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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, "Signs of Shopping" examine?
(a) Consumer satisfaction while shopping.
(b) Business marketing techniques.
(c) Consumer behavior while shopping.
(d) The images in product advertisements.

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

3. What is schadenfreude?
(a) Sadness acquired from observing the misery of others.
(b) Pleasure taken from the suffering or misfortunes of others.
(c) Empathy to people who are suffering.
(d) Pleasure acquired due to helping others who are suffering.

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

5. What is the purpose of a package?
(a) To keep the product safe.
(b) To inform about the product's usefulness.
(c) To help the customers in comparing the product with its competitors.
(d) To market the product .

Short Answer Questions

1. What does the term, semiotics, refer to?

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

3. What is the main purpose of advertisers?

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

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

Short Essay Questions

1. How is semiotic analysis of TV program different from a review or opinion?

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

3. What is commodification of desire?

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

5. How are Asian women represented in American movies? How does it reinforce the image held by society?

6. What is the image projected by an American mall? What is the real image?

7. What are the factors that may influence semiotic interpretation?

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

9. How does Jack Solomon employ semiotic analysis to study the culture of American advertising?

10. What do the designer and brand signs represent?

(see the answer keys)

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