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5. Distinguish nouns and adjectives among the words:

Industrial, modeller, pattern, shape, significance, labour, technical, refinement, significant, goal, expensive, innovation, attractive, useful, production, social, simple.

Text 2

6. Read the text and answer the following questions:

1.Who became a significant innovator for industrial design in 1760’s?

2.What did he evolve?

3.What were the key attributes of his system?

4.What process did he refine?

Josiah Wedgewood

In the 1760’s Wedgewood became a significant innovator for industrial design. He saw the social significance of a growing middle class market. Wedgewood set for himself the goal of making attractive and useful items for many households.

He evolved a system with three key attributes:

∙a division of labour

∙volume production

∙marketing.

An important example of Wedgewood’s industrial design was his Queen’s ware of 1763. Through painstaking technical innovation, he was able to create inexpensive earthen ware with the appearance of porcelain. He was also able to refine a moulding process that eliminated the traditional hand crafting of “throwing” and shaping on a wheel.

He also divided the labour of the production process: a modeller created a prototype which was then mass produced by specialized workers. Wedgewood also developed the technique of printing transfers to reduce time-consuming hand painting. A market was then developed through catalogues and shops where customers could choose from stock patterns. The simple “neo-classic” Wedgewood’s shapes gave rise to a variety of motifs and patterns which were applied to few basic shapes.

EXERCISES AFTER READING THE TEXT

7. Pair work. Discuss the text using the following questions:

1.What contribution did Wedgewood make to industrial design?

2.What goal did he set?

3.What system was evolved by him?

4.How did he divide the labour of the production process?

5.What was the result of his innovations?

8. Match the words from two columns to create a phrase and make sentences to use

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them in your own text entitled “ Wedgewood’s innovations for industrial design”. Share your ideas with the partner.

9.Write a reflection on the topic “Wedgewood and i ts contribution to industrial design”.

10.Read an article about one of the famous industrial designers and abstract the article.

11.Prepare a report and a computer presentation of the article.

12.Present your report to the class. Get ready to discuss it answering questions and persisting in your opinion.

Unit 2

Part I

MY FUTURE SPECIALITY – AN INDUSTRIAL DESIGNER

1. Group work. Reflect on the following questions and share your ideas with the class:

1.What does an industrial designer do?

2.Which professional skills should he possess?

3.Why have you chosen this speciality?

2.Read the following terms and phrases, mind their pronunciation:

Vocabulary Focus

3. Match the words and phrases to their translation and make sentences about the future speciality:

a.

4. Recall the meaning of the following words:

5. Translate the following pairs of words:

Architecture-architectural; to designdesigning; to vary-various; to attract-attractive; to combine-combination; to paint-paint; to understand-understanding; to createcreative; profession-professional.

Text 1

6.Read the text and answer the following questions:

1.Why is industrial design profession in demand nowadays?

2.What does an industrial designer do?

3.Which qualities should the specialist possess?

My future speciality-an industrial designer

I study at the University of Architecture and Civil Engineering at the faculty of architecture and design. It is very important for me as I have always dreamt to become a professional designer.

A designer is a person who arranges an object space and gives aesthetic quality to technical things. To meet the people’s needs this specialist should understand society’s ideas and be able to give them form. It is possible when this person is sensitive to aesthetic qualities, familiar with materials and manufacturing processes and sympathetic to contemporary needs. So, it is vital to have a good taste, first of all, as he/she designs a lot of different things that many people use. All these things must be attractive.

Moreover, the designer must take bearings in all styles and trends and feel the style perfectly well. A true designer must be clever with hands that’s we study designing and modeling. Much depends on the skill of the designer. For professional work this specialist needs some knowledge of sculpture, painting, drawing, History of arts, etc. The designer must also have a good imagination to create different things and be well-informed of new technologies.

On the whole, this profession combines a lot of specialities and trends and the

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designer is a creative versatile person that brings rich paints and revives our life.

EXERCISES AFTER READING THE TEXT

7.Pair work. Discuss the text using the following questions:

1.What is your future speciality?

2.Where do you study?

3.What can you say about your profession?

4.What does an industrial designer do?

5.What kind of person is a designer?

8.Match the words from two columns to create a phrase and make sentences to use them in your own text entitled “My future specialit y”. Share your ideas with the partner.

9.Pair work. You have met your friend who is interested in your future speciality. Actually, he or she knows nothing about it and puts you a lot of questions. Role-play the situation.

10.Prepare a report and a computer presentation on the topic “My future profession as I see it “.Get ready to discuss it with your gro up mates.

11.Put the verbs in the brackets in the correct form of Present Simple.

Unit 3

Part I

19th Century American Developments

1. Read the following terms and phrases, mind their pronunciation:

Vocabulary Focus

2. Match the words and phrases to their translation and make sentences:

4. Make the nouns of the following verbs:

To develop, to produce, to operate, to move, to innovate, to divide, to possess, to coordinate.

Text 2

5. Read the text and answer the following questions:

1.Where were the innovations of mass production accepted more readily?

2.What consequences did the process have?

3.What effects did it have on labour?

19th Century American Developments

The innovations of mass production were accepted more readily in North America because the U.S. lacked the skilled labour. They organized production in the more traditional craft-based system. The U.S. was also a society more open to new ideas and novel systems and put a premium on quantity and practicality. Some examples: Waterbury produced 500,000 clocks per year and Ingersoll could manufacture a watch for $1.00. Colt’s revolver is a good example of the development of these new standardized products with interchangeable parts.

The development and success of this process had social consequences. What we will call “human factors” were involved in two important aspects:

1.the effect mass production had on the labour market and the nature of work being done;

2.the role of a simple interface to technology in the successful introduction of a new product.

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Effects on labour

Machine production could eliminate or de-skill the worker. Singer’s sewing machine, for example, replaced the need for one kind of complex eye-hand coordination.

But on the other hand, technology such as the Remington typewriter was also creating a need for new skills.

EXERCISES AFTER READING THE TEXT

6. Pair work. Discuss the text using the following questions:

1.What innovations were accepted more readily in North America?

2.Why did the U.S. lack the skilled labour?

3.What did the U.S. society put a premium on?

4.What social consequences did the process have?

5.How did it affect labour?

7. Match the words from two columns to create a phrase and make sentences to use them in your own text entitled “Developments in Ame rica”. Share your ideas with the partner.

8. Fill the gaps in the sentences with the following verbs:

Lack; produce; manufacture; eliminate; put a premium on.

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Part II

The Interface with Technology

1. Read the following terms and phrases, mind their pronunciation:

Vocabulary focus

2. Match the words and phrases to their translation and make sentences: a.

Text 3

3. Read the text and answer the following questions:

1.What became an essential key to success in the American mass market?

2.What was produced for non mechanically-minded customers?

3.What was George Eastman’s innovation?

4.What contribution was made to car production?

5.How did it affect the costs?

The Interface with Technology

The typewriter raises an essential point of “human factors”: it was easy to use either at home or in the office. And additional points: it was easy to maintain, durable and portable.

A simple interface to a new technology was becoming an essential key to success in the American mass market. George Eastman succeeded in the 1890’s with his ready-loaded film, folding camera and Brownie box camera by simplifying a

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