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License Agreement on scientific materials use.
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“RATIONAL STYLING” AS BASIS OF PROJECT CULTURE OF THE AMERICAN DESIGN
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Natal'ya Alekseevna Koveshnikova
State University - Education-Science-Production Complex in Orel
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Submitted:
June 14, 2014
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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.
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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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