English - appunti di inglese avanzato

Horror film: the ring

Musical: grease

Science fitction

Thriller

Wester:

LESSON 6

Compound nouns:

Evening show, evening news

Television licence, television cast, television show, television news

Game show host

Tele news, tele text

Web surfing, web news

Talk show

Current affairs

Well known, well dressed, well up

Run up, run down

Broad minded

Light haired, hearted

Blonde haired

Built up

Old fashioned

Dr. Pepper, taste unique, older than coca cola, 1880, look like coca, chinotto, soda

Corporate design

Corporate: the body, the organization

LEZIONE 7

Start up (begin a project), start out, start off (begin)

Set up (install), set out (display), set off (begin a journey), set back (ritardare)

Fat: nutritionally endowed

Fireman: fire fighter

Air hostess: flight attendant

Lazy: lacking in motivation

Bald: follycally cahallanged

Blind: visually impaired

Short: vertically challenged

An old person: and aged person

Physically handicapped: physically challenged

Poor: economically disadvantage

How corporate design contributes to business success

Perhaps the most important function of industrial consumer and design systems is to create

strong packaging recognition and awareness. History has shown that once an organisation

committed itself to producing quality products and making the public aware of its brand items,

consumers tend to return to that same brand time and again...........

One of the classic textbook examples of brand acceptance by consumers occurred in the mid-

nineteenth century with Proctor & Gamble. At the time, P & made candles in Cincinnati, Ohio, and

distributed them to storeowners in other cities along the Ohio and Mississippi Rivers.

Many other businesses also manufactured candles and shipped them throughout the area. But it

was not until dockworkers started branding P & G’s crates with a star that the company realized

that storeowners all along the river recognized the P & G star as a mark of quality. Storeowners

would not accept shipments of candles that were not marked with the branded star. P & G quickly

capitalized on this marketing tool by refining the mark and applying it to other consumer products

that the company produced and distributed.

Q8 – Kuwait Petroleum International

Design: Wolff Olins

 Function of Design Program: Consistency of corporate identity , in stationery, signage,

 vehicles, and the gas station/retail network design (architectural and interior)

Kuwait Petroleum International was the first OPEC producer to create a new gasoline brand and

establish a retail chain. Wolff Olins advised on the name, identity and market position. The name

“Q8” is memorable and applicable throughout the world, and makes an implicit link with Kuwait.

The sail imagery evokes a coastal people and suits a brand concept that links travel, efficiency,

and enjoyment in a way that is free of limiting associations with any particular group, age, country,

or class. The stations themselves establish the Q8 identity through graphic, retail, and

environmental design, which is applied in areas ranging from lighting to staff training.

What do we know about Barilla?

Barilla is the most important Italian multinational that produces high quality pasta and sauces.

Mulino Bianco is a brand owned by Barilla, and it produces bakery products, bread and biscuits,

cereals, brioches. The brand was born on the last years of the seventeen-century in the center of

the Italy.

A lot of families usually eat Barilla pasta every day because it’s one of the more spread brand of

pasta in Italy. Barilla has a famous slogan who is “Dove c’è Barilla c’è casa”. In the last few

months, Barilla has had problems with its advertisement because it has promoted the idea of a

traditional family with father, mother and sons. So Barilla had declared that it wont never do

advertisement with gay people. This declaration has raised a lot of critics and protests.

LEZIONE 8

Verb, noun and adjective

To strengthen – strength –strong

To deepen – depth - deep

To thicken – thickness - thick

To broaden – breadth - broad

To length – length – long

To widen – width – wide

Dented (ammaccato) metal grass

Torn (strappato) paper

Rotten (danneggiato) wodd

Creased (sgualcito) paper

Chipped (scheggiato) glass wood

Burnt (bruciato) paper wood

Bent (piegato) metal

Shattered (distrutto) glass

Warped (deformato) wooden

Smashed (fracassato) glass

Scratched (graffiato) metal glass wood

Faded (sbiatido) paper wood

Tarnished (offuscato) metal

Rusty (arrugginito) metal

Strained paper

Brittle (fragile)

shrunk (contratto)

distorted (distorto)

buckled (piegato)

bleached (sbiancato)

cracked (screpolato)

Present perfet when something is began but I’m still here

Past perfect refer to event in the past

Sexism and political correctness

Names: Mr refers to both married and singles men while for women is traditionally used

 Mrs if their married and Miss if single. Ms is used today to refer to both married and single

women.

Jobs: the suffix –ess for women is no longer used. Female jobs are always used in male

 genre.

Generic masculine: the pronoum he, him, his are traditionally use both for women and men.

 The word man is traditionally used to describe humanity in general.



Men vs women

Status vs support: Men talk to claim their place in a competitive world, women talk in order to get

accepted and get support.

Independence vs intimacy: Women often think in terms of closeness , empathy, support, and

value intimacy. Men are keener on independence.

Advice vs understanding: When confronted with problems, men usually see this as a challenge

and attempt to offer solutions. Women tend to offer sympathy and understanding first.

Information vs feelings: When men talk (for example, on the telephone) they usually focus on

exchanging information as efficiently as possible. Women spend longer on the phone and talk

about all sorts of things but especially about their personal feelings.”

Order vs proposals: Men tend to give orders, to use imperatives, while women tend to be less

direct and to make suggestions in a gentler and more tentative way.

Conflict vs compromise: Women tend to seek consensus and compromise while men often

express direct and forthright opposition to things.

LEZIONE 9

Present simple, past simple and past participle

Tp play – played – played

To draw- drew – drawn

To carry – carried – carried

To include – included – included

To start – started – started

To cast – cast – cast

To be – was – been

To combine – combined – combined

To print – printed – printed

To have – had – had

To use – used – used

To attract – attracted – attracted

To understand – understood - understood

To drive – drove – driven

To transfer – transferred – transferred

To mean – meant – meant

To press – pressed – pressed

To wrap – wrapped – wrapped

To squeeze – squeezed – squeezed

To sing – sang – sung

To write – wrote – written

To put – put – put

Paper has had an essential role in the spreading of information

The steps in the papermaking process have been the same.

Chlorine bleaching has been criticised by environmentalists.

The introduction of machinery has speeded up paper production.

Terminologia della stampa

Printer = stampatore

Pioneer = pioniere

Movable type = carattere mobile

Previously = precedentemente

Privilege = privilegio

To modify = modificare

Full size = dimensioni reali

To sack = sacchegiare

To print = stampare

Leaflet = volantini

To force = costringere

To give up = smettere/abbandonare

To make sure = assircurarsi

Printing press = macchina da stampa

Craftmanship = lavoro artigianale

Calcography = calcografia

Johannes Gutenberg

✔

Johannes Gutenberg was born in Mainz, Germany, in 1398 and died in 1468.

His father was responsible for the commerce in precious metals and minting coins, in fact the city

of Mainz was an important centre for gold and silver work. Johannes had a good knowledge of

Latin and the classic writers. And he became also a printer. He was a pioneer and in 1438, was the

first European to print with hand-set types. Thanks to his invention, about 200 copies of the Bible

were printed.

The modern printing process caused a revolution in the paper industry and also in the education of

the public. Previously, they had little access to the few books that existed. Culture and education

were a privilege of the nobles and the Church but were accessible to everyone who was interested.

The first book that was printed was probably the “Gutenberg Bible”, also called the Mazarin Bible,

probably finished by late 1456. Sadly, Gutenberg was forced to give up (abandon) his printing

press and types to pay off some debts. Then, because of political problems in Mainz, Gutenberg’s

apprentices moved to different European cities and they spread the new printing techniques. In

Italy, in Venice, Aldo Manuzio first replaced the gothic character used to print the books with the

cursive, or italic type, called “Aldino”.

Exercise:

1. Johannes Gutenberg was probably born in Mainz, Germany, in 1398.

2. He was the son of Friele Gensfleisch vom Hofe zum Gutenberg and Else Wirich.

3. Gutenberg asked to a loan to put his invention into practice.

4. rd

On 3 February 1468 Gutenberg died in Mainz.

LEZIONE 10

Past simple: finished actions in the past

Past continuous: was/were + verbs + ing: ti describe an action in progress at a specific time in the

past

Past perfect: had + past participle: when you are talking about the past and you want to talk about

an earlier past action.

The history of paper

✔

The word Paper comes from the Latin papyrus, used by the early Egyptians comprising the pith of

a plant which was sliced into layers and beaten or pressed into sheets.

Some sheets of papyrus have been found in Egyptian tombs of 3500 BC. Eastern civilisation

developed more or less simultaneously with the civilisations of the Middle East and of Europe, but

as if in a separate world. This is why paper, which was in general use in China about 2000 years

ago, was unknown further west until the capture of Chinese prisoners by Arabs at Samarkand in

the eighth century. In 793 AD, Chinese workmen were introduced to a factory in Baghdad.

The next centre was Damascus; the main source of supply for Europe for several centuries. Then

craft was introduced also in Europe.

The earliest reference to England’s first