university of madras · 2020. 5. 6. · the refugee - k.a. abbas 2. the lion and the lamb - leonard...
TRANSCRIPT
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).
The following texts from the prescribed textbook:
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
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 – 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
3. Practice of Annotation Writing
4. Practice of Summary and Literary Evaluation Writing
Unit – III
1. Basant Ritu Ka Natak
2. Seb Aur Dev
3. Practice of Annotation Writing
4. Practice of Summary and Literary Evaluation Writing
Unit – IV
1. Bahut Bada Sawal
2. Vivah Ki Teen Kathayen
3. Practice of Annotation Writing
4. Practice of Summary and Literary Evaluation Writing
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.
Part – III – Core and Allied Paper
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
The following texts from the prescribed textbook:
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
Part – III – Core and Allied Paper
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
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 – 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.
Part – III – Core and Allied Paper
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
(Practical:Record - 80, Viva - 20)
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
(Practical:Record - 80, Viva - 20)
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
(Practical:Record - 80, Viva - 20)
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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