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complex and expensive process. Ransom Olds produced a small, lightweight car that was very basic and designed for non mechanically-minded customers who bought 6,500 Olds in 1905.

The example of Henry Ford

The best example of these various elements of the “ American System” was the low-priced, mass produced 1908 Model-T Ford. Here we first saw large quantity production of a standard design with interchangeable parts on a moving assembly line. Workers were compelled to match the pace of this moving assembly line. Henry Ford engineered some very positive social economics: he reduced costs so remarkably that his product became affordable for a huge new market. In 1910 he produced 20 000 Model- T’ at $ 850 per car. But when he introduced the large scale production line, the cost per car dropped to $ 360 and the annual production by 1916 had shot up to 60,000.

EXERCISES AFTER READING THE TEXT

4. Point out which sentence below expresses the main idea of the text:

1.It was the first large quantity production of a standard design.

2.The costs were reduced so remarkably that this product became affordable for a new market.

3.A simple interface to a new technology became an essential key to success in the American mass market.

4.Arrange the sentences below according to the text:

1.George Eastman succeeded with his ready-loaded film, folding camera and Brownie box camera by simplifying a complex and expensive process.

2.Henry Ford engineered some very positive social economics.

3. The typewriter raises an essential point of “h uman factors”.

4.In 1910 he produced 20 000 Model- T’ at $ 850 per car.

5.Match the words from two columns to create a phrase and make sentences to use them in your own text entitled “The interface with technology”. Share your ideas with the partner.

Unit 4

Part I

The Consequences of Standartization

1. Group work. Reflect on the following questions and share your ideas with the class:

1.What is standartization?

2.What is a standard?

3.What are advantages of standartization?

Vocabulary Focus

2. Read the following terms and phrases, mind their pronunciation:

2. Match the words and phrases to their translation and make sentences: a.

3. Form the nouns of the following verbs:

To serve, to need, to create, to standardize, to produce, to innovate, to fit, to integrate.

4. Match the words to their opposites:

6. Translate the following pairs of words:

Flexible – flexibility; psychological – psychology; productive – production; legal – legality; illegal – illegality; industrial – indust ry; individual – individuality; integral – integration.

Text 1

3. Read the text and answer the following questions:

1.How can you serve individual tastes or needs?

2.What is the second issue of standardization?

3.What was Henry Ford’s solution to worker burnout?

The Consequences of Standartization

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One issue? To be mass-produced a product had to be standardized: designed to precise, invariable dimensions. How then do you serve individual tastes or needs? One solution is to create standardized subunits or modules and then assembly can be flexible enough to meet most needs.

Bathrooms and kitchens were early beneficiaries of growing international agreements on the dimensions of fixtures and fittings. An agreement on standards for letter and legal paper sizes promoted the modularized permutations of desks, filing systems, and business equipment to fit a variety of workplace settings. Interchangeability promoted products, but … at the same time standardization could hold back innovation. Think of the contemporary dilemma of software developers designing for Windows or the WWW.

Another issue of standardization? Trying to standardize a worker’s tasks in the pursuit of economic efficiencies often has the opposite effect since the attempt seems to degrade production quality.

During the years 1880-1900 the engineer Frederick W. Taylor studied industrial work processes to discover standardized tasks which could eliminate superfluous movements. Using a stop watch and time-and-motion studies, Taylor tried to integrate human capacities into a sequence of machine operations.

However, trying to adopt workers to a machine rhythm ultimately backfires on the quality of the production process and, of course, the quality of the finished product. The very real human consequences are both physical and psychological fatigue.

The early 20th Century workplace discovered that efficiencies in combination with an austere looking workplace aren’t the only contributions to a quality designed product. To reduce worker burnout industry began to pay attention to such previously ignored factors as lighting and ergonomics.

Henry Ford saw the problem first hand. In the early twenties he tried the simple solution to worker burnout of innovation through higher wages. Great Depression of the 30’s had its relentless effect on the market. Ford could no longer resort to higher wage solution. Thugs had to be called in to keep the workers in line. The results were violent strikes and the growing power of the United Auto Workers.

EXERCISES AFTER READING THE TEXT

4.Pair work. Discuss the text using the following questions:

1.What was the first issue of standardization?

2.What is one solution?

3.What could hold back innovation?

4.What did Frederick W. Taylor discover?

5.What did he try to do?

6.What were the consequences?

7.How did Henry Ford solve the problem of worker burnout?

8.What effect did depression of the 30’s have on the market?

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5. Translate the following word combinations:

a.Designed to invariable dimensions; to serve individual tastes; to create standardized subunits; to meet most needs; opposite effect; human consequences; dimensions of fixtures and fittings; filing systems; to pay attention; previously ignored factors; finished product.

b.Производственный процесс; задержать нововведения; точные размеры; последствия стандартизации; устранять лишние движения; физическая и психологическая усталость; проектировать на основе модульного принципа; отвечать потребностям большинства; снизить качество производства; вклад в качественно производимый продукт; призвать рабочих к порядку

6.Translate the sentences and define the tense of the verbs:

1.Using a stop watch and time-and-motion studies, Taylor tried to integrate human capacities into a sequence of machine operations.

2.How do you serve individual tastes or needs?

3.Thugs had to be called in to keep the workers in line.

4.The very real human consequences are both physical and psychological fatigue.

5.One solution is to create standardized subunits or modules and then assembly can be flexible enough to meet most needs.

6.The results were violent strikes and the growing power of the United Auto Workers.

7.Create own text entitled “My concept of standartization”. Share your ideas with the partner. Get ready to discuss different points of view answering questions.

8.Read an article about standartization and abstract the article. Prepare a report and a computer presentation of the article. Present your report to the class. Get ready to discuss it answering questions and persisting in your opinion.

Part II

History of Industrial Design in Alberta 1900-1992

1. Read the following terms and phrases, mind their pronunciation:

Vocabulary Focus

2. Match the words and phrases to their translation and make sentences: a.

4. Distinguish nouns and adjectives among these words:

Precise, tile, sober, evocation, feasibility, implement, aesthetic, quality, relationship, artistic, interactive, interface, background, designer, object, specific, infinite.

Reading

Text II

Part I

4. Read the text and answer the following questions:

1.What does industrial design product refer to?

2.What does industrial design give an object?

3.What field does industrial design overlap into?

History of Industrial Design in Alberta 1900-1992

Industrial design is a difficult activity to define for the majority of the population. By contrast, when speaking of architecture or fashion design, a precise field is immediately defined by the uninitiated. Both seem to be ruled by a unilateral relationship between the work and its evocation; however, industrial design product refers to an infinite array of objects – a train or a teaspoon, a computer or a sink, a Xerox machine or a pencil sharpener – and it overla ps into other fields, such as graphics, furniture, equipment, signage, and interior design. In its strictest sense, industrial design gives an object a shape, which is imposed and defined by logic of production.

The CD-ROM entitled The History of Industrial Design in Alberta 1900-1992: Alberta Designs are Effective is the result of several years of research. It features over 70 products designed in Alberta. The research phase was funded by the Alberta Historical Resources Foundation ($ 8,000) and was conducted between 1991 and 1993. I recently conducted the interface design phase using Macromedia Director, Adobe Photoshop, Premiere, and Strata Studio Pro.

EXERCISES AFTER READING THE TEXT

5. Translate the following word combinations:

a. Aesthetic quality; majority of the population; interior design; to give an object a shape; products designed in Alberta; to overlap into other fields; a precise field; unilateral relationship; an infinite array of objects.

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b. орудия и прочие материальные свидетельства существования человека; дизайн интерьера; односторонняя связь; этап проектирования; придавать предмету форму; логика производства; дизайн одежды; сложная деятельность (работа),

6. Arrange the sentences below according to the text:

1.It features over 70 products designed in Alberta.

2.The research phase was funded by the Alberta Historical Resources Foundation and was conducted between 1991 and 1993.

3.When speaking of architecture or fashion design, a precise field is immediately defined by the uninitiated.

4.In its strictest sense, industrial design gives an object a shape, which is imposed and defined by logic of production.

Text II

Part II

7. Read the text and give the main idea of each paragraph.

Research Context

In the process of selecting products, I looked for objects that combined functional quality, technical feasibility, and aesthetic quality. All the products included in the CD-ROM were designed in Alberta and represented the styles and influences that have shaped industrial design in the province. Products manufactured in Alberta but designed elsewhere were not included.

The CD-ROM is divided into five product areas: agricultural implements, transportation, consumer products, equipment, and industrial design firms and institutions. Together they represent the best of Alberta. Each section has an introduction to a specific field. Because of the Alberta manufacturing context, most of the entries are relatively recent. In fact, the majority of products were designed in the 1980’s.

The format chosen for the entries is closely related to the role of industrial design in society. This includes information about companies, individuals, and the designed product. The company’s profile and history is sometimes regrettably brief. Not all designers and manufacturers are willing to talk openly about their work and organization. All entries are listed in alphabetical order. Each entry also answers questions and describes how various artifacts came into existence: who designed what, when, how, and why.

One of the companies featured is Medalta Potteries Ltd. Of Medicine Hat, a manufacturer of pottery, brick, tile, and sewer pipes from 1915 to 1958. The firm’s art director, Tom Hulme, is considered to be the first true industrial designer of

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