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71 terms

Advertising Chapter 12

STUDY
PLAY
Print Production Manager or for electronic media a Producer
overall responsibility is to keep the project running smoothly and under buget, while maintaining the required level of quality through every step of the production process.
Electronic Production
process of converting a script or storyboard to a finished commercial for use on radio, tv, or digital media.
Scale
The regular charge agreed to in the union contract
Residual fee
fee for ad run beyond original agreed time. ex. an ad run for 14 weeks when it was contracted for 13 weeks.
Multimedia Presentations
quick cuts from one slide to another, in sync with music and sound effects, created with feeling of motion. presenting information using several communication media simultaneously
kiosks
interactive point-of-purchase displays
print production process
consists of four major factors: preproduction, production, prepress, and printng+ distribution
preproduction
begins when the creative dept submits the approved creative concepts--rough or comprehensive layout and copy--to the production dept.
Closing dates
deadlines
Leading
The spacing between lines of text
Kerning
spreading or narrowing the spaces between letters.
display type
larger and heavier than text type; useful in headlines, subheads, logos, and addresses, and for emphasis.
Text Type
smaller and finer, used in body copy
serif (roman)
most popular type group due to its readability and warm personality.
Sans Serif (gothic)
the second most popular type group; it is also referred to as block or contemporary.
type family
made up of related typefaces.
font
a complete assortment of capitals, small capitals, lowercase letters, numerals, and punctuation marks for a particular typeface and size.
points
size is the height of a character (or letter) measured in _____ (72 points to the inch) from the bottom of the descenders to the top of the ascenders.
writing paper
letters and fliers commonly use this type of paper.
text papers
this type of paper is used mostly for brochures and there are many types of this paper including: news stock, antique finish, machine finish, english finish, and
cover papers
this paper is available in many finishes and textures, are used on soft book covers, direct-mail pieces, and brochure covers, so they're thicker, tougher, and more durable.
production phase
involves completing ancillary functions such as illustrations or photography, setting up the artwork and typesetting, and then melding all these components into a final tangible form for the printer or publisher.
mandatories
specific requirements for every ad, such as addresses, logos, and slogans
overlay
a transparent sheet containing additional details, such as a chart or map, that is placed on top of another transparency on an overhead projector during a presentation.
base art
the image underneath the overlay
camera-ready art
called this because the printer must photograph each layer to make separate plates
continuous tones
black and white with shades of gray in between.
orthographic film
a high-contrast film yielding only black-and-white images with no gray tones.
line film
the artwork is photographed as is
line plate
from the line film the _____ is produced for printing.
halftone plates
print dots
halftone screen
breaks up continuous-tone artwork into tiny dots.
prepress phase
the printer makes a plate from the base art and one from each overlay.
stripping
the various layers of line art and halftones are converted to film negatives, which are carefully mounted together in perfect registration--through a process known as ______.
flats
opaque plastic sheets.
four-color process or cymk printing
Full color; a process where all colors of the spectrum are created through varying tints of cyan (blue), magenta, yellow, and black
pantone matching system (pms)
a single ink premixed according to a formula and given a specific color number.
color separation
the process of dividing desktop published files into separate pages for each of the CMYK colors for printing
blueline
a proof that is created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue.
analog proof or chromalin
uses a series of four very thin sheets of plastic pressed together.
color key
a less expensive form of the chromalin with relatively thick plastic sheets that can be lifted up.
digital proof or iris
uses ink-jet technology and offers accuracy as well as lower cost and faster turnaround time.
trap
occurs where the edge of one color or shade overlaps its neighbor by a fraction of an inch to make sure the white paper underneath doesn't show.
reverse knockout
colored type is printed over a different background color, must let white show through to avoid distorting true colors- requires very careful trapping
bleeds
colors, type, or visuals that run all the way to the edge of the page
spots
the quickest, simplest, and least expensive ads to produce.
preproduction phase
the advertiser and agency perform a variety of tasks that allow production to run smoothly, on time, and within budget.
director
supervises rehearsals until everything is ready for recording.
session
all the elements to be used in the commercial--voices, music, sound effects--come together and are recorded at a _______.
control room
where the producer, director, and sound engineer (and often the client and account executive) sit.
audio console or board
where the director and sound engineer work.
postproduction phase
the sound engineer usually records music, sound effects, and vocals separately and then mixes and sweetens them during this phase.
master tape
the final recording.
dubs
from the master tape, the engineer makes duplicates called ____.
live action
used to portray people and things in lifelike, everyday situations, like typical slice-of-life TV commercials.
special effects
such as moving titles and whirling logos are done with a joystick.
digital video effects (dve) units
can manipulate graphics on the screen in many ways: fades, wipes, zooms, rotations, and so on.
cinematographers
motion picture photographers
aperture
the opening that controls the amount of light that reaches the film or videotape.
teleprompter
allows the camera to see a spokesperson through the back of a two-way mirror while or she reads moving text reflected off the front.
talent
actors
suppers
words superimposed on the picture
work print
Crudely edited footage before editor tightens up slackness between shots; a kind of rough draft
mixed interlock
combined with the almost-completed visual celluloid yields the _________.
answer print
the addition of optical effects and titles results in this
multimedia presentation
refers to presenting information or entertainment using several communications media simultaneously.
digital media
channels of communications that join the logic of multimedia formats with the electronic system capabilities and controls of modern technologies.
mass audience venue
a venue with hundreds of people in the audience and millions more watching at home i.e. super bowl
interactive TV
This allows users to interact with television content as they view it.
viral video
involves creating a digital video with a subtle promotional message. the video is designed to tempt viewers to share it with their friends.
platform licensing
a fee paid to original soft ware developers for the special key codes that access multimedia programs on certain computer networks.