Употребата на българския език и българската азбука в обучението по графичен дизайн
The Use of the Bulgarian Language and the Bulgarian Alphabet in Graphic Design Education

Author(s): Nadeyhda Angelova
Subject(s): Social Sciences, Language studies, Language and Literature Studies, Economy, Education, Business Economy / Management, South Slavic Languages, Vocational Education, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: visual communication; graphic design; advertising; Bulgarian language; Bulgarian alphabet
Summary/Abstract: The article aims to present the current situation in graphic design education regarding the application of the Cyrillic alphabet and the Bulgarian language in the teaching of theoretical material and in the implementation of practical tasks in Bulgarian education. The problem is expressed in several aspects – in the displacement of Bulgarian terminology and the entry of loanwords into the terminology of "modern" disciplines without looking for or replacing them with the already existing Bulgarian terminological equivalents; in the consumption of mostly foreign-language online sources in the students' self-training and use of English-language software, which influence the vocabulary and the selection of concepts in the description of work processes and functions; in the automatic selection and even preferences of the Latin and English forms of expression in the development of design projects. The results of the conducted observation and survey of the opinion of students, teachers and clients regarding their position and attitude on the subject are presented. The positions of the teachers vary between the positive opinion that English-speaking clientele will prevail in the future professional practice, and that this type of professional training is urgent and even necessary, and the extremely negative, accepting the preponderance of Latin as a manifestation of low Bulgarian-language culture and a „negligent“ attitude towards the native language as a cultural asset. Students and customers maintain a relatively callous attitude towards Cyrillic with a pronounced preference for Latin as fonts and English for ease of wording of advertising appeals, brand names, etc. At the end, the main conclusion is the statement that the English-language wave and the cult of the Latin alphabet are another fashionable line of behavior, having their own legitimate socio-political arguments, but at the same time, as a counterpoint, it raises strongly patriotic attitudes, where the Bulgarian language, alphabet and writing are of exceptional respect, so the transitory nature of the described trend is rather predictable.

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