ZNO 2018 copy-book 1

Read the text below . Choose the right event according to the advertisement.There are three choices you do not need to use.

Read the text for the questions 1-5 choose the correct answer (a,b,c,d).

Milton Glaser:His Heart was in the Right Place

Milton Glaser was in the back of a yellow taxi in Manhattan when he experienced the “eureka” moment.It was 1977 and the American graphic designer was asked to come up with a logo that would regenerate the fortunes of New York State. He pulled a redcrayon from his pocket and began to sketch on the back of an envelope:first an “I”, then the simple outline of a heart,followed by two letters, “N” and “Y”.

That torn envelope is now in the permanent collection of the Museum of Modern Art in New York. “That little scrap of paper is probably worthas much as a small Picasso,” Glasersays with a smile. Just three letter sand the symbol for love became

the world’s most imitated logo.

Now 81, Glaser does not see a cent of the millions of dollars annually made on the back of his design. At the beginning, it wasn't even copyrighted, because for the first years the idea was to let everyone use it, so that it would spread and enter into the culture.

New York State’s department for economic development commissioned an

advertising agency to build a campaign that would generate tourism. And that’s where Glaser came in.

As he developed the idea, Glaser decided to “stack” the characters, so that the “I” and the heart sat on top of the letters “NY”.Next, Glaser needed to choose a type face for the letters. He went with American Typewriter. Using a symbol of a heart was a masterstroke. Todaywe represent how we feel using emoticons and this was the very beginning of the shorthand that we use on

computers.Moreover, because of the success of this design, typographers have had to add a heart to every typeface.

Glaser believes that the logo works because of the tension between the emotive heart and the coolly geometric letters. But, he adds. “There's anotherthing that

happens,too. To understand the design, you have to translate it. First of all you

have to figure out that the ‘I' is a completeword,

then you have to figure out that the heart is a symbol for an experience, then you have to figure out that ‘NY' are the initials for a place.We know that the issue in all communication is moving the brain, and problems move the brain. This one make severyone feel good because they have solved it.”

The upbeat message of Glaser's design, which resembles the kind of joyful graffiti that a young lover might carve into a tree, appealed to New Yorkers as well as tourists.

1.Which of the followingis stated in the text about Milton Glaser?   [A, B, C, D]

A He was employed by the NY authorities.

B He createdthe initial logo in minutes.

C He made a fortune out of his design.

D He was inspired by Pablo Picasso.

2.Why was Glaser’slogo NOT copyrighted?   [A, B, C, D]

A In order to encourage people to use the logo.

B Because copyrighting was time-consuming.

C Because he was indifferent to copyrighting.

D In order to reduce the cost of advertising.

3.What does the word “stack”in line 20 mean?   [A, B, C, D]

A match

B arrange

C squeeze

D change

4. According to Milton Glaser, what makes the logo successful?   [A, B, C, D]

A It involves working out a puzzle.

B It is easy to translate into other languages.

C The local authorities have supported it.

D The logo combineddifferent emoticons.

5.What is NOT TRUE about the logo accordingto the text?   [A, B, C, D]

A The original version is exhibitedto the public.

B It has turned out to be a popularinvention.

C It took a decadeto promote Glaser'sidea.

D The logo has become New York’s coat of arms.

Read the text below.Match the choices.There are two choices you do not need to use.