QUALIFIED PRACTICE U-1

PRESENT SIMPLE VERSUS PRESENT CONTINUOUS

I. Study these examples from the interview and answer the questions below:

1. You're doing a “Higher National Diploma” (HND) in “Social Communication”.

2. What's the company working on?
3. They're turning an old office building into a night club.
4. I'm doing a research project in Social Communication.

5. I have classes three days a week.

6. I really enjoy it.
7. I like the maths and physics.
8. I want to go on to do the degree.

1. Why the Present Continuous is used for sentences l -4?

1................................................................................................................................................
2................................................................................................................................................
3. ..............................................................................................................................................
4................................................................................................................................................

2. Why the Present Simple is used for sentences 5-8?

5. ............................................................................................................................................
6..............................................................................................................................................
7.............................................................................................................................................
8.............................................................................................................................................

 We use the Present Continuous for things that are happening now and for a limited period
around now: E.g. I' m studying Technical English in this semester.

 We use the Present Simple:

 For things which are always true.

E.g. Copper conducts electricity.

 For repeated actions, habits, and events. I have classes three days a week
E.g. I study English three times a week

 With verbs that describe thinking and feeling (love, heat, want), like, enjoy
E.g. I like calculus.
II. Put the verbs in the correct tense, Present Simple or Present Continuous.

1. Ms Davis……............…(teach)Maths.
2. Classes…....................(start) at nine o'clock every days.
3. AIec………......…………………….(take) an HND course.
4. He …......................... (study) at Telford College this year.
5. On Tuesdays, he………...........…..…(study) in the library.
6. He…….............………………… (want)to be a Mine Engineer.
7. He….........…………….. (work) on a project about a new Software.
8. A lot of local people...............… (not / like) the proposal.
9 They……................……….(think) it will increase the amount of traffic near their homes.
10 The old bridge ................……….(carry) ten times the traffic, it was designed to carry.

III. Answer these questions about yourself with complete sentences. Write
short answers where possible.

1 What are you studying? ……… I`m studying social communication ……….
2 Where are you studying? …………………………………………………………………………………
3 How long is your career? …………………………………………………………………………………
4 Is it part-time or full-time? …………………………………………………………………………………
5 What qualification do you get when you complete the career? ..............………………….
6 What are the main subjects? .................................................................................................................
7. Which subject do you find most difficult? ……………………………………………………………..
8. Why do you find it difficult? …………………………………………………………………………………
9. Which subject do you enjoy most? ………………………………………………………………………
10. How many classes do you have each week? ………………………………………………………
11. When do your classes start each day? ………………………………………………………………..
12. When do they finish? …………………………………………………………………………………………
13. Do you have any self-study time? ……………………………………………………………………..
14. What do you hope to do when you finish your career?
……………………………………………………………………………………………………………………………..
 IV. Reading and translation.

A: Read the text and find out two simple present sentences and one present continuous sentence. And
write them below.

Social Communication in Advertising

Consumption in the Mediated Marketplace
By William Leiss, Stephen Kline, Sut Jhally, Jacqueline Botterill, Kyle Asquith

Abstract
Newly updated for the digital era, this classic textbook provides a comprehensive historical
study of advertising and its function within contemporary society by tracing advertising's
influence throughout different media and cultural periods, from early magazines through to
social media. With several new chapters on the rise of the Internet, mobile, and social media,
this fourth edition offers new insights into the role of Google, Facebook, Snapchat, and
YouTube as both media and advertising companies, as well as examining the role of brand
culture in the 21 st  century.

Introduction (chapter 1)
This chapter introduces the notion of advertising as the privileged discourse through and about
objects and situates the importance of studying social communication in advertising. For
decades, the study of advertising was confined to the field of marketing. In the limited writing
critical of advertising, attention was paid to a supposed (yet unsubstantiated) manipulation of
consumers. After surveying this literature, the chapter points out that the least interesting
question we can ask of advertising is whether it actually moves products. The chapter
concludes that advertising must be approached as a social institution and a channel through
which social change is mediated.

Sentences:
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2...............................................................................................................................................................................................
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3.............................................................................................................................................................................................
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B: Read again the text and translate it to Spanish.

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