Ex. 2. Match the words with definitions.

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

Ex.3 Complete the words.

1. The evidence is the new media trends w………a………w……… much more rapidly than has been the case with traditional media.

2. They t……… in the invigorating mountain air.

3. The play is a b……… mixture of cliché s embedded in a tired plot.

4. Some antiquated low was r……… in order to prevent their using the land for grazing.

5. We had to resort to a little harmless s……… to organize her birthday trent without her finding out about it.

6. He felt the warmth p……… every limb.

7. David remains the m……… of the sales force.

8. The huge oil tankers, though economical, often proved u……… in the ports they visited.

9. My friend is an a……… reader.

10.  New housing estates have m……… on the edge of the town.

11.  The whole campaign was carefully o……… by the London-based PR firm.

12.  Politicians are good at neatly s……… reporters’ questions. 

13.  After a long campaign, the Duke of Wellington’s army o……… Napoleon.

14.  It’s a very uninspiring speech, full of p……….

15.  Little wonder that the play s………a c……… in the hearts of the both the young and the old.

16.  One way of handling persistent d……… is to get them outside.

17.  It’s probably better for an organization not to respond to online complaints and criticism as there is a danger of f………t………f……….  

18.  Some organizations have tried to join the blogosphere in order to post a r……… on the offending blog.

19.  It is essential for PR people not to be b……… by new media, important though they are.

20.  The text provides p……… summaries of the plots of Shakespeare’s plays.

21.  Computer software will continue to e……… in response to user’s needs.

22.  Tweeter is used as a part of a multi-media strategy rather than as a s……… device.

23.  It’s very hard to manage a large u……… bureaucracy.

24.  He obtained money from her u…f…p….

25.  She had pleasant but rather b……… features.

26.  The glass industry still t……… here.

27.  His a……… supporters claim that the charges against him are politically motivated.

28.  Berry had one last chance to r……… his international career.

29.  Ten teams will j………f……… the trophy.

30.  Online media are good for what is called n……….

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

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

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

1. This incident could fan the flames of rebellion.

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

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

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

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

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

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

8. This soup is too bland for me.

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

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

11. Greed seemed to permeate every level of society.

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

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

14. Don’t sidestep your responsibilities.

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

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

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

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

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

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

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

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

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

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

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

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

27. The glass industry still thrives there.

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

29. She had pleasant but rather bland features.

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

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