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

Multiple Choice Questions

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

2. What does the essay "A Gentleman and a Consumer" examine?
(a) The role of gender in advertising.
(b) The role of men in advertising.
(c) The positive image of men in advertising.
(d) How advertisers target men.

3. What is a common advertising model that targets adult female customers?
(a) Persuading a woman that buying a product will make her feel good about her appearance.
(b) Persuading a woman that buying a product will enrich her lifestyle.
(c) Persuading a woman that buying a product will make her family value her.
(d) Persuading a woman that buying a product will make friends envy her.

4. What does Susan Douglas examine in her essay"Signs of Intelligent Life on TV?"
(a) The role of intellegence underlying TV shows.
(b) The ideology and gender bias behind the television shows.
(c) Racial stereotyping of intelligence on TV shows.
(d) Gender stereotyping of intelligence on TV shows.

5. What does the semiotic method refer to?
(a) Semiotic method refers to recognition, analysis, and interpretation of pop culture.
(b) Semiotic method refers to recognition, analysis, and interpretation of signs.
(c) Semiotic method refers to recognition, analysis, and interpretation of arguments.
(d) Semiotic method refers to recognition, analysis, and interpretation of popular signs.

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

7. What does Nina Leen's selection, "Just What Do You Do All Day?" showcase?
(a) What a teenager does on a weekend.
(b) What a housewife does around the house.
(c) What a student does on a school day.
(d) What a model does on a week day.

8. How do ads usually portray men?
(a) Competitive and confident.
(b) Young and energetic.
(c) Aggressive and violent.
(d) Tall and handsome.

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

10. What does the term, semiotics, refer to?
(a) Study of signs.
(b) Study of popular culture.
(c) Analysis of writing.
(d) A writing process.

11. What is the subject of the essay "The Return of Doris Day" by Sandra Tsing Loh?
(a) Portrayal of good girl characters in movie culture.
(b) Portrayal of the return of women from workplace.
(c) Portrayal of the return of women in cowboy movie culture.
(d) Portrayal of sexy women in Hollywood films.

12. Fill-in the blank. The analysis of a television episode must involve ___________ .
(a) The explicit as well as implicit image.
(b) Analysis of the advertisements.
(c) The celebrities and their roles.
(d) Analysis of the dresses of the main characters.

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

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

15. Who is an outlaw hero, according to Robert Ray, the writer of "The Thematic Paradigm?"
(a) An outlaw hero has no moral code of right or wrong and operates above the law.
(b) An outlaw hero is aware of what is right or wrong but is outcast by the society because of his outspokenness.
(c) An outlaw hero has his own moral code of right or wrong and operates above the law.
(d) An outlaw hero is aware of what is right or wrong but is outcast by the society because of his idealism.

Short Answer Questions

1. What is the main argument of "Resisting the False Security of TV" by Tom Shales?

2. Fill-in the blank. The significance of a sign does not depend on ___________________.

3. What does the essay, "Signs of Shopping" examine?

4. Which movie does Michale Parenti use to make his arguments in the essay "Class and Virtue?"

5. What does mass production and mass marketing that categorizes people result in?

(see the answer keys)

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