Unit 20

Graphic design

Active Vocabulary

Read and memorize the following words:

acrylics — акриловые краски billboard — доска для афиш и объяв­лений

canvas — холст

duality — двойственность

escapade — авантюра, рискованное предприятие

exceptional — необычный, исключи­тельный, особый

exquisite — изысканный, изящный,

тонкий, совершенный

fair — ярмарка, выставка

frame — рамка; структура

grasp - способность быстрого вос­приятия, понимание

iconography — искусство иллюстрации

inception — начало

intriguing — занимательный, увлека­тельный

layout — разметка; макет; разработка

newsletter — информационный бюл­летень

oils — масляные краски

overview - общее представление; об­зор

poster — объявление, афиша, плакат

predominate — преобладать

reveal — открывать; разоблачать; об­наруживать

saturate — насыщать

showcase — экспонировать

sign — подпись, знак

venerable — почтенный

watercolors - акварель

Pre-text Exercises

1. Make nouns ending in -ence or -ance from the following adjectives:

confident elegant absent intelligent silent

important present convenient violent

2. Guess the meanings of the words in bold type:

percent — percentage to touch — untouched to describe — descriptive

like — unlike

to regard — regardless

to produce — production — reproduction

3. Form nouns from the verbs using the suffixes -ment, -пол. Translate the nouns.

to combine

to develop

to confine

to decorate

to depict

to compose

to transport

to communicate

to arrange

to install

to participate

4. BRAINSTORMING. What is the purpose of graphic design? Give your ideas.

5. Now read Text A to understand what is graphic design.

Text A

GRAPHIC DESIGN

Graphic design is a very broad field and to master it is a very chal­lenging escapade. We can have a good grasp of graphic design by under­standing the basic elements and principles which make effective design and page layout. Graphic design is a course of combining texts and graph­ics in order to develop an interactive work of art. Designers achieve their purpose by utilizing the elements and principles of graphic design. In today's world, graphic design has a greater percentage of influencing us. Everywhere we go, anywhere we look, practically everywhere there are different graphic design materials: posters, signs, newsletters, billboards.

Is graphic design an art, science, business, craft or language? Graphic design has operated under multiple identities since its inception with each of these identities dominant at one moment or another. And each may predominate from one project to the next in a designer's practice today. Often, graphic design is defined as a duality, combing two of these definitions, such as craft/language or business/art. This identity crisis is confirmed by the lack of agreement on a name for the field. Graphic design, visual communications and visual design are all thoughtful names in current use. A variety of terms persist including commercial art, lay­out and graphic design. Unlike its venerable cousin architecture, graphic design is a very new design expression, a phenomenon of the last hun­dred years. A spontaneous response to the communication needs of the industrial revolution, graphic design was invented to sell the fruits of mass production to growing consumer societies in Europe and North Ameri­ca in the late nineteenth and early twentieth centuries. Rapidly expand­ing reproduction technologies provided the means for graphic design's participation in the vast economic, political, technological and social changes of that era.

Graphic design has a massive impact on our everyday lives. It plays a huge part in the way we communicate, and forms an important part of our visual environment. In a world saturated with mass media commu­nication of all kinds, the act of creating effective visual communication through graphic design has never been more challenging.

From early times one of the means of peoples' embodiment of their dreams, wishes and assessments was graphic. 80% of information about visual environment a person acquires with the help of vision, because, visual images are more effective and operative. Nowadays graphic design maintains visual communications and advertising market with annual turnover (per different appraisals) in 1,5—2 billions of dollars. Modern vectors of graphic design: 1. Corporate identity; 2. Types; 3. Graphical advertising; 4. Books graphic; 5. Newspapers graphic; 6. Magazines graphic.

Notes on the Text

persuade — убеждать

typeface — 1) гарнитура (шрифта) 2) отпечаток

Text and Vocabulary Exercises

6. Find in Text A words which mean the same as

• chaos

• confusion

• disarray

• disorder • scheme

• convince • plan

• expostulate

7. Find in Text A words which mean the opposite of

• sequence

• order

8. Find in Text A words or phrases which mean the same as

фирменный стиль полиграфические издания объекты наружной рекла­мы

9. a. Match each word on the left with its definition on the right:

1. reproduction a. general law of cause and effect

2. expression b. having the same opinion

3. principle c. process of reproducing

4. agreement d. process of expressing

5. operate e. join together

6. poster f. mental picture of the future

7. combine g. work, be in action

8. dream h. placard displayed in a public place

b. Compose sentences with each word in a.

interactive work of art.

1. to develop

2. to contact

3. to work

2. Designers

their purpose by utilizing the elements and principles of graphic design.

1. construct

2. create

3. achieve

   3. A spontaneous to the

communication needs of the industrial revolution, graphic design was invented to sell the fruits of mass production to growing consumer societies.