Deck 12: Analyzing Product Advertising

Question 1

Google's AdSense is an example of:

A) Behavioral targeting
B) Viral misdirection
C) Psychographics
D) Code transgression

Answer 1

Behavioral targeting

Question 2

Capitalist realism:

A) Suggests that any need can be satisfied by buying the right things
B) Holds a central value of the fetishism of commodities
C) Is advertising primary ideology
D) All of the above

Answer 2

All of the above

Question 3

The narcissism stage of advertising:

A) Saw the shift to soft-selling advertising techniques
B) Focused on syncographic research
C) Saw the first use of micromarketing
D) All of the above

Answer 3

Saw the shift to soft-selling advertising techniques

Question 4

Innovators, experiencers, and survivors are all categories of the:

A) Behavior Targeting Assessment Scale
B) Values, Attitudes and Lifestyles Survey
C) Data Mining Protocol
D) Demographic Measurement Table

Question 5

To see consumers as script-writers for their lives is to adopt the view of the ______ phase of advertising.

A) Toteism
B) Narcissism
C) Mise-en-scéne
D) Idolatry

Question 6

Which is not a central component of the hypercommunication phase?

A) Data mining
B) Micromarketing
C) Demographics
D) Behavioral targeting

Question 7

William Shatner's role as "spokesman" for Priceline is an anti-ad of:

A) Self parody
B) Knowing wink
C) Self-referential
D) Code transgression

Question 8

When the Freecreditreport.com ad uses an actor to break the "fourth wall", it is providing us with a ______ anti-ad.

A) Self parody
B) Knowing wink
C) Self-referential
D) Code transgression

Question 9

Indexicality:

A) Occurs when a "sign" has some physical connection to the object to which it refers
B) Is exemplified in photography
C) Creates irony, as photos can distort reality
D) All of the above

Question 10

Which is a part of "RPS"?

A) Rhetoric
B) Requirements
C) Persuasion
D) Society

Question 11

Capitalist realism's central ideological conviction is that we are what we own.

Question 12

Commodities function to satisfy our needs and to convey social meanings.

Question 13

Leiss argues that there have been seven advertising phases in the United States.

Question 14

Celebrity testimonials began during the idolatry stage of advertising.

Question 15

During the toteism phase, advertisers began to make products representative of a lifestyle.

Question 16

VALS is the "values, advertising, legitimacy" survey.

Question 17

VALS measures individuals' motivation and resources to map consumers' purchasing styles.

Question 18

In the era of hypercommunication, advertising is seen as a conversation.

Question 19

Syncographics is used to determine how, why, and where people cluster together.

Question 20

An example of behavioral targeting is the movie recommendations provided to Netflix members.

Question 21

Oil companies' "man in the street" ads are really anti-ads.

Question 22

"Scott makes it better for you" is an example of misdirection in the language of advertising.

Question 23

Rhetorical questions are often instances of linguistic misdirection in advertising.

Question 24

Every selection in advertising is also a deflection.

Question 25

Explain what VALS is, what it measures, and how it works. Include all of its basic concepts of analysis. Then, without listing them all, focus on the VALS category that best describes you. Explain that category in detail and explain how marketers might target it and get you to consume their products.

Question 26

Explain and describe Leiss's historical stages of advertising, showing especially the changes and "advancements" that came into being with each new stage.

Question 27

What are anti-ads and why are they prominent in 21st century advertising? Explain them in general and then define two categories of these types of ads, complete with examples.

Question 28

How does visual misdirection affect contemporary advertising? Explain the concept and then discuss two categories of visual misdirection, defining each and providing examples.

Question 29

What is hypercommunication? How has it impacted advertising?