The Commercial & Advertising Art program begins with study of the
modern advertising software packages, learning to illustrate from
photos, page layout, image editing, and photo retouching. Progression
continues with current trends in software practices and various studio
techniques that focus on the creation of complete design solutions.
Students refine their technical and conceptual skills while
developing a personal vision in the second and third semesters. Students
will design advertising campaigns, logos, packaging, posters,
publications, multimedia/interactive applications, web pages and more.
Students also learn about the printing process and produce printed
material for their portfolios. They will learn to express creative
solutions and marketing concepts in a continual portfolio format to
showcase their work. Instructors are in continual contact with
practicing professionals in the field to ensure coursework parallels
professional practice.
The advertising design courses are taught in computer classrooms
equipped with industry-standard hardware and software including
Macintosh G5 computers equipped with DVD/CD burners. Students have
access to full Adobe Creative Suite packages and Macromedia design and
internet packages.
Students gain experience by entering competitions and
occasionally by completing free-lance assignments for local, regional,
and national businesses and organizations. Students also are encouraged
to pursue part-time employment in the graphic arts field to strengthen
their portfolios and gain additional practical experience prior to
graduation.
The program is open to juniors and
seniors as well as post secondary students.
While enrolled at
Salina Tech, students have the option of working toward an Associate of
Applied Science degree in Commercial and Advertising Art at Cloud County
Community College, K-State Salina, or Washburn University.
Curriculum
First
Year/ First Semester
CA 101 Communication Media
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.
CA 102 Design & Color I
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. Logo illustration, colorizing, and creating special effects on
photos and ad slicks, are some of the lessons that are incorporated into
this course’s list of requirements.
CA 110 Computer Drawing Techniques
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.
CA 111 Computer Illustration I
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.
First Year/Second Semester
CA 131 Computer Illustration II
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 is 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.
CA 140 Typography
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.
CA 150 Graphic Design I
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 prepress 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.
CA 151 Graphic Design II
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.
Second Year/First Semester
CA 200 Color Design & Color
Theory
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.
CA 202 Printing and Reproduction
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.
CA 215 Advanced Design
Students learn the mechanisms necessary to develop and maintain a
viable corporate image through trend analysis with an agency style
mindset. The environment of 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.
CA 218 Advertising Design
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. Student will
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.
Second Year/Second Semester
CA 220 Web Design I
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 Fireworks and Dreamweaver will also be covered.
CA 221 Web Design II
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 roll overs and scripts. Programs such as Fireworks and
Dreamweaver along with Flash will be used. The purpose of this course is
to unify design and interactivity for communications.
CA 230 Multimedia I
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. Software used will primarily be Flash, and students will do some
product photography.
CA 231 Multimedia II
This course’s emphasis 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.
Tool List
Creative career options include:
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Advertising agencies In-house marketing departments
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Package design Multimedia & web design
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Retail identity Publishing companies
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Service bureaus Catalogs & magazines
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Screen printing Vinyl graphics production
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Production houses/ printing industry, document support
departments for industries such as: newspapers, magazine, financial,
fashion, healthcare, manufacturing & television
Salina Tech does not discriminate on the basis of
race, color, religion, sex, age, national origin, handicap, or veteran
status on admissions, educational programs, and activities as required
by Title IX of the Educational Amendments of 1972.
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