Design in Advertisement. Pop Art

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Text 1

READING

Read and translate the words.

TYPES OF DESIGN

Part I

applied art advertisement / advertising / ad design computer design decorative art 3D design environmental design graphic design

fashion design furniture design interior design industrial design landscape design trademark / brand design web design

2. Choose any type of design and describe it using the following phrases:

Ø is a type of (environmental) design which deals with…

Ø is a trend (tendency) in design which is characterized by

Ø the representatives of this type of design are …

Ø the representatives of ______ use …

Ø the best traditions of ______ are …

Ø … distinguish(es) / characterize(s) this type of design

Ø …concentrate(s) on …

Ø … has(have) focus on …

Ø … specialize(s) in the following aspects…

Ø characteristic properties / typical features of the design are …

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[42], 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[43], fast food, advertising hoardings[44] and pin-ups.

Spoonbridge and Cherry, sculpture by Claes Oldenburg and Coosje van Bruggen, 1985–88; in the Minneapolis Sculpture Garden of the Walker Art Center, Minneapolis, Minn.

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[45] and bright colour, and to use synthetic or disposable[46] 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.

2. Find the English equivalents in the text:

прикладное искусство, различные силы, рекламный дизайн, дизайн торговой марки продукта, эффективные технологии, общие образы, движение, культура массового рынка, предложил новую палитру, ранее, продолжительный эффект, широкий выбор

3. Find the synonyms in the text:

energetic (vigorous), to devote, idea, to make famous, power (energy), offer, to inspire, to use, available, inadmissible, inside of the house, vogue

4. True or false?

1) Pop Art appeared in the middle of the twentieth century.

2) Pop Art is a style in the applied arts.

3) A high-powered business had no intention to invest money into advertising.

4) The appearance of Pop Art is connected with the development of advertising.

5) The concept of Pop Art is against mass-media culture.

6) The Pop Art movement left an insignificant trace in the sphere of design.

5. Translate into English:

1) Рекламный дизайн является одним из важных аспектов эффективной маркетинговой технологии.

2) Поп-арт привнес новую силу в сферу прикладного искусства.

3) Представители направления поп-арт использовали новую палитру цветов.

4) Поп-арт вдохновил декораторов использовать яркую и дерзкую палитру цветов для дизайна интерьера.

Дата добавления: 2014-12-29