工业设计专业英语第三版意大利设计.pptx
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1、ENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeSimple,Powerful and freeLesson 6Italian designENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeTwentieth-century Italian design is only one facet of the cultural,political,social and economi
2、c story of modern Italy.二十世纪意大利设计仅仅是现代意大利文化、政治、社会和经济发展的一个方面。The stylish,mass-produced pieces of furniture,decorative household goods,electrical appliances,office equipment,cars and,latterly,designer clothes and accessories(that have earned Italy such a key position in the world of contemporary mater
3、ial culture)are,(in essence),a mirror of(that countrys bid for modernity and of its struggle,(through this century),to establish itself as one of the modern industrial nations.具有现代风格的、批量生产的家具、具有装饰风格的家用物品、电器、办公设备、汽车和后来的设计师服装以及附属品为意大利设计在当代物质文化中赢得主要地位。从实质上讲,通过本世纪的奋斗,(意大利设计师)作为这个国家要求和奋斗现代化的一面镜子,反映了意大利将确
4、定成为现代工业国家的历程。ENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeIn achieving this ambition Italy has evolved a unique approach towards the practice,the aesthetic and the theory of design which depends,(only minimally),upon models borrowed from elsewhere.为了实现这种雄心壮志,意大利在实践、美学和设计理论上形成了独特的方法而很少依赖别人的模式
5、。As one of Italys leading critics and theorists of design,Gillo Dorfles,正如一位意大利权威的设计批评家兼理论家,基洛、多夫勒斯在1986年解释的:explained in 1986:“Here we have experienced the development of our own objects industrially made to native Italian design and therefore more original and more imaginative than those of other
6、industrialized countries.我们正经历了开发意大利自己的产品阶段,因此我们国家的产品设计比其他工业国家更具有原创性和想象力。Unlike Japan,for instance,which learned its lessons about design through years of careful imitation”.Italy was,from the outset,more determined to discover a new formula for its particular marriage between art and industry。例如,不像
7、日本通过数年的仔细模仿来学习设计课程。从一开始,意大利就决定找到一种独特的方式将艺术与工业结合起来。ENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and free意大利Alessi 快乐鸟水壶这把水壶具有一个最突出的特征-在壶嘴处有一个初出茅庐的小鸟形象,当壶里的水烧开时,小鸟会发出口哨声,非常形象。ENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeIt owes this achievement to a number of factors,among them the support of
8、such powerful and far-sighted industrial patrons as the Olivetti company;意大利能取得这么大的成就有几个因素,其中例如Olivetti这样强大而富有远见的工业赞助公司的支持;Italys deep-seated need to ally design with the dramatic transformations in its political scene(and the sustained debate about the ideologicalmeaning in design which this brough
9、t with it);意大利有很深的根基可以将设计与政治背景的戏剧性变化联合起来,(这将带来持续不变的关于设计观念的争论)the special nature of Italian industrialization,which has respected craft traditions while implementing new systems of mass production;意大利工业化的特殊性质是尊重传统手工业同时实施大批量生产的新系统.and the creative geniuses of the small cluster of Italian architect-des
10、igners whose names have become synonymous with the concept of modern Italian design.一大群富有创造力的天才意大利建筑设计师,他们的名字变成了现代意大利设计的代名词.ENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeIt is this last factor,however,which is the most significant in highlighting the special contribution of Italy to the gener
11、al story of modern design in this century.While,on one level,everything that is made and used in Italy has(as in any other country)been designed,然而,最后一个因素-任意一个在意大利制造和使用的物品都是被设计的,在一定程度上来说非常显著地对本世纪意大利设计做出特殊贡献.whether in a modern or in a traditional idiom,and can therefore justifiably be called“Italian
12、 design”,无论是现代或者传统的习惯,无可非议地被叫做”意大利设计”the more specific,and more generally understood,definition of the concept and the one with which this book is primarily concerned relates to what the writer and critic Umberto Eco has called“identified design”.更专业,更全面地理解这一定义的是批评家Umberto Eco,他在书中首次写道”一致性设计“.ENGLIS
13、H FOR INDUSTRIAL DESIGNSimple,Powerful and freeThis is best understood by contrasting it with the other two types of design he also isolates and which he dubs“anonymous”and“non-conscious”,examples of which include coffee-machines and farmers tools respectively.通过对比另外两种设计形式可以很好理解这一定义,他称为”匿名性设计”和”无意识性
14、”设计,分别列举咖啡机和农具.“Identified design”,defined by Eco,is,in contrast to these other two categories,“design which is the outcome of an expressed theory and of a practice in which the object aims to exemplify explicitly its author s theory.”He cites the work of the car designer,Battista Pininfarina,as an
15、example of this phenomenon.Eco定义的”一致性设计”与另外两种设计相比,他说:”设计的目的是用明确的物品表达设计师的理念”他列举了汽车设计师巴蒂斯塔.皮尼法瑞德工作来说明这一现象.ENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeEco places the emphasis firmly on the self-conscious intentions of the“author”or“designer”.坚决地 将重点放在“设计师”和“作者”的自我意识意图上His thesis is derived fro
16、m the so-called“auteur”theory,evolved within the context of film criticism,which distinguishes between the self-conscious“high culture film and the more spontaneous“mass culture”film which expresses,unselfconsciously,the values and aspirations of mass society as a whole.他的观点来自于 所谓的“电影导演”理论,在电影批评理论之内
17、演化,它把自我意识的“深厚文化”的电影与自发的“大众文化”的电影区别开来。大众电影不是表达自我意识,而是表达大众社会这一整体的价值观和愿望。The evolution in Italy of(a self-conscious“high culture”design movement),which coexists alongside design within the more banal production and consumption of goods,is what has earned Italy its special place within the world of cont
18、emporary material culture.在意大利发展的这种自我意识的“深厚文化”的设计运动,与平凡的产品设计和物品消费并存,使得意大利在当代世界物质文化中赢得了特殊的地位。ENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeInevitably,however,“identified”,“anonymous”and“non-conscious”types of design have not evolved completely independently of each other,and there are many ove
19、rlaps between them.然而,不可避免的,“一致性设计”、“匿名性设计”和“无意识性设计”这些方式不是完全单独进化的,他们有许多相互重叠的部分。Other characteristics also differentiate this special concept of Italian design from the broader definition of the term,however,which Eco has neglected to point out.然而,Eco忽视的没有指出的是,还有一些其他的特征也区别于这种意大利的特殊设计与广义上的设计。These rel
20、ate,primarily,to its ideological function as a purveyor of Italian nationalistic values and its important role within the international economy.这种联系,主要是,它的意识形态功能,作为意大利的民族价值观的提供商。ENGLISH FOR INDUSTRIAL DESIGNSimple,Powerful and freeOther characteristics also differentiate this special concept of Ital
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