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1
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What is not one of Goldman's four assumptions in advertising? Circle any that are not on Goldman's list: |
| | A) | Ads always have some political agenda. |
| | B) | Ads assume people are religious. |
| | C) | Ads assume people are paid for their labor. |
| | D) | Ads hide class differences. |
| | E) | Ads hide gender differences. |
| | F) | Ads imply we can purchase happiness, a meaningful life, an ideal world. |
| | G) | Ads imply that people value having children. |
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2
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What is the verbal message of an ad? |
| | A) | The way consumers talk about the ad. |
| | B) | The underlying assumptions of an ad. |
| | C) | The use of words and/or music in an ad. |
| | D) | The use of images and color in an ad. |
| | E) | The use of patriotism in an ad. |
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3
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What are items noted on the advertising checklist? Circle all on the list. |
| | A) | Assumptions |
| | B) | Values |
| | C) | Gender of the author of the ad |
| | D) | Race of the author of the ad |
| | E) | Verbal message |
| | F) | Visual message |
| | G) | Personal biases on the part of the ad agency |
| | H) | Stereotypes |
| | I) | Diversity |
| | J) | Sexuality |
| | K) | Exploitation of children |
| | L) | Use of animals to pitch the product |
| | M) | Fallacies |
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4
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What is Jane Caputi's theory about "charting the flow" when it comes to a TV show? |
| | A) | That we need to study not just the TV program itself—we need also to study the music. |
| | B) | That we need to study not just the TV program itself—we need also to study the corporations financing the TV show. |
| | C) | That we need to study not just the TV program itself—we need also to study the advertising that accompanies the TV show. |
| | D) | That we need to forget about studying the TV program itself—we need to focus on the advertising that accompanies the TV show. |
| | E) | That we need to forget about studying the TV program itself—we need to focus on both the advertising and the corporate sponsors of the TV show. |
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5
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What are three things to watch for when assessing the verbal message? Circle three on the list. |
| | A) | Characteristics or qualities of the advertising agency. |
| | B) | Use of color or black and white. |
| | C) | Social commentary that may or may not relate to the product. |
| | D) | References to corporate symbols or logos. |
| | E) | Techno-lingo or pseudo-scientific terms to give weight to the ad's claims. |
| | F) | Fallacies of reasoning or questionable claims. |
| | G) | Use of references to food or images of consumption. |
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6
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When ad advertisement uses "puffery" or makes false or inflated claims or promises what is it guilty of? |
| | A) | Exaggeration. |
| | B) | Breaking the law. |
| | C) | Violating the Advertising Association of America's ethical code. |
| | D) | Showing a sense of humor. |
| | E) | Violating the Hippocratic Oath. |
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7
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What sorts of fallacies are regularly found in ads? Circle two you might see: |
| | A) | The Fallacy of Accent. |
| | B) | The Fallacy of Exploiting the Audience. |
| | C) | Ad Verecundiam fallacy. |
| | D) | Equivocation. |
| | E) | The Fallacy of Imaginative Prescriptions. |
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8
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What is not one of the four tricks of effective advertising? |
| | A) | Shame |
| | B) | Optimism |
| | C) | Solution |
| | D) | Rationing out ideas |
| | E) | Rationale |
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9
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In the four tricks of effective advertising what is it called when an ad indicates that you, the audience, have the right to solve your problem, regardless of cost? |
| | A) | Greed |
| | B) | Responsibility |
| | C) | Rationale |
| | D) | Envy |
| | E) | Lust |
| | F) | Reinforcement of the status quo |
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10
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What is one way noted in the chapter that ads of the past (20-30 years ago) differ from ads of the present? |
| | A) | Ads of the past focused more on sexuality than ones of today. |
| | B) | Ads of the past focused more on details about the product; ones today focus more on lifestyle. |
| | C) | Ads of the past focused more on family life; ones today focus more on scholarly pursuits. |
| | D) | Ads of the past focused more on ways for women to succeed in careers; ones today focus more on ways for women to be better wives and mothers. |
| | E) | Ads of the past focused more on leisure activities; ones today focus more on work. |
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11
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How has advertising affected the political sphere, as the chapter notes? |
| | A) | If we can sell people on the idea of buying a particular car, brand of soap, or cell phone, we ought to be able to sell them on one aspiring politician over another. |
| | B) | If we can sell people on the idea of politics, then we ought to be able to sell them more products and services. |
| | C) | If we can sell people on the idea of being less capitalistic and eager to buy, buy, buy, then they will become more interested in politics and social change. |
| | D) | If we can sell people on the idea of their duties to their fellow man and woman, then they will more likely take part in voting and politics. |
| | E) | If the verbal message reflects the visual message, we ought to be able to sell a politician or propaganda. |
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12
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How is advertising like fiction? |
| | A) | It is meant to manipulate the populace. |
| | B) | It is intended to make a profit. |
| | C) | It is the only other artistic medium that relays a verbal message. |
| | D) | It always contains lies and deception. |
| | E) | It tells a story and we can study the ad to see what story it tells. |
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