Commercial Art 2
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Course Introduction

 

Core Standards of the Course

Strand 1
Students will be able to demonstrate knowledge of commercial art and advertising professional standards.

Standard 1
Demonstrate knowledge of commercial art careers, job standards, professional development, and explore higher education and career opportunities.

1. Advertising design
   
2. Art direction
   
3. Cartooning
   
4. Animation (Character and Concept Design)
   
5. Website design (UI/UX Designer, etc.)
   
6. Graphic design (Branding, Logos, Layout, etc.)
   
7. Illustration
   

Standard 2
Explore careers and opportunities in commercial art.

1. Salary/hours/working conditions
   
2. Work expectations
   
3. Freelance conditions vs. in-house conditions
   
4. Post-high school education
   
5. Portfolios
   

Standard 3
Demonstrate an ability to verbally express an idea or concept to a client, pertaining to their product and target audience (example: age, gender, educational level, etc.).

Performance Skills
Understand commercial art job standards.

1. Demonstrate knowledge of the various kinds of jobs in the commercial art field and focus on local vocational opportunities.
   
2. Understand the importance of portfolios, such as promoting your own work to a potential employer or client.
   

Strand 2
Students will be able to understand and demonstrate knowledge of design principles at an intermediate level.

Standard 1
Understand, recognize, utilize, and communicate with the elements of art.

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

Standard 2
Understand, recognize, utilize, and communicate with the principles of design.

1. Balance – Symmetrical/Asymmetrical/Radial
   
2. Emphasis/Focal Point
   
3. Rhythm/Repetition/Pattern
   
4. Scale/Proportion
   
5. Unity vs. Variety
   
6. Contrast
   
7. Movement/Directional Forces
   

Standard 3
Understand the elements of a composition

1. Layout: Spacing, Rule of Thirds, etc.
   
2. Typography: Body Copy, Titles, Headings, etc.
   
3. Graphic Elements: Line, Shape, etc.
   
4. Images: Photograph or Illustrations
   

Performance Skills
Understand and demonstrate design principles at an intermediate level.

1. Demonstrate an ability to recognize, utilize, and communicate with the elements of design.
   
2. Demonstrate an ability to recognize and utilize, communicate with the principles of design.
   
3. Use Elements of Composition in a project.
   

Strand 3
Students will be able to demonstrate layout and composition techniques in diverse media at an intermediate level.

Standard 1
Plan, format, and compose through the use of thumbnail sketches, rough drafts, and final work.

Standard 2
Create illustrations and/or designs to communicate a concept.

Standard 3
Use intermediate composition techniques to combine images and type in one composition using effective visual hierarchy.

Standard 4
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. Others as needed
   

Standard 5
Identify and use the following layout terminology:

1. Body text/body copy
   
2. Readability
   
3. Reverse type
   
4. Columns
   
5. Text boxes/shapes
   
6. Dominance/Focal Point
   
7. Text wrap
   
8. Drop caps
   
9. Type alignment
   
10. Eye flow
    
11. Margins
    
12. Folios
    
13. Bleed
    
14. Headers and footers
    
15. Gutter
    
16. Spread
    
17. Proximity
    

Performance Skills
Use effective composition and design techniques to create various projects.

Strand 4
Students will be able to demonstrate the use of color theory at an intermediate level. Students will be able to understand proper color techniques.

Standard 1
Understand different color modes.

1. Light – RGB
   
2. Pigment – RYB
   
3. Print – CMYK
   

Standard 2
Demonstrate color organization and the color wheel.

1. Primary colors
   
2. Secondary colors
   
3. Intermediate/Tertiary colors
   
4. Neutrals
   
5. Warm and Cool colors
   

Standard 3
Identify color schemes.

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

Standard 4
Understand values and how to use them in project work.

1. Value scale
   
2. Tints
   
3. Tones
   
4. Shades
   

Standard 5
Understand use of color at an advanced level.

1. Properties of color: Hue, Value, Intensity/saturation
   
2. Transparent vs. Opaque Color
   
3. Understand aerial/atmospheric perspective (hue, value/contrast/color intensity, object placement, overlapping, and detail)
   
4. Express emotion
   
5. Symbolic, cultural, and visual connotations.
   

Standard 6
Understand color as used in computer applications.

1. Color modes: Bitmap, Grayscale, CMYK, RGB
   
2. Vector vs. Raster.
   

Performance Skills

1. Demonstrate the use of color theory at an intermediate level.
   
2. Demonstrate knowledge of color organization and the color wheel.
   
3. Demonstrate knowledge of color theory, color schemes, and properties of color.
   
4. Demonstrate the use of atmospheric perspective.
   
5. Demonstrate effective use of color in computer applications
   

Strand 5
Students will be able to understand and demonstrate typography techniques at an intermediate level.

Standard 1
Identify and correctly use type from the following type classifications.

1. Serif
   
2. Modern Serif
   
3. Slab serif
   
4. Sans serif
   
5. Script
   
6. Decorative
   

Standard 2
Know and use typography vocabulary.

1. Cap
   
2. Baseline
   
3. X-height
   
4. Point size
   
5. Upper and lower case
   
6. Ascender and descender
   
7. Regular and boldface
   
8. Italic and cursive
   
9. Condensed and expanded
   
10. Understand the difference between: Font, text, type, and type style.
    
11. Understand the difference between: Justified, unjustified, ragged left, and ragged right
    
12. Readability Reverse type
    
13. Counter
    
14. Ligatures
    

Standard 3
Understand and effectively use Typography in layout and composition.

1. Communicate and match mood of the design
   
2. Font pairing in a design
   
3. Pairing with Image (illustration, photograph, etc)
   
4. Size hierarchy
   
5. Limit variety/number of fonts in a design
   

Performance Skills

1. Understand and demonstrate effective typography techniques at an intermediate level. Identify and correctly use type from different type classifications.
   
2. Know and use the vocabulary of typography. Demonstrate effective type pairing.
   

Strand 6
Students will demonstrate knowledge of computer technology at an intermediate level.

Standard 1
Demonstrate knowledge of basic computer vocabulary and techniques.

1. Constraining proportions
   
2. Cropping
   
3. Resizing/sampling
   
4. Resolution (Minimum: Screen - 72 dpi; Print - 300 dpi)
   
5. Raster vs. vector
   
6. Layers
   
7. Filters
   
8. Paths
   
9. Anchor Point
   
10. Gradient
    
11. Opacity
    
12. Stroke
    
13. Fill
    

Standard 2
Use appropriate software for job/project completion.

1. Page layout: In Design
   
2. Photo manipulation: Photoshop
   
3. Graphics/vector-based illustration: Illustrator
   

Standard 3
Understand and use fonts appropriately.

1. Downloading/Installing fonts
   
2. Understand the copyright laws and ethics (commercial use vs. personal use)
   

Standard 4
Understand file types and use them appropriately.

1. Print/Web applications (TIFF, JPG, PDF, PNG)
   
2. File transfer/sharing (PDF)
   
3. Software specific (.AI, .PSD, .INDD)
   

Standard 5
Understand and use basic keyboard commands.

1. Copy - Control/Command "C"
   
2. Paste - Control/Command "V"
   
3. Undo - Control/Command "Z"
   
4. Other software specific shortcuts
   

Performance Skills
Demonstrate knowledge of computer technology at an intermediate level.

1. Computer vocabulary and skills.
   
2. Use appropriate software for job/project completion.
   
3. Understand file types and use them appropriately.
   
4. Understand and use keyboard shortcuts.
   

Strand 7
Students will critique visual works (i.e. illustration, design, advertising, etc.) using appropriate vocabulary.

Standard 1
Critique artistic use of design elements and principles in visual work.

Standard 2
Interpret design strategies of communication in visual work.

Standard 3
Demonstrate an ability to verbally and visually express an advertising campaign to a client using varied professional strategies (PowerPoint, Storyboards, presentation board, etc.).

Performance Skills
Students will critique visual works (i.e. illustration, design, advertising, etc.) using appropriate vocabulary.

Strand 8
Students will understand the importance of employability and professional work habits.

Standard 1
Demonstrate knowledge professional work standards.

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

Performance Skills
Students will demonstrate employability and professional work habits.

Strand 9
Students will be able to demonstrate safe practices.

Standard 1
Identify and use proper safety techniques

1. Identify hazardous chemicals and solvents, materials, their proper handling, ventilation, disposal, and safety procedures, if an accident occurs, as applicable in your classroom.
   
2. Safety training as applicable
   
3. Maintain a safe and orderly work area
   
4. Report classroom, environment, or safety equipment, problems, violations to the instructor.
   

Standard 2
Avoid repetitive stress injuries.

1. Good posture
   
2. Keep wrists straight
   
3. Take breaks
   
4. Stretch and strengthen
   
5. Position of monitor, keyboard, and mouse
   

Performance Skills
Students will demonstrate safe practices and how to avoid repetitive stress injuries.

Strand 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.

Standard 1
Define copyright.

1. Intellectual Property: Original work is protected by US Copyright as soon as created can include audiovisual works, computer programs, pictorial, graphic, and sculptural works, visual art, drama, choreography, and words.
   
2. Creating copyrights by registering with the U.S. Copyright Office through the Library of Congress
   
3. Public domain vs Creative Commons
   
4. Fair Use
   

Standard 2
Understanding copyright law and practicing ethics.

1. Practice ethics and rules governing photojournalism (i.e. Editorial content must not be changed)
   
2. Who owns the copyright: work-for-hire, freelance, in-house, etc.
   
3. Practice correct usage of copyright laws (i.e. the right to reproduce, manipulate, distribute, plagiarize or exhibit creator’s work outside of fair use provisions).
   
4. Limitations: Time, Portion (Media based usage), Text material, Copying, and Distribution.
   
5. Demonstrate understanding of ethics related to social and legal issues in subject choice (i.e. model releases, image appropriateness, and cultural sensitivity).
   
6. Financial gain
   

Standard 3
Understanding copyright and trademark symbols.

1. Understand ®, ©, ™, and watermark
   

Performance Skills
Students will create projects that align with the rules that govern intellectual property.

Strand 11
Students will understand the importance of career readiness skills as it relates to the workplace and outlined in the SkillsUSA Framework - Level 2.

Standard 1
Understand and demonstrate reliability.

1. Determine individual time management skills.
   
2. Explore what's ethical in the workplace or school.
   
3. Demonstrate awareness of government.
   
4. Demonstrate awareness of professional organizations and trade unions.
   

Standard 2
Understand and demonstrate responsiveness.

1. Define the customer.
   
2. Recognize benefits of doing a community service project.
   
3. Demonstrate social etiquette.
   
4. Identify customer expectations.
   

Standard 3
Understand resiliency.

1. Discover self-motivation techniques and establish short-term goals.
   
2. Select characters of a positive image.
   
3. Identify a mentor.
   

Standard 4
Understand and demonstrate workplace habits.

1. Participate in a shadowing activity.
   
2. Explore workplace ethics: codes of conduct.
   
3. Recognize safety issues.
   
4. Perform a skill demonstration.
   
5. Exercise your right to know.
   

Standard 5
Understand and develop initiative.

1. Develop personal financial skills.
   
2. Develop a business plan.
   
3. Investigate entrepreneurship opportunities.
   

Standard 6
Understand and demonstrate continuous improvement.

1. Conduct a worker interview.
   
2. Demonstrate evaluation skills.
   
3. Examine ethics and values in the workplace.
   
4. Develop a working relationship with a mentor.
   
5. Construct a job search network.
   

Workplace Skills

1. Communication
   
2. Teamwork
   
3. Dependability
   
4. Accountability
   
5. Legal requirements/expectations
   

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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 - Kristina  Yamada and see the CTE/Arts, Audio/Visual Technology and Communication website. For general questions about Utah's Core Standards contact the Director - THALEA  LONGHURST.

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.