Exam 10: Visual Communication

Name and describe primary elements of the art director's toolkit for print advertising.

________ creates a raised surface on paper, and ________ creates a depressed image in paper.

Separate preprinted ads provided by the advertiser to be glued into a publication as the publication is being assembled are known as ________.

If a website's ________ is cluttered or unclear, website visitors will likely give up and move on to some other site.

Color that aligns exactly with the image in a print ad is said to be ________.

Morphing is a video technique in which one object gradually changes into another.

In effective advertising, the visuals work together with the words to present the creative concept.

Explain the two ways videographers and photographers handle composition.

Printers create the illusion of shades of color by using dots of color surrounded by ________.

Photographs are considered which type of printed 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. -Kimberly is considering using mostly copy in her ad since financial services is a complex topic and the market is interested in knowing detailed information. Describe the layout you would suggest.

The typography presentation of white letters written on a dark background is known as ________.

Which of the following is a reason color is used in advertisements?

Dailies are rough versions of the commercial assembled from cuts of the raw film footage.

Adreena wants to make consumers think of antiques with her photograph for a print advertisement for handcrafted furniture. Adreena should use a sepia tone for the photograph.

Full-color images are reproduced using four distinctive shades of ink called ________.

The Institute for Outdoor Advertising (IOA)recommends several tips for designers. Discuss three of them.

Which of the following is NOT included in the art director's toolkit for print advertising?

Images from collections of copyright-free art that anyone who buys the service can use are known as ________.

Name the four steps in the production of a television commercial, and discuss some of the activities associated with each.