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Unit Learning Guide

School of Communication
College of Arts

Name of Unit – Fashion and Identity

Unit Number: 100941

Teaching Period: SPRING 2010

Unit Weighting: 10 credit points Unit Level 200

Unit Co-ordinator: Juliana Swatko

Teaching Staff: Juliana Swatko, Jordan Graham

First Point of Contact:

Name Juliana Swatko

Phone 9852 5441 Email : j.swatko@uws.edu.au

Student Consultation

A time for face-to-face consultations can be arranged by email.

Email enquiries will be answered at regular intervals during the week.

Provide details of times that are available for student consultation, including face to face, answering email or phone enquiries.

It is a condition of enrolment at UWS that students must use their UWS student email account when corresponding with UWS staff by email in relation to their studies. The UWS Policy relating to this requirement is accessible at the following address :

http://policies.uws.edu.au/view.current.php?id=00019#maj3

Attendance Requirements

Students are expected to attend at least 80% of face-to-face sessions, and should contact the unit coordinator and lecturer by email to explain any non-attendance in advance.

Essential Equipment and/or Resources

Equipment

Students need to have access to a computer where the Internet can be used to logon to E-learning at UWS and the VUWS website for this unit. It would be useful to have Adobe Acrobat Reader. It can be downloaded from the link at E-learning at UWS http://www.uws.edu.au/students/onlinesupport

There are computer labs for student use on each campus. And there are provisions for students to access online materials at each of the campus libraries.

Students are expected to use the Internet to access electronic databases and E-learning at UWS as well as to use software such as Photoshop, In Design, Microsoft Word, PowerPoint and Excel for your academic work. Students need to familiarise themselves with Web CT in order to access E-learning resources for this unit. Information about VUWS can be found at http://www.uws.edu.au/currentstudents/current_students/using_uws_online_systems/e-learning

Changes and Improvements to the Unit as a Result of Student Feedback The University values student feedback in order to improve the quality of its educational programs. As a result of student feedback, the following changes and improvements to this unit have recently been made:

• Greater use of Vuws site • Initial presentations of work on screen

Occupational Health and Safety
Students must attend all OH&S workshops
Students should be familiar with the University of Western Sydney’s Occupational Health and Safety (OH&S) Policy which can be viewed at http://apps.uws.edu.au/uws/policies/ppm/policies.phtml#OHS
The University of Western Sydney OH&S Policy states that it is the responsibility of employees, students, contractors, visitors and others to ensure this policy is carried out and to regard accident prevention and safe working as a collective and individual responsibility.

Unit Details

Objectives

This unit explores issues of identity through photographic practice as used in Fashion Photography. Fashion is a universal form of self-expression, accessible to all, making it the communication strategy most employed by subcultures to express identity.

The role of photography in the creation of iconic and culturally referential images in both commercial

and editorial work will be researched, analysed and interpreted to place the student’s work in context.

Outcomes

At the completion of this unit, students will be able to:

• Practice resourceful, creative methods of project development

• Undertake research into history, theory and practice of fashion and portraiture photography in developing image content for published forms.

• Exhibit advanced proficiency in the use of cameras, studio and location lighting

• Utilize sequencing, image editing and post production methods for image enhancement

• Exhibit proficiency in art direction of images for an identified target audience

Content

• The magazine format and ‘the spread’, will be researched and analysed, providing contexts for final photographic and design work

• The practice of contemporary fashion photography and portraiture will be revealed through the exercises and projects

• Projects will allow students to research and develop appropriate visual communication strategies, through a range of approaches and perspectives.

•The skills gained in the exercises will feed into the major project to help students consolidate a focused approach to their chosen topic.

• Development of creative strategies for design solutions involving visual identity will be explored through class presentations and discussion of work.

2010 SPRING Semester - Weekly

|Timetable |Semester |Commencing: |Lecture/Topic |
|Weeks |Weeks |Monday: | |
|40 |
|Mark /20% |
|Fail= |
|0-9.8 |
|Does not evidence |Evidences Satisfactory |Evidences good |Evidences excellent | Evidences outstanding |
|sufficient investigation|investigation of |investigation of |investigation of |investigation of |
|of significant aspects |significant aspects of |significant aspects of the|significant aspects of the |significant aspects of the |
|of the time period |the time period |time period |time period |time period |
|Criteria 2: Develop a creative contemporary concept and styling for the Photo shoot based on the characteristics evidenced in the |
|research |
|Does not evidence |Satisfactory creative |Good creative contemporary|Excellent |Outstanding creative |
|sufficiently creative or|contemporary concept and |concept and styling for |creative contemporary |contemporary concept and |
|contemporary concept and|styling for the Photo |the Photo shoot based on |concept and styling for the|styling for the Photo shoot|
|or styling in the Photo |shoot based on the |the characteristics |Photo shoot based on the |based on the |
|shoot, based on the |characteristics evidenced|evidenced in the research |characteristics evidenced |characteristics evidenced |
|characteristics |in the research | |in the research |in the research |
|evidenced in the | | | | |
|research | | | | |
|Criteria 3: Evidence of technical proficiency in the use of camera and studio lighting |
|Poor technical | Satisfactory technical |Good technical proficiency|Excellent technical |Outstanding technical |
|proficiency in the use |proficiency in the use of|in the use of camera and |proficiency in the use of |proficiency in the use of |
|of camera and or studio |camera and studio |studio lighting |camera and studio lighting |camera and studio lighting |
|lighting |lighting | | | |

Exercise 2: Cultural Influence= 20 %
Due: week 6
Mid semester review

Based on world current events, cultural influences have an effect the fashion industry as reflected in the styling, materials, details and accessories produced by fashion designers and product designers.

You will select an international culture as your reference point and research into it.

This exercise is to be shot in studio but backgrounds may be shot at an appropriate location that assists in conveying the particular culture you are trying to reflect and these may be added in Photoshop.

Choose items of clothing or accessories from the culture used in combination with other styles to create a new contemporary stylistic combination, as is common practice within the fashion industry.

Consider borrowing items, hiring or approaching a theatrical organization in order to find interesting items for in inclusion in your shoot.

The use of appropriate colour in clothing and props and environmental styling will be important to help convey the cultural influence.

Present 4 images on screen as a storyboard.
Place work in a folder with your last name and student # on it on the Com Arts server in week 7 prior to class time. Place unselected images in another folder within your folder.

|Exercise 2: Cultural Influence= 20 % |
|Fail= |
|0-9.8 |
|Poor creative concept development |
|Lacks creative art direction and /or resolution of images |
|Lacks proficiency in the use of |Satisfactory proficiency in the use of studio and /or location lighting |
|studio and / or location lighting | |
|Date of Handout to Students |Week 4 |
|Project Completion Date |Makeup brief w/ concept- due Monday of week 5 |
| | |
| |Final mock up of layout on screen- Week 10 |
|Duration of Project |5 weeks |
|Assignments returned |Week 11 |
|Project Coordinator |Juliana Swatko |
|Project Lecturer/Tutor |Jordan Graham |
|Aims/Objectives |• Practice resourceful, creative methods of project development |
| | |
| |• Exhibit advanced proficiency in the use of cameras, studio and location lighting |
| | |
| |• Utilize sequencing, image editing and post production methods for image enhancement.. |
| | |
| |• Exhibit proficiency in art direction of images for an identified target audience |
|Project Description | |
| |You will produce a 6 page, image dominant fashion spread create the styling of the shoot to be used |
| |in a prototype layout intended for a selected fashion publication (include a copy of the |
| |publication's format in research paper) |
| | |
| |In high end fashion, a fantasy narrative approach is a common practice as it takes the clothing out |
| |of the sphere of the everyday and places into in it's own context. |
| |This exercise will be shot in class time over weeks 7& 8 with the makeup students from Three Arts |
| |Makeup College |
|Assignment Requirements | |
| |There should be a visual narrative or theme utilized as part of the shooting strategy. |
| | |
| |This exercise might require more than one model. |
| | |
| |Images are to be shot in the studio, styled to the theme you have designed, utilizing the makeup |
| |artists, to create the look you are after. |
| | |
| |Locations may be added in Photoshop after the shoot. |
| | |
| |You need to come up with a brief for the makeup artists to be sent off in week 5, in order for them |
| |to prepare face charts for the shoot. |
| | |
| |This brief must be in the drop box by Friday of week 4, in order to allow time for them to prepare. |
| | |
| |This project will require teamwork in order to execute and students will need to work as assistants |
| |to each other. |
|Assessment Criteria |Assignment: worth 30% of semester mark |
| |See details below |
| | |
| |At end of semester students must deposit a folder on the Com Arts server with all project images and|
| |the layout, in a digital portfolio and present a printed mock up of the final 6 page outcome at the |
| |review |

|Assignment 1: Themed Studio Shoot= 30% |
|Fail = |
|0 -14.9 |
|Poor Clarity and/ or |Satisfactory clarity and |Good clarity and quality |Excellent clarity and |Outstanding clarity and |
|quality of the concept |quality of the concept |of the concept brief for |quality of the concept |quality of the concept |
|brief for the makeup |brief for the makeup |the makeup artists |brief for the makeup |brief for the makeup |
|artists |artists | |artists |artists |
| | | | | |
|Criteria 2: Evidence of a visual narrative or theme utilized as part of the shooting strategy. |
|Little evidence of a |Satisfactory evidence of |Good Evidence of a visual |Excellent evidence of a |Outstanding evidence of a |
|visual narrative or |a visual narrative or |narrative or theme |visual narrative or theme |visual narrative or theme |
|theme utilized as part |theme utilized as part of|utilized as part of the |utilized as part of the |utilized as part of the |
|of the shooting strategy|the shooting strategy |shooting strategy |shooting strategy |shooting strategy |
|Criteria 3: Utilizes sequencing, image editing and post production methods for image enhancement |
|Poor use of sequencing, image editing and /or post production methods for image enhancement |
|Lacks proficiency in Art |Satisfactory proficiency |Good proficiency in Art |Excellent proficiency in |Outstanding proficiency in |
|Direction of images and |in Art Direction of images|Direction of images and |Art Direction of images |Art Direction of images and|
|layout for an identified |and layout |layout for an identified |and layout for an |layout for an |
| | | |identified | |

|Assignment 2 |The Fashion Publication |
|Date of Handout to Students |Week 10 |
|Project Completion Date |Research and concept document - presented in week 11 |
| | |
| |Final mock up of publication - Week 14 review |
|Duration of Project |5 weeks |
|Assignments returned |Week 14 |
|Project Coordinator |Juliana Swatko |
|Project Lecturer/Tutor |Jordan Graham |
|Aims/Objectives |• Practice resourceful, creative methods of project development |
| | |
| |• Exhibit advanced proficiency in the use of cameras, studio and location lighting |
| | |
| |• Utilize sequencing, image editing and post production methods for image enhancement. |
| | |
| |• Exhibit proficiency in art direction of images for an identified target audience |
|Project Description |Based on research you have done into fashion photography and the exercises you have completed to |
| |date, you will develop a concept for an 8 page fashion publication, using an existing label or |
| |designer as your hypothetical client. |
| | |
| |You will use the work that you have completed in one of the exercises as the starting point for the |
| |project and extend upon this work to create the publication. |
| |This might be some, or parts of, the actual images or the image styling or location, etc. |
| | |
| |The research / concept paper, worth 10 % of the mark, will include examples of previous spreads that|
| |have been used by the client to reach their target audience. The research into the brand and |
| |examples of the shooting approach, any visual treatments of the images, styling of models and |
| |environments must be analysed in the research document. |
|Assignment Requirements | |
| |You will design a new concept that would be appropriate to sell that brand to it's traditional |
| |market, while taking into account bringing in new consumers, who may not have previously bought it's|
| |merchandise. The research paper should be at least 4 pages including visual examples, laid out in |
| |the document at the appropriate points to illustrate the intent of the plan. |
| | |
| |You must develop the theme for the shoot and styling of the shoot, plan the model's makeup and |
| |select a location or style a studio setting for the shoot. This must be more than a plain background|
| |and may include physical or lighting treatment of walls, furniture, props, lighting style, etc. |
| | |
| |There should be a theme or a visual narrative evident within the 8 pages, linking the images |
| |conceptually, which will be explained in your plan in the paper. |
| |This narrative style should be supported within the research you have located that relates to your |
| |concept. |
| | |
| |What you plan to do needs to be appropriate to the client and all of the above should be explained |
| |in the research document. |
| | |
| |The size and format of the layout will be dictated by the kind of publication you decide to produce.|
| | |
| |There will be a minimum of 8 images used but there may be more. Layouts should be printed on double |
| |sided heavy weight gloss coated paper, mocked up to look as close to the real object as you can. |
|Assessment Criteria | |
| |Assignment: worth 30% of semester mark |
| |See details below: |
| | |
| |At end of semester, students must deposit a folder on the Com Arts server with all project images |
| |and the layout in a digital portfolio and submit a printed mock up of the final 6 page outcome at |
| |the final review |
|Assignment 2: The Fashion Publication= 30% |
|Fail = |
|0 -14.9 |
|Poor research and concept |Satisfactory research and | Good research and |Excellent researched |Outstanding research and |
|for shoot and layout |concept for shoot and |concept for shoot and |concept for shoot and |concept for shoot and |
|styling |layout styling |layout styling |layout styling |layout styling |
|Criteria 2: Evidence of creative the image development as content appropriate for an existing fashion brand |
|Creative image development as content appropriate for an existing fashion brand is poor |
|Creative use of sequencing, image editing and post production methods to suit a published outcome is poor |
|Lacks proficiency in Art|Satisfactory proficiency |Good proficiency in Art |Excellent proficiency in |Outstanding proficiency in |
|Direction of images and |in Art Direction of |Direction of images and |Art Direction of images and|Art Direction of images and|
|layout for an identified|images and layout for an |layout for an identified |layout for an identified |layout for an identified |
|target audience |identified target |target audience |target audience |target audience |
| |audience | | | |

Student Workload

Students are expected to spend the equivalent of eight hours out of class time per week on reading and completing activities and tasks for this unit.

All Lectures and tutorials are compulsory.

Students are expected to attend at least 80% of face-to-face sessions, and should contact unit

coordinator and lecturer by phone or email to explain any non-attendance in advance.

Texts

Evening, M., Adobe Photoshop CS4 for Photographers, Focal Press, 2009

Schedule of Activities:

Mode of Delivery

Weekly 1 hr lecture, 1hr tutorial and vUWS support.

One hour Lectures where all briefing takes place,

One hour Tutorials where practical sessions, studio activity and critiques take place.

ASSESSMENT

Assessment Details

There will be two assessment components • 2 exercises worth 20 % each = 40 % of the semester mark • 2 Projects worth 30% each = 60% of the semester mark due at end of semester 10% of the project marks will be a research and concept document.

The emphasis in the assessment will be on the conceptual and visual quality of the final photographic and design outcomes.

The students’ ability to develop their final outcomes through a process of research and experimentation based on an understanding of design process, context, and audience will also be assessed.

Final marks and grades are subject to confirmation by the School and College Assessment Committee, which may scale, modify or otherwise amend the marks and grades for the unit, as may be required by University policies.

Assessment Requirements

Work will be marked progressively throughout the semester and must be submitted on the due date in order to make a resubmission at end of semester.
It is necessary for all assessable items to be submitted, in order to pass the unit

Formal Examinations

Mid semester review of progress: in week 6
Final review of all work: in week 14

This will include a digital portfolio of the two exercises and best images from the two project and printouts of the two projects.

Assignment Cover Sheet

Hard copy assignments must be accompanied by a signed Assignment Cover Sheet (see cover sheet at the end of this document) or which can be found at http://pubsites.uws.edu.au/student/forms

Submission of Assessment Tasks

NOTE: It is not possible to submit assessable work to School Administration.
1. Assessable Work will be submitted in tutorials for review in class
2. Assignment drop boxes are located next to the staff office in BJ

3. Students are required to keep a copy of all written work submitted

Generally:

• An electronic copy of the Assignment Cover Sheet must accompany assignments submitted electronically, but a signature is not required. Note that in some cases, the tutor may not be the marker for the given assignment.

• Assessable work is to be handed in during class times.

• Assignment boxes are located in BJ. Students are required to keep a copy of all written work submitted.

Referencing

The Referencing Style required for this unit is the MLA

Full details of referencing systems can be found at “Citing Resources”: http://library.uws.edu.au/citing.php

A full range of resources for searching and citing references can be found at “Training and Support”: http://library.uws.edu.au/training.phtml

Resubmission

Unsatisfactory work that has been submitted by the due date may be reworked and re submitted, work not submitted by due date may not be resubmitted.

Late Submission

Late work must be accompanied by a doctor's certificate
A student who submits a late assessment without approval for an extension will be penalised by 10% per day up to 10 days, i.e. marks equal to 10% of the assignment’s weight will be deducted as a ‘flat rate’ from the mark awarded. For example, for an assignment that has a possible highest mark of 50, the student’s awarded mark will have 5 marks deducted for each late day. Saturday and Sunday each count as one day. Assessments will not be accepted after the marked assessment task has been returned to students who submitted the task on time.

Extension of Due Date for Submission of Assessment Task

Assessment - Student Forms:
Application forms can be found at: Student Administration Forms – Assessment: http://pubsites.uws.edu.au/student/forms/
An application for an extension does not automatically mean that an extension will be approved.
Where special consideration is sought for circumstances involving more than three consecutive days or more than five days within a teaching period, students should complete a Special Consideration Application, available from the UWS website or a Student Centre.

• Special Consideration During Teaching Session - to be used during the teaching session only. Use this form to apply for Special Consideration for (1) an assessment task; (2) a unit; or (3) more than one unit
• Request for Extension - to be used up to three working days before an assessment task is due. After this, you must apply for Special Consideration

Lodgement of an application does not automatically result in granting of Special Consideration during teaching session.

More information about applying for Special Consideration is available at www.uws.edu.au/special_consideration

You can view full details of the Special Consideration policy at www.uws.edu.au/policies/

Return of Assessment Material

• The lecturer will return assignments in class as soon as they are marked.

• Alternatively, an appropriately sized, self-addressed, stamped envelope can be attached to your assignment upon handing it in, and your marked assignment will be returned to you via post.

• Please Note: Uncollected assessment material will be subject to the university’s policies regarding the retention or destruction of such material.

Policies and Procedures for Students

Student Administration http://www.uws.edu.au/currentstudents/current_students

This URL contains much of the information necessary for the administration of your course throughout your study at UWS

Student Support Services http://www.uws.edu.au/students/ods

This area is a useful resource for students and a hub for coordinating developments to improve your university experience.

e-learning http://www.uws.edu.au/students/onlinesupport

This is your entry to all aspects of e-learning at UWS

Course and unit rules

http://www.uws.edu.au/currentstudents/current_students/managing_your_study/enrolment/course_and_unit_rules

This site provides information on pre-requisites, co-requisites and other matters concerning how your course is structured.

Policies http://www.uws.edu.au/policies/a-z:

This site includes the full details of policies that apply to you as a UWS student.

Important Policies Affecting Students • Assessment Policy • Examinations Policy • Special Consideration Policy • Review of Grade Policy • Assessment Practice – Fundamental Code • Misconduct – Student Academic Misconduct Policy (see extract of the policy below under the heading "What is Academic Misconduct?") • Misconduct – Student Non-academic Misconduct Policy • Enrolment Policy (includes a section on the UWS Student Email Account)

Academic Misconduct

For the full definition of academic misconduct and the consequences of such behaviour, students are advised to read the Misconduct - Student Academic Misconduct Policy in its entirety available at UWS Policies: http://policies.uws.edu.au/index.php

Section 2 - Definitions

What is Student Academic Misconduct?

(6) Student academic misconduct is one or more of the following.

Plagiarism

(7) Plagiarism occurs in a student's work when he or she submits work in which ideas, words or other work are taken from a source (for example, a web-site or computer program, another student's essay or presentation, a book or journal article, a lecture, a performance piece or other presentation) and presented as if they are the student's own, without appropriate acknowledgement of the original author. In this definition of plagiarism, it is the act of presenting material as one's own without appropriate acknowledgement that constitutes plagiarism, not the intention of the student when doing so. 'Appropriate acknowledgement' is defined as the conventions of citation recognised as acceptable to the University. [Referencing Styles Policy].

Cheating

(8) Cheating in assessment tasks (including examinations, assignments, practicals and tests) includes, but is not limited to:

a. communicating in an examination, or other test, with other candidates, or bringing into the examination room any textbook, notebook, memorandum, other written material or mechanical or electronic device (including mobile phones), or any other item not authorised by the person who set the examination or the Examinations Supervisor in Charge or other supervisor of a test; b. writing an examination answer, or consulting any person or materials, for an examination answer, outside the confines of the examination room, without permission to do so; c. attempting to read other students' work in an examination, or, in other circumstances, without their permission; d. where individual work is required, making available notes, papers or answers related to the content of an examination or assignment (in whatever form) to others, without the permission of the Teacher of the Unit; e. where individual work is required, receiving answers, notes or papers related to the content of an examination or assignment (in whatever form) from another student, or another source, without the permission of the Teacher of the Unit; and f. not following the directions of the Examinations Supervisor in Charge including seating location and movement about the examination room.

Collusion

(9) Collusion is when two or more students, or a student and any other person(s), act together to cheat, plagiarise or engage in academic misconduct, or incite others to do so.

Any Other Academic Misconduct

(10) Other academic misconduct includes, but is not limited to:

g. tampering, or attempting to tamper, with examination scripts, class work, grades or class records; h. failing to abide by directions of a member of academic staff regarding individual responsibility for the submission of assessable work, including that for any group work submitted; i. acquiring, or attempting to acquire, possessing, or distributing examination materials or information without the approval of the Teacher of the Unit; j. impersonating another student, or arranging for anyone to impersonate a student, in an examination or other assessment task; k. falsifying or fabricating clinical, practical or laboratory reports; l. altering group assessment work that has been agreed as final by all participating students prior to submission without the collaborating students' consent; and m. use of taped, recorded or videotaped lectures, tutorials or other classes in a way that infringes another person's privacy or intellectual property rights - for example, by publishing or distributing a recording without permission from the Teacher of the Unit.

Minor and Substantial Misconduct

(11) The terms 'minor misconduct' and 'substantial misconduct' in the Policy indicate the University's view of the gravity of the impact of the alleged breach of the Policy. University staff applying this Policy will determine what constitutes minor or substantial misconduct, according to the following definitions.

n. 'Minor misconduct' is behaviour that is judged by the University to be a minimal threat to the integrity of assessment processes in the unit of study or to be the result of the student's lack of understanding of appropriate referencing or other academic conventions required by the relevant school for the field of study, or both. o. 'Substantial misconduct' is behaviour that is judged by the University to be either a significant threat to the integrity of the University's assessment processes or behaviour where the student's level of experience might reasonably be interpreted as evidence that the student was aware that the behaviour was not in keeping with standards or practices related to ethical scholarship, or both. p. The following instances of alleged misconduct will always be treated as 'substantial misconduct': q. once a student has been found to have committed minor or substantial misconduct, any subsequent allegation, unless the student is still in their first session of study and that is judged by the University to be a mitigating factor; r. all allegations of misconduct in examinations; and s. all allegations of collusion, provided students have been given clear instructions about the nature and extent of collaboration that is permissible in group work (see further, under 'Policy Statement', below).

Assignment Cover Sheet

School of Communication Arts

College of Arts

|Student Name | |
|Student Number | |
|Unit Name and Number |Fashion and Identity- #100941 |
|Tutorial Group | |
|Tutorial Day and Time |Monday |
|Session / Semester |Spring 2010 |
|Lecturer/Tutor |Juliana Swatko, Jordan Graham |
|Title of Assignment | |
|Length | |
|Due Date | |
|Date Submitted | |
|Campus |South Werrington |

DECLARATION

θ I hold a copy of this assignment if the original is lost or damaged. θ I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment. θ No part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the subject lecturer/tutor concerned θ I am aware that this work may be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking)

Signature:______________________________________

Note: An examiner or lecturer/tutor has the right to not mark this assignment if the above declaration has not been signed.