- •Английский язык
- •Содержание
- •Введение
- •I. Warm -up activities
- •1.1. Pronounce the words properly and state the part of speech:
- •1.2. Match the columns:
- •1.3 Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the following questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •IV. Grammar in Focus
- •4.1. Fill in the gaps:
- •4.2. Put the verb into the correct tense-form:
- •4.3. Choose the appropriate verb:
- •4.4. Choose the appropriate pronoun:
- •V. Speaking
- •5.1. Complete the short dialogues:
- •1.3. Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the questions:
- •3.2. Find:
- •3.3. Decide whether these statements are true, false or information is not available:
- •IV. Grammar in Focus
- •4.1. Translate the sentences. Pay attention to the verbs in the Simple Active. Give the negative and question forms:
- •4.2. Put the verb in brackets into the Present, Past Simple or Future Simple Active. Make up all types of questions to the sentences if possible:
- •V. Speaking
- •5.1. Complete the short dialogues:
- •5.2. Make up your own dialogues using the models from the task 4.1. These phrases and words may be helpful for you:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the following questions:
- •3.2. Match the type of a house with its definition.
- •3.3. Complete each sentence (a—h) with one of the endings (1—8):
- •IV. Grammar in Focus
- •4.2. Make up the different types of questions to the sentences:
- •4.3. Ask several questions to the text paying attention to «there is, there are».
- •V. Speaking
- •5.1. Agree or disagree with the following statements. Explain your point of view.
- •5.2.* Read the quotations below. Choose any quotation and comment on it:
- •5.3. Comment on the proverbs.
- •5.4. Tell about the dwelling of your dream using all information you have got. You may use these phrases:
- •1. Read several interesting facts about houses. Transalte into Russian.
- •2. Translate into Russian:
- •3. Read and translate. State the suffixes:
- •1.2. Match the words with their definitions:
- •II. Reading
- •III. Comprehension checking
- •3.1. Answer the following questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •3.3. Complete the sentences. Use:
- •IV. Grammar in Focus
- •4.1. Translate the sentences with the Simple Passive. Give the negative and question forms:
- •4.2.*Put the sentences into the Passive:
- •4.3. Correct the mistakes using Present, Past or Future Simple Passive:
- •V. Speaking
- •5.1. Read the short dialogues and try to dramatize them:
- •2. Name in English:
- •Module Control 1
- •Variant 1
- •1. State the part of speech:
- •2. Choose the English equivalent for the pronoun in brackets:
- •3. Choose the appropriate verb:
- •4. Put the verb in the brackets into the Present, Past or Future Simple Active:
- •5. Correct mistakes using Present, Past or Future Simple Passive:
- •6. Make up questions to the following sentences:
- •Variant 2
- •2. Choose the English equivalent for the pronoun in brackets:
- •3. Choose the appropriate verb:
- •4. Put the verb in the brackets into the Present, Past or Future Simple Active:
- •5. Correct mistakes using Present, Past or Future Simple Passive:
- •6. Make up questions to the following sentences:
- •Vocabulary
- •1. Find the appropriate equivalent:
- •2. Complete the gaps with the words and phrases below:
- •3. Match the words with their definitions:
- •1. Answer the questions:
- •2. Decide whether these statements are true or false :
- •1. Make up sentences paying attention to Simple and Continuous Tenses. Translate the sentences:
- •2. Complete the sentences with Simple or Continuous Active:
- •3. Сhange the Simple Tenses to the Continuous ones adding necessary adverbs or time attributives:
- •4. Make up the general and special questions to these sentences. Give the negative forms:
- •5. Put the verb in the brackets into the necessary tense form:
- •6. Put the verb to take part into the correct tense-form. Pay attention to the words given in the brackets:
- •7. Make up the degrees of comparison:
- •8. Match the columns:
- •V. Speaking Workshop
- •1. Complete the short dialogues:
- •2. Read and dramatize the dialogue:
- •3. Make up your own dialogues using the models from the tasks 4.1 and 4.2.
- •4. Comment on the following sayings.
- •5*. Work in groups. Discuss1 the studying at your University using all information you have got. Touch upon such issues:
- •1. Discussion is from the Latin word that means exchange of opinions.
- •2. Here you can see some discussion phrases. They may help you:
- •2. Do the tasks given to this text.
- •1. Make up sentences from these words:
- •2. Complete the sentences:
- •3. Translate into English. Determine the tenses and the voices of the verbs:
- •Vocabulary
- •1. Find the appropriate equivalent:
- •2. Match the words with their definitions:
- •2. Complete the sentences with the words and phrases below:
- •1. Answer the questions:
- •2. Match the sentence halves:
- •3. Decide whether these statements are true, false or information is not available:
- •1. Translate the sentences paying attention to the different forms of Passive. Make up negative and question forms if it is possible:
- •2. Make up all possible questions to these sentences. Give the negative form:
- •4.3. Write the Passive Progressive of these sentences. Use words now, from … till, the whole month/morning etc:
- •4. Change the active sentences to the passive ones:
- •1. Read the following quotes from different articles about the problems of the higher education in Russia. Formulate the main idea of each statement. Do you agree with these opinions?
- •2.* Work in groups. Study the advantages and disadvantages of the higher education in Russia given in the schedule below. Use the tips and phrases given in the Unit 4.
- •3. *Discuss these topics using all information you have got:
- •2. Do the tasks given to this text.
- •Vocabulary
- •1. Find the appropriate equivalent:
- •2. Match the words and phrases with their definitions:
- •3. Complete the gaps with the words and phrases below:
- •1. Answer the following questions:
- •Decide whether these statements are true, false or information is not stated:
- •1. Give the correct translation of «it» .
- •2. Give the correct translation of «one»:
- •3. Give the correct translation of «that»:
- •Read the conversations and answer the questions below. Make up your own conversations using these models:
- •Taking Classes
- •2. Changing the Major
- •3. Match the words and phrases with their definitions:
- •2. Complete the gaps with the words and phrases below:
- •1. Answer the following questions:
- •2. Decide whether these statements are true, false or information is not available:
- •1. Choose the correct translation of «it» from the list below:
- •Choose the correct translation of «one» from the list below:
- •Choose the correct translation of «that (those)» from the list below:
- •V. Speaking Workshop
- •1. Read the conversations and answer the questions below. Make up your own conversations using these models.
- •The Student Service Center
- •Requirements for the Course
- •Module control 2
- •Variant 1
- •Choose the appropriate translation of «it» from the list below:
- •Choose the appropriate translation of «one» from the list below:
- •Choose the appropriate translation of «that (those)» from the list below:
- •Variant 2
- •1.Complete the gaps with the words below:
- •2. Fill in the gaps:
- •3. Choose the appropriate translation of «it» from the list below:
- •4. Choose the appropriate translation of «one» from the list below:
- •5. Choose the appropriate translation of «that (those)» from the list below:
- •Discuss the following with your partner:
- •Vocabulary
- •1. Find the appropriate equivalent:
- •2. Match the words with their definitions:
- •3. Complete the gaps with the words and phrases below:
- •1. Answer the following questions:
- •2. Decide whether these statements are true, false or information is not available:
- •1. Translate the sentences with Present, Past Perfect and Future Perfect Active. Give the negative and question forms:
- •2. Choose the necessary form of the verb (Present Perfect or Past Simple):
- •3. Correct the mistakes paying attention to the Perfect Tenses:
- •4. Put the verbs in brackets in the right forms of the Perfect Active:
- •1. Complete the following sentences and put them in order of importance:
- •I would be happy in a job where I could...
- •It is not important for me if I couldn’t …. In my future profession
- •3. Read and dramatize the dialogues with your partners. Make up your own dialogues on these models:
- •5.4*. Role-play the following situations:
- •1. Listen to the text Careers Search on http://www.Esl-lab.Com
- •2. Do the tasks given to this text.
- •1. Do you know? Translate the text into Russian:
- •2. Translate the following sentences into Russian:
- •3. Fill in the blanks with the words: career, job, work, profession, trade, vocation:
- •4. Say if these are professions or trades:
- •5. Which qualities best describe people who want to succeed in work or study?
- •Vocabulary
- •1. Find the appropriate equivalent:
- •2. Match the words and their definitions:
- •3. Complete the sentence with the words and phrases below:
- •1. Answer the questions:
- •2. Say what is true and what is false. Correct the false statements:
- •1. Compare the translation of the sentences. Pay attention to the different forms of the Passive Voice:
- •Complete the sentence with correct option paying attention to Active and Passive Voice:
- •3. Analyze the use of modal verbs and their equivalents. Translate the following sentences:
- •4. Substitute the modal verbs for the possible equivalents:
- •5. Insert the necessary modal verb or its equivalent:
- •1. Answer the following questions:
- •2. Speak about Karl Benz using his profile:
- •2. Change the active sentences to the passive ones:
- •3. Give the negative and question form of the following sentences:
- •4. Insert the modal verbs may or can:
- •3. Match the words and their definitions:
- •Complete the sentences with the words and phrases below:
- •1. Answer the questions:
- •2. Decide whether these statements are true, false or information is not available:
- •3. Make up a sentence of two parts:
- •1. Compare the translation of the sentences. Pay attention to the different forms of the Passive Voice:
- •2.Choose the right option paying attention to Active and Passive Voice:
- •3. Analyze the use of modal verbs and their equivalents. Translate the following sentences:
- •4. Substitute the modal verbs for the possible equivalents:
- •5. Insert the necessary modal verb or its equivalent:
- •2. Change the active sentences to the passive ones:
- •3. Give the negative and question form of the following sentences:
- •4. Insert the modal verbs may or can:
- •Module control 3
- •Variant 1
- •1. Find the odd word:
- •2. Correct mistakes paying attention to the Present Perfect and Past Simple Tenses:
- •3. Choose the right variant paying attention to the Active Voice:
- •5. Choose the necessary modal verb or its equivalent:
- •6. Choose the right verb:
- •Variant 2
- •1. Find the odd word:
- •2. Correct mistakes paying attention to the Present Perfect and Past Simple Tenses:
- •3. Choose the right variant paying attention to the Active Voice:
- •4. Choose the right variant paying attention to the Active and Passive Voice:
- •5. Choose the necessary modal verb or its equivalent:
- •6. Choose the right verb:
- •I. I. Warm-up activities
- •1.1.Read the words properly and state the part of speech:
- •1.2. Remind some proper and geographical names. Translate them:
- •1.3. Match the columns:
- •1.4. Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •3.3. Choose the right variant (use the information taken from the texts 1 and 2):
- •3.4. Arrange the sentences according to the order in the text English as a World Language, Part II:
- •3.5. Make up adjectives:
- •IV. Grammar in Focus
- •4.1. Translate the following sentences paying attention to the verbs
- •4.2. Translate the following word combinations in different forms of Participle:
- •4.3. Make up sentences matching the suggested parts. Pay attention to the participles:
- •4.4. Put the word in brackets into the appropriate form of participle. State the function of the participle:
- •4.5. Complete the sentences:
- •V. Speaking
- •5.1*. Read and translate the following statements and jokes about English. Whose opinion do you appreciate best? Why?
- •5.3. Topics to discuss
- •Most widely spoken language by number of native speakers
- •I. Warm-up activities
- •1.1. Read the following words properly:
- •1.2. Pronounce the words properly and state the part of speech:
- •1.3. Translate the words and words combinations given in the text in bold.
- •1.4. Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the following questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the following questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •IV. Grammar in Focus
- •4.1. Choose the appropriate form of the Participles:
- •4.2. Translate the sentences paying attention to the different forms of Participles. State its function:
- •4.3. Translate into Russian paying attention to the Participle Constructions:
- •V. Speaking
- •5.1. Read and dramatize the dialogues with your partners. Make up your own dialogues on these models:
- •5.2*. Role-play the following situation:
- •2. State the functions of the words with -ed and translate the sentences:
- •3. Translate the dialogue. Make up questions to the dialogue:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the following questions:
- •3.2. Decide whether these statements are true, false or information is not available::
- •IV. Grammar in Focus
- •4.1. Open the brackets using the appropriate form of the Participle:
- •4.2. Read and translate the sentences paying attention to the Participles Constructions:
- •V. Speaking
- •5.1. Read a well-known English idiom and say:
- •5.2. Read and dramatize the dialogues with your partner. Make up your own dialogues on these models:
- •5.3. Name three places in English speaking countries you would like to live in and say three reasons that make you want to live there.
- •5.4*. Role-play the following situation:
- •2*. Translate into English:
- •3. Write all forms of Participle of the following words and choose suitable nouns:
- •Module control 4
- •Variant 1
- •State the function of the verb «be»:
- •2. State the function of the verb «have»:
- •3. Choose the appropriate form of Participle:
- •4. Choose the appropriate translation of the words in italics:
- •State the function of the Participle:
- •Find 3 sentences with the absolute participial construction and translate them into Russian:
- •Module control 4
- •Variant 2
- •State the function of the verb «be»:
- •2. State the function of the verb «have»:
- •3. Choose the appropriate form of Participle:
- •4. Choose the appropriate translation of the words in italics:
- •5. State the function of the Participle:
- •6. Find 2 sentences with the absolute participial construction and translate them into Russian:
- •I. Warm-up activities
- •1.1. Read the words properly and state the part of speech:
- •1.2. Find the Russian equivalents for the following:
- •1.3. Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •3.3. Arrange the sentences according to the order in the text:
- •3.4. Make up your own sentences (not taken from the text) with the following word-combinations. Pay attention to the usage of the Infinitive:
- •IV. Grammar in Focus
- •4.1. Put «to» if necessary. Translate the sentences:
- •4.2. Choose the appropriate form of the Infinitive.
- •4.3. State the function of the Infinitive:
- •4.4. Translate the sentences with the Complex Object and Complex Subject into Russian:
- •4.5. Transform these sentences using the Complex Subject with the verb in the appropriate form. Translate them:
- •4.6. Complete the sentences using the Complex Object:
- •4.7. Complete the sentences using the Complex Subject:
- •V. Speaking
- •5.2. A message board on a weather website asked its readers to say their views on global warming and climate change. Here is selection of their messages. Read and dramatize them.
- •5.3. Read the following quotes of different people about the environmental problems. What is their position towards this problem? What opinion do you agree with?
- •Environmental Protection in Great Britain
- •Vocabulary
- •2. Read the text and translate it into Russian. Make up different types of questions to the text. Protection of Environment in the usa
- •Module control 5
- •Variant 1
- •1. Put «to» if necessary
- •2. Choose the appropriate form of the Infinitive:
- •3. Choose the English equivalent:
- •4. Find the sentences with Complex Object (5) and translate them into Russian:
- •5. Choose the right translation of the Infinitive:
- •6. State the function of the Infinitive:
- •Variant 2
- •1. Put «to» if necessary:
- •2. Choose the appropriate form of the Infinitive:
- •3. Choose the English equivalent:
- •4. Find the sentences with Complex Object (5) and translate them into Russian:
- •5. Choose the right translation of the Infinitive:
- •6. State the function of the Infinitive:
- •Module 6 «social-cultural field of communication, part 2» unit 12. Positive and negative aspects of globalization
- •I. Warm-up activities
- •1.1. Read the words properly and state the part of speech:
- •1.2. Match the columns:
- •Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the questions:
- •3.2. Match the parts of the sentences:
- •3.3. Decide whether these statements are true, false or information is not available:
- •IV. Grammar in Focus
- •4.1. Translate the sentences, state the form and function of the Gerund:
- •4.2. State the part of speech of the word in italics а) participle, b) gerund, с) noun
- •4.3. Choose the appropriate form of the Gerund:
- •4.4. Complete the sentences using the Indefinite Gerund:
- •4.5. Complete the sentences using the Perfect Gerund:
- •4.6. Choose the right preposition:
- •4.7. Translate the sentences paying attention to the forms of the Gerundial Constructions
- •V. Speaking
- •5.1. Read the following quotes of different people about globalization. What is their position towards the globalization (pro, contra, indifferent, anxious)? What opinion do you agree with?
- •5.3*. Imagine you are the participant of the international forum devoted to the problems people face in the global world. There are the topics to be discussed.
- •Module control 6
- •Variant 1
- •State the part of speech of the word in italics а) participle b) gerund с) noun
- •2. Choose the appropriate form of the Gerund:
- •3. Fill in the gaps:
- •4. Choose the right translation of the Gerund:
- •5. State the function of the Gerund in the sentence:
- •6. Find 2 sentences with the Gerundial Construction and translate them into Russian:
- •Variant 2
- •1. State the part of speech of the word in italics а) participle b) gerund с) noun:
- •2. Choose the appropriate form of the Gerund:
- •3. Fill in the gaps:
- •4. Choose the right translation of the Gerund:
- •5. State the function of the Gerund in the sentence:
- •6. Find 2 sentences with the Gerundial Construction and translate them into Russian:
- •Module 7 «scientific field of communication, part 1»
- •I. Warm-up activities
- •1.1. Make sure you know the words given in the text in italics.
- •1.2. Read and translate the names of the international organizations properly:
- •II. Reading
- •2.1. Fill in the schedule:
- •2.2. Answer the following questions:
- •Read and translate: Top 10 of Intergovernmental and Nongovernmental Organizations
- •1.4. Match the words with their definitions:
- •Secretariat
- •III. Comprehension check
- •3.1. Answer the questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •3.3. Match one of the six principal organs of uno with its fun-ction:
- •IV. Grammar in Focus
- •4.1. State the principal and secondary parts of the following simple sentences:
- •4.2. Make up a composite sentence from two simple ones using the words in brackets. State the type of the sentence:
- •4.3. Translate the sentences with the Subject Clauses:
- •4.4. Translate the sentences with the Predicative Clauses:
- •1.3. Match the words with their definitions:
- •II. Reading
- •III. After you have read
- •3.1. Answer the questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •3.3. Make up sentences from these words:
- •3.4. Find the synonyms:
- •IV. Grammar in Focus:
- •4.1 Translate the sentences with the Object Clauses:
- •4.2. Translate the sentences with the Attribute Clause:
- •V. Speaking
- •2. Translate the sentences paying attention to the verbs to have, to be:
- •I. Warm-up activities
- •1.1. Read the words properly and state the part of speech:
- •1.2. Match the columns:
- •1.3. Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •I. Warm-up activities
- •1.1. Pronounce the words properly:
- •1.2. Match the columns:
- •1.3. Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the following questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •IV. Grammar in Focus
- •4.1. Translate the sentences into the Russian. State the type of the Clauses:
- •4.2. Read and analyze the sentences with the Object Clause:
- •4.3.* Translate the sentences with the Attribute Clause. Fill in the suitable connecting words:
- •2. Translate the time prepositions in brackets:
- •3. Change the active sentences to the passive ones:
- •4. Translate the sentences with the Absolute Participle Construction from English into Russian:
- •5.Translate the Text Research Institute of Robotics
- •Module control 7
- •Variant 1
- •1. State the composite sentences:
- •Variant 2
- •2. State the type of Clauses:
- •3. Translate the sentences № 2, 3, 5, 7, 8,10 from task 1:
- •4. Fill in the gaps using the appropriate words for the Object Clauses:
- •5. Choose the appropriate word given in italics:
- •6. State the unnecessary word in the sentence:
- •I. Warm-up activities
- •1.1. Pronounce the following words properly and state the part of speech:
- •Find the Russian equivalents
- •1.3.Match the words with their definitions:
- •II. Reading
- •III. Comprehension check
- •3.1. Answer the following questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •IV. Grammar in Focus
- •4.1. Translate the sentences with the Adverbial Clause and state the its types:
- •4.2. Fill in the suitable connecting words:
- •4.3. Choose the suitable connecting word from the given in brackets:
- •V. Speaking
- •5.1. Translate the following quotes of Marshall McLuhan about it. Comment them. What quotes do you agree with and why?
- •1.3.Match the words with their definitions:
- •II. Reading
- •III. Comprehension Check:
- •3.1. Answer the following questions:
- •3.2. Decide whether these statements are true, false or information is not available:
- •IV. Grammar in Focus
- •4.1. Read and translate the sentences with the Abverbial Clause. State the types of the sentences with the Abverbial Clause:
- •4.2. Read, translate and analyze the sentences with the Clause paying attention to the word that:
- •4.3. Match the two parts of the sentences:
- •2. Put the sentences into the interrogative and negative forms:
- •4. Translate the sentences paying attention to the complex forms of the Gerund and the Gerundial Constructions:
- •Module control 8
- •Variant 1
- •1. State the types of the sentences with the Abverbial Clause:
- •2. Translate № 1, 3, 4, 5, 7 from Task 1:
- •3. Fill in the gaps using words of Adverbial Clauses
- •4. Open the brackets using Conditionals 1, 2, 3:
- •5. Find the odd word:
- •Variant 2
- •State the type of the Abverbial Clause:
- •2. Translate № 2, 3, 5 , 6 ,8 , 9 from Task 1:
- •3. Fill in the gaps using words of Adverbial Clauses:
- •4. Open the brackets using Conditionals 1, 2, 3:
- •5. Find the odd word:
- •Литература
- •Presentation Evaluation
- •Appendix 2 Supplementary reading
- •To be read after Unit 3
- •To be read after Unit 6
- •To be read after Units 7 – 8
- •To be read after Unit 9 The Importance of Learning Foreign Languages
- •1. Артикль (the article)
- •1.1 Неопределенный артикль (The Indefinite Article)
- •1.2 Определенный артикль (The Definite Article)
- •2. Глагол (the verb)
- •2.2 Глагол to have (the verb to have)
- •2.5 Времена неопределенной группы (the indefinite tenses)
- •Английский язык для бакалавров
- •302030, Г. Орел, ул. Московская, 65.
- •Английский язык для бакалавров
3.4. Find the synonyms:
1. company |
1. brand |
2. to manufacture |
2. customer |
3. trademark |
3. to produce |
4. consumer |
4. corporation |
5. to establish |
5. income |
6. to unveil |
6. to found |
7. revenue |
7. to announce |
8. to demonstrate |
8. to mix with smb |
9. to keep in touch with smb |
9. to begin |
10. previous |
10. to show |
11. to return |
11. interoperation |
12. to start |
12. former |
13. to achieve |
13. constantly |
14. permanently |
14. to reach |
15. compatibility |
15. to come back |
IV. Grammar in Focus:
4.1 Translate the sentences with the Object Clauses:
In 2011 Jobs announced that he would take the medical leave for an indefinite period.
I do not understand what I must do now.
They want to know when you’ll be here again.
I asked if she saw the key.
I thought you were his friend.
She knows where she left the phone.
I have forgotten whom I gave the book.
8. The family decided that the elder son should become a lawyer.
9. Do you know if any changes have been made in your time- table?
10. I’m glad you are with us again.
4.2. Translate the sentences with the Attribute Clause:
1. The same year Jobs founded NeXT Inc. which had no significant success.
2. Is there anything you want to have?
3. The waters of the lake which is twenty miles in circumference were burnished by the setting sun.
4. Most houses are lighted by electricity which is very convenient and cheap.
5. There are times when everyone feels a little sad.
6. I heard of it from my wife who had heard of it from a friend of hers.
7. I have done all I could.
8. We went to the hotel which was located in the centre of the city.
9. Tom’s brother who lives in Moscow is an engineer.
10. Life has a purpose that must be fought for.
V. Speaking
5.1*. The Apple logo is one of the most famous logos in the world. There are many theories about this logo and many of them are vaguely accurate. Read the interview with Rob Janoff, the designer of the original Apple logo. Say what was the real version of creating the Apple logo? What other questions would you ask Rob Janoff?
Reporter: When did you design the original Apple logo with the colourful stripes?
Rob Janoff: Early 1977. The agency got the account (Apple) sometime January. The logo was introduced with the new product Apple II in April of that year.
R.: Were you working for an agency at the time?
R.J.: Yes, I was working for an advertising and public relations agency called Regis McKenna and I was an art director.
R.: Have you met Steve Jobs?
R.J.: Sure. It was before he was getting his company started. So they were just Steve Jobs, Steve Wozniak and Mike Markkula. Mike was the elder guy who controlled these young entrepreneurs. And I think it’s because Mike Markkula is how the account wound up at our agency. He was a friend of my boss, Regis McKenna.
R.: Did you get a brief from them?
R.J.: Really there was no brief. But the really funny thing was the only direction we got from Steve Jobs is: «don’t make it cute». There were briefs on subsequent jobs. First there was the logo, then there was an introductory ad and a sales brochure for the upcoming introduction. But it was pretty lose at that time. There was a previous logo to my logo. It was a logo done by Ron Wayne who was a very brief partner of Steve . He later took a buy-out, because he was a little concerned about the financial obligations he might have. He had a young family and the other guys didn’t. Ron did a pen and ink drawing of Sir Isaac Newton sitting under an apple tree with a poem all around the border. And, I think when Steve Jobs started to get serious about the Apple II and getting a prototype for the design of the shell he realized that logo would not do. So he needed a new logo.
R.: How many versions did you do for the presentation?
R.J.: We presented two versions of the logo. One with and one without the bite. Just in case he thought the bite was too cute. Striped version, solid colour version, metallic version. All those with the same shape.
R.: So even then you knew you needed a solid colour version and a metallic version?
R.J.: When you’re doing printing of either one or two colour you need to have some way to go and I realized that the stripes would not always get it. The stripes really didn’t work as a greyscale halftone.
R.: Do the colours represent the hippy culture, which was in fashion at the time?
R.J.: Partially it was a really big influence. Both Steve and I came from that place, but the real solid reason for the stripes was that the Apple II was the first home or personal computer that could reproduce images on the monitor in colour. So it represents colour bars on the screen. Also, it was an attempt to make the logo very accessible to everyone, especially to young people so that Steve could get them into schools.
R.: At the time most logos were single colour or 2 colour logos. Anybody fought against the colour stripes?
R.J.: Steve liked the idea, because he liked things that were outside the box. And, it’s not so revolutionary now, but it was a little different then. However I got a lot of opposition from one of the higher account executives at agency. He was sort of working against me on the meeting where I presented the work to Steve. He made a comment that if this new company went ahead and produced stationary in all these colours they will go bankrupt before they start the business. That was kind of the attitude that I was facing from the agency. But Steve liked it right off. He’s a perceptive guy as we later learned and he liked the uniqueness of it as well.
R.: What does the bite in the apple represent? Is it a reference to a computing term byte? Is it a reference to the biblical event when Eve bit into the forbidden fruit? Is the fruit itself referencing the discovery of gra-vity by Newton when an apple fell on his head while sitting under the tree?
R.J.: They are really interesting, but I’m afraid it didn’t have a thing to do with it. From a designer’s point of view and you probably experienced this, one of the big phenomena is having the experience of designing a logo for whatever reasons you design it, and years later you find out supposedly why you did certain things.
R.: Is it possible you were influenced subconsciously by these stories?
R.J.: Well, I’m probably the least religious person, so Adam and Eve didn’t have anything to do with it. The bite of knowledge sounds fabulous, but that’s not it. And, there is a whole lot of other lure about it. Anyway, I explain the real reason why I did the bite. I designed it with a bite for scale, so people get that it was an apple not a cherry. Also it was kind of iconic about taking a bite out of an apple. It goes across cultures. If anybody ever had an apple he probably had bitten into it. It was after I designed it, that my creative director told me: «Well, you know, there is a computer term called byte». And I was like: «You’re kidding!» So, it was like perfect, but it was coincidental that it was also a computer term. At the time I had to be told everything about basic computer terms.
R.: You obviously didn’t design the logo on computer?
R.J.: At that time computers couldn’t really do that for me. It was only years later till the Mac was designed, developed and refined that I even start working on a computer. At the time it was all pencil and paper, glue and cut paper, pens and all that stuff.
R.: How does it feel to see your logo everywhere?
R.J.: It’s a real unique experience. It’s kind of a personal thing. It’s kind a like having a kid. I am very proud of it.
R.: Do you like the changes Apple made to your original design over the years?
R.J.: Yes, I do. The stripes served their purpose and they are definitely dated. I think it’s very important that a product like Apple keeps very up-to-date and the company has fabulous designers working for him in industrial design and graphic design. I feel great that it’s still the same basic silhouette even though it went through lots and lots of changes. The apple shape changed slightly from my original design in the early 80’s. The design firm Landor & Associates made the changes. They brightened the colours, they made the shapes much more symmetrical, much more geometric.
R.: Do you use Macs today? Do you still work?
R.J.: I’d really like to retire, but in this economy I really can’t. I do work on a Mac, it’s all I ever worked on. I would not know what to do with a left click and a right click. Been brand loyal all the way, even though the products cost a little bit more. I wouldn’t think of using anything else. Plus, for graphics and design Apple has it all over Microsoft.
R.: Can you tell me a favourite logo of yours that is not designed by you?
R.J.: There is a lot. I really do like other classic designs. Volkswagen because it's very clear what it is and it’s been around for so long. I’m trying to think of other logos that incorporated the multicolour and I thought of NBC logo. I like logos with a relationship with positive and negative spaces, where something is revealed.
R.: Thank you so much for the interview!
5.2.* Introduce a gadget you would like to have.
5.3.* Make up the presentations on the topic «Non-governmental organizations». Use tips given in the appendix 1.
VI. LISTENING
6.1. Listen to the text Smart Phones on http://www.esl-lab.com
6.2. Do the tasks given to this text.
SUPPLEMENTARY TASKS
1. Translate the sentences paying attention to the Gerund,
Participle and Infinitive:
1. Working with him was a pleasure.
2. It is necessary to solve this problem.
3. It is no use crying over spilt milk.
4. She began crying.
5. He must have gone away.
6. The only way out is to tell him the truth.
7. He did not want to be seen.
8. She insisted on speaking English.
9. There are a lot of books to choose from.
10. He came here to take the photo.
11. He left without saying a word.
12. On seeing the child's drawing he smiled.
13. Having worked all day she was tired.
14. Feeling tired he decided to have a rest.
15. Walking along the street he noticed his friend.