BMA0P345 – Advertising Photography

Module code
Module title
Advertising Photography
In this module students advance existing photographic skills by applying them to simulated clients briefs cited within the advertising sectors. Students will be required to familiarise themselves with the broad photographic needs of advertising agencies, and to integrate these with photographic interests. Students will be expected to become proficient in determining appropriate technical, formal and conceptual responses to the requirements of industry.
  • BM9601
NZQA Level
Level 7
NZQA Credits
Delivery method
  • Not Web enabled
Learning hours
Directed hours
Self directed hours
Total learning hours
Resources required
Assessment Criteria
Through submission of all studio work, research and notes.
Criterion referenced assessment using self, peer and tutor assessment methods.

To pass this module students must complete all assignments and accumulate
an overall module mark of no less than 50
Teaching and Learning Strategy
Lecturer prescribes industry or professional focus in project brief
students negotiate criteria
Lecturer monitors students progress through the time management of individual projects
students contribute to research of module content
students research briefs to extend and individualise projects
students identify problems with their process and adopt strategies to address those problems
Lecturer prescribes issues, students identify specific questions in relation to those issues
Students initiate times for critiques
Students participate in formal assessed presentations of their work
Students contribute to the delivery of module content
Students negotiate and define criteria and procedures for graded assessment
Graded assessment performed by self, peers and tutor

3.1Values, methodologies and strategies
Conventions and styles
Visual Cues
Define market/context
Content/context issues
Site context (eg. considerations of text, format, size etc)

3.2Industry requirements
Working within industry parameters
Client liason
Time management
Budget constraints
Managing talent
Liason with professional laboratory

Advanced camera skills
Fine printing skills
Advanced exposure techniques
On location lighting (integrating available and artificial light)
Studio environment and applied lighting
Film or digital capture
Colour vocabulary and theory
Colour quality control
Set construction and props
Photoshop colour grading
Digital and/or analogue print processes
Digital compositing

3.4Communication with a range of cultures
Content of interest to a Mori audience
New Zealand cultural identities
Content from at least one other culture
Modes of address appropriate to the audience
Learning Outcomes
2.1Understand an integrated, reflective process for resolving visual situations
- discuss, identify and evaluate the issues within the project brief
- research, analyse and incorporate negotiated criteria for self-directed contracts
- integrate acquired practical, communication and analytical skills in the process of resolving visual situations
- individualise a self-critical working process for developing and refining ideas
- show evidence of drawing together and applying skills and knowledge acquired in previous and concurrent courses to selected projects
- adopt independent and interdependent design processes.

2.2 Understand the values, methodologies and strategies which inform current professional advertising photography practice
- compare analyse, and evaluate selected texts identifying issues relevant to a advertising photography practice
- analyse a selection of current works and identify the specific methods used in their production .
- compare significant changes in methods of practice and strategies for production relevant to a advertising photography practice.
- develop and implement a strategy for the production of work which explicitly applies the analysis of values from advertising photography practice
- evaluate self practice using normative criteria derived from a current advertising photography practice
- plan and implement a conventional presentation of own works
- develop critical synergies between representative texts, examples of work and self practice

2.3Recognise the integration of technical, formal and conceptual considerations involved in advertising photography
- examine and discuss the role of 'visual cues'
- consider and utilise 'visual cues' where appropriate
- examine the contribution of visual elements to the communication of the concept
- identify and develop formal and technical photographic ideas appropriate to the intended context/audience
- experiment with and control the integration of formal, technical and conceptual elements.
- consider and discuss the integration of personal photographic interests info the client brief.

2.4Develop particular technical knowledge for advertising photography
- consolidate working knowledge of lighting and studio environment
- develop a specialised knowledge of print processes.
- advance working knowledge of digital, medium format and view cameras as selected.
- demonstrate a practical knowledge of advanced exposure techniques.

2.4Understand the value of self-evaluation within the context of professional practice
- extend an advertising brief with individual, negotiated criteria
- consider and reflect upon the relationship between an adopted process and the final product
- continuously self-evaluate performances independent of institutional assessment
- participate in self/peer critiques for on-going formative assessment
- critically consider, discuss and document self and peer performances for regular graded assessment
- actively participate in and facilitate group and class critiques