Please note - Swinburne University of Technology

Graphic Design Subject -
Details
All subject details are listed in strict alpha-numeric order
~~5036 Art Direction 5
Prerequisites: Graphic Design 4, Print Technology
4 or equivalent (eg, Methods of Production 4).
Visualising 4 or equivalent (eg, ldea Drawing 4)
The major design course will continue to emphasise creative
development through applied experiences, but with a
broader 'assigned project' format that will extend and
strengthen the degree of students' understanding of
orofessional ~radice. Students will undertake problem-solving -
kommitment; that will require the consideratibn and corelation
of many complicating factors. Responsibilities for
segments of projects will be allocated and the class will be
guided towards working as a team.
~~5040 Copywriting 5
No. of hours per week: two hours for one
semester
Prerequisite: nil
This unit will initially concentrate on audience and message.
Through example and group discussion, students will be
made aware of the basic principles behind effective,
informational and motivational copy. Existing copy ideas will
be discussed and summarised, n-paper and magazine
articles will be edited and impmd, and existing captions
will be analysed and modified to increase their effectiveness
and meaning. Existing advertisements will be disucssed and
rewritten, and original copy ideas will be applied to posters,
packages, brands and logotypes. Typography and layout skills
will be enhanced.
Students will be expected to undertake prescribed reading.
GD5042 Storyboard 5
No. of hours per week: six hours for one
semester
Prerequisite: visualising 4 or equivalent (eg, ldea
Drawing 4)
Based on skills developed in the prerequisite visualising units,
Stowboard 5 concentrates on developins fluency and
con;istency within standard two-dimenGonal storyboard
formats, and aims initially at competence in a range of
marker pen techniques from linears through to
comprehensive colour renderings. First assignments will be
based on existing scripts, whereas later assignments will
require the integration of original script and audio ideas.
These later projects will draw upon skills and experiences
gained from the copywriiing and media production units
and begin to introduce alternatives to marker pen
renderings, such as collage, photc-montage and photography
as effective storyboard mediums. Through these experiences
students will impm their ability to conceive and visualise
complex segmental and spatial effects and narrative ideas.
GD5044 Media Technology 5
No. of hours per week: three hours for one
semester
Prerequisites: Print Technology 4 or equivalent
(eg, Methods of Production 4)
This unit will consist of a series of investigations and
practical experiences in the areas of radio, television and film
production. It also covers the technical and creative support
industries in parallel with Art Diredion 5.
This course work will be cavered through:
industry visits
work experience
individual research through professional and industrial
contacts
Students will be assisted in work experience placement and
rotation, and in establishing professional and industrial
contacts. Industry visits will be arranged on a group basis.
Through these experiences students will endeavour to cwer
all production phases including preproduction and
post-production.
The support industries will include music composition and
soundtrack production, animated and computer-generated
imagery, set and model engineering, prop, costume and
talent agencies.
GD5046 Marketing 5
No. of hours per week: two hours for one
semester
Prerequisite: nil
The unit will focus on the role of the marketing executive
and will make use of Australian case studies related to basic
theory. Emphasis will be placed on class participation and
general discussion of the nature and role of marketing in
design and advertising.
Prescribed text
Kotler, I?, Shaw, R., Fitzroy, I? and Chandler, P., Marketing in Australia,
Prentice-Hall, Sydney. 1983
GD6037 Art Direction 6
Prerequisites: Art Direction 5, Marketing 5,
Copywriting 5, Storyboard 5, Media Technology
5
The major design course will now concentrate on
introducing and correlating experiences, skills and concepts,
pertinent to understanding the creative, administrative and
technical processes behind advertising campaigns,
promotions and media events that require the co-operative
talents of many people. Specific projects will encourage the
integration of experiences and skills developed in the
marketing, copywriting, storyboard and media technology
units undertaken in the previous semester.
The delegation and rotation of responsibilities throughout
the project sequence will continue from Art Direction 5,
with the onus increasing on the group and students. The
'team' will appoint a different chairperson or 'director' for
each project, and take responsibility for nominating and
organising guest lecturers, industry visits and work
experience segments. In this way the unit achieves a
strengthening of inter-personal and group attitudes, and as a
result improves skills in collective problem-solving as opposed
to individual problem-solving.