Question 1

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

Accepted Answer

Students can discuss any five of the following:
(1)Graphics: Make the illustration an eye-stopper.
(2)Size: Images in billboards are huge.The product or the brand label can be hundreds of times larger than life.
(3)Colours: Use bold,bright colours.The greatest impact is created by maximum contrast between two colours,such as dark colours against white or yellow.
(4)Figure/ground: Make the relationship between foreground and background as obvious as possible.The background should never compete with the subject.
(5)Typography: Use simple,clean,uncluttered type that is easy to read at a distance by an audience in motion.Avoid all capital letters,fanciful ornamental letters and script and cursive letters.
(6)Product identification: Focus attention on the product by reproducing the label or package in a huge size.
(7)Extensions: Extend the frame of the billboard to expand the scale and break away from the limits of the long rectangle.
(8)Shape: For visual impact,create the illusion of three-dimensional effects by playing with horizons,vanishing lines and dimensional boxes.
(9)Motion: Add motors to boards to make pieces and parts move.Wheels and glittery things that flicker in the wind create the appearance of motion,colour change and images that squeeze,wave or pour.Use revolving panels,called kinetic boards,for messages that change.

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

Which of the following is a design principle that guides designers as they lay out an ad?

Accepted Answer

A) Direction 
B) Dominance 
C) Unity 
D) Balance 
E) All of the above 
A) Direction 
B) Dominance 
C) Unity 
D) Balance 
E) All of the above

Question 6

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

Accepted Answer

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

Question 7

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 ________.

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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 
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 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

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 
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

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

Accepted Answer

A) True 
 B)False

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

Other than infomercials,TV ads are short

Question 20

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

Accepted Answer

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

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

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

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

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

Which of the following is a design principle that guides designers as they lay out an ad?

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

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 ________.

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

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

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

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

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

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

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

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.

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

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

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

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

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

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Filters

Exam 14: Art Direction and Production

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

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

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

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

Which of the following is a design principle that guides designers as they lay out an ad?

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

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 ________.

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

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

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

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

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

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

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

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.

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

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

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

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

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

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Filters