Advertisement and Fashion Photography 1

Tutor:

Štěpánka STEIN

Synopsis:

The main objective of this seminar is to provide a basic introduction to the application of photography in the field of advertising.

Students have to master the technical side of photography right through to its final use in a graphic layout. Perfect technique is the basic pre-requisite for the implementation of one's own ideas.

The theoretical part of the seminar will use examples to provide an introduction to the applications of photography in advertising. Every student will be required to explain, in writing, his or her project, and his or her approach to photography, together with the intended graphic layout. This explanation must be submitted in the second seminar, at which time, together with the instructor, the student's selection of theme, technique and material (i.e. black & white or colour) will be judged.

The practical part will consist of joint consultations over the work in progress.

Prerequisites:

Grading:

Graded credit: each part is graded independently by a given pedagogue responsible for it, final grading is to take place at the end of the school year, jointly, by all the pedagogues involved.

Study Objectives:

Outline and Syllabus:

Photographs are first subject to consultations with a given pedagogue - photographer (part 1/ with

B. Prokůpek, part 2/ with Š. Grygar, part 3/ with R. Prekop and part 4/ depending on the theme) and once agreed on, the graphic layout is to be prepared within the assignment with PhDr. Šimice.

The purpose of this course is to lead students toward innovative solutions in the area of graphic layout of advertising photography. Emphasis will be put on creativity, as well as conceptual understanding of the whole issue and uniformity of the image and graphic layout.

Joint consultations will take place at the same time. These are mandatory and their dates will be announced in the beginning of the course.

Assignments: (assignment 2P6)

Technically perfect photographs or slides are to be submitted, together with prints of the graphic layout:

1/ consumer products

photos: 2 images of any products photographed in such a way that:

a/ all their qualities would be emphasized, i.e. sufficiently descriptive

b/ it would be clear how the products look, but the emphasis should be placed on an interesting idea and creativity graphic layout: photographs on a double page of an advertising catalogue

2/ product

photos: 2 images of any product - specifically for an advert, photographed as follows:

a/ all the qualities emphasized, i.e. sufficiently descriptive

b/ it should be clear what product it is, nevertheless the main emphasis placed on an nteresting idea and creativity

graphic layout: image plus one s own slogan

3/ model

photos: one image, specifically for a billboard, using a model for promoting a product or event

4/ series of 4 - 6 photographs - images that further work on one of the above mentioned themes, to be used in an advertising campaign, with uniform photographic and graphic approach.

The following is to be submitted: black & white photographs, min. 30x40 cm, or color slides, min. 6x9, together with prints showing the final graphic layout.

Graphic layout to be prepared in cooperation with J. Měřička.

Names of the Lecturers: Doc. Štěpán Grygar, Mgr. Rudo Prekop, Mgr. Bohumír Prokůpek

Contakts: Štěpán Grygar - tel. 732 661 938

Rudo Prekop - tel. 737 609 562

Bohumír Prokůpek - tel. 602 277 375

Study materials:

Note:

Schedule for winter semester 2009/2010:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon
Tue
Fri
Thu	místnost 120 Ateliér A KF (Lažanský palác) STEIN Š. 16:30–18:05 EVEN WEEK (přednášková par. 1)
Fri

Schedule for summer semester 2009/2010:

The schedule has not yet been prepared

The subject is a part of the following study plans:

• Fotografie EN - bakalář (optional subject)
• Fotografie EN - magistr (optional subject)
• Fotografie EN - magistr: restaurování (optional subject)