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125 From design to brands 10 LANGUAGE SKILLS EXPLORE EXTRAS 1 Which kind of clause, defining or non-defining: a   identifies which thing or person you’re talking about? b   adds extra details about the thing or person? 2 Which kind of clause: a   always goes after the noun? b   can go before or after the noun? c   is separated from the noun by a comma? Look at the descriptions of some design classics. Use past participle clauses (defining or non-defining) to rewrite each pair of sentences as a single sentence. 1 The famous soy sauce bottle was designed by Kenji Ekuan in 1961. It’s made by the Kikkoman company. 2 The Boeing 747 was chosen by architect Norman Foster as his favourite ‘building’. It was first flown in 1969. 3 More than five million cigarette lighters are sold every day. They’re made by Bic. 4 Zhang Xiaoquan scissors are made in Hangzhou, China. They were first produced in 1663. 5 A Swiss Army knife features 85 tools and weighs a kilo. It’s known as ‘The Giant’. In groups, make a list of things for an exhibition of design classics. Consider:   clothes    cars    things for the home / office    electronics    logos    packaging Use past participle clauses with verbs like: designed  invented  called  known as  produced  made  built  manufactured Examples: Design classics: ‘ball’ vacuum cleaner made by Dyson; iPod designed by Apple; … Get into new groups. Tell each other about your ideas. You are interested in an internship with the Dublin-based company Innovative Designs . The company helps inventors to turn their ideas and concepts into marketable designs. Applicants are asked to apply with a letter about the properties and qualities of a well-known consumer product. In your letter, you should:   describe the product.   explain the functionality of the design.   analyse the appeal of the design. Write around 250 words.  Writing guide, Letter / Email , p. 183. 8 a SPEaKIng 9 b WRITIng 10 Discuss these questions. 1 How ‘brand conscious’ do you think you are? Think about:  clothes   shoes   drinks a LISTEnIng 11 4cylinderswhen youdon’t. 8cylinderswhen youneed it. TheAudiS7has twosidesto itspersonality.Wecall itcylinder- on-demand technology.On faster roads,eightcylindersdeliver 420PSofpower. In town,however, it’smoreeconomicalto use just four.Andbecause itswitchesautomatically,youwon’t evennotice thechangeover. It’s like twocars inone. TheAudiS7 DownloadtheAudiVisionappfreefromtheAppStoreorGooglePlay,andscanthisadtoseetheS7 inaction.OfficialfuelconsumptionfiguresfortheA7 Sportbackrangeinmpg(l/100km)from:Urban21.1(13.4)–47.9(5.9),ExtraUrban37.7(7.5)–60.1(4.7),Combined29.4(9.6)–55.4(5.1).CO 2 emissions:225–135g/km. StandardEUTestfigures for comparativepurposes andmaynot reflect realdriving results. Unbenannt-1 1 13.02.2015 14:28:17 2 How much importance do you attach to the brand? Why do you think it is or isn’t important? 3 Would you avoid particular brands? If so, why? 4 For which kinds of product would you worry about the brand you buy? Why? Talk about the adverts on the right. 1 What ‘image’ do you think they are selling? Are they effective? 2 Would real people like film stars or top athletes add quality or meaning to the message? b   cars   electronic goods   household appliances It’s a brand. What else? Nur zu Prüfzwecken – Eigentum des Verlags öbv