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Branding and Fashion Design
Communication and Fashion Photography

Communication and Fashion Photography

Code	16368
Year	1
Semester	S2
ECTS Credits	5
Workload	PL(30H)/T(15H)
Scientific area	Branding, Marketing e Comunicação
Entry requirements	n/a
Learning outcomes	To understand the relevance of communication in fashion; To be able to discuss with fashion communication professionals; To identify communication trends in fashion; Awareness of the photograph framework as integrated in fashion design; To understand the photographer role in fashion production. The student must have the ability to make critical opinion on fashion communication in the context of the current market; knowing and applying the theoretical tools of communication in a real context; the ability to apply the communication mix as a crosscutting tool of brand communication; learn to plan and operate a communication campaign for a product or fashion concept. The student must have the capacity to use the theoretical knowledge and production practice and editorial of the fashion photograph; the capacity to understand the role of the photographer in fashion production; the capacity to framework the photography as a discipline integrated in fashion design projects.
Syllabus	1. Communication 1.1 The context of communication in today’s market 1.2 Communication Theory 1.3 The market and consumption segments 1.4 The marketing communications plan 1.5 The media 1.6 Communication and Environment 1.7Communication for internacional markets 2. Fashion Communication 2.1 Concepts – Fashion as a form of communication 2.2 Visual Communication 2.3 Fashion photography 2.4 Fashion runaways and events 2.5 Strategy and the creative process 2.6 Project and team management 3. Fashion Photograph 3.1 Fashion Production: An Introduction 3.2 Fashion Photograph Practice 3.3 Fashion Photojournalism 4. Fashion Production 4.1 The photographer role in the Fashion Production 4.2 The fashion production protagonists and its role: producer, makeup and hairdresser 4.3 Creativity strategies in Fashion Photograph 5. Fashion Project Development 5.1 Project: From the Idea to Execution 5.2 The achievement of the Fashion Photograph Session 5.3 The portfolio review
Main Bibliography	1. Principal Bibliography BRUCE, Margaret e HINES, Tony. Fashion Marketing, Contemporary Issues. UK, Butterworth-Heinemann, 2007 WOLBERS, Francês Mariann. Uncovering Fashion: Fashion Communications Across the Media, US. Fairchild Books & Visuals, 2009 SMITH, Bruce. Fashion Photography: A Complete Guide to the Tools and Techniques of the Trade. New York: Amphoto Books, 2008. 2. Complementary Bibliography BARRY, Pete. The Advertising Concept Book - Think Now, Design Later: A Complete Guide to Creative Ideas, Strategies and Campaigns. London, Thames & Hudson, 2008. LESKO, Lou and Lane, Bobbi. Advertising Photography: A Straightforward Guide to a Complex Industry, Boston: Course Technology PTR, 2007. SWANSON, Kristen K. and Everett, Judith C. Writing for the Fashion Business. New York: Fairchild Pubns, 2008. WATSON, Linda. Vogue Fashion: Over 100 years of Style by Decade and Designer, in association with Vogue. Richmond Hill: Firefly Books, 2008.
Teaching Methodologies and Assessment Criteria	The assessment is continuous and 100% developed in two stages: 1) the individual project with a weight of 40%; 2) the group project with a weight of 60%. As a criterion, each project involves the development of a communication concept, creation of a mood board for each area involved in fashion photography production, taking views, photo editing, layout and preparation for publicity. The minimum mandatory attendance is 70% of the classes.
Language	Portuguese. Tutorial support is available in English.