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This quiz consists of 5 multiple choice and 5 short answer questions through Brought to You B(u)y: The Signs of Advertising.

Multiple Choice Questions

1. Who is the author of the essay, "Signs of Shopping?"
(a) Thomas Friedman.
(b) Jack Solomon.
(c) Anne Norton.
(d) Laurence Shames.

2. 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?
(a) Teachers.
(b) Men.
(c) Students.
(d) Children.

3. Which of the following products is cited by the authors as a cultural icon?
(a) Nike shoes.
(b) Hello Kitty brand items.
(c) The Energizer bunny .
(d) Apple iPod.

4. What does the phrase "Commodification of desire" refer to?
(a) Connecting the product with a desire to be rich.
(b) Connecting the product with an unrelated desire
(c) Connecting the product with a desire to fit in.
(d) Connecting the product with fulfilling the American dream.

5. How do advertisers target kids as customers?
(a) They send the message that the kids need to compete with their friends in being the first to get the product..
(b) They use enticing music and images to sell the products.
(c) They use the influence kids have over what their parents buy through kid friendly logos and advertisements.
(d) They send the message to kids that they can have lot of fun.

Short Answer Questions

1. What does the essay "A Gentleman and a Consumer" examine?

2. What does the semiotic method refer to?

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

4. What example do the authors use to explain the semiotic method?

5. How does semiotic interpretation of an advertisement help the customers?

(see the answer key)

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