湖南广播电视大学2014年1月开放教育期末考试
实用广告英语 试题
2013年12月
| 题号 | I | II | III | 总分 |
| 分数 | | | | |
| 得分 | 评卷人 | I．Term 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 distribution __________________________________________________
| 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 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 objectives should be specific, realistic, and measurable.
20. The content of an advertisement to be published, broadcast, installed or posted shall be kept within the advertiser's 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 brief answer to each of the following questions:
21. What’s the definition about “advertising”?
22. What’s the change in advertising industry since 1990’s?
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 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2014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20分)
A. Put the following into English:
1. corporate image (CI)
2. brand preference
3. advertising audience
4. sales promotion
5. advertising strategy
评分细则：
①英文单词拼写错一个扣1分，错两个以上扣2分；
②少一个单词扣1分；
③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 Translation (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 city’s civilization.
15．The beauty of life comes from greenery
B. Put the following into Chinese:
16. 广告内容必须真实、健康、清晰、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，禁止垄断和不正当竞争行为。
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. 广告目标应该具体、现实，并且可以测量。
20. 刊播、设置、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. What’s the definition about “advertising”?
Advertising is a non-personal communication of information, usually paid for and usually persuasive in nature, about products, services or ideas through various media.
22. What’s the change in advertising industry since1990’s?
Changed plan of budget allocations: more on sales promotions and event sponsorships, less on traditional advertising
23. Why does the advertiser entrust its advertising 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 follows:
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), target audience, product concept, and communication media
26. 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 the 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。 |
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