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animation
The use of drawn figures and scenes (like cartoons) to produce a television
commercial.
axis
A line, real or imagined, that runs through an advertisement and from which the
elements in the ad flare out.
balance
An orderliness and compatibility of presentation in an advertisement.
blackletter
A style patterned after monastic hand-drawn letters characterized by the ornate
design of the letters. Also called gothic.
border
The space surrounding an advertisement; it keeps the ad elements from spilling over
into other ads or into the printed matter next to the ad.
closing date
The date when production-ready advertising materials must be delivered to a
publisher for an ad to make a newspaper or magazine issue.
comp
A polished version of an ad.
dailies
Newspapers published every weekday; also, in television ad production, the scenes
shot during the previous day's production.
design
The structure (and the plan behind the structure) for the aesthetic and stylistic aspects
of a print advertisement.
digital video (DV)
A less expensive and less time-consuming alternative to film, it produces a better
quality image than standard videotape.
editing
In television ad production, piecing together various scenes or shots of scenes to
bring about the desired visual effect.
electronic, laser, and inkjet printing
A printing process that uses computers, electronics, electrostatics, and special toners
and inks to produce images.
film
The most versatile and highest quality medium for television ad production.
flexography
A printing technique similar to offset printing but that uses water-based ink, allowing
printing to be done on any surface.
formal balance
A symmetrical presentation in an ad-every component on one side of an imaginary
vertical line is repeated in approximate size and shape on the other side of the
imaginary line.
gravure
A print production method that uses a plate or mat; it is excellent for reproducing
pictures.
illustration
In the context of advertising, the drawing, painting, photography, or computergenerated art that forms the picture in an advertisement.
illustration format
The way the product is displayed in a print advertisement.
informal balance
An asymmetrical presentation in an ad-nonsimilar sizes and shapes are optically
weighed.
layout
A drawing of a proposed print advertisement, showing where all the elements in the
ad are positioned.
letterpress
The oldest and most versatile method of printing, in which text and images are
printed from a plate or mat.
live production
The process of creating a live television commercial, which can result in realism and
the capturing of spontaneous reactions and events but comes with a loss of control
that can threaten the objectives of the commercial.
mechanical
A carefully prepared pasteup of the exact components of an advertisement, prepared
specifically for the printer.
medium
The means by which an illustration in a print advertisement is rendered: either
drawing, photography, or computer graphics.
miscellaneous
In regard to font styles, a category that includes display fonts which are used not for
their legibility, but for their ability to attract attention. Fonts like garage and novelty
display belong in this category.
offset lithography
A printing process in which a flat, chemically treated surface attracts ink to the areas
to be printed and repels ink from other areas; the inked image is then transferred to a
rubber blanket on a roller, and from the roller the impression is carried to paper.
online editing
The transferring of the finalized rough cut of a television ad onto one-inch videotape,
which is of on-air quality suitable for media transmission.
parallel layout structure
A print ad design that employs art on the right-hand side of the page and repeats the
art on the left-hand side.
pica
A measure of the width or depth of lines of type.
point
A measure of the size of type in height.
preproduction
The stage in the television production process in which the advertiser and advertising
agency (or in-house agency staff) carefully work out the precise details of how the
creative planning behind an ad can best be brought to life with the opportunities
offered by television.
principles of design
General rules governing the elements within a print advertisement and the
arrangement of and relationship between these elements.
production stage
The point at which the storyboard and script for a television ad come to life and are
filmed. Also called the shoot.
production timetable
A realistic schedule for all the preproduction, production, and postproduction
activities involved with making a television commercial.
roman
The most popular category of type because of its legibility.
rough cut
An assembly of the best scenes from a television ad shoot edited together using
digital technology.
rough layout
The second stage of the ad layout process, in which the headline is lettered in and the
elements of the ad are further refined
sans serif
A category of type that includes typefaces with no small lines crossing the ends of the
main strokes.
scratch track
A rough approximation of the musical score of a television ad, using only a piano and
vocalists.
script
The written version of an ad; it specifies the coordination of the copy elements with
the video scenes.
serif
The small lines that cross the ends of the main strokes in type; also the name for the
category of type that has this characteristic.
still production
A technique of television ad production whereby a series of photographs or slides is
filmed and edited so that the resulting ad appears to have movement and action.
storyboard
A frame-by-frame sketch or photo sequence depicting, in sequence, the visual scenes
and copy that will be used in an advertisement.
three-point layout structure
A print ad design that establishes three elements in an ad as dominant forces.
thumbnails, or thumbnail sketches
The rough first drafts of an ad layout, about one-quarter the size of the finished ad.
type font
A basic set of typeface letters.
videotape
An option for television ad production that is less expensive than film but also of
lower quality.
white space
In a print advertisement, space not filled with a headline, subhead, body copy, or
illustration. White space is not just empty space: it is typically used to mark qualities
that include luxury, elegance and simplicity.