XVIII. Read Text IV and give a brief summary of it.

TEXT IV

ADVERTISEMENT AND BOOK DESIGN

Advertisements: like many graphic design fields, working in advertising takes you far beyond creating designs and page layouts. While a specific job may be to create a print ad for a campaign, this field requires an understanding of marketing, public relations and consumers. Along with the business side, a design in the advertising field will need to know a great deal about print production and preparing works for print in various publications and formats.

When working in advertising one can expect to:

· Design magazine advertisements.

· Design newspaper advertisements.

· Perform market research.

· Perform consumer research.

· Need a thorough understanding of the brand.

· Handle projects from design to production.

· Work directly or for an ad agency.

· Understand both print and online advertising.

· Work directly with illustrators, photographers and other team members.

Working in book design can mean several things. For some, it may be creating elaborate book covers and jacket designs from scratch. For others, it may mean hours of detailed-oriented layout work. Designing a book cover means first understanding the nature of the book, and then the audience, and in today’s market, creating something that sells. This work may be done as a freelancer or in-house for a book publisher.

When working in book design one can expect to:

· Design covers.

· Design book jackets.

· Work in page layout.

· Learn the rules of typography.

· Work with deadlines.

Depending on the project, book design and layout can call for all types of graphic design software. Covers that incorporate photography will most likely be brought into Photoshop at some point. Others that need original artwork and clever typography will likely be done in a program like Illustrator. For layout of full books, InDesign and Quark are used throughout the industry.

Book designers must pay close attention to the legal issues to protect their work. A fair contract will enable the designer to make additional money for a second printing or paperback printing that goes beyond the original run of a book. This allows the designer to share in the success of the product and not give unlimited use of the design. Designers should also look to get their credit on books they design, which will help to promote their business.

 

XIX. Discuss with your classmates the opportunities of modern graphic design using the active vocabulary.

XX. Write a short essay about the graphic design process.

BIBLIOGRAPHY

1. Английский язык: учеб. пособие для студентов, обучающихся по специальности «Дизайн» / Г.В. Шевцова [и др.]. – М.: Высшая школа, 2007. – 343 с.: ил.

2. Практический курс английского языка: 3 курс: учеб. для педвузов по спец. «Иностр. язык» / Под ред. В.Д. Аракина. – 4-е изд., перераб. и доп. – М.: Гуманит. изд. центр ВЛАДОС, 2002. – 432 с.: ил.

3. Практический курс английского языка: 4 курс: учеб. для студ. вузов / В.Д. Аракин [и др.]; под ред. В.Д. Аракина. – 5-е изд., перераб. и доп. – М.: Гуманит. изд. центр ВЛАДОС, 2006. – 351 с.: ил.

4. http://graphicdesign.about.com

 

APPENDIX

How to Write an Annotation

An annotation is a brief description of a work such as an article, chapter of a book, book, Web site, or movie. An annotation attempts to give enough information to make a decision as to whether or not to read the complete work. Annotations may be descriptive or critical.

An annotation should include

· Complete bibliographic information.

· Some or all of the following:

ü Information to explain the authority and/or qualifications of the author. For example: Dr. William Smith, a history professor at XYZ University, based his book on twenty years of research.

ü Scope and main purpose of the work.

ü Any biases that you detect.

ü Intended audience and level of reading difficulty.

ü The relationship, if any, to other works in the area of study.

ü A summary comment, e.g., “A popular account directed at educated adults”.

The annotation should be about 100 to 200 words.

Sample Annotation

(1) Trevor, C.O., Lansford, B. and Black, J.W. (2004). Employee turnover and job performance: monitoring the influences of salary growth and promotion. Journal of Armchair Psychology. Vol 113, no.1, pp. 56-64. (2) In this article Trevor et al. review the influences of pay and job opportunities in respect to job performance, turnover rates and employee motivation. (3) The authors use data gained through organisational surveys of blue-chip companies in Vancouver, Canada to try to identify the main causes of employee turnover and whether it is linked to salary growth. (4) Their research focuses on assessing a range of pay structures such as pay for performance and organisational reward schemes. (5) The article is useful to my research topic, as Trevor et al. suggest that there are numerous reasons for employee turnover and variances in employee motivation and performance. (6) The main limitation of the article is that the survey sample was restricted to mid-level management, (7) thus the authors indicate that further, more extensive, research needs to be undertaken to develop a more in-depth understanding of employee turnover and job performance. (8) This article will not form the basis of my research; however it will be useful supplementary information for my research on pay structures.

Key (1) Citation (2) Introduction (3) Aims & Research (4) Scope (5) Usefulness (to your research/ to a particular topic) (6) Limitations (7) Conclusions (8) Reflection (explain how this work illuminates your topic or how it will fit in with your research)

 

Краткий план аннотации

1. Общая характеристика статьи: The paper (article) under discussion (consideration) is intended (aims) to describe (explain, examine, survey) …

2. Задачи, поставленные автором: The author outlines (points out, reviews, analyses)…

3. Оценка полученных результатов исследования: The results obtained confirm (lead to, show)…

4. Подведение итогов, выводов по работе: The paper summarizes, in summing up to author, at the end of the article the author sums up...

 

Образцы клишированных аннотаций на английском языке

The article deals with …

As the title implies the article describes...

The paper is concerned with …

It is known that …

It should be noted about …

The fact that … is stressed.

A mention should be made about …

It is spoken in detail about …

It is reported that …

The text gives valuable information on …

Much attention is given to …

It is shown that …

The following conclusions are drawn …

The paper looks at recent research dealing with …

The main idea of the article is …

It gives a detailed analysis of …

It draws our attention to …

It is stressed that …

The article is of great help to …

The article is of interest to …

 

… is/are noted, examined, discussed in detail, stressed, reported, considered.

Rendering

***The aim of this article/text/report is to …

It is based on …

This article/text/report is intended to …

It draws to …

This article/text/report looks at/describes …

According to …

In the words of …

In general/ On the whole/ In he main …

Interestingly/ Curiously/ Oddly/ Strangely/ Surprisingly/ Predictably/ It is interesting that …

To sum up/ To summarize/ On balance/ In short/…

 

***The title of the text is …

The text tells about …

The main/ central idea is …/in brief …/ to put it in a few words …

The aim of the article/text is to tell the reader about …

According to the text …

To all appearances (по всей видимости) …

Needless to say (само собой разумеется) …

Inasmuch as (ввиду того, что) …

Then I’m going to add …

I want to point out the following facts that were new for me …

In conclusion I’d like to say …

I like … because …/ I dislike … because …

 

Expressing Opinion

I think I’d much prefer to …

Nothing like as good (bad) as …

That’s what I thought …

And that’s another thing …

There’s much variety in …

To be similar in …

There’s a tremendous number of differences in …

To have much (little) in common …

I (don’t) think we should …

It would be better to …

I (don’t) agree …

 

Agreement and Disagreement

Agreeing:

· neutral – Yes, I agree … True enough. That’s right. I can’t help thinking the same. How true. I couldn’t agree more. How right that is. Oh, definitely.

· informal – Well, that’s the thing. Well, this is it (isn’t it)? Yes, right. Dead right. Too true. I’d go along with you there. I’m with you there.

· formal – Oh, I agree entirely. I agree absolutely with … My own view/ opinion exactly. I’m of exactly the same opinion. I don’t think anyone could/ would disagree with …

 

Disagreeing:

· neutral – Oh, I don’t agree … I’m not at all sure, actually/ in fact. Not really. Oh, I don’t Know. No, I don’t think … I disagree (I’m afraid). That’s not right, surely. I can’t help thinking ….

· informal – Oh, surely not I don’t see why. I can’t go along with.. Oh, come off it. Nonsense! Rubbish! No way! You must be joking. You can’t mean that!

· formal – I really must take issue with you there. I’m afraid I can’t accept … I can’t say that I share that/ your view. I’m not at all convinced … I see things rather differently myself.

 

 

Редактор К.В. Муковоз

Компьютерная верстка – О.Г. Белименко

ИД № 06039 от 12.10.2001

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