- •Т.В. Барамикова, л.П. Ільєнко, к.Б. Кугай, а.В. Спіжова, н.В. Зимнікова, а.М. Ткаленко
- •Передмова
- •Unit 1 history of arts Part I
- •I Listen and remember the following words:
- •III Read and translate the following text: History of arts
- •V Complete the sentences with the words from the text:
- •X Speak on the topic using the following words and word-combinations:
- •I Read and remember:
- •Renaissance
- •III Make up a plan of the text.
- •V Complete the sentences with the words from the text:
- •X Speak on the topic using the following words and word-combinations:
- •I Read and remember:
- •The history of arts. Brief overview
- •III Make up a plan of the text.
- •IV Answer the questions:
- •X Speak on the topic using the following words and word-combinations:
- •I Read and remember:
- •II Read the text and define the main idea of it: World War I and after the War
- •III Make up a plan of the text.
- •IV Answer the questions:
- •X Speak on the topic using the following words and word-combinations:
- •I Read and remember:
- •II Read the text and define the main idea of it: Charles Frederick Worth industrializes fashion
- •III Make up a plan of the text.
- •Design elements
- •V Complete the sentences with the words from the text:
- •X Speak on the topic using the following words and word-combinations:
- •I Read and remember:
- •Design principles
- •III Make up a plan of the text.
- •IV Answer the questions:
- •X Speak on the topic using the following words and word-combinations:
- •I Read and remember:
- •II Read the text and define the main idea of it: Paco Rabanne
- •Pierre Cardin
- •Karl Lagerfeld
- •Emanuel Ungaro
- •III Make up a plan of the text.
- •IV Answer the questions:
- •V Complete the sentences with the words from the text.
- •X Speak on the topic using the following words and word combinations:
- •I Read and remember:
- •II Read the text and define the main idea of it: Dance costume
- •III Make up a plan of the text.
- •IV Answer the questions:
- •X Speak on the topic using the following words and word combinations:
- •I Read and remember:
- •II Read the text and define the main idea of it: Scenic makeup
- •III Make up a plan of the text.
- •IV Answer the questions:
- •V Complete the sentences with the words from the text:
- •III Make up a plan of the text.
- •IV Translate the paragraph in italics in a written form.
- •V Questions for discussion:
- •VI Render the text in brief in a written form.
- •IV Answer the questions:
- •V Complete the sentences with the words from the text:
- •III Make up a plan of the text.
- •III Listen to the text again and be ready to answer the questions:
- •IV Answer the questions:
- •V Complete the sentences with the words from the text:
- •VI Find the English equivalents to the words:
- •VII Make up sentences with the terms:
- •VIII Give definitions to the words and word-combinations:
- •IX Translate the sentences into English:
- •X Speak on the topic using the following words and word combinations:
- •I Read and learn:
- •II Read the text and define the main idea of it: Flower symbolism
- •III Make up a plan of the text.
- •IV Translate the paragraph in italics in a written form.
- •V Questions for discussion:
- •VI Render the text in brief in a written form.
- •I Mind the following words and word-combinations:
- •II Listen to the text and decide if the statements are true or false:
- •IV Answer the questions:
- •V Complete the sentences with the words from the text:
- •VI Find the English equivalents to the words:
- •III Make up a plan of the text.
- •Principles and elements of design
- •Graphic design theory
- •IV Answer the questions:
- •X Speak on the topic using the following words and word-combinations:
- •I Read and remember:
- •II Read the text and define the main idea of it: Raymond Loewy. The father of industrial design
- •III Make up a plan of the text.
- •IV Answer the questions:
- •V Complete the sentences with the words from the text:
- •VI Find the English equivalents to the words:
- •VII Make up sentences with the terms:
- •VIII Give definitions to the words and word-combinations:
- •IX Translate the sentences into English:
- •X Speak on the topic using the following words and word combinations:
- •I Read and learn:
- •II Read the text and define the main idea of it: The importance of colour
- •III Make up a plan of the text.
- •IV Translate the paragraph in italics in a written form.
- •V Questions for discussion:
- •VI Render the text in brief in a written form.
- •IV Answer the questions:
- •V Complete the sentences with the words from the text:
- •VI Find the English equivalents to the words:
- •VII Make up sentences with the terms:
- •VIII Give definitions to the words and word-combinations:
- •IX Translate the sentences into English:
- •X Speak on the topic using the following words and word combinations:
- •I Read and remember:
- •II Read the text and define the main idea of it:
- •Video design
- •III Make up a plan of the text.
- •IV Answer the questions:
- •V Complete the sentences with the words from the text:
- •VI Find the English equivalents to the words:
- •VII Make up sentences with the terms:
- •VIII Give definitions to the words:
- •IX Translate into English:
- •X Speak on the topic using the following words and word-combinations:
- •I Read and remember:
- •II Read the text and define the main idea of it: The history of logo design
- •III Make up a plan of the text.
- •IV Translate the paragraph in italics in a written form.
- •V Questions for discussion:
- •VI Render the text in brief in a written form
- •Prehistoric costume
- •Textiles
- •Costume textiles
- •Some natural fibres facts
- •Textile yarns and fibres
- •The knitwear design process and the use of sources of inspiration
- •Coloured stitch designs in weft knitting
- •The great masters of fashion
- •Textiles and materials in the fashion industry
- •The history of fashion between 1970-1983
- •The designers
- •Fashion fifty years ago. Conclusion
- •Interior design. Style selection
- •Goals, functions and the human factor of interior design
- •Light in colour
- •Colour in your home
- •Accessories
- •Selecting accessories
- •Textiles
- •Textile uses in interior design
- •Selecting textiles for interiors
- •Harmony
- •Package design and display
- •Advertisements
- •Graphic designer
- •Commercial photography
- •Colour photography
- •What is a good photograph?
- •Colour harmony
- •Corporate logo design
- •Your hair
- •Hair colour
- •Hair style
- •The art of arranging the hair
- •Modern hairdressing procedure
- •History of styles
- •The development of styles in europe from the
- •9Th till 20th centuries
- •Cosmetics
- •Glossary a
Advertisements
Nobody knows who made the first advertisement. Perhaps it was a potter , thousands of years ago, who identified his pots with a distinguishing trademark.
Today advertising is a phenomenon of tremendous magnitude. Creating effective advertising is a long process in which many experts participate. The first step is getting needed facts through research. Marketing research seeks specific facts about potential consumers and about appropriateness of the possible advertising mediums (newspapers, magazines, radio, television, etc.). Some of the questions to be answered are: Who uses this product and why? How does the product come to the attention of the consumer and how does it get into his hands? What factors, positive and negative, determine a person’s choice? Although no one will ever have all the answers in final form, marketing research helps advertisers to gear their advertisements to the potential consumer.
Psychological research is concerned with the general and specific human reactions to varied kinds of display and copy. It has given advertising experts such findings as these: size increases attention approximately by the square root of the space used (for example, if the attention value of a full page is 100 percent, that of a half page is about 71 percent and of a quarter page about 50 percent). Position is important: the first and last pages of periodicals get most attention, right-hand pages are preferable to left-hand; if less than one page is used, the outer column captures more attention than the inner (interior) and the top more than the bottom. Contrast, unexpectedness, and difference endless are almost always worth while for a time, at least, but they may not be held up under repetition. Colour catches the eye, and this is a very fundamental point. It should centre the readers thoughts and feelings on the product, service, or idea for which the advertisement was created. It fails if it merely attracts attention to itself.
The second step is planning the advertisement, whether a single one or an entire advertising campaign. A theme or an idea, in both text and illustration, is developed from the research results and out of the advertising experts' imagination and ingenuity. Anything that is external or inapplicable, or that divert interest from the basic idea weakens an advertisement just as it would weaken a painting, statue, or building. It is somewhat easier, though, to weed out the unnecessary in advertising than in most other art expressions because the aim is single and simple to sell. To succeed it must capture attention, arouse and hold interest, make a lasting impression and lead to the action deemed desirable by the man.
The final step is checking the effectiveness of the advertising, which amounts to a type of marketing and psychological research.
Graphic designer
Look around your desk. If you examine each item you will have a chance to find several things created by a graphic designer. The notebook, pens, display company logos. The magazine has several illustrations in a single ad. The web site has a cool new design and some animated features. The fact is, nearly everything has a "graphic identity" now. This helps people recognize different brands and companies.
Graphic designers begin a design project by talking to the client or supervisor. Next, they use a variety of print, electronic, film media to create art and prepare sketches or images according to the client's needs. If their work is a part of a larger project they will consider the project's goals. Graphic designers then draw a sample of the proposed layout or create the layout on a computer screen. They present their sketches and layout to the art director or client for approval. Together, they suggest improvements and make changes as necessary.
Designers must be able to work under extreme time pressures and very defined financial and design limits to produce quality material. Salesman skills are very important if you want to see your design. When projects are underway, a graphic designer expected to work long hours brainstorming. Graphic designers must have talent and an understanding of the business world, including issues of finance and production, and should be familiar with computer technology. Basic professional coursework should include design, drawing, computer artwork, and specific knowledge relating to any area of specialization.
Graphics, which were the original focus of image consultants, are concerned with the overall visual presentation of the organization. The graphics system should dictate the design style of the company's literature, signs and stationery. It involves coordinating the style of the typeface, photography, illustrations, layout, and colouring in all the company's graphics. The logo is the heart of the corporate design system.
Unlike nomenclature, logos can be changed subtly over time to reflect the evolving corporate identity.
Graphic design creates a pleasing layout from text and graphics. That design might be a brochure, a logo, a Web page, or an advertisement. The list doesn't end there either. Here are some definitions:
graphic design is the process and art of combining text and graphics and communicating an effective message in the design of logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication. Today's graphic designers often use desktop publishing software and techniques to achieve their goals.
Graphics design is the creation of visual media, usually for marketing. Business cards, logos, publications, brochures, postcards or mailings, invoices, and books are all products of graphics design.
Some designers don't work with text at all, such as an illustrator or a digital artist. And some designers do it all: print, Web, layout, and illustration.