Unit 4

新职业英语新职业英语

Reading AReading A

Text

Task 1

Task 2

Business Know-how

Watch a video clip about an introduction to an iPad2 and list as many as possible the advantages it brings to your life and study.

Reading AReading A

Watch a video clip about an introduction to a digital touch pen and list as many as possible the advantages it brings to your life, work and the environment.

Text A-1

Reading A

Industrial Design

11 I’d design an alarm clock with a moving I’d design an alarm clock with a moving

snooze button that would be an easy snooze button that would be an easy target the the

first time I hit it. Then it becomes harder to first time I hit it. Then it becomes harder to locate

after each after each attempt, so that it would keep ringing , so that it would keep ringing

until I’m fully awake.until I’m fully awake.

Text A-2

22 As industrial designers, our job is to design As industrial designers, our job is to design

products—anything and everything that’s products—anything and everything that’s

mass-produced, from Ferraris to toasters, from , from Ferraris to toasters, from

furniture to television sets. We dream up products furniture to television sets. We dream up products

through drawings, sketches, even doodles, through drawings, sketches, even doodles,

presenting to the manufacturing client their presenting to the manufacturing client their vision

of what a certain product should look like.of what a certain product should look like.

Reading A

Text A-3-1Reading A

33 One of our goals as a profession is to make the One of our goals as a profession is to make the

product attractive. The inside of an industrial product attractive. The inside of an industrial

designer’s sketchbook usually looks like some kind of designer’s sketchbook usually looks like some kind of

flattened mad scientists’ laboratories, filled with flattened mad scientists’ laboratories, filled with

doodles of various types of products. We industrial doodles of various types of products. We industrial

designers also create ideas with our hands, using designers also create ideas with our hands, using

studio materials like clay and modeling foam to show studio materials like clay and modeling foam to show

what a product should feel like. Michelangelo what a product should feel like. Michelangelo

“discovered” his sculptures inside blocks of marble; “discovered” his sculptures inside blocks of marble;

industrial designers find the shape of the latestindustrial designers find the shape of the latest

Text A-3-2Reading A

Walkman inside Walkman inside a chunk of clay, or foam, or clay, or foam, or

occasionally with the help of computer software. occasionally with the help of computer software.

Whatever the studio material may be, designers may Whatever the studio material may be, designers may

spend hours at a time forming it, touching it, holding it, spend hours at a time forming it, touching it, holding it,

carving and recarving the lines that will soon be an carving and recarving the lines that will soon be an

actual working product, touched and held by millions of actual working product, touched and held by millions of

users. When you take a users. When you take a brand-new product out of the product out of the

box and touch it, the designer’s hands and eyes have box and touch it, the designer’s hands and eyes have

already run over the surface, in one way or another, already run over the surface, in one way or another,

hundreds of times.hundreds of times.

Text A-4

44 We also try not to make the product We also try not to make the product a

pain in the neck. Some products may look cool and . Some products may look cool and

work well—a wonderful collection of objects that subtly work well—a wonderful collection of objects that subtly

enhance your life, while other products may have your life, while other products may have

annoying qualities that nearly annoying qualities that nearly outweigh their their

usefulness, like coffee tables with corners that draw usefulness, like coffee tables with corners that draw

blood and blood and remote controls that controls that

look like maps of Manhattan. The difference is in the . The difference is in the

way they’re designed, in the way they look and feel. way they’re designed, in the way they look and feel.

And it’s industrial design that makes all that difference.And it’s industrial design that makes all that difference.

Reading A

A-Trans-1Reading A

工业设计工业设计

11 我想设计一只闹钟，它带有一个移动式闹我想设计一只闹钟，它带有一个移动式闹

铃开关，闹铃第一次响时开关触手可及，但之后铃开关，闹铃第一次响时开关触手可及，但之后

闹钟一次比一次难触碰到，于是闹钟闹个不停，闹钟一次比一次难触碰到，于是闹钟闹个不停，

直到我完全醒来。直到我完全醒来。

A-Trans-2

2 作为工业设计师，我们的工作就是设计产作为工业设计师，我们的工作就是设计产

——品 所有批量生产的各种各样的产品，从法——品 所有批量生产的各种各样的产品，从法

拉利汽车到烤面包炉，从家具到电视机。我们拉利汽车到烤面包炉，从家具到电视机。我们

通过画图、素描、甚至涂鸦来构思产品，将生通过画图、素描、甚至涂鸦来构思产品，将生

产厂商想象的某种产品的样子呈现给他们。产厂商想象的某种产品的样子呈现给他们。

Reading A

A-Trans-3-1Reading A

3 我们的职业目标之一是使产品具有吸引力。一位我们的职业目标之一是使产品具有吸引力。一位

工业设计师草图本里的内容常常看上去就像平面化的工业设计师草图本里的内容常常看上去就像平面化的

科学狂人的实验室，满是各种各样产品的涂鸦。我们科学狂人的实验室，满是各种各样产品的涂鸦。我们

工业设计师们也用双手来进行创意，用粘土、造型泡工业设计师们也用双手来进行创意，用粘土、造型泡

沫这些工作室里的材料来展现产品的手感。米开朗基沫这些工作室里的材料来展现产品的手感。米开朗基

“ ”罗在大理石堆中 发现 了他的雕塑作品；工业设计师“ ”罗在大理石堆中 发现 了他的雕塑作品；工业设计师

们在粘土堆、泡沫堆，或者偶尔在电脑软件的帮助下们在粘土堆、泡沫堆，或者偶尔在电脑软件的帮助下

找到了最新款随身听的形状。找到了最新款随身听的形状。

A-Trans-3-2

不管用哪种工作材料，设计师们每次都会花上好不管用哪种工作材料，设计师们每次都会花上好

几个小时去造型，去触摸，去把握，一遍又一遍几个小时去造型，去触摸，去把握，一遍又一遍

地雕琢那些线条，不久，这些东西就会成为真正地雕琢那些线条，不久，这些东西就会成为真正

可以使用的产品，被千万个消费者触摸、把玩。可以使用的产品，被千万个消费者触摸、把玩。

当你抚摸着刚从盒子里取出的全新产品时，它的当你抚摸着刚从盒子里取出的全新产品时，它的

表面已经被设计师的双手和目光以这样或那样的表面已经被设计师的双手和目光以这样或那样的

方式抚摸和打量过成百上千次了。方式抚摸和打量过成百上千次了。

Reading A

A-Trans-4

44 我们也竭尽全力使产品不会令人生厌。有些产我们也竭尽全力使产品不会令人生厌。有些产

——品外形又酷又好用 它们是一系列会在潜移默化——品外形又酷又好用 它们是一系列会在潜移默化

中提升你生活品质的奇妙物品。而另一些产品，其中提升你生活品质的奇妙物品。而另一些产品，其

令人讨厌的设计几乎使其实用性变得不值一提，比令人讨厌的设计几乎使其实用性变得不值一提，比

如桌角伤人的咖啡桌，以及看起来像曼哈顿地图一如桌角伤人的咖啡桌，以及看起来像曼哈顿地图一

般令人迷惑的遥控器。两类产品的区别在于其设计般令人迷惑的遥控器。两类产品的区别在于其设计

方式，在于其外观和手感，而造成这一切不同的正方式，在于其外观和手感，而造成这一切不同的正

是工业设计。是工业设计。

Reading A

n.n. an aim; objective

Reading A

target

e.g.e.g. I’ve set myself a target of saving $200 a month.

v.v. to make something have an effect on a particular

limited group or area

e.g.e.g. The advertisement was designed to target a mass

audience.

e.g.e.g. We couldn’t locate the source of the radio signal.

Reading A

locate

v.v. to find the exact position of something

e.g.e.g. He made one last attempt at the world record.

v.v. to try to do something that is difficult, dangerous, etc.

e.g.e.g. The book attempts to explain the origins of the war.

Reading A

attempt

n.n. an act of trying to do something

e.g.e.g. Mass-produced furniture is cheaper than furniture

made by hand.

Reading A

mass-produce

v.v. to produce in large numbers using machinery

n.n.

1) imagination

e.g.e.g. Have you ever had visions of great success?

2) idea

e.g.e.g. She had the same vision of him as I had.

3) sight

e.g.e.g. With my new glasses my vision is perfect!

Reading A

vision

e.g.e.g. 1. a chunk of cheese

2. A huge chunk of the audience got up and left

before the show.

Reading A

a chunk of

a large piece of something that does not have an even shape; a large part or amount of something

e.g.e.g. She bought a brand-new car for her brother as the

wedding gift.

Reading A

brand-new

a.a. new and not yet used

e.g.e.g. What’s wrong with Dave? He’s becoming a

total pain in the neck.

Reading A

a pain in the neck

a person or thing that is very annoying

v.v. to increase or further improve the good quality,

value or status of something

Reading A

enhance

e.g.e.g. This is an opportunity to enhance the good

reputation of the company.

e.g.e.g. The advantages of the plan far outweigh the

disadvantages.

Reading A

outweigh

v.v. to be more important or valuable than something else

a.a. far away from places where other people live; far

away in time

Reading A

remote

e.g.e.g. 1. The farmhouse is remote from any other

buildings.

2. remote database/remote access/remote control

Reading A

… remote controls that look like maps of Manhattan

remote controls that are full of hard-to-find

buttons, so that they are as confusing as maps

of Manhattan

A-Task 1Reading A

Task 1Task 1 Tick off the jobs of industrial designers mentioned in the passage.

Making a product attractive

Promoting the sales of a product

Putting a product into mass production

Drawing, sketching, doodling

Finding the shape of a product in studio materials

Making product a pain in the neck

Forming, holding, carving and recarving

√

√

√

√

A-Task 2Reading A

Task 2Task 2 Decide whether the following statements are true (T) or false (F) according to the passage.

Statements TrueFals

e

1. Designers mostly dream up products with the help of software.

2. Designers also try to make the products attractive.

3. Designers use manufacturing materials to show what a product should feel like.

4. Some products with annoying qualities may be more useful than they ought to be.

5. Much effort will have been put into a product before it is presented to the manufacturing client.

T

F

T

F

T

Thank you!

Thank You!

新职业英语新职业英语