1. What is Semiotic method?
(a) A methodology that has been around since the 1980s.
(b) A relatively new methodology that has been around since the early 20th century.
(c) A methodology that has been around since the 1950s.
(d) A very old methodology tha has been around since the early 18th century.

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. Fill-in the blank. Many advertisements connect the product with the __________.
(a) Customer's satisfaction with the product.
(b) Customer's fine taste in choosing quality products.
(c) Customer's middle or upper class status.
(d) Customer's identity and wisdom.

4. What does the metaphoric essay title, "Addictive Virus," refer to?
(a) Addiction to the accumulation of things.
(b) Addiction to the Internet and electronic gadgets.
(c) Addiction to credit card spending.
(d) Addiction to entertainment and celebrity culture.

5. According to Rachel Bowlby, the author of "The Haunted Superstore, " what do people visiting a superstore not like?
(a) Crowded aisles.
(b) Walking out empty handed.
(c) Not finding the item they want.
(d) Sales people following them.

Short Answer Questions

1. 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?

2. What is the main purpose of malls?

3. How do advertisers target kids as customers?

4. What does glocalization refer to?

5. What is the purpose of the chapter, "Consuming Passions: The Culture of American Consumption?"

(see the answer key)

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