Make up 10 questions to the text.

Give Russian equivalents to the following phrases.

political and legal framework;

brief time-span;

broadcasting systems;

on the grounds of sth;

critical scrutiny;

broadcasting ‘‘mammoths’’;

direct government interference in sth;

political bias;

to play a watchdog role;

to commence;

Translate sentences into English, using words and word combinations from the text.

Телевидение – одно из наиболее влиятельных средств массовой информации, а потому и самое важное средство влияния на политические процессы.

Главная цель создания этого документа – установить определенные правила охраны независимости телевидения по всей Европе.

Приватные телекомпании – одно из основных звеньев в цепи коррупции.

В Восточной Европе будущее государственных телерадиокомпаний находится под угрозой.

В странах СНГ государственные и частные телерадиокомпании подвержены государственному вмешательству.

Today commercial broadcasting is coming under critical scrutiny for its often low-quality programming”. What do think of this statement? Do you agree with it? Why/Why not?  (Write about 300-400 words).

V ВАРІАНТ

Read and translate the following text.

Problem of Advertising on American TV and Radio

Mass media play an important part in the life of society. They inform, educate and entertain people. They also influence the way people look at the world and make them change their views. Millions of Americans in their spare time watch TV and listen to the radio. These media dominate their life most of the time.

One of the big problems on American TV and radio is a lot of advertising. Some of the TV and radio stations are owned by big corporations or individuals. The owners can advertise whatever they choose. To advertise their goods commercial firms buy TV and radio time. So the most of radio and TV time is taken up by advertisements. The firms also sponsor shows and programmes that make people buy their goods. For instance, to attend a show or to take part in a quiz programme you may have to send to the studio the required number of empty cartons, boxes or wrappings (depending on what product the sponsoring firm is selling). People are attracted by such programmes not only because they provide entertainment. A valuable prize is usually promised for the correct answer to the main question, such as video or radio cassette-recorder or a stereo music centre and speakers. Americans are very optimistic. Their optimism makes them to believe in luck and buy things which they may not need at all. The sponsoring firm makes a great profit on such programmes. The more people attend the show, the greater is the profit of the firm.     

Advertising promotes business and benefits businessman but often annoys the general public. The play you are watching on TV may be interrupted several times by an appeal to use a new perfume or detergent, or drink a certain beer. Though Americans are used to everything being advertised, watching such programmes gives one a headache instead of providing relaxation. Sometimes the patience of the viewer snaps and he turns off the TV set without ever learning who murdered the innocent old lady, hijacked the plane, forged the cheques, poisoned the wife of the millionaire, kidnapped his daughter or committed some other crime. The viewer will never know if the police caught the burglar who robbed the bank or if the criminal escaped being punished.

To convince the viewer that a certain product is the best and to persuade him to buy it takes not only a lot of imagination but also a lot of time. The same advertisement is repeated dozens of times every day, which bores the viewers.

Make up 10 questions to the text.

Give Russian equivalents to the following phrases.

to take part in a quiz programme;

to make a great profit on sth;

to be interrupted by sth;

the patience of the viewer snaps;

to convince sb;

to change one’s views;

advertising;

to promote business;

to turn off the TV set;

to be owned by sb;

Translate sentences into English, using words and word combinations from the text.

Средства массовой информации обучают, информируют и развлекают людей.

Оптимизм заставляет американцев поверить в удачу и покупать вещи, которые совершенно им не нужны.

Большинство телерадиокомпаний принадлежит большим корпорациям или частным лицам. Они покупают их, чтобы рекламировать свои товары.

Фирмы спонсируют телешоу и программы, которые заставляют людей покупать их продукцию.  

Телевидение и радио занимают в жизни большинства американцев большую часть их времени.

What do think of the advertising on Ukrainian TV and radio? (Write about 300-400 words).