Text 15
Read the text:
COMMERCIAL ART
Commercial art includes many types of art used for business purposes. It is often called advertising art, because much commercial art is used in selling products and services. Commercial art is different from fine, or original art, such as painting and sculpture, because it must be reproduced by printing or other methods.
Commercial artists work for advertising agencies, department stores, manufacturers, film studious, publishers, television stations, and many other types of businesses. They create art for such things as advertisements, books, magazines, packages, filmsrtips, and trademarks. Commercial art studious offer a variety of art services, and range in size from only a few to more than 100 employees. Some commercial artists work independendently, and are paid according to each assignment. They are called freelance artists.
The early commercial artists were self-taught or had some training in fine art. These artists worked on design, drawing, lettering, and all steps in preparing a piece of art work for reproduction.
In recent years, the field has expanded and developed greatly. Today, many commercial artists specialize in such specific parts of commercial art as design, illustration, photography, and photo retouching. Specialists within these areas include fashion illustrators, product illustrators, book illustrators, technical illustrators, cartoonists and film animators.
Some commercial artists become art directors. Art directors do little art work themselves, but they plan and direct the work of others. Many commercial artists specialize in one field of commercial art, such as the design of advertisements.
Commercial art is a relatively new profession. Few people were employed in the field before the 1900’s, and educational training for a professional career in commercial art was not available until about 1930. Today, there are many art schools that offer training courses, and many colleages and universities offer bachelor’s and master’s degrees in commercial art or graphic design.
Do the exercises below.
Exercise 1. Answer the questions below.
1. How is commercial art often called?
2. What establishments do commercial artists work for?
3. What do they create?
4. What commercial artists are called freelance artists?
5. In what parts of commercial art do many commercial artists
specialize today?
6. What specialists include within these areas?
7. What is the activity of art directors?
8. Where can people study to become designers or artists today?
Exercise 2. Complete the sentences from the text.
1. Commercial art includes many types of ... . 2. It is often called ... . 3. Commercial artists work for ... . 4. They create art for such things as ... . 5. The early commercial artists were self-taught or ... . 6. These artists worked on ... . 7. Today, many commercial artists specialize in such specific parts of commercial art as ... . 8. Specialists within these areas include ... . 9. Art directors do little art work themselves, but they ... . 10. Few people were employed in the field before ... . 11. Today, there are many art schools that offer ... .
Exercise 3. Find English equivalents of the following words from
the text and memorize them:
рекламне мистецтво; видавці; упаковка; вільний художник; самоучки; спеціалізуватися; мультипликатори; підготовчі курси.
TEXT 16
Read the text:
DECORATIVE ARTS
Decorative arts is a term used to designate a variety of categories including furniture, woodwork, and glass. The term decorative arts also refers to ceramics (porcelain and earthenware) and metalwork (gold, silver, bronze, and other metals).
The decorative arts are called the applied arts when referring to objects intended for actual use such as chairs, silver flatware, porcelain dishes, and glass vessels. Minor arts is another term occasionally used for decorative arts. This term does not mean that the decorative arts are inferior to other forms. It is intended to separate decorative arts from the fine arts of painting, sculpture, and architecture.
The decorative arts reflect the desire throughout human history to decorate the environment. For example, prehistoric peoples created small ivory sculptures. The Egyptians buried finely crafted furniture and jewellery with their dead. During the medieval times, artisans decorated castles and churches with articles made from ivory, gold, and enamel. Artists of the Renaissance produced fine furniture, metalwork, and glass. People of the 1970’s created beautiful porcelain pieces and carved woodwork. Today, the decorative arts continue to be an important division of art. Fine art and decorative art reflect important artistic trends in their form, colour, and material.
Do the exercises below.
Exercise 1. Answer the questions below.
1. What does the term decorative arts designate?
2. When are the decorative arts called applied arts?
3. What is another term used for decorative arts?
4. What do the decorative arts reflect?
5. What did prehistoric peoples create?
6. What did the Egyptians bury with their dead?
7. How did artisans decorate castles and churches during medieval
times?
8. What did artists of the Renaissance produce?
9. What did people of the 1700’s create?
Exercise 2. Complete the sentences from the text.
1. Decorative arts is a term used to ... . 2. The term decorative arts also refers to ... . 3. The decorative arts are called the applied arts when ... . 4. The decorative arts reflect ... . 5. For example, prehistoric peoples created ... . 6. The Egyptians buried ... . 7. During the medieval times, artisans decorated ... . 8. Artists of the Renaissance produced ... . 9. People of the 1970’s created ... . 10. Fine art and decorative art reflect important artistic trends in ... .
Exercise 3. Find English equivalents of the following words from
the text and memorize them:
фарфор; гончарні вироби; прикладне мистецтво; скляна посудина; другорядне; слонова кістка; ремесло; емаль; вирізати (по дереву, із кістки).