Academy of

Digital Media Advertising - Graphic Design

ARTS 2010-2011 Course Outline (216 hours)

Advertising professionals combine skills in design, writing, strategic planning and

branding to develop integrated marketing campaigns in a wide range of media
Professional
to reach and influence specific target audiences. At the end of the course, stu-
Knowledge dents will take a comprehensive exam to earn an Advertising Design Certificate.
The Advertising Design Course consists of approximately 216 hours of classroom
instruction over a two year period.

Context Visual Elements (Illustrator) Print Publishing (InDesign)

□ G11 Technical Vocabulary □ G41 Pen Tool □ G71 Page Anatomy
□ G12 Purpose: Audience and Message □ G42 Line, Shape & Form □ G72 Formats & Grids
□ G13 Advertising Concepts □ G43 Texture □ G73 Multipage Publications
□ G14 History of Graphic Design □ G44 Value □ G74 Pre-press Workflow
□ G15 Career Survey □ G45 3D Perspective □ G75 Printing Paper Stocks & Sizes
□ G16 Industry Profiles □ G46 Drawing Techniques □ G76 Printing Processes
□ G17 Business Trends & Practices □ G77 Choosing Print Services
Visual Principles
Color □ G51 Balance Web Publishing (Dreamweaver)
□ G21 Color Psychology & Symbolism □ G52 Hierarchy, Emphasis □ G81 Internet and WWW Context
□ G22 Color Science □ G53 Positive & Negative Space □ G82 Web Site Anatomy
□ G23 Color Wheel Relationships □ G54 Proportion & Scale □ G83 Site Design Process & Planning
□ G24 Choosing Color Schemes □ G55 Unity & Variety □ G84 Web Publishing Tools & Services
□ G25 Color Reproduction □ G56 Rhythm & Movement □ G85 Coding with HTML & CSS
□ G57 Page Layout Principles (C.R.A.P.) □ G86 Page Layout & Navigation
Typography □ G87 Graphics & Typography
□ G31 Type Anatomy Logo & Branding (Illustrator) □ G88 Domain Registration & Hosting
□ G32 Type Classification □ G61 The Design Process
□ G33 Readability & Legibility □ G62 Graphic Reduction Technique Imagery (Photoshop-2)
□ G34 Choosing Type □ G63 Pictograms □ G91 Artistic Selective Cropping
□ G35 Type Effects (Illustrator/Photoshop) □ G64 Typographic Logos □ G92 Image Combining & Compositing
□ G65 Abstract & Symbolic Logos □ G93 Image Manipulation
□ G66 Corporate Identity

Hands-on Students will publish a portfolio with a variety of projects to demonstrate

Creative Projects knowledge of principles and technical skills for effective visual communication
problem solving using printed and electronic media.

Visual Studies Projects Print Publishing Projects PROJECT STANDARDS

□ Color Value Scale □ Photo Illustration Calendar for critique and assessment
□ Project Color Scheme □ Magazine Cover
□ Type Specimin Poster □ Display Advertising o Design visual composition and stylistic treatments to
□ Candy Wrapper □ Magazine Article meet client objectives utilizing the design process
□ Type Personality Cards □ Yearbook Publishing (thumbnails)
□ Type as Design Element o Effectively use industry standard techniques, equip-
□ Type Effects Projects Imagery Projects ment and software
□ Selective Cropping
Corporate / Logo Design □ Image Reductions o Page Layouts that attract attention through creative
use of design elements and principles
□ Pictogram Sign Series □ Gbstractions & Effects
□ Business Cards □ Composite Images o Color schemes that support the communications
objectives of the project
□ Coordinated Stationery □ Image Manipulation
o Acquire and prepare appropriate imagery or graphics
Self Promotional Brand Marketing Campaign that enhance the message
□ Personal Business Cards Participate on a team to plan and design a coordi-
nated brand marketing campaign for new product o Select and use typography that is both functional
□ Note Pads & Stationery (readability) and expressive in a style which meets
release, restaurant promotion, an event, a music,
□ Vinyl Stickers movie or video game release. design goals
□ Mouse Pad
□ Window Promotion Poster Series o Digital output files correctly prepared for publishing
□ Graphic T-Shirts to print
□ Personal Tri-fold Brochure □ Promotion Post Card Series
□ Personal Web Portfolio □ Gdmission Tickets o Web site pages formatted using correctly functioning
□ Graphic T-Shirts / Staff A1parel HTML with Cascading Style Sheets
Web Publishing Projects □ Vinyl Banner and Signage
□ Web Site Plan Document □ Product Packaging
□ Demo Web Site □ Retail Collaterals (cutouts, table toppers)
□ Gnimated Web Ad banner