Scenario 11-5
A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"-a tactic that has been used again and again by other medical institutions.
-(Scenario 11-5)The art director for this campaign needs to convey a particular mood,a feeling of warmth and serenity,in this ad illustration.While all of the elements below may have some impact on the illustration,she should pay particular attention to the:
A) size of the illustration within the layout.
B) lighting, color, tone, and texture of the illustration.
C) space taken by the body copy.
D) magazine and newspaper vehicles in which the ad will run.

Question

Scenario 11-5
A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"-a tactic that has been used again and again by other medical institutions. 
-(Scenario 11-5)The art director for this campaign needs to convey a particular mood,a feeling of warmth and serenity,in this ad illustration.While all of the elements below may have some impact on the illustration,she should pay particular attention to the: 
A) size of the illustration within the layout. 
B) lighting, color, tone, and texture of the illustration. 
C) space taken by the body copy. 
D) magazine and newspaper vehicles in which the ad will run.

Quizplus · Accepted Answer

The art director should pay particular attention to the lighting, color, tone, and texture of the illustration to convey the desired mood of warmth and serenity. These elements can heavily influence the emotional response of the viewer and can create a sense of caring and comfort. The size of the illustration within the layout, space taken by the body copy, and the magazine and newspaper vehicles in which the ad will run are important considerations, but they have less direct impact on the emotional response of the viewer.

Scenario 11-5 a Hospital Is Attempting to Change Its Image. in the in the Past