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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. What is the essay, "Creating the Myth" about?
(a) Sci-fi character patterns.
(b) How movies represent the myth.
(c) Classic hero patterns.
(d) Mythological character patterns.

2. Which movie does Michale Parenti use to make his arguments in the essay "Class and Virtue?"
(a) Pulp Fiction.
(b) Waiting to Exhale.
(c) Gone with the Wind.
(d) Pretty Woman.

3. What is an archetype?
(a) A model representing a mythological story.
(b) An original model on which things can be patterned.
(c) A type of model that represents a story.
(d) A version of the original model.

4. Who is the author of "Asian Women in Film: No Joy, No Luck?" .
(a) Helen Zia.
(b) Jessica Hagedorn
(c) Suzie Wong.
(d) Nancy Kwan.

5. Who is the pioneer of Semiotics?
(a) Roland Barthe.
(b) Noam Chomsky.
(c) George Lakoff.
(d) Sonia Maasik.

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

7. According to the textbook authors, what is the best way to study popular phenomena?
(a) Ask questions and question everything.
(b) Question the facts from the media.
(c) Question the facts from the Internet.
(d) Get the facts from the media.

8. Why is the Oprah Winfrey show popular, according to Steven D. Stark?
(a) It focuses on sensationalism.
(b) It provides some kind of group therapy.
(c) It provides American women an outlet for sharing their issues.
(d) It focuses on a variety of topics and includes celebrities.

9. What does a sign represent?
(a) A direction.
(b) A popular brand.
(c) A meaning or a message.
(d) An image.

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

11. What is the essay by Marnie Carroll titled "American Television in Europe" about?
(a) How similar American and European pop culture is.
(b) The influence of American pop culture on Europeans.
(c) The influence of American TV programs on European culture.
(d) The scope of Ameircan pop culture in American owned TV programs in Europe.

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

13. Which popular TV show reflect the concerns of Generation X, according to the authors of the textbook?
(a) Friends.
(b) The Bachelor.
(c) Seinfield.
(d) Sex and the City.

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

15. What is a simple example of semiotic decoding?
(a) Going to class.
(b) Listening to hip hop.
(c) Reading a page.
(d) Writing a story.

Short Answer Questions

1. What is Semiotics really about?

2. When did the daytime talk shows become popular?

3. What is the purpose of a package?

4. What is the primary role of the market researcher?

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

(see the answer keys)

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