电大广告本心理学题及作业1参考答案小抄.doc

一、多项选择题（共 15 道试题，共 30 分。）1.  有些人具有超人的艺术才能，而有些人在写作方面显得出类拔萃，从个性心理特征的角度说，这属于人在认识客观对象的过程中表现出的（      ）上的差异。 A. 能力B. 气质C. 性格D. 兴趣      满分：2  分2.  互联网络作为广告媒体的优点有（      ） A. 双向传播B. 多功能C. 信息量大D. 省事、省时和省费用      满分：2  分3.  一般来说，访谈法可分为（     ）。 A. 结构式访谈B. 开放式访谈C. 无结构式访谈D. 封闭式访谈      满分：2  分4.  不同的人在能力、气质、性格上的特点，构成了人们心理上的差异，即（     ）。 A. 个性心理特征B. 个性倾向性C. 个性心理D. 心理过程      满分：2  分5.  对学生成绩好坏度评价：第一名、第二名、第三名，按照心理量表特性的划分，这种排名属于（       ） A. 顺序量表B. 等距量表C. 名次量表D. 比例量表      满分：2  分6.  人的一切心理现象都是对（     ）的反映。 A. 大脑B. 心脏C. 客观现实D. 身体      满分：2  分7.  广告心理的研究方法主要有（      ） A. 访谈法B. 问卷法C. 实验法D. 抽样法      满分：2  分8.  消费者寻找、购买、使用和评价用以满足需要的物品和劳务设施所表现出的一切脑体活动的行为叫做（     ）行为。 A. 认知B. 购买C. 个体消费D. 消费      满分：2  分9.  在统计学中讲的相关，是指具有相关关系的不同现象之间的关系程度。相关的情况可分为（     ） A. 正相关B. 负相关C. 部分相关D. 零相关      满分：2  分10.  在以下各项中，属于实验法中的自变量的有（      ） A. 广告片B. 策划案C. 喜爱度D. 注意值      满分：2  分11.  以下各项中，属于推论统计研究的主要内容的是（ ABCD    ） A. 研究通过何种方法来简化调查得到的数据B. 研究如何通过局部数据所提供的信息推论总体（或全局）的情形C. 研究通过哪些具体参数来了解研究对象的特征D. 研究怎样归纳、概括调查得到的数据      满分：2  分12.  水会在100度的时候沸腾，在0度以下的时候会结冰，这种现象属于（     ） A. 不确定性现象B. 确定性现象C. 随机现象D. 个体现象      满分：2  分13.  心理量表的制作方法有（      ） A. 等级量表法B. 对偶比较法C. 多级估量法D. 数量估计法      满分：2  分14.  以下哪些理论阐释了广告作用于人的心理历程？（      ） A. AIDA理论B. ELM模型C. DAGMAR模型D. 广告作用的六阶梯说      满分：2  分15.  随机变量按照其性质不同，可分为（）。 A. 命名变量B. 顺序变量C. 等距变量D. 比率变量      满分：2  分二、判断题（共 10 道试题，共 10 分。）1.  人的心理活动的器官是心脏。（     ） A. 错误B. 正确      满分：1  分2.  消费者的购买行为会受到内部的和外部的两大因素的影响。（     ） A. 错误B. 正确      满分：1  分3.  个体消费行为是指消费者寻找、购买、使用和评价用以满足需要的物品和劳务设施所表现出的一切脑力活动。（      ） A. 错误B. 正确      满分：1  分4.  构成总体的个体是人或物。（      ） A. 错误B. 正确      满分：1  分5.  问卷的信度，是指测定结果的稳定性。（  B    ） A. 错误B. 正确      满分：1  分6.  从心理量表的性质上温度计属于一种比例量表。（     B ） A. 错误B. 正确      满分：1  分7.  不同的人在能力、气质、性格上的特点，构成了人们心理上的差异，即个性倾向性。（     B ） A. 错误B. 正确      满分：1  分8.  问卷的编制要符合严格的科学要求，具体地说，要在明确目的和要求、欲测的变量及其行为表现等基础上，构建问卷结构。（      ） A. 错误B. 正确      满分：1  分9.  处理调查或实验数据时，常常要面对确认统计值之间差异的问题，如果通过假设检验表明该差异未达到规定的限度，则说明差异主要来源于抽样误差，结论则为差异不显著。（     ） A. 错误B. 正确      满分：1  分10.  总体的性质是由其所在的个体的性质决定的。（       ） A. 错误B. 正确      满分：1  分三、论述题（共 1 道试题，共 60 分。）1.  通过前三章的学习，同时通过查找相关资料，谈谈你对广告心理学这门课程的初步认识，并谈谈本学期你对本课程的学习计划，写一篇不少于800字的学习综述。 学习综述：本课程主要考核我们对广告心理及其理论与应用的了解与掌握程度，考核要求分为了解、领会、掌握三个层次，每一层次都有具体的考核要求：“了解”要求对所给的问题有全面和一般的认识；“领会”指在了解的基础上，要求对给定的问题有完整的理解；“掌握”指在领会的基础上，要求对给定的问题能够准确记忆，并针对考题作到灵活运用。第一章绪论，需要我们了解：图形与语言信息加工的脑机制 、发展简史、现有互联网络的传播方式和模式、互联网络作为广告媒体的优点、互动媒体及其特点；领会： 中心理的科学观、 心理与脑的机能、心理是客观现实的反映、心理过程与个性心理特征、 AIDA说；掌握：广告对消费行为的作用、广告对消费者购买行为的影响。重点的名词解释包括：心理过程、意志、注意、个性、气质、性格特点、个性心理特征、广告媒体、 AIDA广告作用于视听者的心理历程、个体消费行为。心理学的基本任务就是研究人们通过实践活动，主动地、能动地进行反映的过程的规律性以及由此发展起来的个性心理特征。购买过程本身是一项复杂的决策活动。消费者的购买行为会受到诸多因素的影响，大体来说，要受外部的和内部的两大类因素的影响：（1）外部影响：包括文化的,诸如信仰和价值、生活方式等；社会学的，如社会阶层结构、家庭与参照群体、生命周期、舆论指导等；经济学的，如价格、送货、支付期限和销售服务等。 （2）内部影响:涉及个体的认识结构、学习加工、态度、动机和人格特点等。如果说外部因素的影响是间接的，那么，自身的内部因素则是产生直接的影响。 消费行为过程客观地提示了广告对消费者可能发挥的积极作用有如下三个：（1）唤起消费者潜在的需要，产生购买愿望，进而激发起购买动机。 （2）提供有关商品信息，进一步指向于具体的购买物品或劳务。（3）确认广告的商标，以便认牌购买和形成良好的品牌形象。广告对消费者消费行为过程的客观作用，相应地决定了广告心理的基本任务有：（1）广告如何让消费者快速、准确地接受、记住特定品牌的商品信息。（2）广告如何有效地说服消费者购买。互联网络作为广告媒体具有以下几方面的优点：（1）双向传播。通过互联网络，用户可以随时随地主动选择和了解公司的产品、服务以及最新动态，而公司通过站点能够及时准确地宣传自己。（2）多功能。互联网络集声音、影视、图象、文字介绍、颜色、音乐于一声，功能强大。（3）信息量大。由于互联网络没有大众媒体所固有的时间和空间限制，所以信息量的扩展越来越大。（4）省时、省事和节省费用。（5）方便更改信息。第二章 是讲“广告（心理学）常用的统计概念”，需要我们了解：心理学常用的统计常识； 领会：概率分布，描述统计的基本内容与各种统计量的分布。第三章 是讲“广告心理研究与心理效应测评”，需要我们了解：考察广告心理效果的客观指标；掌握：广告心理的研究方法、广告心理效果的评定方法、几种研究方法（多级估量法及其计算除外）定具体细目(项目)的要求是 :(1) 明确且易于理解。每条细目所提问题不能含糊不清和有多种理解。例如，“您喜欢喝饮料吗”这样的提问就含糊不清，因为饮料有可乐类、非可乐类、果汁类等。 (2) 提问不可带有暗示。例如，“您不认为广告效果不需要评估，是吗？”与“您认为广告效果需要评估吗？”这两种体温内容相同，却容易让人感觉前者比后者略带暗示。 (3) 避免使用贬词提问 , 以防止伤害回答者的名誉与自尊。例如，“见到他人进出星级宾馆，您的心态是妒忌、羡慕？”类似的提问可能使回答者感到不自在。(4) 在内容上不应有涉及社会不容忍和隐私的细目。访谈法分为两种方式:结构式访谈和无结构式访谈。这两种方式各自的优缺点是:结构式访谈的优点是谈话易控制、简练、省时；缺点是受访者处于被动地位,不易深入。无结构式访谈的优点是气氛轻松,受访者容易说出真话；缺点是费时、费事、难以量化。要使访谈顺利进行,并获得满意的效果,访谈者应掌握基本的访谈策略。这主要包括如何接近受访者,取得受访者的信任,怎样处理受访者的拒绝和积极展开交谈的策略。上传附件文件操作      满分：60  分 第一章 绪论考核知识点及考核要求 了解： 1图形与语言信息加工的脑机制 2发展简史 3现有互联网络的传播方式和模式；互联网络作为广告媒体的优点 4互动媒体及其特点 领会： 1 中心理的科学观 2 心理与脑的机能 3 心理是客观现实的反映 4 心理过程与个性心理特征 5 AIDA说 掌握： 1广告对消费行为的作用 2广告对消费行为的作用 3广告对消费者购买行为的影响第二章 广告（心理学）常用的统计概念考核知识点及考核要求 了解：心理学常用的统计常识 领会：概率分布，描述统计的基本内容与各种统计量的分布 第三章 广告心理研究与心理效应测评考核知识点及考核要求 了解：考察广告心理效果的客观指标 掌握： 1广告心理的研究方法 2广告心理效果的评定方法 3几种研究方法（多级估量法及其计算除外）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.