ADVERTISING ART AND DESIGN III - GRADE 11 Revised June 2010

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1 ADVERTISING ART AND DESIGN III - GRADE 11 Revised June 2010 I. COURSE DESCRIPTION The students are expected to be proficient in all areas of Advertising Art & Design II curriculum. Students will utilize a classroom with an environment based on elements of a design studio. This course focuses on creating projects typical to those designed in industry with a major focus on desktop layout and design with Adobe Illustrator, Photoshop and InDesign. Design process practice and documentation is essential in successful completion of the students projects, making research and time logs, appropriate thumbnails, roughs and composites all required for submission by an assigned deadline. In addition to the computer and software, students will properly handle and use digital cameras, scanners, and other various output devices such as printers and backup storage disks applicable to projects. Students will fully understand the requirements of assigned projects upon submission then keep all process elements together with matted composite in their art portfolios for future use. Observational illustration and alternative rendering techniques are a minor focus to retain previously acquired skills. II. COURSE OUTLINE AND OBJECTIVES UNIT 1: CAREER OVERVIEW ( A,2; D.3) 1. Identify career possibilities in the Advertising Art & Design or Graphic Design field, understanding the descriptions and criteria to pursue them. 2. Identify skills needed for success in areas of the Advertising Art & Design field. 3. Understand the high competitiveness of the industry and what is needed to be successful. 4. Relate income to skills and experience in the Advertising Art & Design field. 5. Identify programs appropriate for projects. 6. Possess and practice professional skills required for jobs. 7. Understand and respect deadlines requested in the industry. 8. Practice needed backups of information and their importance. UNIT 2: SHOP SAFETY ( F.2,4) 1. Know proper location of eye wash, safety switches, phone location, fire extinguisher and fire and emergency evacuation plan and procedure. 2. Know how to handle chemicals and adhesives and store them properly. 3. know how to properly handle razor blades, x-acto knives, mat knives, hand/table cutter, straight edge graphic tools and scissors.

2 4. Utilize spray booth or other proper ventilation when handling aerosol varnishes or adhesives. 5. Safely maintain, handle, and store all tools used in daily projects properly. 6. Properly clean and log out or turn off all equipment when finished, preparing the area for the next user. 7. Maintain entire studio as a team. 8. Understand procedures of shop safety and first aid. UNIT 3: TOOLS AND EQUIPMENT ( F.1,2,4,5) Students Will: 1. Identify and handle the tools of the trade in an accurate and safe manner. 2. Demonstrate safety when handling tools such as razor blades, x-acto and mat knives. 3. Utilize all tools of the trade with various projects and jobs. 4. Identify replacement costs of tools of the trade, respecting them with proper care and storage for future use. 5. Clean tools with appropriate cleaning products and keep sink and all areas clean at all times. 6. Identify proper usage of adhesives and varnishes and use them in a safe manner. 7. Operate spraybooth properly and safely. 8. Understand procedures of shop safety and first aid. 9. Complete each project following all required criteria as given in job or project description. 10. Understand why following dimensions and specific instruction in job descriptions are vital for successful completion. 11. Use appropriate equipment and tools in a safe, proper manner within the assigned job or project deadline. 12. Demonstrate appropriate use of light table for elements in design. 13. Understand purpose of overhead projectors for large format projects 14. Use proportional scale for figuring proper enlargement/reduction values. 15. Operate the Xerox machine safely for enlarging/reducing, scanning and duplicating, using appropriate modes and paper. 16. Operate and maintain computers and all peripherals (digital camera, scanner, printers) 17. Perform proper backup and storage of project and assignment files UNIT 4: ADVANCED TRADITIONAL ART AND DESIGN ( B.2; B.2) 1. Develop a general knowledge of art history 2. Develop new skills in cognitive drawing 3. Develop a knowledge of sequential art, and continuity in art 4. Learn the principals of design such as, unity, balance, rhythm, variety 5. Learn the elements of art such as, depth, line, shape, color 6. Reinforce drawing skills such as sketching, planning, page format and paper size.

3 7. Measure and understand units in the American ruler, practicing and understanding accuracy in layout and design. 8. Use measurements for accuracy in proportion. 9. Implement use of color and designing color solutions in layouts using marker, pencil, PMS (Pantone Matching System) and appropriate computer application palates. 10. Understanding copyright infringement and the difference between research for ideas and the penalties for infringement 11. Learn the process of observational and gesture drawing 12. Cover all aspects of design with instructor/client, asking all criteria needed to successfully complete the job, dealing with requests and revisions throughout design process. 13. Complete projects using the 3 stages of design (research/thumbnail, rough, comprehensive /final) with a consistent flow of stages. 14. Discuss and plan project using proper terminology/vocabulary. 15. Balancing layout elements properly using positive and negative space. 16. Reinforce the ability to evaluate and critique traditional art forms. 17. Complete job or project within deadline assigned. UNIT 5: ADVANCED TYPOGRAPHY, ICONOGRAPHY AND LAYOUT ( B.3; D.4) 1. Identify symbols, icons, and indexes. 2. Use research and reference to study the meaning of color. 3. Identify specific type related terms required for each job assigned 4. Understand the uses of serif, san serif, and script fonts. 5. Identify, kerning, leading, baseline and tracking. 6. Determine uses of different font styles. 7. Identify appropriate use of font sizes and styles for heading, subhead and body copy in layouts, and enlarging them with accuracy. 8. Understand a logo s purpose and function and the elements for successful logo design. 9. Understand the use of grids, rulers and guides 10. Utilize the software programs appropriate for each job assigned. 11. Utilize the appropriate printers or output devices upon final approval. 12. Understand the printing process and other methods of advertising media. UNIT 6: ADVANCED RENDERING AND COLOR ( D.1) ( B.2) 1. Implement mixed media and improvisation into creating artwork 2. Develop skills in traditional painting in acrylic and watercolor 3. Expand on use of different paper mediums 4. Utilize drawing basics including value, shadow and reflective light

4 5. Identify colors in the color wheel in their respected groups (primary, secondary, tertiary, complimentary) 6. Understand the effects of light and form. 7. Implement, line weight, and hatching skills to pen and ink art. 8. Implement Ink washes and color dyes. 9. Understand what a figure and ground relationship is in terms of art. 10. Utilize colors in the color wheel in layouts and projects (examples include blending, pencil pressure, computer application tints) 11. Blend colors correctly using appropriate tools (marker blenders, paint layering, pencil blending and layering of color) 12. Display pencil rendering skills with proper handling and pressure to represent color, value and texture. 13. Understand tints and how to use them in gray value projects (marker, paint, computer) 14. Enlarge assigned projects in proper proportion using the correct tools. 15. Render 3D objects with correct perspective and gradation of value. 16. Work with other mediums to complete projects such as pastel, color marker, paint, and ink. 17. Identify proper papers to use for projects (sketch Bristol and their surfaces, tracing paper for layout layers and thumbnail/roughs, marker paper) 18. Seal and protect rendered artwork with appropriate varnish or fixative 19. Complete all rendering projects within an assigned deadline. 20. Identify useful subject matter and use proper reference to inform artwork. UNIT 7: ADVANCED TECHNOLOGY ( B.3; D.4) SECTION 1: TECHNOLOGY SKILLS 1. Implement use of wacom tablet peripheral for digital drawing. 2. Identify and use computer and peripherals used in Advertising Art & Design. 3. Be proficient in software applications used in a typical Advertising Art & Design environment. 4. Utilize the scanner to properly import line art. 5. Understand the costs of all hardware, peripherals and software used in Advertising Art & Design field. 6. Properly create files and save them in the appropriate folders and/or storage disks. 7. Name files according to project name for easy retrieval 8. Understand the importance of frequent saving and backing up of files. 9. Maintain computers and peripherals, shutting down and storing appropriately. 10. Utilize the internet to assist in subject matter research, understanding copyright laws. 11. Utilize online tutorials and educational tools. 12. Understand how to use the computer to save, resize and properly print reference. 13. Understand how to use spell-check and the importance of perfect spelling and punctuation in projects. 14. Understand the need for proofing, revisions and acquiring a sign off/approval from the client.

5 15. Utilize Xerox machine to further enlarge, resize and alter reference images. 16. Practice proper composite output using the appropriate devices. 17. Understand how to create line art and scan art into the computer. 18. Complete all projects following all criteria within deadline assigned. SECTION 2: VECTOR BASED SOFTWARE (ADOBE ILLUSTRATOR) ( B.3; D.4) 1. Learn advanced software skills for vector based art (Illustrator) 2. Create advanced vector art using, live trace, gradient mesh 3. Create 3d vectors using 3d revolve, 3d extrude, and art mapping and symbols. 4. Utilize various vector creating staples such as paths, stroke, fills and gradient to create vector graphics. 5. Utilize hot keys unique to vector based software. 6. Develop a working knowledge of all advanced tools in the toolbar. 7. Demonstrate a knowledge of vector based fonts, symbols and libraries. 8. Use pantone color systems and various other CMYK based color swatches. SECTION 3: PIXEL BASED SOFTWARE (ADOBE PHOTOSHOP) ( B.3; D.4) 1. Develop skills in digital painting 2. Study skills and techniques pertaining to Adobe Certification Exam 3. Learn advanced software for pixel based art. (Photoshop) 4. Learn how to optimize and create images for the web. 5. Learn how to optimize images for print. 6. Develop a working knowledge of all advanced tools in the toolbar. 7. Utilize hotkeys specific to pixel based software. 8. Learn terminology related to pixel art such as raster, anti alias and dithering. 9. Learn to use color modes such as RGB, GRAYSCALE, CMYK and BITMAP. 10. Edit, retouch and composite photographs to create useful images. 11. Develop skills in creation of pixel based graphics and illustration. UNIT 8: ADVANCED PORTFOLIO AND ARTWORK PRESENTATION ( B.3; D.4) 1. Create a digital powerpoint and pdf version of portfolio 2. Edit and revise portfolio images & create different portfolios according to clie 3. Mount or mat and cover artwork with appropriate tools and measurements. 4. Understand the importance of retaining all matted artwork clean, flat and neat in a portfolio for future presentation to colleges and employers. 5. Present artwork in a professional manner.

6 6. Critique projects and also objectively accept constructive criticism to their own. 7. Correct any potential errors that could affect that portfolio piece before storing. 8. Evaluate future goals when art projects are completed, matted, and evaluated. 9. Use free time for more potential artwork portfolio pieces. 10. Store portfolio correctly for future use. 11. Create a resume and cover letter for self promotion in the job market III. TEXTBOOKS AND INSTRUCTIONAL MATERIALS Designing With Type, James Craig and Watson Guptil, New York, NY User Guides for Adobe Creative Suite, Adobe Press, San Jose, CA Classroom in a Book, Adobe Illustrator, Adobe Press, San Jose, CA Classroom in a Book, Adobe Photoshop, Adobe Press, San Jose, CA InDesign AGI Books, New York, NY Technology: PC Based environment with Adobe Creative Suite 4 Computer projector with wall mounted screen for teacher instruction Xerox Color printer HP LaserJet 4600 HP Laserjet 4000 Tools of the trade: Rulers, T-Squares & Triangles Pencils of assorted lead grades Prismacolor Markers Prismacolor Colored Pencils Spray Booth Overhead and opaque projector X-Acto and Mat knives Lucite Roller Rubber cement, tape, spray adhesive Crystal Clear and other artwork varnish Paper cutter Light tables IV. TEACHING STRATEGIES Various teaching methods will be used during the course. Handouts and discussion will be used, however, most of the instruction of this course will be a hands on instruction, in groups and individually. Live demonstrations will be made by the instructor then repeated and practiced by the students with one-on-one interaction to check for understanding. Real-time lessons will take place in a large group with the teacher on the computer using the projector, students working on their own computers with the teacher.

7 Individual proofing and consulting will take place after demonstrations take place and art projects begin. Group critiques and individual evaluation will take place upon completion of art projects. During the course of the year students could be given the opportunity to review design books and magazines, review websites for potential ideas for new projects and potentially meet people from industry and take field trips. V. EVALUATION OF PROFIENCIES Students are evaluated by the following criteria: 1. Class participation (examples include attendance, completion of daily duties, general behavior towards classmates and instructor, sharing and maintenance of equipment and tools) 2. Research and design maintenance (examples include maintenance of all notes, project stages, file backups) 3. Composite presentation 4. Accuracy in meeting project criteria 5. Quizzes and tests 6. Deadline (deductions apply to all late projects) 7. Portfolio maintenance VI. SCOPE AND SEQUENCE CHART Advertising Art & Design Proficiencies I = Introduced D = Demonstrated R = Reinforced Handle tools of the trade and equipment correctly and safely ( F.1,2,4,5) I R R Cut accurately using an xacto knife and mat knife in a safe manner. ( F.2) ID R R Understand the value of all tools, equipment, and supplies ( E.1) I R R Demonstrate tool skills through a variety of creative art projects. ( F.4; B.3; B.3) ID IDR IDR Demonstrate correct use of spray booth, appropriate adhesives, and chemicals ( F.4) R R Demonstrate proper inventory and storage of supplies. ( F.5) I R R Read and measure accurately with a standard American ruler. ( B.2) ID R R Demonstrate knowledge of alignment, balance, proportion and use of positive and negative space ( B.2) I R R Demonstrate proficiency of illustration in proportion and perspective ( B.2) I R R

8 Demonstrate knowledge of color (primary, secondary, tertiary, complimentary) ( B.2) ID R R Demonstrate knowledge of mixing colors for illustration ( B.2) ID ID IDR Demonstrate knowledge of light and dark values in percentage ( B.2) IDR R R Demonstrate knowledge of working in many artistic media such as pencil, color pencil, ink, pastel, paint, marker, charcoal and chalk ( D.1) IDR IDR IDR Demonstrate knowledge of working in mixed media. ( D.2) ID IDR Create illustrations to be used in design layouts ( B.3; D.2) IDR R Utilize work area in a clean organized manner. ( B.4) IDR R R Demonstrate an awareness of art history and how it relates to design and media ( A.1,2) I IDR IDR Understand the creative process and importance of each step ( B.2,4; D.1) ID R R Understand of the importance of meeting a deadline. ( B.3,4; D.1) IDR R R Demonstrate knowledge of documentation of design time and understanding commercial worth of the profession ( B.3,4) R R Prepare thumbnails, roughs, and comps. ( B.2,4) ID R R Demonstrate knowledge of typography, font styles, point size & layout purposes. ( B.3) Create and understand purpose of logo(s) to brought through on other projects. Ex. Stationary, ad, package, etc. ( B.3; D.4) I R R Demonstrate knowledge of package design. ( D.1,4) I R Demonstrate knowledge of basic elements of operation of computers, printers, scanners, and other peripherals such as drawing tablets. ( B.3) ID R IDR Demonstrate knowledge of appropriately enlarging and reducing art with copying and printing ( B.3) I R R Demonstrate knowledge of the differences between vector based and pixel based artwork and the appropriate use for each. ( B.3; D.4) IDR R DR Demonstrate proficiency in Adobe Illustrator including tools, palettes, options and production formats ( B.3; D.4) ID IDR IDR Demonstrate proficiency in Adobe Photoshop including tools, palettes, options and production formats ( B.3; D.4) ID IDR IDR Demonstrate proficiency in Adobe InDesign including tools, palettes, options and production formats. ( B.3; D.4) IDR Demonstrate proficiency in Using drawing tablets for illustration and digital image composition ( B.3; D.4) Demonstrate proficiency in using digital cameras for artwork, layout, and composition in various lighting conditions ( B.2) Understand print versus web resolution ( B.2) ID R R Understand difference between RGB, spot color, and CMYK ( B.2) I R R R IDR R IDR IDR

9 Demonstrate knowledge and purpose of copyrighted images, Royalty Free images, the Fair Use Act and their rights and/or limitations ( B.2) I R IDR Mount & Mat artwork in a professional manner. ( F.4) ID R DR Demonstrate knowledge of setting up research reference files. ( B.3,4) I R DR Demonstrate knowledge of backing up jobs in organized folders ( B.3,4) I R DR Demonstrate knowledge of the many career opportunities related to ad design. ( A,2; D.3) R Demonstrate knowledge of the cost of tools of the industry ( E.1) R IDR Create and revise of a resume for employment. ( A.4) IDR DR Present art portfolio in a professional manner. ( A.4) R IDR

10 STUDENT HANDOUT PASSIC COUNTY TECHNICAL INSTITIUTE ADVERTISING ART AND DESIGN LEVEL II GRADE 11 COURSE OVERVIEW: Advertising Art and Design Level II, is a more advanced course designed to expand on the fundamentals of traditional and digital art. Students will learn cognitive drawing methods and observational drawing methods focused on illustrative concept skills. Critical thinking and problem solving skills are stressed more than technique. Students will continue using state of the art graphics software such as Adobe Illustrator and Adobe Photoshop to create digital art, designs, logos, and digital paintings. The wacom drawing tablet will become a major tool in creating more complex digital art and will be incorporated heavily throughout the course. Mixed media methods and traditional painting will also be introduced. Students will expand on mediums and tools of the trade such as drawing tablets, computers, measurement tools, light tables, Xerox machines, pencils, ink, color media including acrylic paint and watercolor, various paper stock, brushes, pens, cutting tools and adhesives. Students will be given focused projects in which to optimally use these tool and supplies to achieve mastery. Advertising Art and Design II challenges students to further their creative process on order to fit into a design studio working environment. Students will be asked to use research, brainstorming, thumbnail sketches, comprehensive sketches, revisions, and final approval from the client/teacher. Students will have to adhere to deadlines and project criteria for the optimal grade. The course s ultimate culmination is to have multiple pieces of art both traditional and digital in which to build a portfolio. Selected portfolio ready pieces will then be mounted or matted on presentation board for portfolio use or display use. PROFICIENCIES: 1. Students will be proficient digital painting techniques. ( B.3; D.4) 2. Students will be proficient in basic knowledge of art history and concepts. ( B.2) 3. Students will be proficient in the utilization the wacom drawing tablet. ( B.3; D.4) 4. Students will be proficient in knowledge of Typography. ( B.3) 5. Students will be proficient in creation of Identity and Branding. ( B.3; D.4) 6. Students will be proficient in knowledge of layout and design basics: using guides, rulers and grids. ( B.2)

11 7. Students will be proficient in drawing and illustration techniques including rendering, shading, light, shadow and reflective light. ( B.2) 8. Students will be proficient in the utilization of color mediums. ( D.1) 9. Students will be proficient in the utilization of the color wheel and basic color theory. ( B.2) 10. Students will be proficient in the backing up of media and file creation. ( B.3,4) 11. Students will be proficient in the utilization of organization and file management. ( B.3,4) 12. Students will be proficient in the utilization of the internet for reference. ( B.3,4) 13. Students will be proficient in the utilization of printing skills. ( B.3) 14. Students will be proficient in the utilization of design software for vector based art (illustrator). ( B.3; D.4) 15. Students will be proficient in the utilization of software for pixel based art (photoshop). ( B.3; D.4) 16. Students will be proficient in cutting and matting of artwork. ( F.4) 17. Students will be proficient in the utilization of spray media and fixative. ( F.4) 18. Students will be proficient in creating jpegs and pdfs. ( B.3; D.4) 19. Students will be proficient in the utilization of digital scanning. ( B.3) 20. Students will be proficient in creating and maintaining a portfolio. ( A.4) 21. Students will be proficient in knowledge of evaluation and critique. ( A.1,2)