Advertising Design Career Focus - Level One


Student Goals:
Students will use all of the skills they have developed to begin producing a strong career focus advertising design portfolio

Build a career-focused portfolio.

Student Objectives:

Provided with multiple lectures, examples, study guides, guided practices, and student resources, the students will be able to build a career focused portfolio by producing 4 completed digital print design projects that demonstrate the industry standard of concept to a final design.



601 - Research the history of advertising design.

602 - Apply elements and principles of design.

603 - Interpret a creative or design brief.


Career Path: Advertising Design, Fine Artist, Illustration, Game Design & Photography/Video

901- Prepare and present a portfolio.

902 - Prepare and present a visual concept presentation.

903 - Estimate time and/or materials for a project.

905 - Matte and mount works of art.

906 - Participate in critiques of commercial art projects.

907 - Explore current industry trends.

509 - Utilize use of input, output and storage devices.

510 - Utilize different file formats correctly.

511 - Organize and manage digital files.



Advertising Design Focus - Level One

An advertising layout designer is a graphic designer who puts the final touches on a print or online still advertisement. This is often an entry-level position for a graphic designer working in the publishing, marketing or journalism industries. Advertising layout considers the final elements of an advertising design with the goal of making the ad align with the client's needs. The final product needs to be clean, modern, professional and artful.


Layout designers must have advanced computer skills, including graphic design software such as Adobe InDesign and Photoshop. Most modern layout is done on the screen instead of on paper, which allows easy changes of color, typography and scale. A designer must also have excellent communication skills. Depending on the size of an agency, she may be in on meetings with clients where the ad campaign goals are discussed. Or, she will be passing the information on to management. A designer must know how to address the clients' goals, such as online sales, improved reputation or phone calls, in a visual form.

Section 1: History of Rock/R&B CD Design

This project will be a two cd collection with 50 songs on it. The Music will range from the early 1950’s until today. The CD will show a variation of time periods and styles.

“The 50 Greatest Rock/R&B Songs Ever Made”

Background / Overview:
This project has been the result of 5 years of survey’s and studies of single chart toppers and total playlist from various radio stations and Billboard Magazine

Target Market:
Age 25 to 55 male and females

What is the objective or purpose?
To sell a product that will be able to compete in a market where people can easily download these titles. This Project MUST feel like a collector's piece.

What do we want to say?
That this is the only CD you will ever need to explore the success of this music genera

Additional info & insights:
We need to make sure that we come out strong with this project because TIME LIFE is planning a CD release two months later

Production Information and Job Specs:
Sizes: You need to make sure whatever you do fits into a CD Jacket

Section 2: Macintosh Laptop

Client / Client contact information:
The client is Macintosh Computers and they are releasing a new computer/labtop...

 “The Archimedes 2100” New Laptop Computer

Background / Overview:
The “Archimedes 2100”  is Mac’s newest and fastest line of computers. This is the most high-end computer on the market today.

What is the objective, the purpose of the ad?
We are looking for three full page spread ads each one promoting a different aspect of the computer.

What do we want to say?
There is no better, more user-friendly, advanced computer on the market today

Target Market?
Ages 15 to 35 years old

Additional info & insights:
To this date, we have been slowly chipping away at the PC World and this is a computer that will put MAC on top.

What do we need from the creative team,  and when do we need it?
We need three ads that can then carry into a web design and a brochure.

Production Information and Job Specs:
Sizes Ads: 11” x 17” Horizontal

Section 3: Concept Car Ad

Client / Client contact information:
Peugeot Concept Cars

“Peugeot 907”  Advertising Campaign

Background / Overview:
The new Peugeot 907 is the new 2 seater coupe that is geared to the high-end user with a price of $72,000 to start.

What is the objective, the purpose of the ad?
There will only be 250 of these cars in production over the next 2 years. We need to sell these cars to a market of serious car collectors.

What do we want to say?
Still need a position for the campaign... Looking for your input and ideas

Target Market?
40 to 60-year-old males

Additional info & insights:
Powering the 907 is a unique V12 motor, crafted from two of Peugeots muscular 3.0-liter six cylinder engines. With a displacement of 6.0 liters the motor was tuned to produce 500 horsepower, slotted in a front-mid position with as much of the engine behind the front wheels as possible in order to improve weight distribution which in turn improves handling characteristics.

Production Information and Job Specs:
3 magazine spread ads, 1-page ad, Tri-fold brochure cover,  Billboard design, Research Sizes...

Section 4: Tylenol Flu Day Time

Client / Client contact information:
Tylenol Flu

Tylenol Flu “Take your Day Back”

Background / Overview:
See Insight

What is the objective, the purpose of the ad?
Too many people feel that when the flu hits you need to loose the day and stay in bed, we want to break this mold by putting people back into their everyday plans

What do we want to say?
Take your Day Back

Target Market?
25 to 50 Males & Females

Additional info & insights:
When you have the flu, your body's virus-fighting efforts trigger a cascade of symptoms. For your aches, pains, and fever, you get:
    • A maximum strength pain reliever/fever reducer for headaches, body ache, fever, and sore throat
    • A powerful cough suppressant
    • A decongestant for nasal congestion
    • Temporarily reduces fever.

Production Information and Job Specs:
2 Magazine Ad Campaigns 8.5 x 11” Vertical Ad

A Central Montco Technical High School Program!


Classroom Zoom Hours - 1PM to 1:30 PM - Monday - Thursday

Meeting ID: 966 9441 5843 - Passcode: Viscom


Office Zoom Hours - 2PM to 2:30 PM - Monday - Thursday

Meeting ID: 977 4308 8893 - Passcode: Viscom


Students must be prepared to make a major commitment. It is our assumption that students entering the program are here to lay a foundation for a career in a design field and will be required to meet rigorous and stringent standards. Strong communication skills, both verbal and written, are required as is the ability to read and analyze. Serious students will find that the program will provide them with an excellent opportunity to develop the skills necessary to succeed in the job market or advance in education. _Most of the students graduating from the program _continue their education.


Steve Bross

Commercial Art Instructor


Central Montco Technical High School

821 Plymouth Road

Plymouth Meeting, PA 19462


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