Donatella Bottero

Viola Invernizzi

Veronica Polichett

Nadia Sanità

L’argomento
 Shades and Shapes è rivolto agli studenti del 2° Biennio e del 5° anno del Liceo Artistico.
 I contenuti sono stati ordinati secondo criteri di graduale complessità concettuale e linguistica e vengono esplorati utilizzando le quattro abilità in modo omogeneo ed integrato.
 I brani offrono un assortimento di stili, registri e livelli di difficoltà e sono tratti da fonti diverse: giornali, riviste e manuali specialistici, materiale promozionale e siti Internet.
 
 La struttura
 Shades and Shapes è diviso in sei Moduli, ognuno dei quali è ripartito in due sezioni:
 
 1 – Content Section – Divisa in Unità, contiene testi e attività che riguardano i contenuti specifici della specializzazione già affrontati in L1.
 Ogni Unità è suddivisa in brevi Capitoli per favorire non solo uno studio più parcellizzato, ma anche la scelta antologica da parte dell’insegnante.
 I testi vengono affrontati in modo graduale, attraverso esercizi di Before Reading, While Reading, esplorazione del lessico specialistico, comprensione scritta e/o orale, globale e specifica. Brevi schede di approfondimento, denominate Moving Deeper, permettono di ampliare le conoscenze sull’argomento.
 Un ricco apparato iconografico correda i brani di lettura, per ognuno dei quali è previsto un esauriente glossario.
 
 2 – Revision and Practice – Si occupa di contenuti inerenti alla disciplina ponendo particolare attenzione all’arricchimento lessicale, strutturale e allo sviluppo delle quattro abilità linguistiche. Presenta le seguenti ripartizioni:
 • Vocabulary. Comprende specifiche attività per il conseguimento del lessico specialistico più importante del Modulo.
 Costituisce anche uno strumento che può essere utilizzato come rinforzo e ripasso degli argomenti del Modulo.
 • Grammar. Propone il ripasso e il rinforzo delle strutture morfosintattiche più ricorrenti nel linguaggio settoriale.
 • Communication. Offre testi e attività di consolidamento dei contenuti appresi per sviluppare le quattro abilità linguistiche: Reading – Listening – Speaking – Writing.
 • CLIL. Alla fine di ogni Modulo è presente un CLIL CORNER che si collega alle tematiche presentate in alcune delle discipline curriculari (Letteratura, Storia, Filosofia, Chimica, Fisica, Matematica), ognuna delle quali viene collegata con uno o più argomenti del Modulo.

MODULE 1 - HISTORY OF ART

Unit 0 - Tools and rules

Unit 1 - The Ancient World

Unit 2 - Medieval Art

Unit 3 - Renaissance and Baroque

Unit 4 - From Neoclassicism to Post-Impressionism

Unit 5 - The Twentieth Century Art

VOCABULARY

GRAMMAR (Main verb tenses)

COMMUNICATION

CLIL

MODULE 2 - ARCHITECTURE AND THE ENVIRONMENT

Unit 1 - Landscape and the Environment

Unit 2 - Architecture of the 19th Century

Unit 3 - The Masters of Modern Architecture

Unit 4 - Contemporary Architecture

GRAMMAR (Connectors))

MODULE 3 - DESIGN

Unit 1 - Design is History

Unit 2 - Design is Technology

Unit 3 - Design is Life

Unit 4 - Design is Fashion

GRAMMAR (Prefixes and Suffixes))

MODULE 4 - GRAPHIC ARTS

Unit 1 - A New Style for a New Culture

Unit 2 - Choosing and Using Type

Unit 3 - Graphic Design Practice

GRAMMAR (Articles – Indefinite adjectives and Pronouns – Comparatives and Superlatives)

MODULE 5 - AUDIOVISUAL AND MULTIMEDIA

Unit 1 - The History Behind the Pictures

Unit 2 - The Seventh Art

GRAMMAR (Compounds)

MODULE 6 - SCENOGRAPHY

Unit 1 - Looking at the Stage Throughout the Centuries

Unit 2 - Theatre, Performance and Technology

GRAMMAR (The Passive Voice)

U N I T 3 GRAPHIC DESIGN PRACTICE This Unit deals with what a graphic designer has actually got to create: logos and trademarks; in other words   the heart of a company s identity. The Unit explores the compromise between keeping up with continual technological change without neglecting the artistic side of the job as well as being aware of history and contemporary culture. A. BRANDING AND POSITIONING The greatest change in marketing in recent years has been the growth in the importance of brands and branding. Brand identity is made up of a number of factors, including the logo, colour scheme, typography, style, strap line or motto in order to make an organisation easily recognizable and stand out from all of the rest. Brand strength is often a more important factor in company valuations than physical assets. A brand is a personality. While the personality of a product, service or company is ultimately determined by the target market, companies will often identify how they wish to be perceived and then take steps to influence consumer perceptions based on product, price, distribution and promotional elements of the marketing mix. Companies will claim a brand position based on their actions. Just as individuals  personalities are based on how they are perceived by others, the same is true of companies and products. Claiming a brand position requires effort to convey a consistent image to target audiences through all company activities. From the features of the product itself to the company s service, to the company s employees and also through promotional activities. It is consistency over time, reflected through actual performance that will help a company effectively claim a brand position. The value consumers attribute to a brand is essential for the product positioning on different markets. Those who buy a Porsche Cayenne want to communicate that they belong to a certain segment of the market. Image is also important for low-cost products. Ikea uses a low-cost and no-frills approach because their customers focus on functionality over service or aspects such as design or packaging. In a competitive situation, customers make choices on the basis of their perception of value-for-money. GLOSSARY actual: real. branding: the act of giving a company a particular design or symbol in order to advertise its products and services. to claim: to assert; to impose. consistency: constancy. no-frills: simple. over time: as time goes by, as time passes. physical assets: material goods, properties. to stand out: to be seen very clearly. strap line: a short sentence which sounds very effective 208 

 Answer the following questions. a. What does a graphic designer do? b. What kind of materials do graphic artists work with? c. Would you like to become a graphic designer? Justify your answer. PET 1 Describe the picture on the right. Complete each sentence with the correct word or phrase from the ones listed below. brand identity   brand image   brand loyalty   brand name   price   service   unbranded a.  Mo t & Chandon, Rolex, Sony: each one of these is a famous .................................. . b.  Products like Chanel or Christian Dior have a .................................. which is more glamorous than many less-known competitors. c.  Positioning involves claiming a position or reputation in a market   or several markets   for a company, product or .................................. . d.  A new product must create a .................................. so that it is easily recognized and associated with specific qualities. e.  A key concern for marketers is to establish .................................. among their customers so that they do not buy similar products made by other companies. f.  The traditional marketing mix was described in terms of the four Ps: product, .............................., place promotion. g.  Consumers usually expect to pay less for products that are .................................. . 2 Circle the right option. If you think that the idea of branding is relatively modern, think again. Since the time people created goods to trade or sell, or as far back in time as when people owned cattle, there have been trademarks, symbols, signs, or (1) posters/images/paintings and pictorial signs. In order to distinguish their (2) goods/things/objects, craftsmen imprinted trademarks on their goods and creations to signify the maker and origin. Ultimately, (3) designers/logos/trademarks assured the buyer or trader of the quality of the merchandise. However, it goes without saying that the mass manufacturing and marketing of the Industrial Revolution spurred the growth of (4) aesthetic/physical/visual identification and trademarks. It also pointed out the importance of modern factors   such as the invention of photography and typewriters, a rising literacy rate, the rise of mass media, the increase in railways, the telephone and better postal systems   would all greatly facilitate the success of (5) brands/ names/slogans. Corporate executives and owners quickly recognized the important role that visual communications played in the success of their businesses, of driving consumers to use their brands and to create a loyal customer base. 209 

Manuale di inglese per il Liceo Artistico, con testi, esercizi e glossari su arti visive, design e architettura.

Shades and Shapes

English for the Visual Arts, Design and Architecture

Flowbooks è una piattaforma di distribuzione dedicata al mondo della scuola e dell'università.  Con questa piattaforma di distribuzione, il team di sviluppo Flowbooks  si impegna a soddisfare le esigenze degli utenti digitali, rendendo l'utilizzo accessibile e piacevole.  Entra nella tua area di interesse!

Edisco è una Casa editrice indipendente che opera prevalentemente nel settore educativo.

Edisco

Flowbooks è innovazione didattica a portata di click