III Make up a plan of the text.
IV Translate the paragraph in italics in a written form.
V Render the text in brief in a written form.
VI Work in pairs. Discuss the questions:
1. What does the word “logo” mean?
2. What beginnings had logo design history?
3. What monogram is the most famous of early logos?
4. Did logo design evolve from simple code to trademarks?
5. What early examples of logo design do you know?
6. What are other related logo devices?
7. How did the appearance of the information age change the face of logos and logo design?
8. The mark of a good logo is legibility and good brand recognition, isn’t it?
9. Is colour considered important to brand recognition?
10. Are some colours associated with certain emotions and why?
VII Practice reading the dialogue with your partner:
- Good afternoon, Yuri. Glad to see you. I haven’t seen you for ages!
- Good afternoon, Victor. I’m glad to see you too. What are you doing?
- I’m a young entrepreneur.
- My congratulations! Do you spend much time on your business?
- Like other new entrepreneurs we are expanding our business operation in a new market. We have no time to lose. I like my business but every organization regardless of size has a brand or corporate identity. It can be either formal or informal.
- By the way, I can help you in building the brand of your company. Do you want?
- Most willingly! This is an excellent idea! It will be great to have corporate identity.
- Yes, I understand the strategic efficiency of branding and its importance to compete effectively on the market.
- Consumers have to be able to identify a particular product’s source, functional attributes and perceived quality comparing to rival goods.
- Yes, the consumers also appreciate the quality aspects of a goods.
most willingly – охоче
rival – суперник, конкурент
rational – доцільний
VIII Give the main idea of the dialogue in your own words.
IX Make up your own dialogues using the key words and expressions from the unit.
TEXT C
I Mind the following words and word-combinations:
1.
prospective
майбутній
2.
announce
оголошувати
3.
simplistic
дуже
спрощений
II Listen to the text. Decide if the statements are true or false:
1. The cards, which carry information and contact details of any business or individual, are called business cards.
2. Visiting cards were not very popular in China in the fifteenth century.
3. Visiting cards or calling cards were the fashion among the working classes.
4. Traders used business cards only to provide route-ways for customers.
5. A simplistic business card is a mark of professionalism.
III Listen to the text again and be ready to answer the questions:
1. What information do the business cards carry?
2. What is the evolution of the business cards?
REVIEW ASSIGNMENTS
I Revise the vocabulary minimum of Unit 15 to be checked up.
II Match the words and word-combinations:
1. fine art photography a. діапозитив
2. transparency b. ретельно продуманий, розвинутий
3. to interpolate c. подальша обробка
4. landscape photography d. робити вставки
5. elaborate e. тінь
6. post-processing f. пейзажна фотографія
7. shadow g. натюрморт
8. devoted h. самовдосконалення
9. self-fulfilment i. присвячений
10. still life j. художня, мистецька фотографія
III Match the definitions:
1 audio file a. process, activity and art of creating still or moving pictures by recording radiation on a radiation-sensitive medium such as a photographic film or an electronic sensor
2 documentary photography b. popular genre of photography devoted to displaying clothing and other fashion items. It is most often conducted for advertisements or fashion magazines
3 photography c. popular form of photography used to chronicle significant and historical events. Usually refers to a type of professional photojournalism, but it may also be an amateur or student pursuit
4 fashion photography d. photograph, picture, sketch, etc. in black, white and shades of grey rather than in colour
5 black-and-white e. computer file that contains digitized audio
APPENDIX 2