Learning outcomes
Upon completion of the course students are ready to:
- recognize rhetorical patterns in advertisements
- design and create photographic compositions that adopt communicative paterns
- acquire the ability to find creative solutions while composing various advertising photographic images.
Course Outline
Lectures
The enccoding of the photographic message. The concept of stereotype in the advertising image. The illustration of the linguistic message The rhetoric of the photographic image in advertising. Rhetorical actions and relations. Adding patterns (Repetition, Similarity, Contrast, Double meaning and Paradox). Deletion patterns (Ellipse, Definition, Suspension, Tautology). Metaphor and Metonyms in advertising photography.
Workshop
Photographing objects that require special lighting conditions (transparent-metallic-opaque) – shots aimed at supporting the advertised object (background- support elements) – Product shooting using supporting elements – Create a non-product photo using the codes of advertising communication (creative still life) – Digitize, edit, import and use of photos in desktop publishing (DTP).
RECOMMENDED BIBLIOGRAPHY
- Dave Saunders , The World’s Best Advertising Photography , Hardcover – August 1, 1994
- Chapnick Ben, The Art of Advertising Photography, Black Star Rising 2009
- James Webb Young A technique for producing ideas: A simple five step formula for producing ideas Paperback, Waking Lion Press, 2015
- Jonah Berger, Contagious: Why Things Catch On Paperback , New York, Simon & Schuster Paperbacks, 2013