Chapter 11

Question 1

Do you love baberz?

Answer 1

hell yes

Question 2

Benefit headline

Answer 2

type headline that makes a direct promise to the reader

Question 3

Body copy

Answer 3

the text of advertisement. It is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads

Question 4

Boldface

Answer 4

heavier type

Question 5

Camera-ready art

Answer 5

a finished ad that is ready for the printer’s camera to shoot– to make negatives or plates– according to the publication’s specifications

Question 6

Casting brief

Answer 6

a detailed, written description of the characters’ personalities to serve as guides in casting sessions when actors audition for the roles

Question 7

Close

Answer 7

that part of an advertisement or commercial that ask customers to do something and tells them how to do it– the action step in the ad’s copy.

Question 8

Command headline

Answer 8

a type of headline that orders the reader to do something

Question 9

Comprehensive layout

Answer 9

a facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations

Question 10

Demonstration

Answer 10

a type of TV commercial in which the product is shown in use

Question 11

Design

Answer 11

visual pattern or composition of artistic elements chosen and structured by the graphic artist

Question 12

Device copy

Answer 12

advertising copy that relies on wordplay, humor, poetry, rhymes, great exaggerations, gags, and other tricks or gimmicks

Question 13

Dialogue/monologue copy

Answer 13

a type of body copy in which the characters illustrated in the advertisement do the selling in their own words either through a quasi-testimonial technique or through a comic strip panel