1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 1 Visual Communication

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 2 The effective use of visuals in advertising can _____. 1.grab attention 2.tell interesting stories 3.communicate quickly 4.All of the above

3. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 3 The effective use of visuals in advertising can _____. 1.grab attention 2.tell interesting stories 3.communicate quickly 4.All of the above Effective visuals can grab attention, stick in memory, cement belief, tell interesting stories, communicate quickly, and anchor associations.

4. The visual’s primary function in an advertisement is to _____. 1.get attention 2.decorate the layout 3.distract viewers 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 4

5. The visual’s primary function in an advertisement is to _____. 1.get attention 2.decorate the layout 3.distract viewers 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 5 In most marketing communication, the power to get attention lies primarily with the visual.

6. 1.loyal users of a brand 2.social media brand champions 3.characters associated with a brand 4.raw materials used to create a brand Brand icons are _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 6

7. Brand icons are _____. 1.loyal users of a brand 2.social media brand champions 3.characters associated with a brand 4.raw materials used to create a brand Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 7 Brand icons are characters associated with a brand, such as Mr. Peanut, Uncle Ben, and Ronald McDonald.

8. 1.creating visual impact 2.creating finished artwork 3.designing brand identification elements 4.bringing the visual side of an idea to life All of the following except _____ are primary functions of an art director. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 8

9. All of the following except _____ are primary functions of an art director. 1.creating visual impact 2.creating finished artwork 3.designing brand identification elements 4.bringing the visual side of an idea to life Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 9 Art directors are responsible for creating visual impact, as well as brand identification elements. Although art directors generally design ads, they rarely create the finished artwork.

10. Copywriters and art directors use _____ to imagine how a finished ad might look. 1.visualization 2.prestidigitation 3.substantiation 4.conceptualization Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 10

11. Copywriters and art directors use _____ to imagine how a finished ad might look. 1.visualization 2.prestidigitation 3.substantiation 4.conceptualization Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 11 During the brainstorming process, both copywriters and art directors are engaged in visualization, which means they are imagining what the finished ad might look like.

12. Typography is the _____. 1.sketch of key scenes in a commercial 2.appearance of an ad’s printed matter 3.reduction of full-color images to halftones 4.study of earth’s surface shape and features Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 12

13. Typography is the _____. 1.sketch of key scenes in a commercial 2.appearance of an ad’s printed matter 3.reduction of full-color images to halftones 4.study of earth’s surface shape and features Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 13 Art directors specify the typography of a advertisement; that is, the appearance of its printed matter.

14. Basic design principles assert that a design has both _____. 1.depth and breadth 2.graphical and textual elements 3.functional and aesthetic aspects 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 14

15. Basic design principles assert that a design has both _____. 1.depth and breadth 2.graphical and textual elements 3.functional and aesthetic aspects 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 15 A design has functional and aesthetic needs. The functional side makes the visual message easy to perceive; the aesthetic side makes it attractive and pleasing to the eye.

16. Which one of the following is not a layout stage in the development of a print ad? 1.Mechanicals 2.Rough layouts 3.Thumbnail sketches 4.Film-to-tape transfers Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 16

17. Which one of the following is not a layout stage in the development of a print ad? 1.Mechanicals 2.Rough layouts 3.Thumbnail sketches 4.Film-to-tape transfers Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 17 The typical layout stages for a print ad include thumbnail sketches, rough layouts, semi-comps and comprehensives, mechanicals, and the final product.

18. _____ refers to the way the elements in a picture are arranged or framed. 1.Perspective 2.Composition 3.Digitization 4.Stop motion Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 18

19. _____ refers to the way the elements in a picture are arranged or framed. 1.Perspective 2.Composition 3.Digitization 4.Stop motion Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 19 Composition refers to the way the elements in a picture are arranged (think of a still-life painting) or framed through a camera lens (think a landscape photo or movie scene).

20. The term “line art” applies to _____. 1.storyboards 2.photographic images 3.four-color printing 4.drawings and illustrations Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 20

21. The term “line art” applies to _____. 1.storyboards 2.photographic images 3.four-color printing 4.drawings and illustrations Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 21 A drawing or illustration is called line art because the image is solid lines on a white page.

22. 1.film noir 2.stock footage 3.classic video 4.indie films The term _____ applies to previously recorded video, still slides, or movies. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 22

23. The term _____ applies to previously recorded video, still slides, or movies. 1.film noir 2.stock footage 3.classic video 4.indie films Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 23 Stock footage consists of previously recorded images, either video, still slides, or moving film.

24. As a member of the production team, the _____ writes the script. 1.director 2.producer 3.copywriter 4.art director Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 24

25. As a member of the production team, the _____ writes the script. 1.director 2.producer 3.copywriter 4.art director Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 25 The copywriter writes the script. Other broadcast production personnel include the following: art director, producer, director, composer, arranger, and editor.

26. For national TV commercials, the steps in the production process include _____. 1.message design 2.preproduction 3.postproduction 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 26

27. For national TV commercials, the steps in the production process include _____. 1.message design 2.preproduction 3.postproduction 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 27 The steps in the production process for bigger national TV commercials are message design, preproduction, the shoot, and postproduction.

28. In the video production process, “the shoot” does not include _____. 1.getting bids for production 2.creating computer graphics 3.recording action on film 4.recording voices or sound effects Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 28

29. In the video production process, “the shoot” does not include _____. 1.getting bids for production 2.creating computer graphics 3.recording action on film 4.recording voices or sound effects Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 29 The director manages the shoot. It includes recording the action on film; recording music, voices, and sound effects; and creating on-screen or computer graphics.

30. When designing websites, experts recommend that you avoid _____. 1.using simple typefaces 2.putting text in all capital lettering 3.carefully organizing the information 4.using black type on a light background Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 30

31. 1.using simple typefaces 2.putting text in all capital letters 3.carefully organizing the information 4.using black type on a light background When designing websites, experts recommend that you avoid _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 10 - 31 Designers know that typefaces on web pages should be simple, avoiding ALL CAPS. Good organization is critical, and black type on a high-contrast background is best.