莫利亚提《广告学：原理与实务（第11版）》题库chapter 11.doc
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Advertising&IMC:
PrinciplesandPractice,11e（Moriartyetal.）
Chapter11VisualCommunication
1）WhichofthefollowingisNOTareasontousevisualsinadvertising,basedontheFacetsModelofEffects?
A）toanchorassociations
B）tocementbeliefs
C）tocommunicatequickly
D）toreplacecopy
E）totellinterestingstories
Answer:
D
LearningObjective:
11.1:
Definetheroleofvisualcommunication.
Difficulty:
Moderate
AACSB:
Writtenandoralcommunication
2）Inanadvertisement,thevisual'sprimaryfunctionisto________.
A）createanemotionalresponse
B）conveyabrandpersonality
C）provideabrandreminder
D）getattention
E）stimulateaction
Answer:
D
LearningObjective:
11.1:
Definetheroleofvisualcommunication.
Difficulty:
Moderate
AACSB:
Writtenandoralcommunication
3）A（n）________isacharacterassociatedwithabrand,designedtoreflectthedesiredbrandpersonality.
A）icon
B）logo
C）keyvisual
D）trademark
E）brandposition
Answer:
A
LearningObjective:
11.1:
Definetheroleofvisualcommunication.
Difficulty:
Easy
4）A（n）________istheimprintusedforimmediateidentificationofabrandorcompany.
A）icon
B）logo
C）brandimage
D）design
E）thumbnail
Answer:
B
LearningObjective:
11.1:
Definetheroleofvisualcommunication.
Difficulty:
Easy
5）TheMichelinManisanillustrationthatappearsinmanyadvertisementsforMichelintires.TheMichelinMan,whoismadeoftires,representsthebrand.TheMichelinManisanexampleofa________.
A）logo
B）brandpersonality
C）brandicon
D）brandimage
E）thumbnail
Answer:
C
LearningObjective:
11.1:
Definetheroleofvisualcommunication.
Difficulty:
Moderate
AACSB:
Analyticalthinking
6）Whichofthefollowingisconsidereda"hook"thathelpsengagetheattentionofaviewerandcontributestothedepthofmemorytracesthebrandmessageleavesbehind?
A）emotion
B）logic
C）information
D）comparison
E）instruction
Answer:
A
LearningObjective:
11.1:
Definetheroleofvisualcommunication.
Difficulty:
Moderate
7）Imagesfromcollectionsofcopyright-freeartthatanyonewhobuystheservicecanuseareknownas________.
A）sepiaimages
B）die-cutimages
C）processimages
D）publicart
E）clipart
Answer:
E
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Easy
8）Copywritersandartdirectorswhoimaginewhatthefinishedadmightlooklikeareengagedin________.
A）visualization
B）positioning
C）postproduction
D）stopaction
E）surrealism
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Easy
9）WhichofthefollowingisNOTincludedintheartdirector'stoolkitforprintadvertising?
A）photos
B）illustrations
C）typefaces
D）layout
E）dubbing
Answer:
E
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
10）WhichofthefollowingstatementsaboutadvertisingartisFALSE?
A）Mostpeoplefeelthatphotographsaredeceptivebecausetheyareeasilyalteredwithcomputertechnology.
B）Aphotographismorerealistic,andanillustrationismorefanciful.
C）Illustrationseliminatemanyofthedetailsyouseeinaphotograph.
D）Illustrationscanfocusattentiononkeydetailsoftheimage.
E）Illustrationscanintensifymeaningsandmoods.
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Difficult
AACSB:
Writtenandoralcommunication
11）Theuseof________lendsasenseofdignityandsophisticationtoavisual.
A）fullcolor
B）spotcolor
C）blueandyellow
D）redandorange
E）blackandwhite
Answer:
E
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
12）Asecondcolorusedinadditiontoblack-and-whiteisknownas________.
A）monocolor
B）singlecolor
C）spotcolor
D）limitedcolor
E）contrastcolor
Answer:
C
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
13）Warmcolorssuchasyellowandorangeconvey________.
A）intellect
B）alarm
C）danger
D）happiness
E）aloofness
Answer:
D
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
14）Whatcolorsshouldanartdirectorusetobringafriendlytonetoanad?
A）deepbluesandgreens
B）yellowandred
C）coolcolors
D）warmcolors
E）pastelcolors
Answer:
E
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
AACSB:
Writtenandoralcommunication
15）Whichtermreferstotheappearanceofanad'sprintedmatterintermsofthestyleandsizeoffonts?
A）medium
B）typography
C）composition
D）design
E）classification
Answer:
B
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Easy
AACSB:
Writtenandoralcommunication
16）Theprimaryfunctionof________istoconveythewordsofthemessage.
A）typesetting
B）aesthetics
C）clipart
D）semicomps
E）spotcolor
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
AACSB:
Writtenandoralcommunication
17）WhichofthefollowingisNOTadecisionanartdirectormakesindesigningtype?
A）translation
B）capitalization
C）verticalheight
D）legibility
E）columnwidth
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
AACSB:
Writtenandoralcommunication
18）The________oftypereferstohoweasyitistoperceivetheletters.
A）legibility
B）point
C）font
D）columnwidth
E）typography
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Easy
AACSB:
Writtenandoralcommunication
19）Thewayelementsarepositionedtoleadtheeyethroughaprintadisknownas________.
A）dominance
B）balance
C）movement
D）KISS
E）simplicity
Answer:
C
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
AACSB:
Writtenandoralcommunication
20）Whenanartdirectorcreatesstoryboardsthatreflecttheeventualpositionsofthecamera,sheisengagedin________.
A）layoutdesign
B）roughlayout
C）composition
D）typography
E）semicomps
Answer:
C
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
21）Architecturalchoicesinastorethatreflectthepersonalityofitsbrandarepartof________.
A）environmentaldesign
B）composition
C）mechanicals
D）visualstorytelling
E）layout
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
22）Whichtypeofdesignappearedinthe1990sasarejectionofthenicetiesoftraditionaldesign?
A）psychedelic
B）popart
C）grunge
D）artdeco
E）modern
Answer:
C
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
23）Whichtypeofdesignusesflowing,curvedlinesreminiscentofvinesandflowers?
A）artnouveau
B）popart
C）grunge
D）artdeco
E）modern
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
24）Whichofthefollowingisacharacteristicofthe"BeautifulMessy"style?
A）streamlined
B）sterile
C）hand-drawn
D）linear
E）symmetrical
Answer:
C
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
25）Whichdesignprincipledescribeshowalloftheelementsinanadcometogether?
A）unity
B）oneness
C）simplicity
D）direction
E）proportion
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
26）Thesaying"KISS"referstothedesignprincipleof________.
A）unity
B）movement
C）simplicity
D）direction
E）proportion
Answer:
C
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
27）Aplanthatimposesorderandatthesametimecreatesanarrangementthatisaestheticallypleasinginaprintadiscalleda（n）________.
A）actionplan
B）creativeplan
C）layout
D）storyboard
E）thumbnailsketch
Answer:
C
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Easy
AACSB:
Writtenandoralcommunication
28）Whichofthefollowinglayoutsusesasingledominantvisualthatoccupiesabout60to70percentofthead'sspace?
A）picturewindow
B）allart
C）dominanttype
D）panel
E）circus
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
29）WhichofthefollowingisNOTacommontypeofadlayout?
A）picturewindow
B）circus
C）dominanttype
D）nonlinear
E）jumbled
Answer:
E
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
30）Alayoutthatusesanumberofvisualsofmatchedorproportionalsizesisknownas________.
A）picturewindow
B）nonlinear
C）dominanttype
D）panelorgrid
E）symmetrical
Answer:
D
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
31）Acontemporarystyleoflayoutthatcanbereadstartingatanypointintheimageisknownas________.
A）circus
B）panelorgrid
C）jumbled
D）picturewindow
E）nonlinear
Answer:
E
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
32）A________layoutmayhaveart,butitiseitherembeddedinthecopyorplacedinasubordinateposition.
A）dominanttype
B）circus
C）panel
D）nonlinear
E）picturewindow
Answer:
A
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
33）A________layoutcombineslotsofelementstodeliberatelycreateabusyimage.
A）dominanttype
B）circus
C）panel
D）nonlinear
E）circular
Answer:
B
LearningObjective:
11.2:
Explainthebasicsofdesign.
Difficulty:
Moderate
34）Ina（n）________layout,theartfillstheframe,andthecopyisembeddedinthepicture.
A）allart
B）circus
C）panel
D）nonlinear
E）picturewindow
Answer:
A
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