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BEGG-171
- ➤ Question 1: Put the bracketed verb in the correct form in the following sentences and identify the verb phrase type:
- ➤ Question 2: Give the meanings of the following phrasal verbs. Use them in sentences of your own.
- ➤ Question 3: Make sentences to bring out the difference in meanings.
- ➤ Question 4: State if the verbs in each of the following sentences are used as auxiliaries or as main verbs: (Any 5).
- ➤ Question 5: Give the negative and question forms of the following sentences:
- ➤ Question 6: Change the direct expressions into indirect forms and the indirect expressions into indirect forms.
- ➤ Question 7: Write short notes on any 4 of the following:
- ➤ Question 8: Discuss the various patterns of repetition used by poets to elevate their writings. Give examples.
Section A
(4 x 10 = 40 Marks)
1. Identify essential elements of communication and the role that each of these elements plays in the communication process.
Answer: Communication is a dynamic process of exchanging information, ideas, thoughts, and feelings. For this process to be successful, several essential elements must work together. These elements and their roles are as follows:
1. Sender (or Encoder): The sender is the originator of the message. This is the person or entity who has an idea or information to share.
- Role: The sender's primary role is to encode the message, which means converting their thoughts or ideas into a communicable form, such as words, gestures, or symbols, that the receiver can understand. The sender's credibility, knowledge, and communication skills significantly impact the effectiveness of the message.
- Role: The message is the core content of the communication process. Its clarity, structure, and relevance are crucial. A poorly constructed message can lead to misunderstanding, regardless of the sender's intent.
3. Channel (or Medium): The channel is the path or medium through which the message travels from the sender to the receiver. Channels can be oral (face-to-face conversation, phone call), written (email, letter, report), or electronic (television, internet).
- Role: The channel's role is to transmit the message. The choice of channel can affect the message's impact and interpretation. For example, a formal message is best sent via email or letter, while urgent news might be better delivered over the phone.
4. Receiver (or Decoder): The receiver is the person or audience to whom the message is directed. They are the destination of the communication.
- Role: The receiver's role is to decode or interpret the message to understand its meaning. The receiver's background, knowledge, and prior experiences influence how they interpret the message. Effective communication occurs only when the receiver decodes the message in the way the sender intended.
5. Feedback: Feedback is the receiver's response or reaction to the sender's message. It can be verbal or non-verbal and tells the sender whether the message was received and understood.
- Role: Feedback is essential for making communication a two-way process. It allows the sender to gauge the effectiveness of their message and make adjustments if necessary. A nod, a question, or a written reply are all forms of feedback. The absence of feedback can leave the sender uncertain about the outcome.
6. Context: Context is the situation or environment in which communication takes place. This includes the physical setting, social relationships between the parties, and cultural background.
- Role: Context provides a framework for interpreting the message. The same words can have different meanings in different contexts. For example, saying "It's hot" could be a simple observation to a friend but a complaint to someone controlling the air conditioning.
7. Noise: Noise is any interference or barrier that distorts the message and hinders the communication process. It can be:
- Physical Noise: External sounds like traffic, loud music.
- Psychological Noise: Internal distractions like biases, prejudices, or wandering thoughts.
- Semantic Noise: Misunderstanding due to jargon, complex language, or different interpretations of words.
- Role: Noise is a disruptive element. Its role is to impede clear understanding. Effective communicators try to anticipate and minimize noise to ensure their message is received as intended.
2. Discuss the social and economic significance of advertising.
Answer: Advertising is a powerful form of communication that holds significant social and economic importance in modern society. It goes beyond simply selling products and influences culture, lifestyles, and the economy.
Social Significance:
1. Spreads Awareness and Information: Advertising is a primary tool for informing the public about new products, services, and social causes. Public service announcements (PSAs) on issues like health (e.g., vaccination drives), safety (e.g., "Don't drink and drive"), and environmental protection are crucial for social welfare.
2. Influences Lifestyles and Aspirations: Advertisements often portray certain lifestyles, associating products with success, happiness, or modernity. This can shape consumer aspirations and desires, encouraging them to adopt new trends and improve their standard of living.
3. Reflects and Shapes Cultural Values: Advertising acts as a mirror to society, reflecting prevailing norms, values, and trends. At the same time, it can also shape them. For example, ads showing men participating in household chores can help challenge traditional gender roles.
4. Potential for Negative Social Impact: On the downside, advertising can promote materialism, create artificial needs, and perpetuate stereotypes (related to gender, race, or body image). It can lead to social pressure and dissatisfaction if people cannot afford the advertised lifestyles.
Economic Significance:
1. Stimulates Demand: The primary economic function of advertising is to create demand for goods and services. By highlighting a product's benefits, advertising persuades consumers to buy it, which in turn boosts sales and production.
2. Promotes Competition: Advertising is a key tool for competition. It allows new companies to enter the market and challenge established brands. This competition can lead to better quality products, innovation, and lower prices for consumers as companies strive to differentiate themselves.
3. Funds the Media: Advertising revenue is the financial backbone for most mass media outlets, including newspapers, television channels, and websites. It allows them to provide content(news, entertainment) to the public at a low cost or for free. Without advertising, the media landscape would be drastically different.
4. Creates Employment: The advertising industry itself is a major employer, providing jobs for copywriters, artists, filmmakers, marketers, and researchers. Furthermore, by driving economic activity and sales, it supports employment in manufacturing, retail, and other related sectors.
In conclusion, advertising is a double-edged sword. Socially, it can be a force for good by spreading awareness but can also have negative effects. Economically, it is a vital engine for growth, competition, and employment, and it sustains the media industry.
3. Illustrate the differences between ‘real’ speech and written language, using actual examples.
Answer: 'Real' speech (spontaneous, everyday conversation) and written language are two distinct modes of communication, each with its own conventions and characteristics. The key differences are illustrated below:
1. Formality and Grammar:
- Speech: Is often informal and grammatically less rigid. It contains incomplete sentences, contractions, and colloquialisms.
- Example: "Gonna grab coffee. You want one? Be back in five."
- Writing: Is generally more formal and adheres to strict grammatical rules. Sentences are complete and well-structured.
- Example: "I am going to get some coffee. Would you like one? I will be back in five minutes."
2. Permanence and Editability:
- Speech: Is transient and impermanent. Once spoken, words cannot be taken back, though they can be clarified. It is spontaneous.
- Example: In a conversation, if you misspeak, you have to say, "Sorry, what I meant to say was..."
- Writing: Is permanent and can be reviewed, edited, and revised multiple times before being shared. This allows for more careful construction of ideas.
- Example: Before sending an important email, you can re-read and edit it to ensure it is clear, polite, and error-free.
3. Use of Non-Verbal Cues:
- Speech: Is accompanied by non-verbal cues like tone of voice, facial expressions, gestures, and body language, which add layers of meaning.
- Example: Saying "That's a great idea" with a sarcastic tone completely changes its meaning from praise to criticism.
- Writing: Lacks these non-verbal cues. To compensate, writers use punctuation (like exclamation marks!), formatting (bold, italics), and in informal writing, emojis.
- Example: To convey sarcasm in writing, one might write, "That's a 'great' idea" or add a winking emoji 😉.
Repetition, Fillers, and Hesitations:
- Speech: Is filled with repetitions, hesitations (um, uh), and filler words (like, you know, I mean) as the speaker thinks and formulates thoughts in real-time
- Example: "So, um, I was thinking, you know, maybe we could, like, go to the movies tomorrow?"
- Writing: Is more concise and direct. Fillers and repetitions are edited out to make the text clear and efficient.
- Example: "I wasthinking we could go to the movies tomorrow."
5. Audience Interaction:
- Speech: Often involves immediate interaction and feedback from the audience. The speaker can adjust their message based on the listener's reactions.
- Example: If a listener looks confused, the speaker can stop and ask, "Does that make sense?"
- Writing: Is typically asynchronous, with a delay between the message being sent and the feedback being received. The writer cannot immediately gauge the reader's reaction.
- Example: After publishing an article, a writer has to wait for comments or letters to the editor to receive feedback
Answer: A database is an organized collection of structured information, or data, typically stored electronically. Databases are essential tools for research and information retrieval, and they come in various types depending on the data they store.
Here are some examples of databases and the kind of data they contain:
1. Bibliographic Databases:
These databases store citations and abstracts of literature, such as journal articles, books, and conference proceedings. They tell you that a publication exists but may not provide the full text.
- Example: PubMed
- Data Stored: PubMed is a leading database for biomedical and life sciences literature. It stores citations, author information, publication details, and abstracts for millions of articles from medical and scientific journals. It helps researchers find relevant studies on specific topics but often links out to the publisher's site for the full article.
- Example: Scopus
- Data Stored: A large abstract and citation database of peer-reviewed literature: scientific journals, books, and conference proceedings. It covers a wide range of disciplines and is used to track research output and impact.
2. Full-Text Databases:
These databases provide the complete text of the documents they index, in addition to bibliographic information.
- Example: JSTOR (Journal Storage)
- Data Stored: JSTOR offers a vast digital library of full-text academic journals, books, and primary sources across humanities, social sciences, and sciences. Researchers can directly read, download, and print entire articles from the database.
- Example: LexisNexis
- Data Stored: This is a comprehensive database used primarily in the legal and business fields. It stores the full text of legal documents (case law, statutes), news articles from thousands of global sources, and detailed business and financial information on companies.
3. Numeric and Statistical Databases:
These databases primarily contain numerical data, such as statistics, survey results, and economic data, often presented in tables that can be downloaded for analysis.
- Example: World Bank Open Data
- Data Stored: This database provides free access to global development data. It stores a massive collection of time-series data on topics like GDP, population, poverty rates, education levels, and health indicators for countries around the world. The data is downloadable in formats like Excel or CSV for statistical analysis.
4. Image and Multimedia Databases:
These databases are designed to store and manage collections of images, videos, and audio files.
- Example: Getty Images
- Data Stored: Getty Images is one of the world's largest commercial databases of media. It stores millions of high-quality stock photos, editorial images, videos, and music tracks. Each file is tagged with metadata (keywords, creator, date) to make it easily searchable for use in creative projects and publications.
Section B
(4 x 15 = 60 Marks)
1. Discuss the various characteristics of a film by giving suitable examples.
Answer: Film, as a medium of art and communication, possesses a unique set of characteristics that distinguish it from other art forms like literature, theatre, and painting. These characteristics work together to create a powerful and immersive experience for the audience.
The various characteristics of a film are:
1. Audiovisual Medium: This is the most fundamental characteristic of film. It combines moving images (visuals) with sound (audio), including dialogue, music, and sound effects, to tell a story or convey information. This dual-channel approach engages two senses simultaneously, creating a rich and immersive experience.
Example: In the opening scene of Star Wars: A New Hope (1977), the sight of the massive Imperial Star Destroyer pursuing a smaller Rebel ship, combined with John Williams' dramatic score and the sounds of laser blasts, immediately establishes the film's epic scale and central conflict.
2. Narrative Medium: Most films are narrative-driven; they tell a story with a beginning, middle, and end. They use narrative elements like plot, character, setting, and theme to engage the audience emotionally and intellectually. The structure of the narrative can be linear, non-linear, or circular.
- Example: Pulp Fiction (1994) is famous for its non-linear narrative, which presents events out of chronological order. This characteristic forces the audience to actively piece the story together, creating a unique viewing experience and heightening suspense.
3. Manipulation of Time and Space: Film has the unique ability to control and manipulate time and space. Through editing techniques, a filmmaker can expand, compress, or reorder time.
- Time Manipulation: Slow motion can emphasize a dramatic moment (e.g., the "bullet time" sequences in The Matrix), while a montage can compress a long period into a few minutes (e.g., the training montage in Rocky). Flashbacks and flash-forwards can break linear time to provide context or foreshadow events.
- Space Manipulation: Film can transport the audience to any location, real or imagined. Through a simple cut, a character can move from a room in New York to a desert in Africa. Close-ups can focus attention on a small detail, while long shots can establish a vast landscape.
4. Collaborative Art Form: Creating a film is a highly collaborative process involving hundreds of individuals with specialized skills. It is not the work of a single artist. The director, screenwriter, cinematographer, editor, actors, composer, and production designers all contribute their expertise to the final product.
- Example: A film like Avatar (2009) required a massive team of visual effects artists, animators, designers, and technicians working for years under the direction of James Cameron to create the world of Pandora. The film's success is a testament to this collective effort.
5. Use of 'Mise-en-scène' and Cinematography:
- Mise-en-scène: This French term means "placing on stage" and refers to everything that appears in front of the camera: the setting, props, lighting, costumes, and acting. It is used to create a mood and provide information about the story and characters.
- Cinematography: This refers to how the camera is used—camera angles, movements, focus, and framing. The choices made by the cinematographer shape the audience's perspective and emotional response.
- Example: In Citizen Kane (1941), low-angle shots are frequently used to make Charles Foster Kane appear powerful and imposing, while the dark, shadowy lighting (chiaroscuro) reflects the film's somber and mysterious tone.
6. Cultural Product: Films are products of the culture in which they are made and, in turn, influence that culture. They reflect the values, anxieties, and beliefs of a particular time and place. They can serve as entertainment, social commentary, or historical documents.
Example: The Indian film Lagaan (2001) uses a cricket match as an allegory for the Indian struggle for independence from British colonial rule, tapping into deep-seated nationalistic and cultural sentiments.
2. Discuss the various distinguishing features of Radio, TV and Press advertisement by giving suitable examples.
Answer: Radio, television (TV), and press (print media like newspapers and magazines) are three of the most traditional and effective mediums for advertising. Each has distinct features that make it suitable for different marketing objectives, budgets, and target audiences.
1. Radio Advertising
- Audio-Only Medium: Radio's most defining feature is that it relies solely on sound—voice, music, and sound effects. This requires advertisers to be creative in stimulating the listener's imagination, a concept often called "theatre of the mind."
- Example: An ad for a restaurant might use the sound of sizzling food and a narrator with a warm, inviting voice to create a craving for the listener. Zomato's jingle, "Zomato, khana, accha hai!" is instantly recognizable through audio alone.
High Frequency and Reach: Radio is often used as a background medium while people drive, work, or do chores. This allows for high-frequency advertising, where the same ad is played multiple times a day to reinforce the message. Local radio stations also offer excellent reach to a specific geographic community.
Cost-Effective: Producing and airing a radio ad is generally much cheaper than a TV commercial, making it an accessible option for small and local businesses.
Lack of Visuals: The biggest limitation is the absence of visuals. It is not suitable for products that need to be demonstrated or shown, like fashion or home decor.
2. Television (TV) Advertising
Audiovisual Impact: TV combines moving images, sound, and text to create a powerful and emotionally engaging message. It can demonstrate a product's features and benefits in a compelling way.
Example: A car advertisement can show the car driving on scenic roads, highlighting its design, speed, and safety features, all set to an exciting soundtrack. The classic Cadbury Dairy Milk ad with the girl dancing on the cricket field created a strong emotional connection with the brand through its visuals and music.
- Mass Reach: Television, especially during prime time or major events like the IPL, can reach millions of people simultaneously across a wide demographic spectrum, making it ideal for building brand awareness on a national scale.
- High Cost: TV advertising is extremely expensive. The costs of production (hiring actors, directors, locations) and buying airtime are prohibitive for many businesses.
- Clutter: TV ad breaks are often cluttered with multiple commercials, making it difficult for a single ad to stand out and be remembered by the viewer.
- Visual and Detailed Information: Print ads in newspapers and magazines rely on visuals (images, graphics) and text. They can convey detailed and complex information that cannot be communicated in a short radio or TV spot. Readers can absorb the information at their own pace.
- Example: An advertisement for a new smartphone in a tech magazine can include detailed specifications, high-quality images of the phone, pricing information, and dealer locations all in one place.
- Longer Shelf Life and Credibility: Magazines, in particular, have a long shelf life and are often read by multiple people, increasing the ad's exposure. Ads in reputable newspapers and magazines can also benefit from the publication's credibility.
- Targeted Audience: Different publications cater to specific interests (e.g., Vogue for fashion, Autocar for cars, The Economic Times for business), allowing advertisers to reach a highly targeted and engaged audience.
- Lack of Immediacy and Passive Nature: Print is a static medium. It lacks the dynamic and emotional impact of TV. The reach is also limited to the publication's circulation, and it cannot be updated as quickly as digital media.
| Feature | Radio | Television | Press (Print) |
| Senses | Hearing | Hearing & Sight | Sight |
| Impact | Imaginative | High Emotional Impact | Informational |
| Cost | Low | Very High | Moderate to High |
| Reach | Local/High Frequency | Mass/National | Targeted/Niche |
| Information | Limited | Limited by time | Detailed |
| Best For | Local businesses, reminders | Brand building, demos | Complex info, targeted ads |
3. Describe the duties, responsibilities and qualities of a sub-editor.
Answer: A sub-editor, often called a "sub" or copy editor, is an unsung hero in any news organization, be it a newspaper, magazine, or website. They are the final gatekeepers who ensure that the content is accurate, readable, and ready for publication. Their role is a blend of linguistic skill, journalistic ethics, and technical proficiency.
Duties of a Sub-Editor:
1. Editing Copy: The primary duty is to edit news reports, articles, and other text (copy) submitted by reporters. This involves correcting grammatical errors, spelling mistakes, and punctuation. They ensure the language is clear, concise, and flows well.
2. Writing Headlines and Intros: The sub-editor is responsible for writing engaging and accurate headlines, sub-headings, and introductory paragraphs (intros) that capture the essence of the story and attract the reader's attention. A good headline must be catchy yet truthful.
3. Checking for Accuracy and Facts: They must cross-verify all facts, figures, names, and dates mentioned in the copy. This fact-checking is crucial for maintaining the publication's credibility. They may need to consult reference sources or contact the reporter for clarification.
4. Layout and Design (Page Making): In many print publications, sub-editors are responsible for designing the page. This involves deciding where to place stories, photographs, and advertisements. They must trim or expand stories to fit the allocated space on the page, a process known as "copy fitting."
5. Ensuring Adherence to Style: Every publication has its own "house style" – a set of rules for language, formatting, and presentation. The sub-editor ensures that all copy conforms to this style guide for consistency across the publication.
6. Writing Captions: They write captions for photographs and create graphics or charts to accompany stories, helping to make complex information more understandable.
Responsibilities of a Sub-Editor:
1. Upholding Accuracy and Objectivity: The foremost responsibility is to ensure that everything published is factually correct and presented in an unbiased manner. They are the last line of defense against errors.
2. Legal Responsibility: Sub-editors must be vigilant about potentially libelous or defamatory content. They are responsible for ensuring that the copy does not violate any laws or invite legal action against the publication. This includes issues of copyright and privacy.
3. Meeting Deadlines: Journalism is a time-sensitive profession. Sub-editors work under immense pressure to edit and prepare pages for printing or uploading before strict deadlines. Delays can be costly and can make the news stale.
4. Maintaining Quality and Credibility: Ultimately, the sub-editor is responsible for the overall quality of the published content. Their work directly impacts the reputation and credibility of the news organization.
Qualities of a Sub-Editor:
1. Excellent Language Skills: A strong command of grammar, spelling, and vocabulary is non- negotiable. They must be able to spot errors that others miss.
2. Attention to Detail: A "sub" needs a meticulous and eagle-eyed approach to catch the smallest of errors in facts, figures, or language.
3. Broad General Knowledge: A wide range of knowledge about current affairs, politics, history, and culture is essential to understand the context of stories and spot inaccuracies.
4. A 'Nose for News' and Skepticism: Like a reporter, a good sub-editor has a strong news sense. They should have a healthy dose of skepticism and question everything, never taking any fact for granted.
5. Ability to Work Under Pressure: The newsroom is a high-pressure environment with tight deadlines. A sub-editor must be able to work quickly and accurately without getting flustered.
6. Objectivity and Fairness: They must be able to put aside personal biases and edit stories fairly and objectively, ensuring all sides of an issue are represented appropriately.
4. Identify the main elements of the World Wide Web and discuss how writing for the Web differs from writing for print media.
Answer: The World Wide Web (or the Web) is a global information system where documents and other web resources are identified by URLs, interlinked by hyperlinks, and can be accessed via the Internet. It is built on three main technological elements.
Main Elements of the World Wide Web:
1. HTML (HyperText Markup Language): This is the standard markup language used to create and structure web pages. It uses "tags" to define elements like headings, paragraphs, images, and links. HTML provides the basic skeleton of a webpage.
2. URL (Uniform Resource Locator): A URL is the unique address for each resource on the Web. It tells the browser where to find a specific document, image, or video. A URL consists of a protocol (like http), a domain name (like www.google.com), and a path to the file.
3. HTTP (HyperText Transfer Protocol): This is the protocol that governs the transfer of data on the Web. When a user clicks a link or types a URL, their web browser sends an HTTP request to a web server. The server then processes the request and sends back the requested web page via an HTTP response.
How Writing for the Web Differs from Writing for Print Media:
Writing for the Web is fundamentally different from writing for print because user behavior and the nature of the medium are distinct. Readers on the Web are not patient; they scan for information rather than reading word-for-word. Therefore, web content must be optimized for this behavior.
The key differences are:
1. Scannability vs. Linear Reading:
- Print: Readers of books or magazines often read in a linear fashion, from beginning to end. Writing can be dense, with long paragraphs and complex sentences.
- Web: Web users scan the page in an "F-shaped pattern," looking for keywords and headings that catch their interest. To accommodate this, web writing must be highly scannable.
- Techniques: Use short paragraphs (2-3 sentences max), meaningful sub-headings, bulleted lists, and bolded keywords to break up the text and highlight important information.
- Print: A print document is a self-contained, linear entity. The reader follows a path determined by the author.
- Web: The Web is a non-linear, interconnected network. Hyperlinks are a core feature of web writing, allowing users to jump to other relevant pages or resources. This gives the reader control over their information journey.
- Techniques: Effective web writing uses hyperlinks to provide additional context, cite sources, or guide users to related content, creating a richer, multi-layered experience.
- Print: While good print writing is also clear, there is more room for lengthy introductions and building up to a conclusion.
- Web: Web users have short attention spans. Writing for the web must be concise and get to the point immediately. The "inverted pyramid" style, borrowed from journalism, is crucial. The most important information (the conclusion) is presented at the very beginning, followed by supporting details.
- Techniques: Start with the main point. Cut out unnecessary words and "fluff." Studies show web writing should be about 50% shorter than its print equivalent.
4. Search Engine Optimization (SEO):
- Print: Writing for print does not need to consider search engines.
- Web: A huge portion of web traffic comes from search engines like Google. Therefore, web writing must be optimized for SEO. This means strategically including keywords and phrases that users are likely to search for.
- Techniques: Research relevant keywords and naturally integrate them into headlines, sub-headings, and the body text to improve the page's visibility in search results.
- Print: Print is a one-way communication medium.
- Web: The Web is interactive. It allows for a two-way conversation between the writer and the reader through comment sections, social media sharing buttons, polls, and contact forms.
- Techniques: Good web writing often includes a "call to action" (e.g., "Share your thoughts in the comments below," "Sign up for our newsletter"), encouraging user engagement and building a community around the content.