English Unlimited HTL 4/5, Schulbuch mit Audio-CD und CD-ROM

122 Unit 10: From design to brands yf32se Goals discuss design, logos and brands write a letter of application describe effects and influences talk about the image and qualities of products talk about product names talk about advertising and marketing describe an advert pass on detailed information use advertising language in a leaflet Design matters Read the definition of ‘design’. Are there any synonyms you don’t know the meaning of? If so, look them up in a dictionary. Design is something that is of relevance in both technical and artistic contexts. Discuss with a partner which synonyms apply to technical applications and which to more artistic ones. Look at the two products below and talk together. 1 Which field of design do they illustrate, technical or artistic? 2 When do you think they were made? What could be the connection between them? Read to check your ideas. a LanguagE fOCuS 1 Discussing design design [ dç}zaçn ] noun 1 a drawing or set of drawings showing how a building or product is to be made and how it will work and look: Have you seen the designs for the new shopping centre? Synonyms: plan, blueprint, drawing, scale drawing, sketch, outline, map, plot, diagram, delineation, draft, depiction, representation, scheme, model, prototype, proposal 2 a pattern used to decorate something: a floral/abstract design./ I like the design on your sweatshirt. Synonyms: pattern, motif b a 2 b Dieter Rams, born in 1932, was head of design at Braun for more than three decades from the early 1960s. His simple but modern designs continue to influence generations of younger designers like Jonathan Ive, renowned creator of Apple’s iMac, iPod and iPhone. Compare, for instance, the Braun T3 radio of 1958 with the Apple iPod of 2001. Rams defined his approach to ‘good design’ in ten key principles: Good design is (1) innovative . Good design makes a product useful. Good design is (2) aesthetic . Good design helps us to understand a product. Good design is (3) unobtrusive . Good design is (4) honest . Good design is (5) durable . Good design is (6) purposeful in every detail. Good design is (7) environ- mentally friendly . Good design is as little design as possible. Match the highlighted expressions 1–7 with a–g that have a similar meaning. 3 a attractive b straightforward c novel d long-lasting e low-key f meaningful g green Nur zu Prüfzwecken – Eigentum des Verlags öbv