1. Basic Photography Technique for Advertising

• Photography and Advertising Industry
• Apertures and Shutter Speed
• Depth of Field
• Colour Temperature and White Balance
• ISO Usage and Setting
• Shooting Mode: Apertures Priority / Shutter Priority

2. Optical Illusions

• What is Illusion
• Outdoor Shooting Equipment
• Framing and Composition for Illusion
• Composition and Lighting
• Front / Side / Reverse
• Angle of View and Perspective
• Filters and Lens
• Using Reflector

3. Visualization Skill using Lighting

• Continuous Light Source
• Use of White Balance
• Use of Simple Light Sources
• Emphasis Object

4. Photographic Ad Production in Studio

• Works Critique (Works of Lecturer & Students)
• Use of Studio Equipment
• Use of 4x5 Camera
• Highlight Effect
• Concept of Photography for Advertising

5. Product Visualization and Client Expectation

• Different Types of Products Shooting

6. Concept, Creativity and Art Direction in Advertising Business

• Importance of Art Direction
• Symbol and Signs
• Metaphor and Analogy

7. Develop a Product Style

• Types of Styles
• High Contrast Shooting
• Use Contrast to Control the Object Contour
• Workshop: Watch Shooting

8. Moody Scene and Commercial Impact

• Colour Temperature and Emotions in Ads
• Function and Usage of Honeycomb
• Using with Studio Flash
• Shooting in Hard Light
• Workshop: Create a Moody Scene using Honeycomb

9. Advanced Techniques in Advertising

• Concept & Usage of Multiple Expose
• Use Simple Equipment to do Light Painting
• Workshop: Light Painting

10. Atmosphere, Mood Control and Market Perception

• Relation between Colour & Mood
• Use of Filter
• Overall Impact & Atmosphere
• Workshop: Use of Filter and Mood Control

11. Ads for Icy Products

• Application on Icy Product Shots
• How to build up freezing Atmosphere
• Workshop: Icy Products Shooting

12. High Speed Effects for Cosmetic Industry

• Water usage and cosmetic products
• Water in different form
• Ripple
• Workshop: High Speed Effect

13. Human Image and Ideal-Self Projection

• Ideal-self and buying behaviour
• Expectation in Model Shooting for Advertising
• Communicate with Mode and Mood Control
• Motion Control
• Flash & Natural Light
• Workshop: Outdoor Portrait Shooting

14. Production of Model Ads

• Studio Lighting Accessories
• Soft and Depth Feeling
• Make Use of Light and Shadow
• Use of Background
• Lighting
• Motion

15. Makeup and Hair Styling

 

16. Professional Model Shooting

• With Professional Makeup, Hair Stylist and Wardrobe

17. Final Group Project: Advertising Shooting

 

18. Critique – Final Project

　

The overall contributions to the final results are 70% for Continuous Assessments and 30% for Final Assessment.

Certificate in Digital Photography for Advertising will be awarded to those who have:

• Must be at least 50% or such higher passing mark for both Continuous Assessments and Final Assessment; AND
• Attended at least 70% of the total contact hours.
  　

Applicants should fulfil the following admission requirements:

• Completion of F.3 (under the HKCEE academic structure) or equivalent; OR
• Completion of Secondary 3 (under the HKDSE academic structure) or equivalent; OR
• Aged 18 or above at the time when the course commenced.