Universitat Internacional de Catalunya
Photography and Design Applied to Advertising
Other languages of instruction: Catalan
Teaching staff
Introduction
PHOTOGRAPHY
4 ECTS credits taught in the first semester of the third year of the Degree in Advertising and Public Relations.
The purpose of this subject is to make an approach to this discipline from the historical, artistic, technical and practical point of view.
Photography helps us to be able to explain in images the reality around us, ideas and emotions.
It will explain a brief introduction to the history of photography and the most relevant authors, from the pioneers of the nineteenth century to the most current to have a vision of the evolution of photography.
The basic photographic technique: Sensitivity, diaphragm and shutter, with not only technical instrument but also as expressive tools so that the student has some basic notions of this parameter at the time of the photographic taking.
Several photographic works will be commissioned where you will have to apply what you have learned about portraiture, reportage and creative photography.
DESIGN
Design is a subject that is taught in the first semester of the second year of the Degree in Advertising and Public Relations and shares a total of 4 ECTS credits with the subject of Photography.
Design has an autonomous operational instrument that allows it to be explained, constructed, given reason for its own existence. It is not necessary to fall into the common mistake of confusing means with ends, that is to say, to identify the Design with the designed object.
Design is not the final product, but the process that precedes and originates it. Design is, therefore, the project. The methodology and the phases developed in its process constitute the personality of the discipline.
Solving design problems involves knowing the phases of the project: analyzing, reflecting, synthesizing and knowing its dual tools: conceptual and technical.
This project activity, which integrates Functional, Cultural (aesthetic), Technological and Economic factors, is one of the basic components of the media strategies of audiovisual communication.
The subject of Design aims to train students in two aspects. One, the one that develops the capacities to express graphically its ideas, and another one, that is able to expose them to the external world of suitable and controlled way.
Pre-course requirements
PHOTOGRAPHY
No prior requirements are necessary.
DESIGN
No prior requirements are necessary.
Objectives
PHOTOGRAPHY
The objective will be to see the applications from the artistic point of view and as a language in audiovisual communication:
- Introduction to the history of Photography.
- Specify the thematic, stylistic and communicative characteristics
- Mastering the photographic technique and looking for your own style.
- You will learn the different phases of the photographic project.
- Postproduction: retouching and treatment of the digital image.
- Oral presentation of a project.
DESIGN
- Develop the capacity for observation, analysis and synthesis.
- To present the methodological tools and techniques for the creation of graphic content in a multimedia environment.
- Know the functionality of the design, effectiveness versus creativity.
- Adaptation of the image in the audiovisual medium: creation, layout and digital retouching.
Competences/Learning outcomes of the degree programme
- 01 - The ability to plan technical resources
- 03 - The ability to plan personal resources (personnel, materials, seasonal...)
- 04 - The ability of self assessment and professional self management
- 05 - The ability to learn autonomously
- 06 - The ability to act autonomously and responsibly
- 07 - The ability to work in a group
- 08 - The ability to organise time and workspace
- 10 - The ability to develop an ethical attitude
- 11 - The ability to make judgments and well-argued critical assessments
- 14 - Ability to analyse
- 15 - The ability to synthesise
- 18 - The ability to work under pressure
- 21 - The ability of abstraction
- 22 - The ability to generate debate and reflection
- 24 - The ability to plan and carry out audio visual and cinematographic projects
- 26 - The ability to coordinate yourself and /or work together to / with a team
- 29 - The ability to contextualise and critically analyse the products of the audiovisual industry
- 36 - The ability to understand and apply the audiovisual system structure
- 39 - The ability to understand and apply the different agents of the audiovisual sector
- 46 - The ability to understand and apply the different lighting, graphic and staging resources
- 50 - The ability to understand and apply the different narrative elements of a project
- 51 - The ability to understand and apply the theories and techniques of image
- 54 - The ability to design and critique original and viable content
- 58 - Knowledge and mastery of the static image and its ability to communicate
- 67 - Knowledge and mastery of the digital culture
- 74 - Knowledge and mastery of multimedia messages
- 75 - Knowledge and mastery of language use
- 78 - The ability and capacity to establish a plan of communication
- 79 - The ability and capacity for independent practice of the profession
- 83 - The ability and capacity to give form to a creative message
- 84 - The ability and capacity to create and carry out graphic elements
- 85 - The ability and skill to act as experts in the strategic management of corporate image
- 89 - The ability to create synergy in a working team
- 90 - The ability of insight, ingenuity and creativity
- 92 - The ability for analysis, synthesis and critical judgment
- 93 - To know how to manage time
- 94 - The ability to act freely and responsibly
Learning outcomes of the subject
PHOTOGRAPHY
After the course, students will be able to demonstrate the following learning outcomes:
• Knowledge of the history of photography and the most relevant authors.
• Basic techniques of photography and lighting.
• Criteria to be able to participate in the creative process with photographs.
• Manage the visual communication of institutions, organizations and companies.
DESIGN
Students, after the signature, will be able to demonstrate the following learning outcomes:
• They will have aesthetic and functional criteria to optimize the formal presentation of communicative products.
• Master the techniques of infographics and will have sufficient criteria to be able to act as head of infographics for a media.
• They will produce productions dedicated to leisure and entertainment.
• They will manage the communication of institutions, organizations and companies.
• Mastering verbal and non-verbal languages, especially those whose mastery is essential in front of an audience and an audience.
• distinguish different formats based on existing devices.
Syllabus
- Masters of Graphic Design and Illustration: Xavier Mariscal, David Shrigley, Juanjo Sáez, Wilfrid Wood.
- Photographic Technique: Mobile Photography. Practice 1: Portrait.
- Functions of the Image: Image Theory Applied to Photography. Review of Practice 1: Portrait.
- Masters of Graphic Design: Saul Bass, Herb Lubalin. Logos, Symbols, Imagotypes, Branding. Review of Practice 2.
- Masters of Graphic Design: David Carson, Paula Scher. Final Project Briefing: 1 - Creation of a Concept. Logo/Logotyped Headline.
- Image Syntax. The Photo Reportage. Practice 2: The Reportage.
- Lighting Workshop. Review of Practice 2: The Reportage.
- Commercial Photography Creation (I): Final Project Follow-up: Art Direction and PPM.
- Commercial Photography Creation (II): Final Project Photo Session in the STUDIO.
- Masters of Graphic Design: Stefan Sagmeister, Alex Trochut. Final Project Follow-up: 2 - Layout of an Advertisement.
- Masters of Graphic Design: América Sánchez. Final Project Follow-up.
Teaching and learning activities
In person
PHOTOGRAPHY
The methodology will be based on the balance between the teaching part and the practical part, giving time in the school day to be able to carry out the assignments and complete them, if necessary, outside the classrooms.
There will also be on-site demonstrations and practical workshops to master the photographic technique as the creative and artistic part of this discipline.
DESIGN
The contents will be worked through various activities that require continuous evaluation. The activities combine reflection and analysis of the subject with technical training and creative development in practice. The activities will have the following distribution:
2 master classes in which the theoretical contents will be worked on. They will use visual and audiovisual examples in multimedia formats.
4 hours of focused praxis in which exercises will be carried out to learn theory through practice.
6 hours of labs in which theory and practice are combined. The labs will culminate in a professional product.
6 hours of workshop, an eminently practical space, in which skills are acquired that lead to experimentation and mastery of technical tools.
2 hours of coaching, personal monitoring of each student to optimize the subject and detect the needs of the students. The first meeting will take place after the block of theoretical classes. The second meeting will take place before the delivery of the final project.
Evaluation systems and criteria
In person
PHOTOGRAPHY
The continuous evaluation of the subject will be through the works presented:
25% part work 1
25% part work 2
50% final work
On the reflective aspects:
- Degree of coherence between the problem posed and the answer.
- Intellectual effort.
In the practical aspects:
- Degree of coherence and rigor in the use of techniques
- Degree of precision and mastery of them.
- The aesthetic and functional suitability of the result.
There will be no written or oral exam
DESIGN
The type of evaluation will be continuous. Students must submit various projects periodically and agreed.
The type of projects to be developed during the semester will take into account the different sub-specialties of the discipline.
Short and long-term projects will be tackled in parallel to streamline the student's organizational capacity and thus approach a professional work environment.
Long-term projects: which emphasize analytical and organizational effort, precision, the degree of coherence and rigor in the use of techniques.
The objects of evaluation of long-term projects will be the work and exercises carried out in class, consequently, works that, at least, have not been raised in class will not be accepted, nor will any student who has not delivered all of them on time be evaluated. their work in the successive phases of each project.
Short-term projects: that emphasize synthetic effort; exercises that require quick and concrete graphic answers, consistent use of techniques and materials, depending on the parameters to be determined.
Neither will papers that are delivered later than the agreed day and time be accepted, but it is for a serious and justified cause.
It should be noted, (although it is common sense ...) that the mere delivery of all the works (short and long-term) only grants the student the right to be evaluated, but at no time does it imply a pass unconditional.