wells14_webreview - Chapter 14 Design and Production WEB...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
316 Chapter 14 Design and Production WEB REVIEW QUESTIONS 1. What are the responsibilities of an art director? The person most responsible for creating visual impact is the art director. The art director is in charge of the visual look of the message and how it communicates mood, product qualities, and psychological appeals. The art director makes decisions about whether to use art or photography in print—film or animation in television— and what type of artistic style to use. 2. This chapter says that photos and illustrations have different roles. Explain how they are typically used and the effects they are designed to create. When art directors use the word art , they usually mean photographs and illustrations, each of which serves different purposes in ads. Photography has an authenticity that makes it powerful. Most people feel that pictures don’t lie. For credibility, photography is a good medium. A photograph is more realistic and an illustration is more fanciful. Illustrations eliminate many of the details in a photograph, which can make it easier to understand because what remains are the “highlights” of the image that we use most often in recognizing what it represents. This ease of perception can simplify the visual message but it can also focus attention on key details of the image. It can also intensify meanings and moods, making illustrations ideal for fantasy. The decision to use a photograph or an illustration is usually determined by the advertising strategy and its need for realism or fanciful images. 3. Compare the use of black and white, spot color, and full color in terms of visual impact? Color is used to attract attention, provide realism, establish moods, and build brand identity. Print ads with color get more attention than ads without color. Some ads use either full color, which helps convey realism; black and white, which lends dignity and sophistication to a visual; or spot color, in which a second color is used in addition to black. Spot color is highly attention-getting, particularly in newspaper ads. Color can help convey a mood.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Chapter 14: Design and Production 317 4. Explain the aesthetic role of typography. Find an ad that illustrates how type can add meaning to the message. The ad’s typography is the appearance of the ad’s printed matter. In most cases, good typesetting does not call attention to itself because its primary role is functional. Type, however, also has an aesthetic role and the type selection can contribute to the impact and mood of the message. 5. Define and explain the following terms: Uppercase, lowercase, U&lc: Uppercase refers to the use of a capital letter, lowercase means small letters used without capitals, and U&lc is a design in which the first letter of every word is capitalized and the others are lowercase. Justified, unjustified:
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

Page1 / 6

wells14_webreview - Chapter 14 Design and Production WEB...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online