4. Give the forms of irregular verbs:

write, go, see, begin, bring, come, say.

4. Do a grammar test.

1. Art and technological developments (to influence) certain designers.

2. Politicians in Pompeii and ancient Arabia (to create) cam- paign displays.

3. The entire history of graphic design (to be) way too long.

4. Photography (to begin) replacing illustrations in most graphic design.

5. Cole (to go on) to become influential in the growth of design education.

6. The actual term “graphic design” (not to appear) until 1922.

7. And of course with computers (to come) the digital revolu- tion.

8. Art Nouveau (can be used not) in a digital format.

9. Art and technological developments (to influence) certain designers.

10. Computer fonts certainly (to recreate) ancient calligraphy.

Reading comprehension

1. Read the text once again and give the main idea.

The text is about …, the text covers the problems of …, the text discusses the issues of … etc.

2. Answer the questions:

1. When did the term “graphic design” appear?

2. When did Frank Mason Robinson create the classic Coca Cola logotype?

3. When did new styles and technologies emerge rapidly?

4. When did the digital revolution come?

5. Did advertising exist in ancient times?

6. When did photography begin replacing illustrations in graphic design?

7. What did post-modernism bring to design?

3. True or false:

1. And of course with computers came the era of artificial intel- ligence.

2. Doctor Pemberton created the classic Coca Cola logotype.

3. Advertising existed in ancient times.

4. The term “graphic design” was coined by the type designer, illustrator, and book designer William Addison Dwiggins.

5. Egyptians designed wall posters on papyrus.

4. Work in pairs and discuss the following topics:

1. Bauhaus movement.

2. The history of Art Nouveau.

3. Advertising in ancient times.

5. Write a letter to your friend about the problem discussed in the text.

Internet resources for independent work: http://www.designbook.com.ua/Arxutektura/Monografuu- Sbornuku-rabot/Bauhaus-Temporis-collection.5314.html http://www.cs.umb.edu/~alilley/bauhaus.html http://www.wsws.org/articles/1999/nov1999/bau-n23.shtml http://en.wikipedia.org/wiki/Art_Nouveau

LESSON 2

Graphic designers

Graphic design is versatile. It may embrace a multitude of diverse design-related industries. However, on the whole de- sign encompasses services provided by professional artists, de- signers and image makers. We think graphic design is not just a beautiful visual representation, but a science in its own right, with its own philosophy and history. It marries painter’s art and analyst’s precision. After all, any graphic design, operating non-verbal and visual symbols, may exert great influence on the audience.

Graphic designers - or graphic artists - plan, analyze, and create visual solutions to communications problems. They find the most effective way to get messages across in print and elec- tronic media using colour, type, illustration, photography, ani- mation, and various print and layout techniques. Graphic de- signers develop the overall layout and production design of magazines, newspapers, journals, corporate reports, and other publications. They also produce promotional displays, packag- ing, and marketing brochures for products and services, design distinctive logos for products and businesses, and develop signs and signage systems -called environmental graphics - for busi-

ness and government. An increasing number of graphic design- ers also develop material for Internet Web pages, interactive media, and multimedia projects. Graphic designers also may produce the credits that appear before and after television pro- grams and movies.

The first step in developing a new design is to determine the needs of the client, the message the design should portray, and its appeal to customers or users. Graphic designers consider cognitive, cultural, physical, and social factors in planning and executing designs for the target audience. Designers gather relevant information by meeting with clients, creative or art di- rectors, and by performing their own research. Identifying the needs of consumers is becoming increasingly important for graphic designers as they continue to develop corporate com- munication strategies in addition to creating designs and lay- outs.

Graphic designers prepare sketches or layouts - by hand or with the aid of a computer - to illustrate their vision for the de- sign. They select colours, sound, artwork, photography, anima- tion, style of type, and other visual elements for the design. De- signers also select the size and arrangement of the different elements on the page or screen. They may create graphs and charts from data for use in publications, and they often consult with copywriters on any text that accompanies the design. De- signers then present the completed design to their clients or art or creative director for approval. In printing and publishing firms, graphic designers also may assist the printers by select- ing the type of paper and ink for the publication and reviewing the mock-up design for errors before final publication.

Graphic designers use specialized computer software pack- ages to help them create layouts and design elements and to program animated graphics.

Graphic designers sometimes supervise assistants who fol- low instructions to complete parts of the design process. De-

signers who run their own businesses also may devote a con- siderable time to developing new business contacts, choosing equipment, and performing administrative tasks, such as re- viewing catalogues and ordering samples. The need for up-to- date computer and communications equipment is an ongoing consideration for graphic designers.