TOPIC 1

1. Read the text and choose the most suitable title to it:

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.

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.

Notes to the text:

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. Find the English equivalents in the text:

внимание и проницательность, мастерские, качество линии, образ, промышленная

3. 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 … .

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. 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

4) Вкусы большого количества потребителей определяют направление

TOPIC 2. DESIGN IN BUSINESS AND ADVERTISEMENT

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.

Notes to the text:

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. Find the English equivalents in the text:

прикладное искусство, различные силы, рекламный дизайн, дизайн торговой

3. 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

4. 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.

5. 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?

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”.

6. Translate into English:

1) Рекламный дизайн является одним из важных аспектов эффективной

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