工业设计专业英语第三版设计与文化

The word “culture” is used throughout the text in its most democratic sense, that is , as a concept which embraces the ideas and values expressed by modern society as a whole, rather than one which only touches one level of human endeavor. In parallel, design is understood here as a phenomenon which affects everybody.
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5 Lesson
Design and Culture
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Now that “design” is understood from Tokyo to Moscow, from Buenos Aires to Montreal, it is obvious that each country according to its politics, its economics, its sociology, its industry, uses “Design” in a different way; but one must add that a universal language is being constructed daily.
文化的定义必须以宽泛的角度加以考虑，它包括经济，政治以及技术 ，因为它们是决定现代社会主要文化样式的力量。设计也有这些力量 形成并支持着，因此，设计出的人工制品充当了文化元素的角色。在 这本书里，我着手审查了本世纪文化影响设计的两种途径以及反过来 设计在通过事物，体制，个性和行为样式以及伴随其中的思想中创造 文化的方式。从广泛的角度来讲，自1900年以来，设计和文化变得 越来越相互依存并且这个关系的含义将在以下几章不断的重复出现。
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My main thesis is that, within the framework of industrial capitalism which created it and continues to dominate it in contemporary Western society, design is characterized by a dual alliance with both mass production and mass consumption and that these two phenomena have determined nearly all its manifestations. Like Janus, design looks in tow directions at the same time : as a silent quality of all mass produced goods it plays a generally unacknowledged but vital in all our lives; as a named concept within the mass media, it is, however, much more visible and generally recognized. In this latter guise design becomes an extension of marketing and advertising. The “designer-jeans” phenomenon, which persuades us to by a product because it has been designed, is, culturally speaking, totally distinct from the activity of the anonymous designers within industry who resolve the problems of the cost, appearance and use in consumer products. The way in which design as an adjunct of marketing has grown out of design as an aspect of mass production is a major theme within the story of modern design and the focus of this book. It is a change which directly mirrors the way in which the model of mass-production industry, as presented by Henry Ford, which dominated American ideas about industrial organization in the early twentieth century, has been challenged by an alternative model which stresses batch production, a smaller scale of operations (or set of operation), and, at times, a fair amount of hand or skilled word. This latter model –best expressed by Sloane’s work at General Motors in the USA in the 1920s and by contemporary development in Japan and Italy-puts the demands of the marketplace above those of the logic of mechanized mass production and tends, as a result, to value the diversification of products rather than , or as well as, standardization. These two models of industry coexist in this century and have different implications for the meaning of design. An important sub-theme is the way in which the aesthetic of designed artifacts has swung repeatedly backwards and forwards from production to consumption as sources of metaphorical inspiration.
“文化”一词以其非常民主的意思贯穿于整篇文章，也就是说， 作为一个概念，它把现在社会所表现出的各种思想和价值作为一 个整体而包含其中，而不仅仅指的是人的努力所达到的水平。同 时，在这里涉及被理解为影响每个人的一种现象。
ENGLISH FOR INDUSTRIAL DESIGN
Simple, Powerful an free既然从东京到莫斯科，从布宜诺斯艾利斯到蒙特利尔，这些国家东懂得 了“设计”，那么我们从中很容易发现每个国家根据各自不同的政治、 经济、社会、工业状况，以不同的方式运用“设计”；但有一点必须要 补充说明的是一种通用的语言正在被日趋构建。
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The definition of culture has to be considered within a broad context which subsumes economics, politics and technology as these are the forces which have determined the dominant cultural patterns in modern society. Design is also formed and sustained by these forces and, as a result, designed artifacts act as culture ciphers. In this book, I have set out to examine both the way in which culture has influenced design in this century and the manner in which design has, in its turn, played a part in creating culture through the objects, institutions, personalities and the patterns of behaviour and thought that have accompanied it. Since 1900, design and culture, in this wide sense, have become increasingly interdependent and the implication of this relationship will re-merge constantly in the following chapters.