Текст Лекции (изначальный) (1157952), страница 30
Текст из файла (страница 30)
Advertisements in America are ubiquitous. They fill the newspapers and cover the walls; they are on picture- cards and in your daily post, on pamphlets and on match boxes. They are shouted through loud speakers And shown in the cinemas. They are flashed electrically and written on the sky by airplanes and whispered in front of your window while you sleep so that you should dream of toothpaste, shoe polishes and soap flakes.
What are the special ways of making people particularly unhappy?
Repetition. If you hear these 5 letters: L.S.M.F.T. for the first time in your life, you remain cool and unimpressed L.S.M.F.T(Lucky Strike Means Fine Tobacco). “And what then?” you say. It is not funny, it is not witty, and in fact it is simple, silly and flat. Then you try to find the President’s latest speech in the newspaper but you cannot find it. You find these 5 letters instead, L.S.M.F.T. You travel on the subway and try to think of a reply to an important and annoying letter you have received but you cannot think of anything, because wherever you look you see only 5 letters: L.S.M.F.T. Then you take a walk in comparative solitude, thinking of your beloved, and suddenly a neon advertisement flashes into your eyes: L.S.M.F.T. You want to write a poem on the uselessness and vanity of worldly pleasures but you only write down 50 times: Lucky Strike Means Fine Tobacco.
If you try to recite the alphabet you are sure to slip up: g, h, I, j, k, l, s, m, f, t…At this stage the advertisement has achieved its purpose. You will then and there take a solemn oath that whatever should happen in the future, however long you may live, you would do without smoking altogether than put one single Lucky Strike into your mouth.
Logical ConclusionsU.U Advertisements have a special logic of their own. They tell you by implication that if you use a certain orange squeezer in your kitchen, you remain young, lovely and beautiful; if you wash with a certain soap, you become rich; if you wear a certain type of underwear you inherit a large sum from a wealthy uncle and if use only a special kind of tomato ketchup you learn foreign languages more easily.
The Empire of Soap Operas
Every country has the radio and t.v. service it deserves…American radio and television is the reverse of the Shakespearean stage. In Shakespeare’s time the world’s greatest dramas were acted with the most primitive technical arrangements; on the American air the world’s most primitive writing is performed under perfect technical conditions.
. Public opinion, taste and culture are led and directed by laxative, cigarette, and soap and cheese companies, which buy the time on the radio and television, during which they try to convince you that their laxative is tastier, more efficient, cheaper and more beautiful to look at than any other laxative in the world. To fill up time between two commercials, they hire some comedians who crack a number of stale jokes and laugh at them themselves, loudly and heartily. Of course, some of them are funny and amuse you most of the time, but these are very rare exceptions.
This system was hailed as the real freedom. No state control, they boasted, no censorship. Some keen observers, however, noticed the real aim of laxative firms was not to raise the cultural standard of the nation but to sell more laxatives to people whether they needed them or not. In this they succeeded; and the result is American broadcasting.
Everybody and everything is ‘Hooperated’. All radio performers and writers depend on Mr. C.E. Hooper’s Hooper Ratings. Hooper speaks on behalf of thirty-five million American families, and has nearly thousand employees who ring up people, trying to find out what they listen to. America is a scientific country. Mr. Hooper’s assistants ring up people day and night, collect answers to relevant and irrelevant questions put in a skilful or clumsy way, issue statistics by the score and state extremely scientifically that a song called Open the Door Richard is 137 times more popular than Beethoven’s Fifth Symphony and chats on ‘How I like my cheese and why’ are 217.08 times better liked than A Midsummer Night’s Dream by W. Shakespeare.
One of the popular programs is Quiz. A few t.v. viewers make fool of themselves in one way or another and in return they receive prizes. And what prizes! Whenever you see a person carrying a refrigerator or a piano on his back or leading a camel through the streets of New York, you may rest assured that he has just won a quiz prize
A special feature in American broadcasting is the soap opera. One of the most popular example is the Romance of Helen Trent. Miss Trent is just an average American girl. She has been thirty-two for the last two decades. She is intelligent, beautiful and employed as a designer by one of the Hollywood film companies. In spite of the fact that she is begged every week to become a film star she has never been. She solves life’s problems for anyone who happens to come near her or pass down the street in front of her window. These are usually grave and momentous problems. There is for example a young man who has charming manners and an admirable character. He is a graduate of Princeton University, has an income of four million dollars per year, loves Helen Trent’s colleague madly. She loves him too, and their parents agree to the marriage – what are they to do? Everybody is at a loss until Helen, with a few simple, calm, wise words arranges their lives and separates them forever.
From George Mikes “ How to Scrape Skies”
1. Answer the questions.:
1.What are the major broadcasting networks in the USA?
2.Which American newspapers and magazines do you know?
3.Do you think that now people get more news from the Internet than from traditional sources?
4.How much of TV and radio air time is given to commercials in the USA and in Russia?
5.What is the main function of commercials?
6.Why is advertising called a fine art sometimes?
7.What effects do TV commercials use?
8.What is the origin of “soap-operas”?
9.Is there anything positive about soaps?
10.What do you think of the T.V. and internet influence on young children?
2. Find the English equivalents corresponding to the Russian ones:
1. Oсвещать какое-либо событие в прессе; 2. представлять новости объективно и в ясном изложении; 3. малоформатная газета со сжатым текстом и многими иллюстрациями; 4. аудитория, имеющая одинаковые возрастные и социальные характеристики; 5. место (в газете), отводимое рекламе; 6. занимать позицию по какому-либо вопросу; 7. обеспечивать объективное освещение событий; 8. предоставлять одинаковое время (на радио и телевидении).
3. Discussion problems:
1.Television and radio are one of the most powerful forces for good or evil in modern life.
2. “Detailed information about television content can help us make informed choices”.
3.The televiewers have a right to control television content if the content is harmful to society.
4.Television, internet and young generation.
Chapter VIII. LIFESTYLES
| |
Read and translate the following words and word combination:
to make generalization about to make observations on
a forbear to bear witness to
the melting pot to save face
the need for self-reliance newlyweds
daily essentials amenities
economically pressured battered
need for self-reliance home chores
to meet challenges hectic life
a groundbreaker willy-nilly
new means of locomotion to wind up driving
to be renowned gentility
u
nderstated quip a pun (on)
to give ample proof two-tiered highways
kindly quip
It is very difficult to make generalizations about American characters or lifestyles, as the diversity of patterns of American life is really great. Very many things account for this: ethnic and social background, immigration date of their forbears, religion and other factors.77% of the USA population lives in urban areas, 23% - in rural areas. The population of the USA represents cultures from around the world. The largest minority group consists of Afro-Americans who make up about 12% of the population. Spanish-speaking people from Mexico, Puerto Rico, Cuba and other Hispanic countries form another group, which equals 6% of the population. Native Americans are less than one half of I% of the total. Minorities of Asian descent include Chinese, Japanese, Indochinese and others. It is now estimated that by the year 2050 half of Americans will be Hispanic, Black, or Asian by ethnic background. For many immigrants America seemed to be the only place to fulfill their dreams. Before the late 1960s, immigrants were expected to become part of the mainstream of American culture – the idea of “the melting pot”.
Trying to make some general observations on the American character one should again remember the history of the USA.
What is the American Frontier?
The frontier experience began when the first colonists settled on the east coast of the continent in the 1600s and ended about 1890 when the last western lands were settled. Americans have always tended to view the frontier as the purest examples of hard work of the people, who turned the wilderness into towns, and towns into cities. The need for self- reliance on the frontier encouraged a spirit of inventiveness. Frontier men and women not only had to provide most of their daily essentials of living, but they were constantly facing new problems and situations, which demanded new solutions. The willingness to experiment and invent led to another American trait, a “can-do” spirit, and a sense of optimism that “every problem has a solution”. Americans take pride in overcoming challenges and obstacles. As American historian Frederick Jackson Turner wrote, Americans see themselves as ground - breakers in all areas of industry, science, and technology. They consider it natural that they should constantly create new ways of life, new means of constructing houses, new appliances,. new cars,etc.
The frontier provided conditions for strengthening the American ideals of individual freedom, self-reliance and equality of opportunity. Later many of the frontier values became national values. Emphasis on individual personality rather than collective identity or responsibility is one of the most important features of the American character.
Another distinctive American characteristic is pragmatism. This means that emphasis on achievement and success is understood first of all as material prosperity. Americans are fond of common sense; they are not particularly interested in theory, abstract reasoning, or philosophy. If something works, do it; if it does not, try to do something else.
Generally speaking, Americans are open and friendly people. The public behavior of Americans is less reserved than that of English, e.g.. It is normal for Americans to speak loudly, joke and laugh in public. Americans tend to be informal and unceremonious in both their public or private lives, although they are not absolutely uniform in their outward behavior. It seems, that people from the Northeast are more reserved than Midwesterners, who are very direct and especially famous for their friendliness. The South has long been renowned for the value it places on hospitality, gentility, and manners. Westerners are probably more informal than all the rest. The rules, which parallel this informality are generally established and understood. There are topics –wages, income, religion, politics, – that many Americans try to avoid in casual conversation. Those who insist on formal address or titles or take themselves too seriously are often targets for humor.
Like the British, Americans have a love for the intricate practical joke, the pun, and the understated quip (clever remark). Newspapers headlines bear witness to the second, and the very subtle humor of “The New Yorker” is an example of the third. There is also a tradition of “slapstick”, the pie-in-the face, and the banana peel on the floor. A different type of the American humor is called “kidding around”. It is part of the daily life of many Americans, and often serves as background to normal conversations. In many cases if something is conveyed indirectly, through joking or other “light” humor, face can be saved or arguments prevented.
Marriage and Dating
Marriage in the U.SA is considered a matter of individual responsibility and decision. Marriage is preceded by dating – one of the most prominent cultural rituals in America. Casual dating usually begins in the early teens. It is quite respectable for a young man to call up a young girl, introduce himself by telephone, and arrange a date. Usually they have a friend in common. It is equally acceptable for a friend to arrange a “blind date’ that is a date between two young people who have not met before. Steady dating is sometimes followed by marriage.
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
