ADVERTISING PHOTOGRAPHY

Course Code:

Π-5030

Semester:

5st Semester

Specialization Category:

ΜΕ

Course Hours:

5

ECTS:

5


Learning outcomes

Upon completion of the course students must:

  • Be able to identify and analyze the important elements of an advertisement.
  • Describe how they form its visual message
  • To design a photographic composition capable of expressing a specific semantic content.
  • To acquire the ability to light and photograph objects with view cameras.

 

Course Outline

Lectures

The analysis and study of the three core ways for expressing and transmitting a visual message (representation, symbolism and abstraction) – The purpose of advertising – Photography in advertising – The genres of the promotional image – The role of the text in the promotional image – The hidden functions of advertising – The theory of motivation, photography and the subconscious – Semantics of advertising message – Advertising models and their specific peculiarities.

 

Workshop

Photographing objects with a View camera – catalog shots (packshots) to get acquainted with the capabilities of the View camera (lens selection – choice of film type and size – lighting – shooting process). Photographing with a digital back adapted to the View camera. Image processing using corresponding programs (Photoshop, Illustrator etc) – sizing – checking for file delivery.

 

RECOMMENDED BIBLIOGRAPHY

  • Sobieszek Robert A. Τhe art of persuasion: a history of advertising photography Harry N Abrams Inc, 1988
  • Dave Saunders, Sandra Moriarti, Professional Advertising Photography, Trafalgar Square,1990
  • Freeman Michael Close-up photography, ILEX, 2004.
  • Dave Saunders, The World’s Best Advertising Photography Hardcover – August 1, 1994
  • Lou Lesko, Bobbi Lane, Advertising Photography: A Straightforward Guide to a Complex Industry, Boston, Thomson Course Technology PTR 2008
  • David Ogilvy, Ogilvy on Advertising Paperback, New York, Vintage books, 1985
  • Marty Neumeier, Zag: The Number One Strategy of High-Performance Brands, Berkeley, New Riders, 2007
  • Jon Steel, Truth, Lies, and Advertising: The Art of Account Planning, USA, John Wiley & Sons Inc., 1998