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.docПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ
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Heat-set.
Drying
print with heat boxes as each colour is printed, four colour
printing being continuous on rotary machine, (see
cold-set)
Hidden persuaders. Much misunderstood term sometimes mistakenly applied to PR. Actually refers to motivational research for advertising as described in Vance Packard's 1950s book Hidden Persuaders.
Hollis Press and Public Relations Annual. Classified annual directory of press and PR contacts in industry, commerce, government and press information sources. PR consultancies and their clients and many allied services listed. Also special section on sponsorships.
Horizontal journal. Publication aimed at broad readership with common interests, e.g. TV listings magazine, compared with vertical journals which appeal to readers with special interests.
Hosting. Somewhat dubious system prevalent in continental Europe whereby sponsor pays for publication of PR articles. Usually applies to small circulation journals with limited income, which may imply that journal has little influence and sponsor is merely subsidising publisher. PR material should be published on its merits.
Hot line. A toll-free telephone line used by organizations who want the public to call them for information.
Hot media. Non-participatory media, such as print and radio according to Canadian academic Marshall McLuhan. See Cool media.
House corrections. Typesetting errors marked on first proof before submission to client.
House journal. Also known as house organ or company newspaper. Private journal, either internal for staff or external for outside readers. One of the oldest forms of organised PR. Charles Dickens referred to The Lowell Offering in his book American Notes (1842). A PR medium to be found in most countries throughout the world.
House style. Part of corporate identity (see). Uniform style of design, typography. Usually set out in manual for printing , decorating, advertising agents to follow.
Hype. Exaggerated publicity about a product, a service, or a celebrity. Often characterized by flowery adjectives and inflated claims.
Hyphenless justification. Justification of lines of type without breaking words. Avoids silly word-breaks, but can result in ugly gaps in narrow columns.
I Iconic medium. A medium such as film, video or TV in which images resemble reality.
Image. In PR, correct impression of organisation, its policy, people, products or services. In photography, the subject. In printing, printing areas of a litho plate. See also Corporate, Current, Favourable, Mirrior, Multiple image.
Image study. Form of marketing research (see) useful in PR to determine perceived image of organisation, policy, people, products or services, usually by comparing respondent's view of similar subjects over a range of topics. Semantic differential (see) method of assessment can be used, and results can be demonstrated with sets of graphs which show varying responses, all organisations being compared with one another, the sponsor being one of them.
Imitation art. Printing paper made from china clay and wood pulp and polished, unlike art paper which has china clay applied to the surface and then pol ished.