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This quiz consists of 5 multiple choice and 5 short answer questions through Constructing Race: Readings in Multicultural Semiotics.

Multiple Choice Questions

1. What is the main purpose of advertisers?
(a) Project the message that their customers are elite consumers.
(b) Help the customers choose a product based on quality.
(c) Make the customers think that their product is different from the rest.
(d) Project the message that their products are cool.

2. What is Michael Omi 's main point in his essay "In Living Color: Race and American Culture?'
(a) Stereotypical worldviews on race are perceived and depicted as social issues in popular culture.
(b) Stereotypical worldviews on race are perceived and depicted as a natural in popular culture.
(c) Race and minorities are positively depicted by the media.
(d) Views on race are depicted with political correctness by the popular culture.

3. What is a common advertising model that targets adult female customers?
(a) Persuading a woman that buying a product will make her feel good about her appearance.
(b) Persuading a woman that buying a product will make friends envy her.
(c) Persuading a woman that buying a product will enrich her lifestyle.
(d) Persuading a woman that buying a product will make her family value her.

4. Which company's All-Bran ad promoted their product as a cancer preventing food?
(a) McKee foods.
(b) Kellogs.
(c) General Mills.
(d) Malt-O-Meal.

5. What does mass production and mass marketing that categorizes people result in?
(a) Reaching a large group of consumers.
(b) Better service to consumers.
(c) Providing better service to various customer groups.
(d) Stereotyping of consumers.

Short Answer Questions

1. What does "I" signify, according to Fan Shen?

2. How do ads usually portray men?

3. Who is an outlaw hero, according to Robert Ray, the writer of "The Thematic Paradigm?"

4. What is the name of the film used by Linda Seger in her essay "Creating the Myth?"

5. Which movie does Michale Parenti use to make his arguments in the essay "Class and Virtue?"

(see the answer key)

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