| 1.00 | Orientation to Advertising and Design | 5% | C3 Apply Procedural |
| 1.01 | Discuss and analyze varying forms of advertising & design campaigns and analyze their effectiveness on targeted audiences | - | - |
| 1.02 | Research current employment trends and opportunities within the advertising and design job sector area. ( salaries, wages, availability) | - | - |
| 1.03 | Research and present a job description sheet based off of notes taken from the Occupational Outlook Handbook or Bureau of Labor & Statistics | - | - |
| 2.00 | Apply typographic principles to Advertising and Design | 10% | C3 Apply Procedural |
| 2.01 | Understand and identify the anatomy of a typeface | - | - |
| 2.02 | Distinguish between display (headline) type and body (text) | - | - |
| 2.03 | Understand the different categories of fonts (serif, sans serif, script, decorative, etc.) and selection choices in preparing to deliver advertisements | - | - |
| 2.04 | Define leading, kerning, tracking, river, text wrap | - | - |
| 3.00 | Develop designs using layout principles | 20% | C3 Apply Procedural |
| 3.01 | Select the appropriate graphic layout for the advertisement message. | - | - |
| 3.02 | Prepare a series of hand drawn sketches or computer generated layouts incorporating appropriate marks | - | - |
| 3.03 | Design and produce a document using design principles | - | - |
| 3.04 | Develop a series of advertisements meeting different publications specifications (print, digital, web, etc.) | - | - |
| 3.05 | Demonstrate use of proper hierarchy to deliver a message. | - | - |
| 3.06 | Understand print to digital conversions and develop internet advertisements | - | - |
| 3.07 | Proofread and edit using common editing marks. Make corrections/adjustments to copy on screen. | - | - |
| 3.08 | Demonstrate ability to export to various output devices. | - | - |
| 4.00 | Apply photographic principles to Advertising and Design | 15% | C4 Analyze Procedural |
| 4.01 | Capture digital images using a digital camera. | - | - |
| 4.02 | Demonstrate an understanding of the manual functions of capturing images with a Digital Camera (ISO, Aperture, Shutter speed) | - | - |
| 4.03 | Identify high & low resolution images and describe the uses of each in design | - | - |
| 4.04 | Demonstrate an understanding of color formats RGB & CMYK | - | - |
| 4.05 | Understand the benefits capturing images in raw vs. jpeg | - | - |
| 4.06 | Demonstrate the ability to use camera equipment: filters, computer, flash & tripods | - | - |
| 4.07 | Understand photography and how it can be used to sell products | - | - |
| 4.08 | Apply editing techniques to photos on the computer to help tell a story | - | - |
| 5.00 | Apply design principles/elements/color to Advertising and Design | 20% | C3 Apply Procedural |
| 5.01 | Identify the basic principles of design (i.e., unity; contrast; proportions; balance; emphasis; and rhythm). | - | - |
| 5.02 | Identify the basic elements of design (i.e., line; shape; direction; size; texture; value; and, color). | - | - |
| 5.03 | Create thumbnails and rough drafts by sketching. | - | - |
| 5.04 | Demonstrate an understanding of color theory by describing primary, secondary, and tertiary colors including hue, tint, value and shade | - | - |
| 5.05 | Demonstrate an understanding of color relationships (complementary, analogous, monochromatic, etc.). | - | - |
| 5.06 | Develop a design that demonstrates an understanding of the relationship between message; color; typography; images; and, layout. | - | - |
| 6.00 | Evaluate and create cohesive design | 30% | - |
| 6.01 | Demonstrate an understanding of corporate identity including how branding affects consumer recognition. | - | - |
| 6.02 | Develop a mood board to explain a company's identity. | - | - |
| 6.03 | Company Rebranding Project (apply all concepts in earlier standards) to develop a new visual representation of a company | - | - |
| 6.04 | Use computer mock-ups to get an idea across | - | - |
| 6.05 | Critique layouts to determine if customer's needs are met, and suggest improvements based on principles and elements. | - | - |
| 6.06 | Develop a portfolio of work | - | - |
