Learning outcomes
The purpose of the course is to acquaint students with the history of the photographic image usage in advertising. The genres, their evolution as well as the rhetoric of the formulation of photographic images in advertising.
General Skills
Upon completion of the course students must:
- Be able to recognize rhetorical patterns in advertisements
- To design and create photographic compositions that adopt them
- To acquire the ability to find creative solutions while composing various advertising photographic images
Course Outline
Lectures
Methods of analysis and evaluation of the advertising message. Sample creation. Method of analyzing the relations of signifiers. Methods for determining and evaluating the importance of an advertising image. Classification and evaluation of rhetorical patterns in the visual formulation of advertising messages. The co-convertion procedure in advertising photography.
STILL LIFE Laboratory
Areas of advertising application (editorial-stilllife-commercial-fashion-portrait). Creating an image from a given draft with corresponding theoretical support. Creating drafts for specific advertising messages. Analysis of individual elements – characteristics of the product to be advertised. Reassemble and use them to create – illustrate the promotional message. Reading the consisting elements of an existing ad. Alternative proposals on a given ad. Digitize, edit, import and use photos in desktop publishing programs (DTP).
STOP MOTION-ANIMATION Laboratory
Learning the principles of animation and equipping students with the skills needed to create a project, in the field of advertising as well as in many other fields.
PHOTOGRAPHY FASHION Laboratory
Production of a fashion photo work in collaboration with models and stylists
RECOMMENDED BIBLIOGRAPHY
STILL LIFE
- Lesko Lou, Advertising Photography: A Straightforward Guide to a Complex Industry, Boston,
- Thomson Course Technology PTR 2008
- Arens Christian, Weigold Michael, Arens William, Schaefer David, effective advertising, Rosili, 2015
STOP MOTION
- Susannah Shaw, Stop Motion: Craft Skills for Model Animation, 3nd Edition, USA, CRC Press 2017
- Brierton Tom, Stop-Motion Puppet Sculpting: A Manual of Foam Injection, Build-Up, and Finishing Techniques, North Carolina, McFarland 2004
- Brierton Tom, Stop-Motion Armature Machining: A Construction Manual, North Carolina, McFarland 2002
- Gasek Tom, Frame-By-Frame Stop Motion: The Guide to Non-Traditional Animation Techniques, UK, Blanchard, by Focal Press, 2013
- Purves Barry, Basics Animation 04: Stop-motion, Switzerland, AVA Publishing, 2010
- Purves Barry, Stop Motion: Passion, Process and Performance, UK, Blanchard, by Focal Press, 2007
- Susannah Shaw, Stop Motion: Craft Skills for Model Animation, (Focal Press Visual Effects and Animation), UK, Blanchard, by Focal Press, 2008
FASHION
- Angeletti, N., Oliva, A., In Vogue: The Illustrated History of the World’s Most Famous Fashion Magazine, New York: Rizzoli, 2006.
- Avedon fashion 1944-2000 : [the definitive collection] / [exhibition organized by] Carol Squires, Vince Aletti ; with an introduction by Philippe Garner ; direction, Norma Stevens ; design, Yolanda Cuomo ; [photographs by Richard Avedon] New York, N.Y. : Abrams : In association with the International Center of Photography and The Richard Avedon Foundation, 2009.
- Barthes, Roland, The language of fashion, translated by Andy Stafford ; edited by Andy Stafford and Michael Carter. Oxford ; New York : Berg, 2006.
- Chic Clicks: Commerce and Creativity in Contemporary Fashion Photography, The Institute of Contemporary Art, Boston, HatjeCantz Publishers, 2002.
- Duncan-Hall, Nancy, The History of Fashion Photography, New York: Alpine Book Company, 1979.
- Verthime.Shelly (ed.) In between / Guy Bourdin Gottingen :Steidl, 2010