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.
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.