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~ 3-С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
13
2) You will probably modify it as you gather information, but an outline will help
to keep your thinking in order.
3)
Word length is a good gauge of readability.
4) Most readers of the Wall Street Journal, for example, are college graduates, so
the writing is more complex than that found in a small-town daily.
5. Find in the text the sentences where the Gerund is used.
Translate them and explain the usage of the Gerund.
6
. Insert prepositions:
1) Lincoln’s Gettysburg Address consisted......... 267 words.
2) The words......... the left are better than the words..........the right.
3)
(...) the standard......... word choice is different.
4) Scientific writing, too, is loaded......... esoteric words.
5) Make an outline......... what you are going to include...........your message.
7. Give synonyms:
outline, concern, assignment, short, to modify, readily, key (adj.)
8
. Give antonyms:
believable, brief, to improve, complicated, desired, in order, necessary.
9.
Answer the questions:
1) What should a public relations writer think over before beginning any writing
assignment?
2) What should an outline include?
3)
What is the structure of the outline?
4) What can improve the rhythm of the material? .
5) What is the usual length of the typical paragraph?
6) How many words did Lincoln’s Gettysburg Address consist of?
7) What do writers often forget?
8) Which words are more understandable: Anglo-Saxon or derived?
9) When can more complex words be used?
10) Who seems to like elaborate expressions?
10. Paraphrase the italicized parts of the sentences
1) Before beginning any writing assignment,
take the time
to ask yourself some
key questions.
2)
In the simplest terms
, an outline is a list of topics to be written about in the
order in which they will be presented.
3)
Writers who are college-educated often forget that words
common to their
vocabulary
are not readily understood by
large segments
of the
general public.
11. From the list of words given in the section WORD CHOICE take
8
or 10
words from the left column and make up a situation with them.
Then replace them with the ones from the right column.
How has the situation changed?
Which variant do you prefer?
Why?
W E L C O M E T O T H E W O R . 2
C £ M J C
O N S
12. Explain the following:
1) Mixing long and short sentences improves the rhythm.
2) Writing that goes on and on without a pause is hard on the reader
3) Every writer should aim to be read.
4) Scientific writing, too, is loaded with esoteric words.
13. Comment on the following statements.
Do you agree with them?
1) Sentences should be clear and concise. Longer sentences may often be
necessary, but a good test is to go back over the material and see how many
sentences can be cut down.
2) Don’t try to show off your knowledge by using long, complicated words.
3) Educators, for example, often seem to like elaborate expressions.
14. Develop the following statements:
1) Your writing must fit your audience.
2) You must watch sentence and paragraph length.
3) Word length and word choice are always important.
4) Simplicity and correct style must be a constant concern.
5) Everything you write should start with an outline.
U N I T
THREE
Errors to avoid
Errors in your writing will brand you as careless, unprofessional, and inconsiderate
of your audience. Errors also call into question the credibility of the entire message,
/professional writing requires attention to detail and repeated review of your draft to
catch all potential errors.
Spelling
J
Credibility is sacrificed when spelling errors appear in public relations materials.
For example, one news release for a company that manufactured a spellchecking pro
gram for a word processor included the nonwords “tradmark” and “publishere”.
Gobbledygook and Jargon
■^“Gobbledygook” consists of ponderous words and phrases that obscure simple
ideas. For example, to the user of gobbledygook, things don’t get “finished ’, they get
“finalized”. Events didn’t happen “then”, they happened “at that point in time”. The
child isn’t “failing” but rather is “motivationally deprived”.
: : :
п о
а н г л и й с к о м у
я з ы к у
д л я
с т у д е н т о в
г у м а н и т а р н ы х
в у з о в
15
“Jargon” consists of words that are known almost exclusively to insiders. Some
examples: A “four on the floor” is a four-speed hand-shifted automobile transmission.
A no show” is a person who fails to use a ticket for an event or a trip.
Gobbledygook and jargon are often seen in news releases about high-tech prod
ucts, giving the uninitiated reader a baffling message.^
3 Words and word-combinations
1. error — ошибка
2. credibility — правдоподобие, вероятность
3. draft — набросок, план, проект
4. ponderous — громоздкий, тяжеловесный
5. to obscure — делать неясным
6. insider — член общества или организации; “свой человек”; лицо, имею
щее доступ к конфиденциальной информации
7. a baffing message — сбивающая с толку информация
8. gobbledygook —
(si)
воляпюк, абракадабра
Poor Sentence Structure
The subject and the words that modify it often become separated in a sentence,
causing some confusion as to what exactly is being discussed. Here are some examples
from actual news releases:
' «
{
Ca
£
The proposed budget provides salary increases for faculty and staff performing at
a satisfactory level of two percent. *
The New Mexico Women’s Correctional Facility in Grants is scheduling a Christ
mas party for children and grandchildren of inmates under 15.
Wrong Words
A good dictionary serves not only to check spelling but also to verify the meaning
of a word.
An Associated Press (AP) story once told about a man who had inherited a small
scenic railroad from his “descendants”, who had started it in the nineteenth century.
The writer meant “ancestors” but used the wrong word. A government publication also
used the wrong word when it reported, “Colonel Kit Carson’s military campaign result
ed in the
interment
.of 9,000 Navajo and Apache Indians”. “Interm ent” means burial;
the writer probably meant to say “internment”, which means detention or confinement.
Q
More common mistakes involve the usage of “it’s” and “its”, “effect” and “affect”,
“there” and “their”, and “presume” and “assume”. Other frequently confused words
are listed in the next section. When in doubt, take the time to use the dictionary. It will
save you embarrassment later.
Ш Words and word-combinations
1. poor sentence structure — неправильное построение фразы
2. to cause confusion — стать причиной путаницы, неразберихи
3. to verify the meaning — проверить значение (слова)
4. it’ll save you... — это избавит вас от...
16
W E L C O M E T O T H E W O R L D O F P U B L I C R E L A T I O N S
"Sound-alike" Words
Many words sound alike and are similar in spelling but have very different mean
ings. Although it may be somewhat humorous to read that a survey is “chalk full” of
information (instead of “chock-full”), a company’s management team is doing some
“sole’4. searching (instead of “soul searching”), or an employee was in a “comma” (in
stead of a “coma”) after a car accident, such mistakes are the mark of a careless writer.
> A spell-checking program for your personal computer is extremely efficient at
catching misspelled words but often can’t catch homonyms because they are correctly
spelled words. It is therefore important always to proofread your copy even after it has
been corrected by a spell-checker program.
Here is a list of words that are frequently confused:
adapt, adopt
incredible, incredulous
appraise, apprise
negligent, negligible
canvas, canvass
peak, peek
comprise, compose
pore, pour
continual, continuous
principal, principle
ensure, insure
rebut, refute
fortunate, fortuitous
shoe, shoo
imply, infer
stationary, stationery
This list is far from complete. There are many other words that sound alike or
almost alike but have different spellings and meanings.
□ Words and word-combinations
1. spell-checking program — (компьютерная) программа по проверке право
писания слов
2. to proofread а сору — корректировать текст
Redundancies
Another gross error in writing is the use of redundant words. It is not necessary to
use the word “totally” to modify a word like “destroyed” or “com pletely” to
modify”demolished”. A lot of writers also say that something is “somewhat” or “very”
unique. “Unique” , by definition, means one of a kind; either something is unique or it
isn’t.
Too Many Words
Like redundancies, excessive words impede understanding and readability. Here
are two examples of “overstuffed sentences” and their remedied versions:
___
AMU иМи'4-
BLOATED SENTENCE: Studying advertising research findings leads one to believe
that the most important factors in effectiveness are the
quality of creative work and the readers’ interest in the
message.
: : i - ' :
А Н Г Л И Й С К О М У Я З Ы К У д л я
с т у д е н т о в
г у м а н и т а р н ы х
в у з о в
17
Л
j
j
г
Research indicates that the most effective ads are creative
and appeal to readers’ interests.
Should you have the occasion to know of someone whose
background configuration approximates the position spec
ifications above, we would welcome a recommendation
from you or directly from the exploring individual.
If you know of someone who qualifies for this job, please
let us know or have the person contact us.
J Words and word-combinations
1. redundant — избыточный, лишний, многословный
2. excessive — чрезмерный, изобильный
3. to impede understanding — затруднять понимание (мешать)
”оо M any
Numbers
People can digest a few figures but not a mass of statistics. Use numbers sparin gly
zi your writing, and keep in mind the following points:
— It is better to write “$92 million” than “92,000,000 dollars”.
•
- ' i
' (.let
— It is better to give a readily understood comparison than a massive number.
For example, you could say that 500 million pounds of garbage are produced in the
Vnited States every day, but it would be more effective to express that as 10 pounds per
ntizen.
— Check your math. The price of something can go up more than 100 percent, but
:t can never go down more than 100 percent.
You can rum the credibility and believability of your message by using exaggerated
-ords and phrases. Companies often describe their products as “first of its kind”,
* unique”, and even “revolitionary”, which tends to raise suspicion among media gate
keepers as well as readers.
The following words are often overused: leading, enhanced, unique, significant,
solution, integrated, powerful, innovative, advanced, high-performance, and sophisti
cated.
В Words and word-combinations
1. sparingly — умеренно
2. hype — навязчивая реклама; преувеличение; газетная шумиха
REVISED SENTENCE:
- С
BLOATED SENTENCE:
REVISED SENTENCE: