III Make up a plan of the text.

IV Translate the paragraph in italics in a written form.

V Questions for discussion:

1. Why is colour an important part of any design?

2. What meanings of colours are accepted in our country?

3. What different meanings of blue exist?

4. Can colours have religious significance? Illustrate.

5. What colour is associated with nobility and royalty?

6. What colour symbolizes purity in India?

7. How does the meaning of white vary from culture to culture?

8. What must be preserved when dealing with colours in web design?

9. What combination of colours should be avoided in web design?

10. What colour do you prefer to work with? Why?

VI Render the text in brief in a written form.

TEXT C

I Mind the following words and word-combinations:

1. to target – мати на меті, націлитись

2. saturation – насиченість

3. infinite – нескінчений

4. to split – розділяти

5. cyan – блакитний

6. to invoke – викликати

7. unsettled – невизначений

8. to lean – схилятися

II Listen to the text and decide if the statements are true or false:

1. The colour wheel theory is used for analyzing saturation or brightness levels.

2. There are almost infinite amounts of colours and a more limited amount of shades that can be analyzed.

3. Sir Isaac Newton’s colour wheel was joined at the ends to display the natural hue progression.

4. The psychological effects of colours have never been studied.

5. Johann Wolfgang Goethe modified the wheel to the form we see today.

III Listen to the text again and be ready to answer the questions:

1. How are colours divided with psychological effects taken into account?

2. What is the most favourite colour scheme for web design?

UNIT 15

PHOTO & VIDEO DESIGN

TEXT A

I Read and remember the words and their translation:

1. to capture – фіксувати, захоплювати

2. emitted – випромінюваний, випущений

3. device – пристрій, прилад

4. to store – зберігати, запам'ятовувати

5. advertising – рекламування

6. devoted – присвячений

7. to emphasize – робити наголос, підкреслювати

8. still life – натюрморт

9. to depict – зображувати, відображати

10. distinction – відмінність

II Read and remember the following phrases:

1. silver halide based – на основі галогеніду срібла

2. timed exposure – експозиція з заданим часом

3. self-fulfilment – самовдосконалення, самовдоволення

4. light-sensitive – світлочутливий

5. fine art photography – художня, мистецька фотографія

6. commonplace – загальновідомий, банальний

7. landscape photography – пейзажна фотографія

8. artistic endeavour – художня творчість

9. editorial – редакційний, поліграфічний

10. inanimate – неживий, млявий

III Read and translate the following text:

Photo design

Photography gained the interest of many scientists and artists from its inception. Photography is used to preserve memories of favourite times, to capture special moments, to tell stories, to send messages, and as a source of entertainment. It is thinking made visual.

The word "photography" comes from Greek words phos ("light"), and graphis ("stylus", "paintbrush") or graphê ("representation by means of "lines" or "drawing"), together meaning "drawing with light."

Photography is the process of recording pictures by means of capturing light on a light-sensitive medium, such as a film or electronic sensor. Light patterns reflected or emitted from objects expose a sensitive silver halide based chemical or electronic medium during a timed exposure, usually through a photographic lens in a the image-forming device known as a camera that also stores the resulting information chemically or electronically using digital electronic or magnetic memory. Photography has many uses for both business and pleasure. Photography can also be viewed as a commercial and artistic endeavour.

The aphorism "one picture is worth a thousand words" formed an interesting basis for photo design. Magazines and newspapers, companies putting up Web sites, advertising agencies and other groups pay for photography. Commercial advertising relies heavily on photography and has contributed greatly to its development. Many people take photographs for self-fulfilment or for commercial purposes. Hence, the commercial photographic world can divided into various specific branches of photography.

Advertising photography is made to illustrate and usually sell a service or product. These images are generally done with an advertising agency, design firm or with an in-house corporate design team.

Fashion photography is a genre of photography devoted to displaying clothing and other fashion items. Fashion photography is most often conducted for advertisements or fashion magazines such as Vogue, Vanity Fair, or Allure. Over time, fashion photography has developed its own aesthetic in which the clothes and fashions are enhanced by exotic locations and story lines. Fashion and glamour photography usually incorporates models. Fashion photography emphasizes the clothes or product, glamour emphasizes the model. Glamour photography is popular in advertising and in men's magazines. Models in glamour photography may be nude, but this is not always the case.

Crime scene photography consists of photographing scenes of crime such as robberies and murders. A black and white camera or an infrared camera may be used to capture specific details.

Still life photography usually depicts inanimate subject matter, typically commonplace objects which may be either natural or man-made.

Food photography can be used for editorial, packaging or advertising use. Food photography is similar to still life photography, but requires some special skills.

Editorial photography illustrates a story or idea within the context of a magazine.

Photojournalism can be considered a subset of editorial photography as the photographs made in this context are accepted as a documentation of a news story.

Portrait and wedding photography is usually bespoken with the customer and sold directly to the end user of the images.

Fine art photography is made to fulfil a vision whereas landscape photography represents different locations made to be sold to tourists as postcards. Wildlife photography in its turn demonstrates life of the animals.

A person who takes a photograph using a camera is called a photographer. Photographers are often categorized based on the subjects they photograph. Some photographers explore subjects typical of paintings such as landscape, still life, and portraiture. Other photographers specialize in subjects unique to photography, including street photography, documentary photography, fashion photography, wedding photography and commercial photography. The distinction between artistic photography and photojournalism or other types of photography and the associated techniques does not remove this personal aspect from the work of the great photographers.

IV Answer the questions:

1. What is the origin of the word "photography"?

2. What is photography?

3. What storage media can be used?

4. What was the basis for photo design?

5. Why do people take photographs?

6. What specific branches of photography are mentioned in the text? Add to the list.

7. How can you describe fashion photography?

8. What is still life?

9. What is preferably used to capture details?

10. How can photographers be often categorized?

V Complete the sentences with the words from the text:

wildlife, editorial, advertising, landscape, wedding, artistic endeavour, still life, fashion, infrared camera, self-fulfilment, glamour, food

1. Photography is not only the process of taking shots. It is ….

2. People take photographs not only for commercial purposes but for … as well.

3. … photography is made to illustrate and sell a service or product.

4. … photography displays clothing and other fashion items.

5. … photography accentuates on the model.

6. Inanimate subject matter, natural or man-made commonplace objects are depicted in ….

7. … photography captures the bridal couples during wedding ceremonies.

8. A story or main idea for the magazine is illustrated in … photography.

9. … is similar to still life photography.

10. … is often used to capture specific details.

11. The results of … photography are usually sold to tourists as postcards.

12. … photography demonstrates life of the animals.

VI Find the English equivalents to the words:

вулична фотографія, документальні зйомки, в свою чергу, фотожурналістика, художня фотографія, натюрморт, мистецька фотографія, портрет, робити внесок, зберігати спогади, пристрій для зйомки в інфрачервоних променях, місце натурних зйомок, портретний живопис, модельна фотографія

VII Make up sentences with the terms:

light patterns, to preserve memories, a source of entertainment, to tell stories, representation, light-sensitive medium, a photographic lens, magnetic memory, commercial photography, fashion photography, still life, landscape photography,

portraiture, techniques

VIII Give definitions to the words and word-combinations:

photo design, photography, advertising photography, fashion photography, glamour photography, still life photography, food photography, editorial photography, photojournalism, portrait, wedding photography, fine art photography, landscape photography, wildlife photography, a photographer, street photography, documentary photography, commercial photography

IX Translate the sentences into English:

1. Фотографія цікавила вчених і митців від самого виникнення.

2. Фотографія зберігає найкращі спогади, розповідає історії з нашого життя, передає наші думки.

3. Фотографія створюються завдяки відображенню світла, що проходить через лінзу фотокамери, на світлочутливому носії.

4. Фотографія – це художня творчість.

5. Рекламний бізнес неможливий без творчих зусиль фото-відео дизайнерів.

6. Натюрморт відображує зображення неживих загальновідомих природних речей.

7. Фотожурналістика дуже близька до поліграфічної зйомки, але її результати стосуються здебільшого матеріалів новин.

8. Модельна фотографія фокусується на зображенні манекенниць і моделей для журналів переважно з чоловічою аудиторією.

9. Портретний живопис зазвичай зорієнтований на конкретного споживача.

10. Фотограф – це той, хто робить знімки за допомогою фотокамери, дизайнер – створює неперевершені картини, кожна з яких варта тисячі слів.

X Speak on the topic using the following words and word combinations:

drawing with light, the process of recording pictures, a film or electronic sensor, a sensitive silver halide based medium, both business and pleasure, artistic endeavour,

“one picture is worth a thousand words”, various specific branches of photography, commercial photography, a photographer, to specialize in

TEXT B

I Read and remember:

1. elaborate – ретельно продуманий, розвинутий

2. sophisticated – витончений, складний

3. elevation – підвищення

4. movie sequences – послідовність кінофрагментів/кадрів

5. resolution – чіткість зображення, роздільна здатність

6. frames-per-second – частота кадрів

7. scale – масштаб

8. rotation – обернення

9. opacity – каламутність відбитку

10. transparency – діапозитив

11. keyframe – ключовий/опорний кадр

12. to interpolate – робити вставки

II Read the text and define the main idea of it:

Video design

Video design may be referred to as motion graphic design, interactive design or designing for interactivity via user motion. Motion design is the art of graphic design within the context of motion graphics such as film, video or computer animation. Examples include the typography and graphics seen as the titles for a film, broadcast design like show opens for television or the spinning, three-dimensional logo at the end of a TV commercial. Although this art form has been around for decades, it has taken quantum leaps forward in recent years. If you watch much TV or see many films, you will notice that the graphics, the typography, and the visual effects within these mediums have become much more elaborate and sophisticated. The dramatic elevation of this art form is largely due to technology improvements. Computer programs for the film and video industry have become vastly more powerful, and more available. Probably the leading program used by motion graphic designers is Adobe After Effects, which allows to create and modify graphics over time. Adobe After Effects is sometimes referred to as "Photoshop for film." A newcomer to the market for motion graphic design programs is Apple Computer's Motion. Motion is an inexpensive and user-friendly program that promises to hugely enlarge the ranks of motion graphic designers. A typical motion designer is a person trained in traditional graphic design who has learned to integrate the elements of time, sound and space into his/her existing skillset of design knowledge. Motion designers can also come from filmmaking or animation backgrounds.

A lot of people when using a graphic motion design application, find it is an object-oriented application. These media files can be still images in pixel or vector format, movie sequences and audio files. Inside the application a 'new composition' with its own and independent timeline, resolution, frames-per-second and pixel size can be created.

When creating a composition, one or more of media files can be inserted. The files appear on the composition window, as well as in the timeline.

Layers have properties which can be manipulated such as position (x, y and sometimes z), scale, rotation, opacity, etc. Layers merge with each other by using transparency information provided by the alpha channel and blending modes, which change the way a layer affects the layers below. Almost all the modifiable properties can be keyframed, which means that its value can be stored at certain positions through time. And this is one of the basic principles in computer animation, the use of the computer to interpolate values between keyframes through time.

Since motion design is created using images and video sequences, a great complementary tool is a 3d software package. Cinema 4D is widely used for its intuitive interface, layered export to Adobe After Effects, and the additional MoGraph module, but there are also several others. Such packages can generate images or video sequences with an alpha channel, which stores all the transparency information. Other motion design applications include Autodesk Combustion, Apple Motion/Shake, Max/MSP, Apple Quartz Composer and various VJ programs. 3D programs used in motion graphics include Maxon Cinema 4D Softimage XSI, etc.

Дата добавления: 2015-11-16