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SEMESTER VJC1511ADVERTISING[2 0 4 4]Objective: A basic course designed to sensitize students with the creative and management aspects of advertising Unit I: IntroductionDefinition, Nature & Scope of advertising, Roles of Advertising; Societal, Communication, Marketing & Economic. Functions of advertising.Unit II TechnicsBased on target audience, Geographic area, Media & Purpose. Corporate and Promotional Advertising. Web Advertising.Unit III Environment ComponentsAdvertiser, Advertising agency & Media. Consumer behavior. Latest trends in advertising - (India and abroad). Ad Agency - Structure of small, medium & big agencies, functions. Types of agencies Unit IV Brand ManagementClient Brief, Account Planning, Creative Strategy and Brief, Communication Plan, Brand Management - Positioning, brand personality, brand image, brand equity. Case studies.REFERENCES Sandage, Fryburger and Rotzoll (l996) Advertising Theory and Practice. AAITBS PublishersStansfied, Richard: Advertising Managers Handbook. UBBSPD Publications. Third Edition Advertising Handbook: A Reference Annuakon Press TV , Radio and Outdoor Advertising. Different Years ATLANTIS PublicationsMohan: Advertising Management: Concepts and Cases. Tata McGraw- HillJewler, E (1998): Creative Strategy in Advertising. Thomson LearningADVERTISING PRACTICALExercises: 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.JC1512 INDIAN GOVERNMENT & INTERNATIONAL RELATIONS (SELECTIVE STUDY) [2 1 0 3]Course Objectives: The course aims to provide a basic understanding of Indian Government and the principles of international relations. The course will enhance media students’ knowledge about the election process, the equations between the nations, and the various factors that affect their relations.Unit 1. Introduction:Government formation & working of federalism,Center-state relations, and reports on center-state relationsIssues in governance at state and central levels of state autonomy in India. Politics at the district level–panchayati raj, elections and governance. Unit 2. Nature of the Party System & Electoral System: Study of the major national parties & some important regional parties,Effects of fragmentation of parties The formation and working of governments at the center and the States.The electoral system, process stresses and strains; Secularism and communalism in India, Problems and trends in Elections.Unit 3. Indian Government and politics:Most fundamental problems of our society, The reasons behind their existence and the seeming indifference, General study of governance in states Overview of performance of state government since independence. Unit 4. International relations: Brief study of international relations, foreign policies of India, UK, USA, Russia;UN and its agencies and their functions; Introduction to regional organizations such as ASEAN, SAARC, OIC, OAC, India’s relations with China, Pakistan, South Asian countries and America.References/Text Books:Naik, J A.A textbook of international relations. Delhi: Macmillan India ltd, 1995.Palmer, Norman D & Perkins, Howard c .International relation. III ed. Delhi: AITBS Publishers, 2007.Tripathi A K.Foreign policy: theory and practice. New Delhi: Murari lal and sons, 2008.Neumanniver B &Waever,Ole. The future of international relations. London: Routledge, 1997.JC1513 MEDIA ANALYSIS TECHNIQUES[2 1 0 3]Course Objectives: This is a theory cum practical course that introduces the students to various techniques of media text analysis and their practical application in interpreting and producing media texts (of all mediums). The course will enable students to understand and produce efficient and effective media text in various mediums.Unit One: Semiotic Analysis A brief history of Semiotics - The problem of meaning Signs & forms of signs inConnotation & DenotationSyntactic analysis & Pragmatic analysis (in cinema) Intertextuality Unit Two: Narrative Analysis The power of narrativeThe basics of narrative theory – narrative concepts Film as narrative and visual modeNarrative of news (TV, print & Radio)Analyzing the discourse of newsNarrative of news (TV, print & Radio)Analyzing the discourse of newsUnit Three: Marxist Analysis Materialism & The consumer society (advertising & cinema)The base & the superstructure False consciousness & IdeologyClass conflict (in cinema) Alienation & Bourgeois heroesHegemony & The problem of media consolidationUnit Four: Psychoanalytic Criticism & Content AnalysisThe unconsciousMedia & the Oedipus complexId, ego & superegoStereotypes & aggressive humorJungian Psychoanalysis theoryConceptualizing content analysisComponents of content analysisThe Logic of Content Analysis DesignUnitizing & Recording/CodingAnalytical ConstructsReferences/Text Books Media Analysis Technique, Aruthur Asa Berger, Sage Publication, 1st October 2013 (5th edition) Narrative and Media By Helen Fulton, Julian Murphet & Anne Dunn, CambridgeUniversity Press, 2015 Content Analysis: an introduction to its methodology by Klaus H. Krippendorff, Sage PublicationMarxist Media Theory by Danial ChandlerJC1514FILM APPRECIATION AND AESTHETICS [2 1 0 3]Course Objectives: The course will examine the evolution and development of film from its beginning and will focus upon the broad areas of investigation such as the technological innovations upon which the film industry depends, aesthetic movements and styles as an expression of national identity and the cultural and social impacts of the movies. The course will also highlight the role of Indian cinema and its social concerns during pre and post-independence period of India.Unit 1. Origin of Cinema:Idea of Moving ImageLumiere Brothers and Innovation of CinemaInvention and Advancement of Camera Film MovementUnit 2. Film as Art:Form and FramesOther Arts and Cinema - Theatre, Painting, Other Traditional ArtsFilm GenreFiction Films, Short Films, etc.Unit 3. World Cinema:Basics of Film CriticismThe Value of Film ViewingNarrative AnalysisIntroduction to film theoryUnit 4. Indian Cinema:Early Indian Cinema Pre-Independence Period and CinemaGolden PeriodMain Stream and Parallel CinemaReferences/Text Books: (Latest Publications)Film History: An Introduction; Kristin Thompson & David Bordwell; McGraw-Hill, London.Film history: theory and practice; Robert Clyde Allen, Douglas Gomery; the University of California.Encyclopedia of Indian Cinema; Ashish Rajyadhyaksh; Routledge, London.Indian Popular Cinema: A Narrative of Cultural Change; K. Moti Gokulsing, Wimal Dissanayake; Trentham BooksThe Globalization of Indian Hindi Movie Industry; Rajesh K. Pillania, Management Development Institute, India. Changing Face of Indian Cinema; Pavan Duggal, Govt. of India Publication, New Delhi.JC1515Public Relations and Corporate Communication[2 0 4 4]Course Objectives: A basic course designed to sensitize students with the creative and management aspects of public relations and Corporate Communication.Unit 1. Public Relations:Scope and definition.Corporate imagePublic Relation.Unit 2. Four steps in Public Relation: Stating problems, planning and programming Action, evaluation. Internal and external Public Relation. Public Relation tools. Ethical issue in Public Relation.Unit 3. Communication with public:Community relation and employees relationPR in India, public and private sectors, PR counseling, PR agencies, PR and advertising, PR for media institutions,PR Government Unit 4. PR research: Techniques, PR and law, PR and new technology, code of ethics for PR international professional organization of PR, emerging trends in PR, Case studiesReferences/Text Books:Cutlip, Scott M. and allen H. Center, Effective Public Relation. Prentice-Hall, New Jersey, 2003.Broom, Glen and David Dozier, Using Research in Public Relations. Prentice-Hall, New Jersey, 2005.Oxley, Harold, The Principle of Public Relation. Kogan Page, London, 2006.Black, Sam, Practical Public Relation, Universal Book Stall, New Delhi, 1998.David Miller (ed) Tell me Lies: Propaganda and Media Distortion in the attack onIraq, Pluto Press, London, 2004.Public Relations and Corporate Communication PracticalMedia Relations: Creating News releases, pitch letters, media kits, media advisories, PSAs, and fact sheets to meet their client’s objectives.Promotional Material: ?Creating posters, invitations, flyers, brochures, mailers and other promotional materials.Digital/Social Media: Improving client’s through various social media platforms including Twitter, Facebook, Instagram,?Pinterest and social bookmarking sites.PR campaigns: Preparing Budget Plan, Viral marketing and word of mouth publicity for client. Crisis Communication: Learning how to avoid a crisis with Case studies.JC1516 TELEVISION PROGRAMME PRODUCTION [2 0 4 4]Course Objectives: Upon successful completion of this course, the learner will have basic knowledge and experience: The teamwork involved in putting on a television studio production.the various jobs performed by the essential members of the productionTeam.What is involved in editing video to create a meaningful final product.the preparation and production of various types of television programs withEmphasis on the producer’s, the director’s, the talent’s and the editor’sResponsibilities to the overall planning and execution of the program both inthe studio and in the field.Unit 1. Understanding Broadcast Journalism:Broadcast Journalism: News StoryDifferent types of news storiesElements of a news storyUnit 2. News Production:Single Camera Production Editing News Packaging Unit 3. Pre-production:Planning long format programmes Ideation and Research, Budgeting and Recce, Crew sizing and ImplementationUnit 4. Television Studio:Introduction to the Television StudioImportant roles and responsibilitiesKey personal required for producing a studio based show. Type’s studio based shows.References/Text Books:Zettl. H. (2000).Television Production Handbook. 7th ed. New York: Wadsworth.Gerald Millerson (1992). Video Production Handbook. 2nd ed. Oxford: Focal PressGerald Millerson (1993). Effective TV Production. 3rd ed. Oxford: Focal PressJarvis, Peter (1998).The Essential TV Director’s Handbook. Oxford: Focal PressBignell, Jonathan and Orlebar, Jeremy (2005).The Television Handbook. 3rd ed. Oxon: Routledge TELEVISION PROGRAMME PRODUCTION PRACTICALExercises: All practical assignments will be subject to production of in-house news-production with implementation of all the theory mentioned above viz. to shoot a 10-shot sequence; News Production: PTC, Anchoring etc.JC1517 WEB JOURNALISM [2 0 4 4]Course Objectives: This course intends to expose students to the basic features and functionality of internet. How internet incorporates other forms of media, the concept of convergence and Social implications. This course does not involve a study of the technology behind it and does not intend to impart programming skills of any nature.Unit 1. Introduction & News Online: Online journalism & online journalism in India.Online newspapers, Credibility of news online, Web portals, vertical and horizontal web portals, corporate and government websites. Economics of Web Publishing. Unit 2. Writing for Web: English as a language of technology, e-governance–advantages and problemsLanguage and writing style online,Impact of new technology on language and medium,Contemporary Trends: Unit 3. Issues in Online Journalism: Information overload, information imbalance, information pollution, Information as a political and economic toolPrivacy, Internet Advertising and Online Polls. Unit 4. Design: Content design, colors, typography, templates and navigation, Overview popular websites for news stories, Changing scenario in the news rooms & discussion forums.References/Text Books:Watral, Ethan & Siarto, Jeff, Headfirst web design, Mumbai; Shroff publishers, 2002.Gauntlett, David, Web Studies London, Arnold publishers, 2005.Godbole, Aachyuth S. Web Technologies. New Delhi, Tata McGraw hill, 2003.Albarran, Allan B & Goff David Understanding the web, Surjeet publications, 2008.Breaking News: The Craft and Technology of Online Journalism, Sunil Saxena, Tata-McGraw Hill Publishing Company Ltd. New DelhiWEB JOURNALISM AND DESIGN PRACTICALExercises:Create a blog, tweeter and other social media Accounts,Prepare posters on various topics of Introduction to web journalism and design, Understanding the process of creating websites, blogs and online advertisements, Compare interactive designs of different websites. Prepare Model on web production companies. ................
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