2015年湖南电大2014年1月实用广告英语试题.docVIP

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 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，每题分，共0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，每题分，共分) 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. 原生土鸡养，自然生长 提高市民素质城市文明生命之美源于绿色. 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. 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，每题分，共分) Directions：’s the definition about “advertising”? 22. What’s the change in advertising industry since 1990’s? 23. Why does the advertiser entrust its advertising bu