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122 Cards in this Set

  • Front
  • Back
Print Production Manager
Manager who oversees the entire production process, including reproduction of visuals in full color, shooting and editing of scenes, precise specification and placement of type, and the checking, approving, duplicating, and shipping of final art, negatives, tape, or film to the communication media.
Producer
For electronic media, the person responsible for keeping the project moving smoothly and under budget, while maintaining the required level of quality through every step of the production process.
Print Production
The systematic process an approved design goes through from concept to final production in a printed medium, such as magazines, newspapers, or collateral materials.
Electronic Production
The process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media.
Print Production Process
The systematic process a layout for an ad or a brochure goes through from concept to final printing. The four major areas are pre-production production, pre-press, and printing and distribution.
Scale
The regular charge for talent and music agreed to in the union contract.
Residual Fee
Payment to the talent if the commercial is extended beyond its initially contracted run.
Stock Music
Existing music that can be purchased for a specific use.
Kiosks
Interactive computers in stand-along cabinets that make information available 24 hours a day even in remote areas.
Pre-production
The period of time before the actual recording or shooting of a commercial-the planning phase in commercial production.
Job Jacket
In the pre-production phase, a place to store the various pieces of artwork and ideas that will be generated throughout the process.
Closing Dates
A publication's final deadline for supplying printing material for advertisement.
Typography
The art of selecting, setting, and arranging type.
Production Phase
An element of creative strategy. The whole physical process of producing ads and commercials; also the particular phase in the process when the recording and shooting of commercials is done.
Mechanical
The set type and illustrations or photographs pasted into the exact position in which they will appear in the final ad.
Leading
The measurement of the space between separate lines of text. (Pronounced Ledding)
Kerning
The measurement of the space between individual letters of text.
Display Type
A style of typeface used in advertising that is larger and heavier than normal text type.
Text ype
The smaller type used in the body copy of an advertisement.
Serif
The most popular type group that is distinguished by smaller lines or tails called serifs that finish the ends of the main character strokes and variations in the thickness of the strokes.
San Serifs
A type group that is characterized by a lack of serifs.
Type Family
related typefaces where the basic design remains the same but in which variations occur in the proportion, weigh, and slant of the characters. Variations commonly include light, medium, bold, extra bold, condensed, extended, and italic.
Font
A uniquely designed set of capital, small capital, and lowercase letters, usually including numerals and punctuation marks.
Points
In typography, the measurement of the size and height of a text character. There are 72 points to an inch.
Overlay
On a paste-up, a piece of clear plastic containing a second image from which a second printing plate can be made for color printing.
Half-Tone
The process of converting continuous tone artwork, such as a photograph, into a pattern of different size dots that simulate shades of gray. When printed, the dots merge to give an illusion of continuous tone to the naked eye.
Pre-Press Phase
The process of converting page art and visuals into materials (generally film negatives and color separations) needed for printing.
Stripping
Assembling line and half-tone negatives into one single negative, which is then used to produce a combination plate.
Base Art
The first image on an art board on which an overlay may be placed.
Camera-Ready Art
A finished ad that is ready for the printer's camera to shoot-to make negatives or plates-according to the publication's specifications.
Line Art
Any artwork or type that is comprised of a solid color. There are no continuous tones-shades of gray or any other color.
Continuous Tones
Normal photographic paper produces images in black and white with shades of gray in between.
Flats
Opaque plastic sheets that film negatives are mounted on in perfect registration; light passes through only where lines and dots are to appear on the printing plate.
Four-Color Process
The method for printing color advertisements with tonal values, such as photographs and paintings. This process is based on the principle that all colors can be printed by combining the three primary colors -yellow, magenta, and cyan (blue)-plus black.
CYMK printing
Printing done on the principle that all colors can be printed by combining the 3 primary colors-yellow, magenta, cyan, plus black.
Pantone Matching System
A collection of colors that are pre-mixed according to a formula and given a specific color number. PANTONE swatch books feature over 100 colors in solid and screened blocks printed on different paper finishes.
Color Separation
Four separate continuous tone negatives produced by photographing artwork through color filters that eliminate all the colors but one. The negatives are used to make four printing plates-one each for yellow, magenta, cyan, and black-for reproducing the color artwork.
Reverse Knockout
Area within a field of printed color on a page that is free of ink and allows the paper's surface to show.
Trap
Where, in the printing process, one color overlays the edge of another to keep the paper from showing through.
Bleeds
Colors, type, or visuals that run all the way to the edge of the page.
Spots
Another name for radio commercials.
Director
The director supervises pre-production, production, and post-production of radio and television commercials.
Session
The time when the recording and mixing of a radio commercial takes place.
Control Room
In a recording studio, the place where the producer, director, and sound engineer sit, monitoring and controlling all the sounds generated in the sound studio.
Audio Console (board)
In a sound studio control room, the board that channels sound to the appropriate recording devices and that blends both live and pre-recorded sounds for immediate or delayed broadcast.
Post-production Phase
The finishing phase in commercial production-the period after recording and shooting when a radio or TV commercial is edited and sweetened with music and sound effects.
Master
The final recording of a radio commercial, with all the music, sound, and vocals mixed, from which dubs are recorded and sent to radio stations for broadcast.
Dubs
Duplicates of radio commercials made from the master tape and sent to stations for broadcast.
Live Action
The basic production technique in TV that portrays real people and settings, as opposed to animation.
Animation
The use of cartoons, puppet characters, or demonstrations of inanimate characters that come to life in TV commercials; often used for communicating difficult messages or for reaching specialized markets, such as children.
Special Effects
Unusual visual effects created for commercials.
Digital Video Effects
Visual effects that are created using a computer, resulting in interesting transitions from one scene to another, including fades, wipes, zooms, and flips.
Mnemonic Device
A gimmick used to dramatize the product benefit and make it memorable, such as the Imperial Margarine crown or the Avon doorbell.
Studio Lot
Outdoor space at a film studio, shield from undesirable noises. It provides large spaces, scenery, and natural lighting, without the added cost and logistics of location shooting.
Location
Shooting away from the studio. Location shooting adds realism but can also be a technical and logistical nightmare, often adding cost and many other potential problems.
Talent
The actors in commercials.
Post-production Phase
The finishing phase in commercial production- the period after recording and shooting when a radio or TV commercial is edited and sweetened with music and sound effects.
Supers
Words superimposed on the picture in a TV commercial.
Work Print
The first visual portion of a filmed commercial assembled without the extra effects or dissolves, titles, or supers. At this time, scenes may be substituted, music and sound effects added, or other changes made.
Mixed Interlock
The edited version of a filmed TV commercial mixed with the finished sound track. Used for initial review and approval prior to being duplicated for airing.
Answer Print
The final print of a film commercial along with all the required optical effects and titles, used for review and approval before duplicating.
Dupes
Copies of a finished TV commercial that are delivered to the networks or TV stations for airing.
Digital Media
Channels of communication that join the logic of multimedia formats with the electronic system capabilities and controls of modern telephone, TV, and computer technologies.
Mass Audience Venue
One category of digital media based on audience size, where hundreds of people are in the live audience and millions more are watching at home.
Private Audience Venues
A category of digital media based on audience size; where meetings, conferences, and seminars use computer driven multimedia presentations to inform, persuade, remind, and entertain people.
Personal Audience Venue
A category of digital media based on audience size; where one person in front of a personal computer can receive multimedia information.
Design
Visual pattern or composition of artistic elements chosen and structured by the graphic.
Layout
An orderly formation of all the parts of an advertisement.
Thumbnail
A rough, rapidly produced pencil sketch that is used for trying out ideas.
Rough
Pencil sketch of a proposed design or layout.
Dummy
A 3-D, handmade layout of a brochure or other multi-page advertising piece put together, page for page, just like the finished product will eventually appear.
Comprehensive Layout (Comp)
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.
Paste Up
Illustrations or photographs pasted into the exact position in which they will appear in the final ad.
Poster-Style Format
Layout that employs a single, dominant visual that occupies between 60 & 70 percent of an advertisement's total area. AKA "picture window layout" and "Ayer No. 1"
Illustrators
The artists who paint, sketch, or draw the pictures we see in advertising.
Visuals
All of the picture elements that are placed into an advertisement.
Photographers
The artists who use camera's to create visuals for advertisements.
Headline
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.
Benefit Headlines
Type of headline that makes a direct promise to the reader.
Subhead
Secondary headline that may appear above or below the headline or in the text of the ad.
Kicker
A subhead that appears above the headline.
New/Information Headline
A type of headline that includes many of the "how t0" headlines as well as headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information.
Provocative Headlines
A type of headline written to provoke the reader's curiosity so that, to learn more, the reader will read the body copy.
Question Headline
A type of headline that asks the reader a question.
Command Headline
A type of headline that orders the reader to do something.
Boldface
Heavier type.
Italic
A style of printing type with letters that generally slant to the right.
Body Copy
The text of an advertisement that tells the complete story and attempts to close the sale. It is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads.
Text
What tells the whole story and attempts to close the sale.
Straight sell copy
A type of body copy in which the text immediately explains or develops the headline and visual in a straightforward attempt to sell the product.
Institutional Copy
A type of a 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.
Lead-In Paragraph
In print ads, a bridge between the headlines, the subheads, and the sales ideas presented in the text. It transfers the reader interest to product interest.
Interior Paragraphs
Text within the body copy of an ad where the credibility and desire steps of the message are presented.
Narrative Copy
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.
Dialogue/Monologue copy
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.
Picture-Caption Copy
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.
Device Copy
Advertising copy that relies on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks or gimmicks.
Trial Close
In ad copy, requests for the order that are made before the close in the ad.
Close
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.
Slogans
A standard company statement (AKA tagline or theme-line) for advertisements, salespeople, and company employees. Slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief memorable positioning statement.
Seal
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.
Logotypes
Special design of the advertiser's name (or product name) that appears in all advertisements. Also called a signature cut, it is like a trademark because it gives the advertiser individuality and provides quick recognition at the point of purchase.
Signatures
A product or company's primary graphic identity. A signature may be comprised of some combination of a graphic symbol, a logotype, and a slogan.
Script
Format for radio and TV copy-writing resembling a two-column list showing dialogue and/or visuals.
Sound Effects
Sounds other than music or dialogue used in radio and TV.
Audio
The sound portion of a commercial. Also, the right side of a script for a TV commercial, indicating spoken copy, sound effects, and music.
Storyboard Roughs
A rough layout of a TV commercial in storyboard form.
Straight Announcement
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.
Integrated Commercial
A straight radio announcement, usually delivered by one person, woven into a show or tailored to a given program to avoid any perceptible interruption.
On Camera
Actually seen by the camera, as an announcer, a spokesperson, or actor playing out a scene.
Voice-Over
In TV advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard.
Presenter Commercial
A commercial format in which one person or character presents the product and sales messages.
Radio Personality
A radio host known to his or her listeners as a credible source.
Testimonial
The use of satisfied customers and celebrities to endorse a product in advertising.
Demonstration
A type of TV commercial in which the product is shown in use.
Musical Commercials or jingles
A commercial that is sung with the sales message in the verse.
Slice of Life
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.
Lifestyle Technique
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.
Animation
The use of cartoons, puppet characters, or demonstrations of in animate characters that come to life in TV commercials; often used for communicating difficult messages or for reaching specialized markets, such as children.
Storyboard
A sheet pre-printed 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.
Animatic
A rough TV 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.
Icon
A pictorial image that depicts a person or thing.