电大广告创意试卷(A)答卷小抄.doc

专业好文档广告创意试卷（A）答卷单项选择题：121、产生创意的方法（A Technique for Producing Ideas）一书是_所著。 A詹姆斯·韦伯·扬 B李奥·贝纳 C奥斯本 D乔治·葛里宾2、_把创意的产生比喻为“魔岛浮现”。 A詹姆斯·韦伯·扬 B塞利尔 C奥斯本 D伯恩巴克3、按思维所借助媒介的不同，人们把思维分为_、抽象思维、形象思维三大类型。 A 逻辑思维 B直觉思维 C 灵感思维 D具象思维4、广告创意的特点是抽象性、广泛性、_和独创性。 A 形象性 B艺术性 C 关联性 D科学性5、规范的广告文案，一般有标题、正文、_三要素构成。A 附文 B引文 C 序文 D 结语6、广告效果的衡量标准大致有三个，即传播效果、销售效果、_。 A 持续效果 B到达效果 C 心理效果 D影响效果7、默写式头脑风暴法，又被称之为_。 A 组合法 B检核表法 C 635法 D联想法8、广告字体可以分为印刷体、手写体和_三类。 A 老宋体 B楷书体 C 仿宋体 D美术体9、直邮广告，又称DM广告，是_最早的广告形式。 A 英国 B美国 C 法国 D巴西10、直接创意法主要有直觉法、触动法和_等。 A 悬念法 B选择法 C 组合法 D比较法11、“戴眼罩的男士穿着哈撒韦衬衫”的广告是_ _创意的。 A 伯恩巴克 B瑞夫斯 C 奥格威 D乔治·葛里宾12、在广告效果的测评模式中经常使用的三种模式是数学、文字逻辑和_ _。 A记忆模式 B心理模式 C 几何图形模式 D AIDMA模式多项选择题：121、“Idea”一词在英文中最常用的“创意”意项有： （ B；C）A最具创造力 B最普遍 C最有代表性 D最符合艺术 E最具方法论意义2、创意翻译为英文的词汇有： （A；B；D） A Creative B Creativity C Creatity D Idea E Ideal3、培养创意动机的最有效途径是 （A；C ） A广泛的兴趣 B丰富的知识 C强烈的求知欲 D严密的推理 E细腻的情感4、头脑风暴法一般可分为三个步骤，即： （A；D；E） A 确定议题 B异类组合 C立体附加 D脑力激荡 E筛选评估5、广告图案是指平面广告的构图设计，其构成要有： （A；B；D；E） A 插图 B文字 C结构 D商标 E色彩6、电视广告构成的三大要素有： （A；B；D ） A 画面 B解说 C文字 D音响 E音乐名词解释：241、CI理论：CI的英文全称是“Corporate Identity”，译为“企业识别或企业形象”。20世纪70年代，CI作为一种企业系统形象战略被广泛运用于企业的经营发展中，并在企业界形成了一场“形象革命”。CI理论的基本观点是广告策略和创意必须与企业的整体形象统一，注意积累广告效应。2、BI理论 BI理论的英文全称是“Brand Image”，翻译为“品牌形象论”，其创始人为大卫·奥格威。品牌形象论的基本观点是广告要提升品牌的知名度服务、广告要维护品牌的良好形象、描绘品牌形象比强调产品的功能更重要、广告要满足消费者的感性需求。3、“简洁原则”（又称“KISS原则”）： KISS是英文“Keep It Simple Stupid”的缩写，意指广告创意必须简单明了、纯真质朴、切中主题，才能让人过目不忘，印象深刻。如果过于追求创意的情节化会造成广告信息的模糊，令人不知所云。4、广告创意五步骤： 詹姆斯·韦伯·扬把广告创意划分为五个步骤：收集原始资料；用心智去仔细检查这些资料；深思熟虑，让许多重要的事物在有意识的心智之外作综合；实际产生创意；发展、评估创意，使之能够实际运用。5、组合法： 将原来的旧元素加以重组，以获得具有统一整体功能的创新的创意方法，组合是创造思维的本质。组合法有四种类型：立体附加、异类组合、同物组合和重新组合。头脑风暴法： 6、广播广告： 广播广告是指通过广播媒体传播、诉诸人的听觉的广告。通常运用语言，或用语言、音响、音乐相互配合来表现的广告内容，一般在广告节目中播出，或利用各类节目的间隙插播。具有制作容易、传播迅速、受众广泛、重复广播、动听实惠等特点。简答题：241、请简述联想法的内涵。 指有甲事物想到一事物的心理过程。具体说就是借助想象，把相似的、相连的、相对的、相关的或者某一点上有相通之处的事物，选取其沟通点加以联结，就是联想法。联想法是一种“有意而为之”的创造技法。有四种表现形态：接近联想、类似联想、对比联想、因果联想。2、请简述“大创意”、“小创意”之争的理论意义。 “大创意”观是从“广告是一门科学”的观点出发的，认为：广告活动中涉及创造性领域的所有环节都可称之为创意。“小创意”是从“广告是一门艺术的观点出发，指单纯的广告艺术创作，即广告文案或画面的表现创作。 大创意、小创意之争，实质上是“广告是科学还是艺术“的论证延伸 两者不可偏废，广告创意要有传播上的震撼性，也要考虑其广告系统运作和执行的可能性、关联性。3、请简述广播广告创意的特殊原则。 由于广播自身的特异性以及广播广告表现形式和制作技巧也有特殊性，其创意也就具有一定的特殊原则。具体可表述为广告文稿便于收听，便于塑造广告形象，便于产生联想。4、请简述ROI的基本内涵。 ROI的英文全称是“Relevance，Originality，Impact”，翻译为“关联性、原创性、震撼性”。它是60年代DDB公司的创意指南。好的广告创意应具备这三个基本特点。关联性要求广告创意要与商品、消费者竞争者相关；原创性要突破常规出人意料，与众不同；震撼性要能够深入人心。论述题：12 请论述垂直思维与水平思维的区别。区别：垂直思维是一种探索前因后果，把握来龙去脉的思维方式，逻辑性强，但是某一环节中断，易造成思维断裂，所以，这是一种循规蹈矩的思维方式。它的优点在于能够历史地、全面地看待问题，有利于就强思考的深刻性、系统性，但不利于杰出创意的产生。水平思维往往能突出常规和传统引发灵感，产生意想不到的新构思和突破性的创意。 例举应用题：16请为“3.12”植树节设计一广告语，并将下列事物创意组合成一个广告，用以加强人们的消费权益的保护。 报纸、水晶、杯子、地图（不可缺省，但可以添加事物）创意独特，能反映“3·12” 的社会心理特点；口号准确而与众不同，便于传播；所列事物的创意联结自成逻辑。Winger Tuivasa-Sheck, who scored two tries in the Kiwis' 20-18 semi-final win over England, has been passed fit after a lower-leg injury, while Slater has been named at full-back but is still recovering from a knee injury aggravated against USA.Both sides boast 100% records heading into the encounter but Australia have not conceded a try since Josh Charnley's effort in their first pool match against England on the opening day.Aussie winger Jarryd Hayne is the competition's top try scorer with nine, closely followed by Tuivasa-Sheck with eight.But it is recently named Rugby League International Federation player of the year Sonny Bill Williams who has attracted the most interest in the tournament so far.The Kiwi - with a tournament high 17 offloads - has the chance of becoming the first player to win the World Cup in both rugby league and rugby union after triumphing with the All Blacks in 2011."I'd give every award back in a heartbeat just to get across the line this weekend," said Williams.The (lack of) air up there Watch mCayman Islands-based Webb, the head of Fifa's anti-racism taskforce, is in London for the Football Association's 150th anniversary celebrations and will attend City's Premier League match at Chelsea on Sunday."I am going to be at the match tomorrow and I have asked to meet Yaya Toure," he told BBC Sport."For me it's about how he felt and I would like to speak to him first to find out what his experience was."Uefa has opened disciplinary proceedings against CSKA for the "racist behaviour of their fans" during City's 2-1 win.Michel Platini, president of European football's governing body, has also ordered an immediate investigation into the referee's actions.CSKA said they were "surprised and disappointed" by Toure's complaint. In a statement the Russian side added: "We found no racist insults from fans of CSKA." Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunda.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause),e can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet ( Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.They blew it in 2008 when they got caught cold in the final and they will not make the same mistake against the Kiwis in Manchester.Five years ago they cruised through to the final and so far history has repeated itself here - the last try they conceded was scored by England's Josh Charnley in the opening game of the tournament.That could be classed as a weakness, a team under-cooked - but I have been impressed by the Kangaroos' focus in their games since then.They have been concentrating on the sort of stuff that wins you tough, even contests - strong defence, especially on their own goal-line, completing sets and a good kick-chase. They've been great at all the unglamorous stuff that often goes unnoticed in the stands but not by your team-mates.It is as though their entire tournament has been preparation for the final.In Johnathan Thurston, Cooper Cronk, Cameron Smith and either Billy Slater or Greg Inglis at full-back they have a spine that is unmatched in rugby league. They have played in so many high-pressure games - a priceless asset going into Saturday.The Kiwis are a lot less experienced but winning a dramatic match like their semi-final against England will do wonders for their confidence.They defeated Australia in the Four Nations final in 2010 and the last World Cup, and know they can rise to the big occasion.