Public Relations in the contemporary world: Insight into Profession. Н. В. Лаштабова

impetus … regular publications was lacking due to several reasons.

      5. A gazette was a means …disseminating information written in a form of a pamphlet.

      6. Only the news … particular topics … interest, such as politics, battles, marriages could appear in the medieval gazette.

      7. “Trew Encountre” countained an account … the battle and the list of heroes involved.

      8. …any case the topics for publications were more or less similar: scandals, heroism or marvelous occurrences.

      9. In the Middle Ages the degree… independence in the press was high due to the fact that many authors were anonymous.

      10 . Comment on the following quotations:

      Albert Camus (1913-1960)

       “A free press can of course be good or bad, but, most certainly, without freedom it can never be anything but bad… Freedom is nothing else but a chance to be better, whereas enslavement is certainly of the worse”

      Thomas Jefferson (1743-1826)

      “The press is the best instrument for enlightening the mind of man, and improving him as a rational, moral and social being”.

      Franklin D. Roosevelt

      “If in other lands the press and books and literature of all kinds are censored, we must redouble our efforts here to keep them free”.

      3 Books

      1 . Read and translate the text.

Books

      Despite fears that the so-called electronic media – especially radio, television, and videos – might damage book publishing, the opposite seems to be true. Book sales since the introduction of television have increased considerably, well beyond the increase in population. In fact, the U.S. leads in the number of books read per capita. These books range from the most recent best seller or biography to histories, gardening and cookbooks, or technical volumes and encyclopedias. Several reasons have been offered to account for this fact. First, American schools have traditionally stressed and tried to develop a "love of reading", to make it a habit. This general educational emphasis has been successful. One notes how many people are reading hooks – not only newspapers or magazines – in city buses, airports, during: lunch breaks, or on the beach. Secondly, public libraries have always been very active in communities throughout the country. Here, too, the general policy has been to get books to people rather than to protect the books from people. A favorite way of raising money for libraries is to have thousands of used books donated by the community and then to have a book sale ("Any five for $11"). The money made in this fashion goes to buy new books for the library. Such popular community fund-raising activities also increase the feeling among people that the library is theirs. The third and probably most important reason is that there are no laws which protect book sellers or fix prices. Anyone can sell new and used books at discount and sale prices, and just about everyone does. Very early, books were sold every where, in drug stores and supermarkets, department stores and 24-hour shops, through book clubs and by colleges, as well as in regular book stores. Many university book stores are student-owned and run. They operate on a nonprofit basis, that is, all profits go towards keeping the prices of books down, for paying the student employees, and often to support student scholarships and other financial aid. Then, there are the large "paperback supermarkets* located in most shopping centers, which sell mainly paperback books on a variety of subjects. These, too, have done a great deal to keep the book trade healthy and growing. Nationwide radio and television shows, new movies, and filmed versions of books have often helped to create spectacular book sales.

      2 . Transcribe and translate the words below.

      Television, per capita, considerably, to range, biography, technical, encyclopedia, to account, emphasis, magazines, throughout, to increase, law, discount, to operate, nonprofit, employees, to support, scholarship, financial, aid, variety, trade, healthy, growing, nationwide, version, to create, spectacular.

      3 . Find in the text the English equivalents of the following words and expressions and read them out.

      Продажа книг, увеличение населения, на душу населения, биография, энциклопедия, традиционно, обращать особое внимание, книги со скидкой, супермаркеты, где продаются книги в бумажном переплете, эффективные распродажи книг.

      4. Fill in the gaps using one of these words.

      1. These books… from the most recent best seller or biography to histories.

      2. Several reasons have been offered to … for this fact.

      3. A favourite way of raising money for libraries is to have thousands of used books … by the community and then to have a book sale.

      4. Anyone can sell new and used books … and sale prices.

      5. Then there are the large … located in most shopping centers. (range, to account, donated, at discount, paperback supermarkets).

      5 . Fill in the prepositions.

      1. In fact the U.S. leads … the number of books per capita.

      2. Several reasons have been offered to account … this fact.

      3. A favourite way of raising money for libraries is to have thousands of used books donated … the community and then to have a book sale.

      4. Then, there are the large “paperback supermarkets” located … most shopping centers, which sell mainly paperback books on a variety of subjects.

      5. Secondly, public libraries have always been very active … communities … the country. (in (3), by, for, throughout).

      6 . Read the definition and say it in one word

      1. The people who live in an area.

      2. To give something such as money or goods to an organization, esp. to a school, hospital, political party.

      3. A reduction in the price of smth.

      4. Money that you make by selling smth., or from your business especially the money that remains after you have paid all your business costs.

      5. Someone who is paid regularly to work for a person or an organization.

      6. Extremely impressive.

      7. In all parts of a country.

      A collection or number of people, things, ideas ets. that are all different from one another. (community, donate, discount, profit, employee, spectacular, nationwide, variety).

      7 . Prepare 3 sentences in Russian with the words from ex.5 for your group mates to translate

      8 . Answer the following questions

      1. Why have the books sales increased considerably since the introduction of television?

      2. What is the range of books which are read by people?

      3. What are the principal reasons of the increase of reading?

      4. What do you know about new American system of development of “love of reading”? Is it successful?

      5. Do libraries take an active part in the development of “love of reading”?

      6. What can you say about the laws which protect book sellers or fix prices? Are they necessary in your opinion?

      7. What is the basic role of mass media in the books’ sale?

      4 Magazines

      1 . Read the proper names and titles and say what you know about them.

      If