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This quiz consists of 5 multiple choice and 5 short answer questions through Consuming Passions: The Culture of American Consumption.

Multiple Choice Questions

1. Fill-in the blank. The issue of "More Factor" dates back to the ___________.
(a) Frontier days of land accumulation.
(b) Lewis and Clark exploration and expansion.
(c) Occupation of lands owned by American Indians.
(d) Pioneer ranch development and expansion.

2. What context should one consider first when interpreting a sign?
(a) Social image it promoted.
(b) Moral message it promoted.
(c) Social life it promoted.
(d) Decade/time in which it first appeared.

3. What is the purpose of a package?
(a) To market the product .
(b) To help the customers in comparing the product with its competitors.
(c) To keep the product safe.
(d) To inform about the product's usefulness.

4. What does glocalization refer to?
(a) Adapting a global product to fit a local market.
(b) Globalization of American products in local markets.
(c) Outsourcing work to local businesses across the world.
(d) Competing with local markets across the world.

5. Who is the author of the essay, "More Factor?"
(a) Laurence Shames.
(b) Sonia Maasik.
(c) Anne Norton.
(d) Thomas Friedman.

Short Answer Questions

1. How can one derive the meaning of a sign using Semiotic method?

2. What is the factor that influences one's semiotic interpretation?

3. According to the authors, what is the demographic group that is probably freer to project an image of their choice through the products they use and display?

4. Who is the pioneer of Semiotics?

5. What is a simple example of semiotic decoding?

(see the answer key)

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