常用的广告词汇一览

常用的广告词汇一览AAcetate - Transparent plastic sheet available in a number of trade names, such as Mylar of Cronar. Used primarily for copy overlays.Advertising - A non-personal, paid sales presentation directed to a mass of potential customers by an identified sponsor.Agate Line - unit of measurement used in newspapers to calculate column space. 14 agate lines + 1 column inch. Agate was originally the name of a 5-1/2 point type.Airbrush - An instrument used primarily for retouching continuous tone art. Small droplets of paint of dyes are sprayed through a gun to create tones on half tone art.BBlanket Ghosting - Occurs during offset and results during a previously used blanket having a swollen or depressed image area caused by use on another printing job.Bleed - Area of plate or print that extends ("bleeds" off) beyond the edge of the actual size of the advertisement or trimmed sheet. When a design involves a bleed image, the designer allows an additional 1/8" or 1/4" beyond the trim page size for trimming.Body CopyMain copy of the advertisement which provides the details and benefits of theproduct/service.CChemical GhostingOccurs as a result of the chemical property of inks as they go through normal drying phases. Ghosts appear because of differentials in ink-drying times. These differentials cause ink films to level to various degrees of gloss.ChromalinA reproduction of a printed piece which is used as a standard to compare colours with the actual ad. Chromalins are approximately 95% accurate in colour.CNU's (Canadian Newspaper Units)A standardized newspaper format which divides a 13" wide broadsheet into 6 columns and 10 1/4" tabloid into 5 columns. Each unit is measured 1 column wide by 30 MAL's (modular agate lines) deep (2-1/8"). A full page broadsheet consists of 60 DNU's while a full page tabloid consists of 30 CNU's.Consists of four overlaid pieces of acetate (one of each colour separation) which is used as a standard to compare colour in a printed ad or printed piece. Colour keys are approximately 75% accurate in colour reproduction.Colour-Matching SystemA system of matching a colour to a specific printing ink formula. Numbers are assigned to colours and keyed to colour swatches and ink formulas in order for the printer to match the colour in final reproduction. The most common system is the "Pantone Matching System" - PMSColumn InchA unit of publication space one column wide and 1" deep. Space in a newspaper equal to an area one column wide and one inch deep. (14 agate line = 1 column inch).CMP (cost-per-thousand)The cost incurred in delivering a message to 100 individuals. It facilitates the comparison of different print media's cost effectiveness. Calculation is based on the cost of aone-page, black and white advertisement-multiplied by 1000 and divided by the average circulation. Ideally CPM's should be converted into relevant CPM's-the calculation using the circulation which reaches your target audience.Crop MarksThe short rules marked on border or overlays to indicate where the art should be cropped.DDonutThe silent space (usually lasting 4 to 12 seconds) within a corporate radio of television commercial which allows dealers or retailers to include details such as their location and store hours.DuotoneA two-colour halftone made from a black and white of colour photograph.FFilmSheet coated with light-sensitive material used for making photographs.FightingPeriodic waves of advertising, separated by periods of inactivity (as opposed toadvertising). Normally referred to in broadcast media plans.Four-Colour ProcessMethod of reproducing by separating the colour image into red (magenta), yellow, blue (cyan)and black to create four printing plates, which - when combined - produce the full-colours ofthe original.FrequencyThe average number of times the same audience will be exposed to the same message. Frequencyfigures are generally stated in terms of a one-week period.GGalley ProofAn impression of type, usually not presented as it will appear when fully assembled, that allows the typographer or client to see if the copy has been properly set. Used to check spelling, editing, layout size and fit, etc.GhostingAn unplanned and unwanted image resulting in the printing process. See Mechanical Ghosting andChemical Ghosting.GripperA mechanism which grips the paper to feed it into the press. The image area cannot be extended into the gripper area. Only sheetfed presses use a gripper.GRP's (Gross Rating Point)A measure used to evaluate media. GRP's are an aggregate of the total ratings of a given schedule, usually in a weekly period, against a predetermined target group. G R P's = Reach XFrequency.HHalftoneA continuous tone image which must be photographed through a screen in order to be reproduced. Through this screen the tones are translated into a series of small dots for printing. These dots are densely or sparsely placed depending on the quality desired sothatwhen seen from the illustration or stopper to the copy or message.IIllustrationA drawing, graphic element of photograph used to clarify or explain a specific concept, point or to capture attention.JJingleVerse or words with simple catchy rhymes or repetitive sounds used in producing radio or television commercials.LLayoutPreliminary drawing made by the designer to indicate the proposed plan for the final design.Layouts may range from thumbnails, to roughs, to comprehensives, each made with increasingattention to detail and accuracy as a guide to the client, studio and/or film house.MMarket SegmentationDividing the heterogeneous marketplace of a product into subgroups which are homogeneous inregards to select variables.Marketing ConceptAll company plans are based on analysis of the consumer and the profitable satisfaction oftheir needs.Mechanicals (Paste-up)The pasting of copy, including type and design elements, on an artboard in an accurate positionto make it camera-ready, Instructions for the printer are hand written either in the marginsof on a tissue overlay. Often clear plastic overlays will be used to separate colours or for common elements.Mechanical GhostingCaused by starvation ghost, plate ghost or blanket ghost. See definitions of each.NNicheAn area within the marketplace that you can carve out wherein you are perceived by the consumers to offer the best combination of product, distribution and price. To be effective your niche must be large enough to financially warrant the effort.Nonreproducing PencilA blue pencil or pen which does not register on film house or printer on the mechanical board.OOverlayA transparent of translucent sheet place over a mechanical. A tissue overlay is used to indicate simple instructions for the printer while a copy overlay-generally on acetate sheet carries camera-ready copy to be photographed by the printer.PPersonal SellingA person-to-person presentation whereby the sales person and the potential buyer can benefitfrom two-way communication.PhotomechanicalComplete assembly or type, line art, and halftone art in the form of film positives ontoa transparent film base.PhotostatCommonly referred to as a "stat", this is an inexpensive photoprint made by a camera capableof generating images with or without a paper negative. Stats are used by the studio to indicate size and position of the original art in the layout or sometimes for line art asoriginal art. Sats may be reversed or flopped, matte or glossy, depending on the specific requirements of the studio.PicaTypographic unit of measurement: 12 points = 1 pica.Six picas = 1 inch. Also used to designate typewriter type spacing.Plate GhostingOccurs on multicolor presses where the form on one of the colour units sensitizes the plate ofthe following colour unit.PMS (Pantone Matching System)Most widely used colour matching systems.PointSmallest typographical unit of measurement: 12 point-pica, and 1 point = approximately 1/72 ofan inch. Type is measured in terms of points, the standard sizes being ,6,7,8,9,10,11,12,14, 18,24,30,36,42,48,60, and 72 points.Process Colour - see four-colour process.Public RelationsA firm's communications and relationships with its various publics, including customers, suppliers, stockholders, employees, the government, and the society in which it operates.Media space is neither paid for, nor guaranteed.PublicityNon-personal stimulation of demand by placing commercially significant news in a publishedmedium of by having this news favorably presented on radio, television, or stage by means that are not paid for by the sponsor.Pull StrategyA promotional effort by the manufacturer to stimulate demand for a specific product by the end user. This demand then focuses on channel members to request the product. The theory beingthat retailers are much more likely to give "pre-sold" products shelf space.Push StrategyA promotional effort made towards channel members. These strategies are designed toselleach member on the product offering. A sold member is more apt to focus on sell your productover competing products.RReachThe number of different homes, people, or prospects reached by one or more-commercial advertisements. In broadcasting 'reach" is a synonym for cumulative net audience. Reach isalso a measurement of the total unduplicated target audience potentially exposed to you message at laser once during a given time frame. Reach is usually expressed as a percentage ofthe target population in a geographically defined area.Registration MarksMarks, generally crosses or circles, placed on paste-ups and overlays so that two or more images may be positioned accurately for alignment purposes.SSales PromotionAll short-term incentives designed to encourage the purchase or sale of a product or serviceexcept advertising, public relations or personal selling. Includes direct mail, sampling, coupons, catalogues and price lists, contests, incentive programs, exhibits, special events, open houses, packaging, signs, displays, point-of-purchase merchandise displays, premiums, gifts, sales aids and presentations.San SerifsType-face designed without serifs.ScreenA finely cross-ruled sheet of glass that is placed in a process camera. Art is photographed with a screen in order to translate tones into dots for the reproduction process.SerifsShort cross-strokes in the letter-forms of some type-faces which appear at the tops and bottomsof letters. These curls are designed to lead the reader's eye from letter to letter.Starvation GhostingCaused by the form combined with the overtaxing of the press's inking capability.SubcaptionSubheadings which are short yet informative, leading into of through the body copy. An effective subcaption means one does not need to read the body copy to obtain the overall meaning of the ad.TTarget AudienceA specific segment of the total potential market for which a specific marketing campaign is catered to.ThumbnailsSmall, rough sketches used to show conceptual layouts.Tissue OverlayAn overlay, generally of visualizer paper, on which simple instructions are written to the printer.Trim SizeFinal size of a printed piece after it has been trimmed.TypographyThe art and process of working with printed type.UUSP (Unique Selling Proposition)A characteristic/feature of a company or its product/service which differentiates it from its competition, thereby creating a competitive advantage. To be effective the USP must presenta benefit which is perceived as a relevant by the target audience.VVan DykeA photocopy of a negative prepared by the film house or printer as a proof. The chemical process employed renders the image in a blue or brown tone. Also called "blue sheets" or "brownprints".VarnishA sealer that overprints ink and paper; protecting paper from scratches and scuffing, making a sheet appear smooth and satiny.Voice-OverNarration by a voice not accompanied by a picture or speaker.WWorking FilmPieces and elements required to create final film, which is then used to produce the final printed item. Working film is the raw stage of preparing the material. It is not suitable for sending to a printer or publication.。