Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2014. № 8. Part 1. P. 85-88.
"RATIONAL STYLING" AS BASIS OF PROJECT CULTURE OF THE AMERICAN DESIGN
Koveshnikova Natal'ya Alekseevna
State University - Education-Science-Production Complex in Orel
Abstract. The article examines the specifics of the project culture of the American industrial design - "rational styling". Short of powerful theoretical base similar to those of Bauhaus, Institute of Artistic Culture or Higher Artistic-Technical Shops - Higher Artistic-Technical Institute, the first American designers got shape-generating impulses not from certain project ideology but directly from artistic-project practice. They focused chiefly on the real possibilities of large industrial manufacturing and new technologies, which became a powerful factor of style-formation.
Key words and phrases: проектная культура, промышленный дизайн в США, рациональный стайлинг, project culture, industrial design in the USA, rational styling
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