Английский для дизайнеров_Даричева. Учебнометодическое пособие Нижний Новгород 2006 ббк 81. 2 Англ. Д
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Министерство образования Российской Федерации Волжский государственный инженерно-педагогический университет Даричева М.В. ENGLISH FOR DESIGNERS Учебно-методическое пособие Нижний Новгород 2006 ББК 81.2 Англ. Д- Даричева М.В. English for Designers: Учебно-методическое пособие. – Н.Новгород: ВГИПУ, 2006 – 76 с Рецензенты: О.Г. Красикова – кандидат педагогических наук, доцент, заведующий кафедрой иностранных языков ВГИПУ; В.К. Шкунова – кандидат педагогических наук, доцент, заместитель заведующего кафедрой иностранных языков ВГИПУ. Учебное пособие предназначено для студентов очного отделения профессионально-педагогического института, обучающихся по специальности «Дизайн интерьера». Пособие состоит из текстов, освещающих различные аспекты темы «Дизайн», тренировочных лексических упражнений и коммуникативных заданий. Данная разработка имеет практическую и профессиональную направленность. © Даричева М.В. © ВГИПУ, 2006 Введение Предлагаемая учебно-методическая разработка содержит систематизированный минимум языкового материала по теме «Дизайн». Пособие включает в себя тексты, учебный словарь, разнообразные лексические упражнения, способствующие усвоению материала, и творческие задания, помогающие осуществить контроль над степенью усвоения. Данное учебное пособие направленно также на совершенствование навыков чтения. К текстам прилагаются задания для проверки понимания прочитанного, упражнения на усвоение и расширение словарного запаса обучаемых, речевые задания, служащие активизации изучаемых лексических явлений. VOCABULARY Read and learn the following words: design – 1) замысел, план; Syn: plan, project; 2) чертеж, эскиз, набросок; рисунок, узор; Syn: delineation; 3) модель, шаблон; лежащая в основе схема; композиция; 4) дизайн; schoolofdesign — школа дизайна to design – 1)проектировать; конструировать to design a building — спроектировать здание; 2) делать эскизы, наброски; создавать узоры; Syn: to sketch , to delineate, to draw to delineate – 1) набрасывать, чертить, намечать; 2) схематически изображать (то, что должно быть создано); делать набросок to sketch – рисовать эскиз, делать набросок to draw – чертить, рисовать (карандашом), набрасывать рисунок to create – 1) порождать, производить, создавать, творить; Syn: to originate, to produce, to design, to make; б) задумывать (создание чего-л.), проектировать, разрабатывать; Syn: design designer – 1) конструктор, проектировщик; Syn: planner; 2) чертежник; Syn: draftsman, draughtsman 4) рисовальщик; Syn: artist; 5) модельер, дизайнер; fashiondesigner — художник-модельер, designerclothes — одежда от известного дизайнера, стильная одежда 6) дизайнер; interiordesigner — дизайнер по интерьеру decorator – 1) дизайнер, оформитель; aninteriordecorator — дизайнер по интерьеру 2) мастер по внутренней отделке помещений (штукатур, маляр, обойщик и т. п.) to decorate – украшать, отделывать decorated – декорированный, украшенный Syn: embellished decoration – 1) украшение; убранство; 2) наружная и внутренняя отделка, украшение дома décor – 1) театральные декорации, художественное оформление (спектакля); 2) а) проектирование интерьеров помещений, дизайн б) оформление выставок decorative – декоративный; Syn: ornamental ornamental – декоративный, служащий украшением, орнаментальный decorative art – декоративное искусство artist – художник; Syn: creator, designer, painter, stylist painter – 1) живописец, художник; landscape painter — пейзажист; Syn: artist 2) маляр; Syn: decorator, paper-hanger stylist – 1) стилист (о писателе, музыканте); 2) модельер (создающий одежду, прически); 3) дизайнер, специалист по интерьеру master of style – стилист creator – 1) творец, создатель; автор; 2) дизайнер, создатель костюмов draughtsman, draftsman – чертежник; рисовальщик architect – 1) архитектор, зодчий; 2) создатель, автор, творец architectural – архитектурный architectonic – 1) архитектурный; 2) конструктивный WORK ON THE VOCABULARY I. 1. Match the translation: 1) to design a) рисовать (карандашом) 2) to delineate b) проектировать 3) to sketch c) создавать 4) to draw d) украшать 5) to create e) чертить, набрасывать 6) to decorate f) рисовать эскиз 2. Fill in the gaps with the verbs in the appropriate form. Some of the verbs can be used twice: to design, to delineate, to sketch, to draw, to create, to decorate. Then make up your own sentences with these verbs. 1) Some people believe that God … the world. 2) Who … the Sydney Opera House? 3) It took him a few days to … the design drawing of the shopping centre. 4) This building … by a famous architect. 5) At Christmas we … the living rooms with coloured paper and lights. 6) The assignment at the lesson was to … a horse in motion. 7) He decided not to draw the picture but to … that landscape. 8) That outstanding artist managed to … a real masterpiece of art. 9) We made up our mind to … the bedroom with blue paint and a gold paper. 3. Match the verbs with their definitions: 1) to design a) to make a picture of something with a pen or pencil 2) to delineate b) to make a quickly-made simple drawing 3) to sketch c) to work out the structure or form of something 4) to draw d) to make more attractive by adding some ornament 5) to create e) to produce something new 6) to decorate f) to show by drawing II. 1. Match the translation: 1) designer a) создатель 2) decorator b) живописец 3) artist c) стилист 4) painter d) проектировщик, конструктор 5) stylist e) художник 6) creator f) архитектор 7) draftsman g) оформитель 8) architect h) чертежник 2. Match the nouns with their definitions: 1) designer a) he is qualified to design and supervise the construction of buildings 2) interior decorator b) he plans and chooses the colours, furnishing for the inside of a room or a house 3) artist c) he makes drawings of equipment, machinery, or buildings 4) painter d) he makes plans or patterns from which things are made 5) stylist e) he produces works of art such as paintings or sculpture 6) creator f) he produces something new, originates 7) draftsman g) he acts with great attention to the particular style 8) architect h) he paints pictures 3. Make up your own sentences with these nouns. III. 1. Match the translation: 1) design a) создание. творение 2) decoration b) украшение, орнамент 3) décor c) рисунок, сделанный ручкой, карандашом или мелком 4) drawing d) стиль, манера 5) painting e) чертеж, набросок 6) sketch f) убранство, украшение дома 7) creation g) живопись, картина 8) ornament h) замысел, план; дизайн 9) style i) эскиз 10) architecture j) проектирование интерьеров помещений; оформление 11) delineation k) архитектура 2. Match the nouns with their definitions: 1) architecture a) something brought into existence 2) decoration b) a quick rough drawing 3) décor c) the style in which a building is designed and built 4) drawing d) the way in which something is done 5) painting e) a picture produced by using paint 6) sketch f) an addition that makes something more attractive 7) creation g) a picture or plan made by means of lines on a surface 8) style h) a style of interior decoration and furnishings in a room or house. 3. Fill in the gaps with the following nouns: sketches, paintings, drawings, architecture, design, style, décor, decoration, creation. 1) In St. Petersburg tourists always admire the classical style of … . 2) The success of this car shows the importance of good … in helping to sell product. 3) It’s very pleasant to make Christmas … of your apartments. 4) It’s a good restaurant but I don’t like the … there. 5) The experts presented the paintings in the … of Picasso. 6) The artist made a few … of the landscape. 7) The teacher showed us Rembrandt’s … for his paintings. 8) The … of this writer produced a great impression on the public. 9) I’ve always admired Monet’s early … . 4. Make up your own sentences with the nouns from ex.1. IV. 1. Match the adjectives with their synonyms: 1) architectonic a) ornamental 2) creative b) fashionable, smart 3) stylish c) constructive 4) decorative d) tasteful, aesthetic 5) artistic e) imaginative, ingenious 6) decorated f) embellished 2. Fill in the gaps with the following adjectives: creative, inventive, constructive, decorated, decorative, ornamental, stylish. In some of the sentences two variants are possible. 1) This … interior designer realizes interesting ideas in his design projects. 2) The … streets looked wonderfully and everybody felt New Years’ Day was coming. 3) They were not able to accept his … criticism towards their architectural plans. 4) The last collection of that … fashion designer left an unforgettable impression with the public. 5) The young man is considered to be a very … musician. 6) My mother is fond of … art very much. 7) His … designs for the new college building impressed the customers greatly. 8) The photograph of her grandparents in a(n) … frame stood on the dressing table. 3. Make up your own sentences with the adjectives from ex.1. TEXT 1 1. Read the text. Architect Yury Andreev says he likes simple things and simple, ordinary food; but VILLA, the restaurant he has designed on Moscow's Myasnitskaya street, offers only refined European cuisine. He also says he does not like to travel doing so only when absolutely necessary and preferring a little evening reading, especially of architectural albums, to a change of scenery. But since the disappearance of the Soviet Union, he has spent his life travelling between two countries: Russia and Latvia. Yury is convinced that an interior decorator is simply an architect in truncated form, and for this reason never engages decorators to take part in his projects. He designed and decorated VILLA, his latest creation, from start to finish entirely on his own in the best traditions of Art Deco. The simple, but elegant furniture combined with the exotic decor; the abundance of sculpture in the interior; the beauty of line; the expressiveness of the materials; the blue, red, brown, and gold: all this is evidence of style. Add the genuine smell of money in the air and what you get is Art Deco, a style "whose main goal was the creation of prosperity and luxury in the years of the lost generation," as Soviet art critics used to write. They, of course, hated Art Deco as a class enemy — but we love it. art deco – арт деко (декоративный стиль, популярный в 1930-е годы; отличается яркими красками и геометрическими формами) refined European cuisine – изысканная европейская кухня to a change of scenery – зд. для смены обстановки (scenery – 1) декорации сцены; 2) вид, пейзаж; ландшафт) in truncated form – в усеченной форме to engage – зд. нанимать (Syn. to hire) abundance – изобилие, богатство genuine – истинный, подлинный 2. Choose the most suitable title to the text: 1) The life of the architect Yury Andreev. 2) The style of architecture in Moscow. 3) The best traditions of Art Deco in modern architecture. 4) The style of restaurants in Moscow. 3. True or false? 1) Yury Andreev thinks that an interior decorator and an architect are the same. 2) He designed and decorated the restaurant “Villa” without assistance. 3) The restaurant he has designed is famous for its simple, ordinary food. 4) Art Deco is remarkable for its rich decoration. 5) Yury Andreev is fond of traveling very much. 6) He used the ideas of Art Deco in that project. 4. Find the English equivalents in the text: Предлагает, особенно, архитектурный, дизайнер интерьера, архитектор, принимать участие, последнее творение, самостоятельно, изысканная мебель, изобилие скульптуры, выразительность, признак стиля, процветание и богатство. 5. Find the synonyms in the text: Elementary, to originate, landscape, to be confirmed (to be sure, to be persuaded), a designer, to participate (to collaborate), indication of style, an aim, real (true, authentic). 6. Translate the sentences into English. 1) Ресторан «Вилла» в Москве спроектирован архитектором Юрием Андреевым. 2) Дизайн интерьера выполнен в лучших традициях стиля арт деко. 3) Декораторы никогда не принимают участия в его дизайнерских проектах. 4) Интерьер ресторана поражает изобилием скульптуры, красотой линий, выразительностью материала и цвета. 5) Идея автора заключается в создании атмосферы процветания и богатства. 7. Make up sentences with the following phrases: 1) project (проект, план; программа (строительства и т. п.) to take part in a project – принять участие в проекте to carry out a project — осуществлять план, выполнять программу to shelve a project — откладывать проект "в долгий ящик" 2) tradition (традиция; старый обычай) in the best traditions of – в лучших традициях to break with tradition — порывать с традицией to establish, to start a tradition — устанавливать традиции to maintain, to preserve a tradition — поддерживать, хранить традицию 3) furniture (мебель, обстановка) antique furniture — старинная мебель garden, lawn, outdoor, patio furniture — мебель для сада modern furniture — современная мебель office furniture — офисная мебель secondhand, used furniture — мебель, бывшая в употреблении a piece of furniture — предмет мебели/обстановки 4) sculpture (изваяние, скульптура) to cast a sculpture — отливать скульптуру to create, produce a sculpture — создавать скульптуру 5) style (стиль, манера) to develop style — развивать/улучшать стиль to polish one's style, to refine one's style — шлифовать стиль 6) sketch(набросок, схематичный рисунок, эскиз) to draw, make a sketch — сделать набросок composite sketch — сложный эскиз rough sketch — предварительный набросок 8. Describe the style of Art Deco using the phrases from the text: - elegant furniture - the expressiveness of the materials - exotic décor - the blue, red, brown and gold colours - the abundance of sculpture - the creation of prosperity and luxury - the beauty of line - the genuine smell of money The following phrases can help you: Nowadays Art Deco is one of the most popular styles of design… The best traditions of Art Deco style are … The interior in traditions of Art Deco can be… The interior designed and decorated in art Deco style is usually… The most expressive evidence of Art Deco style is… The colours used in Art Deco are … TEXT 2 1. Read the text. Museums come in different categories: there are treasure houses of world importance and small provincial museums on the other. Every second summer, Monaco hosts a true festival of all the arts. Since 1975, Monaco has held a biennial antiques fair, which attracts all the most expensive art of private collections. Everything on sale here has to pass a tough selection procedure, and this turns the fair into a parade of top-quality world art. The Monaco Antiques Fair is the brainchild of three towering figures from the European antiques world — Mario Bellini, Jacques Perrin, and Maurice Segoura. They based the event on a very clear concept: a limited number of participants and objects of truly exceptional quality. Visitors have the opportunity to feast their eyes on canvases in gilded frames; graphic art by French, Italian, and Flemish masters; contemporary painting; and a great quantity of furniture, pieces of applied art, old gobelins, carpets, and some lavish sculptures. The antiques dealers display their treasures in the Sporting d'Hiver, building in the Art Deco style. The fair is visited by up to 20,000 antiques aficionados. treasure house – сокровищница biennial – повторяющийся каждые два года antiques fair – ярмарка антиквариата to turn into – превращать brainchild – замысел, изобретение, идея towering – возвышающийся to feast one’s eyes on – испытывать наслаждение от, радоваться от lavish – чрезмерный, богатый aficionado – приверженец, ревностный поклонник 2. True or false? 1) The antiques fair is held in a European museum by Monaco. 2) The organizers of the festival pick out the objects for the fair very strictly. 3) At the fair one can find antiques of high quality only. 4) The idea of this fair is the following: the more participators, the better. 5) The next festival of antiques will be in two years. 3. Find the English equivalents in the text: мирового значения, принимать (гостей), частный, высокое качество, идея (x2), полотно, большое количество, прикладное искусство 4. Find the synonyms in the text: to hold a celebration, two-year, to captivate (to fascinate), high-priced, personal, strict, outstanding, modern (present day), to show, fans. 5. Answer the questions to the text: 1) When did the tradition of this biennial antique fair start? 2) Can any antiques collection be displayed at the fair in Monaco? 3) What is the main concept of the festival? 4) What pieces of antiques can visitors see at the fair? 6. Translate the sentences into English: 1) Ярмарка антиквариата в Монако привлекает многих посетителей. 2) На ярмарке представлены предметы антиквариата высокого качества. 3) Антиквариат на ярмарке в Монако известен своим действительно исключительным качеством. 4) Ревностные поклонники антиквариата испытывают наслаждение от полотен в позолоченных рамках, старинных гобеленов, богатой скульптуры. 5) Здание, где проводится ярмарка, спроектирован в стиле арт деко. 7. Make up a dialogue “An interview with the organizers of the antiques fair in Monaco”. TEXT 3 1. Read the text Gareth Williams, London’s trendiest museum curator, speaks about the Victoria and Albert museum in London: “The Victoria and Albert Museum was established as a collection showcasing industrial design; it was never a museum of fine arts. The driving idea is to inspire designers and the industry in general to create beautiful things. Today, we are returning to these origins; we are in the very centre of the creation of style. The museum has undergone some appreciable changes: it’s become a more fascinating place to work. We now pay more attention to contemporary design and architecture. Open evenings and fashion shows at the museum attract visitors who only five to ten years ago had never even heard of it. The museum has become more responsive to new developments and is part of a programme for promoting British designers…” The Victoria and Albert Museum – a museum in central London that has valuable decorative objects of all styles and periods and from all over the world, such as paintings, glass, clothes and jewellery. to showcase – выставлять, демонстрировать to undergo some changes – переносить некоторые изменения appreciable – заметный, существенный 2. Find the English equivalents in the text: изобразительное искусство, движущая идея, создание стиля, обращать внимание, отзывчивый 3. Match the synonyms: 1) to inspire a) to regard 2) to create b) to display, to demonstrate 3) to attract c) to encourage 4) to consider d) to make, to invent, to produce 5) to promote e) to give an incentive, to support 6) to showcase f) to captivate, to fascinate Fill in the gaps with the appropriate form of these verbs: a) Their new design project … a lot of attention of the public. b) The decorators managed to … a special atmosphere of that interior. c) The main aim of the exhibition is to … British design. d) They arranged a big advertising campaign to … their new stylish clothes. e) The innovations in the field of interior design … them to work harder. f) Your ideas concerning the architecture of this building will be carefully … . 4. Find the synonyms in the text: basis, attractive (captivating, charming), modern (up-to-date), vogue, innovations 5. Make up sentences with the following phrases: fashion (мода) to set a fashion — устанавливать моду to come into fashion — входить в моду to go out of fashion — выходить из моды; current fashion(s) — нынешняя мода the latest fashion(s) — последняя мода in fashion — в моде out of fashion – вышедший из моды 6. Translate into English: 1) Коллекция промышленного дизайны была выставлена в этом музее на прошлой неделе. 2) Изобразительное искусство всегда вдохновляет дизайнеров на создание нового декора в интерьере. 3) Одной из самых сложных дизайнерских задач является создание своего собственного стиля. 4) В настоящее время современной архитектуре уделяется много внимания. 5) Эта выставка современного дизайна привлекает много посетителей. TEXT 4 1. Read the text The twentieth century is the first century of self-conscious, total design at every level of our living and environment. Care and vision in application of design are demanded in every aspect of modern life - from our kitchens and bathrooms, to our factories and workshops, from our clothes and domestic objects, to the packaging of pocket calculators or the structuring of plastic dining chairs. Although the word has been used since at least the fifteenth century, when Italian writers spoke of 'disegno' in describing the quality of line possessed by an image, in all essentials 'design' is an industrial or post-industrial concept. With the introduction of mass-production, the people who invented ideas for objects became separated from the people who made them who, again, were separated from the people who sold them. The industrial revolution also created the concept of the market. Personal need was replaced by a more abstract demand: the tastes of a large, amorphous body of consumers. The modern designer came into being as an intermediary between industry and the consumer. His role was to adapt the products of industry to the mass market, to make them more useful and durable, perhaps, but to make them more appealing and commercially successful, certainly. Commercial success is the touchstone of achievement in design, although designers in different cultures have often taken different views as to how the achievement is measured or the success validated. self-conscious – самосознательный application – применение, использование, употребление in all essentials – по всей своей сути consumer – потребитель intermediary – посредник durable – надежный touchstone – критерий achievement – достижение to measure – измерять to validate – объявить действительным, придать законную силу 2. Choose the most suitable title to the text: 1) The origin of the word design. 2) The modern concept of the market. 3) The introduction of design into our living. 4) Design as an industrial or post-industrial concept of style. 5) The main task of modern designers. 3. Find the English equivalents in the text: внимание и проницательность, мастерские, качество линии, образ, промышленная революция, требование, вкус, приспособить 4. Match the synonyms: 1) to demand a) to accommodate, to adjust 2) to describe b) to have, to own 3) to possess c) to reach, to attain 4) to invent d) to require, to request 5) to separate e) to detach, to disconnect 6) to adapt f) to create, to make 7) to achieve g) to portray, to depict Fill in the gaps with the appropriate form of these verbs: 1) There are many who will work hard to … these goals. 2) The work … your immediate attention. 3) At the last meeting with the customers the decorator … his design project. 4) Shelves were built to … the library for use as an office. 5) The director of the firm was interested to know if we … any architectural plans. 6) If you don’t have a creative way of thinking, it’ll be difficult to … something new. 7) The garage is … from the house by a path and a flower garden. 5. Make up your own sentences with the following verbs and phrases: to describe – описывать, рассказывать, изображать; характеризовать(ся) to describe in detail, to describe minutely — подробно описывать to describe vividly — живо описывать todepict – изображать на картине, рисовать, описывать, toportray – рисовать портрет; изображать (кого-л.), давать словесное описание (чего-л.), описывать to portray with a few strokes — обрисовать несколькими штрихами Complete the sentences with the appropriate form of the verbs to describe, to depict, to portray or the nouns formed from these verbs: description, depiction, portrait (two variants are possible), then make up your own sentences with these words. 1) This painting … the birth of Venus. 2) The author of the novel … him as a rather unpleasant character. 3) The magazine has given a detailed … of the latest fashion show. 4) The décor of the new restaurant was marvelous beyond … . 5) This work of art … the death of Nelson. 6) A wealthy man commissioned the artist to paint his … . 6. Change the sentences into Passive. 1) In the painting the artist portrayed two young women in stylish clothes. 2) The writer has described the main character very vividly. 3) The author will depict the concept of modern design in his article in the next issue. 4) The painter was portraying a famous politician when a visitor called on him. 5) The designer usually describes his creative ideas to the customers. 7. Match the parts of the sentences: 1) The 20th century is the first century of … a) … the quality of line. 2) Every aspect of modern life demands … b) … the mass market. 3) The Italian writers used the word “disegno” c) … industry and to describe … the consumer. 4) The industrial revolution created the concept of … d) … total design. 5) The modern designer is an intermediary between … e) … application of design. 6) The modern designer adapts the products of f) … the market. industry to … 8. Translate into English: 1) Любой уровень нашей жизни связан с дизайном. 2) Каждый аспект нашей жизни требует применения дизайна. 3) Постиндустриальная концепция дизайна связана с введением массового производства. 4) Вкусы большого количества потребителей определяют направление промышленного дизайна. TEXT 5 1. Read the text Design in business and advertisement means much. The story of style in the applied arts since the mid-to late fifties has been dominated by various new forces, including social and economic factors and certain aspects of technical and scientific progress. Now we have computer design, web design, advertisement design (for example consumer-product branding design) and the whole fashion of different types of ad, colors and so on. The late fifties saw the birth of advertising as we know it today, a high-powered business dedicated to the development effective marketing techniques; it involved new design concepts and a whole new professional jargon of product packaging, market research, corporate images and house style. The Pop Art movement embraced the work of a new generation of artists of late fifties and early sixties of both sides of the Atlantic. In Britain, in addition to the Independent Group, there were Peter Blake, Allen Jones. In USA Jasper Johns, Tom Wesselman, Claes Oldenburg and other formalized the language of product packaging, from beer cans to Campbell's Soup tins of strip cartoons, fast food, advertising hoardings and pin-ups. Pop Art at once reflected and glorified mass-market culture and injected a new vigour into the applied arts. Pop Art suggested a new palette оf colours and gave a fresh, ironical edge to the imagery of popular culture. Pop Art positively encouraged designers to exploit vulgarity, brashness and bright colour, and to use synthetic or disposable materials in contexts in which they would formerly have been unacceptable. Pop Art has had a lasting effect on design in a wide variety of media, including interiors, graphics and fashion. advertisement (сокр. ad) – объявление, реклама branding – продвижение торговой марки packaging – упаковка to formalize – оформлять, придавать форму strip cartoon = comic cartoon – комикс hoarding – щит для наклейки плакатов, объявлений to inject – впрыскивать, вводить, впускать brashness – нахальство disposable – доступный, наличный 2. In what meaning are the underlined words used in the sentences? In what meaning are the words used in the text? todominate – 1) господствовать, властвовать; 2) доминировать, преобладать 3) возвышаться, господствовать над чем-л. a) It's one of the biggest buildings in this area, and it really dominates this whole place. b) Powerful nations usually dominateover small weak countries. c) The team has dominated international football for years. d) The great cathedral dominates the centre of the city. e) The construction committee worked well together although sometimes the leading architect tended to dominate. toembrace– 1) обнимать(ся); 2) воспользоваться; 3) принимать; 4) охватывать; 6) включать, заключать в себе, содержать. a) He embraced the opportunity to study further. b) The course embraces elements of chemistry, physics, and engineering. c) His suggestion will not be eagerly embraced by all. d) Two brothers embraced as they met at the airport. toreflect – 1) отражать (какое-л. волновое излучение, напр., свет, тепло, звук); 2) отражать(ся); давать отражение (о зеркале и т. п.); 3) навлекать (позор и т. п.), бросать тень; 4) раздумывать, размышлять. a) He reflected that he had no right to do this. b) Her unfounded accusations reflected on her credibility. c) The sea reflected back the bright sunlight. d) I wish you to pause, reflect, and judge before you decide. e) White walls reflect more light than dark walls. f) The clouds were reflected in the water. g) As you get older you begin to reflect on the uncertainty of life. 3. Find the English equivalents in the text: прикладное искусство, различные силы, рекламный дизайн, дизайн торговой марки продукта, эффективные технологии, общие образы, движение, культура массового рынка, предложил новую палитру, ранее, продолжительный эффект, широкий выбор 4. Find the synonyms in the text: energetic (vigorous), to devote, idea, to make famous, power (energy), offer, to inspire, to use, available, inadmissible, inside of the house, vogue 5. True or false? 1) Pop Art appeared in the middle of the twentieth century. 2) Pop Art is a style in the applied arts. 3) A high-powered business had no intention to invest money into advertising. 4) The appearance of Pop Art is connected with the development of advertising. 5) The concept of Pop Art is against mass-media culture. 6) The Pop Art movement left an insignificant trace in the sphere of design. 6. Answer the questions to the text; 1) Is design important in business and advertisement? Why? 2) What factors influenced the applied arts in the middle of the 20th century? 3) When did advertising appear? Why did it start developing rapidly? 4) What types of design are there nowadays? 5) When and where did the Pop Art movement come into being? 6) What is Pop Art? What does it deal with? 7) What are the features of the Pop Art style? Using answers to the questions speak about the Pop Art style. Make up a dialogue “An interview with a representative of Pop Art”. 7. Translate into English: 1) Рекламный дизайн является одним из важных аспектов эффективной маркетинговой технологии. 2) Поп-арт привнес новую силу в сферу прикладного искусства. 3) Представители направления поп-арт использовали новую палитру цветов. 4) Поп-арт вдохновил декораторов использовать яркую и дерзкую палитру цветов для дизайна интерьера. 8. Project “An advertising agency”. Work in small groups and create an advertising design of a product. TEXT 6 1. Read the text Industrial Design is an applied art whereby the aesthetics it improves usability of products. Design aspects specified by the industrial designer may include the overall shape of the object, the location of details with respect to one another, colour, texture, sounds, and aspects concerning the use of the product ergonomics. Additionally, the industrial designer may specify aspects concerning the production process, choice of materials and the presentation of a product to the consumer at the point of sale. Industrial designers make exclusive the visual design of objects. An industrial design consists of the creation of a shape, configuration or composition of pattern or colour, or combination of pattern and colour in three-dimensional form containing aesthetic value. The use of industrial designers in a product development process improves usability, lowers production costs and leads to the appearance of more appealing products. It is important that in order to be an Industrial Design the product has to be produced in an industrial way, for example, an artisan cannot be considered an industrial designer, although he may challenge the same aspects of a product. Some industrial designs are viewed as classic pieces that can be regarded as much as work of art as works of engineering. Industrial design has a focus on concepts, products and processes. In addition to aesthetics, usability and ergonomics, it can also include the engineering of objects, usefulness as well as usability, market placement and other concerns. Product Design and Industrial Design can overlap into the fields of interface design, information design and interaction design. Various schools of Industrial Design and/or Product Design may specialize in one of these aspects, ranging from pure art colleges (product styling) to mixed programmes of Engineering and Design, to related disciplines like exhibit design and interior design. Definition of Industrial Design. According to the ICSID (International Council of Societies of Industrial Design): “Design is a creative activity whose aim is to establish the multi-faced qualities of objects, processes, services and their systems in whole life-cycles. Therefore, design is the central factor of innovative humanization of technologies and the crucial factor of cultural and economic exchange”. artisan – кустарь, мастеровой, ремесленник to specify – точно определять, устанавливать concerning - касательно. Относительно to challenge – 1) ставить под вопрос, оспаривать; 2) бросать вызов, вызывать; провоцировать usability – пригодность, применимость to overlap – частично совпадать related – связанный, родственный 2. Find the English equivalents in the text: Прикладное искусство, форма объекта, расположение, производственный процесс, потребитель, пространственный (трехмерный), рисунок (узор), производственные цены, произведение инженерного искусства, концентрируется на (обращает внимание на), творческая деятельность, жизненные циклы 3. True or false? 1) Industrial design can help to improve usability of products. 2) Industrial design has no aesthetic value. 3) There are not any works of art among industrial designs. 4) Industrial design pays much attention to the aesthetic value of products. 5) Pure art colleges usually do not have any specialized programme for industrial design. 4. Answer the questions to the text: 1) What is industrial design? What does it deal with? 2) What does industrial design help to improve? 3) What aspects does an industrial designer usually pay attention to? 4) What does industrial design have focus on? 5) Does industrial design concentrate only on aesthetic, usability and ergonomics? 6) In what aspects can industrial design specialize? Using the answers to the questions retell the text about Industrial Design (7-8 sentences). 5. What word is not a synonym? 1) to improve a) to perfect b) to develop c) to create 2) overall a) everywhere b) universal c) general 3) consumer a) seller b) user c) buyer 4) appealing a) fascinating b) appreciative c) attractive 5) various a) multi-faced b) different c) another 6) crucial a) important b) decisive c) innovative 7) configuration a) confection b) form c) shape 8) composition a) combination b) formation c) component 6. Match the definitions to the words: 1) … is a frame which supports the painting during its progress. 2) … is a copy of a work of art. 3) … is any public announcement designed to sell goods or publicize an event. 4) … is a large printed picture.. 5) … is a picture or diagram used to explain or decorate a text. 6) … is the visual arts based on drawing or the use of line. 7) … is a mental picture of someone or something produced by the imagination or memory. 8) … is the ideas, customs, and art of a particular society. 9) … is a state of peaceful agreement and cooperation. 10) … is the study of the rules and principles of art. 11) … is a branch of commercial enterprise concerned with the manufacture of a specified product. 12) … is the study of the relationship between workers and their environment. 13) … is a person who buys goods or uses services. 14) … is a distinct feature or element in a problem or situation. poster, industry, reproduction, aesthetics, culture, advertisement, aspect, image, ergonomics, harmony, easel, consumer, illustration, graphic arts 7. Fill in the gaps with the following words: form, combination, composition, texture, pattern, colours, colour, 1) “What … is the paint you bought?” “It’s red.” 2) The cloth has a … of red and white squares. 3) This picture is painted in dark … . 4) The … of the painting is very graceful. 5) The rough … of this material does not let us to use it in our work. 6) That was a badly designed … of the product. 7) The amazing … of these colours in this painting produces a unique effect. Use these words in the sentences of your own. TEXT 7 |