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Course Criteria
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2.00 Credits
1 cl hr, 2 lab hrs, 2 cr Introduction to the fundamentals of digital photography. The course builds on B&W concepts acquired in GA 130 and by studying the principles of color photography. Topics include comparison of analog and digital photography procedures, CMY and RGB color theory, digitizing photo proofs and transparencies, image file formats. Using professional hardware and software, the student will gain first-hand experience in creating, capturing and processing digital images. Prerequisites: GRA 1130/GA 130, ADV 1260/AD 260
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2.00 Credits
1 cl hr, 2 lab hrs, 2 cr Basic digital imaging definitions, terminology and techniques, including: elements; measurements; formats; settings; art direction markups and corrections; controls such as curves and levels; tools such as selection, quick mask, or clipping path; file naming conventions; and storage organizations are studied. Emphasis is on the proper use of keyboard controls. Students practice skills individually and in teams. Introduction to digital imaging through software such as Adobe Photoshop on the Macintosh operating system. Scanning and digital photography are integrated. Prerequisites: ADV 1160/AD 160, GRA 1130/GA 130
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3.00 Credits
1 cl hr, 5 lab hrs, 3 cr The design of advertisements for print and digital media. Campaign planning, marketing. Developing concepts from rough visualization through comps to final digital output. Prerequisites: ADV 1200/AD 200, ADV 1217/AD 217, ADV 1230/AD 230, ADV 1260/AD 260
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2.00 Credits
1 cl hr, 2 lab hrs, 2 cr Drawing techniques for advertising, comic and editorial art. Emphasis on basic drawing skills. The use of wet media in both black and white and color rendering. Prerequisites: ADV 1213/AD 213.1, CUNY certification in reading, writing and mathematics
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2.00 Credits
1 cl hr, 2 lab hrs, 2 cr Practical application of professional skills in lettering and typography. Problems in the design of book covers, magazine spreads, logotypes and invitations. Preparation of finished digital output for portfolio presentation. Prerequisites: ADV 1160/AD 160, ADV 1217/AD 217; corequisite: CUNY certification in reading, writing and mathematics
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3.00 Credits
4 cl hrs, 3 cr An introduction to the basic components and practices of preproduction and production methodologies for content creation in commercial video and film production. Through lectures, reading assignments, screenings, and practice, students will learn the basics of all stages of production inclusive of the processes of forming and working in production management teams, creating effective production aesthetics in pre-production and production stages, scriptwriting and storyboarding, cinematography aesthetics (lighting and camera), and design and graphics functions in editing. Students will explore several modes of communication such as commercials, public service announcements, fictive works, documentary and journalism and learn how to convey information and messages to a target audience. Prerequisites or co-requisite: GRA 1110/GA 110 or ADV 1200/AD 200
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2.00 Credits
1 cl hr, 2 lab hrs, 2 cr An overview of basic vector art definitions, terminology and techniques, including: elements, measurements, formats, settings, altered file naming conventions and storage organizations for digital linework such as logos and logotype. Emphasis on the proper use of keyboard controls and the development of professional work practices. Students practice skills individually and in teams. Introduction to vector art through software such as Adobe Illustrator and scanning tools on the Macintosh operating system. Prerequisite: ADV 1260/AD 260
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3.00 Credits
1 cl hr, 5 lab hrs, 3 cr Advertising agency and studio procedures. Portfolio preparation, direct-mail promotional and editorial design, television graphics, campaign planning. Imaginative use of photography and illustration in layouts. Integration of design and software applications. Prerequisites: ADV 1260/AD 260, ADV 2300/AD 300.1, ADV 2317/AD 317; pre- or corequisite: ADV 2360/AD 360
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2.00 Credits
1 cl hr, 2 lab hrs, 2 cr Graphic and structural aspects of packaging design, production and marketing. Methods of product protection and display are explored through a wide range of projects from the gift package to cartons and plastic containers. Prerequisites: ADV 2300/AD 300.1, ADV 2360/AD 360, ADV 2313/AD 313.1, ADV 2317/AD 317
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2.00 Credits
1 cl hr, 2 lab hrs, 2 cr Problems in the creation and composition of finished illustrations. Exploration of the figure in a variety of interior and exterior spaces. Illustration for editorial, advertising, children's books and on-site reporting. Techniques include gouache, watercolor, wash, pen and ink. Prerequisite: ADV 2313/AD 313.1
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