Exam 10: Visual Communication

Which of the following does NOT hinder the legibility of print ads?

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. -Considering that the client does not want to pay for original visuals to be included in their ads, how will Kimberly get the visuals she needs to get attention and to set the tone for the ads?

Which design principle describes how all of the elements in an ad come together?

The two general types of printed images are photographs and illustrations.

The ________ takes charge of the production arrangements and makes sure the expenses and bids come in under budget.

Who is the person most responsible for designing images that tell stories and create brand impressions in an advertisement?

Tip-ins are separate preprinted ads provided by the advertiser to be glued into a publication as the publication is being assembled.

Which of the following is NOT an aspect of typeface selection that designers must work with?

Saul is taking a sample layout of a new print advertisement to a meeting with the client for approval. This layout is most likely in the ________ stage.

Which of the following is NOT a common type of ad layout?

Whether or not to use italic lettering is a(n)________ decision.

Which of the following statements about photographs and illustrations is false?

Previously recorded images, either video, still slides, or moving film are known as ________.

As you're flipping through the newspaper, your eye catches a bright blue graphic in an ad for a new restaurant. This ad uses ________ to attract attention.

Arthur works at an advertising agency and is in charge of the visual look of the message, both in print and TV, and how it communicates mood, product qualities, and psychological appeals. He makes decisions about whether to use art or photography in print, film or animation in television, and what type of artistic style to use. He was trained in graphic design and designs ads, but he rarely creates the finished art. What is Arthur's job title?

When art directors use the word art, they usually mean ________.

Copywriters and art directors who imagine what the finished ad might look like are engaged in ________.

The application of a thin metallic coating molded to the surface of the image with heat and pressure is called ________.

The person most responsible for creating visual impact is the creative director.

What colors should an art director use if he or she wants to bring a friendly tone to an ad?