Unit 1 Package Design Teaching objectives 1. Topic: Appearance of objects, animals or human beings 2. Grammar points: wh-ever, what-clause 3. Vocabulary: Expressions about the appearance of objects, goods, animals or human beings: grab, seduce, artifice, motivate, connote, evoke, impact, standout, subliminal, garish, rub it in, aspire to, deck out, react to, not so much … as …, have the look of, no wonder, grow into 4. Writing: expository writing, giving opinions Part I Listening and Speaking Brainstorming Work with your group to think out as many words / phrases / expressions as possible about the appearance of objects, goods, animals or human beings. 1. Expressions of size. colossal, miniature, huge, vast, immense, stout, chubby, plump, bulky, roly-poly, titan, mammoth, elephantine, small, diminutive, midget, tiny, teeny weeny Expressions for size colossal small miniature diminutive Colosseum (coliseum) roly-poly midget huge vast titan immense bulky tiny teeny-weeny plump chubby stout mammoth elephantine 2. Expressions of shape crooked, oval, undulating, angular, square, round, rectangle, hooked, humped, pointed, oblong, linear, symmetrical, truncated, bowlegged, snub-nosed, hunchbacked, curved, bulge, five feet long, two feet High and four feet wide, a space six by ten feet … Expressions of shapes oblong square crooked linear round rectangle oval curved hooked undulating symmetrical angular truncated pointed 3. Expressions of material /texture: wood, paper, plastic, fabric, silk, rayon (人造丝), batik (蜡染印花布), nylon,wool, onionskin (薄的半透明纸), cotton, tissue, parchment(羊皮纸), , silky, velvety, smooth, coarse, grainy, gritty, rough 4. Prepositional phrases of appearances: like velvet, in yellow, on the crooked path, with plastic, towards obesity, along with a snub-nose 5. Figurative language: (The con-man was) as smooth as silk, (His ego was) colossal, a midget in the land of titans, crooked (smile), serpentine-like (thinking), shaped like an hourglass, (He ate) like a horse, (ran) like a snail UFOs, alien & you 1. Listen to the recording and answer the following questions. Where do aliens and UFOs come from according to some people? Describe one of the aliens referred to in the recording. What did the fairy-like alien reportedly say about the appearance of the human being? What did the aliens in the UFO that landed in American Somoa see when they landed? What does one of the UFOs mentioned in the recording look like? Have you ever seen a UFO or an alien? Many people around the world claim they have. What did they see? Some people have said they saw a spinning silver disc in the sky and a pointed-eared cat-eyed alien. Others claim seeing a one-eyed, colossal creature with an elongated head walking out of an oval-shaped disk. Still others report seeing a midget-sized; green man with velvet skin floating around an orb of bright white light. One person even reported having a conversation with a fairy-like alien. The alien kept repeating, "Don't be alarmed. Don't panic. You look as strange to me as I do to you. Your head is so tiny, your body so bulky. Your legs so long and thin and they look so weak, your skin so pink and hairy and you have bulging eyes." One UFO reportedly landed in American Samoa, near a tiny fishing village tucked between the blue ocean and steep cliffs. The village natives believe the area where it landed is a holy place and that the alien visitors must have known this. Magical red stones are found there, and they claim that these stones contain spiritual energies which have aided mental and physical healing for generations. The natives long ago built a huge stone circle at the site and a Snake Mound, a snake-like sculpture five feet high and fifty feet wide. The form begins with an open mouth and, after going through seven major curves, ends 1,300 feet later with a tightly coiled tail. The UFO landed, they said, in front of the open mouth of the snake-like sculpture. Discussion 2. Discuss with you partner your thoughts concerning UFOs and aliens. Have you ever seen a UFO /alien or has anyone you know seen one? Do you believe they exist? If you had to create from your imagination a UFO/alien, what would they look like? Describe the site where your imagined UFO would land. Why do you think people are interested in UFO /alien stories? Quick writing Write a short passage to describe the appearance of your best friend, your favorite animal, your dream house, your ideal boyfriend or girlfriend. His/her/its size His/her/its shape His/her/its hair His/her/its clothes His/her/its color His/her/its habit … Part II Reading Comprehension Pre-reading task Some people claim that the package of a product not only gives customers visual pleasure, but is also part of the commodity. Look at the following products and see how the packages of the products attract consumer in a way? Nestle coffee mate J'Adore by Christian Dior Colgate About the Primo Angeli The Primo Angeli creative group has received over 400 awards for design. Most recently, Primo Angeli's 1996 Atlanta Olympics poster, which is featured in the Olympic Museum in Lausanne, Switzerland, was designated by Juan Antonio Samaranch, International Olympic Committee President, as the official poster of the 1996 Centennial Olympic Games. Web Site:http://www.primo.com The quilt of leaves design that we created for the Olympic Games in Atlanta uses the communal art form of quilting and the lush landscapes of the American South to symbolize the hospitality and heritage of Atlanta. Some of Primo’s works The brand identity and packaging design had to celebrate the fruit and its abundance in each serving. A heaping spoonful of the cereal shows as much fruit as it does flakes. Whole fruit illustrations enhance the flavor statement and buoy the big, bold brand name. Against a blue-sky background, the scene suggests a clean, healthy and delicious start to a beautiful morning. Our design captures the frothy, creamy, appealing texture of Nescafé's new espresso drink mix. In an effort to create a unified, youthful image for the global market Lipton retired its 111- year-old mascot in favor of a predominantly yellow package with a red cartouche placed at playful angles. Photos of the tea being poured from pitcher to clear cup emphasize the uplifting, healthy benefits of tea. The new design projects vitality and delivers a significant upgrade in appetite appeal. While-reading Task 1: Read the text and summarize the main idea of each part. Para. 1-2 Para. 3-5 Para. 6-7 Para. 8-10 Para.11 Task 2: Probe the story 1. Describe Angeli’s studio in San Francisco. a. It looks like a pop Art joke. b. Five-foot sausage as a wall-painting; granite (made from papier-mâché) on stale doughnut. c. Row upon row of empty boxes, bottles, cartons and tins 2. How does Angeli comment on the relationship between customers and package? According to Angeli, packages are “silent salesmen”. They transform ordinary things into objects of desire and can seduce customers into buying what they don’t need or even want. 3. What does the coffee package example intend to illustrate? The example intends to illustrate that the challenge of packaging is to create an identity to which the buyer aspires, not to reflect the buyer’s true identity. 4. Why do package designers attach so much importance to colors? Because colors are charged with meanings derived from people’s emotions. This association between colors and their connotations makes people react to colors emotionally, rather than intellectually. Hence, colors possess subliminal power, which is what package designers want to use in improving the sales of their products. 5. Why does the industry say “the package is the product”? Because packaging can create a dream, an image that people long for. When people first look at a beautiful package, they are not really thinking about what is inside. For some, or even many people, the dream or image represented by the package is enough. Language Study Interpretation-1 develop, become not surprisingly No wonder, then, that designing, producing and marketing packages has grown into such an enterprise, a business of equal parts art and artifice, science and deception. a clever trick; Cf. artificial, act of deceiving, artifact, artistic Adj. deceptive 这就难怪既有其艺术性，又有其伪装性，既有其科学性， 又有其欺骗性的包装行业的设计、生产和销售市场获得 了蓬勃发展。 Interpretation-2 Market researcher Davis Masten says that the challenge of packaging is to create an identity to which the buyer aspires, not to reflect the buyer’s true identity. (+ to-v/to, after) direct creates Successful packaging one’s an ideal image that the Buyer wants and is eager to identify himself with. hopes and efforts to some important aim, e.g. He aspires to the leadership of the party. 市场调查员戴维斯·梅森指出，包装的挑战就是要创造一个 购买者渴望拥有的形象，而不是去反映购买者的真实身份。 Interpretation-3 an idea suggested by a word in addition to the formal meaning of the word. mean, contain n. connotation Yellow, when golden, connotes quality, but in its more garish shades evokes the cut-rate, not always an undesirable effect. unexpected cause, lead to discount very bright shades of color often in bad taste. 黄色，当其色调为金色时暗示着高质量，而如果色调过于 艳丽则会令人想到廉价货，有时反而也会有一种意想不到 的效果。 Word study Explain the meanings of following words and expressions, then write a sentence to illustrate its meaning and usage. have the look of rest on bear up seduce grab one’s interest grasp the impact of … rub sth. in deck out subliminal turn around Reading critically What kind of writing is the text? How is the text written? How do you understand “The art of selling, all wrapped up”? Do you believe that the package is everything? Why and why not? tips From an artistic point of view, packaging represents people’s dreams, and aspirations towards beauty. And the businessman utilizes this consumer’s psychology for commercial purposes. On the other hand, colorful and fancy packaging does not seem to add any substantial to our life. A beautifully packaged soap would have the same function in cleaning our body as a naked piece. Part III Extended Activities Dictation Who said Packaging is everything? I think the present enthusiasm for packaging often brings us more trouble than convenience. We could save time, trouble and space if there wasn’t so much variation in the size and shape of the packages. Suitcases, for example, should be made in standard sizes. There should be just four. For advertising purposes the makers could label them HUGE, GIANT, LARGE and REGULAR. Huge would be a big suitcase, Giant would be a normal size, Large would be small and Regular would be a small bag used for personal items you want to keep with you on a trip. If suitcases were made only four standard sizes, we could save fifty percent of the space they now take up in aeroplane luggage compartments. At home we could have whole closets of space and the predictably shaped suitcase would make packing a pleasure. Fill in the blanks with the words and expressions from the text. Norma Jeane was born on June 1, 1926 in Los Angeles. Norma had the look of ________________ an angel when she’s a little girl. Gradually grew into she _________ a pretty young woman. Later photographer David Conover found her in the factory she worked and was _______grabbed by her beauty. She was a "photographer's dream." Conover began standout sending modeling jobs her way. Norma Jeane was a __________ in front of the camera, and within two years she was a reputable model with many popular magazine covers to her credit. As a model, Norma Jeane always aspired to an acting actress. ________ Norma signed her first studio contract with Twentieth Century Fox in 1946 and dyed her hair blonde and changed her name to Marilyn Monroe. seduced Soon Marilyn became a sexual image on the screen and _________ not so much as millions of audience. Yet her personal life is _______________ glamorous as it seemed to be. Her subliminal self was lonely all the _________ time. Sadly, on the early morning of August 5, 1962, 36-year-old Marilyn died in her sleep. Read more -- Wrappings Discuss the following questions: What does the author think of protecting protective coverings in his country? Why does he think so? Do you have the same feeling about the “protective protecting coverings? Give your own examples of how people abuse protective coverings. Assignment Write a short essay about 300 words on the advantages and disadvantages of packaging. Finish the exercises on page 11-15.