This course examines visual communication theory as it applies to corporate and public communications problem solving. Through a series of practical exercises in still photography and analysis of motion pictures, print graphics, and multimedia, students will learn principles of media aesthetics (lighting, two-dimensional and three-dimensional composition, balance, color, subject and camera movement, sound and editing). The application of visual communication theory to practical business situations is analyzed.

Required Text:

Zettl, Herbert. Sight Sound Motion: Applied Media Aesthetics. Belmont, California: Wadsworth Publishing Company, 1990.

Photographic Assignments:
Use one roll of 24 exposure 35mm color slide film for every assignment.

Applied Media Aesthetics Presentation:

Final project. Pick one of the following:

Shot-By-Shot Analysis

Select a scene from a film or video and compile a shot-by-shot analysis which includes a description of each shot, including composition, lighting, camera angle, texture of photography, framing (LS, MS, CU, etc.,) and shot duration. It should also describe camera and subject movement, and editing techniques. The most important sections describe how these techniques contribute to the total visual and dramatic impact of the shot or scene.

SHOT # Framing (camera framing and position); interior or exterior; quality of lighting (harsh or soft), high key or low key; texture of photography (similar to a documentary or lush like a Hollywood musical?); length (16mm feet or minutes/seconds).

Composition: Describe the composition in paragraph form (setting, characters, costumes, and other significant detail).

Action: Describe the action (subject movement).

Mise-en-scene: Describe how the visual elements in the shot, such as settings, costumes, action, lighting, use of color, camera movement, and camera composition (including vectors, balance, use of frame depth, negative and positive volumes) are combined to produce the total visual impact of the image. This section might also include reference to visual metaphors if any.

Significance of editing techniques: Describe the style of editing and its influence on the dramatic impact/interpretation of the scene. (May take the form of a summary at the end of a specific scene.)

Relationship of structural elements to dramatic impact: How has the staging of the film (i.e., all of the above) influenced emotional impact and/or dramatic interpretation.

Print Graphics Clippings Notebook

The clippings notebook is an illustrated diary containing critiques of corporate publications, print advertisements, and other print graphics which in your opinion illustrate principles of applied media aesthetics. Look for techniques which clarify, intensify, or interpret the visual experience and/or content of the publication. Your narrative should analyze the publication with a view toward determining its communication effectiveness, using the four broad areas of media aesthetics discussed by Zettl: 1) light and color, 2) two-dimensional space, 3) three-dimensional space, 4) time-motion (if relevant). The length of each critique will depend on the specific clipping. However, your critique should be complete. Each clipping example and critique should be accompanied by a description of compositional elements (text and graphics) and how they relate to each other within the composition. The notebook should include a minimum of 25 clippings.

Multimedia Critique

Critique a multimedia application (corporate Web site or CD-ROM application), evaluating: suitability of subject to non-linear and user-directed medium, subject presentation, purpose, and effective use of supplementary materials including video, audio, simulations, and reference documents. Examine the menu structure. Is the menu intuitive, unobtrusive and easy to learn? Does the application encourage the active participation of the user? Your narrative should analyze the application with a view toward determining its communication effectiveness, using the four broad areas of media aesthetics discussed by Zettl: 1) light and color, 2) two-dimensional space, 3) three-dimensional space, 4) time-motion (if relevant) .

Grading: