Figure 8-3.—Presure-transfer lettering. paste-up in light-blue pencil then to position each letter in its proper place. Pressure-transfer  lettering  (fig.  8-3)  is  similar  to paste-up lettering, since the letters of the alphabet are printed on acetate sheets. However, instead of cutting the letter out of the acetate sheet and attaching it to the paste-up, you simply move the sheet until the desired letter is in the proper position; then you rub the front of the sheet with a pencil or burnisher. When pressure is applied, the letter transfers from the back of the acetate sheet   directly   to   the   paste-up.   You   can   remove   a pressure-transfer  letter  with  an  ordinary  pencil  eraser, X-acto knife or masking tape. One disadvantage of using printed lettering sheets is that when you run out of frequently used letters, you have to acquire a new sheet. In addition, there are several “headliner” machines on   the   market   that   produce   display   matter photographically. The heads are set in long lines or strips that are then trimmed and pasted in place on the layout. Headline preparation is covered in Chapter 9. Halftones Photographs cannot be pasted onto the layout with type  and  line  art  because  they  must  be  photographed through a halftone screen. Therefore, they are often shot as separate negatives and then spliced into the master (line) negative of the page before the plate is made. With this method, only the shape and size of the halftone are indicated on the page layout. This is accomplished in several  ways.  The  simplest  is  to  “mask  out”  the  area where the halftone will be positioned with india ink or black paper. Another way is for you to square off the space on the paste-up, putdown a piece of red adhesive film  and  cut  it  to  fit  the  halftone  area.  The  camera photographs  the  red  the  same  as  black.  The  red cellophane is more expensive, but it is much easier to use and often more accurate. Red or black space on the paste-up appears as clear space on the negative. It serves as   a   window   through   which   the   platemaker   can accurately position the halftone negative into the line negative. Another method is to print the photograph to size, screen it and paste it in place on the layout sheet before making  the  page  negative. Either  method  may  be  used  at  the  publisher’s discretion.   However,   your   concern   will   be   with submitting  the  artwork  to  the  publisher  in  the  proper form  with  the  appropriate  guidelines  explaining  your requirements, rather than the mechanics of printing. There are three ways to submit your photographs to the publisher. They are as follows: 1. When photographs are printed or cropped to the exact  size  they  are  to  appear  in  the  publication  (a “one-to-one shot” in printing terminology), they may be   mounted   in   their   predetermined   position   on   a separate layout sheet. Therefore, you will submit two paste-ups— one containing the line work and the other the  halftones. 2.  When  photographs  are  to  be  reduced  or enlarged, crop or scale them to indicate the desired size. Cropping  and  scaling  will  be  covered  later  in  this chapter. 3. When a halftone is to be of an irregular shape, the  preparation  procedure  is  somewhat  different.  In  this case, a “window” for the platemaker is needed. You can make   the   window   as   follows:   paste   the   actual photograph  in  position  on  the  line  paste-up,  attach  a clear acetate sheet over it, then, with red or black opaque paint, carefully paint in the area indicated by the outline of  the  photograph  under  the  acetate.  There  is  also  a special  material—a  red-coated  acetate—that  can  be used to outline the illustration. This red is translucent and can be scraped away from the outside outline of the halftone, leaving the red shape for the camera to record 8-3