Professional Photography III

The course deals with advertising photography both from a theoretical as well as a practical point of view. The course aims to understanding light's quality and handling (natural as well as artificial through a variety of lighting equipment) in order to create professional quality portraits and product shots (carton, ceramic, glass, metal) in different light conditions. Moreover, it presents the work of significant photographers on the field and introduces theoretical approaches to the advertising phenomenon in general. The student is expected to elaborate a personal advertisement project of his choice throughout the semester 

Understanding natural and artificial light quality and professionally photographing persons and products. Introduction to creative advertising photography as well as to the latter's theoretical analysis

1st Week:  Presentation of the course's syllabus and aims
2nd Week:  Lighting - equipment, intensity, Kelvin temperature, color corrections. Filters and their use. Light metering techniques, scene contrast (brightness range) and lighting ratios. Presentation of important photographic advertisement work
3rd Week:  Professional flash, synchronization, flash fill. High/low key scenes. Projection of advertisement cinema movie. Discussion
4th Week:  Natural light - dawn/noon/sunset, winter/summer. Blue and golden hour. Available light (city lights, tungsten, fluorescent, neon). Presentation of important photographic adverrtisement work
5th Week:  Portrait - studio lighting techniques with a sigle artificial light source. Laboratory demonstration
6th Week:  Portrait - studio lighting techniques with more than one artificial light sources. Laboratory demonstration
7th Week:  Carton and plastic pack shots in studio. Lecture and laboratory demonstration
8th Week:  Studio photography of glass and metal objects without use of a tent. Lecture and laboratory demonstration
9th Week:  Studio photography of glass and metal objects by use of a tent. Lecture and laboratory demonstration
10th Week: Projection of cinema movie on advertisement. Discussion
11th Week: Special studio lighting setups. Laboratory activity
12th Week: Presentation and group critique of students' advertisement projects
13th Week: Presentation and group critique of students' advertisement projects

David Präkel (2007). Lighting. Losanne: Ava

Anandi Ramamurthy (2008). "Benetton, Toscani and the Limits of Advertising", in Liz Wells (ed., 2008). Photography – a Critical Introduction. N.York: Routledge

Lectures through use of visual and audiovisual material. Laboratory activity. Analysis of theoretic approaches on advertisement. Presentation and group critiques of students' photographic projects

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The learning process is supported by the asyncrhonous e-learning platform e-class.

Evaluation of lighting and shooting assignments, personal advertisement project, theoretical analysis and final written test