Deck 10: Visual Communication

ملء الشاشة (f)
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سؤال
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
استخدم زر المسافة أو
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لقلب البطاقة.
سؤال
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
سؤال
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
سؤال
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
سؤال
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
سؤال
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
سؤال
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
سؤال
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
سؤال
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
سؤال
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
سؤال
The ________ of type refers to how easy it is to perceive the letters.

A)legibility
B)point
C)pica
D)justification
E)typography
سؤال
In most marketing communication, the power to get attention lies primarily with the ________.

A)visual
B)audio
C)script
D)copy
E)sound effects
سؤال
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.
سؤال
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
سؤال
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
سؤال
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
سؤال
Warm colors such as red, yellow, and orange convey ________.

A)intellect
B)alarm
C)danger
D)happiness
E)aloofness
سؤال
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
سؤال
How type relates to the margin is known as ________.

A)weight
B)posture
C)points
D)justification
E)legibility
سؤال
The primary function of ________ is to convey the words of the message.

A)typography
B)aesthetics
C)unity
D)balance
E)measurement
سؤال
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
سؤال
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
سؤال
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
سؤال
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
سؤال
A ________ layout combines lots of elements to deliberately create a busy image.

A)dominant
B)circus
C)panel
D)nonlinear
E)circular
سؤال
Which of the following is NOT a common type of ad layout?

A)picture window
B)circus
C)dominant type
D)nonlinear
E)jumbled
سؤال
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
سؤال
A(n)________ layout type emphasizes the type rather than the art.

A)all copy
B)circus
C)panel
D)nonlinear
E)picture window
سؤال
The saying "KISS" refers to the design principle of ______.

A)unity
B)movement
C)simplicity
D)direction
E)proportion
سؤال
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
سؤال
Which design principle describes how all of the elements in an ad come together?

A)unity
B)oneness
C)simplicity
D)direction
E)proportion
سؤال
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.
سؤال
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
سؤال
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
سؤال
Whether or not to use italic lettering is a(n)________ decision.

A)typeface
B)font
C)surprinting
D)typesize
E)alignment
سؤال
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
سؤال
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
سؤال
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
سؤال
Quick, miniature, preliminary sketches are known as ________.

A)rough layouts
B)semicomps
C)storyboards
D)thumbnail sketches
E)mechanicals
سؤال
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
سؤال
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
سؤال
________ 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
سؤال
Photographs are considered which type of printed image?

A)formal
B)halftone
C)tint block
D)line art
E)informal
سؤال
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
سؤال
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
سؤال
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
سؤال
The ________ develops the storyboard and establishes the look of the commercial.

A)copywriter
B)art director
C)producer
D)director
E)arranger
سؤال
The ________ has responsibility for the actual filming of the TV commercial.

A)editor
B)art director
C)producer
D)director
E)arranger
سؤال
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
سؤال
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
سؤال
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
سؤال
For impact, colors on a billboard should have maximum ________.

A)variety
B)unity
C)contrast
D)shadowing
E)separation
سؤال
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
سؤال
Which of the following is NOT considered a process color?

A)black
B)magenta
C)cyan
D)yellow
E)brown
سؤال
A video technique in which one object gradually changes into another is called ________.

A)crawling
B)image transfer
C)morphing
D)interlocking
E)dubbing
سؤال
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
سؤال
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
سؤال
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
سؤال
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
سؤال
A(n)________ writes the script for a broadcast production.

A)copywriter
B)arranger
C)producer
D)director
E)editor
سؤال
When art directors use the word art, they mean only illustrations.
سؤال
Cool colors, such as blue and green, convey happiness.
سؤال
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
سؤال
Words are generally better than visuals at getting and keeping attention.
سؤال
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
سؤال
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
سؤال
The visual's only function in an advertisement is to get attention.
سؤال
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
سؤال
In effective advertising, the visuals work together with the words to present the creative concept.
سؤال
Undifferentiated products with low inherent interest can be distinguished by linking the product with a visual representing lifestyles and types of users.
سؤال
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
سؤال
Print ads with color tend to get more attention than ads without color.
سؤال
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
سؤال
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
سؤال
The art director's toolkit for print advertising includes the photos, illustrations, typeface, color, and layout of the proposed ad.
سؤال
The appearance of the ad's printed matter in terms of the style and size of typefaces is known as typography.
سؤال
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
سؤال
The person most responsible for creating visual impact is the creative director.
سؤال
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
سؤال
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
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ملء الشاشة (f)
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Deck 10: Visual Communication
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
C
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
B
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
E
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
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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
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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
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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
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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
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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
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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
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11
The ________ of type refers to how easy it is to perceive the letters.

A)legibility
B)point
C)pica
D)justification
E)typography
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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
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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.
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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
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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
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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
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17
Warm colors such as red, yellow, and orange convey ________.

A)intellect
B)alarm
C)danger
D)happiness
E)aloofness
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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
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19
How type relates to the margin is known as ________.

A)weight
B)posture
C)points
D)justification
E)legibility
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20
The primary function of ________ is to convey the words of the message.

A)typography
B)aesthetics
C)unity
D)balance
E)measurement
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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
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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
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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
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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
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25
A ________ layout combines lots of elements to deliberately create a busy image.

A)dominant
B)circus
C)panel
D)nonlinear
E)circular
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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
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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
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28
A(n)________ layout type emphasizes the type rather than the art.

A)all copy
B)circus
C)panel
D)nonlinear
E)picture window
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29
The saying "KISS" refers to the design principle of ______.

A)unity
B)movement
C)simplicity
D)direction
E)proportion
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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
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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
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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.
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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
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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
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35
Whether or not to use italic lettering is a(n)________ decision.

A)typeface
B)font
C)surprinting
D)typesize
E)alignment
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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
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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
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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
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39
Quick, miniature, preliminary sketches are known as ________.

A)rough layouts
B)semicomps
C)storyboards
D)thumbnail sketches
E)mechanicals
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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
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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
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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
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43
Photographs are considered which type of printed image?

A)formal
B)halftone
C)tint block
D)line art
E)informal
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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
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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
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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
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47
The ________ develops the storyboard and establishes the look of the commercial.

A)copywriter
B)art director
C)producer
D)director
E)arranger
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48
The ________ has responsibility for the actual filming of the TV commercial.

A)editor
B)art director
C)producer
D)director
E)arranger
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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
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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
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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
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52
For impact, colors on a billboard should have maximum ________.

A)variety
B)unity
C)contrast
D)shadowing
E)separation
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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
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54
Which of the following is NOT considered a process color?

A)black
B)magenta
C)cyan
D)yellow
E)brown
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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
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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
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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
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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
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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
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60
A(n)________ writes the script for a broadcast production.

A)copywriter
B)arranger
C)producer
D)director
E)editor
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61
When art directors use the word art, they mean only illustrations.
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62
Cool colors, such as blue and green, convey happiness.
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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
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64
Words are generally better than visuals at getting and keeping attention.
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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
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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
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67
The visual's only function in an advertisement is to get attention.
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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
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69
In effective advertising, the visuals work together with the words to present the creative concept.
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70
Undifferentiated products with low inherent interest can be distinguished by linking the product with a visual representing lifestyles and types of users.
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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
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72
Print ads with color tend to get more attention than ads without color.
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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
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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
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75
The art director's toolkit for print advertising includes the photos, illustrations, typeface, color, and layout of the proposed ad.
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76
The appearance of the ad's printed matter in terms of the style and size of typefaces is known as typography.
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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
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78
The person most responsible for creating visual impact is the creative director.
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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
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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
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