Unit 6

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Unit Six
MEDIA AND ADVERTISING
A. READING SKILL
Warm-up. Pair/ Individual work.
The images below show how different forms of media can be used in advertising. Talk
with your partner and answers the questions below.
1. What are the advantages and disadvantages of each form?
a. ……………………………………………………………………………….....
……..…………………………..……………………………………………….
b. ………………………………………………………………………………….
..………………………………………………………………………………...
c. ………………………………………………………………………………….
..………………………………………………………………………………..
d. ………………………………………………………………………………….
..………………………………………………………………………………...
2. Which form of advertisement is the most efficient? Why?
……………………………………………………………………………………...
……………………………………………………………………………………..
3. Talk if you have personally responded to any form. When? What did you order?

a. TV advertising

b.

Direct mail

1

c. Pay per click (PPC) advertising

d. Billboards

Comprehension Check
Playing Catch-up
Until very recently television broadcasting had been mostly unchanged since 1950s. Broadcasting
has long used antennae to transmit images and sounds using radio spectrum. A receiving antenna,
usually on roof of homes, receives the signal and demodulates it to provide the sound and images to
a cathode ray tube (CRT). Viewers had to watch programmes according to the transmission schedule
set by TV broadcasters and use a video tape recorder to view programmes that they missed.
But the rapid increase in digitalization and broadband networking has changed all that. Now
content makers large or small, old and new, can use the Internet or IP networks to distribute content.
IPTV can provide live multicast TV series to a number of users, normally subscribers to a service. A
unicast VOD service provides the playback of video to the viewer’s set-top box or computer.
The key advance that has enabled these services is the massive increase in low-cost broadband
services into homes. In the past, lack of bandwidth restricted the use of video over the Internet, but
now content can be compressed into MPEG-2 or MPEG-4 formats, broken into IP packets and
streamed across the networks into people’s homes. Here it is decoded by a set-top box or played
back with a media player in a PC. This is all having an impact on viewing habits. Presented with an
EPG containing not only today’s programmes but last month’s, viewers now can watch things when
they want to watch them, not when broadcasters want to transmit them. Even during a programme,
viewers can pause or rewind to see the goal they just missed, or listen again to the point made in a
documentary. And if they do still miss a whole programme, they can record and store the data on the
hard disk of their PVR (Personal Video Recorder).
Even the business models are changing, pay per view is already common and may yet replace the
income from advertising or licence fees. Viewers are now watching content on LCD flat screens,
PCs, or even mobile phones instead of bulky CRTs.
Two problems are created by all of these changes. Content makers worry that digital content is
easily copied for free, although digital rights management provides some protection. Advertisers
are now worried their content isn’t watched at all as the viewers now have so much control that they
can fast forward through adverts.

KEY WORDS AND PHRASES (appearing in the order of the text)
radio spectrum (nph): phổ/ dải tần vô tuyến
cathode ray tube (nph): ống tia ca-tốt/ ống phóng chùm tia điện tử (ở máy vô
2

tuyến)
transmission schedule (nph): lịch phát sóng (truyền hình)
video tape recorder (nph): máy ghi băng hình
live multicast TV series (nph): chuỗi/ xê-ri chương trình phát trực tiếp cho nhóm
người xem
a set-top box (nph): bộ giải mã/ đầu thu (truyền hình)
have an impact on sb (v): tác động tới/ gây ảnh hưởng đối với
pay-per-view (nph): dịch vụ xem (chương trình gì) trả tiền (cho chương trình)
copy for free (vph): sao chép khơng phải trả tiền
digital rights management (nph): quản lý tác quyền kỹ thuật số
Task 1. Look through the text and find words that mean:
1

An aerial

Antenna- antennae
a……………...

2

The full range of radio frequencies

b……………...

3

A piece of equipment that decode digital signals for a TV set

set - top box
c……………...

4

A piece of software for playing audio and video files

media player
d………..…….

5

A method of charging viewers based on what they watch

pay per view
e………...…….

radio spectrum

Task 2. Answer the following questions.
1. What device was used by viewers to record the programmes they had missed?
A video tape recorder
……………………………………………………………………………………….

2. What new technologies are mentioned in the text?
The internet, IPTV, VOD, MPEG 2- 4, EGP, PVR

……………………………………………………………………………………….
3. How have today’s viewing habits changed?
Viewers now can record the program that they miss and watch it again
……………………………………………………………………………………….
They can watch content... phone.

……………………………………………………………………………………….
Task 3. Are these statements true (T) or false (F)? Write T or F in each blank.
T
1. _____
TV viewers in the past based on the transmission schedule to watch their favourite
programmes.
T
2. _____
TV broadcasters nowadays can distribute their programmes via various means of
transmission.

3. _____
The same programmes are available to subscribers to different TV services.
F
F In fact, TV viewers today can review a certain programme by using any kind of recorder.
4. _____

T
5. _____
Advertisements on TV may not be as effective as they were because viewers can easily
tune to other channels to seek what they like.

3

B. LISTENING SKILL
Task 1. 13 Listen to Yuniko and Tomas introducing BIGFIGHT, a new computer game.
Listen TWICE and then fill in the gaps with NO MORE THAN THREE WORDS.
Yuniko: We are video game developers and require funding to develop BigFight which will be a
new, globally-networked war game. We are looking for startup funding of (1) $………………….. The
game will be designed for all three of the main consoles on the market that have a (2)
………………….. or Wi-Fi connection.
Tomas: But more importantly, we will also be developing an on-demand networked version for PCs
that have good enough sound cards and (3) …………………….. or even TVs that have Internet
connectivity.
Yuniko: The game will be streamed across the (4) ………………….. Internet connections around the
world into users’ homes. This enables citizens to join in a giant battle representing their home
countries, which we can identify from their IP address.
Tomas: Gamers can join their (5) ………………….. and be represented in the game as a soldier.
They can control what the soldier does using their keyboard and controllers or joysticks.
Task 2. 14 Listen TWICE to a discussion on the design of a website.
Decide if the following statements are True or False. Write T or F in each blank.
1. _____ The designer has placed the logo at the top of the screen on the left.
2. _____ Paul does not want advertisements on the home page.
3. _____ The ‘Resources’ tab will take users to the blogs.
4. _____ Regular users will have to sign up every time they use the site.
5. _____ The site will have an e-commerce facility for subscribers.
6. _____ Users can send an email if they forget their password.
7. _____ JPEGs work better than GIFs.
8. _____ By clicking on the image, further information will appear on the screen.
C. LANGUAGE FOCUS
Gerunds and Infinitives
1. Gerunds (-ing forms) are verbs that behave like nouns. They are formed by adding -ing to the

verb base. They can be used in four ways:
* As the subject of a clause or a sentence
E.g. Paying money by ATM is becoming more and more popular.
Designing a web page is a hard job.
* As the object of a clause or a sentence
4

E.g. My brother taught me swimming when I was 7.
* After certain verbs
+ After verbs expressing likes and dislikes.
E.g. I fancy watching films online.
`

+ After other verbs such as:
admit, avoid, deny, finish, forgive, give up, keep, prevent, put off, suggest...

* After prepositions
+ After all prepositions except ‘to’, usually followed by the infinitive
E.g. On scanning her computer this morning, she realized that it was infected with a strange
kind of virus.
+ After adjective + preposition combinations, such as:
bad at

afraid of

bored with

clever at

capable of

nervous/ worried about

good at

frightened of

interested in

skilled at

scared of

responsible/ sorry for

E.g. I'm interested in applying for the job.
+ After verb + preposition combinations, such as
apologize for, consist of, get used to, insist on, look forward to, succeed in
E.g. Technical students always look forward to having the latest software.
2. To- infinitive is the base form of the verb that is used after ‘to’ (to do). They can be used in four
ways:
* To express purposes (to answer "Why...?" or “What for?”)
E.g. The workmen have dug the street to lay the cable.
* After certain verbs
agree, choose, decide, expect, forget, hate, hope, intend, learn, like, love,
mean, plan, prefer, promise, refuse, remember, want, would like, would love
E.g. They decided to start an online business together.
Note that some verbs are followed by a direct object and the infinitive.
advise, ask, encourage, expect, intend, invite, order, persuade, remind, tell,

want, warn, would like, would prefer

5

E.g. She had reminded me to turn off all electronic appliances before I left the room, but I
forgot to do it.
. *After certain adjectives
E.g. It is impossible to connect him through the Internet right now due to the cable failure at
sea. Perhaps we’ll have to seek another way.
*As a post-modifier after abstract nouns like:
ability, chance, desire, failure, intention, need, opportunity, wish
E.g. Online shopping gives us an opportunity to buy anything we like without leaving the
house.
Task 1. Put the verbs in brackets into the correct form.

selecting
1. Some of the letter keys are used for (select) ____________
functions.

repinting
2. Further copies can be made by (reprint) ____________
the message from the memory in the local
mode.
leaving
3. After (leave) ____________
the discriminator, the separated audio and video signals are sent to
another one.
4. A satellite represents a relatively cheap way of (transmit) ____________
transmitting information over long

distances.

Link
5. (Link) ____________
up the customers through a series of computer systems to US-based airline
computers may seem technically advanced.
Task 2. Put the verbs in brackets into the –ing form or the to-infinitive.

allowing
1. This service works by (allow) ____________
any user to create a comment and (rate)
____________
on any web site.
to rate
backing up
2. Drop box is not only a great tool for (share) ____________
but also for (back up) ____________
sharing
your data online.

to explore
3. Flickr allows you (explore) ____________,
(share) ____________
and (store) ____________
to store
to share
photos online.
4. Multimedia became more popular after the mid-1990s when the price of hardware began (fall)
____________
to fall / falling .

5. Then people started (use) ____________
to use /using it in industry, business, education, entertainment and for
other purposes.
Task 3. Underline the correct verb in brackets, using the –ing form or the to-infinitive.
1. Desktop Publishing (DTP) programs let you (combine/ to combine) text and graphics in creative
ways (produce/ to produce) stylish greeting cards, business cards, calendars and many other
documents.

6

2. You can (make/ to make) word and character changes, such as changing the space between words
in a text without (change/ changing) the font size, or (change/ changing) the space between
characters.
3. (Make/ Making) a picture look softer is just one of many special effects in Photoshop.
4. (Use/ Using) multimedia for graphs and tables is now the best way for managers (to present/
presenting) company results.
5. The (launching/ to launch) of the first satellite by the Russians in 1957 began the ‘space race’.
D. WRITING SKILL
Writing an email of reply
1. What is an email of reply? Complete the short description of a response letter and a reply email
with the words below.
questions

cover

formal

answer

clear

focus

groups

responds

A response letter is the letter used by an entity as an (1) ________
answer to the initial letter that was sent to
them. A response letter may be sent to the clients of the company who have specific concerns or to
individuals and (2) groups
________ who have inquiries and questions regarding a particular subject matter.

responds to emails professionally,
An email of reply is one type of response letter that (3) ________
depending on your intention in the email. Basically, email replies usually follow the normal pattern
of writing professional emails by using (4) ________
formal language.
An email of reply may begin with an acknowledgement of the last email before giving reply to the
(5) questions
________ in the email. Each question should be answered on a separate paragraph, which will
help the writer (6) cover
________ all questions and help the recipient easily grasp the answers. In
addition, the reply emails must be straight forward and (7)clear
________. The most important
information is stated from the beginning of the email. Unnecessary big words should be avoided.
Instead, the writer should (8) ________
focus on the information you want to pass in your replies and
ensure the information is complete.

2. There are some types of reply emails:
+ A reply to request for information about a product or service. thư yêu cầu cung cấp thong tin
+ A reply to an email of product recommendation.
+ A reply to a complaint letter/ email.

thu tra lời 1 dang thư goi ý sử dụng 1 sp nào đó

thư phàn nàn

Here’s a response to email inquiries for information.
Dear Ms. Taylor,
Thank you for inquiring about the email software advertised on my blog. Each of
nền tảng
the listed software functions uniquely on different platforms. Before I recommend
a particular one, I would like to know a bit more about you and your needs:
1 cái cụ thể

thêm 1 chút
7 về b và nhu cầu của bạn

tự chủ

mơ hình kinh doanh

quản lý

1. What kind of business do you handle? Are you self-employed, manager or a
business owner?
2. Will you be using the software on a mobile device or computer? Is your

computer a laptop or a PC?
3. What kind of emails do you send most often? Are they replies to customer
questions, business-to-business information or just emails for team members?
dn vs dn

hay là chỉ trong nhóm với nhau

Once again, thank you for your interest in purchasing some of the email software
advertised on my site. I hope you will find them suitable for your business needs.
Yours sincerely,
Kyo York
Here’s a sample reply to request for information about a product or service.
Dear Mrs. Thatcher,
Thank you for your inquiry about Apple Stores. Please find attached here with
some instructions on our products including the products in alpha development
stage. We have also included a sample user name and password for you to try out
the products that catch your fancy.
Please, do not hesitate to call us if you have further questions. We will be glad to
have you as a customer.
Sincerely,
Tom Hudson
3. Writing plan and tips for good and effective email replies
With the above reply email samples, you should be able to effectively respond, whether positively or
negatively, to emails that come your way.
Here is the writing plan for a reply.
Subject:
[Summarize the main information from your reply]
Opening:
[Start directly by responding to the request with a summary statement]
Body:

[Provide additional information and details or ask for information in a
readable format]
Closing:
[Add a concluding remark, summary, offer of further assistance, or request for
further action]
8

In addition, you should always ensure that your email replies should:
+ Be clear and direct, and avoid being ambiguous.
That means, you should know what you want to say; and say it with the shortest possible words.
+ Make your replies one-to-one.
That means, you should take the responsibility for your email replies and address directly to the
reader.
+ Keep it short, simple and sweet.
Be careful of the length of your email replies; they determine if they will be read or not. This is an
old principle of writing that still holds true in writing email replies.
Task 1. Write a reply letter of 100-120 words to the following letter that complains about a
service your company has provided.
Jane Smith
123 Main Street

Customer Services Manager
Washing Company
234 Side Street
Brisbane QLD 4000
Dear Customer Service Manager,
On 1st Jan 2013, I purchased a virus scanning service for our HP 2021 laptop,
for a price of $150 paid by bank card.
I am disappointed because the service you provided was not satisfactory due to

the fact that the laptop still displays some problems when we open folders and
files in Drive C and Desktop.
To resolve the problem, I would like you please to return and perform the service
again in the specific area mentioned above.
Enclosed are copies of my receipt with your company for the services provided.
I look forward to hearing from you within 10 business days of receiving this
letter. I would like this problem to be resolved between us. However, if we are
unable to resolve the matter I will refer it to the State Office for Customer
Protection.
I await your prompt response.
Yours sincerely,
Jane Smith
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
9

..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
Task 2. Write a short email of approximately 100 words in reply to the request letter by Kyo
York on page 86.
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................

- I think I can pay only ….. for it.

+ How about this brand?

- Where does it come from?

+ Why don’t you try a smart TV? It can..

- Can I hang it on the wall?

+ Could you follow me to the cashier?
10

- I’ll take that one.

+ We will deliver and install it for you.

- How long later can I have it at my + Would you like to deposit or pay it up?
home?
Further guidance
Let’s imgine a real-life situation. In this setting, you have to decide who will speak first, the
customer or the seller? What will you say to start the conversation?
During your conversation, you should ask and answer about at least four points:
- The brand of the item you wish to buy
- The price
- The guarantee
- Payment method
To end the conversation/ purchase, you (customer/ seller) should say something before leaving the
shop or seeing the customer off.

F. TRANSLATION
Task 1. Translate the following passage into Vietnamese.
The Internet is a global network of networks that use a specific set of protocols. The Internet
exploded into the public consciousness in the mid- 1990s with the World Wide Web, a hyper-linking
of documents located in computers around the world. The documents, described in an easy-to-write
language called HTML, can include texts, graphics, video clips, audio and links to other documents.
Users navigate in this worldwide collection of documents by simple mouse clicks on links or locate
them by using a search engine.
The eventual impact of the Internet on society is hard to fathom. Many sociologists predict that it
will be larger than that of printing press, the telephone, television, and radio put together. As many
computer and communication experts have been insisting to an incredulous audience since the early
1970s, we are in the middle of the Information Revolution, the third wave.
..............................................................................................................................................................
significantly ; đang kể
interface;
giao
diện
..............................................................................................................................................................
certain limits; hạn chế nhất định
break ; phá vỡ
..............................................................................................................................................................
totally/completely/reliable; hoàn toàn
multimedia; da phương tiện
..............................................................................................................................................................
optimum security system,form;độ bảo mật
the value of : giá trị của
..............................................................................................................................................................
tối ưu
..............................................................................................................................................................
cost : chi phí

..............................................................................................................................................................
limitations.
..............................................................................................................................................................
5. Tuy vậy, mạng Internet cũng không hồn tồn đáng tin cậy và nó khơng đưa ra chế độ bảo mật tối
ưu.
However, The internet is not totally/ completely reliable and it doesn't give/ offer the optimum
..............................................................................................................................................................
..............................................................................................................................................................
security system.
HOMEWORK
1. Translate the following passage into English.
Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain
website traffic and target and deliver marketing messages to the right customers. Since the early
1990s, there has been an exponential increase in the growth of online advertising, which has evolved
into a standard for small and large organizations. A major advantage of online advertising is the
quick promotion of product information without geographical boundary limits. A major challenge is
the evolving field of interactive advertising, which poses new challenges for online advertisers.
Many people think offline advertising has been written off due to technology advances, but it is
simply not the case. Brands and businesses the world over are still running ads in daily newspapers.
We still pass billboards as we drive to and from work. And the market for television ads has never
been higher. Offline advertising targets consumers through channels that are considered more
traditional, such as newspaper ads for local restaurants, radio spots purchased by car dealerships, and
direct mail, like mailing coupons and flyers to consumers' homes.
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................
..............................................................................................................................................................

renewal

converge

Dear Bob,
I’m sorry to hear about the business issues you are experiencing due to our IT infrastructure. There
has been a lot of activity in the background and we are on the verge of a major IT
1
renewal
___________________
programme that will address your concerns. Please read the attachments to
this email which details what the new system will do. Basically the new system will give you
2
3
complete supply ___________________
visibility, guaranteed ___________________
chain
continuous
4
terminals
replenishment of stock, electronic tagging, electronic point-of-sale ___________________
, and
5
___________________
fixed-to-mobile phones.
converge
As well as the systems outlined in the attachment we will all receive better management of
information from the new systems. Store Managers will receive a number of automatic reports at
6
schedules

0900 every day, detailing the previous day’s trading, ___________________
levels, delivery
7
8
stock
trends
___________________ , and buying ___________________
.
I hope this helps address some of your concerns. Please feel free to contact me to discuss the rollout
schedule for your particular store.
Best regards,
Malcolm
Task 2. Are these statements true (T) or false (F)? Write T or F in each blank.
rất tiếc
F Malcolm feels
1. _____
sorry for what Bob has done to his company.
2. _____Malcolm
promises that the technological changes taking place at his company can help
T
solve the problem at Bob’s company.
đính kèm
T
3. _____
Details of the new IT system is enclosed in the email.
việc kinh doanh tốt hơn
T
4. _____
If Bob has this system installed at his store, he can manage his business better.
F This email is to offer Bob a new IT system that may relieve his concerns.

5. _____
Reading 2.
As developing countries seek to upgrade their telecom networks, they are faced with difficult
choices.
On the one hand, they have the advantage of being able to forget about rolling out national fixed
line networks. In some countries, tele density is as low as 4%, so expanding a wired network to
cover an entire population is far too expensive. The result is that they can bypass an old technology
and move straight to a national wireless network to provide broadband and voice (VoIP) services.
13

On the other hand, there is a difficult choice to make – Wi-Max or 3G? In many developing
countries, Wi-Max (Worldwide Interoperability for Microwave Access) has already made a huge
impact. It delivers high-speed access wirelessly, enabling fixed and mobile broadband services over
large coverage areas. It is an IP-based system and comes in two versions, fixed and mobile. Fixed
Wi-Max is suited for delivering wireless last mile access for fixed broadband services, similar to
DSL. Mobile Wi-Max supports both fixed and mobile applications with improved performance and
capacity while adding full mobility. In India, Tata has launched what it says will be the world’s
biggest Wi-Max network, with a projected cost of $600 million.
Task 1. Read the extract above and answer the questions.
1. Why is teledensity low in some countries?
.........................................................................................................................................
.........................................................................................................................................
2. Is it a must for a country to have wired telecoms networks before they can become a wireless
nation?
.........................................................................................................................................
3. What are the main services offered by the wireless network?
.........................................................................................................................................
4. What benefits are brought about by Wi-Max?
.........................................................................................................................................

.........................................................................................................................................
5. What country seems to be leading the world in IT?
.........................................................................................................................................
Task 2. Fill in the gaps below with the words/ phrases taken from the extract.
1…………….... is only 4% in some countries.
2. It is expensive to cover ………………………with a wired network.
3. There is no need for a nation to experience …………………………. prior to a wireless network.
4. ……………… has two versions.
5. Tata is a company in India that ……………….. a 600-million Wi-Max network.
Reading 3.
The benefits IT brings to trading transactions worldwide
Before technology was introduced, the average number of daily trades at the London Stock
Exchange was 20,000, amounting to about £700 million worth of shares changing hands. After the
introduction of automated trading, the figure went up to a daily average of 59,000 trades. This year
saw nearly £18 billion of transactions in one day.
‘The speed and volume of trading is much, much higher these days’, said Sebastian Kolksmann who
works for London Investments in Frankfurt. ‘Transaction flows are faster driven by end investors, by
electronic trading, algorithms, and lower latency’.
14

‘Time is money as they say’, commented Bob Sherunkle, a New York Trader for London Investments.
‘If our technology gets me information a nanosecond faster than everyone else, I may be able to sell
a stock quickly, a split second before its price drops, or I may be able to buy another stock before its
price starts to rise and it’s more expensive for everyone else. That’s why we need the fastest
connectivity, the quickest processing, and the lowest latency out of our systems.’
So where do all these data transactions happen? Each exchange will have its own data centre that
stores all the historic and current trading data with inputs, buy and sell requests, or market
information, coming from all over the world. Trading companies are now starting to host their own
server equipment housed at the stock exchanges’ data centres, providing sub-millisecond access to

the trading systems and market data, which thereby eliminates network latency.
Task 1. Underline the phrases in the text which are virtually shortened Relative Clauses and
rewrite them in the full form.
1. ....................................................................................................................................
2. ....................................................................................................................................
3. ....................................................................................................................................
4. ....................................................................................................................................
5. ....................................................................................................................................
Task 2. Fill in the summary below with NO MORE THAN THREE WORDS.
Owing to (1) …………………… , daily transactions at the London Stock Exchange has increased
almost three folds more with the value for one day this year is (2) …………… Apart from
technological advances, (3) ………………… are the ones who have remarkable influence on the
transaction speed, which Bob speaks so well of because he can sell or buy (4)………………… much
faster than many others. Data centres are now located right at the stock exchange premises, as a
result, (5) ………………….. is reduced or even eliminated.

II. Grammar and Vocabulary Practice
Choose A, B or C to best complete each sentence.
1. Actually, we ______ where to apply for a good IT service.
a. didn’t decide
b. don’t decide
c. haven’t decided
2. An operator ______ to make connect the caller with the recipient before automatic exchange was
born.
a. was used
b. use
c. used
3. Harmful programs can enter a computer when a file _______ by a computer's legitimate user or
via the network without authorization.
a. copied

b. is copied
c. copies
4. Only certain employees ______ are on duty are ready to provide help at the Helpdesk.
a. which
b. whom
c. who
5. If your children play with electric devices such as computers too early, they ______ addicted
easily.
a. becomes
b. would become
c. will become
6. From the traffic analysis we can see that they actually _____ with London more often than just
talk phone.
15

a. videoconference
b. communicate
c. contact
7. _______ are now watching content on LCD flat screens, PCs, or even mobile phones instead of
bulky CRTs.
a. Viewers
b. Operators
c. Recorders
8. Broadcasting has long used antennae to _______ images and sounds using radio spectrum.
a. plug
b. transmit
c. fix
9. The software industry is very ______ to see big changes in the coming months.
a. soon

b. much
c. likely
10. Content makers worry that digital content is easily copied for free, _______ digital rights
management provides some protection.
a. and
b. although
c. despite
11. Modular software applications for each department allow every department _______ and retrieve
standardized data in real-time.
a. storing
b. to store
c. store
12. In computer science and software engineering, computer software is all information _______
by computer systems, programs and data.
a. processed
b. store d
c. memorized
13. By connecting the phones and using telephone ______ systems, calls can be shared, transferred
and managed in a number of other ways.
a. transferring
b. communicating
c. switching
14. In our modern age, computers ________ into PC, laptops and tablet computers.
a. classify
b. are classified
c. classified
15. Nowadays, a lot of graduates establish a start- up company ______ develops online games for
young people.
a. where
b. which

c. who

III. Writing Practice
Write a letter of 100 – 120 words in reply to the following letter.
From: Dawn Davison
Room 2460, Sunrise Building, 25th North Road
CARLTON NSW 2218
To: Service Manager
City Telephone Co. ltd
1234 Hyde Street
CARLTON NSW 2218
Dear Sir/ Madam,
I have been informed of your campaign of installing new telephones in our neighborhood and we are
really interested in having our telephone service improved.

16

I would like to ask where we can get request forms, what we can do with the forms, and whom we
should send it to.
Would you be so kind as to provide us with a phone number to contact in case we need urgent help?
I hope to hear from you soon.
Sincerely,
Dawn Davison
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IV. Translation Practice
Task 1. Translate the following passages into Vietnamese.
Passage a
A mobile app is a computer program designed to run on a mobile device such as a smartphone or
tablet computer. Most such devices are sold with several apps bundled as pre-installed software,
such as a web browser, email, calendar, mapping program, and an app for buying music or other
media or more apps. Some pre-installed apps can be removed by an ordinary uninstall process, thus
leaving more storage space for desired ones. Where the software does not allow this, some devices
can be booted to eliminate the undesired apps. Usage of mobile apps has become increasingly
prevalent across mobile phone users. Researchers found that usage of mobile apps strongly
correlates with user context and depends on user's location and time of the day. Mobile apps are
playing an ever-increasing role within healthcare and when designed and integrated correctly can
yield many benefits.
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Passage b
Cloud computing has been envisioned as the next generation paradigm in computation. In the cloud
computing environment, both applications and resources are delivered on demand over the Internet
as services. Cloud is an environment of the hardware and software resources in the data centres that
provide diverse services over the network or the Internet to satisfy user's requirements. In the cloud
computing environment, data security becomes particularly serious in the cloud computing
environment, because data are scattered in different machines and storage devices including servers,
PCs, and various mobile devices such as wireless sensor networks and smart phones. Data security
in the cloud computing is more complicated than data security in the traditional information systems.
Data security and privacy protection are the two main factors of user's concern about cloud
technology. These issues are becoming more important for the future development of cloud
computing technology in government, industry, and business.
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Passage c
Online advertising is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers. Like other advertising media, online advertising
frequently involves both a publisher, who integrates advertisements into its online content, and an
advertiser, who provides the advertisements to be displayed on the publisher's content. Publishers
can offer advertisers the ability to reach customizable and narrow market segments for targeted
advertising. Online advertising may use geo-targeting to display relevant advertisements to the user's
geography. Advertisers can customize each individual ad to a particular user based on the user's
previous preferences. Advertisers can also track whether a visitor has already seen a particular ad in
order to reduce unwanted repetitious exposures and provide adequate time gaps between exposures.
However, many consumers view online advertising as an unwanted distraction with few benefits and
have increasingly turned to ad blocking for a variety of reasons.
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Task 2. Translate the following sentences into English.
1. Kinh doanh mạng điện thoại di động là một trong những ngành kinh doanh phát triển nhanh nhất
ở Việt Nam.
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2. Chính vì thế, chính phủ Việt Nam đã khơng ngừng nỗ lực để hội nhập với nền viễn thông quốc tế
bằng cách giảm mức độ độc quyền, chấp nhận mạng quốc tế vào Việt Nam như Beeline hay lần lượt
cổ phần hoá các doanh nghiệp viễn thông của Nhà nước như MobiFone, FPT, VinaPhone và Viettel.
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3. Kinh doanh mạng điện thoại di động tại Việt Nam đang bước vào cuộc đua gay gắt và khốc liệt về
nhiều mặt, từ cơ sở hạ tầng viễn thơng đến loại hình th bao trả trước và trả sau, công nghệ, lẫn
cuộc đua giảm giá cước.
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4. Công nghệ Bluetooth hỗ trợ việc truyền dữ liệu qua các khoảng cách ngắn giữa các thiết bị di
động và cố định, tạo nên các mạng cá nhân không dây.
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5. Bluetooth có thể đạt được tốc độ truyền dữ liệu 1Mb/s.
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6. Bluetooth hỗ trợ tốc độ truyền tải dữ liệu lên tới 720 Kbps trong phạm vi 10 m đến 100 m.
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7. Khác với kết nối hồng ngoại, kết nối Bluetooth là vô hướng và sử dụng giải tần 2,4 GHz.

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19

5. Các ứng dụng nổi bật của Bluetooth gồm: điều khiển và giao tiếp không dây giữa một điện thoại
di động và tai nghe không dây, giao tiếp không dây với các thiết bị vào ra của máy tính, chẳng hạn
như chuột, bàn phím và máy in và truyền dữ liệu giữa các thiết bị dùng giao thức OBEX.
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8. Cũng giống như điện thoại di động, WiFi sử dụng sóng vô tuyến để truyền thông tin qua hệ thống
mạng.
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9. Máy tính của bạn có một cạc mạng khơng dây, truyền dữ liệu gửi vào tín hiệu vơ tuyến.
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10. Tương tự tín hiệu này sẽ được truyền đi thơng qua một ăng-ten, một bộ giải mã gọi là router.
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11. Sau khi giải mã xong, dữ liệu sẽ được gửi đến Internet thơng qua một kết nối Ethernet có dây.
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12. Khi mạng không dây hoạt động như đường hai chiều, các dữ liệu nhận được từ Internet cũng sẽ
đi qua bộ chuyển hướng và được mã hố thành tín hiệu vơ tuyến để card mạng khơng dây trên máy
tính nhận.
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20

Unit 6

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