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Scenario 11-5 a Hospital Is Attempting to Change Its Image. in the in the Past

question 66

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Scenario 11-5
A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"-a tactic that has been used again and again by other medical institutions.
-(Scenario 11-5) One thing that the art director has learned is that ads should lead the reader's gaze in a logical path that includes the brand name.Which of the following elements of design does this involve?

Definitions:

Breast Implants

Artificial devices used to enhance or augment the size and shape of breasts for cosmetic or reconstructive purposes.

Intersectionality

A framework for understanding how various forms of social identity (race, gender, class, etc.) interact to create unique modes of discrimination and privilege.

Multi-dimensionality

The quality or state of having multiple layers, aspects, or factors.

Ambiguous Genitalia

A condition present at birth where the outer genitals do not have the typical appearance of either a boy's or a girl's genitals.