| أهداف المقرر |
This course is aimed at the students who wish to complete the Arab Open University's degree in Graphic and Multimedia Design program. The purpose of this course is related to its two academic sub components: semiotics and applied media aesthetics as well as general design culture. In the first part the aim is to introduce students to the formal elements of semiotics through composition and structure. In this course students develop a language to help them articulate what films, photographs, or advertisements look like, what formal or stylistic choices were made in their production, and what distinguishes one media artifact from another. This part of the course describes the fundamental aesthetic elements of applied media aesthetics such as, light and color, two-dimensional space, three-dimensional space, time-motion, sound, and how they can serve as basic criteria for analysis of video and film. It also explains how these elements can be structured and applied to produce maximally effective visual and sound images in video and film. By placing these essential image elements into their particular contextual fields, their interdependence and structural potential in aesthetic synthesis, the clarification, interpretation, and communication of significant experiences are made clear. This part of the course will enable the students to: - Learn and understand the basic principles of semiotics via examples from photography, film, audio and video.
- Identify the importance, influence, relationship and meaning of visual images.
- Understand the influence of historical development of aesthetic concepts of beauty, art and
- design for digital screens.
- Understand the context of marketing strategy, branding and identity development.
- Think critically about design choices used in applied media production.
General Design Culture: Studying the design process develop the convergence of diverse skills as well as the theoretical knowledge, which are necessary for reaching the right outcomes for any given design project. This module covers the design process' different layers: research, decoding, encoding, narrative, content development, experimentation and concept driven outcomes. Every area is explored both horizontally and vertically with a main focus on the transitions between the steps linking those areas.
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| مخرجات المقرر |
A. Knowledge and understanding On completion of the course students will be able to: - Demonstrate understanding of the principles of semiotics and media aesthetics.
- Recognize the aesthetics elements of film, video and electronic productions.
- Identify the theoretical and practical terminology associated with semiotics and its applications.
- Apply various visual communication approaches to solve given problems in specific areas of activity.
- Apply the required knowledge of every particular characteristic for each of the required design activities.
- Apply the means of expression of design language: form, balance, texture, composition, content, culture, etc., and to have the resources for creation in any of the fields of design.
- Apply the techniques of visual communication representation required in a project's process.
B. Cognitive skills
- On completion of the course students will be able to:
- Critically analyze design for digital screens using semiotics and aesthetic terms and evaluation criteria.
- dentify design elements and principles used in designs for applied media production.
- Appreciate the impact of social context, interaction, social connection and communication on design.
- Integrate knowledge and skills from the design process into other subject areas as essential parts of the practice of visual communication design.
- Develop their research skill covering both visual and analytical methods
C. Practical and professional skills
On completion of the course students will be able to: - Apply semiotic design concepts to create original design for various digital media formats.
- Explain, illustrate and evaluate formal aesthetic in video and film productions.
- Continue the development of their creative skills and have knowledge related to professional design business culture.
- Identify fundamental aspects of applied design process in professional design organization.
- Learn to develop and write conceptual narratives that feed directly into concept driven ideas.
D. Key transferable skills
On completion of the course students will be able to: - Demonstrate competence over semiotcs via the practical application of theories to film, video production and essay writing.
- Incorporate visual dimensions of light, color, space, and the dimensions of time, motion, and sound concepts into effective forms of communication in a digital media display.
- Master the knowledge necessary to make informed aesthetic choices and detailed production plans for audio visual projects.
- Apply storytelling techniques that involve the relationship of media aesthetic principles and the effects and perceptions of the audience.
- Recognize various design elements, their content and visual organization in any design composition.
- Narrative building skills that can be applied in any other module where a concept is needed to be at core of the visual development.
- Visual experimentations in different directions and analyze the difference in those directions based on required components.
- Repetition of the process to finally achieve what is known as the creative habit.
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