Commercial Advertising Artists—or graphic artists—plan, analyze, and create visual and multimedia solutions to advertising problems. Using print, electronic, and film media in a variety of methods such as color, type, illustration, photography, animation, and various print and layout techniques, they develop the overall layout and production design of magazines, newspapers, and other publications using state of the art software programs and technology. They also produce promotional displays, packaging, and marketing brochures for products and services, design distinctive logos for products and businesses, and develop signs and signage systems for business, organizations, or individuals. They may also develop material for Internet Web pages, interactive media, and multimedia projects. In our affordable, 18-month program, Salina Tech students gain the skills to utilize specialized computer software, multimedia tools, and advertising design theory they need for a career in the nation’s second largest industry—Commercial Advertising Art.
Creative career options include: Advertising Agencies, In-House Marketing Departments, Package Design, Multimedia and Web Design, Retail Identity, Publishing Companies, Service Bureaus, Catalogs and Magazines, Screen Printing, Vinyl Graphics Production, Production Houses/Printing Industry, Document support departments for industries such as: Newspapers, Magazine, Financial, Fashion, Health Care, Manufacturing, Television
| Commercial and Advertising Art Certificate | ||||
| First Semester | Credits | Third Semester | Credits | |
| CAA 101 Communication Media | 4 | CAA 230 Multimedia I | 4 | |
| CAA 140 Typography | 4 | CAA 220 Web Design I | 4 | |
| CAA 110 Computer Drawing Techniques | 4 | CAA 218 Advertising Design | 3 | |
| CAA 150 Graphic Design I | 4 | CAA 200 Color Design & Color Theory | 4 | |
| TOTAL CREDITS: | 16 | TOTAL CREDITS: | 15 | |
| Second Semester | Credits | Fourth Semester | Credits | |
| CAA 151 Graphic Design II | 4 | CAA 215 Advanced Design | 3 | |
| CAA 102 Design and Color I | 4 | CAA 221 Web Design II | 3 | |
| CAA 111 Computer Illustration I | 4 | CAA 231 Multimedia II | 3 | |
| CAA 131 Computer Illustration II | 3 | CAA 202 Printing & Reproduction | 4 | |
| TOTAL CREDITS: | 15 | TOTAL CREDITS: | 13 | |
| TOTAL CERTIFICATE CREDITS: | 59 | |||
Associate of Applied Science Degree: 74 Credits. To complete the Associate of Applied Science Degree, select 15 more credits from the General Education requirements found in the Degree and Certification Information section. Visit with your instructor or the Director of Student Services for possible options
CAA 101 Communication Media, 4 credits.
This course presents communication theory based on the printed word. The course covers page layout and image editing software packages and works to insure that students have a solid working knowledge and concept of basic layout techniques and image editing that conveys a visual message to the target audience. Students examine the processes involved in coordinating art and typography with verbal and visual content. Brochures, newsletters, catalogs, and magazine pages are just a few of the topics that will be covered.
CAA 102 Design and Color I, 4 credits.
The ‘color de jour’ is the theme of this course. Color impact and usage are vital components of graphic design and this is the beginning of continual emphasis on appropriate usage of color in everyday design. Also in this course students will be expected to master certain image editing processes as they pertain to the use of color in the graphic arts. Some of the lessons include: logo illustration, colorizing, and creating special effects on photos and ad slicks.
CAA 110 Computer Drawing Techniques, 4 credits.
This course introduces the computer as a medium to create two dimensional images and illustrations through the use of the top software packages in the industry. Students will be introduced to production and fine art concepts of illustrating to create identity concepts. Personal approach, style, and consistency are stressed in problem solving as they learn to use the software packages for their illustration assignments.
CAA 111 Computer Illustration I, 4 credits.
The course expands on the course work of CA 110. It is designed to strengthen audience through illustrations. Students will further expand their working knowledge of preproduction practices for graphic illustrations. Tricks from the industry to develop speed and consistency of work will also be presented. Furniture, apparel, canned/sacked goods, and animals will be part of the required list of illustrations in this course.
CAA 131 Computer Illustration II, 3 credits.
Composition and eye flow will be studied as it relates to fine art illustration and graphic advertisement illustrations. Aspects of developing visual significance, from formulating the idea to utilizing innovative printing techniques are reviewed. Form and design are revealed through a number of projects. Computer generated washes, gels, overlays, and lighting will be used to enhance and round out the students’ images. Formulas for lighting and softening edges and achieving artistic and 3-D effects will also be utilized.
CAA 140 Typography, 4 credits. (Students must have a “C” in each of these core courses: CAA 101, CAA 102, CAA 110)
This course involves the use of typography as design, moving beyond type, as a work delivery form. Students will work with designing and redesigning type forms to create design that functions as the visual focal point of advertising. Students become more aware of the role of typography in various print communication contexts.
CAA 150 Graphic Design I, 4 credits.
This comprehensive course covers all aspects of advertising design in a real time, realistic work setting atmosphere. The students will create advertising strategies, concepts, designs, and pre-press solutions with deadlines required. From logos to book covers and visual identity and branding, the students explore the 2D realm of advertising design with critiques by the instructor acting as art director. Projects from this course should be of portfolio quality.
CAA 151 Graphic Design II, 4 credits. (Students must have a “C” in each of these core courses: CAA 101, CAA 102, CAA 110)
This course introduces students to all aspects of graphics as applied to or found in 3-D environments. Students analyze, design and produce mock-up and scale models of packaging, point-of-purchase merchandising units, and signage. Students also explore materials and manufacturing processes to discover their creative possibilities.
CAA 200 Color Design and Color Theory, 4 credits. (Students must have a “C” in each of these core courses: CAA 101, CAA 102, CAA 110, CAA 110, CAA 140, CAA 150, CAA 151)
This course applies the study of color, color application, and composition for the creation of graphic illustrations, logo development, and market identity. Students are expected to learn how to emphasize color as a language in their graphics and design work through analysis of existing campaigns that employ color as a primary agent.
CAA 202 Printing and Reproduction, 4 credits. (Students must have a “C” in each of these core courses: CAA 101, CAA 102, CAA 110, CAA 110, CAA 140, CAA 150, CAA 151)
This course provides a thorough background for obtaining quality graphic reproduction. Printing processes from four color process to screen printing and flexography will be covered with special emphasis on prepress procedures and prepress design concepts. Students will prepare projects that emphasize good design solutions for a variety of printing processes. Each project will require all prepress procedures to be utilized and deadlines will be required. All work will be critiqued by the instructor. Projects produced are expected to be portfolio quality.
CAA 215 Advanced Design, 3 credits. (Semester 1, 2, and 3 of Commercial & Advertising Art. Students must have intermediate to advanced levels in the following software’s: Adobe Indesign, Adobe Photoshop, & Adobe Illustrator)
Students learn the mechanisms necessary to develop and maintain a viable corporate image through trend analysis with an agency style mind set. This course focuses on technical and material requirements, enabling students to problem solve and address production issues specific to logo development, ads, direct mail, magazine advertisement campaigns, and on-line marketing identification.
CAA 218 Advertising Design, 3 credits. (Students must have a “C” in each of these core courses: CAA 101, CAA 102, CAA 110, CAA 110, CAA 140, CAA 150, CAA 151)
In this advertising design course students explore advertising, marketing, and product branding. This course also presents the diverse environments and working methods of advertising design practitioners. Advertising Design addresses practical methods such as, research, brainstorming, and graphic visualization techniques. Students demonstrate an awareness of advertising design practice and procedures. Multiple types of advertising strategies and concepts are covered and advertising psychology and targeting market audiences and designing to those needs are fully explored.CAA 220 Web Design I, 4 credits. (Semester 1, 2, and 3 of Commercial & Advertising Art. Students must have intermediate to advanced levels in the following software’s: Adobe Indesign, Adobe Photoshop, & Adobe Illustrator)
This course introduces students to the Internet as a design vehicle for publishing and advertising. Primary focus is on how the internet is set up, browser and platform considerations. Visual design as well as navigational design for the internet and file preparations for web pages will be explored. Programs for web animation and design and web graphic optimization such as Flash and Dreamweaver will also be covered.
CAA 221 Web Design II, 3 credits. (Semester 1, 2, and 3 of Commercial & Advertising Art. Students must have intermediate to advanced levels in the following software’s: Adobe Indesign, Adobe Photoshop, & Adobe Illustrator)
This course is an in-depth web design course that focuses on the creation of complete web sites. Students will develop their own web sites. Sites will include interactive communications animations and advanced rollovers and scripts. Programs such as Photoshop and Dreamweaver along with Flash will be used. The purpose of this course is to unify design and interactivity for communications.
CAA 230 Multimedia I, 4 credits. (Students must have a “C” in each of these core courses: CAA 101, CAA 102, CAA 110, CAA 110, CAA 140, CAA 150, CAA 151)
This course covers concepts of animation, multimedia, and interactivity. Students develop editing solutions as they learn and practice adding, editing, and compressing audio for use in multimedia presentations. The class will also explore interactive media and time-based media for developing interactive audio visual experiences for web or CDs. Various software used and students will do some product photography.
CAA 231 Multimedia II, 3 credits. (Students must have a “C” in each of these core courses: CAA 101, CAA 102, CAA 110, CAA 110, CAA 140, CAA 150, CAA 151)
The emphasis of this course is on video and sound production for multimedia and DV movies. Production issues that will be explored are communication in film, technical aspects in shooting video that pertain to proper editing techniques and the use of special effects. Software used in this course are Final Cut Pro, Soundtrack, and DVD Pro.
