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)One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options.She admits she has agonized over her selection on this because it affects not only readability,but also sets the mood and tone of the overall visual impression.She is most likely talking about the _______.
A) illustration format
B) layout
C) typeface
D) color

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)One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options.She admits she has agonized over her selection on this because it affects not only readability,but also sets the mood and tone of the overall visual impression.She is most likely talking about the _______.
A) illustration format 
B) layout 
C) typeface 
D) color

Quizplus · Accepted Answer

The element being referred to is most likely the typeface, as it affects both readability and sets the mood and tone of the overall visual impression. The other options (illustration format, layout, and color) may also have an impact, but are not as likely to be the specific element mentioned in the scenario.

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