oll l yom snte.

V. Related Word Groups

Looik at

tlhtese

eX1pfessioll1ls wndljparts oft:hte

bod!y:

dlrag

ymu

fee:tJJheds

= you

dloll1l't

hiUlrry to do

sometlhtill1lg because

you

dloll1l't wamt

to i t

lhtave

a chip

Oll l

ymrrr

slffiolllldler =

easilly become

offell1ldleo bec2\

l

l1tse of

J l l L l l l l e ~ s a J ] : I l t

have a dearlcoolllhead = thnll1lik dearlly iru a djifficiUlh

sltlLllatiotll

!hlalVe

1wo

lleft

fee1

=

10e

very

cIilUllnm,v

lhtave yOILlll;

ihlamds

fulill

= 10e very biUlSy

maike/plLIlllll

a face

=

challJlge yom expressnoll1l to

sihlow

yom fedmgs

ll1lot see

eye

to

eye

=

allways

dlnsagree wiili

sb.

plLllH

somebodly's lieg

=

make

fuu I

of sb.

PiUlt

YOiUlr

foot

ill1l

yOlLllr

mOlLlltihl = maike allJl embarrassill1lg Of !Jlpsettill1lg remarik

twist somebodly's ann

= perSlllladle s1o.

to

dlo

sili.

iliey dloll1l't WallJlt

to

do

Now

put

each ofth following words in its correct place in the sentences below. Some changes

may be necessary:

I sihloiUlllder

mOiUlth ann lleg hallJlOl foot

eye

n g h t ~ f i s t e l

ihleadl face lffied

li. YOTUl

wekome

somebodly

wiili

opell1l .

2. 'Whell1l

YOliJl

are

upset yOTUl ITlleedl a

10

cry

Oll1l.

3.

Wlhtell1l

yOTUl

are ll1lot gell1leIrOiUls YOiUl are

.

4. Wlhtell1l YOiUl \vislh somebody goodlllm;ik YOiUl

say:

'Breaik al

!'

5. He seemed lhtieacl over. .....

jnlove.

6. YOll

say 1lhtat

a

i t l l . l i a t r ~ o l l 1 l

gets

0111

of.

l,vlhtelil i t

becomes impossnblle to cOll1ltml.

7 t

OTUl

get solid

wlhtell1l

yOTUl are afraidl to

do

sometihlilltg yOTUl plaxmedl to

dlo.

8.

Wlhtell1l

yOILll

CaJll1't

llll1ldlerstamd

sometihtnll1lg

YOiUl

C3lll1l't

malke

ilwr

tanll

~ t

9.

Wlhtell1l YOiUl are

the

aprp1e

of

somelbodly'

s

YOiUl are

lloved very

mllleiht by

that

perSOf/,.

li O li

got bored

alt ltihle

paJtty -

tlble same olidl

.

li

li.

Did

yOlU Ifeadl fuis

somewlhelfe

or didl YOiUl jTUlst hear i t by wordl of. ?

JI05

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