| A | B |
|---|
| Planning | the first step in the desktop publishing process |
| Rough Layout | prepared in the same size that will be used for the ocmpleteed ad, but is not the final version |
| Thumbnail | a simple drawing that contains the basic elements of the ad in smaller size |
| Paste-Up | the final version of an Ad |
| PageMaker | Desktop publishing software |
| Greeked Text | when a representation of text is shown rather that actual characters (grey bars) |
| Desktop Publishing | Combining text and graphics together in a layout |
| Importing | bringing a document, photo or art into the desktop publishing program |
| Mouse | Input device that clicks, double clicks and drags |
| Portrait | a page that is 8.5 x 11 (tall) |
| Landscape | a page that is 11 x 8.5 (wide) |
| Snap-to-guides | a function in pagemaker that pulls text blocks or graphics against the margin or column guide |
| Autoflow | a feature for placing text that automatically flows text from the start of the document to the end |
| Pasteboard | The area outside the page margins used to hold or create text |
| Typeface | refers to the actual design or structure of the characters |
| Type Style | adding bold, underling, italics, ect. to a typeface |
| Point | the most common measurement for type size is |
| Spell Checker | found under the utilities menu in pagemaker's edit story |
| Header | repetitive information at the top of a page |
| Reverse Type | a type style that makes text white instead of black or with color |
| WYSIWYG | What you see is what you get |
| Edit | to make changes or corrections to an existing layout |
| Master Pages | place where you can put information that you want to appear on every page in the document |
| Scrolling | Moving up and down on the page |
| Advertising | a paid form of non-personal presentation of ideas, goods and services by an identified sponsor |
| National Advertisers | those that don't care where you buy as long as you but their brand |
| Retail Advertisers | advertise to those in a shopping distance and want you to purchase from their store |
| Industrial Advertisers | those selling goods and services to other commercial businesses and buyers |
| Cooperative Advertisers | when national and retail advertisers work together |
| Goods | tangible items |
| Services | intangible items |
| Feedback | tells the source how much was actually communicated (reverses the communication flow) |
| Enviromental Noise | noise that is due to your surroundings the you may not be able to control |
| Mechanical Noise | noise that is caused by machines involoved in the communication process |
| Psychological Noise | when there are encoding and decoding problems in communication |
| Multi-Panel Layout | a "comic strip" design, still uses headline and copy |
| Mondrian | uses severe horizontal and vertical boxes for color, graphics and text |
| Rebus | a puzzle consisting of pictures that suggests words or syllables |
| Frame | uses a border to keep the elements of the ad together |
| Type-Specimen | a large headline with a small about of body copy usually no graphics |
| Copy Heavy | product is to unique or detailed for pictures |
| Circus | LOUD, with wild colors, reverse types, tilts and segmented |
| Picture Window | crops picture close and bleeds of the page, headline centered 2/3 down on the page with copy below |
| Gutter | the space between columns of type |
| Superscript | when characters are smallerand one half a space above the baseline |
| 4 parts of an Ad | headline, copy, illustration, logo |
