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Glossary

Wash drawings

Tonal drawing, similar to watercolor, intended for halftone reproduction.

Waste circulation

(1) Advertising in an area where the product or service is not available or has no sales potential.

(2) Persons in an advertiser's audience who are not potential consumers.

Wear out

The point reached when an advertising campaign loses its effectiveness due to repeat overplay of ads.

White space

Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc.

Wipe

A transition of scenes in a visual production where one image appears to wipe the previous one from the screen.

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