Advanced Diploma in Commercial Photography
Culture and Arts - Visual Arts
Purpose and Rationale
Purpose:
The purpose of the Advanced Diploma in Commercial Photography is to facilitate continuing professional development through the inculcation of a deep and systematic understanding of current thinking, practice, theory and methodology in the field of Photography. This qualification also prepares learners for Postgraduate study through the deepening of their knowledge and understanding of theories, methodologies and practices in Photography, as well as the development of their ability to formulate, undertake and resolve more complex theoretical and practice-related problems and tasks through the selection and use of appropriate methods and techniques in the field of Photography.
The purpose of the qualification is also to provide rigorous and continuing professional growth through the augmentation and stimulation of a higher order of cognitive thinking, practice, theory and methodology in an area of specialisation within commercial photography. New forms of communication and photography technologies are abounding and this qualification will equip learners in:
- Making sound decisions in terms of investing in singular components or more elaborate systems.
- Getting first-hand experience using the equipment in a protective environment, first, before making the decision to buy.
- Camera technologies such as digital medium format cameras and digital backs, the mirrorless range of cameras, and digital single lens reflex (DSLR) videography will be unpacked in terms of its dedicated applications, specifically in terms of augmenting the commercial photographer's existing arsenal of professional equipment.
Rationale:
Commercial photography, and by implication professional photography in its modern-day guise, is intrinsically linked to a variety of contributing factors that shape the photographic industry. Photographic technology is continuously evolving and from a teaching environment perspective, it is necessary to remain current and focused.
The qualification will enable learners to successfully interact with and integrate into the industry such as in Wildlife photography, tourism photo tours, wedding/portrait and lifestyle photography. Learners will be able to apply Advanced DSLR Videography for advertising/public relations 'movie' integrated in stills; post production, advanced Photoshop.
This qualification also plays a crucial role in the development of conceptual criteria to be implemented/incorporated into the varied discourses within various photographic genres. This can be extended to the community engagement projects with the aim of creating long lasting interventions and exploring the concept(s) of Africanisation within the genre of South African photography.
Outcomes
- Demonstrate integrated knowledge of the central areas of either people, objects or environmental aspects of commercial photography including an understanding of and the ability to apply and evaluate the aspect such as composition, concept, layout lighting, styling, detailed knowledge of commercial photography and how that knowledge relates to other practices in the field of communication in a photographic paradigm.
- Demonstrate an understanding of knowledge as contested and the ability to evaluate types of knowledge, such as interpreting of briefs, organisation skills, client liaison, sourcing products, people, locations, and explanations typical within the area of Photographic practice.
- Demonstrate an understanding of a range of methods of enquiry in commercial photography, and their suitability to specific investigations### and the ability to select and apply a range of methods such as software to resolve problems or introduce change within photographic practice.
- Demonstrate the ability to identify, analyse, evaluate, critically reflect on and address complex problems, such as concept, styling, visual communication, interpretation and applying evidence-based solutions and theory-driven arguments within a commercial photography context.
- Demonstrate the ability to take decisions and act ethically and professionally, and the ability to justify those decisions and actions drawing on appropriate ethical values and approaches within a supported photographic environment.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcomes 1:
- Understanding of key photographic genres and trends applied within a commercial framework.
- Use of influential principles from diverse disciplines for creative practices and problem-solving.
- Recognition of potential problems and implementation of problem-solving skills.
- Comprehensive research in transdisciplinary projects within a commercial framework.
- Application of techniques and methods from various photographic areas to enhance composition, concept, layout, and lighting.
Associated Assessment Criteria for Exit Level Outcomes 2:
- Understanding of visual communication in commercial photography.
- Identification of target audience for effective visual communication.
- Adaptation and reinterpretation of photographic techniques for the target audience.
- Application of theoretical or scientific concepts in practical photography projects.
- Integrated knowledge in selecting specialized equipment for commercial photography.
Associated Assessment Criteria for Exit Level Outcomes 3:
- Proficiency in communicating within photographer/client contexts.
- Application of theoretical or scientific concepts in practical photography projects.
- Explanation of marketing and branding related to photography.
- Development of conceptual and visual skills for creative photography.
- Competency in post-editing techniques and computer software application in the industry.
Associated Assessment Criteria for Exit Level Outcomes 4:
- Application of researched information in practical photographic solutions.
- Critical understanding of scientific concepts related to practical photography.
- Demonstration of effective interactive skills in communication, listening, and sharing.
- Ability to think laterally and showcase advanced creative problem-solving skills in various commercial contexts.
Associated Assessment Criteria for Exit Level Outcomes 5:
- Adherence to technical requirements for practical work and research outputs.
- Understanding of the professional photographer's role in the industry, business concepts, and contracts.
- Justification of ethical decision-making in commercial photography.
Integrated Assessment:
- Combination of Formative and Summative Assessment methods.
- Appropriateness of assessment methods to teaching mode.
- Communication of outcomes and criteria to learners.
- Formative assessment methods include individual assignments, presentations, group projects, structured reading questions, practical evaluations, and formative feedback.
- Self-reflection required after each formative assessment.
- Summative assessment methods include structured theoretical tests and examinations.
- Focus of theoretical tests on content knowledge and comprehension.
- Focus of examinations on integration of knowledge and skills.
- Summative assessments for practical subjects at the end of each term with a final evaluation.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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