Exam 11: Creative Execution: Art and Copy

A(n)_____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

The _____ on Lay's potato chips informs customers that the chips received the "Best Taste Award" among leading classic-style potato chips by professional chefs of the American Culinary ChefsBest.

According to the principles guiding how ads should be laid out:

Effective Web sites should always offer:

The layout for the script of a television commercial is first seen as a _____,a series of frames or pictures that correspond to the commercial.

Another name for the poster-style format is the storyboard layout.

Unlike print ads,broadcast commercials do not use a format or layout.

_____ are small,very rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process.

Which of the following statements about comprehensive layouts or comps is true?

Slice-of-life television commercials often incorporate _____,often a gimmick,used to assist the viewer's memory.

Advertisers working in global markets must pretest art and design concepts with the natives of each country.

When designing ads for use in other countries,the art director must be familiar with each country's artistic preferences and peculiarities.

Dawn dishwashing detergent ran an ad in which the detergent was praised by wildlife experts who encouraged readers to join dawnsaveswildlife.com to learn how individuals can save the environment.The ad in this campaign used a(n)_____ copy that did not sell the product but rather explained how the manufacturer helped the environment.

The Snuggle bear appears as the spokesperson in the demonstration commercial format used by Snuggle fabric softener.

A television commercial,which shows how easily the Clorox Bleach Pen removes grass stains from soccer uniforms,is an example of a(n)_____ commercial.

The ad for L'Oreal RevitaLift cream has a(n)_____ headline that reads,"Dramatically lifts and retightens skin immediately."

Describe the three reasons why art directors use layouts.

Which of the following is an important guideline for creating effective radio commercials?

One purpose of the ad layout is to:

Print advertising uses many standard subjects for ad visuals.List five of them.