Lesson for students of design faculty

Lesson 6

I Answer the questions:

What kinds of promotion do you know?

What does it mean a career portfolio?

What kinds of portfolio do you know?

What does it mean artist’s portfolio?

II Read the information to check your answers in previous exercise:

1/ Promotion is one of the four elements of marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.

2/ A promotional recording, or promo (more recently known as a radio single), is a recording issued on Vinyl, 8-track, Cassette, CD, MP3, VHS, DVD, or Blu-ray, and distributed free in order to promote a commercial recording. Promos are usually sent out to music radio and television stations, music journalists and reviewers in advance of the official release date so that their reviews will appear in the current publications, and DJs.

3/ Portfolio literally means "a case for carrying loose papers," (from Latin, the imperative of portray "to carry" and the plural of folium, meaning a 'a sheet for writing upon').

4/ Career portfolios are used to plan, organize and document education, work samples and skills. People use career portfolios to apply to jobs, apply to college or training programs, get a higher salary, show transferable skills, and to track personal development. They are more in-depth than a resume, which is used to summarize the above in one or two pages. Career portfolios serve as proof of one's skills, abilities, and potential in the future. Career portfolios are becoming common in high schools, college, and workforce development.

5/ In the 21st century web technology has filtered its way in to portfolios especially in the digital work place job market. While traditional C.V style portfolios still dominate the portfolio world it is common to back it up with a website containing personal statements, contact details and experience.

6/ An artist's portfolio is an edited collection of artwork intended to showcase an artist's style or method of work. Many people can use portfolios. Freelancers, writers, photographers, models and graphic designers are just a few examples of people who use them. Typically, the work reflects an artists best work or a depth in one area of work.

III Look very attentively at the picture and express you idea about it:

A "Web 2.0" portfolio icon.

IV Read and translate the following information:

When creating a portfolio, it is vital to consider your audience. You must consider who will see it, why they are looking at it, and what you are trying to accomplish with it.

Typically, portfolios should contain:

A nice portfolio case

An artist’s statement

A list of the content

A cover image that represents the theme of the portfolio.

V Translate the words and word combinations into Russian and make up your own sentences with them:

1) to get a foot in the doors

2) to be forged out of the raw materials

3) to scour magazines and websites around the world

4) to acquire eminence over decades

5) to have the spotlight thrown upon smb.

6) a sparky work

7) to blow one’s nose

8) to help propel the studio

9) legitimate actions

10) lasting recognition

11) to get noticed

12) endearing features

13) alert clients

14) to boost one’s profile

15) the blunt truth

16) boundary defining work

17) substantially reduced fee

18) the ostensible freedom

19) to muster for a job

20) detractors

21) to submit one’s work to the scrutiny

22) impartiality

23) an invaluable promotional opportunity

24) to accolade

25) a fledgling designer

26) to remain aloof from communal activities

27) clubbable instincts

28) forging links

29) glossy pages

30) the sleek design zones

VI Read the text and answer the questions below:

The big design groups aside, design studios and individual designers promote themselves in a notoriously haphazard way. It’s different with the big multinational design groups. They are pumped full of marketing steroids, and they know how to get a foot in the doors of big rich corporations hungry to spend millions having their brand image burnished. The big groups have the money and the expertise to promote themselves by using sophisticated marketing and communication techniques. But since many of them no longer even call themselves ‘ designers” – preferring the term “ brand consultants” – there is probably not much for the independent -minded designer to learn from them. Nevertheless, smaller design groups and individual designers have to promote themselves, too.

Designers depend almost entirely on their reputations for their livelihoods.

Acquiring a reputation isn’t easy; you have to earn it and it has to be forged out of the raw materials of your personality and your work. But there’s a problem here: notions of fame and celebrity have invaded design’s body politic. The design’s world obsession with celebrity hasn’t reached the feeding frenzy proportions of the music industry or Hollywood, but graphic design now has its own star system: a celebrity A-list of big name designers, followed by a B-list and C-list of less well-known individuals, and, for all we know, if we scour magazines and websites around the world, we might find a Z-list, too.

The upshot of all this is that the design world has come to confuse fame and celebrity with reputation. It is now possible, even as a moderately successful designer, to be written about , to be interview in magazines and to be invited to lecture at colleges and speak at design conferences. This used to be done by the great and the good of the design world: designers who had acquired eminence over decades. Today, such is the appetite for graphic design, many designers – and not just the establishment figures – have the spotlight thrown upon them. We’ve also witnessed studios arriving on the scene boasting some sparky work and attracting instant attention. Magazines write about them, and despite having been in existence for less time than it takes to blow your nose, they manage to publish a monograph. Suddenly, the studio acquires minor celebrity status. Other young designers look admiringly at this and think: it must be good to be the object of so much adoration.

Not much wrong with that, you might think; but in fact, unwarranted attention can be destructive. Being the “ next big thing” is rarely desirable. It will perhaps help propel the studio forward for a few months, by opening a few doors and attracting a few new clients. It will certainly be fleetingly enjoyable to have your views sought by design journalists, and to have your work featured in magazines and sexy new design books.

Questions:

1)What is important for a designer?

2) What is the difference between fame and celebrity?

3) What can be destructive?

VII Use necessary prefix or suffix to make up a word: