NCERT Class 12 New Age Graphics Design Glossary

Advertising Agency: An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising and sometimes other forms of promotion for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services.

Advertising Strategy: An advertising strategy is a plan to reach and persuade a customer to buy a product or a service. The basic elements of the plan are 1. the product itself and its advantages, 2. the customer and his or her characteristics, 3. the relative advantages of alternative routes whereby the customer can be informed of the product, and 4. the optimisation of resulting choices given budgetary constraints. In effect this means that aims must be clear, the environment must be understood, the means must be ranked, and choices must be made based on available resources. Effective product assessment, market definition, media analysis, and budgetary choices result in an optimum plan.

Advertorials: An advertorial is an advertisement written in the form of an objective article, and presented in a printed publication—usually designed to look like a legitimate and independent news story.

Aesthetics: Aesthetics is a branch of philosophy dealing with the nature of beauty, art, and taste, and with the creation and appreciation of beauty.

Alignment: Alignment is the adjustment of an object in relation with other objects, or a static orientation of some object or set of objects in relation to others.

Ambient media: It is the name given to a new breed of outof-home products and services determined by some as nontraditional or alternative media. Ambient media advertising can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity.

Art Director: The term art director is a blanket title for a variety of similar job functions in advertising, publishing, film and television, the Internet, and video games.

Asymmetrical Balance: In asymmetrical, or informal balance instead of mirror images on each side of the picture area, the subject elements are notably different in size, shape, weight, tone, and placement. Asymmetrical balance is introduced when the presumed weight of two or more lighter objects is equalised by a single heavier object placed on the other side of the imaginary pivot point.

Bauhaus: Staatliches Bauhaus commonly known simply as Bauhaus, was a school in Germany that combined crafts and the fine arts, and was famous for the approach to design that it publicised and taught.

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