Advertising Photography Option - Photographic and Imaging Arts BFA - Curriculum

Advertising Photography Option - Photographic and Imaging Arts BFA

Photographic and Imaging Arts (advertising photography option), BFA degree, typical course sequence

Course Sem. Cr. Hrs.
First Year
Any 100-level ARTH course (General Education-Artistic Perspective)
Any 100-level ARTH course (General Education-Global Perspective)
Drawing I
This course is an introduction to the visualization of form, thought and expression through the drawing process. Concepts are introduced by lectures, discussions, demonstrations, research, and assigned projects. Designed to provide a broad introductory experience, students will experiment with a wide variety of media, tools, techniques and subjects to develop drawing expertise and problem solving skills related to design and composition. Course work will be assessed through critique, facilitating self-assessment, and the growth of both a visual and verbal vocabulary. The focus of the course is to provide awareness of the full range of ways in which drawing is used as a tool for both self-expression and communication. (Undergraduate Art and Design) Studio 6 (Fall, Spring).
2D Design I
This course is a structured, cumulative introduction to the basic elements and principles of two-dimensional design. Organized to create a broad introductory experience, the course focuses on the development of both a visual and a verbal vocabulary as a means of exploring, developing and understanding two-dimensional compositions. Concepts are introduced through lectures, discussions, demonstrations, research, assigned projects and critiques. The course addresses a wide variety of media, tools, techniques both traditional and technological, and theoretical concepts to facilitate skill development and experimentation with process. Visual comprehension, the ability to organize perceptions and horizontal thinking that crosses other disciplines and theories, are key foundational components to the development of problem solving skills. Accumulative aspects of the curriculum included the exploration of historical and cultural themes and concepts intertwined with aspects of personal interpretation and experience. (Undergraduate Art and Design) Studio 6 (Fall, Spring).
Photographic Arts I
This course will provide an immersive introduction to the field of the photographic arts. It will emphasize both craft and visual problem solving. The course will explore: seeing and appreciating the quality of light, image capture, photographic vision, historical and contemporary genres of photography, best practices and workflow as well as an introduction to the critique forum and its practices. (Co-requisites: PHPS-106 or equivalent course.) Critique 2 (Fall, Spring).
Photographic Arts II
This course will reinforce and build upon the skills learned in the first semester of Photographic Arts I. It will emphasize aesthetics, craft, visual problem solving and critical thinking skills - the foundations of the Photographic Arts curriculum. In this semester, the studio will be introduced as a space that can be used to create and control light. This course's curriculum will continue to emphasize both craft and visual problem solving required in high-level photographic imaging. (Prerequisites: PHAR-101 or equivalent course.) Critique 2 (Fall, Spring).
Photographic Technology I (General Education)
This is the first in a two-course sequence that explores the technology of photography. This course demonstrates the application of physics, mathematics and optical science to the technology of image making. The course also provides the students with the opportunity to employ statistical data analysis to identify trends through laboratory exercises utilizing principles of scientific inquiry. Among the topics explored are the optics and physics of image formation, lens evaluation, light sources, digital light-sensitive materials, digital workflows, variability, quality control and photographic effects. Lab 2 (Fall).
Photographic Technology II
This is the second course in a two-semester course based in the study of the technology of photography, with emphasis on applications to real world photographic problems. Among the topics studied will include color vision, Munsell color system, CIELAB system, color theory, color management, digital color balance during post-processing, digital tone reproduction, and digital workflows. (Prerequisite: PHPS-106 or equivalent course.) Lab 2 (Spring).
RIT 365: RIT Connections
RIT 365 students participate in experiential learning opportunities designed to launch them into their career at RIT, support them in making multiple and varied connections across the university, and immerse them in processes of competency development. Students will plan for and reflect on their first-year experiences, receive feedback, and develop a personal plan for future action in order to develop foundational self-awareness and recognize broad-based professional competencies. Lecture 1 (Fall, Spring).
General Education – First-Year Writing (WI)
Choose one of the following:
   General Education – Natural Science Inquiry Perspective
   General Education – Scientific Principles Perspective
   General Education – Mathematical Perspective A or B
Second Year
4D Design 
4D Design introduces students to the basic concepts of art and design in time and space. The course explores elements of moving images such as continuity, still and moving image editing, transitions and syntax, sound and image relations, and principles of movement. Computers, video, photo, sound and lighting equipment are used to create short-form time-based work relevant to students in all majors and programs required to take this course. The course addresses the both historical conventions of time in art and recent technological advances, which are redefining the fields of Fine Art and Design. In focusing on the relations between students' spacing and timing skills, 4D Design extends and supplements the other Foundation courses, and prepares students for further work with time-based media. (Undergraduate Art and Design) Lab 5 (Fall, Spring).
Elements of Advertising Photography
This course will provide an introduction to the field of commercial photography, as well as encourage students to develop their own artistic vision. Students will create images from assignments that relate to projects they will encounter after graduation. They will be instructed in the basic photographic skills needed in the commercial field. Practical use of exposure metering and digital workflow will be discussed. Training will be provided in the use of professional cameras and lighting equipment, as well as developing a web presence. Portraiture and still life photography will be covered both in the studio and on location. Students will learn about career choices available in the commercial photography business. (Prerequisites: PHPS-102 or PHAR-102 or equivalent course.) Lab 3 (Fall, Spring, Summer).
Histories and Aesthetics of Photography I (General Education)
The objective of this course, part one of a two semester sequence, is to present an overview of the multiple, intersecting histories and aesthetic practices of photography as utilized for fine art, snapshot, documentary, scientific, commercial and propaganda purposes in a global perspective. Course lectures include the medium's pre-history and a detailed development of the camera obscura. Students will learn about many technical processes, as well as, the multiple interpretations of notable images during the period 1800-1915. Lecture 3 (Fall, Summer).
Histories and Aesthetics of Photography II
The objective of this course, the second course of a two-semester sequence, is to present an overview of the multiple, intersecting histories and aesthetic practices of photography from the development of Modernism to the present, including the medium's transformation by digital imaging in the 21st century. Photography's applications within fine art, documentary, scientific, journalistic, commercial and vernacular practices will be investigated within a global perspective, but primary emphasis is placed upon developments and movements within the United States and Europe. Lecture 3 (Spring, Summer).
Choose one of the following:
   Elements of Fine Art Photography
This course will offer students an introduction to the discipline of fine art photography. Conceptually driven projects will be investigated through a variety of photographic techniques; reading, writing and discussion about the intent and meaning of photographic imagery will be emphasized. Aspects of still photography and moving imagery as artistic choices and practices will be presented. The goal of the course is to establish theoretical, aesthetic and technical strategies for the production of photographic artwork. If you are pursing the Fine Art Photography option this course is required. (Prerequisites: PHPS-102 or PHAR-102 or PHAR-161 or equivalent course.) Lab 3 (Fall, Spring, Summer).
   Elements of Photojournalism
This course will serve an introduction to visual story telling as it relates to professional photojournalism. It will provide relevant practice in basic technical, compositional and interpersonal skills necessary in all aspects of modern photography. Students will be exposed to photojournalism - documentary, editorial, narrative and editing - as well as explorations of current career possibilities. Lectures, critiques, demonstrations and assignments will provide participants the opportunity to explore the still, audio, and multimedia strategies used for story telling in this era. Students will be expected to meet tight project deadlines and participate in both class discussions, critiques and practices required to be successful in this field. If you are pursuing the Photojournalism option this course is required. (Prerequisites: PHPS-102 or PHAR-102 or PHAR-161 or equivalent course.) Lab 3 (Fall, Spring, Summer).
   Elements of Visual Media
This course will provide an introduction to the professional opportunities where the fields of photography, graphic design and print media overlap. Students will develop an understanding of the working relationships between professionals involved in each of the three career areas. Successful visual media experts require a contemporary understanding of the business practices necessary to manage the workflow, financial operations and personnel necessary for success. Students in this class will experience the breadth of interactions between these three career paths, and appreciate the management necessary in their dynamic relationships. Students pursing the Visual Media option are required to take this course. (Prerequisites: PHPS-102 or PHAR-102 or PHAR-161 or equivalent course.) Lecture 3 (Fall, Spring, Summer).
General Education – Social Perspective
General Education – Ethical Perspective
CAD Elective
Open Electives
Third Year
Advanced Video for Photographers
Advertising Photography I
This is the first of a sequence of required advertising photography courses that investigates visual problem solving when applied to commercial photography. Studio and other controlled environments will be encountered through assignments. Advertising and editorial solutions and applications will be explored. The skills necessary to photograph people, places, and things will be learned through various assignments. (Prerequisites: PHAR-202 and (PHAR-201 or PHAR-203 or PHAR-204) or equivalent courses.) Lab 3 (Fall).
Advertising Photography II
Building on the content delivered in Advertising Photography I, Advertising Photography II will introduce business aspects involved in commercial photography. Students will create self-promotion materials as well as a resume/cover letter. A cohesive portfolio is required at the end of the course. Students will also work on a group project, introducing them to the collaborative nature of the advertising business. Assignments will emphasize conceptual over technical solutions. (Prerequisites: PHAP-301 or equivalent course.) Lab 3 (Spring).
Retouch and Restore
This course will explore the techniques, tools, practices, and workflows used in image restoration and retouching. We will begin with historical images to practice basic retouching and restoration techniques. We will then apply these skills to contemporary images and discuss the importance of the collaborative role of the image-maker and the re-toucher. One of the primary goals is to help students craft a personal or signature imaging style as well as looking at image retouching as an important skill set for career options. (Prerequisites: PHAR-201 or PHAR-202 or PHAR-203 or PHAR-204 or equivalent course.) Lab 5 (Fall).
Advertising Photography Professional Electives‡
CAD Elective§
General Education – Immersion 1 (WI-GE), 2
Open Elective
Fourth Year
Portfolio Development (WI-PR)
This course is required for advertising photography students who are approaching graduation and are preparing to present themselves to potential employers. Students will narrow their field of interests to focus their work for an end-of-study portfolio. Existing and new work will be edited, sequenced and prepared to form a professional quality portfolio, promotional materials, a resume/cover letter, a market research paper and a business plan. (Prerequisites: PHAP-302 or equivalent course and completion of First Year Writing (FYW) requirement.) Lecture 3 (Spring).
Choose one of the following:
   Personal Financial Management
Examines financial decisions people must make in their personal lives. Covers personal taxation, housing and mortgages, consumer credit, insurance (including life, health, property and casualty), and retirement and estate planning. Also reviews the common financial investments made by individuals, including stocks, bonds, money market instruments and mutual funds. This class involves extensive use of the internet for access to information. (Students in the Finance Program may use this course only as a free elective, not as a course creditable towards the Finance Program.) (This course is available to RIT degree-seeking undergraduate students.) Lecture 3 (Fall, Spring, Summer).
   Business 1T: An Introduction to Business
Designed as an introductory business course for students in the Saunders College that want to learn more about the fundamentals of business. This course provides an overview of the functions and processes of business organizations. Topics include the role and responsibility of the manager, the processes and functions of business, the impact of technology, business planning process, doing business in global environments, and career exploration. NOTE: Students may not take MGMT 150 if they have already taken MGMT 101 and MGMT 102. (Students may not take MGMT-150 if they have already taken MGMT-101 and MGMT-102.) Lecture 3 (Fall, Spring).
   Organizational Behavior
As an introductory course in managing and leading organizations, this course provides an overview of human behavior in organizations at the individual, group, and organizational level with an emphasis on enhancing organizational effectiveness. Topics include: individual differences, work teams, motivation, communication, leadership, conflict resolution, organizational culture, and organizational change. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3 (Fall, Spring, Summer).
   Principles of Marketing
An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution. (This class is restricted to undergraduate students with at least 2nd year standing.) Lecture 3 (Fall, Spring, Summer).
   Industry Practices for Professional Photographers
Industry Practices for Professional Photographers, will provide advertising photography students with an in- depth understanding of the practices and principles of the photographic business world. Through lectures (which include guest speakers), the class will cover entry-level jobs, licensing/copyright, estimating/pricing, insurance, taxes, the breadth of industry jobs and marketing a small business. Also included will be interviewing strategies and implementing changes in career paths for students interested in pursuing a career in advertising photography. (Prerequisites: PHAP-302 or equivalent course.) Lecture 3 (Fall).
CAD Electives§
Open Elective
General Education – Immersion 3
Advertising Photography Professional Elective‡
Total Semester Credit Hours

Please see General Education Curriculum (GE) for more information.

(WI) Refers to a writing intensive course within the major.

Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two different Wellness courses.

† Please consult an adviser for a complete list of courses that fulfill the advertising specialization requirement.

‡ Please consult an adviser for a complete list of courses that fulfill the professional elective requirement.

§ CAD elective refers to any course in the College Art and Design.

** Please consult an advisor for a complete list of imaging core courses.