Английский для дизайнеров (English for Designers). Учебное пособие

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Английский для дизайнеров

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UNIT 2.ARTVS. DESIGN

Seeing something again is an important aspect of art. There would always be something you haven’t seen, because art is a product of the intuition – the most powerful instrument within us.

Louis Isadore Kahn, american architect and designer

Pre-reading

1. Match English words and word partnerships to their Russian equivalents.

Reading

Design as the Bridge betweenArt and Life

Today it has become necessary to demolish the myth of the “star” artist who only produces masterpieces for a small group of ultra-intelligent people. It must be understood that as long as art stands aside from the problems of life it will only interest a very few people. Culture today is becoming a mass affair, and an artist should step down from his pedestal and become active as a man among men, well up in present-day techniques, materials and working methods.

А designer of today re-establishes the long-lost contact between art and the public, betweenlivingpeopleandartasalivingthing.Thereshouldbenosuchthingasartdivorced from life, with beautiful things to look at and hideous things to use. Anyone who uses a properly designed object feels the presence of an artist who has worked for him, bettering his living conditions and encouraging him to develop his taste and sense of beauty.

Therefore there must be invented a new system of education that may lead – by way of a new kind of specialized teaching of science and technology – to a complete knowledge of human needs and a universal awareness of them.

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Английский для дизайнеров

Thus, there should appear a new kind of an artist, a creator capable of understanding every kind of need: not because he is a prodigy, but because he knows how to approach human needs according to a precise method. He must be conscious of his creative power, not scared of new facts, and independent of formulas in his own work.

When the objects we use every day and the surroundings we live in have become a work of art, then we will be able to say that we have achieved a balanced life.

Adapted from “Design as Art” by Bruno Munari

2.Which of the statements are true? Correct the false ones.

1.Theartistshouldproducethemasterpiecesjustforagroupofultra-intelligentpeople.

2.Adesigner is a person oriented on simple people needs.

3.There’s no a big gap between an artist and a designer.

4.All hideous things should be replaced by works of art.

5.An artist should be aware of human needs.

6.Art should stand aside from the problems of life.

Active Vocabulary

3.Match English verbs to their Russian equivalents.

4.Make up the phrases.

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UNIT 2. ART VS. DESIGN

5.Fill in the gaps with the verbs from the box in appropriate forms.

CompanyDesignsNowwasestablished in1996asavinylsignshop.Sincethen,wehave been __________________________ in a process of creating graphic design, promotional productsandphotography.Having________________________theconceptofcompletion, Designs Now is truly a one stop shop that can handle your most challenging projects and deliver them on time and on budget. Our services _____________________ branding, logo design,allprintformatsfromlargetosmallaswellas3Dproductssuchasmonumentsigns. Our products are fully customizable and _______________________ by your specific needs. Our social responsibility ______________________ us to produce environmentally friendly products.

Translation

6.Translate from Russian into English.

1.Я считаю, что дизайн – это не искусство. 2. Цель дизайна – продвижение товаров и услуг, а не создание шедевров. 3. Дизайнер не должен зависеть от вдохновения. 4. Работу дизайнера должен стимулирует заказчик, а не его собственные идеи.

5.Если заказчик ставит чёткую задачу, дизайнер сможет её выполнить. 6. Работа дизайнера включает в себя визуализацию конечного продукта и составление точного плана для достижения цели. 7. Я полагаю, что источники вдохновения дизайнера – это хорошие работы других дизайнеров. 8. Хороший дизайнер должен знать, что происходит в его профессиональной среде. 9. Чтобы создавать инновационные продукты, дизайнер не должен быть самородком. 10. Дизайнер может достичь большого успеха, развивая навыки.

Boris Potashnik, graphic designer

Active Vocabulary

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Английский для дизайнеров

7.Fill in the gaps with the English equivalents.

BasedonMaslow’shierarchyofneeds,adesignmust(ответить)________________

basicneedsbeforeitcan(удовлетворить)________________higher-levelneeds.Designs that (выясняют) ________________ only basic functionality needs are considered to be of little to no value. Design that (отвечает) ________________ lower-level needs should moves on to (познавательные и эстетические) ________________ and

________________ needs. Designs that (удовлетворяют) ________________ creative needs are of the highest level. No wonderApple company succeeds, it(понимает и удовлетворяет) ________________ and ________________ creative design needs.

Grammar

Modal Verbs: Must, Should, Need to

8.Complete the sentences using Must or Should. Explain your choice.

1.Art _____ have an emotional context.

2.Design _____ be understood by people.

3.Art _____ spark questions (sometimes without answers) in those who look at it.

4.Design projects _____ solve problems or provide information.

5.Art _____ be an individual activity.

6.Design _____ be taught and learned.

7.Art _____ have varied meanings that can be different based on a person’s experiences and emotions.

8.Design _____ send a clear and direct message.

9.Talent of an artist can be cultivated. But part of this ability _____ be innate.

10.Design projects _____ have an audience in mind.

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UNIT 2. ART VS. DESIGN

Translation

9.Translate from Russian into English.

В1950–1960-е годы американский психолог Абрахам Маслоу создал теорию человеческих потребностей. Все мы имеем базовые потребности, которые нам необходимо удовлетворять. Маслоу считал, что чтобы приобрести самоуважение и уверенность, необходимые для достижения успеха, нам следует удовлетворить потребности в еде, крыше над головой и принадлежности к группе. Когда все наши базовые нужды удовлетворены, мы чувствуем потребность в эстетике, духовном и интеллектуальном развитии. Дизайнеры используют пирамиду Маслоу в своей работе. Они должны понимать, что не хлебом единым жив человек, и им следует удовлетворять не только три нижние ступени потребностей, но и верхние уровни. Дизайн продукта – это дизайн для человека, который движется по пирамиде к самореализации. Нижние три ступени в дизайне – это функциональность, надёжность и удобство. Однако сегодня люди нуждаются в большем. И дизайнеры должны создавать продукты, приносящие удовольствие.

The Design Icon of the Unit

10. Translate from English into Russian.

Bruno Munari.

The Leonardo of the 20th century

The Italian artist, designer and inventor named by Pablo Picasso “The Leonardo of our time” Bruno Munari (1907–1998) is known for various contributions to art, industrial design, film, architecture, art theory, and technology-including an early model of the portable slide-projector. His inspiration came from many sources, and especially from travel. He was fascinated by Oriental culture, particularly that of Japan, and the philosophy of Zen and liked to claim that his name meant “to make something out of nothing” in Japanese. Munari’s principles and beliefs were built upon his early involvement in the Futurist movement, which he joined at the age of 19 using the pseudonym“Bum”.Duringthe 1930s,Munaribegantomovetowards Constructivism, inventing his kinetic sculptures, known as Useless Machines which meant to transform or complicate their surrounding environments. He was the first in Europe who started developing kinetic art, something which became a dominant trend worldwide in the 50’s and 60’s. After World War II, Munari also developed radical innovation in graphics, typography, and book publishing, creating pieces he called Useless Books. Bruno Munari’s “Design asArt” is one of the most inspirational books that should be read by any artist or designer.

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Английский для дизайнеров

The Key Terms of the Unit

11. Match the terms to their definitions from the Oxford Dictionary.

VOCABULARY

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Английский для дизайнеров

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