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ADVERTISING
JARGON
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| Consumer Advertising |
aimed at the general public - the 'consumer' of food,
fashion, furniture etc. |
| Trade Press |
business to business and special interest newspapers
and publications. |
| Media |
general term for all publications, television, radio,
posters and electronic publishing. |
| BRAD |
industry directory which lists all UK media with advertising
sizes, prices, technical requirements etc. Updated monthly. |
| Press Packs |
listings and dates of special interest features and
articles published by newspapers and magazines in addition to their
regular editorial content. |
| Deadline |
last possible time to get your advert to the media for
inclusion in the slot you booked. |
| Above the Line |
advertising for inclusion in any media. |
| Below the Line |
packaging, promotions, sponsorship, point of sale, mail
order, etc. |
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DESIGN
JARGON
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| Visualiser |
a designer. |
| Scamp or Visual |
rough pencil drawing/layout. |
| Desk Space |
station for a visiting freelancer to work. |
| Text/Copy |
wording (see Copy Writing). |
| Copy Writing |
writing text for advert/design. Not to be confused with
Copyrighting. |
| Graphics |
photographs, illustrations, drawings, computer images
etc. |
| Work Station |
computer (Usually an Apple Mac, though not always). |
| Mock-up/dummy |
prototype model of brochure advert or other design. |
| Pitch |
an agency or design consultancy is invited to submit
a creative presentation of designs, with costings, in competition
with other agencies to win a prospective client's business (see note
on tenders in the Design Home Truths page). |
| Open Line Work |
black and white artwork with no grey areas |
| Halftones |
photographs or drawings with graduated tones. They can
be single (spot) colour or black/white. They are produced with a high
resolution dot pattern for printing. |
| Duotones |
as halftones but using two colours. |
| Strapline / Tagline |
throwaway line under a logo (e.g. "The future's
bright, the future's orange"). It is almost a signature for a
company. |
| Stock |
paper or board for printing etc. |
| Origination |
material prepared for printing, usually supplied on
disk. |
| Bromides |
high quality black/white photographic prints for reproducing. |
| A-sizes |
standard paper sizes in the UK. Most letters are printed
on A4 size paper (210mm x 297mm). A3 is twice the size, A2 is twice
the size of A3, A5 is half the size of A4. |
| gsm |
standard measurement of paper density or weight (grammes
per square metre). Photocopier paper is around 80gsm. |
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PRINTING
JARGON
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| Press |
general term for any machine used for printing (hence
"going to press"). |
| Separations (or Seps) |
films used to make printing plates for colour printing
in two or more colours. |
| 4 Colour Sets |
as Seps, but for printing a full range of colours using
the four process colours (CMYK). |
| CMYK |
the four process colours used as standard for full colour
printing: Cyan, Magenta, Yellow and Black (known as the Key, hence
"K"). |
| Cromalin |
a full colour proof to see before the job is printed.
It is photographically prepared from the film seps (see above) and
is the last chance to make changes before the job is printed. |
| "put the job to bed" |
print the job |
| Saddle Stitched |
stapled together |
| Bleed |
area of colour beyond the crop marks of a printed job,
ensuring a continued print covering right to the edge of the final
cropped output (usually about 5mm is sufficient). |
| Authors Amends |
client's mistakes or revisions. These can be expensive
if made at a late date and designers usually exclude the cost of 'authors
amends' from their quotations. |
| Laminate |
a protective plastic covering to printed work. Comes
in a range of thicknesses with a gloss or matt finish. |
| A4 folding to A5, 4pp |
an A4 sheet folded to A5 resulting in four surfaces
on which to print |
| Reverse Type |
white letters looking as if they are printed on black
or a solid colour. In actual fact, the letters have been 'knocked
out' of a solid background and the white paper is showing through. |
| Gather |
to put the printed pages in sequence (e.g. "gather
& saddle stitch"). Printers quite often charge separately
for this. |
