1. Chapter 18 Print Production
Kleppner’s
Advertising
Procedure, 18e
Lane * King * Reichart

2. Learning Objectives Explain the nature of production departments.
Discuss digital and traditional production processes.
Discuss the selection of printing processes.
Identify mechanicals and artwork.
Explain proofing techniques.
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3. Exhibit 18.1 Production Shift Design From Computer to Finished Piece
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4. SRDS Provides Production Specifications for Print Media
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5. Technical Considerations in Digital Production
Compatibility
Industry Standards
Preflighting
Postflighting
Color calibration
Bidding
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6. Steps in the Traditional Prepress Process
Ad concept
Typesetting
Electronic color separation
Layout
Film preparation
Platemaking
Printing
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7. Steps in the Digital Prepress Process
Advertising concept
Scanning
Layout
Proofing
Preflight
Proofing
Film preparation
Platemaking
Printing
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8. Components of Agency Print Operations
Illustration buyers are well versed in various forms of photographic and illustrative techniques.
Typography experts are trained in creative and technical aspects.
Print producers coordinate all production activities.
Printing buyers specialize in production planning and buying.
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9. Major Printing Processes
Letterpress printing
Offset lithography
Rotogravure
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10. Exhibit 18.8 Screen Printing
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11. Understanding Typography
Typography is the art of using type effectively by:
Creating moods
Enhancing readability
Giving communication an image
Inspiring passion
Being powerful
Creating friendly and inviting communication
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12. Exhibit 18.10 Examples of Typefaces
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13. Exhibit 18.11 Examples of Type Families
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14. Exhibit 18.12 Examples of Optima Type Fonts
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15. Exhibit 18.13 Variations in a Family
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16. Exhibit 18.14 Major Terms for Type Height
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17. Exhibit 18.15 A Visual Perspective of Type Sizes
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18. Guidelines for Using Type_1
Use only original type.
Remember that as a buyer of a type package, you only license the usage rights.
Computer artists need a running list of both screen fonts and printer fonts.
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19. Guidelines for Using Type_2
Check with prepress service provider about fonts used in electronic mechanicals to ensure all pieces look as intended.
Avoid type smaller than 6 points.
Ensure that reverse type is large enough to read.
Convert type to a graphic in EPS.
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20. Exhibit Reverse Type
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21. Exhibit 18.17 Mechanical Requirements Example
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22. Types of Art Used by Production People
Halftones
Halftone finish
Line conversion
Two-color halftone plates
Four-color process printing
Digital scanners
Color proofing
Line art
Line tint
Line color
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23. Techniques Applied to Halftones
Square halftone: halftone’s background has been retained
Silhouette: background in the photograph has been removed by the photo platemaker or the computer operator
Surprint: involves a combination plate made by exposing line and halftone negatives in succession on the same plate
Mortise: an area of a halftone is cut out to permit the insertion of type or other matter
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24. Exhibit 18.18 Screening Variations
Creating tints can change the look and feel of words
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25. Exhibit 18.20 Four-Color Process Printing
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26. Types of Proofs
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27. Production Advances Stochastic screening and color separations
HiFi Color
Color Management Systems
Waterless Printing
Digital Printing
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28. For Discussion Differentiate among the three basic printing processes.
What colors are used in four-color printing?
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