towering – возвышающийся
to feast one’s eyes on – испытывать наслаждение от, радоваться от
lavish – чрезмерный, богатый
aficionado – приверженец, ревностный поклонник
2. True or false?
1) The antiques fair is held in a European museum by Monaco.
2) The organizers of the festival pick out the objects for the fair very strictly.
3) At the fair one can find antiques of high quality only.
4) The idea of this fair is the following: the more participators, the better.
5) The next festival of antiques will be in two years.
3. Find the English equivalents in the text:
мирового значения, принимать (гостей), частный, высокое качество, идея (x2), полотно, большое количество, прикладное искусство
4. Find the synonyms in the text:
to hold a celebration, two-year, to captivate (to fascinate), high-priced, personal, strict, outstanding, modern (present day), to show, fans.
5. Answer the questions to the text:
1) When did the tradition of this biennial antique fair start?
2) Can any antiques collection be displayed at the fair in Monaco?
3) What is the main concept of the festival?
4) What pieces of antiques can visitors see at the fair?
6. Translate the sentences into English:
1) Ярмарка антиквариата в Монако привлекает многих посетителей.
2) На ярмарке представлены предметы антиквариата высокого качества.
3) Антиквариат на ярмарке в Монако известен своим действительно исключительным качеством.
4) Ревностные поклонники антиквариата испытывают наслаждение от полотен в позолоченных рамках, старинных гобеленов, богатой скульптуры.
5) Здание, где проводится ярмарка, спроектирован в стиле арт деко.
7. Make up a dialogue “An interview with the organizers of the antiques fair in Monaco”.
TEXT 3
1. Read the text
Gareth Williams, London’s trendiest museum curator, speaks about the Victoria and Albert museum in London:
“The Victoria and Albert Museum was established as a collection showcasing industrial design; it was never a museum of fine arts. The driving idea is to inspire designers and the industry in general to create beautiful things. Today, we are returning to these origins; we are in the very centre of the creation of style. The museum has undergone some appreciable changes: it’s become a more fascinating place to work. We now pay more attention to contemporary design and architecture. Open evenings and fashion shows at the museum attract visitors who only five to ten years ago had never even heard of it. The museum has become more responsive to new developments and is part of a programme for promoting British designers…”
The Victoria and Albert Museum – a museum in central London that has valuable decorative objects of all styles and periods and from all over the world, such as paintings, glass, clothes and jewellery.
to showcase – выставлять, демонстрировать
to undergo some changes – переносить некоторые изменения
appreciable – заметный, существенный
2. Find the English equivalents in the text:
изобразительное искусство, движущая идея, создание стиля, обращать внимание, отзывчивый
3. Match the synonyms:
1) to inspire a) to regard
2) to create b) to display, to demonstrate
3) to attract c) to encourage
4) to consider d) to make, to invent, to produce
5) to promote e) to give an incentive, to support
6) to showcase f) to captivate, to fascinate
Fill in the gaps with the appropriate form of these verbs:
a) Their new design project … a lot of attention of the public.
b) The decorators managed to … a special atmosphere of that interior.
c) The main aim of the exhibition is to … British design.
d) They arranged a big advertising campaign to … their new stylish clothes.
e) The innovations in the field of interior design … them to work harder.
f) Your ideas concerning the architecture of this building will be carefully … .
4. Find the synonyms in the text:
basis, attractive (captivating, charming), modern (up-to-date), vogue, innovations
5. Make up sentences with the following phrases:
fashion (мода)
to set a fashion — устанавливать моду
to come into fashion — входить в моду
to go out of fashion — выходить из моды;
current fashion(s) — нынешняя мода
the latest fashion(s) — последняя мода
in fashion — в моде
out of fashion – вышедший из моды
6. Translate into English:
1) Коллекция промышленного дизайны была выставлена в этом музее на прошлой неделе.
2) Изобразительное искусство всегда вдохновляет дизайнеров на создание нового декора в интерьере.
3) Одной из самых сложных дизайнерских задач является создание своего собственного стиля.
4) В настоящее время современной архитектуре уделяется много внимания.
5) Эта выставка современного дизайна привлекает много посетителей.
TEXT 4
1. Read the text
The twentieth century is the first century of self-conscious, total design at every level of our living and environment. Care and vision in application of design are demanded in every aspect of modern life - from our kitchens and bathrooms, to our factories and workshops, from our clothes and domestic objects, to the packaging of pocket calculators or the structuring of plastic dining chairs.
Although the word has been used since at least the fifteenth century, when Italian writers spoke of 'disegno' in describing the quality of line possessed by an image, in all essentials 'design' is an industrial or post-industrial concept. With the introduction of mass-production, the people who invented ideas for objects became separated from the people who made them who, again, were separated from the people who sold them. The industrial revolution also created the concept of the market. Personal need was replaced by a more abstract demand: the tastes of a large, amorphous body of consumers.
The modern designer came into being as an intermediary between industry and the consumer. His role was to adapt the products of industry to the mass market, to make them more useful and durable, perhaps, but to make them more appealing and commercially successful, certainly. Commercial success is the touchstone of achievement in design, although designers in different cultures have often taken different views as to how the achievement is measured or the success validated.
self-conscious – самосознательный
application – применение, использование, употребление
in all essentials – по всей своей сути
consumer – потребитель
intermediary – посредник
durable – надежный
touchstone – критерий
achievement – достижение
to measure – измерять
to validate – объявить действительным, придать законную силу
2. Choose the most suitable title to the text:
1) The origin of the word design.
2) The modern concept of the market.
3) The introduction of design into our living.
4) Design as an industrial or post-industrial concept of style.
5) The main task of modern designers.
3. Find the English equivalents in the text:
внимание и проницательность, мастерские, качество линии, образ, промышленная революция, требование, вкус, приспособить
4. Match the synonyms:
1) to demand a) to accommodate, to adjust
2) to describe b) to have, to own
3) to possess c) to reach, to attain
4) to invent d) to require, to request
5) to separate e) to detach, to disconnect
6) to adapt f) to create, to make
7) to achieve g) to portray, to depict
Fill in the gaps with the appropriate form of these verbs:
1) There are many who will work hard to … these goals.
2) The work … your immediate attention.
3) At the last meeting with the customers the decorator … his design project.
4) Shelves were built to … the library for use as an office.
5) The director of the firm was interested to know if we … any architectural plans.
6) If you don’t have a creative way of thinking, it’ll be difficult to … something new.
7) The garage is … from the house by a path and a flower garden.
5. Make up your own sentences with the following verbs and phrases:
to describe – описывать, рассказывать, изображать; характеризовать(ся)
to describe in detail, to describe minutely — подробно описывать
to describe vividly — живо описывать
to depict – изображать на картине, рисовать, описывать,
to portray – рисовать портрет; изображать (кого-л.), давать словесное описание (чего-л.), описывать
to portray with a few strokes — обрисовать несколькими штрихами
Complete the sentences with the appropriate form of the verbs to describe, to depict, to portray or the nouns formed from these verbs: description, depiction, portrait (two variants are possible), then make up your own sentences with these words.
1) This painting … the birth of Venus.
2) The author of the novel … him as a rather unpleasant character.
3) The magazine has given a detailed … of the latest fashion show.
4) The décor of the new restaurant was marvelous beyond … .
5) This work of art … the death of Nelson.
6) A wealthy man commissioned the artist to paint his … .
6. Change the sentences into Passive.
1) In the painting the artist portrayed two young women in stylish clothes.
2) The writer has described the main character very vividly.
3) The author will depict the concept of modern design in his article in the next issue.
4) The painter was portraying a famous politician when a visitor called on him.
5) The designer usually describes his creative ideas to the customers.
7. Match the parts of the sentences:
1) The 20th century is the first century of … a) … the quality of line.
2) Every aspect of modern life demands … b) … the mass market.
3) The Italian writers used the word “disegno” c) … industry and
to describe … the consumer.
4) The industrial revolution created the concept of … d) … total design.
5) The modern designer is an intermediary between … e) … application of design.
6) The modern designer adapts the products of f) … the market.
industry to …
8. Translate into English:
1) Любой уровень нашей жизни связан с дизайном.
2) Каждый аспект нашей жизни требует применения дизайна.
3) Постиндустриальная концепция дизайна связана с введением массового производства.
4) Вкусы большого количества потребителей определяют направление промышленного дизайна.
TEXT 5
1. Read the text
Design in business and advertisement means much. The story of style in the applied arts since the mid-to late fifties has been dominated by various new forces, including social and economic factors and certain aspects of technical and scientific progress. Now we have computer design, web design, advertisement design (for example consumer-product branding design) and the whole fashion of different types of ad, colors and so on.
The late fifties saw the birth of advertising as we know it today, a high-powered business dedicated to the development effective marketing techniques; it involved new design concepts and a whole new professional jargon of product packaging, market research, corporate images and house style.
The Pop Art movement embraced the work of a new generation of artists of late fifties and early sixties of both sides of the Atlantic. In Britain, in addition to the Independent Group, there were Peter Blake, Allen Jones. In USA Jasper Johns, Tom Wesselman, Claes Oldenburg and other formalized the language of product packaging, from beer cans to Campbell's Soup tins of strip cartoons, fast food, advertising hoardings and pin-ups.
Pop Art at once reflected and glorified mass-market culture and injected a new vigour into the applied arts. Pop Art suggested a new palette оf colours and gave a fresh, ironical edge to the imagery of popular culture. Pop Art positively encouraged designers to exploit vulgarity, brashness and bright colour, and to use synthetic or disposable materials in contexts in which they would formerly have been unacceptable. Pop Art has had a lasting effect on design in a wide variety of media, including interiors, graphics and fashion.
advertisement (сокр. ad) – объявление, реклама
branding – продвижение торговой марки
packaging – упаковка
to formalize – оформлять, придавать форму
strip cartoon = comic cartoon – комикс
hoarding – щит для наклейки плакатов, объявлений
to inject – впрыскивать, вводить, впускать
brashness – нахальство
disposable – доступный, наличный
2. In what meaning are the underlined words used in the sentences? In what meaning are the words used in the text?
to dominate – 1) господствовать, властвовать; 2) доминировать, преобладать 3) возвышаться, господствовать над чем-л.
a) It's one of the biggest buildings in this area, and it really dominates this whole place.
b) Powerful nations usually dominate over small weak countries.
c) The team has dominated international football for years.
d) The great cathedral dominates the centre of the city.
e) The construction committee worked well together although sometimes the leading architect tended to dominate.
to embrace – 1) обнимать(ся); 2) воспользоваться; 3) принимать; 4) охватывать; 6) включать, заключать в себе, содержать.
a) He embraced the opportunity to study further.
b) The course embraces elements of chemistry, physics, and engineering.
c) His suggestion will not be eagerly embraced by all.
d) Two brothers embraced as they met at the airport.
to reflect – 1) отражать (какое-л. волновое излучение, напр., свет, тепло, звук); 2) отражать(ся); давать отражение (о зеркале и т. п.); 3) навлекать (позор и т. п.), бросать тень; 4) раздумывать, размышлять.