Exam 10: Visual Communication

Refer to the following passage to answer the questions below. A television ad for Meridia, a prescription medication for the management of obesity, begins by showing a close-up of a cute, pudgy baby's face while the copy says something to the effect that doctors have been concerned about your weight all your life. The baby's face gradually turns into that of a woman who is attractive yet overweight, and the copy indicates that Meridia can help -just ask your doctor. Then the scene shifts, rather abruptly, to the name of the prescription medication. -The art director wants to purchase a previously recorded image of a baby's face rather than going through the process of casting and abiding by all the regulations for working with minors. This decision was most likely made during the ________ stage of the production process.

Undifferentiated products with low inherent interest can be distinguished by linking the product with a visual representing lifestyles and types of users.

Typeface that looks like this ABCDEFGHIJK... is known as ________.

Compare and contrast functional and aesthetic needs in design.

How do banner ads compare to outdoor boards?

Print ads with color tend to get more attention than ads without color.

The ________ develops the storyboard and establishes the look of the commercial.

In finalizing a newspaper ad, Mandeep is considering changing the spot color from blue to red. In terms of design, Mandeep is considering a(n)________ change.

Explain why there is a tension in advertising between creativity and responsibility to a brand image.

Refer to the following passage to answer the questions below. Kimberly is an art director at an advertising agency, and she is developing the print campaign for one of the agency's clients. The clients don't have a large budget, so they would like to keep the costs of production as low as possible; this means that the creation of original art in their ads is not feasible. The desired look of the ads is formal, and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual. She also wants the layouts to be formal because the product is financial services targeted to consumers 50+ years old. -What color or colors should Kimberly use to convey the mood she desires?

What term refers to the postproduction process of assembling the various pieces of the film into the same sequence as the storyboard?

A(n)________ layout type emphasizes the type rather than the art.

Compare and contrast the responsibilities of a composer and an arranger working on a broadcast production.

A ________ layout combines lots of elements to deliberately create a busy image.

Which of the following represents the correct order of the television postproduction output?

A ________ layout type may have art, but it is either embedded in the copy or placed in a subordinate position.

Finding the right director, locating or building a set, and casting the talent are elements of which step in the production of a television commercial?

A video technique in which one object gradually changes into another is called ________.

The layout stage in which the elements are assembled in their final position for reproduction is known as a comprehensive.

The four major steps in the production of a television commercial are message design, preproduction, the shoot, and postproduction.