Deck 10: Visual Communication

Question 1

What are the two major typeface families?

A)point and font
B)face and size
C)serif and sans serif
D)justified and unjustified
E)Times Roman and Times

Answer 1

C

Question 2

A(n)________ is the imprint used for immediate identification of a brand or company.

A)icon
B)logo
C)brand image
D)design
E)thumbnail

Answer 2

B

Question 3

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

A)photos
B)illustrations
C)typefaces
D)layout
E)dubbing

Answer 3

E

Question 4

Which of the following is NOT a key reason designers focus on the use of visuals in advertising?

A)anchor associations
B)cement belief
C)communicate quickly
D)replace copy
E)tell interesting stories

Question 5

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

A)attract attention
B)provide realism
C)establish moods
D)build brand identity
E)all of the above

Question 6

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

A)visualization
B)dubbing
C)post production
D)stop action
E)surrealism

Question 7

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

A)copywriter
B)art director
C)producer
D)designer
E)photographer

Question 8

The use of _______ lends a dignity and sophistication to a visual.

A)full color
B)spot color
C)blue and yellow
D)red and orange
E)black and white

Question 9

The appearance of an ad's printed matter in terms of the style and size of typefaces is known as ________.

A)medium
B)typography
C)layout
D)design
E)classification

Question 10

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

A)photographs
B)illustrations
C)color
D)A and B
E)A, B, and C

Question 11

The ________ of type refers to how easy it is to perceive the letters.

A)legibility
B)point
C)pica
D)justification
E)typography

Question 12

In most marketing communication, the power to get attention lies primarily with the ________.

A)visual
B)audio
C)script
D)copy
E)sound effects

Question 13

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

A)Most people feel that photographs lie because it is so easy to alter them with computer technology.
B)A photograph is more realistic and an illustration is more fanciful.
C)Illustrations eliminate many of the details you see in a photograph.
D)Illustrations can focus attention on key details of the image.
E)Illustrations can intensify meanings and moods.

Question 14

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

A)sepia images
B)die-cut images
C)process images
D)public art
E)clip art

Question 15

A second color used in addition to black-and-white is known as ________.

A)mono color
B)single color
C)spot color
D)limited color
E)contrast color

Question 16

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

A)digitization
B)capitalization
C)lowercase
D)legibility
E)weight

Question 17

Warm colors such as red, yellow, and orange convey ________.

A)intellect
B)alarm
C)danger
D)happiness
E)aloofness

Question 18

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

A)deep blues and greens
B)yellow and red
C)cool colors
D)warm colors
E)pastel colors

Question 19

How type relates to the margin is known as ________.

A)weight
B)posture
C)points
D)justification
E)legibility

Question 20

The primary function of ________ is to convey the words of the message.

A)typography
B)aesthetics
C)unity
D)balance
E)measurement

Question 21

In which layout stage of a print ad are the elements assembled in their final position for reproduction?

A)thumbnail sketches
B)comprehensives
C)mechanicals
D)rough layouts
E)semicomps

Question 22

Which of the following refers to the way elements in a picture are arranged or framed through a camera lens?

A)balance
B)direction
C)composition
D)function
E)movement

Question 23

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

A)copy dominant
B)circus
C)panel
D)nonlinear
E)picture window

Question 24

A plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing in a print ad is called a(n)________.

A)action plan
B)creative plan
C)layout
D)storyboard
E)thumbnail sketch

Question 25

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

A)dominant
B)circus
C)panel
D)nonlinear
E)circular

Question 26

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

A)picture window
B)circus
C)dominant type
D)nonlinear
E)jumbled

Question 27

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

A)reverse type
B)all capitals
C)left justification
D)ornamental type
E)surprinted type

Question 28

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

A)all copy
B)circus
C)panel
D)nonlinear
E)picture window

Question 29

The saying "KISS" refers to the design principle of ______.

A)unity
B)movement
C)simplicity
D)direction
E)proportion

Question 30

A layout that uses a number of visuals of matched or proportional sizes is known as ________.

A)picture window
B)nonlinear
C)dominant type
D)panel or grid
E)symmetrical

Question 31

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

A)unity
B)oneness
C)simplicity
D)direction
E)proportion

Question 32

Which of the following is NOT a stage in the normal development of a print ad?

A)storyboard
B)thumbnail sketches
C)rough layouts
D)semicomps
E)All of the above are stages in the normal development of a print ad.

Question 33

Which of the following is a design principle that guides designers as they lay out an ad?

A)direction
B)dominance
C)unity
D)balance
E)all of the above

Question 34

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

A)reverse type
B)negative type
C)white space
D)surprinting
E)ornamental type

Question 35

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

A)typeface
B)font
C)surprinting
D)typesize
E)alignment

Question 36

Which of the following layouts uses a single dominant visual that occupies about 60 to 70 percent of the ad's space?

A)picture window
B)all art
C)dominant type
D)panel
E)grid

Question 37

Inexpensive, rough-surfaced, spongy paper that quickly absorbs ink on contact is known as ________.

A)quick paper
B)newsprint
C)die cut paper
D)halftoned paper
E)registered paper

Question 38

Running the type over another image in a print ad is known as ________.

A)reverse type
B)surprinting
C)over-printing
D)bleed through
E)nonlinear type

Question 39

Quick, miniature, preliminary sketches are known as ________.

A)rough layouts
B)semicomps
C)storyboards
D)thumbnail sketches
E)mechanicals

Question 40

A contemporary style of layout that can be read starting at any point in the image is known as ________.

A)circus
B)panel or grid
C)jumbled
D)picture window
E)nonlinear

Question 41

A set of computer-generated letters that appear to be moving across the bottom of the television screen is known as a(n)________.

A)crawl
B)morph
C)tip-in
D)register
E)overwrite

Question 42

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

A)Formal printing; informal printing
B)Tipping out; tipping in
C)Embossing; debossing
D)On-stamping; in-stamping
E)Overlaying; inlaying

Question 43

Photographs are considered which type of printed image?

A)formal
B)halftone
C)tint block
D)line art
E)informal

Question 44

What are the two general types of printed images?

A)formal and informal
B)digitizations and illustrations
C)color and sepia
D)line art and halftone
E)tint blocks and halftone

Question 45

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

A)full-color printing
B)four-color printing
C)tint blocking
D)color surprinting
E)color transferring

Question 46

In an outdoor board, typography should be ________.

A)contrasted with the background
B)contrasted with the foreground
C)complex
D)all-capital letters
E)uncluttered

Question 47

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

A)copywriter
B)art director
C)producer
D)director
E)arranger

Question 48

The ________ has responsibility for the actual filming of the TV commercial.

A)editor
B)art director
C)producer
D)director
E)arranger

Question 49

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

A)registered
B)justified
C)halftoned
D)screened
E)centered

Question 50

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

A)morphs
B)stock footage
C)tip-ins
D)photostats
E)clip art

Question 51

The process printers use to reduce the original color image to four halftone negatives is called ________.

A)tint reduction
B)color separation
C)offsetting
D)tint blocking
E)tipping in

Question 52

For impact, colors on a billboard should have maximum ________.

A)variety
B)unity
C)contrast
D)shadowing
E)separation

Question 53

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

A)tint blocks
B)tint screens
C)color separations
D)offset prints
E)white space

Question 54

Which of the following is NOT considered a process color?

A)black
B)magenta
C)cyan
D)yellow
E)brown

Question 55

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

A)crawling
B)image transfer
C)morphing
D)interlocking
E)dubbing

Question 56

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

A)copywriter
B)art director
C)producer
D)director
E)arranger

Question 57

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

A)process colors
B)primary colors
C)basic colors
D)halftones
E)tint blocks

Question 58

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

A)embosses
B)die-cuts
C)foil stamps
D)overlays
E)tip-ins

Question 59

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

A)foil stamping
B)embossing
C)debossing
D)digitizing
E)overlaying

Question 60

A(n)________ writes the script for a broadcast production.

A)copywriter
B)arranger
C)producer
D)director
E)editor

Question 61

When art directors use the word art, they mean only illustrations.

Question 62

Cool colors, such as blue and green, convey happiness.

Question 63

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)message design
B)preproduction
C)production
D)postproduction
E)shorts

Question 64

Words are generally better than visuals at getting and keeping attention.

Question 65

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

A)dailies, rushes, rough cut, interlock, release print
B)interlock, rough cut, answer print, release print
C)rough cut, interlock, release print, duplicate print
D)rough cut, interlock, answer print, release print
E)interlock, dubbed print, answer print

Question 66

Rough versions of the commercial assembled from cuts of the raw film footage are known as ________.

A)dailies
B)rushes
C)rough cuts
D)interlocks
E)answer prints

Question 67

The visual's only function in an advertisement is to get attention.

Question 68

Because users can create their own paths through a website, designers have to make sure that their sites have clear ________.

A)URLs
B)networks
C)sequencing
D)navigation
E)pop-ups

Question 69

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

Question 70

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

Question 71

Which of the following is NOT a step of the television production process?

A)preproduction
B)postproduction
C)shorts
D)the shoot
E)message design

Question 72

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

Question 73

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

A)banner ad
B)URL
C)navigation
D)pop-up
E)clickthrough rate

Question 74

Moving an inanimate object a bit at a time and filming it frame by frame is known as ________.

A)stop motion
B)stop action
C)micro filming
D)slow motion
E)step motion

Question 75

The art director's toolkit for print advertising includes the photos, illustrations, typeface, color, and layout of the proposed ad.

Question 76

The appearance of the ad's printed matter in terms of the style and size of typefaces is known as typography.

Question 77

The final version of a television commercial with the sound and film mixed together is called a(n)________.

A)interlock
B)answer print
C)release print
D)dubbed print
E)rush print

Question 78

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

Question 79

During a television commercial shoot, which technician moves props and sets and lays tracks for the dolly on which the camera is mounted?

A)grip
B)gaffer
C)camera crew
D)shoot clerk
E)mixer

Question 80

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

A)dubbing
B)release printing
C)refocus
D)video editing
E)transition