Exam 14: Art Direction and Production

Sean works in an advertising agency and is in charge of the visual look of the message,and how it communicates mood,product qualities and psychological appeals.He makes decisions about whether to use art or photography in print,film or animation in television and the internet,and what type of artistic style to use.He was trained in graphic design and designs ads,but he rarely creates the finished art.What is Sean's job title?

In web advertising,the design of a banner ad most closely follows the principles of which of the following?

For web advertising,a good place to put long-format ads that are complex and engaging is in banner ads next to search results.

Print ads with colour tend to get more attention than ads without colour.

When an art director decides on a typeface style and size for an advertisement,it is known as ________.

The main reason designers focus on effective use of visuals in advertising is because they want the ad to ________.

________ creates a raised surface on paper,and ________ creates a depressed image in paper.

A layout where the words are the visual,with the product visual playing a subsidiary role,is referred to as:

Who is the person most responsible for creating the visual impact of an advertisement?

Commercials designed for screening on TV,cinema or the internet can often include rather sudden shifts from the storyline to the name or pack shot of the product in question.What term describes this abrupt transition?

How are the design requirements of banner ads like those of outdoor boards?

Handspan sketches are quick,miniature preliminary sketches.

The application of a thin metallic coating (silver,gold)moulded to the surface of the image with heat and pressure is called:

A major television commercial production company is seeking summer interns.The jobs students would fill are called grip and script clerk.In which stage of the television production process will these roles be found,and what can you expect to do if you take either of these positions?

Quick,miniature,preliminary sketches are known as ________.

An art director is confronted with a brief for a print campaign that involves an image for an expensive piece of fine china that needs to be enlarged in order for readers to appreciate the fine detail.Other than the brand name and logo,slogan,and the headline itself,the copy is succinct.Name the principles of design that will guide the decisions that have to be made.Describe more fully the application of one principle that seems applicable to this brief.

The ________ puts everything together after the end of the filming and evaluates how to assemble the scenes for the advertisement.