Universitat Internacional de Catalunya
Photography
Other languages of instruction: English, Spanish,
Teaching staff
Email.
Introduction
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.
Pre-course requirements
No.
Objectives
- To understand the history of photography.
- To identify the thematic, stylistic, and communicative characteristics of photography.
- To master photographic techniques and develop a personal style.
- To understand the different stages of a photographic project.
- To master digital image processing and retouching.
- To present and defend a photographic project effectively through oral and visual communication.
Competences/Learning outcomes of the degree programme
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
- CP03 - Apply ethical and professional standards in advertising and public relations practice, respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP06 - Manage an organisation's corporate image strategically within advertising and public relations, implementing actions to enhance and protect its intangible assets.
- CP07 - Produce audiovisual advertising projects using core techniques in storytelling, recording, editing and post-production for a range of formats and media channels, taking economic viability into account.
- CP10 - Create graphic and visual elements by applying principles of design and visual communication to advertising and public relations campaigns.
- HB06 - Apply the stages of audiovisual production to the development of advertising and public relations campaigns across different media.
- HB08 - Develop creative advertising messages, adapting language and style to different contexts and formats.
Learning outcomes of the subject
Students will be able to:
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To recognise photographic aesthetics and their expression through persuasive resources applicable to advertising.
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To understand the relationships involved in sales processes, from the business idea to the distribution and promotion of products and services.
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To master verbal communication to create advertising messages aimed at different audiences and adapted to various media.
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To define the main concepts and settings in which advertising communication takes place, including direct and promotional marketing, points of sale and sales teams.
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To develop a brand’s visual identity using image-editing applications, including artificial intelligence tools.
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To develop a brand’s sonic identity using audio libraries and music-editing software.
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To use graphic design and web design software proficiently, including artificial intelligence tools.
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To master graphic design techniques for persuasive media.
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To predict the reach and return on investment of advertising communications in order to adjust advertising expenditure accordingly.
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To develop multichannel marketing strategies, including the use of artificial intelligence tools.
Syllabus
1- PHOTOGRAPHIC TECHNIQUE: Sensitivity, aperture and shutter. Shutter speed, depth of field and definition according to ISO.
2- PORTRAIT: History of portraiture, Nadar, August Sanders, Irvin Penn, Diane Arbus, Arnold Newman, Richard Avedon and Annie Leibovitz.
3- PORTRAIT PRACTICE
4- FUNCTIONS OF THE IMAGE: Image theory applied to Artistic, Informative and Commercial photography.
5- IMAGE SYNTAX: Size, shape, colour, lighting and texture in image creation.
6- PHOTOJOURNALISM / REPORTAGE: News, documentary, essay and commercial. Sebastião Salgado and Cristina García Rodero.
7- COMMERCIAL REPORTAGE PRACTICE: Outdoor, indoor, activity, group and corporate portrait.
8- LIGHTING WORKSHOP AND PRACTICE
9- PRE-PRODUCTION OF THE PHOTOGRAPHIC PART OF THE FINAL PROJECT
10- PRODUCTION OF THE IMAGES FOR THE FINAL PROJECT