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MCS2300 Workshop3

The document provides guidelines for an assignment requiring students to digitally manipulate an existing print advertisement by changing its message, including submitting the original ad, modified ad, and a written analysis explaining the new meaning conveyed through visual and textual alterations. Students are instructed to be creative in subtly changing ads from the Adbusters organization to communicate different ideological messages, and the document provides procedures for using tools in Photoshop and tips for selecting, editing, and altering images.

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Samson Tsoi
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69 views3 pages

MCS2300 Workshop3

The document provides guidelines for an assignment requiring students to digitally manipulate an existing print advertisement by changing its message, including submitting the original ad, modified ad, and a written analysis explaining the new meaning conveyed through visual and textual alterations. Students are instructed to be creative in subtly changing ads from the Adbusters organization to communicate different ideological messages, and the document provides procedures for using tools in Photoshop and tips for selecting, editing, and altering images.

Uploaded by

Samson Tsoi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MCS2300 Media, Image, Power

Workshop 3: Digital Image Editing

Guidelines for Assignment 3 (Digital Image Manipulation; individual assignment)


Due Date: 4pm, Dec 17, 2010 (via CIDP office counter)
Weighing: 25% (12.5%: written analysis)

With reference to the ‘Spoof Ads’ campaigns organized by the Adbusters Media Foundation, you are now asked to change an
existing Print Ad digitally and communicate a new objective that is not presented by the original image/text collage.

As suggested by the Adbusters, there are a number of decisions to be made before you can identify an appropriate image and get
your hand (or mouse) dirty. Be creative and effective – even subtle changes could overturn the original meaning(s) of the ad!

In your assignment submission package, you should hand in:

1) A CD which contains the data/ softcopies of at least two digital images, including the source advertisement(s) and the
retouched advertisement. The file size and the resolution of the images should be optimized for screen viewing (72 dpi). The
original advertising image should be named as source.jpg. If you used more than one image as source materials, you may
add a numerical figure to the end of the file name, such as source1.jpg, source2.jpg etc. Your retouched print ad should be
formatted and named as retouched.jpg. Please make sure your name, student ID, module title & assignment number are
clearly and permanently written on the surface of the disc (not on the envelope or cover); AND

2) A written paper (approx. 800 words) which states your communication objectives, concept, target audience and format (See
the hyperlink to Adbusters’ guide above). The paper should also offer a clear account, preferably in terms of semiotics, on how
the new changes (e.g. visual, headline & copy) successfully produce an ideological contestation, i.e. yield a different meaning
and achieve your objective; AND

3) A completed assignment feedback form (see page 3 of this document) as the cover page of your assignment package.

Apart from working at the Computer Lab at UC615 (which is primarily a teaching classroom), you may also access the Learning Lab
at ADC310, which has 18 sets of computers installed with Adobe Photoshop CS3, and opens from 12:00-5pm on Monday and
11am-5pm from Tuesday to Friday.

Part 1
The Tools in Adobe Photoshop
Part 2
In-class Exercise - Using the Tools
Download the ‘Motorola GPS: Cart’ print ad from the Ads of the World website:

Retouched:

Key Procedures:
− Use the Select > Color Range function to select the bright region of the sky. Image > Adjustments > Variations to tone
down the sky
− OR use the Background Eraser Tool to remove the background; alter Brush sizes and Tolerance levels to maximize the
removal effect
− Use Image > Adjustments > Hue/ Saturation to further tone down the saturation of color in the image
− Use the Magnetic Lasso Tool to select the vest of the farmer. Once the vest is carefully selected, its color can be changed
to white or any other color by Image > Adjustments > Replace Color
− The facial expressions of the characters can be altered by combining Marquee selection, feathered edges, layering, copy
and paste and free transformation techniques
− Clone Stamp Tool can be very useful in duplicating part of an image. Hold down the Alt key and click to select a sample.
Release the Alt key and click again to paste cloned sample
− Use the Type Tools to add your headline or copy

References / Tutorials / Resources


− http://library.hku.hk/record=b2948451
− http://graphicssoft.about.com/od/photoshop/l/bllps5out.htm
− http://adsoftheworld.com/taxonomy/media/print/
MCS2300 Media, Image, Power
Assignment 3 – Digital Image Manipulation
Feedback Form
Student to complete this Box
Name of Student
Student Number
Programme
I declare that this assignment is all my own work, and that I have acknowledged all materials used from the
published and unpublished works of other people.

Signed: Date:

I. Digital Image Manipulation

Concept
Excellent ---------------->Poor
Original, critical, revealing □ □ □ □ □ Conventional, dull, banal

Techniques
Excellent ---------------->Poor
Refined, effective □ □ □ □ □ Amateurish, untidy

Communicative Values
Excellent ---------------->Poor
Comprehensive, persuasive □ □ □ □ □ Unclear, ambiguous

II. Written Analysis

Analysis
Excellent ---------------->Poor
Sophisticated, critical □ □ □ □ □ Superficial, narrow, derivative

Research
Excellent ---------------->Poor
Exemplary range of sources □ □ □ □ □ Few sources, poorly chosen

Referencing
Excellent ---------------->Poor
Accurate □ □ □ □ □ Absent or very poorly executed

Writing style
Excellent ---------------->Poor
Clear, organized & coherent □ □ □ □ □ Clumsy & difficult to follow

Suggestions for improvement:

Mark/ Grade:

Signed: Assessor:
Date:

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