Senior High School Senior High School

Creative Industries l
Quarter 1 – Module 4
Arts and Design
Appreciation and Production
 Senior High School
Department of Education ● Republic of the Philippines
Arts and Design – Grade 12
Alternative Delivery Mode
Module 4 Creative Industries l-Arts and Design Appreciation and Production
First Edition, 2020

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Published by the Department of Education

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Development Team of the Learning Activity Sheets

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Reviewer/s: Denis M. Agbayani
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Management Team ESTELA L. CARIÑO,EdD., CESO IV

Regional Director

: RHODA T. RAZON, EdD., CESO V

Asst. Regional Director

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CHELO C. TANGAN, PhD., CESE
Assistant Schools Division Superintendent

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Senior High School Senior High School

Creative Industries l
Quarter 1 – Module 4
Arts and Design
Appreciation and Production

This instructional material was collaboratively developed and reviewed

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Department of Education ● Republic of the Philippines

For the learner:
Welcome to the Creative Industries 1- Arts and Design Appreciation and Exploration.
The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action and purpose. Through our hands we may learn, create and
accomplish. Hence, the hand in this learning resource signifies that you as a learner is
capable and empowered to successfully achieve the relevant competencies and skills
at your own pace and time. Your academic success lies in your own hands!
This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to
process the contents of the learning resource while being an active learner.
This module has the following parts and corresponding icons:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in
the module.
What I Know This part includes an activity that aims to
check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.
What’s In This is a brief drill or review to help you link
the current lesson with the previous one.
What’s New In this portion, the new lesson will be
introduced to you in various ways such as a
story, a song, a poem, a problem opener, an
activity or a situation.
What is It This section provides a brief discussion of
the lesson. This aims to help you discover
and understand new concepts and skills.
What’s More This comprises activities for independent
practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.
What I Have Learned This includes questions or blank
sentence/paragraph to be filled in to process
what you learned from the lesson.
What I Can Do This section provides an activity which will
help you transfer your new knowledge or skill
into real life situations or concerns.
Assessment This is a task which aims to evaluate your
level of mastery in achieving the learning
competency.
Additional Activities In this portion, another activity will be given to
you to enrich your knowledge or skill of the
lesson learned. This also tends retention of
learned concepts.
 Answer Key This contains answers to all activities in the
module.

The following are some reminders in using this module.

For the Learner:

The following are your guides for the proper use of this module:
1. Follow closely the instructions in every activity.
2. Be honest in answering and checking your exercises.
3. Answer the pre-test before going over the material to find out what you
already know.
4. Answer the exercises at the end of every lesson.
5. Review the lesson that you find difficult to understand.
6. Seek assistance from your teacher if you need help.
7. Ask permission from your parents/guardians whenever you have
research and requirements to be conducted outside your home.
For the Teacher/Facilitator:
The following are your guides for the proper use of this module:
1. Communicate with parents and students regularly for updates and feedback
2. Make sure that all activities are compiled before accepting them.
3. You may contextualize or localize your activity as long as it is still within the
bound of the learning competency.

For the Parents/Guardian:

The following are your guides for the proper use of this module:
1. Closely monitor your child’s progress.
2. Do not answer the activities for your child. Just guide them in doing it.
3. Support your child. Talk to him/her about his/her journey with this module

What I Need to Know

This module focuses on the three (3) lessons referring to Creative Industries- Arts and
Design and Appreciation. It provides the best overview of political and other aspects of
the arts that every learner ever come across and every artist should know. Looks at art
as a profession, not as an indulgence or avocation. Further, this module encourages
the pioneering spirit of artists in every learner to apply their creativity to the
practical aspects of their dreams, and develop an excellent orientation to
everyday living and thrive in the art marketplace.

The following are the lessons contained in this module:

1. Lesson 1 Advertising and Marketing

 At the end of Lesson , you should be able to:

1. Identifies the different processes and components of arts and design production
 WHAT I KNOW?
Activity 1. Pre-Test

Multiple Choice. Choose the letter of the correct answer. Write your answer on a
separate sheet of paper.
1. It is the action of calling public attention to goods, products, or services,
especially by paid announcements. It is non – personal and is delivered through
selected media channels
a. Advertising c. Selling
b. Marketing d. Printmaking
2. It is the process through which goods and services move from concept (idea or
plan) to the customer.
a. Advertising c. Selling
b. Marketing d. Printmaking
3. The actual installation of the sign onto the final position
a. framing c. printmaking
b. mounting d. maintenance
4. In what century does neon signs were a major feature in the Sign Making
industry.
a. 17th century c. 19 th centruy
th
b. 18 century d. 20th centruy
5. It allow lights inside the sign to illuminate the material at night
a. plastic c. Metal
b. aluminum d. Paper
6. These are easily formed and can provide a strong but light foundation for the
plastic.
a. plastic c. Metal
b. aluminum d. Paper
7. It is when the individual components have been produced; they are assembled
together in preparation for final mounting
a. Fabrication c. Graphic Lay out
b. Assembly d. Framing
8. Whether by hand and/or by computer, the elements of the sign are drawn or
generated on computer
a. Maintenance c. Framing
b. Templates d. Graphic Lay out
9 It is the art and practice of projecting and communicating ideas and experiences
using visual and textual content.
a. Drawing c. Marketing
b. Advertising d. Graphic design
10. The Department who is tasked with developing innovative advertising solutions
intended for new media technologies.
a. Creative Department c. Media group
b. Digital Department d. Production Department
 Advertising and Marketing:
Lesson
Signage Fabricator, Graphic
1 Design Studios, Advertising
Agencies

WHAT’S IN?
It may appear strange at first to consider advertising – or even marketing for
that matter – as being on the same level with the crafts, arts and design fields in
the Creative Industries. Advertising is an integral part of the creative economy.
Advertising and Marketing rely on the selling of manufactured brands and products;
the spending on Advertising and Marketing in turn fuels television, radio, and the
internet.

WHAT’S NEW?

Activity 1: I - Search

The students will search for a “graphic designs” on the internet and
browse the different images available. Select 3 images and put in a whole bond
paper together with the information below:

i. describe the element of art applied in the graphic designs

ii. create an emotional effect in the viewer

WHAT IS IT?

Advertising is the action of calling public attention to goods, products, or

services, especially by paid announcements. It is non – personal and is delivered
through selected media channels; it has long been regarded as a means of mass
promotion since a single message is broadcast or projected to a large number of
people.
Marketing, on the other hand, is the process through which goods and services
move from concept (idea or plan) to the customer. It includes the coordination and
implementation of four elements called the “4 P’s of marketing”.
1. Identification, selection and development of a Product,
2. Determination of its Price,
3. Selection of a Place where the goods or services will be distributed or accessible to
the customer, and
4. Development and implementation of strategies for Promotion which ensure that
knowledge and information about the goods and services reach intended customers.

Signage Fabricators
Signs are used in daily living to visually communicate information to an intended
audience. The design, fabrication, sale, and even method of installation form part of
the creative economy and can be a major contributor to the development of
communities around the country.
Sign making combines the talent of a graphic artist or illustrator and the skill of a
builder or fabricator. It also brings in the talents of neon artists, lighting designers,
engineers and robotics experts, or machinist and metal workers.
Sign making became more commonplace in the late 1990s with the accessibility
and relatively low cost of large – format printing machines and services. Using a
combination of computer graphic software and specialized printers, signage fabricators
have been able to print low cost signs on tarpaulin canvas and greatly expand their
business to service even the smallest of users.
Most commercial – grade signs are made of metal or plastic or a combination of
both. Plastics allow lights inside the sign to illuminate the material at night, while metals
– usually aluminum are easily formed and can provide a strong. But light, foundation
for the plastic.

The Art of Sign

Up until the late 20th century neon signs were a major feature in the Sign Making
industry. The Neon sign look was very popular during the 1940s and 1950s, but even
afterwards become a very iconic look for Asian cities. Hong Kong, Tokyo, and Manila
were alive with neon lights over restaurants, clubs, theater, and shopping arcades.
Neon signs are tubes of gas – filled glass that art bent into different shapes;
these are then mounted against a relatively dark background which allows the light
design to stand out at night. Neon signs are an artwork in itself as it requires the
craftsman to carefully and skillfully heat glass tubes into intricate shapes to build the
components of a sign.

Industry Workflow
This is the typical process of Sign Fabrication
I. Concept and a. Client presents requirements to the Sign Maker, the discuss
Design matters such as cost considerations, size, placement, and
materials to be used
b. Templates – in most cases a client’s needs can be met by
existing Sign Maker templates and formats
c. Design Development – in cases where a client’s needs is
outside of existing templates, the Sign Maker and his related
suppliers, would work together to develop design solutions to
the signage requirements.
II. Production a. Graphic Layout – whether by hand and/or by computer, the
elements of the sign are drawn or generated on computer
b. Fabrication – this is the actual sign – making process and
involves carving, molding and forming plastics or other
materials, printing of tarpaulins, and metal design.
c. Assembly – when the individual components have been
produced, they are assembled together in preparation for final
mounting
III. Installation a. Framing – except for the simplest of hanging signs most
 signages will require a kind of frame to hold the sign material.
b. Mounting – the actual installation of the sign onto the final
position
c. Maintenance – some Signage Fabricators provide regular
maintenance packages for their clients which include services
such as replacement of worn lighting, cleaning, and repair of
damaged parts.

Graphic Design Studios

Graphic Design is the art and practice of projecting and communicating ideas
and experiences using visual and textual content. The form of the communication can
be physical or virtual, and may include images, text or graphic forms like shapes and
lines.
Graphic Design work can be executed at any scale, from the design of a note
pad to a company’s logo, to the online and interlinked digital and physical content of an
international newspaper.
Filipino Graphic Designers have been a popular choice for foreign and local
clients for many years. Our diverse cultural and historical influences have contributed
to a design aesthetic that is colorful, rich, and very festive. The lowly jeepney is a prime
example of Filipino Graphic Design with its garish colors and witty quotes.
Graphic Designers work on a multitude of different projects and usually produce
graphic elements that are integrated in a variety of mediums and formats. Graphic
designers – graphic design studios – are in the business of developing logos, web and
digital interfaces, posters, and advertising lay outs. They also develop and design t-
shirts, business cards, restaurant menus, and even computer games.

Industry Workflow
This is the typical Graphic Design Process
I. Brief
a. Design Brief A document that outlines the graphic requirements of a client or
customer; it is developed either by the client, or by the designer.
b. Planning The design team gathers resources and elements that they believe
they will require to begin the design process
II. Design Process
a. Brainstorming Designers bring ideas together to come up with possibilities designs
based on the work requirements
b. Prototyping Designs are printed or rendered into a form that can be tested by
designers
c. Testing The design is presented to different stakeholders, clients, or end-
users; their reactions and comments are carefully recorded and
analysed by the design team
d. Iteration The process of integrating the learning’s from testing into the
prototype. Designers would revise or rework the design to reflect
the user’s reactions and comments
III. Presentation
a. Pitch The final design is presented to the client or approving body
b. Application The approved design is approved for production and is applied into
various forms such as corporate stationery, signage, websites, and
product packaging
c. Monitoring After the initial release into the public sphere more data is gathered
as to user reaction to the graphics
Advertising Agencies
An Advertising (or Ad) Agency is a business dedicated to creating, planning,
and handling advertising and promotion activities for its client. Clients may include
businesses and corporations, non – government and government agencies,
individuals, or non – profit organizations such as schools and charities.

Roles of Advertising Agencies

1. Accounts Department - In charge of client and project management. Account

Executives (AE) are the link between the Agency and the
client, it is the AE that discusses with the clients the
requirements of a campaign, and relays this to the other
departments in the agency.
2. Creative Department - Responsible for coming up with solutions to a client’s
needs. Headed by a Creative Director, the Creative
Department is composed of copy writers,, visualizers, and
graphics and lay out artists.
3. Production Department - is tasked with taking the work of the Creative department
into the real world. Production teams are headed by a
Producer whose task it is to oversee the development of
ad materials such as TV commercials, print ads, websites,
and the like.
4. Media Group - is tasked with media planning and placement. This group
is headed by a Media Planner, negotiates with media
channels such as TV networks, billboard owners, or
websites to show or display the advertising material on
their outlet.
5. Digital Department - is tasked with developing innovative advertising solutions
intended for new media technologies. An LED billboard,
for instance, can do a lot more than a regular billboard – a
smart Digital campaign would introduce simple animations
or movement into the usually – static billboard add to
make it more attractive to the viewer.

Industry Workflow
This is the typical Advertising Design Process
I. Pitch a. a client or company with advertising requirements invites
Ad Agencies to a briefing of their needs
b. the AE will develop the Creative Brief which includes the
client’s requirements, analysis of the competition, research
material, market data, and other relevant information
c. the Creative Director and Creative team works on the
concept and prepares presentation materials and samples.
d. the Pitch – the idea and concept is presented to the client
for deliberation and approval; if approved the client awards
the project to the Agency or approves it for production
II. Production a. the AE meets with Creative and the Producer to develop
the production plan including budget, timetable, and output
requirements
b. creative produces the necessary reference materials and
designs such as logos, color schemes, and copy
c. producers gather suppliers and work on producing the
necessary advertising materials. These may include photo
and film shoots, graphics and print layouts, and the like
 d. the AE works closely with production, creative, and media
to determine placement mix, output quality and that the
production schedule is on – track
III. Release a. ad Materials are presented to the client for final approval
b. media planners purchase advertising space from TV, radio,
print, online, and Out – of – Home media channels
c. Ad materials released on various mediums and different
markets
d. the Ad Agency monitors market feedback and the ad’s
success in the market place

WHAT MORE?

Activity 2. I- Design
The students will search on Facebook or the internet for branded or brand –
related media channels such as websites, Microsoft, or social media accounts. Interact
with these and note how the interaction creates a richer or more engaging relationship
with a product or brand. Place it in their notebook.

Activity 3. Word Search

DIRECTIONS. There are 10 words scattered on the grid below. They are related to the
topic we will undertake. With your prior knowledge, locate on a separate sheet of paper
the words. They run in the directions horizontally, vertically, backward, or diagonally.
 WHAT I HAVE LEARNED?

The domain of Advertising and Marketing does not exclusively cover TV and
Radio commercials or Print Ads in the newspapers. A much larger and widespread
networks encompasses the business of selling and marketing goods and services to a
public

WHAT I CAN DO?

Activity 3. ; My – Ad- Vocacy

The student will conceptualize an advocacy project and the type of signage you
would use to promote it. Discuss the type of signage through a written output, its
placement/location, and the types of messages or content it would carry. Place it in a
bond paper.

Guide in conducting the activity

i. make a simple designs for your signs out of simple materials
ii. remember that different applications/ audiences may mean different signage
needs. Hypothetical applications may be anti – littering campaign in the barangays,
anti-drugs advocacy in the city, or financial literacy program in school.

Rubric for My – Ad - Vocacy

Criteria Fair Good Excellent

2 pts 3 pts 5 pts
Elements/ Student did the The artwork show Planned carefully,
Principles/ key project adequately the student applied made several
concepts demonstrating the elements, sketches, and
some principles, or key showed grasp of
understanding of concepts of the the elements,
the elements, topic principles, or key
principles, or key concepts of the
concepts of the topic
topic
Creativity Did not show any Showed only some Showed much
creativity in use of creativity in use of creativity in use of
materials and materials and materials and
colors. colors. Could have colors. Could not
done better. have done any
better.
Use of Colors Did not show an Show some Show very good
awareness of awareness of awareness of
correct use of the correct use of the correct use of the
color wheel. color wheel. Could color wheel. Could
have done better. not have been
 done any better.
Craftsmanship / The student showed With a little more The artwork was
skill average effort, the work beautiful and
craftsmanship could have been patiently done.
outstanding

Post-Assessment

Multiple Choice. Choose the letter of the correct answer. Write your answer on a
separate sheet of paper.
1. It allow lights inside the sign to illuminate the material at night
a. plastic c. Metal
b. aluminum d. Paper
2. It is when the individual components have been produced; they are assembled
together in preparation for final mounting
a. Fabrication c. Graphic Lay out
b. Assembly d. Framing
3. The Department who is tasked with developing innovative advertising solutions
intended for new media technologies.
a. Creative Department c. Media group
b. Digital Department d. Production Department
4. It is the action of calling public attention to goods, products, or services,
especially by paid announcements. It is non – personal and is delivered through
selected media channels
a. Advertising c. Selling
b. Marketing d. Printmaking
5. The actual installation of the sign onto the final position
a. framing c. printmaking
b. mounting d. maintenance
6. It is the process through which goods and services move from concept (idea or
plan) to the customer.
a. Advertising c. Selling
b. Marketing d. Printmaking
7. In what century does neon signs were a major feature in the Sign Making
industry.
a. 17th century c. 19 th centruy
th
b. 18 century d. 20th century
8 It is the art and practice of projecting and communicating ideas and experiences
using visual and textual content.
a. Drawing c. Marketing
b. Advertising d. Graphic design
9. Whether by hand and/or by computer, the elements of the sign are drawn or
generated on computer
a. Maintenance c. Framing
b. Templates d. Graphic Lay out

10. These are easily formed and can provide a strong but light foundation for the
plastic.
a. plastic c. Metal
b. aluminum d. Paper
 Answer Key

Pre Test Lesson 1 Activity 3

1.A 6.B 1.Design 6.Print

2.B 7.B 2.Graphic 7.Neon Signs

3.B 8.D 3.Signage 8.Framing

4.D 9.D 4.Marketing 9. Assembly

5.A 10.A 5.Advertising 10.Mounting

Post Test

1.D 6.B

2.B 7.D

3.A 8.A

4.A 9.D

5.B 10.B

REFERENCES

Creative Industries 1 Book – Conceptualize, Craft,

Create

Internet

https://www.slideshare.net retrieved July 7, 2020

https://www.rcampus.com retrieved July 7, 2020
https://www.hgtv.com retrieved July 7, 2020
https://www.academia.edu retrieved July 7, 2020
https://www.scribd.com/doc retrieved July 7, 2020
https://ncca.gov.ph retrieved July 8, 2020.
https://park.org/Philippines retrieved July 8, 2020
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