MASTERS IN FINE ARTS (APPLIED ARTS) (SEMESTER: I II)

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1 FACULTY OF VISUAL ARTS & PERFORMING ARTS SYLLABUS FOR MASTERS IN FINE ARTS (APPLIED ARTS) (SEMESTER: I II) Examination: GURU NANAK DEV UNIVERSITY AMRITSAR Note: (i) Copy rights are reserved. Nobody is allowed to print it in any form. Defaulters will be prosecuted. (ii) Subject to change in the syllabi at any time. Please visit the University website time to time.

2 1 Masters of Fine Art (MFA) Specialization (Applied Art) ELIGIBILITY: A candidate seeking admission to the Course must have passed the Bachelor of Fine Art Degree (BFA) only, in Applied Art (Specialization) of four year duration after 10+2 offered by Guru Nanak Dev University or an examination recognized equivalent thereto with 50% or more marks in the aggregate.

3 2 Scheme of Examination for MFA Applied Art Previous Year (1 st Semester) Sr. Paper no. Internal External Total no 1. (Theory) Paper 1: History and Technical Theory of Advertising and Graphic Design (Practical) Paper 3(Any one Specialization) 1.)Visualization, Graphic Design or Animation & TV Graphics. 2.) Illustration 3.) Photography 1.) 75 2.) 75 3.) 75 1.)175+50= ) (viva) ) Total 400 Scheme of Examination for MFA Applied Art Previous Year (2 nd Semester) Sr. Paper No. Internal External Total no 1. (Theory) Paper 1: History and Technical Theory of Advertising and Graphic Design (Practical) Paper 3(Any one Specialization) 1.)Visualization, Graphic Design or Animation & TV Graphics. 2.)Illustration 3.)Photography 1.) 75 2.) 75 3.) 75 1.)175+50= 225 (viva) 2.) ) Total 400

4 3 MFA Previous 1 st Semester Theory Subjects Paper 1- History and Technical Theory of Advertising The Economics and Function of advertising, Importance of Research in Product, Market and marketing, Branding and packaging, Advertising concept, Attitude and Consumer Behaviour, different channels of Communication in relation to Media of Advertising.

5 4 MFA Previous (1 st Semester Practical Subjects) (Specializations) 1. Visualization, 2. Illustration, 3. Photography Students can opt for any one specialization in the MFA Previous and will continue the same in the MFA Final year. 1. Visualisation: Visual communication for media appropriate to variety of consumer's products/services. Assignment: Execution of one Integrated Marketing communication on product, service or idea per semester in appropriate media including television, internet and mobile phone, as per need. Students can choose any one of the following along with Integrated marketing communication. (a) Graphic Designing Creation of image for Visual Communication, advance exercises in designing of symbols, trademarks, logotypes, signs etc. (b) Assignments: Graphic design for one specified event appropriate media including television and internet. Total fifty rough works of idea or concept to be submitted along with final work OR (c) Animation and TV Graphic The design for programmes, station identifies signs, symbols, commercial advertisements, trademarks and short films etc. Assignments: Animation or television graphics on any one event or advertisement for duration of one minute. Total fifty rough works of idea or concept to be submitted along with final work 2. Illustration- Illustration for books meant for different age groups. Comprehensive illustration for book (1) Book Design; (2) Story Illustration for children and for Adults; (3) Editorial Illustration; (4) Industrial Illustration; (5) Press Illustration, (6)character design for animation and story board illustration. Assignment: One book illustration on any topic of (24) pages including book cover, one story board on any advertisement or documentary or fiction story with minimum of five exclusive character designs which are in the storyboard. A minimum of (10)ten sketches per character and fifty sketches on each book or story board to be submitted each semester. 3. Photography- Comprehensive photography in any three selected areas: (1) Industrial photography, (2) (3) Product photography, (4) Interiors and Architectural photography (5) Art Photography, (6) Documentary photography,(7) People photography, (8) Photography outdoor (Nature, Wildlife, Adventurous), (9) Experimental photography.

6 5 Historical introduction of Photography, The Camera - types and uses - the accessories. The lens and the shutter. Practical techniques of focussing and making a successful exposure. Photographic emulsion - different kinds and their specialities. Chemicals used in Photography. Developing the negative - different methods and controls. Making a contact print. Making an enlargement. Assignment: Photography on any three topics consisting of 150 selected photographs per topic with 500 proper layout and sketches of the relevant photos. A written report of 1000 words on each topic taken has to be submitted along with the photos. One PowerPoint presentation of all the photographs in the chosen topics has to be submitted for Viva voce.

7 6 MFA Previous 2 nd Semester Theory Subject Paper1- Advertising agencies - their clients and achievements etc. Contribution towards the Society. A detailed study of Advertising and Personal selling. Art and craft movements in Europe and America.

8 7 MFA Previous 2 nd Semester Practical Subjects (Specializations) 1.Visualization, 2.Illustration, 3.Photography Students can opt for any one specialization in the MFA Previous and will continue the same in the MFA Final year. 1. Visualisation - Visual communication for media appropriate to variety of consumer's products/services. Assignment: Execution of one Integrated Marketing communication on product, service or idea per semester in appropriate media including television, internet and mobile phone, as per need. Students can choose any one of the following along with Integrated marketing communication. (a) Graphic Designing Creation of image for Visual Communication, advance exercises in designing of symbols, trademarks, logotypes, signs etc. Assignments: Graphic design for one specified event appropriate media including television and internet. Total fifty rough works of idea or concept to be submitted along with final work OR (b) Animation and TV Graphic The design for programmes, station identifies signs, symbols, commercial advertisements, trademarks and short films etc. Assignments: Animation or television graphics on any one event or advertisement for duration of one minutes. Total fifty rough works of idea or concept to be submitted along with final work 2. Illustration- Illustration for books meant for different age groups. Comprehensive illustration for book (1) Book Design; (2) Story Illustration for children and for Adults; (3) Editorial Illustration; (4) Industrial Illustration; (5) Press Illustration, (6)character design for animation and story board illustration. Assignment: One book illustration on any topic of (24) pages including book cover, one story board on any advertisement or documentary or fiction story with minimum of five exclusive character designs which are in the storyboard. A minimum of (10)ten sketches per character and fifty sketches on each book or story board to be submitted each semester.

9 8 3. Photography- Comprehensive photography in any three selected areas: (1) Industrial photography,(2) (3)Product photography, (4) Interiors and Architectural photography (5)Art Photography, (6)Documentary photography,(7) People photography, (8) Photography outdoor(nature, Wildlife, Adventurous), (9) Experimental photography. The Darkroom and its equipments. Requirement of a good enlarger. Lens facts - the defects and their remedies. Studio lighting - lighting for portraiture and table top, still life and special effects. Intensification, Reduction and Toning- methods and materials. Composition - principle and importance. Flash equipments and synchronization. Filters - Various types and their uses. Light of colour - introduction to the major colour systems Assignment: Photography on any three topics consisting of 150 selected photographs per topic with 500 proper layout and sketches of the relevant photos. A written report of 1000 words on each topic taken has to be submitted along with the photos. One PowerPoint presentation of all the photographs in the chosen topics has to be submitted for Viva voce.

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