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This quiz consists of 5 multiple choice and 5 short answer questions through Consuming Passions: The Culture of American Consumption.

Multiple Choice Questions

1. Fill-in the blank. The issue of "More Factor" dates back to the ___________.
(a) Occupation of lands owned by American Indians.
(b) Lewis and Clark exploration and expansion.
(c) Frontier days of land accumulation.
(d) Pioneer ranch development and expansion.

2. What does glocalization refer to?
(a) Adapting a global product to fit a local market.
(b) Competing with local markets across the world.
(c) Globalization of American products in local markets.
(d) Outsourcing work to local businesses across the world.

3. Who is the author of the essay, "More Factor?"
(a) Thomas Friedman.
(b) Anne Norton.
(c) Laurence Shames.
(d) Sonia Maasik.

4. Who is the pioneer of Semiotics?
(a) George Lakoff.
(b) Roland Barthe.
(c) Noam Chomsky.
(d) Sonia Maasik.

5. What does a sign represent?
(a) A direction.
(b) A popular brand.
(c) An image.
(d) A meaning or a message.

Short Answer Questions

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

2. What is a simple example of semiotic decoding?

3. According to Anne Norton, what does catalog shopping lead to?

4. According to the authors, what is the demographic group that is probably freer to project an image of their choice through the products they use and display?

5. What is Semiotics really about?

(see the answer key)

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