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 Print Production Glossary The following is a listing of terminology commonly associated with the production of television commercials and other films. A Analog Proofs Press proofs printed with offset dots and off-press color proofs produced from 4 color printing films. (Match-Prints, Cromalins) B Baby Wrangler Expert in caring for and coaching children and infants during photography sessions. Bleed An advertisement in which part or all of the illustration or copy runs completely to the edge of the magazine page or cover. BRC Business Reply Card inserted in publications by advertisers to be used by consumers to request information for products or services. Buyout Ambiguous term often meaning unlimited use rights from photographers or artists. C Cloning The digital process of repeating or duplicating any part of existing artwork. The replication of an image through digital technology. Chrome Short for Kodachrome or Ektachrome, positive film that light can pass through to view an image. Collateral Printed material other than that used for publication or out-of-home. Examples are leaflets, door hangers, brochures, point-of-sale, sell sheets. Out-of-home includes billboards, transit and bus-shelter posters. Color Separation (See Separation) The process of separating color originals into the primary printing color components of yellow, cyan, magenta, and black. Comp or Comprehensive A layout of an ad designed for internal or client presentation purposes. Contract Proof A sample viewed prior to the production run which includes a sign-off for correctness of color, copy and size and all other ad elements. Continuous Tone A photographic image that has not been screened for printing. CTP (Computer to Plate) Laser imaging an offset printing plate directly from digital data. Four-color film and a printed press proof are not involved. D Digital Proof Proof of an image or completed ad made directly from digital data, rather than produced from 4 color print film. Direct Mail/Direct Response Advertising material mailed directly to potential consumers at homes or offices. Also includes the process of placing ads in print or on electronic media to elicit a direct response. Distribution Rights Limitations placed on use of photos or artwork based on time of use and geographical scope of use. Duplicate Film A stable base, colorblind film, duplicating a master black & white page (single film) or process color page ( film set of four). E Electronic Advertising Advertising transmitted over the Internet, websites, CD Roms or other electronic devices. Electronic Retouching (See Retouching) Correcting or revising original artwork, or photography, by means of a computer. Engraving A historic term covering the etching of an image on to a printing plate or cylinder now used to define the process of color separation, film assembly and stripping, and press proving prior to publication printing. F Format The specific requirements for a printed piece e.g., size, cropping, etc. Also applies to film size e.g., 35mm, 4x5, 6x7, 8x10. H Halftone Reproduction of screened continuous tone art. Also referred to as artwork in a printed piece. M Mechanical Final assembly or paste-up of type, photos, or artwork on a single piece of artboard before printing. The final assembly can be digitally generated or manually assembled. O Out-of-Home (Outdoor) Print advertising that is not point-of-sale, e.g., painted bulletins, 30-sheet posters, and transit and bus-shelter posters. Outtake Photographs taken during a photographic session but not selected for reproductions in an ad or commercial. P Point-of-Sale (See Collateral) Printed material displayed in retail establishments, such as display cards, shelf hangers, sign, leaflets, shopping cart posters, catalogs, brochures, premiums. Point-of-sale falls under the umbrella category of collateral. Press Proof Printed proof of an image or finished ad produced from 4 color printing film and printing plates on a production offset press. (See Analog Proofs) R Reprints Duplicate copies of a 4 color press proof used for sampling or filing of an ad production. Repro Reproduction copy/duplicate of existing artwork. Retouching Correcting or revising original artwork, or photography, by means of an artist's airbrush, computer or other instrument. S Screen A halftone screen of an image in which a dot structure is created to produce halftone printed images. Separations (See Color Separation) The process of separating color originals into the primary printing color components of yellow, cyan, magenta, and black. Silhouette Artwork created by outlining an image to remove the background. Stylist Specialist employed to perform specific services required for photo shoots such as hair, makeup, food (also called "home economist"), props, and wardrobe. Stock Photography/Illustration Existing photography or art work that can be licensed for use as reference, comps, or in advertising. SWOP (Specifications for Web Offset Publications), Industry standards since 1976, established to monitor consistency of quality in magazine web offset printing. T Tear Sheet A printed page sampled from the publication production print run. Typography The process of setting type including font, size (points), leading, and kerning. |
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 Bird Bonette Stauderman Inc. 49 Riverside Avenue Westport, CT 06880 T 203.454.8781 F 203.454.947 BBS Europe Rua Ten. Gomes Ribeiro, 57/116 Sao Paulo, SP 04038-040 Brazil T 55.11.5083.1838 F 55.11.5083.4402 BBS Australasia Pty Ltd. 1804, 70# of Mei Lin Street Mayland Garden,Yuan Cun Si Heng Road Guangzhou City, Guangdong Province, P.R.C. 510655 T 86.13.632356168 |
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