Deck 14: Art Direction and Production

Question 1

Who is the person most responsible for creating the visual impact of an advertisement?

A)Copywriter
B)Art director
C)Producer
D)Designer
E)Photographer

Answer 1

B

Question 2

How the lines align at one end or another is a design choice in print ads known as ________.

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

Answer 2

D

Question 3

A key principle of layout and design is ________,which makes one element stand out from another and indicates importance.

A)unity
B)oneness
C)balance
D)contrast
E)proportion

Answer 3

D

Question 4

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

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

Question 5

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

A)photographs
B)illustrations
C)colour
D)(a)and (b)
E)(a),(b)and (c)

Question 6

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 7

When an art director decides on a typeface style and size for an advertisement,it is known as ________.

A)font
B)layout
C)design
D)classification
E)none of these

Question 8

Which of the following best illustrates the use of design skills to contribute to a sustainable future?

A)Using stop motion or claymation to give a brand a personality
B)Orchestrating music for instruments and voices
C)Creating a high-impact ad showing why recycling matters
D)Improving an ad's video ranking on YouTube
E)Switching from offset lithography to rotogravure

Question 9

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

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

Question 10

What are the two major typefaces?

A)Point and pica
B)Face and size
C)Serif and sans serif
D)Justified and unjustified
E)Serial and sans serial

Question 11

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

A)Blue and green
B)Yellow and red
C)Cool colours
D)Warm colours
E)It depends on the context.

Question 12

The ________ establishes the look of a television commercial,including the graphic elements that appear on-screen.

A)copywriter
B)art director
C)executive producer
D)film director
E)post-producer

Question 13

A sans serif typeface is one that is missing the detail that:

A)the text spacing is justified
B)the end of each stroke of a letter has a little flourish
C)it is Times New Roman
D)the letters are italicised

Question 14

Sean works in an advertising agency and is in charge of the visual look of the message,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 the internet,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 Sean's job title?

A)Producer
B)Art director
C)Advertising director
D)Creative director
E)Creative strategist

Question 15

The main reason designers focus on effective use of visuals in advertising is because they want the ad to ________.

A)attract attention
B)be memorable
C)add credibility
D)communicate quickly
E)all of the above

Question 16

Imagining what the finished ad might look like is called ________.

A)visualisation
B)artistic impression
C)mental imagery
D)stop action
E)surrealism

Question 17

A layout where the words are the visual,with the product visual playing a subsidiary role,is referred to as:

A)copy-heavy with centred product
B)large headline with featured product
C)framed centred text
D)circus
E)product hero in silhouette

Question 18

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

A)Attract attention
B)Provide realism
C)Establish moods
D)Build brand identity
E)All of the above

Question 19

A layout that emphasises the type rather than the art is referred to as:

A)copy-heavy with centred product
B)large headline with featured product
C)framed centred text
D)circus
E)product hero in silhouette

Question 20

What is the most common point size range used for body copy in newspaper and magazine advertisements?

A)16-18
B)14-16
C)12-14
D)10-12
E)None of the above

Question 21

A(n)________ is a plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing to the eye.

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

Question 22

The process printers use to reduce the original colour image to four half-tone negatives is called ________.

A)tint reduction
B)colour separation
C)offsetting
D)rotogravure
E)C-prints

Question 23

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

A)imitation art paper
B)newsprint
C)die-cut paper
D)half-tone paper
E)rough cuts

Question 24

In the TVC for Tooheys Extra Dry,the tongue is filmed leaving the sleeping actor's mouth,'walking' out onto the street and moving across a nightclub dance floor in search of the beer.It moves a bit at a time and is filmed frame by frame in a process known as ________.

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

Question 25

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

A)Formal printing;informal printing
B)Serif;sans serif
C)Embossing;debossing
D)On-stamping;in-stamping
E)Overlay;inlay

Question 26

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

A)Storyboards
B)Thumbnails and rough layouts
C)Comprehensive layouts
D)Semi-comps
E)All of the above are stages in the normal development of a print ad.

Question 27

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

A)registration
B)alignment
C)specs
D)tolerances
E)allowance

Question 28

The ________ handles the bidding and all production arrangements,finds the specialists,arranges for casting talent,and makes sure the expenses and quotes come in under budget.

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

Question 29

The ________ puts everything together after the end of the filming and evaluates how to assemble the scenes for the advertisement.

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

Question 30

In which layout stage of print advertising are the elements assembled in their final position for production?

A)Thumbnail sketches
B)Comprehensives
C)Mechanicals
D)Rough layouts
E)Semi-comps

Question 31

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

A)process colours
B)primary colours
C)basic colours
D)half-tones
E)tint blocks

Question 32

Quick,miniature,preliminary sketches are known as ________.

A)rough layouts
B)semi-comps
C)storyboards
D)thumbnail sketches
E)mechanicals

Question 33

One recommendation for designers of outdoor advertising is to make the relationship between ________ and ________ as obvious as possible.

A)brand;foreground
B)image;copy
C)foreground;background
D)copy;background
E)brand;copy

Question 34

While less commonly used today,which type of printing process uses a raised surface that gets inked,and when it strikes the surface of the paper,the image is transferred?

A)Letterpress
B)Offset lithography
C)Rotogravure
D)Flexography
E)Silk-screen

Question 35

The producer and staff first develop a set of ________,describing in detail every aspect of the production.

A)preproduction notes
B)slides
C)photographs
D)production notes
E)drawings

Question 36

Commercials designed for screening on TV,cinema or the internet can often include rather sudden shifts from the storyline to the name or pack shot of the product in question.What term describes this abrupt transition?

A)Morph
B)Crawl
C)Refocus
D)Cut
E)Transition

Question 37

The application of a thin metallic coating (silver,gold)moulded to the surface of the image with heat and pressure is called:

A)steaming
B)foil stamping
C)metal staining
D)dyeing
E)none of the above

Question 38

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 39

________ is the most popular printing method for print media and uses a smooth-surfaced and chemically treated plate to transfer the image.

A)Letterpress
B)Offset lithography
C)Rotogravure
D)Flexography
E)Silk-screen

Question 40

What are the two general types of printed images?

A)Formal and informal
B)Digitisations and illustrations
C)Colour and sepia
D)Line art and half-tone
E)Tint blocks and half-tone

Question 41

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

Question 42

The purpose of proofs is to check that there have been no problems in transmission.

Question 43

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

Question 44

Cool colours,such as blue and green,convey love and happiness to people of Chinese origin.

Question 45

Designers can help a company express its commitment to sustainability in the way it operates.

Question 46

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

Question 47

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

A)a crawl
B)morphing
C)a tip-in
D)a register
E)overwriting

Question 48

The final version of a television commercial,such as the tongue ad for Tooheys Extra Dry beer,with the sound and film mixed together is called a(n)________.

A)interlock
B)answer print
C)release print
D)edited print
E)final print

Question 49

A key principle of layout and design is dominance,and it means that the focal point of the ad is a visual.

Question 50

In web advertising,the design of a banner ad most closely follows the principles of which of the following?

A)Television ads
B)Cinema advertising
C)Magazine ads
D)Newspaper ads
E)Outdoor posters

Question 51

In art production,the two general types of printed images are line art and half-done.

Question 52

White letters written on a dark background is known as ornamental type.

Question 53

Areas of the layout that aren't covered by art or type are called blank space.

Question 54

Rotogravure uses an incised surface of images engraved into the plate.When the plate strikes the surface of the paper,ink is transferred from wells in the incisions.It is especially good for long runs of good-quality work.

Question 55

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

A)flow paths
B)networks
C)sequencing
D)navigation
E)click through

Question 56

A layout that has a neat centre of text surrounded by multiple product shots or images is referred to as framed centred text.

Question 57

One of the most difficult problems that art directors face is deciding what comes out rather than what goes in an ad.

Question 58

Handspan sketches are quick,miniature preliminary sketches.

Question 59

On a brand channel site by YouTube,the user sees four components,including a connect box,which ________.

A)displays the brand at the top of the page
B)allows users to interact with the site
C)contains the content of the site
D)plays the video
E)establishes an internet connection

Question 60

With unjustified type,the ends are aligned on both right and left sides of the column of type.

Question 61

There are four steps in the production of a television commercial.Name all four and discuss some of the activities associated with them.

Question 62

How should differences in the length and use of videos affect their design?

Question 63

Name and describe the two major typeface families,their benefits and uses.

Question 64

Designers know that web pages,particularly the first screen,should follow the same layout rules as posters.

Question 65

A group of advertising students from a local university are visiting your business to learn about art reproduction in advertising.Explain the two general types of printed images and how they are reproduced in advertisements.

Question 66

For web advertising,a good place to put long-format ads that are complex and engaging is in banner ads next to search results.

Question 67

What is desktop publishing?

Question 68

From a design standpoint,the short length of most TV ads means they must be complex in order to pack in a lot of information so audiences will be engaged.

Question 69

Typically,the film is shot on 35-mm film or videotape and then digitised,after which the editor transfers the image to videotape for dissemination,a process called film-to-tape transfer.

Question 70

Discuss the six key aims directors and designers have with the words or images they use.

Question 71

How are the design requirements of banner ads like those of outdoor boards?

Question 72

Previously recorded images,either video,still slides or moving film,are known as tip-ins.

Question 73

An art director is confronted with a brief for a print campaign that involves an image for an expensive piece of fine china that needs to be enlarged in order for readers to appreciate the fine detail.Other than the brand name and logo,slogan,and the headline itself,the copy is succinct.Name the principles of design that will guide the decisions that have to be made.Describe more fully the application of one principle that seems applicable to this brief.

Question 74

Name and describe,including the uses of,each of the five major printing processes used in advertising.

Question 75

The Outdoor Media Association (OMA)recommends several tips for art directors.Discuss five of them.

Question 76

A major television commercial production company is seeking summer interns.The jobs students would fill are called grip and script clerk.In which stage of the television production process will these roles be found,and what can you expect to do if you take either of these positions?

Question 77

What are the responsibilities of an art director in advertising?