2. المملكة العربية السعودية جامعة جازان كلية الآداب والعلوم الإنسانية قسم الصحافة والإعلام عرض بوربوينت لمادة النصوص الإعلامية باللغة الإنجليزية نصوص إعلامية باللغة الإنجليزية 1

3.   نصوص إعلامية باللغة الإنجليزية  413 علم – 3  نصوص إعلامية باللغة الإنجليزية 2

4.  أهداف المقرر:  تهدف هذه المادة إلى تدريس الطالب نصوصاً إعلامية مختارة بالغة الانجليزية من مراجع ومصادر مختلفة في شتى فروع الاتصال, لمساعدة الطالب على قراءة المراجع,ومنهم المحاضرات المتخصصة باللغة الانجليزية.  محتوى المقرر:  نصوص إعلامية من مراجع متخصصة في العلاقات العامة.  نصوص اعلامية من مراجع متخصصة في الإعلان.  نصوص اعلامية من مراجع متخصصة في الصحافة.  نصوص إعلامية من مراجع متخصصة في الإذاعة والتلفزيون. نصوص إعلامية باللغة الإنجليزية 3

5.  الوحدة الاولى  الإعلان وعملية الاتصال والبث عبر الأقمار الصناعية  تهدف هذه الوحدة إلى:  تعريف الطالب بالمصطلحات الخاصة:  بالإعلان, الحملة الإعلانية, استراتيجية الاعلان.  بأنواع الإعلان, تكلفة الإعلان, سلوك المستهلك.  بالمصطلحات المتعلقة بالتحرير الصحفي.  بالتلفزيون التجاري البث الإذاعي المباشر عبر الأقمار الصناعية.  الاتصال وعناصره, المصداقية,  الاتصال عبر الاقمار الصناعية وأنواع الأقمار الصناعية. نصوص إعلامية باللغة الإنجليزية 4

6. 5 10 15 1617 1819 14 13 1211 987 6 4321 5

7. Advertising Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. Advertising Agency A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process Advertising appeal The basis or approach used in an Advertising message to attract the attention or interest of consumers and / or influence their feelings toward the product, service, or cause نصوص إعلامية باللغة الإنجليزية 6

8. Advertising Campaign A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea. Advertising creativity : The ability to generate fresh unique, and appropriate idea that can be used as solutions to communication problems Advertising manager : The individual in an organization who is responsible for the planning, coordinating,budgeting, and implementing of the Advertising program نصوص إعلامية باللغة الإنجليزية 7

9. Advertising specialties Items used as giveaways to serve as a reminder stimulate remembrance of company or brand such as calendars, T-shirts pens, key tags, and the like. special are usually imprinted with a company address and phone or brand name Alternative media A term commonly used in Advertising to describe support media Advertising frequency The number of time the average household reached by a media schedule is exposed to a media vehicle over a specified period نصوص إعلامية باللغة الإنجليزية 8

10. Audiometer An electric measurement device that is hooked to a television set to record when the set is turned on and the channel to which it is tuned Audience Flow Scheduling TV programs so that the audience attracted to one show Audience – Generated Feedback Feedback that occurs when one or more audience members attempt to communicate their opinions or points of view to a mass medium. naturally carries over to the following show. Audit bureau of circulations (ABC) An organization formed by Advertisers and publishers in 1914 to established ground rules for counting circulation date. Art desk Where page layouts are drawn in detail and the pictures edited نصوص إعلامية باللغة الإنجليزية 9

11. Art editor The person responsible for the art desk and for design of the newspaper. Art work Prepared material for use in newspaper display Assignment A story which a journalist has assigned to cover: a briefing نصوص إعلامية باللغة الإنجليزية 10

12. Barter deal In TV syndication, the program syndicator keeps most of the available commercial minutes sell in the syndicated program Audiometer An electric measurement device that is hooked to a television set to record when the set is turned on and the channel to which it is tuned Big idea a unique or creative idea for advertisement or campaign that attracts consumer's attention, gets a reaction, and sets the advertisers product or service apart from the competition Bleed pages magazine advertisements where the printed white margin or border around the ad. Bluetooth A wireless protocol utilizing short-range communications technology facilitating data transmission over short distances from fixed and/ or mobile devices, creating wireless personal area networks نصوص إعلامية باللغة الإنجليزية 11

13. Business-to-business advertising advertising directed not at the general public but at other businesses Banner A headline that crosses the top of a page D also streamer. Bold name given to type of a thicker than average body Brief A short news story, usually one paragraph. By- line the writers name at the beginning, or near the top, of a story نصوص إعلامية باللغة الإنجليزية 12

14. Newspaper - News, - Papers Press Conference Front Page - first page Last Page - Back page Press photographer Press archive Re-print نصوص إعلامية باللغة الإنجليزية 13

15. Communications Journalism - Press I’m Journalist My Major is Journalism -- What is your major? Daily newspaper Fourth State Columnist نصوص إعلامية باللغة الإنجليزية 14

16. Editor and Publisher Publication Publisher Publishable Official Published Reportage Quote نصوص إعلامية باللغة الإنجليزية 15

17. Advertising Field Documentary Movie Public Relations PR Public Opinion Entertainment Executive Editor Exclusive News نصوص إعلامية باللغة الإنجليزية 16

18. Five Questions --- 6 Questions -- Five Qs Field of Publication Headlines Subheading Foreign News Issued Newspaper Press Release نصوص إعلامية باللغة الإنجليزية 17

19. Cable Television A form of television where signals are carried to households by wire rather than through the airways. Classified Advertising Advertising that runs in newspapers that generally contains text only, and is arranged under subheadings according to the product, service, or offering نصوص إعلامية باللغة الإنجليزية 18

20. Clients The organizations with the products, services, or causes to be marketed, and for which advertising agencies and other promotional firms provide services. Communication The passing of information, exchange of ideas, or process of establishing shared meaning between a sender and a receiver. Comparative advertising the practice of either directly or indirectly naming one or more competitors in an advertising message or usually making a comparison on one or more specific attributes or charac/teris/tics نصوص إعلامية باللغة الإنجليزية 19

21. Consumer behavior The process and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products, and services so as to satisfy their needs and desires. Cost per order (CPO) a measure used in direct marketing to determine the number of orders generated relative to the cost of running the advertisement. Cost per Thousand A computation used in evaluating the relative that represents the cost of various media vehicles that represents the cost exposing 1,000 members of a target audience to an advertising message. نصوص إعلامية باللغة الإنجليزية 20

22. Coverage A measure of the potential audience that might receive an advertising message through a media vehicle. Creative strategy a determination of what an advertising message will say or communication to target audience. Creative tactics A determination of who an advertising message will be implemented so as to as execute the creative strategy. Campaign In advertising, a large number of ads that stress the same theme and appear over a specified length of time. نصوص إعلامية باللغة الإنجليزية 21

23. Channel The pathway by which a message travels from sender to receiver. Circulation The total number of copies of a publication delivered to newsstands, vending machines, or subscribers. Commercial Television System Local stations whose income is derived from selling time on their facilities to advertisers. نصوص إعلامية باللغة الإنجليزية 22

24. Compact Disc (CD) A sound system using laser technology that reproduces audio quality very precisely. Consumer Advertising Advertising directed at the general public. Comprehensive layout the finished model of a print ads نصوص إعلامية باللغة الإنجليزية 23

25. Concept Testing a type of media- originated feedback in which a one – or two-paragraph description for a new series is presented to a sample of viewers for their reactions. Controlled Circulation A type of circulation in which publications are sent free or distributed to a select readership, such as airline passengers or motel guests. Copyright Ownership of written or printed material. Corr Short for correspondent.. نصوص إعلامية باللغة الإنجليزية 24

26. Credit Usually the photographers or artists name printed with an illustration; hence credit line. CD - Rom Compact disk read – only memory used to hold computer – accessible data. Column Standard vertical divisions of a newspaper page; hence column measure. Controlled Circulation A type of circulation in which publications are sent free or distributed to a select readership, such as airline passengers or motel guests. نصوص إعلامية باللغة الإنجليزية 25

27. Credibility The trust that the audience holds for media that perform surveillance functions. Cycle In all –news radio, the amount of time that elapses before the program order is repeated Centre spread material extending across the tow Centre- facing pages in a newspaper. Spread : any material occupying tow opposite pages. Content Material in a newspaper. نصوص إعلامية باللغة الإنجليزية 26

28. Database A listing of current and/or potential customers for a company's product or service that can be used for direct –marketing purposes. Dateline Place and date of a story given at the top. Deadline Latest time a story can be filed, accepted or set نصوص إعلامية باللغة الإنجليزية 27

29. Decoding The activity in the communication process by which physical messages are translated into a form that has eventual meaning for the receiver. Demographic Segmentation A method of segmenting a market based on the demographic characteristics of consumers. Direct response advertising a method of direct marketing whereby a product or service is promoted through an advertisement that offers the customers the opportunity to purchase directly from the manufacturer. Demography The study of audience characteristics such as age, sex, and socioeconomic status. نصوص إعلامية باللغة الإنجليزية 28

30. Developmental Journalism َ Type of journalism practiced by many Third World countries that stresses national goals and economic development. Digital Audio Tape (DAT) : High –quality audiotape that uses digital audio technology to achieve fidelity comparable to that of a compact disc. Direct Broadcasting by Satellite (DBS ) A system in which a home TV receives a signal directly from a satellite. نصوص إعلامية باللغة الإنجليزية 29

31. Domain The distinguished part of an abstract or physical space where something exists, is performed, or is valid. For example, we may talk about: domain of interest, domain of activity. This concept is used in every branch/sector/field of human activity.. Digital paper also known as interactive paper, is patterned paper used in conjunction with a digital pen to create handwritten digital documents. Dummy A plan or blueprint for upcoming magazine issues that shows the contents in their proper order. نصوص إعلامية باللغة الإنجليزية 30

32.  In satellite communication, signal transferring between the sender and receiver is done with the help of satellite. In this process, the signal which is basically a beam of modulated microwaves is sent towards the satellite. Then the satellite amplifies the signal and sent it back to the receiver’s antenna present on the earth’s surface. So, all the signal transferring is happening in space. Thus this type of communication is known as space communication.  Two satellites which are commonly used in satellite communication are Active and passive satellites.  Passive satellites: It is just a plastic balloon having a metal coated over it. This sphere reflects the coming microwave signals coming from one part of the earth to other part. This is also known as passive sphere. Our earth also has a passive satellite i.e. moon.  نصوص إعلامية باللغة الإنجليزية 31

33.  Active satellites: It basically does the work of amplifying the microwave signals coming. In active satellites an antenna system, transmitter, power supply and a receiver is used. These satellites are also called as transponders. The transmitters fitted on the earth generate the microwaves. These rays are received by the transponders attached to the satellite. Then after amplifying, these signals are transmitted back to earth. This sending can be done at the same time or after some delay. These amplified signals are stored in the memory of the satellites, when earth properly faces the satellite. Then the satellite starts sending the signals to earth. Some active satellites also have programming and recording features. Then these recording can be easily played and watched. The first active satellite was launched by Russia in 1957. The signals coming from the satellite when reach the earth, are of very low intensity. Their amplification is done by the receivers themselves. After amplification نصوص إعلامية باللغة الإنجليزية 32

34.  الوحدة الثانية  الوسائل الإلكترونية والتحرير والشبكات الاجتماعية  تهدف الوحدة إلى إمداد الطالب ببعض المصطلحات الخاصة بما يلي:  الصفحة الإلكترونية البريد الالكتروني.  المحرر, المقال الافتتاحي.  الوسائل الإلكترونية.  الحقوق الحصرية.  مواقع التواصل الاجتماعي. نصوص إعلامية باللغة الإنجليزية 33

35. Edition An issue of the paper prepared for a specific area. Editor ٍ Chief editorial executive who is responsible for the editing and contents of a newspaper. Editorial The leading article or opinion of the paper also leader نصوص إعلامية باللغة الإنجليزية 34

36. Electronic Paper A display technology designed to mimic the appearance of ordinary ink on paper. Unlike a conventional flat panel display, which uses a backlight to illuminate its pixels, electronic paper reflects light like ordinary paper and is capable of holding text and images indefinitely without drawing electricity, while allowing the image to be changed later. Electronic mail (e –mail) : A store - and - forward method of writing, sending, receiving and saving messages over electronic communication systems. The term "e-mail" (as a noun or verb) applies to the Internet e-mail system based on the Simple Mail Transfer Protocol, to network systems based on other protocols and to various mainframe, minicomputer, or internet by a particular systems vendor, or on the same protocols used public networks. نصوص إعلامية باللغة الإنجليزية 35

37. Electronic media Media that utilize electronics or electromechanical energy for the end user (audience) to access the content. This is in contrast to static media (mainly print media), which are most often created electronically, but don't require electronics to be accessed by the end user in the printed form. The primary electronic media sources familiar to the general public are better known as video recordings, audio recordings, multimedia presentations, slide presentations, CD-ROM and online content. Most new media are in the form of digital media. Ethics Moral principles and values that govern the actions and decisions of an individual or group. Event Sponsorship A type of promotion whereby a company develops sponsorship relations with a particular event such as a concert, sporting event, or other activity. نصوص إعلامية باللغة الإنجليزية 36

38. Exclusive A public relations tactic whereby one particular medium is offered exclusive rights to a story. Editorial Policies: Guidelines followed by a media organization with regard to certain public issues or political positions. Experiment A research technique that stresses controlled conditions and manipulates variables. نصوص إعلامية باللغة الإنجليزية 37

39.  Nowadays, a lot of people are using social media such as Facebook, Twitter, Tumbler and so on. Since the Internet has propagated rapidly, social media have progressed a lot. The generalization of the internet makes us to live conveniently and fast. People are almost using smart phones, i-phones or comfortable devices which can access to internet. These equipments make us to do social network easily. It helps contact friends, family, and other people even though they live far away. It could be, however, abused, if you don’t use properly. Especially, it is important that we understand and regulate the use of social media by young children.  First of all, social media, especially facebook, are very addicted. People would say drug or alcohol is more addicted than social media or social media addiction is not big problems, but it is not true. There is a report of the social media addiction by University of Chicago’s Booth School of Business. نصوص إعلامية باللغة الإنجليزية 38

40.  A team from the University of Chicago’s Booth School of Business recently conducted an experiment involving 205 people in Wurtzburg, Germany to analyze the addictive properties of social media and other vices.  Participants in the week-long study were polled via BlackBerry smart phones seven times per day and asked to report when they experienced a desire within the past 30 minutes, and whether or not the succumbed to that desire. They were also asked to gauge each desire on a scale from mild to “irresistible.”  In the light of these facts, surely social media make addicts, and it is hard to escape. The problem is most people who have an addiction to social media and don’t even realize it. نصوص إعلامية باللغة الإنجليزية 39

41.  Second, people can get mental and physical disorders easily through using social media. People might bet think social media is not matter with the disorders. They argued the social media is good for mental diseases because social media help express their feelings or thought easily. Also, through social media, they can be connected each other more. However, social media just offer limited meeting. They just meet on websites, not physical meeting. Psychologist, Aric Sigman suggests  “The use of social networking sites as opposed to face-to-face interaction could lead to major health problems.”  Also he claimed in the British Journal The Biologist  “Spending too much time online could lead to social isolation, loneliness and a negative outlook. These types of psychological symptoms could eventually lead to more serious health concerns, such as heart disease, cancer and dementia.” نصوص إعلامية باللغة الإنجليزية 40

42.  Using social media disturbs make deep relationship with others. When they are using social media we do not need to move a lot. It is okay just to stay. We do not need to active a lot. As a result, it leads naturally mental and physical disorders.  Third, social media doesn’t help for their studies or talents. People think social media is good places to show their talents or works what they did. For example, they نصوص إعلامية باللغة الإنجليزية 41

43.  argue people can share video clip what they playing the instruments or dancing or singing. It is, however, for people who already good to do those. If you are not good at those things and if you spend time to do social media, it would be hard to progress your talents. I did surveys about relationships between using social media and studying last semester. Most students answered using social media is not helpful to study. Also, students who got good grades spend just a little time to use social media. Using social media steals your time to what really want to do easily. If you do not pay attention, your time is gone very fast, and it cannot be returned. If you read books, study, exercising, practice singing, dancing or playing the instruments instead of using social media, it would be much better for you and your future life. نصوص إعلامية باللغة الإنجليزية 42

44.  الوحدة الثالثة  ألراديو ورجع الصدى, ومجموعات النقاش  تهدف هذه الوحدة ان يعرف الطالب المصطلحات الخاصة بــ:  رجع الصدى.  حارس البوابة.  نظام الجي إس إم.  التلفزيون عالي الجودة.  الراديو. نصوص إعلامية باللغة الإنجليزية 43

45. Feedback The responses of the receiver that shape and alter subsequent messages from the source. Flat rates a standard newspaper advertising rate where no discounts are offered for large quantity or repeated space buys. Frequency the number of times a target audience is exposed to a media vehicle(s) in a specified period. Field experiment : an experiment that is conducted in a natural setting as opposed to a laboratory Filler a short news item of one or two paragraphs. نصوص إعلامية باللغة الإنجليزية 44

46. Follow-up A story that follows up information in a previous story in order to uncover new facts. Format Consistent programming designed to appeal to a certain segment of the audience Fount All the characters in a given size of any type ( sometimes font ). Freelance Self-employed person, i.e journalist. نصوص إعلامية باللغة الإنجليزية 45

47. Follow-up A story that follows up information in a previous story in order to uncover new Focus groups a qualitative marketing research method whereby a group of 10-12 consumers from the target market are led through a discussion regarding a particular topic such as a product, service, or advertising campaign. Front office usually that advertising and editorial part of a newspaper office to which the public are admitted. Full – service agency an ad agency that handles all phases of ad for its clients. نصوص إعلامية باللغة الإنجليزية 46

48. Gatekeeper Any person (or group) who controls what media material eventually reaches the public. Global Advertising The use of the same basic advertising message in all international markets. َ Graphics Usually any drawn illustrative material used in page design. Game a promotion that is a from of sweepstakes because it has chance element or odds of winning associated with it. نصوص إعلامية باللغة الإنجليزية 47

49. GSM (Global system for Mobile communications): is the most popular standard for mobile phones in the world. Its promoter, the GSM Association, estimates that 82% of the global mobile market uses the standard. GSM is used by over 3 billion people across more than 212 countries and territories. Its ubiquity makes international roaming very common between mobile phone operators, enabling subscribers to use their phones in many parts of the world. نصوص إعلامية باللغة الإنجليزية 48

50. Headline Words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention. High-Definition Television ) HDTV) : High-resolution television system that uses over a thousand scanning lines as compared with traditional 525-lne system. ( HDTV) Hard news News based on solid fact نصوص إعلامية باللغة الإنجليزية 49

51. Hertz (Hz) The basic unit of frequency. Named after German physicist Heinrich Hertz. Head, heading word for headline House style nominated spellings and usages used to product consistency in a given newspaper of printing. نصوص إعلامية باللغة الإنجليزية 50

52.  In radio’s novelty stage, several inventors transcended the wires of the telegraph and telephone to solve the problem of wireless communication. In the entrepreneurial stage, inventors tested ship-to-shore radio, while others developed person-to-person toll radio transmissions and other schemes to make money from wireless communication. Finally, when radio stations began broadcasting to the general public (who bought radio receivers for their homes), radio became a mass medium. As the first electronic mass medium, radio set the pattern for an ongoing battle between wired and wireless technologies. For example, television brought images to wireless broadcasting. Then, cable television’s wires brought television signals to places where receiving antennas didn’t work. Satellite television (wireless from outer space) followed as an نصوص إعلامية باللغة الإنجليزية 51

53.  innovation to bring TV where cable didn’t exist. Now, broadcast, cable, and satellite all compete against one another. Similarly, think of how cell phones have eliminated millions of traditional phone, or land, lines. The Internet, like the telephone, also began with wires, but Wi-Fi and home wireless systems are eliminating those wires, too. And radio? Most listeners get traditional local (wireless) radio broadcast signals  but now listeners may use a wired Internet connection to stream Internet radio or download Webcasts and podcasts.Both wired and wireless technology have advantages and disadvantages. Do we want the stability but the tethers of a wired connection? Or do we want the freedom and occasional instability (“Can you hear me now?”) of wireless media? Can radio’s development help us understand wired versus wireless battles in other media? نصوص إعلامية باللغة الإنجليزية 52