MCCCD Program Description

Advertising Production Methods

Course: ADA102

First Term: 1994 Summer I

Lec + Lab 3 Credit(s) 4 Period(s) 3.7 Load
Subject Type: Occupational
Load Formula: S

Description: Production procedures for publications and other print media. Layout and sizing ads, type specification, meeting deadlines, proofreading symbols, and mechanical separation for color and tone. Practice with copy proofs and camera-ready pasteups

MCCCD Official Course Competencies
1. Describe major printing processes and how to produce mechanical art for each. (I, II) 2. Describe and use production tools for advertising. (I) 3. Manage time by meeting deadlines for advertising and maintain accurate production records. (I) 4. Estimate costs and price production art. (I) 5. Describe and demonstrate a working knowledge of equipment used in the production of mechanical art. (I, II, III) 6. Identify and select the best production methods for specific illustrative material. (I-IV) 7. Produce professional quality production art for one, two and multiple color printed work. (V) 8. Describe bindery operations and paper products and how they relate to the production piece. (VI)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. Functions of the production artist A. Position within the workflow B. Working with suppliers C. Materials produced D. Basic production skills E. Basic production tools F. Maintain production records, estimates, time log II. Major printing methods A. Offset lithography B. Gravure C. Letterpress/flexography D. Screen process E. Electrostatic and other III. Image processing A. Camera operations B. Darkroom operations C. Digital image processing IV. Preparation of illustrative material A. Line art B. Halftones V. Preparation of mechanical art A. Imposition B. Sizing and scaling C. Screen tints D. Overlays E. Production for the various printing processes F. Type generation G. One and two color production H. Multiple color production I. Bindery operations VI. Paper-bindery operations A. The papermaking process B. Varieties of paper C. How paper affects production

MCCCD Governing Board Approval Date: 3/22/1994

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.