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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 are consumer interests encoded in?
(a) Status quo.
(b) Ideologies.
(c) Sense of taste.
(d) Life style.

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

3. Fill-in the blank. People buy products based on a system called ____________.
(a) BALS (Budget and Lifestyle System).
(b) VALS (Values and Lifestyle System).
(c) SALS (Status and Lifestyle System).
(d) CALS (Culture and Lifesyle System).

4. What does the essay"Sex, Lies, and Advertising" by Gloria Steinem examine?
(a) How advertisers target women's magazines to market cigarettes and feminine hygiene.
(b) The articles published in women's magazines on advertisements.
(c) How the advertisements in women's magazines lie about sex.
(d) The compromises made by women's magazines to retain advertisers.

5. What example do the authors use to explain the semiotic method?
(a) The Volkswagen Beetle.
(b) American Cinema.
(c) The Beatles.
(d) Fast food chains.

Short Answer Questions

1. What is the main purpose of malls?

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

3. What context should one consider first when interpreting a sign?

4. What image of woman was in vogue in the movies of the 1980s, according to "The Return of Doris Day" by Sandra Tsing Loh?

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

Short Essay Questions

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

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

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

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

5. What are some examples of popular culture?

6. What is commodification of desire?

7. What do the designer and brand signs represent?

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

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

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

(see the answer keys)

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