ADV 3320 Test 2 Study Guide
ADV 3320 Test 2 Study Guide ADV 3320
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This 12 page Study Guide was uploaded by Janine Morgan on Sunday October 16, 2016. The Study Guide belongs to ADV 3320 at Texas Tech University taught by Dr. Gotlieb in Fall 2016. Since its upload, it has received 30 views. For similar materials see Advertising and Society in Advertising at Texas Tech University.
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Date Created: 10/16/16
Tip: Look for the MOST true answer. These are meant to be a bit tricky and confusing in order to better test your knowledge. Also it’s almost always all of the above (not typically in actual tests, however) in order to show multiple correct choices. 1. What is a stereotype? a. Ideas about another person or group b. Generally accepted ideas about a person or group c. Generalized/widely accepted beliefs about personal attributes of a group d. True things people deny 2. Group A argues that stereotypes are used to make po litical statements in advertising, but Group B says it’s because they allow the viewers to understand a point in a shorter amount of time. Who is correct? a. Group A b. Group B 3. Since the 1950s women have typically been _____ and men have been ______. a. Breadwinners, homemakers b. Wives, Husbands c. Homemakers, breadwinners d. Pink collar, white collar 4. The past plays a very minimal role in current views. a. True b. False 5. Mad Men is a television show featured on Netflix about a group of housewives who take care of the children and their high power husbands. Mad Men is an example of which of the following? a. Gender role portrayals b. Men as homemakers c. Past widely accepted views on gender roles d. Current widely accepted view on gender roles 6. If given the choice women would prefer to be a sin gle mother if …? a. The men didn’t want to be in an equal relationship b. The men didn’t want to pay bills c. They didn’t like the father d. They thought it would be hard 7. Advertising reflects traditional values. a. True b. False 8. A woman is seen working the front desk of a high power advertising agency and her job duties revolve around answering the phones and scheduling appointments. This is an example of… a. White collar job b. Blue collar job c. Pink collar job d. Black color job 9. At home a little girl sees an ad portraying a mother taking her child to soccer practice and providing snacks. The little girl then decides to play mom and starts making cookies for her imaginary child and their soccer team. This is an example of how advertising... a. Show children their options in life b. Encourages children to become what society tells them to c. Socializes kids into gender roles by reinforcing stereotypes d. Creates stereotypes 10. Many of the creative directors at ad agencies are women. a. True b. False 11. When shown in ads women appear as a. In the home b. Dependent on men c. The primary one who raises the child d. All of the above 12. What are factors as to why are old adults typically disregarded or disrespected? a. Mass Immigration forcing those to leave the elders behind b. Cultural Values changing too be more individualized c. Increased mobility; children more often leaving the home d. Medical advances in death and old age e. All of the above 13. Advertising contains much youth bias as older adults are generally left out of ads. a. True b. False 14. Why are older adults generally more brand loyal? a. They grew up with these brands b. They grew up with fewer choices c. All of the above 15. Baby boomers has more buying power than the youth. a. True b. False 16. What is NOT a frequent portrayal of older adults in ads? a. Happy couple on a beach b. Crotchety neighbor c. Tech savvy d. Helpless 17. Why is it bad to portray older adults in this way? a. Makes people devalue older adults b. Offensive c. Negative ideas about aging d. All of the above 18. Advertisers are recently seeking out older adults due t o baby boomers starting new families and being better off financially which in turn creates a new market niche for advertisers. a. True b. False 19. Minority spending power is increasing recently. a. True b. False 20. Do advertisers spend more money than they used to on marketing to minorities due to the change in spending power? a. Sometimes b. Depends on the company c. Yes d. No 21. An advertisement for toothpaste discusses a parent teaching their child the importance of brushing their teeth in the grocery store. While this is happening, their friend Suzy, who is of Asian heritage, walks by and says hello to the main child character. Some might say this is an example of… a. Tokenism b. Minorities in ads c. Socializing kids at a young age d. All of the above 22. Africans are NOT typically shown as which of these stereotypes.. a. Athletes b. Entertainers c. Having power d. Dependent 23. Stereotypes of Asians typically are… a. Martial Arts fighter b. Exotic (often women) c. Perfect Student/Model Minority d. All of the above 24. Latinos are often not shown as which of the following.. a. Lover (for males) b. Entertainers c. Bandit d. Spitfire (for females) 25. What is the cultivation theory? a. Society mirrors what they see in the media and act consistent with their given stereotype b. Society becomes the media c. Stereotypes build and reinforce expectations and influence social reality d. Socializing agents alter our world view 26. What is the expectancy theory? a. Society mirrors what they see in the media and act consistent with their given stereotype b. Media becomes society c. Stereotypes build and reinforce expectations and influence social reality d. Socializing agents alter our world view 27. An ad for Calvin Klein depicts a woman laying on her side, sexualized, and a bottle of perfume sitting next to her . What does this show? a. The objectification of women b. How women often are not shown interacting with the product c. Women are used to create a favorable attitude towards a brand d. All of the above 28. A similar advertisement showed a man also sexualized, but holding the product and interacting with it. What does this show? a. The objectification of men b. How men are seen as active c. How men are more likely to be interacting with a product d. All of the above 29. Explain the recumbent figure pose from Erving Goffman’s female poses. a. Submissive and vulnerable b. Passive, not engaging and reclining c. Awkward d. “You want me” 30. Explain the psychological withdrawal pose. a. Zoned out, looking into distance b. Awkward c. Engaging, fierce d. Defenseless, vulnerable 31. When a woman is often seen as the object or becoming the object such as in the class example of a beer ad. a. Hyper sexualized b. Commodified c. Dismembered d. Objects of violence 32. When a man is shown in an advertisement staring squarely into the camera and engaging with the audience it is considered… a. Dismembered b. Submissive c. Face-off (Masculinity) d. The lean 33. In the class example of the Chevy car-wash dudes where men dressed seductively in women’s styles of clothing and washed cars sensually, it is considered an example of a(n)… a. Backfire b. Adonis complex c. Social comparison theory d. Recursive stereotype 34. When we as humans are compelled to evaluate ourselves based on media portrayals or others, this is called a. Social comparison theory b. Expectancy theory c. Socializing agents d. Cultivation theory 35. When a man is considered the breadwinner or the supporter of the family, some may also say he represents the _________ traditional masculine ideal. a. Big Wheel b. Sturdy Oak c. Rebel d. Adonis 36. When a man is self -aware, likely ripped with a full head of hair and an angular face, some might say he represents the Adonis Theory. a. True b. False 37. Marketers are targeting the Adonis complex because now there’s more types of products that can be made for men. This is due to being able to create new scents and types of similar/same products to appeal to different male styles that have been emerging recently. a. True b. False 38. What is ‘branded masculinity’? a. Making readers feel insecure b. Creating body issues and then pr eying on that c. Make readers feel insecure, then sell product to solve the insecurity d. Giving a brand a masculine feel 39. What is the main and arguably most harmful societal effect of gender roles in advertising? a. Objectification b. Social comparison theory c. Emphasis on external beauty d. Body image issues 40. Why do we advertise to kids? a. Vulnerability b. Buying power c. Build brand d. Encourage good habits 41. Kids are considered viable and informed consumers a. True b. False 42. When a child and their parent are in the store and the child wantsa Barbie playhouse they say “Mommy please, I want it. Pleeeease! Please! I’ll help pay for it…” (Continues) This is an example of which factor where kids affect their parents’ purchases. a. Guilt b. Nag c. Closed Gap d. Future 43. Which type of nagging is this? a. Persistence b. Information 44. The closed gap factor is also referred to as the Peter Pan syndrome in which parents want to be ‘hip’ and ‘coolio’ and thus buy the children things they like. a. Ture b. False 45. A father works in the corporate world as the owner of a chain of restaurants. As a result he seldom spends time with his child. Because of this he feels poorly and buys his child the newest iPhone so they can stay in touch. Which factor is most prominent in this example? a. Technology b. Nag c. Future d. Guilt 46. What about kids makes them such vulnerable consumers? a. Access to Internet b. Understanding some of the information c. Having little money d. Bounded rationality 47. When a parent complains that the school lunches are unhealthy by offering Doritos and chips in the vending machines and Taco Bell in the lunch line, this is an example of… a. Branded masculinity b. Bounded rationality c. Branded schools d. Branded education 48. Commercials to kids often include fun characters to get the kids engaged and often are about junk food. a. True b. False 49. Channel One news is a news broadcast to schools that features commercials often about junk food. They air during a regular homeroom and provide the equipment in the hopes of informing students about the real world. a. True b. False 50. Selling brand name supplies and educational items in schools counts as sponsoring educational materials. a. True b. False 51. What is not an ethical concern about ads in schools? a. Kids are a captive audience b. Implying endorsement by the school c. Promotes bad behavior d. Promoting unhealthy habits/poor nutrition 52. How are marketing practices changing to help the food industry become better? a. Disclosing nutritional information more often b. Portion sizes are increasing c. Leaving off nutritional information on vending machines d. Falsely calling an item ‘organic’ 53. What is not a positive aspect of marketing to kids? a. Educational b. Entertaining c. Supporting educational programming (PBS etc) d. Teaching kids unhealthy habits 54. What is not a common misperceptions about subliminal messages? a. Commonly hidden in advertising b. Able to be perceived by a passive audience c. No scientific theory to prove d. Able to manipulate audience reactions 55. In the Bush political campaign many people criticized his advertisement, claiming it had a subliminal message hidden. This mes sage was the word “RATS” appearing when discussing the opponent. What type of subliminal message is this? a. Faint stimulus b. Sub audible c. Sensory perception d. Subconscious 56. The part of the brain that’s the line between conscious and subconscious is called a. Limen b. Sub audible c. Sensory perception d. Threshold 57. In order to be effective, the subliminal advertisement must be processed below the limen and need not result in a behavioral outcome . a. True b. False 58. Why are subliminal messages so hard to create and/or prove? a. Can’t measure the limen b. No one wants to risk actual perception of a failed subliminal message c. Everyone’s limen is different d. Science isn’t that advanced yet 59. James Vicary suggested he had a camera that could flash a farm at 1/3000th of a second. After discussing his experiment in class, what is NOT a reason it wasn’t a good experiment? a. It was an after-only design b. There was no control group c. Movie content could affect sales d. Most people purchase drinks during the movie 60. With all these flaws, how did the public react to hi s findings? a. They saw him as a threat, didn’t question his methods b. They were worried, but skeptical c. They knew he was lying d. They didn’t care 61. A message hidden in a print ad is a faint stimulus message a. True b. False 62. Freudian psychology influenced embedded messages due to it claiming all embedded messages are sexual a. True b. False 63. Gestalt psychology claims the mind will fill in the gaps, and therefore influenced the idea of embedded messages. a. True b. False 64. Who was Wilson Brya n Key? a. Philosopher who discussed subliminal messages’ effect on religious beliefs b. Psychologist who discovered the limen’s existence c. Author of books on sexualized subliminal messages d. A user of the subliminal messages in order to sell more of his books 65. Even if research proved subliminal messages worked, which of these is a reason why the utility is limited? a. Emperor’s new clothes problem (faith, proof it’s there, etc) b. 30 frames per second issues (how quick a frame is shown on TV) c. Potential backfiring d. All of the above 66. Why do we use emotional appeals in advertising? a. Conveys message easier b. More engaging and efficient c. Appeals to high involvement consumers d. More susceptible to counter arguing 67. An advertisement for Gerber Baby Food plays on the television and immediat ely you feel that you need to feed your hungry baby. Which of the need based appeals is this? a. Nurture b. Affiliation c. Sex d. Achieve 68. Advertisements that often use celebrities or athletes are trying to appeal to which of the need based appeals? a. Nurture b. Affiliation c. Sex d. Achieve 69. When you feel the need to be outspoken and exert power or control, which of the need based appeals is this? a. Nurture b. Dominate c. Affiliation d. Achieve 70. Ad advertisements for World of Warcraft comes on and you realize you're tired of doing chores and homework and just want to engulf yourself in the virtual reality of the game, this is the ______ need based appeal. a. Autonomy b. Safety c. Curiousity d. Escape 71. The mood state covers humor and amusement in the reaction based appeals. a. True b. False 72. The arousal state does n’t cover guilt or fear in the reaction based appeals. a. True b. False 73. Why does the government feel the need to stay out of the market when things aren’t going totally correct? a. It;s hard to correct the mistakes b. Advertising is political speech c. The market usually fixes itself d. It would make them look overpowering 74. In order to get political protection under the first amendment the advertisement must follow the given criteria EXCEPT... a. Not illegal b. Political speech c. Can’t be misleading d. Can’t be for kids 75. What role to court cases play in the regulation of advertising? a. Set precedence b. Define boundaries c. Enforce regulation d. Protecting consumers 76. The government aims to protect consumers among other things. a. True b. False 77. The Federal Trade Communication is in charge of keeping fair competition. a. True b. False 78. What does the FTC have control over? a. Messages over the airwaves b. Print Ads c. Pharmaceutical Ads d. Copyrights 79. What is not a criteria for determining if an ad needs to be pulled/corrected? a. High probability of being mislead b. ^ to a reasonable consumer c. Slightly misleading d. Material damage 80. What is not a remedy option the FTC may use? a. Substantiation b. Consent Decree or Cease and Desist c. Punitive damages d. Monetary Redress 81. According to the reading Abernathy and Frank and as discussed in class, during a republican presidency, there's (high/low) regulation and thus (less/more) information in advertisements. a. High, less b. Low, more c. High, more d. Low, less 82. Why is the above true? a. Less information in advertisements means less information to regulate and vice versa. b. There’s no correlation c. More information in advertisements means it’s harder to regulate all of the information d. Less information in advertisements means they have to be more st rict because so little is said 83. Is industry regulation more or less active than government regulation? a. Less b. More c. Equal d. Not existent Answer Key 1. C 2. B 3. C 4. B 5. D 6. A 7. A 8. C 9. C 10. B 11. D 12. E 13. A 14. C 15. B 16. C 17. D 18. A 19. A 20. D 21. A 22. D 23. D 24. B 25. A (B is partially correct) 26. C (B is partially correct) 27. D 28. D 29. B 30. A 31. B 32. C 33. D 34. A 35. A 36. B (complex, not theory) 37. A 38. C 39. C (most can be argued, but C is most correct and includes the other choices) 40. B (C is about brand; loyalty is correct though) 41. B 42. B 43. B 44. A 45. D 46. D 47. D 48. A 49. A 50. B 51. C 52. A 53. D 54. C 55. A 56. A 57. B 58. C 59. D 60. A 61. B 62. B 63. A 64. C 65. D 66. B 67. A 68. D 69. B 70. D 71. A 72. B 73. C 74. D 75. B 76. A 77. B 78. B 79. C 80. C 81. B 82. A 83. A
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