Course: Theory and Technology of Advertising Photography 4

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Course title Theory and Technology of Advertising Photography 4
Course code KARF/MD4TT
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 2
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Sobek Evžen, Ing. MgA.
Course content
- colours as interpreted by human eyes - colour spaces, chromatic diagrams CIE - additive and subtractive colours - color management, monitors, printers - Light and its principles - Colour perception, colorimetry, - Additive and subtractive colour mixing, principle of colour proofing - CMS systems, colour models (RGB, CMY, HSV and HLS), digitizing images, binary system

Learning activities and teaching methods
Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Projection (static, dynamic), Practice exercises
  • Home preparation for classes - 12 hours per semester
  • Participation in classes - 26 hours per semester
prerequisite
Knowledge
Prerequisite for launching the study of this course is completion of lectures on optics.
Prerequisite for launching the study of this course is completion of lectures on optics.
Skills
Basic knowledge of photos processing in Adobe Photoshop
Basic knowledge of photos processing in Adobe Photoshop
learning outcomes
Knowledge
The student has knowledge of theory of coulours and their application and is able use this theoretical knowledge when working with analogue and digital photographs.
The student has knowledge of theory of coulours and their application and is able use this theoretical knowledge when working with analogue and digital photographs.
can problems of the color perception - viewer, light source, print
can problems of the color perception - viewer, light source, print
can psychological effects of the colour
can psychological effects of the colour
can most used color spaces
can most used color spaces
understands the color depth, gamuts, ICC profiles
understands the color depth, gamuts, ICC profiles
can the color management issues
can the color management issues
Skills
The student knows creatively work with colours and can transform his colour intention into the final print.
The student knows creatively work with colours and can transform his colour intention into the final print.
knows to use the color in the both creative and rational way
knows to use the color in the both creative and rational way
knows to use optimal color spaces
knows to use optimal color spaces
knows how to create required color data file
knows how to create required color data file
handles optimalization of the hardware according to the color management requirements
handles optimalization of the hardware according to the color management requirements
knows how to use unconventional lighting to achieve original color pictures
knows how to use unconventional lighting to achieve original color pictures
teaching methods
Knowledge
Dialogic (Discussion, conversation, brainstorming)
Lecturing
Lecturing
Dialogic (Discussion, conversation, brainstorming)
Methods for working with texts (Textbook, book)
Methods for working with texts (Textbook, book)
Projection (static, dynamic)
Projection (static, dynamic)
Practice exercises
Practice exercises
Skills
Analysis of a work of art
Analysis of a work of art
Analysis of a presentation
Analysis of a presentation
Monologic (Exposition, lecture, briefing)
Monologic (Exposition, lecture, briefing)
Practice exercises
Practice exercises
assessment methods
Knowledge
Preparation of a presentation
Preparation of a presentation
Oral examination
Analysis of works made by the student (Technical products)
Analysis of works made by the student (Technical products)
Analysis of the student's language performance
Analysis of the student's language performance
Oral examination
Recommended literature
  • DANNHOFEROVÁ, J. Velká kniha barev - Kompletní průvodce pro grafiky, fotografy a designér [online]. Brno: Computer Press, 2012. ISBN 978-80-251-3785-7.
  • Fraser, B. et al. Správa barev. Brno, Computer Press a.s., 2003. ISBN 80-722-6943-7.
  • Fuka, J., Havelka, B. Optika. Praha SPN, 1961.
  • Jiráček,M., et al. Technické základy fotografie. Komora fotografických živností Praha, 2002. ISBN 80-02-01492-8.
  • Kitabatake, Akira. Desktop Color Handbook. Tokyo Japan, EIZO Nanao Corp., 2007.
  • KOHOUT, Václav. Historie a elementární základy teorie barev I.
  • KOHOUT, Václav. Historie a elementární základy teorie barev II.
  • KOHOUT, Václav. Historie a elementární základy teorie barev III.
  • Künne, Christoph. Adobe Photoshop: Úpravy barev. Vyd. 1. Brno : Computer Press, 2007. ISBN 978-80-251-1578-7.
  • Ohta, Noboru a Alan Robertson. Colorimetry: fundamentals and applications. Chichester, West Sussex, J. Wiley, 2005. ISBN 04-700-9472-9.
  • Starmer, Anna. Barevná harmonie. Praha, Nakladatelství Slovart s.r.o., 2007. ISBN 978-80-7209-926-9.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester