Match the word to its definition.
A terraced house
A semi-detached house
A block of flats
It is a house which is joined to other houses on two sides.
It’s a big building where all the flats share a front door.
It is a house which is joined to another house on one side.
надо соединить названия с описанием
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Новые вопросы по предмету Математика
Авторская разработка
«Лексические тесты»
к УМК «Английский в фокусе»
для учащихся 10-11 класса
Данный материал
представляет разработанные лексические тесты для учащихся 10 -11 класса к УМК «Английский
в фокусе» В.Эванс.
На каждый раздел
учебника представлен тест на два варианта.
Тесты разработаны
в соответствии с ФГОС и могут также быть использованы для тренировки
лексического материала, изучаемого в УМК.
10 класс
Раздел 1.
Put the words into the
sentences.
Window chat hang aggressive loyal surf
moody
1. It is important for teenagers
to _____ out with friends.
2.
A ______ friend is a friend you can trust.
3. The dog was very __________ .
It bit its master and ran away.
4. I am a computer addict. All
my free time I ________ online and ______ the Net.
5. I am not materialistic, but
sometimes I go ______ shopping with my friends in the city center. It’s
entertaining.
Extreme clubbing dedicated jealous send
moody window
6. Sam is not a partygoer. Going
____ is not his cup of tea.
7. My friend is strange today. I
think he is ______, because he didn’t passed his test, but I did.
8. Something’s wrong with my
mobile. It is _____ today. I can call but I cannot ______ text messages
9. No! Never! I’m not a risk
taker! I’ll never do ______ sports!
10. Peter is a family man. He is
________ to his family.
Раздел 2.
Variant 1.
I. Join parts.
|
1. waste 2. pay for 3. cost 4. shopping 5. earn 6. save 7. household |
a) bills b) a fortune c) spree d) designer labels e) time f) up g) extra money |
II. Fill in the blanks with the words
from task I.
1. Hurry up. We are late. We can’t afford
to_________.
2. Hey. I’ve got some pocket money. Let’s
do some _________.
3. I want to _________ for a new bicycle.
4. A part time job
helps to________.
5. Tome always feels depressive when it’s
time to pay _________.
6. What beautiful shoes you have! They
surely___________.
7. I am not materialistic. And I won’t
________.
III. Find the definition of each word.
|
1. pocket money 2. lend 3. borrow 4. credit card 5. cash 6. resist |
a) give something on the understanding b) a small plastic card issued by a bank, business, etc. c) a child’s allowance d) struggle against someone or something (e.g. attraction) e) take and use (something that belongs to someone else) with the f) money in coins or notes |
Variant 2.
I. Join parts.
|
1. pocket 2. household 3. borrow 4. student 5. pay 6. make ends 7. dig deeper |
a) biform a friend b) loan c) meet d) in her pockets e) in cash f) money g) chores |
II. Fill in the blanks with the words
from task I.
1. He moved to the other city and is doing
his best to_________.
2. Where can I get enough money? – Why not
______.
3. When Alison goes shopping she always
_________.
5. In Russia people usually _________ when Europeans prefer credit cards.
6. What do you do to get your _______?
7. I had to take a __________ to finish my
education.
III. Find the definition of each word.
|
1. survive 2. save 3. cost 4. pay 5. earn 6. waste |
a) require the payment of b) continue to live or exist. c) use to no purpose d) keep and store up (something, e) get (money) in return for labor f) give (someone) money for work |
Раздел 3
- Match the halves.
|
1. natural 2. modern 3. power 4. water 5. paper 6. environmental 7. recycle |
a) lifestyle b) habitats c) pollution d) glass e) consumption f) protection g) stations |
- Fill in the blanks.
endangered down pollution consumption protection environmental reduce
1. You’d better___ eating so much chocolate. You’re allergic
to it.
2. When I leave the room I switch off the litghts to reduce
energy ________.
3. Today there are a lot of __________ problems on the earth
such as sea and water __________, littering of cities and Cutting ___ trees.
4. ___ of nature is an important question nowadays.
5. Conservation programmes help to save ____ animals.
Раздел 6
II. Fill in the blanks
healthy low-carbohydrate grilled indigestion tiredness minerals fruit
- — How do you like your meat? — _________.
- Tomatoes are not vegetables, they are _________.
- Fruit and vegetables are rich in vitamins and __________.
- If you’re overweight eat ____________ diet.
- Don’t eat spicy meals with your ______________.
- In spring I usually feel ________ and want to sleep.
- Regular exercise and well-balanced food will help you be
_______, wealthy and wise.
I.
Match the halves
|
1. lack of 2. frequent 3. dry 4. rich in 5. spicy 6. sparkling 7. tooth |
a) water b) decay c) vitamins d) skin e) illness f) concentration g) foods |
II.
Match the word and its definition
|
1. underweight 2. snack 3. infection 4. boiled 5. optimistic 6. brain |
a) the vertebrate central nervous system b) an infectious disease c) weighing less than is expected d) cooked in hot water e) food eaten between meals. f) expecting the best |
Раздел 7
Variant 1
I. Match the word and its definition. Translate the word.
|
1. stage 2. stalls 3. usher 4. curtain 5. aisle 6. review 7. cast 8. subtitles |
a) material that can be raised or lowered at the front of b) the actors taking part in a play, movie c) the seats on the ground floor in a theater d) a passage between rows of seats e) a person who shows people to their seats f) captions displayed at the bottom of a movie or g) a raised floor or platform, typically in a theater, on h) a critical appraisal of a book, play, movie |
II. Match two parts of phrases. Translate them.
|
1. theme 2. soap 3. ballet 4. box 5. turn 6. book 7. reserve 8. star |
a) table b) office c) a film d) dancer e) tune f) tickets g) opera h) off |
III. Put the necessary preposition.
off up down on with for by
1. Please, turn ____ the radio.
It’s too loud. 2. I’m sorry, I can’t come. I’m not impressed _____ his acting.
3. Jason turned______ Alison’s invitation for the ball. His feelings were still
strong enough. 4. The story was written ____ the famous writer. 5. I like Tim
Berton’s films as they have got a reputation ______ having an unpredictable and
gripping plot. 6. She turned ____ at the party immediately when nobody was
expecting her there. 7. Turn ____ the TV. There is a football match. I’d like
to watch. 8. Turn_____ the volume of the music. I like it.
Variant 2
I. Match the word and its definition. Translate the word.
|
1. balcony 2. screen 3. musical 4. orchestra 5. heading 6. star 7. reserve 8. theme |
a) a group of instrumentalists b) arrange for (a room, seat, ticket, etc.) to be kept for c) a title at the head of a page or section of a book d) the upstairs seats in a theater, concert hall, or e) have a principal role in a movie, play, or other show f) melody accompanying the beginning and end of a film, g) the surface of a television, or monitor, on which h) a play or movie in which singing and dancing play an |
II. Match two parts of phrases. Translate them.
|
1. direct 2. story 3. turn 4. opera 5. it’s not my 6. best 7. music 8.expensive |
a) down b) cup of tea c) seller d) line e) concert f) seats g) a film h) glasses |
III. Put the necessary preposition.
off up down on with for by
1. I always mistake him _____
Julia Roberts. 2. The House is surrounded ___ bushes and trees. 3. Katherine
knew that the book was translated into Russian ____ the famous translator. 4.
Johnny Depp is famous ______ his excellence performance. 5. I can hardly hear
TV. Will you turn it _____? 6. The magician turned ___ in the middle of the
living room. 7. He turned ____ helping his brother, as he felt offended.
Laurnce 8. Jack turned the lights ______, as it was too much light in the
hall, that it made his eyes ache.
11 класс
Раздел 1
Anxious
delighted abandoned pedestrianised
well-lit capital confused
boom office
1. On
the left you can see an asylum, the house for _________ children.
2. Have
you ever heard of Antananarivo, the __________ city of Madagascar?
3. All
the streets were _______and _______ during the carnival.
4. I
was ______ to know of his latest decision.
5. The
children were __________ at the birthday party.
6. This
new town is ________ with its developing tourist industry.
7. —
How do you know her? — She works at our _______.
8. The
president is _________ not to have another crisis.
overcrowded
fully-furnished posh residential abandoned
lonely cosmopolitan industrial proud
1. My parents were _________ of
me, when they learned that I had entered the university.
2. There are a lot of _________old
people, whose families don’t care about them.
3. New York is a highly ________
and _________ city.
4. The city is interesting with
its _________ buildings and modern _________ houses combined together
5. He was standing in a quiet
_______ region with no trees and grass, the houses were run-down.
6. At this time of the day all
public transport is _________, and traffic jams are usual.
7. The newly married couple moved
to a __________ house.
Раздел 2
I.
Combine the words into phrases.
|
a) head b) with c) pressure d) foot e) fingers f) arms g) in h) fists |
II.
Match the words and their definition
|
1) whisper 2) stress 3) adrenaline 4) depression 5) self-esteem |
a) to b) the c) respect d) mental, e) a |
III.
Fill in the blanks.
with ups sick down control under it
Stress is dangerous when you
can’t cope 1)________ it. Of course, built up stress is difficult to stop.
Break- 2)________, exams, problems at work, peer pressure can lead to stress.
Being 3)____ stress you can loose 4)_________, you feel 5)________ and tired
of life, everything gets you 6)_________. But things are not so bad. Some of
our advise will help you to take 7) ____ easy.
Fill
in the blanks
persuade under take crime up stammered
- ‘ I-I-I d-d-don’t kn-know
anything,’ he _____ nervously. - Tom was arrested for
committing a ___________. - I cant believe they managed to
____________ to dye your hair green. - I’m in bad mood as I’ve broken
___ with Sue. - You look like you’ve been ____
a lot of stress. - I’m loosing control! I can’t
____ it anymore!
Embarrassment
shrugged loosing regrets sighed cope
- John
_____ his decision to leave school early and work at his father’s shop. - I
have such a heavy work! I feel like I’m ____ control. - Janice
____ her shoulders, unable to answer the teacher’s question. - Mark
___ with relief when he realized that nobody had been hurt in the accident. - Jane
went to see the school’s counselor because she couldn’t ___ with all the
stress the exams were causing her. - She
blushed with __________ at the sight of new people.
Раздел 3
I. Fill in the blanks
pickpocket stand up vandal burglar
confess grabbed right witnesses
- As Cindy was walking through the park, a stranger _____
her hand and ran away. - Don’t be so timid; you need to ____ for your right to
express yourself freely. - When Sarah saw that her wallet was missing, she thought
that a _______ must have taken it from her bag on the bus. - Where’s there any _____ who can tell us how the accident
happened? - As there was no evidence to prove his innocence, the man
had to _________ to the crime he was accused of. - ________ is a person who deliberately causes damage or
destruction to personal or public property. - You were _____ to refuse the proposal.
II. Match the halves.
|
a) robbery b) crime c) service d) offence e) a f) guilty g) responsibility h) to i) no |
III. Make up your sentences with the phrases from II.
Раздел 4.
I. Match the words
|
1) heart 2) pain 3) ointment 4) blocked 5) full 6) write 7) tooth 9) feel 10) off |
a. rash b. nose c. recovery d. bug e. rash f. in g. ache h. a i. j. |
II.Fill in the blanks
infection chickenpox
syrup feet vomit cold sore slight
1. I’ve
got a terrible head ache. It feels like I am going to _________ because of it.
2. I
don’t think it’s a good idea to see Tod. He caught a terrible _____ and he’s
under weather now.
3. As
soon as I am back on my _____ again, I join you with your project.
4. Have
you had a ________ before? – Actually, no… Is that what I’ve got now?
5. I
feel awful, as my nose is running and my head is aching. I’ve also got a
terrible ____ throat.
6. My
doctor prescribed me a ______ to ease my cough.
7. –
What’s bothering you? – My ear aches. I think its ear _______.
8. A
lot of people in our office are off with the flu. So am I. I have a runny nose
and a _____ temperature.
III.Match the word and its definition
|
1. chickenpox 2. tickling 3. dizzy 4. back 5. rash 6. itchy 7. therapist |
a. the posterior part of the human body b. a feeling of light itching c. a disease which gives you a high temperature and red d. red spots on the skin e. a person who is skilled in a particular type of therapy f. feeling that you are losing your balance and are about g. an unpleasant feeling on your skin that makes you want |
Variant 1
I. Join parts.
|
1. stomach 2. strange 3. high 4. running 5. tickly 6. hoarse 7. sore 8. catch |
a. throat b. ache c. a cold d. nose e. rash f. cough g. temperature h. voice |
II. Put words into sentences.
Sore allergic throbbing dizzy vomit
heart infection
- Yesterday I had a ____ headache all day long. Even tablets
couldn’t help. - What happened to John. – He’s in hospital. He had a _____
attack. - I feel _____ after a severe disease.
- My nose is _____. I think I was blowing too hard.
- I’ve caught a stomach bug. I think I am going to_______.
- She is seeing the doctor, because she has an ear ________.
Her ear aches. - Tom is ______ to chocolate. Strange rash appeared on his
arms.
III. Change sentences into passive.
1. They
built this house in 1960.
2. A large group of young people joined us
on our way to the station.
3. They
translate books from English every year.
4.
Galsworthy wrote «The Forsyte Saga.»
5.
Thousands of people attended this meeting.
6. He
never interrupts me.
7. They
did not invite her to the party.
8. She
will give me this English book.
9. Snow
will cover the fields in winter.
10. She always invites me to her
dinner parties
Variant 2
I. Join parts.
|
1. back 2. allergic 3. slight 4. blocked 5. terrible 6. medical 7. heart 8. stomach |
a. bug b. ache c. care d. nose e. reaction f. cough g. temperature h. attack |
II. Put words into sentences.
catch rash high voice throat running stomach
- Oh, dear! It’s terrible. Tomorrow I’m speaking at the
conference. But my nose can’t stop ____________. - Strange ____ appeared yesterday all over Tom’s body.
Doctors can say nothing yet. - Measles (корь) within adults is
characterized with _____ temperature and rash all over the body. - He was eating in a restaurant. Then suddenly he couldn’t
breathe, as something got into his _____. - Why are you talking in such a hoarse ____ to me?
- On Saturday it is going to be our wedding day. But I feel
like I’m going to ____ a cold. - It’s terrible. Everything aches – my head, my eyes, my
nose and throat, and even my _____ .
III. Change sentences into passive.
1. The
students finished their translation in time.
2. Helen
washed the dishes.
3. Betty
often takes her younger brother for a walk.
4. I will
make you some coffee.
5. We
will finish this work in time.
6. They
told her the truth.
7. She
promised us an interesting entertainment.
8. I
shall finish my work about seven o’clock.
9.
Somebody has opened the door.
10. The
waitress brought in the coffee.
Раздел 6
Variant I
I.
Match the halves
|
1. Milky 2. beam 3. sweep 4. send 5. radio 6. broadcast 7. gas |
a) signals b) a message c) light d) the skies e) waves f) way g) tail |
II.
Fill in the gaps
1) There
are billions of stars in the __________.
2) Can
you see that _____ coming from a laser?
3) Scientists
hope aliens can _________ from space.
4) The
comet has a _________ which points away from the Sun
5) Scientists
of SETI __________ through their telescopes in search of ET.
6) _________
transport information through the atmosphere without wires
7) Our
TV news ___________ about the situation in Ukraine every hour.
III.
Change the form of the verb
|
Every day on my way to work I buy a fresh _______ In the capital there exists a scientific centre studying |
broad late article one terrestrial sign intelligent milk |
IV.
Find the definition
|
1. telescope 2. satellite 3. cosmos 4. orbit 5. tabloid 6. press |
a) equipment shaped like a tube, used for b) the curved path c) people who write reports for d) the whole e) a newspaper that f) a machine that |
Variant II
I.
Match the halves
|
1. Solar 2. extraterrestrial 3. human 4. establish 5. advanced 6. put into 7. radio |
a) race b) technology c) life d) orbit e) contact f) system g) antenna |
II.
Fill in the gaps
1) The
Sun is the centre of our _______________.
2) Radio
doesn’t work. I suppose _________ is broken.
3) Scientists
of SETI believe _____________ exists.
4) __________
appeared 30 000 years ago.
5) The
first satellite was ___________ by Russians in 1957.
6) People
of the Earth would like to _______ with aliens.
7) This
smart house was built with the use of ____________.
III.
Change the form of the verb
|
Every day on my way to work I buy a fresh _______ In the capital there exists a scientific centre studying |
broad late article one terrestrial sign intelligent milk |
IV.
Find the definition
|
1. article 2. coverage 3. broadsheet 4. planet 5. galaxy 6. spaceship |
a) a very large round object in space that b) when a subject or event is reported on c) one of the large groups of stars that d) a newspaper printed on large sheets of e) a piece of writing about a particular f) a vehicle for carrying people through |
Раздел 8B
I. At an airport Variant I
|
At an airport they usually have some _________: an arrival Airline perform a variety of activities in the terminal booking offices, ________ desks, baggage ______ area, information board and inquiry In the airport terminal building a lot of conveniences for |
lounge depart build check claim duty |
II. Make up phrases and fill in the blanks.
|
1. round-trip 2. window 3. departure 4. boarding 5. jet 6. delayed |
a) pass b) gate c) lag d) tickets e) flight f) seat |
- I’d like to make reservations for two ________________ to Oslo.
- This is your ___________. Your flight is at gate 5 at
9.30. - If you fly over several time zones you may not feel well.
This is called ______. - Well, you sit in the aisle. I prefer a ___________.
- Jack didn’t manage to be present at the conference,
because of the ___________. - Don’t go far. Our flight is at ____________ 8, we’ll be
there waiting for you.
.
I. Ticketing and check-in. Variant
II
|
The passenger ticket and baggage check for an The day before your journey study again the data in your Each one of your items of luggage will be tagged with a Jet ____ are usual when flying east. It is considered to |
fly depart lug board controller lag |
II. Make up phrases and fill in the blanks.
|
1. air traffic 2. cabin 3. departure 4. check-in 5. conveyor 6. flight |
a) belt b) board c) time d) controller e) crew f) desk |
1. I
handed in my ticket at the _________.
2. The
__________ showed that our flight had been delayed.
3. The
___________ kept going round but my bags were nowhere to be seen.
4. _______________
are responsible for keeping aircrafts from colliding (столкнуться)
with each other.
5. _______ members provide excellent service to
passengers, ensuring their comfort and safety throughout the flight.
6. Why?
Don’t you remember the _________? Look at your ticket. We are going to be late.
Раздел 8АВ
Variant I
I. Match the word and its definition. Translate the word.
|
1. desert 2. waterfall 3. stream 4. mystic 5. ruins 6. dam 7. cliff 8. civilisation |
a) a small, narrow river b) a barrier, typically of concrete, constructed to hold c) a steep rock face, esp. at the edge of the sea d) a cascade of water falling from a height e) a person who seeks believes in the spiritual f) the stage of human social development g) a dry, barren area of land, esp. one covered with sand h) the remains of a building, typically an old one |
II. Match two parts of phrases. Translate them.
|
1. praise 2. preserve 3. honour 4. conserve 5. lost 6. baggage 7. passport 8.conveyer |
a) belt b) nature c) ancient sites d) gods e) re-claim f) control g) civilization h) victory |
III. Put the necessary word.
Poor reclaim control flight
aisle duty-free known symbols crew mystic architectural
1. The fog is too heave and
visibility is ______. 2. When you are in JFK airport you can buy souvenirs in
a _______ shop. I feel rather tired after the flight and cannot recover from
_____ lag. 3. I would like to have an _____ seat as I’m afraid of heights. 4.
Unfortunately, our ____ has been cancelled. 5. At the beginning of KING KONG
the director is looking for a ship and a ______ that could come with him to the
mystical island. 6. Air traffic ____ is the room in the airport where air
traffic controllers control flights. 7. The temple was all covered with
strange______. 8. I don’t think that this author is ______ in our country. 9.
Westminster Abbey is an ________ feat, so the royal wedding was marvelous
there. 10. I don’t know any _____ places except for Bermuda Triangle. 11. You
can find you bag in the baggage _____ area.
Variant II
I. Match the word and its definition. Translate the word.
|
1. pond 2. grassland 3. cave 4. mystery 5. woods 6. swamp 7. plain 8. river |
a) an area of land, smaller than a forest, that is covered b) a small body of still water formed naturally c) a large area of flat land with few trees d) something that is difficult or impossible to understand e) a large open area of country covered with grass f) a large natural stream of water flowing to the sea, a g) a large underground chamber, typically of natural h) an area of low-lying, uncultivated ground where water |
II. Match two parts of phrases. Translate them.
|
1. water 2. ancient 3. mountain 4. predict 5. forecast 6. check-in 7. duty-free 8. departure |
a) range b) weather c) shop d) future e) desk f) board g) canal h) sites |
III. Put the necessary word.
Familiar gods hand mystery carved cities remains invaders
cut glacier window
1. Ancient Greeks worshipped
different _______. 2. This name is not ______ for me. I’ve never heard about
this person. 3. The ________occupied the city and the battle was scary. 4. As
for me, documentaries about ancient _____ are most interesting on the National
Geographics. 5. Mary ____ her finger heavily while she was cooking, so she had
to call the emergency. 6. Ancient symbols are ______ on the walls of the
castle. 7. Without a _______ life would be very dull, I think. 8. TITANIC
crashed into the __________ at the beginning of the last century. 9. The ______
of the soldier who fought in World War I were reburied and the monument was
set. 10. My son would better have a ______ seat when I prefer the aisle one.
11. Have you got any pieces of _____ luggage?
Match the words with their definitions.
1) a chain 1) a very high building
2) mighty 2) different things put together
3) a skyscraper 3) to begin
4) great-grandparents 4) a number of connected things
5) a melting pot 5) sandy country with little water
6) a mixture and few plants
7) to rise 6) your grandparents’ parents
a desert 7) wild, open land covered mainly
9) grassland with grass
strong, powerful
9) a place where there is a mixing of people of different races and nationalities
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Главная » Английский язык » Match the words with their definitions. 1) a chain 1) a very high building 2) mighty 2) different things put together 3) a skyscraper 3) to begin 4) great-grandparents 4) a number of connected things 5) a melting pot 5) sandy country with little
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2. Give the right pairs of synonyms:
complicated, efficiency, technique, productivity, complex, con-
sumer, reputation, producer, essential, manufacturer, appear,
customer, nowadays, goods, at present, extremely, characteris-
tics, increasingly, important, products, slogan, short message,
competitor, emerge, counterpart, strategy.
3.Word-building
Verb Noun Adjective Adverb
symbolize identity emotional extremely
exist
4. Match the word and its definition:
1 brand A the art of managing an affair cleverly
2 strategy B
an identifying symbol used as a trade-
3 copyright C mark
4 logo D demands for goods
5 market E goods which are the product of a particu-
lar firm or producer
the exclusive right to reproduce, publish,
and sell an original work, or any part of it,
for a certain number of years
Grammar exercises
1. Identify the following verb forms:
including, need, throws back, means, can be, publishes, was
developed, appeared, influences, becomes, will multiply, will
49
enhance, will win, include, is used, to promote, aims, are con-
sidered, convey, must contain, call, can offer, were.
2. Make the following sentences negative:
1. Marketing terms «brand» and «branding» derive from English
«brand» which throws back to Norse «brandr», which means
«fire, to burn».
2. Brand creates company image and reputation at the market of
goods and services.
3. Some authors consider a brand to be a complex of copyright
objects.
4. Brand can be a sell and buy object.
5. «Business week» regularly publishes the prices of the leading
brands.
6. The idea of branding as a way of product definition was
greatly developed in the late XXth century.
7. Your corporate ID, designed by professionals, will multiply
the effectiveness of your promotional campaigns.
8. Advertising slogan is used to promote a product or service to
the market.
9. Image slogan aims to raise the recognizability of the com-
pany or its brand.
10. Graphic designers offer professional insight into creation of
a unique logo and trademark.
3. Insert necessary prepositions:
1. Marketing terms «brand» and «branding» derive … English
«brand» which throws … to Norse «brandr», which means «fire,
to burn».
2. Brand is a complex of information … a company, goods,
service, including a name, a logotype, corporate style allowing
consumers to define it … multiple competitors, create its image
and reputation at the market … goods and services.
50
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3. From the legal side brand is a trade mark, defining a pro-
ducer and belonging … him.
4. The idea … branding as a way of product definition was
greatly developed … the late XXth century.
5. Now branding is a strong marketing tool which influences …
company image, its reputation and of course, the demand … it.
6. Corporate identity may also include … customer’s request:
press releases, advertising article, slogan, naming, promotional
printings.
7. Naming is extremely important … the company, project or
trademark since it greatly influences company’s image.
8. Designers can offer a vast number … structured techniques
… logo and trademark development.
4. Give the forms of irregular verbs:
throw, sell, buy, cost, become, win, hold.
5. Do a grammar test on Participle I and Participle II:
1. Professional branding is a complicated process of a trade
mark creation (include) target market analysis, advertising ac-
tions, brand positioning means, naming, visual brand images,
brand strategy, analysis of marketing efficiency.
2. Brand is a complex of information about a company, goods,
service, (include) a name, a logotype, corporate style (allow)
consumers to define it among multiple competitors, create its
image and reputation at the market of goods and services.
3. Brand is a trade mark, (define) a producer and (belong) to
him.
4. Branding is a strong marketing tool, (allow) to form a cus-
tomer’s certain emotional perception of a product.
5. Competitions (hold) by the company are crucial for the com-
pany image.
6. Slogan is a nameable short message, (carry) advertising in-
formation about the company, product or service.
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7. Designers can offer (structure) techniques in logo and
trademark development.
8. Your corporate ID, (design) by professionals, will multiply
the effectiveness of your promotional campaigns, will enhance
the reputation and popularity of your business in the market.
9. Corporate identity may also include press releases (inform)
on events, promotional campaigns.
10. (select) in a proper way, corporate identity sometimes be-
comes the most important factor for success.
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. What does professional branding include?
2. What is brand from a legal side?
3. What does “Business week” regularly publish?
4. When was the idea of branding as a way of product defini-
tion greatly developed?
5. What is one of the main promotional and marketing instru-
ments of any modern company?
6. What is the purpose of corporate ID?
7. What do logo and trademark convey?
8. How can a client recognize a product of a company?
3. Work in pairs and discuss the following topics:
1. The main components of a brand.
2. Professional branding (target market analysis, advertising
actions, naming, visual brand images, brand strategy, analysis
of marketing efficiency).
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4. Write a letter to your friend about the problem discussed
in the text.
Internet resources for independent work:
http://en.wikipedia.org/wiki/Brand
http://en.wikipedia.org/wiki/Corporate_identity
http://ad-funny.ru/index.php?key=advertising%20logos
LESSON 8
What’s in a name?
In the days when Manfred Gotta was still on the staff of a
Frankfurt advertising agency, he was asked to promote a new
cat food called “Katzensmaus” (Kittys feast). To a German, the
name might seem vaguely silly, for non Germans it is simply
unpronounceable.
The client insisted on keeping the name and Gotta handed
in his notice. In future, he decided, he would devote himself
full-time to devising names for new products. Friends and col-
leagues were convinced he’d snapped.
But today, at 50, Gotta has his own firm in Frankfurt and
makes a tidy living inventing original names. He came up with
the curious word “Xedos” for a luxury limousine, labelled one
sporty little car “Twingo” and hit on “Vectra” for a range
model.
Gotta produces names for cars, confectionary and tele-
phones and has over 80 corporate clients in Europe, Japan and
the United States. He charges around 100,000 marks for a name
which is to be used nationally, more than twice that for one
which will be suitable on a European scale. Compared to the
development costs of a car or a chocolate bar, it is peanuts. But
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the name is a vital part of the image, and often more important
than the colour or shape of a product.
A good name, says professional wordsmith Gotta, creates
positive associations, can be used internationally and it is
unique”. That goes for Japanese cars hoping to find buyers in
Europe and the US as well as for German beer, which is ex-
ported to countries throughout the world. “If you are a globally
active company you need to think in terms of a global identity,”
says Manfred Gotta.
A new product must stand out, at all costs. The more ex-
otic and enigmatic the name, the more curiosity it generates.
Seemingly awkward word like “Xedos” or “Kelts” are not nec-
essarily a handicap. “Better a clumsy name you’ll remember,”
Gotta says, “than one that’s slick but does not stick”.
It’s hoped that, with Gotta’s help, the mascot created for
Expo 2000 in Hanover will become world famous. Gotta came
up with the name Twipsy. He devises names like this simply by
giving free rein to his imagination. He locks himself into a
room with the nameless object for 15 to 30 minutes, examining
it closely and trying to put its qualities into words. This kind of
brainstorming session generally produces several alternatives,
which Gotta then reviews with his staff.
But there is more to word coining than just the creative
element. An ideal brand name should carry no meaning any-
where in the world and match the product. Gotta’s staff spend
weeks doing research to ensure that the world rights to the
name are available and also to find out whether it’s unpro-
nounceable in any language or might come across as being rude
or offensive.
Gotta was paid the nicest tribute ever for “Twingo”, when
someone said the car was as original as its name. But deciding
what to call his latest “product” proved a real headache for the
great inventor of names. He was, he admits, “rather different”
when it came to choosing a name for his son. The boy is now
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called Julian. That may not be unique but it’s got a pleasant
ring and is certainly international.
Active vocabulary of the lesson
Verbs: promote, seem, insist, keep, hand in, devote, devise,
convince, snap, invent, come up, label, charge, cost, slick, stick,
examine, review, ensure, export.
Nouns: staff, agency, notice, colleague, limousine, confection-
ary, marks, bar, powder, peanut, wordsmith, beer, identity, cu-
riosity, handicap. Mascot, rein, brainstorming, alternative,
brand, tribute, headache, inventor.
Adjectives: silly, tidy, curious, luxury novel, corporate, suit-
able, vital, unique, exotic, enigmatic, awkward, clumsy, name-
less, available, rude, offensive, pleasant.
Adverbs: unpronounceable, vaguely, simply, globally, closely,
generally, necessary.
Lexical exercises
1. Make up expressions with the given new words.
Model: clumsy brand name, offensive name, curious inventor
etc.
2. Word-building
Verb Noun Adjective Adverb
devote notice curious simple
invent
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3. Find in the text word combinations beginning with:
tidy …, positive …, several …, advertising …, global …, curi-
ous …, brainstorming …, luxury …, sporty …., European …,
nameless …, pleasant … .
4. Try to give:
a) synonyms to the following words: to charge, the staff, to
promote, silly, luxury, to label, client, cost, devise, awkward,
famous, vital.
b) antonyms to the following words: available, important, silly,
unpronounceable, future, full time, original, novel, suitable,
positive, rude.
5. Add more words to the word tree:
Ideal product name
unique
enigmatic
6. Name in one word:
a) a technique by which a group of people present and discuss
different possibilities in order to find a solution to a problem =
b) goods which are the production of a particular firm or pro-
ducer =
c) to raise or to be raised to a higher position or rank =
d) right or appropriate for a given job or occasion =
e) not polite or courteous =
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f) to invent a word or phrase =
g) a person who buys products, esp. for a company or large
store for resale =
h) a person or thing believed to bring good luck =
Grammar exercises
1. Identify the following verb forms:
was asked, seem, insisted, decided, would devote, were con-
vinced, had snapped, makes, came up, became, produces, is to
be used, can be used, hoping, to find, is exported, must stand
out, will remember, examine, should carry, was paid, is called.
2. Make the following sentences negative:
1. Gotta’s staff spend weeks doing research to ensure that the
world rights to the name are available.
2. A good name creates positive associations.
3. Name is a vital part of the image.
4e.xoTthiics kind of brainstorming session generally produces sev-
eral alternatives.
5. Gotta makes a tidy living inventing original names.
6. German beer is exported to countries throughout the world.
3. Give three forms of irregular verbs:
keep, make, come, become, say, find, think, stand, stick, spend,
pay.
4. Do a grammar test.
1. In the days when Manfred Gotta was still on the staff of a
Frankfurt advertising agency, he (ask; is asked; was asked) to
promote a new cat food called “Katzensmaus”.
2. He (will be devise; devises; devise) names like this simply by
giving free rein to his imagination.
3. The client (insisted; are insist; insist) on keeping the name.
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4. The boy (calls; is being called; is called) Julian.
5. Gotta (came up; come up; is come) with the name Twipsy.
6. He (lock; locks; was locked) himself into a room with the
nameless object for 15 to 30 minutes.
7. If you are a globally active company you (needed; are need;
need) to think in terms of a global identity.
8. An ideal brand name should (carry; carried; will carry) no
meaning anywhere in the world.
9. But the name (are; is; were) often more important than the
colour or shape of a product.
10. He (charge; charges; were charged) around 100,000 marks
for a name which is to be used nationally.
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. What was M. Gotta asked to promote?
2. Was the name “Katzenschmaus” pleasant to the ear?
3. How old is M.Gotta?
4. What famous names are created by M. Gotta?
5. What does Manfred Gotta do?
6. How much does he charge for a name which is to be used
nationally?
7. How does he devise names?
8. What is an ideal brand name?
9. What products does he create names for?
10. Have you ever heard about this wordsmith?
3. True or false:
1. He was asked to promote a new cat trade equipment.
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2. His son’s name has got a pleasant ring and is certainly inter-
national.
3. Gotta examines the object closely and tries to put its qualities
into words.
4. The client insisted on changing the name “Katzensmaus”.
5. Compared to the development costs of a car or a chocolate
bar, it is a great sum of money.
4. Fill in the gaps:
1. He locks himself into a room with … object for 15 to 30
minutes.
2. Friends and … were convinced he’d snapped.
3. That goes for Japanese cars hoping to find … in Europe.
4. He devises names like this simply by giving free rein to
his … .
5. This kind of brainstorming session generally produces sev-
eral … .
5. Work in pairs and discuss the following topics:
1. The process of devising names for products.
2. An ideal brand name.
3. Can you devote yourself full-time to devising names.
6. Write a letter to your friend about the problem discussed
in the text.
Internet resources for independent work:
http://www.bigdirectory.com.ru/Business/Marketing_and_Adv
ertising/Branding/Naming/
http://www.rupedia.ru/showarticle.php?article=6235
http://www.rupedia.ru/showarticle.php?article=6247
http://www.rupedia.ru/showarticle.php?article=6322
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http://www.rupedia.ru/showarticle.php?article=6328
http://www.rupedia.ru/showarticle.php?article=6388
http://ad-funny.ru/index.php?key=advertising%20logos
LESSON 9
Advertising
Advertising is a form of communication that typically at-
tempts to persuade potential customers to purchase or to con-
sume more of a particular brand of product or service. While
now central to the contemporary global economy and the re-
production of global production networks, it is only quite re-
cently that advertising has been more than a marginal influence
on patterns of sales and production. Mass production necessi-
tated mass consumption, and this in turn required a certain ho-
mogenization of consumer tastes for final products.
Many advertisements are designed to generate increased
consumption of those products and services through the crea-
tion and reinvention of the «brand image». For these purposes,
advertisements sometimes embed their persuasive message
with factual information. Every major medium is used to de-
liver these messages, including television, radio, cinema,
magazines, newspapers, video games, the Internet, carrier bags
and billboards. Advertising is often placed by an advertising
agency on behalf of a company or other organization.
Organizations that frequently spend large sums of money
on advertising that sells what is not, strictly speaking, a product
or service include political parties, interest groups, religious
organizations, and military recruiters. Non-profit organizations
are not typical advertising clients, and may rely on free modes
of persuasion, such as public service announcements.
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Types of advertising
Media
Commercial advertising media can include wall paintings,
billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mo-
bile telephone screens, shopping carts, web pop ups, skywrit-
ing, bus stop benches, human billboards, magazines, newspa-
pers, town criers, sides of buses, banners attached to or sides of
airplanes, in-flight advertisements on seatback tray tables or
overhead storage bins, taxicab doors, roof mounts and passen-
ger screens, musical stage shows, subway platforms and trains,
elastic bands on disposable diapers, stickers on apples in su-
permarkets, shopping cart handles, the opening section of
streaming audio and video, posters, and the backs of event tick-
ets and supermarket receipts. Any place an «identified» sponsor
pays to deliver their message through a medium is advertising.
Covert advertising
Covert advertising is when a product or brand is embedded
in entertainment and media. For example, in a film, the main
character can use an item or other of a definite brand, as in the
movie Minority Report, where Tom Cruise’s character John
Anderton owns a phone with the Nokia logo clearly written in
the top corner, or his watch engraved with the Bulgari logo.
Similarly, product placement for Omega Watches, Ford, VAIO,
BMW and Aston Martin cars are featured in recent James Bond
films, most notably Casino Royale.
Television commercials
The TV commercial is generally considered the most effec-
tive mass-market advertising format, as is reflected by the high
prices TV networks charge for commercial airtime during
popular TV events. The majority of television commercials fea-
ture a song or jingle that listeners soon relate to the product.
Virtual advertisements may be inserted into regular television
programming through computer graphics. In a TV commercial
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the advertiser is trying to persuade you to go out and buy some-
thing. He wants to make you feel that you really must have it.
He can use a number of different effects to do this:
• The snob effect. This tells you that the product is most
exclusive and of course rather expensive. Only the very best
people use.
• The scientific effect. A serious-looking man with glasses
and a white coat, possibly a doctor or a professor, tells you
about the advantages of the product.
• The words-and-music effect. The name of the product is
repeated over and over again, put into a rhyme and sung several
times in the hope that you won’t forget it. The sung rhyme is
called a “jingle”.
• The ha-ha effect. The advertiser tries to make you laugh
by showing people or cartoon figures in funny situations.
• The VIP (Very important person) effect. Well-known
people, like actors or football players, are shown using the
product.
• The supermodern effect. The advertiser tries to persuade
you that this product is a new, sensational breakthrough.
• The go-go effect. This is suitable for teenage market. It
shows young people having a party, singing, laughing, having a
wonderful time, and, of course, using the product.
By skilfully using advertising baits, representatives of
business are quite able to exert a substantial influence on the
content of TV and radio programs.
Infomercials
Infomercials are also known as direct response television
(DRTV) commercials or direct response marketing. The main
objective in an infomercial is to create an impulse purchase, so
that the consumer sees the presentation and then immediately
buys the product through the advertised toll-free telephone
number or website. Infomercials describe, display, and often
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demonstrate products and their features, and commonly have
testimonials from consumers and industry professionals.
Celebrities
This type of advertising focuses upon using celebrity
power, fame, money, popularity to gain recognition for their
products and promote specific stores or products. Advertisers
often advertise their products, for example, when celebrities
share their favourite products or wear clothes by specific
brands or designers. Celebrities are often involved in advertis-
ing campaigns such as television or print adverts to advertise
specific or general products.
Media and advertising approaches
Advertising on the World Wide Web is a recent phenome-
non. Prices of Web-based advertising space are dependent on
the «relevance» of the surrounding web content and the traffic
that the website receives. E-mail advertising is another recent
phenomenon. Unsolicited bulk E-mail advertising is known as
«spam». As the mobile phone became a new mass media in
1998 when the first paid downloadable content appeared on
mobile phones in Finland, it was only a matter of time until
mobile advertising followed, also first launched in Finland in
2000.
A new form of advertising that is growing rapidly is social
network advertising. It is online advertising with a focus on so-
cial networking sites. This is a relatively immature market, but
it has shown a lot of promise as advertisers are able to take ad-
vantage of the demographic information the user has provided
to the social networking site. Friendertising is a more precise
advertising term in which people are able to direct advertise-
ments toward others directly using social network service.
Mobile billboard advertising
Mobile billboards are truck- or blimp-mounted billboards
or digital screens. These can be dedicated vehicles built solely
for carrying advertisements along routes preselected by clients,
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or they can be specially-equipped cargo trucks. The billboards
are often lighted; some being backlit, and others employing
spotlights. Some billboard displays are static, while others
change; for example, continuously or periodically rotating
among a set of advertisements. Mobile displays are used for
various situations in metropolitan areas throughout the world,
including: target advertising, one-day, and long-term cam-
paigns, conventions, sporting events, store openings and simi-
lar promotional events, big advertisements from smaller com-
panies.
Public service advertising
The same advertising techniques used to promote com-
mercial goods and services can be used to inform, educate and
motivate the public about non-commercial issues, such as
AIDS, political ideology, energy conservation, religious re-
cruitment, and deforestation. Advertising, in its non-
commercial guise, is a powerful educational tool capable of
reaching and motivating large audiences.
Active vocabulary of the lesson
Verbs: persuade, consume, necessitate, require, generate, em-
bed, deliver, rely on, include, identify, own, engrave, feature,
relate, insert, exert, focus upon, involve, employ, educate,
reach.
Nouns: service, pattern, consumption, turn, homogenization,
taste, reinvention, purpose, persuasion, announcements, item,
charge, airtime, glasses, breakthrough, content, objective, ce-
lebrity, truck, issues, deforestation.
Adjectives: particular, contemporary, marginal, persuasive,
actual, definite, recent, exclusive, expensive, substantial, de-
pendent, digital.
Adverbs: typically, recently, frequently, strictly, clearly, simi-
larly, notably, skilfully, immediately, commonly, rapidly, rela-
tively, directly, specially, continuously, periodically.
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Lexical exercises
1. Make up expressions with the given new words.
Model: to deliver factual information, to generate original ideas
etc.
2. Match the word and its definition:
1 billboard A a well-known person
2 advertisement
B a large strip of cloth, hung be-
3 celebrity tween two poles, bearing a slogan
4 persuade C to convince smb to do smth by
reasoning, arguing, begging
5 banner
D a large, high, flat surface on which
advertisements are placed
E a notice of something for sale, for
rent, etc., given in a newspaper, on
TV, or pasted on a wall
3. Complete the network for the word ADVERTISING.
Add as many other bubbles as you like.
brand
ADVERTISING
customer
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4. Word-building
Verb Noun Adjective Adverb
persuade consumption marginal typically
generate
Grammar exercises
1. Identify the following verb forms:
attempts, has been, necessitated, required, are designed, is used,
is placed, spend, sells, include, may rely, can include, pays, is
embedded, owns, are featured, is considered, is reflected, fea-
ture, relate, may be inserted, is trying, wants, is repeated, are
shown, shows, are known, sees, buys, demonstrate, advertise,
are involved, became, appeared, launched, is growing, has pro-
vided, can be dedicated, are lighted, are used.
2. Make the following sentences negative:
1. Advertising attempts to persuade potential customers to pur-
chase or to consume more of a particular brand of product or
service.
2. Advertising focuses upon using celebrity power, fame,
money, popularity to gain recognition for their products and
promote specific stores or products.
3. The billboards are often lighted.
4. Social network advertising is growing rapidly.
5. The mobile phone became a new mass media in 1998.
6. Unsolicited bulk E-mail advertising is known as «spam».
7. Virtual advertisements may be inserted into regular televi-
sion programming through computer graphics.
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8. John Anderton owns a phone with the Nokia logo clearly
written in the top corner.
9. Advertising has been more than a marginal influence on pat-
terns of sales and production.
10. Many advertisements are designed to generate increased
consumption of those products and services through the crea-
tion and reinvention of the «brand image».
3. Insert necessary prepositions:
1. It is only quite recently that advertising has been more than a
marginal influence … patterns of sales and production.
2. Many advertisements are designed to generate increased con-
sumption of products and services … the creation and reinven-
tion of the «brand image».
3. Advertisements sometimes embed their persuasive message
… factual information.
4. Advertising is often placed … an advertising agency … be-
half of a company or other organization.
5. Virtual advertisements may be inserted … regular television
programming … computer graphics.
6. This type of advertising focuses … using celebrity power,
fame, money, popularity to gain recognition for their products
and promote specific stores or products.
7. In a TV commercial the advertiser is trying to persuade you
to go … and buy something.
8. The name of the product is put into a rhyme and sung sev-
eral times … the hope that you won’t forget it.
4. Give the forms of irregular verbs:
be, spend, pay, write, buy, make, feel, tell, put, sing, forget,
show, have, have, know, see, become, grow, build.
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5. Do a grammar test changing Active Voice into Passive
Voice:
1. Mass production necessitated mass consumption.
2. Organizations frequently spend large sums of money on ad-
vertising.
3. The main character can use an item or other of a definite
brand.
4. He can use a number of different effects.
5. It shows young people having a party, singing, laughing,
having a wonderful time, and, of course, using the product.
6. Infomercials describe, display, and often demonstrate prod-
ucts and their features.
6. Find in the text all the sentences in Passive Voice.
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. Why aren’t non-profit organizations typical advertising cli-
ents?
2. What is the main purpose of designing advertisements?
3. What are the major types of advertising?
4. What is the most effective mass-market advertising format?
5. What effects can an advertiser use to persuade you go out
and buy something?
6. What is a new format of adverting that is growing rapidly?
7. Can we confirm that advertising is a powerful educational
tool capable of reaching and motivating large audiences?
8. What is public service advertising?
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3. Work in pairs and discuss the following topics:
1. Advertising – a powerful educational tool capable of moti-
vating large audiences.
2. Social network advertising.
4. Write a letter to your friend about the problem discussed
in the text.
Internet resources for independent work:
http://en.wikipedia.org/wiki/Advertising
http://ad-funny.ru/index.php?key=advertising%20logos
http://ad-funny.ru/index.php?key=commercials
http://ad-funny.ru/index.php?key=magazine+advertising
LESSON 10
Packaging
Packaging is the science, art and technology of enclosing
or protecting products for distribution, storage, sale, and use.
Packaging also refers to the process of design, evaluation, and
production of packages. Packaging can be described as a coor-
dinated system of preparing goods for transport, warehousing,
logistics, sale, and end use. Packaging contains, protects, pre-
serves, transports, informs, and sells. In many countries it is
fully integrated into government, business, institutional, indus-
trial, and personal use.
Package labelling (en-GB) or labeling (en-US) is any writ-
ten, electronic, or graphic communications on the packaging or
on a separate but associated label.
The first packages used the natural materials available at
the time: baskets of reeds, wineskins (Bota bags), wooden
69
boxes, pottery vases, ceramic amphorae, wooden barrels,
woven bags, etc. Iron and tin plated steel were used to make
cans in the early 19th century. Paperboard cartons and corru-
gated fibreboard boxes were first introduced in the late 19th
century. As additional materials such as aluminium and several
types of plastic were developed, they were incorporated into
packages to improve performance and functionality.
The purposes of packaging and package labels
Packaging and package labelling have several objectives:
Physical protection — The objects enclosed in the package
may require protection from, among other things, mechanical
shock, vibration, electrostatic discharge, compression, tempera-
ture etc.
Barrier protection — A barrier from oxygen, water vapour,
dust, etc., is often required. Permeation is a critical factor in
design. Keeping the contents clean, fresh, sterile and safe for
the intended shelf life is a primary function.
Containment or agglomeration — Small objects are typi-
cally grouped together in one package for reasons of efficiency.
For example, a single box of 1000 pencils requires less physical
handling than 1000 single pencils. Liquids, powders, and
granular materials need containment.
Information transmission — Packages and labels communi-
cate how to use, transport, recycle, or dispose of the package or
product. With pharmaceuticals, food, medical, and chemical
products, some types of information are required by govern-
ments.
Marketing — The packaging and labels can be used by mar-
keters to encourage potential buyers to purchase the product.
Package graphic design and physical design have been impor-
tant and constantly evolving phenomenon for several decades.
Marketing communications and graphic design are applied to
the surface of the package.
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Security — Packaging can play an important role in reduc-
ing the security risks of shipment. Packages can be made with
improved tamper resistance to deter tampering and also can
have tamper-evident features to help indicate tampering. Pack-
ages can be engineered to help reduce the risks of package pil-
ferage: some package constructions are more resistant to pilfer-
age and some have pilfer indicating seals.
Convenience — Packages can have features that add con-
venience in distribution, handling, stacking, display, sale, open-
ing, reclosing, use, dispensing, and reuse.
Portion control — Single serving or single dosage packaging
has a precise amount of contents to control usage. Bulk com-
modities (such as salt) can be divided into packages that are a
more suitable size for individual households.
Symbols used on packages and labels
Many types of symbols for package labelling are nation-
ally and internationally standardized. For consumer packaging,
symbols exist for product certifications, trademarks, proof of
purchase, etc. Some requirements and symbols exist to com-
municate aspects of consumer use and safety. Examples of en-
vironmental and recycling symbols include the recycling sym-
bol, the resin identification code and the «Green Dot».
Technologies related to shipping containers are identifica-
tion codes, bar codes, and electronic data interchange (EDI).
These three core technologies serve to enable the business func-
tions in the process of shipping containers throughout the dis-
tribution channel.
Package development considerations
Package design and development are often thought of as
an integral part of the new product development process. Alter-
natively, development of a package (or component) can be a
separate process, but must be linked closely with the product to
be packaged. Package design starts with the identification of all
the requirements: structural design, marketing, shelf life, qual-
71
ity assurance, logistics, legal, regulatory, graphic design, end-
use, environmental, etc.
With some types of products, the design process involves
detailed regulatory requirements for the package. For example
with packaging foods, any package components that may con-
tact the food are food contact materials. Toxicologists and food
scientists need to verify that the packaging materials are al-
lowed by applicable regulations. Packaging engineers need to
verify that the completed package will keep the product safe for
its intended shelf life with normal usage. Packaging processes,
labelling, distribution, and sale need to be validated to comply
with regulations and have the well being of the consumer in
mind.
Package design may take place within a company or with
various degrees of external packaging engineering: independent
contractors, consultants, vendor evaluations, independent labo-
ratories, contract packagers, total outsourcing, etc.
Environmental considerations
Package development involves considerations for sustain-
ability, environmental responsibility, and applicable environ-
mental and recycling regulations. It may involve a life cycle
assessment which considers the material and energy inputs and
outputs to the package, the packaged product (contents), the
packaging process, the logistics system, waste management,
etc. The traditional “three R’s” of reduce, reuse, and recycle
are part of a waste hierarchy which may be considered in prod-
uct and package development.
Active vocabulary of the lesson
Verbs: enclose, protect, refer to, prepare, preserve, integrate,
improve, require, recycle, purchase, evolve, reduce, deter, indi-
cate, exist, serve, involve, verify, comply with.
Nouns: science, distribution, storage, goods, warehouse, gov-
ernment, reed, wineskin, can, performance, objective, dis-
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charge, vapour, dust, permeation, efficiency, liquid, powder,
resistance, pilferage, seal.
Adjectives: separate, available, ceramic, sterile, single, precise,
integral, applicable, environmental.
Adverbs: typically, constantly, nationally, internationally, al-
ternatively.
Lexical exercises
1. Make up expressions with the given new words.
Model: to protect goods, to increase the resistance, etc.
2. Word-building
Verb Noun Adjective Adverb
reduce performance applicable alternatively
require
3. Match the word and its definition:
1 pilfer A free from all germs and bacteria
2 recycle
B to treat a used substance so that fur-
3 sterile ther use is possible
4 protect
C never stopping; never changing
5 constantly
D to steal small items or in small
quantities
E to keep safe; to guard or defend
from danger
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4. Translate the text from Russian into English:
Упаковка – элемент бренда, который играет важную
маркетинговую роль. Грамотно разработанная упаковка,
решает несколько важнейших задач. Во-первых, упаковка –
носитель символики бренда — логотипа. Во-вторых, дизайн
упаковки – инструмент выделения бренда из конкурентно-
го окружения. В-третьих, упаковка – носитель идеологии
бренда. В-четвёртых, дизайн упаковки – важный информа-
ционный носитель, который может «рассказать» о продук-
те. Одного лишь креатива недостаточно, чтобы создать
эффективный дизайн упаковки, разработка дизайна упа-
ковки должна вестись в строгом соответствии с идеологией
бренда, только тогда упаковка будет «работать» на конеч-
ную цель – увеличение объёмов продаж. Важно помнить,
что разработка дизайна упаковки – длительный, сложный и
трудоёмкий процесс, именно поэтому дизайн упаковки
нужно доверять профессионалам в области packaging de-
sign. Но разработка упаковки не ограничивается только
созданием дизайна, огромную роль в борьбе за внимание
потребителя играет также и форма упаковки. Разработка
упаковки оригинальной формы – это процесс, который не-
посредственно связан с техническими аспектами производ-
ства, следовательно, требует от агентства наличия специа-
листов в области индустриального дизайна.
Grammar exercises
1. Identify the following verb forms:
refers to, can be described, transports, is integrated, used, were
used, to make, were introduced, were developed, have, may
require, is required, are grouped, need, communicate, can be
used, have been, are applied, can play, can be engineered, can
be divided, are standardized, exist, are thought, involves, may
be considered.
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2. Make up the tag-questions:
1. The design process involves detailed regulatory requirements
for the package, … ?
2. Toxicologists and food scientists need to verify that the
packaging materials are allowed by applicable regulations, … ?
3. In many countries packaging is fully integrated into govern-
ment, business, institutional, industrial, and personal use, … ?
4. Packaging can be described as a coordinated system of pre-
paring goods for transport, warehousing, logistics, sale, and end
use, … ?
5. Package labelling (en-GB) or labeling (en-US) is any writ-
ten, electronic, or graphic communications on the packaging,
…?
6. Some requirements and symbols exist to communicate as-
pects of consumer use and safety, … ?
7. Additional materials were incorporated into packages to im-
prove performance and functionality,… ?
8. Liquids, powders, and granular materials need containment,
…?
9. Some types of information are required by governments, … ?
10. Iron and tin plated steel were used to make cans in the early
19th century, … ?
3. Give the forms of irregular verbs:
write, make, keep, think, have, take.
4. Do a grammar test using the appropriate form of the
word in brackets:
1. Packaging can be described as a (coordination) system of
preparing goods for transport, warehousing.
2. In many countries packaging is fully (integration) into gov-
ernment, business, institutional, industrial, and personal use.
75
3. Paperboard cartons and corrugated fibreboard boxes were
first (introduction) in the late 19th century.
4. Keeping the contents clean, fresh, sterile and (safety) for the
intended shelf life is a primary function.
5. Packages and labels (communication) how to use, transport,
recycle, or dispose of the package or product.
6. Package design may take place within a company or with
(variety) degrees of external packaging engineering.
7. Examples of environmental and recycling (symbolize) in-
clude the recycling symbol, the resin identification code and the
«Green Dot».
8. Package (develop) involves considerations for sustainability,
environmental responsibility, and applicable environmental and
recycling regulations.
9. Packages can have features that add (convenient) in distribu-
tion, handling, stacking, display, sale, opening, reclosing, use,
dispensing, and reuse.
10. Package design starts with the (identify) of all the require-
ments.
5. Write the plural form of the words:
technology, country, goods, package, amphora, objective, liq-
uid, risk, commodity, process, logistics, phenomenon.
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. What is packaging as a coordinated system?
2. What is package labelling?
3. What natural materials did the first packaged use?
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4. What objectives do packaging and package labelling have?
5. What are technologies related to shipping containers?
6. What does package design start with?
7. What does package development involve?
8. What do three R’s stand for?
3. Work in small groups and discuss the following topics:
1. Packaging – the science, art and technology.
2. Package design techniques.
3. Materials used in package industry.
4. Write an essay about the problem discussed in the article.
http://www.hydro.com.ua/en/Our-business/Meet-our-
customers/Recycling-is-a-can-do-proposition-/
Internet resources for independent work:
http://www.soldis-packaging.ru/portfolio/active.php
http://en.wikipedia.org/wiki/Category:Packaging
http://en.wikipedia.org/wiki/Category:Packaging_materials
http://en.wikipedia.org/wiki/Category:Containers
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INTERIOR DESIGN
LESSON 1
Interior design
Interior design is a multi-faceted profession in which
creative and technical solutions are applied within a structure to
achieve a built interior environment. These solutions are func-
tional, enhance the quality of life and culture of the occupants,
and are aesthetically attractive. Designs are created in response
to and coordinated with code and regulatory requirements, and
encourage the principles of environmental sustainability. The
interior design process follows a systematic and coordinated
methodology, including research, analysis and integration of
knowledge into the creative process, whereby the needs and
resources of the client are satisfied to produce an interior space
that fulfils the project goals. The work of an interior designer
draws upon many disciplines including environmental psychol-
ogy, architecture, product design, and traditional decoration
(aesthetics and cosmetics). They plan the spaces of almost
every type of building including: hotels, corporate spaces,
schools, hospitals, private residences, shopping malls, restau-
rants, theatres, and airport terminals.
Today, interior designers must be attuned to architectural
detailing including floor plans, home renovations, and con-
struction codes. Some interior designers are architects as well.
The specialty areas that involve interior designers are limited
only by the imagination and are continually growing and
changing. With the increase in the aging population, an in-
creased focus has been placed on developing solutions to im-
prove the living environment of the elderly population, which
takes into account health and accessibility issues that can affect
the design. Awareness of the ability of interior spaces to create
positive changes in people’s lives is increasing, so interior de-
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sign is also becoming relevant to this type of advocacy. Three
areas of design that are becoming increasingly popular are er-
gonomic design, elder design, and environmental — or green —
design. Ergonomic design involves designing work spaces and
furniture that emphasize good posture and minimize muscle
strain on the body. Elder design involves planning interior
space to aid in the movement of people who are elderly and
disabled. Green design involves selecting furniture and carpets
that are free of chemicals and hypoallergenic and selecting con-
struction materials that are energy-efficient or are made from
renewable resources.
Although most interior designers do many kinds of pro-
jects, some specialize in one area of interior design. Some spe-
cialize in the type of building space — usually residential or
commercial — while others specialize in a certain design element
or type of client, such as healthcare facilities. The most com-
mon specialties of this kind are lighting, kitchen and bath, and
closet designs. However, designers can specialize in almost any
area of design, including acoustics and noise abatement, secu-
rity, electronics and home theatres, home spas, and indoor gar-
dens. Interior designers deal with technical engineering issues
and aesthetic design issues. Those who leave this field usually
choose another area involving aesthetic design. Many become
interior decorators, graphic designers, and computer graphics
consultants. A notable few become architects. Few leave the
arena of aesthetic decision-making altogether.
Active vocabulary of the lesson
Verbs: apply, achieve, enhance, encourage, include, satisfy,
produce, fulfil, draw upon, attune, involve, grow, change, de-
velop, improve, take into account, affect, emphasize, minimize,
aid, select.
Nouns: solution, environment, occupant, response, require-
ments, sustainability, methodology, research, analysis, integra-
79
tion, resource, goal, psychology, residence, specialty, imagina-
tion, increase, population, health, issues, awareness, advocacy,
furniture, posture, strain, body, movement, carpet, chemicals.
Adjectives: multi-faceted, functional, attractive, regulatory,
positive, relevant, ergonomic, muscle, disabled, elderly, hypo-
allergenic, energy-efficient, renewable.
Adverbs: aesthetically, continually.
Lexical exercises
1. Make up expressions with the given new words.
Model: to select furniture, to develop imagination etc.
2. Word-building
Verb Noun Adjective Adverb
satisfy imagination functional continually
solution
3. Match the word and its definition:
1 environment A an answer or reply
2 enhance
B the number of people living in a
3 response particular area, city, state, country,
4 psychology etc.
5 population
C to increase the attractiveness of
other qualities
D the natural surroundings or social
conditions in which people live
E the study or science of the mind
and how it works
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4. Translate the text from Russian into English:
Каждый человек стремится к тому, чтобы сделать свой
дом теплым и уютным, комфортным и благоустроенным,
старается оформить свое жилье со вкусом, выражая тем
самым свою индивидуальность. Выбор мебели в
оформлении интерьера играет огромную роль, это всегда
очень ответственный момент. Мебель должна вписываться
в общий интерьер комнаты, создавая чувство единства и
гармонии. При этом выбор мебели должен основываться на
стиле, в котором оформлено жилье.
Мой дом — моя крепость. Все мы не раз в жизни
слышали эти абсолютно верные слова. Где и в каком месте,
если не дома, мы чувствуем себя тепло, уютно, забываем
обо всех бедах, закрываемся от всего плохого, что вас на-
стигло на протяжении дня, расслабляемся, словом, как буд-
то, за огромнейшей непробивной стеной.
5. Test your Interior Decorating Skills.
http://education.interiordezine.com/quiz.html
Grammar exercises
1. Identify the following verb forms:
to achieve, enhance, are created, encourage, follows, including,
are satisfied, to produce, fulfils, draws, plan, must be attuned,
are, involve, are limited, are growing, has been placed, takes,
can affect, is increasing, is becoming, emphasize, are made.
2. Make up the tag-questions:
1. Green design involves selecting furniture and carpets …?
2. Interior designers deal with technical engineering issues and
aesthetic design issues …?
3. Today, interior designers must be attuned to architectural de-
tailing …?
81
4. The most common specialties of this kind are lighting,
kitchen and bath, and closet designs …?
5. Designs are created in response to and coordinated with code
and regulatory requirements …?
6. An increased focus has been placed on developing solutions
to improve the living environment of the elderly population …?
7. The interior design process follows a systematic and coordi-
nated methodology, including research, analysis and integration
of knowledge into the creative process …?
3. Give the forms of irregular verbs:
build, draw, grow, take, become, made.
4. Do a grammar test using Active or Passive Voice:
1. Designs (create) in response to and coordinated with code
and regulatory requirements.
2. Creative and technical solutions (apply) within a structure to
achieve a built interior environment.
3. Most interior designers (do) many kinds of projects.
4. The interior design process (follow) a systematic and coordi-
nated methodology, including research, analysis and integration
of knowledge into the creative process.
5. Ergonomic design (involve) designing work spaces and fur-
niture that emphasize good posture and minimize muscle strain
on the body.
6. Many designers (become) interior decorators, graphic de-
signers, and computer graphics consultants.
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.
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2. Answer the questions:
1. What disciplines does the work of an interior designer draw
upon?
2. What areas of design are becoming increasingly popular?
3. What does ergonomic design include?
4. What is green design?
5. What areas can designers specialize in?
3. Work in small groups and discuss the following topics:
1. The advantages of interior design profession.
2. How can interior designers create positive changes in peo-
ple’s lives?
3. Private and public interior spaces.
4. Write an essay about your future profession.
Internet resources for independent work:
http://www.interiordesignstory.com
http://www.1su.ru/showarticles.php?cat=167
http://www.youtube.com/watch?v=iIQ6VqFEN0o
http://www.interiordezine.com/index.cfm/Colour
http://www.bls.gov/oco/ocos293.htm
LESSON 2
Interior Designers
An interior designer is responsible for the interior design,
decoration, and functionality of a client’s space, whether the
space is commercial, industrial, or residential. Interior design-
ers work closely with architects and clients to determine the
structure of a space, the needs of the occupants, and the style
83
that best suits both. Interior designers have to be good with
more than colour, fabric, and furniture; interior designers must
know materials, have budgeting skills, communicate well, and
oversee the ordering, installation, and maintenance of all ob-
jects that define a space. They also have to know about electri-
cal capacity, safety, and construction. This broader range of
required knowledge distinguishes them from interior decora-
tors. Interior designers have to be able to work with contractors
and clients alike, planning and implementing all aesthetic and
functional decisions, from faucet handles to miles of carpeting —
and all this usually must be done within a fixed budget. Interior
designers are hired for their expertise in a variety of styles and
approaches, not merely their own personal vision. Therefore,
they have to be able to balance their own tastes and their cli-
ents’ tastes — and be willing to put their clients’ tastes first. Inte-
rior designers are often asked to begin their planning before
construction of a space is finished; this means that they must be
good at scheduling and comfortable reading blueprints. Interior
design is hard work, but those who do it well find the work
very satisfying.
Postsecondary education — either an associate or a bache-
lor’s degree — is necessary for entry-level positions; some States
license interior designers.
Interior designers draw upon many disciplines to enhance
the function, safety, and aesthetics of interior spaces. Their
main concerns are with how different colours, textures, furni-
ture, lighting, and space work together to meet the needs of a
building’s occupants. Designers plan interior spaces of almost
every type of building, including offices, airport terminals,
theatres, shopping malls, restaurants, hotels, schools, hospitals,
and private residences. Good design can boost office productiv-
ity, increase sales, attract a more affluent clientele, provide a
more relaxing hospital stay, or increase a building’s market
value.
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Traditionally, most interior designers focused on decorat-
ing — choosing a style and colour palette and then selecting ap-
propriate furniture, floor and window coverings, artwork, and
lighting. However, an increasing number of designers are be-
coming involved in architectural detailing, such as crown moul-
ding and built-in bookshelves, and in planning layouts of build-
ings undergoing renovation, including helping to determine the
location of windows, stairways, escalators, and walkways.
Interior designers must be able to read blueprints, under-
stand building and fire codes, and know how to make space ac-
cessible to people who are disabled. Designers frequently col-
laborate with architects, electricians, and building contractors
to ensure that designs are safe and meet construction require-
ments.
Whatever space they are working on, almost all designers
follow the same process. The first step, known as program-
ming, is to determine the client’s needs and wishes. The de-
signer usually meets face-to-face with the client to find out how
the space will be used and to get an idea of the client’s prefer-
ences and budget. The designer also will visit the space to take
inventory of existing furniture and equipment and identify posi-
tive attributes of the space and potential problems.
After collecting this information, the designer formulates a
design plan and estimates costs. Today, designs often are cre-
ated with the use of computer-aided design (CAD) software,
which provides more detail and easier corrections than sketches
made by hand. Upon completing the design plan, the designer
will present it to the client and make revisions based on the cli-
ent’s input.
When the design concept is finalized, the designer will be-
gin specifying the materials, finishes, and furnishings required,
such as furniture, lighting, flooring, wall covering, and artwork.
Depending on the complexity of the project, the designer also
might submit drawings for approval by a construction inspector
85
to ensure that the design meets building codes. Finally, the de-
signer develops a timeline for the project, coordinates contrac-
tor work schedules, and makes sure work is completed on time.
The designer oversees the installation of the design elements,
and after the project is complete, the designer, together with the
client, pay follow-up visits to the building site to ensure that the
client is satisfied. If the client is not satisfied, the designer
makes corrections.
Interior designers sometimes supervise assistants who
carry out their plans and perform administrative tasks, such as
reviewing catalogues and ordering samples. Designers who run
their own businesses also may devote considerable time to de-
veloping new business contacts, examining equipment and
space needs, and attending to business matters.
Although most interior designers do many kinds of pro-
jects, some specialize in one area of interior design. Some spe-
cialize in the type of building space — usually residential or
commercial — while others specialize in a certain design element
or type of client, such as healthcare facilities. The most com-
mon specialties of this kind are lighting, kitchen and bath, and
closet designs. However, designers can specialize in almost any
area of design, including acoustics and noise abatement, secu-
rity, electronics and home theatres, home spas, and indoor gar-
dens.
Active vocabulary of the lesson
Verbs: determine, suit, oversee, define, distinguish, implement,
decision, hire, balance, provide, increase, focus on, satisfy, su-
pervise, devote, specify, carry out.
Nouns: structure, occupants, fabric, skills, installation, mainte-
nance, capacity, safety, handles, expertise, approach, taste,
lighting, residence, palette, walkways, requirements, prefer-
ences, attributes.
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Adjectives: commercial, industrial, residential, responsible,
aesthetic, functional, private, appropriate.
Adverbs: closely, merely, traditionally, finally.
Lexical exercises
1. Make up expressions with the given new words.
Model: private residence, to satisfy occupants etc.
2. Word-building
Verb Noun Adjective Adverb
devote approach functional finally
specify
3. Match the synonyms:
A B
supervise to give official permission to do smth
renovation artistic, pleasing to the eye
license to direct, control, or be in charge of
aesthetic to work together with someone else
collaborate the process of putting smth back into good
condition, esp. after extensive repairs
accessible a method of doing smth or way of thinking
approach easily reached or entered
87
4. What associations does the familiar word SPACE evoke
in your mind? Put these associations into the bubbles. For
instance:
interior
industrial
SPACE
5. Translate the following word combinations:
supervise assistants, review catalogues, devote considerable
time to, the installation of the design elements, the complexity
of the project, existing furniture, an increasing number of de-
signers, develop new business contacts, personal vision, is to
determine the client’s needs, boost office productivity, attract a
more affluent clientele.
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6. Complete the sentences:
1. An interior designer is responsible for … .
2. Interior designers work closely with … .
3. Interior designers focus on … .
4. Designers devote considerable time to … .
5. Designers frequently collaborate with … .
6. Interior designers sometimes supervise … .
7. They also have to know about … .
Grammar exercises
1. Identify the following verb forms:
work, suits, have to, must know, distinguishes, must be done,
are hired, are asked, to begin, means, must be, do, find, license,
draw upon, to enhance, work, plan, including, can boost, in-
crease, provide, focused on, are becoming, must be able, col-
laborate, are working, meets, will visit, formulates.
2. Make the following sentences negative:
1. Interior designers work closely with architects and clients to
determine the structure of a space.
2. Designers plan interior spaces of almost every type of build-
ing, including offices, airport terminals, theatres etc.
3. Designers can specialize in almost any area of design.
4. Interior designers are often asked to begin their planning be-
fore construction of a space is finished.
5. Interior designers must be able to read blueprints, understand
building and fire codes.
6. The designer also might submit drawings for approval by a
construction inspector to ensure that the design meets building
codes.
3. Make up 10 questions of different types.
89
4. Give the forms of irregular verbs:
know, have, oversee, do, begin, mean, find, draw, meet,
choose, become, build, read, understand, make, take, pay, run.
5. Do a grammar test.
1. The designer (develop) a timeline for the project, (coordi-
nate) contractor work schedules, and (make) sure work (to be
completed) on time.
2. Today, designs often are created with the use of computer-
aided design (CAD) software.
3. Designers frequently (collaborate) with architects, electri-
cians, and building contractors.
4. Some States (license) interior designers.
5. Upon completing the design plan, the designer (present) it to
the client.
6. The designer also (visit) the space to take inventory of exist-
ing furniture and equipment.
7. Interior designers sometimes (supervise) assistants who carry
out their plans and perform administrative tasks.
8. Designers plan interior spaces of almost every type of build-
ing.
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. What is an interior designer responsible for?
2. What education is necessary for entry-level positions?
3. What are the main concerns of interior designers?
4. What can good design boost?
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5. Must interior designers be able to understand building and
fire codes?
6. What types of building do interior designers plan?
7. Why do designers frequently collaborate with building con-
tractors?
3. True or false:
1. Master’s degree is necessary for entry-level positions.
2. Designers can specialize in almost any area of design, in-
cluding acoustics and noise abatement, security, electronics and
home theatres, home spas, and indoor gardens.
3. This knowledge of a foreign language distinguishes interior
designers from interior decorators.
4. If the client is not satisfied, the designer gives him a bonus.
5. A designer, together with the client, pay follow-up visits to
the building site to ensure that the client is satisfied.
6. After collecting this information, the designer goes to the
shop and buys all necessary materials.
4. Work in pairs and discuss the topic “Needs of private
space occupants” using the following diagram:
Needs of
occupants
taking a studying socializing sleeping cooking
bath
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5. Write an essay about the topic discussed in the text.
Internet resources for independent work:
http://en.wikipedia.org/wiki/SM_Megamall
http://en.wikipedia.org/wiki/Hotel_design
http://www.1-su.ru/showarticles.php?cat=167
http://interiordesignprofits.com
http://www.bonuspills.ru/showarticle.php?article=16968
LESSON 3
How to become an interior decorator
1. Train Your Eye
If you’re interested in becoming an interior decorator, you
probably already have an idea about what good design looks
like, or at least what fits your style and taste. However, you can
continue to develop this by staying abreast of the trends popular
in the industry and watching them change. You’ll be able to get
a feel for what’s out there and what’s in style. You can do this
by flipping through design magazines or even by attending
open houses in wealthy neighbourhoods, art galleries, offices of
professionals, etc. Go see what’s there and what people like.
2. Get an Education
Even though it’s unnecessary for interior decorators to have a
formal education, they are expected to know the specifics of the
business. This includes space planning, lighting, furniture and
decorating styles, use of colour, textures and applications of
different types of fabrics, floorings, wall coverings, paint, win-
dow treatments, and use and placement of accessories (such as
pillows, vases, and art). You can learn all this through books
and websites, but the fastest, easiest, and most comprehensive
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way to ensure you learn the essentials is by taking an interior
design course.
3. Practice at Home
It is important to have some decorating experience before ex-
perimenting with the homes of others. Most interior decorators
will work with their own home in order to gain some experi-
ence and develop their style. Even if you only have one room in
your house to work with, you should use it to play with. A coat
of paint and some new furniture positioning can dramatically
change any space. This is simple and easy to do, and recom-
mended before suggesting new ideas to your clients.
4. Volunteer with Friends and Family
Once you’ve tried a few things out on your own, you may want
to consider offering to decorate the homes or offices of your
friends and family. This will be a great opportunity for you to
not only practice your decorating techniques, but also to expose
yourself to working for other people and with their spaces. You
have to remember that the most important thing, when it comes
to decorating, is to make your client happy. Your friends and
family will have input on your designs and you will need to
modify them to their personal tastes, which will be excellent
practice for dealing with clients who might not be as forgiving
as your friends and family.
5. Prepare a Portfolio
Every artist needs a portfolio to showcase their work, and an
interior decorator is no different. The purpose of a portfolio is
to convince a client or a firm to hire you, so, along with your
designs, you should include any other documents (such as let-
ters of recommendation and ‘design boards’, which are poster
boards containing pictures and samples of materials that you
use, like fabrics, flooring, wallpaper, etc.) that will convince
your future employer (client or firm) of your talents. However,
the majority of your portfolio should consist of pictures of work
that you have completed. On every job you should be sure to
93
take ‘before’ and ‘after’ photos of the rooms that you design.
Then, from this group, you should choose 15-20 pictures to
present in your portfolio.
6. Get a Job
Even if your ultimate goal is to have a business of your own,
starting with a job in the industry can be crucial to your suc-
cess. It will teach you about the business, not to mention intro-
duce you to clients who, if they like your designs, may stay
with you after you move on. Decorating jobs are available in
businesses like home builders, furniture and house ware manu-
facturers, hotel and restaurant chains, retailers (furniture stores,
home improvements stores, antique dealers, etc.), and interior
design and decorating firms.
7. Start Your Own Business
If you are interested in starting your own business there are a
number of things to consider. Initially you will need to decide
on business matters such as a company name and whether or
not you want to incorporate. You may also begin your solo ca-
reer by working from home. It will save on the cost of office
space, and, since you will be going to clients (they won‘t be
coming to you), it should not interfere with your professional-
ism.
8. Establish Relationships with Suppliers
As an interior designer, you will get up to a 50% discount on
the materials you use when you purchase them directly from
suppliers. Suppliers are companies that provide the products
and services that you need to decorate and include manufactur-
ers of furniture, wall coverings, flooring, fabrics, etc. as well as
contractors who do painting, carpentry, and installation. You
need to know the right people and have good relationships with
them because their materials and services help to create your
designs and will be utilized in the homes of your clients.
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9. Get Clients
In order to get new clients you need to market yourself and
your designs. The best way to do so is to network with profes-
sionals who can refer business to you. Word of mouth is one of
the most effective selling strategies, and if you can get real es-
tate agents, architects, antique dealers, art dealers, home reno-
vators, and similar authorities on homes to tout your designs,
you will not only gain a good reputation, but clients as well.
Other effective marketing strategies include creating your own
website with photos of your work and getting publicity in the
’homes’ section of your local newspaper. Keep in mind that
you have a wide range of potential clients: home builders, new
home buyers, wealthy homeowners, professional couples, ad-
vertising agencies, art galleries, bed and breakfasts, boutique
stores, corporate head offices, hotels, law firms, restaurants,
spas, and many other types of businesses.
10. Grow as a Professional
What is popular in the interior design industry is constantly
changing. Trends ebb and flow with the tastes of professional
designers and clients. It is important to stay on top of the cur-
rent industry events and fashions because your clients will. It is
easy to do this by attending trade shows, reading design maga-
zines, and joining professional organizations. Along with vary-
ing styles, techniques and technologies are constantly shifting
as well, which is another reason to be aware of industry modifi-
cations. Your final step in growing your career, if you choose
to do so, is to gain interior design certification, and thereby cre-
ate new possibilities and opportunities when it comes to design-
ing a home.
Active vocabulary of the lesson
interior decorator – дизайнер интерьера
taste – вкус
in style – в моде
95
professional – специалист
to deal with – иметь дело/работать с чем-либо
client – клиент
to hire – нанимать
portfolio – портфолио
retailer – розничный торговец
supplier – поставщик
discount – скидка
to purchase – покупать
real estate agent – агент по продаже недвижимости
opportunity – возможность
1. Answer the questions:
1) How can a future designer acquire style and taste?
2) Does an interior decorator need proper education nowadays?
3) Why is it considered best for a beginner to choose first cli-
ents among friends and family?
4) What does a portfolio look like?
5) How can a designer start his or her own business?
6) How can you attract new clients?
7) What other recommendations to become a successful de-
signer can you give?
2. True or false:
1) A designer doesn’t need a formal education.
2) You don’t need to work with your home because it’s a waste
time.
3) Only artists and models really need a portfolio to promote
themselves.
4) You’d better have a job experience in design area even if
you’re planning to start your own business.
5) You’ve got to grow professionally if you want to be a well-
to-do designer.
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3. Read the text and render its ideas in English:
Кое-что современное вызывает у людей старшего по-
коления настоящий ужас. К примеру, стили хай-тек, конст-
руктивизм, минимализм, функционализм, то есть все то,
что предполагает наличие странных вещей и большого ко-
личества свободного пространства, чаще всего выбирают
люди молодые, как мы говорим – современные. Отсюда и
вытекает понятие «современный дизайн», и анализировать
его без отрыва от современных людей просто невозможно,
да и глупо.
Сегодня человек стал гораздо более привередливым,
нежели был когда-то. Он привык много и плодотворно ра-
ботать, а потому стремится качественно отдыхать. Совре-
менный молодой человек – специалист ли, менеджер ли –
как правило, хорошо начитан и осведомлен, что постоян-
ные стрессы без умения расслабляться приведут к ранней
потере здоровья и огромным проблемам. Так что интерьер
квартир, в которых он живет, и интерьер ресторанов, в ко-
торых он отдыхает, начинают играть очень важную роль.
Сегодня современный дизайн интерьера квартир обяза-
тельно должен быть гораздо более широким, нежели поня-
тие «мой дом – моя крепость».
Современный дизайн обязан отвечать массе стандар-
тов, которые на первый взгляд кажутся несовместимыми,
особенно если учесть то перечисление современных стилей
в дизайне, которое было выше. Вы считаете, что удобной и
комфортной может быть только лишь мягкая классика? В
таком случае, вы просто ошибочно полагаете, что хай-тек –
это нагромождение металлических трубок, и уверены, что
стеклянные стулья или железные скамейки обязательно
будут жесткими и острыми по краям. Современный дизайн,
как и любой другой, обязан быть удобным, ведь создается
он для человека, а жить в дисгармонии с собой готовы,
разве что, мазохисты. Следовательно, студии дизайна ин-
97
терьера должны были решить, каким способом сделать та-
кие материалы, как металл и стекло, удобными для челове-
ка, комфортными для его жизни и применимыми в интерь-
ере квартиры.
Lexical exercises
1. Make up expressions with the given new words:
to supply, to decorate, to market, to deal with, to purchase, to
hire, to employ, to gain, to be able, to ensure.
2. Word building. Fill in the gaps in the table below:
Nouns Verbs Adjectives Adverbs
education … … …
… to decorate … …
… …
experience … … …
… to supply professional …
… … …
… … …
purchaser … opportune …
… to market … directly
… … … ultimately
… … … …
… … unnecessary …
… to recommend
… …
3. Find out words synonymous to:
to purchase, opportunity, to offer, excellent, crucial, goal, to
persuade, sample, store, to tout, to gain.
4. Find out words antonymous to:
majority, failure, to save, the best, similar, wealthy.
98
|
noun |
verb |
adjective |
|
leap |
||
|
burrow |
||
|
dwell, |
||
|
appearing |
||
|
habitat |
||
|
existing |
||
|
poison |
2.Match a word in a to its definition in b.
|
A |
B |
||
|
1 |
prominent |
a |
to |
|
2 |
to |
b |
to |
|
3 |
drought |
c |
smth |
|
4 |
to |
d |
important |
|
5 |
to |
e |
when |
|
6 |
to |
f |
to |
|
7 |
to |
g |
a |
3.Choose the correct word to complete the sentences.
|
newts |
1.
Class Amphibia includes frogs, toads and ……….
2.
In frogs the hind limbs have a web of ……..
between
the toes.
3. Amphibia have moist skin
with a good supply of ………….
4.
Frogs occasionally hibernate in mud at the bottom of a pond, but more
usually, in common with toads and newts they …………
themselves under piles of damp leaves, rotting logs and in
underground tunnels.
5.
In spring, the amphibians emerge to migrate to their breeding grounds
and ………..
6.
The toad is terrestrial and ……………
(active during the day)
7.
Eggs are presumably laid in strings attached to rocks at the bottom
of fast-flowing streams, where the …………….
develop
and grow.
Working with word
combinations and sentences
4.Translate these word combinations.
Способность
использовать, водная среда обитания,
наземный житель, способ существования,
задние конечности, разнообразие пищи,
питаться насекомыми, характерная
походка, покрытая бородавками кожа,
ядовитые железы, в некоторых случаях,
для лечения заболеваний, распространенное
мнение, быть причиной возникновения
бородавок, липкий язык, через несколько
дней, замерзнуть до твердого состояния,
точка замерзания, побелеть, избежать
повреждений, перепончатые лапки.
5.Find out the difference between synonyms and write sentences, illustrating it.
|
illness |
the |
|
ailment |
an |
|
disease |
a |
|
condition |
the |
|
infection |
an |
|
disorder |
a |
|
to |
when |
6.Rewrite
these scrambled sentences putting the words in the right order.
1. toad 20 cm is about
long the Surinam.
2. a squat body has small
eyesit , and a flat head.
3. mates in the Surinam
water toad.
4. an egg fertilized after
it is released is.
5. by the male of the
female egg to the back is pressed each.
6.
with a horny lid grows to enclose them the skin around in a
cyst the eggs.
7. in emerge about 80 the
young days.
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