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

question 66

Multiple Choice

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:

Public Respect

The admiration and esteem that the public feels towards an individual or organization, often due to their actions, ethics, or contributions to the community.

Ethics

The moral principles that govern a person's behavior or the conducting of an activity, often acting as a guideline for determining what is right or wrong.

Fair Use Rule

A legal doctrine that permits limited use of copyrighted material without requiring permission from the rights holders, typically for purposes of commentary, criticism, education, or scholarship.

Copyrighted Articles

Written works that are legally protected from unauthorized reproduction, distribution, or adaptation, ensuring the original creator's rights are maintained.