IVCD exam

Printing paper poster advert photos.typo consep image pop art corp id infographics ditital

1.Who is credited with the invention of paper ?

Cai Lun

2.What materials were used in Cai Lun's papermaking process?

• Natural fibers,

• mulberry bark,

• hemp fishnets,

• rags

3.Describe the initial steps in the process of making paper as developed by Cai Lun.

• Collecting natural fibers such as mulberry bark, hemp, and old rags.

• Soaking the fibers in water to soften them.

  Beating the soaked fibers to create a pulp.

• Mixing the pulp with water to form a slurry.

• Using a screen or mold to lift the slurry from the vat, allowing water to drain and fibers to interlace, forming a sheet.

4.What was the role of the vat-man in the papermaking process?

• Preparing and maintaining the vat with fiber stock and water.

• Using a mold and deckle to form paper sheets by dipping and lifting them from the vat.

• Controlling sheet thickness and quality by regulating immersion time and drainage.

• Transferring formed sheets to the couching area for water removal.

• Working efficiently with the team to ensure consistent production of high-quality paper.

5.How was the paper dried in the papermaking process?

• The paper was pressed onto a woolen cloth, to which it adhered while it dried,

• then the mold was reused immediately

• The pressed sheets were stacked, pressed, and hung to dry

6.What was the first significant improvement in the papermaking process?

They used starch or gelatin to stiffen and strengthen the paper and increase its ink absorption ability

7.How was paper viewed in its early decades compared to silk or bamboo?

As a cheap substitute for silk or bamboo

8.What were some early uses of paper besides writing?

• Wrapping paper

• wallpaper

• toilet paper

• napkins

9.How did papermaking spread from China to Europe?

it spread westward from china

10.When and where was the first paper mill established in Europe?

1276 Italy.

11.What is a watermark and where was it first used ?

• A translucent emblem produced by pressure from a raised design on the mold

• first used in Italy

12.What plant was used to make papyrus ?

Cyperus papyrus plant

13.How was papyrus made?

• The inner pith of the stems was cut into strips,

• laid in two layers at right angles,

• soaked,

• hammered into a single sheet,

• dried, and then smoothed with an ivory or stone polisher.

14.What were the two surfaces of a finished papyrus sheet called?

horizontal fibers (recto)

vertical fibers (verso).

15.How was parchment made?

• The skin was washed,

• hair and wool removed,

• stretched on a frame, scraped,

• whitened with chalk,

• smoothed with pumice.

16.What is the finest parchment called and how is it made?

Vellum, made from the smooth skins of newborn and unborn calves.

17.What is the codex and how did it compare to scrolls?

• A book format with pages

• more convenient than scrolls

• allowed writing on both sides

• saved storage space and material costs.

18.Why did Christians prefer codices over scrolls?

• more durable

• The permanence of codices appealed to Christians, as their writings were considered sacred.

• easier access to different parts of the text

• Distinction from Pagan Texts

19.What is Art Nouveau and during which period did it thrive?

Its an international decorative style that thrived during 1890 to 1910.

20.What areas did Art Nouveau include?

• architecture

• furniture

• product design

• fashion

• posters

• packages

• advertisements

21.What is the identifying visual quality of Art Nouveau?

organic, plant-like lines and motifs

This style is characterized by flowing, sinuous curves and intricate patterns

22.what are some motifs adapted into the fluid lines of Art Nouveau.

• Vine tendrils,

• flowers,

• birds

• human female form.

23.According to Nikolaus Pevsner, what were the principal characteristics of Art Nouveau?

• The long, sensitive curve reminiscent of a lily's stem,

• insect's feeler,

• filament of a blossom,

• slender flame,

• undulating and flowing with others, covering asymmetrically all available surfaces.

24.What dominated Art Nouveau graphics?

Organic line movements color and texture

25.What was the result of Art Nouveau graphic designers' efforts to integrate art into everyday life?

They upgraded the visual quality of mass communication, making it aesthetic and beautiful.

26.Name some sources of inspiration for Art Nouveau.

• Japanese decorative design,

• Asian art,

• Vincent van Gogh's swirling forms,

27.Who were Jules Chéret and Eugene Grasset, and what was their significance in Art Nouveau?

They were graphic artists playing important roles in the transition from Victorian graphics to Art Nouveau style.

28.What was the impact of the 1881 French law concerning freedom of the press on the poster industry?

It lifted many censorship restrictions, leading to a booming poster industry employing designers and printers

29.Why is Jules Chéret acclaimed as the father of the modern poster?

For his work in transforming the walls of Paris with vibrant posters using primary colors and dynamic compositions

30.What role did "Chérettes" play in Jules Chéret's work?

They were archetypes for the idealized presentation of women in mass media and served as role models for a generation of French women.

31.Who was Henri Toulouse-Lautrec and what characterized his work?

The son of a count who became a master draftsman

32.what characterized Henri Toulouse-Lautrec work?

he created posters with dynamic patterns of flat planes and simplified symbolic shapes.

33.Describe Toulouse-Lautrec significant posters, “La Goulue au Moulin Rouge.”

• dynamic pattern of flat planes

• shapes becoming symbols,

• yellow ovals for lamps,

• and the stark white undergarments of the can-can dancer.

34.Who was Alphonse Mucha and what characterized his work?

A Czech artist whose works projected an archetypal sense of unreality, with exotic and sensuous women that expressed no specific age, nationality, or historical period.

35.What role did Alphonse Mucha play in Sarah Bernhardt’s career?

He created a poster for her that expressed her so well graphically that she signed him to a six-year contract for sets, costumes, jewelry, and posters.

36.What was Cassandre known for in the realm of Art Nouveau?

For integrating words and images into a total composition, achieving concise statements with geometric forms and symbolic imagery

37.Describe Cassandre’s poster for the Paris newspaper “L’Intransigeant.”

A masterful composition where he cropped the paper’s name, emphasizing the often-used shortened version, and depicted the beauty of machines in a monolithic quality signifying safety and strength.

38.Who invented Printing ?

China

39.What was the first form of printing?

relief/block printing.

40.Describe the process of relief/block printing.

• The spaces around an image on a flat surface are cut away.

• The remaining raised surface is inked.

• A sheet of paper is placed over the surface.

• The ink transfers the image onto the paper.

41.How is the image transferred onto the paper in block printing?

• The remaining raised surface is inked

• a sheet of paper is placed over it

• transferring the inked image onto the paper.

42.What are the 1st theorie about the invention of printing?

The use of engraved seals to make identification imprints evolved into printing.

43.How were seals or stamps used in early printing?

were used to make impressions in soft clay.

44.What is Theory 2 about the invention of printing?

The early Chinese practice of making inked rubbings from inscriptions carved into stone.

45.What was the purpose of these stone “books”?

To ensure an accurate and permanent record of events.

46.What were the disadvantages of stone “books”?

They were very heavy and required a lot of space for storage.

47.Describe the process of making ink rubbings from stone inscriptions.

• Apply a damp sheet of thin paper to the stone.

• Press the paper into the depressions with a stiff brush.

• Lightly rub an inked cloth pad over the surface to produce an inked copy of the inscription.

48.Why did the Chinese government start printing paper money?

There was shortage of iron money.

49.What was unique about the paper used for early Chinese paper money?

It was printed on perfumed paper of a high silk content.

50.What societal impact did the printing of paper money have in China?

China became the first society where ordinary people had daily contact with printed images.

51.Besides paper money, what other items were widely distributed through block printing in China?

Block prints with religious images and texts.

52.Who invented movable type?

Pi Sheng

53.What is the difference between woodblock printing and movable type?

In woodblock printing, the wood around each calligraphic character is cut away.

In movable type, each character is carved as an individual raised form.

54.Describe the materials and process used by Pi Sheng to create movable type and how a page of text composed

• Characters were carved from clay and glue.

• They were baked over a straw fire until hardened.

• Characters were placed side by side on an iron plate coated with wax to keep them in place.

• The wax was softened with gentle heat, and the types were pressed firmly with a flat board to equalize their height.

• After the wax cooled, the page of types was printed like a woodblock.

• After printing, the wax was heated again to loosen the characters, which were then stored in wooden cases.

55.How did relief printing from woodblocks spread to Europe?

spread westward from China.

56.What were early manifestations of block printing in Europe?

Playing cards and religious images.

57. When did pictorial and printed card designs become popular in Europe?

Around the 1300s and 1400s.

58. Where did the working class gather to play with block printed or stenciled cards?

In taverns and by the roadside.

59. What was significant about playing cards in early European block printing?

Playing cards were the first printed pieces to move into an illiterate culture

60. What were the first known European block printings with a communicative function?

Devotional prints of saints.

61. How were early European devotional prints often finished?

Many were hand-colored.

62. What purpose did hand-colored devotional prints likely serve?

They were intended to serve as less expensive alternatives to paintings

63. How were images and lettering created in early European block printing?

They were cut from the same block of wood.

64.What did early European block printings evolve into?

Into block books were woodcut picture books with religious subject matter and brief text.

65. Describe the composition of a block book page.

Each block book page was cut from a block of wood and printed as a complete word and picture unit.

66.What was the block book used for in Europe?

for religious instruction of illiterates.

67. What common subjects were depicted in block books during the Bubonic Plague?

Depictions of the Apocalypse, death, and destruction.

68. How were early European block book images enhanced?

With hand-painted fluid washes of watercolor and sometimes stencils for flat areas

69.Why were the earliest block prints only printed on one side of the paper?

The hand rubber created too much indentation to allow double-sided printing

70. How did early block books preserve the visual flow of images and text?

Each double-page spread was followed by two blank pages, usually pasted together.

71. How long was Gutenberg’s press and system used with moderate improvements?

For 400 years.

72. What type of ink did Gutenberg use for his printing press?

Boiled linseed oil colored with lampblack, producing a thick, tacky ink.

73. Describe the inking process used by Gutenberg.

A dollop of ink was smeared with a soft leather ball, which was then daubed onto the type for an even coating of ink

74. Why was Gutenberg's type mold and casting process critical?

It allowed speed, accuracy, and economy, requiring about 50,000 single pieces of type at a time

75. What material requirements were there for Gutenberg's type?

The metal had to be soft enough to cast but hard enough to withstand thousands of impressions

76.How was the type stored and used in Gutenberg's press?

It was stored in compartmentalized cases and pulled out letter by letter to set lines, then returned to the storage box after printing.

77. What is copperplate engraving?

A printing technique where an image is cut into a metal plate, inked, and pressed onto paper to create a print.

78.Describe the process of creating a copperplate engraving.

• A drawing is scratched into a metal plate

• ink is applied to the depressions

• the flat surface is wiped clean, and paper is pressed against the plate to receive the ink image.

79. Who invented lithography and when?

Aloys Senefelder between 1796-1798.

80. What was lithography based on?

The chemical principle that oil and water do not mix.

81. Describe the lithography process.

• An image is drawn with oil-based crayon on a flat stone,

• water is spread to moisten non-image areas

• oil-based ink is rolled over the image,

• a sheet of paper is pressed to transfer the inked image.

82. What is chromolithography and who patented it?

A color printing process

patented by Godefroy Engelmann in 1837.

83. How does chromolithography work?

• The printer separates the colors of an image into a series of printing plates.

• printing each color one by one,

• often starting with black.

84. Who founded the Century Guild and when?

Arthur H. Mackmurdo in 1882.

85. What was the goal of the Century Guild?

To render all branches of art the sphere of the artist, elevating design arts to the status of painting and sculpture.

86. What was the first magazine devoted exclusively to the visual arts and when did it begin publication?

The Century Guild Hobby Horse in 1884.

87. What were the characteristics of The Hobby Horse magazine?

Careful layout and typesetting, handmade paper, and intricate woodblock illustrations.

88.What movement did Arthur H. Mackmurdo and the Century Guild foreshadow?

The private press movement and the renaissance of book design.

89. When was Harper and Brothers founded and by whom?

Harper and Brothers was founded in 1817 as a joint venture between the four Harper brothers.

90.What types of magazines did Harper’s publish?

• Harper’s New Monthly Magazine

• Harper's Weekly

• Harper’s Bazaar

• Harper’s Young People.

91. Who was Thomas Nast and what was his role at Harper’s Weekly?

He was an artist hired to make battlefield sketches during the Civil War, greatly influencing public opinion and increasing the magazine's circulation.

92. How did the number of newspapers and magazines in the U.S. change from 1830 to 1860?

increased from 800 to 5000.

93.What services did N.W. Ayer and Son offer by the end of the 19th century?

• copywriting,

• art direction,

• production,

• media selection

94. What role did the U.S. Office of War Information play during the war years?

They commissioned painters, illustrators, and designers to produce a range of wartime graphics

95. What was significant about Jean Carlu’s poster “America’s answer! Production”?

Over one hundred thousand copies of the poster were distributed throughout the country to promote production during wartime.

96. What characterized advertising in the 1940s?

It was characterized by

• hyperbolic slogans,

• movie-star testimonials, and

• exaggerated claims,

97. How did Doyle Dane Bernbach revolutionize advertising?

They used white space effectively, fused words and images into conceptual expressions, and focused on simple, symmetrical visual organization.

98. What were the key elements of Doyle Dane Bernbach’s advertisements?

• Large visual images

• concise headlines, and

• body copy with factual and entertaining writing.

99. When did regular television broadcasting start and how did it impact advertising?

It started in 1941, and by the early 1960s, television became the second-largest advertising medium in revenue.

100. How did advertising change in the 1970s?

It became more focused on positioning products against competitors, leading to a decline in the creativity of print advertising.