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

to depict – изображать на картине, рисовать, описывать,

to portray – 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 ….

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 20^th 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

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