ASSIGNMENT 12 – Lic.

Gestión Cultural

Task 1: Reading

Last class, we saw MODALS, remember? Today we are going to go on working with them… Let´s read this text and
underline the modal verbs you see. What are their functions? (La clase pasada, estudiamos los verbos modales
(Assignment 11)… Hoy vamos a leer otro texto que contiene más modales.. leamos y subrayemos los que vemos..
¿Cuáles son sus funciones? Identifíquelas.

Good Design Decalogue by Dieter Rams

Dieter Rams is a German designer regarded as one of the most influential industrial designers in the
20th century. Rams once explained his design approach in the phrase “Weniger, aber besser” which
can be translated in “Less, but better.” This is what he wrote about “good design”:

(5) Good design is innovative.

It does not copy existing product forms, nor does it produce any kind of novelty for the sake of it. The
essence of innovation must be clearly seen in all functions of a product.
The possibilities in this respect are by no means exhausted. Technological development keeps offering new chances for
innovative solutions.

(10) Good design makes a product useful.

A product is bought in order to be used. It must serve a defined purpose – in both primary and additional functions.
The most important task of design is to optimize the utility of a product.

Good design is aesthetic.

(15) The aesthetic quality of a product – and the fascination it inspires – is an integral part of the its utility.
Without doubt, it is uncomfortable and tiring to have to put up with products that are confusing, that get on your nerves,
that you are unable to relate to. However, it has always been a hard task to argue about aesthetic quality, for two reasons.
(20) Firstly, it is difficult to talk about anything visual, since words have a different meaning for different people.
Secondly, aesthetic quality deals with details, subtle shades, harmony and the equilibrium of a whole variety of visual
elements. A good eye is required, schooled by years and years of experience, in order to be able to draw the right
conclusion.

(25) Good design helps a product to be understood.

It clarifies the structure of the product. Better still, it can make the product talk.
At best, it is self-explanatory and saves you the long, tedious perusal of the operating manual.

Good design is unobtrusive.

Products that satisfy this criterion are tools. They are neither decorative objects nor works of art.
(30) Their design should therefore be both neutral and restrained leaving room for the user’s self-expression.
Good design is honest.
An honestly-designed product must not claim features it does not have – being more innovative, more efficient, of higher
value.
(35) It must not influence or manipulate buyers and users.

Good design is durable.

It is nothing trendy that might be out-of-date tomorrow.
This is one of the major differences between well-designed products and trivial objects for a waste-producing society.
(40) Waste must no longer be tolerated.

Good design is consistent to the last detail.

Thoroughness and accuracy of design are synonymous with the product and its functions, as seen through the eyes of the
user.

Good design is concerned with the environment.

(45) Design must contribute towards a stable environment and a sensible use of raw materials.
This means considering not only actual pollution, but also the visual pollution and destruction of our environment.

Good design is as little design as possible.

Less is better – because it concentrates on the essential aspects and the products are not
(50) burdened with non-essentials. Back to purity, back to simplicity.

http://discoveringdesign.wordpress.com/2008/10/29/good-design-decalogue-by-dieter-rams/

1) What is the function of the text? (Instructions for this activity in assignment 8)

To set out the “rules” for good design

To show different types of designs
To make a description of a good design
To advertise a good design

2) What do the following words refer to in the text?

a. it (línea 6):
b. it (línea 7):
c. this respect (línea 8):
d. it (línea 15):
e. its (línea 16):
f. they (línea 29):
g. it (línea 33):
h. this (línea 37):
i. this (línea 46):
3) What do the following connectors introduce?

a) in order to (line 11): 1) purpose 2) emphasis 3) contrast

b) without doubt (line 17): 1) purpose 2) emphasis 3) contrast
c) however (line 18): 1) purpose 2) emphasis 3) contrast
d) firstly (line 20): 1) sequence 2)consequence 3) addition
e) secondly (line 22): 1) sequence 2) consequence 3) addition
f) therefore (line 30): 1) sequence 2) consequence 3) addition
g) not only… but also (line 46): 1) sequence 2) consequence 3) addition

4) Are the following sentences TRUE or FALSE? Justify the false ones IN ENGLISH.

a) Technology advances make design more innovative.

b) The aesthetic quality of a product is independent of its utility.
c) A product can be dishonestly designed.

5) Answer the following questions IN SPANISH:

a) Who is Dieter Rams and what is his design approach? Why?

b) Why is good design innovative?
c) Why has it always been a hard task to argue about aesthetic quality?
d) Why does good design help a product to be understood?
e) Why is good design unobtrusive?
f) How can good designed be concerned with the environment?

Task 2: After-reading

Listening about FASHION AND DESIGN

Listen and complete the text: (enlace al audio. Escuche y complete)

https://drive.google.com/file/d/1JtOYun2U6d3bPSunLCtY4sezS2UNdz12/view?usp=sharing

Have you ever thought how _________ fashion is? People tell us what __________to wear. That’s weird. Fashion
stores tell us what is “in” this ________ or this___________ . People then buy the same clothes and look like everyone
else because they want to _________ trendy. The thing is, fashion is about being an___________ , but then we all
wear clothes that are the same as everyone else’s! Keeping up with fashion is __________ these days. Everyone is
into brand fashion. Have you seen how much the most fashionable sneakers are? How can ________ afford those?
The craziest fashion is the luxury_________ . People spend a month’s_________, or more, on a handbag or watch.
That’s crazy. I’m happy with an unknown brand at half the price. I don’t mind being unfashionable!
Now, let´s listen to some songs and complete with modal verbs

Always on my mind (Elvis Presley)

https://www.youtube.com/watch?v=u9sRJ-eOHnc

Maybe I didn't treat you

Quite as good as I _______ have
Maybe I didn't love you
Quite as often as I __________ have
Little things I _________have said and done
I just never took the time

You were always on my mind

You were always on my mind

Maybe I didn't hold you

All those lonely, lonely times
And I guess I never told you
I'm so happy that you're mine
If I make you feel second best
Girl, I'm so sorry I was blind

You were always on my mind

You were always on my mind

Tell me, tell me that your sweet love hasn't died

Give me, give me one more chance
To keep you satisfied, satisfied

Little things I should have said and done

I just never took the time

You were always on my mind

Green eyes (Coldplay)

https://www.youtube.com/watch?v=gmyq9tIiu8g

Honey you are a rock

Upon which I stand
And I come here to talk
I hope you understand
That green eyes
Yeah the spotlight, shines upon you
And how _______ anybody deny you

I came here with a load

And it feels so much lighter
Now I met you
And honey you ________ know
That I ________ never go on without you
Green eyes

Honey you are the sea

Upon which I float
And I came here to talk
I think you ________ know

That green eyes

You're the one that I wanted to find
And anyone who tried to deny you
________ be out of their mind

Better together (Jack Johnson)

https://www.youtube.com/watch?v=seZMOTGCDag

There is no combination of words I ________ put on the back of a postcard

No song that I ________ sing, but I _______ try for your heart
Our dreams, and they are made out of real things
Like a, shoe box of photographs
With sepia-toned loving
Love is the answer, at least for most of the questions in my heart
Like why are we here? And where do we go?
And how come it's so hard?
It's not always easy and
Sometimes life _______ be deceiving
I'll tell you one thing, it's always better when we're together

It's always better when we're together

Yeah, we'll look at the stars when we're together
Well, it's always better when we're together

Yeah, it's always better when we're together

And all of these moments

Just _________ find their way into my dreams tonight
But I know that they'll be gone
When the morning light sings
And brings new things
For tomorrow night you see
That they'll be gone too
Too many things I _______ do
But if all of these dreams _______ find their way
Into my day to day scene
I'd be under the impression
I was somewhere in between
With only two
Just me and you
Not so many things we got to do
Or places we got to be
We'll sit beneath the mango tree now

I believe in memories
They look so, so pretty when I sleep
Hey now, and when I wake up,
You look so pretty sleeping next to me
But there is not enough time,
And there is no, no song I _______ sing
And there is no combination of words I ________ say
But I will still tell you one thing
We're better together