Layout

Question 1

1. the total appearance of an ad

2. a blue print for production of an ad

Answer 1

layout

Question 2

space allocations

Answer 2

illustration 60-70%
headline 10-25%
copy 15-25%
logo 5%

Question 3

both photo and drawing in advertising; the attention getting device

Answer 3

illustration

Question 4

when the headline is over the photo, which makes it compete for attention with the photo

Answer 4

overprinting

Question 5

headline rules

Answer 5

1. print the headline on a single, solid background
2. use a bold typeface
3. never use a hard to read typeface
4. never print on a multicolored background

Question 6

reverse type

Answer 6

printing white on black

Question 7

optical center

Answer 7

5/8 up from the bottom; focal point of the attention getting device

Question 8

formal balance

Answer 8

duplicating or simulating similar elements on each side (mirror imaging)

Question 9

informal (asymmetric) balancing

Answer 9

precise placement of a mix of sizes, shapes, and colors; more active and dramatic than formal balance and suggests movement

Question 10

rule of thirds

Answer 10

divide vertically and horizontally into thirds into 9 sections to create 4 focal points

Question 11

vertical half

Answer 11

ad that shares the page with editorial content

Question 12

island half

Answer 12

ad in the center surrounded by editorial content

Question 13

white space

Answer 13

part of the ad that is blank; recommended to be 20% of the ad

Question 14

bleed

Answer 14

page without a border; costs 10-20% more; makes the ad more life-like

Question 15

border

Answer 15

ads formality, continuity, and structure to an ad, unlike bleed

Question 16

simplicity

Answer 16

element that is an ad’s clarity; if an ad is simple, the reader should be able to understand the ad’s meaning in half a second

Question 17

unity

Answer 17

ad’s binding agent

Question 18

harmony

Answer 18

everything needs to go together

Question 19

picture window

Answer 19

little copy, placed below the illustration; useful in creating intimacy with the illustration

Question 20

silhouette

Answer 20

the foreground elements are clear but the background is blurred; clever way to emphasize the product and the background introduces the product concept

Question 21

square zero

Answer 21

a picture in a wide-bordered frame; directs your attention into the product in the middle

Question 22

mondrian

Answer 22

only layout pattern that emphasizes proportion rather than eyeflow; utilizes a fitted set of vertical and horizontal rectangles in different sizes that contain illustrations; contains no copy between the illustrations

Question 23

closure

Answer 23

very dramatic; makes the reader have to see how the ad’s picture makes sense

Question 24

oversizing

Answer 24

creates contrast and draws attention; can oversize the illustration or product

Question 25

juxtaposition

Answer 25

juxtaposition of a size (small to large); combination of ordinary elements in a surprising way; ex: opposite from nature

Question 26

surrealism

Answer 26

lends itself to imagination and fantasy; creates a dream-like quality

Question 27

shock

Answer 27

attention getting by using shocking illustrations; may cause people to remember the ad and not the product/brand, though

Question 28

directing attention

Answer 28

movement of the eye

Question 29

diagonal

Answer 29

upper left to lower right

Question 30

alternation

Answer 30

shows a variety of styles and products in the ad

Question 31

standard layout

Answer 31

straight line from top to bottom; works well with a formal layout

Question 32

C-pattern/reverse C

Answer 32

begins in upper right and circles down to end in lower right; or the reverse - upper left circling to lower left

Question 33

Z-pattern

Answer 33

starts at upper left and ends at lower right

Question 34

overlapping

Answer 34

creates the illusion of depth and visual progression

Question 35

spatial progression

Answer 35

the illustration leads your vision to the product or headline; elements in the ad are moving your eye through the ad

Question 36

purposes of the headline

Answer 36

1. get your attention
2. arouse interest
3. make the ad more attractive and readable

Question 37

purpose of subheadline

Answer 37

1. helps clarify product benefits

2. forms a natural transition to the body copy