photomechanical transfer (PMT)

Definition:
A full-size photographic print of the finished ARTWORK for an ADVERTISEMENT, produced direct from a special camera on special paper, without the need for an intervening negative. The process is rather more akin to colour photocopying than conventional photography, but produces a higher-definition result, suitable for use by the publication in which the advertisement is to appear as the master for production of the printing plate. The artwork itself could be used for that purpose, but the existence of a PMT is a useful safeguard against the consequences of accidental damage during the process. Furthermore, being printed on thin photographic paper, it is much easier to handle and store than the original artwork, which consists of several separate elements glued to rigid paper board. A final benefit of the PMT process is that it is much easier to produce a modified camera-ready version by cutting and combining two or more PMTs than by working on the original artwork.

Cross-References:
[artwork] [advertisement, advert, ad]

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