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ANNUAL COURSE
VISUAL
DESIGN - advertising graphics
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COURSE BEGINS THE NEXT: 22nd September 2010
Enrollment deadline: at class fullfilment
FREE STAGES (one full day) available the 8th September 2010 (see the page "stages")
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Characters:
2 hours a week in the first
and second semesters.
The evolution of visual communication in the last years has partially transformed the meaning of the " sketch of the characters " performed by the first advertisers at the beginning of the Twentieth century. Today with the word " Lettering " we can indicate all those forms that refer to the alphabetical signs. These signs of fundamental use in the communication of facts, ideas and culture of a people, acquire - in the graphic field - an always growing importance regarding the development of mass communications . For these reasons it is a main point to have a subject of study based on this theme ( the visual communication ) . The program, scheduled in two parts, comprehends: the first part, theoretical, where are studied the fundamental peculiarities of characters, the optic properties, the definition, the form and the style accordance with their principal Families ( Batons, Egyptians, Romans, Fantasy); the second part, operational, comprehends the anatomical sketch of characters, with research exercises of the graphic signs in function of later job placement ( as for example : the study of marks and logotypes ) and posters with an exclusive use of lettering.
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Artistic
sketch : 4 hours
a week in the first
semester.
With the intention of teaching to the students the artistic and graphic techniques and to widen their manual capabilities, the first part of the program is dedicated to the realization of a set of works from reality. They allow to experiment with different materials and various opportunities about the use of a same material. After this first preparatory step, the students pass to the application of the acquired techniques with exercises related to the specific job of a graph. The program also comprehends the illustration of poetic and literary texts, book-covers, illustrations for leaflets, brochures, the realization of decorative themes for packaging and similar. |
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Photography:
2 hours a week in the first
semester
History of the photograph, from the manual matrixes
(xylography, chalcography, lithography) to the first photomechanical matrix; 500 years of techniques for printing images.
The fathers of the photography (Daguerre, Talbot, Ni‚pce, Herschel). The methods of the 1800 (albumin, collodion, gelatine.)
The evolution of the photographic apparatus ( from the machine for daguerreotypes to the N.1 Kodak) from the craftsmanship to the industry.
Photographic technique, the quality of the negative; instrument for the focalization, the exposure and development.
Photographic apparatus, objectifs/zooms, films, accessories.
Brief information on digital cameras.
Darkroom techniques; development and prints in Black and White. |
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Digital Photography: 2 hours a week in the second semester
Creative use of the darkroom ( frames, solarizations, multiple exposures.)
Digital photography, cameras, resolution and quality, compression and forms, filming approaches, white balance.
From the camera to the computer, the digital darkroom; control of the exposure, control of the colour, selections, retouches and camouflages with the use of special software. |
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Lay-out: 2
hours a week in the first
and second semester.
FIRST SEMESTER: Applied graphic: it comprehends theoretical lessons apt to teach to the students the various themes, techniques, behaviours and methodologies in all sectors of the " graphic " information. The teaching includes the aid of an ample and up-to-date file of audio-visual material and consists of practical lessons regarding the realization of technical works.
Lay-out: comprehends practical lessons based on a set of project exercises, of images and symbols mainly concerning the publishing, commercial and industrial sector. Covers for books and music disks, brand projects, logotypes and posters/manifests.
SECOND SEMESTER: Applied graphic and Lay-out: these two subjects are integrated and the course presents a development, exclusively based on the execution of practical works. The themes are chosen in order to implement, during the year, those projects that more evidently represent the requests of the market. |
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Illustration: 2 hours a week in the first and second semester.
The teaching develops on the followings topics: specificity, applications and orientations of the subject. First theoretical part with slides. Origin and history of the illustration and differentiations for sectors and tendencies, publishing, scientific, technical, realistic, fantasy, didactic and advertising. Techniques and materials. Practice for the acquisition of manual skill in the use of the various techniques, pastels, pencils, water-colours, tempers, pen. The market situation and application fields (book industry, poster, packaging, advertising). Second theoretical part with slides. Practical works with different materials and techniques. Realization of personalized projects on a free subject; advertising editorials and packages. |
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Packaging design: 2 hours
a week in the second semester.
The program offers an intense study in the formative contribution aimed at Packaging Design , using cognitive , practical and theoretical instruments, in order to face, in a professional and competent approach, the project of packaging in all its phases: from the ideation to the completion, passing through the sale-shop and the use of the consumer. The student learns history elements of packaging, the impact on the environment of the packaging-materials (developing limits and possibilities) the characteristics of the materials of the packaging and their applications (studying the workmanship, transformation and printing techniques), the marketing and the communication of packaging (comparing strategies, market requests and case-histories), packaging program creations, analyzing methods and instruments for the representation with the planning of prototypes and models.
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Theory elements and practical advertising: 2 hours every two weeks in the first and in the second semesters.
- "Hidden persuasion and the soul of commerce" - Introduction to the work of advertising.
- "To Communicate over, under and among the lines". - The many forms of communication.
- "An armchair for two" - A copy, an Art: How an idea is born.
- "What side are you on" - the Account: some marketing, some creativity, a lot of flexibility.
- "The poet of the ragu'' - The figure of the copywriter in advertising and communication.
- "Head-lines walls and loose sheets" - Introduction to the advertising scheduling.
- "Style matter" - Analysis of the messages, languages and writing techniques.
- "Out in 30 seconds" - Introduction to television and broadcast spots.
- "Enfant terrible" - The birth, growth and making memorable of an advertising campaign.
- "And now it is your turn". |
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Art history and Advertising history: 2 hours every two weeks in the first and in the second semesters.
The program is presented with the aid of audio-visuals and it has a particular reference to the Modern and Contemporary Art, dealing with the visual language in general, then specifying the social-political-cultural conditions of every time period with particular reference to the History of Furnishing. The lessons are held in the center of the Academy and in the field, in museums, galleries, monuments, above all when the city of Florence offers exhibitions or special events that present the vision of contemporary masterpieces.
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Computer
graphics : 6 hours a week in first and second semesters.
Introduction to the methodology of use for the computer with particular attention to the use of the Apple Macintosh personal computer and of the specific programs for the graphic sectors . Use of the PC along with traditional techniques. Introduction to the hardware (terminology, consumer interface, external and peripheral connections). Introduction to the software (bit-map, object oriented, postscript, etc.). Use of the software applications in the different demands regarding the process of freehand drawing and of the photographic image, text format and lay-out (books, magazines, advertisements, posters). Planning and realization of complex works in the graphic sector. Theoretical and practical lessons are directly held since the beginning with the aid of PCs (Apple Macintosh and Windows) and of specific equipment.
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Web Design : 2 Hours
a week in the second semester.
Introduction to “HTML”
metalanguage. What “TAGS” are, syntax. Typical structure
for a document The most used tags. Text formatting. The lists.
A site structuring (directory handbook, names, path). Hypertextual
links.CSS. Images insert & related problems. Quality & technical
standards for page construction, “weight” verify.
A common browser “URL” dumping. Tables. Meta data,
general description of keywords, description & contenttype.
Frames. Sensitive maps (client). Slice techniques for images.
Forms. Sound files insertion on the web. Hints on HTML and dynamic.
Scripts. Main concepts and problems about web images creation.
Introduction to
Flash 8. Introduction to
Dreamweaver 8. The GIF, JPG, PNG format. How to create a background
image: tricks. Problems analysis (connections, display). Problems
related to cross browser compatibility. Pages
slimming.
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Subsidiary
subjects
During the two year course, lessons are periodically held by
specialised guest lecturers on the following subjects: Marketing, Editorial
Graphics, etc. Teaching is periodically integrated with guided visits
to agencies, professional studios and other such concerns working in
the field.
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COST
OF THE COURSE:
EVERY semester has a Registration fee of 1500 EURO + 2 enrollment rates of 950 Euro.
Courses calendar:
- FIRST semester: beginning: September 22rd, 2010 and terminating: 18th February , 2011
- SECOND semester:beginning: February 21st 2011 and terminating: 15th July 2011
PLEASE FILL THE FORM IN ORDER TO PARTECIPATE AT A FREE STAGE
PLEASE FILL THE FORM IN ORDER TO GET A SCHOLARSHIP
For further information please contact the reception office.
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