2. Answer the questions

1) When did the high-tech style appear?

2) What are the typical features of this style?

3) What are the most famous architectural models constructed in this style?

4) What are the main characteristics of high-tech interior?

Use the answers from this exercise, the phrases from ex.3, p.7 and retell the text “High-tech style”

3. Use the clichés from ex. 5, p. 14 and write the retelling of the text “High-tech style”

Text 4

Read and retell the text

Futurism

Futurism was an artistic and social movement that originated in Italy in the early 20^th century. It emphasized and glorified themes associated with contemporary concepts of the future, including speed, technology, youth and violence, and objects such as the car, the airplane and the industrial city. It was largely an Italian phenomenon, though there were parallel movements in Russia, England and elsewhere. The Futurists practiced in every medium of art, including painting, sculpture, ceramics, graphic design, industrial design, interior design, theatre, film, fashion, textiles, literature, music, architecture and even gastronomy.

Key figures of the movement include the Italians Filippo Tommaso Marinetti, Umberto Boccioni, Carlo Carrà, Gino Severini, Giacomo Balla, Antonio Sant’Elia, Tullio Crali and Luigi Russolo, and the Russians Natalia Goncharova, Velimir Khlebnikov, and Vladimir Mayakovsky. Important works include its seminal piece of the literature, Marinetti’s Manifesto of Futurism, as well as Boccioni’s sculpture, Unique Forms of Continuity in Space, and Balla’s painting, Abstract Speed + Sound (pictured). Futurism influenced art movements such as Art Deco, Constructivism, Surrealism, Dada³⁸, and to a greater degree, Rayonism³⁹ and Vorticism⁴⁰.

⁴¹

3. Types of design

Part I

1. Read and translate the words

applied art advertisement / advertising / ad design computer design decorative art 3D design environmental design graphic design

fashion design furniture design interior design industrial design landscape design trademark / brand design web design

2. Choose any type of design and describe it using the following phrases

• … is a type of (environmental) design which deals with…

• … is a trend (tendency) in design which is characterized by…

• the representatives of this type of design are…

• the representatives of ______ use…

• the best traditions of ______ are …

• … distinguish(es) / characterize(s) this type of design

• …concentrate(s ) on …

• … has(have) focus on …

• … specialize(s) in the following aspects…

• characteristic properties / typical features of the design are …

4. READING

Text 1

1. Read the text

Design in Advertisement. Pop Art

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 packaging⁴², 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 cartoons⁴³, fast food, advertising hoardings⁴⁴ and pin-ups.

Spoonbridge and Cherry, sculpture by Claes Oldenburg and Coosje van Bruggen, 1985–88; in the Minneapolis Sculpture Garden of the Walker Art Center, Minneapolis, Minn

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, brashness⁴⁵ and bright colour, and to use synthetic or disposable⁴⁶ 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.