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ANUL I
SEMESTRUL I
TUTORAT 3
THE MEDIA SPHERE PLANET
3. INTERVIEWING IN JOURNALISM, PUBLIC RELATIONS, AND ADVERTISING
'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
3. 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
'WHEN THE CAP DOESN'T FIT'/ The Economist, December 10th 2005, p.13
1. 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 from....16 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 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 'mini-Europe'; 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.
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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 publcation, 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.
Style guides generally give guidance on language usage. Some style guides 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 don't directly address writers' individual style, or "voice," although writers sometimes say style guides are too restrictive.
Like language itself, many style guides change with the times, to varying degrees. For example, the Associated Press stylebook is updated every year.
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.
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?
6. Homework
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) to avoid=...,
b) search for, pursuit=.....,
c) to lash around, to drive on as if with a whip=.....,
d) rapidly increasing=......,
e) though, even if= ......,
f) to agree/express consent about= .....,
g) shrewd, clever, ready-witted, cunning= .......,
h) remove a portion of a charge=........,
i) rational= .....,
j) to record (as if by notches/scratching signs)=........
Key to exercises:
Solutions to 1.:
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j
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m
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In case the students encounter difficulties, some words may be suggested by means of synonymous words/phrases.
Solutions to 5. Homework
To duck, quest, to flail, boosting, albeit, to jibe about, astute, rebate, sensible, to notch.
Course 2: INTERVIEWING
GRAMMAR ISSUES WITH INTERVIEWING:
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.
1. Write/Ask orally five 'Wh-' Questions for the lead of the story 'WHEN THE CAP DOESN'T FIT'/ The Economist, December 10th 2005.
2. 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 to construct, state authoritatively
Discharge from employment temporarily
Connect (water,electricity.)
Be able to find at once
Arrange, exhibit
1. Fill in the gaps the right forms of the phrasal verb lay:
a) Dozens of miners ......lately because of last month's death toll.
b) Many EU countries .....Ukraine gas pipes.
c) The fishy deal ......by the media yesterday.
d) The PM .... the new Law of Education before the Parliament an hour ago.
e) Fir-tree big forest areas ......last Christmas.
f) The businessman ......an important amount of money in Swiss Banks.
g) The Museum exhibits .....in the Foreign Section rooms at the moment.
h) The police .....on the burglar in no time because of the fingerprints that they found in the house.
i) All types of selected seeds ......(already) on the farm for the next year.
j) The new MP .....his goals and principles, so that no one would doubt his good will.
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 ot 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.
2. 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,.).
3. 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.
4. 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'
5. Homework
Replace the words in bold with synonymous forms of the phrasal verb turn to get shorter newswriting style: (Use a suitable dictionary.)
a) The hurricane victims were refused help at the beginning, until the scope of the disaster was obvious.
b) Documents should be delivered to the IRS by May, 15th.
c) The thief was reported on by his gang to the police.
d) The parole programme changed the smuggler into a dependable citizen.
e) 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
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. 75-86 & 491-501. (Biblioteca FJSC, cota: III 46)
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.
Fill in the correct particle(s):
My sister-in-law is looking ...1a good baby-sitter who would look ...2her two-year-old daughter.
She looks ...3 to irresponsible people even if they looked .. 4to 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.
4.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.
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: haven't/hasn't).
5. 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:
1. Aunt Ellie is out of breath because she........in the orchard for a couple of hours.
a. worked; b. has worked; c. has been working.
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 she is tired.
a. want; b. wants; c. wanted.
4. Dropping out is not her style. So, she....still......her best 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
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
= Become equal to others
on
= become popular
On to
= understand
Up on
= bring/come up to date
2.The verb bring + preposition.
To bring
along
= to fetch with
on
= cause
out
= produce
up
= educate/rear/raise children
3.The verb keep + preposition.
To keep
up
= Go forward
on
= continue
off
= maintain a distance
In(with somebody)
= remain on good terms with
out
= avoid
Practice
Fill in the blanks with the suitable prepositions (mind the explanations in bold in the brackets):
One strange happening caught...(became popular) with dozens of people.
Two tomatoes were jogging in the street. One of them, some steps behind the other, cried...(exclaimed), "Keep...(continue) jogging! I'll keep...(maintain a distance) for a few seconds. And keep....(avoid) trouble. I'm a bit out of breath. I'll catch......(reach the same stage) you."
The tomato ahead couldn't keep..(remain in good terms) with the one behind--after their recent make up-because a bike ridden astray brought....(caused) a horrible accident that simply smashed the latter. [play on words: "ketch up" vs "catch up"].
4.The Article: Definite ("the"); Indefinite ("a"/"an"); Zero. (see grammar reference).
Fill in the blanks with "a"/"an"/"the" where an article is necessary:
1) He is ...1undergraduate student.
2) He goes to...2university in ...3morning every day from Monday to Friday.
3) His friend came to ..4university yesterday to bring him ...5keys that he had forgotten at...6home.
4) Fortunately, ..7"T.M." University is not very far from ..8district they live in.
5.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: hadn't).
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....already...a shrink before.
a. had seen; b. saw; c. has seen.
1) We..cranky because of the bad weather yesterday.
a. are; b. was; c. were.
2) 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: hadn't).
Choose the correct item:
1) She.....in 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.
5) He.......all the possible assumptions until yesterday morning when he had that illumination.
a. had exhausted; b. had been exhausting; c. has exhausted.
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, I'm afraid, I'm 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 1st 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: shan't/won't).
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: shan't/won't).
Uses of MAKE and DO.
MAKE
DO
An attempt
Lessons
Mistakes
Homework
Noise
Housework
A complaint
An exercise
A fuss
One's best
Coffee/tea
With(out) something
Breakfast (meal)
A favour
Furniture (an object)
Justice
One's bed
The washing up
A decision
The shopping
An excuse
One's correspondence
Up one's mind
One's hair
An offer
Good/harm
A mess
The cooking
A phone call
One's duty
A fortune
Business with someone
Money
The carpets
Trouble
One's room
Plans
The dishes
A living
Fine/well
arrangements
The grand/polite
damage
"Do as you would be done."
progress
"How do you do"
Someone rich/poor
wonders
sense
A speech
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 one's 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 while the sun shines."
Practice
Fill in the blanks using either MAKE or DO at the right tense.
1. She has already......dinner.
2. It's hard to ....a decision at such short notice.
3. Patience ....wonders (miracles).
4. You shouldn't.....the polite if you don't feel that way.
5. I hate.....the washing up.
6. ...as you would be done.
7. I haven't ....up my mind as to what I should..next.
8. She....her hair at the hairdresser's last Wednesday.
9. Why haven't you...your 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. Don't..such a fuss!
Basic Question Types
There are 3 basic types of question:
1. Yes/No Questions (the answer to the question is 'Yes' or 'No')
2. "Wh-" Questions (the answer to the question is 'Information')
3. Tag Questions (the answer to the question is 'Yes' or 'No')
1. "Yes/No" (General) Questions
auxiliary verb
subject
main verb
Answer
Yes or No
Do
you
want
dinner?
Yes, I do.
Can
you
drive
No, I can't.
Has
she
finished
her work?
Yes, she has.
Did
they
go
home?
No, they didn't.
Exception! verb be simple present and simple past
Anne
French?
Yes, she is.
Was
Ram
at home?
No, he wasn't.
2. "Wh-" (Special) Questions
question word
auxiliary verb
subject
main verb
Answer
Information
Where
do
you
live
In Paris.
When
will
we
have
lunch?
At 1pm.
Who
did
she
meet
She met Ram.
Why
hasn't
Tara
done
it?
Because she can't.
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
subject
main verb
preposition placed at the end of the question
did
he
do
that
for
3. Tag Questions (Irregularities*)
Intonation:
Use:
Rising
To ask for information
Falling
To ask for confirmation
Positive statement
Negative tag
Type of Structure
*I am weary,
aren't I?
*Cut down the expenses,
will you?/won't you?
Affirmative Imperative
*Let's give it a try,
shall we?
Suggestions: Let's./Why not.?/How about.?
*Everyone/Someone/Anyone admires an anchor like Joanne,
do they?
Indefinite subject: Everyone/Someone/Anyone
Negative statement
Positive tag
Type of Structure
* Do not procrastinate,
will you?
Negative Imperative
*Politicians hardly ever, seldom, rarely, scarcely, never can keep promises,
do they?
Adverbs with negative meaning: hardly ever, seldom, rarely, scarcely, never
* No one enjoyed the switch in the chain of events,
did they?
Indefinite subject: No one
