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

Multiple Choice Questions

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

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

3. What do media signs often conceal?
(a) Commercial interests.
(b) Educational interests.
(c) Social interests.
(d) Popular interests.

4. 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) Sales people following them.
(d) Not finding the item they want.

5. What are some motivators typically used in ads?
(a) Comfort, cost, and speed of action.
(b) Guilt, fear, and fantasy.
(c) Comfort, happiness, and satisfaction
(d) Leisure, exercise, and health.

6. What is Michael Parenti's argument in "Class and Virtue?"
(a) Hollywood represents the American ideals of virtue and classless society.
(b) Hollywood opposes class privilege but does not represent virtue.
(c) Hollywood opposes class privilege and tends to represent the middle class.
(d) Hollywood supports class privilege and tends to represent the elite.

7. 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.

8. What is the essay by Robert Hilburn "The Not-so-big Hit Single" about?
(a) How the big hits influence pop culture.
(b) How the music ratings changed with time.
(c) How the Grammy awards influence the perception of a big hit song.
(d) How The Beatles dominated the music industry.

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

10. What is the function of the Standards and Practices staff?
(a) Approve the language and the situations that are presented in the TV programs.
(b) Write the language and the situations that are presented in the TV programs.
(c) Read the language and the situations that are presented in the TV programs.
(d) Edit the language and the situations that are presented in the TV programs.

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

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

13. What does the essay "Braveheart, Babe and the Contemporary Body" by Susan Bordo examine?
(a) Just do it culture and women's courage in dealing with the cultural norms.
(b) Women's bodyimages issues and the advertsing cultural norms.
(c) Women's bodyimage issues and their courage.
(d) Just do it culture and the media message.

14. Fill-in the blank. The more popular the television show _________.
(a) The less likely that students will skip watching it.
(b) The more time it takes to conduct semiotic analysis.
(c) The greater likelihood of celebrity characters in it.
(d) The higher priced is the advertising.

15. What is the purpose of the chapter, "Consuming Passions: The Culture of American Consumption?"
(a) Teach students how to analyze and write about consumerism.
(b) Teach students that the culture of consumerism begins with them.
(c) Teach students to recognize how consumption habits change and write about it..
(d) Teach students how to make wise choices and write about them.

Short Answer Questions

1. What is the essay by Marnie Carroll titled "American Television in Europe" about?

2. What is an archetype?

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

4. Fill-in the blank. The analysis of a television episode must involve ___________ .

5. What is the purpose of a package?

(see the answer keys)

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