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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 is Semiotic method?
(a) A very old methodology tha has been around since the early 18th century.
(b) A methodology that has been around since the 1980s.
(c) A relatively new methodology that has been around since the early 20th century.
(d) A methodology that has been around since the 1950s.

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

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

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

5. Why are shows like West Wing popular, according to Todd Davis?
(a) They are about American government and show the real issues.
(b) They are non-threatening and make the audience feel comfortable.
(c) They are about the American President and are informative.
(d) They are about the white house and show inside scenaios.

Short Answer Questions

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

2. Which of the following products is cited by the authors as a cultural icon?

3. According to Rachel Bowlby, the author of "The Haunted Superstore, " what do people visiting a superstore not like?

4. What are the products that may be promoted by advertisements employing the phenomenon, Democracy of Afflictions?

5. Who is the author of the essay, "Signs of Shopping?"

Short Essay Questions

1. What are some examples of popular culture?

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

3. When did the Energizer bunny ad appear? How is it a cultural icon in terms of success?

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

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

6. What do the designer and brand signs represent?

7. Why are shows like West Wing popular according to Todd Davis , the author of "The West Wing in American Culture?"

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

9. What is the Democracy of Goods according to Marchand?

10. Which businesses represent the current day version of American accumulation of land? What is the phenomenon associated with it?

(see the answer keys)

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