...C h a p t e r 1 Prewriting GETTING STARTED (OR SOUP-CAN LABELS CAN BE FASCINATING) For many writers, getting started is the hardest part. You may have noticed that when it is time to begin a writing assignment, you suddenly develop an enormous desire to straighten your books, water your plants, or sharpen your pencils for the fifth time. If this situation sounds familiar, you may find it reassuring to know that many professionals undergo these same strange compulsions before they begin writing. Jean Kerr, author of Please Don’t Eat the Daisies, admits that she often finds herself in the kitchen reading soup-can labels—or anything—in order to prolong the moments before taking pen in hand. John C. Calhoun, vice president under Andrew Jackson, insisted he had to plow his fields before he could write, and Joseph Conrad, author of Lord Jim and other novels, is said to have cried on occasion from the sheer dread of sitting down to compose his stories. To spare you as much hand-wringing as possible, this chapter presents some practical suggestions on how to begin writing your short essay. Although all writers must find the methods that work best for them, you may find some of the following ideas helpful. But no matter how you actually begin putting words on paper, it is absolutely essential to maintain two basic ideas concerning your writing task. Before you write a single sentence, you should always remind yourself that 1. You have some valuable ideas to tell your reader,...
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...courses are offered in conjunction with NoW, others use different teaching aids. Read more on http://www.ntnu.edu/norwegiancourse Where? You will find Norwegian on the Web at http://www.ntnu.edu/now/intro What will you learn? Part 1 (chapter 1-6) leads to knowledge equivalent to level A1 of the Common European Framework of Reference for Languages: Learning, Teaching, Assessment (CEFR)1. Part 2 (chapter 7-10) leads to skills at level A2. After completing the A1 level the students should understand and be able to use familiar everyday expressions and very basic phrases aimed at the satisfaction of needs of a concrete type. The students should be able to introduce themselves and others and to ask and reply to questions about personal details such as where they live, people they know and things they have. The learners are supposed to be able to interact in a simple way provided people talk slowly and clearly and are prepared to help. After completing the A2 level the...
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...ight Right Word Wrong Word Words and structures confused and misused by learners of English L. G. Alexander LONGMAN Addison Wesley Longman Limited Edinburgh Gate, Harlow Essex CM20 2JE, England and Associated Companies throughout the world. © Longman Group UK Limited 1994 All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the Publishers. First published 1994 Fifth impression 1997 Illustrated by Chris Ryley British Library Cataloguing in Publication Data Alexander, L. G. Right Word Wrong Word: Words and Structures Confused and Misused by Learners of English. - (Longman English Grammar Series) I. Title II. Ryley, Chris III. Series 428.24 ISBN 0-582-21860-8 Library of Congress Cataloging-in-Publication Data Alexander, L.G. Right word wrong word: words and structures confused and misused by learners of English/L.G. Alexander. p. cm. Includes bibliographical references and index. ISBN 0-58221860-8 1. English language-Usage. 2. English language-Errors of usage. I. Title. PE1460.A48 1993 428.2'4-dc20 93-11963 CIP We have been unable to trace the copyright holder of the text for Exercise 52 Everybody, Somebody, Anybody, Nobody and would appreciate any information that would enable us to do so. Set in Times New Roman, TrueType Produced through Longman Malaysia, ETS ISBN 0 582 21860 8 ...
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...CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter Nine: Broadcast Media 274 Chapter Ten: Interactive and Alternative Media 310 Chapter Eleven: Media Planning and Buying 345 Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy 378 Chapter Thirteen: Copywriting 411 Chapter Fourteen: Design and Production 443 Part Five: Integration and Evaluation Chapter Fifteen: Direct Response 476 Chapter Sixteen: Sales Promotion, Events, and Sponsorships 508 Chapter Seventeen: Public Relations 542 Chapter Eighteen: Special Advertising Situations 576 Chapter Nineteen: Evaluation of Effectiveness 610 INTRODUCTION Welcome to the Test Item File for the Wells/Moriarty/Burnett Advertising: Principles and Practice, 7th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS: New to the seventh edition of the Test Item File is a section...
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...[pic] ББК 81.2.1. Англ. М41 Рецензенты: кафедра английского языка Новгородского государственного университета им. Ярослава Мудрого (зав. кафедрой, доцент, кандидат филологических наук Е. Ф. Жукова) доцент кафедры английской филологии № 2 Санкт-Петербургского государственного университета М. В. Сорокина Меркулова Е. М., Филимонова О. Е., Костыгина С. И., Иванова Ю. А., Папанова Л. В. М41 Английский язык для студентов университетов. Чтение, письменная и устная практика. Серия «Изучаем иностранные языки».— СПб.: Издательство Союз, 2000.— 384 с. ISBN 5-87852-114-8 Настоящая книга представляет собой вторую часть учебного комплекса "English For University Students". Учебник включает текстовый материал и комплексную систему упражнений для отработки навыков устной и письменной речи на продвинутом этапе обучения. Материал отредактирован профессором кафедры современных языков и литератур Оклевдского университета Н. Ф. Лонганом. Все права защищены. ( «Издательство Союз», 2000 ( Меркулова Е. М.. Филимонова О. Е., Костыгина С. И., Иванова Ю. А., Папанова Л.В., 2000 ( В.А. Гореликов, художественное оформление, 2000 ISBN 5-87852-114-8 CONTENTS Lesson 1 FAMILY LIFE 3 Lesson 2 HOME 16 Lesson 3 DAILY ROUTINE 29 Lesson 4 DOMESTIC CHORES 41 Lesson 5 SHOPPING FOR FOOD 54 Lesson 6 SHOPPING FOR CONSUMER GOODS 68 Lesson 7 MEALS AND COOKING 81 Lesson 8 COLLEGE LIFE 96 ...
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...In Cold Blood Truman Capote I. The Last to See Them Alive The village of Holcomb stands on the high wheat plains of western Kansas, a lonesome area that other Kansans call "out there." Some seventy miles east of the Colorado border, the countryside, with its hard blue skies and desert-clear air, has an atmosphere that is rather more Far West than Middle West. The local accent is barbed with a prairie twang, a ranch-hand nasalness, and the men, many of them, wear narrow frontier trousers, Stetsons, and high-heeled boots with pointed toes. The land is flat, and the views are awesomely extensive; horses, herds of cattle, a white cluster of grain elevators rising as gracefully as Greek temples are visible long before a traveler reaches them. Holcomb, too, can be seen from great distances. Not that there's much to see simply an aimless congregation of buildings divided in the center by the main-line tracks of the Santa Fe Rail-road, a haphazard hamlet bounded on the south by a brown stretch of the Arkansas (pronounced "Ar-kan-sas") River, on the north by a highway, Route 50, and on the east and west by prairie lands and wheat fields. After rain, or when snowfalls thaw, the streets, unnamed, unshaded, unpaved, turn from the thickest dust into the direst mud. At one end of the town stands a stark old stucco structure, the roof of which supports an electric sign - dance - but the dancing has ceased and the advertisement has been dark for several years. Nearby is another building...
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...In Cold Blood Truman Capote I. The Last to See Them Alive The village of Holcomb stands on the high wheat plains of western Kansas, a lonesome area that other Kansans call "out there." Some seventy miles east of the Colorado border, the countryside, with its hard blue skies and desert-clear air, has an atmosphere that is rather more Far West than Middle West. The local accent is barbed with a prairie twang, a ranch-hand nasalness, and the men, many of them, wear narrow frontier trousers, Stetsons, and high-heeled boots with pointed toes. The land is flat, and the views are awesomely extensive; horses, herds of cattle, a white cluster of grain elevators rising as gracefully as Greek temples are visible long before a traveler reaches them. Holcomb, too, can be seen from great distances. Not that there's much to see simply an aimless congregation of buildings divided in the center by the main-line tracks of the Santa Fe Rail-road, a haphazard hamlet bounded on the south by a brown stretch of the Arkansas (pronounced "Ar-kan-sas") River, on the north by a highway, Route 50, and on the east and west by prairie lands and wheat fields. After rain, or when snowfalls thaw, the streets, unnamed, unshaded, unpaved, turn from the thickest dust into the direst mud. At one end of the town stands a stark old stucco structure, the roof of which supports an electric sign - dance - but the dancing has ceased and the advertisement has been dark for several years. Nearby is another building...
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...62118 0/nm 1/n1 2/nm 3/nm 4/nm 5/nm 6/nm 7/nm 8/nm 9/nm 1990s 0th/pt 1st/p 1th/tc 2nd/p 2th/tc 3rd/p 3th/tc 4th/pt 5th/pt 6th/pt 7th/pt 8th/pt 9th/pt 0s/pt a A AA AAA Aachen/M aardvark/SM Aaren/M Aarhus/M Aarika/M Aaron/M AB aback abacus/SM abaft Abagael/M Abagail/M abalone/SM abandoner/M abandon/LGDRS abandonment/SM abase/LGDSR abasement/S abaser/M abashed/UY abashment/MS abash/SDLG abate/DSRLG abated/U abatement/MS abater/M abattoir/SM Abba/M Abbe/M abbé/S abbess/SM Abbey/M abbey/MS Abbie/M Abbi/M Abbot/M abbot/MS Abbott/M abbr abbrev abbreviated/UA abbreviates/A abbreviate/XDSNG abbreviating/A abbreviation/M Abbye/M Abby/M ABC/M Abdel/M abdicate/NGDSX abdication/M abdomen/SM abdominal/YS abduct/DGS abduction/SM abductor/SM Abdul/M ab/DY abeam Abelard/M Abel/M Abelson/M Abe/M Aberdeen/M Abernathy/M aberrant/YS aberrational aberration/SM abet/S abetted abetting abettor/SM Abeu/M abeyance/MS abeyant Abey/M abhorred abhorrence/MS abhorrent/Y abhorrer/M abhorring abhor/S abidance/MS abide/JGSR abider/M abiding/Y Abidjan/M Abie/M Abigael/M Abigail/M Abigale/M Abilene/M ability/IMES abjection/MS abjectness/SM abject/SGPDY abjuration/SM abjuratory abjurer/M abjure/ZGSRD ablate/VGNSDX ablation/M ablative/SY ablaze abler/E ables/E ablest able/U abloom ablution/MS Ab/M ABM/S abnegate/NGSDX abnegation/M Abner/M abnormality/SM abnormal/SY aboard ...
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