Shared Flashcard Set

Details

graf
final exam study
54
Journalism
Undergraduate 4
12/14/2009

Additional Journalism Flashcards

 


 

Cards

Term
ground thirds
Definition
(golden mean)  breaking up the space within a layout into roughly one-third and two-thirds parts. to provide emphasis and a better sequencing to the image.
Term
rule of thirds
Definition
(strategic placement or off-centering): to eliminate the visual chiche' of over-centering a photo's main element or subject, divide frame up into thirds vertically and horizontally; at or near the intersection points are ideal points of placement
Term
selective focus
Definition
compresses the depth of field in an image by shooting a photograph at a very wide (open) aperture setting. Wide aperture settings physically compress the depth of field in a still or moving image, and consequently limit what you can see in the frame.
Term
gridding
Definition
closely related to framing. Typically, it makes use of windows, doors, shadows, pillars or other physical or implied lines to create smaller modules within a space.
Term
parallel structure
Definition
a basic footprint or design matrix that establishes a specific structure for a layout locking down the design, type, art and other graphic strategies in the respective layouts a print advertising campaign normally uses parallel structure to maintain a cohesive identity for the advertising.
Term
cropping
Definition
process of removing unwanted elements in a composition
Term
scaling
Definition
sizing artwork to specific enlarged or reduced dimensions from its original size
Term
halftone
Definition

halftone screens convert photos to a series of dots or lines, which vary in size and concentration.

 

ex: 101010 on a computer.  it is made of little tiny dots but you looking at it from a far you do not see the dots

Term
annual report
Definition
a yearly financial accounting and overview of a company, business, or instituition; The SEC mandates that all publicly owned companies produce a yearly report detailing its financial state.  the most credible corporate document
Term
Components of an Annual Report
Definition

  • COVER: should reflect the "Big Idea" of the theme of the report and concurrently reinforce the company image.
  • table of contents; if longer than 20 pages
  • letter to shareholders; should discuss concerns. Brief and clear and reader friendlt
  • financial highlights of the year
  • text; straightforward review of the year or thematic approach
  • financial statements; explanation of the numbers
  • stock price data, financial notes, certification of the accountant's report, a management report, a section that discusses the long-term company projects and/or directions


Term
SWISS ARMY KNIFE OF COMMUNICATION
Definition
-The annual report is like a Swiss Army Knife. Its possible functions are many. It stresses one message or "big idea"
Term
newsletter components
Definition

  • nameplate
  • folio line
  • newsletter cover
  • typography

Term
nameplate
Definition

should clearly identify the newsletter and impact its image, but not overpower the other elements of the page. (shouldn't exceed 20% of the page)

-nameplate typography should contrast the text and the header type

Term
folio line
Definition

whom, where, and when the publication is produced.

-include volume number, issue number and date in folio/ date line below nameplate or logo.

Term
newsletter cover
Definition
resembles newspaper front page. Contains: nameplate, folio line, one or two stories, and maybe a feature.
Term
typography: the newsletter stylebook
Definition

-less is more

two or three typefaces

Term
branding
Definition

the aura, image, and associations that an audience has about a product, company, or organization

-Charlie Robertson of Red Spider "brands are trust marks, not trademarks"

Term
Branding: Red Spider and Branding Strategy
Definition

recognized as the world's leading source of training in advertising planning and branding. Branding and advertising can break down in 3 basic stages: strategy, concept, and execution.

-labels convey meaning and tap into emotions, often steering one's affinity toward a particular brand.

Term
logotypes
Definition

a graphic representation of a company's product or service.

logotypes (signatures or trademarks)

-a logo identifies a company, implies quality, and differentiates them from their competitors.

typographic legibility is central to effective logo design.

the logo should be adaptable enough to fit all the company's materials

Term
positioning
Definition

involves balancing the function of the product and defining its audience.

ex: Dave Ogilvy "positioned" Dove as a beauty bar

Ex: Marlboro positioned as a man cig

Term
Advertising Elements
Definition

  • Artwork
  • Headline
  • Body Copy
  • Tagline

Term
artwork
Definition

usually photography-dominates advertising.

  • art must possess a great idea, be visually interesting, employ appropiate camera angles and structure its composition deftly
  • art is what we see first and what leaves the indelible impression upon us
  • artwork can also reinforce a headline designed to flag the audience

Term
headline
Definition

the single most important typographic element in an advertisement.

its primary function is to hook the audience- flag the audience

  • headlines set the premise, bring the news about a brand or product feature, reflect or reinforce the art and have a good recall
  • *establish the right voice and tone in your headline; remember that all communication- particularly advertising- is a one-to-one proposition.
  • typically good headlines ar generated from a mix of things= research, creative strategy, intuition, honesty, inspiration, and perspiration.

Term
body copy
Definition

-the block of text that follows the outline, the message, or gut of the ad.

  • great copy uses words that stop you in your track-attention grabber
  • the copy text should speak concisely and clearly; it should entertain, inform, and motivate you
  • there are no formulas
  • lead is more important to adv that editorial writing
  • do your research, know your audience
  • write in active comvincing voice

Term
tagline
Definition

the last line of copy in an ad.

  • critical to branding, promote product identity and branding.
  • they sum up what a company wants you to think about is product
  • ex: Nike "Just Do it"

Term
Advertising Campaigns
Definition

a series of ads that communicate or underscore one basic message. they must be cohesive in order for the ads to reinforce one another and function not just singly, but together over the long haul.

*continuity is the most important quality of adv. campaigns

Term
History of Magazine Design
Definition

literary or political in nature, tended to be independent and unusual.

The Bauhaus and de Stilj spirit and design philosophies affected magazine design.

-In 1930, despite the Great Depression, Henry Luce founded the Fortune magazine.

-magazine design is about "visual storytelling"

Term
Break of the Book
Definition

the arrangement of the magazine pages and components-cover, table of contents, advertising, front of book, departments, features, and other material printed in the magazine.

*an invaluable planning strategy that reveals where all the elements of a magazine's logistics are at any time.

Term
Two Basic Philosophies: Break of the Book
Definition

1. Traditional approach- locks in the standing components of the book at the beg. and end of the publications.

2. Front to back system- features and new articles are jockeyed around the publication, along with the magazine's other parts, save the table of contents, normally in the front.

Term
crossover
Definition

artwork (or type) that straddles two pages.

 

added cost

Term
gutter
Definition
the margin of the page at the point of binding, or the inside margin. Used when referring to the margins between two text columns.
Term
Masthead
Definition
the area of publication that details all the staff, mailing, advertising, subscription, and other info for the magazine.
Term
Bleed
Definition
art that extends beyond the page's borders 
Term
Stylebook
Definition

addresses all typographic components of the magazine; text, captions, pull quotes, crossing heads, by lines

-the physical appearance of the magazine should reflect the editorial content and appeal to the audience which its attended.

Term
Saddle stitching
Definition

A binding method that nests and collated and trimmed pages atop one another, and staples are applied to the center of the pages.

Term
The Four F's of magazine Design
Definition

  • Function
  • Formula
  • Format
  • Frames

Term
function
Definition
the mission the magazine should accomplish
Term
formula
Definition
magazines elements that make up each issue. the kind of articles, artwork.
Term
format
Definition
basic size and shape of the magazine, the physical features that remain the same through issues.
Term
Frames
Definition
outer margins, the white space between columns of type and pages. Its used to "frame" the various elements
Term
Colonial Newspaper Design
Definition

produced by printers rather than journalists or publishers. Utilized a two-column layout.  Its columns were seperated by white space rather than column rules.

-newspapers resembled book page formats

Term
Traditional Newspaper Design
Definition

reduced the large margins in order to get more news and advertisements on the pages.  Body Copy was set in smaller type. 6-point type was the norm

-decreased gutter sizes, replaced column spacing withthe vertical rules.

-When decks of more than one like were composed, the practice was to center each line.  This lead to the inverted pyramid. Then cross line

Term
Optimum Format Newspaper Design
Definition

-adopted downstyle headlines. cut down the number of columns per page. Switched from standard 8pt to 9pt type

columns were widened for reading ease and speed

Term
cross line
Definition
the single-line header, of the one line deck
Term
Functional Design
Definition
philosophy is based on the concept that if an element does not serve specific purpose, it should be eliminated
Term
Goals of Functional Design
Definition

  1. attract the reader and increases readability
  2. better organize and sort the content so the reader knows at a glance which information is the most important and what each part if the newspaper contains
  3. create an attractive and interesting package of pages
  4. establish clear recognition so the paper can be readily identified

Term
internet usability
Definition

involves facets of design as simple as organizations, legibility, readability, and good planning- and more technical aspects take platforms, navigation, timeliness, and audience match into consideration.

-refers to function, convenience, and the elimnation of any barriers for your audience. usability refers literally to how user friendly a web site or interactive media are to their audience.

Term
plug-ins
Definition

present yet another facet of the multi-media nature of the internet. (software programs available to users via a Web download)

-may prove to be a hindrance bc useres might not have the latest version...etc

Term
gray models
Definition

(site blueprints)

help flesh out a rough layout and also plot different pathways for user experience and arrangement of the content.

-they are usually monotonal-gay-blueprints are blue: to emphasize structure and architecture of the site

Term
anti-aliasing
Definition
the technique of smoothing out pixilated edges of type or graphics by blending color and background. type aide readability, letterform, and letter and word spacing.
Term
code
Definition
is a systematic means of communicating information, graphics and media through embedded commands- the explicit and methodical use of numbers, letters,and words
Term
animation
Definition
a series of frames or cells moving in swift succesion to produce the illusion of continous motion
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