Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
Which of the following is NOT a step of the television production process?
1)
A)
preproduction
B)
the shoot
C)
shorts
D)
postproduction
E)
message design
2)
A second color used in addition to black–and–white is known as ________.
2)
A)
mono color
B)
single color
C)
contrast color
D)
limited color
E)
spot color
3)
________ creates a raised surface on paper, and ________ creates a depressed image in paper.
3)
A)
On–stamping; in–stamping
B)
Formal printing; informal printing
C)
Embossing; debossing
D)
Overlay; inlay
E)
Serif; sans serif
4)
Which of the following is a tip for designers of poster or outdoor boards?
4)
A)
Use bold, bright colors.
B)
Add motors to boards to make pieces and parts move.
C)
Make the illustration an eye–stopper.
D)
Use simple, clean, uncluttered type that is easy to read at a distance by an audience in motion.
E)
all of the above
5)
According to the “Hands–On” case at the end of the chapter, what is NOT a benefit of filming
commercials in HD?
5)
A)
Consumers like watching HD commercials.
B)
The cost to film in HD is 10 to 15 percent higher than regular film.
C)
Consumers are more likely to remember HD commercials.
D)
HD is cutting edge.
E)
Consumers pay more attention to HD commercials.
6)
A ________ writes the script for a broadcast production.
6)
A)
copywriter
B)
composer
C)
director
D)
producer
E)
art director
7)
What was so unusual about the television commercial for Honda that was described in “A Matter of
Principle”?
7)
A)
The spot shows all the many parts of a car, each set up in a domino fashion, that fall together
piece by piece ultimately creating a new Honda that drives away at the end, and it was filmed
in real time without any special effects.
B)
The special effects depicted a Honda car putting itself together and driving away.
C)
The clever use of animation was effective in not only drawing attention to the ad, but also in
communicating the message in several countries without the limitations of language barriers.
D)
The ad contained absolutely no copy, which goes against the norm for automobile
advertising.
E)
The spot shows how few parts there really are to a Honda, illustrating the point that with
fewer parts, there are fewer chances for problems.
8)
A copy ________ layout type may have art, but it is either embedded in the copy or placed in a
subordinate position.
8)
A)
grunge
B)
dominant
C)
nonlinear
D)
panel
E)
circus
9)
A set of computer–generated letters that appear to be moving across the bottom of the television
screen is known as a(n) ________.
9)
A)
crawl
B)
morph
C)
overwrite
D)
stock foot
E)
tickertape
10)
The final version of a television commercial with the sound and film mixed together is called a(n)
________.
10)
A)
answer print
B)
edited print
C)
interlock
D)
release print
E)
final print
11)
Who is the person most responsible for creating visual impact in an advertisement?
11)
A)
designer
B)
producer
C)
photographer
D)
copywriter
E)
art director
12)
Kindrella is trying to convey happiness in a print ad. Which of the following color(s) can she use to
convey happiness?
12)
A)
red
B)
orange
C)
yellow
D)
A and B
E)
A, B, and C
13)
The ________ takes charge of the TV production, handles the bidding, and all the production
arrangements.
13)
A)
producer
B)
copywriter
C)
composer
D)
art director
E)
director
14)
The ________ of type refers to how easy it is to perceive the letters.
14)
A)
pica
B)
typography
C)
point
D)
legibility
E)
justification
15)
The process printers use to reduce the original color image to four halftone negatives is called
________.
15)
A)
C–prints
B)
tint reduction
C)
color separation
D)
offsetting
E)
rotogravure
C
16)
Full–color images are reproduced using four distinctive shades of ink called process colors in a
process called ________.
16)
A)
color surprinting
B)
color transferring
C)
full–color printing
D)
tint blocking
E)
four–color printing
E
D
Explanation:
17)
The ________ has responsibility for the actual filming of the TV commercial.
17)
A)
director
B)
art director
C)
producer
D)
copywriter
E)
composer
18)
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
can they use to imagine what the finished ad might look like?
18)
A)
image transfer
B)
creative aerobics
C)
thought listing
D)
visualization
E)
“drawing on the right side of the brain”
19)
Imagining what the finished ad might look like is called ________.
19)
A)
mental imagery
B)
visualization
C)
stop action
D)
surrealism
E)
artistic impression
20)
Which of the following statements is false regarding photographs and illustrations?
20)
A)
Most people feel that photographs lie because it is so easy to alter them with computer
technology.
B)
A photograph is more realistic and an illustration is more fanciful.
C)
Illustrations can focus attention on key details of the image.
D)
Illustrations can intensify meanings and moods.
E)
Illustrations eliminate many of the details you see in a photograph.
21)
According to the “Hands–On” case at the end of the chapter, why was October 29, 1998, a historic
day for advertising?
21)
A)
It was the first time that the cost of a 30–second ad during a prime time television program
exceeded $1 million.
B)
Five live–action, rather than taped, commercials aired during the network coverage of John
Glenn, the then 77–year–old former astronaut and senator who returned to space aboard the
space shuttle.
C)
The percentage of households with HDTV–ready sets reached a threshold of 30 percent.
D)
All advertising commercials switched to HDTV format in the anticipation of the looming
explosive growth the HDTV–ready television sets among consumers.
E)
The first five TV commercials ever broadcast in high definition (HDTV) occurred that day.
22)
If the ________, designed to move about the site, is cluttered or unclear, website visitors will give
up and move on to some other site.
22)
A)
navigation
B)
video
C)
product
D)
pop–up
E)
image
23)
Which of the following is NOT included in the art director’s toolkit for print advertising?
23)
A)
layout
B)
rotogravure
C)
illustrations
D)
typefaces
E)
photos
24)
Separate preprinted ads provided by the advertiser to be glued into a publication as the publication
is being assembled are known as ________.
24)
A)
tip–ins
B)
foil stamping
C)
embosses
D)
veloxes
E)
die–cuts
25)
Which design principle describes the situation when all the elements in an ad fuse into one
coherent image and the pieces become a whole?
25)
A)
proportion
B)
balance
C)
direction
D)
unity
E)
oneness
26)
What are the two general types of printed images?
26)
A)
photographs and illustrations
B)
formal and informal
C)
tint blocks and halftone
D)
color and black–and–white
E)
line art and halftone
27)
Finding the right director, locating or building a set, and casting the talent are elements of which
step in the production of a television commercial?
27)
A)
preproduction
B)
message design
C)
production
D)
postproduction
E)
morphing
A
28)
A key to an effective outdoor board is the ________ should be bold and bright with maximum
contrast for greatest impact.
28)
A)
graphics
B)
figure/ground
C)
colors
D)
size
E)
typography
C
E
29)
Moving an inanimate object a bit at a time and filming it frame by frame is known as ________.
29)
A)
slow motion
B)
stop action
C)
micro filming
D)
stop motion
E)
step motion
30)
A key to creating an effective outdoor board is to understand the impact of the ________ which is
huge, often hundreds of times larger than life.
30)
A)
graphics
B)
size
C)
figure/ground
D)
colors
E)
typography
B
31)
Photographs are considered which type of printed image?
31)
A)
halftone
B)
informal
C)
formal
D)
tint block
E)
line art
A
32)
A key to an effective outdoor board is the ________ should be an eye–stopper.
32)
A)
colors
B)
typography
C)
graphics
D)
size
E)
figure/ground
C
D
33)
A ________ layout type combines lots of elements to create a jumbled image?
33)
A)
grunge
B)
dominant
C)
nonlinear
D)
circus
E)
panel
34)
Previously recorded images, either video, still slides, or moving film are known as ________.
34)
A)
stock footage
B)
photostats
C)
clip art
D)
tip–ins
E)
morphs
35)
Mini–Case Question. What term describes the process in postproduction of this film when the
various pieces of the film are assembled into the same sequence as the storyboard?
35)
A)
morph
B)
video editing
C)
crawl
D)
transition
E)
refocus
36)
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?
36)
A)
advertising director
B)
art director
C)
creative director
D)
producer
E)
creative strategist
37)
Why didn’t the ad for Honda, as described in “A Matter of Practice,” ever air as a commercial in the
United States?
37)
A)
It was a two–minute commercial, and the cost of running a commercial of such length in the
United States is prohibitive.
B)
It was filmed using a British model that isn’t sold in the United States
C)
It did not test well in copy–tests in the United States.
D)
A and B
E)
A, B, and C
38)
The ________ writes the script for a broadcast production.
38)
A)
director
B)
art director
C)
composer
D)
producer
E)
copywriter
39)
In advertising, the power to get attention lies primarily with the ________.
39)
A)
copy
B)
script
C)
visual
D)
sound effects
E)
audio
40)
Mini–Case Question. The technique in which the baby’s face gradually changes into a woman’s face
is known as ________.
40)
A)
morphing
B)
image transfer
C)
conversion
D)
crawling
E)
transformation
41)
Which of the following is NOT a stage in the normal development of a print ad?
41)
A)
thumbnail sketches
B)
semicomps
C)
storyboard
D)
rough layouts
E)
All of the above are stages in the normal development of a print ad.
42)
Which of the following is NOT a common type of ad layout?
42)
A)
panel or grid
B)
dominant type
C)
grunge
D)
picture window
E)
symmetrical
43)
A contemporary style of layout that can be read starting at any point in the image is known as
________.
43)
A)
nonlinear
B)
picture window
C)
grunge
D)
circus
E)
panel or grid
44)
The ________ develops the storyboard and establishes the look of the commercial.
44)
A)
director
B)
composer
C)
copywriter
D)
producer
E)
art director
45)
Which of the following is NOT an aspect of typeface selection that designers must work with?
45)
A)
capitalization
B)
justification
C)
lowercase
D)
legibility
E)
weight, posture, and width
46)
Rough versions of the commercial assembled from cuts of the raw film footage are known as
________.
46)
A)
answer print
B)
rushes
C)
dailies
D)
rough cut
E)
interlock
47)
A video technique in which one object gradually changes into another is called ________.
47)
A)
image transfer
B)
crawling
C)
conversion
D)
transformation
E)
morphing
48)
A layout that uses a number of visuals of matched or proportional sizes is known as ________.
48)
A)
picture window
B)
dominant type
C)
nonlinear
D)
panel or grid
E)
symmetrical
49)
A style of layout that shows what is presumed to be a lack of concern for the formalities of art,
design, type styles, and legibility is known as ________.
49)
A)
entropy
B)
grunge
C)
circus
D)
chaos
E)
nonlinear
50)
Quick, miniature preliminary sketches are known as ________.
50)
A)
semicomps
B)
rough layouts
C)
rushes
D)
mechanicals
E)
thumbnail sketches
51)
When art directors use the word art, they usually mean ________.
51)
A)
photographs
B)
illustrations
C)
color
D)
A and B
E)
A, B, and C
52)
During a television commercial shoot, which technician moves props and sets and lays tracks for
the dolly on which the camera is mounted?
52)
A)
camera crew
B)
grip
C)
shoot clerk
D)
gaffer
E)
mixer
53)
Mini–Case Question. The final version of this ad with the sound and film mixed together is call a(n)
________.
53)
A)
edited print
B)
mixed print
C)
answer print
D)
interlock
E)
release print
54)
A plan that imposes order and at the same time creates an arrangement that is aesthetically
pleasing in a print ad is known as a(n) ________.
54)
A)
layout
B)
action plan
C)
thumbnail sketch
D)
creative plan
E)
storyboard
55)
Which of the following layouts is the most common format with a single dominant visual that
occupies about 60 to 70 percent of the ad’s space?
55)
A)
dominant type
B)
picture window
C)
grid
D)
all art
E)
panel
56)
Images from collections of copyright–free art that anyone who buys the service can use are known
as ________.
56)
A)
public art
B)
stock art
C)
free art
D)
clip art
E)
easy art
57)
Which of the following does NOT hinder the legibility of print ads?
57)
A)
reverse type
B)
ornamental type
C)
all capitals
D)
surprinted type
E)
left justification
58)
Which of the following is a design principle that guides designers as they lay out an ad?
58)
A)
dominance
B)
balance
C)
direction
D)
unity
E)
all of the above
59)
From which of the following media can web pages combine elements and design styles?
59)
A)
print
B)
sound
C)
film
D)
still photography
E)
all of the above
Explanation:
60)
What are the two major typeface families?
60)
A)
justified and unjustified
B)
point and pica
C)
face and size
D)
sorzal and sans sorzal
E)
serif and sans serif
61)
The application of a thin metallic coating molded to the surface of the image with heat and pressure
is called ________.
61)
A)
foil stamping
B)
veloxing
C)
debossing
D)
digitizing
E)
embossing
62)
Color that aligns exactly with the image in a print ad is said to be in ________.
62)
A)
specs
B)
allowance
C)
alignment
D)
tolerances
E)
register
63)
Because users can create their own paths through the web site, designers have to make sure that
their sites have clear ________.
63)
A)
navigation
B)
click throughs
C)
flow paths
D)
sequencing
E)
networks
64)
Warm colors, such as red, yellow, and orange convey ________.
64)
A)
no–nonsense
B)
friendliness
C)
happiness
D)
aloofness
E)
calm
65)
A(n) ________ layout type emphasizes the type rather than the art, even the headline is treated as
type art.
65)
A)
circus
B)
nonlinear
C)
all copy
D)
grunge
E)
panel
66)
Mini–Case Question. If the art director wanted to purchase a previously recorded image of a baby’s
face rather than going through the process of casting and abiding by all the regulations when
working with minors, what could he or she use?
66)
A)
open footage
B)
recycled footage
C)
stock footage
D)
pre–shot footage
E)
proprietary footage