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Exam 14: Design and Production

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Question 21

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The art director in TV develops the storyboard and establishes the look of the commercial.

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Question 22

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What was so unusual about the television commercial for Honda that was described in "A Matter of Principle"?

A) The special effects depicted a Honda car putting itself together and driving away.
B) The spot shows all the many parts of a car, each set up in a domino fashion, that fall together piece by piece ultimately creating a new Honda that drives away at the end, and it was filmed in real time without any special effects.
C) The spot shows how few parts there really are to a Honda, illustrating the point that with fewer parts, there are fewer chances for problems.
D) The clever use of animation was effective in not only drawing attention to the ad, but also in communicating the message in several countries without the limitations of language barriers.
E) The ad contained absolutely no copy, which goes against the norm for automobile advertising.

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Question 23

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A ________ layout type combines lots of elements to create a jumbled image?

The visual storytelling in a television commercial is the responsibility of the art director.

According to the "Hands-On" case at the end of the chapter, what is NOT a benefit of filming commercials in HD?

Describe the campaign that the Fallon agency developed for EDS and the reasons behind it that were described in "A Matter of Practice."

As described in the "Hands-On" case at the end of the chapter, why was October 29, 1998, a historic day for advertising, and what issues have surfaced since that time?

As described in the text the retail category came out best overall, and automotive sites were rated the worst when using a technique called "heuristic evaluation" to grade the quality of user experience of web sites. What explains these results?

Which design principle describes the situation when all the elements in an ad fuse into one coherent image and the pieces become a whole?

Although digitization and desktop publishing are increasingly being used in print design and production, computers are still not able to produce the printing plates directly from the layout.

Michelle is designing banner ads for her client. How do banner ads compare to outdoor boards?

Although previously recorded images, either video, still slides, or moving film, known as stock footage, are available, art directors prefer to use original footage for television commercials.

A(n) ________ layout type emphasizes the type rather than the art, even the headline is treated as type art.

As described in the text, which category of products or services came out best overall in grading the quality of user experience on a Website?

As part of an assignment in your radio, television, and film course, you have to interview people involved in the production of television commercials. Name and describe who does what in TV production.

MINI-CASE Kimberly is an art director at an advertising agency, and she is developing the print campaign for one of the agency's clients. The client doesn't have a large budget, so they would like to keep the costs of production as low as possible; this means that the creation of original art in their ads is not feasible. The desired look of the ads is formal, and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual. She also wants the layouts to be formal because the product is financial services targeted to consumers 50+ years old. -Refer to Mini-Case. Which design principle that guides designers is most appropriate for what Kimberly wants to do? Name and describe that principle.

What was the technique that grades the quality of user experience on a Website described in the text called?

A key to an effective outdoor board is the graphics should be an eye-stopper.

Describe the Honda commercial discussed in "A Matter of Principle," discuss why it was so unique, and explain why it did not appear in the United States.

MINI-CASE A television ad for Meridia, a prescription medication for the management of obesity, begins by showing a close-up of a cute, pudgy baby's face while the copy says something to the effect that doctors have been concerned about your weight all your life. The baby's face gradually turns into that of a woman who is attractive yet pudgy, obese actually, and the copy indicates that Meridia can help-just ask your doctor. Then the scene shifts, rather abruptly, to the name of the prescription medication. -Refer to Mini-Case. The technique in which the baby's face gradually changes into a woman's face is known as ___________.