ITALIANO

The program includes frontal and seminar activities, inspections to understand the theme of the year, exercises.
The topics are grouped into 4 sections:
1. Acquisition of knowledge (10 hours). Important project: purpose and subject of investigation. Definition of the ex ante survey project. Detection methods and techniques.
2. Graphic restitution of the survey (10 hours). Identification of geometrical methods of representation adequate to the purpose. Digital data management (GIS, H-BIM, BIM). Purpose of representation in relation to users.
3. Case studies (8 hours).
4. Laboratory activity (20 hours). It includes on-site inspections, seminar activities, laboratory work on the assigned year theme.

The program includes frontal and seminar activities, inspections to understand the theme of the year, exercises.
The topics are grouped into 4 sections:
1. Acquisition of knowledge (10 hours). Important project: purpose and subject of investigation. Definition of the ex ante survey project. Detection methods and techniques.
2. Graphic restitution of the survey (10 hours). Identification of geometrical methods of representation adequate to the purpose. Digital data management (GIS, H-BIM, BIM). Purpose of representation in relation to users.
3. Case studies (8 hours).
4. Laboratory activity (20 hours). It includes on-site inspections, seminar activities, laboratory work on the assigned year theme.

L'insegnamento di ‘Scenari Avanzati della Rappresentazione’ ha l'obiettivo di fornire conoscenze e capacità che possano consentire agli studenti di progettare prodotti e servizi evoluti con particolare attenzione agli scenari etico-culturali della società, alle esigenze delle imprese e dei territori di contesto, alle tecnologie contemporanee di rappresentazione e comunicazione.
Specificamente, l’insegnamento intende trasferire conoscenze e capacità di comprensione relative: alla costruzione del progetto grafico multimediale; ai metodi di indagine sulle esigenze dei fruitori e delle imprese; al rapporto tra design grafico multimediale e marketing; allo studio delle tendenze nei diversi campi della comunicazione multimediale; al ruolo del design grafico multimediale nel miglioramento della comunicazione in relazione a contesti materiali e immateriali.
Le capacità applicative, che gli studenti avranno l'opportunità di acquisire, consistono nella capacità di:
- elaborazione di un concept grafico multimediale evoluto e innovativo;
- progettare un prodotto grafico multimediale, dall'analisi delle esigenze dell'utenza in relazione al mercato, alla elaborazione del concept fino alla progettazione e realizzazione di un modello grafico su carta o a schermo;
- progettare esperienze e gestualità legate ai prodotti nell’ambito della videografica;
- selezionare i riferimenti culturali, scientifici e tecnologici utili al progetto grafico multimediale finalizzato alla più generale comunicazione di eventi.
Tali conoscenze e capacità, applicate al prodursi del progetto grafico multimediale, consentiranno agli studenti di maturare una consapevolezza critica sulle opportunità di apportare accrescimento socio-culturale attraverso il design.
Verranno forniti sia gli strumenti adeguati a comunicare con utenti e aziende che per apprendere attraverso tale dialogo.

Lo studente dovrà avere, in ingresso, conoscenze di base sui fondamenti teorici del disegno analogico e digitale nonché capacità di elaborazione, visualizzazione, modellazione e animazione di immagini visive sia in campo bidimensionale che tridimensionale.

L'insegnamento prevede: lezioni frontali; seminari con esperti; laboratorio progettuale in aula in forma di esercitazione e/o workshop; attività di studio a casa per approfondire la capacità critica per interpretare i fenomeni e proporre risposte.
L'insegnamento propone agli studenti attività formative, che integrano saperi teorici e applicazioni pratico/operative. Attraverso le modalità didattiche di tipo laboratoriale (approccio pratico learning by doing e hands on design) verranno trasferite agli studenti competenze e capacità di analisi per risolvere problemi progettuali finalizzati alla redazione di prodotti grafici multimediali secondo la filiera che va dal concept al progetto, alla visualizzazione, alla comunicazione.
La frequenza delle lezioni è obbligatoria. Per accedere all’esame di profitto è richiesta una presenza minima del 70% con registrazione della firma.

The course includes lectures; seminars with experts; classroom design laboratory in the form of an exercise and / or workshop; home study activities to deepen the critical capacity to interpret the phenomena and propose answers.
The course offers students educational activities that integrate theoretical knowledge and practical / operational applications. Through the laboratory-based teaching methods (practical approach learning by doing and hands on design) students will be transferred with skills and analytical skills to solve design problems aimed at drawing multimedia graphic products according to the chain that goes from concept to project, to visualization, to communication.
Class attendance is mandatory. A minimum attendance of 70% with registration of the signature is required to access the exam.

Italian

The program includes frontal and seminar activities, inspections to understand the theme of the year, exercises.
The topics are grouped into 4 sections:
1. Acquisition of knowledge (10 hours). Important project: purpose and subject of investigation. Definition of the ex ante survey project. Detection methods and techniques.
2. Graphic restitution of the survey (10 hours). Identification of geometrical methods of representation adequate to the purpose. Digital data management (GIS, H-BIM, BIM). Purpose of representation in relation to users.
3. Case studies (8 hours).
4. Laboratory activity (20 hours). It includes on-site inspections, seminar activities, laboratory work on the assigned year theme.

The reference texts are:
ORNELLA ZERLENGA, 2007. Dalla grafica all’infografica. Nuove frontiere della rappresentazione nel progetto di prodotto e di comunicazione. Foggia: Claudio Grenzi Editore, 2007 (ISBN 978-88-8431-247-1).
ORNELLA ZERLENGA, Alessandra Cirafici, 2020. WorldLIKESignMOVIE. Content switch. Napoli: La scuola di Pitagora, collana ‘Temi e Frontiere della Conoscenza e del Progetto, n. 10, p. 230. ISBN 978-88-6542-394-3 (versione elettronica del formato PDF). ISSN 2724-3699. Open access.
ORNELLA ZERLENGA, 2011. Alla ricerca di nuove dimensioni nel Disegno di Moda. In La ricerca nel disegno di design. Giornata di Studio 20 ottobre 2010, UdRD Design Representation, Dipartimento Indaco, Politecnico di Milano. Milano: Maggioli Editore, 2011, pp. 70-77 (ISBN 978-88-387-6005-5).
ORNELLA ZERLENGA, 2012. Disegno altro non è. In Verso l'era post-digitale. Disegnare il progetto, tra design e architettura. Giornata di studi a cura dell'UdRD Design Representation, Dipartimento Indaco, Politecnico di Milano, 23 novembre 2012. Milano: Maggioli, 2013, pp. 163-172 (ISBN 978-88-387-6192-2).
The reference texts are supplemented with additional educational support material (slides, articles, images, videos) uploaded on the institutional web page of the course.

The teaching of 'Advanced Scenarios of Representation' aims to provide knowledge and skills that can enable students to design evolved products and services with special attention to the ethical-cultural scenarios of society, the needs of businesses and context territories, and contemporary technologies of representation and communication.
Specifically, the teaching intends to transfer knowledge and comprehension skills related to: the construction of multimedia graphic design; methods of investigating the needs of users and businesses; the relationship between multimedia graphic design and marketing; the study of trends in different fields of multimedia communication; and the role of multimedia graphic design in improving communication in relation to material and immaterial contexts.
The application skills, which students will have the opportunity to acquire, consist of the ability to:
- elaborate an evolved and innovative multimedia graphic concept;
- design a multimedia graphic product, from the analysis of user needs in relation to the market, to the elaboration of the concept up to the design and realization of a graphic model on paper or on screen;
- design experiences and gestures related to products in the field of videography;- select cultural, scientific and technological references useful for multimedia graphic design aimed at more general event communication.
Such knowledge and skills, applied to the production of multimedia graphic design, will enable students to develop a critical awareness of the opportunities to bring socio-cultural enhancement through design.
Appropriate tools will be provided both to communicate with users and companies and to learn through such dialogue.

The student must have, on entry, basic knowledge on the theoretical foundations of analog and digital design as well as the ability to process, display, model and animate visual images in both two-dimensional and three-dimensional fields.

The course includes lectures; seminars with experts; classroom design laboratory in the form of an exercise and / or workshop; home study activities to deepen the critical capacity to interpret the phenomena and propose answers.
The course offers students educational activities that integrate theoretical knowledge and practical / operational applications. Through the laboratory-based teaching methods (practical approach learning by doing and hands on design) students will be transferred with skills and analytical skills to solve design problems aimed at drawing multimedia graphic products according to the chain that goes from concept to project, to visualization, to communication.
Class attendance is mandatory. A minimum attendance of 70% with registration of the signature is required to access the exam.

The course includes a didactic calendar characterized by individual verification moments. The progress of the projects will be evaluated periodically through paper and screen presentations made by the students. Intermediate presentations are planned for the verification of basic research, the concept, the graphic multimedia project and the final presentation papers. These presentations will contribute to the final evaluation in the form of an oral test.
The main evaluation parameters will be: punctuality and active participation in laboratory activities; relevance of the topic addressed; originality of the proposed solution; effectiveness of the presentation.
All presentations will be evaluated and their percentage weight on the final grade will be: 25%, basic research; 25%, concept; 25%, multimedia graphic project; 25%, final presentation papers.