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2009 BHARATHIAR UNIVERSITY,COIMBATORE-641 046
B.Sc Visual Communication
with Diploma in Multimedia and Animation
(For the students admitted during the academic year 2008-2009 and onwards)
SCHEME OF EXAMINATIONS : CBCS Pattern
Ins. hrs / week
I II III III III IV I II III III III III IV I II III III III IV IV
I II III III III III IV IV
Semester I Language-I English-I Core I – Introduction to Communication Core II – Communication Media Allied Paper I –Introduction to Social Psychology Environmental Studies # Semester II Language-II English-II Core III – Advertising-I Core IV – Advertising (Practical) Allied Paper II - Writing Allied Paper - Drawing (Practical) Value Education – Human Rights # Semester III Language-III English-III Core V–Communication Theories Core VI – Writing for Media Allied : III - Audiography-I Skill Based Subject 1 : Diploma : Computers in Communication Media Tamil @ /Advanced Tamil # (or) Non-Major Elective–I : Yoga for Human Excellence # / Women’s Rights # Semester IV Language-IV English-IV Core VII–Audio Visual Communication (Photo Journalism) Core VIII – Photography (Practical) Allied : IV - Audiography-II Allied : Audio Production (Practical) Skill Based Subject 2 : Diploma : Computers in Communication Media-II Tamil @ / Advanced Tamil # (or) Non-major elective -II : General Awareness #
6 6 6 6 6 2 6 6 5 3 4 4 2 6 6 4 5 4 3 2 6 6 4 2 4 3 3 2
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3
25 25 25 25 20 25 25 25 30 20 20 25 25 25 25 20 25 75 25 25 25 30 20 20 25 75
75 75 75 75 55 50 75 75 75 45 55 30 50 75 75 75 75 55 75
100 100 100 100 75 50 100 100 100 75 75 50 50 100 100 100 100 75 100 75
Total 100 100 100 75 75 50 100 75
75 75 75 45 55 30 75
Credits 3 3 4 4 4 2 3 3 4 4 4 2 2 3 3 4 4 4 3 2 3 3 4 4 4 2 3 2
B.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 2 of 38
Annexure No. 39 A SCAA - Dt.21.05.2009
III III III III III IV III III III III III IV V
Semester V Core IX – Film Studies Core X – Marketing Core XI – Media Ethics Core XII – Commercial Broadcasting Elective –I : Skill Based Subject 3 : Diploma – Web Designing Semester VI Core XIII – Magazine Production, Layout and Design Core XIV - Print Production (Practical) Core XV –Video Production (Practical) Elective –II : Elective –III : Skill Based Subject 4 :Diploma : Computers in Communication Media & Web Designing (Practical) Extension Activities @ Total
6 6 5 5 5 3 6 4 5 6 6 3 -
3 3 3 3 3 3 3 3 3 3 3 3 -
25 25 25 25 25 25 25 30 30 25 25 40 -
75 75 75 75 75 75 75 45 45 75 75 60 -
100 100 100 100 100 100 100 75 75 100 100 100 50 3600
4 4 4 4 5 3 4 4 4 5 5 3 1 140
@ No University Examinations. Only Continuous Internal Assessment (CIA) # No Continuous Internal Assessment (CIA). Only University Examinations.
List of Elective Papers (Colleges can choose any one of the paper as electives) Elements of Film & Video Production Elective – I A Screen play B Film Marketing and Distribution C Advertising Elective – II A Media Planning B Market Survey C Graphic Production Elective - III A Event Management B Introduction to Design and Visual Culture C
B.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 3 of 38
Annexure No. 39 A SCAA - Dt.21.05.2009
INTRODUCTION TO COMMUNICATION
UNIT -I Communication – definitions, scope, forms and purpose; Intra-personal , Interpersonal, mass, organizational, non-verbal and verbal. Communication – socio economic changes and the emerging trend in Communication. UNIT -II Communication process – sources, message, channel, receiver, feedback, Noise: types of noise - encoding and decoding process. informal and formal channels – Berlo, Lasswell, Shannon and Weaver models. UNIT -III Advertising: Definition- need and significance - overview of advertising industry- advertiser, agency and media ; Public Relations: Definition, goals and
functions, Publicity and Propaganda; PR and media. UNIT -IV : Characteristics of mass communicationFunctions of mass
communication: information, education and entertainment – Dysfunctions of mass communication; Communication and public opinion : nature, meaning and process. UNIT –V. Communication and Culture: Global media – multi cultural content - impact on developing countries; Cross-cultural communication: problems and challenges. Policies and implications.
Blake et al. “ A Taxonomy of concepts of in Communication”. Hasting House, NY, 1979. McQuail Dennis, “Communication Models”, Longman, London, 1981.
John R. Bitner “Mass Communication – An introduction”. Prentice Hall, New Jersey, 1980.
Seetharam K.S. “Communication and culture – A world view”. McGraw Hill, New Delhi, 1991. Shukla,SK. ‘ Mass media and Communication’. Cybertech Publishing, New Delhi. 2006.
Keval J. Kumar “Introduction to Mass Communication”, Vipul Prakashan, Bombay. 1994.
Kleppner, Otto. “Fundamentals of Advertising”, Prentice Hall, 1980. Cutlip, Center and Broom. “Effective Public Relations”. Prentice Hall; NJ; 1982
media convergence. “ Broadcasting in India”. Govt. “The Mass Media”.05.critical review of noted regional/national films. ‘Mass media in India’ . New Century Pub.future of film as a medium of entertainment – film audiences . of India. Ashish Rajadhyakshaand Paul Wileman “Encyclopedia of Indian Cinema” Oxford Univ. 1997. I&B Ministry.KM. Roger.2009 COMMUNICATION MEDIA UNIT-I : Print medium: Newspapers and Magazines – types of newspapers and magazines: general and specialised – structure and functioning of newspapers and magazines. New Delhi. ICT uses in Public and private sector – information super high way – issues and future challenges. 1998.”Journalism in India”. 1989.an introduction.status.technological developments – competition. .B. New Delhi.IV: Motion pictures – historical background – structure and organization of motion picture industry in India – new developments in film production .a critical review.. ownership.21. content and style of English and Tamil language newspapers and magazines. Sage. “Communication for development in the Third World(Theory and Practice). Sterling Pub.. content and style – foreign and regional Satellite and cable TV – Prasar Bharati. Press.an overview. UNIT. 1999. problems and prospects of film industry with special reference to regional cinema – documentary films. UNIT-II : Radio as a medium of mass communication – types of ownership: Private and PublicOrganisational structure and functioning .Publication Division. Keval J Kumar “Mass Comunication in India “ Jaico pub. New Delhi.1995. Srinivas Melkote. 1991. Singhal and Rogers . “India’s Information Revolution”. KM. New Delhi. Sage.FM broadcasting and the audiences: Programming Content and style. Arandhai Narayanan. 39 A SCAA .Dt. P. organizational structure of Doordarshan – Programming pattern.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 4 of 38 Annexure No. Parthasarathy. 1998. Chennai. Rangasamy. 1995. Bombay. UNIT-V: New Media: Information age. ‘Media towards 21st Century ’. Shrivastava. New Delhi. internet. ‘Radio and TV Journalism’ Sterling Pub.C. knowledge society and global media and audiences . Pine Forge Press. “Tamizh Cinemavin Kadhai”. 1981. New Delhi. Chatterji. Fidler. satellite TV and DTH.1989. New Delhi. Srivastava. 1997. “Mediamorphosis-Understanding New Media”. Sterling Pub. New media technologies: digital revolution. Sage. REFERENCES : Arvind Kumar. New Delhi. UNIT-III Television as a mass medium: Characteristics. Anmol Pub.
Aggression. ”An Outline of Social Psychology” Harper & Row. RS and Ballachey. The Psychology of Mass Movements. Social Factors in perception. Audiences and Collective Behaviour. The Methods of Social Psychology. Role of Mass communication in Public Opinion Formation and change. Casual Audiences. Harper & Row.B. Cooperation and competition. measurement. The Development of Social Psychology : Early Beginnings – the Contributions of Sociologists and Psychologists : Comte. Nature and Types of groups.2009 ALLIED PAPER I SEMESTER I INTRODUCTION TO SOCIAL PSYCHOLOGY UNIT I : The Nature and Scope of Social Psychology. Mc Doughall. Social Facilitation. . 39 A SCAA . E L “Individual in Society”. New York Sherif. Le Bon.W. UNIT IV : Groups and group Processes. Intentional Audiences and Audiences and Mass Media. SUGGESTED READINGS Mc David and Harris . McGraw Hill. dependency. “An Introduction to Social Psychology” . Communication and Persuasion. G h Mead. Durkheim.05.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 5 of 38 Annexure No. Need Achievement. N and Sherif C. Group structure and group performance.Dt. etc. Conditions Conclusive to Development of Groups. UNIT II : Specialization : Social Learning Process. Collective Behaviour – the mobs and the Different kinds of Mobs. Cooley. Public opinion – Nature. The Formation and Change of Attitudes. Society and Personality. UNIT V : Mass Psychology. formation and change. Group norms and conformity. Socialization and Motivation. group Dynamics. UNIT III : Attitudes and Opinions The Nature and Dimensions of Attitudes. New York.21. 1968 D Crytchfold. Classification of Collective masses. affiliation.
pre testing and post testing.2009 SEMESTER II ADVERTISING . appeals. Brand Positioning. Kleppner. media Planning. 4. . 1989. New Delhi. London. 39 A SCAA . 5.UNIT II : Types of advertising : consumer.Dt.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 6 of 38 Annexure No. Fundamentals of Advertising. Prentice Hall. 1980. Sethia . Norman.05. . Prentice Hall. target market. Tata McGraw Hill. cooperative and Public service advertising.Mariekae de.Social effects of advertising. UNIT III : Advertising agency: Structure and functions. ‘Advertising Worldwide (2nd edn. Gupta. advertising industry in India – advertising as a process of communication . New Delhi. Otto. Leading agencies in IndiaDiversification and competition – full service agencies – multinational clients – challenges and opportunities. 2. 3. New Jersey. UNIT-V: Professional ethics in advertising. REFERENCES: 1. 1990. Heinemann Pub. UNIT IV: Advertising campaign:objectives.B. The practice of advertising.tone and content. Mohan.1994. retail. corporate. industrial. “Foundations of Advertising: Theory and practice”. Tata McGraw Hill.21. 6. 1990. Hart. creative strategy: message.cases of ethical violations -Advertising Standards Council – Social and cultural issues – Global regulations and Future trend.I UNIT-I Advertising and its role in the market place. Sen.C.review with current ad campaigns.). UK. reading the advertisement . “Advertising management concepts and cases”. Chunnawalla and K.. Mooij.. M. level of response. advertising budget.
Design a visual dominant advertisement 4. Design a public service advertisement 10.Dt.05. Design ear panels 3. 39 A SCAA .B.21. Design an ad. rough and comprehensive artwork and copy for all the items listed above) Break up of marks for Examination : (Max Marks: 100) Record Advertisement elements/ formats Product centred advertisement Advertising appeals 10 marks 30 marks 30 marks 30 marks -------Total 100 Marks . Design an ad. Design a copy dominant advertisement 5. Design a corporate advertisement 9. for a consumer product 7. 8. Design a testimonial advertisement 11.2009 PRACTICAL – I: ADVERTISING SEMESTER II List of Practical: 1. Design an ad for brand promotion 13. with humor as appeal (Record should contain the thumbnail. with fear appeal 15.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 7 of 38 Annexure No. with emotional appeal 14. Produce classified advertisements 2. Design an ad. Design an ad. Design a retail advertisement. Design a solus advertisement 6. Design a comparative advertisement 12.
). Ahmedabad. UNIT III Effective writing – principles and methods – Rules and grammar – paragraphs – Narration – description – sentences – Nouns & Pronouns – verbs – adjectives – sequences of tenses – punctuation marks – Idioms and phrases – Techniques of translation – practical exercises. 5. 7. Mencher. London:1972. Routledge. 2. UNIT IV Writing for special groups: children. Danuta. 1993. editorials. Effective writing – Robert Gunning Modern English Usage – Fowler Art of effective writing – Rudolf Flesch . REFERENCES: 1.2009 ALLIED PAPER II WRITING SEMESTER II UNIT I History of writing – Elements of Language – Concept of Literate Societies – Language as a tool of Communication – Writing as coding of contents.‘Editing A Small Magazine’. Columbia Univ. UNIT V Creative writing – principles and practice – feature writing – Essays – Business writing – Sports writing and Technical writing. ‘ Newsman ‘s English’ . woman – Techniques of writing news. 3. Heinemann. Harold. Rowena. New Delhi. London.Practical exercises and review of published articles. English for Journalism. 39 A SCAA .Point score – Flesch’s reading Ease Score (RES) and Human Interest Score (HIS) – Practical exercises. Language of Newspapers (2nd ed. 9. Reah.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 8 of 38 Annexure No. “Handbook for Writers and Editors’. 8. 1981.05.B. Evans.Wynford. Fergurson. ‘Basic News Writing’ Universal Bookstall. UNIT II Readability – Techniques of readability – Gunning’s fog Index. London.Practical exercises.1993.Dt.profiles . 2002. 6. Melvin.21. 1976 Hicks.Press. Routledge. 4. Academic Book Centre. letters to the editor . Sreenivas Rao.
Form and structure 2. Light and shade 7. Living and environmental space 10. Lettering 13. Illustrations 12. Birds.B. Basic geometrical shapes 3. Visual representation of ideas. 39 A SCAA . Life and movement 11. Logo styles 14. Symbols 15. Patterns and structure in day to day life. perspectives 5.Dt.05. 4. Human forms 9. SEMESTER II PRACTICAL BREAK-UP FOR EXAMINATION (Max Marks: 50) MARKS AREA I – Pencil / painting AREA II – Spray Painting AREA III – Cartoons AREA IV – Record Total 15 15 15 5 50 . Animals 8.2009 ALLIED PRACTICAL – DRAWING List of Practical: 1. Composition 6.21.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 9 of 38 Annexure No.
39 A SCAA . 1998. economic development – Media system and theories : Authoritarian. Routledge. ‘Communication models’ by McQuail. 2000. 1999. Libertarian. ‘Theories of Mass Communication’ by Mattelart et al.new media and digital divide. 1987. Sage. ‘Media Gratifications Research’ by Rosengren et al. New Delhi. Social responsibility and communist theories. The mass media Ed. Denis and Sven Windahl. Frank. Sage.Agenda setting function of media – Foreign media and the impact of native culture. UNIT – II Evolution of models in Communication – Elements of Basic models in communication – Noise factors – Limited effects theory – Factors affecting communication process – current systems of communication – communication networks. by Arvind kumar. 1985.Dt. 5. UNIT – III Mass communication.05. 2.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 10 of 38 Annexure No.2009 SEMESTER-III CORE V COMMUNICATION THEORIES UNIT – I Communication and human development – Role and functions of mass media in society – Media and democracy – Media and socio.. London. New Delhi. Sage. Media and changing audience characteristics – Narrowcasting – media dependence theory – information seeking behaviour – media pluralism – audience Perception and use of media – Uses and gratifications theory – media convergence. Longman. 4. . 7. Mass Communication Theory (2nd ed. London.. ‘Essentials of Mass Communication” by Asa Berger. London. Denis. Anmol pub.Internet and children. Sage. New York 1981. REFERENCE: 1.21. 6.. 3. ‘Theories of the Information Society’ by Webster.) by McQuail. 1995. UNIT – IV Media effects: Cultivation thesis – Television violence and childrenmediated world . London. UNIT – V Information society – concepts and theories of information society – information super highway – knowledge society and knowledge gap theory – Technological determinism and Global village.B.
21.Oxford. radio and New media(8th ed. New Delhi.Dt. education and entertainment – Time and deadline factor – News headlines and highlights – News features – talk shows – interviews – Radio audiences – audience participation -language and style – New wave FM Radio – Radio Jockeying – target audience – content variety and style – music. UNIT – V Web Writing: Internet as a medium . 1989 Hilliart. 39 A SCAA . Robert. Reference: Mencher. 2006.III Radio: Nature and characteristics of Radio – Radio for information. Melvin.M. K. 1997.textual and visual limitations – language and style – multimedia support – contents online: informational.B.Comparative analysis of Tamil and English dailies – Freelancing. “News Reporting and Writing”. ‘Radio and TV Journalism’. UNIT –II Magazines: General and specialized magazines – contents – target readers – language – writing style – pictures and illustrations – features and special articles – Tamil Magazines vs English magazines: a comparative analysis – Freelancing. Navin Chandra & Chaughan.Readers’ perception – Information medium – Deadline – content variety – general and specialized newspapers – Editorial policy and style – language – inverted pyramid – source attribution . Focal Press.competition – technological factors in writing for electronic media UNIT – IV Television: Nature and characteristics of television – audio and visual elements – writing television news – time factor – informational and educational programmes – general and special audience programmes – language and style of presentation – Video jockeying – entertainment programmes – audience participation. Ted.writing features and articles.05. Shrivastava. .nature and characteristics – users profile – Newspapers online – hypertext . Kanishka Pub.). Sterling Publishers. ‘Broadcast news writing. UNIT. McGraw Hill Pub. educational and entertainment – authenticity and piracy issues – regulations. ‘ Journalism Today’. New York. Reporting and Producing’(4th ed.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 11 of 38 Annexure No.III WRITING FOR MEDIA UNIT-I Print Medium: Nature and characteristics of a Newspaper. 2004.). 2003. New Delhi. White.Wadsworth Pub. ‘Writing for Television. Belmont.2009 Sem.
21.special effects units. equipment inter-connection – input. phantom power. psychoacoustics . measuring sound. Elsivier. 2004.studio layout –room dimensions. UNIT-V: Mixing console . microphone .studio communication.foley & sound effect creation.B. Academic Press.harmonics-equalizationreverberation time. Strutt. Oxford: Focal Press..treatments. Sound Recording and Reproduction. Recording Studio Design. surround. environment.bdx. filters and pad .file transfer protocols.2001. noise.Basic set-up of recording system-analog. panning.I UNIT – I: Perception of sound . Oxford: Focal Press.sound. 39 A SCAA . technique . Dictionary of Acoustics. 1996. Academic press.Sound reproduction devices . Baron.2009 B.pitch . The Use of Microphones.cables and connectors.frequency range.SR.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 12 of 38 Annexure No. out meters-the essence of recording engineering.Viscom Sem. 2005. interference.Sc. internet radios.B.). Fahy. Rayleigh. plug-ins . UNIT-IV: Microphones types .1999.zero level. digital.C. community radio.05. the speed of sound. Morfey. musical stands. Frank Foundations of Engineering Acoustics. John Williams. Glyn.III Allied Paper-I AUDIOGRAPHY . production charts and log.signal dynamic range . choosing the right mike. educational radio broadcasts.Compression ratios -various sound file extensions. ambience noise. FM.Output devices . noise . Input devices Storage .time code.networking of studio -streaming basics of broadcasting. stereo.editing techniques.means of control. laying tracks. audio publishing .AM.recording session. head phones: types and uses..dBA and dBC concepts .1/3 rule. synchronization –positioning of microphones – speech-musical instrument sstandard rules. References: Philip Newell. UNIT-III : The production chain and responsibilities . Tomlinson.equalizers & compressors. care and handling . Holman.Echo and reverberation .digital recording software . monitors. mobile radio. Oxford: Focal Press.Dt. Christopher L. Salkin. UNIT –II: Sound isolation and room acoustics. AlecNisbet. specifications listening test. Oxford: Focal press. mono. 2001 Acoustics and Psychoacoustics (2nd ed. The Theory of Sound. Oxford: Focal press.. 2001. musical sounds. .wave length.hearing sensitivity . Sabine formula. Surround Sound: Up and Running. 1996. dolby A.direction pick up pattern. LFE.
animation using image ready.Basics of computers -Hard ware & Soft ware -Operating systems. IDG Books. MS Office 2000 for windows for Dummies.features & tools. J. 4. UNIT II Graphic Communication – Definition.working with text. Corel Draw for Dummies. Viscom. working with colors. Design process.I UNIT I Introduction to computers – History and generation of computers.21. MS Office – Bible.features & advantages. 2000. IDG Books. Fundamentals of layout. Mc Graw Hill.text & visuals. . IDG Books. 39 A SCAA . painting. NewYork.Dt.PowerPoint. IDG Books. Deke Mc Celland. 1998. working with vector/raster images. Quark Xpress – features. typography and drawing programs. Principles of design. New Delhi.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 13 of 38 Annexure No. Deke Mc Celland. 9. 8. UNIT V Adobe Photoshop.III Diploma Paper: I COMPUTERS IN COMMUNICATION MEDIA . Jennifer Alspach & Linda Richards. IDG Books. Tay Vaughan.features & tools. 7. Wallace Wang & Roger Parker. Multimedia – Making it work. tools & applications. DTP (Desk Top Publishing). 2000. NewYork. Photoshop for Dummies. Multimedia – evolution. Sem. REFERENCES : 1.Sc. Differences in features of Quark Xpress and Page Maker. hardware & software requirements. drawing. Mc Graw Hill. optimization for web. IDG Books. Application of computers in the media industry. cropping. PageMaker. New Delhi. 3. UNIT III MS Office and its applications. New Delhi. Multimedia: An Introduction by John Villamil & Louis Moloina Prentice Hall. 1998. 6. 5.MS Word – tools. 1998. Teach Yourself Photoshop. editing. Edward Willet.B.2009 B. 2. word processing techniques. Elements of design. applications and advantages. 1997. MS Excel – features & utility. PageMaker for Windows for Dummies. retouching.2000. The Ultimate Multimedia Handbook. special effects and other supporting components of CorelDraw. special effects. working with graphics & formatting. 2000. 2000.05. nature & scope. UNIT IV Corel Draw. Role of computers in designing. Keyes.
Usage. 39 A SCAA . Layer Mark. Air Brush Tool.Usage. Toning.Usage. Palettes.IV AUDIO VISUAL COMMUNICATION ( PHOTO JOURNALISM) UNIT .Digital Still Camera. Rule of Third.Sc. Plug ins. Kerning. Popular Photography Websites. Zoom Tool. Leading.Pencil Tool. Trashcan.I INTRODUCTION TO PHOTOGRAPHY: Define Photography. Working with Digital Camera – Major Components and Functions. Low Key and High Key Picture.Scanning Techniques.05. Digital Image on Various Media. Angle of View. Equipments and Budget. Gradient Tool. Light Meter. Photo Printers. Art Filter.Data Storage and Transfer Options. Corporate Studio. Create Layer. UNIT IV INTRODUCTION TO DIGITAL IMAGING: Define Photoshop. Digital SLR Camera – Types. Operations and Usage of Tools. Depth of Field. UNIT V INTRODUCTION TO DIGITAL STUDIO: Photography Project. Photo Documentary. Focus Tool.Types.Key Light-Fill Light.Usage.Types-Usage. Picture Format. Creating Photography Website. Paint Brush Tool. Clone Align. Small Budget StudioDesign.2009 B. Film. Basic Lighting. Magi Wand. Smudge Tool. Eye Dropper. UNIT II PHOTO COMPOSITION: Basic Techniques for Better Image. LightsTypes.Film Scanning. Photo Essay.Design. Text Tool. Art Layers.Usage.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 14 of 38 Annexure No. Setup for Digital Imaging-Windows and Macintosh. Camera Operation. Morgue Tool. Tripod – Types. Cloning.How Printer works. Shutter. Connecting Images for Internet Use. Paint Bucket Tool. Photoshop Workspace. Working with Scanner -Types . Fill Tool.Electronic Flash – Selection of Right Flash Mode. .B. Assignments. Visual Commn.Speed and Size. Aperture-Usage. Brief History and Development of Photography. Filters –Types. Lasso Tool. Other Useful Accessories. Art Marks.Photo Quality.Speed.Usage. Equipments and Budget. Rule of Thumb. Advantages. Flash. Buttons.Usage.21. Software for Digital Processes( Digital Dark Room) -Image EditorFile Formats –Converters. UNIT III INTRODUCTION TO DIGITAL PHOTOGRAPHY: Define -Digital. Focal Length. Photo Power Point Presentation. Desktop Computer Components. Brush Shape. Choosing Color.Dt. Sem. Printing Paper-Types. Lens. Mode. Camera –Types. Film – Types.
Step Guide and Manipulatuing Great Images by Tom ang Mitchell Beazley.Third edition. Alfred A. London .USA Digital Portrait Photography and Lighting: Take Memorable Shots Every Time 2005.Dt. Understanding Digital Photography by Joseph A . 1999 by John H edgecoe.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 15 of 38 Annexure No.. Thomson Delmar Learning. by Roger Hicks and Frames Schultz. USA. Practical photography – O. The Photographer’s Handbook.2009 References: Digital photography. Ninth Edition.by. The focal encyclopedia of photography (1993)– Richard Zakia. First edition. Focal Press. Switzerland.B. Iippolito.2002. A Step.P. London.05. Sharma – Hind pocket books. by Catherine Jamieson/ Sean McCormick -Publisher: Wiley Jamieson and McCormick.Knopf Publisher. The Manual of Photography (2000) by Ralph E Jacobson/Geoffrey G Attridge/Sidney F Ray. Leatie Stroebel – Focal press baston. Rotovision.21. Interior Shots . 39 A SCAA . Mastering Digital Photography and Imaging( 2001) – Peter K Burian – Publisher Sybex. 2003. .
39 A SCAA .Dt. Marks 100) Record Project Practical Examination 20 20 60 .IV Practical II PHOTOGRAPHY LIST OF PRACTICALS I Still life Portrait Children Silhouette Rim Lighting Product – Indoor.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 16 of 38 Annexure No.05.2009 Sem. Outdoor Advertising Photography Architecture.Color to Monochrome.Interior.21.B. Max. Exterior Environmental Photography Industrial Photography Photographs on Human Interest Photographs on Foods and Beverage Wildlife Photography Multiple Exposures Image Manipulation. Monochrome to Color Photo Essay on Developmental Activities Digital Image Format for Various Media Digital Print on Various Media PROJECT PORTFOLIO ON A TOPIC/THEME II Practical Break Up: (Time 6 hrs.
Alec Nisbet. The Sound Studio.special presentations.radio genres . jingles. teasers and promos. basic radio journalism.Microphone placement and techniques-Location recording. Oxford: Focal Press.Effects-electronic music instruments.news gathering. Jenni.voice over. Oxford: Focal Press John Watkinson.writing for radio.outdoor recording & broadcast.2001. Oxford: Focal Press.Dt. Computers in Music Technology .language and grammar.2009 BSc.. Oxford: Focal Press.05. 39 A SCAA .Multi track recording & Editing. Pitch changer. Post production: digital audio.Gating Delay and reverberationparameters. Michael C. UNIT-II: Interconnection of musical instruments. cue lay out. Michael Talbot-Smith.Dynamics and Effects Compression -audio sweetening. Broadcast Sound Technology.fundamentals of music theory. An Introduction to Digital Audio. 2004.DJ decks – mixer. Basic Radio Journalism. radio verses news paper and TV.MIDI.2003.Concert Session. Mills.). MIDI System and Control.field production techniques UNIT-IV: Audio & and special effects for radio.-sound bites.executing program.B. Oxford: Focal Press.samplers & synthesizers.Recording Techniques.music Keyboards.2002.I : AUDIOGRAPHY – II Radio broadcast: structure. documentaries. feedback & analysis.flanging –chorusing. UNIT-V: The mastering process-. 2004. Oxford: Focal Press.story treatment. discussion .outdoor broadcast..youth stations. Digital phasing effectsExciter. music production. features. digital broadcast.breaking news. Francis Rumsey.children’s program.presentation. Oxford: Focal Press.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 17 of 38 Annexure No.audio dubbing for video production References: Paul Chantler and Peter Stewart. phone-ins.interviews.planning and developing stories. Keith.Phasing. Radio Station(6th ed. 2004. Audio Post-production in Video and Film.audio cut. Oxford: Focal Press.21. Francis Rumsey and TimMick. Noise reduction in analogue recorders .IV UNIT . UNIT-II: News bulletinsinfotainment.Basic concepts of musical composition. compressors. Oxford: Focal Press.techniques .interviews. Sound and Recording: An Introduction. Broadcast Voice.film and animation. Tim Amyes.MIDI channels -MIDI applications-Synchronization FSK MTC SMPTE/EBU time code.sound clips. over view.production: fixing guest.Viscom: Allied Paper-II Sem. .
Record live drums using multiple mikes. Correct errors and add new parts (for the above track) 3. a jingle. ambience and effects (duration 10 to 15 minutes). compering. chorusing units. digital delays and echo production – (using either software/hardware) 8. Experiment and discover your own unique sounds and special effects 10. Comprehensive Practical Examination: (Time: 3 hrs. compressors. – (using either software/hardware) 9. 2. announcement. Do Signal processing to shape sound through the use of reverberation units. a PSA.21.B. flangers and harmonizers. Do Signal Processing with limiters. anchoring. Produce programmes in different formats ( Talk . Blend sound to create moods.2009 B.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 18 of 38 Annexure No. 10 marks 10 marks 30 marks . Create an audio story book with BGM. and expanders. a radio ad. 4. noise gates. 7. Max marks: 50) Split up of the Marks: Record work Record on CD/DVD Practical Exam. interviews etc.05. 11. Add vocals to previously recorded rhythm tracks.Visual Communication Allied Paper: Practical AUDIO PRODUCTION LIST OF PRACTICAL 1. Do sound recording for different formats 6.Sc. Do over dubbing procedures for any three types of musical instruments. 39 A SCAA . 5. Create a signature tune. a radio spot.) 12.Dt.
3.21. morphing.Definition. Routledge. 2D vs.Features & tools – cell animation.using imported art works and adding sound – Interactivity – Exporting and Publishing . special FX. types of animation. 39 A SCAA .Model building. Motion capturing. compositing. tweening – onion skinning . UNIT II Animation – storyboard. UNIT V Animation industry in India & Abroad. compression. 2004. principles and techniques. Latest trends in animation. Animation. UNIT IV 3D Animation . New Delhi. Understanding Animation.). CG Film Making . Paul Wells. 4. Robert Reinhardt.file formats. masking and color correction. tools and applications. nature & scope.II UNIT I Fundamentals of computer graphics. color resolution. Prentice Hall. 2. REFERENCES : 1. Viscom Sem. Professional requirements (skills) for animation industry. rigging. 3D animation.IV Diploma paper II COMPUTERS IN COMMUNICATION MEDIA .From Concept to completion. Barrett Fox Tata McGraw-Hill. Flash Bible.B. UNIT III Basics of 2D animation – Macromedia Flash. Role of drawing in animation. image modes. Computer Graphics – Donald Hearn& Pauline Baker. (2nd Edn. Morphing. 2000 . Lighting. IDG Books. London.05.2009 B.Sc. Animation in cinema and television. 1998. titling (2D& 3D). texturing. rendering. Character Modeling. 1994. print and online formats.Dt. 3D Studio max – features.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 19 of 38 Annexure No.
writing a film review – content analysis – deconstruction of film – comparison of Indian and western films – the influence of Hollywood on Tamil cinema. Jill. 39 A SCAA . UNIT .B.Government’s initiatives and policies – Film institutes and organizations: Children’s Film Society and professional Associations – Film Clubs – International and National Film Festivals and Awards – Award winning films. 4th edition. Belmont Wadsworth Publication.I A brief account of Indian cinema – Film as a medium of communication and social change.III Film production: Theme and story line – script writing – characterization – visualization – equipment and other inputs – Role and responsibilities of the Cinematographer and the Director – problems of artists – financial management – editing studios – editing methods – audio and video special effects. Routledge. Parallel and Documentary films – concepts in film. 2004.21. UNIT. 2001. Michael. Encyclopedia of Indian cinema. Focal press.05. UNIT.a review. .Sc -Visual Communication -2008-09 –Colleges(Revised) Page 20 of 38 Annexure No. Reference: Ashish Rajadhyasha. 2005. New Delhi.Growth of Tamil cinema – contributions of Tamil cinema to social and political awareness – Film industry status – Technologies in film production – Digital projection. Oxford. Nelmes. 2nd Edition.IV Film appreciation – Film criticism . Oxford University Press. New Delhi. Film Directing Fundamentals. Unit V Regulations for the film industry – Problems of film industry: Piracy . Directing the Documentary. Nicholas. 4th Edition. Rabiger. 1992. Oxford University Press. Proferes. Mamer.2009 Semester V FILM STUDIES UNIT. 2000. 1996.II Film audiences – Fantasy Vs reality in cinema – cinematic theme and elements – Film culture – film genre – Popular. Film Theory and criticism: Introductory Readings. Film Production Technique. Edited by Gerald Mast.Dt. Oxford: Focal Press. Introduction to film studies. Bruce. Cohen Marshall and Braudy Leo. London. Paul Wileman.
Integrated Advertising. N. Sengupta. Sontakki.Sc. legal and political factors – recent cases. Tata McGraw Hill. 1994.) Prentice Hall. Principles of Marketing. New Delhi. 5.2000. Marketing Management. New Delhi. planning and execution. UNIT – IV Promotion mix in marketing – advertising. psychographic and geographic segmentation of markets – Test marketing: objectives. 3. Viscom SEMESTER V MARKETING UNIT – I Marketing – Definition – Marketing Mix elements – Globalisation – competitionneed for effective marketing – Marketing and Selling .social marketing and other concepts. Fundamentals of Marketing. challenges and future developments.21.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 21 of 38 Annexure No.New trends in marketing – Corporate social responsibilities – Green marketing.V Integrated Marketing Communication – Need for integrated approach – cross cultural marketing programmes – challenges in multinational marketing – ethical issues in marketing – consumer rights and forums – cases. 2. Kalyani Pub. 2005. 1990. New Delhi.B. New Delhi.Meenakshi. Public relations and publicity – Sales promotion techniques – Corporate and brand image building – Direct marketing strategies – telemarketing and online marketing: status. Promotion and Marketing Communication (2nd edn. economic. . William Stanton et al. Brand Positioning. UNIT. Vikas Pub. Arun Kumar. UNIT – II Marketing objectives – differentiation strategies – Factors influencing marketing plans: organizational factors . technological.05. Subroto. 4. New Delhi.Dt. UNIT. Tata Mc Graw Hill.social. REFERENCE: 1.2009 B. 2006.III Target market – niche marketing – types of market – characteristics of the Indian market – Need for market study – global brands and market perception – Demographic. Kenneth Clow & Donald Baack. 39 A SCAA .
Nalini Rajan (Ed. N. New Delhi: Concept Pub. B. 1988. London: Sage Pub.Sc. UNIT.21. Essentials of Practical Journalism. 2000.N. Vir Bala. UNIT-V Role and powers of Press Council – Responsibilities of the Advertising Standards Council. 39 A SCAA . Revenue – Editorial policy – implications of foreign press in India.05. New Delhi. . 1997 Ahuja B.III News selection – News values – Journalists as gatekeepers – sources of news – maintaining confidentiality – investigative journalism – sting operations – fair practice and professionalism – cases of unfair journalism. History of Press.M. UNIT – II Media agenda – private and public media institutions – Media conglomeration – Commercial Vs Public interests – Media and politics – media and corporates – Ad.B. UNIT – IV Media and the Judiciary. Freedom of the Press. New Delhi: Sterling Pub. Audio Visual Journalism. Legislature and the Executive – Media Laws – violations and restrictions – media censorship – recent cases.K.Prasar Bharati : Responsibilities and powers and limitations – Broadcasting Council. Joseph. Practicing Journalism.). New Delhi: Surjeet Publications.N.Broadcasting codes – Film Censor Board: role and functions – other media regulatory bodies of the government Reference: Ahuja. Radio and Television Journalism. New Delhi: Anmol Pub. Aggarwal. 1989.2009 B. Surjeet Pub. 2005.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 22 of 38 Annexure No. Press Laws and Communications. K. Shrivastava.Dt. Visual Communication Semester:V MEDIA ETHICS UNIT – I Role and responsibilities of the Press – Press and Democracy – Powers and privileges of the press – Fundamental rights – Press freedom – Constitutional provisions – Reasonable restrictions – Press and the public opinion. 2006.
Kelsey.recording the sound track and creating the special effects.choosing the production team.film formats. Digital compositing for Film and Video. Simon. Alan MCPHERSON & Howard Timms.B. REFERENCE 1.Budgeting. UNIT V Economics of commercial production. NTC Business Books. 2.sources of casting.05. factors affecting budgeting. 2000.traditional film editing/ non linear editing. Focal Press. Oxford: Focal Press. Advertising Management.confirming the picture. Storyboards Motion in Action(2nd edn.). Chicago.visual techniques. Oxford. popular TV ad formats. Mathur. New Age International: New Delhi-2005.a complete guide to the world of audio.). agency interpretation. script/ story board.C. Film and Video Editing (2nd edn. Text and Cases.the agenda. UNIT III Production of the commercial. media approval.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 23 of 38 Annexure No. importance of casting director.creative potential of TV. London: Blue Print. reviewing the production company cassettesfuture of TV commercial production. Unistar.finishing the audio elements. 7. Hooper White.visual handbook. Wright. UNIT II Pre production. .2009 SEMESTER VI COMMERCIAL BROADCASTING UNIT I Development of ideas.Pre scoring and Post scoring. Herbert. crew.brief from client. Pelham books. London. problems with in-house production. 39 A SCAA . Mark. 2005. Belmont: Wadsworth Publishing. How to produce effective TV commercials (3rd edn. 2004. 6. cast. Zettl. The audio.).Dt. film stocks. UNIT IV Editing the commercial. Writing for Television. 1995. Television Production Handbook(7th edn. Crittenden. 4. creative work.special effects and animations.set shooting/ location shooting. Gerald. 5. Pre production meeting. 2000 3. planning of special elements. Steve.finding production companies for biddingspecialization of production companies.21.idea/ concept development.). client approval. advertising strategy. Roger.
Protocols. UNIT II Internet services. navigation. 2000. Prentice Hall. 2000..content – corporate sites – commercial sites – functions. Orling Kindersely. New Delhi.) . 4. Flash. ISDN. Dreamtech Press. UNIT V Web authoring tools_ Adobe Photoshop.Web site organization – file structure. How the internet works. New Delhi.tools – design techniques. 2000. Search engines.features – tools. IDG Books. hyperlinks and adding sound. Dial–ups.21. virtual reality. V Diploma Paper III WEB DESIGNING UNIT I The internet – concept. Using the internet (4th Edn. Websites – features – portals . Building a Website. pages.Dt. 6. Leno et al. Internet for everyone. . New Delhi. Web structure. Internet Bible. 39 A SCAA .05. Millennium Edition by Preston Gralla. Dream weaver. Daniel Gray. 5. Tim Worsley.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 24 of 38 Annexure No. 2. Web blogs. folders. cross platform features .B. UNIT III Fundamentals of web designing . Internet telephony. 1998. connections – structure and features of internet – Internet and Intranet. Browsers. audio & video streaming. Microsoft Front page . Macromedia Dream weaver – features – tools. REFERENCES : 1. UNIT IV Content planning – Analysis – Objectives – Content strategies – developing content tactics – defining content matter. New Delhi. Front Page. Internet applications – Audio & video conferencing. e-mail.URL. types. using peripherals for website enhancements. 3. artificial intelligence. naming conventions.Sc. Chennai 1998. Sem. chat. Lone Techworld. Viscom. Web Design Fundamentals.2009 B.
Oxford: Focal Press. . London: Routledge. Tamil weeklies and fortnightlies – English and Tamil special magazines such as Femina. Refererence: Mc Kay. London: Routledge. Stacey. 1976.Sc. 2001. UNIT-V Content. Magazine Handbook. UNIT – III Magazine layout and design objectives – competition – use of graphic elements – spacing techniques – design principles and styles for cover pages – Layout comparison between Tamil and English magazines – Layout and design for special magazines. Volume series on Picture Editing and Newspaper Design. The Week.2009 B. 39 A SCAA . Avazh Vikatan etc – Special Magazines on products and industries – comparison with some foreign magazines. Front Line. Visual Communication Semester VI Gr. Magazine Editing.Appln. 2000. Outlook. 1996. Evans. Tom Ang. King. London: Heinemann.05. Magazine Design that Works. London: Routledge.other input costs considerations. India Today (Tamil). Harold.Dt. Layout and Design analysis of India Today.C.B. pictures and illustrations – advertisements – paper quality and cost . Gentleman.oriented. Picture Editing: An introduction. LAYOUT & DESIGN UNIT-I Growth of Tamil and English magazines – General and special magazines – circulation and readership – characteristics of magazines – magazine readers. Paper I: MAGAZINE PRODUCTION. UNIT – II Content variety – space availability – size – editorial policy – supplementing news and articles of other media – exclusive coverage – typography – pictures and illustrations .Sc -Visual Communication -2008-09 –Colleges(Revised) Page 25 of 38 Annexure No. 1996.21. Jenny. John. UNIT – IV Production process: Dummy – pre press requirements – technical considerations – volume of print – printing process – quality in reproduction of text. Morrish.
Design a Magazine cover page 7. 20 marks 20 marks 60 marks . Poster ( two color) using offset/screen 3. Institutional advertisement 10.05. Max.B. Design a package for a product 13.2009 B. A brochure for a company 12.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 26 of 38 Annexure No.21. Design a Magazine special page 8. Produce a Visiting card using Screen printing/offset 2. Digital photo editing using the appropriate software 14. Sem.Dt. 39 A SCAA . Design a logo for an organization A PROJECT PRINT PORTFOLIO FOR AN ORGANISATION ON A THEME OR TOPIC Comprehensive Practical Examination ( Time: 6 hrs. Public service advertisement 11. Sports page of a newspaper 6. Digital color processes 15. Flex designing – multi color Flex printing 4. Front page of a daily 5. Viscom. Display advertisement for a product 9.VI Practical III LIST OF PRACTICALS PRINT PRODUCTION 1. Marks: 100) Break up of Marks: Record PROJECT Practical Exam.Sc.
Sem.2009 B. 39 A SCAA .21.Dt.Sc.05.Rendering – Storage Media. Marks 100) Record Note(Text) Record Work (DVD) Project Practical 10 20 30 40 .Transitions EDL preparation Basic lighting techniques Atmospheric lighting ENG Anchoring Titling Short film TV commercial Montage Interview News production Talk show Compeering with songs A COMPLETE PROJECT ON A THEME OR TOPIC FOR AN ORGANISATION/AGENCY Break up for comprehensive examination (Time 6 hrs.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 27 of 38 Annexure No. VI PRACTICAL : VIDEOPRODUCTION LIST OF PRACTICALS Script Story board Camera movements Shots Angles Multi camera setup Editing techniques Linear and Non-linear editing Capturing . Viscom.B.
15. Make a PowerPoint presentation with ten slides on any topic. VI Diploma paper: Practical : I COMPUTERS IN COMMUNICATION MEDIA & WEB DESIGNING PRACTICALS COMPUTERS IN COMMUNICATION MEDIA List of Practicals 1. Using Photoshop. damaged photograph in to a new one. Comprehensive Practical Examination: Time: 3 hrs Max. 5.2009 B. 7. 50 Breakup of the marks: RECORD NOTE BOOK RECORD WORK(CD/DVD) PRACTICALS 10 20 20 . 16. 14. 4. make color correction and apply special effects to a visual. convert an old. Create a cell animation using Flash. Design a Point of Purchase using Corel Draw.B. Design a sales promotional ad with a save / free coupon with a tear sheet. 9. Design a CD cover for any program. Design a pamphlet for any consumer product using Page Maker. Create a title with special effects in 2D animation. Animate a 2D object using Flash.Dt. Viscom Sem. Create a title with special effects in 3D animation. Design a package cover for any food item using Page Maker & Corel Draw. 39 A SCAA . 13. edit. 10. 8. Create a 3D animation using 3D Studio Max. Design few pages of an A4 size magazine using Quark Xpress. Design a two-page invitation using Page Maker.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 28 of 38 Annexure No. 6. 11. 2.21. Using Photoshop. Marks. 12. Design an instructional booklet / manual using Page Maker. 3.05.Sc.
To promote any art form (Dance. Design a pop-up advertisement. A Newspaper Organization 5. Marks: 50) Break up of the marks: RECORD NOTE BOOK RECORD WORK (CD/DVD) PRACTICAL EXAM. To promote any social cause and 10.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 29 of 38 Annexure No.B.21. Comprehensive Practical Examination: (Time: 3 hrs.) 8.Dt. A Film Personality 7. Indian Railways 4. 39 A SCAA . An Educational Institution 2.shopping 6. Max.2009 WEB DESIGNING Practicals Using Dream Weaver / Front Page design a website with a minimum of five pages with links for the following: 1.05. Music etc.. e. To promote tourism 9. 10 20 20 *********************** . A Corporate Company 3.
Short Film. Unit-III Introduction to Digital Video Production: Digital Camera. London. Role of Director. Lynne S. ENG. The Essential of TV Director’s Handbook 1996 – Peter Jarvis. Broadcasting – Terrestrial. News Documentary. Art Director. London.Usage. Focal Press. Lighting Techniques For Video Production – Tom Letourneau. 39 A SCAA . Documentary. Cinematographer. Sixth edition .1999.2009 Elective – I A ELEMENTS OF FILM AND VIDEO PRODUCTION Unit-I Introduction to Digital Video Equipments: Digital Video Camera. Titling. Montage. Light meter.– Second edition.. Casting and Location Identification. Basic and Special Lighting Setup-Atmospheric Lighting. Other Useful Accessories. Animations. Video Lights . Ohanian.21. Thomas A.Operation and Functions.II Pre-Production Techniques: Ideas. III-Edition. OB Van and its accessories. Lighting. Capturing and Rendering Techniques.05. Color Temperature. Focal Press. Lens – Types – Aperture. First edition. Clapboard. Storyboard. DTH. Focal press. Focal press.Dt. Director of Lighting.Continuity-SequenceDynamic. Digital Cinematography 2001– Paul Wheeler. Story Development. Feature Film. Communication Satellites. Mise-en-scene. Storage Devices. London.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 30 of 38 Annexure No. Burrows. Planning and Scheduling Time Slot for Television Channel. Concepts.Shutter. Focussing Methods.Types and Functions.Types – FormatMajor Components .Mc will publications . Tripod. Unit. ScriptFormat.London. Satellite. Focal Press.Types. Multi Camera Setup. First edition. Organizational Structure of Television Channels. Compeering. References: Television Production – Gerald Millerson. London .V Digital Video Production Studio: Basic Studio Structure and Equipments. London. Unit. Focal Press.Movements-CompositionShots-Angles. Tanzania. Depth of Field. Method of Transitions. Video Format. Digital Non-Linear Editing 1998. Themes. Video Production – Disciplines & Techniques by Thomas D. EDL Preparations.1996. Planning and Budgeting for Production – Talk show. Unit-IV Introduction to Digital Video Editing: Editing Techniques. The Technique of Television Production 2001 by Gerald Millerson . Focal Length. Floor Manager. An Introduction to Ddigital Video (1994) – John Watkinson. Anchoring.Gross – MC G rawhill.B. Linear and Non-Linear Editing. Planning and Budgeting. Video Signal.Graphics. Production Manager.
Plays vs.The “idea” vs.The history of storytelling .Back to story.Setup and payoff .The first act plot point The Second Act.Dt.The essence of a screen story Conflict (and why we love it) .The outcome of the final battle . hopeful endings UNIT V Character .Rising conflict and overcoming obstacles . “screenplay” UNIT II The Screen Story.The logline .The scene .Establish.The main character (our hero!).Actions speak louder than words . Characteristics.The second act plot pointThe Third Act.The three act screenplay . The Kitchen Sink-Back story & exposition.Flashbacks. 39 A SCAA .Plot vs. format and formula UNIT III The Structure of a Screenplay.Subplots.21. “story” vs. novels vs.The “final battle” .Sc -Visual Communication -2008-09 –Colleges(Revised) Page 31 of 38 Annexure No.Happy vs.The functions of dialogue – Voiceover.The inciting incident . Character .Other characters and character types Dialogue .Aristotle (and what he had in common with Superbad) .05.2009 Elective – I B SCREEN PLAY UNIT I The Current Campfire: Film as a Storytelling Device. film .The denouement .“What is this movie anyway?” UNIT VI A Script-to-Screen Analysis References : • The Writer’s Journey by Christopher Vogler • Adventures in the Screen Trade by William Goldman • The New Screenwriter Looks at the New Screenwriter by William Froug .Form. introduce and hook.What is it? .Plot points UNIT IV The First Act.B.Character vs.Theme Breaking the Rules How screenwriters break them and why Genre .What is a “story”? .
J.Profits. North Carolina: Duke University Press Bosko. Podcasts. 2003.what are your film’s exhibition options (theaters.the myths of a theatrical run.checklist for preparing your film for buyers how to generate consumer & distributor interest for your film .int/comm/avpolicy/index_en.pros & cons of a theatrical release . High Concept: Movies and Marketing in Hollywood.developing a release strategy . Sight and Sound. cult and art cinema UNIT VI Current approaches to film marketing . Pham & Watson. 2003. genres and marketing UNIT IV Marketing and new media. including European Cinema Yearbook) europa. Cal: Silman-James Press Tuuk.eu. Movie Marketing: Opening the Picture & Giving It Legs.theatrical bookers & four walling .Sc -Visual Communication -2008-09 –Colleges(Revised) Page 32 of 38 Annexure No.it (European Cinema on-line database.streaming video.what are deliverables? UNIT II The history and development of mainstream film marketing -Theatrical. Multiplexes. 2000.eu. TV.Internet.htm (European Commission website) www.Dt. London: Sage Wyatt.int/pol/cult/index_en.21. T.htm www. 1997. The Complete Independent Movie Marketing Handbook.uk (information on British cinema market) • .mediasalles. How Hollywood Works.A.what’s non-theatrical (PPR)? UNIT III Stars and marketing. S. Marketing and Selling Your Film Around the World. DVD. and Global Culture. Cal: Michael Wiese Prod Durie. 39 A SCAA . internet)? . Cal: SilmanJames Press Wasko. Austin: UTP Trade Paper: Screen International Websites: Media and Review Guardian. 2003.05. UNIT V Alternative approaches to marketing film: exploitation.how much does it cost to have my film in theaters? .2009 Elective – I C FILM MARKETING AND DISTRIBUTION UNIT I The role of marketing in the film industry: What you need to know BEFORE you shoot . C. or total loss? .B. 1997.cultural and economic contexts References : • • • • • • Ackland. J. europa. Screen Traffic: Movies.org.bfi.
Mohan. 1991 . UNIT – II Advertising departments in Media: Print and Electronic media – Advertising policy and regulations of newspapers. ‘The Practice of Advertising’ 3rd Fdn. Prentice Hall. Prentice Hall.21.economics of rural advertising. ‘Brand positioning’ . Tata Mc Graw Hill. TV advertising: effectiveness – reach. UNIT – IV Rural Advertising: Rural market characteristics – growth – penetration of brands – brand competition – media and rural market – nature of products and services for rural markets – media planning – use of outdoor media – successful rural advertising and marketing campaigns – Rural advertising agencies. Marieke de Mooij. Sen Gupta. London.Dt. NTC Business Books. 1989. executives/representatives. New Jersey. radio stations and TV channels – tariff – space and time allocation – schedule preparation . Out door media characteristics –cost.05. Norman Hart. UNIT-III Media for Advertising: Newspapers and Magazines – Characteristics. ‘Successful advertising research methods’ Haskins & Kendrick. Tata Mc Graw Hill.exposure – Products and advertisers of Print media – Cost . reach and ad. responsibilities and functions of Advertising and PR managers – planning and execution – coordination with advertising and marketing agencies. New Delhi.B.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 33 of 38 Annexure No. Heinemann Pub.2009 Elective – II A ADVERTISING . UNIT-V Multinational Brands – Multinational Advertising Agencies – Indian Agencies with Foreign Agencies – Multinational campaign strategies and cost considerations – creativity and content in International advertisements – cultural differences and global advertising campaigns – implications – regulations . 1994. 39 A SCAA . Otto Kleppner. Reference: ‘Fundamentals of Advertising’. Radio advertising – jingles – spots – production cost – reach and effectiveness – radio audience – tariff.effectiveness in advertising. 1980.agency relations – client relations – coordination with other departments – advertising revenue generation – ad. UK.II UNIT – I Advertisers – Leading National and International Clients – Ad Spend – Advertising campaigns – other promotional campaigns – Advertising and PR Department of the clients – Role. 1990 ‘Advertising Management concepts and cases’ M.1990. ‘Advertising world wide’ (2nd Edn).products and advertisers on TV – channel competition – tariff – production cost – creativity.
UNIT III Media planning: Information Sources and analysis-marketing sources.Dt.Media Planning department.Newspapers – Magazines –Television. UNIT V Implementation and control of media plan –Use of computers in Media planning –linear programming. .21.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 34 of 38 Annexure No.NTC Business Books. 1996. Stimulation models. UNIT II Media Buying – Media Characterstics. UNIT IV Developing Media strategy – Main components of media strategy –Media Environment –Calculating cost efficiency in media planning –Testing the media plans.Sissors. References 1.Z. WilliamB. Advertising & Media Planning .Sissors.RadioDirect Response – Out door.pros & cons .1991. Creative sources& Media sources. 39 A SCAA . and formula models.05.need and importance of media planning in advertisingAperture concept in media planning. NTC Business Books.Media mix.Jack Z.Setting Media Objectives: Audience objective & Distribution Objective.2009 Elective – II B MEDIA PLANNING UNIT I Media planning: Definition. Media planning Work book.Goodrich. Jack.5th Edition.B. Lincoln Bumba Third Edition. 2.
Sc -Visual Communication -2008-09 –Colleges(Revised) Page 35 of 38 Annexure No.Kulkarni Marketing Research by D.21. 1996.Cooper. Gerald Albaurn Marketing Research –Aakar.Sultan Chand &Sons .1995.NewDelhi.C.Questionnaire development: Characteristics of good questionnaire-Direct. Donald Tull.sampling: types-major considerations in sample design. UNIT IV Planning and Completion of field work: Preparation of time-Schedule chartCollection of data-Supervising the field work-controlling the errors-sampling & non-sampling errors. Donald Tull Business Research Methods-Donald R.S.pune Marketing Research :Principles. Research for Marketing Decisions – Paul Green. Everest Publishing house.2009 Elective – II C MARKET SURVEY UNIT I Market Survey Definition. planning.B.DD.Project Leader.Dilip Sarwate. Implementation and control . Kumar. Kinnear Marketing Research –Aakar. Dr. UNIT V Analysis and Interpretation of data: Editing – Tabulating.Market Research assistants Investigator UNIT III Market survey: Planning the survey-Problem definition-selection of the survey approach. open ended and Indirect types.Dt. Importance & Scope of Market Survey. Marketing Research.Beri Marketing Research-Rajendra Nargundkar(Tata Mc) Research for Marketing Decisions by Paul Green.Pilot surveys. Marketing Research – Thomas C.Applications &Cases. Leading Market Research Agencies in India and their market share UNIT II Market Survey project: Details from sponsor –proposal-Organization setup.M.Namakumari.V. Day Marketing Research by Ramanuj Majumdar Marketing Research by Mishra Marketing Research by M. 39 A SCAA . V. Day .Ramaswamy & S. References • Marketing Management. • Reference: • • • • • • • • • • • • • Market research-G. Sarawte. Kumar. and Interpreting data –Statistical analysis and interpretation-use of computers in data processing and data base management-Summarizing findings and Recommendations-Report writing.05. • A Practical Guide Book to Market Research.Market research officer.Sharma. The Indian Context. Processing. Concept & Cases – Cooper Schindler.
London.Rotary-Block Making. Digital Proofing. Page Lay Out-Fonts.B. Printing cycle.A.Dt. Line photography. Half tone dots and color. Types.Publisher: Princeton Architectural Press. and families. Structure of Small Printing units. UNIT-II Design. Relief Printing. Golden trends in Printing Technology (1996).Layout and Paste-Up. Bit Mapped Fonts. Folding. Body. Editing Softwares. Image assembly. Fock land. First edition How To Be a Graphic Designer Without Losing Your Soul (1997) by Adrian Shaughnessy .Publisher: Adobe Press. UNIT-IV Offset Press operations. Finishing. INDIA. Designing Effective Communications (2001): Creating Contexts for Clarity And Meaning .Design. New delhi.Reproducing Design. Job estimation.Distributing printing material. Intaglio printing. Screen. Post Script fonts.Color spaces-Terminology-Color separation and color correction. Basic color theory. REFERENCES: Graphic Communication (1999) by Aruthur Turnbull. and Contrast. Second edition. Essentials of Typography –Type style. Art Copy . Recycled papers. Lithographic Printing Plates. Letter Press. Ultra Violet Curing. Ink for Lithography. Flexography and Gravure. Newspaper design ( 2000) N Y Harlod Evans. Screen printing process. Moving and Storing Data. Trouble Shooting Check list. Paper. Computer to Plates. File Formats.Sheetfed . -Software for Image Solutions and Page Layouts. Offset plate making. Digital Workflow -Digital Press.Webfed. Tone. Half-Tone Photography. Plan of starting a Medium Level Printing Units. Digital Inputs. Corporate Printing House. Usage.Ink Specifications and Standards. Price of papers. Assembling. . First Edition In Design Type : Professional Typography with Adobe InDesign CS2 (1995 ) by Nigel French.Rollar and blanket. Major printing process. Netherland. Sage publications.by Jorge Frascara (Editor) Publisher: Allworth Press. Production Planning. Density. Binding and Packaging.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 36 of 38 Annexure No.S. First edition.2009 Elective –III A GRAPHIC PRODUCTION UNIT-I Introduction to Printing Technology: Size and scope of Printing Industry.21. Ink-Properties of Inks. 39 A SCAA .Alphabets. Illustrations and Images. Printing accuracy. System of Administration.Organization. Gravure-Concepts-Cylinder preparations-Printing Process -Flexographic printing-Concept-Printing Process UNIT-V Paper and Ink for Printing Industry. Point systems.Cutting. Working with Photographs. Development of Pictographs and Ideographs. Letter Press. Screen Printing and Electrostatic Printing.U. Sage publications. Second edition.Concept of Stencils-Frame-Masking –Squeezee and Ink.Types. Spacing.05. Digital half tones. UNIT-III Digital Image. Measurements. Digital color Process. Single Color and Multi Color Paste Up.High Speed Presses Machine. First edition. Need.Rough Layout. New Delhi. Sage publications.by V S Krishnamurthy.
Marketing and Sponsorship. Personal Event. Promotion Through Department Stores. Parag (2004) Brand enhancement through corporate social responsibility (2004) Event production : lights and sound. 10 steps to create the great indoors UNIT V India Trade Promotion Organization (ITPO) . Environment. Event Characteristics Demand for Events. Why Visit An Exhibition. Organizational Event. Objectives of events. Niyogi. Pragati Maidan-Fair Worthy At All Times . Sejal (2004) Role of public relation in social marketing Singh.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 37 of 38 Annexure No. Distribution. Chawla. Checklist and Practical Last Thoughts. Social and Community Implications of Events. Ancillary Services UNIT II Event Process. Surfing the Information Net. Membership of International Organizations and Bilateral. Tourism and Sporting Events. UK Sport’s World Class Events Program. Preparing a Bid. The Economic Impact of Major Events. Ruchi (2204) Attributes of PR in the multiplex industry. Sponsorship and Public Funding UNIT IV Exhibitions.05. Other common reasons. People Celebrities in events. Cultural Event. The Economic Impact of Exhibitions. Ethical Considerations. Why Events. Kawathekar. What is an exhibition. Budgets . Why Exhibit At An Exhibition. Support Services. Anti-Doping. Aims. Insurance & Legal Issues. Sports Development. Writing Your Major Event Strategy. Economic Implications of Events Income from Events. The Managers and their Celebrities. How we create properties Implications of Events. Data Protection. When do we need events?. REFERENCES: • • • • • • Dynamics of public relations in Indian software and ITES sector . Agreements. Product Placement Basics UNIT III Property Creation . Themes. Types of events. ways to build a dream team. Ishani (2004) Celebrity political endorsement . Why Property Creation. Exhibitions in India. Parikh. Main Activities and Services of ITPO UNIT VI Running Events – Some Key Questions.Dt. Volunteers. Introduction.2009 Elective –III B EVENT MANAGEMENT UNIT I Introduction to Events: What are events. Beneficiary. A Suggested Business Plan Template. Directory of Useful Contacts and Resources. Creative.Schedule of items. The suppliers Media coverage of events. Concept.B. BIC focus. The implications of special events. Money In Film Product Placement. How do we get them.21. Shruti (2004) . A little history. Media Coverage of an event. Structure of events Supply and Suppliers. 39 A SCAA . A cost effective way of exhibiting. Health and Safety & Risk Assessment. Brief. Leisure Event.
REFERENCE: 1.Audience and Interpretation.Depth-Repetition-Motion UNIT II Elements of Design : Line-Shape-Direction-Size-Texture-Colour. Eco. 39 A SCAA .denotations and connotations.Typography – Unexpectedness-Rules – Consistency UNIT III Vision and Visuality-Visual Culture-Social Conditions and Effects of Visual ObjectsCritical Visual Methodology-Visual Production : Technological. Fundamentals of Semiotics ********************************** . Compositional and Social aspects of visuals. UNIT IV Fundamentals of Composition –Interpretation-Spatial Organization-Light-ExpressionMontage-Content. Principles of Two Dimensional Design 4. Douis A.Signs and Codes. The Non-Designers Design Book 9. White. Robin. Anthony F. The Elements of Graphic Design 3.21. UNIT V Introduction to semiotics-analysis-aspects of signs and symbols.05. Zelavski. Janson. Wucius. Paul and Pat Fisher. Williams. Mary.the sign and meaningsdescription of signs. Elan. History of Art 8.paradigmatic and syntagmatic aspects of Signs. Dondis. David.Dt. Grid Systems in Graphic Design 5. 2. Muller.Referent Systems. Design Basics. Design Principles and Problems 6. Kimberly.Value-Concepts of Layouts: Hierarchy-Centre of visual Impact-Organization-Contrast –Colour. Umberto. A Primer of Visual Literacy 7. Lauet. Wong.B. Geometry of Design : Studies in Proportion and Composition 10. Josep.2009 Elective –III C INTRODUCTION TO DESIGN AND VISUAL CULTURE UNIT I Intro to design-Principles : Balance-Rhythm-proportion-Dominance-Unity –EmphasisHarmony-Opposition-Variety.Sc -Visual Communication -2008-09 –Colleges(Revised) Page 38 of 38 Annexure No.analysis. Alexander W.
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