UNIVERSITY OF MADRAS · 2020. 5. 6. · The Refugee - K.A. Abbas 2. The Lion and The Lamb - Leonard Clark 3. The Lady or the Tiger? - Frank R. Stockton. 4. The Sky is the limit -

UNIVERSITY OF MADRAS B.Sc. DEGREE COURSE IN VISUAL COMMUNICATION

SYLLABUS

Semester I

பகுதி –- I – தமிழ் - I

அலகு -1 தமிழ் இலக்கிய வரலாறு

1. நாட்டுப்புறப் பாடல்கள், கததகள், கததப்பாடல்கள், பழமமாழிகள், விடுகததகள்.

2. உதைநதட இலக்கிய வைலாறு, சிறுகததகள் ததாற்றமும் வளர்ச்சியும்,புதினங்கள் ததாற்றமும் வளர்ச்சியும்.

3. கவிதத இலக்கிய வைலாறு, மைபுக்கவிததகள் ததாற்றமும் வளர்ச்சியும், புதுக்கவிததகள் ததாற்றமும் வளர்ச்சியும்.

4. நாடக இலக்கியத்தின் ததாற்றமும் வளர்ச்சியும் (சிலப்பதிகாைம் முதல் தற்கால நாடகம் வதை).

அலகு - 2

1. வாய்மமாழி இலக்கியம்: நாட்டுப்புறப்பாடல்கள் தாலாட்டு, காதல், ஒப்பாரி. 2. புதுதமப்பித்தன் சிறுகததகள், கடவுளும் கந்தசாமிப் பிள்தளயும்,

மசல்லம்மாள், மனிதயந்திைம், ஆற்றங்கதைப் பிள்தளயார், ஒரு நாள் கழிந்தது.

அலகு - 3

1. பாைதியார்: காணி நிலம் தவண்டும், நல்லததார் வதீண

2. பாைதிதாசன்: தமிழ்க்காதல், தமிழ்வளர்ச்சி, எந்நாதளா?

3. கவிமணி ததசியவிநாயகம்பிள்தள: தன்வைலாறு கூறுதல்.

அலகு - 4

1. சிற்பி: முள்…..முள்…..முள்….

2. அப்துல்ைகுமான்: குருடர்களின்யாதன

3. ஈதைாடு தமிழன்பன்: ஒருவண்டிமசன்ரியு

4. இைா.மீனாட்சி: சிற்ப்எழுத்து

5. தவைமுத்து: குண்டூசி 6. பழனிபாைதி: நான்குமைக்கன்றுகள்

அலகு - 5

பம்மல் சம்பந்தமுதலியார் - சந்திரஹரி

அலகு - 6

மமாழிப்பயிற்சி 1. மபாருந்தியமசால்தருதல்

2. மைபுத்மதாடர்கள்

3. கதலச்மசாற்கள்

4. தநர்காணல்

Part – I – French – I

Title of the Paper : Prescribed Text and Grammar-I

Prescribed text book: Régine Mérieux & Yves Loiseau, Latitudes 1, Paris, Didier, 2017

(Units 1-6 only).

The following texts from the prescribed textbook:

Module 1 – Unite1 - Salut!

Unite2 - Enchanté !

Unite 3 - J’adore!

Module 2 – Unite 4 - Tu veux bien!

Unite 5 - On se voit quand?

Unite 6 – Bonne idée!

Questions not to be asked from the Autoévaluation and Préparation au DELF

Paper setters to strictly adhere to the syllabus and ask questions only from the pages included

in the syllabus. Questions should cover the entire syllabus.

Part – I – Hindi – I

Prose

Prescribed Text Book -1) Hindi Gadya Mala Ed: By Dr.Syed Rehamathulla

2) Functional Hindi and Letter Writing

Prescribed Text Book – Prayojan moolak Hindi

Unit – I

1. Sabhyata ka Rahasya

2. Personal Applications

3. Leave Letters

4. Government Order

5. Administrative Terminology Hindi to English

Unit – II

1. Mitrata

2. Letter to the Editor

3. Opening an A/C

4. Demi Official Letter

5. Administrative Terminology English to Hindi

Unit – III

1. Yuvavon se

2. Application for withdrawal

3. Circular

4. Memo

5. Administrative Terminology Hindi to English

Unit – IV

1. Paramanu Oorja evam khadya padarath sanrakshan

2. Transfer of an A/C

3. Missing of pass book /cheque leaf

4. Official Memo

5. Administrative Terminology English to Hindi

Unit – V

1. Yougyata aur Vyavasay ka Chunav

2. Complaints

3. Ordering for books

4. Notification

5. Official noting Hindi to English

Unit – VI

1. Enquiry

2. Resolution

3. Notice

4. Official noting English to Hindi

Part – II – English – I

Text – Catalyst - A Multilevel English Refresher by AnuChitra Publications Rs. 95/-

Unit – I – Preparatory Lessons

1. Competition Matters - Suzanne Sievert

2. A Personal Crisis May Change History - Dr. A.P.J. Abdul Kalam

3. Why Preserve Biodiversity - Prof.D.Balasubramanian

4. A Call to Action - Adapted from Hillary Rodham Clinton's address.....

Unit – II – Prose

1. My Greatest Olympic Prize - Jesse Owens

2. If You are Wrong Admit it - Dale Carnegie

3. Monday Morning - Mark Twain

4. The Unexpected - Robert Lynd

Unit – III – Poetry

1. Pulley or Gift of God - George Herbert

2. La Belle Dame Sans Merci - John Keats

3. The Night of the Scorpion - Night of the Scorpion

4. The Death of a Bird - A.D. Hope

Unit – IV – Short Story

1. Mrs. Packletide's Tiger - Saki

2. A Snake in the Grass - R.K. Narayan

3. Three Questions - Leo Tolstoy

4. The Gift of the Magi - O. Henry

Unit – V – Grammar Tense, Aspect, Auxiliaries (Primary and Modal), Negatives, Interrogatives Yes or No, Wh

Questions) Tag questions, completing the sentences, Common errors, Synonym, Antonym,

Word class, Use in sentences of words. (Refer to the Grammar exercises in the Text Book)

and Part I from Spring Board by Orient Black swan Pvt. Ltd Rs.105/-

Part -I from Spring Board by Orient Black Swan Pvt. Ltd Rs.95/-

Sound Right

Introduction to the Sounds of the English Language, Word Stress, Strong and Weak Forms,

Sentences Stress and Intonation, Voice Modulation.

Part – III – Core and Allied Paper

CORE PAPER – I: Introduction to Visual Communication

Unit I

Need for and the Importance of Human and Visual Communication, Communication as

expression, skill and process, Understanding Communication: SMCR Model

Unit II

Communication as a process: Message, Meaning, Connotation, Denotation Culture/Codes

etc. Levels of communication: Technical, Semantic, and Pragmatic. The semiotic landscape:

language and visual communication, narrative representation

Unit III

Fundamentals of Design: Definition, Approaches to Design, Centrality of Design,

Elements/Elements of Design: Line, Shape, Space, Color, Texture, Form Etc. Principles of

Design: Symmetry, Rhythm, Contrast, Balance Mass/Scale etc. Design and Designers (Need,

role, process, methodologies etc.)

Unit IV

Principles of Visual and other Sensory Perceptions. Color psychology and theory (some

aspects) Definition, Optical/ Visual Illusions, etc. Various stages of design process-problem

identification, search for solution, refinement, analysis, decision making, and

implementation.

Unit V

Basics of Graphic Design. Definition, Elements of GD, Design process-research, a source of concept, the process of developing ideas-verbal, visual, combination & thematic, visual thinking, associative techniques, materials, tools (precision instruments etc.) design execution, and presentation.

References

Lester, E (2000) Visual Communications: Images with Messages. Thomson Learning

Schildgen, T (1998). Pocket Guide to color with digital applications. Thomsom Learning

Picture this: Media Representation of Visual Arts and artists. University of Luton Press

Palmer, Frederic: Visual Elements of Art and Design, 1989, Longman

Porter, Tom and Goodman, Sue: Manual of Graphic Technique 2: For Architects, Graphic

Designers, and Artists, 1982, Astragal Books. London

Palmer.F: Visual Awareness (Batsford, 1972)

CORE PAPER – II: Drawing – I

The drawing record should contain exercises completed by each student on every practical

class during the first semester with proper dates and signature of the concerned lecturer. It

should contain a content page of exercises completed by individual students. The following

exercises are compulsory. Each exercise should have at least 5 drawings. {Roughs also

should be submitted along with the final drawings.}. All exercises must be in pencil and pen

(black)

Record

Geometrical shapes

Patterns, Surface textures etc.

Perspectives

Overlapping objects

Light and shade

ALLIED – I / Paper – I: Graphic Design – II

(Hand Drawing—Lines, Sketches)

Record I should contain handwork done by students on basic elements of design. There

should be minimum of THREE exercises for each topic outlined below for Record I.

Record

Lines of different thickness

Curves of different thickness

Shapes of different forms

Patterns—of different kinds

Distortion—of different kinds

Lettering(fonts) Alphabets

Fonts Numbers

Part – IV – Non-Major Elective

History of Tamil Cinema

Unit I

Beginnings of Cinema in TN – initial talkies era – dramas turned films – mythologicals.

Unit II

Era of ‘socials’ – freedom struggle and Thamizh cinema.

Unit III

Emergence of Dravidian Parties and their impact on Thamizh cinema.

Unit IV

Attempts at ‘middle cinema’ vis-à-vis commercial cinema.

Unit V

Contemporary mainstream cinema – entry of Corporates into cinema – the future.

Part IV – Soft Skills

Essentials of Language and Communication – Level I

Unit I

Recap of Language Skills – Speech, Grammar, Vocabulary, Phrase, clause, sentence,

Punctuation.

Unit II

Fluency building

What is fluency – Why is fluency important – Types of fluency – Oral fluency – Reading

fluency – Writing fluency – Barriers of fluency – How to developfluency.

Unit III

Principles of communication: LSRW in communication.

What is meant by LSRW Skills – Why it is important – How it is useful – How to develop

the skills?

Oral – Speaking words, articulation, speaking clearly.

Written communication – Generating ideas/ gathering data organizing ideas, Setting goals,

Note taking, Outlining, Drafting, Revising, Editing and Proof reading.

Non verbal communication – Body language, Signs and symbols, Territory/Zone, Object

language

Recommended Texts:

Hewing, Martin.1999. Advanced English Grammar: A Self-study Reference and

practice Book for South Asian Students. Reprint 2003.Cambridge University

Press. New Delhi.

Lewis, Norman. 1991. Word Power Made Easy. Pocket Books.

Hall and Shepherd. The Anti-Grammar Book: Discovery Activities for

Grammar Teaching Longman.

Powell. In Company. MacMillan. Cotton, et al. Market Lader.

Longman.

Semester II

பகுதி –- I – தமிழ் - II

அலகு - 1

தமிழ் இலக்கிய வைலாறு

1. சிற்றிலக்கிய வைலாறு

2. கிறித்துவ இலக்கிய வைலாறு

3. இசுலாமிய இலக்கிய வைலாறு

அலகு - 2

1. நந்திக்கலம்பகம்

2. முத்மதாள்ளாயிைம்

3. தமிழ்விடுதூது (முதல் 36 கண்ணிகள்)

அலகு - 3

1. திருக்குற்றாலக் குறவஞ்சி( குறத்தி மதலவளம் கூறுதல்)

2. முக்கூடல் பள்ளு( நாட்டு வளம்)

3. இதயசு பிைான் பிள்தளத் தமிழ்( மசங்கீதைப்பருவம் முதல் 5 மசய்யுள்கள்)

அலகு - 4

நளமவண்பா( கலிநீங்குகாண்டம்)

அலகு - 5

சீறாப்புைாணம்( மானுக்குப்பிதணநின்றபடலம்)

அலகு - 6

மமாழிப்பயிற்சி இலக்கணக்குறிப்புகள் : பண்புத்மதாதக, விதனத்மதாதக, உம்தமத்மதாதக,

உருவகம், உவதமத்மதாதக, தவற்றுதமத்மதாதக, அன்மமாழித்மதாதக.

Part – I – French – II

Title of the Paper : Prescribed Text and Grammar-I

Prescribed textbook: Régine Mérieux & Yves Loiseau, Latitudes 1, Paris, Didier, 2017

(Units 7-12 only).


Module 3- Unite7 – C’est où!

Unite 8 – N’oubliez pas !

Unite 9 – Belle vue sur la mer!

Module 4 – Unite10 – Quel beau voyage!

Unite 11 – Oh ! joli !

Unite 12 – Et après !

Questions not to be asked from the Autoévaluation and Préparation au DELF



Part – I – Hindi – II

One Act Play, Short Story and Translation

One Act Play – Prescribed text book – Aathekanki Ed by Devendra ray Ankur, Mahesh

Anand

Short Stories – Prescribed Textbook Swarna Manjari ed by D.R. Chitti Annapurna

Translation Practice – Prescribed Text Book – Prayogan Moolak Hindi

Unit – I

1. Aurangazeb ke Aakhiri Raat

2. Mukthidhan

3. Practice of Annotation Writing

4. Practice of Summary and Literary Evaluation Writing

Unit – II

1. Laksmi Ka Swagat

2. Mithayeewaala



Unit – III

1. Basant Ritu Ka Natak

2. Seb Aur Dev



Unit – IV

1. Bahut Bada Sawal

2. Vivah Ki Teen Kathayen



Unit – V Translation Practice ( English to Hindi)

Part – II – English – II

Text – Panorama English for Communication by Emerald Publishers Rs.89/-

Unit – I – Prose

1. The Refugee - K.A. Abbas

2. The Lion and The Lamb - Leonard Clark

3. The Lady or the Tiger? - Frank R. Stockton

4. The Sky is the limit - Kalpana Chawla

Unit - II – Poems

1. The Solitary Reaper - William Wordsworth

2. Gift - Alice Walker

3. O What is that Sound - W. H. Auden

4. Ode to the West Wind - P.B. Shelly

Unit - III – Short Stories

1. The Fortune-Teller - Karel Capek

2. The Postmaster - Rabindranath Tagore

3. The Model Millionaire - Oscar Wilde

4. The Dying Detective - Arthur Canon Doyle

Unit – IV – One-Act Plays

1. The Death Trap - Saki (H.H. Munro)

2. The Dear Departed: A Comedy in ONE-ACT- Stanley Houghton

3. The Sherif's Kitchen - Ronald Gow

4. The Anniversary - Anton Chekkov

Unit – V – Communicative Grammar

Refer to the Text Panorama and Part III from Spring Board by Orient lackswan Pvt. Ltd Rs.105/-

Watch your English Grammar, Framing Questions, Common Errors, More Grammar, Word Building: Prefixes

and Suffixes. Part -III from Spring Board by Orient Black Swan Pvt. Ltd Rs.95/- and Watch Your Englishfrom Panorama Grammar, Framing Questions, Common errors, More Grammar, Word Building: Prefixes and Suffixes.


CORE PAPER – III – Communication Skills

Unit I

Interpersonal communication: Theories and Models - Transactional analysis etc.

Unit II

Group communication: Theories and Models - Decision making process, leadership, team

work communication patterns in group context

Unit III

Public communication: Rhetoric Model, Persuasion Models

Unit IV

Non-verbal Communication: Theories and Models, Types of non-verbal behavior Kinesics

Unit V

Case Studies in communications skills, Ideation and Creative Thinking - Lateral Thinking.

Designing Messages for different audiences

References

Wood, Julia T: Communication Mosaics: An Introduction to the Field of Communication,

2001. Wadsworth

Larson, Charles U; Persuasion: Reception and Responsibility. Wadsworth, 2001.

COREPAPER – IV – Drawing – II

The drawing record should contain exercises completed by each student on every practical

class during the first semester with proper dates and signature of the concerned lecturer. It

should contain a content page of exercises completed by individual students. The following

exercises are compulsory. All exercises must be in pencil and in different medium -charcoal,

watercolor, pastels, and oil paints. Each exercise should have at least 5 drawings. {Roughs

also should be submitted along with the final drawings.}. All exercises must be in pencil and

in different medium -charcoal, watercolor, pastels, oil paints. Each exercise should have at

least 5 drawings. {Roughs also should be submitted along with the final drawings.}

Record

Forms— humans, animals, birds,

Live models

Landscapes

Monuments

Environmental Exposure

ALLIED – I / Paper – II: Graphic Design – II

Record should contain at least THREE exercises each with written briefs, scribbles and final

artwork). Cutting and pasting work for advertisements must be done with design elements

(logos, illustrations, lettering, etc.) created by the students themselves

(cutting and pasting from magazine or any other secondary sources will not be allowed).

Record

Logo design

Letterhead

Visiting Cards

Brochures

Print Advertisements - Black & White, Colour

Part – IV – Non-Major Elective

History of South Indian Art

Objective:

To introduce students to major milestones in the history of South Indian art and architecture.

Contents:

Unit I: Pallava period (Mamallapuram)

Unit II: Chola period (Brihadishwara temple, Thanjavur)

Unit III: Pandiya period (Great temple, Chidambaram)

Unit IV: Vijayanagar period (Hampi)

Unit V: Nayaka period (Ranganathaswami temple, Srirangam)

References

Tomory, Edith. A History of Fine Arts in India and the West. Orient Longman.

Dubreuil, Jouveau. Dravidian Architecture. Bharat Bharati

Part – IV – SoftSkills

Essentials of Language and Communication – Level –II

Unit I - Speaking Skills

Formal and Informal Conversation – Conversation in the work place – Interviews – Public

Speech – Lectures.

Unit II - Listening Skill Comprehending – Retaining – Responding – Tactics – Barries to Listening – Overcoming

listening barriers – Misconception about listening.

Unit III - Reading Skill Acquiring reading – Reading Development – methods teaching – Reading difficulties.

Unit IV – Writing skill Note-making – CV’s – Report writing, copy writing, Agenda – Minutes – Circular – Essay

writing on any current issues – paragraph – Essay writing, Writing Research papers –

Dissertation.

Unit V - Business Correspondence Meaning of Business correspondence – Importance of Business Correspondence essential

qualities of a business letters. Different types of business letters – cover letter, thank you

letters, message through email and Fax, Acceptance letters, rejection letters, and

withdrawal letters.

Recommended Texts:

Minippally, Methukutty. M. 2001. Business Communication Strategies. 11th

Reprint. Tata

McGraw – Hill. New Delhi.

SasiKumar. V and P.V. Dharmija. 1993. Spoken English: A Self-Learning Guide

Conversation Practice. 34th

reprint. Tata McGraw – Hill. New Delhi.

Swets, Paul. W. 1983. The Art of Talking So That People Will Listen: Getting Through to

Family, Friends and Business Associates. Prentice Hall Press. New York.

John, SeelyThe Oxford guide to writing and speaking. Oxford U P, 1998, Delhi. The

Process of Writing: Planning and Research, Writing, Drafting and Revising.

Semester III

பகுதி –- I – தமிழ் - III

அலகு - 1

தமிழிலக்கியவைலாறு

1. பல்லவர் கால பக்தி இலக்கியங்கள்

2. பிற்காலச் தசாழர் காலப் தபரிலக்கியங்கள்

3. காப்பிய இலக்கிய வைலாறு

அலகு - 2

1. ததவாைம் - திருநாவுக்கைசர்

2. திருவாசகம் - மாணிக்கவாசகர்

3. நாலாயிைத்திவ்யபிைபந்தம் - ஆண்டாள்

அலகு - 3

கம்பைாமாயணம்

யுத்தகாண்டம் – கும்பகருணன்வததப் படலம்

அலகு - 4

மபரியபுைாணம் ( காதைக்காலம்தமயார் புைாணம்)

அலகு - 5

இைாமலிங்கஅடிகள் - மனுமுதறகண்டவாசகம்

அலகு - 6

மமாழிப்பயிற்சி 1. தனியார் நிறுவனத்திற்கு தவதல வாய்ப்பு தவண்டி விண்ணப்பம் எழுதுதல்

2. ஊைாட்சி, தபரூைாட்சி, நகைாட்சி, மாநகைாட்சிக்குத் மதருக்குழாய் தவண்டி,

வடீ்டுக்குள் குடிநீர் இதணப்பு தவண்டி, மதருக் குப்தபகதள அப்புறப்படுத்த தவண்டி, மவறிநாய்கதளக் கட்டுபடுத்த தவண்டி, மதருச்சாதலகதளச் மசப்பனிட தவண்டி கடிதம்எழுதுதல்.

Part – I – French – III Title of the Paper : Translation, Comprehension and Grammar - I

Prescribed text book: K.Madanagobalane&N.C.Mirakamal, Le français par les textes,

Chennai, Samhita Publications-Goyal Publisher & Distributors Pvt Ltd, 2017

The following grammar components are chosen from the prescribed textbook:

Les pronoms relatifs

Le passé composé

L’imparfait

Le plus-que-parfait

Le subjonctif

Le conditionnel

La comparaison


Les feuilles mortes

Le vrai Père

Nos études

Demain dès l’aube

Par une journée d’été

Une visite inattendue

L’hiver

Le Libraire

Paper setter to strictly adhere to the syllabus and ask questions only from the pages included

in the syllabus. Questions should cover the entire syllabus

Part – I – Hindi – III

Ancient poetry and introduction to hindi literature upto reetikaal

1. Ancient Poetry- Prescribed Text Book – Selections in Poetry (2007) University

Publication, University of Madras

2. Introduction To Hindi Literature (Up to Reetikaal)- Prescribed Text Book Hindi Sahithya

Ka Itihas by Ramchan Draa Shulka

Unit – I

1. Kabirdas- Saakhi(Dohas from 1to 10)

2. Literary Trends of Veeragathakaal(Aadikaal)

3. Chand Baradai and his Works

4. Vidhyapathi and his Works

Unit – II

1. Surdas- Bramargeet Saar

2. Literary Trends of Bhakthikaal

3. Gyan Margi Shakha

4. Important Poet: 1 Kabirdas

Unit – III

1. Tulasidas – Vinayke pad only

2. Literary Trends of Bhakthikaal- Prem Margi Shaka

3. Literary Trends of Bhakthikaal- Ram Bhakthi Shaka

4. Important Poets – 1 Joyasi and 2 Tulasidas

Unit – IV

1. Meerabai- pad only

2. Tiruvallur (Dharmakaand Only)

3. Literary Trends of Bhakthikaal – Krishna BhakthiShaka

4. Important Poet: Surdas

Unit – V

1. Biharilal (Dohas 1 to 5)

2. Literary Trends of Reethikaal

3. Important Poet : Bihari and his works

4. Bhushan and his works ,Ghananand and his works

Part – II – English – III

Text - Reflections by Foundation Books Rs.105/-

Inspiring Lives by Maruthi Publications Rs.60/-

Unit – I – Prose

1. Dress in Communication -

2. Fusion Music - Pt. Ravi Shankar

3. About "An Inconvenient Truth" - Davis Guggenheim

4. A Speech - N.R. Narayana Murthy

5. A Speech - Barack Obama

6. Unity of Minds - A.P.J. Abdul Kalam

Unit – II – Poetry

1. The Justice of Peace - HillariBellock

2. A Different History - Sujata Bhatt

3. Digging - Seamus Heaney

4. I Love You Mom -

5. Ozymandias of Egypt - Percy Bysshe Shelly

6. Leave this Chanting and Singing and Telling of Beads - Rabindranath Tagore

Unit – III – Short Stories

1. Happy Prince - Oscar Wilde

2. The Story of Stanford -

3. Engine Trouble - R.K. Narayan

4. After Twenty Years - O. Henry

5. Two Gentlemen of Verona - A.J. Cronin

6. The Avenger - Anton Chekhow.

Unit – IV – Biographies from Inspiring Lives

1. Madam Curie

2. Mother Teresa

3. Subrahmanyan Chandrasekhar

4. Dr. Amartya Kumar Sen

5. Gertrude Elion

6. Vikram Sarabhai

7. Charles Chaplin

8. WangariMaathi

Unit – V – Grammar Refer to the exercises given in the text and Part -V from Spring Board by Orient

Black swan Pvt. Ltd Rs.105/-

Face-to-Face

Preparing for an Interview, Win the Game of Life, The First Written Encounter: Writing

Skills


CORE PAPER – V: Advertising

Unit I

Definition, Nature and Scope of advertising. Roles of Advertising: Societal, Communication,

Marketing and Economic. Functions of advertising.

Unit II

Based on target audience, geographical area, Media & Purpose. Corporate and Promotional

Advertising. Web Advertising.

Unit III

Environment, Components -Advertiser, Advertising agency & Media. Consumer behavior.

Latest trends in advertising – (India and abroad). Ad Agency –Structure of small, medium &

big agencies, functions. Types of agencies – in-house, Independent, Full-service &

Specialized. Legal aspects & ethical issues.

Unit IV

Client Brief, Account Planning, Creative Strategy and Brief, Communication Plan, Brand

Management - Positioning, brand personality, brand image, brand equity. Case studies.

Unit V

Conceptualization and Ideation, Translation of ideas into campaigns, Visualization

Designing & Layout, Copy writing – Types of headlines, body copy base lines, slogans,

logos, & trademarks. Typography, writing styles, Scripting. Story board. Advertising

campaign—from conception to execution.

References

Sandage, Fryburger and Rotzoll (1996) Advertising Theory and Practice. AAITBS Publishers

Stansfied, Richard: Advertising Managers Handbook. UBBSPD Publications. Third Edition

Advertising Handbook: A Reference Annual on Press TV, Radio and Outdoor Advertising.

Different Years ATLANTIS Publications

Mohan: Advertising Management: Concepts and Cases. Tata McGraw- Hill

Jewler, E (1998): Creative Strategy in Advertising. Thomson Learning

CORE PAPER – VI: Printing and Publication

Unit I

History of printing. Recent technological development of printing processes. Importance of

printing processes in design decisions.

Unit II

Principles of printing. (Relief, planography etc.,) Type-setting methods: hot metal, photo

composition and digital. Plate making process. Types of printing processes- Letter Press,

Offset, Gravure, Flexography and Silk Screen. Colour printing process - colour separation,

colour correction and colour reproduction. Current trends and future developments in printing

processes (Laser Printers, Scanners, Ink-jet printers, Image setters, Direct-to-plate printing

etc.).

Unit III

Elements of publication design. Page-makeup & Layout. Types of Layout-Books, Magazines,

Brochures, Catalogues etc., Typography—typeface design, copy fitting, communication

through typography. Special designs (information graphics, charts, tables boxes etc.).

Unit IV

Printing Management, Printing press organization and structure Economics of printing -

different types of paper, ink, plates, miscellaneous; Print order estimation, managing wastage.

Unit V

New technological development in printing process. Digital pre-press. Direct to plate

technologies. Recent trends printing processes. An over view of printing and publishing

industry in India. An over view of electronic publishing.

References

Dennis, E (1997). Lithographic technology in transition. Amdams, J.M.

Ramano F (1997). Delmar’s dictionary of Digital Printing and Publishing

Ruggles, P (1996) Printing Estimating: digital and traditional costing methods for graphic

imaging. 4th

Edition. Thomson Learning

McAllister, R (1998) Pathways to Print: Trapping. Thomson Learning

McAllister, R (1998) Pathways to Print: Color. Thomson Learning

Cost, F (1997) Pocket guide to digital printing. Thomson Learning

Bergland, D (1997). Printing in a digital world. Thomson Learning

Finley, C (1998). Printing paper and inks. Thomson Learning

Amdams, J.M. (1996) Printing Technology 4th

Edition. Thomson Learning

Hoff, S (1997). Screen Printing. Amdams, J.M. - Thomson Learning

Ramano, F (1996).Pocket Guide to digital pre-press- Thomson Learning

ALLIED – II / Paper – I: Computer Graphics I

(Practical:Record - 80, Viva - 20)

The practical will include

1. DTP for Publication Design: PageMaker (latest version)

2. Editing and manipulation of image/pictures using Photoshop (latest Versions)

Exercises

1. Design a 'logo' for an

a. Advertising agency

b. Commercial organization

c. Non-profit organization

d. Government agency

e. Service industry

2. Design a 'visiting card' & 'letter head' for the same FIVE organizations mentioned above

using the logo created in the previous exercise.

3. Design a 'news letter' for any one of the above-mentioned agencies.

4. Design the 'front cover' of an in-house journal published by any one of the above

mentioned agencies.

Part – IV – Soft Skills

Essentials of Spoken and Presentation Skills – Level –I

Unit I

Communication Skills for effective Business Presentation, perfecting oral skills; aural

skills; Reading Skills

Unit II

Non Verbal Communication: cultural codes for effective and business Presentations;

Business Etiquettes.

Unit III

Informal and Informal conversations, Introducing, Opening and closing Speeches, Inviting,

thanking, Apologizing, Expressing anger Resolving conflict, Giving and taking

information.

Unit IV

Etiquettes for Public Speaking (extempore and lectures), Interviews and Group

Discussions, Telephone conversations and Business Meetings

Unit V

Etiquettes for Business presentations – Team presentations and Individual presentation.

Recommended texts:

Powell. In Company. MacMillan. Cotton, et al. Market Leader. Longman.

Pease, Allan. 1998. Body Language: How to Read Others Thoughts by their Gestures. Suda

Publications. New Delhi.

Gardner, Howard. 1993. Multiple Intelligences: The Theory in Practice: A Reader Basic

Book. New York.

De Bono, Edward. 2000. Six Thinking Hats. 2nd

Edition. Penguin Books. De Bono, Edward.

1993. Serious Creativity. Re print. HarperBusiness.

Semester IV

பகுதி –- I – தமிழ் - IV

அலகு - 1

தமிழிலக்கியவைலாறு

1. சங்க இலக்கிய வைலாறு

2. அற இலக்கிய வைலாறு

அலகு - 2

எட்டுத்மதாதக

1. நற்றிதண : 10,110,129

2. குறுந்மதாதக : 8, 25, 32

3. கலித்மதாதக : 6, 37, 51

4. அகநானூறு : 7, 122, 155

5. புறநானூறு : 89, 109, 204

அலகு - 3

பத்துப்பாட்டு

மநடுநல்வாதட

அலகு - 4

சிலப்பதிகாைம் - மதனயறம்படத்தகாதத

மணிதமகதல -விழாவதறகாதத

அலகு -5

திருக்குறள்

அறத்துப்பால் :வாழ்க்தகத்துதணநலம், மக்கட்தபறு

மபாருட்பால் : கல்வி, தகள்வி காமத்துப்பால்: குறிப்புஅறிதல், புணர்ச்சிமகிழ்தல்

அலகு -6

மமாழிப்பயிற்சி 1. ஆங்கிலத்தில் இருந்து தமிழுக்கு மமாழிப்மபயர்த்தல்

2. தமிழில் இருந்து ஆங்கிலத்துக்கு மமாழிப்மபயர்த்தல்

Part – I – French – IV

Title of the Paper : Translation, Comprehension and Grammar-II

Prescribed text book: K.Madanagobalane&N.C.Mirakamal, Le français par les textes,

Chennai, Samhita Publications-Goyal Publisher & Distributors Pvt Ltd, 2017

The following grammar components are chosen from the prescribed textbook:

Le passé simple

Temps du passé - Emplois (le passé composé, l'imparfait, le passé simple, le plus-

que-parfait)

L’expression de la cause

L’expression de la conséquence

L’expression du but

L’expression de la concession

L’expression de la condition et de l'hypothèse

The following texts from the prescribed text book

Décadi et son grand-père

Le Petit chose

L’égoïste puni

Estula

Une Saison dans la vie d'Emmanuel

Une mauvaise nouvelle

La visite de la grand-mère

Le Horla



Part – I – Hindi – IV

Modern Poetry And Introduction To Hindi Literature Up To Aadhunik Kaal

1.Modern Poetry –Prescribed Textbook- Selections in Poetry (2007) University Publication,

University of Madras

2.Introduction To Hindi Literature (Up to Aadhunik Kaal)- Prescribed Text Book Hindi

Sahithya Ka Itihas by Ramchan Draa Shulka

Unit – I

1. Aasha

2. Tum Logo Say dhoor

3. Literary Trends of Chayavadh

Unit – II

1. Kavi aur Kalpana

2. Bharat Ke Aarthi

3. Literary Trends of Pragathivadh

Unit – III

1. Vardhan Mangunga Nahi

2. Aney Vallon Say Ek Savaal

3. Literary Trends of Nayee Kavitha

Unit – IV

Short Stories – One Act Play ,Kahani ka ithihas , Upanyas ka ithihas

Unit – V

Important Poets – Jayashankar Prasad, Maithalisharan Gupt,Suryakhant tripati

Nirala,Mahadevi varma, Sumitranandan Panth, Ramdhari Singh,Mohan Rakesh,Premchand

,Jaineyndar Kumar.

Part – II – English – IV

Text - Six One - Act Plays by Pavai Publications Rs.50/- Gifts to Posterity by Anu Chithra Publishers (the collection which has got six short stories only) Rs. 32/- Building Competency A Course in Reading and Writing English by Maruthi Publications. Rs.50/-

Unit – I – Six One-Act Plays 1. The Bishop's Candlesticks - Norman McKinnell

2. The Two Corporals - Val Gielgud

3. Wurzel-Flummery - A.A. Milne

4. Old Man River - Dorothy Deming 5. Hewers of Coal - Joe Corrie

6. Five at "The George" - Stuart Ready

Unit – II – Short Stories 1. Comrades - Nadine Gardiner

2. Games at Twilight - Anita Desai

3. Gateman's Gift - R. K. Narayan 4. Open Window - Munro (Saki)

5. Some Words with a Mummy - Edgar Allan Poe

6. The Ant and the Grasshopper - Somerset Maugham

Unit – III – Prose and Scenes from Shakespeare Scenes from Shakespeare:

1. Merchant of Venice - Lines on Quality of Mercy

2. Julius Ceaser - Antony's Funeral Oration 3.* Macbeth - Line from Sleep Walking Sign *Instead of Macbeth- line from Sleep Walking Sign the following Amendment occurs w.e.f. 2016-17(batch of candidates admitted to the course from the academic year 2015-16):-:- 3. Macbeth-Murder Scene in the same text Building Competency

Prose: 1. Little Girls are Wiser than Men - Leo Tolstoy

2. The Last Clock - James Thurber

3. How far is the River - Ruskin Bond

Unit – IV – Writing Skill Exercises Letter Writing (Formal & Informal)

Précis Writing

Paraphrasing Comprehension

Report Writing.

Part II and Part IV from Spring Board can be used for Class room exercises to enhance the students' communicative and presentation skills.


CORE PAPER – VII: Elements of Film

Unit I

Indian (Hindi, Tamil & other languages), Film form and film History: Early Cinema (1893-

1903). Development of Classical Hollywood cinema (1903-1927). German expressionism

(1919-1924). French Impressionism and Surrealism (1917-1930). Soviet Montage (1924-

1930). The Classical Hollywood Cinema after the coming of sound. Italian neo-realism

(1942-1951). The French New wave (1959-1964). Japanese cinema. Cinema in the third

world. Contemporary trends.

Unit II

Planning, pre-production- Concept / Story development, Scripting / Screen play writing,

Budgeting, Casting, Locations, Financing. Production –Shooting, Direction &

Cinematography. Post production- Editing, Sound recording, Dubbing, Special effects,

Graphics & Final mixing. Distribution & Exhibition.

Unit III

Mise-en-scene-Realism, the power of mise-en-scene, aspects of mise-en-scene, space and

time, narrative functions of mise-en-scene. Cinematographer properties- the photographic

image, framing, duration of the image, montage and long take. Editing- dimensions of film

editing, continuity editing, alternative to continuity editing. Sound- the powers of sound,

fundamentals of film sound, dimensions of film sound, functions of film sound.

Unit IV

The concept of form in films, principles of film, narrative form, non-narrative form, dividing

a film into parts and Genres (language, style, grammar, syntax.)

Unit V

Style as a formal system, narrative unity, ambiguity, a non-classical approach to narrative

films, space and time, disunity, form, style and ideology.

References

Thoraval, Yves (2000) The Cinema of India (1896-2000)

Roberge, Gaston: the Subject of Cinema

Roberge, Gaston (1977): Films for an ecology of Mind

Halliwell;: The Filmgoers Companion 6th

Edition

Arora: Encyclopedia of Indian Cinema

Baskar, Theodor: Eye of the Serpent

CORE PAPER – VIII: Basic Photography

Unit I

Human Eye and Camera. Basics of Camera. (Aperture, shutter speed, focal length, f-stop,

depth of field etc.,) Camera operations. Types of Camera. Types of Lenses. Visual

Perception.

Experiencing equipment— different types of cameras, lenses, filters, bellows, converters etc.,

Unit II

Understanding lighting—indoor and outdoor, Exposing and Focusing, Types of lighting,

Natural and Artificial Lights, Controlling lights, Exposure Meters, Differential focus, Filters,

Flashes. Designing with light.

Unit III

Types of Film -Sensitivity, Temperature, Speed etc., Reversal Films. Manipulation of Colour

and Light. Black and white and colour photography—negatives, colour materials, processing

and printing.

Unit IV

Basic Requirements, Equipments. Developing Process. Control Factors- Fixing, Washing,

Drying. Negative (ideal, identifying faults). Printing (paper, chemicals, Enlarger) etc. Special

effects techniques—motion pictures etc., manipulation of image, framing& trimming.

Unit V

Some basic Principles. Aesthetics. Basics of photo-journalism, Photo-features, Photo -essays,

Writing captions, Visual story telling. Photography for advertising—Consumer and

industrial. Planning a shoot-studio, location, set props and casting.

ALLIED – II / Paper – II: Practical Photography

(Practical: Record - 80, Viva - 20)

Photography record should contain at least 15 black and white and 15 colour photographs.

Each exercise should include all the necessary details (colour, exposure time, lens type etc.).

Final practical examination will test student’s knowledge on photography (either as a viva or

written exam or practical work on fundamentals of photography). Following themes should

be covered (minimum)

Exercises

1. Landscape (scenic, people, birds/animals, monuments)

2. Portraits

3. Photo feature, photo language

4. Environnemental exposure

5. Silhouette

6. Freezing movement

7. Panorama

8. Montage

9. Indoor photography

10. Industrial photography

11. Special effects

Part – IV – Environmental Studies Programme

Ability Enhancement Compulsory Courses

(AECC- environmental studies)

Unit I - Introduction to Environmental Studies

Multidisciplinary nature of environmental studies;

Scope and importance; concept of sustainability and sustainable development.

Unit II - Ecosystem (2 lectures)

What is an ecosystem? Structure and function of ecosystem; Energy flow in an ecosystem:

Food chains, food webs and ecological succession, Case studies of the following ecosystem:

a. Forest ecosystem

b. Grassland ecosystem

c. Desert ecosystem

d. Aquatic ecosystem (ponds, stream, lakes, rivers, ocean, estuaries)

Unit III - Natural Resources: Renewable and Non – renewable Resources (6 lectures)

Land resources and land use change: Land degradation, soil erosion and desertification.

Deforestation: Causes and impacts due to mining, dam building on environment, forests,

biodiversity and tribal populations.

Water: Use and over – exploitation of surface and ground water, floods, droughts,

conflicts over water ( international and inter-state).

Energy resources: Renewable and non renewable energy sources, use of alternate energy

sources, growing energy needs, case studies.

Unit IV - Biodiversity and Conservation (8 lecturers)

Levels of biological diversity: genetics, species and ecosystem diversity, Bio geographic

zones of India: Biodiversity patterns and global biodiversity hotspots

India as a mega- biodiversity nation, Endangered and endemic species of India.

Threats to biodiversity: Habitat loss, poaching of wildlife, man- wildlife conflicts,

biological invasions; Conservations of biodiversity: In-situ and Ex-situ Conservation of

biodiversity.

Ecosystem and biodiversity services: Ecological, economic, social, ethical, aesthetic and

Informational value.

Unit V – Environmental Pollution (8 lecturers)

Environmental pollution: types, causes, effects and controls: Air, Water, soil and noise

Pollution.

Nuclear hazards and human health risks

Solid waste management: Control measures of urban and industrial waste

Pollution case studies.

Unit VI - Environmental Policies & Practices (8 lecturers)

Climate change, global warming, ozone layer depletion, acid rain and impacts on human

communities and agriculture.

Environment Laws: Environment Protection Act, Air (Prevention & Control of Pollution)

Act; Water (Prevention and Control of Pollution) Act; Wildlife Protection Act; Forest

Conservation Act. International agreements: Montreal and Kyoto protocols and

Convention on Biological Diversity (CBD).

Nature reserves, tribal populations and rights, and human Wildlife conflicts in Indian

context.

Unit VII - Human Communities and the Environment (7 lectures)

Human population growth, impacts on environment, human health and welfare.

Resettlement and rehabilitation of projects affected persons; case studies.

Disaster management: floods, earthquake, cyclone and landslides.

Environmental movements: Chipko, Silent Valley, Bishno is of Rajasthan.

Environmental ethics: Role of Indian and other religions and cultures in environmental

conservation.

Environmental communication and public awareness, case studies(e.g. CNG Vehicles in

Delhi)

Unit VIII - Field Work (6 lectures)

Visit to an area to document environmental assets: river/ forest/ flora/ fauna etc.

Visit to a local polluted site – Urban / Rural/ Industrial/agricultural.

Study of common plants, insects, birds and basic principles of identification.

Study of simple ecosystem- pond, river, Delhi Ridge etc. (Equal to 5 Lectures)

Suggested readings:

1. Carson , R. 2002.Slient Spring, Houghton Mifflin Harcourt.

2. Gadgil , M.,&Guha, R. 1993.This Fissured Land: An Ecological History of

India. Univ.of CaliforniaPress.

3. Glesson, B. and Low, N.(eds.)1999. Global Ethics and Environment, London,Routledge.

4. Gleick,P.H.1993.Water Crisis. Pacific Institute for Studies in Dev.,Environment& Security.

Stockholm Env.Institute, Oxford Univ.Press.

5. Groom, Martha J., Gary K.Meffe, and Carl Ronald Carroll. Principles of Conservation

Biology. Sunderland: SinauerAssociates,2006.

6. Grumbine,R.Edward, and Pandit,M.K2013.Threats from India’s Himalayas dams

Science,339:36-37

7. McCully,P.1996.Rivers no more :the environmental effects of dams(pp.29-64).Zed books.

8. McNeill,John R.2000.Something New Under the Sun: An Environmental History of the

TwentiethCentury.

9. Odum,E.P.,Odum, H.T.& Andrees,J.1971.Fundamental of Ecology. Philadelphia Saunders.

10. Pepper,I.L.,Gerba,C.P& Brusseau,M.L.2011.Environmental and Pollution Science.

Academic Press.

11. Rao,M.N.& Datta,A.K1987.Waste Water Treatment. Oxford and IBH Publishing

Co.Pvt.Ltd.

12. Raven,P.H.,Hassenzahl,D.M& Berg,L.R.2012 Environment.8th

edition. John Willey &

Sons.

13. Rosencranz, A., Divan,S.,& Noble, M.L.2001.Environmental law and policy in

India. Tirupathi1992.

14. Sengupta,R.2003.Ecology and Economics: An approach to sustainable development.OUP

15. Singh.J.S., Singh.S.P and Gupta, S.R.2014. Ecology, Environmental Science and

Conservation. S.Chand Publishing, New Delhi.

16. Sodhi,N.S.,Gibson,L.&RavenP.H(eds).2013.Conservation Biology :Voices from the

Tropics. John Willey & Sons.

17. Thapar,V.1998.Land of the Tiger: A Natural History of the Indian Subcontinent.

18. Warren,C.E.1971.Biology and water Pollution Control. WBSaunders.

19. Willson,E.O.2006. The Creation: An appeal to save life on earth..New York:Norton.

20. World Commission on Environment and Development.1987.Our Common Future. Oxford

UniversityPress.

Part – IV – Soft Skills

Essentials of Spoken and Presentation Skills – Level –II

Unit I

Body Language – Kinesics, Proxemics, Para linguistic, Chronemics, Nuances of Speech

Delivery. Personality Development: Building self esteem.

Unit II

Team work and participating in group discussions – Team building and Team work, Team

briefing, Role of Team leader, Conflict resolution, Methology of Group discussions, Role

Functions in Group Discussion, Types of Non – functional Behavior, Improving group

performance. Participating in Mock group discussions.

Unit III

Interviews – Types of Interviews, preparing for interviews, facing interviews, reviewing

performance, participating in mock interviews.

Unit IV

Business Presentations – Preparing successful presentations, thinking about audience,

making effective use of visual aid, Delivering presentation, using prompts, dealing with

questions and interruptions, Mock presentations.

Recommended Texts:

Peter, Francis. Soft Skills and Professional Communication. New Delhi: Tata McGraw Hill.

2012.Print.

Singh, Prakash and Raman, Meenakshi. Business Communication. New Delhi: Oxford UP.

2006.Print.

Bailey, Edward P. Writing and Speaking at Work: A Practical Guide for Business

Communication. Pennsylvania: Prentice Hall. 2007.Print.

Pease, Allan and Peas, Barbara. The Definitive Book of Body Language. New York:

Random House.2006.Print.

De Bono, Edward.1993. Serious Creativity. Re print. Harper Business.

Semester V

Part – III – Core Paper

CORE PAPER – IX: Media, Culture and Society

Unit I

Why study media? Understanding mass media. Characteristics of mass media. Effects of

mass media on individual, society and culture – basic issues. Power of mass media. Media in

Indian society. Definition, nature and scope. Function of mass media.

Unit II

Media Audience analysis (mass, segmentation, product, social uses). Audience making.

Active Vs Passive audience: Some theories of audience - Uses and Gratification, Uses and

Effects, etc.

Unit III

Media as text. Approaches to media analysis - Marxist, Semiotics, Sociology, and

Psychoanalysis. Media and realism (class, gender, race, age, minorities, children, etc.)

Unit IV

Media as consciousness Industry. Social construction of reality by media. Rhetoric of the

image, narrative, etc. Media myths (representation, stereotypes, etc.) -- Cultural Studies

approach to media, audience as textual determinant, audience as readers, audience

positioning, establishing critical autonomy

Unit V

Media and Popular culture — commodities, culture and sub-culture, popular texts, popular

discrimination, politics and popular culture, popular culture Vs people’s culture, celebrity

industry- personality as brand name, hero-worship, etc. Acquisition and transformation of

popular culture

References

Silverstone, Rogers (1999). Why Study Media? Sage Publications

Potter, James W (1998). Media Literacy. Sage Publications

Grossberg, Lawrence et al (1998). Media-Making: Mass Media in a Popular Culture. Sage

Publications

Evans, Lewis and hall, Staurt (2000). Visual Culture: The Reader. Sage Publications

Berger, Asa Authur (1998). Media Analysis Techniques. Sage Publications

CORE PAPER – X: Television Production

Unit I

Introduction of visualization, Different approaches to visualization - TV, Films, and Ad films.

Types of telecasting, Production standards NTSC, PAL, Secam etc. Television Crew, an

overview of direction, art direction, floor management- indoor & outdoor, production

management, budget preparation.

Unit II

Principles of script writing, creative writing, and script formats. Planning of Story, story

board, discussions, screen play, dialogue writing, and selection of cast, costumes, locations,

set &design, Research. Locations: In-door, set, On-sights sets, -- Outdoor on-sight sets, blue

matte. Etc.,

Unit III

Camera techniques & operation, Types of camera, Video formats (VHS, SVHS,

U-MATIC, BETA, DIGITAL ), framing, shots & movements (wide, medium, close ups,

shadow, zoom, pan , tilt, aerial etc.), usage of various types of camera lenses (Normal, Tele,

Zoom etc.,), usages of various filters ( day , night, colour correcting filter, diffusion filter),

objectives TV lighting, various types of Lights ( baby, Junior, Senior, etc.,) colour

temperature, lighting for different situations (interviews, indoor, out-door), types of lighting(

Back, Front, full, semi, etc.,)

Video recording format - Audio on line or off line. Usage of various kinds of mics (Dynamic

mic, condenser mic, ribbon mic, Uni-directional, Bi-directional, Omni-directional mics, Hand

mic, Head set mic, quadraphonic mic and wireless mic, lapel etc.,) Knowledge about

audiorecording (mono, stereo, surround sound, eco etc.,).

Unit IV

Editing procedure, assembling shots, symbolic editing and editing errors. The language of

editing and shooting—sound in editing-categories of sound, post-synchronization, voice-over

or narration, music and dubbing, Video Editing – linear, non-linear, types of editing modes

(assemble mode, insert mode, on line mode) computer editing - time code roll editing, etc.,

Television graphics & titling and specials effects, Audio – Dubbing, Back ground Music,

synchronizing of video and audio, voice Over (narration)etc. Presentation skills, recording

live programmes.

References

Millerson, G. H (1993) Effective TV Production. Focal Press

Holland, P (1998). The Television Handbook. Routledge

CORE PAPER – XI: Web Publishing


Web publishing: Web Publishing Tool, FrontPage or Dream Weaver and MM Flash

HTML and XML Programming

Creation of the Home Page of a Web Site with proper links

Creation of a dynamic web page using appropriate web development tool (e.g. Dream

Weaver) for three different concepts.

Students should be given orientation of web/multimedia usability issues and interface design

basics

Each student to provide individual CD-ROMs with all the exercises done during the year with

proper dates. Students should be given adequate orientation on Web design and usability

concepts

Each student to provide individual CD-ROMs with all the exercises done during the year with

proper dates.

Note

1. The web pages should contain objects created by the students only. No objects/ elements

downloaded from the Internet should be used. If static images are to be included, then the

student is expected to create her/his own images using appropriate software like

Photoshop.

2. A minimum of Five exercises should be carried out on each theme outlined above

3. At least FIVE complete web sites for different categories of products or organizations

must be created for the record

4. All exercises should be accompanied by “paper-page” and “paper-design” in record form

along with the original fine containing the exercises.

5. The above mentioned are the minimum requirement for external examination.

References

Powell, Thomas. Web Design (2000). The Complete Reference. Tata McCraw-Hill

Arora, Deva Yashwant Singh. Multimedia 98: Shaping the Future

Grahm, L (1999) The principles of Interactive Design. Thomson Learning

Xavier: World Wide Web with HTML. Tata McGraw- Hill

CORE PAPER – XII: Advertising Photography

(Practical: Record - 80, Viva - 20)

Exercises

1. Visual of the product alone (photograph against plain backdrop)

2. Visual of the product in a setting where it is used.

3. Visual in use.

4. Visual of a benefit from using the product.

5. Visual showing the loss or disadvantage resulting from not using the advertised product.

6. Dramatization of the headline.

7. Dramatization of the evidence.

8. Dramatizing a detail (in the product)

9. Comparison between two brands.

10. Contrast between before and after using the product.

11. Visuals using Trade Characters.

12. Symbolism.

13. Abstract illustration (logo)

14. Continuity strip

15. Mood setting visual.

16. Visual of the product in the package.

17. Visual of the product ingredients or raw materials.

18. Special effects (freezing movements)

19. Montage

20. Visual with models.

PROJECT (V & VI semesters)

Given the special nature of the Visual Communication course, Project is compulsory.

Students, however, could choose any area including advertising, computer graphics,

photography and television production.

Project will be done in three phases.

Phase -1: Selection of the topic, doing the necessary background research on the topic,

and writing the project proposal. This Phase is to be completed during Semester V.

Phase -2: Internship / industry experience in the area related to the Project topic, and

submitting the internship report. This Phase is to be completed before the commencement

of the next Phase.

Phase -3: Professional execution of the project as per the proposal approved. This will be

done during Semester VI. A Viva will be conducted at the end of Semester VI.

Each Phase will be assessed as per the following scheme: Phase -1 – 20 marks, Phase -2 – 20

marks, Phase -3 – 40 marks, and Viva – 20 marks.

Part – IV – Value Education

Common for all U.G. & Five Year Integrated Courses

(Effective from the Academic Year 2012-2013)

Objective

Values are socially accepted norms to evaluate objects, persons, and situations that form part

and parcel of sociality. A value system is a set of consistent values and measures. Knowledge

of the values are inculcated through education. It contributes in forming true human being,

who are able to face life and make it meaningful. There are different kinds of values like,

ethical or moral values, doctrinal or ideological values, social values and aesthetic values.

Values can be defined as broad preferences concerning appropriate courses of action or

outcomes. As such, values reflect a person’s sense of right and wrong or what “ought” to be.

There are representative values like, “Equal rights for all”, “Excellence deserves admiration”.

“People should be treated with respect and dignity”. Values tend to influence attitudes and

behavior and help to solve common human problems. Values are related to the norms of a

culture.

Unit I

Value education-its purpose and significance in the present world – Value system – The role

of culture and civilization-Holistic living – Balancing the outer and inner – Body, Mind and

Intellectual level- Duties and responsibilities.

Unit II

Salient values for life- Truth, commitment, honesty and integrity, forgiveness and love,

empathy and ability to sacrifice, care, unity , and inclusiveness, Self esteem and self

confidence, punctuality – Time, task and resource management – Problem solving and

decision making skills- Interpersonal and Intra personal relationship – Team work – Positive

and creative thinking

Unit III

Human Rights – Universal Declaration of Human Rights – Human Rights violations –

National Integration – Peace and non-violence – Dr. A P J Kalam’s ten points for

englightened

citizenship – Social Values and Welfare of the citizen – The role of media in value building.

Unit IV

Environment and Ecological balance – interdependence of all beings – living and non-living.

The binding of man and nature – Environment conservation and enrichment.

Unit V

Social Evils – Corruption, Cyber crime, Terrorism – Alcoholism, Drug addiction – Dowry –

Domestic violence – untouchability – female infanticide – atrocities against women-

How to tackle them

Books for reference:

1. M.G.Chitakra: Education and Human Values, A.P.H.Publishing Corporation, New Delhi,

2003

2. Chakravarthy, S.K. : Values and ethics for Organizations:Theory and Practice, Oxford

University Press, New Delhi , 1999.

3. Satchidananda, M.K.: Ethics, Education, Indian Unity and Culture, Ajantha Publications,

Delhi, 1991

4. Das, M.S. & Gupta, V.K. : Social Values among Young adults: A changing Scenario, M.D.

Publications, New Delhi, 1995

5. Bandiste, D.D.: Humanist Values: A Source Book, B.R.Publishing Corporation, Delhi,

1999

Semester VI

Part – III – Core Paper

CORE PAPER – XIII: Media Organization

Unit I

Media Organization and Design: Some Conceptual Issues. Media as Business and Social

Institution. Media entrepreneurship, Greiner’s Development Model of a company.

Unit II

Behavior in media Organization and Organizational Behavior. Nature and Structure of

different Media Organizations—AIR/DD, Private Satellite Channels, Production Houses,

employment opportunities in Indian Media industry, Group Behavior, Innovation and

Creativity, Culture of organization

Unit III

Economics of Media—Relationship between supplier and buyer, Leisure time activity, Cost

Factors, Revenue Models, Market Factors, State of the Industry today.

Unit IV

Project Management in Media--Production Project Cycle (PPC), Management themes in

production Process, Project Planning, Production Strategies, PPC in Practice—Initiation

(Ideas, Evaluation and Assessment), Risk and Impact Assessment, Pre-production,

Production Team, Project Specification, Project work plan, Sources of Funds, Budgeting

(tools etc.) Project Responsibility, Production Process (status Report, Assessment,

Negotiation, Completion, Follow-up.

Unit V:

Programming Strategies, Audience Rating—Analyzing Programming and Audience Trends

Marketing Programs and selling space and time. Different kinds of contracts and legal

arrangements, Project Management.

References

Block et al. Managing in the Media. Focal Press, 2001

CORE PAPER – XIV: TV Production Practice


Exercises

1. Students should write original scripts for different formats like documentary and TV

commercial (five exercises) — these should be submitted as a separate Record

2. Shoot a Short story or Documentary—duration not to exceed 5 Minutes, and

3. Shoot a Commercial— 15 or 20 second spots

Each student should do individual projects containing the record and the program. Final

practical examination will test students on their ability to prepare a complete script and story

board on any of the above-mentioned format.

CORE PAPER – XV: 3 D Animation


Project work (walk-through, animated logo, etc.) should contain record containing advanced

animation works done by the student. At least FIVE concepts for animations should be

included as a part of the record. Each student to provide individual CD-ROMs with all the

exercises done during the year with proper dates. Students should be given adequate

orientation on basic design and usability concepts. The web pages should contain objects

created by the students only. No objects/elements downloaded from the Internet should be

used. If static images are to be included, then the student is expected to create her/his own

images using appropriate software like Photoshop. All exercises should be accompanied by

“paper-design” in record form along with the original file containing the exercises.

PROJECT (ref. Semester V)

General Instructions for Practical Examinations

All records should contain exercises done by students during the course of the year (with

proper dates) duly attested and verified by the concerned faculty

The minimum number of exercises as specified for each paper should be completed by

the students

For Drawing, thump-nail sketch would accompany the original. For Graphic Design I,

Record I and II all exercises should be done by hand. No cutting and pasting from

magazines or any other secondary material will be allowed

For Electronic Publishing and Project on Multimedia/Web Designing, the “Paper Page

and Design” in Record Format should accompany the original file containing the design

exercises. “Paper Page and Design” are rough sketch and design plan done in plain paper

before the actual design process using the software

For Electronic Publishing, Graphic Design II and Project no objects (pictures, images,

graphics etc) downloaded from the Internet or availablefrom standard templates should be

used. Students are expected to create their own elements or objects for their final design.

TV production should be done on individual basis

General References for Computer Graphics/ Multi-media and Web Publishing

Lester (1996): Desktop Computing Workbook. Thomson Learning

Coburn. Corel Draw 8: The Official Guide. Tata McGraw- Hill

Cooper, Alan (1995) Essentials of User Interface Design

Greenberg. Fundamental Photoshop. Tata McGraw- Hill

Greenberg. Digital Images: A Practical Guide. Tata McGraw- Hill

Milburn. Photoshop 5.5: Get Professional Results. Tata McGraw- Hill

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