1. What is the primary role of the market researcher?
(a) Surveying the customers about their buying habits.
(b) Researching where and how customers buy the products.
(c) Surveying the markets to report on what products are popular.
(d) Developing a customer personality profile that could be used by the advisers to sell products.

2. According to Benjamin DeMott, how does Hollywood portray the race relations between blacks and whites?
(a) Friendly.
(b) Controversial.
(c) Neutral.
(d) Caring.

3. According to Michael Omi, how are blacks often portrayed by the American media?
(a) Comical, submissive, or childlike.
(b) Important but sly.
(c) Protagonist warrior.
(d) Important and professional.

4. What does Vivian C. Sobchack claim in her essay "The Postmorbid Condition?"
(a) Rather than aestheticizing violence, current films send a moral message with it..
(b) Rather than aestheticizing violence, current films focus on it.
(c) Rather than aestheticizing violence, current films do not care about it.
(d) Rather than sending a moral message on violence, current films ignore the impact.

5. According to the authors, why do people buy a product?
(a) Because the ad is informative.
(b) Because they identify with it.
(c) Because the ad is funny.
(d) Because they like the images.

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 an archetype?

3. What are some motivators typically used in ads?

4. What is an example of gender code?

5. What are the invisible signs of a building?

(see the answer key)

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