Major Concepts/Content: The commercial art course is designed to explore the fundamental skills required in the design and production of advertising and promotional art. Emphasis is placed on the creative processes used before producing finished artwork; e.g., sketches, client presentations, and revisions. This class will include instruction in basic drawing and composition skills, and in graphic design techniques, lettering, and layout.

Major Instructional Activities: Instructional activities will provide practice in using various art techniques, materials, tools, and equipment. Students will demonstrate the basic drawing and composition skills related to visual communication, basic graphic design techniques and processes, such as lettering and layout; graphic design skills used in the production of signs or displays; and some of the styles, processes, and techniques of the commercial/graphic artist.

Major Evaluative Techniques: Students will be required to demonstrate knowledge of the proper care and use of tools, materials, and equipment used to create commercial art. Student projects will be evaluated for originality, craftsmanship, effort, time utilization, and quality with consideration given to the individual or students' talent, experience, and/or limitations. Both written and oral tests will be used to evaluate knowledge of course content.

Essential Objectives: Upon completion of the commercial art course, students should be able to:

1. Create Works of Art

• Demonstrate the basic drawing and composition skills needed for visual communication.
• Demonstrate basic graphic design techniques and processes, e.g., lettering and layout.
• Translate verbal concepts into visual statements.
• Utilize design principles and elements to create visual impact.
• Demonstrate styles, processes, and techniques used by commercial/graphic artists.
• Demonstrate computer competency in graphic design,
• Maintain a portfolio and a sketchbook/journal.

2. Demonstrate Aesthetic Perception

• Display an understanding of the aesthetic aspects in visual communication, e.g., using sensual, intellectual, nostalgic, humorous, and emotional responses to lure interest in a product. .
• Identify effective visual communication methods in the environment.
• Distinguish the aesthetic characteristics in various artistic visual media.

3. Develop Knowledge of Art Heritage

• Describe the development and the impact of commercial art.
• Research the impact of commercial art in the 20th Century,
• Identify technological advances and changing values in regard to materials, methods, and media.
• Discuss the variety of art forms used in business and industry and the vocational and professional fields used to communicate these forms.
• Identify and analyze career opportunities in commercial art and the essential training needed.

4. Utilize Critical Judgment of the Visual Arts

• Discuss the effective use of commercial art techniques.
• Differentiate between fine artworks and commercial artworks.

Compare the effectiveness of several commercial/graphic designs.

Last Revised: July 18, 2005