2023年湖南电大1月实用广告英语试题.doc

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1、试卷代号：7248 湖南广播电视大学2023年1月开放教育期末考试实用广告英语 试题 2023年12月题号IIIIII总分分数得分评卷人ITerm Translation (10小题，每题2分，共20分) A. Put the following into English:1. 公司形象_2. 品牌偏好 _3. 广告受众 _4. 促销活动_5.广告战略_B. Put the following into Chinese:6.brand loyalty _7.creative mix _8.purchase intent _9.art design _10.exclusive distribut

2、ion _得分评卷人II. Sentence Translation (10题，每题4分，共40分) A. Put the following into English:11. 质量保证，否则退款。12. 今天新的麦斯威尔（咖啡）比以往更加丰富、更加芳醇、更加美味！13. 原生土鸡，户外放养，自然生长。14. 提高市民素质，增强城市文明。15. 生命之美，源于绿色。B. Put the following into Chinese:16.The content of an advertisement must be true to facts, sound, clear and easy to

3、 understand and must not cheat users and consumers in any way.17. Monopoly and unfair competition shall be prohibited in advertising operations. 18.Behind every good advertisement is a creative concept, a big idea that makes the message distinctive, attention getting, and memorable. 19.Advertising o

4、bjectives should be specific, realistic, and measurable. 20. The content of an advertisement to be published, broadcast, installed or posted shall be kept within the advertisers business scope or the scope permitted by the State. 得分评卷人III. Short-Answer Questions (8题，每题5分，共40分) Directions：Give a brie

5、f answer to each of the following questions: 21. Whats the definition about “advertising”?22. Whats the change in advertising industry since 1990s?23. Why does the advertiser entrust its advertising business to the advertising agency?24.What are the methods for the advertising budget?25. What is the

6、 advertising creative mix?26.How many factors should be considered in art design? What are they?27.How can an ad designer create the informal balance of the ad?28.What criteria should a good layout of the ad have? 试卷代号：7248湖南广播电视大学2023年1月开放教育期末考试实用广告英语课程试题标准答案及评分细则 I. Term translation. (10小题，每题2分，共2

7、0分)A. Put the following into English:1.corporate image (CI) 2.brand preference 3.advertising audience 4.sales promotion5.advertising strategy 评分细则：英文单词拼写错一个扣1分，错两个以上扣2分；少一个单词扣1分；大小写错误不扣分。B. Put the following into Chinese:6.品牌忠诚7. 创意组合8.购买意向9.艺术设计10.独家分销评分细则： 写错一个汉字扣1分，写错两个汉字的扣2分。II. Sentence Transla

8、tion (10题，每题4分，共40分) A. Put the following into English:11. Quality guaranteed, or your money back.12. Today new Maxwell House is richer, mellower, and more delicious! 13. Native and naturally bred chickens. Outdoor breeding and natural growth. 14. Improve citizens quality and promote the citys civil

9、ization. 15The beauty of life comes from greeneryB. Put the following into Chinese: 16. 广告内容必须真实、健康、清楚、明白，不得以任何形式欺骗用户和消费者。17. 在广告经营活动中，严禁垄断和不合法竞争行为。 18.每一个优秀的广告背后都有一个创意概念，它是一个大创意，使广告信息与众不同，吸引注意，并且容易记住。19.广告目的应当具体、现实，并且可以测量。20.刊播、设立、张贴的广告，其内容应当在广告客户的经营范围或者国家许可的范围内。评分说明：第二部分为句子翻译，10题，每题4分，共40分。每题评分分为5

10、个档次：评分细 则4译句能忠实表达原文内容，通顺流畅，无语法错误；3译句能较好表达原文内容，语句较通顺，有少许语法错误；2译句能基本表达原文内容，语句基本通顺，有一些语法错误；1译句与原文的内容有出入，语句杂乱，语法错误较多；0与试题无意义的译文或空白。IV. Passage Completion (8题，每题5分，共40分)21. Whats the definition about “advertising”? Advertising is a non-personal communication of information, usually paid for and usually p

11、ersuasive in nature, about products, services or ideas through various media.22. Whats the change in advertising industry since 1990s? Changed plan of budget allocations: more on sales promotions and event sponsorships, less on traditional advertising23.Why does the advertiser entrust its advertisin

12、g business to the advertising agency? Firstly, the agency employs experienced professionals, and secondly, another service of the agency is to contact the media. They can save time for their client.24.What are the methods for the advertising budget? Thesix methods for the advertising budget are as f

13、ollows: 1). the percentage-of-sales approach; 2) the percentage-of-profit approach; 3) the objective method; 4) the unit of sale method; 5) the share-of-market method; 6) the competitive parity method; 25. What is the advertising creative mix? They are advertising message (copy, art, production), ta

14、rget audience, product concept, and communication media26. How many factors should be considered in art design? What are they? There are four factors. They are illustration design; headline design; color design; layout design.27. How can an ad designer create the informal balance of the ad?1) Set th

15、e optical center: 2) Put the heavier elements farther from the optical center; 3) Put the lighter elements nearer to the center. 28. What criteria should a good layout of the ad have? A good layout of the ad should have the following criteria: 1) Informal balance; 2) effective direction; 3) clarity and simplicity; 4) continuity.评分说明：第三部分为简答题，8题，每题5分，共40分。每题评分分为6个档次：评分细 则5回答切题，语句通顺流畅，无语法错误；4回答切题，语句较通顺，有少许语法错误；3回答基本切题，语句基本通顺，有一些语法错误；2回答有出入，语句欠通顺，语法错误较多；1回答有较大出入，语句杂乱无章，语法错误多；0与试题无意义的英文或空白。