Chapter 14: Visual Communications Flashcards Preview

2029MKT - Advertising & Creative Strategy Final Exam > Chapter 14: Visual Communications > Flashcards

Flashcards in Chapter 14: Visual Communications Deck (16)
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1
Q

Art directors use visual communication to achieve the following objectives:

A
Attract attention
Be memorable
Cement belief
Tell interesting stories
Communicate quickly
Anchor associations
2
Q

What is visual impact?

A

Brining together words and images to express a message

3
Q

What is a “spot colour” in print art?

A

A second colour added to highlight an important element

4
Q

What is typography?

A

Typefaces, families and fonts

Serif (end of  stroke has a flourish) 
San Serif (simple, standard)
5
Q

What are some common types of layouts?

A

Copy heavy with centered product

Large headline with featured product

Framed centered text

Circus (all around all over the place)

Product hero in silhouette

Picture window boxed

Product hero picture window

Band vertical crop with panel

6
Q

What are the principles of layout and design?

A
Direction
Dominance
Unity
White space
Contrast
Balance
Proportion
Simplicity
7
Q

What are the stages of layout to print?

A

Thumbnail sketches and tough layouts

Semi-comps - mock up

Comprehensive layouts and mechanicals

Proofs and high resolution files

8
Q

What are print media requirements

A

Requirements depending on the ad spot - colour/not colour, paper weight etc.

9
Q

What are the four process colours?

A

Magenta (purple), Cyan (bright blue), Yellow and Black.

10
Q

What is colour separation?

A

The process from a negative to full colour photo

11
Q

What are the three types of video storytelling?

A
Stock footage (pre recorded video/slides) 
Crawl (letters moving across bottom of screen) 
Morphing (one object changing into another)
12
Q

What are the four steps in the production of television commercials?

A

Message design

Pre-production (director, and team, talent, locate props etc.)

Production (the shoot)

Post production (editing)

13
Q

What is “initial work”?

A

The rough cut

14
Q

What is it called with the audio and film are assembled together?

A

An interlock

15
Q

What is the “final mix version” called?

A

The answer print

16
Q

What does “dubbing” mean?

A

Making duplicate copies that are called “release prints”