Promoting Photography Research Essay Example For Students

Promoting Photography Research Essay Outline1 ROMOTING PHOTOGRAPHY IN GRAPHIC DESIGN FOR KUTPM à - NATURAL LIGHTING TECHNIQUE.2 1.2 PROBLEM STATEMENT3 1.3 OBJECTIVE4 1.4 SIGNIFICANT OF THE PROJECT5 1.5 SCOPE OF THE PROJECT6 1.6 ASSUMPTION AND LIMITATION7 2.0 LITERATURE REVIEW7.1 2.1 Review of Current Situation.7.2 2.2 Review of the Related Literature7.3 2.3 Review of the Related Product8 3.0 METHODOLOGY8.1 3.1 Project Methodology9 MARKETING STRATEGY FOR GRAPHIC DESIGN COUTSE at KUTPM10 4.0 SUMMARY AND CONCLUSION ROMOTING PHOTOGRAPHY IN GRAPHIC DESIGN FOR KUTPM à - NATURAL LIGHTING TECHNIQUE. This campaign is to promote bachelor graphic design course in KUTPM, for schools student around Selangor. The case study for this project is about Natural Lighting Technique as an element in photography. The purpose of this project is to expose the technique to students and as a result students will enhance their skill to produce a good picture. In the same time students will be expose to graphic design career. Light isnt simply a factor that affects photography, light is photography. Photographers learn early on that when they take a picture they are recording light. However, that knowledge doesnt do much to explain the emotional response evoked in a simple play of light in an image. It seems that the best photographers have a unique relationship with light, and learn to dance with that light to produce remarkable images. (Moose Peterson, Steve McCurry, Joe McNally and Tim Grey à - Nikon) 1.1 PROJECT BACKGROUND The field of the project is educational campaign for the photography by using natural lighting technique. The group will represent the KUTPM to promote Graphic Design course. One of the key elements in graphics world is photography. The form of photography would come in many ways such as. Out door lighting I. Front lighting II. Slide lighting III. Back lighting IV. Existing lighting (Photoinfo .com 2003-2005) The computer technology gives a lot of alternative way in presenting the graphic design. There is a lot of graphical oriented software in the market, starting from the image editing to illustration such as bundle of Adobe software, Corel Paint pro, uLead Photo Paint and so on. Compare to the traditional way, the new technology can help to enhance the process and the quality of the design. 1.2 PROBLEM STATEMENT i) Budget/sponsor- it hard to find a sponsor to held a small event. The cost to prepare the event is very expensive. ii) Time/date- time of the event will be held on 25 October 2007. Which are few weeks before SPM examination. iii) Venue à - the campaign will be held in a small hall. Capacity of the hall only limited for 150 audiences. This is not include for the exhibition booth space. 1.3 OBJECTIVE Research Objective: i) To promote Bachelor Graphic Design course in KUTPM. ii) To introduce Natural lighting Technique in photography. iii) To reveal Photography as an element in graphic design. 1.0 Bar Chart : Graphic design analysis 1.1 Bar Chart : Photography Analysis 1.2 Bar Chart : Photography knowledge Hypothesis: The research will be done to 100 students that choose randomly in Shah Alam. The target group primary student in form 4 and 5. From the research objective and research question, this will provide the percentage and the public level knowledge toward the photography and graphic design. The research also reveals the reception public about the campaign. In the other way, people perception towards Bachelor Graphic Design also will be known. 1.4 SIGNIFICANT OF THE PROJECT i) Increase the number of KUTPM student in Bachelor Graphic Design. ii) Widen their knowledge about photography technique in other graphic design element. 1.5 SCOPE OF THE PROJECT Target Candidate: i) SPM students Project Type: i) Campaign 1.6 ASSUMPTION AND LIMITATION Assumption: i) Student will receive more knowledge about photography in graphic design. ii) Attract more students taking Bachelor Graphic Design in KUTPM. iii) Create a good relationship between KUTPM and Schools Limitation i) Target audience Form 4 and 5 students. ii) Venue School around Selangor. iii) Venue à - Small hall iv) Case study à - Natural Lighting Technique. CHAPTER II 2.0 LITERATURE REVIEW 2.1 Review of Current Situation. i) People will learn about the important of proper exposure in both digital and film camera. Beside the composition, the ultimate important thing to ensure the best captured is understand the exposure which is learn the basic daylight exposure. The quality of sunlight depends on its strength and direction. Strong, direct sunlight is hard because it produces dark, well-defined shadows and brilliant highlights, with strong modeling of form. Sunlight is hardest on clear summer days at noon. Strong sunlight makes strong colors more brilliant, but weak colors pale. Sunlight is diffused by haze, mist, and pollution in the air. This diffused or reflected light is softer; it produces weak, soft shadows and dull highlights. Directionless, diffused sunlight is often called flat lighting because it produces fine detail but subdues or flattens form. Weak, directionless sunlight provides vibrant, well-saturated colors. The color, direction, quantity, and quality of the light determine how the subjects appear. Daylight and sunlight are not a constant source, because they change hourly and with the weather, season, location, and latitude. This changing daylight can alter the apparent shapes, colors, tones, and forms of a scene. The color of sunlight changes most rapidly at the extreme ends of the day. Strong color changes also occur during storms, haze, or mist and on blue early morning days. The direction of light changes as the sun moves across the sky. The shape and direction of shadows are altered, and the different directions of sunlight greatly affect the appearance of a scene. à - Alex Moh (photographer, teacher, and project coordinator for numerous photography projects at national and international arena). He is appointed as Nikon Stylus Pro. 2.2 Review of the Related Literature Type of source: Magazines Petersons Photography, September 2004, Tips for tricky exposure situation Proper exposure is important. Color-print film has a lot of latitude, and digital images can be manipulated extensively, but properly exposed image will always look better then a corrected poorly exposed one à - Mike Stensvold. Petersons Photography, September 2004, Travel Light Low-angled sunlight is more than golden colors, long shadows, and rich textures. The direction from which a subject is illuminated dramatically impacts how that subject is perceived, and at sunrise or sunset we can often choose how to use the light direction such as frontal lighting, backlighting or sidelighting à - Jim Zuckerman. Digital Camera, issue 11, November 2006, Captured autumn landscapes Beautiful backlighting will appear when the suns low in the skies that give the opportunity to people to take stunning backlit pictures of woodland or mist. For best result, take a series of shots starting at the metered exposed and increasing each frame by half a stop until you reached +2 stops. This will give you a range of effects from near-silhouette to atmospheric high key. Digital Camera, issue 17, May 2007,Shoot and edit amazing portraits Shooting with a reflector will give your portraits a genuine look that flash cant reproduce. It fills the shadow with natural light and the fantastic benefit is that you can see it in action while adjusting for the best result. During the portraits photography, the reflector holding was holding on the opposite side of models face from where the light was falling. This bounced the light back towards the shadows and lifted the image. Intensity is controlled by how far away you place the reflector. Experiment and adjust before each shot in order to make sure the light hitting the shadows à - Ben Birchall Book Digital Photography (McGraw Hill) Natural Light à - McCurry For many photographers, natural lighting is the most common source of illumination. Even studio photographers often make it a point to utilize natural light whenever possible for the warmth and depth it provides to the subject. In many cases the results achieved with artificial lighting dont quite have the magic of ambient lighting. When asked why he tends not to use flash, relying instead on ambient lighting, McCurry says it isnt a conscious decision not to use flash. I just like the look of natural light, and I dont like the look of a flash picture unless its done so you cant tell flash was used. Of course, just because making use of natural light doesnt mean you need to always be looking for the most dramatic lighting or only photograph during early morning or late afternoon light. As McCurry points out, Often theres a story or some emotional situation Im trying to convey, a story Im trying to tell, and I dont want the light to interfere with that. Im looking for a lighting which isnt distracting. I often like flat lighting that is even, such as under an overcast sky. I dont usually shoot in a lot of sun, but rather look for more muted situations. In fact, McCurry is not always looking for the right light so much as avoiding light that draws attention to itself for being not in harmony with what Im trying to do. In other words, his focus is often on the subject rather than the light, and anything that draws attention away from the subject may be a bad thing. While this may sound like a recommendation to avoid looking for the right light, looking deeper youll discover this is more about making sure the light works with the subject, and produces a better overall image. Your image shouldnt depend exclusively on dramatic lighting, but rather you should compose an image that incorporates lighting as one of the key elements working together to create a beautiful image. Rather than having your image over powered by the lighting, work to ensure that all aspects of the image work together, including the lighting. Web www.phillborges.com Phil Borges has lived with and documented indigenous and tribal cultures around the world. Through his work, he strives to create a heightened understanding of the issues faced by people in the developing world. Through his exhibits and award-winning books, Phil attempts to create a relationship between the audience and his photographic subjects. I want the viewer to see these people as individuals, to know their names and a bit of their history, not just to view them as an anonymous part of some remote ethnic or tribal group. Many pictures taken by Phill were using natural light. www.tedadnan.com Ted Adnan Asmadi, Photographer, Producer Film Maker, based in Kuala Lumpur, Malaysia.Ted is a self taught photographer, his background in Arts and Accounts is a distinct advantage over others in providing images that a client requires. He is comfortable creating images in both analog and digital format, and easily transcends both location and studio environments. Here are some of Ted Adnan Pictures. He applied creative exposure technique in capturing in different light condition. www.deborahhart.com She is a California transplant currently based in Los Angeles, California. As a child, and Navy Brat, her family traveled to all corners of the United States. Her interest in Photography began in High School. While in High School. She was blessed to be mentored by Will Counts, an amazing photographer well known for his documentation of the attempted desegregation of Little Rock, Arkansas Central High School in 1957. Alfred Stieglitz Biography Essay4. Pricing à - Process of setting prices including discount (In this event there is no process of setting prices) Time Line for Pre-Show Promotion 6 months from the Show Decide on show objectives Establish the budget Decide on pre-show promotion vehicles Five Months from the Show Decide on the show theme Select targeted publications for pre-show publicity Content planning for promotions Select list for telemarketing, e-mail and fax broadcasting Four Months from the Show Define and plan direct mail options Select and order incentives à - promotional products Plan and write your press releases Create telemarketing scripts Three Months from the Show Schedule advertising Send ad proofs to publications Target list of editors for press releases and send Two Months from the Show Order direct mailing lists Produce direct mail piece One Month from the Show Package and send direct mail piece Call editor to arrange interviews Begin e-mail and fax broadcast campaign (www.skyline.com, 10 Jun 2007) Unique Selling Proposition Market research on successful advertising campaigns two desirable attributes: the penetration and the usage pull, that produced a high usage pull was the basis for the theory of the USP 1. Each advertisement must make a proposition to the customer: buy this product, and you will get this specific benefit. 2. The proposition itself must be unique something that competitors do not, or will not, offer. 3. The proposition must be strong enough to pull new customers to the product. (1940s, book Reality in Advertising, Rosser Reeves (Chairman of the Board at Ted Bates Company)) MARKETING STRATEGY FOR GRAPHIC DESIGN COUTSE at KUTPM In order to be successful in promoting KUTPM Graphic Design Course is to correctly address the various component of the marketing strategy. The figure below illustrates a typical component of marketing strategy and marketing plan. To develop the promotions program for the Graphic Design Course, the following needs to be taken into account. 1. the nature of the target audience 2. the short and long- term communication objectives 3. the messages that are to be used 4. the promotional / communication channels to be used 5. the budget 6. the promotion mix 7. the ways in which the elements of the promotion mix are to be integrated and how, in turn, the promotion mix is to be integrated with the marketing mix. 8. how the result of the campaign are to be measured. ( Wilson Gilligan, Strategic Marketing Management, Second Edition, 1997) We are proposing the following way to address the above for the successful promotion of the Graphic Design Course of KUTPM. 1. Target Audience The target audiences for the Graphic Design course are i- students that are with SPM ii- students in form four and five iii- those with relevant recognized certificates iv- students in general v- school counselors vi- parents the main target audiences are therefore upper secondary school students and parents. The students and parents need to be made aware of the availability of the course offered by KUTPM. The content of the marketing promotions must therefore be targeted to form these main audience. 2. The Communication Objectives The aim of the communication objectives is to put something into the audiences mind to encourage them to choose the Graphic Design Course in KUTPM. The communication plan should be able to make the consumers finally make the decision to choose KUTPM Graphic Design Course. Following are the enrollment into the course and the relevant communication tools to be used. Steps Towards Enrollment. The Possible Communication Tools Proposed 3. Developing The Message In developing the message or content of the Marketing Communication channels is to identify the following, i- What to say ii- How to say it structurally iii- How to say it emotionally or symbolically (formal) iv- Who should say it (the source) We proposed the content of the communication should have both rational appeal as well as emotional appeal. The Graphic Design be communicates as a suitable course to take that provide good career opportunities in many industries such as in media and marketing companies. The content should also communicate that the course is very exciting especially for those who are creative to fully realize their potential. The message should also includes why KUTPM is the best institution to join with its reputation of having high percentage of its graduates getting jobs after graduation. 4. Selecting The Communication Channels. For the message to reach the target audiences it is proposed that the most cost effective way to be selected. One way is to work closely with print media in giving news coverage on the Graphic Design Course in KUTPM. The coverage is virtually free. However, there need to be news worthy events or activities that have to be organized. Participants by Very Important Persons would encourage coverage by the media. Through the print media the message can be delivered to both the students and parents. For example a competition can be organized with relevant sponsors for students to participate in Graphic Design. The advertisement cost and prizes can be paid by the sponsors. KUTPM Graphic Design Department will just be the organizers. Local, regional and subsequently international seminars can be organized with relevant interested parties. This will help to establish a good brand for the Graphic Design Department. 5. The Budget. By identifying cost effective approach as proposed above, the budget required would be minimal. BUDGET FOR THE PHOTOGRAPHY CAMPAIGN 2007 NO ITEM DESCRIPTION VALUE 1 College Contribution From STAD, College RM 200.00 2 Sponsor Sponsorship from Government organization, corporate, agency or individual (VIP): Ex: Nikon, Canon, Olympus New Straits Times Press VIP RM 2000.00 3 Collection RM 300.00 per person RM 900.00 TOTAL = RM 3100.00 THE ESTIMATE EARNING OF THE PROJECT: THE ESTIMATE EXPENSES OF THE PROJECT: NO ITEM DESCRIPTION VALUE 2 Promotion 1 x Banner (5X 2) = RM150 1 x Bunting (2X 4) = RM 120 1 x Backdrop Poster (AO) synthetic paper matte laminations = RM 70 7 x Poster (A3) = RM 70 RM 410.00 5 Logistic For carry the display items and and campaign equipments RM 100.00 6 Prizes For the photography contest RM 500.00 7 Decoration/Ornament Ornament stuff for hall/booth RM 200.00 8 Other Expenses Donation for large group (RM 100 x 3 person) RM 300.00 TOTAL = RM 1600.00 *Balance of the Budget: RM 1500.00 6. Integration of Promotion Mix and Marketing Mix. The promotion mix/plan above and the other components of marketing mix, product (Graphic Design Course), price (course fee), place (KUTPM) need to be effectively integrated. Since the KUTPM Graphic Design Course does not have brand loyalty there is a need to adopt à push strategy more than à pull strategy. The following figure illustrate the cost-effectiveness of different promotional tolls throughout the life cycle of a product or service which we should consider when undertaking the above promotional plan/mix. For the early stage the most cost effective is through sales promotion and advertising. Advertising can be costly and as we proposed above, it would be good to organize activities for news coverage. 7. Measuring Results. It is important to set feedback on the effectiveness of the marketing promotional plan. Necessary adjustment need to be made to improve its effectiveness. 3.2 Software and Hardware NAME FUNCTION Adobe Photoshop CS Use to combine, crop and manipulate the image Adobe Illustrator Use to create and manipulate new design in the vector image format (the output are more sharp and not jagged). Adobe In design Use to create the pamphlet/brochure. Internet Use to create the ads and send invitation to guest. Light Room Use to adjust color tone à - Saturation, Hue, Lens, Color tone ( Blue, Red, Orange, Yellow, Aqua, Purple, Magenta) Brightness and Contra NAME FUNCTION Canon Scanner Scan image and data to edit Canon Blotter(Printer) Print the output in big poster and banner 20 wide screen Philip Monitor Display the output design 1 GB DDR-2 SDRAM For hyper speed memory ATI Radeon X1300 256 MB PCIe (Graphic card) To create high dynamic range visual effect and accelerate the heavy graphic program keyboard Input data Canon PIXMA iX4000 To print the flyers/brochures/pamphlet Logitech G3 Laser Mouse To speed up the design process (2000dpi) Olympus FE-170 Digital Camera 6.0 MP To take photo to be edited 3.3 Project Organization 3.3 Ghant Chart CHAPTER IV 4.0 SUMMARY AND CONCLUSION As a conclusion, the important motive for this campaign to make sure that the societies are understood the important of photography in graphic design in our daily life. It also can give information to teenagers about their career future in both photography and graphic design. The campaign also will promote and attract student to choose KUTPM as one of their choices to do Bachelor in Graphic Design. This probably can make and change the mentality of some people that studying in private college can achieve the quality same as the public institution. Through learning photography in graphic design, it can generate the culture and appreciate the art of visual in peoples life. So, with this opportunity, the group hopes the teenagers will get the next step in their life to improve their skill in photography and not to mention graphic design. To summarize, this campaign was basically to attract people to get close in visual world. This is to generate the culture and appreciate the art of photography in society life especially student and teenagers. The campaign will show how and why the photography is important in our live. It also teaches the user how to be a good in the way of knowledge and learn what technique is suitable for certain condition. Another thing that people can see is the sample portfolios and the artwork from the local artist. Overall, the campaign will give information to society especially student and teenagers to know more deeply about the art of photography in the world of graphic design and not to mention to promote the KUTPM to the peoples eyes. Research Question: Age: Education Level: Gender: (1) Do you know what graphics design is? Yes No (2) Are you familiar with the graphic design environment? Yes No (3) Are you interested in photography? Yes No (4) How deep do you know about photography? None Little Much Too much (5) Do you agree that good skill in photography can insure good life in the future? Yes No 6) Do you know any good designer or photographer in/out of this country? Yes No (7) Do you ever visit any of the graphic and photography exhibitions? Yes No (8) Do you know what the future prospects are for bachelor in Graphic Design? Yes No (9) List the best place to learn Bachelor Graphic Design? (10) Do you know our daily life are surrounding with the graphic? Yes No