Shonta started a graphic design firm a ago. The business has done well, but it needs a lot more equipment computers and employees to continue expanding. Shonta thinks she can get all the money she will need from her bank. What advice might you give to her?

She should consider alternative sources of financing because banks provide only about one fourth of the goal capital to small businesses More test answers on https://studyhippo.com/intro-to-business-multiple-choice/

Christopher Richardson works as a graphic designer in Sydney. He often coordinates with colleagues working in Germany. In addition, he interacts with clients across the globe. Which of the following is most likely to facilitate his communications with clients and colleagues?

networked organization More test answers on https://studyhippo.com/mgt-300-chapter-1-what-is-organizational-behavior-flashcards/

Who is ultimately responsible for the final form an ad takes? A. The graphic designer B. The creative director C. The media planner D. The art director E. The PR representative

B. The creative director More test answers on https://studyhippo.com/353-chapter-8/

Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women? A. The layout artist B. The creative director C. The copywriter D. The graphic designer E. The art director

C. The copywriter More test answers on https://studyhippo.com/353-chapter-8/

Global Warning, the graphic design poster by Chaz Maviyane-Davies, presents an issue of concern for the artist as well as the global population. This work is an example of art as a vehicle for:

all More test answers on https://studyhippo.com/prebles-artforms-8th-ed/

Graphic Design test questions and answers | Get Access To Graphic Design Flashcards and exam tests

Q: Charles Rennie Mackintosh created graphic designs characterized by three of the following. Which does NOT belong?

geometric complexity More test answers on https://studyhippo.com/graphic-design-history-12/

Q: Which two are graphic design elements?

Line More test answers on https://studyhippo.com/adobe-certified-associate-photoshop-cs6-study-guide/

Home Page Arts And Humanities Visual Arts Graphic Design

We've found 50 Graphic Design tests

Design Facts And Figures Graphic Design Marketing Text And Graphics White Space

Yearbook – Flashcard 70 terms

Sean Mitchell

70 terms

Preview

Yearbook – Flashcard

question

Serves as an entry point into the feature story

answer

Drop cap

question

Large, catchy words, often enhanced by graphics

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Primary headline

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A mini design of photos and text

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Content module

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A strip of white space that spans two pages to visually link them

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Eyeline

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Indicated the page number and content

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Folio/ folio tab

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Eight pages on one side of a press sheet, indicated by ladder shading

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Multiple

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Typically short stories or groups of facts, figures or opinions presented in a broad range of design formats

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Quick read

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Presented facts and figures, often poll/survey results, in an illustrative was

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Infographic

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Two facing pages in a yearbook

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Spread

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A group of pages printed on the same press sheet and folded into a 16-page mini-booklet

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Signature

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There are ____ type(s) of text alignment

answer

question

Alignment is important because

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It creates clean designs It guides the reader It creates relationships between objects (all of the above)

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Dominant elements are usually at least ___ times larger than all other elements

answer

question

The largest element on a spread is called a ____

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Dominant area CVI Focal point (all of the above)

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Dominant elements should be placed on a spread near___

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The center

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Photos should vary in _____

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Content Size Shape (all of the above)

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Dominant images create visual _____

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Hierarchy

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A photograph taken from above the subject is called ____

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Bird's-eye view

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______ is a photo composition technique that places the main subject off- center to allow for more visual movement within the photo

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Rule of thirds

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______ is a photo composition technique that produces a shallow depth of field to creatively place emphasis on parts of the image

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Selective focus

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Expanded captions have ______ parts + an optional quote

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The first sentence of an expanded caption is written in _____ tense

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Present

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This editing mark means _____~

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Transposed

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This editing mark means _____ /

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Make into lowercase letter

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This editing mark means _____ %

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Delete

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In a story, the nut graph is ____

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An illustration, photo or chart the accompanies the story

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A photograph taken from below the subject is called ____

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Worm's-eye view

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This type of marketing is about taking the consumer by surprise, making an indelible impression and creating social buzz, often with displays that interact with everyday envirometn

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Guerrilla marketing

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This type of marketing is effective because it reaches consumers electronically, making it easy and convenient to make purchases with the click of a button.

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Email Marketing

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A primary headline over a secondary headline is called a __________

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Hammer

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A single-line secondary headline over the primary headline is called a __________

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Kicker

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A multi-line secondary headline besides the primary headline is called a _________

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Tripod

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A multi-line secondary headline on top of the primary headline is called a ________

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Wicket

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Unwilling to accept the news he had just received from the doctors, he lowered his head in defeat. His mother sat speechless in the corner, one tear rolling down her face as she saw her son's chance to claim a state wrestling medal disappear because his heart just wouldn't allow it.

answer

Narrative

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Deion Sanders, Jr. knows what they say in the hallways. They say he'll be a terrible quarterback. That he's too short. That he can't see squat past the six-feet-something offensive linemen. That he's cocky. That he'll never amount to anything. They say he'll never be his dad.

answer

Descriptive

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"Coach Hawkins!" Brad Hawkins, the longtime Westlake athletic trainer, recognized Coach Steven Ramsey's voice over the noise of the spectators behind him. But he had never heard Ramsey's voice like that. Hawkins ran to Ramsey, who was crouched over varsity player Matt Nader pleading with the athlete. "Hang in there. Don't leave us. Everything's going to be all right."

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Direct quote

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Junior Josh Duckworth has a fetish. OR She never knew she had it.

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Startling statement

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Eye-lines aren't a method of aligning items on a spread.

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False

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Size 8-10 pt font is best for captions

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True

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Primary headline fonts should be three times the size of the secondary headlines

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False

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A common headline writing strategy is to use rhyming words.

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True

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A transition in a story can include facts, indirect quotes or partial quotes

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True

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In a lead paragraph, a direct quote connects to the nut graph.

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True

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A survey has a larger sample size than a poll.

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False

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Polls are frequently used by the professional media to sample public opinion.

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True

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Ten is a common sample size for surveys.

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True

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It's okay if captions contain some generalities.

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False

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Every caption should include the 5Ws and H

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True

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Promotion incentives create a sense of urgency

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True

question

A good theme should be recognizable, relevant and repeatable

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True

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A conceptual spin-off features key words pulled from the theme statement.

answer

True

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A written statement cannot be considered libel if the writer was making a joke.

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False

question

Under fair use, yearbooks and newspapers can use other people's photos, music and artwork because it is considered educational and within a school setting.

answer

False

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Every photo should have a caption, even if it is only an identification of the people in the photo.

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True

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The organization of a yearbook staff echoes corporate organizational structure.

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True

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Knowledge of theme development is rarely used in the corporate world.

answer

False

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It is okay to use famous art or photos of celebrities in your publication because only the people at your school will know.

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False

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A yearbook builds school spirit and chronicles the year, so it is important to include every student at least three times

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True

question

You should only take pictures during an event, not before or after

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False

question

10 point font is utilized most consistently for news feature stories as well as alternative story size

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True

question

Unplanned white space weakens the design on yearbook spreads.

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True

question

It is bad to adjust spread layout templates to fit the content you have because they were designed that way for a reason.

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False

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Photos, text and graphics in a modular block don't have to be related.

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False

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It is okay to use placeholder names in captions or articles because they will be switched out later.

answer

True

question

Pages should be submitted to the plant as double page spreads if they are to count towards a deadline

answer

True

question

It is okay to take photos directly off of Facebook for yearbook spreads because the resolution is good

answer

False

question

The yearbook theme should be a secret until the book is distributed.

answer

False

question

An eyeline is a horizontal line of white space that spans a double page spread

answer

True

question

Clichés should be avoided at all costs

answer

True

question

A pica is a common unit of measurement in desktop publishing.

answer

True

STUDY

18th Century Art Appreciation Art History Graphic Design Vietnam Veterans Memorial Visual Arts

Art Midterm chapters 1-3 – Flashcards 37 terms

Tilly Wilkinson

37 terms

Preview

Art Midterm chapters 1-3 – Flashcards

question

language

answer

No society that we know of has lived without some form of art. The impulse to make and respond to art appears to be as deeply ingrained as the ability to learn _________.

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Stonehenge

answer

The famous Neolithic structure in England, made of megaliths that once formed several concentric circles, is called ______.

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Paleolithic period

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Radiocarbon testing indicates that the earliest images made by humans date back to the ___________.

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Anthony Caro

answer

Who said, "All art is basically Paleolithic or Neolithic: either the urge to smear soot and grease on cave walls or pile stones on stone?"

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Vietnam Veterans Memorial

answer

The most famous of Maya Lin's work is the ______________.

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The Starry Night

answer

Although Vincent van Gogh suffered emotionally throughout his life, he was able to give his emotions tangible form in works such as ____________.

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simple, pure, and timeless

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The sculptor Constantin Brancusi spent his life searching for forms that were _____________.

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perception

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The nature of _______ suggests that the most important key to looking at art is to become aware of the process of loping itself.

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viewer

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According to the author, the most important meaning of an artwork is what it means to the ________.

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earthly life and happiness

answer

Vanitas paintings meditate of fleeting nature of _________________.

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Audrey Flack

answer

Wheel of Fortune was created by ___________.

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art; financial and emotional.

answer

Theo van Gogh was Vincent van Gogh's _____ dealer, brother and supporter; both ________________.

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letters

answer

We owe our access to Vincent van Gogh's thoughts and feelings about many of his paintings to the many ______ he wrote to friends and relatives.

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life like

answer

According to the author, Leonardo da Vinci's Mona Lisa dazzled his contemporaries because the portrait was almost miraculously _________.

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middle ages

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During the ______ the term "art" was used roughly in the same sense as "craft."

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Claude Monet

answer

Fisherman's Cottage on the Cliffs at Varengeville was painted by _________.

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iconography

answer

To discover why the sculptor of the Amida Nyorai depicted the subject with elongated earlobes, specific hand gestures, and a bun atop his head requires the use of _________.

question

visual characteristics

answer

The term style is used to categorize a work of art by its ____________.

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artist; audience

answer

Our modern ideas about art carry with them ideas about the _________ and the ________.

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pleasure

answer

During the 18th century, beauty and art were discussed together because both were felt to provide _______.

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Pietá

answer

______ is the name for the standard subject in Christian art, that of Mary, the mother of Jesus, holding her son after he was taken down from the cross.

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naturalistic

answer

If a work of art is faithful to our visual experience, its style is __________.

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form

answer

When discussing the size, shape, material, color, and composition of a work of art, were are discussing its _________.

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painting, sculpting, and architecture

answer

During the renaissance in western Europe, _______________ came to be regarded as more elevated of the arts.

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iconography

answer

After much study o the Arnolfini Double Portrait, experts agree that they still debate the work's ___________.

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installation

answer

Ann Hamilton's Mantle is an example of _________.

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silkscreen

answer

Andy Warhol's images created from celebrities are portrayed through mass produced multiple ___________ images.

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theme

answer

According to the author, a work of art may fall into more than one ______.

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destruction

answer

Iconoclasm means the _______ of images based on religious beliefs.

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bodhisattvas

answer

Whereas the Christian image by cimabue depicts the central figure surrounded by angels, the Buddhist image in this chapter shows the central figure surrounded by ___________.

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tombs

answer

The pyramids at Giza were built as _______.

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life

answer

The subject matter of Edward Hopper's Gas depict aspects of everyday ______.

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The Garden of Earthly delights

answer

_________ is the best-known work of the bizarrely inventive Hieronymus Bosch.

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Romans

answer

The ______ often created equestrian statues of their emperors.

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Spanish Pavillion

answer

Pablo Picasso painted Guernica in 1937 for the ________________ of the Paris World's Fair.

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holocaust; Altar to the chases high school

answer

Christian Boltanski draws upon the ______ to create his work _________________.

question

The Oxbow

answer

19th century american painters employed the american landscape as a subject. One such artist was Thomas Cole who focused on an area of the Connecticut River to create ____________.

STUDY

Adobe Photoshop Graphic Design

Adobe Certified Associate Photoshop CS6—Study Guide – Flashcards 27 terms

Aiden Simmons

27 terms

Preview

Adobe Certified Associate Photoshop CS6—Study Guide – Flashcards

question

What is demographic data used to identify in the design process?

answer

the target audience

question

Which two must be identified when developing a Photoshop Project plan?

answer

resource allocation

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Which two must be identified when developing a Photoshop Project plan?

answer

task owners

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What is a common way to change the resolution of an image?

answer

image size

question

Which two are graphic design elements?

answer

Line

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Which two are graphic design elements?

answer

Shape

question

Which two pieces of information are the most critical when creating images for video?

answer

video use: television, the Web, or CD distribution

question

Which two pieces of information are the most critical when creating images for video?

answer

video standard of the system the graphic is to be used on

question

Which camera feature is crucial to taking an image of an eagle from 150 yards away?

answer

optical zoom

question

What is a Smart Object?

answer

It allows a user to alter, transform, and warp without ruining the original information.

question

What are three ways to convert a selected layer to a Smart Object?

answer

Filter > Convert for Smart filters

question

What are three ways to convert a selected layer to a Smart Object?

answer

Layer > Smart Objects > Convert to Smart Object

question

What are three ways to convert a selected layer to a Smart Object?

answer

In the Layers panel, right click on the layer and choose "Convert to Smart Object"

question

What are three image criteria that must be checked before uploading to the web?

answer

file size

question

What are three image criteria that must be checked before uploading to the web?

answer

dimensions

question

What are three image criteria that must be checked before uploading to the web?

answer

optimization

question

What could cause a problem with text in a video?

answer

text outside the title-safe area

question

Place the text truck in a 36 point font below the truck.

answer

Method of Completion: 1. Click the Horizontal Type Tool 2. In the Option Bar click the drop down arrow for Font Size 3. Click 36pt 4. Click below the truck 5. Type truck

question

Dock the layers panel to the bottom of the Colors panel.

answer

Method of Completion: 1. Click and drag the layers panel to the bottom of the colors panel until it shows that it is linked (with a blue line) and then release the mouse click

question

Convert the background layer to a regular layer

answer

Method of Completion: 1. Click Layer > New > Layer from Background 2. Click OK

question

Using a tool that allows for a single click with a tolerance of 100, select the red band of the young man's hat.

answer

Method of Completion: 1. Right click the Quick Selection tool 2. Click the Magic Wand Tool 3. Click in the tolerance text field in the Options Panel. 4. Type 100 5. Click on the red hat band

question

Display the rulers.

answer

Method of Completion: 1. Click View > Rulers

question

Expand only the left edge of the canvas by 50 pixels.

answer

Method of Completion: 1. Click Image > Canvas Size 2. Click the drop down arrow for height 3. Click Pixels 3. Click in the text box for Width 4. Type 550 5. Click the top-right anchor point 6. Click OK

question

Make the image black-and-white non-destructively, adjusting the resulting levels automatically.

answer

1. Click Layer > New Adjustment Layer > Black & White... 2. Click OK to accept the default name 3. Click Auto to apply the auto conversion mix on the Black & White Adjustments panel PS.4.5.1

question

Using the current foreground color, create a new Solid Fill Layer with a 45% Opacity and a 75% Fill.

answer

Method of Completion: 1. Click Layer > New Fill Layer > Solid Color 2. Click OK 3. Click OK 4. Click in the text field for Opacity in the Layers Panel 5. Type 45%

question

Create a new vertical type layer that says Adobe in a size 48 Arial font.

answer

Method of Completion: 1. Click-and-hold the Type Tool 2. Click the Vertical Type Tool 3. Click Window > Character 4. Click the drop-down arrow for Font in the Character panel 5. Click Arial 6. Click the drop-down arrow for Font Size in the Character panel 7. Click 48 pt 8. Click on the image 9. Type Adobe 10. Click the check mark to accept the changes (unnecessary for scoring)

question

Save the file for the Web as a Very High Quality (80), Optimized JPEG scaled to 25%. (Note: Accept other defaults.)

answer

Method of Completion: 1. Click File > Save for Web... 2. Click the drop down arrow for Optimized File Format 3. Click JPEG 4. Click the drop down arrow for Compression Quality 5. Click Very High (Quality: 80) 6. Click the checkbox for Optimized (if necessary) 7. Click in the text box for Percent under Image Size 8. Type 25 9. Click Save 10. Click Save

STUDY

Arts And Sciences Attention Deficit Hyperactivity Disorder Different Cultural Backgrounds Graphic Design Psychology Psychometrics School Psychology Standard Deviation Of The Mean

MCPHS TOUR – Flashcards 60 terms

Josephine Mack

60 terms

Preview

MCPHS TOUR – Flashcards

question

Admissions

answer

Introduction Admission questions Assigned a counselor to answer Q's/review application

question

Institution History

answer

Founded in 1823 White Building built in 1917 2nd oldest pharmacy school in the nation (UOS Philly ~ 1821) Oldest institution of higher education in Boston

question

White Hall

answer

Classrooms & function space Once the University's library Plays, casinos nights, and fundraisers

question

White Smaller Classrooms

answer

Usually about 30 students Math, Expo, American Culture

question

Pharmacy History Cabinet

answer

Some pieces are from the President's personal pharmacy shows the history of the University and healthcare

question

Spiritual Space/Reflection Room

answer

School works very hard to accommodate all students

question

On Bridge

answer

"building within a building" Matricaria was built in 2005 Entrance used to be schools old parking lot Point out Massart through window

question

Quiet Study Spaces/Group Study Rooms

answer

Cubicles with power and light source Available 24 hours every day Group study rooms (6-8 students) used for tutoring by upperclassmen (Student who receives and A in the course and recommended by the professor) Tutors are booked online Rooms equipped with a white board and flat screen TV

question

Tech Center

answer

Tech Center & Help Desk hotline is available 24/7 for technological needs Over 100 computers between the tech center and library VMware can be dowloaded on personal computers to access MCPHS domain to print and access account More comps, printers, and study spaces throughout the school University uses OneDrive which gives each student a Microsoft business account (word, excel, powerpoint etc.) Used to be residence halls

question

SFS/Registrar

answer

Open all week to 4:30 Financial Aid, bills, loans (due dates & different payment methods) Registrar creates schedules and maintains transcripts Enrollment verification for things like insurance and scholarships

question

Kiosk Computers

answer

24 hour access

question

Library

answer

COF interlibrary loans Quiet study spaces/Group study rooms $100 printing points - rollover fall to spring Books located in back of library and most are online Orgs, Micro, Bio books available to rent out for a few hours to study Open 24/7

question

Colleges of the Fenway

answer

Cross registration (~2,000 courses) Intramural Sports Sharing campus facilities

question

Stoklosa

answer

Reed is its twin 350 seats Large lecture size - office hours and S.I. Computers and white board table projected onto three screens in front Microphones used HD video camera pointed on whiteboard table (models and chemical equations) Clickers are sometimes used to track attendance and participation Crossed majors for first couple years (Bio, Chemistry, Organic) Recorded lectures (Echo 360) for studying, viewed anytime

question

Atrium/Campus Life

answer

Activities Period Tuesday and Thursday (Most students don't have class) One Thursday a month, cardinal day, CAB Ice Cream Socials, Carnival Day, Volunteer/Internship fair, free food and prizes TV screens show school events and club meetings and other campus events Each flag represents a country where our students come from (49 states, 62 countries)

question

Bio Lab

answer

Micro-bio and Bio lab are in here 4 students per bench, 10 benches 2 lab instructors and 1-2 upperclassmen assist Dissect an eyeball, work with a sheep's brain Anatomy lab is downstairs SCHOOL OF ARTS AND SCIENCES

question

PreMed

answer

4 year program that prepares students for entry for medical school or other graduate schools

question

Public Health

answer

4 year program prepares students for treating communities through policy making or community health

question

Medical and Molecular Biology

answer

4 year program that prepares students to work in a lab or research setting - preparation for medical or other graduate schools (forensics)

question

Nuclear Medicine Technology Lab/Program

answer

3 year accelerated - uses radioactive pharmaceuticals to diagnose and treat disease

question

Arts and Sciences Offices

answer

Most/if not all students will have a professor in the school of arts and sciences Required to hold open office hours throughout the semester Flexible with students schedules

question

Cardinal Booth

answer

Discounted movie tickets, aquarium tickets, and games Pick up your T pass here Harvest Ball, Apple picking, New York trip, Clam BQ Periodically the university will purchase lump tickets to Red Sox, Celtics, and Bruins (Eventbrite) (Cheap)

question

Crossroads Cafe

answer

Open during the day for students to grab a snack or breakfast or lunch Bagels, Sandwiches, Sushi, Soup, and Fruit Fenway Cash, dining points, card, or cash

question

Student Lounge

answer

Recently renovated Open 24/hours sStudy/hangout place for students Super Bowl, Flu Clinic, RA Events Printers

question

Fennell 113/114

answer

More smaller classrooms Distance Education - Dental Hygiene students will have class with the same major on the Worcester Campus through video communication Same class at same time

question

Public Safety

answer

24/7 available Must wear lanyards and ID's (Red vs Black) Offer escorts home if they are not already busy Get into the building though the Fennell entrance late at night with ID's

question

Dental Hygiene Clinic

answer

Dental Hygiene - 3 year (32 month) accelerated, prepares you to sit for Dental Hygiene Board Exam 2nd & 3rd years use it for real patient interaction PreDental/Dental Hygiene - 37 months (10 semesters) allows students to complete the prerequisites for dental school and be prepared for the board exam 21 months on Boston, last 16 on Boston or Worcester Working office (community and students can get cleaning, whitening, and X-rays) Discounted prices for students

question

Lockers

answer

For commuters only Available right before school starts in fall

question

Stepanian hall

answer

2 projector monitors & microphone HD video camera on whiteboard Used by clubs and SGA for guest speakers Movie nights

question

Chemistry Lab/Program

answer

4 year program that prepares students to work in the pharmaceutical industry & to apply to other graduate schools For an additional year, students can earn their masters All first years will have Chemistry lab regardless of their program 16 students and 1 instructor per pod (5 pods) 1 Head instructor Can see on Longwood into lab 2-4 hours every week, labs based off of lecture topics Gen Chemistry works with water as much as possible, not harsh chemicals

question

Pharmacy Lab

answer

Set up like a real pharmacy with its own license but does not legally dispense 3rd years act as Pharmacy Technician and 5th years act as Pharmacist (data entry and counseling) Compounding Lab in back - make pharmaceutical preparations like medicated dummies, capsules, and tablets Model Hospital Pharmacy Lab - learn to do things like prepare IV bags for hospital patients

question

Pharm D program

answer

0-6 Program - Maintain good grades and pass tests in 2nd year, you stay in the program, no re-applying Prepares students to become a pharmacist in a wide range of fields (community, hospital, industry, and counseling)

question

Pharmaceutical Sciences Program

answer

Research-based that leads students towards clinical research and regulatory affairs

question

Diagnostic Medical Sonography (DMS) Lab

answer

2 DMS pathways***** Students can be scanned by their peers on open lab days - professors nor students can diagnose Uses state of the art technology, large donations from Siemens Technology

question

Disability Support Services

answer

Assists students with mobility, psychological, learning, visual, and medical disabilities Makes accommodations to maximize their educational opportunities

question

CASE

answer

Oversees academic advising, mentoring, and counseling MAC team (faculty mentor, academic advisor, student success coach) Mentor - career setup and direction Advisor - managing classes, cross registration, minor Coach - time management and study skills Tutoring (online)

question

ITM

answer

First year students take this course where they learn more about their major Learn more about what the University has to offer Professor and upperclassmen (Peer Mentor - usually one that is in your major)

question

Writing Center

answer

4th floor Edit papers Drop in and appointment Help you understand mistakes and changes - won't just edit it for you and send it back

question

Math and Physics Center

answer

4th floor by appointment only Offers help

question

Counseling Services

answer

Supports students transition to college Drop in hours and by appointment

question

Anatomy & Physiology Lab

answer

PA Program - accelerated, fulfills requirements for most graduate programs (4+2), but specifically for Bostons 3+3 Learn about each system of the body and how each system works Depending on the system, sometimes you use computerized systems to dissect the body or organ from different animals

question

Mass Art

answer

Over a million square feet of studio, classroom, and workshop space MCPHS students take advantage of courses like photography and graphic design

question

Mass Art Dining

answer

Variety of food options (salad bar, pizza, sad which, grill, changing) Accommodates allergies (meet with Chartwells) Peet's Coffee (takes meal points)

question

Bookstore

answer

School supplies, textbooks, and MCPHS hear

question

END OF TOUR

answer

End tour for those that do not want to see the residence halls

question

Griffin

answer

Lecture hall in basement Nursing lab on 3rd floor PA and nursing offices located here CPCD 5th floor (resumes, cover letters, and internships) Computers and printers on main floor Multi-purpose function on top floor

question

Nursing Program

answer

3 year accelerated Prepares students to take licensing exam (NCLEX) Clinical rotations in several different areas of nursing (geriatrics and pediatrics)

question

Brigham Circle

answer

TGI Fridays Citizens Bank Bank of America Stop and Shop JP Licks

question

WIT

answer

National ranked institution offering architecture, computer sciences, and engineering

question

Green Line

answer

Food and shopping on Newbury, Prudential, and Haymarket Every 10-15 minutes Bus comes every 7 minutes

question

Fitness Center

answer

Shared by Wentworth, MassArt, and MCPHS Treadmill, elliptical, free weights Showers and lockers available Group classes and personal training available

question

C-Store

answer

Buy groceries and supplies Use meal plan or Fenway cash Cases of water, cereal, ice cream

question

Treehouse

answer

MCPHS and Massart Suite style (room bathroom room) Full meal plan 4-12 floors Spoon Cafe (smoothie bar) open during lunch and dinner Health Services on 2nd floor (same day appointments and separate elevator) 3rd floor - washers and dryers, kitchen, study rooms, mini gym Singles, doubles, and triples Loung on each floor and each floor is colored after a crayon Wellness floor for students line in an environment promoting a healthy and active lifestyle RA on each floor Mailboxes and packages on first floor

question

Rogers Hall (WIT)

answer

Apartment Style Laundry in basement and mailboxes near entrance cable tv and wireless internet RA on each floor Expected to cook half the time so half meal plan Lounge in basement

question

Evans Way Park

answer

Park to relax and get away from studying Activities fair takes place here - meet and sign up for University clubs and organizations

question

Isabella Stuart Gardner Museum

answer

Free admission to MCPHS students Largest art theft in history took place here where 12 paintings were stolen worth a total of 500 million dollars Names Isabella - get in for free

question

Boston Latin School

answer

Charter school Oldest school in America (1635)

question

Fennell

answer

Traditional style (double, triple and quad) Shared bathroom (guys odd) Mailboxes on 7th floor Laundry on 4th floor Xfinity on Campus and wireless internet Climate controlled, furniture included, and full meal plan One RA per floor

question

Matricaria

answer

Apartment Style 2-3 bedrooms (mostly doubles) with kitchen, bathroom, and living area Mailboxes and laundry located in building TV and wireless internet Expected to cook half the time - half meal plan End of each floor - common area 2 RA's per floor

question

END OF TOUR II

answer

Hand out business cards!

STUDY

Art History Graphic Design

History of Graphic Design Test 3 – Flashcards 119 terms

Candace Young

119 terms

Preview

History of Graphic Design Test 3 – Flashcards

question

The English designer, author, and authority on color _____________ became a major design influence in the mid-nineteenth century. His main influence was through his widely studied 1856 book of large color plates, The Grammar of Ornament. This catalog of design possibilities from Eastern and Western cultures, "savage" tribes, and natural forms became the nineteenth-century designer's bible of ornament.

answer

Owen Jones

question

The role of graphic design and graphic communications expanded during the Industrial Revolution due to three of the following factors. Which does NOT belong?

answer

Signage was needed to guide residents through the streets of fast-growing cities.

question

The typestyle that conveys a bold, machine-like feeling through slablike rectangular serifs, an even weight throughout the letters, and short ascenders and descenders is called _____________.

answer

Egyptian typestyle

question

Perhaps best known for portraiture that revealed the inner being of this artist's subjects, _________ , whose work has been hailed by scientists, writers, and artists as a major contribution to images expressing the human condition, used the collodion process of photography for artistic applications after receiving a camera as a birthday present.

answer

Julia Margaret Cameron

question

____________ is the process of printing color pictures and lettering from a series of stone or zinc printing plates. Each color requires a separate stone or plate and a separate run through the press.

answer

Chromolithography

question

Scrap refers to printer's proofs that lithographers discarded after the plates of colors had been approved for the final printing.

answer

False

question

In 1844, William Henry Fox Talbot began publishing The Pencil of Nature, which included twenty-four photographs in each issue.

answer

True

question

Frederick Archer's wet-plate collodion process involved exposing and developing an image in the camera while it was still wet. Although it sped the photographic process, it was not accepted among photographers on a large scale.

answer

False

question

During the Industrial Revolution, the unity that had existed between design and production ended, and specialization of the factory system fractured graphic communications into separate design and production components.

answer

True

question

In the four decades from 1860 to 1900, lithography was the dominant printing medium for advertising posters.

answer

True

question

A ___________ , invented by Stephen H. Horgan, changes continuous tones into dots of varying sizes. Squares are formed by horizontal and vertical rules etched on pieces of glass. The amount of light that passes through each square determines how big each dot should be.

answer

Halftone Screens

question

____________ made photogenic drawings with light sensitive paper called photograms. He also developed the negative and positive process, which he called calotype, after the Greek kalos typos meaning "beautiful impression."

answer

William Henry Fox Talbot

question

Louis Daguerre's early daguerreotype print, "Paris Boulevard," shows an almost empty Paris street. The reason the street is empty is that Daguerre made the image ________.

answer

with a long exposure time, and moving subjects were not recorded

question

The practical reason many wood-type posters included mixed styles of fonts was ________.

answer

The limited number of characters in each font

question

During the nineteenth century, chromolithography was used for product packaging. The image was printed in reverse on thin paper, then transferred to tin while under great pressure. The paper backing was soaked off, leaving printed images on the tin plate.

answer

True

question

Lithography allows for more gestural lines in a print than intaglio or relief printing because lines are drawn directly on the stone plate.

answer

True

question

William Henry Fox Talbot's calotypes were sharp and clear, in contrast to daguerreotypes.

answer

False

question

The typographic poster houses that produced letterpress posters began to decline after 1870, in part because of the increased use of colorful lithographic posters.

answer

True

question

___________ , the first person credited with producing a photographic image, was a lithographer by trade.

answer

Joseph Niépce

question

Ottmar Mergenthaler's Linotype machine of 1886 allowed the operator to compose an entire line of type by operating a keyboard that released ________ one at a time.

answer

Brass matrices

question

Three of the following advances in graphic design occurred during the Victorian era. Which does NOT

answer

The first use of sans-serif typography as a running book text

question

The basic organizing principle of the wood-type poster was horizontal and vertical emphasis, which resulted from the need to lock all elements tightly on the press.

answer

True

question

Matthew Brady is best known for his documentary photographs of the Civil War, such as "Dunker Church and the Dead."

answer

True

question

In 1888, George Eastman, an American dry-plate manufacturer, introduced the Minolta camera, which allowed ordinary citizens to create images and preserve a graphic record of their lives and experiences.

answer

False

question

Robert Thorne of England created a major category of type designs around 1803 called ________ , roman faces whose contrast and weight were greatly increased by expanding the thickness of their heavy strokes.

answer

Fat faces

question

Victorian type and hand-drawn lettering was characterized by simplicity and had few embellishments.

answer

False

question

Before early experiments with photography, the camera obscura was used by artists to capture images without the use of a drawing utensil.

answer

False

question

Type letterforms without serifs were given the name sans-serifs by ________ in 1832.

answer

Vincent Figgins

question

Charles Dana Gibson, creator of the "Gibson Girls" featured in Scribner's magazine posters, was as meticulous in his selection of type as he was in his renderings of idealized beauty.

answer

False

question

Eadweard Muybridge, who helped settle a bet on the positioning of a galloping horse's legs, conducted experiments that became the basis for ________.

answer

Motion pictures

question

John Ruskin, an English social critic, pointed to the ______ as an example of the union of art and labor to which industrialized society should aspire.

answer

Gothic Cathedral

question

______, a follower of Ruskin, established a workshop called the Guild of Handicraft, which was inspired by socialism and the arts and crafts ideals.

answer

Charles R. Ashbee

question

The person to coin the term "graphic designer" was ______, who used it in the 1920s.

answer

William Addison Dwiggins

question

Albert Bruce Rogers, inspired by ______, applied the ideal of the beautifully designed book to commercial book production.

answer

The Kelmscott Press's Books

question

William Pickering's 1847 edition of Oliver Byrne's The Elements of Euclid, a geometry text, marked a break from tradition because ______________.

answer

Color was used to identify the lines and shapes in the diagrams

question

Elbert Hubbard's Roycrofters' arts and crafts center in New York brought relatively higher quality products to ordinary people who otherwise could not likely have afforded them.

answer

True

question

The art of calligraphy was greatly influenced by the research and teachings of Edward Johnston, who gave up his medical studies for the life of a scribe.

answer

True

question

In a Hobby Horse article, Selwyn Image defined art as painting and crafts as applied arts such as printing.

answer

False

question

William Addison Dwiggins established a house style for the Knopf publishing company and designed hundreds of volumes for them.

answer

True

question

The Doves Press Bible is best known for its exquisite line illustrations and decorative elements.

answer

False

question

Rudolf Koch, who designed the Neuland typeface, felt that the ______ was a supreme spiritual achievement of humanity.

answer

Alphabet

question

The long-range effect of William Morris' body of work was ______ throughout the world.

answer

A significant upgrade in book design

question

Ruskin, along with other artists, believed that beautiful things were valuable simply because they were beautiful.

answer

True

question

Lucien and Esther Pisarro's Eragny Press was best known for its purely typographic books with no illustrations or decorations.

answer

False

question

William Morris, whose own family had been poor, sought quality goods for all.

answer

False

question

The private press movement, which included Kelmscott, Doves, and Essex House Presses, was most concerned with _______________.

answer

regaining high standards of design, materials, and workmanship

question

Fonts designed by Frederic Goudy capture the feeling of ______ typography.

answer

French and Venetian Renaissance

question

Kelmscott Press' Works of Geoffrey Chaucer included all of the following EXCEPT:

answer

The use of 7 different colors of ink

question

Morris B. Benton designed over two hundred typefaces during his time at the American Type Founders Company.

answer

True

question

Ironically, while William Morris was returning to printing methods of the incunabula, he used modular, interchangeable, and repeatable elements; he applied industrial production methods to the printed page.

answer

True

question

William Morris strongly supported the Guild of Handicraft, Charles Ashbee's program to unify the teaching of design with workshop experience.

answer

False

question

This company established a typographic research library and produced revivals of past typeface designs such as Bodoni and Garamond.

answer

American Type founders company

question

In 1912, Type Foundry Amsterdam issued __________ by Sjoerd H. De Roos, the first typeface design and produced in the Netherlands for over a century.

answer

Hollandsche Mediaeval

question

Those involved in the Dutch book design movement at the turn of the twentieth century viewed the Industrial Revolution as a blessing and soon adopted fully automated methods of printing.

answer

False

question

Morris Benton carefully studied human perception and reading comprehension to develop ______ Schoolbook, a type designed for and widely used in textbooks.

answer

Century

question

Arthur Mackmurdo was early to advocate the hand production of books by means of amateur or hobby presses.

answer

False

question

The first book to be printed by William Morris's Kelmscott Press was the 556-page The Works of Geoffrey Chaucer.

answer

False

question

According to John Ruskin, art and society separated after the Renaissance. Industrialization and technology brought the separation to a critical stage.

answer

True

question

Arthur Mackmurdo sought inspiration from Renaissance and ______ art for his designs. Some swirling organic forms, in fact, seem to be pure art nouveau because of these influences.

answer

Japanese

question

William Morris designed three typefaces for the Kelmscott Press. Two were based on incunabula typefaces, but ______ was based on Nicolas Jensen's Venetian roman faces.

answer

Golden

question

The earliest Japanese ukiyo-e images were screen paintings depicting ________.

answer

The entertainment districts of urban Japan

question

The new art had different names in different countries. Which of the following was NOT one of them?

answer

Surimono

question

Alphonse Mucha's artistic career became an instant success after he was asked to design a poster for ________.

answer

The actress Sarah Burnhardt

question

A member of the Flemish Group of Twenty, Henri van de Velde had enormous influence on design and architecture. His only poster design was for ________.

answer

Tropon, a food supplement

question

________ created designs for posters that reflected social realism; he also specialized in drawing cats, particularly for Paris's La Chat Noir (the Black Cat) nightclub.

answer

Théophile-Alexandre Steinlen

question

Like his rival Jules Chéret, Eugene Grasset incorporated exuberant Cherette-type women in his poster illustrations.

answer

False

question

Italian turn-of-the-century posters were characterized by sensuous exuberance and elegance like that of La Belle Époque in France.

answer

True

question

Henri van de Velde's works are early examples of the modernist integration of form and function; their forms communicated their uses objectively and clearly.

answer

False

question

Henri de Toulouse-Lautrec developed a journalistic, illustrative style that depicted the nightlife of Paris.

answer

True

question

Eckmannschrift, designed by Otto Eckmann, attempted to revitalize typography by combining fraktura with modern type.

answer

False

question

Upon viewing Aubrey Beardsley's illustrations in La Mort d'Arthur, William Morris ________.

answer

was furious with Beardsley for vulgarizing the Kelmscott style

question

Jules Chéret, father of the modern poster, created the Cherette. This female figure ________.

answer

Represented the self assured modern woman

question

One of Dutch designer Jan Toorop's biggest sources of inspiration was

answer

Javanese culture

question

Belgian designer Henri van de Velde felt that all branches of art share a common language of form and also that:

answer

Appropriate materials, functional forms, and visual organization were important.

question

The chapbook style championed by Will Bradley included all of the following traits EXCEPT:

answer

A yellow cover

question

Jugend, an art nouveau-style magazine popular in Germany, allowed each week's cover designer to create a different logotype to match his or her illustration.

answer

True

question

In Japan, ukiyo-e practitioners were considered artisans, but it was European artists who found great inspiration in them.

answer

True

question

Will Bradley named his periodical The American Chap Book after the small, crudely made books formerly sold by traveling salesmen.

answer

True

question

Although Charles Ricketts's page designs were influenced somewhat by William Morris, his work tended to be much lighter, more open, and geometric.

answer

True

question

The Dutch book design style of Nieuwe Kunst could be described as all of the following EXCEPT:

answer

Illustrative

question

Although art nouveau artists did not use a historicist approach to their designs, they were influenced by past as well as contemporary art. All but one of the influences listed below impacted art nouveau artists. Which does NOT belong?

answer

Assyrian Motifs

question

Ethel Reed became the first woman in England to achieve national prominence for her work as a graphic designer and illustrator.

answer

False

question

Ukiyo-e refers to an art movement beginning in the seventeenth century and ending in the nineteenth century, a period of economic expansion when Japan actively sought trade with Western European countries.

answer

False

question

The Netherlands's relationship with the Dutch East Indies (Indonesia) allowed it access to the traditional craft of batik, or carving designs in bamboo.

answer

False

question

Unlike contemporary literary artists, visual artists working in the art nouveau style rejected realism in favor of the metaphysical and the sensuous.

answer

True

question

Jugendstil artist Otto Eckmann abandoned painting in order to turn his full attention to the applied arts.

answer

True

question

________ was the Japanese artist who is perhaps best known for his series of prints, "Thirty-six Views of Mount Fuji."

answer

Katsushika Hokusai

question

Art nouveau was first seen in America on magazine covers illustrated by Will Bradley.

answer

False

question

While German Jugendstil shared common characteristics with French and English art nouveau, its distinction was that it reflected more traditional forms such as ________.

answer

Medieval Letters

question

The Vienna Secession formed in 1897 when a group of young Viennese artists________.

answer

met at an exhibition and discovered their mutual interest in art nouveau

question

At the end of the nineteenth century, architects and fashion, graphic, and product designers moved away from the floral curvilinear elements of art nouveau and toward a more _________ style of composition.

answer

Geometric

question

The _____________ was an outgrowth of Sezessionstil and sought a close union of the fine and applied arts in the design of lamps, fabrics, books, greeting cards, and other printed matter as an alternative to poorly designed, mass-produced articles and trite historicism.

answer

Deutsche Werkbund (German Association of Craftsmen)

question

Peter Behrens's Allgemeine Elektricitäts-Gesellschaft (AEG) designs represent a synthesis of neoclassicism and Sachlichkeit, which loosely translates to ________.

answer

Common Sense Objectivity

question

While the Deutsche Werkbund (German Association of Craftsmen) had strong ties to the English arts and crafts movement, one major difference was that the German artists ________.

answer

Acknowledged the value of machines

question

Dutch architect J. L. M. Lauweriks developed grids that began with a square circumscribed around a circle and made numerous permutations by subdividing and duplicating this basic structure.

answer

True

question

To maintain the design consistency of Ver Sacrum, Vienna Secession publishers required advertisers to commission advertisements from member artists.

answer

True

question

The Deutsche Werkbund (German Association of Craftsmen) advanced a philosophy of Gesamkultur, a new universal culture in a totally reformed, man-made environment.

answer

True

question

The design of Frank Lloyd Wright was influenced by the harmonious proportion of Japanese design and mathematical repetition of pre-Columbian architecture and art.

answer

True

question

Early twentieth-century designs from Scotland, Austria, and Germany discussed in the Chapter 12 were born of an aesthetic philosophy to address rapidly changing social conditions.

answer

True

question

The German artist, architect, and designer ____________ sought typographic reform and was an early advocate of sans-serif typography. He was the first to use sans-serif type as running book text.

answer

Peter Behrens

question

The periodical Ver Sacrum (1898-1903) was innovative primarily because ________.

answer

It was a design lab

question

American architect __________ became known for his repetition of rectangular zones and use of asymmetrical spatial organization in his design of furniture, wallpaper, and stained-glass windows.

answer

Frank Lloyed Wright

question

In 1916, the eminent calligrapher Edward Johnston was chosen to design an exclusive, patented typeface for the world's first __________. The strokes of this sans-serif typeface have consistent weight; however, the letters have the basic proportions of classical Roman inscriptions.

answer

Underground electric railway system

question

The Vienna Workshops had been originally formed to produce designs by Koloman Moser and Josef Hoffmann.

answer

True

question

Painter Gustav Klimt was a leader in the Vienna Secession's formation.

answer

True

question

Talwin Morris, who eventually worked as the art director of Blackie's printing firm, was originally an influential instructor at the Glasgow School of Art.

answer

False

question

Philosophically, the Vienna Workshops (Wiener Werkstätte) opening in 1903 was influenced by ________.

answer

William Morris

question

Among those who drew inspiration from the Glasgow School were _____________ , who created medieval-style fantasy illustrations accompanied by stylized lettering, and _____________ , who applied geometric spatial division and lyrical organic forms to mass communication while working for the publishing firm Blackie's.

answer

Jessie Marion King, Talwin Morris

question

The Düsseldorf School of Arts and Crafts banished the grid from use by its students.

answer

False

question

The MacDonald sisters of the Glasgow School sought purely objective designs devoid of "romantic notions, religious overtones and spiritual mysticism."

answer

False

question

Peter Behrens's architectural and graphic designs, beginning in 1904, evolved toward forms based on ________.

answer

rational geometry

question

The design of the typeface Akzidenz Grotesk marked a major step in the evolution of the unified and systematized type family.

answer

True

question

The evolution toward more elemental geometric form in design at the turn of the century was diagrammed by Walter Crane in his book Line and Form.

answer

True

question

Behrens's typeface design for the AEG was based on textura type.

answer

False

question

The AEG graphic identity program made consistent use of three linchpin elements. Which element below does NOT belong?

answer

A clear concept

question

In the philosophy of Sachlichkeit, purpose is more important than artistic conceits.

answer

True

question

Charles Rennie Mackintosh created graphic designs characterized by three of the following. Which does NOT belong?

answer

Geometric Complexity

question

Gustav Klimt's controversial poster for the first exhibition of the Vienna Secession featured Greek mythological figures that represented the struggle between the Secession and the established art world.

answer

True

question

The Glasgow School refers to ________ in Scotland.

answer

Four artists working in a similar style

STUDY

Art History Graphic Design Visual Communications Design

Graphic Design History Final – Flashcards 51 terms

James Hopper

51 terms

Preview

Graphic Design History Final – Flashcards

question

The invention of writing promoted stabilization in society, with, for example, the guarantees that came with the standardization of measurements and weights.

answer

True

question

So named because they were written between two guidelines that were one inch apart, ______ were rounded, freely drawn letters suited to rapid writing.

answer

Uncials

question

The Celtic manuscript was revolutionary in terms of design innovation because writers _____.

answer

left spaces between words

question

The Chinese calligraphic system consists of about forty characters.

answer

false

question

Like the Sumerians, who used mud to create clay tablets, the Egyptians made good use of their natural resources. They created paper-like substrate for manuscripts out of _______.

answer

papyrus

question

Charlemagne's scribes at Aachen developed a legible writing style using minuscule letters that became the forerunner to our own system of upper and lowercase letters.

answer

True

question

Islamic illuminated manuscripts are characterized by three of the elements below. Which does NOT belong?

answer

religious icons

question

The development of writing had its earliest origins in simple pictures, for a close connection exists between the drawing of pictures and the markings of writing.

answer

true

question

A Book of the Dead is a narrative of _______.

answer

the passage of the deceased into the afterlife

question

Printing with movable type never came into extensive use in the Far East because

answer

the sheer number of characters made the process too tedious

question

The ancient Chinese invented three of the four innovations listed below. Which is not an ancient Chinese innovation?

answer

oil paint

question

In the early fifteenth century, the Limbourg brothers created their masterpiece, __________, which included an illustrated calendar depicting seasonal activities of each month crowned with graphic astronomical charts.

answer

les Tres Riches Heures du Duc de Berry

question

From the Latin for "wedge-shaped," this method of early writing used a triangular-tipped stylus, which was pushed into clay to form a series of wedge-shaped strokes.

answer

cuneiform

question

As early as the second century CE, the Greeks developed a more rounded writing style called _______, which could be written more quickly.

answer

uncials

question

The Chinese calligraphic writing system consists of logograms, or graphic characters that represent ______.

answer

entire words

question

Hangul alphabet consists of fourteen consonants represented by

answer

abstract depictions of the mouth and tongue

question

An alphabet is a series of simple visual symbols that represent ________.

answer

speech sounds

question

The invention of the alphabet and the subsequent spread of literacy had a leveling effect on society: it eventually diminished the power of priests/scribes found in earlier societies.

answer

true

question

Relief printing is the process of removing the negative spaces surrounding an image and inking the raised surface, which is then rubbed onto paper.

answer

true

question

The serif, or ending line extending from the main stroke of a letter, originated from rustic capitals inscribed in wax tablets.

answer

false

question

_______, the first punch cutter who worked independently of printers, established a type foundry to sell cast type that was ready to use by printers.

answer

Claude Garamond

question

The Italic type style was modeled on the Roman monumental style of lettering.

answer

false

question

Published in German and Latin versions in 1493, this six-hundred-page book was an ambitious history of the world from the biblical dawn of creation until 1493. It contained 1809 woodcut illustrations in its complex, carefully designed 18 x 12 inch page.

answer

The Nuremburg Chronicle

question

The original format of the Gutenberg's Forty-two-line Bible included three characteristics below. Which does not belong?

answer

418 full page illustrations

question

The term xylography refers to printing from a flat surface, such as a polished stone.

answer

false

question

William Blake was a Romanticist whose colorful "illuminated printing" style integrated text and image.

answer

true

question

The Latin word(s) _______mean(s) "cradle." Its connotations of birth caused seventeenth century writers to adopt it as a name for books printed from the invention of typography until 1501.

answer

incunabula

question

A broadside or broadsheet is a single sheet of paper that may be printed on one or both sides.

answer

true

question

The Declaration of Independence was printed in type originally designed by William Caslon of England, and imported to the colonies by Benjamin Franklin.

answer

true

question

The Didot family of printers initiated the pie chart for use in information graphics in the 18th century.

answer

false

question

French King Louis 14th commissioned an imperial typeface, Romain de Roi, for use by all printers in France during the Rococo period.

answer

false

question

Some of the woodcut illustrations were used repeatedly in the Nuremberg Chronicles.

answer

true

question

Copperplate printing, like typographic printing, is a relief process.

answer

false

question

Giambatista Bondoni redefined ream letterforms, giving them a more mathematical geometric , mechanical look, His typeface design exemplifies the _______ style.

answer

modern

question

Rubrication and decorative initials were almost always done by hand in the early days of the incunabula period due to the difficulties of color printing.

answer

true

question

Style of manuscript lettering Johann Gutenberg adopted for type was _____.

answer

textura

question

American architect __________ became known for his repetition of rectangular zones and use of asymmetrical spatial organization in his design of furniture, wallpaper, and stained-glass windows.

answer

Frank Lloyd Wright

question

Louis Daguerre's early daguerreotype print, "Paris Boulevard," shows an almost empty Paris street. The reason the street is empty is that Daguerre made the image ________.

answer

with a long exposure time, and moving subjects were not recorded

question

answer

Chromolithography

question

Lithography allows for more gestural lines in a print than intaglio or relief printing because lines are drawn directly on the stone plate.

answer

True

question

William Henry Fox Talbot's calotypes were sharp and clear, in contrast to daguerreotypes.

answer

False

question

Arthur Mackmurdo sought inspiration from Renaissance and ______ art for his designs. Some swirling organic forms, in fact, seem to be pure art nouveau because of these influences.

answer

Japanese

question

In 1862, Louis Daguerre announced the first complete practical photographic process to the French Academy of Sciences.

answer

False

question

In Japan, ukiyo-e practitioners were considered artisans, but it was European artists who found great inspiration in them.

answer

True

question

The Glasgow School refers to ________ in Scotland.

answer

four artists working in a similar style

question

answer

Assyrian motifs

question

answer

True

question

A member of the Flemish Group of Twenty, Henri van de Velde had enormous influence on design and architecture. His only poster design was for ________.

answer

Tropon, a food supplement

question

Henri de Toulouse-Lautrec developed a journalistic, illustrative style that depicted the nightlife of Paris.

answer

True

question

Robert Thorne of England created a major category of type designs around 1803 called ________ , Roman faces whose contrast and weight were greatly increased by expanding the thickness of their heavy strokes.

answer

fat faces

question

The private press movement, which included Kelmscott, Doves, and Essex House Presses, was most concerned with _______________.

answer

regaining high standards of design materials and workmanship

STUDY

Arts And Crafts Movement Graphic Design Visual Communications Design World History

AVT 318 Final Exam – Flashcards 120 terms

Thomas Alday

120 terms

Preview

AVT 318 Final Exam – Flashcards

question

The role of graphic design and graphic communications expanded during the Industrial Revolution due to three of the following factors. Which does NOT belong?

answer

Signage was needed to guide residents through the streets of fast-growing cities.

question

answer

fat faces

question

Type letterforms without serifs were given the name sans-serifs by ________ in 1832.

answer

Vincent Figgins

question

The practical reason many wood-type posters included mixed styles of fonts was ________.

answer

the limited number of characters in each font

question

Ottmar Mergenthaler's Linotype machine of 1886 allowed the operator to compose an entire line of type by operating a keyboard that released ________ one at a time.

answer

brass matrices

question

The typestyle that conveys a bold, machine-like feeling through slablike rectangular serifs, an even weight throughout the letters, and short ascenders and descenders is called _____.

answer

Egyptian typestyle

question

___________ , the first person credited with producing a photographic image, was a lithographer by trade.

answer

Joseph Niepce

question

Louis Daguerre's early daguerreotype print, "Paris Boulevard," shows an almost empty Paris street. The reason the street is empty is that Daguerre made the image ________.

answer

with a long exposure time, and moving subjects were not recorded

question

answer

William Henry Fox Talbot

question

answer

Julia Margaret Cameron

question

Eadweard Muybridge, who helped settle a bet on the positioning of a galloping horse's legs, conducted experiments that became the basis for ________.

answer

motion pictures

question

answer

halftone screen

question

Three of the following advances in graphic design occurred during the Victorian era. Which does NOT belong?

answer

The first use of sans-serif typography as a running book text

question

answer

Owen Jones

question

answer

Chromolithography

question

The basic organizing principle of the wood-type poster was horizontal and vertical emphasis, which resulted from the need to lock all elements tightly on the press

answer

True

question

The typographic poster houses that produced letterpress posters began to decline after 1870, in part because of the increased use of colorful lithographic posters.

answer

True

question

answer

True

question

Before early experiments with photography, the camera obscura was used by artists to capture images without the use of a drawing utensil.

answer

False

question

William Henry Fox Talbot's calotypes were sharp and clear, in contrast to daguerreotypes.

answer

False

question

In 1844, William Henry Fox Talbot began publishing The Pencil of Nature, which included twenty-four photographs in each issue.

answer

True

question

answer

False

question

Matthew Brady is best known for his documentary photographs of the Civil War, such as "Dunker Church and the Dead."

answer

True

question

answer

False

question

In the four decades from 1860 to 1900, lithography was the dominant printing medium for advertising posters.

answer

True

question

Scrap refers to printer's proofs that lithographers discarded after the plates of colors had been approved for the final printing.

answer

False

question

Charles Dana Gibson, creator of the "Gibson Girls" featured in Scribner's magazine posters, was as meticulous in his selection of type as he was in his renderings of idealized beauty.

answer

False

question

answer

True

question

Victorian type and hand-drawn lettering was characterized by simplicity and had few embellishments.

answer

False

question

Lithography allows for more gestural lines in a print than intaglio or relief printing because lines are drawn directly on the stone plate.

answer

True

question

John Ruskin, an English social critic, pointed to the ______ as an example of the union of art and labor to which industrialized society should aspire.

answer

Gothic cathedral

question

Arthur Mackmurdo sought inspiration from Renaissance and ______ art for his designs. Some swirling organic forms, in fact, seem to be pure art nouveau because of these influences.

answer

Japanese

question

William Morris designed three typefaces for the Kelmscott Press. Two were based on incunabula typefaces, but ______ was based on Nicolas Jensen's Venetian roman faces.

answer

Golden

question

______ , a follower of Ruskin, established a workshop called the Guild of Handicraft, which was inspired by socialism and the arts and crafts ideals.

answer

Charles R. Ashbee

question

The long-range effect of William Morris' body of work was ______ throughout the world.

answer

a significant upgrade in book design

question

Rudolf Koch, who designed the Neuland typeface, felt that the ______ was a supreme spiritual achievement of humanity.

answer

alphabet

question

Fonts designed by Frederic Goudy capture the feeling of ______ typography.

answer

French and Venetian Renaissance

question

The person to coin the term "graphic designer" was ______ , who used it in the 1920s.

answer

William Addison Dwiggins

question

Albert Bruce Rogers, inspired by ______ , applied the ideal of the beautifully designed book to commercial book production.

answer

the Kelmscott Press's books

question

Morris Benton carefully studied human perception and reading comprehension to develop ______ Schoolbook, a type designed for and widely used in textbooks

answer

d. Century

question

William Pickering's 1847 edition of Oliver Byrne's The Elements of Euclid, a geometry text, marked a break from tradition because ______________.

answer

color was used to identify the lines and shapes in the diagrams

question

This company established a typographic research library and produced revivals of past typeface designs such as Bodoni and Garamond.

answer

American Type Founders Company

question

Kelmscott Press' Works of Geoffrey Chaucer included all of the following EXCEPT:

answer

the use of seven different colors of ink

question

The private press movement, which included Kelmscott, Doves, and Essex House Presses, was most concerned with _______________.

answer

regaining high standards of design, materials, and workmanship

question

In 1912, Type Foundry Amsterdam issued __________ by Sjoerd H. De Roos, the first typeface design and produced in the Netherlands for over a century.

answer

Hollandsche Mediaeval

question

According to John Ruskin, art and society separated after the Renaissance. Industrialization and technology brought the separation to a critical stage.

answer

True

question

Ruskin, along with other artists, believed that beautiful things were valuable simply because they were beautiful.

answer

True

question

William Morris, whose own family had been poor, sought quality goods for all.

answer

False

question

Arthur Mackmurdo was early to advocate the hand production of books by means of amateur or hobby presses.

answer

False

question

In a Hobby Horse article, Selwyn Image defined art as painting and crafts as applied arts such as printing

answer

False

question

The first book to be printed by William Morris's Kelmscott Press was the 556-page The Works of Geoffrey Chaucer.

answer

False

question

answer

True

question

William Morris strongly supported the Guild of Handicraft, Charles Ashbee's program to unify the teaching of design with workshop experience.

answer

False

question

The Doves Press Bible is best known for its exquisite line illustrations and decorative elements

answer

False

question

Elbert Hubbard's Roycrofters' arts and crafts center in New York brought relatively higher quality products to ordinary people who otherwise could not likely have afforded them.

answer

True

question

Those involved in the Dutch book design movement at the turn of the twentieth century viewed the Industrial Revolution as a blessing and soon adopted fully automated methods of printing.

answer

False

question

William Addison Dwiggins established a house style for the Knopf publishing company and design hundreds of volumes for them.

answer

True

question

Morris B. Benton designed over two hundred typefaces during his time at the American Type Founders Company.

answer

True

question

Lucien and Esther Pisarro's Eragny Press was best known for its purely typographic books with no illustrations or decorations

answer

False

question

The art of calligraphy was greatly influenced by the research and teachings of Edward Johnston, who gave up his medical studies for the life of a scribe.

answer

True

question

answer

geometric

question

The Glasgow School refers to ________ in Scotland.

answer

four artists working in a similar style

question

Charles Rennie Mackintosh created graphic designs characterized by three of the following. Which does NOT belong?

answer

geometric complexity

question

The German artist, architect, and designer ____________ sought typographic reform and was an early advocate of sans-serif typography. He was the first to use sans-serif type as running book text.

answer

Peter Behrens

question

The Vienna Secession formed in 1897 when a group of young Viennese artists________.

answer

broke from the Viennese Creative Artists' Association

question

The periodical Ver Sacrum (1898-1903) was innovative primarily because ________.

answer

it was a design lab

question

Philosophically, the Vienna Workshops (Wiener Werkstätte) opening in 1903 was influenced by __.

answer

William Morris

question

answer

underground electric railway system

question

answer

Jessie Marion King, Talwin Morris

question

Peter Behrens's architectural and graphic designs, beginning in 1904, evolved toward forms based on ________.

answer

rational geometry

question

While the Deutsche Werkbund (German Association of Craftsmen) had strong ties to the English arts and crafts movement, one major difference was that the German artists _____.

answer

acknowledged the value of machines

question

answer

Wiener Werkstätte (Vienna Workshops)

question

Peter Behrens's Allgemeine Elektricitäts-Gesellschaft (AEG) designs represent a synthesis of neoclassicism and Sachlichkeit, which loosely translates to ________.

answer

commonsense objectivity

question

The AEG graphic identity program made consistent use of three linchpin elements. Which element below does NOT belong?

answer

a clear concept

question

American architect __________ became known for his repetition of rectangular zones and use of asymmetrical spatial organization in his design of furniture, wallpaper, and stained-glass windows.

answer

Frank Lloyd Wright

question

Early twentieth-century designs from Scotland, Austria, and Germany discussed in the Chapter 12 originated from an aesthetic philosophy to address rapidly changing social conditions.

answer

True

question

The design of Frank Lloyd Wright was influenced by the harmonious proportion of Japanese design and mathematical repetition of pre-Columbian architecture and art.

answer

True

question

The MacDonald sisters of the Glasgow School sought purely objective designs devoid of "romantic notions, religious overtones and spiritual mysticism."

answer

False

question

Talwin Morris, who eventually worked as the art director of Blackie's printing firm, was originally an influential instructor at the Glasgow School of Art.

answer

False

question

answer

True

question

To maintain the design consistency of Ver Sacrum, Vienna Secession publishers required advertisers to commission advertisements from member artists.

answer

True

question

The evolution toward more elemental geometric form in design at the turn of the century was diagrammed by Walter Crane in his book Line and Form.

answer

True

question

The Vienna Workshops had been originally formed to produce designs by Koloman Moser and Josef Hoffmann.

answer

True

question

The Deutsche Werkbund (German Association of Craftsmen) advanced a philosophy of Gesamkultur, a new universal culture in a totally reformed, man-made environment.

answer

True

question

The design of the typeface Akzidenz Grotesk marked a major step in the evolution of the unified and systematized type family.

answer

True

question

Dutch architect J. L. M. Lauweriks developed grids that began with a square circumscribed around a circle and made numerous permutations by subdividing and duplicating this basic structure.

answer

True

question

The Düsseldorf School of Arts and Crafts banished the grid from use by its students

answer

False

question

In the philosophy of Sachlichkeit, purpose is more important than artistic conceits

answer

True

question

Painter Gustav Klimt was a leader in the Vienna Secession's formation.

answer

True

question

Behrens's typeface design for the AEG was based on textura type.

answer

False

question

In their manifesto of 1909, futurists proclaimed their enthusiasm for three of the following. Which does NOT belong?

answer

feminism

question

Futurism was launched when the Italian ____________ Filippo Marinetti published his Manifesto of Futurism, calling for artists to test their ideas and forms against the new realities of a scientific and industrial society.

answer

poet

question

________ published Dinamo Azari in 1927. Bound by two bolts, this precursor to the artist's book was actually a catalogue of the designer's graphic work.

answer

Fortunato Depero

question

Marcel Duchamp's ready-made sculptures such as Bottle Rack were humorous, but their underlying purpose was to ________.

answer

attack the tyranny of tradition

question

Surrealists such as founder André Breton turned from the anger and pranks of the Dada movement to the less destructive world of ________.

answer

the unconscious

question

Guillaume Apollinaire's unique contribution to graphic design was the 1918 publication of a book entitled ____________ , poems in which the letterforms are arranged to form a visual design, figure, or pictograph.

answer

Calligrammes

question

Dada artists claim to have invented _________ , the technique of manipulating found photographic images to create jarring juxtapositions and chance associations, such as those made by Hannah Höch.

answer

photomontage

question

Berlin Dadaist ____________ held vigorous revolutionary political beliefs against the growing Nazi party and oriented many artistic activities toward visual communications in order to raise public consciousness about it. He adopted an English name as a protest against German militarism and the army in which he served from 1914 to 1916.

answer

John Heartfield

question

A "Die Brücke" artist, ____________ had great empathy for the suffering of women and children. Her figurative paintings and woodblock prints were forged with thick, raw strokes, often becoming bold statements about alienation, anxiety, and despair.

answer

Käthe Kollwitz

question

Which term best describes the following movement? An explosive and emotionally charged poetry that defied correct syntax and grammar set this movement in motion. The movement's leaders initiated the publication of manifestos, typographic experimentation, and publicity stunts, forcing poets and graphic designers to rethink the very nature of the typographic word and its meaning.

answer

futurism

question

Which term best describes the following movement? Young French writers and poets in Paris sparked this movement in 1924. They sought the "more real than real world behind the real"—the world of intuition, dreams, and the unconscious realm explored by Freud. They believed humanity could be freed from social and moral conventions. In his 1924 manifesto, the movement's founder imbued the world with all the magic of dreams, the spirit of rebellion, and the mysteries of the subconscious.

answer

surrealism

question

Which term best describes the following movement? Reacting against a world gone mad, the participants in this movement claimed to be anti-art and had a strong negative and destructive element. They bitterly rebelled against the horrors of the world war, the decadence of European society, the shallowness of blind faith in technological progress, and the inadequacy of religion and conventional moral codes. Through a synthesis of spontaneous chance actions with planned decisions, they further rid typographic design of its traditional precepts and continued the concept of letterforms as concrete visual shapes, not just phonetic symbols.

answer

Dada

question

Which term best describes the following movement? By innovating a new approach to visual composition, this movement changed the course of painting and graphic design. Its visual inventions became a catalyst for experiments that pushed art and design toward geometric abstraction and new approaches to pictorial space.

answer

cubism

question

Which term best describes the following movement? This movement emerged as an organized movement in Germany before World War I and was characterized by the major tendency to depict not objective reality but subjective emotions and personal responses to subjects and events. Many of its artists rejected authority and felt deep empathy for the poor and social outcasts, who were frequent subjects of their work. They believed art was a beacon pointing toward a new social order and an improved human condition.

answer

expressionism

question

____________ moved cubism away from the initial impulses of its founders and took Paul Cézanne's famous dictum, "treat nature in terms of the cylinder and the sphere and the cone" far more seriously than any other cubist. The letterforms in his graphic work pointed the way toward geometric letterforms. His flat planes of color, urban motifs, and the hard-edged precision of his machine forms helped define the modern sensibility after World War I.

answer

Fernand Léger

question

With analytical cubism, Picasso and Braque invented forms that were signs rather than representations of subject matter; the essence of an object was depicted.

answer

False

question

Futurists launched their Italian movement by publishing the Manifesto of Futurism in the Paris newspaper Le Figaro.

answer

True

question

Challenging grammatical and typographical constraints, the futurists discarded horizontal/vertical structure in their poetry.

answer

True

question

Pattern poetry written by the futurists had its origins in ancient Greek poetry and connections to contemporary poetry by Lewis Carroll

answer

True

question

Guillaume Apollinaire introduced the concept of simultaneity to the time-and-sequence-bound typography of the printed page.

answer

True

question

Futurist painters sought to express motion, energy, and cinematic sequence; they developed independently from the cubists and had a disdain for their static work.

answer

False

question

Because of the highly political nature of his Dada art, Kurt Schwitters fled from Germany to Norway in 1937

answer

False

question

Georgio de Chirico of Italy was the first artist to call himself a surrealist.

answer

False

question

With its depictions of subjective emotions, expressionism influenced graphic art by emphasizing social and political activism.

answer

True

question

Man Ray of the United States applied surrealist sensibilities to photography in his cameraless prints called vortographs.

answer

False

question

Dada writers and artists were concerned with shock, protest, and nonsense.

answer

True

question

Automatism seeks an uninhibited truth through stream of consciousness writing.

answer

True

question

Die Brücke and Der Blue Reiter were two subgroups of the surrealist movement.

answer

False

question

Parole in libertà design used a very conservative, grid-based format.

answer

False

question

Merz was an offshoot of Dada based largely in collage.

answer

True

STUDY

Art Appreciation Art History Graphic Design Vietnam Veterans Memorial Vincent Van Gogh

Art Appreciation Ch. 1-3 – Flashcards 51 terms

Donna Chou

51 terms

Preview

Art Appreciation Ch. 1-3 – Flashcards

question

No society that we know of has lived without some form of art. The impulse to make and respond to art appears to be as deeply ingrained as the ability to learn ___________.

answer

language

question

The famous Neolithic structure in England, made of megaliths that once formed several concentric circles, is called ___________

answer

stonehenge

question

Radiocarbon testing indicates that the earliest images made by humans date back to the ________ Period

answer

Paleolithic

question

"All art is basically Paleolithic or Neolithic: either the urge to smear soot and grease on cave walls or pile stone on stone" was said by

answer

Anthony Caro

question

The most famous of Maya Lin's works is the

answer

Vietnam Veterans Memorial

question

The 10th-century copper sculpture illustrated in this chapter is the work of an artist performing the role of "giving tangible form to the unknown." The unknown, in this case, is the physical form of the deity

answer

Shiva

question

Although Vincent van Gogh suffered emotionally throughout his life, he was able to give his emotions tangible form in works such as The

answer

Starry Night

question

The sculptor Constantin Brancusi spent his life searching for forms that were

answer

simple, pure, and timeless

question

The nature of _______ suggests that the most important key to looking at art is to become aware of the process of looking itself.

answer

perception

question

According to the author, the most important meaning of an artwork is what it means to the

answer

viewer

question

Vanitas paintings meditate on the fleeting nature of earthly _____ and happiness

answer

life

question

Wheel of Fortune was created by

answer

Audrey Flack

question

All of the following methods were used by prehistoric painters: animal fats and _____ mixed together, the use of ____ brushes, and powdered _____ blown through hollow reeds

answer

water, animal hair or reeds, and pigments

question

Theo van Gogh was Vincent van Gogh's ____ dealer, brother, and supporter; both _______ and _______

answer

art, financial and emotional

question

We owe our access to Vincent van Gogh's thoughts and feeling about many of his paintings to the many ____ he wrote to friends and relatives.

answer

letters

question

The oldest drawings and paintings found in the Chavet cave

answer

were not meant to embellish their habitats, used natural pigments and charcoal, created a connection with the beasts depicted, established a connection with these beasts, all of these answers

question

The function of artist to give tangible form to the unknown is evident in the 10th century sculpture Shiva Nataraja through images that represent the following concepts EXCEPT:

answer

The sculpture reports a story about a Hindu dancer

question

Van Gogh's paintings are of high value because he plays a large role in Western art history. There are a _______ number of his paintings, but his work had a major influence on subsequent _______. It has been noted that his ______ allow the viewer to feel a connection with the artist himself.

answer

Limited, artists, painting

question

According to the author, Leonardo da Vinci's Mona Lisa dazzled his contemporaries because the portrait was almost miraculously _______

answer

life like

question

During the _______ the term "art" was used roughly in the same sense as "craft."

answer

middle ages

question

The field of philosophy called aesthetics asks the question

answer

What is art, can we apply our concept of art to art of the past, can we apply our concept of art to art of different cultures, is there one correct standard for judging art, all of these

question

Fisherman's Cottage on the Cliffs at Varengeville was painted by

answer

Claude Monet

question

These terms describe works done by nonprofessionals:

answer

Folk art, naïve art, intuitive art, outsider art

question

To discover why the sculptor of the Amida Nyorai depicted the subject with elongated earlobes, specific hand gestres, and a bun atop his head requires the use of

answer

iconography

question

The term style is used to categorize a work of art by its ______ characteristics

answer

visual

question

Our modern ideas about art carry with them ideas about the ____ and the ______

answer

artist and audience

question

During the 18th century, beauty and art were discussed together because both were felt to provide _____

answer

pleasure

question

_____ is the name for a standard subject in Christian art, that of Mary, the mother of Jesus, holding her son after he was taken down from the cross

answer

Pieta

question

if a work of art is faithful to our visual experience, its style is

answer

naturalistic

question

When discussing the size, shape, material, color, and composition of a work of art, we are discussing its

answer

form

question

During the Renaissance in Western Europe, _____, ______, and ______ came to be regards as the more elevated of the arts

answer

painting, sculpture, and architecture

question

After much study of the Arnolfini Double Portrait, experts agree that they still debate the work's

answer

iconography

question

Context is a factor of ties that bind a work of art to the

answer

life of its creator, tradition it grows from and to which it responds, audience for which it was made, society in which it was circulated, all of these

question

Ann Hamilton's Mantle is an example of

answer

installation

question

Andy Warhol's images created from celebrities are portrayed through mass produced multiple _____ images

answer

silkscreen

question

which statement is NOT true regarding James Hamilton's Throne of the Third Heaven... body of work?

answer

The artist intended the work to be viewed by everyone as a message of redemption

question

Representational art with an approach to naturalism covers:

answer

fabric drapes over bodies, recording effects of light and shadow on form, inner structures of bodies, all of these

question

According to the following was designed as a place of worship or meditation?

answer

all of these: Sainte-Chapelle, the Great Mosque at Cordoba, and the Buddhas in Bamiyan, Afghanistan

question

Iconoclasm means the _____ of images based on religious beliefs

answer

destruction

question

Cimabue's Madonna Enthroned and Rathnasambhava, the Transcendent Buddha of the South are similar in all these ways EXCEPT

answer

they share the same iconography

question

___ and ____ are examples of themes in art

answer

art and nature

question

whereas the Christian image by Cimabue depicts the central figure surrounded by angels, the Buddhist image in this chapter shows the central figure surrounded by

answer

bodhisattvas

question

the pyramids at Giza Egypt wee built as

answer

tombs

question

The subject matter of Edward Hopper's Gas depict aspects of everyday

answer

life

question

is the best-known work of the bizarrely inventive Hieronymus Bosch

answer

The Garden of Earthly Delights

question

The ____ often created equestrian statues of their emperors

answer

Romans

question

Jeff Wall's A Sudden Gust of Wind (after Hokusai) is a _____ that refer to a ____

answer

photograph, print

question

Pablo Picasso Painted Guernica in 1937 for the _______ ________ of the Paris World's Fair

answer

Spanish Pavilion

question

Christian Boltanski draws upon the _____ to create his work ___

answer

holocaust, Altar to the Chases High School

question

The painter, _____ , explores the varieties of visual delight, the natural instinctive pleasure we can take in the everyday experience of looking

answer

Pat Steir

question

19 century American painter employed the American landscape as a subject. One such artist was Thomas Cole who focused on an area of the Connecticut River to create the

answer

Oxbow

STUDY

Graphic Design Late Roman Empire Lower Case Letters Middle Ages

History of Graphic Design Quiz 1 – Flashcards 51 terms

Patricia Smith

51 terms

Preview

History of Graphic Design Quiz 1 – Flashcards

question

Latin Alphabet

answer

The Latin alphabet came by way of the Romans from Greece Original alphabet had 21 letters: ABCDEFGHIKLMNOPQRSTVX. Y and Z were added after fall of Greece. J, U, W came during the middle ages

question

Illuminated Manuscript

answer

term came from dazzling gold leaf to decorate a page the term is used for all decorated and illustrated books from the late Roman Empire until the printed books replace manuscripts in Europe around 1450 CE.

question

Graphic Design

answer

Graphic Design is the process of communicating visually using text and images to present information and or promote a specific message. visual + verbal = Communications Graphic Design is the art of Communication

question

Typography

answer

The study, use and design of identical repeated letterforms

question

Broadside/Broadsheet

answer

Single leaf or paper printed on one side only (poster) single leaf of paper printed on two sides (front and back)

question

William Caxton

answer

The first English printer, translator, and publisher, had great influence on English Literature. — studied the printing press — set up a press in Brugge about 1474, and the Recuyell, the first book printed in English, was published there in 1475 — first to translate novels and romances to English

question

Roman Alphabet

answer

question

Logogram/Pictogram

answer

a simplified image illustrating a specific word. (heart) (logo) one symbol that represents one word. (@ $ #)

question

Alphabets

answer

a set of visual symbols used to represent the sounds of he spoken language Phoenician Greek Roman Latin Korean

question

Korean Alphabet

answer

14 consonants and 10 vowels designed in symbolic block shape Contemporary Korea has 24 letter very last alphabet

question

Renaissance

answer

Means rebirth. New beliefs in scientific rationalism. Greek and Roman classical ideas. A new love of learning.

question

Invention of Paper

answer

105 CE Ts'ai Lun of China — Soaked rags in bark, beat them into pulp, then spread the fibrous pulp on a mold, pressed them flat, allowed it to dry a bit then peeled the resulting sheet of paper from the mold to thoroughly dry. — Chinese used their new invention as wrapping paper, wallpaper, toilet paper and napkins.

question

Watermark

answer

A trademark that is built into fine papers by including raised designs in the paper molds.

question

Joann Gutenberg

answer

42 line bible moveable type — Became the first book printed in Europe using movable type technology. He constructed and reworked for two decades a functional printing press with interchangeable reusable letters and the appropriate inks for process. —His printing press was based on technology of the existing wine press. However, the key to Gutenberg's invention what the type mold used for casting the individual letters. This technology was used for nearly 400+ years. — Joann also invented the type mold used for casting individual letters.

question

Chinese Calligraphy

answer

Visual and Spiritual language. It is not an alphabet. Every symbol is composed of lines in an imaginary square.

question

Intaglio

answer

printing process in which the ink sits below the surface of the plate.

question

Humanist Typefaces

answer

very first typeface produced. were based on handwriting of that time.

question

Bubonic Plague

answer

bacterial infection that claimed 1/4 of the continents inhabitants during this time. Came from immigration.

question

Ephemeral

answer

nothing lasts forever, things are eventual thrown away, not intended to be retained or preserved. Read page 89.

question

Greek Alphabet

answer

question

Exemplars

answer

handmade model layouts and manuscript texts as guides for the woodcut illustrations, typesetting, page design and printing dummies.

question

Nuremberg, Germany

answer

Nuremberg becomes a printing center, ultimate hub of inventions

question

Albrecht Durer

answer

1498 published Latin and German editions of "the Apocalypse" illustrated by his 15 woodcuts. — 32 page book used Koberger's type — known for the classic book, type on the left, illustration on the right. wanted book to be readable by literate and illiterate. very detailed illustrations

question

Copisti

answer

hand letterer (production)

question

Moveable Type

answer

1040 CE moveable type was being executed in China. Pi Sheng, renowned master, is believed to be the inventor. — Individual clay stamps used like a wood block on waxed iron plate that could be cleaned and reused.

question

Relief Printing

answer

(block printing) Ink sitting on a raised surface.

question

Mass Communication

answer

a powerful vehicle for spreading ideas about human rights and the sovereignty of people, and printing stabilized and unified languages. Gutenberg's invention was the first mechanization of a skilled handcraft, It set into motion over the next 300-400 years the process that would lead to the Industrial Revolution.

question

Woodblock Printing

answer

raised images cut into wooden slabs, then inked.

question

Joann Fust

answer

Wealthy merchant who lent money to Gutenberg so he could continue his work on bible and books. — Fust and Gutenberg set up a for common profit partnership in the production of books. — By 1455 the work of the first edition of the 42 line bible was almost complete when Fust sued Gutenberg for 2026 gliders in payment of loans paid + interest. — Gutenberg could not pay, Fust took him to court. The court ruled inferior of Fust, Gutenberg was locked out of his printing shop.

question

Xylography

answer

relief printing

question

Square/Rustic Capitals

answer

Greeks stolen by Romans (uppercase) drafted with stately proportions and clear legibility. Greeks stolen by Romans (lowercase) condensed letterforms to save space and easier to write

question

Colophon

answer

Inscription at the back of a book describing its production studio, methods

question

Blackletter Script

answer

question

1st Paper Mill

answer

The first paper mill was established in Fabriano, Italy.

question

42 Line Bible

answer

The 42 line bible had two volumes containing 1282 pages. Each text line had about 33 characters and 2500 characters per page drawn from a font of 290 characters which included alternate characters and ligatures. The columns were justified because Latin could be abbreviated freely up to 6 letters per word.

question

Phoenician Alphabet

answer

(very first alphabet ever) was adopted by the ancient Greeks.

question

Nicholas Jensen

answer

cut a very legible typeface based on the scripts that scribes were using in Italy and France. humanist typeface

question

Fraktur

answer

(German Blackletter) dominated the writing industry in Germany and Central Europe for several hundred years.

question

Uncials/half uncials

answer

(Greek) very first form of a capital letter. Rounded letterforms, had fewer strokes and could be written more quickly and easily than square Greek letters. very first lower case letters. shorter with ascenders and descenders. Precursors to lowercase letters. Could be written more quickly

question

Incunabula

answer

Printed books. "Latin for swatting cloth" because they were produced during the infancy of printing.

question

Majuscules/Minuscules

answer

capital letters lowercase letters

question

Anton Koberger

answer

Germany's most esteemed printer, Anton Koberger (1440-1512). His firm staffed 100+ craftsmen operating 24 presses, printing over 200 editions including 15 rubles and he owned 16 bookshops.

question

Diminuendo

answer

decreasing scale of graphic information

question

Saul Bass

answer

mid-20th century designer, master of film title design

question

Papyrus

answer

a paper like substrate for Egyptian manuscripts. Made from papyrus reed fiber. papyrus was beaten into a paste, spread out / flattened, and dried by the sun.

question

Textura

answer

(very first form of serif typeface) repetition of vertical letter strokes capped by pointed serifs. Also called gothic or black letter. All vertical strokes were drawn first then adorned with strokes to create letters. a handwritten black letter font that originated during the 1200's in France.

question

Parchment/Vellum

answer

(very first form of paper) a writing surface made form the skins of domestic animals, particularly calves, sheep and goats. Washed stretched whitened with chalk and pumiced smooth. It was popular because of it's flexibility, availability, and transportable. finest parchment, is made from the smooth skins of newborn calves.

question

Invention of Printing

answer

Printing, a major breakthrough in human history, was invented by the Chinese.

question

Peter Schoeffer

answer

Gutenberg's assistant, artist/designer, partnered with Fust and took over the printing and designing of the bible. — Together they created largest and most prestigious printing firm in the world. — Fust contracts black plague and died. — Schoeffer and his associate Conrad Henkins, who married Fust's widow, continued the business. — Joann Gutenberg died Feb. 3rd 1468

question

Rotunda

answer

a rounded form of Textura, developed in Italy in the early 1400's

question

Schwabacher

answer

mid-1400's, Southern Germany, distinguished itself with dynamic capitals.

STUDY

First Hand Knowledge Graphic Design Painting And Sculpture Visual Communications Design

Megg’s history of graphic design chapter 1-12 midterm – Flashcards 73 terms

Charlotte Small

73 terms

Preview

Megg’s history of graphic design chapter 1-12 midterm – Flashcards

question

William Addison Dwiggins

answer

coined the term Graphic Design in 1922; but didn't reach popularity until 1945

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Cave Paintings

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the first form of visual communication

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Cuneiform

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a system of writing first developed by the ancient Sumerians of Mesopotamia

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Rebus

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a puzzle in which words are represented by combinations of pictures of individual letters

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Hieroglyphics

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characters in any system of writing in which symbols represent objects

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Rosetta stone

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a stone slate found containing 3 languages in one stone; demotic script, Egyptian, ancient greek

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Book of the Dead

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an ancient Egyptian funerary text; first to combine word and image; basically afterlife instructions

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Alphabet

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the set of visual character that represent the sounds of spoken language

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How alphabets spread

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Trade; warfare; religion

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Our western alphabet came from

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the Latin alphabet

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The 5 contributions from Asia

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gunpowder; compass; paper; printing; caliigraphy

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Calligraphy

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Decorative handwriting or handwritten lettering; strictly pictographic, earliest calligraphy on claws, no rebus

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paper was important because

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portable and cheap

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Relief printing

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printing from raised images

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Ink rubbing

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rubbing ink on paper

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printing in china was used for

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religious, money, playing cards

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illuminated manscript

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colors and gold leaf

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this was invented in the medieval period

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musical notation

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the 6 contribution from the celtics

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the book of kells, the BIG first letter, ornamental frames, the space between words, design strategy, monograms

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Caroline Minuscule

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the first uniform script

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the "look" of gothic design

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dark, pointy, textured

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define of islamic design

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very detailed, patterns, colors-bright/light

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xlography

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relief printing

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typography

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movable type

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watermarks

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translucent emblem produced from pressure

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how printing was spread form Asia to Europe

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playing cards, religious prints

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woodblock printing

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a technique for printing text, images or patterns used widely throughout East Asia and China

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Gutenberg

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a German blacksmith, goldsmith, printer, and publisher who introduced printing to Europe; also had a printing press, first 42 line bible

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Shaeffer and Fust

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early German printers; most important printing, shaeffer was the first type face designer, they created the 2 color initials, smaller type

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Incunabula period

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(1450-1500) presses open in Europe, spread of printing

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printing in europe.. german illustrated books caused

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stabilized and unified language, supported the idea of a nation-state, decline of illiteracy, increase in education

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how printing impacts visual communication history

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new ways of ordering space and info, new ways off categorizing info, fostered individualism, printing of bibles

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death of ployhman

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first illustrated book

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travels in mount zion

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first travel book

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nuremberg

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printing center of europe

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krogerger

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most important printer

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broadsheet

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a single sheet, sold on the streets, and containing various types of material, from ballads to political satire

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copperplate engraving

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a process for intaglio printmaking and incising a design and a hard surface

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renaissance

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"rebirth" or "revival"

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Da Spira

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roman type -gothic to classical

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Jenson

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further enhanced roman type designs

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Italian renaissance printers

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first steps towards total printed book

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New Roman

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italic type, new page layouts woodcut borders used as design elements

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geoffrey tory

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"the golden age of french typography"; new open/lighter approach to design

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Claude Garamond

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more delicate proportion roman type

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Romain du Roi

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royal type

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roco

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metal engraving to support it; luxury, for wealthy class

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caslon, baskerville, bodoni, didot

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famous typography designers of the era after renaissance

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information graphics

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infographics are graphics visual representations of info, data, or knowledge

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william blake

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english poet, print maker, seminal figure in the history of visual arts of the romantic age

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industrial revolution

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one of the 2 most important revolutions; technology/ digital

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developement in type during industrial revolution

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fatface, egyptian, tuscan

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san-serif

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fancy "extras" to font, most important typography

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new print technology in industrial revolution

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woodtype papermaking machiene, steam powered press

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steam powered press

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the most important thing ever apparently

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photography niepce

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french inventor of photography

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linotype machiene

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basically a type writer

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kodak camera

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invented in industrial revolution

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lithography

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printing in color

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new ways of communication during industrial revolution

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harpers magazines, ad firms, ager & sons

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the arts and crafts movement

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inspired by organic design

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William Morris

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led the A&C movement in England

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Elbert Hubbard

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led the A&C movement in US

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Long term A&C movement

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upgrade book design, resurgence of renaissance handmade, revitalization of type design

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Art Nouveau

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organic but more abstract, idea of wanting to be orginal

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Ukiyo-e

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japanese style art in art nouveau, led by hokusai

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how art nouveau began

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france gallery, japanese influence, coming together of image and text

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Henride Tulouse-Latrec

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overcame adversity, parents diead, decided to do art, most famous poster artist

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Ethel Reed

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internationally recognized american graphic artist

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the genesis of the 20th century

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new form of expression and union of art and technology; geometry- based art

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Frank LLoyd Wright

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a dickhead; architect designer, falling waters, emphasize on open space

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the vienna secession

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they used art nouveau but more geometric; chunky, bold

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peter behren

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geometric designer, worked for AEG a german electric company; first industrial designer

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Graphic Design Literature

HOTT – Flashcard 170 terms

John Smith

170 terms

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HOTT – Flashcard

question

semasiographic

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Sign-based, pictographic system; not derived from speech

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lexigraphic

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Language system based on words.

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ephemeral

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Lasting a short period of time, fleeting.

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monumental

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As opposed to ephemeral, intended to last a long period of time.

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Around when did writing first emerge with the Akkadians?

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3700 BCE

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Cuneiform

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The lexicographic system of the Akkadians. Cuneiform was a wedge-shaped form of writing that was incised into clay with a stylus made of reed or wood or, for more monumental texts, carved into rock with chisels.

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Kufic and Naskhi

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Ancient Arabic scripts

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Substrate

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The material on which a text is composed. Examples include paper, vellum, stone, etc.

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Medium

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The material used to create marks on any given substrate.

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Format

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Mise-en-page; or even mise-en-mug. The arrangement of the text on the substrate

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Oracle bones are used in China

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1200 BCE

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logophonetic

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Refers to a writing system that uses predominantly logographic symbols, but also includes symbols (or elements of the logographic symbols) that represent sound.

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quipus

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A system of knotted cords of different sizes and colors originally thought to only be used by the Incas for keeping records, but may actually be a language system.

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The Greek alphabet contributes what to language systems?

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Symbols to indicate vowel sounds distinct from consonants.

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Which king supposedly invented parchment?

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Pergamum

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Plato on Writing

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Oral Transmission is better than written transmission. It doesn't improve your memory and writing cannot criticize or defend itself.

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According to Egyptian mythology, who invents writing?

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Theuth

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Phaedrus

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character who talks with Socrates

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Yucca Mountain

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only candidate for permanent underground storage site for 70,000 tons of high-level radioactive wastes from commercially operated power plants; mentioned in "A Design Show for the Ages"

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Earliest attempt to record information

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75000BCE

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Examples of textile communication

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Quipus; medieval tapestry

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envoi

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medieval "go little book" trope

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logographic

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A language in which each word is represented by a single symbol, such as the Chinese script.

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What three things are required for an utterance to have meaning?

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language, context/connotation, tacit social knowledge

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codex

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A book, or a group of pages held together so that they can be flipped through.

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scribe

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A person who writes

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scriptorium

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A room, sometimes in a monastery, for writing or copying manuscripts.

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pagina

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the word from which "page" is derived. In it's original sense, it meant the columns in a scroll.

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Ong

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Writing restructures the way that we think, we have interiorized our writing technology so much that it isn't something that we really think about. (Also Orality and Literacy"

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Multilingual inscriptions (monumental)

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Code of Hammurabi, Xanthous Obelisk, Lycian A, Bistoun (Iran 522 BCE, 486 BCE), Rosetta Stone

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papyrus

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A reed that grows along the banks of the Nile River in Egypt. From it was produced a coarse, paperlike writing medium used by the Egyptians and many other peoples in the ancient Mediterranean and Middle East.

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Advantages of papyrus

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cheap, fairly durable, easy to store

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paratext

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notes, marginalia, commentary

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epitext

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the thing outside the text

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metatext

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a text that comments about itself

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parchment

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A paperlike writting material made from the skins of sheep or goats. Stretched and dried, scraped, ruled, pricked, inked. Hair side and flesh side.

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vellum

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Fine parchment prepared from the skin of a young animal e.g. a calf or lamb

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Darton "What is the History of Books"

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The life cycle of the book is deeply intertwined with social history and individual people that make books happen. Lastly, Darnton encourages interdisciplinary and international scholarship to go forth and write about Book history - which may mean collaboration for us as scholars. 1983 (old school). He has a chart thing.

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Communications Circuit

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Darton's model for how a book travels through society. The order is: author, publisher, printer (line from supplier), shipper, bookseller, reader, author. All affected by intellectual, economic, and political influences

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Adams and Barker

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Publish, not creation is the beginning of a book. It seems like they want to distance themselves from pure social history, and say that Darton's weakness is that he "deals with people, rather than the book." Although Adams and Barker don't rely on a specific story of specific people and alliances that Darton does, all of these stages of the book require people to make alliances, create products, ship products, read, and conserve (even if accidentally). Attempt to set up requirements for the study of the book.

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Bourdieu "The Field of Cultural Production"

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Bourdieu argues that cultural production like art and literature is always situated in its social context. MARX Therefore we cannot treat a work of art solely as an object in itself, but we have to consider the other influences that have factored in its creation. The creator (artist, writer, thinker) is a product of her social situation (social class or position), chronology (whether she is older or younger), and "the powers that be" or political/social power in place at that particular time.

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D.F. McKenzie

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McKenzie proposes several ideas in this chapter, saying that if the media affects the message we find in a text, then we can't exclude meaning from form and function of a text. He goes on to describe the three parts of bibliography (the three HoTT requirements) reception, production, and transmission. McKenzie says that the history of books is the history of misreading. The text itself and the production of that text can actually make NEW meaning. McKenzie is saying that divorcing the human from the text is just doing a disservice to bibliography: we cannot get the whole picture with a scientific approach to bibliography.

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Andrew Robinson "Writing Systems"

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Full writing systems must be linked with spoken language

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degrees of decipherment

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an understood script and an understood language an unknown script in an known language an understood script but an unknown language and an unknown script with an unknown language

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proto-writing

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drawings, symbols, cavepaintings

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rebus principle

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Logo-graphic to represent a sounds, not a word. (hieroglyphics)

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syllabary

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a set of written characters each one representing a syllable, examples include Hebrew and Arabic

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Rongorongo

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Writing system of Easter Island. It has never been deciphered

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Is form incidental

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no, always meaningful

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Darton v. Adams Barker

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human agency v. abstractions

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residual

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One medium never replaces another. Ong.

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bibliographical document

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terminology before the word "text" in book history

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Montreal Spherical Model of textual production

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A current revision of the Darton model which includes a three dimensional diagram of how text production works

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patronage

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economic support in exchange for the production of (often flattering) writing.

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a history of censorship

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is a history of everything

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habitus

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Bordieu, a set of preferences we share as social subjects that are related to class position, education and social standing. The sensibility of a particular group.

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DeHamel

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The European Medieval Book

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Pecia

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A system in which book quires could be rented and copied by hand by students. means "piece" in Latin.

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Marcel Thomas' "Manuscripts"

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Marcel Thomas traces, in an extremely detailed and all-encompassing way, the transition in Europe - but particularly France and England - from the "Monastic Age" to the "Secular Age." From the mid-thirteenth century onward, copyists and scribes had to improve and quicken their methods to meet the growing demands of readers, and this eventually led to a standardized mass production of books.

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Eisenstein/Love Debate

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Eisenstein: Printing press as an agent of change Love: Processes of technical innovation/ social adoption are more complex and recursive

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verso

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The left page in a page spread, the back

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recto

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The right page in a page spread, the front

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Compelatio/Compilator

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The act of compiling a text from various sources, sometimes on one theme. The person who performs this act.

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Sammelband

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A random collection of texts, usually complied together by a consumer for economic reasons.

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exemplar

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the text that is divided out and copied by students in the pecia system (or monks in scriptoria), the more perfect textual example.

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exegetical format

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texts worthy of comment: and pages space are composed in this format, surrounded by commentary. Some times the commentary becomes more important than the text itself. Commentary is continuous and can be read separately. This is the ancestor of footnotes.

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mise-en-page

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the arrangement of text or other elements on a page

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bas-de-page

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literally "bottom of the page"

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haut-de-page

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top of the page

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page/folio/leaf

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Leaf = Folio. Page ≠ Leaf. Leaf = Hair and flesh and a total of 4 surfaces (2 hair-side pages and 2 flesh-side pages). (So my notes say...)

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titre courant

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running title

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rubricated

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a manuscript in which some words (usually running titles and initials) have been colorated; mostly in red or blue, but sometimes pink

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textual glosses

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in line texts that comment on the text

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manicules

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tiny little hands drawn in the margins of medieval manuscripts to indicate points of emphasis to the reader

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Reglure/ Ruling

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the pricking or sometimes light drawing with a pencil of the margins of a medieval manuscript

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Stereotype

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A stereotype was a full-size metal duplicate of a typeset form. A plaster cast was first made of the original, typeset form, and then the plaster cast was used to create a single-piece metal copy. This method allowed more expansive production and marketing.

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Relief

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An illustration process in which material is cut away from a surface to leave a protruding line image which is inked and printed onto a sheet of paper using a platen or rotary press.

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Chainline

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The line left on a sheet of laid paper caused by the chain-stitching connecting the mould wires to the rib, typically running parallel to the short side.

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Countermark

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A wire profile sewn into the face of a mould, typically smaller than and on the opposite side to, a watermark.

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Watermark

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A wire profile sewn into the face of a mould.

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When and where was vegetable fiber paper (the first known type of paper) produced?

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Around first century China.

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When did manuscript books begin to shift from scroll to codex?

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1st century AD.

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When was paper making introduced to Japan from China?

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610

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When was paper sizing introduced in Asia?

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Crica 700

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When did paper sizing strt to take place in Europe?

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1337

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When was copyright established with the Licensing Act in England?

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1663

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When was the daguerreotype first invented?

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1833

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When did alphabetic writing first come into being, and why was it significant for written language?

answer

The origins of an alphabetic writing system emerged somewhat later, sometime between 2000 and 1200 BCE, with the Semitic peoples in the Mediterranean. Their invention in turn led to perhaps the most important development in the Western world, when in about 900 BCE the Greeks adapted a consonant-based Semitic alphabet by adding letters to represent vowel sounds.

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Disadvantages of papyrus

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Can easily be destroyed by environmental elements, especially (and obviously) fire.

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What were some of the disadvantages of scrolls?

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They did not easily allow for simultaneous access to multiple parts of a document.

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What are illuminations?

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The gold, silver, or brilliantly colored graphic features that surround text.

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What are miniatures?

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The illustrations that augment, point to, or comment on the text.

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Quire

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One or more gatherings of text. Or, to collect multiple gatherings into a single binding unit.

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Why is Caxton significant?

answer

He was England's first printer.

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What was the first known form of writing?

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Sumero-Akkadian cuneiform.

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What is Benjamin's notion of "aura" and why is it important?

answer

Benjamin discusses aura in the context of the rituals surrounding particular texts. Ritual is one of the key components that imparts the power and aura in a text. This does not need to happen before the aura, but Aura and Ritual follow each other in a cycle. Aura allows an individual work to exist with the traces of the artist in it. The absence of aura seems to be opposed by politics, which comes with mechanical reproduction. Thus, aura is damaged by mechanical reproduction.

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Why did paper catch on as a substrate for printing texts?

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First, it is the only writing material that is almost wholly manufactured: though derived from natural fibers, even handmade paper involves processes that fundamentally transform the original materials into a wholly new substance. Second, paper is wonderfully adaptable: it can be made from a variety of raw materials and a number of processes, and it can be created in an almost infinite number of sizes, colors, textures, and qualities. This adaptability led to paper's being the perfect medium for printing, and thus for the spread of book culture.

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What 3 major innovations did Gutenburg bring to printing?

answer

(1.) Interchangeable pieces of metal type that could be reused and recycled almost indefinitely. (2.) A "sticky" ink that would adhere to the metal surfaces of his typefaces and transfer images cleanly to paper. (3.) The Gutenberg press—or more properly, the common press—was the basic technology used for printing from Gutenberg's day to the nineteenth century, and it continues as the underlying technology employed in most craft or letterpress printing today.

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What issues does Patten identify in seeing a book as more than just a book following serialization?

answer

(1.) Serials tend to be authored by a multitude of people, through editing and influence. (2.) They tend to be more fluid in how the engage with and write through genres than books. (3.) Serials tend to be more topical, as they get published in installments as opposed to in a single push without time to reflect throughout the writing process. (4.) Serials interact with a whole lot of folks throughout the process of being designed, and those responses tend to affect later versions of the text, instead of a single-shot release which is understood and criticized all at once.

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Why was the early magazine market significant to the literary landscape of the early 20th century?

answer

The market for serialized fiction was clearly stronger than that for standalone books. This is made especially clear when West notes that "between 1919 and 1936, F. Scott Fitzgerald earned some $225,784 for his magazine fiction as opposed to only $66,588 for his novels" (371). Thus, authors needed to be aware of how stories might appear in a serialized fashion as they composed, but also how they would exist as a single combined text.

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When did book publishers begin to be seen as similar to media companies like music and movie industries?

answer

The 1970s and 1980s.

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What are the steps of the modern publishing process, according to Robinson

answer

(1.) Acquisitions, or signing authors or texts. (2.) ISBNs, or getting the book copywritten and cataloged. (3.) Development, or the editing stages of the book where marketing may begin as well as design. (4.) Copyediting, or the first part of the production phase, focused on editing. (5.) Design, or when the typefaces and layouts for the audience. (6.) The actual typesetting and binding process.

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What kind of bookseller has been the most prominent throughout the history of book sales?

answer

Independent booksellers. Independent bookstores have been at the heart of the book-buying experience for millennia. However, in recent decades the independents have faced some major challenges. Nearly everyone knows of storefronts that once featured books and are now either empty or taken over by an entirely different kind of business.

question

What does the process of bookselling gain and lose as a result of moving from smaller independent booksellers and publishers to major chains and publishers?

answer

Not easy to provide an answer for, to be sure, but it does mean an interesting mix of depending on certain books to be hits, and the "long tail" of places like Amazon that carry nearly everything making book buying at once a more restricted and open experience. Thus, publishers are less likely to take risks, but some sellers like Amazon will carry almost anything.

question

When do some of the first examples of copyright come from?

answer

One of the first known references to intellectual property protection dates from 500 bc , when chefs in the Greek colony of Sybaris were granted year-long monopolies for creating particular culinary delights.

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What rights does copyright provide?

answer

(1.) The right to reproduce a work. (2.) The right to adapt derivative works from it. (3.) The right to distribute copies of it. (4.) The right to display it publicly. (5.) The right to perform it publicly.

question

What role does copyright have in the publishing of books?

answer

Outside of the obvious connections to publishers and authors and their works being pirated, protecting the intellectual and literary creations of authors and inventors has a rich history stretching back to the Middle Ages and earlier. In most cases, sociopolitical contexts and economic forces active at the time played an important role in shaping these early rules. Thus, copyright functions as a response to the spread of publishing as a business.

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paper

answer

a substrate made of cellulose pulp derived mainly from wood or rags or certain grasses

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moveable-type

answer

Seprate, reusable charaters used for printing.

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quarto

answer

the relative size of a book whose pages are made by folding a sheet of paper twice to form four leaves

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octavo

answer

a book whose pages are made by folding a sheet of paper three times to form eight leaves or pages

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duodecimo

answer

book format in which the sheets are printed so that each sheet, after being folded, produces twelve leaves (24 pages). Also a book printed with this format can be called a twelvemo. 12mo 12°

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Dondi "European Printing Revolution"

answer

essay on the shift from manuscript to print.

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Jan-Dirk Muller "The Body of the Book"

answer

investigates the ways in which the metaphor of the book as a body was complicated by the invention of print

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incipit

answer

the introductory words or opening phrases in the text of a medieval manuscript or an early printed book

question

gathering or quire

answer

A collection or gathering of leaves (often four in Medieval MSS), nested then bound together in groups making up a codex.

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encadrement

answer

a full frame that is unbroken

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trique pattern

answer

_________________ _____________ _______ ___

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heraldry

answer

symbol indicating the right of a person to bear arms

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deckle

answer

ragged edge of paper

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imposition

answer

the way the printer sets up the furniture and type to create the pages

question

furniture

answer

In typesetting, this term refers to the wood or metal spacing material that is used to fill extra spaces int he chase around handset type to assist in locking it into place

question

compositor

answer

one who sets written material into type

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vat-man

answer

the man in papermaking who holds frame

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slurry or stuff

answer

the fermented goop and rags that is used to maker paper

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collation

answer

the process of determining the order and arrangement of the quires of any given book. Can be used to determine whether a text is missing leaves

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Harris "Printed Ephemera"

answer

Print is particularly suited to all types of ephemera, and at one point led to the papering and pamphleting of the buildings along the streets of London's major streets.

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Love "The Manuscript after the Coming of Print"

answer

The entire gist of this chapter is that manuscripts continued to exist, to be useful, and to sometimes surpass print in its speed, affordability, and appropriateness to content in the age of print.

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xylography

answer

The act of making art or print using woodprints and blocks to transfer ink.

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xylography first in China

answer

770

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Empress Shotuku

answer

One Million Dhahran

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incunable/ incunabulum

answer

Extant copies of books produced in the earliest stages (before 1501) of printing from movable type.

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colophons

answer

statements or notices that are sometimes written at the end of manuscripts; the ancestor of the title page. Sometimes included poems

question

frisket

answer

A mask of paper cut out to expose an area while shielding other parts aka templet/template.

question

tympan

answer

the taut cloth or paper mounted in a frame which is placed over the sheet of paper immediately prior to lowering the platen to make the impression.

question

platen

answer

A wooden or metal plate in a printing press designed to press paper against the inked type.

question

Caxton brings the printing press to england

answer

1476

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catchword

answer

a word or phrase at the bottom of a page that indicates the first word of the nest page. Unknown whether for readers or publishers

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signature

answer

the letter/number of the quire

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What was the first book printed in English?

answer

the Recuyell of the Hystoryes of Troye. Printed in 1473 in (francophone) Bruges. She wrote "Mediated Medieval" about this .. high chance it might show up.

question

Why might you find a English woodcut with broken frame or white spaces in the image?

answer

English woodcuts were often hand-me-downs. This indicates that the woodcut is wearing down under the pressure of the press

question

Who was Henry VIII's printer?

answer

Richard Pynson

question

What is a Foudrinier?

answer

Modern paper Roll. (From Dr. Gants's lecture)

question

Gary Taylor "ABCs of Wrighting"

answer

Gary Taylor argues for a new conception of authorship. He problematizes our English readings of Foucault's "What is an Author" and proposes the "artisinal" and "cyborg" as his contribution to the study of authorship. This allows him to talk about collaboration and hiring playwrights. Remember that this is for the Middleton!

question

Plato's defense of ephemerality may have something to do with his ideas about representation. What is Plato's representation theory?

answer

1. The ideal form cannot be grasped (this is the best and primary cream of the crop) 2. Real life is a manifestation of the ideal (and therefore secondary) 3. Art and Poetry are representations of the manifestation (therefore tertiary) and bad.

question

2004 Cologne Papyrus.

answer

New Sappho discovery in last ten years. Poem on a recently discovered papyrus, which was used as packing on the winding sheets of an Egyptian mummy. Obviously it takes a lot of work to make a readable text out of something as fragmentary as this. This would be an example of DEGREES of descipherment

question

You find a really old thing. What are the three ways that you could potentially decipher it?

answer

linguistic decipherment poetic decipherment or material deciph.

question

What is the multistep process of making manuscript illuminations?

answer

1. draw 2. make colors 3. series of artists who do (blue pink green gold last) 4. gold melted, dripped or leafed on.

question

What is the hierarchy of scripts?

answer

1. Chapter division 2. Section 3. Verse Division These divisions produce a structural relationship within the imagined work.

question

What are four types of initials that you may find in an illuminated ms or incunable?

answer

botanomorphic (plant) zoomorphic (animal) anthropomorphic (people) Historiated anthropomorphic (people in history)

question

explicit

answer

Here endeth Chapter 2 and begin....

question

What are some of the highlights of the history of censorship?

answer

According to Ladenson, it begins with Socrates calling for the censorship of poets, as well as Homer. From here, the church became a source of censorship, followed by the government, linking "the development of religious censorship [...] to the invention of movable type" where all works needed to be submitted and approved before publishing. Ladenson goes on to discuss The Society for the Suppression of Vice and their fade into censorship following acts like fighting prostitution.

question

When does Gutenberg invent moveable type and the common press in Germany?

answer

1440s (according to Solveig)

question

Hic incipit paruus Catho

answer

First Illustrated English Book printed by Caxton in Westminster. (It's a schoolbook with pictures of a teacher in it)

question

What is the future for the printed book?

answer

Gardiner and Musto posit three potential futures. (1.) One where computer screens will primarily be used for sampling and searching leaving books largely uninhibited. (2.) Print culture will die. (3.) On-demand printing will reign as king. Naturally, these aren't the only solutions, but ones worth considering if a question about the future of the book is asked. Where do you stand, and why?

question

Relief Printing

answer

...

question

What does publication mean in an age where anyone can be published (especially in online spaces)?

answer

Nunberg, in "Farewell to the Information Age," argues that it's easier than ever to be published... even if the medium/substrate in many cases lacks the prestige it once did. In the end, Nunberg asks us not to get swept away by the promises of future technologies changing things completely. This article further argues that prognostications for the future tend to posit the death of something (like books) that inevitably persists.

question

How has archival work changed in the digital age?

answer

In Graban's article "From Location(s) to Locatability: Mapping Feminist Recovery and Archival Activity through Metadata," she discusses the means by which we can change the perceptions of what kinds of data we save and use to identify texts and authors by modeling her project, the Metadata Mapping Project. Inevitably, Graban argues for using databases as a way to alter how we construct and preserve the works considered "less important" by many traditional ways of establishing and sharing knowledge in the humanities.

question

Why didn't print culture overtake scribal culture in China as quickly as it did in the West?

answer

According to James Mosley, "The reasons for the very limited use of movable types in the East, compared with the rapidity of their adoption in the West, are complex. The high respect accorded to calligraphy in China, Korea, and Japan, the fluidity and complexity of the forms of Chinese characters technologies of print when written by hand, and the very large number of characters probably all contributed" (131-132).

question

What is a lithograph and how does it function?

answer

Lithography, or 'stone writing', was initially conceived as a means of transferring handwritten texts or drawings to paper without the intervention of typesetting or copying by professional engravers.

question

What can you determine about a sheet of paper by holding it up to light?

answer

Fibres, thickness, composition, and impression techniques, among others, emerge from this otherwise incredibly simple method of investigation.

question

When did the book shift from a luxury to something affordable for the majority of the British population?

answer

In 19th-century Britain, commercial and technological innovations changed the economic status of the book from a luxury item to an affordable product for the majority of the population.

question

What does Octave Uzanne predict in "The End of the Book," and why does it matter today?

answer

After discussing the end of mankind and the end of the cares of his peers, Uzanne goes on a tangent about the many ways that books will be replaced by other technologies, and is surprisingly accurate about how they function. On 225 he argues that "the author will become his own publisher," something we see happening more and more with digital sales and publishing taking place. Even in 1894, however, the book's demise was predicted, and it seems to be going strong, building on other readings we've done in making a case for not counting out specific text technologies.

question

Xanthian Obelisk

answer

An important archaeological find pertaining to the Lycian language. Similar to the Rosetta Stone, it has inscriptions both in Greek and in a previously mysterious language: Lycian, which, on further analysis, turned out to be two Luwian languages, Lycian and Milyan. (TRILINGUAL)

question

Letoon Temple Cite

answer

7th C BCE; trilingual inscription on contains texts in Aramaic, Greek and Lycian. This is very important in that it helped expert to decypher the Lycian script.

question

Rosetta Stone

answer

The Rosetta Stone is a granodiorite stele inscribed with a decree issued at Memphis in 196 BC on behalf of King Ptolemy V. The decree appears in three scripts: the upper text is Ancient Egyptian hieroglyphs, the middle portion Demotic script, and the lowest Ancient Greek. Key to modern understand Hglyfs.

question

Stationer's Company incorporated in London

answer

1557

question

When did some of the first collections of books start materializing?

answer

De Hamel suggests that the first collections of books, seen in Section 3 of his text, began happening circa 1073-1085 when libraries began to crop up.

question

Why did 12th century texts begin integrating annotations to help readers understand the text?

answer

This was largely due to the same kinds of textual inundation we have today— the sheer volume of texts produced and lack of time to consume them all. This was reflected in the kinds of texts produced in the 12th century, featuring annotations for quick reading and understanding, something that feels shockingly modern.

question

What does McKenzie argue about how we conceive of bibliographies?

answer

McKenzie pushes for redefining bibliography and "including all forms of texts" (37), as well as the push towards texts being defined as "any computer-stored data." Thus, we should try to trace "the human presence in any recorded text" (45)

STUDY

Consumer Behavior And Marketing Strategy Decision Making Graphic Design Long Term Memory Personal Care Products Time And Place

Chapter 5- Audience Analysis – Flashcards 30 terms

Ken Ericksen

30 terms

Preview

Chapter 5- Audience Analysis – Flashcards

question

Situational characteristic

answer

size, time, location, forum

question

audience size

answer

the number of people who will be present for a speech

question

presentation time

answer

The length of time a speaker has to deliver his or her speech

question

Chronemics

answer

body clock

question

forum

answer

location of speech

question

stationary audience

answer

an audience that will be relatively motionless while listening to a speech

question

mobile audience

answer

An audience that is not bound to sit or stand for the duration of a speech. Mobile audiences might be found at an exhibitor's booth or on a city sidewalk.

question

demographics

answer

statistics that describe a population in terms of personal characteristics, such as age, gender, income, ethnicity, or education

question

age

answer

effect the audience member responses to the mesages

question

gender composition

answer

a demographic characteristic that considers how many men versus how many women will be in an audience

question

gender stereotype

answer

an oversimplified or distorted generalization about the characteristics of men and women

question

sexist language

answer

Language that is demeaning to one sex

question

sexual orientation

answer

an enduring sexual attraction toward members of either one's own sex (homosexual orientation) or the other sex (heterosexual orientation)

question

race

answer

Identity with a group of people descended from a common ancestor

question

ethnicity

answer

A classification of people based on combinations of shared characteristics such as nationality, geographic origin, language, religion , ancestral customs and tradition

question

religious orientation

answer

A person's set of religious beliefs that can shape his or her response to a speech

question

socioeconomical status

answer

An assessment of status that takes into account a person's income, education, and occupation.

question

political affiliation

answer

a person's political beliefs and positions

question

common ground

answer

shared beliefs, values, or positions

question

prior exposure

answer

The extent to which an audience has already heard a speaker's message, which will affect an audience's interest or belief in what the speaker is saying.

question

disposition

answer

Attitudes toward the message. Develop into sympathetic, hostile or neutral

question

sympathetic audience

answer

already holds you in high personal esteem or agrees with your message and will therefore respond favorably to your speech

question

hostile audience

answer

an audience in which listeners are predisposed to disagree with the speaker

question

neutral audience

answer

an audience lacking strong feelings for or against the topic of a speech

question

survey

answer

research method in which information is obtained by asking many individuals a fixed set of questions

question

fixed-response question

answer

True/False, multiple choice, or select-all-that-apply questions. Gives respondents set of specific answers to choose from

question

scaled question

answer

a closed ended question designed to measure the intensity of a respondent's answer

question

open-ended questions

answer

questions that allow respondents to answer however they want

question

interview

answer

conduct an interview in television, newspaper, and radio reporting

question

situational audience analysis

answer

audience analysis that focuses on situational factors such as the size of the audience, the physical setting for the speech, and the disposition of the audience toward the topic, the speaker, and the occasion in the moment

STUDY

Graphic Design

Graphic design vocabulary – Flashcards 112 terms

Pat Coker

112 terms

Preview

Graphic design vocabulary – Flashcards

question

animation

answer

filmmaking technique that creates the illusion of movement by the rapid projections of a series of sequential still images produced by drawings photomontage or 3 dimensional models

question

archival paper

answer

Paper that is acid-free and has a quality lifetime of about 100 years or longer.

question

art director

answer

the person responsible for managing the creative and production process for a given project.

question

artwork

answer

term applied to illustrative, diagrammatic, and photographic material prepared for reproduction by a designer or artwork technician.

question

ascenders

answer

the part of certain lowercase letters (b,d,f,h,k,l,t) that extends above the x height.

question

bandwidth

answer

the amount of information your connection to the internet can carry

question

bar chart/graph

answer

graphic representation of different values using horizontal or vertical bars

question

baseline

answer

an imaginary horizontal line upon which the base of each capital letter rests.

question

bezier curves

answer

curved line segments that can be reshaped by changing the anchor points and/or direction lines

question

bit

answer

contraction of binary digit, which is the smallest unit of information that a computer can hold.

question

bitmap image

answer

a graphic image stored as a specific arrangement of screen dots or pixels

question

bleed

answer

that part of a printed image, which extends beyond the normal illustration

question

blind embossed

answer

raised surface impression, which is not inked or foiled, created by die stamp being pressed into the surface of paper or card.

question

body matter/text

answer

text matter or reading matter in any publication, distinct from the headings or display settings.

question

browser

answer

the software used to view, manage, and access Web pages by interpreting hypertext and hyperlinks

question

camera ready

answer

generic term for artwork that is ready for reproduction by the process camera prior to printing.

question

capline

answer

imaginary horizontal line defined by the height of the capital letters

question

caption

answer

title, explanation, or description accompanying an illustration or photograph

question

CMYK

answer

standard for the colors used in printing. Cyan-magenta-yellow-black

question

collaboration

answer

the practice of working with others to create visual artwork

question

color separation

answer

the process of creating separate negatives and plates for each color of ink (cyan, magenta, yellow, and black) that used for publication.

question

communication

answer

the exchange of thoughts or messages with other people through speech, signals, writing, or visual images

question

comp (comprehensives)

answer

comps are made to see what a prospective design project will look like.

question

compression

answer

a method of packing data in order to save disk storage space or download time

question

computer-aided design (CAD)

answer

process of using the computer to assist in the design of physical objects

question

computer graphics

answer

representation of information in graphic form using a computer

question

computer languages

answer

artificial languages designed to allow human beings to communicate with a programmable machine

question

computer terminal

answer

computer input/output device used to communicate with a remote computer

question

concepts

answer

those ideas or notions that guide or explain meaning, philosophical or intellectual context, emotional perception, and qualitative relationships within an artwork

question

content

answer

the meaning or significance contained within an visual image as distinguished form its form

question

context

answer

the situation surrounding an element, form, activity, or an event that influences and dictates its function and activity.

question

craftsmanship

answer

a skill, proficiency, expertness, or technical excellence in the utilization of material.

question

crop marks

answer

horizontal and vertical lines that indicate the edge of the printed piece.

question

cropping

answer

the cutting of or elimination of portions of a visual form.

question

CSS

answer

Cascading Style Sheet. A feature of HTML used by Web designers to create templates for specific type elements

question

Data processing

answer

the storing of handling of information by the computer.

question

design

answer

a planned combination of visual elements whose organization has been structured into a unified whole.

question

design manual

answer

document that specifies the operational guidelines for the application of corporate identity

question

diagram

answer

graphic device in which complex statistical concepts of time, space, performance, location are presented in a condensed visual form.

question

display matter/setting

answer

typesetting that used the full range of type sizes and weights to ensure that information conveyed stands apart from continuous text setting

question

DPI

answer

Dots per inch. Specifies the resolution of the output device such as a printer or printing press machine.

question

answer

Typographical measurement derived form the square of each type size.

question

answer

Typographical measurement half the width of an em.

question

flow chart/flow diagram

answer

graphic representation illustrating the sequential flow of a process or activity

question

font

answer

traditional term in hot metal composition for a complete set of alphabets relating to one size of typeface.

question

format

answer

an integral part of a design, the format defines the shape of the two-dimensional surface on which a design is created and the outer edges of the picture plane.

question

four-color process

answer

means of producing color printing using four separates plates to print cyan, magenta, yellow, and black

question

GIF

answer

images that display up to 256 colors, have small file size, and are the most widely used graphic format on the Web

question

gradient

answer

a smooth transition of color withing an object.

question

graphic design

answer

generic term for the activity of combing typography, illustration, photography, and printing for purpose of persuasion, information, or instruction.

question

graphics tablet

answer

interactive computer device consisting of flat, electronically sensitive board and electronic pen

question

grid

answer

layout device used by graphic designers and typographers to achieve a visual order and consistency on the printed page.

question

halftone process

answer

photochemical process that converts a continuous tone image into a series of minute, graduating dots.

question

hierarchy

answer

the graded arrangement of elements or forms according to importance or quality

question

HTML

answer

Hypertext Markup Language. A cross-platform, text formatting system for creating Web pages

question

idea

answer

a thought or knowledge that exists in the mind as a product of mental activity

question

ideogram

answer

character or graphic symbol designed to represent an idea or concept

question

imposition

answer

arrangement of individual pages of a book or brochure on a large sheet prior to printing to ensure that the final printed pages appear in the correct sequence when folded, bound, and trimmed.

question

imprint

answer

legal obligation that requires the name of the publisher, printer, date, and place of printing to appear in any published work.

question

JPEG

answer

Joint photographic Experts Group. A file format for full color and black and white graphic images

question

kerning

answer

term used when the spacing between certain type characters is adjusted to achieve an even and consistent letter spacing

question

lamination

answer

process of covering paper or card with a strong transparent plastic film

question

layers

answer

a function within graphic software that allows the user to assemble, organize, and re-edit their artwork

question

layout

answer

design draft of book, advertisement, title page, etc., produced for a designer to establish the overall appearance and relationship between such elements as illustrations, photographs, and typography

question

leading

answer

the vertical spacing between lines of text

question

line weight

answer

the thickness of a printed line

question

literals

answer

minor typesetting mistakes requiring correction before printing

question

logotype

answer

letters or words formed into a distinctive and unified form

question

meanline

answer

an imaginary line marking the tops of lowercase letters, not including the ascenders

question

measure

answer

width to which a piece of typesetting is set, traditionally measured in 12 pt (PICA) ems

question

multimedia

answer

a form of communication combining text with graphics, page layout, video, audio, animation

question

neutrality

answer

a condition of being in the middle without activity, emphasis, or direction toward any one activity, forms, or side

question

operating system

answer

a computer program that controls a computer's operation, directing information to and from different components

question

optical spacing

answer

the arrangement of letters to avoid the appearance of uneven gaps and to give the impression of consistent, even spacing between each letter

question

Pantone system

answer

color system that enables designers to specify consistent color matching across printing inks, pens, and paper

question

pardigm

answer

a model or belief system that can reference the organization and creation of information approaches to process or various ways of working

question

PDF

answer

Portable Document Format. Created by Adobe Systems in its software program Adobe Acrobat as a universal browser

question

photomontage

answer

technique of combining or superimposing photographic images from different sources to produce a new and surprising relationship between the individual components

question

pica/pica em

answer

traditional unit of typographic measurement based on 12 point

question

pictogram

answer

pictorial sign that depicts a simplified representation of a particular object or activity

question

pixel

answer

stands for picture element: the smallest dot that can be displayed on a screen

question

point

answer

standard unit of typographic measurement

question

proof

answer

traditionally, an impression from metal type for examination and correction before final output

question

Quicktime Video

answer

Apple technology that allows video, digitized sound and music, 3D, and virtual reality to be viewed on your Web site.

question

RAM

answer

Random Access Memory. Used to store data temorarily while the computer is turned on.

question

raster

answer

a digital image that is compressed of pixels structured in a grid and assigned a specific location and color value.

question

ream

answer

traditional term for a quantity of paper, normally 500 sheets

question

rebus

answer

graphic device that uses pictures or symbols in place of words to represent a statement or idea

question

resolution

answer

the degree of detail and clarity of a display; usually specified in dots per inch (dpi)

question

RGB

answer

Red-Green-Blue. Colors on computer monitors are defined in terms of a combination of these three color.

question

roman

answer

generic term to describe a wide range of typeface

question

screen printing

answer

versatile printing process in which the image is created by forcing the printing ink through a fine screen of fabric or metal.

question

semiotics

answer

the study of relationships between signs and symbols and what they represent in terms of both content and meanings

question

serif

answer

charactersictic terminal stroke normally at the bottom of the main strokes of letters in Roman tyeface

question

signage

answer

coordinated directional, instructional, and information sign requirements associated with the urban environment, buildings, and major events such as exhibitions

question

simplification

answer

the paring down to essential elements

question

symbol

answer

letter or sign designed to represent an activity, idea, or object

question

thumbnail

answer

a small version of a graphic image

question

TIFF

answer

Tagged image FIle format. A common graphic file format used for saving bitmapped images such as scans, photographs, illustrations, and logos

question

time

answer

a nonspatial continuum in which events progress in an irreversible succession from past through the present and into the future.

question

tracking

answer

adjustment of space between characters throughout a range of text

question

trademark

answer

identification device in the form of a symbol or logotype used to identify and/or unify the products or services provided by a particular manufacturer or supplier

question

typeface

answer

alphabet created for the purpose of reproduction

question

type specimen

answer

a typeset sample produced to show the visual properties of typeface.

question

URL

answer

Uniform Resource Locator. An address referring to a document on the Internet

question

USP

answer

Unique Selling Proposition

question

vector

answer

a digital image that is composed of line and curves that are defined by mathematics objects called vectors

question

video

answer

a series of framed images put together, one after another, to simulate motion and interactivity

question

visual communication

answer

a way of representing ideas visually

question

visual narrative

answer

the telling of a story through visual images

question

WYSIWYG

answer

What You See Is What You Get. A desirable technical connection between what the designer/operator sees on the screen and what emerge as the final output on film or print

question

x height

answer

body of any lower-case character that has neither an ascender nor descender.

STUDY

Advertising Closed Ended Questions Dots Per Inch Features And Benefits Graphic Design Pixels Per Inch Whole Wheat Bread

Ag Sales CDE – Flashcards 91 terms

Henry Smith

91 terms

Preview

Ag Sales CDE – Flashcards

question

A good advertisement will cause the eye to move from top to bottom of the advertisement and is known as: a. Product detail b. Design flow c. A good layout d. A focal point

answer

B. design flow

question

What is a good method of closing a sale? a. Tell the customer how much the sale means to you. b. Force a close. c. Turn the sale into a ceremony to make the customer feel important. d. Assume the customer will buy the product.

answer

d. Assume the customer will buy the product.

question

Which of the following shows ethical work behavior? a. Never being more than 15 minutes late to work. b. Coming to work every day. c. Not taking your full break times. d. Reimbursing an employer for long-distance calls.

answer

D. reimbursing an employer for long-distance calls.

question

What is the fastest way to get an original document across the country? a. Regular mail b. Over-night mail c. E-mail d. Fax

answer

d. Fax

question

Which physical position suggests a person is open to the ideas being spoken? a. Folding arms across the chest. b. Facing the person speaking and making frequent eye contact. c. Crossing the legs away from the person speaking. d. Crossing the legs, then folding the arms across the chest.

answer

b. Facing the person speaking and making frequent eye contact.

question

Constructing a display so that it is arranged in a step arrangement or in graduations is an example of... a. Balance b. Contrast c. Rhythm d. Proportion

answer

Proportion

question

What is one method of opening a sale? a. Tell the customer how much the product costs. b. Give out free samples. c. Tell the customer he/she would be a fool to buy any other product. d. Wait at the cash register for the customer to approach you.

answer

b. Give out free samples.

question

What is selling? a. The opposite of buying b. Forcing a customer to purchase c. Ringing up a sale on the cash register d. Assisting the customer.

answer

D. assisting the customer.

question

What is a good method of preventing customer complaints? a. Tell the customer you had nothing to do with it. b. Walk away when he/she starts to talk to you. c. Make sure the warranty is understood. d. Sell only non-refundable goods.

answer

C. make sure the warranty is understood.

question

What is one frequently raise customer objection to advertising? a. It lets customers know what is available. b. It is an unnecessary cost in the marketing of products. c. It takes up too much room in a newspaper. d. It brings too many customers into the store.

answer

B. It is an unnecessary cost in the marketing of products.

question

What is the educational requirement for most entry level sales positions? a. A college degree b. A master's degree c. A high school diploma d. There are usually no educational requirements.

answer

c. A high school diploma

question

What are two classifications of displays? a. Promotional and educational b. Institutional and educational. c. Promotional and institutional. d. None of the above

answer

A. promotional and institutional

question

What is one method of overcoming a customer's objection? a. Explain, in detail, why the customer has no basis for the objection. b. Admit the objection is true. c. Answer the objection quickly d. Tell the customer no one has previously objected to the product.

answer

b. Admit the objection is true.

question

What is the customer's benefit of having sales people? a. The customer gets forced into buying a product. b. The customer finds out more information on a product. c. Both of the above d. None of the above

answer

B. The customer finds out more information on the product.

question

What is the benefit of advertising with magazines? a. Allows last-minute changes in the message. b. Uses long messages with many illustrations. c. Low cost d. Uses color

answer

D. uses color

question

To reach a very select group of customers, you would probably use which of the following forms of advertising? a. Magazines b. TV c. Newspapers d. Trade journals

answer

d. Trade journals

question

How is advertising important to the advertiser? a. Brings customers into the store. b. Tells customers what is available. c. Helps customers cash in on price savings. d. Helps customers make decisions.

answer

a. Brings customers into the store.

question

What is the advantage of using the telephone for a sales presentation? a. It decreases the amount of travel time. b. It does not take as much preparation time. c. you don't have to look the buyer in the eye, so it is easier to lie. d. none of the above

answer

A.. it decreases the amount of travel time.

question

A group of activities intended to sell a product or idea to make a profit is a(n)... a. Media promotion b. Resume c. Promotion d. Application

answer

c. Promotion

question

Most advertising appears... a. On the front page b. On the editorial page c. on the sports page d. As ROP (runoff the paper)

answer

d. Runoff the paper (fliers)

question

Which of the following would be included in the pre-approach of a sales presentation? a. Showing the product to the customer b. Determining the customer's needs and wants c. Ordering the product you wish to sell d. Closing the sale

answer

B. determining the customer's needs and wants

question

What is one of the first steps in preparing to advertise on the radio? a. Select a radio station b. Prepare a radio advertisement c. Decide on an attention getter for the advertisement d. Work with the station you have selected

answer

A. select a radio station

question

During the sales presentation you determine that the customer is ready to close the sale. You should... a. Call in the sales manager b. Continue to demonstrate the product's features c. Close the sale d. Continue your sales pitch

answer

c. Close the sale

question

What is the first step in presenting a product? a. Develop the customer's interest b. Spark desire in the customer c. Have the customer buy the product d. Get the customer's attention

answer

D. get the customer's attention

question

Which is a BAD method of handling the customer's objection? a. Pause before answering the objection b. Argue with the objection c. Listen to the customer's objection d. Show empathy for the customer

answer

b. Argue with the objection

question

Selling is... a. 50% preparation and 50% presentation b. 90% preparation and 10% presentation c. 10% preparation and 90% presentation d. None of the above

answer

b. 90% preparation and 10% presentation

question

After dealing with an upset customer, one should... a. Forget about the incident b. take the customer's comments personally c. Tell your co-workers d. Review the incident

answer

D. review the incident

question

The selling process begins and ends with the... a. Sales person b. Customer c. Product d. All of the above

answer

B. customer

question

Most customers decide by asking questions. How should questions be handled? a. by giving answers that emphasize only the positive aspects of the product b. Emphasize that the produce being asked about is the best product for their needs but don't question the customer's needs c. Discourage questions that you don't know the answer to d. All of the above e. None of the above

answer

E. none of the above

question

The approach that is considered the most effective is: a. Merchandise approach b. Welcome approach (friendly greeting) c. Service approach d. Personal approach e. None of the above

answer

B. welcome approach (friendly greeting)

question

You are meeting a new customer in a cold-call situation. During the call, you sell the customer 300 pounds of ribeye steaks. Your company is currently introducing a new line of steak seasoning. Since this is a new customer, which of the listed actions is the best approach? a. Not attempt to sell the steak seasoning since it is your first contact. b. Ask open ended questions about how the customer plans to season the steaks. c. Boldly state the steaks require and additional purchase of seasoning. d. State to the customer about how superior your product is over their current choice

answer

B. ask open-ended questions about how the customer plans to season the steaks

question

The formula IS+DOES=MEANS... a. is the formula to sell product features b. is the formula used in planning the approach c. is the procedure for translating product features into buyer benefits d. all of the above

answer

c. is the procedure for translating product features into buyer benefits

question

Sales people can prepare to answer customer objections if: a. they understand that customers have similar buying motives b. they understand why people buy a particular product or service c. they are completely knowledgeable about merchandise features and benefits to the customer d. All of the above

answer

d. all of the above

question

The best time to answer a customer's objection is: a. when you finish the sales presentation b. at the moment of the objection c. after you have finished demonstrating a feature d. at the conclusion of a sale

answer

b. at the moment of the objection

question

A hidden objection is defined as: a. details a salesperson is withholding b. a sales presentation disclosing price c. a customer's reluctance to listen d. a customer's unspoken concern

answer

d. a customer's unspoken concern

question

Involve the customer in the sales demonstration to: a. demonstrate specific benefits of interest to the customer b. help the customer develop a sense of ownership c. get the customer to answer questions to determine additional needs and wants d. all of the above

answer

d. all of the above

question

A method of advertising where printed ad materials are sent to potential customer's homes by mail is called: a. junk advertising b. house-to-house c. direct mail d. market saturation

answer

c. direct mail

question

Every customer has objections. You should be prepared to address objections by: a. ignoring them b. selling suggestive products c. having a complete knowledge of the product/products you are selling d. all of the above

answer

c. having a complete knowledge of the product/products you are selling

question

Market research is: a. advertising b. learning about potential customers c. isn't needed for many products d. all of the above

answer

b. learning about potential customers

question

Most people have poor listening skills. Which of the following are examples of poor listening? a. criticizing the speaker b. tuning out difficult or confusing information c. tolerating or creating distractions d. both a and b

answer

D. both a and b

question

Analysis of the market can best be described as... a. Primary research of potential customers b. Study to gain knowledge about the market c. Collecting information about the market and studying it for meaning d. secondary research

answer

c. Collecting information about the market and studying it for meaning

question

You are selling flea and tick products for dogs and cats. you drive past a vet office that you have never seen before. They list 5 vets on the sign; you decide to stop in and see if they currently use any of your products or would like information. This type of call is considered: a. Folllow-up call b. Turn around call c. Cold call d. Delayed call

answer

c. Cold call

question

What do we mean by the term "target market?" a. Used in clothing sales to determine the cost of products. b. Identifying and selecting customers that are most likely to buy what is produced. C. the details of a marketing plan d. all of the above

answer

B. identifying and selecting customers that are most likely to buy what is produced.

question

Do develop the "you" attitude in selling, salespeople develop which of the following selling techniques? a. listening to customer responses b. asking customer questions c. determining customer buying motives d. all of the above

answer

d. all of the above

question

A customer's buying signal can: a. be a comment or question about the item b. indicate signals of approval for the item c. show that the customer is thinking about buying d. all of the above

answer

d. all of the above

question

In what order should a sales presentation progress? a. Introduction, ask questions, offer features and benefits, ask for order. b. Introduction, offer features and benefits, ask for order c. Introduction, offer features and benefits, ask questions, ask for order. d. Introduction, ask for order, handle objections.

answer

a. Introduction, ask questions, offer features and benefits, ask for order.

question

To analyze the market situation, there must be: a, an understanding of changing customer lifestyles. b. an understanding of customer preference. c. purchasing tendencies of the customer. d. all of the above

answer

d. all of the above

question

Which of the following would not be used in assessing the marketing situation? a. potential customer profile and behavior. b. Strengths and weaknesses of the competition. c. Strengths and weaknesses of your product or service. d. Basing the market assessment on feeling rather than facts.

answer

D. basing the market assessment on feelings rather than facts

question

When making a business call, you should first: a. Thank them for taking your call b. State the purpose of your call c. Apologize if it is a bad time d. Identify yourself

answer

d. Identify yourself

question

Advertising is used because it is... a. Cost effective b. expensive c. helpful in developing a positive public image d. Both A and C

answer

D. both A and C

question

Every customer consciously follows a series of four steps prior to buying a product, and this is called: a. Customer confusion b. Customer buying process c. Customer is helped by sales person d. none of the above

answer

b. Customer buying process

question

The amount of unfilled parts on an advertisement is called ____ and should make up about 30-40% of the ad. a. white space b. blank space c. open range d. body copy

answer

a. white space

question

What is a product feature? a. answers the question "what is it?" b. a specific quality or characteristic of a product or service. c. something you can see, feel, hear, smell, or taste. d. all of the above

answer

d. all of the above

question

when listening to an angry customer, a. let the customer explain b. get pertinent details c. differentiate between facts and emotions d. all of the above

answer

d. all of the above

question

The telephone should be used to qualify prospects because: a. most people in agriculture are never home b. the sales cost of an average personal call has become expensive. c. you don't want to do personal sales calls. d. all of the above

answer

B. the sales cost of an average personal call has become expensive.

question

Which of the following is an example of a "choice close?" a. "Will you buy Super Ewe 2 feed for your farm today?" b. "Would you like the soluble or injectable Tylan?" c. "When you purchase 10 bags of Hog Wild, we will give you a free smoked ham." d."I understand how you feel. Many customers have said the same thing. Your neighbor Bryan Wilson felt the same way until he saw the 2-3 pound daily gain."

answer

b. "Would you like the soluble or injectable Tylan?"

question

When a prospect inquires about the price or terms of your sale, it is an indication that... a. The customer wants you to leave b. The customer is showing you a buying signal c. The customer has real interest d. Both B and C

answer

d. Both B and C

question

What motivates the customer's buying decision? a. Demand b. Needs c. Buying patterns d. Communication

answer

b. Needs

question

Which of the following would be considered an objection? a. "I think your service is quite good." b. "Why does this bill show $107?" c. "I have never heard of this brand before!" d. "When will it be in stock?"

answer

c. "I have never heard of this brand before!"

question

The number of people who purchase and read a printed medium is known as its: a. Clientele b. Reach c. Circulation d. Population

answer

c. Circulation

question

When using a coupon in an ad, it should be surrounded with a border. It should also include... a. An expiration date b. The store's hours c. The color red d. The owner's signature

answer

a. An expiration date

question

Reaching a compromise that is acceptable to both your organization and the caller would be a(n)... a. Action issue b. Objection c. Statement d. Negotiation

answer

d. Negotiation

question

Which of the following would be an example of an open question? a. Would you like roundup Ultradry or roundup Ultramax? b. Do you grow corn or soybeans? c. What are your crop rotation practices? d. Will you attend our grower meeting?

answer

c. What are your crop rotation practices?

question

Suggestive selling can best be described as... A. related items that can be purchased at the same time. b. Non-related items sold to the customer whether or not they are needed. c. Not used in agriculture sales d. None of the above

answer

A. related items that can be purchased at the same time.

question

Which of the following words can start and open-ended question? a. Who B. When C. Where D. Why E. All of the above

answer

E. all of the above

question

In-depth probing for the interview phase of the closing process will help you identify your buyer's _____. a. Needs and wants b. Core information c. Additional needs d. Concerns, likes, and dislikes

answer

C. additional needs

question

The phrase "which means you will benefit by..." would be considered as... a. Fact/feature b. Transition c. Benefit d. all of the above

answer

B. transition

question

Relating to the customer includes: a. Beginning with a smile b. Arguing with the customer to make sure they know the right answer c. Criticizing the customer for lack of product knowledge d. All of the above

answer

a. Beginning with a smile

question

Which of the following is TRUE? a. Salspeople should discourage objections b. Few sales happen without customer objections c. an objection is a barrier to completing the sale. d. Both B and C

answer

b. Few sales happen without customer objections.

question

The time to close a sale is when: a. The customer is losing interest and the conversation is dragging. B. you believe the customer' needs have been determined and you have selected the right item to meet those needs. c. You have discussed all the features and benefits of the product you sold to the neighbors. D. all of the above

answer

B. you believe the customer's needs have been determined and you have selected the right item to meet those needs.

question

Which of the following criteria is not part of qualifying a prospect? a. Do they have a need for your product or service? b. Do they have the authority to make buying decisions for the business? c. What type of education do they have? d. Do they have the ability to pay for your product or service?

answer

C. What type of education do they have?

question

Sales call planning is important for each sales call to: a. Let your supervisor know how hard you work. b. Make the best use of your time. c. Make the best use of the customer's time. d. Always get the sale.

answer

c. Make the best use of the customer's time.

question

Probing in sales calls can be... a. Asking open-ended questions b. Asking closed-ended questions c. Uncovering hidden needs d. All of the above

answer

d. All of the above

question

T or F: Closing the call always means getting the sale.

answer

False

question

As a sales person, you can create loyalty by: a. Always having the lowest price. b. Bringing a gift each time you come. c. Having consistent product performance. d. Providing consistent professional service. e. Both C and D

answer

e. Both C and D

question

T or F: Closing teh sales call may be just getting commitment of the customer to call again.

answer

True

question

T or F: Sales professional report that up to 90% of buying decisions are based on emotional reasoning.

answer

True

question

There are three types of buyers--the business buyer, the economic buyer, and the relationship buyer. Which buyer is most influenced by human characteristics such as trust, personality, common style, and attitude. a. Business buyer b. Economic buyer c. Relationship buyer

answer

c. Relationship buyer

question

There are three types of buyers--the business buyer, the economic buyer, and the relationship buyer. Which buyer is most influenced by price, convenience, product characteristics, availability, and time saving? a. Business buyer b. Economic buyer c. Relationship buyer

answer

B. economic buyer

question

Product parity describes: a. How the product looks among other competitive products. b. The big performance differences among other competitive products. c. The similar performance of a product among other products. d. That there are two parts to order for this product.

answer

C. the similar performance of a product among other products.

question

Necessary items are most often located in what part of the store? a. Front b. Back c. on the sidewalk d. near the checkout counter

answer

B. back

question

What do you need to know to be able to sell a product? a. Uses b. Competition c. Price d. All of the above

answer

d. All of the above

question

Getting immediate and favorable attention should be earned in what part of the sales process? a. approach b. demonstration c. closure d. none of the above

answer

a. Approach

question

Which of the following best describes the five mental stages of the buying process? a. attention, interest, desire, conviction, and action b. product, place, promotion, price, and income c. cost, promotion, attention, desire, and action d. attention, price, income, promotion, and interest

answer

a. attention, interest, desire, conviction, and action

question

A wholesaler is a person who... a. Sells products to retailers b. Sells products directly to retailers c. Sells whole-milk d. Sells whole-wheat bread

answer

a. Sells products to retailers

question

The process of finding new customers is called... a. Recruiting b. Prospecting c. Telephone contacts d. Qualifying

answer

b. Prospecting

question

Placing a customer on hold... a. should be preceded by asking the customer "May I place you on hold?" b. should be preceded by telling the customer "please hold." c. should not happen d. should include asking several times, "for whom are you holding?"

answer

a. should be preceded by asking the customer "May I place you on hold?"

question

A disadvantage of direct mailing may be that: a. mailing list can become outdated b. intended customers may not receive the advertising c. advertising may be wasted because people think of them as junk mail d. all of the above

answer

d. All of the above

question

A good advertisement will cause the eye to move from teh top to the bottom of the advertisement and is known as... a. product detail b. design flow c. a good layout d. focal point

answer

b. design flow

question

The most common type of customer is the ____ customer. a. know-it-all b. stealing c. just looking d. hurry up

answer

c. Just looking

question

What is a cold call? a. contact with no appointment b. contact with an appointment at a later time c. a telephone call d. a newspaper advertisement

answer

a. contact with no appointment

STUDY

Advertising Graphic Design Marketing Newspapers And Magazines Principles Of Advertising Principles Of Marketing Unique Selling Proposition

MKG420 – Flashcard 200 terms

Rosa Sloan

200 terms

Preview

MKG420 – Flashcard

question

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing _____.

answer

A. Integrated marketing communications

question

To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

answer

D. no amount of advertising can win back a customer lost from shoddy products or poor service.

question

In a(n) _____, a salesperson sells products and encourages customers to call if they encounter any problems.

answer

C. reactive relationship

question

In a(n) _____, the company works continuously with customers (and other stakeholders) to discover ways to deliver better value.

answer

A. partnership

question

Which of the following is true about a company's stakeholders?

answer

B. There is often significant overlap in stakeholder roles.

question

According to Nowak and Phelps, which of the following tactics does the IMC approach focus on?

answer

D. Less emphasis on advertising via the mass media

question

Ensuring the various marketing mix elements such as advertising direct-response, sales promotions, and the like, work together is referred to as _____.

answer

E. coordinated marketing communications

question

_____ messages often have the least impact because they are seen as self-serving.

answer

B. Planned

question

According to the integration triangle, which of the following are "say" messages?

answer

C. Planned messages

question

_____ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media.

answer

A. Advertising

question

The company that is advertising a product or idea is known as the _____.

answer

B. sponsor

question

The _____, who are addressed by the ad's spokesperson, are not real.

answer

D. implied consumers

question

A horse stable operator comes across an ad for a worming medicine in the local newspaper. He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning. In the context of the advertising, this is a form of _____.

answer

C. feedback

question

A firm's marketing activities are always aimed at a particular segment of the population called the _____.

answer

C. target market

question

_____ advertising is aimed at people who buy the product for their own or someone else's use.

answer

C. Consumer

question

Some products are publicized using _____, in which an ad claims the product is equal in quality to higher priced brands.

answer

B. price advertising

question

Fresh Zone is a supermarket based in New York that has branches in two other states, Ohio and Illinois. It uses _____, in which ads are placed in the local media or territorial editions of the national media.

answer

C. regional advertising

question

Retailers that sell within one small trading area typically use _____ advertising often placed in direct mail.

answer

C. local

question

In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most likely use _____. This enables the marketer to answer the prospect's questions on the spot.

answer

A. personal selling

question

20. (p. 26) The drawback to personal selling is _____.

answer

B. its high cost

question

An ad promoting a company's mission or philosophy is called _____.

answer

C. nonproduct advertising

question

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

answer

B. Public relations advertising

question

Which of the following is an assumption that characterizes a free-market economy?

answer

C. Self-interest

question

During the _____, the Chinese invented paper and Gutenberg invented the printing press in Germany.

answer

A. preindustrial age

question

Which famous English literary figure's observation that advertisements were so numerous that they were "negligently perused" and that it had become necessary to gain attention "by magnificence of promise", led to the beginning of puffery in advertising?

answer

E. Samuel Johnson

question

In the context of early advertising, the invention of the _____ made advertising via posters, handbills, and signs possible.

answer

B. printing press

question

In the industrial age, fresh mass markets developed for new and inexpensive brands of luxury and convenience goods called _____.

answer

C. consumer packaged goods

question

An ad in a fitness magazine offered a 30-day, free, at-home trial of an exercise bicycle with free shipping, and the option of returning the bicycle if the customer was not satisfied with it. The primary function of the ad was to:

answer

D. induce consumers to try the bicycle.

question

During the 1800s, wholesalers placed ads in publications called _____ that informed retailers about the sources of supply and shipping schedules for commodities.

answer

C. price currents

question

Scientific Advertising, the bible of the era of salesmanship in the 1920s, was written by _____.

answer

C. Claude Hopkins

question

Which of the following is an example of product differentiation?

answer

E. A manufacturer of cosmetics trying to portray that its brands are not only different from its competitors but also superior in terms of quality and variety

question

Which of the following strategies best describes a company's efforts to slow the demand for cigarettes through public service messages?

answer

D. Demarketing

question

Which of the following is the primary objective of demarketing?

answer

D. To dampen demand for products, especially those that create unwanted costs for society

question

In the context of advertising, market segmentation is the process of:

answer

D. searching for unique groups of people whose needs could be addressed through more specialized products.

question

A product's unique selling proposition refers to:

answer

B. a feature that differentiates it from competitive products.

question

_____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list.

answer

C. Positioning strategy

question

Gold Sheen, a cosmetic company, introduced a new range of herbal cosmetics in a market largely dominated by non-herbal products. Aware of the growing customer concern surrounding the overuse of chemicals in beauty products, Gold Sheen's strategy was to associate its brand with long-term safety that ranked high on consumers' priority list. Which of the following strategies does Gold Sheen use in this instance?

answer

C. Positioning strategy

question

During the postindustrial age, a growing affluence and sophistication of the consuming public characterized the marketing world of that time period in America. This trend was led by the _____.

answer

A. baby boomer generation

question

_____ created a social media company called Facebook.

answer

B. Mark Zuckerberg

question

Who among the following developed AdWords, an advertising program for Google?

answer

B. Page and Brin

question

The record decline in advertising activity in America in 2001 resulted from:

answer

C. a mild recession, a weak stock market, and the burst of the dot-com.

question

In the context of advertising, which of the following refers to a major feature of TiVo?

answer

A. The ability to target potential customers and measure effectiveness against that target

question

Which of the following significantly contributed and eventually led to the declines in music sales in the recording industry in the postindustrial age?

answer

C. File-sharing technologies

question

Which of the following is true about the impact of advertising on the society and the economy?

answer

D. Advertising has been a major factor in improving the standard of living in the United States and around the world.

question

Simon Bates, a market analyst, believes that advertising sometimes causes prices of products to increase which, in turn, affect consumer demand adversely. In this instance, Bates is focusing on the _____ role of advertising.

answer

A. economic

question

David visited the supermarket to buy soft drinks. In this instance, David's demand for soft drinks can be classified as _____.

answer

B. primary demand

question

An ad for a soft drink that uses the slogan: "Life is good" is employing _____.

answer

C. a nonproduct fact

question

An ad for a beauty product claimed that its skin-whitening properties could "cure the blackness of the darkest Africans." Watchdog groups are most likely to accuse such an ad of _____.

answer

A. perpetuating of a stereotype

question

A socially responsible company is most likely to:

answer

A. act in the interest of the community.

question

If an ad is deceptive, it is most likely to:

answer

B. contain misrepresentation or omission of facts.

question

If a suspected violator cites survey findings or scientific studies, the FTC is likely to ask for _____.

answer

A. substantiation

question

When Melissa looked at the container of weed and grass killer on a store shelf, she noticed a label on the container that read, "Avoid contact with eyes. This product can cause eye irritation." This is this an example of _____.

answer

E. an affirmative disclosure

question

A(n) _____ refers to a document the advertiser signs agreeing to stop the objectionable advertising without admitting any wrongdoing.

answer

B. consent decree

question

Which of the following is true of a trademark?

answer

E. It is used by a manufacturer to identify his goods and distinguish them from those manufactured or sold by others.

question

As a cost of doing business, advertising is paid for by the _____.

answer

E. consumers

question

For a snack on a cold day, Teresa wants a bowl of Lin's chicken noodle soup. Which of the following types of demand does Teresa have?

answer

C. Selective demand

question

In declining markets:

answer

B. the only effect advertising will have on primary demand is to slow the rate of decline.

question

Which of the following is a feature of puffery?

answer

E. Exaggeration

question

Which of the following comprise the first level of ethical responsibility?

answer

B. Societal level

question

Green Life, a supermarket based in Louisiana, recently came under scrutiny when it distributed leaflets that explicitly discouraged consumers from shopping at Appleton Supermarket, Green Life's rival. In the leaflet, Green Life provided a comparative price chart that compared the prices of similar merchandise available at both the supermarkets. The price chart promoted the view that Green Life provided far better value for consumer dollars than did Appleton. Appleton alleged that Green Life's claims were not only misleading but also instrumental in jeopardizing its sales. In this instance, Green Life had engaged in _____.

answer

E. deceptive advertising

question

Redwagon, an automobile manufacturer, was charged for its failure to warn elderly customers about safety problems in one of its models, the Red Auto. Elderly users of the Red Auto were substantially inconvenienced owing to the lack of information pertaining to the safety problem in their cars. In this case, the FTC found that Redwagon had failed to address this safety issue in their ads for the Red Auto. This is an example of _____.

answer

C. unfair advertising

question

If a suspected violator cites survey findings or scientific studies, the FTC is likely to ask for _____.

answer

A. substantiation

question

A(n) _____ refers to a document the advertiser signs agreeing to stop the objectionable advertising without admitting any wrongdoing.

answer

B. consent decree

question

Which of the following is true of a trademark?

answer

E. It is used by a manufacturer to identify his goods and distinguish them from those manufactured or sold by others.

question

The advertising business has evolved into four distinct groups. Which of the following is not one of these groups?

answer

B. Customers

question

Advertising is organized around four distinct groups. The _____ group includes the photographers, the illustrators, video production houses, and digital service bureaus.

answer

D. suppliers

question

Which of the following statements about local advertising is true?

answer

C. Local advertising is critical because most consumer sales are made or lost locally.

question

_____ advertising promotes a specific good or service and stimulates short-term action while building awareness of the business.

answer

C. Product

question

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

answer

A. cooperative

question

Jill & Joel Co., owned by Jill and Joel Hudson, sells and installs above-ground swimming pools and hot tubs. The manufacturer of the hot tub a letter to Jill & Joel in which it offers to pay 60 percent of the advertising cost if the Hudson's run a newspaper ad featuring the hot tubs. Which of the following types of advertising is the hot tub manufacturer planning to undertake with the Hudsons?

answer

A. Vertical cooperative advertising

question

Which of the following is an advantage of using a decentralized advertising department?

answer

D. Increased divisional flexibility

question

One of the disadvantages for a company that uses a decentralized advertising department is:

answer

A. focus on what is good for the department rather than what is good for the entire organization.

question

Which of the following statements is true about general consumer agencies?

answer

C. They concentrate on consumer accounts.

question

A company buys unsold television and radio media time and resells this time and space to advertisers and agencies. This company is an example of a(n):

answer

media-buying service.

question

The _____ is in charge of the nonverbal communication portion of an ad.

answer

art director

question

Medium and large advertising agencies are usually structured according to:

answer

group or departmental systems.

question

An ad agency in Atlanta, Georgia, buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive, hassle-free golf travel packages, on a 15 percent commission basis. The cost of the ad is $300. How much money should the agency pay the publication?

answer

$255

question

If an agency were to buy an ad in a magazine for a company that sells customized fabric, the ad would cost $5,000. How much money would the agency send the publication after deducting its media commission?

answer

$4,250

question

A golf company has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently available in the market. It has hired an agency to develop an advertising campaign for this new club. The golf company has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production. This bonus is an example of a(n):

answer

incentive system.

question

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

answer

tighten control over their advertising.

question

Which of the following statements is true about a speculative presentation?

answer

It is a presentation prepared by an agency to demonstrate its capabilities to a prospect.

question

During the _____ stage, the agency and the client are at the peak of their optimism and eager to develop a mutually profitable relationship.

answer

development

question

The year-in, year-out, day-to-day working relationship is called the _____ stage.

answer

maintenance

question

At some point, an irreconcilable difference may occur, and the relationship reaches the _____ stage.

answer

termination

question

The many factors that affect the client-agency relationship can best be grouped into the following categories:

answer

chemistry, conduct, communication, and changes.

question

In the advertising agency business, _____ are people and organizations that provide specialized services.

answer

suppliers

question

_____ is a product's ability to satisfy both functional needs and symbolic wants.

answer

Utility

question

_____ markets are made up of organizations that buy services, natural resources, and component products that they resell, use to conduct their work, or use to manufacture another product.

answer

Business

question

Which of the following is an interpersonal influencing factor?

answer

Culture

question

The term _____ refers to the information we receive through our five senses.

answer

perception

question

Tony views fishing lures as tools that help him catch big fishes, whereas Hugh feels that the lures could cause him bodily harm. Their differing opinions are most likely due to differences in _____.

answer

perception

question

_____ is the theory of learning associated with the Russian psychologist Pavlov.

answer

Classical conditioning

question

_____ is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

answer

Brand loyalty

question

_____ remind(s) current customers of the value of their original purchase and encourage them to continue purchasing.

answer

Reinforcing habits

question

Paula always drinks a Softpop, a brand of soda. If the department store where she usually shops does not stock Softpop, she refuses to buy a different brand and goes to another store to find it. In this instance, she displays _____ for Softpop through her behavior.

answer

brand loyalty

question

_____ refers to the underlying forces that contribute to our actions.

answer

Motivation

question

An advertisement for car tires shows how road accidents can be summarily avoided if the consumer buys the brand. According to Maslow's hierarchy of needs, which of the following levels of needs does the advertisement promise to satisfy?

answer

Safety need

question

According to Abraham Maslow's hierarchy of needs model, which of the following is the highest need?

answer

Self-actualization need

question

_____ motives are also called informational motives because the consumer actively seeks information to reduce the mental state.

answer

Negatively originated

question

Problem removal and problem avoidance are _____ motives.

answer

Negatively originated

question

Jane, a high school student, dresses like her friends, copies their hairstyle, watches the same television shows, and agrees to their opinions on many subjects. Which of the following is a term used to describe her friends who exert substantial influence on her?

answer

Reference group

question

Gina Anderson is a popular American actor with a huge fan following. She endorses a number of high-selling beauty products. In fact, whatever product she endorses experiences phenomenal sales just because her name is associated with it. Therefore, it can be concluded that Gina is a(n) _____.

answer

innovator

question

A famous basketball player endorses a brand of sportswear. For the brand's target market that consists of young males, the basketball player is most likely to be a(n) _____.

answer

opinion leader

question

Which of the following is true of the influence of culture on advertising?

answer

Global marketers are especially concerned with the purchase environment.

question

A segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture is known as a(n) _____.

answer

subculture

question

106. (p. 166) While waiting in the queue near the cash register at the supermarket, Harry noticed a basket of colorful candies. Although he did not need candy, he decided to buy them anyway. This scenario exemplifies the influence of _____ in a consumer's purchase decision.

answer

environment

question

The evoked set refers to:

answer

the alternatives that consumers evaluate before making a purchase decision.

question

According to the _____, people strive to justify their behavior by reducing the inconsistency between their perceptions or beliefs and reality.

answer

theory of cognitive dissonance

question

Which of the following is the first step of the market segmentation process?

answer

To identify groups of people with certain shared needs

question

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

answer

Behavioristic

question

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.

answer

repertoire users

question

In terms of user status, aware nontriers:

answer

use competitive products in the category but have not taken a liking to a particular brand.

question

Many people give fine chocolates as Christmas presents to friends and co-workers. There is an increase in the number of advertisements for gourmet chocolates during November and December, as companies try to create awareness about their products in the minds of consumers looking for the perfect gift. This is an example of segmentation on the basis of:

answer

purchase occasion.

question

_____ segmentation enables marketers to view people as individuals with feelings and inclinations.

answer

Psychographic

question

Which of the following is a dimension on which VALS, a psychographic classification system, is based?

answer

Primary motivation

question

Which of the following activities is most likely to take place in a business market?

answer

Sale of buttons and zippers to a jeans manufacturing company

question

The North American Industry Classification System (NAICS) codes:

answer

organize all industries into 20 broad sectors such as mining, manufacturing, wholesale trade, and information.

question

The _____ process determines the content, look, and feel of product advertisements.

answer

target marketing

question

Which of the following statements about the target marketing process is true?

answer

The first step in target marketing is to assess which of the newly created segments offer the greatest profit potential.

question

The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs.

answer

product concept

question

To appeal to a new target market, a coffee manufacturer changed the product's package design, reformulated the coffee, began advertising price discounts in magazines, and started distributing samples of the new product at coffee shops. In this scenario, the coffee manufacturer changed the _____ in order to boost sales.

answer

marketing mix

question

A product which is in the introductory stage of the product life cycle will most likely target _____.

answer

early adopters

question

_____ refers to sales promotion efforts aimed at the retail trade.

answer

A push strategy

question

In the _____ stage of the product life cycle, competition intensifies and profits diminish. Companies increase their promotional efforts but emphasize selective demand.

answer

maturity

question

In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau.

answer

maturity

question

Which of the following is an example of a people-based service?

answer

Management consulting

question

127. The basic goal of a positioning strategy is to:

answer

own a word that ranks the product in the prospect's mind.

question

The difference between regular soup and organic soup is not readily visible. The organic brand differentiates itself by claiming to be healthier as it uses natural ingredients and vegetables that have been grown without the use of harmful chemical fertilizers. This is an example of a(n) _____.

answer

hidden difference

question

_____ represent(s) the value of a brand's capital.

answer

Brand equity

question

Pantene, Head & Shoulders, and Herbal Essences are all shampoos marketed by Procter & Gamble. Each of these brands has their own distinct image and target markets. These are examples of _____ brands.

answer

individual

question

Which of the following is true of a manufacturer's brand?

answer

It is expensive for manufacturers to market such brands.

question

Which of the following is true about product packaging?

answer

Packaging must reflect the tone, image, and personality of the product concept in order to penetrate consumers' psychological screens.

question

Which of the following is true of the key factors influencing price?

answer

Economic conditions, government regulations and marketing costs influence product prices.

question

Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product, which is then sold to their customers.

answer

original equipment manufacturers

question

Which of the following is true of intensive distribution?

answer

Consumers can buy products with a minimum of effort.

question

In the case of selective distribution:

answer

manufacturers can cut their distribution and promotion costs.

question

137. Which of the following products would be best suited for intensive distribution?

answer

Batteries

question

Which of the following, also known as mass selling, attempts to inform, persuade, and remind customers about particular products and services?

answer

Advertising

question

_____ is defined as the systematic gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns.

answer

IMC research

question

What is meant by a media vehicle?

answer

It refers to a particular publication or program used for advertising.

question

In the marketing research process, which of the following will a researcher undertake while conducting informal research?

answer

The researcher will gather internal and external secondary data.

question

During _____, the second step in marketing research, researchers may discuss the problem with wholesalers, distributors, or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

answer

exploratory research

question

According to the marketing research process, what should researchers do immediately after completing informal research?

answer

They should establish their research objectives.

question

Which of the following is true of quantitative research?

answer

Many interviews are conducted in order to give a projectable scientific sample.

question

Which of the following is true of the observation method of conducting marketing research?

answer

It involves monitoring consumer activities in their native environments.

question

Which of the following is true of the Universal Product Code label?

answer

It gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising.

question

The _____ method of conducting marketing research is used to measure cause-and-effect relationships.

answer

experimental

question

When advertising is the dominant element or the only variable in the company's marketing plan, _____ tests are a useful measure of advertising effectiveness.

answer

sales

question

Which of the following is true of sample units?

answer

It refers to the individuals, families, or companies being surveyed.

question

Which of the following is true of conducting marketing research in foreign countries?

answer

Conducting research overseas is often more expensive than domestic research.

question

Which of the following dictates the role of promotional messages in the marketing mix?

answer

Marketing plan

question

A(n) _____ refers to a short description of an organization's purpose and philosophy.

answer

mission statement

question

A(n) _____ refer(s) to a detailed description of a brand's current marketing position.

answer

situation analysis

question

Which of the following uses the facts contained in a situation analysis to point out strengths, weaknesses, opportunities, and threats for a brand?

answer

SWOT analysis

question

Which of the following is the first step in a traditional top-down marketing plan?

answer

Situation analysis

question

Which of the following is true of sales-target objectives?

answer

In good economic times, a company may set ambitious sales-target objectives.

question

Which of the following is true of the objectives and outcomes of DAGMAR, a hierarchical model introduced by Russell Colley?

answer

It specifies the qualities of a good objective.

question

Which of the following describes how the company plans to meet its marketing objectives?

answer

Marketing strategy

question

_____ refer(s) to the place a brand occupies competitively in the minds of consumers.

answer

Positioning

question

Which of the following approaches to developing a positioning strategy sets the brand apart by stressing a particular product feature important to consumers?

answer

Product attribute

question

The _____ approach to developing a positioning strategy involves positioning apart from competitors through the creation or use of some recognized icon.

answer

cultural symbol

question

The product competitor approach to developing a positioning strategy involves:

answer

positioning against competitors using the strength of the competitor's position to help define the subject brand.

question

After product positioning, what is the next step in the development of a marketing strategy?

answer

Determining the marketing mix

question

Which of the following is the first step in the bottom-up marketing plan?

answer

Finding a unique marketing tactic

question

Which of the following is true of the IMC approach to marketing and campaign planning?

answer

Using the outside-in process, the IMC approach starts with the customer.

question

According to Wang and Schultz's IMC planning model, which of the following steps should be taken immediately after a marketer identifies what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior?

answer

Setting communications objectives and strategies for reaching the consumer and influencing his or her attitudes, beliefs, and purchase behavior

question

In terms of the IMC plan, which of the following is true of the process of setting objectives?

answer

Objectives should be specific, realistic, and measurable

question

According to the IMC pyramid, comprehension involves:

answer

communicating enough information about a product so that some aware consumers recognize its purpose, image, or position.

question

169. According to the IMC pyramid, conviction refers to:

answer

communicating enough information about a product to persuade a certain number of people to actually believe in the product's value.

question

170. The "bundle of values" the advertiser presents to the consumer is referred to as the _____.

answer

product concept

question

In terms of IMC strategy, which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

answer

Kim-Lord grid

question

As an element of creative strategy, the _____ are all the vehicles that might transmit the marketer's message.

answer

communications media

question

_____ refer(s) to computer-based programs developed by major advertisers and agencies to develop IMC budgets. They rely on input of sophisticated data, history, and assumptions.

answer

Quantitative mathematical models

question

According to the _____ method of developing an IMC budget, when a new brand is introduced, the budget for the first two years should be about one and a half times the brand's targeted share of the market in two years.

answer

share of market/share of voice

question

In the _____ method of developing an IMC budget, a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure.

answer

empirical research

question

Which of the following is a reason for the increasing cost of reaching target audiences for almost all media?

answer

People can cope with only so many messages, so the media have to restrict the number of ads they sell.

question

_____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

answer

Value-added packages

question

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

answer

top-down marketing plan

question

The elements of the _____ are the product concept, target audience, advertising message, and communications media.

answer

creative mix

question

Which of the following is the purpose of an advertising plan?

answer

To determine what to communicate through ads

question

In terms of media-planning activities, which of the following is the purpose of determining media strategy?

answer

To translate media goals into general guidelines that will control the planner's selection and use of media

question

Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

answer

media vehicles

question

_____ refers to the total size of the audience for a set of ads or an entire campaign.

answer

Message weight

question

An _____ refers to a possible exposure of the advertising message to one audience member.

answer

advertising impression

question

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

answer

gross impressions

question

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

answer

Reach

question

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

answer

effective frequency

question

According to Erwin Ephron, for fast-moving consumer products, the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."

answer

recency planning

question

The _____ describes how the advertiser will achieve its stated media objectives.

answer

media strategy

question

As an element of the media mix, _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

answer

methodology

question

A(n) _____ media plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states and may typically employ a combination of local media, spot TV and radio, and the Internet.

answer

regional

question

The _____ indicates the sales potential of a particular brand in a specific market area.

answer

brand development index

question

Which of the following is an advantage of using the radio as a media vehicle?

answer

Ability to change message quickly

question

A(n) _____ is the total number of people or households exposed to a medium.

answer

audience

question

Which of the following terms refers to the concept of how many people an ad "sees" rather than the other way round?

answer

Exposure value

question

A reason for using the _____ approach, which refers to a combination of media, is to reach people who are unavailable through only one medium.

answer

mixed-media

question

In a _____ media schedule, advertising runs steadily and varies little over the campaign period.

answer

continuous

question

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

answer

continuous

question

For high-ticket items that require careful consideration, a method for media scheduling known as _____ that refers to running the same commercial every half hour on the same network during prime time can be effective.

answer

bursting

question

Which of the following is the Web-based system developed by Interactive Market Systems (IMS) that consolidates and summarizes planning data in a single relational database?

answer

Agency RollUp

STUDY

Graphic Design Marketing United States

Direct Marketing Chapters 1-7 – Flashcards 129 terms

David Dunn

129 terms

Preview

Direct Marketing Chapters 1-7 – Flashcards

question

What are the essential advantages of direct marketing? Be able to list and apply the 8 Elements of Successful Direct Marketing as described by the Instructor.

answer

The Offer, The List, Creative, Involvement, Format (Concept), Seasonality, Ease of Ordering, Analysis

question

Direct Marketing

answer

a database driven interactive process of directly communicating with targeted customers using any medium to obtain a measurable response or transaction via one or multiple channels.

question

Brand Marketing

answer

marketing that boosts knowledge of a company or product's name, logo, or slogan.

question

Customer Relationship Management

answer

a business strategy to select and manage customers to optimize value

question

Multichannel Distribution

answer

refers to a marketer using several competing channels of distribution to reach the same target customers.

question

B2B

answer

business to business is the process of providing goods and services to industrial market intermediaries, as opposed to ultimate consumers

question

industrial goods

answer

products that are generally used as raw materials or in the fabrication of other goods.

question

political micro targeting

answer

combining groups of voters based on information about them accessible through databases and the Internet to target them with specific messages.

question

customer database

answer

a list of customer names to which additional information has been added in a systematic fashion.

question

customer loyalty programs

answer

programs that encourage repeat purchases through program enrollment processes and the allocation of awards and/or benefits, sponsored by the organization or firm.

question

source data

answer

the information contained in a customer database

question

transactional data

answer

the information contained in a customer database

question

recency/frequency/monetary

answer

a mathematical formula used to evaluate the value or sales potential of customers or prospects

question

match code

answer

abbreviated information about a customer record that is constructed so that each individual record can be matched, pairwise, with each other record.

question

multi-buyer

answer

an individual whose name/address appears on two or more response lists simultaneously.

question

nixie

answer

mail that has been returned to the US Postal service because it is undeliverable as addressed.

question

seeding

answer

the process whereby a direct marketer places decoys, which are either incorrect spellings or fictitious names, on a customer list to track and identify any misuse (salting).

question

salting

answer

same as seeding (placing decoys to track misuse)

question

stealth marketing

answer

communications secrecy in that direct marketers can communicate with small market segments or individual customers without competitors or other customers having knowledge of it.

question

cross-selling

answer

an important characteristic of direct marketing where new and related products (or even unrelated) are offered to existing customers.

question

continuity selling

answer

offers that are continued on a regular basis (club offers--weekly/monthly/yearly)

question

database analytics

answer

the direct marketer analyzes customer information housed within the customer database to draw inferences about an individual customer's needs.

question

data mining

answer

the process of using statistical and mathematical techniques to extract customer information from the customer database to draw inferences about an individual customer's needs and predict future behavior.

question

database enhancement

answer

adding and overlaying information to records to better describe and understand the customer.

question

micro targeting

answer

the creation and direct delivery to customers of customized winning messages, proof points, and offers, and accurately predicting their impact.

question

partner relationship management (PRM)

answer

the generation of greater value to customers through companies' cooperation and close work with partners in other companies or departments.

question

cause related marketing

answer

a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product, or service for mutual benefit.

question

house lists

answer

lists of an organization's own customers (active and inactive) and responders.

question

response lists

answer

lists of those who have responded to another direct marketer's offer.

question

compiled lists

answer

prospect lists that have been generated by a third party or market research firm via directories, newspapers, public record, etc. These individuals do not have a purchase response history.

question

list owners

answer

those who describe and acquire prospects (as market segments) who show potential of becoming customers.

question

list brokers

answer

those who serve as intermediaries who bring list users and list owners together.

question

list managers

answer

managers who represent the interest of list owners and have authority and responsibility to be in contact with list brokers and list users on behalf of list owners

question

list compilers

answer

organizations that develop lists and data about them, often serving as their own list managers and brokers.

question

service bureaus

answer

groups that provide data processing, data mining, outsourcing, online analytical processing, etc. to support the interchange of lists and database information.

question

key code

answer

a unique identifier placed on the response device or order form prior to mailing a promotional piece to track and measure results.

question

hotline names

answer

the most recent names acquired by specific list owners, but there is no uniformity as to what chronological period "recent" describes.

question

market segmentation

answer

a marketing strategy devised to attract and meet the needs of a specific sub-market where the submarkets are homogeneous.

question

market segments

answer

placing people (customers or potential customers) into homogeneous groups based on certain attributes such as age, income, stage in the family life cycle, etc.

question

product differentiation

answer

a strategy that uses innovative design, packaging, and positioning to make a clear distinction between products and services serving a market segment.

question

product positioning

answer

a marketing strategy that enables marketers to understand how each consumer perceives a company's product or service based on important attributes (aka positioning).

question

NAICS

answer

North American Industry Classification System-an industrial classification system using a 6 digit code that focuses on production activities.

question

GPS

answer

Global Positioning System-a segmentation tool that associates latitude and longitude coordinates with street addresses.

question

GIS

answer

Geographic Information System-a computer system capable of obtaining, storing, analyzing, and displaying geographically referenced information known according to position.

question

demographics

answer

identifiable and measurable statistics that describe the consumer population.

question

reference groups

answer

the people a consumer turns to for reinforcement.

question

reference individual

answer

the people a consumer turns to for advice.

question

psychographics

answer

the study of lifestyles, habits, attitudes, belief, and value systems of individuals.

question

answer

an electronic tag on the consumer's computer that enables the Web site to follow consumers as they shop and recognize them on return visits.

question

test

answer

a term that direct marketers may use for experiments.

question

experiment

answer

a procedure designed to measure the effect of change (often called a test by direct marketers)

question

independent variable

answer

a controllable factor in an experiment.

question

dependent variable

answer

a variable on whose outcome or effect the research is interested

question

control group

answer

a group of subjects on which the experiment is not conducted.

question

random assignment

answer

a component of a valid experiment that refers to the fact that both control and experiment group subjects must be assigned completely randomly so that differences between groups occur by chance alone.

question

matchback

answer

the procedure by which an order response is tracked back to the starting place (catalog or offer) from which it was generated.

question

split test

answer

a test where at least two samples are taken from the same list, each considered to be representative of the entire list, and used for package tests or to test the homogeneity of the list.

question

hypothesis testing

answer

an assertion about the value of the parameter of a variable (researcher decides) on the basis of observed facts such as the relative responses to a test of variation in advertising.

question

null hypothesis

answer

the statistical hypothesis that there is no difference between the means of the groups being compared.

question

type 1 error

answer

results when the decision maker rejects the null hypothesis (even though it is true)

question

type 2 error

answer

occurs when the decision maker accepts the null hypothesis (when it is not true)

question

chi-square test

answer

a statistical technique for determining whether an observed difference between the test and the control in an experiment is significant.

question

degrees of freedom

answer

the number of observations that are allowed to vary.

question

CLTV

answer

the discounted stream of revenue a customer will generate over the lifetime of his or her relationship or patronage with a company.

question

market penetration

answer

the proportion of customers to some benchmark

question

break even

answer

the point at which the gross profit on a unit sales equate to the cost of making that unit sale.

question

conversion

answer

the movement of a prospective customer to a definite buying customer.

question

conversion rate

answer

the rate at which leads are converted into sales.

question

gross sales

answer

total sales made

question

cost of goods sold

answer

all costs related to manufacturing or producing a good or service

question

variable costs

answer

costs that vary with production and number of units sold

question

fixed costs

answer

costs associated with a business that do not vary with production or number of units sold

question

unit margin

answer

the amount of money each sale provides to cover fixed costs

question

allowable margin

answer

the amount of money that can be spent to get an order while still permitting some left over for media costs and the designated profit to be made.

question

net profit

answer

the amount of money the company retains after the fixed costs are subtracted from the gross revenues and before taxes.

question

cost per inquiry (CPI)

answer

(aka CPL lead) promotion costs divided by the number of inquiries (people who responded but didn't order yet)

question

cost per response (CPR)

answer

the total promotion budget divided by the total number of orders and/or inquiries received.

question

return on investment (ROI)

answer

a popular tool of measurement in business, this is the net profit divided by average amount invested in the company in one year

question

offer

answer

the terms under which a specific product or service is promoted to the customer

question

positive option

answer

the process whereby the customer must specifically request shipment of a product for each offer in a series

question

negative option

answer

the shipment of a product is sent automatically unless the customer specifically requests that it not be.

question

til-forbid (TF)

answer

an offer that prearranges continuous shipments on a specified basis and are renewed automatically until the customer instructs otherwise

question

up-selling

answer

the promotion of more expensive products or services over the product/service originally discussed or purchased.

question

price skimming

answer

a strategy used when the objective of the price is to generate the largest possible ROI where the price must be set at the highest possible level to "skim the cream" off the top of the market and only target a select number of consumers who can afford to buy the product/service.

question

price penetration

answer

a strategy used if the direct marketer wants to maximize sales volume

question

price elasticity

answer

the relative change in demand for a product given the change in the price of the product

question

motivations

answer

needs that compel a person to take action or behave in a certain way

question

positioning

answer

a marketing strategy that enables marketers to understand how each consumer perceives a company's product or service based on important attributes

question

big idea

answer

the idea that becomes the company's logo, slogan, or tagline. It is the highlighted unique selling point or creative expression that is the focal point of a whole promotional campaign.

question

copy appeal

answer

the essential theme, which generally stems from fundamental human needs, of the whole promotion or campaign.

question

layout

answer

the positioning of a copy and illustrations in print media to gain attention and direct the reader through the message in an intended sequence.

question

involvement devices

answer

devices used in direct response advertising to spur action by involving the reader; ex: tokens, stamps, punch-outs, puzzles, etc.

question

storyboards

answer

a series of illustrations that show the visual potion of a TV commercial

question

direct mail

answer

the leading printed medium that direct marketers use for direct response advertising

question

self-mailer

answer

any direct mail piece mailed without an envelope

question

solo mailer

answer

direct mail pieces that promote a sing product or limited group of related products

question

classic format

answer

a direct mail package consisting of an outer envelope, letter, circular, order form, and a reply envelope.

question

chit

answer

an additional enclosure card or separate slip of paper that highlights a free gift or some other information

question

letter

answer

the principal element of a direct mail package that provides the primary means for communication and personalization

question

catalogue

answer

a multipage direct mail booklet that displays photographs and/or details of products/services along with prices and order details.

question

coupon

answer

an offer by a manufacturer or retailer that includes an incentive for purchase of a product or service in the form of a specified price reduction

question

cooperative mailings

answer

provide participants, usually noncompeting direct response advertisers, with opportunities to reduce mailing cost in reaching common prospects

question

stuffers

answer

printed offers of products and services that are inserted in the envelope with invoice or statement.

question

package inserts

answer

printed offers of products and services that arrive when the recipient receives an order that he or she had purchased

question

take-one racks

answer

an alternative method of print distribution where the printed material is placed on a display rack.

question

insert

answer

a popular form of print advertisement commonly used in a magazine or newspaper

question

bingo card

answer

in insert or a page of a magazine that is created by the publishers to provide a numeric listing of advertisers

question

run-of-paper (ROP) advertisements

answer

small advertisements that appear in the regular section of the newspaper where positioning of the ad is at the will of the newspaper

question

preprinted inserts

answer

newspaper advertisements that are usually printed ahead of the newspaper production and are distributed with the newspaper

question

Sunday supplements

answer

mass circulation sections that are edited nationally but appear locally in the Sunday editions of many papers

question

Ad Note

answer

a small sticker that is placed on the front page of the newspaper that can be pealed off without damaging the newspaper

question

multivariate test

answer

applies hypothesis testing onto multi-variable systems (consumers on websites)

question

source code

answer

the media, media vehicle, or means by which the person has responded to become a customer

question

cohort

answer

In statistics and demography, a cohort is a group of subjects who have shared a particular event together during a particular time span.

question

kill file

answer

per-user file used by some Usenet reading programs to discard summarily articles matching some unwanted patterns of subject, author, or other header lines.

question

suppression (kill file)

answer

a function where criteria are provided to serve as basis of eliminating duplicate or unwanted records from a list or database order.

question

merge purge

answer

a computerized process used to identify and delete duplicate names/addresses within various lists

question

append

answer

Adding additional data to a file. This can include adding outside data to a customer file such as a wealth score, or demographic information such as age or

question

queries

answer

reservations or doubts

question

control package

answer

the direct mail package that used as the baseline for measuring performance of test packages with different offers, content, or formats.

question

dedupe

answer

to remove duplicates from a list, especially a mailing list

question

To which media does this term apply, What is ROP? What are the cost involved with creating a space ad? What does the term "insert media" mean? What is positioning?

answer

question

Be prepared to describe a database driven promotions and differentiate them from demographically driven media. Know some the types of data that can be appended to a customer file and why they would be used.

answer

question

Explain how lists are researched, purchased, used and evaluated. Explain the terms house file, response list, compiled list, and hot names list

answer

question

According to your professor what are the four elements of a direct response offer. Be able to plan a direct response offer. What is the importance of a guarantee in direct marketing?

answer

measurement, testing, sampling, roi enhancements

question

Be able to explain the relationship between Brand vs. Direct Marketing, Affinity and Loyalty marketing, Database driven and demographically driven marketing.

answer

question

Be able to identify and describe direct marketing creative technique used in direct mail. What are some motivations used in direct mail? What is an involvement device

answer

color, font, format, involvement devices/coupons, discounts, something to get the consumer involved

question

What are some of the advantages of direct mail and what are some disadvantages? Are some marketing objectives that catalogs do not achieve costs effectively?

answer

What do you mean by "are some marketing objectives that catalogs do no achieve costs effectively"? Are you referencing how one of the disadvantages to DM is issue of remnants or products printed on pages that do not ultimately cover the costs of the print ad?

question

What is meant by involvement devices? Give some examples. What invovative direct marketing principles were explained in Being Direct?

answer

STUDY

Elements Of Art Graphic Design

History of Graphic Design 60 terms

Joan Grant

60 terms

Preview

History of Graphic Design

question

Graphic Design

answer

The art of combining text and pictures in advertisements, magazines, books, etc.

question

petroglyph

answer

A representation or abstract design engraved, scratched or pecked by ancient peoples into cave walls or cliff sides using rock or bone tools.

question

logographic writing

answer

arbitrary relationship between the written form and the object; represents a word or morpheme;inefficient to write, but efficient to read

question

cuneiform

answer

A system of writing in which wedge-shaped symbols represented words or syllables. It originated in Mesopotamia and was used initially for Sumerian and Akkadian but later was adapted to represent other languages of western Asia. Because so many symbols had to be learned, literacy was confined to a relatively small group of administrators and scribes.

question

hieroglyphs

answer

pictures, characters, or symbols standing for words, ideas, or sounds; ancient Egyptians used instead of an alphabet like ours

question

demotic script

answer

form of hieroglyphic, more popular for everyday types of writing bc it was less illustrative and characters were highly abstract and symbolic

question

papyrus

answer

question

scroll

answer

an ancient rolled manuscript

question

codex

answer

A book written on parchment pages that were cut and bound on one side. Developed by the Romans in the first century AD, the codex was the first book to resemble today's familiar form.

question

alphabet

answer

A set of symbols that represent the sounds of a language

question

cyrillic alphabet

answer

An alphabet for the writing of Slavic languages, devised in the ninth century A.D. by Saints Cyril and Methodius

question

vellum

answer

fine parchment prepared from the skin of a young animal e.g. a calf or lamb

question

parchment

answer

A writing surface made from treated skins of animals.

question

illuminated manuscript

answer

a decorative art of the Middle Ages characterized by large ornate capitals and decorated borders

question

scriptorium

answer

A copying room in a medieval monastery set apart for the scribes

question

unical

answer

Latin and Greek. large, rounded leters used in some Latin adn Greek manuscripts from the Middle Ages throught the 18th century. Modern capitals come from these.

question

carolingian minuscules

answer

Type of writing that started in Charlomgnaes court, started with upper and lowercase letters.

question

textura

answer

The style of thick vertical strokes with painted serifs narrowly condense to save space on expensive parchment paper

question

ephemera

answer

is any transitory written or printed matter not meant to be retained or preserved.

question

romain du roi

answer

a new typeface, increased contrast between thick and thin strokes, sharp horizontal serifs, and an even balance to each letterform.

question

serif

answer

A font that has curved or extended edges.

question

uncials

answer

a large group of Greek biblical manuscript written in large, carefully formed letterssomething like our capital letters

question

watermark

answer

A recognizable image or pattern IN PAPER that appears as various shades of lightness/darkness.

question

relief printing

answer

printmaking techniques in which the image is printed from the raised areas of the printmaking block.

question

intaglio printing

answer

Artists cut into a flat surface, usually a metal plate, to make the image or design. Ink is rubbed into the cutaway areas and then the paper and plate are put through a press to transfer the image to the paper.

question

planographic printing

answer

ink rests on top of a smooth surface rather than on raised areas like in relief printing, or in sunken grooves as with intaglio. Designers could more easily produce drawn images and letterforms in a full range of tones, without concern for the structure of the letterpress or the cost or inconvenience of engraving.

question

block book printing

answer

are short books of up to 50 leaves, block printed in Europe in the second half of the 15th century as woodcuts with blocks carved to include both text and illustrations.

question

moveable type

answer

Individual characters made of wood or metal that can be arranged to create a job for printing and then used over again. Designed by Johann Guttenberg.

question

punch cutter

answer

In traditional typography, punchcutting is the craft of cutting letter punches in steel from which matrices were made in copper for type founding in the letterpress era. Cutting punches and casting type was the first step of traditional typesetting.

question

incunabula

answer

(noun) a book printed in the early stages of printing from moveable type (before 1501).

question

broadside

answer

a large sheet meant for posting poetry popular in English in 16th to 19th centuries

question

roman type

answer

A broad class of type originally modeled on the script of early 15th century Italian humanistic scribes and commonly used in books sense

question

italic type

answer

A cursive-like version of Roman type

question

etching

answer

an intaglio printmaking technique in which a metal plate is covered with an acid-resistant ground and worked with an etching needle to create an image.

question

lithography

answer

A method of printing pictures that uses flat metal or stone surfaces, parts of which are covered with ink

question

wood engraving

answer

A printing technique developed in the 18th century in which an image is engraved on the cut and polished end of the wood rather than cut along the grain. This made printing large numbers of high-quality images easier.

question

fat face

answer

Created by Robert Thorne, A roman typestyle who contrast and weight have been increased by expanding the thickness of the heavy stokes.

question

letterpress poster

answer

is a technique of relief printing using a printing press. A worker composes and locks movable type into the bed of a press, inks it, and presses paper against it to transfer the ink from the type which creates an impression on the paper

question

chromolithography

answer

color printing process by which the printer analyzes and separates colors contained in a color image into a series of printing plates, each printing a single component color. Usually a black (key) plate is included .

question

private press movement

answer

A design and printing movement (Arts & Crafts) advocating an aesthetic concern for the design and production of beautiful books. Sought to regain the pre-Ind. Rev. design standards, high-quality materials, and careful workmanship of printing.

question

arts and crafts movement

answer

A group of artisans in the 19th Century who wanted to convince consumers to move away from machine manufactured products and to support local craftspeople.

question

japonism

answer

described the Japanese aesthetic. Areas of flat colors and a new presentation of space that characterize the woodblock prints intrigued the Parisians of the late 1800s.

question

art nouveau

answer

A decorative style of art, popular in Europe and America from the 1880s to the 1930s. This style is usually characterized by flowing lines, flat shapes, and vines and flowers.

question

rosetta stone

answer

Stone that contained carved messages in hieroglyphics, Greek and demotic. Led to deciphering of hieroglyphics.

question

william addison dwiggins

answer

an American type designer, calligrapher, and book designer. He attained prominence as an illustrator and commercial artist, and he brought to the designing of type and books some of the boldness that he displayed in his advertising work.

question

lindisfarne gospel

answer

a beautifully illustrated manuscript of the Gospels produced between 715 and 720 and are among the greatest artistic achievements of the Middle Ages

question

diamond sutra

answer

the worlds first known printed book, was printed and China,and was also a religious Buddhist text

question

charlemagne

answer

(768-814) was the ruler of the Carolingian Empire (Rhineland), he was nicknamed Charles the Great because he was such a powerful leader of the Western Europe. He engaged in almost constant warfare during his reign because he wanted to protect his borders, he wanted to give his people the chance to expand their lands and get more opportunities, and he also felt the need to spread Christianity.During his reign he made many political reforms that would help strengthen the empire with the help of his missi dominici. He was significant because he set up the last strong empire for the next 200 years in Europe. Because there was no central government during this time, the Carolingian empire eventually collapsed but his legacy remained and the many schools he built still remains because he was big into spreading education. *he tried to renovate the roman empire*

question

gutenburg

answer

Created the first printing press and printed the bible. started the printing revolution and made it possible to print the bible easily in other languages.

question

nuremberg chronicle

answer

Published in 1493. History of the World. Printed on Printing Press in Nuremburg, Germany. Latin writing explaining history of world, as well as wood cut print pictures showing various events in picture form. Extremely Popular. Idea of mixing words and pictures.

question

champ fleury

answer

was a French art critic and novelist, a prominent supporter of the Realist movement in painting and fiction.

question

garamond

answer

PERSON: French leading typeface-designer of his time, creating many typefaces still relevant today. Assistant to Tory.

question

thomas bewick

answer

Father of wood engraving; \"white-line\" technique employed a fine graver to achieve delicate tonal effects by cutting across the grain on blocks of Turkish boxwood

question

alois senefelder

answer

Applied an image to limestone using a grease pencil. Then wet stone and found that ink stuck only to the image area

question

Giambattista Bodini

answer

was a French art critic and novelist, a prominent supporter of the Realist movement in painting and fiction.

question

daguerre

answer

A process like photogenic drawing which yields a positive image on a polished meal plate. Invented by Louis Daguere (1789-1851)

question

talbot

answer

Presented a process for fixing negative images on paper coated with light-sensitive chemicals, a process that he called photogenic drawing

question

owen jones

answer

Aesthetic movement, published a pattern book of ornament, stylized ornament, color theory, if you are going to use a plant in design--know how to use it

question

william morris

answer

Founder of the Arts and Crafts movement. This movement rejected mass production of products and sought to revitalize careful hand production of goods.

question

Toulouse-Lautrec

answer

This Post-Impressionist artist created many color lithographs of Parisian night-life as advertising posters. They continue to be popular works of art today.

STUDY

Graphic Design

The Basics of Newspaper Design and Layout 19 terms

alex

19 terms

Preview

The Basics of Newspaper Design and Layout

question

White space

answer

Blank space on the page, should not be \"trapped\" by gray or black space

question

Gray space

answer

Textual elements-stories, cutlines, headlines

question

Black space

answer

Graphic elements-photos, graphics, color, lines

question

Modular design

answer

The principle that views the newspaper page as a stack of rectangles. For each story or package, the text, headline, photos and cutlines work as one rectangular unit. To conform to modular design, never wrap unrelated elements around each other.

question

1/8-inch rule

answer

Standard measurement for space between them for a consistent, clean design

question

Ten essentials guidelines for page design-follow modular design

answer

Follow modular design

question

Ten essentials guidelines for page design-Never let any design elements get in the way of the readability of the text

answer

Content over all

question

Ten essentials guidelines for page design-Balance the types of space on the page

answer

-Make sure no part of the page is dominated by one \"color\" of space. -Be sure to balance and scatter the black space across the page.

question

Ten essentials guidelines for page design-Maintain 1/8-inch between all elements on the page

answer

-Include 1/8 of an inch between all text packages, headlines, graphics, photos, etc. -If a story or photo is in a box, include 1/8-inch of space between the story/photo and its box

question

Ten essentials guidelines for page design-Include a dominant photo/graphic on each page

answer

-This dominant photo or graphic should be significantly larger than any other photo or graphic on the page

question

Ten essentials guidelines for page design-Vary the size and shape of photos/graphics on the page

answer

-Use different sizes and both horizontal (wide) and vertical (tall) photos and graphics, unless the photos are of equal importance

question

Ten essentials guidelines for page design-Emphasize important stories

answer

-The most important stories should be at the top of the page. In the news section, the most important new stories should be on the front page. Placement communicates importance.

question

Ten essentials guidelines for page design-Headline size should decrease as you move down the page

answer

-Stories at the top of a page should have larger headlines, and you should decrease the type size for stories lower on the page.

question

Ten essentials guidelines for page design-Avoid tomb stoning headlines

answer

--Don't place headlines for two stories right next to each other. -If you can't avoid placing headlines for two stories next each other, you have two options to avoid confusing the reader: a. place one of the stories in a box b. place a line between the two story packages

question

Ten essentials guidelines for page design-Place photos on a page so that the action in the photo faces into the page

answer

-For example, if the subject of a photo is looking in a particular direction. you should place the photo so the person is looking \"into\" the page, not off the page. -NEVER \"flip\" a photo in Photoshop to make this possible. Such a change is considered unethical according to the principles of photo ethics

question

Where does the headline usually run?

answer

Across the story and picture

question

Where should you avoid putting a photo and why?

answer

Avoid placing the photo in the \"middle\" of the story, as it makes the reader have to \"jump\" around as they read.

question

What are the type of layouts?

answer

Side by side, L-shape, Full wrap

question

Stand alone photos

answer

These are usually boxed to show they are unrelated to other elements on the page, and they usually have a longer cutline than usual

STUDY

Graphic Design Photography Research Thinking

Graphic Design 2 58 terms

Larry Charles

58 terms

Preview

Graphic Design 2

question

Contextualization

answer

The process of placing something within the interrelated systems of meaning that make up the world.

question

Primary Research

answer

Gathering material that does not pre-exist, such as photography, drawing, and interviews.

question

Secondary Research

answer

Gathering material that already exists, such as design work, color samples, written texts ect.

question

Lateral Thinking

answer

A form of research were the emphasis is on indirect, creative forms of inquiry and thinking.

question

Linear Reasoning

answer

A for of thinking that implies strategic thought process one in which step-by-step logic is employed.

question

Abstraction

answer

An aesthetic concept meaning something that is drawn from the real but has been \"distilled\" to its barest minimum form, color, or tone, often removed from its original context.

question

Documentation

answer

The recording in written, visual or aurual form of what is of interest.

question

Non-representation

answer

The opposite of...

question

Representation

answer

Something that looks like, resembles, or stands in for something else. In drawing this is also known as \"figurative.\" Since it deliberately attempts to mimic the ting drawn.

question

Brainstorming

answer

A visual aid to thinking laterally and exploring a problem, usually be stating the problem in the center of a page and radiating spokes from the center for components of the problem. Each component separately with its own spokes, so that each point, thought or comment is recorded.

question

Thumbnail

answer

Small, rough visual representation of the bigger picture of final outcome of a design.

question

Didactic

answer

A pragmatic and unambiguous method of giving clear information.

question

Metaphor

answer

Word or image that sets up associations; for example a \"piece of cake\" is a metaphor for easy.

question

Poetic

answer

A style that is less clear, but more artistic, more open to interpretation.

question

Rhetoric

answer

A style of arguing, persuading, or engaging in dialog. For a designer, it is a way of engaging the targeted audience.

question

Semiotics

answer

A system that links objects, words, and images to meaning through signs and signifiers.

question

Symbolism

answer

A way of representing an object or word through an image, sound or another word; for example. a crossed knife and fork on a road sign means cafe ahead.

question

Element

answer

One small part of a composition, such as a point of line, an image, a letter, or a word.

question

Line

answer

A continuous form of connection between two points.

question

Negative Space

answer

The white or colored area around an element, e.g. a margin of a page

question

Point

answer

A dot on a page such as a period.

question

Positive Space

answer

A form, image, a or word printed or formed on the page.

question

Composition

answer

The arrangement of elements or parts of design on the page.

question

Gesalt psychology

answer

A theory that suggests that mind perceives and organizes holistically and finds patterns in that which appears to be unconnected.

question

Ground

answer

The page, surface, or area in which the design will be placed.

question

Law of Closure

answer

The mind creates a solid object on the page form suggestions of contours and shapes.

question

Asymmetry

answer

A composition where the elements are juxtaposed and do not mirror the other forms on the page.

question

Symmetry

answer

A composition where the elements are balanced or mirrored on a page.

question

Baseline Grid

answer

locks text onto consistent horizontal points.

question

Column

answer

Vertical Block of text.

question

Grid

answer

Series of horizontal and vertical lines on a page, used as a visual quide for lining up words and images

question

Gutter

answer

The gap between two texts blocks or spreads on separate pages either side of the book fold or binding.

question

Hierarchy

answer

The different \"weight\" or importance given to type or image to emphasize different aspects.

question

Layout

answer

Placement of words and images on a grid or document to organize information

question

Concertina Folds

answer

Folds in alternate directions

question

French Folds

answer

Sheets of paper are folded in half, so that they are double thickness. Two folds are at right angles to each other and then bound on the edge.

question

Gatefold

answer

A way of folding paper so that the outer quarters of a page are folded to meet in the center. The result works like symmetrical doors that open an inner page

question

Paper Grain

answer

The direction of wood fibers that make up a piece of paper.

question

Perfect Bind

answer

Method similar to paperback binding, where loose sheets are encased in a heavier paper cover, then glued to the book spine. Edges are trimmed to be flush with each other.

question

Rollover folds

answer

A way of folding a page so that successive folds turn in on themselves are the page is folded into a roll.

question

Saddle Stitching

answer

Binding method where sheets of paper are folded in the center, stitched together along the fold, then glued into the spine.

question

Identity

answer

A unified, identifiable look for a product or organization

question

Additive Color

answer

System used on monitors and television, based on RGB. When combined, these form white light.

question

Analogous Color

answer

Colors, such as blue and green that lie adjacent to each other on the color wheel.

question

CMYK

answer

Cyan, Magenta, Yellow, Key (black): Printing colors!

question

Gamut

answer

The complete range of colors available within one system of reproduction (RGB GAMUT or CMYK Gamut)

question

Secondaries

answer

Mix of any two primaries

question

Spot Color

answer

Any flat color, printed as a solid and not made of CMYK

question

Subtractive primary color

answer

:Red, Blue and Yellow

question

Tertiaries

answer

A mix of any two secondaries

question

Harmony

answer

Image with a balance of two or more colors that work together for example green and beige.

question

Vitruvius

answer

The mathematical formula for the division of space within a picture known as the Golden Section (or Golden Mean) was devised by

question

Denotations

answer

What the color literally means, or is, for example, a red rose is a green stem with red petals.

question

Connotations

answer

A color's broader associations, for example, green: jealousy, naivety, illness, environment, and nature.

question

Associations

answer

Connections between colors and emotions, culture, experience, and memory.

question

Contrast

answer

Differentiation between two or more elements

question

Plate

answer

A generic form or type of paper, such as tracing paper or \"matte coated.\"

question

Brackets

answer

The Red areas highlighted on the lowercase \"h\" are called the

STUDY

Computer Aided Design Design Fashion Design Graphic Design

Apparel Unit Test 1 43 terms

Margaret Bruce

43 terms

Preview

Apparel Unit Test 1

question

Melissa is designing a dress in which the sleeves are separate pieces of fabric. During construction, the sleeve will need to be eased into the armhole (armscye). What type of sleeve is Melissa designing?

answer

Set-In

question

Missy is going to be in a school theater production of Grease. She wants to wear a skirt. Which skirt style will she choose that is very full at the hem and forms a circle when laid flat?

answer

Circular

question

Beth is wearing a suit with a pencil skirt to work. The skirt is very slim with a fitted waist. What skirt style did she select?

answer

Straight

question

Which process begins with a sloper or a block?

answer

Flat pattern making

question

Jim wants to make his shoulders look broader. His t-shirt has horizontal stripes across the shoulders. Which element of design is being used?

answer

Line

question

The volleyball team is selecting uniforms for next season. Which kind of pants are the most suitable for the uniforms?

answer

Short shorts

question

Mary creates a prototype of the finished apparel product to ensure production quality. Which step is this in the pattern-making process?

answer

Construct the sample

question

Chris loves to wear knee-length plaid shorts. Which style does Chris prefer?

answer

Bermuda

question

Using her body measurements, Madison used instructions to create a pattern on dotted pattern paper. This pattern-making process is known as

answer

Drafting

question

The Apparel & Textile Production II students are working on new products to add to their school-based enterprise. Hannah made a Pinterest board and is gathering ideas for possible projects. Which step of the prototype development process is she in?

answer

Research and brainstorm

question

Rachel is an upcoming fashion designer. She is researching companies/suppliers to find appropriate fabrics and trims for her spring line. This action is considered to be

answer

Sourcing

question

After the prototype is made, what action is completed to determine if the product will work as intended?

answer

Test the prototype

question

Addison lives in a rainy, cool climate and needs a raincoat. She wears a style which is loosely belted and double-breasted. Which style raincoat does Addison wear?

answer

Trench

question

Bethany created a collage of photographic images, magazine clippings, fabric swatches, and fashion sketches to make a

answer

Mood Board

question

Kayla borrowed a coat from her aunt that does not have sleeves. Which style coat did she borrow?

answer

Cape

question

William created a full-scale example of his hat to check fit and the design. He has made a

answer

Prototype

question

Mary is wearing a dress which follows the form of her body. Which dress style did she choose to wear?

answer

Sheath

question

After creating a prototype for use in the school-based enterprise, Brittany completed a garment cost sheet to

answer

Ensure total cost is within budget

question

The rough first sketch of a new garment design is a

answer

Croquis

question

At what point in the design process does a designer use a croquis?

answer

At the beginning

question

Carol is creating a full, loose-fitting dress that falls from the shoulder seams. Which dress style is she making?

answer

Tent

question

Creating a pattern by placing fabric over a dress form is an example of

answer

Draping

question

Using an existing garment to create a pattern is an example of

answer

Reverse engineering

question

Using colors together in a pleasing way is an example of a

answer

Color scheme

question

Which pattern template is used in the apparel manufacturing industry to create new styles while keep sizing consistent?

answer

Block

question

Ms. Smith's class is creating a new project for their business. What technology could they use to easily make changes to a pattern?

answer

Computer aided design

question

Sherry created a prototype for the model to try on. What is the purpose of a prototype?

answer

Check fit and design

question

Jane purchased a dress for her first interview. The dress is fitted at the waist and then flares below the hip. Which dress style does this represent?

answer

A-line

question

Fiber optics are woven into the fabric of Jordan's shirt. His shirt is made from a

answer

Smart fabric

question

The process of embedding a fragrance into a fabric is known as

answer

Microencapsulation

question

At the textile manufacturing facility, which direct printing method involves the use of an etched copper cylinder for each color present in the design?

answer

Roller

question

As a class project, Lauren created a hand-painted watercolor inspired by her favorite designer. She used a textile printing company to upload her design and have it printed onto an organic cotton knit fabric using an ink-jet printer. This is an example of which printing method?

answer

Digital

question

Corduroy has a soft, raised surface. What texture finish has been applied?

answer

Napping

question

Amy has been experimenting with different textile printing techniques. For her new project, she painted wax onto her white fabric and after drying, she soaked it in dye. After the dye dried, she removed the wax with newspaper and her iron. Which printing technique did she apply?

answer

Resist

question

Adjusting the molecular structure of chemicals used to form fibers is found in sportswear apparel in the form of sweat-wicking properties. This performance feature is primarily due to advances in

answer

Nanotechnology

question

Jasmine developed a new graphic design for her line of T-shirts. She wants to print them using a technique she learned in her Apparel & Textile Production II class that involves using a mesh frame, ink, and a rubber blade. This method is known as

answer

Screen printing

question

Which dye can be used at room temperature on cotton, rayon and linen?

answer

Fiber reactive

question

Which is the appropriate dye method for wool, mohair, and angora?

answer

Acid

question

A person who creates patterns on woven, knitted, or printed fabrics is considered to be a textile

answer

Designer

question

Which dyes are the most permanent?

answer

Fiber reactive

question

The Flammable Fabrics Act requires that children's sleepwear be

answer

Flame retardent

question

An elegant process exists for adding aesthetic appeal to the surface of paper, metal, or textiles. The raised dimension could be a pattern, design, or logo. This printing process is known as

answer

Embossing

question

Antimicrobial, antifungal, and antistatic are considered to be

answer

Performing finishes

STUDY

Across The Country Art Appreciation Art History Farm Security Administration Graphic Design

Art Ch 9 & 10 – Flashcards 40 terms

Cindy Krause

40 terms

Preview

Art Ch 9 & 10 – Flashcards

question

The author defines the term __________ "as the supervision by one individual or group over the artistic expression of another individual or group".

answer

censorship

question

In 1878, Eadweard Muybridge photographed a galloping horse, and discovered that:

answer

horses occasionally gallop with all four hooves off the ground.

question

The widespread use by artists of the camera obscura (lit. dark room) began in:

answer

the Italian Renaissance.

question

A major difference between the video works of Nam June Paik and the films of modern filmmakers is

answer

Paik's electronically manipulated images

question

Artists primarily used the camera obscura to:

answer

produce naturalistic drawings of the world.

question

The photographic style which best describes simplified imagery and form reduced to the most essential characteristics is:

answer

abstraction

question

Orson Welles' film Citizen Kane is considered by many to be one of the best films ever made. It is noted for its:

answer

innovative camera angles and composition.

question

A major difference between the work of a "pure" or "straight" photographer, such as Alfred Steiglitz, and the work of a photojournalist, such as Sebastiao Salgado, is:

answer

the different intentions of each photographer

question

Diane Arbus' portrait may be characterized by the photographer's

answer

unusual subjects revealed in absurd situations.

question

Early examples of art photography often imitated:

answer

the narrative form of painting.

question

In addition to his highly successful career as a portrait photographer, Mathew Brady was the first photographer to document a major war. Which war did he and his team photograph?

answer

The American Civil War

question

The Farm Security Administration of the U.S. Department of Agriculture:

answer

paid photographers to document the Great Depression.

question

According to the author, "the individual most responsible for establishing photography as an art form" was:

answer

Alfred Steiglitz

question

The Surrealist movement that arose after World War I involved a fascination with:

answer

the unconscious.

question

The Lumière Brothers:

answer

originated the concept of auteur in filmmaking

question

__________ is the photograph that is most closely associated with Alfred Stieglitz's assertion that for photography to be an art, it should be true to its own nature.

answer

The Steerage

question

Despite an enthusiastic public acceptance, the success of the daguerreotype was limited by:

answer

the inability to make multiple images from one negative.

question

In 1860 Abraham Lincoln posed for a carte de visite portrait. This photograph helped shape his political career since:

answer

the photographic process enabled unlimited multiple images to be produced.

question

In 1888 the Kodak camera changed the history of photography

answer

by making photography easily accessible to the general public.

question

The works of Henry Peach Robinson and Mariko Mori exemplify the photographers':

answer

manipulation and combination of different photographic images in one work.

question

One of the most celebrated 19th-century artists, Henri de Toulouse-Lautrec, created posters for the famous dance hall called the: A) Moulin Rouge. B) Last Waltz. C) Last Metro D) Valentin. E) Odeon.

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This is the correct answer. A) Moulin Rouge.

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The _________ first made it possible to devise a notice that could be reproduced in large numbers and distributed widely.

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) printing press

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Although symbols convey information and embody ideas,: A) those ideas may change radically with time. B) they have no meaning in themselves. C) their meaning is invented by cultural use. This is the correct answer. D) all of the above E) none of the above

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D) all of the above

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The ancient symbol from Chinese philosophy that embodies a worldview of mutual interdependence is the:

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taiji.

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According to the author, graphic design as we know it today has its roots in two developments. They are:

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the printing press and the industrial revolution

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Which graphic design team developed the familiar set of symbols used today to communicate information across language barriers to international travelers?

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Cook and Shanosky

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A ________ is often the first and key element in creating a complete corporate identity.

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logo

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An image created to accompany words is called:

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an illustration.

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The logo __________ was developed by an artists' collective to carry a message about AIDS.

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Silence=Death

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__________ is the arrangement and appearance of letters in graphic design.

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Typography

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A designer's blueprint for books and magazines and other works in print is called:

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a layout.

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With his design for a spread in Ray Gun magazine illustrating an article on musician Morrissey, _________ subverted traditional graphic design principles.

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David Carson

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Broadsides, first appearing in the ____ century, were single sheets that argued political or religious causes, told of recent events, and advertised festivals and fairs

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15th

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Graphic design used to be known as __________ art

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commercial

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The development of __________ in the 19th century introduced the widespread use of color in posters.

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color lithography

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Following the Russian Revolution of 1917, the __________ applied their artistic skills to designing posters, industrial products, and everyday items in hopes of creating a new society.

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Constructivists

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In 1525, with the advent of moveable type, _________ created a unified alphabet that could be mass-produced.

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Albrecht Dürer

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Designing for the Web adds the potential for___________ -reactions to choices made by a visitor to the site.

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motion and interactivity

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The American graphic designer who created some of the most memorable logos for IBM, UPS, and ABC is:

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Paul Rand.

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The Saturday Evening Post published this artist's work throughout most of his career.

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Norman Rockwell

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Art Appreciation Art History Clean Drinking Water Final Goods And Services Graphic Design Printmaking Rembrandt Van Rijn

Chapter 8, 9, 10 Living with Art – Flashcards 41 terms

Karen Combs

41 terms

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Chapter 8, 9, 10 Living with Art – Flashcards

question

Monotype Life is a dream, then you wake up

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single print unique impression from a plate worked with oil paint, sometimes uses plexiglass or some other glassy surface (chagoya)

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Edition

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total number of prints made from plate/block

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Lithography curtain

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a printing process in which the image to be printed is rendered on a flat surface, as on sheet zinc or aluminum, and treated to retain ink while the non-image areas are treated to repel ink, started printing process of colored posters (guston)

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Diamond Sutra

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woodcut, an important Buddhist text

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Relief Print

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any printing method in which the image to be printed is raised from a background

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Registration

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the precise alignment of impressions made by two or more printing blocks or plates on the same sheet of paper, as when printing an image in several colors

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Intaglio

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the lines or areas that will take the ink are incised into the printing plate, rather than raised above it, includes mezzotint, etching, engraving, drypoint, and aquatint

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Mezzotint sequoia and moon

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itaglio printmaking technique produced by an engraving that has been scraped to represent light or shade (celmins)

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Rocker

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roughens printing plate, which creates a fine pattern of burrs for mezzotint

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Cancelled Block/Plate

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after entire edition has been printed, approved, signed, and numbered, the printing surface is destroyed so that no further prints can be made from it

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Eadweard Muybridge's Galloping Horse

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He did these photographs to prove all 4 legs were off the ground

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Camera Obscura

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a darkened enclosure in which images of outside objects are projected through a small aperture or lens onto a facing surface, early form of projector, latin for dark room, developed during the renaissance, a drawing aid for realistic paintings

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Yin Yang

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the ancient symbol from Chinese philosophy that embodies a worldview of mutual interdependence

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Photojournalism

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photograph that tells a news story, the art or practice of communicating news by photographs, especially in magazines

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Daguerreotype

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the first practical photographic process, invented by Jacques Louis Mande Daguerre and made public in 1839, it produced a single permanent image directly on a prepared copper plate

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Alfred Stieglitz

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the individual most responsible for establishing photography as an art form, photographed The Steerage and did pure photography

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Rayogram

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An image created by placing objects on light sensitive paper

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Lumiere Brothers

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first invented workable motion-picture projector

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Drawback of Daguerreotype

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It required long sittings and it could not be reproduced.

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Kodak

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camera in 1888, made easier for people to take pictures, changed the history of photography created by George Eastman

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Auteur

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a filmmaker who has a personal style and keeps creative control over his or her works

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Nam June Paik

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fascinated by television sets, best known for his video art, TV Buddha, videotape still Global Groove

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Henri De Toulousse- Lautrec

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often designed Moulin Rouge dance hall posters

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Printing Press

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made the production of printed materials faster and easily distributed

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Symbols

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convey information or embody ideas

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Industrial Revolution

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increased the commercial applications of graphic design as manufacturers needed to market themselves competitively

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Cook and Shanosky

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graphic design team developed the familiar set of symbols used today to communicate information across language barriers to international travelers

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Cassidy Curtis Graffiti Archaeology

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is organized by location and time to effectively display its subject

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Commercial Art

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graphic design use to be called

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Logo

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symbols of an organization or product, best way to create corporate identity

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Albrecht Durer

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created a unified alphabet that could be printed to the masses, went to Italy for seven years, famous wood block artist, magic square

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Inkjet

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microscopic nozzles spray droplets of ink onto paper according to data in digital image file

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Paul Rand

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designer in the 1960's designed a lot of memorable logos like the IBM, UPS and ABC logos

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etching christ preaching

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An Intaglio printmaking process in which a metal plate coated with wax is drawn upon with a sharp tool down to the plate and then placed in an acid bath. The acid eats into the plate where the lines have been drawn, the wax is removed, and then the plate is inked and printed. (rembrandt)

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engraving saint jerome

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an intaglio process in which grooves are cut into a metal or wood surface with a sharp cutting tool called a burin or graver. Also, the resulting print. (durer)

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drypoint spider

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a printmaking technique (intaglio) involving drawing directly onto the surface of a metal plate with a sharp, pointed tool, often with a diamond point (bourgeois)

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aquatint

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A way of achieving flat areas of tone: gray or intermediate values of color (goya)

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Movable Type

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created by Johannes Gutenburg and bibile was the first book it created

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woodcut autumn glory

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oldest printing method (mei)

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linocut workers of the world

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A relief printmaking technique in which the printing surface is a thick layer of linoleum, often mounted on a wooden block for support. Areas that will not print are cut away, leaving raised areas to take the ink. (kent)

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screenprinting

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a printmaking technique in which stencils are applied to fabric stretched across a frame. Paint or ink is forced with a squeegee through the unblocked portions of the screen onto paper or other surface beneath. Easiest; stencil applied with fabric stretched over frame; Not a reverse image

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