- •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
Commercial photography
A modern designer came into being as an intermediary between industry and a consumer. His role is to adapt the products of industry to the mass market, to make them more useful and durable, perhaps, but at the same time to make them more appealing and commercially successful. Commercial success is the touchstone of achievement in design, although designers in different cultures have different views.
Commercial photographic images are a major ingredient of our visual life, assimilated from magazines, hoardings and such contexts as brochures, catalogues, calendars, packaging and point-of-sale promotional material. Commercial photography thrives as a means of creating highly polished images of a stylized, glamorized and idealized view of the world in order to sell a product or a service.
The major categories of commercial photography are advertising in countless guises, including product photography and photo-illustration, fashion and certain categories of photography which are neither reportage nor aspire to be fine art, yet which can be fascinating social documents of considerable aesthetic quality.
In the sixties the profession of commercial photography and, in particular, fashion photography became greatly glamorized: the successful young photographer became a popular folk hero, as if the camera was a passport to the illusory world. Today the reverse seems true, a character of many magazines is dictated by the market needs of advertisers and many photographers become the greater restrictions of these imposes. The seventies and eighties have, nonetheless, brought forth a new roll-call of a talent. Outstanding contemporary figures include Helmut Newton and Guy Bourdin, who have dominated the field of fashion photography; Hans Feurer, Arthur Elgort, Denis Piel and others talented fashion photographers.
Commercial photographers play a great role in our consumer society, creating the images of a life-style to which we are constantly encouraged to aspire. They create glamorized images of women and give a heightened visual to the products which are economic mainstay of our society.
During the twentieth century, both fine art photography and documentary photography became accepted by the art world and the gallery system. At first, fine art photographers tried to imitate painting styles. This movement often uses soft focus for a dreamy and romantic look.
Pursuing the role of the picture maker as the "scout," riding out in front of the wagon train, making observations of unknown territory, and reporting back the findings to the group, requires а mastering of the basic ingredients of аll image making. Understanding the basic design elements and how light affects objects is crucial in learning how to look at and make pictures.
Becoming visually literate is оnе small step а person can take in accepting
responsibility for affirming his оr hеr own values.
Colour photography
Each colour can be defined by three essential qualities. The first is hue, which is the name of the colour, like blue or yellow. The second quality is saturation which indicates the apparent vividness or purity of a hue. The spectrum shows perfectly saturated hues. Blue has the shortest wavelength and red the longest. When two primary colours appear next to one another, the eye cannot properly process the colour responses.
The colours appear to vibrate, creating contrast. Contrast is the major element that influences balance and movement in a composition. In colour photography, unlike black-and-white, contrast does not depend solely upon light reflectance.
Almost all colours we see are desaturated by a wider band of other wavelengths. When different wavelengths are present, the hue is said to be weaker or desaturated.
The third quality of colour is luminance or brightness. Luminance deals with the appearance of lightness or darkness in a colour. These terms are relative to the viewing conditions and can be applied to colour description in any situation. They try to define colour as it is seen in individual situations.
Learning these three basic concepts will help the photographer to translate better what has been seen by the eye into what has been recorded by the photographic materials.
Colour harmony is a product of both reflected light and the relationship of the colours to each other on the colour wheel. A low-contrast picture will have colours that are next to one another on the colour wheel. These harmonious colours can have a great deal of difference in the amount of reflected light that is striking them and yet still not provide as much visual contrast as complementary colours with closer reflectance values.
In colour photography contrast is the result of the amount of light being reflected, the colours present, and the relationship of the colours on the colour wheel.