The California High School Academic Curriculum

Full text



Graphic Design

Advertising Design


his competency-based course is the third in a sequence of four designed for graphic design. It provides students with technical instruction and practical experience in fundamental advertising principles, vector-based logo design and illustrations, desktop imaging and desktop publishing applications in pre-press production, electronic file management, website advertising, project presentation and delivery, and proofreading and editing. The competencies of this course are aligned with the California High School Academic Content Standards and the California Career Technical Education Model Curriculum Standards.

Upon successful completion of this course, you will have a portfolio of four or more pieces which will help qualify you to seek entry-level employment in a design studio or advertising agency. Starting salary is between $10–$15 hr. Some students choose to start their own businesses or freelance. Please note, the business of

graphic design and advertising is fast paced, high stress and relies heavily on technology. Staff positions are few, –most opportunities lie with freelancing. Your odds of being hired in a staff position or working through a temp agency, are improved after 1-2 years in a service bureau or printshop.

Earthjustice, because the earth needs a good lawyerLet’s not make this our future

Breath Taking

Non-Profit Poster Designer: Manual Flores


Course Objectives:

Upon completion of this course the student will know: JAdvertising Design Principles

JLogo Design And Illustrations

JDesktop Imaging And Desktop Publishing Applications

JElectronic File Management JWebsite Advertising

JProject Presentation And Delivery JProofreading And Editing

JResource Management JEmployability Skills

Class Organization

Class instruction is divided between: • Design: Producing compelling Advertising • Design Technology: continued proficiency in

InDesign, Photoshop and Illustrator. All sessions meet 4 days a week,

Monday through Thursday. Check current class schedult for times.

Required Materials

• USB. Flash Drive (jump, travel, thumb) 1 gig or larger.

• Sketch pad -any size, plain paper with no lines, • Soft (#2 ) pencils (kneaded erasers only!) • A fine-point felt tip pen and a Sharpie

• Binder or folder for handouts, exercises & projects

Recommended Materials

• One 11”x14” or 9”x12” tracing pad

Class Policy

You are expected to come to class on time. Arriving late is disruptive to the class. Absolutely no food or drink (water bottles excepted) is permitted at the computer stations. Use of the computers for purposes other than assignments for this class is not permitted. Working on assignments for other classes, random web surfing, answering e-mail while class is in session is not allowed. Turn off cell phones while class is in session and there is no talking on a cell phone at any time in the classroom.


There are no required text books for this class. Recommendations will be made during class.


The student is expected to attend all class sessions. Lectures and demonstrations can not be repeated for individual students. If a student misses a class, it is his/ her responsibility to catch up on what was missed. Class will start promptly on time.

A student who has not attended class for 3 straight meetings and has not communicated with the instructor, via e-mail as to the reason for the

absences, may be dropped from the class. If e-mail is not available, a student should phone the main office and leave a message.


There are two types of assignments in this class: • Training & Exercises – These include learning from

the book, as well as instructor assigned work. • Projects – These are either class-wide or

individualized and can range from foundation level to portfolio grade.

Projects. These are intended to demonstrate

competencies and are suitable for an employment O V E R V I E W


portfolio. All students must get the instructor’s

approval before beginning any project.

Design assignments are frequently given to the entire class. All students participate in these

assignments, no exceptions. Critiques are mandatory

for all students.

Students are welcome to discuss any project’s design/production criteria with the instructor, but in the case where the student does not agree with the

instructor, the instructor’s decisions will be the final word. All work you turn in must be original work, created solely by yourself.

Projects are evaluated on:

1. the execution of technical requirements and directions

2. effectiveness of concept and design 3. timeliness of submission


Students will maintain a “book” of their course exercises and projects. Projects must be completed and signed off by the instructor in order to advance to additional projects. Failure to work on assigned projects will cause you to be dropped from the class. No projects may be worked on in class without PRIOR approval of the instructor. NO EXCEPTIONS.

Students who wish to receive a Certificate of Completion must possess a portfolio of a minimum of 4 “portfolio-grade” pieces, pass Course Objective competency projects/tests as detailed on the Record of Student Progress, and receive a grade of 70% or higher on written exams. Exams are based on material covered in Lectures.


Use of Student Work Policy

By participating in this course, you agree to allow your work to be used by Venice Skills Center for promotional purposes. These uses include, but are not limited to, display in physical and web galleries, promotional video tapes, and printed promotional pieces. You retain complete rights to your work, and VSC may not use your work for non-promotional purposes without your prior agreement.

Weekly Schedule

(subject to change without notice!) (!)

Monday Demo / Independent Work Tuesday Lecture or Critique Wednesday Demo / Independent Work Thursday Critique/ Independent Work

Portfolio Level projects:

Item Assembled Using:

Adv redesign Illustrator

Branding: logo, adv, web, pkg InD/Illus/Photoshop Non-Profit Poster InD/Illus/Photoshop Magaazine Cover InD/Illus/Photoshop DVD/CD Package (sleeve,


1. Introduction to Advertising

• History • Overview

2. Advertising

3. Client Branding

• Logo • ID Pkg • B/W Ad • Full Color Ad • Web Page • Billboard • Take-away attribute

4. Portfolio Preparation

• Job Interview Skills

• Portfolio Review/Digital Slide Show


Classroom Policy

This course is intended to be a bridge into the job market and as such, students are expected to meet the same basic standards demanded of any worker in the business environment. This runs the gamut from getting along with others, to following instructions and meeting deadlines. Regular attendance is required. If you miss more than three consecutive meetings, contact the instructor (email preferred – Please do not

call the class directly. If you cannot email, you may call the main office: 310-664-5888 and leave a message for

me with the front desk. PLEASE NOTE:

• Conversations are a distraction. PLEASE take all conversations outside.

• NO CELL PHONES IN CLASS. Turn it off or put it on vibrate and wait until you are out of the class to take the

call. (you are expected to know how to turn it off should it ring in class)

• Please keep the studio tables clean. When using glue or paint, always use newspaper to protect the table. Kneaded erasers only—no “pink pearl type”, they leave crumbs that are a problem.

• No books or materials are to leave the room. Absolutely no borrowing overnight. • Please return books, magazines and materials as neat or neater than found. • Dress should be office casual. No short shorts and men, no tank tops please.

• No perfume or aftershave (or scented oils or lotions). We are in close quarters with poor air circulation and one person’s favorite may be another person’s allergy or headache.

• If you are sick, coughing or sneezing DO NOT COME TO CLASS. If you do, you will be asked to go home. • Any conflicts or issues with another student should be brought to the attention of the instructor. Students

should NEVER confront another student directly.

Computer Policy:

• No Food or Drink at the computer stations EVER. Water in bottles with a secure lid only.

• Ideation (sketching out ideas etc.) and all non-computer work is done at the studio tables not the computer stations. • Absolutely no installing of any software on class computers. See instructor if you feel you have an exception. • Call the instructor for ANY computer that is not working properly. Never unplug anything except your

earphones, mouse or flash dive.

• PRINTING IS RESTRICTED: INSTRUCTOR APPROVAL required prior to any printing. Only files created in class as part of the curriculum will be printed. Software training lesson files are NOT printed.

• If a file fails to print, NEVER send it through a second time. If it doesn’t print the first time, there is a problem. Ask the instructor.

• Use care when turning the computers to access the back, that they do not fall of the shelf.

• Email and non-class internet activities should be done during break time only (Class has a 15 minute break every 2 hours.).

• No work from outside classes should be done during class time.

• Computers left vacant more than 15 minutes may be assigned by the instructor to another student. Students must NEVER relocate a students items or ask a student to move to different computer.

• Personal lap tops may be used only at the studio tables, if there is room, not at the computer stations.

Last but not least:

• Student computers are connected to a network and thus there is no guarantee of privacy when working on school computers or for work stored in them. Internet use subject to LAUSD policy.