training.gov.au

Mapping	Notes	Date
Is superseded by and equivalent to CUAPHI501 - Apply visual communication theory to photo imaging practice	Updated to meet Standards for Training Packages. Title change. Minor edits to performance criteria.	14/Jan/2016
Supersedes CUVPHI501A - Research role and use of the photoimage in visual communication	This unit replaces CUVPHI501A Research role and use of the photoimage in visual communication. Not equivalent	11/Oct/2011

Release	Release date
1 1 (this release)	12/Oct/2011

CodeSort Table listing Training packages that include this unit by the Code column	TitleSort Table listing Training packages that include this unit by the Title column	Release
CUV11 - Visual Arts, Crafts and Design Training Package	Visual Arts, Crafts and Design Training Package	1.0

CodeSort Table listing Qualifications that include this unit by the Code column	TitleSort Table listing Qualifications that include this unit by the Title column	Usage Recommendation	Release
CUV60411 - Advanced Diploma of Graphic Design	Advanced Diploma of Graphic Design	Superseded	1
CUV50111 - Diploma of Visual Arts	Diploma of Visual Arts	Superseded	1
CUV50411 - Diploma of Photo Imaging	Diploma of Photo Imaging	Superseded	1
CUV60311 - Advanced Diploma of Creative Product Development	Advanced Diploma of Creative Product Development	Superseded	1
CUV60211 - Advanced Diploma of Visual Arts	Advanced Diploma of Visual Arts	Superseded	1
CUV50311 - Diploma of Graphic Design	Diploma of Graphic Design	Superseded	1
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CodeSort Table listing Accredited courses that have this unit in the completion mapping by the Code column	TitleSort Table listing Accredited courses that have this unit in the completion mapping by the Title column	Status
10352NAT - Diploma of Visual Communication (Design Communication / Photo Communication)	Diploma of Visual Communication (Design Communication / Photo Communication)	Non-Current
52762WA - Diploma of Fashion Products and Markets	Diploma of Fashion Products and Markets	Non-Current

Scheme	Code	Classification value
ASCED Module/Unit of Competency Field of Education Identifier	100303	Photography

Scheme	Code	Classification value	Start date	End date
ASCED Module/Unit of Competency Field of Education Identifier	100303	Photography	12/Apr/2012

Modification History

Version	Comments
CUVPHI516A	This version first released with CUV11 Visual Arts, Craft and Design Training Package version 1.0

Unit Descriptor

This unit describes the performance outcomes, skills and knowledge required to produce creative and innovative photo images using visual communication principles.

Application of the Unit

Practitioners in the photo imaging industry are required to consistently produce images that satisfy society’s demands of visual communication. A range of specialist skills and knowledge is required by photo image makers to inform their practice and facilitate the production of creative and innovative photo images.

This unit requires the self-directed application of skills and knowledge in order to research, apply and evaluate visual communication principles in the production of creative and innovative photo images.

This work is usually undertaken independently, with guidance where required.

Licensing/Regulatory Information

This unit describes the performance outcomes, skills and knowledge required to produce creative and innovative photo images using visual communication principles.

Pre-Requisites

Not applicable.

Employability Skills Information

This unit contains employability skills.

Elements and Performance Criteria Pre-Content

Element	Performance Criteria
Elements describe the essential outcomes of a unit of competency.	Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

Elements and Performance Criteria

1. Research principles and role of visual communication

1.1 Research historical and contemporary roles of the photo image in visual communication

1.2 Evaluate currency and credibility of information gathered and ensure research scope is sufficiently broad

1.3 Investigate theories behind the conceptualisation, production and use of the photo image

1.4 Evaluate the creation and implied meaning of the photo image in the context of its use

1.5 Investigate the modes and media of visual communication

1.6 Review and appraise a range of photograph and photo image themes in the context of visual communication theories

2. Use visual communication in photo imaging practice

2.1 Consider the intent and intended audience of visual communication in the production of photo images

2.2 Apply photo image themes and visual communication theories to the production of photo images

2.3 Use a range of visual communication modes and media to present photo images

3. Evaluate visual communication in photo imaging practice

3.1 Evaluate the effectiveness of visual communication in the production of photo images

3.2 Identify future opportunities, work directions, equipment needs and workflow changes resulting from the application of visual communication principles

3.3 Identify implications of visual communication as it applies to own creative and innovative practice

Required Skills and Knowledge

This section describes the skills and knowledge required for this unit.

Required skills

research skills to access and compare contemporary styles and conceptual and aesthetic approaches to the historical and contemporary photographic/photo imaging visual communication environment
critical thinking skills to:

recognise and address conceptual barriers to visual communication principles
reflect on and analyse own performance

literacy skills to interpret theories and themes on historical and contemporary photographic/photo imaging in the visual communication environment
numeracy skills to assess the financial viability of creative and commercial opportunities as they arise from trends and emerging technologies
communication skills to articulate research practices and methods
learning skills to review personal performance within the context of the photo imaging visual communication environment.

Required knowledge

contexts for the use of photo images within visual communication
copyright, moral rights, intellectual property and plagiarism issues within the historical and contemporary photographic/photo imaging visual communication environment
creativity and innovation processes that drives successful photo image making for visual communication
principles, theories and themes of photo imaging in the visual communication environment.

Evidence Guide

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Evidence of the ability to: research and evaluate theories and themes on historical and contemporary photographic/photo imaging in the visual communication environment implement theories, themes and visual communication principles in own photo imaging practice review personal performance within the context of the photo imaging visual communication environment recognise copyright, moral rights, intellectual property and plagiarism issues.
Context of and specific resources for assessment	Assessment must ensure access to: sources of information on historical and contemporary photographic/photo imaging in the visual communication environment a range of modes and media used in the photographic/photo imaging visual communication environment.
Method of assessment	A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit: direct questioning combined with review of portfolios of evidence review of third-party reports from experienced practitioners direct observation of candidate implementing visual communication principles in the production of photo images case studies to assess candidate’s ability to evaluate theories and themes in historical and contemporary photographic/photo imaging in the visual communication environment problem-solving activities to assess candidate’s critical thinking skills. Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).
Guidance information for assessment	Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Theories may include:	art and design theories that impact on the use of the photographic image art movements that impact on and relate to photography/photo imaging human vision and perception narrative and story-telling science and technology social issues and movements theorists and commentators on art and the image, including: Ansel Adams Arthur Steiglitz Georgy Kepes John Berger Laslo Mohly-Nagy Minor White P H Emerson Robert Adams Roland Bathes Susan Sontag W Eugene Smith Walter Benjamin.
Context may include:	copyright and moral rights intellectual property plagiarism proof and evidence to communicate an idea to inform and educate to inspire to persuade (e.g. propaganda).
Modes and media may include:	combinations of: audio and visual material images and text still and moving images billboard images hybrid technologies images in an exhibition mass communication and single viewer newspapers and magazines television, internet and video streaming social media, such as blogs and tweets.
Themes may include:	abstraction advertising beauty culture gender identity landscape nature philosophical and classical themes religion reportage science and technology sexuality social issues the human condition the nude the photograph as truth the portrait.

Unit Sector(s)

Visual communication – photo imaging

Unit of competency details

CUVPHI516A - Research the role and use of the photo image in visual communication (Release 1)

Summary

Training packages that include this unit

Qualifications that include this unit

Accredited courses that have this unit in the completion mapping

Classifications

Classification history

Content