PAOLA GHERARDELLI ELISA WILEY HARRISON. New. Edition. In Design. Technical English for Graphic Design and Advertising HOEPLI

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1 PAOLA GHERARDELLI ELISA WILEY HARRISON New In Design Edition Technical English for Graphic Design and Advertising HOEPLI

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3 In Design

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5 PAOLA GHERARDELLI ELISA WILEY HARRISON In Design Technical English for Graphic Design and Advertising EDITORE ULRICO HOEPLI MILANO

6 UN TESTO PIÙ RICCO E SEMPRE AGGIORNATO Nel sito sono disponibili: materiali didattici integrativi; eventuali aggiornamenti dei contenuti del testo. Copyright Ulrico Hoepli Editore S.p.A Via Hoepli 5, Milano (Italy) tel fax Tutti i diritti sono riservati a norma di legge e a norma delle convenzioni internazionali

7 VPREFACE In Design è un testo mirato a sviluppare la conoscenza della terminologia in uso nel settore della grafica e pubblicità e, nello stesso tempo, ad approfondire lo studio della lingua inglese in generale. Mantenendo la struttura originale, la nuova edizione propone un testo rinnovato in modo radicale, più agile e maggiormente rispondente alle attuali esigenze del mondo del lavoro. Pur proponendo molti termini tecnici e una ricca fraseologia, il linguaggio è semplice e adeguato al livello di preparazione degli studenti. Il testo si articola in 18 unità. All inizio di ciascuna sono presentati gli obiettivi didattici riguardanti sia il contenuto sia gli aspetti linguistici, seguiti dalle attività dedicate alla verifica delle preconoscenze. Ogni unità presenta tre letture sintetiche e di facile comprensione, riguardanti argomenti attuali, coinvolgenti e legati alla futura realtà professionale degli studenti. Tre di queste unità trattano temi del tutto nuovi: fumetti, tatuaggi e illustrazioni (Cartoons and Illustrations), storia dell arte (A Look at Art History), creazione del proprio sito web (My Website). Sono numerosi gli esercizi proposti per lo sviluppo delle diverse abilità linguistiche (reading, writing, listening, speaking). La chiara distinzione delle quattro abilità come anche la struttura dell opera agevolano l attività didattica. Nella nuova edizione gli esercizi sono stati rinnovati, modificati e strutturati per sviluppare la creatività, preparare al mondo del lavoro, consolidare e ampliare le conoscenze linguistiche di base e del settore. Molti di questi si basano su immagini, in modo da stimolare il coinvolgimento degli studenti. Alla fine di ogni unità una nuova sezione (Word Discovery) mira alla revisione e implementazione della terminologia proposta. Completano le varie unità 18 schede esplicative (Skills) in cui vengono proposte attività per sviluppare abilità specifiche dell apprendimento linguistico, come chiedere informazioni via , parlare al telefono, usare il vocabolario, scrivere un curriculum vitae. In appendice una sezione grammaticale (Grammar Section) comprende tavole riepilogative delle più importanti strutture della lingua inglese. È presente inoltre un glossario bilingue dei termini tecnici. L iconografia è particolarmente curata e svolge il ruolo di integrare, ampliare e chiarire i concetti proposti. Negli esercizi l iconografia permette di lavorare sull aspetto visivo per quanto riguarda sia l analisi dell immagine sia lo sviluppo della creatività. Le attività di ascolto (Listening Activities) raccolte nel CD-Audio sono completamente rinnovate e si basano su uno o due brani semplici e brevi con i relativi esercizi. Anche in questo caso le situazioni sono molto simili a quelle che gli studenti incontreranno durante lo svolgimento della loro futura attività professionale, tipo contatti con clienti o descrizioni dei lavori eseguiti. Il Teacher s Book, disponibile per i docenti, contiene le soluzioni degli esercizi proposti, i testi delle Listening Activities registrate nel CD-Audio e 18 esercitazioni (una per ogni unità) utilizzabili come prove di valutazione o prove strutturate anche per la preparazione del nuovo esame di maturità con le relative chiavi. Numerosi sono stati i docenti che hanno contribuito con preziosi suggerimenti alla realizzazione di questa nuova edizione. Fra questi vorremmo ringraziare in particolare Antonella Chilioro, Raffaella Lasagni e Francesca Licitra. Per la consulenza nel campo della grafica ringraziamo Drew Forcieri. PAOLA GHERARDELLI ELISA WILEY HARRISON

8 VI SUMMARY 1 Unit Title This unit deals with Language pp graphic design school programmes and careers graphic design history enquiries related to graphic design future tense prepositions 2 Design Equipment pp a designer s basic equipment how to choose and use pencils and paper related to a designer s equipment superlatives and comparatives past tense 3 Type pp the basics of type diffusion and meaning of some typefaces type and illustrations related to type imperative interrogative pronouns adverbs of frequency 4 Colour Matters pp the theory of colour pratical applications of colour describing images in relation to the use of colour formal and informal s the names of colours and related terms the simple present the article: a/an and the 5 Photography pp the basic functioning of a camera how to create effective images photography and advertising related to the camera and photography negative and affirmative sentences prepositions of place

9 6 Unit Title This unit deals with Language Packaging pp packaging and its history packaging applications how to describe packaging related to packaging present perfect tense adverbs of time possessive adjectives VII SUMMARY 7 Advertising pp how to persuade an audience ways to create visual appeal development of an ad related to adverstising present progressive comparative form adverbs of frequency 8 Posters pp the main features of a poster how to design a poster entertainment posters related to posters present progressive questions with wh- and how prepositions of place 9 Logos, Trademarks and Labels pp logos and trademarks developing a corporate assignment wine labels related to logos and labels negative form adverbs of frequency modal verbs: must 10 Computer Graphics and Digital Imaging pp how to set up a studio the digital camera: how it works and how to use it working with the Wacom tablet related to computer graphics and digital imaging imperative may and must present tens

10 VIII SUMMARY 11 Unit Title This unit deals with Language Book Production pp the basics of book production main features of book-jacket design how to carry out an editorial assignment related to book production prepositions of time interrogative form possessive adjectives 12 Periodicals pp what magazine design is basic principles for good magazine design magazine design and the working process related to periodicals adverbs of frequency present tense imperative 13 Design on the Web pp how to build a website website browser fonts working process, setting up a website related to website design possessive adjectives superlatives modals: can/can t 14 Market and Design pp how to assess the market for a product features of mass-market style related to market and design interrogative form passive past tense 15 Cartoons and Illustrations pp what are comic books and graphic novels tattoo art children s book illustration related to cartoons, tattoos and illustrations past tense and present perfect questions with wh- and how frequency adverbs

11 16 Unit Title This unit deals with Language Audio-Visual Communications pp graphics on television the making of a computer-animated film what it s like to make a video related to audio-visual communications interrogative form the passive past tense regular and irregular verbs IX SUMMARY 17 A Look at Art History pp overview of 19 th and 20 th century art movements a look at two paintings how to describe an artwork tools and techniques related to artworks relative pronouns prepositions of place past tense 18 My Website pp what your website should look like how to start setting up a website samples of designers websites related to websites imperative questions with -wh and how verb tenses review Grammar Section pp Glossary pp CD-Audio Tracks p. 256

12 INTRODUCTION Choosing to enter into the world of graphic design can be a very exciting and rewarding experience. The creative abilities of a graphic designer are constantly in demand. However, in order to become a professional you have to learn how to put your creativity and skills to good use. 1 This unit deals with: graphic design school programmes and careers graphic design history enquiries reading techniques: skimming Language related to graphic design prepositions future tense

13 1 Match each of the following categories with the the pictures below. 1 advertisement 2 packaging 3 fashion 4 interior design b a c d WARM-UP 2 Answer the following questions. 1 Can you make a list of the graphic design classes offered by your school?... 2 When did the history of graphic design begin?... 3 What do you think are the main advantages and disadvantages of being a graphic designer?...

14 4 reading activities TEXT 1 A Graphic Design School ACADEMY of ART UNIVERSITY Advertising Animation & Visual Art Architecture Computer Art New Media Fashion Fine Arts Graphic Design Illustration Industrial Design Interior Architecture & Design Motion Pictures & Television Photography Design is so simple, that s why it is so complicated. Paul Rand Everywhere you look, you ll see the work of a graphic designer. It s the layout of your favourite magazine, the recognizable mark that identifies brands and companies, the annual reports and Web sites of public corporations, the labels on your choice of wine, and the products you buy in the supermarket. At the Academy of Art, you ll learn the tricks of the trade in a graphic design department that is second to none. It s simply the best in the world. You ll find yourself in a real-world atmosphere doing graphic design the way professionals do it. By the time you receive your diploma, you ll have the skills and technical knowledge necessary to be interviewed and hired by companies such as DreamWorks SKG, LucasFilm, Landor Associates, Primo Angeli, Tolleson, and Disney. Apply yourself diligently, work like mad, and you ll leave with a portfolio that has something very important to go with it: a job. glossary magazine: a periodical publication containing articles and illustrations brand: a type of product manufactured by a company under a particular name report: a description of an event or situation label: a small piece of paper, fabric etc. attached to an object and giving information about it trick of the trade: idiomatic phrase meaning knowledge or skills needed to achieve something skill: ability needed to do an activity or job well portfolio: a collection of drawings, documents etc. that represents a person s, especially an artist s, work

15 1 Choose the right answer. 1 The work of the graphic designer a includes a wide variety of aspects. b is limited to a certain number of activities. c is a restricted field but with great potential. 2 At the Academy of Art you will learn a all you need to be a good designer. b about all new techniques in design. c just some aspects of graphic design. 5 3 The school provides a b c a wide range of majors. free software and equipment. a real-world atmosphere. 4 When you get your diploma you will a b c be able to work in some specific sectors. have all the prerequisites for finding a job. have some of the skills you need. 2 Read the list of classes offered by the Academy of Art University and place each of them next to the following translations. 1 fotografia... 2 belle arti... 3 moda... 4 animazione ed arti visive... 5 disegno grafico... 6 pubblicità... 7 film e televisione... 8 architettura d interni... grammar REVIEW Complete the following using the future or imperative tense of the verbs given. to focus to apply to take to benefit to find to call to offer Dear Prospective Student, Thank you for your interest in the Academy of Art University. Enclosed with this letter you... our course catalogue. Next semester we... a series of new online programs on Animation and Visual Art. All those who apply before March from a 10% discount. I am excited to announce that we will start a new major in spring 2009: Digital Arts & Communications. This major... specifically on analytical thinking and the technical skills required for much sought-after digital careers.... the first step!... to the Academy of Art University at If you have any questions, please (within the U.S.) or (outside the U.S.) or for more information. Yours sincerely, Sue Line Executive Vice President of Admissions

16 6 reading activities TEXT 2 The Origin of Graphic Design Since prehistoric times, people have searched for ways to give visual form to ideas and concepts, to store knowledge in graphic form, and to bring order and clarity to information. Over the course of history, these needs have been fulfilled by various people, including scribes, printers and artists. In 1922 an emerging profession received an appropriate name. The outstanding book designer William Addison Dwiggings coined the term graphic design to describe the designer s activities as an individual who brought structural order and visual form to printed communication. However, the contemporary graphic designer is heir to a distinguished ancestry. Sumerian tribes who invented writing, Egyptian artisans who combined words and images on papyrus manuscripts, Chinese block printers, medieval illuminators, and fifteenth-century printers and compositors, who designed early European printed books, are all a part of the rich heritage and history of graphic design. By and large, graphic design is an anonymous tradition. The social value and aesthetic accomplishments of graphic designers, many of whom have been and are creative artists of extraordinary intelligence and vision, have not been sufficiently recognized. glossary scribe: a professional writer who copied manuscripts before the invention of printing outstanding: prominent, distinguished heir: a person who continues the work of a predecessor ancestry: family descent or lineage illuminator: one who decorates manuscripts by and large: on the whole, considering everything

17 1 Complete the following passage. Your answers must be related to the concepts contained in the text. 1 Graphic design has spanned the history of humankind from... 2 However, it was only in... that the term... was coined by a Many contributed to the history and development of graphic design. Among them worth mentioning are:..., for their invention of writing and the Egyptians who produced... and... to whom we owe the creation of printed books. 4 Unfortunately, most of the... who contributed to the development of the history of graphic design have not received sufficient recognition and are for the great majority... 2 Translate the following words with the help of your dictionary. 1 pen... 2 brush... 3 paint... 4 ink... 5 typesetting... 6 magazine... 3 Match each of the following adjectives with its opposite. 1 fundamental 2 complex 3 curious 4 extensive 5 complete 6 maximum a b c d e f incomplete simple usual minimum limited secondary grammar REVIEW Complete the following sentences using some, any or no. 1 Today... designer works by himself. 2 This book shows... of the basic principles of graphic design. 3 Are there... brushes on the table? 4 The designer showed... of his projects to the manager designers still use traditional tools computer programme can completely replace human intervention.

18 8 reading activities TEXT 3 Christina Hagopian, What To Expect of a Design Career Christina Hagopian, an award-winning New York City designer with her own one-woman firm, hagopianink, tells us something about her first steps in graphic design, her first work experiences and the pros and cons of her job. a... I had a really amazing art teacher in high school. She encouraged me to pursue design, given my interests and graphic style. b... I thought about design as a career in my junior year in high school. I enrolled in a pre-college summer programme at Carnegie Mellon in order to learn more and see if it was the right path for me. I enjoyed it so much that I enrolled there and graduated from CMU School of Design in the College of Fine Arts. c... After graduation I obtained a summer internship at an ad agency. I did not enjoy the advertising world at all and focused on getting a job after college at a design studio instead. I worked at a small 4-man shop in suburban Washington D.C. for my first job out of school. We designed books and printed materials for museums. d... The pros include making a good living by doing creative work, working independently (for me working for myself), defining my work schedule, learning new things every day with every project. The cons include long working hours, managing difficult client relationships, defining and maintaining budgets, tax payments. path: set of actions internship: a period of time spent doing a job as part of becoming qualified to do it ad agency: a company that produces advertisements glossary pros: advantages schedule: a list of planned activities or things to be done cons: disadvantages budget: a financial plan 1 Put the following questions in the correct place in the text. 1 When did you decide to pursue design as a career and how did you go about it? 2 What were your first work experiences? 3 What do you think are the pros and cons of your job? 4 How did you first become interested in design?

19 2 Are these sentences true or false? Change them if they are false. 9 1 Christina Hagopian was first encouraged to pursue design by a friend. 2 She graduated from the Winchester School of Art. 3 After graduation she had a summer internship at an ad agency. 4 After leaving school she worked for a small shop that designed books and printed materials for museums. True False 3 Fill in the grid with the pros and cons mentioned by the designer. Pros Cons 4 Match each of the following words or expressions with its translation. 1 firm a agenzia pubblicitaria 2 career b programma 3 ad agency c lavoro, impiego 4 job d carriera 5 relationship e rapporto, relazione 6 schedule f ditta, azienda 5 Choose the right meaning. 1 to pursue means a to follow something b to stay away from something c to succeed in finishing something 2 enrolled means a moved out b became interested c registered as a member student 3 focused on means a viewed again b failed to do something c concentrated on 4 managing means a bringing to an end b dealing with c changing something grammar REVIEW Complete the following biography of the famous designer Murray Moss using the appropriate preposition. Moss was born... Chicago and educated... New York University s School of the Arts , he co-founded the fashion company Moss Shamask, Ltd. with Dutch designer Ronaldus Shamask. Together they opened the design studio-retail clothing shop called MOSS, which expanded... an international distributor of men s and women s fashion. Moss sold the company s trademark and names After that, he began pursuing his private passion, industrial and product design, and then took it public in his store... Soho, which he opened in His belief is that the best kind... store is one that suggests a personal vision, one that is completely subjective. The store began with 2,000 square feet and in 1999, grew... its present 7,000-square-foot size and added furniture to its repertoire.

20 10 1 Would you like to attend an online school of art and design? Before listening match each of the following words with its translation. 1 degree 2 enrollment 3 schedule 4 art supplies 5 sample 6 hightlights listening activities CD-Audio Track 02 a b c d e f attrezzature per l arte laurea campione elementi salienti iscrizione programma 2 Listen to this website presentation and circle the elements in the home page mentioned by the speaker. Online Classes Creative. Interactive. Flexible. AAU Online Education offers flexible and innovative programmes to help you make the most of your creative abilities. Our classes are taught by professionals, and are multimedia rich. If you are interested in undergraduate or graduate degree programmes, or if you simply want to take a few art classes, learn more about online classes today! Online Degrees and Programmes Online Course Schedule Italy Summer Study Abroad 2009 Learn how online classes work in our guided Online Student Orientation Hear what students and the Creative Industry have to say Spend seven and a half weeks painting and drawing in Umbria, Italy's "Green Heart" Online Educational Support Need help with a class? Here are the services we offer Video Sampler Excerpts from our video demos Online Townhall Meetings Meet the department heads Showcase Classes A sampling from our online classes Online Chat Got questions? Ask a live rep online Online Student Galleries A sampling of our online student work

21 speaking activities 1 Pair work. Answer the following questions. 1 Why did you choose to study graphic design? What aspect of graphic design interests you most?... 3 Do you think that technological developments have improved the end results?... 4 What is your favourite media?... 2 Complete the following phone conversation between a student and the admissions officer of the Academy of Art University. Use the sentences given. Are there certain times for the classes? Will I be able to attend classes in person as well as online? Will I have the skills to get a job when I finish? How do I go about applying? Thank you, here is my address: Hello, my name is Paul Radcliff, I would like some information about your online classes. Will I be able to contact the teacher? Student:... Admissions officer: We have classes taught in a real-world atmosphere and in all areas of graphic design. You can find more information on our website under the heading what we offer. Student:... Admissions officer: You can choose your own times, day or night. We include a CD-Rom with the class so you can follow some of the classes more closely, and keep it after the class is over. You will learn the basics of graphic design. Student:... Admissions officer: Yes, we have discussions with the teachers and students. There is also an online academic support team which can help you with your English as well as your art. Student:... Admissions officer: No. If you can attend classes, we would prefer you do not try to do an online class at the same time. Student:... Admissions officer: We feel we give you all the skills you need to find a job. If you give me your address we will send all the information you will need. We can send you the information either by hard copy or by . Student:...

22 12 3 Pair work. Look at the images below and put them in the correct chronological order. Give reasons for your answers. a c b

23 writing activities 1 Look at this picture and note down all the elements related to graphic design and what their function is. 13 Elements Functions 2 Look at the picture to the right and answer the following questions. 1 What is it?... 2 What period does it come from?... 3 What is its most distinctive feature?... 4 How does it compare to books today?...

24 14 3 Match each of the following sentences with its translation. 1 I have visited your website... 2 I have heard about your school of graphic design... 3 I would like to enroll in your school... 4 I would like some further information about... 5 I am particularly interested in... 6 Please send the information as soon as possible... 7 I look forward to hearing from you... a b c d e f g Ho saputo della vostra scuola di grafica... Gradirei ulteriori informazioni riguardo a... Per cortesia inviatemi le informazioni richieste il prima possibile... Vorrei iscrivermi alla vostra scuola... Ho visto il vostro sito... Attendo una vostra risposta... Sono particolarmente interessato a... 4 Write an to the Academy of Art University academyart.edu) saying that you would like to attend their School of Graphic Design and that you are particularly interested in Digital Arts and Communication. Use some of the sentences from the previous exercise.

25 WORDDISCOVERY 1 Match each of the following words with the appropriate picture. 1 magazine 2 diploma 3 label 4 poster 5 manuscript b 15 a d e c WORDDISCOVERY

26 16 2 Fill in the grid with the nouns and verbs listed below. WORDDISCOVERY Nouns cliente lezione, corso laurearsi job sottoporre a colloquio ad agency to design corso di laurea fare domanda to pursue to hire iscriversi shop career programma to learn... : agenzia pubblicitaria... : carriera class:... client/customer:... major: : negozio... : lavoro, impiego schedule:... Verbs to apply: : creare, disegnare, progettare to enroll:... to graduate: : assumere to interview: : apprendere, imparare... : perseguire 3 Place the terms of the previous exercise in the appropriate category. Remember that some of them can be used more than once. 1 Terms related to a graphic designer's course of studies: Terms related to the world of work:

27 Skimming Reading often involves a different approach for different purposes. Skimming is usually used to get a quick overview of the text at hand. It is done in order to be able to quickly pick out the main elements of a text. Skimming is used to understand the general idea, but not for a complete understanding of the material. The following is a list of strategies that are useful when using this technique: 1 avoid using the dictionary in the first place; 2 discover the main parts into which the text is organized; 3 consider reading the first sentence of each paragraph; 4 quickly try to have an understanding of the whole text. Exercises 1 Read the following passage and choose the appropriate title. 1 Papyrus and writing 2 The first illuminated manuscripts 3 Egyptian hieroglyphs The Egyptians were the first people to produce illustrated manuscripts in which words and pictures were combined to communicate information. The Dead. The book was part of the third phase in the evolution of funerary texts. About 2345 BC, with the tomb of Unas, the texts were accompanied by scenes from the life of the deceased. The scenes included myths, hymns and prayers relating to the person s last judgment and his or her life in the after world. These writings were also included on the surfaces of the walls of the tombs, as well as on the wooden and stone sarcophagi. 2 Read the passage again and put the following topics in the correct order. 1 The Book of the Dead 2 Funerary texts 3 Egyptian mythology 4 Tomb decorations 3 Read the following passage and write an appropriate title for each paragraph The first two decades of the twentieth century were a time of incredible ferment and change that radically altered all aspects of the human condition. The social, political, cultural and economic character of life was caught in a fluid upheaval. In Europe monarchies were replaced by democracies, socialism and communism. 17 A preoccupation with death and the afterlife lead the Egyptians to create a complex journey to get there. A final judgment then allowed the deceased to enter the realm of the gods. The deceased was also buried with a funerary papyrus called The Chapters of Coming Forth by Day. Today it is called the Egyptian Book of Technology and scientific advances transformed commerce and industry. Transportation was changed by the invention of the car and the airplane. Motion pictures and the radio began a new era of human communications. The role of the visual arts and design changed. New values were proposed and spacial elements renewed. Most of all, the visual statements of posters added a new dimension to communication While some of the modern movements fauvism, for example had a limited effect on graphic design, others such as cubism, futurism, and expressionism directly influenced the graphic language of form and visual communications in the twentieth century. SKILLS

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