Media

Professional English
Cambridge English for
the Media
UNIT 1
Newspapers
a
Look at these sentences from an article about school uniforms. Use your
knowledge of cohesive devices to choose the best version of each sentence,
A or B.
b
What cohesive devices are used in each sentence?
1
2
3
4
5
6
c
Version A
New measures have been announced to
encourage more schools to introduce
compulsory uniforms for school pupils.
Version B
The government has announced new
measures to encourage more schools
to introduce compulsory uniforms for
their pupils.
Inspectors will give better grades to
schools with smarter pupils under the
new measures, which may help schools
attract new pupils, and which may lead
to increased funding.
The news will delight parents around
the country.
To enable their children to keep up with
the latest fashions, most parents have
to fork out hundreds of pounds every
term, which they are sick of.
For a modern teenager, there’s nothing
worse than being the only kid in class
with the wrong type of trousers, so
parents have no choice but to open
their purses.
Afterwards, the really fashionable
teenagers in class feel the need to move
on to the next fashion trend.
Under the new scheme, schools with
smarter children will get better grades
from inspectors, which may help them
attract new students, and lead to
increased funding.
Parents around the country will be
delighted by this news.
Most of them are sick of having to fork
out hundreds of pounds every term to
enable their offspring to keep up with
the latest fashions.
Parents have no choice but to fork out,
because nothing is worse for a modern
teenager than being the only kid in
class with the wrong type of trousers.
Cohesive devices
Version B is better.
No need for passive.
Use of pronoun j^[_h
to avoid repeating
iY^eeb.
But then the really cool guys at school
feel the need to move on to the next
fashion trend.
Now use cohesive devices to improve these sentences from the rest of the article.
7
8
9
10
11
12
13
1
EXTRA ACTIVITIES
All parents would have the perfect excuse to say no to their little darlings if
schools put an end to this cycle of competitive fashion.
Uniforms aren’t cheap, of course, but uniforms are practical and uniforms last
much longer than this season’s designer gear.
Uniforms are smart.
When a group of smartly dressed children are seen on a school trip, perhaps to a
museum or theatre, I am given hope for the next generation.
Young people are encouraged to take pride in representing their school when
they wear uniforms.
You’re more likely to despair for the future if you take a look at the group of
children hanging around most schools.
I think we should put all children in uniforms, and put a bit of order and
discipline in these children’s lives.
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
Professional English
Cambridge English for
the Media
UNIT 2
a
EXTRA ACTIVITIES
Radio
Complete the sentences using the words in the box.
coming commission dry entertain format genre
impartial listened listening over packages
podcasting slot station up
1 The musical \ZcgZ
of BBC Radio 2 is mainly adult-oriented easymusic.
2 BBC Worldwide broadcasts
news and reports from around the world.
3 Now
to the newsroom.
4
up, the news.
5 Next
is All Summer Long by Kid Rock.
6 What music would you include in a 15-minute
on a national radio
?
7 London 1 is the most
-to youth station in London.
8 London 1 will continue to
documentaries to
and engage.
9 Producers are expected to provide a
version of the documentary for
.
10 One popular
for radio documentaries consists of two five-minute
and a studio discussion.
b
Complete the sentences using the words in the box.
accessed air breaking brief cues deal debriefing
down link list on programme running shortlist
stringer updates
1 Details of XjZh
, billings and support material can be
on our
website.
2 We plan the documentaries to go on
from August.
3 At this morning’s meeting, the team discussed the news
and decided
the
for tomorrow’s
.
4 The producer spoke to the presenters by phone to
them on the
order of the programme.
5 While the programme is
air, the producer
the news list to
react to any
stories.
6 At the
meeting, the producer discusses what worked and didn’t work on
the show.
7 We’ve got a lot to do today, so let’s get straight
to business.
8 Can you
with the piece about school closures?
9 I’m going to get a
in for the story on the museum in France.
10 I want you to find me two people who we can
up with live.
2
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
UNIT 2 Radio Extra activities
c
Complete the sentences using the words in the box.
broke eyewitness for going moving
over rolling run scoop tuned up
off
out
1 When do you need the story [dg
?
2 So, let’s get the ball
.
3 Well, obviously the studio
down for several seconds, and the show being
air was not a great moment.
4 We’re still trying to figure
what happened.
5 I think you’ll agree getting an
account of the rail crash was a real
.
6
on to our next story, we talk to a scientist who believes global warming
is overhyped.
7 Let’s go
to the newsroom for an update on that story.
8 I’m afraid we’re going to have to wind
the interview there, as we’ve
out of time.
9 Which radio stations have you
into recently?
10 Unfortunately it wasn’t us who
the news.
3
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
Professional English
Cambridge English for
the Media
UNIT 3
EXTRA ACTIVITIES
Magazines
Look at some extracts used at a planning meeting at Generally Knitting magazine.
Two of them are correct. Cross out the extra word in the other extracts.
1 Have I covered up everything?
2 I don’t know. I’m not sure about if our readers would want to read about knitting
machines around the world.
3 I think a story about innovations in knitting needles would be really interesting
readers.
4 I want to do an article on my granny because of she’s really good at knitting.
5 I’d like to propose that a piece on knitting clothes for animals, as it’s something
our readers might find useful.
6 I’ll pass you over to Karl, who’s going to tell us about an exciting new competition.
7 I’m really sorry, but I’m going to have to leave for a moment. I’ll hand over you to
Alistair while I’m gone.
8 It might be so expensive, but I’d like to do the photo shoot of knitted hats and
gloves actually at the South Pole.
9 It does sounds promising, but it could take a long time to set up something as
complex as that.
10 Let’s get us back to the point. We were talking about patterns for knitted
cardigans.
11 Let’s go over what we’ve decided.
12 Let’s keep it on relevant. What does that have to do with wool?
13 Pass over to you, Roberto. What do you have for this month’s Knitting News?
14 Thanks, everybody, for coming along today. So, who’s going to be start?
15 That’s not a problem. We can use an agency to do most of the research.
16 To sum it up, we’re going to do a piece on speed knitting competitions, and a
photo shoot from the World Knitting Championships.
17 You don’t need to worry yourself about that because our market research shows
our readers love the Knitting Problem Page.
4
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
Professional English
Cambridge English for
the Media
UNIT 4
a
EXTRA ACTIVITIES
Television
Try to complete these extracts from audio 4.1. Listen and check your answers.
1 Good morning. Let’s get s iVgiZY
. You’ll find my ideas about last night in
the email I sent.
2 Just to say I thought the p
on the Prime Minister was excellent …
3 … and the l
f
from Georgia with the Scotland football
squad was great.
4 So w
d
on that.
5 Donna’s p
today. What have you got for us, Donna?
6 Lots of stuff on the w
.
7 The t
is that this guy’s an American.
8 We should be getting a package from our Asia c
.
9 They’ve got d
f
that they shot themselves available for us.
10 It would be great if we could get the story as an e
, wouldn’t it?
11 So those are the main n
e
. What do you think?
12 The American terrorist video has got to be the t
s
.
13 Could we get a p
a
l
from the
Washington bureau?
14 Yeah, that shouldn’t be a p
.
15 Andrew, can we get a Scottish a
on the trafficking story?
16 I could p
i
u
using the police footage
from Birmingham.
17 I think it’d be great if we could produce a whole programme on this issue here and
abroad by using our own c
c
.
18 I’ll s
w
we can do about that.
19 It s
g
to me.
20 It would be an excellent start for the next winter series of our c
a
programme.
21 In the meantime, we’ll put our top r
… on to getting people’s views
on the trafficking issue.
22 So going back to our news programme, Donna, what’s the r
o
?
23 Well, for the moment I’ll g
w
terrorism, trafficking …
24 Let’s m
b
h
at 2.30.
b
What is happening in the extracts? Write M, P, S, A/D or I next to each extract.
Sometimes more than one answer is possible.
Managing a meeting (M)
Giving praise for good work (P)
Offering suggestions (S)
Agreeing with suggestions and making decisions (A/D)
Giving information about news stories (I)
5
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
Professional English
Cambridge English for
the Media
EXTRA ACTIVITIES
UNIT 5
Film
Find the words in the grid using the clues below
J
P
D
T
S
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A
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O
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I
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K
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P
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Q
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M
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I
The
egdYjXZg
is responsible for hiring the film crew. (8)
The
is primarily responsible for the acting in the movie and managing
the creative elements. (8)
The
manages the shooting schedule and logistics of the
production, among other tasks. (9, 8)
The
finds actors for the parts in the script. This normally
requires an audition by the actor. (7, 8)
are carefully chosen and are often based on the actor’s
reputation or «star power». (4, 6)
The
6
finds and manages the film locations. (8, 7)
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
UNIT 5 Film Extra activities
The
schedule. (10, 7)
manages the production budget and production
The
photography of the film. (8, 2, 11)
or cinematographer creates the
The
creates the look and feel of the production sets and
props, working with the art director to create these elements. (10, 8)
The
production sets. (3, 8)
manages the art department, which makes
The
creates the clothing for the characters in the film,
working closely with the actors, as well as other departments. (7, 8)
The
works
closely with the costume designer in addition to create a certain look for a character.
(4-2, 3, 4, 8)
The
creates visual images to help the director and
production designer communicate their ideas to the production team. (10, 6)
The
the production stage of a film. (10, 5, 5)
manages the audio experience during
The
creates new sounds and enhances the aural feel of
the film with the help of foley artists. (5, 8)
7
The
creates new music for the film. (8)
The
creates and coordinates the movement and dance. (13)
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
Professional English
Cambridge English for
the Media
UNIT 6
EXTRA ACTIVITIES
New media
Find the answers to the quiz below in the Project Vision Document on page
67 of the Students Book. The questions are in the same order as their answers
appear in the text.
1 What adjective describes something of superior quality, that customers are willing to
pay more for? e g Z b ^ j b
2 What noun describes someone who pays to receive a service?
3 What phrase refers to a way of watching whatever you want whenever you want?
/
/
4 What phrase refers to very good quality images, for example on a TV screen?
/
5 What word, which can be either a noun or a verb, refers to getting something from the
internet onto your own computer?
6 What compound noun refers to a company’s group of existing clients?
/
7 What adjective means ‘profitable’ or ‘likely to generate a lot of money’?
8 What verb means to put an audio recording in one language over video footage in another
language?
9 What verb means to put written translations of a film or TV script onto the screen for
viewers to read while they watch?
10 What compound noun refers to software for handling the material that is going to be
broadcast?
/
/
11 What compound noun refers to a large collection of computer servers?
/
12 What verb means to run software for remote users?
13 What noun refers to the number of visitors to a website?
14 What noun refers to the coming together of once-separate media, for example the internet
and mobile phones?
15 What two nouns describe the ability of social networking sites to attract large numbers of
people and to create a feeling of belonging?
and
16 What noun refers to an operating system or environment on which software is
run?
17 What verb means to look through something in a relaxed way, without necessarily knowing
what you are looking for?
18 What compound noun refers to an e-commerce service that authorises payments in online
business transactions?
/
/
19 What hyphenated adjective means ‘old-fashioned’ or ‘outdated’?
20 What adjective–noun combination means that something looks unattractive or insufficiently
clear?
/
/
21 What noun refers to the ways of getting from one part of a website to another?
22 What compound noun refers to the people who make the material which is broadcast?
/
23 What adjective–preposition combination refers to the way customers feel they have a
personal or emotional connection with something, and are not merely buying a product or
service?
/
8
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
Professional English
Cambridge English for
the Media
UNIT 7
a
EXTRA ACTIVITIES
Advertising
Complete the crossword using
the clues below.
1
3
3
; A N : G H
4
5
6
7
8
9
10
11
12
13
14
15
Across
2 Information sheets which are
handed out to people in the
street. (6)
6 Advert which appears in front
of a web page, which you have
to close in order to see the
page underneath. (3,2)
9 A slogan appearing on top of an
image in a screen ad. (5)
11 A symbol representing a
brand. (4)
12 Visual technique to make an
image or sound weaker and
gradually disappear. (4, 3)
13 Commercial made for film or TV.
(6, 6)
14 An advert which is designed for
internet users to send to each
other, typically because it is so
entertaining or clever. (5)
16 A coordinated set of adverts
designed to reinforce each other,
including, for example, print ads,
screen ads and billboards. (5, 8)
17 The group of people that the
advertiser wants to reach. (6, 6)
18 Very large poster, typically near
main roads or in other public
places. (9)
19 Internet adverts along the top or
side of a web page. (6, 3)
21 Company which specialises in
making ads. (11, 6)
22 Informal name for an
advertisement. (2)
9
16
17
18
19
20
21
22
Down
1
3
4
5
7
8
9
10
15
20
General name for an ad designed for newspapers or magazines. (5, 6)
A person who writes the words for adverts. (10)
Free advertising based on personal recommendations. (4, 2, 5)
Pause in the middle of a TV programme, or between programmes,
during which adverts are shown. (10, 5)
Advertising technique where advertisers pay for their product to
appear in a film or TV programme. (7, 9)
Memorable sentence or short phrase used in ads, which forms a longterm part of the brand image. (6)
Unwanted email advertising. (4)
The image and abstract ideas which a product or service represents,
and which are promoted in advertising. (5)
Spoken words heard during a screen advert, where the speaker cannot
be seen. (5,4)
Advertising which is designed not to be noticed consciously, but which
is thought to create a deep unconscious awareness of or desire to buy
a product. (10)
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE
Professional English
Cambridge English for
the Media
UNIT 8
EXTRA ACTIVITIES
Marketing
Put the verbs in brackets into the correct form. Sometimes there is more than one
possible answer.
1 It hZZbh
(seem) we
(have) problems with Sparkle.
2 As the first graph
(show), there
(be) a dramatic 20%
decline in …
3 Sorry
(interrupt), but …
4 Graph 2
(show) that last year we
(have) 35% of the
market share, …
5 Do we know what
(cause) this decline in sales?
6 I’m sure that if we
(get) the marketing mix right, we
(get) our
customers back.
7 Now, I
(see) these figures when the analysis
(come) in last week,
and I
(think) about what we should
(do).
8 We need
(take) immediate action by
(set) new objectives.
9 Any ideas on how we can
(do) that, Maggie?
10 I
(suppose) the first thing we should
(do) is
(increase)
customer awareness …
11
(talk) about needs, one extremely important finding that
(emerge) from our marketing analysis is that …
12 Our problem is that our competitors
(invest) a lot of time and money …
and
(manage)
(broaden) their readership.
13 In fact, it all
(link) up with my idea that Sparkle badly
(need)
(restyle).
14 That means
(hire) the best photographers on the market.
15 You should
(start)
(set up) the communication strategy …
16 Right then. I
(get) some costs for these objectives we
(discuss).
17 If everything
(go) to plan, I would
(expect) the launch
(take) place in eight months.
10
Cambridge English for the Media Cambridge University Press 2009
www.cambridge.org/elt/englishforthemedia
PHOTOCOPIABLE