-readbility, appropriateness, harmony/appearance, & emphasis. Appearance
and arrangement of the ad’s printed matter, hand drawn/computer typed, type has an aesthetic
role. Type groups-Serif(274),
Type measurement-points, display copy is 14 pts or larger, body copy is 12 pts or smaller, picas
are a bigger unit of width of columns (6 picas in an inch), legibility-ease to read, CAPITAL
letters, reverse type (regular letters),
Readability of type characteristics-LARGE,
bold, and simple type faces, length of line less than 3 inches, kerning
is space between lines,
leading is space between lines.
Choosing typefaces-harmony of appearance includes
complementary fonts/similar sizes.
-shades of gray, screens, lines per inch. Halftone screens-breaks up continuous
Print production process (271)-preproduction-production-Prepress phase(276)
makes plates from the mechanical, elements of the ad are converted into film negatives which are
mounted onto flats, a printing plate prints only one color at a time.
-printing processes include letterpress, offset, rotogravure, & flexography.
Printing in color (276)
-four color process, CYMK printing cyan/yellow/magenta/black, pantone
-color, type, or visuals that run all the way to the edge of the page.
-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 through.
Production budget busters (269)
- inadequate planning/lack of preparation, production luxuries
(lunch), overtime, special equipment, and hierarchy of decisions.
Radio production (270/280commercial put on back)
-radio commercials (spots) are least
expensive electronic medium, primary costs are talent (
-regular charge agreed to in union
-paid if commercial is extended past scale) & music (original-composing,
-prerecorded & available for commercial use). Spots are live or
recorded, preproduction/production/postproduction-select best takes, mix vocals/effects, & create
-of live commercials are announcer may be inconsistent in their
delivery and sound effects are quite limited.
Television production (270/283commercial)
-sound/lights/camera/action, different type of
lights can enhance a scene, commercials-may require hundreds of people and cost hundreds of
thousands of dollars, production choices-film and/or videotape, lights: key fill back, on
set/location. Postproduction-select best takes, edit visuals/vocals/effects, create answer print,
after approval master print. Length of commercial affects its design.
Sound/music/motion=multimedia, multimedia+computer technology=digital media.