Course Title: Apply visual communication theory to photo imaging practice

Part B: Course Detail

Teaching Period: Term2 2019

Course Code: VART6350C

Course Title: Apply visual communication theory to photo imaging practice

School: 320T Architecture & Urban Design

Campus: Brunswick Campus

Program: C6152 - Advanced Diploma of Graphic Design

Course Contact: Alistair Briggs

Course Contact Phone: +61 3 9925 9152

Course Contact Email: alistair.briggs@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Frances Tatarovic

frances.tatarovic@rmit.edu.au

Nominal Hours: 45

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None required

Course Description

In this unit you will produce creative and innovative photo images based on different visual communication ideas and theories. 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUAPHI501 Apply visual communication theory to photo imaging practice

Element:

1. Research role of photo imaging in visual communication

Performance Criteria:

1.1 Research historical and contemporary role of photo images in visual communication using relevant information sources

1.2 Investigate theories and commentators on conceptualisation, production and use of photo image

1.3 Investigate use of photo images in various modes and media, and evaluate meaning of photo image in context of its use

1.4 Critique, using visual communication theory, a range of photo images and themes

Element:

2. Use visual communication in photo imaging practice

Performance Criteria:

2.1 Determine intent of visual communication and target audience for photo images

2.2 Apply photo image themes and selected aspects of visual communication theory to production of photo images

2.3 Present photo images using range of visual communication modes and media

Element:

3. Evaluate visual communication in photo imaging practice

Performance Criteria:

3.1 Evaluate effectiveness of visual communication in production of photo images to engage target audience

3.2 Evaluate how applying visual communication theories to photo images impacts on own creative practice, equipment needs and work opportunities


Learning Outcomes



Details of Learning Activities

Learning activities will take place in a studio and computer laboratory using industry standard tools and resources. You will complete exercises and industry style projects. You will also be required to undertake independent study. In-class activities will include:

  • class exercises
  • tutorials
  • practical demonstrations
  • workshops
  • group discussion
  • review and revision
  • peer learning
  • peer teaching and class presentations
  • teacher directed group activities/projects
  • workshopping of student projects including peer/lecturer feedback

 

Out of class activities may include:

  • independent research
  • independent project based work
  • studio practice
  • online tutorials and activities
  • review and revision


Teaching Schedule

Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.

There will be a number of prescribed tasks and projects (see Assessment Tasks below).

WeekSession Description Assessment 

1

Course overview

Assessment task 1 explained: Photographic eBook - 6 exercises. (Due week 8)

Introduction to the basic concept of capturing an image. 
Shutter Speed, Aperture, ISO, the triangle of exposure.

Exercise 1. For assessment task 1. (Prints Due week 2)
Students are to produce 4 x 5 prints of their best images for next week’s class discussion.
Students are to place images in A4 landscape indesign document and write a technical explanation of what is happening in each of their images.

 
 
2

Review of the basic concepts of exposure.
Class review and feedback on exercise one "exposure".

Exercise 2. For assessment task 1. (Prints Due week 4)
Students are to produce 4 x 5 prints of their best images for next week’s class discussion.
Students are to place images in A4 landscape indesign document and write a technical explanation of what is happening in each of their images. 

Exercise 1 DUE. Assessment task 1.  (Prints and explanations in InDesign due).

3

Review of exposure and basic concepts.
Class review and feedback on shutter speed exercise 2.
In class Depth of Field demonstrations. 
Exercise 3. For assessment task 1. (Prints Due week 5)
Students are to produce 4 x 5 prints of their best images for next week’s class discussion.
Students are to place images in A4 landscape indesign document and write a technical explanation of what is happening in each of their images.

Exercise 2 DUE. For assessment task 1. (Prints and explanations in InDesign due).

4

Review of all elements affecting Depth of Field.
Class review and feedback on Depth of Field exercise 3.
Focal Length how it affects your image and controlling focus points.
File management and archiving.

 Exercise 3 DUE. For assessment task 1.  (Prints and explanations in InDesign due).

5

Introduction to lighting and portraiture with continuous light.
In class exercise looking at how the direction and quality of light can affect an image.
Exercise 4. For assessment task 1. (Prints Due week 7)

Students are to produce 4 x 5 prints of their best images for next week’s class discussion.
Students are to place images in A4 landscape indesign document and write a technical explanation of what is happening in each of their images.
For week 6 each student is to bring their favourite perfume bottle and three items or more that reflect and or complement the look/branding of the product.

 

6

Review of elements affecting lighting.
Class review and feedback on lighting exercise.
Introduction to still life and shooting in the studio. The basics of still life.
Student’s work in groups and take shots of still life. (Continued next week)
HOMEWORK
Exercise 5. For assessment task 1. (Due week 8)

 Exercise 4 DUE. For assessment task 1.  (place files and explanations in InDesign).

7

Continuation of the Introduction to shooting still life.
Student’s work in groups and take shots of still life.
In class review of Assessment Task 1 before submission.

 Exercise 5 DUE. For assessment task 1.  (place files and explanations in InDesign)

8

Photographic eBook - 5 exercises.  In class review.
Introduction - Assessment task 2- Still life shoot.
Research and planning.
Lecture- Reading images and creating meaning with images and words.

 

Assessment task 1 DUE 1: Photographic eBook - 5 exercises. Assessment task 2- Still life shoot.

9

Assessment task 2- Still life shoot. ½ group shooting ½ completing research

 

10

Assessment task 2- Still life shoot.- ½ group shooting
½ completing research

 

11

Assessment task 2 - Stationary Shoot Due.
Group review of final submissions.

Assessment task 3- Food shoot. Introduction.
Target markets and food trends

 

Assessment task 2 DUE - Still life

Assessment task 3 - Food shoot Introduction.

12

Assessment task 3-Food Shoot.
½ group shooting
½ completing research

 

13

Assessment task 3-Food Shoot.
½ group shooting
½ completing research

 

14

Post production and review of images and final layouts.

 

15

Assessment task 3- Food Shoot Group Review.

 

 16

 Submission of final assignment.

 
Assessment task 3 DUE - Food Shoot


Learning Resources

Prescribed Texts


References

Langford's Basic Photography: The Guide for Serious Photographers

0240521684

Lighting (Basics Photography by David Präkel

2940373035


Other Resources

Prescribed Texts

There are no compulsory prescribed texts in this course. This course has recommended books listed under ‘References’

You are advised to look at the Learning Hub at myRMIT site for ongoing updated information. A range of learning resources and references are provided throughout the year.

You will require a personal storage device and tools as outlined in tool kit list.

RMIT will provide you with resources and tools for learning in this course through our online systems and access to specialised facilities and relevant software. You will also have access to the library resources.

Amongst the library’s electronic resources is the ability to access Lynda.com for online tutorials and lessons. You may be given these tutorials (and other resources) to supplement your classroom learning. The University Library has extensive resources for Design students. The Library has produced a subject guide that includes quality online and print resources for your studies. http://rmit.libguides.com/graphicartanddesign

The Library provides guides on academic referencing http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian http://www.rmit.edu.au/library/librarians/dsc


Overview of Assessment

Assessment is on-going throughout the course. Assessment tasks will require you demonstrate the application of knowledge and skills through practical projects, exercises and/or written tasks.
The assessment tasks are:
Exercises
Creative photographic projects

An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.


Assessment Tasks

Feedback throughout the course may be written, verbal or a combination of both.
Exercises provide the basis for ongoing feedback and can be considered essential building blocks for the assessment tasks.
This course has 3 Assessment Tasks, all of which must be completed/submitted. You are required to demonstrate all learning outcomes to a satisfactory standard.

Assessment task 1 -  (DUE week 8)

Series of exercises (Weeks 1–7)
Photographic eBook

Key Skills Addressed:

• Practical demonstration and evaluation of a body of photographic work through the completion of a number of tasks recorded and explained in a technical eBook.

• Presentation skills

Outcome:

A digital (technical) photographic guidebook with images and explanations.

 

Assessment Task 2 (DUE week 11)

Stationary Shoot (for a magazine advertisement)

Key Skills Addressed:

• Concept development

• Communication of concept

• Research of target audience, brand and design trends to engage target audience

• Manage photographic shoot and post production.

Outcome:

Process document, which includes research and development.
Final layout of a one page magazine advertisement.

 

Assessment Task 3 (DUE week 16)

Food Shoot (Two page magazine advertorial)

Key Skills Addressed:

• Concept development

• Communication of concept

• Research of target audience, brand and design trends to engage target audience

• Manage photographic shoot and post production.

• Reflection and analysis of effectiveness of own work.

Outcome:

Process document, which includes research and development.
Two page magazine spread.

This course is assessed for competency.

Grades which apply to competency-based assessment are:
CA   Competency Achieved
NYC Not Yet Competent
DNS Did Not Submit for Assessment


Assessment Matrix

An assessment matrix demonstrating alignment of assessment tasks with the relevant Unit of Competency is available from the course contact person (stated above).

Other Information

Attendance 
The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that you attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

Feedback - You will receive verbal and written feedback by teacher on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects.
Student feedback at RMIT

Student Progress 
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy

Special Consideration Policy, Late Submission & Extensions
All assessment tasks are required to be completed to a satisfactory level.
If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.
Pick the following link for details on applying for Special consideration 
Any student seeking an extension, should aim at doing so a minimum of 2 days before the deadline. Work submitted late and without an extension at any point will incur late penalties in accordance with university policy.
If you require an extension you must complete an extension form with evidence supporting your application and hand this to your instructor. Further links - Application for extension of time

On Time Submission and Impact of Late Submission 
On time submission is an important factor in your assessment. Employability skills are embedded in all courses and these include Planning & Organising and Self-management. For this reason, late work impacts on your competency assessment. 
Submissions that are assessed as Not Satisfactory can be re-submitted once and this is only permitted during the period that the competency is scheduled.

Cover Sheet for Submissions 
You must complete a submission cover sheet for every piece of submitted work. This signed sheet acknowledges that you are aware of the plagiarism implications. Submission cover sheet

Academic Integrity and Plagiarism - RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy go to Academic Integrity

Course Overview: Access Course Overview