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18 Cards in this Set

  • Front
  • Back

Define print media requirements

Differentmedia have different demands on design and production.Newsprintis not a good surface for reproducing fine details.Excellentphotographic and colour reproduction differentiate magazines from newspapers.

What elements of design are apparent in Outdoor media?

Graphicsize – imagesare huge

Productidentification – magnifying the label

Colours – importantto gain attention and create mood

Figure/ground– contrastforeground and background

Typography– simple,clean and uncluttered

Extensions– gainingattention

Shape– visualimpact

Motion– gainattention

Define line art

Image is solid on a white page –solid line outline of image

A drawing or illustration

Define half tone


Have a range of grey tones between the black and white

Photographs – images made of shades

Define colour reproduction

Colour Reproduction

Process colours – magenta (purple), cyan (bright blue), yellow and black.

Four-colour printing

Colour separation – the process from a negative to full colour photo

List the four steps of the production of TV commercials

1.Message design: clientapproval on ad strategy, chose the message format, creating the key frame, writing the script,creating storyboards.

2.Pre-production: Find the right director, choosethe production house (or animation house), conduct pre-production meetings to discuss details, locate or build theset, cat the talent, locate props, arrange costumes or photographic stills. Cost out these operations.

3.Production: The shoot – director manages theshoot and activities, record the action, record the music, voices or soundeffects, create the on-screen graphics or computer graphics.

4.Post-production: Edit the film, audio track,synchronise the video and audio, give presentation tape to client for approvaland duplicate copies.

Define letterpress

A process used for numbering items (e.g. tickets) and specialty printing effects, such as embossing.With letterpress printing, a raised surface is inked so that, when it strikes the surface of the paper, the image is transferred. It has lost much of its importance in the face of lithographic printing.

Define offset lithography

The most popular type of printing for newspapers and most magazines, offset printing uses a smooth-surfaced and chemically treated plate to transfer the image. Based on the principle that oil and water don’t mix, the oil-based ink adheres to parts of the image but not to other parts.The offset plates are produced photographically.

Define Rotogravure

A process used for long print runs with high-quality photographic reproduction. Rotogravure printing uses an incised surface.The images are engraved into the plate and ink collects in these little wells.When the plate strikes the surface of the paper, ink is transferred from the wells to the paper. Gravure is used chiefly in mass circulation magazine printing, since it is an especially good method for long runs of good quality colour work.10

Define flexography

A procedure that prints on unusual surfaces and shapes, such as mugs and balls. Flexography uses a rubber-surface printing plate that can be bent to print on irregular surfaces. The plate transfers ink similarly to offset printing.

Define screen printing

Screen printing is a stencil method of printing used to print posters,T-shirts and point-of-sale materials. Silk-screen printing uses a porous screen of silk, nylon or stainless steel mounted on a frame.A stencil image is made either by hand or using a photographic process and the stencil is adhered to the screen.The stencil blocks the non-printing areas and the areas to be printed are left open. Using a squeegee, ink is forced through the screen onto the printing surface.

What does the Copywriter do in broadcast production

Writes the script, whether it contains dialogue, narrative, lyrics, announcements, descriptions or no words at all.

What does the Art director do in broadcast production

In TV, develops the storyboard and establishes the look of the commercial, whether realistic, stylised or fanciful.

What does the Producer (can be an agency staff member) do in broadcast production

Takes charge of the production, handles the bidding and all production arrangements, finds the specialists, arranges for casting talent and makes sure the expenses and quotes come in under budget.

What does the Director do in broadcast production

Has responsibility for the actual filming or taping, including scene length, who does what, and how lines are spoken and the characters played; in TV, determines how the camera is set up and records the flow of action.

What does the Composer do in broadcast production

Writes original music and sometimes the lyrics.

What does the Arranger do in broadcast production

Orchestrates music for instruments and voices to make it fit a scene or copy line. The copywriter usually writes the lyrics or at least gives some idea of what the words should say.

What does the Editor do in broadcast production

Puts everything together towards the end of the filming or taping process; evaluates how to assemble scenes and which audio elements work best with the dialogue and footage.