Course Resources Archive
AD4009: Photography and Art Direction
| Module Title | Photography and Art Direction |
|---|---|
| Module Code | AD4009 |
| Module Tutor | Matthew Murray |
| School | Art and Design |
| CAT Points | 15 |
| Level of Study | 4 |
| Pre-requisites | None |
| Co-requisites | None |
| Restrictions | Available only to undergraduate students studying on Advertising and Photography: Editorial & Advertising courses. |
| Brief Description | p>This module aims to provide a practical understanding of the professional relationship and work of art directors and photographers |
| Indicative Syllabus | Students undertake advertising briefs working in creative partnership as art directors and photographers to develop skills in, and knowledge of, design, photography and art direction. The module aims to introduce the concept of art direction and the skills necessary for commissioning, supervising and shooting successful advertising photographs. Tutorials, demonstrations and critiques are used as a means of progressing project work and developing an understanding of the relationship and role of art director and photographer. |
| Learning Outcomes | A student passing this module should be able to: 1. Recognise the creative and aesthetic potential of photography in communication and the requirements of successful art direction. 2. Appreciate the interaction between photographers, art directors, stylists, agents, set builders and other media service providers. 3. Appreciate the objectives of advertising in terms of visual style, audience communication and working on brief to set deadlines. 4. Demonstrate the ability to conceive ideas, manage the creative process, evaluate information and use it to plan and develop campaign strategies. Identify and develop the skills necessary for effective art direction and advertising photography. |
| Learning and Teaching Activities | Scheduled Contact Hours: 36 Independent Learning Hours: 114 |
| Assessment (For further details see the Module Guide) | 001: 100% Coursework: Individual, portfolio: Creative project, equivalent to 4000 words. |
| Special Assessment Requirements | |
| Indicative Resources | The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide. |
Company Registration Number 06023243. VAT Number GB 886 1439 87.
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