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CTE/Skilled & Technical Sciences Education Curriculum Commercial and Advertising Art
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Core Standards of the Course

Standard 1
Students will be able to demonstrate a knowledge of commercial art and advertising professional standards

Objective 1
Students will demonstrate a knowledge of commercial art careers, job standards, professional development, and explore higher education and career opportunities.

  1. Advertising design
  2. Art direction
  3. Cartooning/Animation/game design
  4. Commercial design
  5. Corporate Identity ‐Logo/Letterhead etc.
  6. Digital imaging and website design
  7. Graphic design
  8. Illustration
  9. Industrial Design
  10. Layout (Books, magazine, newspaper, etc.)
  11. Logo and Letterhead (Package design, display, corporate image, advertising, etc.)
  12. Sign design
  13. Web design
  14. Other

Objective 2
Students will explore careers and opportunities in commercial art

  1. Salary/hours/working conditions
  2. Work expectations
  3. Freelance conditions
  4. Post‐high school education
  5. Portfolios

Objective 3
Demonstrate an ability to verbally express an advertising campaign to a client.


Standard 2
Students will be able to demonstrate a knowledge of advanced design elements and principles.

Objective 1
Students will demonstrate an ability to identify and utilize the elements of design in an advertisement or other work.

  1. Line
  2. Shape
  3. Value
  4. Form
  5. Texture
  6. Color
  7. Space

Objective 2
Students will demonstrate an ability to identify and utilize several principles of design in an advertisement or other work.

  1. Balance
  2. Contrast
  3. Emphasis/Subordination/rule of thirds
  4. Movement/Directional forces
  5. Rhythm/Repetition/Pattern
  6. Scale/ Proportion
  7. Unity/Contrast

Standard 3
Students will be able to demonstrate advanced layout and composition techniques in diverse media.

Objective 1
Students will plan format and composition through the use of thumbnail sketches.

Objective 2
Students will create projects that show effective use of space.

Objective 3
Students will create illustrations to support a design/story concept.

Objective 4
Students will use advanced composition techniques to combine images and type in one composition.

Objective 8
Students will use effective composition and design techniques to create various projects such as:

  1. Advertisement or poster.
  2. Brochure or multiple page document (demonstrating visual unity)
  3. Magazine layout
  4. Other

Objective 9
Students will identify and use the following layout terminology:

  1. Body text/body copy
  2. Choosing/cropping images/rule of thirds
  3. Columns
  4. Dominance
  5. Drop caps
  6. Eye flow
  7. Folios
  8. Headers and footers
  9. Matching copy with job
  10. Proximity
  11. Readability
  12. Reverse type
  13. Text boxes/shapes
  14. Text wrap
  15. Type alignment
  16. Margins
  17. Bleed
  18. Gutter
  19. Spread

Standard 4
Students will be able to demonstrate advanced color theory.

Objective 1
Students will demonstrate a thorough knowledge of color theory.

  1. Light
  2. Pigment
  3. Transparent/opaque color

Objective 2
Students will demonstrate an advanced knowledge of color organization and the color wheel.

  1. Primary colors ‐ Of Pigment (Red, Yellow, Blue), of Print (Cyan, Magenta, Yellow, and Black), and of Light (Red, Green, Blue)
  2. Secondary colors
  3. Intermediate/Tertiary colors
  4. Neutrals

Objective 3
Students will demonstrate advanced strategies for using color schemes.

  1. Monochromatic
  2. Complimentary
  3. Analogous
  4. Triadic
  5. Split‐complimentary

Objective 4
Students will demonstrate advanced knowledge of values and use them.

  1. Value scale
  2. Tints
  3. Tones
  4. Shades
  5. Demonstrate expertise in aerial/atmospheric perspective.
  6. Using hue to create illusion of space.

Objective 5
Students will demonstrate a professional knowledge of the dimensions of color.

  1. Hue
  2. Value
  3. Intensity/saturation

Objective 6
Students will be aware that colors can express emotion and have cultural and visual connotations.

Objective 7
Students will understand color as used in computer applications

  1. Color Gamut’s CMYK RGB
  2. Color Modes Bitmap, Grayscale, CMYK, RGB
  3. Bit depth

Standard 5
Students will be able to understand and demonstrate advanced typography techniques.

Objective 1
Students will identify and correctly use type from the six different type families

  1. Old style
  2. Transitional
  3. Modern
  4. Sans serif
  5. Script
  6. Decorative/novelty/display

Objective 2
Students will know and use the measurements of typography

  1. Cap height
  2. Baseline
  3. X‐height
  4. Points and picas

Objective 3
Students will know the vocabulary of typography

  1. Leading, kerning, and tracking
  2. Upper and lower case
  3. Ascender and descender
  4. Regular and boldface
  5. Italic and cursive
  6. Font, text, type, and type style.
  7. Concordant
  8. Reverse type
  9. Serif
  10. Counter
  11. Line length/readability

Standard 6
Students will demonstrate an advanced knowledge of computer technology

Objective 1
Students will demonstrate knowledge of basic computer vocabulary and techniques

  1. Constraining proportions
  2. Cropping
  3. Descreening Moiré pattern
  4. File types
  5. Resizing/Sampling
  6. Resolution
  7. Scanning/Descreening
  8. Raster/Vector
  9. Layers
  10. History
  11. Half tone
  12. Filters
  13. Paths

Objective 2
Students will use appropriate software for job/project completion.

  1. Page layout (In Design, Quark Express, PageMaker)
  2. Photo manipulation (Photoshop)
  3. Graphics/vector‐based illustration (Illustrator, Corel Draw)

Objective 3
Students will understand and use fonts appropriately.

  1. True type, Postscript
  2. Downloading
  3. Copyright and ethics

Objective 4
Students will understand file types and use them appropriately.

  1. Print applications TIFF, JPG, etc.
  2. File Transfer PDF etc.

Objective 5
Students will understand and use basic keyboard commands.

  1. Copy – Control/Command “C”
  2. Paste – Control/Command “V”
  3. Undo – Control/Command “Z”

Standard 7
Students will critique illustration, advertising and design.

Objective 1
Students will interpret artistic use of design elements and principles in an illustration advertising and design.

Objective 2
Students will interpret design strategies in illustration advertising and design.

Objective 3
Students will demonstrate an ability to verbally and visually express an advertising campaign to a client using varied professional strategies. (Powerpoint, Storyboards, etc.)


Standard 8
The students will understand the importance of employability and professional work habits.

Objective 1
Students will demonstrate knowledge of professional work standards.

  1. Punctuality
  2. Dependability
  3. Attendance
  4. Craftsmanship
  5. Following directions
  6. Workplace behavior

Objective 2
Complete a job application.


Standard 9
Students will be able to demonstrate safe practices.

Objective 1
Demonstrate knowledge of proper ventilation

  1. Identify materials and techniques that require proper ventilation

Objective 2
Identify and use proper safety equipment and techniques

Objective 3
Identify hazardous chemicals and solvents, their proper handling, disposal, and safety procedures if an accident occurs

Objective 4
Know how to access and read material safety data sheets

Objective 5
Report shop, environment, or safety equipment, problems, violations to the Instructor.

Objective 6
Clean and maintain an orderly work area.


Standard 10
Students will be able to understand and practice copyright laws, ethics and legal issues dealing with photography as identified in United States Code Title 17 Chapter 1 Section 101.

Objective 1
Define copyright.

  1. Fair use
  2. Creating copyrights by registering with the U.S. Copyright Office through the Library of Congress.
  3. Public domain

Objective 2
Other definitions

  1. Audiovisual works
  2. Computer program
  3. Copies
  4. Copyright owner
  5. Digital transmission
  6. Financial gain
  7. Pictorial, graphic, and sculptural works
  8. Work of visual art

Objective 3
Students will practice ethics and rules governing photojournalism (i.e. Editorial content must not be changed)

Objective 4
Students will practice correct usage of copyright laws (i.e. the right to reproduce, manipulate, distribute, plagiarize or exhibit another photographer’s work outside of fair use provisions)

  1. Time limitations
  2. Portion limitations
  3. Text material
  4. Illustrations and photographs
  5. Copying and distribution limitations

Objective 5
Students will demonstrate understanding of ethics related to social and legal issues in subject choice (i.e. model releases, image appropriateness, and cultural sensitivity)


Standard 11
Students will enhance their understanding of Commercial Art as a profession and will develop professional skills for the workplace.

Objective 1
As a participating member of the SkillsUSA student organization, complete the SkillsUSA Level 2 Professional Development Program.

  1. Measure/modify short‐term goals.
  2. Identify stress sources.
  3. Select characteristics of a positive image.
  4. Demonstrate Government awareness.
  5. Demonstrate awareness of professional organizations.
  6. Apply team skills to a group project.
  7. Observe and critique team skills at a local professional meeting.
  8. Demonstrate business meeting skills.
  9. Explore workplace ethics: codes of conduct.
  10. Demonstrate social etiquette.
  11. Complete survey for employment opportunities.
  12. Review a professional journal and develop a three‐ to five‐minute speech.
  13. Complete a job application.
  14. Assemble an employment portfolio.
  15. Explore supervisory and management roles in an organization.
  16. Conduct a worker interview.
  17. Perform a self‐evaluation of proficiency in program competencies.

Objective 2
Serve in the school’s SkillsUSA chapter as a committee member.

Objective 3
Display a professional attitude toward the instructor and peers.

Objective 4
As a participating member of the SkillsUSA student organization, complete the SkillsUSA Level 3 Professional Development Program.

  1. Evaluate your career and training goals.
  2. Market your career choice.
  3. Develop personal financial skills
  4. Serve as a volunteer in the community.
  5. Plan and develop a business.
  6. Conduct a worker interview.
  7. Develop a résumé and write a cover letter.
  8. Demonstrate interviewing skills.
  9. Understand the cost of customer service.
  10. Identify and apply conflict resolution skills.
  11. Demonstrate evaluation skills.
  12. Examine workplace ethics: the role of values in making decisions.
  13. Perform a skill demonstration.
  14. Learn what is contained in Material Safety Data Sheets (MSDS).
  15. Perform a self‐evaluation of proficiency in program competencies.

Objective 5
Serve as an officer in the school’s chapter of SkillsUSA

Objective 6
Participate in an authorized SkillsUSA competition.

Objective 7
Display a professional attitude toward the instructor and peers.



UEN logo http://www.uen.org - in partnership with Utah State Board of Education (USBE) and Utah System of Higher Education (USHE).  Send questions or comments to USBE Specialist - A Bodell and see the CTE/Skilled & Technical Sciences Education website. For general questions about Utah's Core Standards contact the Director - THALEA LONGHURST .  
Email:  thalea.longhurst@schools.utah.gov

These materials have been produced by and for the teachers of the State of Utah. Copies of these materials may be freely reproduced for teacher and classroom use. When distributing these materials, credit should be given to Utah State Board of Education. These materials may not be published, in whole or part, or in any other format, without the written permission of the Utah State Board of Education, 250 East 500 South, PO Box 144200, Salt Lake City, Utah 84114-4200.