At the end of this module you will submit a body of work as outlined in the module handbook.

Art Direction is an aspect of branding and brand management, and this module considers the visual aspects of creating and maintaining a distinctive brand identity as a visual text. Art Direction requires skills in organising people, resources and insight into current industry practice and design trends. All of these issues will be discussed through the module. Analysis of examples from contemporary advertising and with a special emphasis on the commissioning and use of photography, you will be introduced to the theory of semiotics as a tool of visual analysis and its application in art direction.

Introductory briefing/lecture.
Technical instruction/surgeries as appropriate.
Lectures.
Supervised workshops.
Seminars.
Group tutorials.
Individual tutorials.
Independent practice and experimentation.
Independent reading and research.

Library
Internet access
Mackintosh G5s(graphics studio)
Software:Adobe Illustrator/Photoshop/Indesign. Quark Xpress, Flash
Black and white A3 printer(graphics studio)
Colour printer
Access to bookable photography equipment and facilities
Technical instruction support/surgeries

Barthes,R, Mythologies. London, Vintage. 1993
Freeman,M, The Photographers Eye: Composition and Design for better Digital Photos. Focal Press. June 2007
Howells,R, Visual Culture. London, Sage. 2003
Marshall,H, Art Direction. Phaidon. 1990
Zappaterra,Y,Art Direction & Editorial Design. Abrams Books, 2008

Students are also expected to take advantage of the extensive library facilities available within the University, keeping abreast of current developments through appropriate periodicals and being aware of the work of major practitioners in their subject.