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 also calls for managerial skills in organising people, resources and industry knowledge in addition to an awareness of current design trends. All of these issues will be discussed through the module. Working with 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.

You will present a body of coursework for assessment including: as outlined in the module information pack.

Lectures.
Supervised workshops.
Seminars.
Group tutorials.
Individual tutorials.
Independent practice and experimentation.
Independent reading and research.

Lecture and tutorial rooms. Library. Slide library.

Barthes,R, Mythologies. London, Vintage. 1993
Howells,R, Visual Culture. London, Sage. 2003
Marshall,H, Art Direction. Phaidon. 1990