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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

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

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

3. According to Anne Norton, what does catalog shopping lead to?
(a) Construction of identities for men, women, and children.
(b) Construction of teenage image.
(c) Construction of ideal life style.
(d) Construction of American life.

4. What do designer labels symbolize, according to Anne Norton?
(a) Classic taste.
(b) A particular life style.
(c) Teenagers' preferences.
(d) Teenagers' life styles.

5. What is an example of pop culture?
(a) Libary.
(b) Museum.
(c) Movie theater.
(d) Park.

Short Answer Questions

1. What is the purpose of the Standards and Practices staff?

2. What is Semiotic method?

3. What is the impact on children of schadenfreude in reality TV shows?

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

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

Short Essay Questions

1. What is the first step in semiotic writing as recommended by the authors?

2. What archetype does the movie Pretty Woman represent? What are the archetypes for the hero (Richard Gere) and the heroine (Julia Roberts)?

3. Why is it important to do a semiotic analysis of American film?

4. Describe some of the key elements or processes involved in the semiotic analysis of TV programs.

5. What is the paradigm presented by Robert Ray in the "The Thematic Paradigm?"

6. What method do the authors introduce to study popular culture?

7. What is the earliest sign of American consumption of "more?" When did that happen?

8. Taking the example of blue jeans, explain how a product undergoes a transformation as a cultural symbol.

9. What is Schadenfreude? How is it relevant to TV shows? Give two examples.

10. How do advertisements perpetuate gender stereotyping?

(see the answer keys)

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