THE EVOLUTION OF GRAPHIC DESIGN
VOCABULARY NOTES
VERBS
1. to call smth (some name) [kɔ:l] – называть (что-л.) (каким-л. именем)
to be called (some name) – называться (каким-л. именем)
syn. to be referred to as (some name),to be termed (some name)
2. to coin a term ['kɔɪn ə 'tз:m] – создать (придумать) слово (термин)
syn. to mint a term
3. to convey a (specific) message to smb [kən'veɪ ə (spɪ'sɪfɪk) 'mesɪdʒ]– (до)нести (определённую) информацию до кого-л.
4. to create smth [krɪ'eɪt] – создавать (что-л.)
syn. to generate, bring /call/ into being, make, produce
5. to emphasize smth ['emfəsaɪz] – выделять, подчёркивать (что-л.), придавать особое значение (чему-л / кому-л)
syn. to accentuate, to stress, to lay /put/ stress on, to underline
6. to employ [ɪ'mplɔɪ] – использовать (что-л.)
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) – (о лексической единице) приходить в (какой-л. язык) через (какой-л. язык посредник) из (другого какого-л. языка)
8. to incorporate (some components) into smth [ɪn'kɔ:pəreɪt] – объединять (какие-л. компоненты) в чём-л
syn. to blend,to bring together, to combine, to integrate, to merge, to organize, to unite
9. to refer to smth [rɪ'fз:] – относиться к (чему-л / кому-л)
syn. to relate to smth
10. to span (some period of time) [spæn] – охватывать, длиться (какой-л. период времени)
NOUNS MODIFIED BY ATTRIBUTES
11. dazzling neon signs ['dæzlɪŋ 'nɪ:ɒn 'saɪnz] – яркая неоновая реклама
12. targeted audience ['tɑ:gɪtɪd 'ɔ:dɪəns] – “целевая аудитория”, определённая публика, определённый социальный слой населения как объект воздействия (рекламной кампании и т.п.)
13. two-word term ['tu:ˌwз:d 'tз:m] – сложное слово, термин состоящий из двух слов
14. visual statement ['vɪʒʊəl 'steɪtmənt] – зрительно воспринимаемое высказывание; информация, оформленная для восприятия органами зрения
ADVERBS
15. first [fз:st] – впервые, в первый раз
16. relatively ['relətɪvlɪ] – относительно
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, (разг.) pretty
SET PHRASES
17. and so on [ənd 'səʊ 'ɒn] – и так далее
18. as well [əz 'wel] – так же (as opposed to Russian, placed at the end of the sentence in English)
19. from (smth) to (smth else) [frəm … tə …] – от (чего-л.) и до (чего-л. ещё), начиная (с чего-л.) и заканчивая (чем-л. ещё)
20. smth in question [ɪn 'kwest∫(ə)n] – что-л о чём идёт речь
syn. smth (being) considered /discussed/, in issue, under consideration
21. such as … ['sʌt∫ əz] – такой (такие) как …
PROFESSIONAL TERMS
22. advertisement [əd'vз:tɪsmənt] – реклама
23. canvas ['kænvəs] – полотно, холст; картина маслом
24. chart [t∫ɑ:t] – карта, план, диаграмма, схема, таблица, график
25. computer screen [kəm'pju:tə 'skri:n] – экран компьютера
syn. monitor ['mɒnɪtə] – монитор
26. drawing ['drɔ:ɪŋ] – рисунок, рисование
27. graph [græf] – графиk
28. graphic design ['græfɪk dɪ'zaɪn] – графический дизайн
29. graphics ['græfɪks] – графика (как дисциплина)
30. landscape ['lænskeɪp] – ландшафт
31. line art ['laɪn 'ɑ:t] – штриховой рисунок
32. logo ['lɒgəʊ] – логотип, фирменный знак, эмблема
33. page layout – макет страницы
34. painting ['peɪntɪŋ] – живопись, картина
35. pottery ['pɒterɪ] – керамика, гончарные изделия, фаянс
36. sign [saɪn] – знак, обозначение; вывеска
v.s.: neon sign
37. symbol ['sɪmb(ə)l] – символ, эмблема, знак, условное обозначение
38. technique – технология, приём
39. typography [taɪ'pɒgrəfɪ] – текст книги (в отличии от иллюстраций), книгопечатание, печатное оформление (книги)
40. visual arts [ˌvɪʒʊəl 'ɑ:t] – изобразительное искусство
CULTUROLOGICAL & HISTORICAL TERMS
41. Paleolithic [ˌpælɪə'lɪθɪk] – (из) эпохи палеолита (древнекаменного века – 2,6 млн. лет до н. э. – 8000 гг. до н. э.)
42. William Addison Dwiggins ['wɪljəm 'ædɪsən 'dwɪgɪnz] – Уильям Эддисон Двиггинс (1880 – 1956) (американский художник, дизайнер шрифтов, оформитель книг и дизайнер по рекламе)
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] – связывать: to be bound to (smth) [baʊnd] – быть связанным с (чем-л)
syn. to be associated with (smth)
2. to bring about smth ['brɪŋ ə'baʊt] – вызывать что-л (к жизни), быть причиной (чего-л)
syn. to give rise to smth
3. to call for smth ['kɔ:l fə]– требовать чего-л
4. to come to do smth [kʌm] – стать, начать (делать что-л)
e.g. to come to be called (some name) – стать называться (каким-л именем)
5. to date back to (some past time) ['deɪt 'bæk] – датироваться (каким-л прошлым временем), относиться к (какому-л периоду)
6. toenjoy (some) years of history [ɪn'dʒɔɪ] – иметь (столько-то)летнюю историю
7. to mint a term ['mɪnt ə 'tз:m] – создать (придумать) слово (термин)
syn. v.s. UNIT I: to coin a term
8. topractise smth (Amer. to practice) ['præktɪs] – заниматься (какой-л деятельностью), осуществлять, применять на практике
ADJECTIVES
9. advanced (technology) [əd'vɑ:nst] – передовая (технология)
syn. cutting-edge, innovative, high(-tech), modern, progressive
10. to be appropriate to smth [ə'prəʊprɪɪt] – соотвествовать (чему-л)
11. to be effective at doing smth [ɪ'fektɪv] – эффективно (делать что-л), быть эффективными при (каком-л действии)
12. subsequent (century, etc.) ['sʌbsɪkwənt] – (по)следующий (век и т.п.)
NOUN + NOUN COMBINATION
13. job specialization process ['jɒb ˌspe∫ɪlaɪ'zeɪ∫ən 'prəʊsəs] – процесс создания (появления) рабочих мест с узкой специализацией (с чётким разделением труда)
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] – сознательно, (пред)намеренно
15. correspondingly [ˌkɒrɪ'spɒndɪŋlɪ] – соответственно, соответствующим образом
16. increasingly [ɪn'kri:sɪŋlɪ] – всё в большей степени (мере)
17. newly (minted) – только что (созданный), “свежеиспечённый”
18. textually ['tekst∫ʊəlɪ] – в виде текста, с помощью текста
cf. (букв.) «текстуально»
SET PHRASES
19. among other things [ə'mʌŋ 'ʌðə 'θɪŋz] – между прочим, в частности
20. because of smth [bɪ'kɔ:z əv] – из-за (чего-л)
syn. due to, owing to, thanks to (благодаря (чему-л), through
21. in part [ɪn 'pɑ:t] – отчасти
22. over the course of (some period of time) [əʊvə ðə 'kɔ:z] – в течении (какого-л периода), за (какой-л период)
syn. during,throughout
23. through (the use of) ['θru: (ðə 'ju:s əv)] – посредством (использования чего-л)
syn. v.s. UNIT I: employing (Participle I form of “to employ”), etc.
24. the turn of some century['tз:n] – начало какого-л века
PROFESSIONAL TERMS
25. blend [blend] – смесь
syn. mix
26. book jacket ['bʊk ˌdʒækɪt] – суперобложка книги
27. сeramics [sɪ'ræmɪks] – керамика, гончарное производство
syn. earthenware, pottery, stoneware
28. compact-disc cover [kəm'pækt 'dɪsk 'kʌvə] – обложка компакт-диска
29. compositor [kəm'pɒzɪtə] – наборщик
syn. typesetter
30. communication medium (pl –dia) ['mi:dɪəm -dɪə] – средство передачи информации, носитель информации
31. kinetic title [k(a)ɪ'netɪk 'taɪtl] – анимационная заставка (телепередачи)
32. postage stamp ['pəʊstɪdʒ 'stæmp] – почтовая марка
33. poster ['pəʊstə] – плакат, постер
34. printing ['prɪntɪŋ] – печатное дело, печать
35. practitioner – исполнитель
syn. master,professional artist
36. relic ['relɪk] – остаток (материальной культуры какой-л эпохи, цивилизации), артефакт
37. to set the type ['set ðə 'taɪp] – набирать шрифт
38. scribe [skraɪb] – писец, переписчик (в древности)
39. trademark ['treɪdmɑ:k] – торговая марка
40. typesetter – v.s. compositor
CULTUROLOGICAL & HISTORICAL TERMS
41.the Industrial Revolution [ði ɪn'dʌstrɪəl ˌrevə'lu:∫(ə)n] – Промышленная революция
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.) Джон работает дизайнером (также) как и Пит.
UNIT III