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Bài tập thực hành

THE HISTORY OF THE POSTER

PARAGRAPH A 

The first posters were known as ‘broadsides’ and were used for public and commercial
announcements. Printed on one side only using metal type, they were quickly and crudely
produced in large quantities. As they were meant to be read at a distance, they required large
lettering. 

PARAGRAPH B 

There were a number of negative aspects of large metal type. It was expensive, required a large
amount of storage space and was extremely heavy. If a printer did have a collection of large
metal type. It was likely that there were not enough letters. So printers did their best by mixing
and matching styles. 

PARAGRAPH C 

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Commercial pressure for large type was answered with the invention of a system for wood type
production. In 1827, Darius Wells invented a special wood drill - the lateral router - capable of
cutting letters on wood blocks. The router was used in combination with William Leavenworth’s
pantograph (1834) to create decorative wooden letters of all shapes and sizes. The first
posters began to appear, but they had little colour and design; often wooden type was mixed
with metal type in a conglomeration of styles. 

PARAGRAPH D 

A major development in poster design was the application of lithography, invented by Alois
Senefelder in 1796, which allowed artists to hand-draw letters, opening the field of type design
to endless styles. The method involved drawing with a greasy crayon onto finely surfaced
Bavarian limestone and offsetting that image onto paper. This direct process captured the
artist's true intention; however, the final printed image was in reverse. The images and lettering
needed to be drawn backwards, often reflected in a mirror or traced on transfer paper. 

PARAGRAPH E 

As a result of this technical difficulty, the invention of the lithographic process had little impact
on posters until the 1860s, when Jules Cheret came up with his ‘three- stone lithographic
process’. This gave artists the opportunity to experiment with a wide spectrum of colours.
Although the process was difficult, the result was remarkable, with nuances of colour
impossible in other media even to this day. The ability to mix words and images in such an
attractive and economical format finally made the lithographic poster a powerful innovation. 

PARAGRAPH F

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Starting in the 1870s, posters became the main vehicle for advertising prior to the magazine
era and the dominant means of mass communication in the rapidly growing cities of Europe
and America. Yet in the streets of Paris, Milan and Berlin, these artistic prints were so popular
that they were stolen off walls almost as soon as they were hung. Cheret, later known as ‘the
father of the modern poster’, organised the first exhibition of posters in 1884 and two years
later published the first book on poster art. He quickly took advantage of the public interest by
arranging for artists to create posters, at a reduced size, that were suitable for in-home display. 

PARAGRAPH G

Thanks to Cheret. The poster slowly took hold in other countries in the 1890s and came to
celebrate each society’s unique cultural institutions: the cafe in France, the opera and fashion
in Italy, festivals in Spain, literature in Holland and trade fairs in Germany. The first poster
shows were held in Great Britain and Italy in 1894, Germany in 1896 and Russia in 1897. The
most important poster show ever, to many observers, was held in Reims, France, in 1896 and
featured an unbelievable 1,690 posters arranged by country. 

PARAGRAPH H

In the early 20th century, the poster continued to play a large communication role and to go

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through a range of styles. By the 1950s, however, it had begun to share the spotlight with other
media, mainly radio and print. By this time, most posters were printed using the mass
production technique of photo offset, which resulted in the familiar dot pattern seen in
newspapers and magazines. In addition, the use of photography in posters, begun in Russia in
the twenties, started to become as common as illustration. 

PARAGRAPH I 

In the late fifties, a new graphic style that had strong reliance on typographic elements in black
and white appeared. The new style came to be known as the International Typographic Style. It
made use of a mathematical grid, strict graphic rules and black- and- white photography to
provide a clear and logical structure. It became the predominant style in the world in the 1970s
and continues to exert its influence today. 

PARAGRAPH J

It was perfectly suited to the increasingly international post-war marketplace, where there was
a strong demand for clarity. This meant that the accessibility of words and symbols had to be
taken into account. Corporations wanted international identification, and events such as the
Olympics called for universal solutions, which the Typographic Style could provide. 

PARAGRAPH K

However, the International Typographic Style began to lose its energy in the late 1970s. Many
criticised it for being cold, formal and dogmatic. A young teacher in Basel. Wolfgang Weingart,
experimented with the offset printing process to produce posters that appeared complex and

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chaotic, playful and spontaneous - all in stark contrast to what had gone before. Weingart's
liberation of typography was an important foundation for several new styles. These ranged
from Memphis and Retro to the advances now being made in computer graphics. 

Exercise 1: Chọn các từ khóa trong mỗi mệnh đề thuộc đề bài IELTS Reading dạng Note
completion sau:
EARLY PRINTING METHODS
  Features Problems
Metal type produced large print Cost, weight and (1) ... difficulties

Mixed styles

Wood type Darius’s wood drill used in connection Lacked both (3)...
with another (2) ...
Mixed types
Produced a range of letters

Lithography Letters drawn by hand Had to use a mirror or (5) … to

achieve correct image.

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Design tool - a (4) ...

Ô trống (1) A. Cost, weight,

difficulties, metal types,
problems
B. Cost, weight,
difficulties, metal types,
and
C. Cost, weight, mixed,
metal types, and,
difficulties

Ô trống (2) A. Darius, wood type,

wood drill, used, in
connection with
B. Darius, wood type,
wood drill, produced, in
connection with
C. Darius, wood type,
used, in connection with,
another

Ô trống (3) A. wood type, problems,

lacked, mixed

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B. wood type, lacked,

both, types
C. wood type, problems,
lacked, both

Ô trống (4) A. Lithography, design,

drawn, tool, hand
B. Letters, design, tool
C. Lithography, design,
tool, a

Ô trống (5)  A. Lithography,

problems, use, mirror, or,
achieve, correct image
B. Lithography, had to,
use, mirror, or, achieve,
correct image
C. Lithography,
problems, features, use,
mirror, or, achieve,

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correct

Exercise 2: Chọn dự đoán về câu trả lời tương ứng với mỗi ô trống trong bài IELTS Reading
dạng Note completion sau:
EARLY PRINTING METHODS
  Features Problems
Metal type produced large print Cost, weight and (1) ... difficulties

Mixed styles

Wood type Darius’s wood drill used in connection Lacked both (3)...
with another (2) ...
Mixed types
Produced a range of letters

Lithography Letters drawn by hand Had to use a mirror or (5) … to

achieve correct image.
Design tool - a (4) ...

Ô trống (1) another problem

Ô trống (2) another method which is closely related to wood type

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Ô trống (3) something that the wood type lacked

Ô trống (4) something you use for writing/designing
Ô trống (5) something that reflects an image
Exercise 3: Đọc các đoạn văn thuộc đề IELTS Reading sau và chọn nội dung chính của mỗi
đoạn văn đó.
PARAGRAPH 1 A. The drawbacks of
early printing method:
There were a number of negative aspects of large metal metal type
type. It was expensive, required a large amount of B. The invention of an
storage space and was extremely heavy. If a printer did early printing method:
have a collection of large metal type. It was likely that metal type
there were not enough letters. So printers did their best C. The mixture of early
by mixing and matching styles. printing methods
between metal type and
wooden type.

PARAGRAPH 2  A. The commercial

pressure for the
application of wood

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Commercial pressure for large type was answered with
the invention of a system for wood type production. In type.
1827, Darius Wells invented a special wood drill - the B. The invention of a
lateral router - capable of cutting letters on wood blocks. system for wood type
The router was used in combination with William production and its
Leavenworth’s pantograph (1834) to create decorative drawbacks.
wooden letters of all shapes and sizes. The first posters C. The mixture of early
began to appear, but they had little colour and design; printing methods
often wooden type was mixed with metal type in a between metal type and
conglomeration of styles.  wooden type.

PARAGRAPH 3 A. The main

developments in poster
A major development in poster design was the design.
application of lithography, invented by Alois Senefelder B. The impact of
in 1796, which allowed artists to hand- draw letters, lithographic process on
opening the field of type design to endless styles. The posters.
method involved drawing with a greasy crayon onto C. The invention of
finely surfaced Bavarian limestone and offsetting that lithography and its
image onto paper. This direct process captured the difficulties.
artist's true intention; however, the final printed image
was in reverse. The images and lettering needed to be
drawn backwards, often reflected in a mirror or traced
on transfer paper. 

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Exercise 4: Chọn các từ khóa trong mỗi mệnh đề thuộc đề bài IELTS Reading dạng T/F/NG
sau:

By the 1950s. photographs were more widely seen than artists' illustrations on posters.

by
1950s
photographs
more widely seen
artists'illustrations
on
posters
than

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Features of the Typographic Style can be seen in modern-day posters.

Features
of
Typographic Style
seen
in
modern-day
posters

The Typographic Style met a global need at a particular time in history.

Typographic Style
met
global need
at
particular time
history

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Weingart got many of his ideas from his students in Basel.

Weingart
got
many
his
ideas
his students
Basel
from

Exercise 5: Tìm trong các đoạn văn thuộc bài IELTS Reading sau 1 từ khóa đồng nghĩa/gần
nghĩa với từ IN HOA trong những câu văn dưới đây và viết chính xác chúng vào ô trống
Paragraph 1.
In the early 20th century, the poster continued to play a large communication role and to go
through a range of styles. By the 1950s, however, it had begun to share the spotlight with other
media, mainly radio and print. By this time, most posters were printed using the mass

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production technique of photo offset, which resulted in the familiar dot pattern seen in
newspapers and magazines. In addition, the use of photography in posters, begun in Russia in
the twenties, started to become as common as illustration.

CÂU VĂN: By the 1950s. photographs were more WIDELY SEEN than artists' illustrations on
posters.
WIDELY SEEN ___________

Paragraph 2.
In the late fifties, a new graphic style that had strong reliance on typographic elements in black
and white appeared. The new style came to be known as the International Typographic Style. It
made use of a mathematical grid, strict graphic rules and black-and-white photography to
provide a clear and logical structure. It became the predominant style in the world in the 1970s
and continues to exert its influence today.

CÂU VĂN: Features of the Typographic Style can be seen in MODERN-DAY posters.
MODERN-DAY ___________

Paragraph 3.
It was perfectly suited to the increasingly international post-war marketplace, where there was
a strong demand for clarity. This meant that the accessibility of words and symbols had to be
taken into account. Corporations wanted international identification, and events such as the
Olympics called for universal solutions, which the Typographic Style could provide.

CÂU VĂN: The Typographic Style met a GLOBAL NEED at a particular time in history.

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GLOBAL ___________
NEED ___________

Exercise 6: Complete the table below. Choose NO MORE THAN THREE WORDS from the
passage for each answer.
 
EARLY PRINTING METHODS
  Features Problems
Metal type produced large print Cost, weight and (1) ... difficulties

Mixed styles

Wood type Darius’s wood drill used in connection Lacked both (3)...
with another (2) ...
Mixed types
Produced a range of letters

Lithography Letters drawn by hand Had to use a mirror or (5) … to

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achieve correct image.
Design tool - a (4) ...

Question 1: ___________
Question 2: ___________
Question 3: ___________
Question 4: ___________
Question 5: ___________

Exercise 7: Do the following statements agree with the information in the reading passage?
Write
TRUE if the statement agrees with the information 
FALSE if the statement contradicts the information 
NOT GIVEN if there is no information on this
By the 1950s. photographs were more widely seen than A. TRUE
artists' illustrations on posters. B. FALSE
C. NOT GIVEN

 Features of the Typographic Style can be seen in A. TRUE

modern-day posters. B. FALSE
C. NOT GIVEN

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The Typographic Style met a global need at a particular A. TRUE

time in history. B. FALSE
C. NOT GIVEN

Weingart got many of his ideas from his students in A. TRUE

Basel. B. FALSE
C. NOT GIVEN

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