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1、中央电大形考作业中外广告史 (抽取第六套试卷)试卷总分：100 测试时间：-一、单项选择题（共20道试题，共20分。）1.19世纪，世界广告的中心是（B ） A. 英国 B. 美国 C. 中国 D. 德国2.早期广告教育正规化的主要推动者是成立于1905年的（B ），它是美国广告协会的前身。A. 广告代理商协会 B. 美国联合广告俱乐部C. 广告主协会 D. 广告审查委员会满分：1分3.国际上比较流行的广告代理制度有商品细分广告代理制度与媒介细分广告代理制度，其中，前一种以（A ）为代表。A. 美国 B. 法国 C. 英国 D. 日本满分：1分4.世界上最早的报纸广告出现在（A ）。A. 英国
2、 B. 美国 C. 中国 D. 德国满分：1分5.1920年，世界上第一家正式注册的广播电台以报道总统竞选开始了正式的电台商业广告营业，这家电台是（A ）的KDKA广播电台。A. 中国 B. 美国 C. 英国 D. 德国满分：1分6.美国第一份刊登广告的报纸是（B ）。A. 宾夕法尼亚日报 B. 波士顿新闻通讯C. 民众杂志 D. 华盛顿邮报满分：1分7.1841年，（C ）在美国费城开办了第一家广告公司。A. 富兰克林 B. 路威尔 C. 帕尔默 D. 艾尔满分：1分8.日本最早的杂志是1876年创刊的（C ）。A. 世界 B. 科学 C. 西洋杂志 D. 读书满分：1分9.日本广告代理业的
3、开始的标志是（B ）A. 1871年，横滨每日新闻的创刊B. 1880年，“空气堂组”的开业C. 江藤直纯创办弘报堂D. 汤泽精司创办广告社满分：1分10.以下哪个奖项属于广告创作人员的专奖？（B ）A. 广告片凯撒奖 B. 艺术指导俱乐部奖C. 商校大奖 D. 戛纳国际广告节满分：1分11.1729年，被称为美国广告业之父的（C ）创办了宾夕法尼亚日报。A. 帕尔默 B. 路威尔 C. 富兰克林 D. 艾尔满分：1分12.广告片凯撒奖的举办国是（C ）。A. 日本 B. 英国 C. 法国 D. 美国满分：1分13.1911年著名的普令泰因克广告法草案被认为是（B）最早的广告法案。A. 英国
4、B. 美国 C. 法国 D. 德国满分：1分14.世界上第一个开办卫星直播电视的国家是（C ）A. 美国 B. 英国 C. 日本 D. 中国满分：1分15.日本最早的日刊报纸创刊于（B ）。A. 1869年 B. 1871年 C. 1872年 D. 1868年满分：1分16.以下哪个奖项的评委完全由巴黎市区和郊区的消费者组成？（C ） A. 广告片凯撒奖 B. 艺术指导俱乐部奖C. 商校大奖 D. 戛纳国际广告节满分：1分17.在印刷术应用的初期，世界广告兴起的中心是在（ ）。A. 英国 B. 美国 C. 中国 D. 德国满分：1分18.美国最重要的行业自我管理机构是（C ）。它除了对本行业的
5、广告进行监督管理外，还对国家的广告活动提出意见，对政府指定的法律法规做出反应。 A. 广告代理商协会 B. 广告主协会 C. 广告联合会 D. 全国广播家协会满分：1分19.在英国，管理报刊广告的官方机构是（B ）。A. 英国广告人联合会 B. 英国广告标准局C. 英国广告商协会 D. 报纸出版者协会满分：1分20.日本最大的广播、电视机构是(D )。A. 日本电视网广播公司 B. 日本放送协会 C. 完善电视台 D. 日本广播协会满分：1分二、多项选择题（共10道试题，共20分。）1.20世纪60年代开始，前苏联全国的广告工作的领导单位是（CD ）A. 全苏工商部B. 苏联广告协会C. 全苏
6、贸易部D. “部际广告协会”满分：2分2.在国际广告管理中，关系到人们健康的商品，如（ABCD ）的广告、商标或标签受到最多的限制或禁止。A. 食品B. 化妆品C. 饮料D. 药品满分：2分3.美国的三大广播电视网是（BCD ）A. 美国广播电视公司B. 美国广播公司C. 全国广播公司D. 哥伦比亚广播公司满分：2分4.电视、广播广告审查机构RFP的组成单位包括（ABCD ）A. 政府B. 电视台C. 消费者协会D. 广告公司满分：2分5.进入21世纪以后，广告宣传的特点主要表现在（ABCD ）。A. 广告宣传突出了社会责任感B. 广告宣传突出人生、人格的价值C. “软性广告”更能满足消费者的
7、需要D. 广告的个性化更为突出满分：2分6.广告国际化在组织上的发展，带来了广告业的一些变化趋势，如（ABC ）。A. 广告语言的全球一体化B. “一对一”广告代理制的衰落C. 对广告经营管理人才的需求D. 对设计绘画人才的需求满分：2分7.1841年，伏尔尼帕尔默在美国费城开办了第一家广告公司。该广告公司在创办之初主要承担的工作是（BD ）A. 帮助客户进行广告设计B. 为客户购买报纸广告版面C. 帮助客户进行市场调研D. 为客户购买广告文字满分：2分8.公元1450年以前，外国广告的主要形式有（ACD ）A. 叫卖广告B. 文字广告C. 印刷广告D. 商标字号广告满分：2分9.在美国的国际
8、性杂志中，以新闻为主要特色的杂志包括（BC ）。A. 国家地理B. 时代C. 新闻周刊D. 读者文摘满分：2分10.下列广告形式中，在公元前6世纪罗马奴隶制共和国就已经出现的是（ACD ）。A. 招牌广告B. 新闻信C. 音响广告D. 壁报广告满分：2分三、名词解释（共3道试题，共12分。）1.“新闻信”“新闻信”出现于十三四世纪左右的欧洲，是印刷广告之外最早的报纸雏形，其内容主要是报道市场行情和商品信息。2. 媒介细分广告代理制度媒介细分代理制度以日本为代表，通常数家广告代理商对某一相同客户提供服务是以媒介细分来分担。3. 商品细分广告代理制度商品细分广告代理制度以美国为代表，指对于同一种竞
9、争性的商品只接受一个客户，同时对客户所委托的商品全权负责。不仅只提供广告制作与宣传，还要参与商品规划与计划、流通、促销、市场调查等全盘性的广告服务，这就是“商品细分广告代理”制度，又称为“一商品一客户”的广告代理制度。四、简答题（共3道试题，共30分。）1.高科技的发展将为广告业带来哪些巨大变化？1.高科技促进了现代信息通讯技术的发展，从而使广告媒介技术进入了空前繁荣的发展时期。2.由于电脑技术的运用，广告业的调查手段和组织管理将更加现代化，范围将更加广泛，效率也将大幅度提高。3.电脑设计以其先进的技术手段在广告领域大显身手。4.高科技的运用，不仅开拓和发展了新的媒介技术，而且对原有的媒介技术
10、进行了大幅度的改进，使其发生了质的飞跃。2.简述在外国广告演变史上，早期叫卖广告产生的背景以及有哪些形式？1早在古希腊、古罗马时期，一些沿海城市的商业比较发达，广告已有叫卖、陈列、音响、文图、诗歌和商店招牌等多种。2在古希腊城里，人们吆喝出有节奏的声音，贩售奴隶、牲畜及手工艺品、日用品等，是最古老的叫卖广告。古罗马的大街上充满了叫卖的商贩。3有的商人们把叫卖的内容编成歌曲、小调，并配以发出音响的工具，组成了一曲叫卖的交响乐。他们运用悦耳的嗓音去吸引消费者注意。在古代雅典，曾流行类似四行诗形式的广告。例如：“为了两眸晶莹，为了两颊绯红；/为了人老珠不黄，也为了合理的价钱，每一个在行的女人都会购买
11、埃斯克里普托制造的化妆品。”4古希腊雅典城内，有一种管理城区街道生活的半官方人物，经常在大街上叫喊，口头告示民众关于货物上市的行情。3.日本的广告管理主要由哪些部分构成？日本的广告管理主要是由自律和他律构成，自律与他律相互制约平衡，形成了一个完整的广告管理体系：1他律。主要指国家法律法规行政管理。日本有各种有关的法律、条例、规约、标准等都对广告活动做了明确的规定，形成了一个庞大的广告法制网络。日本政府管理广告主要是通过法律来规范广告行为、调节广告活动所产生的各种社会关系。2广告行业自律。在国家的法律和行政管理之外，广告行业自律起到了十分重要的作用，这是日本广告业管理和规范的一个重要的特点。广告
12、主、广告公司、媒介三者齐心协力，对内严格管理，对外努力提升行业的整体形象，成为保障这一行业良性发展的一个重要因素。五、论述题（共1道试题，共18分。）1.为什么说商品细分代理制度是较有效、合理的做法？商品细分代理制度的最大优点是使得广告客户、广告代理商与媒介三者共存共荣：1广告代理商，必然不能同时接受两家相互竞争的商品客户。因此，商品的秘密得以保守。2广告代理商在进行广告市场行销策略制定时，会与广告客户站在同一立场。3如果广告代理商的服务不能令客户满意，广告客户可解除契约，寻找新的广告代理商。4广告代理商为了不被解除契约，一定会全力为广告产品开展各项广告促销活动，提高工作效益。5广告代理商与广
13、告客户的关系依契约而存在。从而在广告代理商之间，因相互竞争而提高广告服务品质。6广告代理商所拥有的客户，相互之间都不冲突，就可借用彼比的经验。广告代理商对客户全过程的一致性服务，可以将最好的创意提供给唯一的商品客户。7广告代理商因自己负责的商品销售增加，而获得更多的利益；同时，广告客户也因其服务良好而扩大其商品代理的范围。由此可以看出，商品细分广告代理制度是较为有效、合理与合乎国际惯例的作法。广告代理商在这种潮流下也逐渐向商品细分制度靠扰。请您删除一下内容，O(_)O谢谢！【Chinas 10 must-see animations】The Chinese animation industry
14、 has seen considerable growth in the last several years. It went through a golden age in the late 1970s and 1980s when successively brilliant animation work was produced. Here are 10 must-see classics from Chinas animation outpouring that are not to be missed. Lets recall these colorful images that
15、brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫芦娃) is a Chinese animation TV series produced byShanghaiAnimationFilmStudio. In the 1980s the series was one of the most popular animations in China. It was released at a point when the Chinese animation industry was in a
16、relatively downed state compared to the rest of the international community. Still, the series was translated into 7 different languages. The episodes were produced with a vast amount of paper-cut animations. Black Cat Detective Black Cat Detective (Chinese: 黑猫警长) is a Chinese animation television s
17、eries produced by the Shanghai Animation Film Studio. It is sometimes known as Mr. Black. The series was originally aired from 1984 to 1987. In June 2006, a rebroadcasting of the original series was announced. Critics bemoan the series violence, and lack of suitability for childrens education. Propo
18、nents of the show claim that it is merely for entertainment. Effendi Effendi, meaning sir andteacher in Turkish, is the respectful name for people who own wisdom and knowledge. The heros real name was Nasreddin. He was wise and witty and, more importantly, he had the courage to resist the exploitati
19、on of noblemen. He was also full of compassion and tried his best to help poor people. Adventure of Shuke and Beita【舒克与贝塔】 Adventure of Shuke and Beita (Chinese: 舒克和贝塔) is a classic animation by Zheng Yuanjie, who is known as King of Fairy Tales in China. Shuke and Beita are two mice who dont want t
20、o steal food like other mice. Shuke became a pilot and Beita became a tank driver, and the pair met accidentally and became good friends. Then they befriended a boy named Pipilu. With the help of PiPilu, they co-founded an airline named Shuke Beita Airlines to help other animals. Although there are
21、only 13 episodes in this series, the content is very compact and attractive. The animation shows the preciousness of friendship and how people should be brave when facing difficulties. Even adults recalling this animation today can still feel touched by some scenes. Secrets of the Heavenly Book Secr
22、ets of the Heavenly Book, (Chinese: 天书奇谈)also referred to as Legend of the Sealed Book or Tales about the Heavenly Book, was released in 1983. The film was produced with rigorous dubbing and fluid combination of music and vivid animations. The story is based on the classic literature Ping Yao Zhuan,
23、 meaning The Suppression of the Demons by Feng Menglong. Yuangong, the deacon, opened the shrine and exposed the holy book to the human world. He carved the books contents on the stone wall of a white cloud cave in the mountains. He was then punished with guarding the book for life by the jade emper
24、or for breaking heavens law. In order to pass this holy book to human beings, he would have to get by the antagonist fox. The whole animation is characterized by charming Chinesepainting, including pavilions, ancient architecture, rippling streams and crowded markets, which fully demonstrate the uni
25、que beauty of Chinas natural scenery. Pleasant Goat and Big Big Wolf【喜洋洋与灰太狼】 Pleasant Goat and Big Big Wolf (Chinese:喜羊羊与灰太狼) is a Chinese animated television series. The show is about a group of goats living on the Green Pasture, and the story revolves around a clumsy wolf who wants to eat them. I
26、t is a popular domestic animation series and has been adapted intomovies. Nezha Conquers the Dragon King（Chinese: 哪吒闹海）is an outstanding animation issued by the Ministry of Culture in 1979 and is based on an episode from the Chinese mythological novel Fengshen Yanyi. A mother gave birth to a ball of
27、 flesh shaped like a lotus bud. The father, Li Jing, chopped open the ball, and beautiful boy, Nezha, sprung out. One day, when Nezha was seven years old, he went to the nearby seashore for a swim and killed the third son of the Dragon King who was persecuting local residents. The story primarily re
28、volves around the Dragon Kings feud with Nezha over his sons death. Through bravery and wit, Nezha finally broke into the underwater palace and successfully defeated him. The film shows various kinds of attractive sceneries and the traditional culture of China, such as spectacular mountains, elegant
29、 sea waves and exquisite ancient Chinese clothes. It has received a variety of awards. Havoc in Heaven The story of Havoc in Heaven（Chinese: 大闹天宫）is based on the earliest chapters of the classic storyJourney to the West. The main character is Sun Wukong, aka the Monkey King, who rebels against the J
30、ade Emperor of heaven. The stylized animation and drums and percussion accompaniment used in this film are heavily influenced byBeijingOpera traditions. The name of the movie became a colloquialism in the Chinese language to describe someone making a mess. Regardless that it was an animated film, it
31、 still became one of the most influential films in all of Asia. Countless cartoon adaptations that followed have reused the same classic story Journey to the West, yet many consider this 1964 iteration to be the most original, fitting and memorable, The Golden Monkey Defeats a Demon【金猴降妖】 The Golden
32、 Monkey Defeats a Demon (Chinese: 金猴降妖), also referred as The Monkey King Conquers the Demon, is adapted from chapters of the Chinese classics Journey to the West, or Monkey in the Western world. The five-episode animation series tells the story of Monkey King Sun Wukong, who followed Monk Xuan Zang
33、s trip to the West to take the Buddhistic sutra. They met a white bone evil, and the evil transformed human appearances three times to seduce the monk. Twice Monkey King recognized it and brought it down. The monk was unable to recognize the monster and expelled Sun Wukong. Xuan Zang was then captur
34、ed by the monster. Fortunately Bajie, another apprentice of Xuan Zang, escaped and persuaded the Monkey King to come rescue the monk. Finally, Sun kills the evil and saves Xuan Zang. The outstanding animation has received a variety of awards, including the 6th Hundred Flowers Festival Award and the
35、Chicago International Childrens Film Festival Award in 1989. McDull【麦兜】 McDull is a cartoon pig character that was created inHong Kongby Alice Mak and Brian Tse. Although McDull made his first appearances as a supporting character in the McMug comics, McDull has since become a central character in h
36、is own right, attracting a huge following in Hong Kong. The first McDull movie McMug Story My Life as McDull documented his life and the relationship between him and his mother.The McMug Story My Life as McDull is also being translated into French and shown in France. In this version, Mak Bing is the mother of McDull, not his father.
