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GGRRAADDEESS 99--1122

This curriculum is part of the Educational Program of Studies of the Rahway Public Schools.

ACKNOWLEDGMENTS

Tiffany Lynch, Program Supervisor of Literacy

The Board acknowledges the following who contributed to the preparation of this curriculum.

JoAnne Campanelli

Christine H. Salcito, Assistant Superintendent for Curriculum and Instruction

Subject/Course Title: Date of Board Adoptions: Commercial Art January 21, 2014 Grades 9-12

RAHWAY PUBLIC SCHOOLS CURRICULUM

UNIT OVERVIEW

Content Area: Visual/Fine Art

Course Title: Commercial Art

Target Course/Grade Level: Grades 9 - 12

Summary: This course is designed for the student wanting to explore and develop concepts and techniques dealing with design and graphic elements of Visual Art and Art History through hands on experiences. Students will explore the practical and technical application of art. Emphasis is on design applications for advertising and marketing. This curriculum outlines the skills, performances, attitudes, and values pupils are expected to learn to complete a commercial art portfolio.

The Six Elements of Art are stressed with emphasis on design used for commercial means (i.e.: layout, logo design business cards, brochures, stationary, tickets, typography, posters, billboards, illustration, bumper stickers, etc.). A variety of two-dimensional mediums will be used. Classes will be held in the art room and, at times, in the technology lab. Core curriculum content standards will be applied in conjunction with building on the elements and principles of art and design. Students will be required to complete written assignments and keep a notebook/folder culminating in a commercial art portfolio.

Length of Course: 1/2 Year – 2.5 credits

Primary interdisciplinary connections: Visual/Fine Art and Art History Graphic Design Broadcasting Visual Communications

LEARNING TARGETS

Standards: 1.1 The Creative Process: All students will demonstrate an understanding of the elements and principles that govern the creation of works of art in visual art.

1.2 History of the Arts and Culture: All students will understand the role, development, and influence of the arts throughout history and across cultures.

1.3 Performance: All students will synthesize those skills, media, methods, and technologies appropriate to creating works of art in visual art.

1.4 Aesthetic Responses & Critique Methodologies: All students will demonstrate and apply an understanding of arts philosophies, judgment, and analysis to works of visual art.

Content Strand: 1.1D Visual Art

1.2A History of the Art & Culture

1.2D Visual Art

1.4A Aesthetic Responses

1.4B Critique Methodologies

CPI# 1.2.12.A.1 Determine how visual art has influenced world cultures throughout history.

1.2.12.A.2 Justify the impact of innovations in the arts on societal norms and habits of mind in various historical eras. 1.4.12.A.1 Use contextual clues to differentiate between unique and common properties and to discern the cultural implications of works of visual art.

1.4.12.B.1 Formulate criteria for arts evaluation using the principles of positive critique and observation of the elements of art and principles of design, and use the criteria to evaluate works of visual, and multimedia artwork from diverse cultural contexts and historical eras.

1.4.12.B.3 Determine the role of art and art making in a global society by analyzing the influence of technology on the visual and multimedia arts for consumers, creators, and performers around the world.

21st Century Life and Career Skills: 9.1.12.A.1 Apply critical thinking and problem-solving strategies during structured learning experiences.

9.1.12.B.2 Create and respond to a feedback loop when problem solving.

9.1.12.D.1 Interpret spoken and written communication within the appropriate cultural context.

9.1.12.F.2 Demonstrate a positive work ethic in various settings, including the classroom and during structured learning experiences.

9.1.12.F.3 Defend the need for intellectual property rights, workers’ rights, and workplace safety regulations in the United States.

9.4.12.A.16 Employ critical thinking skills (e.g., analyze, synthesize, and evaluate) independently and in teams to solve problems and make decisions.

9.4.12.A.17 Employ critical thinking and interpersonal skills to resolve conflicts.

9.4.12.A.45 Employ leadership skills to accomplish goals and objectives.

9.4.12.A.46 Employ organizational skills to foster positive working relationships and accomplish organizational goals.

Understandings Students will understand … 1.3.12.D.2 Culturally and historically diverse art media, art mediums, techniques, and styles impact originality and interpretation of the artistic statement.

1.3.12.D.4 Artists interpret/render themes using traditional art media and methodologies as well as new art media and methodologies.

Essential Questions What is the influence of art and design on the marketing and popularity of a product or ideas? What techniques/skills are needed or used to create a viable ad campaign?

Knowledge: Elements and principles of art and design

Elements: Line Shape Form Color Texture Space

Principles: Balance Contrast Emphasis Pattern Rhythm Variety Unity

Knowledge of a variety of some past and present commercial art approaches

Knowledge of the Four Methods of Placement: Symmetry Asymmetry Size Overlapping

Knowledge and execution of layouts using manual and technical methods

Knowledge and application of a variety of concepts and techniques including but not limited to: Logo design color theory application visual and actual texture and pattern density grid enlargement composition/placement Original design Marketing a product Black and white design Typography Integration of typography and graphics Paste-up and copy ready work Professional presentation

EVIDENCE OF LEARNING

Assessment What evidence will be collected and deemed acceptable to show that students truly “understand”? Students will be evaluated on three criteria: Design- Is the project well thought out? Craftsmanship- Was the project executed well? Attitude- How did the student perform while creating the work of art (work ethic and adherence to classroom rules)? Completion of a commercial art portfolio

Learning Activities What differentiated learning experiences and instruction will enable all students to achieve the desired results? The student will know..... the function of commercial art in advertising, photography, printmaking, and industrial design. historical developments in commercial art. the classifications of commercial art forms: signs and symbols, illustration and cartooning, package design, and broadcasting. major influences and schools of commercial design. how to will apply art techniques in commercial art. how to will know of opportunities in commercial art and area of specialization the function of billboards, signs, and directional signs. how to design a functional sign through the use of simplicity, isolation, typography, and color and pattern. the various uses and functions of cartooning and illustration. some of the functional considerations of packaging and design. ways in which two and three dimensional design considerations apply to packaging. commercial art problems unique to broadcasting. how to use commercial art techniques to sell a product, convince people of the validity of an idea, create a need, and sell a service. that the demand for commercial artists increase as new products, processes, services, and ideas are created.

Classroom General Knowledge and Activities A Socratic exchange of ideas and discussion during class. A DBAE approach to instruction will be applied. Group and one on one instruction provided while students are actively engaged in the creation process.

RESOURCES

Teacher Resources: Power Point– Presentations designed to inform and enhance the instruction Computer Programs designed to enhance the class presentation and student comprehension Various World Wide Web/Internet materials Various Primary Documents and Visual Aids Lesson Plans

Equipment Needed: Various commercial art mediums (i.e.: papers, non-photo blue pencils, T-squares, triangles, etc.) Computers Visual Aids and Samples LCD projector Projector screen DVD Player (Computer Driven)