Deck 10: Visual Communication

Question 1

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

Answer 1

A

Question 2

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

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

Answer 2

A

Question 3

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

A) Most people feel that photographs lie 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.

Answer 3

A

Question 4

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) composition
D) design
E) classification

Question 5

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

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

Question 6

During the Great Recession,how did some major brands,including Kraft and Walmart,change their type in ad messages in order to create a softer and less stiff appearance?

A) They capitalized the letters.
B) They made the font nonlinear.
C) They narrowed the width of the letters.
D) They used lower case letters.
E) They changed logo colors to blue and green.

Question 7

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 8

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

Question 9

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 10

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 11

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 12

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 13

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 14

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 15

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

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

Question 16

Warm colors such as yellow and orange convey ________.

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

Question 17

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 18

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 19

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 20

Based on the Facets Model of Effects,which of the following is the LEAST likely reason to use visuals in advertising?

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

Question 21

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 22

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 23

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 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

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

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

Question 26

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 27

Quick,miniature,preliminary sketches are known as ________.

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

Question 28

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 29

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 30

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 31

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 32

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 33

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

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

Question 34

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 35

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 36

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 37

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

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

Question 38

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

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

Question 39

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 40

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 41

Photographs are considered which type of printed image?

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

Question 42

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 43

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 44

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

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

Question 45

In an outdoor board,typography should be ________.

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

Question 46

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 47

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

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

Question 48

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 49

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 50

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 51

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

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

Question 52

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 53

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 54

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 55

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

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

Question 56

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 57

Which of the following is NOT considered a process color?

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

Question 58

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 59

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 60

________ 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 61

Visuals persist in the mind because people generally remember messages as visual fragments,or key images that are filed easily in their minds.

Question 62

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 63

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 64

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 65

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

Question 66

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

Question 67

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 68

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) click-through rate

Question 69

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 70

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 71

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

Question 72

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

Question 73

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

Question 74

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) shorts

Question 75

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

Question 76

A brand icon is the imprint used for immediate identification of a brand or company.

Question 77

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 78

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 79

The use of black in an advertisement conveys a natural,no-nonsense feel.

Question 80

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