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The organization of the studio 4 Suppliers of the studio
CONSUMER ADVERTISING 19 SALES PROMOTION
PHOTOENGRAVING 35 The lineetching process
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accomplished advertising appear blue camera characters client color continuous-tone art copy crop marks cyan cylinder Deﬁnitions depth desired display dot pattern drawing duotone duplicate edges electrotype emulsion engraving enlarged etching ﬁbers ﬁll ﬁlm negative ﬁlm positive ﬁlter ﬁnished ﬁrms ﬁrst ﬁt flat four-color process gravure halftone halftone screen illustration indicated keyline layout letter letterpress plate letterpress printing letterspacing light litho lithography machine magenta material mechanical art mechanical artist metal method offset offset lithography opaque operator original overlay paper paste-up pencil photoengraving photographic photostat phototypesetting picas pigment platemaker preseparation primary hues printer printing plate printing surface produce proofs reduced relief printing reproduction result retouching rotary presses rotogravure screen tints secondary hues separate sheet silk silk-screen solid space speciﬁc stencil stripped studio subtractive color surprinted tape tion tonal tone transparent typographer utilized width yellow