a.Preamble: - veltech.edu.in · Web viewModel Axillaries-connective-articles- preposition-word formation-collocations. UNIT II. Communication - definition ... With Maya or 3Ds Max

School of Media Technology and Communication

Department of Visual Communication

VTUR16

Programme core Syllabus

Foundation Courses of VTUR16*

Sl. No. Course Code Course Name

Class distribution per week C

L T P1 5160VC101 Communicative English 2 0 0 22 5160VC107 Theories of Communication 2 0 0 23 5160VC113 Film Studies 2 0 0 2

Total Credits 6

Sl.No Course Code Programme Core L T P C

1 5161VC102 Visual Communication Concepts & Principles 6 0 0 6

2 5161VC303 Visual Arts I 0 0 6 6

3 5161VC304 Graphic Design 0 0 6 6

4 5161VC308 Basic Photography 0 0 6 6

5 5161VC309 2D Designs and Illustrations 0 0 6 6

6 5161VC310 Visual Arts II 0 0 6 6

7 5161VC114 Basics of Advertising 6 0 0 6

8 5161VC315 Photographic Techniques 0 0 6 6

9 5161VC216 Printing & Publication Design 0 0 6 6

10 5161VC319 Script writing and Television Production 0 0 6 6

11 5161VC120 Media Laws and Ethics 6 0 0 6

12 5161VC321 2D / 3D Graphics 0 0 6 6

13 5161VC327 Communication for Development 0 0 6 6

14 5161VC128 Media Management 6 0 0 6

15 5161VC329 Web Designing 0 0 6 6

2

16 5161VC836 Internship / Project (International / National) 0 0 16 16

Total Credits 106

Sl. No Course Code Program Elective L T P C1 5162VC322 Account Planning 4 4

5162VC323 Event Photography / 5162VC324 Corporate Filmmaking5162VC325 Art Direction : Print Ads

2 5162VC330 Television Commercials & Public Service Announcements

4 4

5162VC331 Advertising Photography5162VC332 Art Direction : TV & Film

3 5162VC333 Media Planning 4 45162VC334 Advertising Creatives

Total Credits 12

Sl. No Course Code Allied Elective L T P C

1 5163VC105 Introduction to Mass Media 4 0 0 4

2 5163VC111 Communication Psychology 4 0 0 4

3 5163VC117 Media culture and society 4 0 0 4

Total Credits 12

Sl. No Course Code Value Education Elective L T P C

1 5165VC406 Value Education – Media and society 0 0 0 1

2 5165VC412 Value Education – Street Theatre 0 0 0 1

Total Credits 2

3

Sl.No Course Code Independent Learning L T P C

1 5166VC318 Visual Analysis Techniques 0 0 2 2

Total credits 2

Sl. No Course Code University Elective L T P C

1 Univ Elective 0 4 0 4

Total credits 4

Sl. No

Course Code Seminar/ Industry/higher institute learning interaction

L T P C

1 5166VC527 Seminar 0 0 1 1

Total Credits 1

4

FOUNDATION COURSES

COURSE CODE COURSE TITLE L T P C

5

5160VC101 Communicative English 2 0 0 2

Course Category: Foundation

a. Preamble: Imparting the key skills necessary for all media such as Communication skills, Presentation skills, Pattern recognition, Analysis and Visual thinking, Goal orientation, the ability to work independently and Customer relationship management (CRM) skills.

b. Course Outcomes:

CO Nos

Course Outcomes Level of learning domain (Based on revised Bloom’s taxonomy)

CO1 Identify the fundamentals of grammar and usage K3CO2 Analyse basic principles of communication and

types. K3

CO3 Make use of the essential principles of communication.

K3

CO4 Identify and translate diagrammatic forms into orthographic versions.

K2

CO5 Create and interpret information K3

c. Course Syllabus:

UNIT IModel Axillaries-connective-articles- preposition-word formation-collocations

UNIT IICommunication - definition – meaning – elements - basics of communication - communication process - importance of communication - the seven C’s of communication-completeness - conciseness – consideration – concreteness – clarity-courtesy and correctness. Barriers to communication - sender-centric – receiver-centric and organizational – socio-cultural - information overload - overcoming communication barriers.

UNIT IIIWriting styles- Expository, Descriptive, Persuasive, and Narrative- forms of writing- Report- investigative- critical- summary- process writing- formal and

6

informal communications- letter- email writing -requesting- ordering- complimenting

UNIT IVEliciting thinking blocks for critical interpretation -- Decoding diagrammatic and pictorial representations into English orthographic version in the form of words, phrases, expressions, idioms, sayings and proverbs.

UNIT VCreative writing- writing for media-documenting – comprehending- Reading for interpretation -- Suggested reading -- Short stories and poems -- Critical reading – Reading for information transfer – Reading newspaper and magazine articles for critical commentary – Reading brochures, advertisements, pamphlets for improved presentation.

d. Learning resources:

i. Reference:1. Fiske, J., & Jenkins, H. (2011). Introduction to communication studies.

Abingdon, Oxon.: Routledge.2. Aggarwal, S. (2013). Essential communication skills. New Delhi: Ane

Books Pvt.3. MacQuail, D. (1984). Communication. London: Longman.4. Beck, A., Bennett, P., & Wall, P. (2004). Communication studies the

essential introduction. London: Routledge.5. Knapp, M. (1998). Essentials of nonverbal communication. Place of

publication not identified: Harcourt Brace.6. Cobley, P. (2003). The communication theory reader. London: Routledge.7. Marsen, S. (2006). Communication studies. Basingstoke: Palgrave

Macmillan.


7

5160VC107 Theories of Communication 2 0 0 2


a. Preamble:To understand communication and its typesTo study on theories and models relating to different types of communication.To analyse case studies relating to creative skills of designing appropriate messages.

b. Course Outcomes:Upon the successful completion of the course, learners will be able to

CO Nos.


C01 What are the four schools of communication theories K2

C02 What are the Interpersonal and Intrapersonal theories of communication K3

C03 Outline the basic premise of group communication theories K2

CO4 Differentiate between Aristotle’s model and rhetoric K2

CO5 Explain the major mass communication theories K3

c. Course Syllabus:

UNIT I

Introduction to Theories and models, Genres of communication theory: structural and functional, cognitive and behavioral, interactionist and interpretive, critical theories.UNIT II Intrapersonal and Interpersonal Communication:The Self in Communication - Johari Window. Hartley’s model, Knapp’s Escalation and De Escalation model, Berne’s Transactional Analysis. Social Penetration theory, Equity theory, Social Exchange theory, Attribution theory, Cognitive Dissonance, Elaboration

8

Likelihood Model, Expectancy Value Theory, Social Identity Theory, Social Cognitive Theory

UNIT III

Group Communication: Tuchman’s Stages of Group Development, Fisher’s Model of Small Group Communication, Tubbs Theory of Small Group Communication. Motivation theory.

UNIT IV

Public Communication: Aristotle’s Communication model, Rhetoric of Communication (Ethos, Pathos, Logos), Rank’s model of Persuasion

UNIT V

Mass Communication Theories: Agenda-setting theory, Gatekeeping, Cultivation theory, Hypodermic Needle Theory, Knowledge gap, Spiral of Silence, Two-Step Flow, Klapper’s Model, Shannon & Weaver, Uses & Gratification Approach, Uses and effects, social learning, cultivation theory.

d.Learning resources:

i.Reference:

1. Wood,Julia T . (2001)- Communication Mosaics: An Introduction to the Field of Communication-Wadsworth -.

2. Larson,Charles U . (2001)- Persuasion – Reception and Responsibility- Wadsworth -.

3. Joseph A Devito : Human Communication – the basic Course - Harper Collins College Publishers

4. Baran, S. J., & Davis, D. K. (2006). Mass communication theory: Foundations, ferment, and future. Belmont, CA: Thomson/Wadsworth.

5. Denis McQuail , (2010), Mass Communication Theory- An introduction, Sage Publications, London.

6. Andal, Narayanan, (2015), Communication Theories and Models, Himalaya Publishing House Pvt. Ltd.

COURSE COURSE TITLE L T P C

9

CODE

5160VC113 Film Studies 2 0 0 2


a. Preamble:To learn the history of Indian cinema and world cinemaTo critically analyze and appreciate filmsTo understand the production stages in filmmaking

b. Pre-requisites: Sl. No Course

CodeCourse Name

1 5160VC107 Theories of Communication

2 5163VC111 Communication Psychology

c.Course Outcomes :Upon the successful completion of the course, learners will be able to

CO Nos.


C01 Outline the major film movements in the world K2

C02 Describe the production process K2

C03 List out the elements of Mise-en-scene K2

CO4 Differentiate between Narrative form and non-narrative form K2

CO5 What is the importance of style in filmmaking? K2

10

d. Course Syllabus:

UNIT IIndian (Hindi, Tamil & other languages), Film form and film history: Early cinema (1893 – 1903). Development of classical Hollywood cinema (1903 – 1927), German expressionism (1919-1924), French impressionism and surrealism (1917-1930), Soviet montage (1924 – 1930), The classical Hollywood cinema after the coming of the sound, Italian Neo realism (1942 – 1951), The French new wave (1959 – 1964), Japanese Cinema, Cinema in the third world, Contemporary trends.

UNIT IIPlanning, pre production – concept/ story development, Scripting/ Screen play Writing, budgeting, Casting, locations, Financing, Production – Shooting, Direction & Cinematography Post Production – Editing, Sound Recording, Dubbing, Special effects, Graphics & final mixing, Distribution & Exhibition

UNIT IIIMise-en-scene realism, the power of Mise-en-scene, aspects of Mise-en-scene, space and time, narrative functions of Mise-en-scene, cinematographer properties- the photographic image, framing, Duration of the image, montage and long take, Editing – the dimensions of film editing, Continuity editing, Alternative to continuity editing, Sound – the powers of sound, Fundamental of film sound, Dimensions of film sound, functions of film sound.

UNIT IVThe concept of forms in films, principles of film, Narrative form, non-narrative form, dividing a film into parts and genres (Language, style, Grammar, syntax)

UNIT VStyle as a formal system, narrative unity, ambiguity, a non-classical approach to narrative film


i.Reference:

1. Thoraval, Y. (2007). The cinemas of India. Delhi: Macmillan India.2. Roberge, G. (2005). The subject of cinema. Calcutta: Seagull Books.

11

3. Roberge, G. (1978). Films for an ecology of mind: essays on realism in the cinema. Calcutta: Firma KLM.

4. Halliwell, L., & Walker, J. (1996). Halliwell's film guide. Great Britain: HarperPerennial.

5. Rajadhyaksha, A., & Willemen, P. (1999). Encyclopedia of Indian cinema. Chicago, Ill. London: Fitzroy Dearborn.

6. Baskaran, S. T. (2013). The eye of the serpent: an introduction to Tamil cinema. Chennai: Tranquebar Press.

12

PROGRAMME CORE

13


5161VC102 Visual Communication Concepts& Principles 6 0 0 6

Course Category: Programme Core

a. Preamble :

To understand the need and importance of visual communication.To understand communication as a process.To study the principles and concepts of Visual communication

b.Related Courses:

1 5163VC111 Communication Psychology

2 5163VC117 Media,Culture and society

c.Course Outcomes :

Upon the successful completion of the course, students will be able to:

CONos. Course Outcomes

Knowledge Level (Based on revised

Bloom’s Taxonomy)

CO1 Identify the nature and scope of communication K3

CO2 Analyse levels of communication and types K3

CO3 Analyse the essential elements and principles of design K3

CO4 Substantiate the principles of graphic design K3

CO5 Implement the design process K3

d. Course Syllabus :

UNIT I Introduction – Need and Importance of human Communication, Communication as Expression, Skill and Process, Understanding Communication: SMRC Model

14

UNIT IICommunication as a process: Message, Meaning, Connotation, Denotation, and Culture/Codes etc. Levels of Communication – Technical, Semantic and Pragmatic. Semiotics – language and Visual Communication. Narrative Expression. Types of Communication

UNIT III Fundamentals of Design: Definition, Approaches, and Centrality. Elements of Design: Line, Shape, Space, Color, Texture, Form Etc. Principles of Design: Symmetry, Rhythm, Contrast, Balance, Mass/Scale etc. Design and Designers – Need, Methodology, Role, Process.

UNIT IVPrinciples of Visual and Sensory Perceptions. Color psychology and theory. Definition, Optical / Visual Illusion. Various stages of design process – problem identification, search for solution, refinement, analysis, decision-making, and implementation

UNIT V Basics of Graphic Design, Definition, Elements of Graphic Design, Process research, source, concept, process of developing ideas – verbal, visual, combination & thematic, visual thinking, associative techniques, designing messages for different audiences, materials, tools – precision instruments, design execution and presentation.

e.Learning resources:

i.Reference:1. Lester E.(2000) -Visual Communications - Images with Messages.-

Thomas Learning.2. Schildgen,(1998). T-Pocket guide to color with digital applications.-

Thomas Learning - 3. Palmer, Frederic (1989):-Visual Elements of Art and Design- Longman- 4. Palmer. (1972)- Frederic: Visual Awareness- Batsford- Longman –

15


5161VC303 VISUAL ARTS I 0 0 6 6


a.Preamble :

To understand the elements of Visual communication and appreciate the infinite details of the environs and one’s role in them.

b.Related Courses:

1 5161VC310 Visual Arts II

c.Course Outcomes :




Bloom’s Taxonomy)

CO1Students will be able to draw steady and perfect lines and curvilinear lines and able to draw simple geometrical shapes

K2

CO2They will be able to create dimensions of geometrical forms and can understand concept of light and shadow of an object

K3

CO3They will be able to identify various Textures of natural and artificial elements and able to recreate them with colors

K2

CO4 They can do understand perspectives and will be able to apply them in their art works and also in photography

K2

CO5

Student will have confident over perspective and coloring and color mediums like water color, color pencil and poster color which are fundamentals mediums one require to express their ideas in color

K3

16

d.Course Syllabus:

UNIT ILINE: Pencil, Pen and ink & brush and ink drawingsLeaves, Trees, Insects, Birds and Animals.

UNIT IIDIMENSION: Creating dimension using gray scale and color scales. Pencil, Color Pencil.Geometrical Forms (Cubes, Spheres, Cones, cylinders), Natural and man made simple irregular forms with cast shadows.

UNIT IIIIDENTIFYING AND HANDLING TEXTURE: Rendering textures of varied objects to create compositions. Ink, Color Pencil.Landscapes, Still lifes.

UNIT IVPERSPECTIVE I: Squares, rectangles and circles extending to 3D forms in one, and two point perspective.Pencil ( BW), Pen and Ink, Color Pencil.Line drawings, shaded drawings.

UNIT VPERSPECTIVE II : one, two and three point perspective. And Color Perspective in color pencil and Watercolor. colored works of group compositions and themes in perspective ( indoor outdoor, Landscapes)


i.Reference:1. Aditya Chari (01-Jan-2005): Figure Study made easy. Publisher: Grace

Prakashan2. MilindMulik,(2004): Water color, Sketch Book, Water color

demonstrations, Water Color Landscapes step by step. Publisher: Jyotsna Prakashan.

17


5161VC304 Graphic Design 0 0 6 6


a.Preamble:

To help students learn graphic design principles and conceptualize ideas in graphic design form.

b.Related Courses:

Sl. No. Course Code Course Name

1 5161VC309 2D DESIGN & ILLUSTRATION

2 5161VC216 PRINTING & PUBLICATION DESIGN

3 5161VC321 2D / 3D GRAPHICS

4 5161VC327 WEB DESIGNING

c.Course Outcomes:

Students undergoing this course are able to:

CONos Course Outcomes

Knowledge Level (Based on revised Bloom’s

Taxonomy)

CO1 Students will have the understanding of how to apply the elements of art they learnt in design they are assigned to K2

CO2 They will be able to create designs for Tiles, Wall skirting, Textile borders K2

CO3They will have the understanding of Typography and able to create fonts on their own and identify the various fonts available already

K3

CO4 They will be able to create complete Stationary for an individual, company, institution etc. K2

18

CO5 They will have the complete understanding of Package design and apply them practically K3

d.Course Syllabus:

UNIT ISingle Colour, Two-Colour& Multi-Colour applications of –

· Lines: Horizontal, vertical, inclined and curved lines – Applications· Patterns: Mirror Image, Circular Images – Applications, Angular

projections – Applications, Enlargements, Grid method, Co-ordinate method.

UNIT IITiles, Wall skirting, textile borders

UNIT IIIAlphabets: 5 Font types

UNIT IVCorporate Designs, Designing Logos, Letter Heads, Visiting Cards, Envelopes and Posters in single, two and multi colour format

UNIT VPackage designDesigning Leaflets and brochures in single, two and multi-color format


i.Reference:

1. Alex W. White (15 Mar 2011) -The Elements of Graphic Design. Second Edition

2. Karin Jerstorp ,EvaKohlmark. (April, 1995) - The Textile Design Book: Understanding and creating patterns using texture, shape, and color

19


5161VC308 Basic Photography 0 0 6 6


a.Preamble :

The student will be introduced to the camera its basics and the simple picture techniques.

b.Related Courses:

Sl. No Course Code Course Name

1 5161VC315 Photographic Techniques

2 5162VC322 Event Photography

3 5162VC328 Portfolio Photography

4 5162VC329 Product Photography

c.Course Outcomes:



Level of learning domain (Based on revised Bloom’s)

CO1 Explain the types of cameras K1

CO2 Explain the parts of a camera K2

CO3 Explain how exposure affects quality of a photograph K3

CO4 Explain how lighting affects the tone and style of photography K4

CO5 Explain the purpose of lenses and filters K5

CO6 Explain the principles of composition that govern a good photograph K6

20

d.Course Syllabus:

UNIT IIntroduction to Photography, Camera Types: Bellows, Rangefinder, TLR, SLR, DSLR Camera Anatomy

UNIT IIExposure: Correct Exposure, Under Exposure and Over Exposure, Exposure Triangle: Aperture, Shutter, ISO; Law of Reciprocity, Aperture or Shutter priority, Depth of Field

UNIT IIILighting: Natural lighting & artificial lighting, Lighting design: one-point lighting, two-point lighting, three-point lighting

UNIT IVTypes of Lenses & Application: Standard Lens, Telephoto Lens, Wide Angle Lens, Macro Lens, Fish Eye Lens; Filters: UV filter, Polarizing, Neutral density filters, Colour filter, Special effects filter.

UNIT IVFilms: Formats and Speed (ASA, ISO, DIN), B/W and Colour – Application.

UNIT VFrame composition: Law of Thirds, Golden Triangle, Fibonacci Principle, centered composition and symmetry, colour contrast, gaze, warm colours, cool colours, monochromatic, selective exposure, frame within the frame, leading lines, diagonals & triangles, patterns & textures, point of view, perspective, rule of space, juxtaposition, balance.

RECORD WORK:The submissions will include Photographs taken to understand the major principles of the subject in the following genres: Single-Colour Photography, Two-Colour Photography, Warm Colours, Cool ColoursPeople Photography, Structures - Monuments and Commercial Buildings, Perspective, Street Photography, Environmental Problem, Environmental Solution, Macro Photography

21


i.Reference:

1. Tom Grimm , Michele Grimm. (27 Oct 2009) - The Basic Book of Digital Photography: How to Shoot, Enhance, and Share Your Digital Pictures –

2. John Hedgecoe - ( Mar 1995) John Hedgecoe's Complete Guide to Photography

3. Tom Ang – (1 Jul 2013) - Digital Photography Masterclass 4. Bryan Peterson – (10 Aug 2010)- Understanding Exposure, 3rd Edition:

How to Shoot Great Photographs with Any Camera

22


5161VC309 2D Design and Illustrations 0 0 6 6


a.Preamble:

The course introduces students to 2D design & illustrations. The course helps students to understand the software and enhance their skill in using the same.

Softwares:

CorelDrawAdobe IllustratorAdobe Photoshop

b.Pre-requisites:


1 5161VC304 Graphic Design

c.Related Courses:


1 5161VC216 Printing & Publication Design

2 5161VC321 2D/3D Graphics

3 5161VC327 Web Designing

4 5162VC329 Advertising Creatives

23

d.Course Outcomes:




CO1 Import and export image using various mode RGB,CMYK ,saving the document for various use K2

CO2 Image retouch, color correction add or remove background K2

CO3 Using various tools clone,Rubber stamp, color correction K3

CO4 Layer masking, Gradient ,Filters and usages K2

CO5 Adobe illustrator introduction and introduction K3

e.Course Syllabus:

UNIT IIntroduction to Vector-based softwares: Corel Draw, Techniques of designing Stationary Set.

UNIT IIIntroduction to Adobe Illustrator & Adobe Photoshop, Techniques of designing calendar.

UNIT IIIIntroduction to package design and label design using Adobe Photoshop, Adobe Illustrator / CorelDraw

UNIT IVIntroduction to Pamphlet design using Adobe Photoshop, Adobe Illustrator / CorelDraw

UNIT VIntroduction to Greeting Card design using Adobe Photoshop, Adobe Illustrator / CorelDraw

24

RECORD WORK:Single Color, Two-Color & Multi-Color Applications of Stationary Set for Advertising agencies, Commercial Organizations, Non Profit Organizations, Government Agencies, Corporate (MNC)Single Page calendar &Tabletop calendarPackage Designs for Perfume or Cosmetics, Detergent powder items, Baby food pack Label design (Single / two / Multicolor): Mineral Water, Sauce / Salad Dressing, Juice BottlePamphlet (Single color & Multi color) Greeting cards for Birthday, Festival, New Year

f.Learning resources:

i.Reference:

1. David Airey– (August 30, 2014 )- Logo Design Love: A Guide to Creating Iconic Brand Identities, 2nd Edition

2. David Dabner, Sheena Calvert, Anoki Casey - Graphic Design School: A Foundation Course for Graphic Designers Working in Print, Moving Image and Digital Media

25


5161VC310 VISUAL ARTS II 0 0 6 6


a.Preamble :

To understand the elements of Visual communication and appreciate the infinite details of the environs and one’s role in them.

b.Prerequisite Courses:


1 5161VC303 Visual Arts I

c.Related Courses:



d.Course Outcomes :




CO1 Create Art work like portraits, figures, landscapes using Pen and ink and Brushes K2

CO2Create dimension from imagination and live study using color mediums such as water color, poster color, Acrylics etc

K3

CO3 Create textures using basic colors mediums like water color, poster color, color pencil etcin their work of Art K3

CO4 Create textures using advanced colors mediums like Acrylic, oil color etc in their work of Art K3

26

CO5 Create Story board using drawings and color mediums K3

e.Course Syllabus:

UNIT ILINE: Pencil, Pen and ink & brush and ink drawings. Portraits, Full figures & Landscapes

UNIT IIDIMENSION: Creating dimension using color scales and color concepts. Poster color and Pastels. Object studies, Natural and manmade simple irregular forms with cast shadows.

UNIT IIIIDENTIFYING AND HANDLING TEXTURE I: Rendering textures of varied objects to create compositions. Poster color and Pastels. Landscapes, Still life and figure compositions

UNIT IVIDENTIFYING AND HANDLING TEXTURE II: Rendering textures of varied objects to create compositions. Landscapes, Still life and figure compositions with oil paints or acrylic paints on paper and canvas

UNIT VSTORY BOARDS: Thumbnail drawings for a scene of 9 shots with simple and dramatic angles combined Pencil, pen and Ink Wash. One sequence from the above rendered in full color

f.Learning resources:

i.Reference:1. Aditya Chari (01-Jan-2005): Figure Study made easy. Publisher:

Grace Prakashan2. MilindMulik (2006): Opague Color. Acrylics, Natural inspiration.

Publisher: Jyotsna Prakashan.3. John Fernandes (2000) John Fernandes and his Art. Publisher:

Navneet Publications

27


5161VC114 BASICS OF ADVERTISING 6 0 0 6

28


a.Preamble:

To understand the basics of advertisingTo effectively use the tools of advertising

b.Course Outcomes:

At the end of the course, the students are able to:


Level of learning domain (Based on revised Bloom’s

taxonomy)

CO1 Outline the role of advertising K2

CO2 Elaborate on the types and structures of ad agencies K3

CO3 Analyse branding K3

CO4 Ideate creative strategies K2

CO5 Prepare ad campaigns from ideation to execution K2

c.Course Syllabus:

UNIT IDefinition, nature and scope of Advertising; Roles of advertising, Types of Advertising: based on Target Audience (General, Women & Children), Geographic Area (Regional, National, International), Media (Print, Television, Radio, Online, Mobile), Purpose (Commercial, Public Service) & Sector (Corporate, Educational, Financial, Government, Retail).

UNIT IIFacilitating Institutions: Advertiser, Advertising agency, Media, Research Suppliers. Ad agency Structure (Small, Medium & Big Agencies) & Types of agencies (In House, Independent, Full Service & Specialized Agencies), Roles of key personnel in an agency: Account Executive, Media Planner, Advertising Ethics & Legal Concerns in the Global and Indian Scenario.

UNIT III

29

Brand management- Corporate Identity, Brand Positioning, Brand personality, Brand perception, Brand image, Brand equity, Client Brief, Account Planning, Media Planning, Creative Strategy, Integrated Marketing communications (Sales Promotion, B2B, Public Relations)

UNIT IVCreative Approaches (Rational, Emotional, Endorsements), Creative Brief, AIDA Principle, The Creative Process: Conceptualization and ideation, Translation of ideas into campaigns, Visualization for different mediums, Copywriting – Types of headlines, Body Copy, Baselines, Slogans, Communication through typography.

UNIT VAdvertising campaign – from conception and execution, Pre-testing and Post-testing of campaigns, Latest Trends in Advertising, Case studies in the Indian & Global Scenario.


i.Reference:1. Russell, T. (1996). Kleppner’s advertising procedure. London: Prentice Hall.2. Batra, R., Myers, J. G., &Aaker, D. A. (2009). Advertising

management. New Delhi: Pearson.3. ARENS, W. (2016). Contemporary advertising. Place of publication not

identified: mcgraw hill.4. Wells, W., Burnett, J., & Moriarty, S. (1995). Advertising: principles and

practice. New York: Ellis Horwood.5. Kotler, P., &Pfoertsch, W. (2010). B2B brand management. Heidelberg:

Springer.6. O'Guinn, T. C., Allen, C. T., &Semenik, R. J. (2008). Advertising and

integrated brand promotion international student edition. USA.

30


5161VC315 PHOTOGRAPHIC TECHNIQUES 0 0 6 6


a.Preamble :

To understand and advance into various techniques of photography.


Sl. No Course Code

Course Name

1 5161VC308 Basic Photography

c.Course Outcomes :




taxonomy)

CO1 Create colour based compositions K2

CO2 Control lighting in natural setting K3

CO3 Create studio lighting patterns K3

CO4 Capture photographs applying three main principles of composition K2

CO5 Digitally manipulate photographs using image editing techniques K2

d. Course Syllabus:

31

UNIT IColour balance – colour corrections – hue and saturation- contrasting colours –psychological significance of colours –sensitivity to colour - colour temperature

UNIT IIAvailable Light - Direction of lights – point light –Diffused light - bounced diffused light–Degree of diffusion – Artificial Lights – Portable flash light – Flash photography.

UNIT IIIKey Light or Main light – Fill light – Simple portraiture lightings - using one light source- using two lights-using multiple lights – synchronization – flash sync speed- slave lights.

UNIT IVAdvanced techniques of Framing – Perspective –forced perspective-perspective correction- Texture – Pattern – Composition

UNIT VDigital imaging – Latest trends in digital imaging - Overview on Digital imaging – Equipment needed for digital imaging - Editing digital images-resizing digital images –print usage-online usage- a career in digital imaging

ASSIGNMENTS: Studio Portraits, Product Photography: Product alone, Product with a model, Portfolio for a model (out door), Photo feature, Photo language. Software: Photoshop / light box


i.Reference:1. Hedgecoe, J. (1996). John Hedgecoe's new introductory photography course.

London: Mitchell Beazley.2. Calder, J., & Garrett, J. (2004). The 35mm photographer's handbook.

London: New Burlington.3. Newman, R. (2003). How to take great photographs at night. London:

Collins & Brown.4. Hope, T. (2002). Photo-journalism developing style in creative photography.

Hove

32


5161VC216 Printing & Publication Design 0 0 6 6


a.Preamble :

To understand the history of printing in India. To become familiar with the various printing processes. To understand the techniques of layout and designing of newspapers and magazines. To become aware of the digital pre-press activities.



1 5161VC309 2D Design and Illustrations

c.Course Outcomes:




taxonomy)

CO1 Briefly outline the evolution of printing process K2

CO2 What is the role of typography in layout K2

CO3 Elaborate the process of design from planning to layout K3

CO4 Differentiate between vector based and raster based software K3

CO5 Outline the layout considerations for various genres K3

d.Course Syllabus:

UNIT IBrief history of printing, Principles of Printing: Relief, Planography, Gravure, Stencil, Types of printing processes – Letterpress, Offset, Gravure, Flexography,

33

Screen printing, Digital Printing Processes, Four Color Process: Color Correction, Color Separation, Color Reproduction

UNIT IITypography, Typesetting methods: hot metal, photocomposition and digital plate-making process, Importance of printing processes in design decisions, Color Theory and application in layout.

UNIT IIIPlanning & Layout: Information, brainstorming, thumbnail, rough, comprehensive/final, Preparing the layout, Digital pre-press, Proofreading, Economics of printing- different types of paper, ink, plates, miscellaneous- Print order estimation, managing wastage

UNIT IVIntroduction to design software: Adobe InDesign, Quark express, Adobe Photoshop Filters (3rd party plug ins)

UNIT VIntroduction to different genres of layout in Print: Book Design, Brochure Design, Magazine Design, Newsletter Design

ASSIGNMENTS: Single / Multi-color application in Spokes Character, Calendar Design, CD Cover & CD Label, Brochure - 3 fold or 2 fold, Single & Multi-color application in Challan, Bill & Gift Voucher, Book Cover, Menu Card (Fast Food & Five Star Hotel), Magazine (16 Pages)


i.Reference:1. Springer (2014). Handbook of print media: technologies and production

methods.. Place of publication not identified.2. Adams, J. M. (1996). Printing technology. Belmont, CA: Breton.3. McAllister, R. B. (1997). Design for production. Albany, NY: Delmar.4. Hand book of printing technology: offset, screen, flexo, gravure, inkjet &

digital. (2008). Delhi, India: Engineers India Research Institute.5. Cost, F. (1997). Pocket guide to digital printing. Albany, NY: Delmar.6. Dennis, E. A., Odesina, O., & Wilson, D. G. (1997). Lithographic

technology: in transition. New York: Dalmer Pub.

34


5161VC319 SCRIPT WRITING AND TELEVISION PRODUCTION 0 0 6 6


a.Preamble :

To understand the elements of television productionTo learn about the various technologies used in productionTo creatively explore the various genres of production

b.Course Outcomes :




CO1 How to ideate for AV Media K2

CO2 How to shoot and record with camera K2

CO3 What are the various lighting techniques and usage K3

CO4 Elaborate on the editing techniques K2

CO5 Discuss application of sound in the film making K3

c.Course Syllabus:

UNIT I

Introduction to Visualization: Television Programs, Films, Ad Films, Short films, Documentary, Docu-drama. Research. Script writing: Script Formats, One-Line, Synopsis, Treatment, Scene Breakdown, Screenplay, Dialogue writing, Storyboard.

35

UNIT IICamera techniques & operation, types of Cameras, framing, shots & movements (wide, medium, close ups, zoom, pan, tilt, aerial etc.,), Types of camera lenses (Normal, tele, Zoom etc.,), Filters (day, night, colour correcting filters, diffusion filters), television lighting, various types of lights, colour temperature, lighting for different situations (interviews, indoor, outdoor), types of lighting.

UNIT III

Video Editing: Editing Procedure, Assembling shots, Symbolic Editing, Types of Editing, Editing Modes, Sound in editing, Television Graphics & Titling, Special Effects.

UNIT IV

Introduction to Sound: Categories of Sound, Post Synchronization, Voice Over or Narration, Music and Dubbing, , Audio Dubbing, Background Music, Synchronizing of Video and Audio, Recording Live Programmes.

UNIT V

Introduction to Television Production: Television Crew, Direction, Art Direction, Floor management, Single & Multi-Camera Set-Up, Budget Preparation, Casting, Costumes, Locations, Set Design, Locations, CG.


i.Reference:

1. Clifford Thurlow (2008). The Complete Guide from Script to Screen, First Edition, Oxford University Press, UK

2. Ellen Sandler (2007). The TV Writer's Workbook: A Creative Approach To Television Scripts, First Edition, Oxford University, UK

3. Charlie Moritz (2001). Scriptwriting for the Screen, Second Edition, Routledge, USA

36


5161VC120 Media Laws and Ethics 6 0 0 6


a.Preamble :

To provide students with a sound knowledge of the rules, policies and regulations that governs the functioning of a media organization.To help students understand the various provisions in the Indian Constitution, basic media laws, regulations and ethics.



1 5163VC105 Introduction to Mass Media

c.Course Outcomes :



Knowledge Level (Based on revised Bloom’s Taxonomy)

CO1 How is the Freedom of Press guaranteed in our Constitution

K1

CO2 Elucidate press as the fourth estate K2

CO3 What is the difference between IT Act and ISP Act?

K3

CO4 What is the code of conduct enlisted for advertising?

K2

CO5 What are the media laws enlisted by the Press Council?

K3

37

d.Course Syllabus:

UNIT IIndian Constitution: Introduction to the Indian Constitution. Fundamental Rights. Specific provisions of Indian Constitution relating to mass media. Directive principles.

UNIT IIMedia Laws – The Basics: Press as the Fourth Estate, Freedom of Expression, Rights, privileges and liabilities of the press, parliamentary privileges, contempt of court, right to information, censorship for news and entertainment media, libel and defamation.

UNIT IIIMedia Acts: Important Acts relating to mass media : Right to Information Act, Copyright and Trademarks Act, MRTP, Convergence Bill, Cyber laws.

UNIT IVMedia Ethics: Media roles and responsibilities, codes of conduct for the print and broadcast media, codes of conduct for advertising and PR, role and responsibilities of professional bodies like the Press Council etc.

UNIT VMedia Regulation: Media licensing, ownership, diversification, convergence, programming and content.


i.Reference:1. Basu, Das, Durga, (2009). Introduction to the Indian Constitution, Prentice-

Hall India.2. Kohli, Vanita, (2005). The Indian Media Business, Response Books, Sage,

New delhi.3. Basu, (1996). Law of the Press in India, Prentice-Hall India4. Gillmor, M. Donald and Baron, A. Jerome, (1997). Mass Communication

Laws, Cases and Comments, Wadsworth Thomson Learning5. Na. Vijayshankar, (2004). Cyber Laws for Every Netizen in India, Citizens

Guide(e-book).

38

COURSE CODE

COURSE TITLE L T P C

5161VC321 2D/3D Graphics 0 0 6 6


a.Preamble :

The course aims at making students proficient with the software and its application.

SoftwaresAdobe Flash3D Studio Max


Sl No Course Code Course Name

1 5161VC216 Printing & Publication Design

c.Course Outcomes :




Bloom’s Taxonomy)

CO1 Design a corporate presentation K2

CO2 Create a 3D animated logo K2

CO3 Demonstrate special effects for a title K2

CO4 Morph an image to demonstrate before and after status K2

CO5 Create an ad using 3S Studiomax software

39

d.Course Syllabus:

UNIT I

Corporate presentation UNIT II

3D LOGO ANIMATED using special effects for 10 secUNIT III

Special effectsUNIT IV

Image before and after (morphing)UNIT V

A 30 sec advertisement in 3dsmax

40


5161VC327 COMMUNICATION FOR DEVELOPMENT 6 0 0 6


a.Preamble :

To introduce students to the use of photographs, film, and video to study societyTo introduce students to the visual aspects of human societyTo train student in visual methods to conduct sociological research.

b.Related Courses:


1 5161VC120 Media Laws and Ethics

c.Course Outcomes :


CONo’s Course Outcomes


Bloom’s Taxonomy)

CO1 What is the Nature and structure of media organizations

K2

CO2 What are the trends and opportunities in the media scenario

K3

CO3 Elaborate on time in broadcast media K3

CO4 Elaborate on the production product cycle K3

CO5 What is the dual product of media K3

d.Course Syllabus:

41

UNIT I:Introduction to communication for development, Introduction to social issues, Introduction to Research methods - Qualitative and Quantitative Research Methods.

UNIT II:Research Process: Formulation of research problem, review of literature, hypothesis, research design, data collection, Tools of Data Collection – observation, interview schedules, questionnaire, field studies, telephone surveys, online polls, focus groups, case-studies.

UNIT III:Data Analysis and Interpretation, Report writing ––preparation of research reports/project reports/dissertations, Referencing and Citation Style.Ethical perspectives of research.

UNIT IV:Message design : Audience persuasive messages – the concept and characteristics, Message design framework, message appeals, message formats, message development, message testing

UNIT V:Framing the central idea, choosing appropriate mediums, visual treatment, visual production.

e.Learning Resources:

i.References:

1. Becker, Howard S. (1995). Visual sociology, documentary photography, and photojournalism: It’s (almost) all a matter of context. Visual Sociology 10, 1-2: 5-14.

2. Woodward, Sophie. ( 2008). Digital photography and research relationships: Capturing the fashion moment. Sociology 42, 5: 857-872.

3. Wang, Caroline. (1999). Photovoice: A participatory action research strategy applied to women’s health. Journal of Women’s Health 8, 2: 185-192.

4. Jensen, Klaus Bruhn. (2002). A Handbook of Media and Communication Research- Qualitative and Quantitative Methodologies. Routledge.

5. Wimmer and Domnick,(2011)Mass Media ‘Research: An Introduction, 10th edition. Boston: Wadsworth.

42

6. Hansen Anders, Cottle Simon, Newbold Chris, (1998), Mass Communication Research Methods. New York University Press.

7. Dua, M. R & Gupta, V.S. (1987) Media and Development: Themes in Communication and Extension. New Delhi: HarAnand Publications.

8. Mody ,(1999) B. Designing messages for development Communication, New Delhi; Sage Publications.

43


5161VC128 MEDIA MANAGEMENT 6 0 0 6


a.Preamble :

To introduces the student to the structure and functioning of various media organization. Train them on the dynamic aspect of managing creativity. Help them in applying management concepts to media.

b.Pre-requisite Courses:


1 5161VC120 Media Laws and Ethics

c.Course Outcomes :


CONo’s Course Outcomes


Bloom’s Taxonomy)

CO1 What is the Nature and structure of media organizations

K2

CO2 What are the trends and opportunities in the media scenario

K3

CO3 Elaborate on time in broadcast media K3

CO4 Elaborate on the production product cycle K3

CO5 What is the dual product of media K3

44

d.Course Syllabus:

UNIT IMedia organization and design: some conceptual issues, Key management theories, Media management goals, Media as Business and Social Institution, Media production versus manufacturing process, Nature and structure of media organizations, Individuals in mass media organizations, Task allocation and Functions of various departments, Media ownership and issues of monopoly, oligopoly, cross media ownership etc, Multinational media ownership and control, Conglomerate and modern media companies

UNIT II

Media Entrepreneurship, Managing Creativity, Greiner’s Development model of a Company: Five stages of growth model, Behavior in media organization and organizational behaviour, Policy versus practice and performance, Relationship with internal and external environment, Managing the new media, Content and skills management, Changing nature of management, State of the industry today, Employment opportunities in Indian media industry

UNIT III

Economics of media: Relationship between supplier and buyer, Key economic characteristics, Selling time and cable economics, Diversity of broadcasting- economic view of programming, Media diversity and business opportunity, Media organization with and without other commercial interests, Economic forces, Managing revenue, rate structure and packaging

UNIT IV

Project Management in Media, Managing project and creativity, Production project cycle, Fundamentals of film production, Management Themes and production process, Project planning, Production strategies, Sources of funds, Budgeting, Project responsibility, Case study

UNIT V

Programming strategies, Audience rating, Analyzing audience, Understanding duality of audience, Marketing programs, Selling space and time, Project management, Understanding and using ratings, Strategic management, Case study

45

e. Learning Resources:

i. References

1. Peter K Pringle, Michael F. Starr & William E McCavitt, (1991) Electronic Media Management, Focal Press, London. 2. John R Rossiter& Larry Percy , (1987), Advertising and Promotion Management, McGraw Hill, New York.

46


5161VC329 Web Designing 0 0 6 6


a.Preamble :

To employ the software knowledge to application

Software

Dream weaver (advanced)

b.Pre-requisite :


1 5161VC321 2D/3D Graphics

c.Course Outcomes:

Upon the successful completion of the course, learners will be able to


Level of learning domain (Based

on revised Bloom’s)

CO1

Introduction to HTML, Multimedia authoring applications, Web Page Design applications, FTP Utilities, Graphic optimization applications, Internet Access and HTML, The Dreamweaver Environment,

K3

CO2Creating a Web Site, Basic Web Page and Page Properties, Building a Web Site, The Site Panel and Templates, Adding Content to Web Pages.

K2

CO3

List Formats and Graphic File Types, Inserting a Table and Adjusting Table Properties ,Using Graphics in Table Cells and Nested Tables, Using Table Layout View, Creating and Using a Repeating Region Template, Working with Links Creating Internal and External Hyperlinks ,Creating an Image Map and Anchors .

K3

47

CO4Enhancing Navigation in a Site, Framesets, Reusable Navigation Bars, Managing and Uploading a Web Site, The Site Map

K2

CO5 Explain various data mining applications K2

d.Course Syllabus:

UNIT I

Enhancing website managementMaximizing browser targetUNIT II

Building website with File transfer ProtocolIntegrating with XMLUNIT III

Customizing dream weaverCreating and using objectsUNIT IV

Creating behaviorUNIT V

Handling server behavior


i.References:1. Powell, Thomas . (2000). Web DesignThe Complete Reference. Tata

McCraw-Hill 2. Arora, Deva Yashwant Singh. Multimedia 98: Shaping the Future3. Grahm, L (1999) The principles of Interactive Design. Thomson Learning 4. Xavier: World Wide Web with HTML. Tata McGraw- Hill

48


5161VC836 Internship / Project (International / National)

0 0 16 16


a.Preamble : Internship / Project (International / National)The student is required to undergo an Internship or a Project Work at any media house of national and International acclaim. The student is expected to present a work module and complete Project /Internship report at the end of the term



1 5162VC322 / 5162VC323 / 5162VC324 / 5162VC325

Account Planning/ Event Photography / Corporate Filmmaking/ Art Direction : Print ads

2 5162VC330 / 5162VC331 / 5162VC332

Television Commercials & Public Service Announcements / Advertising Photography / Art Direction : TV & Film

3 5162VC333 / 5162VC334 Media Planning / Advertising Creatives

c.Course Outcomes :Upon the successful completion of the course, students will be able to:



taxonomy)

CO1 Ideate for the chosen genre K2

CO2 Implement for the chosen genre K3

CO3 Conceptualize for the chosen genre K2

CO4 Execute for the chosen genre K3

CO5 Evaluate for the chosen genre K2

49

PROGRAM ELECTIVE

50


5162VC322 Account Planning 0 0 4 4

Course Category: Programme Elective

a.Preamble :

Develop an understanding of account planning and the unique opportunities and challenges this occupation encounters in both off and online settings.Synthesize creative solutions to present-day account planning problems both in teams and independently.Defend strategic decisions through the use of primary and secondary, qualitative and quantitative research .

b.Related Courses:


1 5161VC114 Basics of Advertising

c.Course Outcomes:




CO1 Explain the types of cameras K1

CO2 Explain the parts of a camera K2

CO3 Explain how exposure affects quality of a photograph K3

CO4 Explain how lighting affects the tone and style of photography K4

CO5 Explain the purpose of lenses and filters K5

CO6 Explain the principles of composition that govern a good photograph K6

51

d.Course Syllabus:

UNIT 1:

INSIGHTS: Introduction to Strategy & Planning. Planning Basics. The Importance of Preparation, asking the right questions, knowing the difference between facts and insights, identifying the right problem, setting objectives, working with a small budget.

UNIT 2:

Brand behavior. Positioning versus purpose. Connecting With an Audience. Crafting the Story. Simplicity: Why it Matters. Presentation Design: Principles & Techniques

UNIT 3:

Creativity Builders & Killers: The Creative Brief & Briefing. Working Through the Creative Process. Pitfalls and how to avoid them.

UNIT 4:

Research in Advertising: The unique nature of advertising research, research definitions, avoiding bias. Making Research Happen: Planning and designing research, setting objectives.

UNIT 5:

Developing the strategy: Big Idea. Tone- Tonality and character matters, brand archetypes. Crafting the Final brief. Selling the strategy. Bringing the brief to life. Tools and techniques


i.Reference

1. Arens, W. F., Weigold, M., & Arens, C. (2012). Contemporary advertising. New York: McGraw-Hill Higher Education.

2. Ries, A., & Trout, J. (2016). Positioning: the battle for your mind. Beijing: Ji xie gong ye chu ban she.

3. Jason Sperling.Look at Me When I’m Talking to You

52


5162VC322 Event Photography 0 0 4 4


a.Preamble :

To understand the nuances of Event PhotographyTo learn about the various technical tools used in Event PhotographyTo creatively explore the various genres of event photography

b.Related Courses:




c.Course Outcomes:




CO1 Explain the genres of Events K1

CO2 Explain the types of wedding photography K2

CO3 Explain the various lighting equipments K3

CO4 Explain the photographic techniques of commercial events K4

CO5 Explain the photographic techniques of celebration events K5

CO6 Explain the storage mediums and file formats K6

d.Course Syllabus:

53

UNIT 1:

Introduction to Event Photography, Principles of event photography, genres: Wedding, Events, News, Celebration, others.

UNIT 2 :

Wedding Photography: Types of wedding photography (Pre-nuptial, nuptial, post-nuptial), Considerations: Planning, Equipment check, location check, composition, exposure, lighting equipment, filters, lenses, Contemporary wedding photography in candid style, Digital photo Editing for wedding, Wedding Album Designing.

UNIT 3:

Events: Commercial Events, Corporate Events, Red carpet events, News. Considerations: Composition, Exposure, Lighting. Filters, Lenses, multi-camera set up, Digital photo Editing

UNIT 4:

Celebrations: Birthday Parties, Anniversary, Ceremonies, festivals and others. Considerations: Composition, Exposure, Lighting. Filters, Lenses, Digital photo Editing

UNIT 5:Storage mediums, file formats. Skill development for entrepreneurship & business.


i.References:

1. Folsom, William B./ Goodridge, James P. (2008). Event Photography Handbook: How to Make Money Photographing Award Ceremonies, Corporate Functions, and Other Special Occasions. Independent Pub Group.

2. Hedgecoe, J. (1996). John Hedgecoe's new introductory photography course. London: Mitchell Beazley.

3. Calder, J., & Garrett, J. (2004). The 35mm photographer's handbook. London: New Burlington.

54

4. Newman, R. (2003). How to take great photographs at night. London: Collins & Brown.

5. Hope, T. (2002). Photo-journalism developing style in creative photography. Hove

55


5162VC324 Corporate Filmmaking 0 0 4 4


a.Preamble :

To understand the elements of Corporate FilmTo learn about the various technologies used in Corporate FilmmakingTo creatively explore the various films for clients.

b.Related Courses:


1 5161VC319 Script writing and Television Production

c.Course Outcomes:




CO1 Explain the types and usage of corporate filmmaking K1

CO2 Explain the Pre-production stage of Corporate filmmaking K2

CO3 Explain the production stage of Corporate filmmaking K3

CO4 Explain the Post -production stage of Corporate filmmaking K4

CO5 Explain the difference between corporate filmmaking and commercial advertisements. K6

56

d.Course Syllabus:

UNIT ICorporate Filmmaking: Introduction. Types and Usage. Clients, Budgets, Length, Style. Branded Content.

UNIT IIPre – Production: Script Formats. Research. Idea Generation. Elements of Script. Characteristics of Script. Scheduling.

UNIT IIIProduction : Shooting. Location . Camera crew. Directing the crew.

UNIT IVPost Production: Editing. Subtitling the film. Sound: Dubbing, Narration, Re-Recording. Graphics.

UNIT VDifference between Corporate filmmaking and commercial advertisements.

e.Learning Resoruces:

i.Reference:

1. Brindle, M. (2014). The digital filmmaking handbook. New York: Quercus.2. Jon M. Garon (2009). The Independent Filmmaker's Law and Business

Guide: Financing, Shooting, and Distributing Independent and Digital Films.3. Sweetow, S. (2017). Corporate video production: beyond the board room

(and out of the bored room). New York: Routledge, Taylor Francis Group.

57


5162VC325 Art Direction: Print Ad 0 0 4 4


a.Preamble :

To understand the nuances and application of fine art elements in advertising design. To understand the application of art techniques and art works in brand identity. To understand the application of art in print media. To understand trends and opportunities in application of art in advertising designs.

b.Related Courses:




c.Course Outcomes:









58

d.Course Syllabus:

UNIT ICreating Brand identity using fine art elements such as sketching, Doodling, Hand drawn designs, patterns in order to bring aesthetics into Logo designing.

UNIT IIApplying Manually Done Sketching and Art works for CD wrapper Designs, Calender Designs and Spokes Character creations.

UNIT IIICreating Artistic illustrations using color mediums such as Watercolours, Gouche, Acrylic color for print adds

UNIT IVDesigning creative posters, flyers and print ads for Newspapers and Magazines using fine art elements such as Pen and ink drawings, Sketching, Doodling and Paintings.

UNIT VEmerging trends and opportunities in application of fine arts in advertising design.

ASSIGNMENTS: Brand identity, Single / Multi-color application in Spokes Character, Print ads, Calendar Design, CD Cover & CD Label, POP/POS

e.Learning Resouces:

i.References:

1. MilindMulik : Water color, Sketch Book, Water color demonstrations, Water Color Landscapes step by step

2. McAllister, R. B. (1997). Design for production. Albany, NY: Delmar.3. Hand book of printing technology: offset, screen, flexo, gravure, inkjet &

digital. (2008). Delhi, India: Engineers India Research Institute.4. Cost, F. (1997). Pocket guide to digital printing. Albany, NY: Delmar.

59


5162VC330 Television Commercials & Public Service Announcements 0 0 4 4


a.Preamble :

To enables students to acquire the skill set required to make Television Commercials and Public Service Announcements. To enables students to understand the production stages of Television commercials and Public Service Announcements

b.Related Courses:


1 5161VC319 Script writing and Television Production

2 5162VC324 Corporate Filmmaking

c.Course Outcomes:









60

d.Course Syllabus:

UNIT 1:Introduction to Television commercials & PSA. TVC & PSA – Types based on formats, duration and advertiser, Elements, Stages of Production, Target Audience. Difference between PSA and Documentary.

UNIT 2:Pre-production : Thinking to brief, Ideation and conceptualization, Treatment, Script writing, Script formats, screen testing, Casting and Storyboard, Location survey, Set and prop considerations, costume, Music.

UNIT 3:Production: Lighting, Camera techniques, Camera movements. Indoor and outdoor considerations. Shooting on green matte. Styling. Use of set and prop. Use of clap board. Camera record and log book.

UNIT 4:Post-production: Edit Decision list, Chromo Keying. Types of cuts. Transition effects, Subtitling. Sound: Basics of sound recording. Different types of microphones and factorsgoverning their selection. Mixing of Sound. Audio sweetening. Soundmanipulation. Outdoor sound recording vs Studio recording. Dubbing. Jingle recording.

UNIT 5:Graphics: Multimedia applications and special effects, Creating VFX – Pre Production, Pipeline. Titling and super imposition.

Assignments:1. Students must produce at least three TVCs of different genres. (Musical,

Testimony, Brand endorsement, commercial announcements and so on.)2. Student must submit PSAs via a video blog for a chosen social issue(s).

Student must be able to demonstrate different types of PSAs as appropriate to the chosen issue and audience.

61


i.References1. Hilliard, R. L. (2015). Writing for television, radio, and new media.

Stamford, CT: Cengage Learning2. “Advertising Now!: TV Commercials (Midi Series)” by Julius Wiedemann3. Strunk, William & E. B. White (2000), The Elements of Style (4th edition).

New York: Longman4. Pricken M. (2002). Creative Advertising – Ideas and techniques from the

world’s best campaigns. United Kingdom: Thames & Hudson.5. Aitchison, J. (2004). Cutting edge advertising II, Singapore: Prentice Hall.6. Roman, K. & Mass, J. (1997). How to advertise (2nd Edition). New York:

St. Martin’s Press.

62


5162VC331 Advertising Photography 0 0 4 4


a.Preamble :

To understand the studio compositions using pose, propping and scene elements.To understand lighting applications for mood and effectTo Understand Assemble and produce a model promotion Zed card.

b.Related Courses:




3 5162VC323 Event Photography

c.Course Outcomes:









63

d.Course Syllabus:

Unit 1:Introduction to Advertising Photography , Portfolio Photography & Product Photography . Elements , Aesthetics, Purpose. Studying various fashion styles. Understanding the Human Body. Styling - Costume, Make – Up, Hair style and accessories. Understanding Product.

Unit 2: Camera: Types of shots for Portfolio & Product Photography. Aperture – Shutter Speed Relations. Over and Under Exposures. Bracketing exposure.

Unit 3: Lighting Techniques : Different Lightings in The Studio and Effects of Lighting with Specific Purpose. Creative lighting & glamour lighting. Outdoor shoot. Light meter. Techniques to take Glass or transparent objects.

Unit 4:The Colour Spectrum. Filters. Types of filters.

Unit 5:Basic image enhancement on using editing software (Photoshop/Light room). Portfolio.

Assignments:1. Food 2. Jewellery3. Automobile 4. Costume , Cosmetics & other accessories5. Gadgets


i.References1. Peter Lindbergh (September 21, 2016): A Different Vision on Fashion

Photography (Multilingual Edition) (Multilingual) Hardcover –by Thierry-Maxime Loriot (Author), Peter Lindbergh (Photographer)

2. Earnest Allison: Lighting for Product Photography. The Digital Photographer’s Step by Step Guide to Sculpting with Light.

64

3. Steven Biver: Light Science and Magic. An Introduction to Photography Lighting.

4. Randy Johnson: Product Photography. All Outstanding techniques and equipments for a professional digital photographer . Art Direction : TV & Film

65


5162VC332 Art Direction : TV & Film 0 0 4 4


a.Preamble :

To understand the nuances of Art Direction and application of Artistic and other required skills to Create an appealing Set Design to serve the purpose of making any Set design for any given sequences in a Film, and any Television programs.

b.Related Courses:




3 5162VC325 Art Direction: Print Ad

c.Course Outcomes:









66

d.Course Syllabus:

UNIT IIntroduction to Set design: Elements of Set design, Planning for set making ( Script, Space management, Set props, Lighting, and Camera Consideration ) and Time Management

UNIT IISet Study: Studying set designing from Movies popular for its production design and television programs and copy it by means of Sketching

UNIT IIIIdeation for Set Design : Planning,Budgeting, Sketching new set designing ideas and Creating floor plan for proposed set design.

UNIT IVMiniature Design : Making 2 Miniature Sets for indoor and outdoor Projects of any of both Film and Television.

UNIT VVirtual Set, Real time project work and Portfolio : Making 3d Set design walk through project. With Maya or 3Ds Max. and Application. Making Set designs For a real time projects, and Portfolio presentation for review.

ASSIGNMENTS:Pencil Sketching of Set ideas inspired from Popular Film & TV shows, Planning and Budgeting, Miniature sets for 2 different Projects, Virtual set design, Set Designing for real time projects and Porfolio presentation..


i.References:

1. Michael Rizzo (September 4, 2014)The Art direction hand book for Film & television, Publisher: Focal Press; 2 edition

2. Georgina Shorter (July 23, 2012 )Designing for Screen: Production Design and Art Direct ExplainedPaperback

3. Fionnuala Halligan (October 1, 2012) Filmcraft: Production Design 1st Edition Publisher: Focal Press; 1 edition

67

https://www.amazon.com/Fionnuala-Halligan/e/B00E6EKW4U/ref=dp_byline_cont_book_1

https://www.amazon.com/Georgina-Shorter/e/B00EKNVJ7Q/ref=dp_byline_cont_book_1

4. Cathy Whitlock (November 30, 2010 ) Designs on Film: A Century of Hollywood Art Direction Hardcover

5. Richard M. Isackes, Karen L. Maness (November 1, 2016)The Art of the Hollywood Backdrop Hardcover


5162VC333 Media Planning 0 0 4 4

68

https://www.amazon.com/s/ref=dp_byline_sr_book_2?ie=UTF8&text=Karen+L.+Maness&search-alias=books&field-author=Karen+L.+Maness&sort=relevancerank

https://www.amazon.com/s/ref=dp_byline_sr_book_1?ie=UTF8&text=Richard+M.+Isackes&search-alias=books&field-author=Richard+M.+Isackes&sort=relevancerank

https://www.amazon.com/Cathy-Whitlock/e/B003YJCZ48/ref=dp_byline_cont_book_1


a.Preamble :

To introduce concepts of Media planning and BuyingTo understand various media used in advertising and their calculationTo prepare media plan and assess its implicationTo understand the challenges and trends in Media planning and buying

b.Related Courses:



2 5162VC322 Account Planning

3 5162VC334 Advertising Creatives

c.Course Outcomes:









69

d.Course Syllabus:

UNIT I Media planning: Definition- need and importance of media planning in advertising. Aperture concept in media planning- Media planning department.

UNIT II Media Buying – Media Characteristics- Newspapers – Magazines –Television- RadioDirect Response – Out door- pros & cons .Media mix.

UNIT III Media planning: Information Sources and analysis-marketing sources, Creative sources& Media sources- Setting Media Objectives: Audience objective & Distribution Objective.

UNIT IV Developing Media strategy – Main components of media strategy –Media Environment –Calculating cost efficiency in media planning –Testing the media plans.

UNIT V Implementation and control of media plan –Use of computers in Media planning –linear programming, Stimulation models, and formula models.


i.References:1. WilliamB.Goodrich, Jack.Z.Sissors. (1996)5th Edition, Media planning

Work book, NTC Business Books.2. Jack Z.Sissors, Lincoln Bumba (1991) Advertising & Media Planning ,

Third Edition, ,NTC Business Books.


5162VC334 Advertising Creatives 0 0 4 4

70


a.Preamble :

To enable students to understand creative strategy for an ad campaing. To enable students to ideate, conceptualize and create various creative collaterals pertaining to an advertising strategy of a chosen concept / product / service / social initiative.

b.Related Courses:



2 5162VC322 Account Planning

3 5162VC333 Media Planning

c.Course Outcomes:









d.Course Syllabus:

71

UNIT 1:Introduction to ad campaign, introduction to creative strategy, Creative Brief, Creative Approaches (Rational, Emotional, Endorsements)

UNIT 2:Introduction to Art direction and copy writing, understanding art-copy relationship, writing and designing to brief

UNIT 3:Background research, working within budget, ideation and conceptualization, developing the big idea

UNIT 4:Identifiying below-the-line and above-the-line mediums, translating the big idea to the identified mediums, stages of layout for print and web, script writing for radio, TV and internet.

UNIT 5:Assignment: Student must select a brand, identify the advertising goals, write a creative brief and design the creatives adhering to the creative brief.


i.References:

1. Davis, D. (2016). Creative strategy and the business of design. Blue Ash, OH: HOW Books.

2. Altstiel, T., & Grow, J. M. (2017). Advertising creative: Strategy, copy, design. Los Angeles (Calif.): SAGE.

3. Barry, P. (2008). The advertising concept book: Think now, design later: A complete guide to creative ideas, strategies and campaigns. New York: Thames & Hudson.

4. Sternthal, B., & Rucker, D. D. (2011). Advertising strategy. Acton, MA: XanEdu Publishing.

72

ALLIEDELECTIVE

73


5163VC105 Introduction to Mass Media 4 0 0 4

Course Category: Allied Elective

a.Preamble :

To study from a historical perspective, the development of communication media in Indian and global reference.

b.Course Outcomes :


CO Nos. Course Outcomes

Knowledge Level (Based on revised Bloom’s Taxonomy)

CO1 Define Nature & Scope of Mass Media K1CO2 Classify Types of newspapers & Magazines: by size

and by contentK2

CO3 What was the Early years of Indian broadcasting scenario

K3

CO4 Trace the evolution of television in India K2CO5 What are the Emerging Trends in New media K3

c.Course Syllabus :

UNIT I

Introduction to Mass Media, Nature & Scope of Mass Media, Mass Media Genres, Introduction to folk media, Folk theatre forms: Tamasha, Yakshagana, Bhavai, Therukoothu, Jatra, Ram Leela, RaasLeela, Puppetry, Street Theatre, advantages of folk media

UNIT II

74

Introduction to Print Media: Newspapers & Magazines. Types of newspapers & Magazines: by size and by content. Pre history origin and evolution during the colonial, nationalist and contemporary periods, News agencies, readership, Press Commissions, Press Information Bureau, Press Ethics.

UNIT III

Overview of Radio: Early years of Indian broadcasting, AIR Services: National, Regional, Local VividhBharati, Privatisation of Radio, Radio Programme Genres, Introduction to Community Radio and Internet Radio, Listenership, Ethics of broadcasting

UNIT IV

Overview of film medium: Early years of World Cinema & Indian cinema, Commercial Cinema and Parallel cinema, Documentary films, Audience for Cinema, Ethics of Cinema, Censorship, The film division.Overview of TV: Early experiments in Television, Story of Indian Television, PrasarBharati, Doordarshan, Privatization, Cable television, satellite television, DTH, IPTV, Television Programmes genres, Viewership, Ethics of Telecasting

UNIT V

Introduction to New Media: Internet & Mobile Telephony, Secondary media outlets, Social Media, Interactivity, Cyber-security, Censorship, Emerging Trends

d.Learning Resources

i.References:1. Barnouw, E and Krishnaswamy S [1990] Indian Film. New York, OUP.2. Kumar, Keval [1999] Mass Communication in India. Mumbai, Jaico3. Srivastava, K M [1992] Media Issues. Sterling Publishers Pvt Ltd4. Acharya, R N [1987] Television in India. Manas Publications, New Delhi.5. Barnouw, E[1974] Documentary-A History of Nonfiction. Oxford, OUP.6. Luthra, H R [1986] Indian Broadcasting. Ministry of I & B, New Delhi

75


5163VC111 Communication Psychology 4 0 0 4

Course Category: ALLIED ELECTIVE

a.Preamble:

Overview and general understanding of scientific rigor and personal relevance of psychologyUnderstanding of psychological concepts and how they are linked. Provides the students meaningful and practical insights about behaviour and mental processes.

b.Course Outcomes:


CONos Course Outcomes

Knowledge Level (Based on revised Bloom’s

Taxonomy)

CO1 What are the dynamics of learning K2

CO2 What are theFactors that interfere with reasoning K2

CO3 How is attitude formed K3

CO4 Explain the theory of motivation K2

CO5 Differentiate between Demographics & Psychographics K3

c.Course Syllabus:

Unit IPsychology – Definition, Nature, Scope, Importance of Psychology to visual communication. Dynamics in Learning- Classical Conditioning, Operant Conditioning, Observational learning. Reinforcement.

Unit II

76

Perceiving Self: Self-concept, Perceived Self-control, Self-serving Bias, Self-presentation, Self-esteem, Self and Gender; Perceiving Others: Non-Verbal Communication, Attribution, Impression Formation, Impression Management. Cognition -Basic Elements of Thought – Concepts, Propositions, Images. Reasoning – Types, Factors that interfere with reasoning, Lateral thinking.

Unit IIIAttitude Formation, Attitude Behavior Link, Attitude Change, Persuasion, Resistance to Persuasion, Public Opinion, Cognitive Dissonance.

Unit IV Motivation: Definition, Theories of Motivation, Frustration and Conflict of motives – Sources and Types. Emotions: Definition, Nature, Functions, Expression and Impact, Theories of Emotions, Emotional Response. Decision making: Factors that influence the decision making process.

Unit V Audience Analysis: Audience Segmentation- Demographics & Psychographics, Medium-wise segmentation: Audience for newspaper, television, radio, new media (internet & mobile phone), AIDA Principle, Recall, Spillover effect, HALO Effect Case Studies.

d.Learning Resources:

i.References:1. Morgan, King Weisz&Schopler -Introduction to Psychology- McGraw Hill

Publishers -7th Edition.2. Feldman -Essentials of Understanding Psychology - McGraw Hill Publishers

-2nd Edition.3. Baron -Psychology - Norton & Company INC- 3rd Edition4. Gleitman, FridlundReisberg -Psychology - Norton & Company-5th edition5. Seamon&Kenrick(1992) -Psychology -Printice Hall INC - 6. Arson - Social Psychology- Wilson &Akert - Longman INC -2nd edition 7. Chaube, S. P., &Chaube, A. (2007). Ground Work for Social Psychology.

New Delhi: Neelkamal.8. Taj, H. (2007). An Introduction to Social Psychology, New Delhi:

Neelkamal.

77


5163VC117 Media, Culture and Society 4 0 0 4

Course Category: ALLIED ELECTIVE

a.Preamble :

To understand and analyze the media audience To study the effects of mass mediaTo learn the various approaches to media analysis

b.Course Outcomes :




taxonomy)

CO1 What are the effects of mass media on individual, society and culture based issues K2

CO2 What are Active and Passive audience K3

CO3 What are the approaches to media analysis K3

CO4 Explain the relationship between Media and popular culture K2

c.Course Syllabus :

UNIT IWhy study mass media? Understanding mass media, Characteristics of mass media, effects of mass media on individual, society and culture based issues, Power of mass media. Media in the social world. Intercultural Communication

UNIT IIMedia audience- definition and types of audience, media audience analysis Active Vs. Passive audience,

78

UNIT IIIMedia as text, approaches to media analysis – Marxist, semiotics, Sociology, psychoanalysis. Media and realism, class, Gender, race, age.

UNIT IVMedia as consciousness industry, Social construction of reality by media, Rhetoric of image, narrative, Media myths (representation, Stereotypes) Cultural studies, approach to media, audience as textual determinant, audience as readers, audience positioning

UNIT VMedia and popular culture – culture and sub culture, popular texts, popular discrimination, politics popular culture Vs. peoples’ culture, Celebrity industry- personality as brand name, hero worship, acquisition and transformation of popular culture.

REFERENCES· Potter, James W (1998)-Media literacy -Sage Publications · Grossberg, Lawerence -et al Media making: mass media in a popular culture

Berger, AsaAuthur (1998) Media analysis technique Sage Publications· Dennis McQuail -McQuail's Theories of Communication · Little John -Theories of Human Communication · John Fiske -Introduction to Communication Studies · Denis McQuail -Audience Analysis · Rayner, Wall and Kruger -Media Studies: The Essential Introduction · Baran and Davis -Mass Communication Theory · John Fiske -Understanding Popular Culture · Windahl and Others -Using Mass Communication Theory.

79

Documents

a.Preamble: - veltech.edu.in · Web viewModel Axillaries-connective-articles- preposition-word formation-collocations. UNIT II. Communication - definition ... With Maya or 3Ds Max