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“The rise of the new consumer requires new more sophisticated ways and means of advertising.”PREPARATION Modern business is inconceivable without advertising. The success or failure of a product very often entirely depends on how effectively or ineffectively its benefits were communicated to consumers. That is why it is of utmost importance for advertisers to choose the right channel of communication and to make sure that the intended message reaches its target audience. Step 1 Split into groups of two or three and answer the discussion questions page 38 of the book “Let’s Read and Discuss”. Step 2 Skim read the articles on pages 38-50 to find out what problems the industry is facing today and how it is dealing with them. Pay attention to what advertising media are mentioned in these articles. Compare your findings with each other. Which of the problems can be referred to the legal, ethical, technological groups and which of them are connected with the rise of “the new consumer”? Step 3 Split into groups of three or four and choose one of the new advertising media mentioned in the articles. (Make sure that no other group has chosen the same means of advertising). Research this means of advertising and prepare a 5 minute power point presentation in which you highlight the benefits and drawbacks of this means of advertising. While preparing the presentations bear in mind how the advertising medium evades the problems you have discussed before. PRESENTATUIONS Deliver the presentation to the rest of the group. FOLLOW UP ACTIVITY Discuss the presentations. КОМПЕТЕНЦИИ, ФОРМИРУЕМЫЕ В РЕЗУЛЬТАТЕ РАБОТЫ НАД ПРОЕКТОМ И В ПРОЦЕССЕ ПРЕЗЕНТАЦИИ РЕЗУЛЬТАТОВ ПРОЕКТНОЙ РАБОТЫ
Пример 2 Ролевая игра (к пункту 7.3.2 курс «Коммуникация») PERSONALITY, MEDIA, EDUCATION Situation: It's an emergency sitting of the Editorial Board of the “Teachers’ Newspaper”. There is a vacancy to be filled. The newspaper needs a new correspondent to report for the paper in the “Family and School” feature. You are members of the Editorial Board with conclusions to make about some particular applicants. The list of applicants has been rather long. After a heated discussion only two apparently eligible people remain on it: a professional journalist who has worked for about 20 years for a children’s magazine and a former teacher of literature who has made up her mind to change occupation after having worked at a secondary school for about 15 years. Both the applicants are mature people and know their trades. In the course of discussion opinions differ: two members of the staff are for the journalist, two others are for the teacher. Characters: Student A: Editor-in-Chief, presides at the sitting, a talented journalist, has spent his whole life in the paper, knows a good thing when he sees it, doesn’t show his attitude to the applicants during the discussion. In the long run he has to bring forth his decision because the opinions differ much. His opinion turns out to be reasonable, convincing and fair. Students B, C, D, E: members of the Editorial Board, experienced journalists, enthusiasts of their paper, devoted to the problems of upbringing and schooling, have worked together for a long period of time. They study the personal sheets and records of the applicants, make suggestions and try to formulate valid reasons why the journalist/the teacher should be employed by the paper. Such important items as professional experience, age, interests and traits of character are taken into account. As a result of the discussion, they produce various judgments mainly connected with the personal qualities of the applicants. Thus two members are in favour of the journalist, two others are in favour of the teacher. They point out advantages and disadvantages of either employment, giving warnings based on personal experience where possible. Students F and G are the prospective candidate for the position. They prepare their own personal profiles adding details to their roles. ROLE PLAY ONE Invite the successful candidates to a job interview one by one. Ask all the questions you have prepared. ROLE PLAY TWO Enact the sitting of the editorial board as it has been specified by the situation. Use the information you have obtained from the job interviews. Note: The group of students is divided into two teams. Each team performs the same role play. While discussing the virtues and imperfections of prospective reporters they show a different outlook in regard to their jobs and problems they face in life. Compare the choices made by both teams. Why were they different/similar? КОМПЕТЕНЦИИ, ФОРМИРУЕМЫЕ В РЕЗУЛЬТАТЕ ПОДГОТОВКИ И ПРОВЕДЕНИЯ РОЛЕВОЙ ИГРЫ
8.1 Методические рекомендации преподавателю Преподавание дисциплины предполагает использование преподавателем всего многообразия форм и методов работы по формированию и развитию иноязычной коммуникативной компетенции студентов, включающих:
8.2 Методические рекомендации студентам Самостоятельная работа студентов осуществляется в соответствии с «Методическими рекомендациями по организации самостоятельной работы студентов НИУ ВШЭ – Нижний Новгород», утвержденными УМС от 30.04.2014, протокол № 4. Самостоятельная работа студента может носить как индивидуальный, так и групповой характер. Она предполагает как выполнение предложенных преподавателем заданий, так и самостоятельный поиск необходимого учебного материала с использованием современных технических средств. 9 Оценочные средства для текущего контроля 9.1 1 курс 9.1.1 Тематика заданий текущего контроля Текущий контроль осуществляется при помощи контрольных заданий (4), эссе (16) и домашнего задания (16) Примеры заданий для текущего контроля Контрольная работа Лексико-грамматический тест № 1 (45 минут, 50 пунктов заданий) Open the brackets using the correct forms and word order
Vocabulary: Put the words in the correct order to make expressions 31. On the … cold one hand it’s 32. On the … beautiful it’s other hand 33. There are … for arguments against and 34. Another … is that expensive disadvantage it’s 35. I’m you asked that me glad Complete the words with a prefix (out, bi, anti, over, re, under, dis, mis, mono, ex-) 36. ___social 41. ___shadowed 37. ___cycle 42. ___define 38. ___comfort 43. ___perform 39. ___understand 44. ___president 40 ___rail 45___rated Complete the gap with a preposition 46. I don’t buy______ this new trend. 47. Enthusiasm for the new sports hall died___ when they saw the price. 48. Do you think this fashion for pink will catch___? 49. Did you pick ___ ___ the anger in his voice? 50. I should buy this house before the prices go ___. Уровень формирования компетенций в ходе выполнения контрольных работ Лексико-грамматический тест
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