Designers are the rock stars of the car industry.

The people who design what a car looks like are more important than ever to the success of the world’s big car companies. We live in a designer world and the car designers are at its heart, because they work with the most expensive consumer goods that most people ever buy. These designers are different from other industrial designers, because they are all mad about cars.

Today, designers can make or break car companies. Car makers all use almost the same technology and engineering skills, so the focus is on what the car looks like. This interest in design is not new, but it is even more important now than it was in the past.

In the 1980s all modern cars were beginning to look the same. The manufacturer’s main aim was to make cars that did not displease people. Now designers can be more adventurous. In a competitive market, car bosses want models that stand out.

So what makes a winning design? Most designers use the word “emotion” when describing what makes a successful model. They agree

that the design communicates something important about the car. Some designers think that it can also communicate something about the person who is driving the car. So it is no surprise that the new car designers look as glamorous as rock stars. They know that you have to create a good impression in a person as well as on the road.

Верны (Right) или неверны (Wrong) следующие утверждения или в предложениях об этом ничего не сказано (Doesn't say)?

1. The success of a car company does not depend on how good the designer is

a. right b. wrong c. doesn’t say

2. A car is one of the most expensive things that people buy.

a. right b. wrong c. doesn’t say

3. What a car looks like is more important than how reliable it is.

a. right b. wrong c. doesn’t say

4. Car designers are less exciting now than in the past.

a. right b. wrong c. doesn’t say

5. The sort of car that a person drives can say something about the sort of person that they are.

a. right b. wrong c. doesn’t say

II. THE FASHION INDUSTRY

Ex 2.1. Выберите наилучшее определение этим словам и фразам:

Hand-made

a. manufactured in a factory b. made without machines

Talented

a. hard working b. having a special ability

Firms

a. companies or small businesses b. groups of people

Textile industry

a. businesses manufacturing b. businesses writing texts

fabric

Output

a. production b. shows

Domestic market

a. sales abroad b. sales in your own country

Ex 2.2. Заполните пропуски следующими словами и фразами:

campaigns famous fashion houses shows

glossy magazines image publicity wear

¹____________, such as Versace and Yves Saint Laurent, are choosing celebrities for their advertising ²____________. In the past, supermodels like Cindy Crawford were the main stars of fashion. Now the ³ ____________ are full of photos of beautiful actors such as Nicole Kidman. Louis Vuitton’s latest advertisements feature the singer Jennifer Lopez, and no ⁴____________ fashion models. Newspapers are more interested in what film stars ⁵____________ to the Oscars (Academy Awards) than in fashion ⁶____________. But people in the fashion industry still say that they cannot do without them. They create the ⁷___________ of the brand and generate a lot of ⁸____________.

III. СЛОВООБРАЗОВАНИЕ (word-building)

Ex 3.1. Заполните таблицу пропущенными словами, выпишите из словаря их транскрипцию:

Существи-тельное	Прилага-тельное	Существи-тельное	Прилага-тельное
	luxurious	commerce	5.
fashion	2.	economy
3.	industrial	fame	7.
creation	4.	8.	talented

Ex 3.2. Прочитайте текст и переведите:

Companies don’t just sell products. They sell a lifestyle. Nearly everything you buy says something about you: your clothes, your car, your mobile, all show what kind of life you have. Customers choose brands that represent their lifestyle, or the lifestyle they want to have.

Through advertising, companies try to promote an image of the kind of people their customers want to be. For example, Ray-Ban – the sunglasses producer – ran an advertising campaign with photos of strong, dynamic men. The idea was that men who are leaders and heroes wear Ray-Ban.

Another example is Gap. They have a range of clothing for men called StressFree. You can drop something on your trousers and it cleans off immediately. So you have no worries. You can be relaxed and stylish at the same time. The company advertised the clothing with the song, I’m free.

Ex 3.3. Ответьте на вопросы:

1. Companies don’t just sell products. What more do they sell?

2. What three examples does the author give of things that people buy that “say something about who you are”?

3. What kind of men did Ray-Ban show in the photos in their advertising campaign?

4. What kind of people do their customers want to be?

5. Is Gap’s StressFree clothing for men or for women?

6. What two adjectives describe the image of the brand?