电大广告创意与表现网络行考第2次作业参考答案.doc

电大广告创意与表现网络行考第2次作业一、 填空题（共 10 道试题，共 10 分。） 1. 詹姆斯·韦伯·杨认为, 真正的广告创作, 眼光应放在 人性 方面, 从商品以及消费者的组合去发展思路。 2. 广告创意的涵义包括两个要点：第一必须紧扣 广告主题 ；第二必须是能与受众有效沟通的艺术构思. 3. 在怎样表现商品的戏剧性上, 李奥·贝纳认为 真诚 、自然、温情是表现 “戏剧性” 的主要途径。 4. 广告创意的艺术性原则, 强调任何一件有生命力的广告佳作, 都必须具有某种触动人心、给受众带来 美感 或愉悦的艺术魅力。 5. 广告创意是整个广告 策划 的一个关键环节, 它必须依照系统工程的整体框架进行。 6. 文化的主要特征包括, 它是一种 社会现象 , 又是一种历史现象, 具有民族性和差异性,还具有 “惰性” 和“传染性”。 7. 广告创意观念，大致可分为以下三种流派：艺术派、 科学派 、和混血儿派。 8. “二旧化一新”, 也就是人们常说的 旧元素 、新组合。 9. 西方文化强调个人价值, 在广告创意上追求自我的感观享受和 冲突 。 10. 德国社会学家马克思·韦伯提出人类有两种思维方式: 一种是客观的、 理智的, 以 事实 为依据的；另一种是定性的、本能的, 以价值为依据的。二、 单项选择题（共 5 道试题，共 10 分。）1. 韦伯·扬相信规律、法则，相信经过训练的心志能敏锐迅速地产生判断相关性的能力，这与把“创造力”看成自然的恩赐的观点是_B_的。 A. 完全相同 B. 截然相反 C. 有点类似 D. 有点不同 2. 道德、艺术、_A_是人类文化中的三大支柱。 A. 科学 B. 灵感 C. 方式 D. 思维 3. 广告作品的艺术魅力与创意者自身的信念颇有关系。创意者的信念是什么？其实就是自我生活的_D_取向。 A. 奋斗 B. 情感 C. 因果 D. 价值 4. 广告创意的艺术性原则，可谓与中国传统文化的“为_C_而艺术”一脉相通。广告是人与人沟通、交流的活动，艺术是人性、人心、人情的巧妙显现，真正具有艺术性的广告，才能产生独特的魅力，能有效地与消费者进行沟通。 A. 金钱 B. 表现 C. 人生 D. 产品 5. 广告创意是非常复杂的_A_活动。创意并非一刹那的灵光乍现，而是靠广告人的各种知识和阅历累积而成，是一连串自我的心理过程所制造出来的。 A. 智力 B. 手工 C. 编制 D. 策划三、 判断题1. 一位资深的广告人说：“创意的本质就是挑战与众不同的看法；创意的魅力就是对一样的事情有新的看法，同时有不同的办法，永远都能找到旧的角度谈旧的事情，并拥有新的爆发力和新的震撼。”（ A ） A. 错误 B. 正确 2. 广告创意的实效性原则，就是要用尽可能佳妙的创意与消费者进行沟通，通过广告活动取得实实在在的效益，实现预定的广告目的。哗众取宠或耸人听闻的广告，与开拓市场、销售产品的广告创意实效性原则是相背离的。（ B ） A. 错误 B. 正确 3. 所谓垂直思考法，是指传统逻辑上的思考。传统逻辑上的思考法的明显特点就是思考的连续性和方向性。连续性指的是思考从某一状态开始，直接进入相关的下一状态，如此循序渐进，直到最终解决问题，中间不允许中断。方向性则是指思考问题的思路或预先确定的框架可以随意改变。（ A ） A. 错误 B. 正确 4. 广告创意的依据对广告创意容易产生两种误解：一是误认为广告创意的产生只是简单的构思过程；二是误认为创意单凭灵感，是不可捉摸的主观臆想。（ B ） A. 错误 B. 正确 5. 广告创意者的工作首先从编制资料开始。优秀的创意是以缜密的调查和分析为基础而产生的。 （ A ） A. 错误 B. 正确四、 名词解释1. 创意过程 创意过程是一个发现独特观念并将现有概念以新的方式重新进行组合的循序渐进的过程。遵循创意过程，人们可以提高自己的发掘潜能、交叉联想和选取优秀创意的能力。 2.“ 二旧化一新” “二旧化一新”。它的基本含义是：新构想常出自两个相抵触的想法的再组合，这种组合是以前从未想到的。即两个相当普遍的概念或想法、情况甚至两种事物，把它们放在一起，会神奇般地获得某种突破性的新组合。五、 案例分析题求：运用所学的 A.ROI 理论、 B.USP 理论、 C. 定位理论、 D. CI 理论、 E. 品牌形象论等五个创意理论分析下列获奖作品。 （1）只能选用上述五种理论中的一种，对下面这部作品加以分析； （2）分析（或论述）文字， 要求 300 500 字。 广告标题 : 中兴百货: 服装就是一种高明的政治, 政治就是一种高明的服装。 广告文案 : 当 ARMANI 套装最后一粒扣子扣上时,最专业而令人敬畏的强势形象,于是完成白衬衫灰色百裙裙及膝长袜豆沙色娃娃鞋.今天想变身女孩,看见镜子里身上的华丽刺绣晚装.于是对晚宴要掠夺男人目光并令其他女子产生妒意的游戏胸有成竹.仅一件最弱不禁风的丝质纽肩带衬衣就会是他怀里最具攻击力的绵羊.衣服是性别、衣服是空间、衣服是阶层、衣服是权利、衣服是表演、衣服是手段、衣服是展现、衣服是揭露、衣服是阅读与被阅读、衣服是说服、衣服是要脱掉。衣服就是一种高明的政治，政治就是一种高明的服装。 理解： 整则广告画面及文案安排采用完全均衡对称式的布局, 画面经过刻意的精心设计, 在古典的西式家居环境中, 两个东方女子身着不同的东西方服饰正襟危坐, 她们或雍容华贵, 或质朴单纯, 产生了强烈的视觉对比反差。整幅画面与文案都给人一种另类的感觉画面的布局结构稳定严谨、肃洁, 富有古典韵味, 带有浓郁的中西方文化交融的色彩。其文案及标题以辛辣、深刻、 富有哲理的语言, 既讽喻政治虚伪的一面, 又明喻服装就是人们财富、地位和身份的象征。2. 根据下面提供的素材进行一次创意构思活动。 中国是盛产大蒜的国度。大蒜是多年生草本植物, 花白色带紫, 叶子和花轴嫩时可以做菜。地下鳞茎味道辣, 有剌激性气味, 可以做作料, 也可入药。每年都有成千上万吨的大蒜在国际国内销售。 下面是一组有关大蒜的创意构思模式，请运用你所掌握的创意方法为平面或影视创作出广告语、广告词或者广告思路，并用你所学的理论分析说明你所运用的创意方法。 1. 大蒜的创意构思模式：（共 14 分，每小题 2 分） (1) 直截了当地说： （ 例如：一句话, 中国大蒜 ! ） (2) 耀武扬威地说： (3) 谦逊地说： (4) 比喻的说法： (5) 夸张的说法： (6) 诙谐的说法： (7) 从诉求对象： (8) 虚构世界： 2. 分析说明你所运用的创意方法 1. 参考案例：关于辣椒广告创意构思模式中国的川、湘、鄂三地盛产辣椒, 此中人嗜辣椒有不怕辣、辣不怕和怕不辣之说。下面是一组为平面、影视媒体做的有关辣椒的创意构思。请用所学的理论分析所用的创意方法, 并评价其优劣。除此之外, 你还有什么好的创意 ?案例辣椒的创意构思： (1) 直截了当地说： 一句话, 辣 !(1) 耀武扬威地说：“那美国的辣椒油算什么 ?”(2) 谦逊地说： 做十份麻婆豆腐, 需要用三根辣椒, 并不太辣, 真不好意思 ! (4) 比喻的说法：辣 ! 让全世界热泪盈眶。 (5) 夸张的说法： 那辣出的一身汗水, 顿时淹没了整个房屋, 继而形成了一条奔流不息的大河。辣鱼在翻滚的辣浪中逆流而上, 两岸从此进入了一个新的文明时代。(6) 诙谐的说法： 这尖嘴猴腮的家伙 !( 猴在日语中谐音 )(7) 从诉求对象： 真辣, 辣死了 ! (8) 虚构世界： 蔬菜王国的红脸关公。2. 创意方法及理论（1） 二旧化一新“二旧化一新” 的基本含义是：新构想常出自两个相抵触的想法的再组合, 这种组合是以前从未想到的。也就是说, 两个原来相当普遍的概念或两种想法两种情况甚至两种事物, 把它们放在一起, 结果会神奇般地获得某种突破性的新组合。有时, 即使是完全对立、互相抵触的两个事件, 也可以经由 “创意的行动” 和谐地融为一体成为引人注目的新构想。（2） 垂直思考法 垂直思考法是指注重事物之间的逻辑联系, 在一个固定的范围内向上或向下运动。 （3） 水平思考法 水平思考法就是完全脱离了既存的概念, 对于某一件事, 重新思考与检讨的一种方法。（4） 日本博报堂创意指导的有效手法。 A 视觉刺激 ( visual shock ) 视觉刺激是一种令人惊讶、叹服的手法。具有压迫力的影像, 常常可以激荡我们的情绪, 产生想法, 而有魄力的画面, 也经常会给人留下深刻的印象。 B 挑战 (challenge)，挑战就是在竞争非常激烈的市场中, 要打击对方的弱点, 挑出其缺点, 然后介绍自己的优点、强调自己的优点。 C 有趣夸大： 有趣夸大就是将状况做过分的夸大并将之戏剧化, 有趣得令人发笑。 D 比喻：为使商品容易使人理解可运用比喻手法, 在处理上可让背景、场景具有幽默感。 E 诙谐嘲讽：对人来说最能引起注意及兴趣的, 也就是模仿人。 F 模仿：借用古代的歌剧或一幅画而用人去模仿表演。 G 哥伦布鸡蛋：哥伦布鸡蛋就是用我们身边的事物来寻找创意, 就像哥伦布发现新大陆那样, 会有意想不到的收获出现。 H 两面诉求： 两面诉求就是使大家注意商品的优点时, 同时将其缺点也表现出来, 可让人对商品有更深入的了解, 而不怀疑你所说的。 L 乡情、怀旧：人在心理上都会存一份对故乡的怀念, 广告创意常常运用乡情、还旧这种心理表现为素材。 M 引起同感： 人的一生中每一阶段都会有发自内心深处的感受。可利用人的心理把爱情、幽默、回忆、悲哀等人类感情戏剧化, 从而引发同感。 （5） 詹姆斯韦伯扬的创意原则詹姆斯韦伯扬创意的基础原则有二： 其一, 创意完全是把原来的许多旧 要素作新的组合； 其二, 广告人必须具有把旧元素予以新组合的能力。 他认为：广告中的创意, 常常是有着生活与事件 “一般知识” 的人士, 对来自产品的 “特定知识” 加以重新组合的结果, 而这种对各要素进行重新组合的创意方法就类似于万花筒中所发生的组合, 万花筒中放置的彩色玻璃片数量越多, 其构成令人印象深刻的新组合的可能性也就越大。同样, 人的心志中积累的旧元素越多, 也就越有增加令人印象深刻的新组合或新创意的机会。 （6）万花筒原理。在筒里装上一定数量的彩色玻璃片, 再轻轻一转动就会生出无穷无尽的图案和花样来。而筒里的玻璃片却还是原来那些, 质量没变, 数量没变, 颜色也没变, 但仅仅是排列组合变了, 就生出了这么多奇妙的景观, 确实是妙不可言。同理, 在进行广告创意时, 许多旧要素可以进行一种新组合。当然, 这种组合绝不是将那些旧要素进行简单相加, 而是摆脱传统思维的束缚, 通过一种新创造, 将这些广告活动的旧要素进行一种全新再造, 这样才能取得新的成 功。请您删除一下内容，O(_)O谢谢！【China's 10 must-see animations】The Chinese animation industry 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 China's animation outpouring that are not to be missed. Let's recall these colorful images that brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫芦娃) is a Chinese animation TV series produced by Shanghai Animation Film Studio. 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 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 series 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 children's education. Proponents of the show claim that it is merely for entertainment. Effendi "Effendi", meaning sir and teacher in Turkish, is the respectful name for people who own wisdom and knowledge. The hero's real name was Nasreddin. He was wise and witty and, more importantly, he had the courage to resist the exploitation 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 don't want to 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 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 Secrets 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", 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 book's 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 emperor for breaking heaven's 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 Chinese painting, including pavilions, ancient architecture, rippling streams and crowded markets, which fully demonstrate the unique beauty of China's 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. It is a popular domestic animation series and has been adapted into movies. 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 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 revolves around the Dragon King's feud with Nezha over his son's 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 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 story Journey to the West. The main character is Sun Wukong, aka the Monkey King, who rebels against the Jade Emperor of heaven. The stylized animation and drums and percussion accompaniment used in this film are heavily influenced by Beijing Opera 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 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 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'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 captured 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 Chicago International Children's Film Festival Award in 1989. McDull【麦兜】 McDull is a cartoon pig character that was created in Hong Kong by 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 his 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.