Английский для дизайнеров (English for Designers). Учебное пособие

UNIT 3. HISTORYOFDESIGN

Design creates culture. Culture shapes values. Values determine the future.

Robert L. Peters, canadian graphic and industrial designer

Quiz

1. History of Design

Active Vocabulary

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Английский для дизайнеров

Examples:

1.The term “futurism” stands for a movement of the fine arts developed originally by a group of Italian artists about 1910.

2.Suprematism, the invention of the Russian artist Kazimir Malevich stood off the European mainstream art.

3.Abstraction was an outstanding event in the history of modern art.

4.Bauhaus stood on the aesthetic ideas of Wassily Kandinsky and pedagogical ideas of Johannes Itten.

2.Fill in the gaps with the English phrasal verbs from the table above.

The (выдающийся) ________________ Russian-born painter Wassily Kandinsky was the leader in avant-garde art and one of the founders of pure abstraction in painting in the early 20th century. He wrote, “I remember that my drawing always (держалось на расстоянии от) ________________ the reality I lived in”. However, he had to (соблюсти) ________________ his family’s values to go into Law entering the Moscow State University. But two events effected his change of career: seeing an exhibition of French Impressionists in Moscow, especially Claude Monet’s “Haystacks at Giverny”, which (значительно отличалось) ________________ among all the paintings he saw before; and then hearingWagner’s“Lohengrin” at theBolshoiTheatre. Kandinsky stopped his law career and moved to Munich to devote himself full-time to the study of art and creation of the NewArtistsAssociation which (выступала за) ________________ moving forward pure abstractionism in art.

Pre-reading

3.Match the English verbs to their Russian equivalents.

Reading

The Industrial Revolution began in the late 18th century and lasted to the end of the19thcentury.TheagriculturalandhandicrafteconomiesoftheWestturnedintoindustrial manufacturing economies powered by steam engines, electricity, and internal-combustion motors which required new arts.

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UNIT 3. HISTORY OF DESIGN

TheArts and Crafts Movement

EnglishcraftsmananddesignerWilliam Morris (1834–1896)generatedArtsandCrafts movementinEnglandandrevolutionizedVictoriantaste.Deeplyinvolvedintotheproblems ofindustrializationandthefactorysystem,Morrisbelievedthatareturntothecraftsmanship and values of the Gothic period could restore balance to modern life. His firm produced handcrafted metalwork, jewelry, wallpaper, textiles, furniture, and books.The influence of William Morris upon graphic design, particularly book design, was remarkable.Arts and Crafts movement spread around the world up to the 20th century.

Art Nouveau

Art Nouveau was an international design movement that touched all of the design arts-architecture, fashion, furniture, graphic, and product design-during the 1890s and the early 20th century. Its defining characteristic was a sinuous curved line.Art Nouveau graphic designs often utilized abstract shapes, contoured lines, and flat space inspired by Japanese ukiyo-e woodblock prints. One of the most innovative posters of the Art Nouveau movement was the poster of a dancer JaneAvril by the French artist Henri de Toulouse-Lautrec (1864–1901).Another artist Alphonse Mucha (1860–1939) is widely known as a graphic designer than an artist. Mucha was the first artist who received commissions for magazine covers, packages, book designs, publicity materials, and even postage stamps. In this way, the role of graphic-design activity steadily developed throughout the period.

Modernism

In the first decades of the 20th century European designers utilized the new forms, organizationofvisualspace,andexpressiveapproachestocolor.Visuallanguagedeveloped by artistic movements such as De Stijl in the Netherlands and by Suprematism and Const ructivism in Russia influenced a Modernist approach.

Suprematism,foundedbyKazimir Malevich (1878–1935),inspiredayounggeneration of designers to move toward a design based on theconstruction of simple geometric shapes and elemental color. Constructivist El Lissitzky (1890–1941) developed design programs thatutilizedtypeelementsandplacements.ThefounderoftheDutchabstractartmovement knownasDeStijl(“TheStyle”)Piet Mondrian (1872–1944)usedthesimplestcombinations of straight lines, right angles and primary colors. His steady development toward complete abstraction influenced the rise of abstract art in the 1940s and ’50s.

Bauhaus

Bauhaus,theHigherGermandesignschoolwasfoundedin1919toachieveanewunity betweenartandmanufacturingandtocreatefunctionaldesignsforeverydaylife. Theschool was shaped by thepedagogical and aesthetic ideas ofJohannes Itten, who taught thecourse thatwastheintroductiontotheideasofBauhaus.Also,oneofthemostoutstandingteachers of Bauhaus was Wassily Kandinsky who influenced most of modern artists and designers. The key idea of Bauhaus of turning “fine art” into “visual art” is still in use.

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Английский для дизайнеров

Art Deco

Art Deco, also known as “moderne movement” in the decorative art and architecture originated in the1920s and developed into a mainstream inWesternEuropeand theUnited States during the 1930s. The style included simple, clean geometric shapes and rich ornaments often made of expensive materials. One of the most famous Art Deco artists was the Russian painter Léon Bakst the designer for the Sergei Diaghilev’s Ballets Russes Company who influenced a new generation of designers in decorative art. Standing off the mainstream, the icon in the history of architecture Le Corbusier was an opponent of decorative arts. Closer to the Bauhaus ideas Le Corbusier’s architectural works were antidecorative but still became the part ofArt Deco style.

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

1.Design first appeared in the late 18th century.

2.Arts and Crafts movement was inspired by Gothic style.

3.Modernism first appeared in Russia.

4.The design movements and styles were influenced by political and economic situation.

5.Bauhaus invented visual art.

6.Modern design stands for graphic design.

7.Mondrian was the founder of abstract art.

8.The pedagogical and aesthetic ideas of Itten and Kandinsky are still in use.

9.Le Corbusier stands offArt Deco style.

10.All artists followed new modern aesthetic ideas.

Translation

5.Translate from Russian into English.

Башня Татлина. «Сделана из стали, стекла и революции»

В1915годурусскийхудожникВладимирТатлинначалсоздаватьтрёхмерныеконструкцииизпредметовразличнойгеометрическойформы.Егоранниеработыпривелик появлениюновогодвижения–конструктивизм.Термин«конструктивизм»означалновое «промышленноеискусство».Послереволюции1917годаконструктивизмсталглавным движением русского авангарда. Русские художники Татлин, Малевич, Кандинский,

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UNIT 3. HISTORY OF DESIGN

Лисицкий и Родченко работали над созданием новой эстетики архитектуры и дизайна. Однако самый знаменитый проект конструктивизма не был воплощён (построен). В 1919 году Татлин создал проект башни «Памятник Третьему Интернационалу»

(“the Monument to the Third International”) в Петербурге. Он планировал построить дом-башню с залами и комнатами различной геометрической формы из железа, стали истеклавысотойв400м.Татлинсчитал,чтобашнядолжнапротивостоятьархитектуре города.НоТатлинпостроиллишьдеревяннуюмодель,изображениякоторойпубликоваливсеевропейскиежурналы.Еёназывали«иконойавангарда»,имногиеевропейские архитекторыидизайнерыпридерживалисьэстетическихидейТатлинавсвоихработах. Сейчас модели башни можно увидеть в Москве, Париже и Лондоне.

Grammar

Past Simple – Past Continuous

6.Fill in the gaps with the appropriate tense.

1.Arts and Crafts movement (appear) ________________ when the industrial manufacturing economies (progress) ________________.

2.William Morris (found) ________________ Arts and Crafts movement when he (study) ________________ the values of Gothic style.

3.Henri deToulouse-Lautrec (meet) ________________ OscarWilde when he(stay)

________________ in London.

4.Van Gogh (paint) ________________ his “Starry Night” in 1889 while he (stay)

________________ in asylum in Saint-Rémy-de-Provence.

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5.Le Corbusier (work) ________________ in Paris and Geneva when he (get)

________________ an invitation from the Soviet government to work in Moscow.

6.Rodchenko(create) ________________ his first abstract drawings while he(study)

________________ at Stroganov Institute in Moscow.

7.El Lissitzky (teach) ________________ graphic art and painting inVitebsk where he (meet) ________________ Malevich.

8.Malevich (develop) ________________ the concept of Suprematism when the Russian avant-garde (experience) ________________ criticism from the soviet government.

9.Exotic designs by Leon Bakst for the Ballets Russes (cause) ________________

the sensation in Europe where artists and designers (create) ________________ simple shapes.

10.While Art Deco (proceed) ________________ the first American skyscrapers (appear) ________________.

7.Fill in the gaps with the appropriate tense.

Le Corbusier in the USSR

By the late 1920s, Charles-Édouard Jeanneret-Gris, better known as Le Corbusier, also known as Corbu, was done with Western Europe and (look) ________________ to the East.What did he expect to find in the USSR? Certainly that: the Constructivists, who (rebuild) ________________that time Russian cities with bold fantasies of aluminum and glass. So he(devote) ________________ his work as theplatform on which to build Soviet functionalism. But more important than that, what he (identify) ________________ in Bolshevismwasthepotentialfor“bigness”:“Bolshoimeansbig,Bolshoimeans:everything as big as possible, the biggest theory, the biggest projects. Maximum…” In 1928, when Le Corbusier (research) ________________ Russian Constructivist ideas, the Soviet Government(invite)________________himtoenterenclosedcontesttodesigntheCentral Union of Consumer Cooperatives in Moscow, which he (win) ________________. For a couple of years, he (investigate) _______________ Russian society, (observe) ________

________ the countryside, and (draft) ________________ Moscow streets.As a result, he (present) ________________ the overall Moscow plan – “Green Town” which (remind)

________________ a huge hotel around the city core with its Red Square. Le Corbusier project was rejected, as well as his entry in the next contest to design “The Palace of Soviets”, and angry Corbu (leave) ________________ the USSR. His “TheTsentrosoyuz” building in Moscow has remained as he (plan) ________________ it to be.

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UNIT 3. HISTORY OF DESIGN

The Design Icon of the Unit

8.Translate from English into Russian.

Alexey Brodovitch. Dom Pérignon of Design

Alexey Brodovitch (1898–1971) was a Russian-born person who invented modern American magazine design. He was a photographer and a designer whois most famous for hisartdirectionoffashionmagazineHarper’sBazaarfrom1934to1958.Heplayedacrucial role in introducing into the United States a radically simplified, “modern” graphic design style spread in Europe in the 1920s. Throughout his career at the magazine, Brodovitch totally revolutionized magazine design; moreover, with his directive “Astonish me”, he inspiredmanyofthegreatestvisualartistsofthe20thtocreatelegendaryimages.Inaddition to his work for Harper’s Bazaar, Brodovitch set new standards of design excellence and spread them to others through classes and workshops, in particular through his Design Laboratory(1936–59)inNewYork,andbecamethemostinfluentialasamentorandteacher.

Truman Capote, the author of the novella “Breakfast at Tiffany’s” once said: “What Dom Pérignon was to champagne, so Brodovitch was to photographing design!”

The Key Terms of the Unit

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

VOCABULARY

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UNIT 4. MODERN VS. CONTEMPORARYDESIGN

The basic for contemporary art is not the idea, but the analysis of and extension of sensations.

Susan Sontag, american writer, film-maker and activist

Pre-Reading

3. Match the following inventions to the appropriate ages.

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