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65 Cards in this Set
- Front
- Back
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Animatic
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a rough television commercial produced by photographing storyboard sketches on a film strip or video with the audio portion synchronized on tape; it is used primarily for testing purposes
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Animation
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the use of cartoons, digital actions, or demonstrations of inanimate characters come to life in television commercials; often used for communicating difficult messages or for reaching specialized markets, such as children
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Audio
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the sound portion of a commercial; also, the right side of a script for a television commercial, indicating spoken copy, sound effects, and music
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Ayer No. 1
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layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area
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Benefit Headline
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type of headline that makes a direct promise to the reader
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Body Copy
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the text of an advertisement; it is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads
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Boldface
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heavier type
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Camera-Ready Art
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a finished ad that is ready for the printer's camera to shoot-to make negatives or plates-according to the publication's specifications
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Casting Brief
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a detailed, written description of the characters' personalities to serve as guides in casting sessions when actors audition for the roles
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Close
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the part of an advertisement or commercial that asks customers to do something and tells them how to do it-the action step in the ad's copy
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Command Headline
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a type of headline that orders the reader to do something
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Comprehensive Layout
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a facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations; the 'comp' is prepared so the advertiser can gauge the effect of the final ad
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Demonstration
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a type of TV commercial in which the product is shown in use
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Design
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visual pattern or composition of artistic elements chosen and structured by the graphic artist
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Device Copy
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advertising copy that relies on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks or gimmicks
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Dialogue/Monologue Copy
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a type of body copy in which the characters illustrated in the advertisement do the selling in their own words either through a quasi-testimonial technique or through a comic strip panel
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Donut
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when writing a jingle, a hole left for spoken copy
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Headline
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the words in the leading position of an advertisement-the words that will be read first or that are positioned to draw the most attention
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Hook
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the part of a jingle that sticks in your memory
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Icon
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a pictorial image that represents an idea or thing
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Illustrator
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the artists who paint, sketch, or draw the pictures we see in advertising
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Institutional Copy
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a type of body copy in which the advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product
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Integrated Commercial
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a straight radio announcement, usually delivered by one person, woven into a show or tailored to a given program to avoid any perceptible interruption
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Interior Paragraph
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text within the body copy of an ad where the credibility and desire steps of the message are presented
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Italic
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a style of printing type with letters that generally slant to the right
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Jingle
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a musical commercial, usually sung with the sales message in the verse
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Kicker
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a subhead that appears above the headline
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Layout
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an orderly formation of all the parts of an advertisement; in print, it refers tot eh arrangement of the headline, subheads, visuals, copy, picture captions, trademarks, slogans, and signatures; in TV, it refers to the placement of characters, props, scenery, and product elements, the location and angle of the camera, and the use of lighting
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Lead-In Paragraph
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in print ads, a bridge between the headlines, the subheads, and the sales ideas presented in the text; it transfers reader interest to product interests
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Lifestyle Technique
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type of commercial in which the user is presented rather than the product; typically used by clothing and soft drink advertisers to affiliate their brands with the trendy lifestyles of their consumers
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Logotype
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special design of the advertiser's name (or product name) that appears in all advertisement; also called a signature cut, it is like a trademark because it gives the advertiser individuality and provides quick recognition a the point of purchase
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Mechanical
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the set type and illustrations or photographs pasted into the exact position in which they will appear in the final ad; also called a pasteup, this is then used as the basis for the next step in the reproduction process
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Mnemonic Device
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a gimmick used to dramatize the product benefit and make it memorable, such as the Imperial Margarine crown or the Avon doorbell
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Musical Commercial
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Jingle
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Musical Logo
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a jingle that becomes associated with a product or company through consistent use
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Narrative Copy
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a type of body copy that tells a story; it sets up a problem and then creates a solution using the particular sales features of the product or service as the key to the solution
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News/Information Headline
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a type of headline that includes many of the 'how-to' headlines as well as headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information
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On Camera
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actually seen by the camera, as an announcer, a spokesperson, or actor playing out a scene
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Pasteup
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the set type and illustrations or photographs pasted into the exact position in which they will appear in the final ad; also called a mechanical, this is then used as the basis for the next step in the reproduction process
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Photographers
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the artist who use cameras to create visual for advertisements
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Picture-Capture Copy
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a type of body copy in which the story is told through a series of illustrations and captions rather than through the use of a copy block alone
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Picture-Window Layout
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layout that employs a single, dominate visual that occupies between 60 and 70 percent of an advertisement's total area; also know as Ayer No. 1 and Poster-Style Format
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Poster-Style Format
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layout that employs a single, dominate visual that occupies between 60 and 70 percent of an advertisement's total area; also know as Ayer No. 1 and Picture-Window Layout
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Presenter Commercial
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a commercial format in which one person or character presents the product and sales message
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Provocative Headline
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a type of headline written to provoke the reader's curiosity so that, to learn more, the reader will read the body copy
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Question Headline
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a type of headline that asks the reader a question
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Radio Personality
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a disk jockey or talk show host
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Script
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format for radio and TV copywriting resembling a two-column list showing dialog and/or visuals
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Seal
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a type of certification mark offered by such organizations as the Good Housekeeping Institute and Underwriters' Laboratories when a product meets standards established by these institutions; Seals provide an independent, valued endorsement for the advertised product
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Signature Cut
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Same as LogoType
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Slice Of Life
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a type of commercial consisting of a dramatization of a real-life situation in which the product is tried and becomes the solution to a problem
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Slogan
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a standard company statement for advertisements, salespeople, and company employees; slogans have 2 basic purposes: to provide continuity for a for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement
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Storyboard
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a sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views
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Storyboard Rough
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a rough layout of a TV commercial in storyboard form
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Straight Announcement
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the oldest type of radio or TV commercial, in which an announcer delivers a sales message directly into the microphone or on-camera or does so off-screen while a slide or film is shown on-screen
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Straight-Cell Copy
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a type of body copy in which the text immediately explains or develops the deadline and visual in a straightforward attempt to sell the product
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Subhead
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secondary headline in advertisements that may appear above or below the headline or in the text of the ad; subheads are usually set in a type size smaller than the headline but larger than the body copy or text type size; they may also appear in boldface type or in a different ink color
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Tagline
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provide continuity for a for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement
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Testimonial
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the use of satisfied customers and celebrities to endorse a product in advertising
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Text
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Body Copy
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Themeline
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provide continuity for a for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement; also called slogan and tagline
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Thumbnail
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a rough, rapidly produced pencil sketch that is used for trying out ideas
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Trail Close
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in ad copy, requests for the order that are made before the close in the ad
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Visuals
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all the of picture elements that are placed into an advertisements
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Voice-Over
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in TV advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard
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