Deck 11: Visual Communication

Question 1

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

Answer 1

C

Question 2

Which of the following is NOT a decision an art director makes in designing type?

A)translation
B)capitalization
C)vertical height
D)legibility
E)column width

Answer 2

A

Question 3

When an art director creates storyboards that reflect the eventual positions of the camera,she is engaged in ________.

A)layout design
B)rough layout
C)composition
D)typography
E)semicomps

Answer 3

C

Question 4

Warm colors such as yellow and orange convey ________.

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

Question 5

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

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

Question 6

Which term refers to the appearance of an ad's printed matter in terms of the style and size of fonts?

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

Question 7

Which of the following is NOT a reason to use visuals in advertising,based on the Facets Model of Effects?

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

Question 8

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

Question 9

A(n)________ is a character associated with a brand,designed to reflect the desired brand personality.

A)icon
B)logo
C)key visual
D)trademark
E)brand position

Question 10

In an advertisement,the visual's primary function is to ________.

A)create an emotional response
B)convey a brand personality
C)provide a brand reminder
D)get attention
E)stimulate action

Question 11

The Michelin Man is an illustration that appears in many advertisements for Michelin tires.The Michelin Man,who is made of tires,represents the brand.The Michelin Man is an example of a ________.

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

Question 12

The use of ________ lends a sense of 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 13

What colors should an art director use 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 14

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

A)typesetting
B)aesthetics
C)clip art
D)semicomps
E)spot color

Question 15

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

A)legibility
B)point
C)font
D)column width
E)typography

Question 16

Which of the following statements about advertising art is FALSE?

A)Most people feel that photographs are deceptive because they are easily altered 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 17

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 18

Which of the following is considered a "hook" that helps engage the attention of a viewer and contributes to the depth of memory traces the brand message leaves behind?

A)emotion
B)logic
C)information
D)comparison
E)instruction

Question 19

The way elements are positioned to lead the eye through a print ad is known as ________.

A)dominance
B)balance
C)movement
D)KISS
E)simplicity

Question 20

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

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

Stan is a copywriter,and Bob is an art director working on a client's account.They are brainstorming ideas and trying to imagine what the finished ad might look like.What technique are they using?

A)creative aerobics
B)thought listing
C)"drawing on the right side of the brain"
D)visualization
E)image transfer

Question 23

Which of the following is a characteristic of the "Beautiful Messy" style?

A)streamlined
B)sterile
C)hand-drawn
D)linear
E)symmetrical

Question 24

In a(n)________ layout,the art fills the frame,and the copy is embedded in the picture.

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

Question 25

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

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

Question 26

In which layout stage of a print ad is the ad drawn to size and used for presentation either in-house or to the client?

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

Question 27

Quick,miniature,preliminary sketches are known as ________.

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

Question 28

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 29

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 30

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 31

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

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

Question 32

Which type of design uses flowing,curved lines reminiscent of vines and flowers?

A)art nouveau
B)pop art
C)grunge
D)art deco
E)modern

Question 33

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 34

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 35

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?

A)producer
B)art director
C)advertising director
D)creative director
E)creative strategist

Question 36

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

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

Question 37

Architectural choices in a store that reflect the personality of its brand are part of ________.

A)environmental design
B)composition
C)mechanicals
D)visual storytelling
E)layout

Question 38

An art director creates ________ to plan out the scenes that will be used in a video.

A)semicomps
B)comprehensives
C)mechanicals
D)rough layouts
E)storyboards

Question 39

Which type of design appeared in the 1990s as a rejection of the niceties of traditional design?

A)psychedelic
B)pop art
C)grunge
D)art deco
E)modern

Question 40

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)circus

Question 41

Billboards that use revolving panels that change messages periodically are known as ________.

A)extensions
B)kinetic boards
C)die cuts
D)offsets
E)screens

Question 42

In an outdoor board,typography should be ________.

A)four color
B)spot color
C)ornamental
D)all-capital letters
E)uncluttered

Question 43

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 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 halftones
E)tint blocks and halftones

Question 45

Which of the following is NOT considered a process color?

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

Question 46

A print advertisement for Bloomingdale's features seven separate photographs of products for a trip to the beach,including sunglasses and a beach bag.The largest image in the ad is a photograph of a famous surfer.The headline for the ad appears above the photographs,and smaller text providing details on the products and the sale appears below the photographs.Which type of layout does this ad use?

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

Question 47

Quiana is an art director working on a print ad for a new client.The client wants the ad to stress the credibility of the product.Which of the following should Quiana choose?

A)illustration
B)photograph
C)spot color
D)embossing
E)line art

Question 48

A print advertisement for a movie features the title of the movie,the names of the actors appearing in the movie,and boldfaced,all caps quotes from respected movie critics praising the film.The ad uses only black,white,and red ink.Which type of layout does this ad use?

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

Question 49

Kindrella is trying to convey a natural,no-nonsense tone in a print ad.Which of the following color(s)should she use in the ad?

A)earth tones
B)pastels
C)black and white
D)red and blue
E)red and yellow

Question 50

A print advertisement for Hyatt is dominated by the image of a woman sitting on a pristine beach,gazing out at a calm ocean.Text below the image reads "Hyatt.You're more than welcome." The ad also includes a Hyatt website address.Which type of layout does this ad use?

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

Question 51

Photographs are considered which type of printed image?

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

Question 52

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 53

________ 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 54

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

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

Question 55

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

A)registered
B)offset
C)halftoned
D)debossed
E)continuously toned

Question 56

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.

A)offset printing
B)tip-ins
C)color separation
D)four-color printing
E)spot color

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

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 59

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)offset printing
E)color transferring

Question 60

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.

A)thumbnail
B)panel
C)semicomps
D)high-resolution film
E)rough

Question 61

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 62

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 63

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 64

In which stage of the video production process are the roles of gaffer and grip involved?

A)message design
B)preproduction
C)production
D)postproduction
E)distribution

Question 65

Which of the following is a type of film production that creates the illusion of depth?

A)stop motion
B)stop action
C)claymation
D)slow motion
E)3-D

Question 66

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

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

Question 67

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

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

Question 68

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 69

Mmmints,the maker of a line of breath mints,is launching a new flavor.The company's agency has created an advertisement that includes a flavor strip,which will allow consumers to experience the taste of the new product.This advertisement is an example of a(n)________.

A)tip-in
B)embossing
C)stamping
D)debossing
E)die-cut

Question 70

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)refocusing
D)video editing
E)transitioning

Question 71

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 72

The tab on a file folder is an example of a(n)________.

A)emboss
B)die-cut
C)tint block
D)overlay
E)tip-in

Question 73

A four-color,full-page advertisement for a sale at a local retailer appeared in the Sunday newspaper.The ad featured several images of products that would be on sale.The color images,however,were somewhat blurry.Which of the following best explains why the images were blurry?

A)The glossy paper used by newspapers is ineffective at reproducing fine details.
B)The color was not in perfect registration.
C)The advertisement used continuous tones rather than half tones.
D)The advertisement used half tones rather than continuous tones.
E)The advertisement did not use enough white space.

Question 74

The result of the video editor's initial work is a(n)________.

A)daily
B)rush
C)rough cut
D)mix
E)take

Question 75

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 76

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 77

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)tint blocks
D)overlays
E)tip-ins

Question 78

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

A)message design
B)preproduction
C)production
D)postproduction
E)mechanicals

Question 79

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 80

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

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