Syllabus
Unit I
Fundamentals of Advertising Photography
Aesthetics of photography: applying rules of composition, exposure triangle, depth of field; Specialised lenses: tilt-shift, macro; Advertising photography: subject, story and mood; Backgrounds; Props; Layout: balance, symmetry and visual flow; Colour theory in photography; Natural lights; Window lights; Tabletop; Artificial lights: light tent; strobe; portable flash; light modifiers; Advertising photography genres: product, commercial, lifestyle, packaging, architecture, food and beverage; jewellery and accessories; automotive; technology and electronics; fashion and apparel; cosmetics and beauty; home and décor. Colour correction and editing; Ethical considerations.
Unit II
Concept development
Creating narratives; Set and model considerations; Posing techniques & expressions; Placement and positioning; Scene and background elements; Lights and colours: evoke emotions and mood; Location aesthetics; Shot type; B&W vs Colour; Architecture: Choosing and researching the location; Different times of the day; Perspectives: shots and angles. Events: storyline, candid, decisive moment.
Unit III
Styling for Advertising Photography
Forming theme; Brand identity; Creating a narrative; Storyboarding; Colour palette; Patterns; Textures; Audience; Hair, Wardrobe, Accessories, Props; Composition: visual hierarchy; Set designing and staging; Detailing; Food styling; Presentation, Plating, Garnishing.
Unit IV
Mastering Lighting
Lighting: Ambient and artificial; Environmental lighting; Key, Fill, Back and Background lighting; One point lighting setups; Directionality; Hard light & Soft light; Lighting ratios; Controlling highlights; Highlighting features; Specular lighting; Product separation; Lighting setups and angles; Creative light modifiers; Contextual and lighting.
Unit V
Post-production and Marketing
Colour corrections; Colour enhancements; Colour grading; Resizing and Cropping; White balance correction; RAW editing; Background clean up: removal/replacement; Compositing; Image enhancement; Image retouching methods and techniques; Text and Graphic integration; Image compression and optimisation; Metadata tagging; Versioning; HDR imaging; Correcting lens distortions and aberrations: perspective correction. Exposure blending, Sky replacement; Cloning and healing; Noise reduction; Photography Marketing; Social media networking; Portfolio development; Target audience and market research.
Objectives and Outcomes
Course Objective:
This course aims to impart students a comprehensive understanding of the fundamental principles of advertising photography, allowing them to analyze and critique examples to identify successful strategies. They will then develop their creative prowess by generating innovative concepts tailored to advertising projects, honing their ability to translate these ideas into cohesive styling concepts through effective collaboration and attention to detail. Additionally, students will master the application of lighting principles and techniques to create impactful photographs that align with the vision of advertising campaigns. Finally, they will acquire essential post-production skills for advertising photography, enabling them to promote their services effectively and build professional portfolios to propel their careers forward.
Course Outcomes (COs):
After completing the course, learners should be able to:
- Demonstrate a comprehensive understanding of the fundamental principles of advertising
- Develop creative concepts for creating advertising photography
- Conceptualise and execute cohesive styling concepts for advertising photography
- Create photographs for advertising photography projects by applying the lighting principles and
- Apply the post-production techniques essential for advertising photography and effectively promote their advertising photography services and grow their professional portfolios.
CO – PO Mapping:
|
PO1 |
PO2 |
PO3 |
PO4 |
PO5 |
PO6 |
PO7 |
PSO1 |
PSO2 |
PSO3 |
PSO4 |
PSO5 |
| CO1 |
3 |
2 |
2 |
2 |
1 |
1 |
1 |
3 |
2 |
1 |
1 |
1 |
| CO2 |
3 |
3 |
2 |
3 |
1 |
1 |
1 |
3 |
3 |
1 |
1 |
1 |
| CO3 |
3 |
2 |
2 |
2 |
1 |
1 |
1 |
3 |
2 |
1 |
1 |
1 |
| CO4 |
3 |
2 |
2 |
2 |
1 |
1 |
1 |
3 |
2 |
1 |
1 |
1 |
| CO5 |
3 |
3 |
3 |
2 |
1 |
1 |
1 |
3 |
3 |
1 |
1 |
3 |
