Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 11 Visual Communication
1) Which of the following is NOT a reason to use visuals in advertising, based on the Facets
Model of Effects?
A) to anchor associations
B) to cement beliefs
C) to communicate quickly
D) to replace copy
E) to tell interesting stories
2) In an advertisement, the visual’s primary function is to ________.
A) create an emotional response
B) convey a brand personality
C) provide a brand reminder
D) get attention
E) stimulate action
3) A(n) ________ is a character associated with a brand, designed to reflect the desired brand
personality.
A) icon
B) logo
C) key visual
D) trademark
E) brand position
4) A(n) ________ is the imprint used for immediate identification of a brand or company.
A) icon
B) logo
C) brand image
D) design
E) thumbnail
5) The Michelin Man is an illustration that appears in many advertisements for Michelin tires.
The Michelin Man, who is made of tires, represents the brand. The Michelin Man is an example
of a ________.
A) logo
B) brand personality
C) brand icon
D) brand image
E) thumbnail
6) Which of the following is considered a “hook” that helps engage the attention of a viewer and
contributes to the depth of memory traces the brand message leaves behind?
A) emotion
B) logic
C) information
D) comparison
E) instruction
7) Images from collections of copyright-free art that anyone who buys the service can use are
known as ________.
A) sepia images
B) die-cut images
C) process images
D) public art
E) clip art
8) Copywriters and art directors who imagine what the finished ad might look like are engaged in
________.
A) visualization
B) positioning
C) post production
D) stop action
E) surrealism
9) Which of the following is NOT included in the art director’s toolkit for print advertising?
A) photos
B) illustrations
C) typefaces
D) layout
E) dubbing
10) Which of the following statements about advertising art is FALSE?
A) Most people feel that photographs are deceptive because they are easily altered with computer
technology.
B) A photograph is more realistic, and an illustration is more fanciful.
C) Illustrations eliminate many of the details you see in a photograph.
D) Illustrations can focus attention on key details of the image.
E) Illustrations can intensify meanings and moods.
11) The use of ________ lends a sense of dignity and sophistication to a visual.
A) full color
B) spot color
C) blue and yellow
D) red and orange
E) black and white
12) A second color used in addition to black-and-white is known as ________.
A) mono color
B) single color
C) spot color
D) limited color
E) contrast color
13) Warm colors such as yellow and orange convey ________.
A) intellect
B) alarm
C) danger
D) happiness
E) aloofness
14) What colors should an art director use to bring a friendly tone to an ad?
A) deep blues and greens
B) yellow and red
C) cool colors
D) warm colors
E) pastel colors
15) Which term refers to the appearance of an ad’s printed matter in terms of the style and size of
fonts?
A) medium
B) typography
C) composition
D) design
E) classification
16) The primary function of ________ is to convey the words of the message.
A) typesetting
B) aesthetics
C) clip art
D) semicomps
E) spot color
17) Which of the following is NOT a decision an art director makes in designing type?
A) translation
B) capitalization
C) vertical height
D) legibility
E) column width
18) The ________ of type refers to how easy it is to perceive the letters.
A) legibility
B) point
C) font
D) column width
E) typography
19) The way elements are positioned to lead the eye through a print ad is known as ________.
A) dominance
B) balance
C) movement
D) KISS
E) simplicity
20) When an art director creates storyboards that reflect the eventual positions of the camera, she
is engaged in ________.
A) layout design
B) rough layout
C) composition
D) typography
E) semicomps
21) Architectural choices in a store that reflect the personality of its brand are part of ________.
A) environmental design
B) composition
C) mechanicals
D) visual storytelling
E) layout
22) Which type of design appeared in the 1990s as a rejection of the niceties of traditional
design?
A) psychedelic
B) pop art
C) grunge
D) art deco
E) modern
23) Which type of design uses flowing, curved lines reminiscent of vines and flowers?
A) art nouveau
B) pop art
C) grunge
D) art deco
E) modern
24) Which of the following is a characteristic of the “Beautiful Messy” style?
A) streamlined
B) sterile
C) hand-drawn
D) linear
E) symmetrical
25) Which design principle describes how all of the elements in an ad come together?
A) unity
B) oneness
C) simplicity
D) direction
E) proportion
26) The saying “KISS” refers to the design principle of ________.
A) unity
B) movement
C) simplicity
D) direction
E) proportion
27) A plan that imposes order and at the same time creates an arrangement that is aesthetically
pleasing in a print ad is called a(n) ________.
A) action plan
B) creative plan
C) layout
D) storyboard
E) thumbnail sketch
28) Which of the following layouts uses a single dominant visual that occupies about 60 to 70
percent of the ad’s space?
A) picture window
B) all art
C) dominant type
D) panel
E) circus
29) Which of the following is NOT a common type of ad layout?
A) picture window
B) circus
C) dominant type
D) nonlinear
E) jumbled
30) A layout that uses a number of visuals of matched or proportional sizes is known as
________.
A) picture window
B) nonlinear
C) dominant type
D) panel or grid
E) symmetrical
31) A contemporary style of layout that can be read starting at any point in the image is known
as ________.
A) circus
B) panel or grid
C) jumbled
D) picture window
E) nonlinear
32) A ________ layout may have art, but it is either embedded in the copy or placed in a
subordinate position.
A) dominant type
B) circus
C) panel
D) nonlinear
E) picture window
33) A ________ layout combines lots of elements to deliberately create a busy image.
A) dominant type
B) circus
C) panel
D) nonlinear
E) circular
34) In a(n) ________ layout, the art fills the frame, and the copy is embedded in the picture.
A) all art
B) circus
C) panel
D) nonlinear
E) picture window
35) Quick, miniature, preliminary sketches are known as ________.
A) rough layouts
B) semicomps
C) storyboards
D) thumbnail sketches
E) mechanicals
36) In which layout stage of a print ad are the elements assembled in their final position for
reproduction?
A) thumbnail sketches
B) comprehensives
C) mechanicals
D) rough layouts
E) semicomps
37) In which layout stage of a print ad is the ad drawn to size and used for presentation either in–
house or to the client?
A) thumbnail sketches
B) photoboards
C) mechanicals
D) rough layouts
E) semicomps
38) An art director creates ________ to plan out the scenes that will be used in a video.
A) semicomps
B) comprehensives
C) mechanicals
D) rough layouts
E) storyboards
39) Arthur works at an advertising agency and is in charge of the visual look of the message,
both in print and TV, 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 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 Arthur’s job title?
A) producer
B) art director
C) advertising director
D) creative director
E) creative strategist
40) Stan is a copywriter, and Bob is an art director working on a client’s account. They are
brainstorming ideas and trying to imagine what the finished ad might look like. What technique
are they using?
A) creative aerobics
B) thought listing
C) “drawing on the right side of the brain”
D) visualization
E) image transfer
41) Quiana is an art director working on a print ad for a new client. The client wants the ad to
stress the credibility of the product. Which of the following should Quiana choose?
A) illustration
B) photograph
C) spot color
D) embossing
E) line art
42) As you’re flipping through the newspaper, your eye catches a bright blue graphic in an ad for
a new restaurant. This ad uses ________ to attract attention.
A) offset printing
B) tip-ins
C) color separation
D) four-color printing
E) spot color
43) Kindrella is trying to convey a natural, no-nonsense tone in a print ad. Which of the
following color(s) should she use in the ad?
A) earth tones
B) pastels
C) black and white
D) red and blue
E) red and yellow
44) A print advertisement for Hyatt is dominated by the image of a woman sitting on a pristine
beach, gazing out at a calm ocean. Text below the image reads “Hyatt. You’re more than
welcome.” The ad also includes a Hyatt website address. Which type of layout does this ad use?
A) picture window
B) circus
C) panel
D) nonlinear
E) dominant type
45) A print advertisement for Bloomingdale’s features seven separate photographs of products
for a trip to the beach, including sunglasses and a beach bag. The largest image in the ad is a
photograph of a famous surfer. The headline for the ad appears above the photographs, and
smaller text providing details on the products and the sale appears below the photographs. Which
type of layout does this ad use?
A) picture window
B) circus
C) panel
D) nonlinear
E) dominant type
46) A print advertisement for a movie features the title of the movie, the names of the actors
appearing in the movie, and boldfaced, all caps quotes from respected movie critics praising the
film. The ad uses only black, white, and red ink. Which type of layout does this ad use?
A) picture window
B) circus
C) panel
D) nonlinear
E) dominant type
47) Saul is taking a sample layout of a new print advertisement to a meeting with the client for
approval. This layout is most likely in the ________ stage.
A) thumbnail
B) panel
C) semicomps
D) high-resolution film
E) rough
48) Inexpensive, rough-surfaced, spongy paper that quickly absorbs ink on contact is known as
________.
A) quick paper
B) newsprint
C) die cut paper
D) halftoned paper
E) registered paper
49) Color that aligns exactly with the image in a print ad is said to be ________.
A) registered
B) offset
C) halftoned
D) debossed
E) continuously toned
50) Billboards that use revolving panels that change messages periodically are known as
________.
A) extensions
B) kinetic boards
C) die cuts
D) offsets
E) screens
51) For impact, colors on a billboard should have maximum ________.
A) variety
B) unity
C) contrast
D) shadowing
E) separation
52) In an outdoor board, typography should be ________.
A) four color
B) spot color
C) ornamental
D) all-capital letters
E) uncluttered
53) What are the two general types of printed images?
A) formal and informal
B) digitizations and illustrations
C) color and sepia
D) line art and halftones
E) tint blocks and halftones
54) Photographs are considered which type of printed image?
A) formal
B) halftone
C) tint block
D) line art
E) informal
55) Printers create the illusion of shades of color by using dots of color surrounded by ________.
A) tint blocks
B) tint screens
C) color separations
D) offset prints
E) white space
56) Full-color images are reproduced using four distinctive shades of ink called ________.
A) process colors
B) primary colors
C) basic colors
D) halftones
E) tint blocks
57) Full-color images are reproduced using four distinctive shades of ink in a process called
________.
A) full-color printing
B) four-color printing
C) tint blocking
D) offset printing
E) color transferring
58) The process printers use to reduce the original color image to four halftone negatives is
called ________.
A) tint reduction
B) color separation
C) offsetting
D) tint blocking
E) tipping in
59) Which of the following is NOT considered a process color?
A) black
B) magenta
C) cyan
D) yellow
E) brown
60) ________ creates a raised surface on paper, and ________ creates a depressed image in
paper.
A) Formal printing; informal printing
B) Tipping out; tipping in
C) Embossing; debossing
D) On-stamping; in-stamping
E) Overlaying; inlaying
61) The application of a thin metallic coating molded to the surface of the image with heat and
pressure is called ________.
A) foil stamping
B) embossing
C) debossing
D) digitizing
E) overlaying
62) Separate preprinted ads provided by the advertiser to be glued into a publication as the
publication is being assembled are known as ________.
A) embosses
B) die-cuts
C) tint blocks
D) overlays
E) tip-ins
63) The tab on a file folder is an example of a(n) ________.
A) emboss
B) die-cut
C) tint block
D) overlay
E) tip-in
64) Mmmints, the maker of a line of breath mints, is launching a new flavor. The company’s
agency has created an advertisement that includes a flavor strip, which will allow consumers to
experience the taste of the new product. This advertisement is an example of a(n) ________.
A) tip-in
B) embossing
C) stamping
D) debossing
E) die-cut
65) A four-color, full-page advertisement for a sale at a local retailer appeared in the Sunday
newspaper. The ad featured several images of products that would be on sale. The color images,
however, were somewhat blurry. Which of the following best explains why the images were
blurry?
A) The glossy paper used by newspapers is ineffective at reproducing fine details.
B) The color was not in perfect registration.
C) The advertisement used continuous tones rather than half tones.
D) The advertisement used half tones rather than continuous tones.
E) The advertisement did not use enough white space.