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This quiz consists of 5 multiple choice and 5 short answer questions through Constructing Race: Readings in Multicultural Semiotics.

Multiple Choice Questions

1. What does Bell Hooks write about in her essay "Baby?"
(a) Her preference for a white doll.
(b) How she enjoyed playing with dolls.
(c) Her choice of a brown doll just like her.
(d) How she disliked the brown dolls.

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

3. What is the name of the movie cited by the authors of the Text book as one of the most popular films of 2001?
(a) Pearl Harbor.
(b) The Princess Diaries.
(c) Shrek.
(d) Jurassic Park III.

4. What does Neil Bernstein, in "Goin' Gangsta, Chosin' Cholita," posit?
(a) Suburban teens want to claim a new racial identity based on their preferences.
(b) Inner city youth want a new racial identity based on their preferences.
(c) Inner city youth want a new gangster identity based on their preferences.
(d) Suburban teens want to become gang members and have a new identity.

5. What is digital gap?
(a) Gap between the haves and have-nots in their access to computers and the Internet.
(b) Gap between the haves and have-nots in their access to digital communication.
(c) Gap between the haves and have-nots in their access to cellphones.
(d) Gap between the haves and have-nots in their access to iPods.

Short Answer Questions

1. What is an archetype?

2. Fill-in the blank. Many advertisements connect the product with the __________.

3. What does the phrase "Commodification of desire" refer to?

4. What does the essay "Asian Women in Film: No Joy, No Luck" focus on?

5. How does semiotic interpretation of an advertisement help the customers?

(see the answer key)

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