VOCABULARY NOTES
VERBS
1. to call smth (some name) [kɔ:l] (-.) (-. )
to be called (some name) (-. )
syn. to be referred to as (some name),to be termed (some name)
2. to coin a term ['kɔɪn ə 't:m] () ()
syn. to mint a term
3. to convey a (specific) message to smb [kən'veɪ ə (spɪ'sɪfɪk) 'mesɪdʒ] () () -.
4. to create smth [krɪ'eɪt] (-.)
syn. to generate, bring /call/ into being, make, produce
5. to emphasize smth ['emfəsaɪz] , (-.), (- / -)
syn. to accentuate, to stress, to lay /put/ stress on, to underline
6. to employ [ɪ'mplɔɪ] (-.)
syn. to apply, to make use of, to use, to utilize
7. to enter ['entə] (some language) via ['vaɪə] (some other language) from (still some other language) (about a borrowed word) ( ) (-. ) (-. ) ( -. )
8. to incorporate (some components) into smth [ɪn'kɔ:pəreɪt] (-. ) -
syn. to blend,to bring together, to combine, to integrate, to merge, to organize, to unite
9. to refer to smth [rɪ'f:] (- / -)
syn. to relate to smth
10. to span (some period of time) [spæn] , (-. )
NOUNS MODIFIED BY ATTRIBUTES
11. dazzling neon signs ['dæzlɪŋ 'nɪ:ɒn 'saɪnz]
12. targeted audience ['tɑ:gɪtɪd 'ɔ:dɪəns] , , ( ..)
13. two-word term ['tu:ˌw:d 't:m] ,
14. visual statement ['vɪʒʊəl 'steɪtmənt] ; ,
ADVERBS
15. first [f:st] ,
16. relatively ['relətɪvlɪ]
N.B.: Mind the usage of downtoners degree adverbs which are meant to decrease the effect of a modified item. The opposite effect is achieved with intensifiers whose aim is to emphasize another word or phrase.
syn. fairly, quite, rather, somewhat, (.) pretty
SET PHRASES
17. and so on [ənd 'səʊ 'ɒn]
18. as well [əz 'wel] (as opposed to Russian, placed at the end of the sentence in English)
19. from (smth) to (smth else) [frəm tə ] (-.) (-. ), ( -.) (-. )
20. smth in question [ɪn 'kwest∫(ə)n] -
|
|
|
syn. smth (being) considered /discussed/, in issue, under consideration
21. such as ['sʌt∫ əz] ()
PROFESSIONAL TERMS
22. advertisement [əd'v:tɪsmənt]
23. canvas ['kænvəs] , ;
24. chart [t∫ɑ:t] , , , , ,
25. computer screen [kəm'pju:tə 'skri:n]
syn. monitor ['mɒnɪtə]
26. drawing ['drɔ:ɪŋ] ,
27. graph [græf] k
28. graphic design ['græfɪk dɪ'zaɪn]
29. graphics ['græfɪks] ( )
30. landscape ['lænskeɪp]
31. line art ['laɪn 'ɑ:t]
32. logo ['lɒgəʊ] , ,
33. page layout
34. painting ['peɪntɪŋ] ,
35. pottery ['pɒterɪ] , ,
36. sign [saɪn] , ;
v.s.: neon sign
37. symbol ['sɪmb(ə)l] , , ,
38. technique ,
39. typography [taɪ'pɒgrəfɪ] ( ), , ()
40. visual arts [ˌvɪʒʊəl 'ɑ:t]
CULTUROLOGICAL & HISTORICAL TERMS
41. Paleolithic [ˌpælɪə'lɪθɪk] () ( 2,6 . . . 8000 . . .)
42. William Addison Dwiggins ['wɪljəm 'ædɪsən 'dwɪgɪnz] (1880 1956) ( , , )
UNIT II
THE EVOLUTION OF GRAPHIC DESIGN
The evolution of graphic design as a practice and profession has been closely bound to (1) technological innovations, societal needs and the visual imagination of practitioners (35). What is now known as graphics has been practiced (7) in various forms throughout history. The first examples of it date back to (5) early civilizations: the multiple relics (36) found all over the world rock and cave paintings, decorated pottery and ceramics (27) show that graphics enjoys (6) many thousand years of history shared among humanity. Together with writing the representation of language textually (18) through the use of (23) a set of signs or symbols which emerged in 3000-4000 BC, these prehistoric figures animals, human figures and abstract signs constitute the foundation of Graphic Design.
While early manuscript designers were not consciously (14) creating graphic designs, scribes (38) and illustrators worked to compose a blend (25) of text and image that was at once harmonious and effective at (10) conveying the idea of the manuscript.
As printing and book production developed in the 15th century, advances in graphic art developed alongside it over subsequent (11) centuries, with compositors (29) or typesetters (40) often designing pages as they set the type (37).
In the late 19th century, graphic design emerged as a distinct profession in the West, in part because of (20) the job specialization process (13) that occurred there, and in part (21) thanks to (20) the new technologies and commercial possibilities brought about (2) by the Industrial Revolution (41). New production methods led to the separation of the design of a communication medium (30) (e.g., a poster (33)) from its actual production. Increasingly (16), over the course of (22) the late 19th and the early 20th centuries, advertising agencies, book publishers, and magazines hired art directors who organized all visual elements of the communication and brought them into a harmonious whole, creating an expression appropriate to (9) the content.
|
|
|
The mechanization of printing (34) technology allowed the mass production of inexpensive colour printing and gave rise to a new field of graphic art and visual communication. The combination "Graphic Design" newly (17) minted (7) to identify the emerging field first appeared in print in William Addison Dwiggins 1922 essay "New Kind of Printing Calls for (3) New Design". Correspondingly (15), the artists designing printed material and formerly known as commercial artists came (4) to be called graphic designers.
Throughout the 20th century, the technology available to designers continued to advance rapidly, as did (42) the artistic and commercial possibilities for design. The profession expanded enormously, and graphic designers created, among other things (19), magazine pages, book jackets (26), posters (33), compact-disc covers (28), postage stamps (32), packaging, trademarks (39), signs, advertisements, kinetic titles (31) for television programs and motion pictures, and Web sites. By the turn of the 21st century (24), graphic design had become a global profession, as advanced technology (8) and industry spread throughout the world.
Illustrations: 1. 16th century printers. 2. The earliest animated Universal Pictures logo (1927 36), 3. The latest 7th Universal Pictures logo version so far, released January 10, 2012 to celebrate the company's 100th anniversary.
VOCABULARY NOTES
VERBS
1. to bind [baɪnd] : to be bound to (smth) [baʊnd] (-)
syn. to be associated with (smth)
2. to bring about smth ['brɪŋ ə'baʊt] - ( ), (-)
syn. to give rise to smth
3. to call for smth ['kɔ:l fə] -
4. to come to do smth [kʌm] , ( -)
e.g. to come to be called (some name) (- )
5. to date back to (some past time) ['deɪt 'bæk] (- ), (- )
6. toenjoy (some) years of history [ɪn'dʒɔɪ] (-)
7. to mint a term ['mɪnt ə 't:m] () ()
syn. v.s. UNIT I: to coin a term
8. topractise smth (Amer. to practice) ['præktɪs] (- ), ,
ADJECTIVES
9. advanced (technology) [əd'vɑ:nst] ()
syn. cutting-edge, innovative, high(-tech), modern, progressive
10. to be appropriate to smth [ə'prəʊprɪɪt] (-)
11. to be effective at doing smth [ɪ'fektɪv] ( -), (- )
12. subsequent (century, etc.) ['sʌbsɪkwənt] () ( ..)
NOUN + NOUN COMBINATION
13. job specialization process ['jɒb ˌspe∫ɪlaɪ'zeɪ∫ən 'prəʊsəs] () ( )
v.i. UNIT IV: division of labour
ADVERBS
N.B.: Mind that there are many cases when one-word English adverbs may have no one-word equivalents in Russian or the latter sound too alien or bookish. That is why they are rendered as a phrase.
|
|
|
14. consciously ['kɒn∫əslɪ] , ()
15. correspondingly [ˌkɒrɪ'spɒndɪŋlɪ] ,
16. increasingly [ɪn'kri:sɪŋlɪ] ()
17. newly (minted) (),
18. textually ['tekst∫ʊəlɪ] ,
cf. (.)
SET PHRASES
19. among other things [ə'mʌŋ 'ʌðə 'θɪŋz] ,
20. because of smth [bɪ'kɔ:z əv] - (-)
syn. due to, owing to, thanks to ( (-), through
21. in part [ɪn 'pɑ:t]
22. over the course of (some period of time) [əʊvə ðə 'kɔ:z] (- ), (- )
syn. during,throughout
23. through (the use of) ['θru: (ðə 'ju:s əv)] ( -)
syn. v.s. UNIT I: employing (Participle I form of to employ), etc.
24. the turn of some century['t:n] -
PROFESSIONAL TERMS
25. blend [blend]
syn. mix
26. book jacket ['bʊk ˌdʒækɪt]
27. eramics [sɪ'ræmɪks] ,
syn. earthenware, pottery, stoneware
28. compact-disc cover [kəm'pækt 'dɪsk 'kʌvə] -
29. compositor [kəm'pɒzɪtə]
syn. typesetter
30. communication medium (pl dia) ['mi:dɪəm -dɪə] ,
31. kinetic title [k(a)ɪ'netɪk 'taɪtl] ()
32. postage stamp ['pəʊstɪdʒ 'stæmp]
33. poster ['pəʊstə] ,
34. printing ['prɪntɪŋ] ,
35. practitioner
syn. master,professional artist
36. relic ['relɪk] ( - , ),
37. to set the type ['set ðə 'taɪp]
38. scribe [skraɪb] , ( )
39. trademark ['treɪdmɑ:k]
40. typesetter v.s. compositor
CULTUROLOGICAL & HISTORICAL TERMS
41.the Industrial Revolution [ði ɪn'dʌstrɪəl ˌrevə'lu:∫(ə)n]
CONSTRUCTION
N.B.: The inverted usage of the verb-substitute do in the following clause of comparison is an option:
42. Smb/Smth/ does smth as does smb/smth/ else
Smb/Smth/ does smth as smb/smth/ else does
e.g. John works as a designer as does Pete. (as Pete does.) () .
UNIT III
