J-204 SAMPLE FINAL EXAM.
This sample exam was provided for you by Prof. Ryan. It is intended as a study guide for you see types of questions that may appear on your exam.
1. The extended campaign for Alaska Airlines basically used a (an) ___ -shape elemental format to draw you in for all the pieces in this campaign.
a. T
b. O
c. L
d. /
e. S or C

2. All of the content for this campaign (Alaska Airlines) was unusual because ...
a. the layouts used a combination of formats.
b. the headlines were blind.
c. the copy was entirely reversed.
d. none of it looked like airline advertising.
e. the airline's name was not used in the ad.

3. One of the more unusual pieces of this campaign used _________________ to sell or promote Alaska Airlines' special treatment of travelers.
a. a stranded hypothermic turtle
b. a story of a dramatic air rescue
c. nostalgia
d. economy fares and leg room (demonstrated by Wilt Chamberlain)
e. a story of a stranded traveller (from another airline) who Alaska helped reach his destination on time

4. The aforementioned layouts most closely resemble the layout formats and use of elemental form of the ________________ campaign we viewed in class.
a. Clark's shoes
b. Lee jeans
c. Mercedes Benz automobiles
d. Simon David foods
e. Royal Viking Cruises

5. Both of these advertising campaigns were created and art directed by ____________ .
a. David Ogilvy
b. Tracy Wong
c. Kit Hinrichs
d. Tim Sproul
e. Michael Gunselman

6. In our last class meeting, your professor screened what he felt was one of the most compelling automobile advertisements he'd seen; it was for _________________.
a. Nissan
b. Porsche
c. Volvo
d. Volkswagen
e. Mercedes Benz

7. It was produced in _________________ .
a. South Africa
b. USA
c. Germany
d. Great Britain
e. Japan

8. The ad spot we watched from the same reel-which used a very arresting, dramatic and humorous piece involving the desert, vultures and an abandoned, dusty old 1951 Chrysler-was produced for this client: ______________________ .
a. Sears DieHard
b. Monroe Shock-Absorbers
c. Chrysler Corporation
d. Chevron Oil Corp.
e. Samson Batteries

9. Another interesting ad (this one for LifeSavers) used differently flavored individual LiveSavers playing various instruments throughout the ad; your professor pointed out that the ad had been produced by __________________________ .
a. cell animation
b. computer animation
c. single frame photography
d. Tracy Wong
e. David Ogilvy

10. The awards reel of these video pieces belonged to the ________________________ .
a. Clio Awards
b. ADDY Awards
c. London International Advertising Awards
d. American Advertising Federation
e. Athena

11. Digital Artworks, whose demo reel we also viewed in class, specializes in ... .
a. video logo graphics
b. single frame photography
c. cel animation
d. 3-D computer video graphics
e. a & d

12. Which of the following clients did not appear on their reel?
a. IBM
b. ASICS
c. TCI
d. Frito Lay
e. MTV

13. The industry pseudonym for video logo graphics is _________________ .
a. "flying chrome logos"
b. "lographics"
c. "videographs"
d. VLGs
e. "wiggle trademarks"

14. That modular design/layout format which has significantly impacted not only advertising but newspaper, magazine and publications design in general is ___________ .
a. Rebus
b. Mondrian
c. Picture Window
d. Elemental Form
e. b & d

15. According to your professor, the new technology which spawns electronic newspapers and interactive media will likely
a. improve newspaper advertising and increase its possibilities
b. hurt newspaper advertising revenue and stunt advertising's effectiveness

16. This layout format often uses borders, mortises, sidebars, column rules and lines to create rectangular modules within a larger rectangular format.
a. multi-panel
b. frame
c. rebus
d. Mondrian

17. Sometimes this format is also known as (a) ____________ format(s) .
a. modular
b. grid
c. frame
d. a & b
e. all of the above

18. The identical format-when used without boxes, lines or rules- is
called __________ .
a. modular
b. grid
c. frame
d. Swiss
e. c & d

19. Most circus advertising layouts are found in ______________ .
a. upscale publications
b. newspapers
c. sports magazines
d. posters
e. Barnum & Bailey programs

20. This advertising layout often provides a side view or profile of the art, is contoured, may shape the design itself and/or have elements touch both sides of the ad.
a. Mondrian
b. silhouette
c. call-out
d. circus
e. multi-panel

21. When an ad format arranges the advertising elements in this sequence: art, headline, copy, logo, it is known as a (an) _____________ layout format.
a. Mondrian
b. silhouette
c. call-out
d. circus
e. Ogilvy

22. Your professor used the exact opposite arrangement of this format for a campaign he created for _____________________ .
a. Florence Crittenton
b. Interlakes
c. Apple Macintosh
d. NutraSweet
e. Womenspace

23. Editorial advertising is especially appropriate for using which of these?
a. informing the audience
b. taking an editorial stance
c. providing news about a product
d. a & b
e. all of the above

24. Most often, editorial advertising uses this layout format.
a. Mondrian
b. silhouette
c. call-out
d. circus
e. Ogilvy

25. According to Ogilvy's research, _______ times as many people read the average article as the average advertisement.
a. two
b. ten
c. six
d. twenty
e. three

26. Ground thirds is a design concept which helps designers avoid halved formats; it primarily deals with
a. unity
b. balance
c. harmony
d. sequence
e. proportion

27. ___________ advertising format is notorious for being filled with gimmicks, tilts, reverses, loud color and large type.
a. circus
b. large type
c. frame
d. rebus
e. multi-panel

28. The most popular and widely used format of magazine advertising is the ______.
a. multi-panel design
b. frame
c. picture window
d. large type
e. Mondrian

29. Depth of field is directly controlled by photographers, videographers and film-makers via ___________________ .
a. aperture
b. shutter speed
c. filters
d. telephoto lenses
e. editing controls

30. This ad layout is typically cropped very tightly, uses little or no copy, runs full or three-quarter bleeds, and uses headlines that are often surprinted, reversed or overprinted.
a. multi-panel
b. frame
c. Mondrian
d. rebus
e. picture window

31. The closer an element is to the vertical axis, the _____ weight it will have.
a. more
b. less

32. This format tends to advertise upscale and spendy products, or is used with products or services that are complicated, important or dignified; they also tend to be very formal layouts.
a. picture window
b. copy heavy
c. call-out
d. rebus
e. Mondrian

33. The "king" or guru of the rebus format is ___________________ .
a. Kit Hinrichs
b. Tracy Wong
c. Michael Gunselman
d. Tim Sproul
e. David Ogilvy

34. According to your professor, most print ads ...
a. adopt a specific ad layout format.
b. adopt a combination of ad layout formats.

35. Which of the following advertising layout formats are best used to demonstrate a product's many benefit(s) or aid with too many points for copy to handle smoothly?
a. call-out / Mondrian
b. picture window / Mondrian
c. copy heavy / call-out
d. multi panel / editorial
e. call-out / multi-panel

36. This illustration medium bakes a number of layers of white clay into a paper which is then painted or inked and special styluses remove that covering.
a. India inking
b. etching
c. scratch board
d. intaglio
e. lithography

37. Tracy Wong used the above medium and illustration technique for the _________ advertising campaign we viewed in class.
a. Viking Cruise Lines
b. Alaska Airlines
c. Clark's Shoes
d. One Show
e. Crain's New York Business Communications

38. Wong went the opposite direction, using computer manipulation of photography for this ad campaign.
a. Viking Cruise Lines
b. Alaska Airlines
c. Clark's Shoes
d. One Show
e. Crain's New York Business Communications

39. In the above instance, Wong ... .
a. manipulated photographs of the Chrysler Building
b. superimposed model's heads onto different bodies
c. ran a photo into a computer illustration reminiscent of Liechtenstein's comic style
d. created a photo of a suma wrestler and two children from two different negatives
e. composed a montage of historical airline photographs

40. Identify the following advertising layout formats.
a. Mondrian
b. picture window
c. frame
d. multi-panel
e. copy heavy

41. Your professor suggested that this ad also worked as a(an) ________ ad format.
a. Ogilvy
b. call-out
c. frame
d. multi-panel
e. Swiss

42. Identify the following advertising layout formats.
a. Ogilvy
b. call-out
c. frame
d. multi-panel
e. Swiss

43. a. Ogilvy
b. call-out
c. frame
d. multi-panel
e. Swiss

44. a. Ogilvy
b. call-out
c. frame
d. multi-panel
e. Swiss

45. a. big type
b. multi-panel
c. Swiss
d. picture window
e. rebus

46. a. big type
b. multi-panel
c. Swiss
d. picture window
e. rebus

47. a. editorial
b. multi-panel
c. Swiss
d. picture window
e. rebus

48. a. editorial
b. multi-panel
c. Swiss
d. picture window
e. rebus

49. a. editorial
b. multi-panel
c. Swiss
d. picture window
e. rebus

50. a. big type
b. multi-panel
c. Swiss
d. picture window
e. rebus

51. a. big type
b. multi-panel
c. Swiss
d. picture window
e. rebus

52. This ad is extremely unusual in that ... .
a. its color is dramatically different from the others from its campaign
b. the headline is directly derived from the copy block
c. it puts head in copy
d. a & c
e. all of the above

53. According to the book's discussion and your professor's in-class remarks, this two-page layout of Tracy Wong's award-winning advertising for Royal Viking Lines shows how the computer, good artistic sense and creative ____________ of a photograph can save the day.
a. elemental form
b. cropping
c. design
d. screening
e. color manipulation

54. The medium used for the illustration of this Clark's ad is
___________________ .
a. India inking
b. etching
c. scratch board
d. intaglio
e. lithography

55. The annual report for LEAF CANDY that we viewed in class was especially unique in that _____________________________.
a. it used spot color
b. it cropped the photography in trapezoidal shapes
c. it ran its page numbers atop gum balls
d. a & b
e. all of the above

56. The photograph of the LEAF president and CEO was unusual for the following year's annual report in that ... .
a. it had him posed in a huge pile of gum balls
b. he was eating a candy bar
c. he was casually dressed
d. he was seated on floor among several children
e. he was posed with former Atlanta Braves outfielder Dale Murphy

57. The annual report we viewed in class for NORTHERN TELECOM was unusual because it was printed ______________________________ .
a. in black and white
b. in four color as: black and three metallic inks-gold, silver and copper
c. in three color
d. with multiple die cuts
e. offset - but the photography was printed via gravure

58. The cover or front page of that NORTHERN TELECOM annual report was interesting because ______________________________ .
a. the title was blind embossed
b. it was printed on duplex paper
c. the title was run on its side and vertically
d. all of the above

57. Potlatch's brochure for Quintessence used this theme to demonstrate its paper stocks.
a. black and white photography run full color
b. ran work of important photographers
c. used billiard balls throughout in folio lines for page numbers
d. a & b
e. all of the above

58. Potlatch Paper took a completely different design strategy for its annual report that we viewed in class; for a theme, it focused on ______________ .
a. the environment
b. the lumberjack
c. their reforestation efforts
d. global warming
e. new company subsidiaries

59. Indeed, this same Potlatch Paper annual report used a marvelous double-page spread on theme subject using a(an) ______format.
a. Mondrian
b. Swiss
c. rebus
d. montage / multi-panel
e. all of the above

60. Later in the same annual report, the same format was employed once again to ____... .
a. show the different tools used by lumberjacks
b. compare global warming patterns over the past fifty years
c. demonstrate how Potlatch had moved into packing and packaging, pre-fabricated housing, paper mills and electronics
d. show how Potlatch had initiated huge replanting and reforestation projects
e. reveal how they had not only improve their conservation methods,
but helped the environment overall through massive education and clean-up campaigns

61. __________________, who works as a design and graphics director at TIME magazine, invented and perfected info- and picto-graphics; his work strongly affected the look of today's newspaper and magazine designs.
a. Kirk Kahrs
b. Kit Hinrichs
c. Nigel Holmes
d. Michael Gunselman
e. Mario Garcia

62. According to your professor, the most significant change in magazines-both currently and in the near future is _____________________________.
a. digital photography
b. larger photography
c. fusion of artwork and type
d. fewer in-depth pieces - more at-a-glance and fractured articles
e. desktop publishing

63. Indeed, _______________________ , possibly the most traditional magazine in the country, changed to Macintosh/PageMaker about a year ago.
a. TIME
b. Atlantic Monthly
c. Harpers
d. The New Yorker
e. National Review

64. Because _________ best show proportion and percentages, they are a standard charting tool of designers.
a. pie charts
b. column charts
c. fever charts
d. histograms
e. picto-graphs

65. _______________ do the best graphic job of reveal temporal fluctuation.
a. pie charts
b. column charts
c. fever charts
d. histograms
e. picto-graphs

66. The governance of the _____ over annual reports helps protect public investment and the corporation's shareholders.
a. FCC
b. FSA
c. SCC
d. FTC
e. SEC

67. According to the text and the Interlake example brought into class, budget reports and accounting statements should use _______________ to explain the "bottom line" numbers.
a. pie charts
b. sidebars
c. fever charts
d. info- or picto-graphics
e. none of the above

68. At the very least, computers and desktop publishing bring newspaper, magazine, public relations and advertising companies tremendous savings via _______________ costs.
a. typesetting
b. sizing graphics
c. scaling photography and artwork
d. two-color
e. full-color

69. The specific printing technique which made the brochure for the Inn at
Otter Crest a very special design was it use of _____________________.
a. color
b. mortising
c. die-cutting
d. pop-up panels
e. black and white photography printed four color

70. The intent behind Thomas Ryan's brochure for Cracker Barrel was to have the publication ______________________ .
a. look antiquated and leave a nostalgic feeling with the reader
b. introduce Cracker Barrel to a brand new area of the country-the northwest
c. tell audience that company had added entirely new line of products
d. establish a new, modern image for the company
e. a & c

71. When is an annual report not an annual report? For Plum Creek, Hornall Anderson shows us when it's a(an) __________________.
a. recipe book
b. magazine
c. scrapbook from the county fair
d. fashion statement
e. product catalog

72. For Cracker Barrel, Thomas Ryan shows us when it's a(an) _______________ .
a. recipe book
b. magazine
c. scrapbook from the county fair
d. fashion statement
e. product catalog

73. The text's illustration of the two-page spread from Burnettworks is a good example of ____________ design.
a. Swiss
b. rebus
c. Mondrian
d. Ogilvy
e. all of the above

74. It is the inside spread of a model ______________ produced for Leo Burnett Advertising.
a. magazine
b. newsletter
c. color newspaper
d. product update section for annual report
e. none of these

75. The text and design for Miller-Freeman's LAN magazine's "DISK - 4U direct mail brochure make the point that __________________.
a. direct mail begins with envelope design
b. black and white works well in a sea of full color direct mail brochures
c. good direct mail begins working before you open it up
d. a & b
e. a & c

76. That LAN magazine layout uses _________ as a theme to unify that brochure piece.
a. test-driving their publication
b. high tech computer hard drives
c. aircraft and new computer programming
d. free software promotion
e. all of the above

77. Gunselman's unusual design of ReLAY used all of these seldom-used newsletter design tactics, with one exception.
a. diagonal design
b. reversed cutlines
c. three-color
d. nameplate run diagonally
e. circularly cropped photos

78. ____________________ is/are also known as folders.
a. newsletters
b. brochures
c. annual reports
d. direct-mail

79. Because of its exaggerated format, series of panels and other continuity problems, the __________________ offers the art director special design problems unique to its medium.
a. newsletter
b. brochure
c. annual report
d. direct-mail kit
e. magazine

80. Because of the need for tight artwork, dominant visuals, short headlines and exaggerated formats, the text makes an interesting analogy between the front panels of brochures and ____________________ .
a. magazine features
b. annual report covers
c. outdoor
d. double-page spreads
e. record album covers

81. Often we associate spiral-binding with cheap, low-end publications-like some technical manuals-but the ________________ catalog revealed how specially sized inner pages can make such a publication doubly effective.
a. Miller Cascade
b. Nike
c. DuPont
d. NEC Electronics
e. Macintosh Computer

82. Such a double-format publication can provide marvelous inner dynamics via ... .
a. cropping
b. providing additional accompanying information
c. making the layout a four-page spread
d. a & b
e. all of the above

83. You should consider ______________ as a signature to whatever medium you're working: brochures, magazines, newsletters, annual reports or advertising-not to be confused with single element type.
a. trademarks
b. logotypes
c. the thumbnail photograph
d. end marks
e. contributor boxes

84. The ALL CONDITIONS GEAR ____________________ for NIKE used a beautiful four-color photo_______-page spread design.
a. catalog / four
b. catalog / two
c. direct mail / four
d. direct mail / three
e. direct mail / two

85. Modular design and Mondrian layouts mostly use ________ to demarcate.
a. photography
b. column rules
c. boxes
d. color
e. b & c

86. Skald's table of contents page basically uses a _________-design format.
a. Swiss
b. Mondrian
c. rebus
d. multi-panel
e. call-out

87. It was designed by _______________________________________________ .
a. Nigel Holmes
b. Kit Hinrichs
c. Kirk Kahrs
d. Hornall Anderson
e. Michael Gunselman

88. According to your professor, a good table of contents should ____________________.
a. work like a menu
b. be positioned on the same page each issue
c. read quickly and easily
d. a & c
e. all of the above

89. The first step in building any table of contents page is to ______________ .
a. adopt graphic nuances from cover
b. organize
c. determine if photography will be used
d. decide on your typography
e. find out if advertising will be used across from it

90 Editing, re-edging or reframing the compositions of sketches, photography or anything visual, for that matter, is commonly referred to as
_____________.
a. selective focus
b. optical demarcation
c. cropping
d. scaling
91. _____________________________ work well as a chart/information graphic to make quick studies in individual comparisons.
a. Pie charts
b. Fever charts
c. Bar or Column charts
d. Histograms
e. Step charts

92. Most of the photography used for the Skald layouts is referred to as ________ photography.
a. duotone
b. high-contrast
c. outline or silhouette
d. two-color
e. full bleed

93. The simple, black-and-white layout from America magazine on "Translating a Travel Aid," borrowed its _____________ layout format from
advertising.
a. rebus
b. multi-panel
c. picture window
d. call-out
e. Ogilvy

94. Your professor suggested that two more "accessible" publications that are really exemplary models for magazine design are _______________ and ________________.
a. Rolling Stone / Texas Monthly
b. Time / Rolling Stone
c. Texas Monthly / Pursuits
d. Skald / Texas Monthly
e. Rolling Stone / Skald

95. Both America and Pursuits magazines pushed the format envelope by using attention-getting ___________________ designs for the white-water rafting and rowing articles.
a. Mondrian
b. rebus
c. multi-panel
d. vertical
e. Swiss

96. Burnettworks' newsletter's modular format's most functional ploy was to ____________________________ .
a. put captions inside the photo area to save space
b. use negative space optimally by filling it with reversed pullouts
c. run type up the left sides of the photos
d. put headlines inside the wide black rules
e. using cluster captions for all the photo spreads

97. According to the text, if newsletters have one glaring weakness overall it is ______.
a. design
b. photography
c. typography
d. illustration
e. printing

98. Although the newsletter borrows a great deal from magazine design, it takes at least as much from ___________________ design.
a. newspaper
b. brochure
c. direct mail
d. annual report
e. advertising

99. The brochure that was produced for Simpson Paper which showed off their full line papers was unique because ___________________ .
a. it used a "save the environment" theme
b. it provided a show and tell of their recyclable papers
c. it used a variety of art styles and subjects for each type of paper featured
d. a & b
e. a, b & c

100. Its Merriweather Lewis page of that brochure, which discussed the American buffalo and the Missouri Bottoms, was particularly functional because it showed off _______________________ .
a. the writing of Merriweather Lewis
b. the artwork of Merriweather Lewis
c. how metal ink printed on their paper
d. how beautiful their recyclable paper was
e. b & d

101. Potlatch Paper's brochure on their Quintessence line of paper used black-and-white photography ________________________.
a. to show off their enameled paper
b. to show how four-color black and white photography printed on their paper
c. to show off how dutones reproduced
d. because they used important photographers who worked exclusively in b&w
e. b & d

102. Another reason the Alaska Airlines advertising designs we viewed were unusual was because they placed the airline's logo _______________ .
a. at the beginning of the copy
b. bottom left
c. at the top of the farthest right hand column
d. in the middle of the copy
e. diagonally on the page

103. A _____________ is a diagonal strip that usually runs on a cover of a publication.
a. strip-in
b. splash
c. slash
d. tip-in
e. cover blurb

104. A ____________ is a blurb printed atop an exploded area of a cover.
a. strip-in
b. splash
c. slash
d. sky box (or tease)
e. lead cover line

105. According to the text, what brochures do best is ________________________________ .
a. present statistical information clearly
b. show and tell
c. work a targeted audience
d. work quickly
e. present a company's best side

106. The single most important thing to magazine design (according to your professor) is __________.
a. continuity
b. photo layout
c. color artwork
d. expressive typography
e. a solid table of contents

107. The area where the name of a magazine is placed on its front page is most correctly referred to a the publication's ______________________ .
a. masthead
b. logo
c. nameplate or flag
d. banner
e. a & c

108. A blueline is _________________________________________.
a. a special typographic line
b. the use of blue as a second color on typographic marks
c. a page proof
d. a stylistic affectation
e. none of these

109. A _____________ refers to the continuation of a story on a page farther into the publication.
a. jump
b. "see" page
c. continuation reference
d. jump cut
e. "continued"

110. In which of the following line arrangements would copy most likely be given to gaps and rivers of white?
a. justified
b. neat or flush left
c. neat or flush right
d. centered
e. contoured

111. ________________ are actually a variation of bar charts.
a. Pie charts
b. Column charts
c. Fever charts
d. Histograms
e. Flow charts

112. The chart that is most easily incorporated into any type of chart or graph is the _____________________ .
a. pie chart
b. fever chart
c. pictograph
d. histogram
e. bar or column chart

113. Probably the most stylish annual report (and certainly the one that used the most elaborate die cuts) we viewed was from ___________________ .
a. Jay Jacobs
b. DuPont
c. Northern Telecom
d. Nike
e. Potlatch

114. The designer who has used circular crops or round vignettes hip of late is none other than ____________________ .
a. Tracy Wong
b. Michael Gunselman
c. Kit Hinrichs
d. Thomas Ryan
e. Nigel Holmes

115. The annual report which used dramatic sidebars and immaculate photo montages for its art belonged to ______________________ .
a. Cracker Barrel / Thomas Ryan
b. Tree Top / Hornall Anderson
c. Gonnella Baking / Samata Assocs.
d. First Florida Banks / Hill and Knowlton
e. Independence Bancorp / Michael Gunselman

116. Annual reports are good advertising because _______________________________ .
a. they don't cost a lot - compared to other advertising
b. their presentations offer financial insights which are generally unslanted
c. they target the audience with rifle shot precision
d. they streamline communication more than any other medium
e. so much time and care is taken to produce them

117. The average American stockholder receives annual reports from and holds stock in ___________ companies.
a. ten
b. twelve
c. twenty
d. sixteen
e. twenty-five

118. Annual reports are typically created by _________________________ .
a. communication agencies specializing in annual reports
b. advertising agencies
c. business communications firms
d. public relations agencies
e. all of the above

MORE QUESTIONS

58. The following strategies - bordering, extended rules between pages, tint blocks, parallel structure and color initial letters - best apply to which design principle?
a. balance
b. sequence
c. proportion
d. contrast
e. unity

59. The __ -shape is the most commonly used letter structure for framing photographs, graphics, blocks of copy or combinations of these elements.
a. L
b. T
c. O
d. /
e. S & C

60. A two-page advertisement or page layout is commonly referred to as a _______________________ among designers and art directors.
a. flat
b. overlay
c. double truck
d. "spread sheet"
e. triple sec

61. __________________________ is the one generally credited with inspiring newspaper and magazine designers to use the grid.
a. Mario Garcia
b. Marshall McLuhan
c. Piet Mondrian
d. Dean Martin
e. Claude MonÚt

62. Grid designs or layouts are also commonly referred to as ______________________ .
a. modular layouts
b. quads
c. boxes
d. squares

63. Grids are also unique because they bring an inherent __________ to a page.
a. balance
b. unity
c. proportion
d. sequence
e. emphasis

64. Grids also establish composition inherently because of this compositional device.
a. repetitious shape
b. selective focus
c. texture
d. motif

65. The flexibility, order and pleasing effect of grids make them especially useful to _______ .
a. magazines
b. newsletters
c. newspapers
d. annual reports
e. all of the above

66. When designers tear sample sheets of paper, it is likely that they are checking the ______
of that paper.
a. bulk
b. grain
c. finish
d. weight
e. texture

67. At the very least, computers and desktop publishing bring newspaper, magazine, public relations and advertising companies tremendous savings via _______________ costs.
a. typesetting
b. sizing graphics
c. scaling photography and artwork
d. two-color
e. full-color

68. Bringing line art or photography to the computer by digitizing is referred to as ________ .
a. database
b. windowing
c. scanning
d. linography
e. graphic insert

69. The most common printing method today is _______________ printing.
a. letterpress
b. flexography
c. offset
d. rotary

70. Of the following letterpress printing processes, which one is referred to as the "job press" due to its tremendous versatility and wide application?
a. platen letterpress
b. flatbed letterpress
c. rotary letterpress
d. rollaway letterpress
e. rotogravure letterpress

71. If you were working with a 5 1/4 - inch column, it'd be _____ picas across.
a. 33
b. 31.5
c. 30.25
d. 28
e. 29.5

72. A short line at the end of a paragraph, favored by some designers while looked upon disdainfully by others, is called
a. an end mark.
b. a widow.
c. a chopped line.
d. dead leading.

73. Offset is so named because ______________________ .
a. its image is offset by a recessed plate
b. its image is offset by a raised plate
c. its image is offset by rollers
d. its image is offset by a blanket
e. its image is offset by a mirrors

74. A "doctor blade" scrapes excess ink from the printing cylinder of the ___________ press.
a. offset
b. gravure or rotogravure
c. rotary letterpress
d. flatbed letterpress
e. platen letterpress

75. Sans serif faces don't have true italic versions, styled type for sans serifs that leans forward is referred to as
a. stylized
b. raked
c. oblique
d. demi-italicized

76. Which of the following design (or compositional) principles has the most to do with scale?
a. balance
b. unity
c. sequence
d. proportion
e. emphasis

77. Which of the following weights or typographical styles would have the best readout for body copy?
a. reverse block
b. medium
c. bold
d. italic
e. light

78. A dropped initial letter that cuts into copy perpendicularly is referred to as a __________ dropped initial letter.
a. strait-jacketed
b. contoured
c. raised
d. stacked
e. none of these

Which of the following groups maintained that "form follows function" (and arranged all of the fine and applied arts on one central point between fine and applied art)?
a. Bauhaus
b. Pre - Renaissance
c. Cubists
d. Dead Kennedys
e. Impressionists

80. If your lowercase alphabet measured exactly two and one-half inches, your optimum line length would be ________ picas.
a. 15
b. 28
c. 44
d. 30
e. 22.5

81. If a typeface has a 2.4 character count, how many characters will fit inside a 25 pica line measure.
a. 40
b. 60
c. 55
d. 30
e. 50

82. How many column inches of copy would you have with 21 lines of California type set at 10/12 with a column width of 2 1/4"?
a. three
b. three and one-half
c. four
d. three and one-quarter
e. two and one-quarter

83. An EN space is equal to _____ of an EM space.
a. 1/4
b. 1/2
c. 3/4
d. 1/5
e. 2/3

84. Normally, units are used to fine-tune ____________ in type
a. point sizes
b. letter spacing
c. word spacing
d. a & b
e. b & c

85. According to Dondis, architecture is most closely aligned with ____________.
a. sculpture
b. painting
c. pottery
d. all applied art
e. c & d

86. Dondis points out that the graphic designer as he (she) exists today did not emerge until the ....
a. Bauhaus put applied art on the landscape of respectability.
b. Industrial Revolution.
c. type was invented.
d. photography was perfected.
e. pencils were designed with erasers.

87. The development of ______________ was to the visual arts a complete revolution.
a. photography
b. lithography
c. craft
d. industrial design
e. graphic design

88. Dondis contends that if photography is represented by one-eighth inch in the timeline of visual history, the ___________ is just a speck.
a. film
b. painting
c. sculpture
d. lithography
e. the Bauhaus movement

89. __________ is (are) the visual synthesis of the elements, techniques, syntax, inspiration, expression and basic purpose.
a. Visual literacy
b. Style
c. Any art movement
d. Aesthetics