Chapter 13 - Art Direction and Production

Chapter 13 – Art Direction and Production

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. The three primary visual elements of a print advertisement are illustration, design, and layout.

ANS:  T                    DIF:    Easy               REF:   p. 408             OBJ:   13-1

TYP:   Knowledge

2. When discussing the major components of print advertising, it is important to remember that photography must be considered as separate and distinct from illustration.

ANS:  F                    DIF:    Moderate       REF:   p. 413             OBJ:   13-1

TYP:   Knowledge

3. If an illustration has succeeded in attracting the attention of the target market, it has done its job.

ANS:  F                    DIF:    Difficult         REF:   p. 414             OBJ:   13-1

TYP:   Application

4. Among the many roles an illustration can play in an advertisement, one important one is to communicate the benefits of the product.

ANS:  T                    DIF:    Moderate       REF:   p. 414             OBJ:   13-1

TYP:   Comprehension

5. Order as a visual element of an ad refers to the sequence or “gaze motion” of the reader.  Designers pay attention to this in the effort to guide the reader through the ad in some controlled fashion.

ANS:  T                    DIF:    Moderate       REF:   p. 416             OBJ:   13-2

TYP:    Comprehension