ADV 205 1st Edition Lecture 10 Outline of Current Lecture Exam 3 Material Begins NOW I Preproduction Print Production Process II III Radio and TV Current Lecture Preproduction Project Planning o Open a job jacket o What equipment will be needed o How will we get it o What materials are necessary o What human resources are needed o Will there be any special expenses associated with the job o How many production artists are needed o What are the publication closing dates Log the Project Gather Specifics Backwards scheduling from due date Typography o Appearance and arrangement of the ad s printed matter o Type has an aesthetic role o No matter how fashionable if ad is hard to read it is badly designed o Integrate type with other design elements to develop whole composition o Levels of type communications Content the word s written meaning Visual impact use of type as a design element Context the content and visual impact of text in relationship to entire composition o 6 Groups of type Serif short cross lines at the end of the strokes forming the letters Script Cursive Novelty Text letter These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Futura o Families of type Related typefaces that vary by weight posture and width is carried by using terms such as light bold italic expanded and condensed Font a set of letters in a typeface and size Readability o Large bold and simple typefaces are easiest to read as well as a line with a length of less than three inches o Kerning Adjusting the spacing between letters because some can fit more tightly together ex AV verses TT o Leading space between lines also measured in points Appropriateness Appearance and Harmony Emphasis Job Planning Color palette Paper Speed quality or economy Print Production Process Manual Print process o 1st Rough or comprehensive layout o Type specification and typesetting o Postup and mechanical o Prepress quality Ways to proof print Blueline Color Keys Analog Digital What to look for Scratches Minute holes or dots Blemishes Unevenness of ink coverage Dot patterns Traps Bleeds o Presswork last Computerized process shorter o From design to shipping first o Platemaking o Presswork last Printing o Line art black and white o o o o Halftones A halftone screen breaks up continuous tone artwork into tiny dots The dots produce the illusion of shading Shaded of gray Screens Lines per inch 200 lines per inch magazine 80 newspaper Image setters produce industry standing halftones on negative film for use on commercial printing plates Printing plate prints only one color at a time Printing in color Four color process CYMK printing Cyan Yellow Magenta Black Radio and TV Phases in producing radio and TV comercials o Preproduction o Production o Postproduction Radio o Primary cost Talent Original music or stock music o Production Spots live or recorded Postproduction o Select the best takes o Mix vocals and effects o Create master tape and dubs Television o Average cost of producing a 30 second commercial 400 000 o Most are Live Action o Factors increasing TV production budgets include Use of children animals superstar talent and directors Large casts Animation Special Effects Use of location and studio shooting Major script changes Expensive sets o Production Preproduction 1st o o o o Study the script Study the storyboard Analyze required production techniques Live action Animation Special effects Chose location Factors The shoot Sound Lighting Camera Location Talent Production choices Film and or videotape Lights key fill back On set location Length effects design Videos used for product literature news releases direct marketing Movie trailers similar to TV commercials by generally longer and better produced Frequently longer than TV commercials Managing production Costs Overall budget busters Inadequate planning Production luxuries Overtime Special equipment Hierarchy Digital media the web Sound Music Motion Multimedia Multimedia computer technology digital media