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45 Cards in this Set
- Front
- Back
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True or False: language existed before written communication
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True.
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What was the first type of written communication?
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Pictographs
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Describe pictographs?
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-1st graphic message
-representative literally of an object -Doesn't express concepts -Found throughout world |
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What are ideographs?
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-Added on to pictographs
-used to represent basic ideas -developed as civilizations became more sophisticated - attaches meaning to literal objects |
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What is the next step of communication after ideographs?
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Phonograms & hieroglyphics
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Who developed 1st writing system (alphabet)?
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Phoencians
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What was the turning point of the written language?
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When the phoencians created the alphabet
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Who refined the Phoencian alphabet and how did they do it?
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The Greeks.
-They added 5 vowels and gave names to the letters |
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Who's alphabet do we use today?
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The Romans
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What is the baseline in a type?
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bottom of the letters
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What is the descender in a type?
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the lowest part of a hanging letter
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What is the ascender in a type?
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The highest part of a tall letter
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What is the x-height of a letter?
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The height of a "x"
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What is a counter in a type?
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The circle in a letter. "e b d o p a"
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What does it mean when a font is oblique?
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font is at an angle
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Difference between a font and a typeface?
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- Font is the characters of a particular typeface
- Typeface is the design of letter fonts, made up of many fonts, its really the family of type |
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What is a ligature?
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combines 2 letters into 1
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What is line spacing?
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The amount of space from the baseline of type to the baseline of the next line of type
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What is leading?
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The amount of space from bottom of one line's descenders to top of next lines ascenders
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What are leading and linespacing measured in?
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Points
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How is type size usually expressed?
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font size/linespacing
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What is kerning?
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adjusting the horizontal space between letters
-"squeezes them together" |
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What are 3 things to consider when designing headlines and body copy?
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-easy to read
-appeal to target audience -conveys the intended message |
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What are the 4 steps of creating an ad?
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1. Strategy
2. Concept 3. Design 4. Execution |
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What is brainstorming?
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making a list of everything you can think on the topic/problem at hand
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What is mind-mapping?
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A type of brainstorming
Visual and relational way to think of more ideas |
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Name 3 goals advertisers have for a brand or a cause
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1. Distinguish brand from competitors
2. Call people to action 3. Motivate consumers to buy your brand. |
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What are 4 characteristics of effective advertising?
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1. Engages audience, deliver relevant messages
2. Uses strategy that speaks to audience's concerns 3. Highlights benefits or unique selling point 4. Creatively grab attention and make them buy product |
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what are the 2 categories of visual communication?
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1. Semantic
2. Syntactic |
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Give an example of a semantic picture.
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picture of an eagle represents an eagle
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Define semiotics.
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the study of signs and symbols, especially as elements of language or other systems of communication which include semantics and syntactics.
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Define iconic signs
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similarity between signs and actual object...
scale model of a house is iconic representation of a real building |
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Define indexical signs.
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a physical trace pointing to the actual object's existence.
example: bullet hole |
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Define a symbol.
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Arbitrary use determined by the symbol's founders.
alphabet, dollar sign |
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Give an example of a syntactic
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iconic representation of ground + iconic representation of a plane = syntactic expression of plane taking off
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Describe the role of an Art Director
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-primarily involved in the business of developing concepts and visual executions for all media
- creates message typically communicated through paid media sources |
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What are the 3 goals of an art director?
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1. Differentiate brand + cause
2. Sell brands 3. Call people to action |
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Art Directors are concerned with which message?
1. Syntactic 2. Semantic |
1. Syntactic
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Describe the role of a graphic designer.
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mainly involved with the process and art of combining text, graphics, communicating messages
seen or distributed to audience at no cost! |
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Goals of Graphic designer
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1. Create identity
2. Direct 3. Inform 4. Persuade 5. CREATE, RENEW, STRENGTHEN PRODUCT'S BRAND POWER! |
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Graphic designers use what type of visual communications?
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Semantics
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5 descriptions of a powerful ad
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1. strategically sound
2. truthful 3. strong concept 4. well designed 5. well executed |
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Elements of a print ad
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1. has a visual
2. has a clear attention grabber header 3. Has body copy 4. Has a logo/brand image 5. Has a tag line 6. sometimes has a product shot 7. sometimes has registered marks or symbols |
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What is the difference between an advertisement and advertising
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-An advertisement is a specific message created to inform, persuade, promote or motivate on behalf of a brand.
-Advertising ultimately sells the brand, differentiates brands/causes, calls people to action |
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4 things to consider when choosing the right type-face
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1. Readability
2. Brand standards (represent brand) 3. True to your concept 4. Overall design (placement, emphasis) |
