Lesson Plan
U
U
Course Title: Graphic Design & Illustration
U
Session Title: Focal Point in Advertising/Graphics
U
Lesson Duration: Approximately 1-2 weeks
[Lesson length is subjective and will vary from instructor to instructor]
U
U
Performance Objective:
Upon completion of this assignment, the student will be able to create advertisements with
specific focal points.
Specific Objectives:
 Discuss the role of advertisers as guides.
 Identify strategies advertisers use to guide the eyes in ads.
 Analyze advertisements to identify the focal point.
 Apply advertising strategies to create an ad with a desired focal point.
 Evaluate projects according to specified criteria.
Preparation
TEKS Correlations:
130.88 (c)(1)(A)
The student applies academic knowledge and skills in art and design projects. The student is
expected to: apply English language arts knowledge and skills by demonstrating use of content,
technical concepts, and vocabulary; …and composing and editing copy for a variety of written
documents such as brochures, programs, posters, flyers, and magazine covers;
130.88 (c)(2)(A)
The student understands professional communications strategies. The student is expected to:
adapt language for audience, purpose, situation, and intent such as structure and style;
130.88 (c)(11)(C)
The student develops an increasing understanding of graphic design and illustration. The
student is expected to: interpret, evaluate and justify design decisions;
130.88 (c)(11)(E)
analyze and apply art elements and principles;
130.88 (c)(11)(F)
The student develops an increasing understanding of graphic design and illustration. The
student is expected to: employ a creative design process to create original two- and threedimensional projects by:
(i) creating designs for defined applications;
(ii) applying elements of design;
(iii) applying design principles and typography;
Instructor/Trainer
References:
 http://graphics.csail.mit.edu/~fredo/ArtAndScienceOfDepiction/7_Gaze/gaze6bw.pdf
 http://spot.colorado.edu/~moriarts/viscueing.html
 http://www.subliminalworld.org/imagine1.htm
1TU
1TU
1TU
AAVTC: Graphic Design & Illustration: Focal Point in Advertising/Graphics
Copyright © Texas Education Agency, 2011. All rights reserved.
1
Instructional Aids:
1. Focal Point in Advertising Slide Presentation
2. Reflection Activity
3. Grading Rubric
Materials Needed:
 Pens
 Ink
 Pencils
 Paper
 Illustration board
 Acetate sheets
 Tracing paper or vellum
 Ruler
 Eraser
 Tape
 T-square
 Paints
 Brushes
 Water containers
 Magazines
 Full page ads
 Newspapers
Equipment Needed:
 Slide projector and computer.
Learner
Awareness of the ability of ads to guide the viewer and hold his/her attention. General
knowledge of design principles.
Introduction
MI
Introduction (LSI Quadrant I):
 Hurry, hurry! Step right up! Look and see what can be all yours for the small
purchase price of 25 cents.
 Products are often verbally presented to the consumer.
 Products are presented visually as well.
 Products can be presented in a positive manner and inspire the consumer to buy,
buy, buy.
 The “how” of the presentation is sometimes as important as the “what.”
AAVTC: Graphic Design & Illustration: Focal Point in Advertising/Graphics
Copyright © Texas Education Agency, 2011. All rights reserved.
2
Outline
MI
Outline (LSI Quadrant II):
Instructor Notes:
I. Advertisers as guides
A. Advertisers have spent lots of time and energy
determining what consumers like.
B. What to look at and how long a consumer will
linger on a page can make all the difference in
how well a product sells.
Use the Slide presentation in
conjunction with this outline.
II. How to guide the eyes
A. Color
B. Viewpoint - traditional or unusual
C. Negative space
D. Space/white space
E. Size
F. Highlight or shadow
G. Other elements (type, lack of type, placement
of information)
This is a great time to review
design principles in general.
III. Where does the advertiser want you to look?
A. Is this a good place?
B. Does it work?
C. Does it hold the viewer?
D. Does it motivate the viewer?
E. Does it repeal or disgust?
F. Is it successful?
G. Why?
Show 1-2 examples of
advertisements and walk
students through a quality,
critical analysis of each ad.
Application
MI
Guided Practice (LSI Quadrant III):
 Using magazines ads the students, as a group, will decide where the advertiser
is directing the eye of the consumer. Guide the students into answering the
following questions:
 Is this a good place?
 Does it work?
 Does it hold the viewer?
 Does it motivate the viewer?
 Does it repel or disgust?
 Is it successful?
 Why?
MI
Independent Practice (LSI Quadrant III):
Independent Practice Part I:
Students will:
 Select three magazine ads.
 For each ad, determine the focal point desired by the advertiser.
 Place clear acetate over the ad and mark the focal point.
AAVTC: Graphic Design & Illustration: Focal Point in Advertising/Graphics
Copyright © Texas Education Agency, 2011. All rights reserved.
3

Participate in a large-class discussion; share their ads and discuss other
possible focal points.
Independent Practice Part II:
Students will:
 Create an ad for makeup, coffee, or cheese with a definite focal point.
 Use full color.
 Create a heading.
 Use greeking for copy.
 Display for class critique and class determination of the focal point.
Summary
MI
Review (LSI Quadrants I and IV):
Show several new advertisements. Ask students to answer the following questions:
 What are you looking at?
 Are your eyes where the advertiser wants them to be?
Remind students that focal points are high impact areas used to hold the viewer and
perhaps make a sale.
Evaluation
MI
Informal Assessment (LSI Quadrant III):
The teacher monitors individual/group progress as students work on activities, and
provides individual help/redirection as needed.
1. Ongoing evaluation by the instructor (the instructor may wish to develop a rubric
on this)
2. Classroom critique
3. Information repeated, restated as needed
4. Extension of time allowed as needed
MI
Formal Assessment (LSI Quadrant III, IV):

 Class critique will determine the success of the artist’s focal point placement.
 Grade given for final work based on rubric.
 Students will complete reflection activity for design project.
Extension
MI
Extension/Enrichment (LSI Quadrant IV):
 Future ads will be created with greater consideration of focal point and a desire
to catch the eye of the consumer.
AAVTC: Graphic Design & Illustration: Focal Point in Advertising/Graphics
Copyright © Texas Education Agency, 2011. All rights reserved.
4
Name_____________________________
Student Reflections for
Focal Point Project
Was I happy with my final result? Why or why not?
Could I have put more effort into the design? If yes, in what way?
What did I not like or would I have done differently?
What did I learn from this particular project?
AAVTC: Graphic Design & Illustration: Focal Point in Advertising/Graphics
Copyright © Texas Education Agency, 2011. All rights reserved.
5
Rubric for Grading Focal Point
Points
Magazine ads/
acetate
Pencil
Concept for ad
Finished ad with
focal point
Deadline
Class discussion
Makes no
attempt
0
Attempts
Task
1
Meets
Standards
2
Exceeds
Standards
3
No attempt
Not
completed
Adequate job
Clean, wellplaced
No attempt
Incomplete
Work
All completed
Excellent
job, good
concept
Incomplete,
Focal point
not obvious
Obvious focal
point
Well-placed
focal point
Did not meet
Met deadline
Finished
project
early
Minimal
participation
Active
participation
and
responses
New ideas
and input
No attempt
No attempt
No
participation
Point to Grade Conversion Scale:
A = 14-15
B = 12-13
C = 10-11
D = 8-9
F = 0-7
Score
Total score__________
AAVTC: Graphic Design & Illustration: Focal Point in Advertising/Graphics
Copyright © Texas Education Agency, 2011. All rights reserved.
6