Question 1

In the television commercial production process, _____ such as moving titles and whirling logos, are done with DVE units that can manipulate graphics on the screen in many ways.

Accepted Answer

Most video animation and special effects, such as moving titles and whirling logos, are done with digital video effects (DVE) units that can manipulate graphics on the screen in many ways: fades, wipes, zooms, rotations, and so on.

Question 2

In the _____ phase of the television commercial production process, the film editor, sound mixer, and director actually put the commercial together.

Accepted Answer

In the postproduction phase of television commercial production, the film editor, sound mixer, and director actually put the commercial together. With digital technology, editors can add effects such as wipes and dissolves electronically. Although a director will spend many hours editing a commercial shot on video, it will still be considerably less than what is needed for film editing and lab work.

Question 3

_____ is a technique of producing television commercials which refer(s) to cartoons, dancing puppets, and demonstrations in which inanimate objects come to life.

Accepted Answer

Animation-cartoons, dancing puppets, and demonstrations in which inanimate objects come to life-can effectively communicate difficult messages or reach special markets such as children.

Question 4

Which of the following involves creating a digital video with a subtle promotional message and is designed to tempt viewers to share it with their friends?

Accepted Answer

An important trend in digital media is viral video. A viral video involves creating a digital video with a subtle promotional message. The video is designed to tempt viewers to share it with their friends.

Question 5

The _____ uses a series of four very thin sheets of plastic pressed together. Each layer's light-sensitive emulsion turns one of the process colors when exposed to certain wavelengths of light.

Accepted Answer

The analog proof (also called a Chromalin) uses a series of four very thin sheets of plastic pressed together. Each layer's light-sensitive emulsion turns one of the process colors when exposed to certain wavelengths of light. Together they form a full, four-color image proof.

Question 6

The sound engineer usually records music, sound effects, and vocals separately and then mixes them during the _____ phase of the radio commercial production process.

Accepted Answer

After the commercial is recorded a number of times, a selection is made from the best takes. The sound engineer usually records music, sound effects, and vocals separately and then mixes and sweetens them during the postproduction (or finishing) phase.

Question 7

In print production, _____ refer(s) to colors, type, or visuals that run all the way to the edge of the page.

Accepted Answer

Designers also need to consider bleeds -colors, type, or visuals that run all the way to the edge of the page.

Question 8

During the radio commercial production process, the agency producer, director, and sound engineer sit in the _____, where they can monitor all the sounds generated in the sound studio.

Accepted Answer

The agency producer, director, and sound engineer (and often the client and account executive) sit in the control room, where they can monitor all the sounds generated in the sound studio. The control room is separated from the studio by a thick glass window and soundproofed walls, so the people monitoring the session can hear the sounds on quality speakers and discuss the various takes.

Question 9

In radio commercial production, a(n) _____ refers to the central "switchboard" for controlling the sounds and channeling them to the appropriate recording devices.

Accepted Answer

The director and sound engineer work at an audio console (also called a board), the central "switchboard" for controlling the sounds and channeling them to the appropriate recording devices. As they monitor the sounds coming from the studio, they keep the pitch and loudness within acceptable levels for broadcast.

Question 10

The _____ stage of the television commercial production process refers to the actual day (or days) the commercial is filmed.

Accepted Answer

3. Postproduction (or finishing): all the work done after shooting to edit and finish the commercial.

Question 11

In the _____ phase of the radio commercial production process, the advertiser and agency perform a variety of tasks that allow production to run smoothly, on time, and within budget.

Accepted Answer

In the preproduction phase of the radio commercial production process, the advertiser and agency perform a variety of tasks that allow production to run smoothly, on time, and within budget. The agency assigns a radio producer from its staff or hires a freelance producer. Based on the script, the producer selects a studio and a director, determines what talent will be needed, estimates costs, and prepares a budget for the advertiser's approval.

Question 12

In the postproduction phase of the TV commercial production process, the addition of optical effects and titles to the mixed interlock results in the _____.

Accepted Answer

Once sound editing is complete, the finished sound is put on one piece of celluloid. That, combined with the almost-completed visual celluloid, yields the mixed interlock. The addition of optical effects and titles results in the answer print.

Question 13

A(n) _____ is a proof that is created by shining light through the negatives and exposing a light-sensitive paper that changes color.

Accepted Answer

A blueline is a proof that is created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue.

Question 14

_____, a characteristic of the lens of a camera, refers to the opening that controls the amount of light that reaches the film or digital media.

Accepted Answer

Experienced cinematographers (motion picture photographers) can guess the range and intensity of light by briefly studying its source. However, they use light meters to determine how to set the camera's lens aperture, the opening that controls the amount of light that reaches the film or digital media.

Question 15

To portray people and things in lifelike, everyday situations, like typical slice-of-life TV commercials, advertisers use the _____ technique of television commercial production.

Accepted Answer

To portray people and things in lifelike, everyday situations, like typical slice-of-life TV commercials, advertisers use the live action technique.

Question 16

During the television commercial production process, who helps create proper lighting by guessing the range and intensity of light by briefly studying its source?

Accepted Answer

During the production phase of the television commercial production process, cinematographers and directors collaborate on creating proper lighting. Experienced cinematographers (motion picture photographers) can guess the range and intensity of light by briefly studying its source.

Question 17

Which of the following is true of the planning phase of Web site production?

Accepted Answer

Web designer Chris McConnell offers a systematic process for Web site production that includes six steps: learn, plan, design, code, launch, and maintain. The planning phase begins with a design strategy. The strategy orients the designer to consider how audiences will use the site and where they will access it. Planning typically also includes looking for related sites to get a sense of typical design characteristics.

Question 18

In print production, a(n) _____ occurs when the edge of one color or shade overlaps its neighbor by a fraction of an inch to make sure that the white paper underneath does not show through.

Accepted Answer

A trap occurs where the edge of one color or shade overlaps its neighbor by a fraction of an inch to make sure the white paper underneath doesn't show through.

Question 19

Which of the following is true of the design phase of Web site production?

Accepted Answer

Web designer Chris McConnell offers a systematic process for Web site production that includes six steps: learn, plan, design, code, launch, and maintain. In the design phase, the designer begins bringing the site to life. At this point, the wireframe is developed to look like the final product, often in Photoshop or some other graphics program. The designer employs the colors, patterns, and layouts that he or she hopes to execute in the final site.

Question 20

Which of the following is true of the learning phase of Web site production?

Accepted Answer

Web designer Chris McConnell offers a systematic process for Web site production that includes six steps: learn, plan, design, code, launch, and maintain. The learning phase involves seeking information from clients about what they want in a Web site.

Quiz 12: Print, Electronic, and Digital Media Production Part Four: Using Advertising Media