chapter 9

Question 1

why ad visuals?

Answer 1

1. better at getting and keeping attention
2. visuals are more easily remembered
3. add credibility to the AD and the brand
4. visual storytelling is engaging and maintains interest
5. pictures communicate faster than written words

Question 2

Balance

Answer 2

proportion on the page

Question 3

unity

Answer 3

harmony/relationships with the elements

Question 4

contrast

Answer 4

separate elements and help emphasize the importance of some elements over others

Question 5

repetition

Answer 5

creates consistency b/t ADs ex: colors, founds, & layouts

Question 6

optical center

Answer 6

focal point, center, little over halfway up

Question 7

focal point

Answer 7

dominate element on the page

Question 8

eye flow

Answer 8

the path the eyes travel

Question 9

Gutenberg diagram viewing pattern

Answer 9

left and right
up and down
4 quadrants

Question 10

backward S viewing pattern

Answer 10

fluid through the AD

Question 11

white space

Answer 11

not covered by words or pictures

Question 12

RGB

Answer 12

red, green, blue
electronic devices, computer designers

Question 13

CYMK

Answer 13

cyan, magenta, yellow, black
colors from printing materials

Question 14

typography

Answer 14

art of arranging letters and text in a way that makes the cop legible, clear, and visually appealing

Question 15

text alignment

Answer 15

how lines in a paragraph line up next to the margin

Question 16

picture window

Answer 16

2/3 picture 1/3 bottom logo and slogan

Question 17

all art

Answer 17

picture files the entire ad, elements of the ad embedded into the picture

Question 18

pannel

Answer 18

divided into equal panels with different images that tell a story

Question 19

big type

Answer 19

mostly headline, large font, gets readers’ attention

Question 20

circus

Answer 20

looks like scrapbook

Question 21

frame

Answer 21

frame around the pic

Question 22

Monderiane

Answer 22

vertical and horizontal lines creating rectangles where images are placed

Question 23

Shilouette

Answer 23

The silhouette of the product
looks elegant

Question 24

band

Answer 24

2 vertical rectangles w/ image

Question 25

axial

Answer 25

elements are placed on the page to form a circle w/ an axial as the center point

Question 26

copywriters

Answer 26

they add words in the ads

Question 27

elements of radio ads

Answer 27

voice music sound effects

Question 28

elements of TV ads

Answer 28

video audio talent/casting setting and props

Question 29

serif

Answer 29

tail at the bottom of the letters

Question 30

sans serif

Answer 30

no tail at bottom

Question 31

slogan

Answer 31

ex: just do it

Question 32

tagline

Answer 32

specific to the campaign

Question 33

direct benefit headline

Answer 33

literal direct benefit

Question 34

reverse benefit headline

Answer 34

you dont/do have this if you do not have our product

Question 35

factual headline

Answer 35

giving facts

Question 36

command headline

Answer 36

command person to do something

Question 37

news headline

Answer 37

promoting something new

Question 38

puzzle/ curiosity headline

Answer 38

ex: plug in scentnece

Question 39

association

Answer 39

ewalting product to somthing