Deck 7: Brand Culture: the Images and Spaces of Consumption

Question 1

____________ is a term that describes the ways in which human subjects' senses of national and community belonging are increasingly constructed through participation in brand cultures.

A) Consumer's republic
B) Consumer citizenship
B) Consumer citizenship
C) Branded authenticity
D) Participatory culture

Answer 1

B

Question 2

Whereas markets were previously organized around the production and circulation of ____________, Scott Lash and Celia Lury propose that today ____________ serve this function.

A) economics; emotions
B) a company's ideology; participatory cultures
B) a company's ideology; participatory cultures
C) commodities; brands
D) things; symbols

Answer 2

C

Question 3

The ways that cultural forms can define and interpellate viewer-consumer-users as individuals, when in fact they are selling homogeneous experiences are referred to as ____________.

A) pseudoindividuality
B) branded authenticity
B) branded authenticity
C) branding integration
D) brand ideologies

Answer 3

A

Question 4

In terms of consumer culture, ____________ provides an explanation for why we enjoy consuming yet always need more or feel disappointment afterward.

A) the therapeutic ethos
B) excess
B) excess
C) Marxist theory
D) lack

Question 5

By the end of the twentieth century, advertisers offered brand identity to consumers as something in which they could share through association with ____________.

A) the world of the brand
B) desires constructed by advertisements
B) desires constructed by advertisements
C) therapeutic consumerism
D) consumer citizenship

Question 6

____________ emerged in late nineteenth- and early twentieth-century modernity and transformed citizens and workers into individuals who saw purchases of mass-produced goods as legitimately and necessarily motivated by desire for status and symbolic cultural capital, and not just by need or for investment.

A) Consumers' republics
B) Commodity fetishism
B) Commodity fetishism
C) Consumer societies
D) Communicative capitalism

Question 7

Analyses of commodities and how they function come to us primarily through ____________ theory, which is both a general analysis of the role of economics in human history and a specific analysis of how capitalism functions.

A) Commodity fetishist
B) Social exchange
B) Social exchange
C) Frankfurt School
D) Marxist

Question 8

Resistance to one ____________ involves engagement in another, even if it is an alternative one.

A) brand culture
B) counterculture
B) counterculture
C) market model
D) modern spatial relationship

Question 9

The Bubbles ad of the Pears Company drew in potential consumers by engaging which ethos of the era?

A) puritanical values of thrift and hard work
B) cleanliness being next to godliness
B) cleanliness being next to godliness
C) pride in belonging to the burgeoning middle class
D) corporate obligations to give back to the world of workers and consumers

Question 10

What structures were arcades built to most resemble?

A) highways
B) cathedrals
B) cathedrals
C) train stations
D) factories

Question 11

What was the effect of Nestlé's global advertisement campaign claiming that their baby formula was more nutritional than breast milk?

A) Mothers were relieved of the some of the stress inherent in raising a newborn.
B) Children's health improved around the globe.
B) Children's health improved around the globe.
C) Some babies had a brief allergic reaction.
D) Babies suffered malnutrition and death from starvation.

Question 12

Sarah Banet-Weiser uses the ____________ campaign as "one example from the contemporary marketing landscape that demonstrates the futility of a binary understanding of culture as authentic versus commercial."

A) Chevron We Agree
B) Kenneth Cole AIDS
B) Kenneth Cole AIDS
C) Dove Real Beauty
D) Always Like a Girl

Question 13

Nicole Cohen argues, "positioned in terms of the valorization of surveillance and the commodification of user information, ____________ cannot be understood outside of the broader context of capital accumulation in a digital age, where the relentless drive to accumulate and to rationalize production has moved online."

A) guerrilla marketing
B) consumer tracking
B) consumer tracking
C) cookies
D) social media

Question 14

This new commerce model, enacted by companies such as ____________, promotes a culture in which the boundaries between the global and the local, and between the consumer and the producer, are fluid.

A) Craigslist
B) Airbnb
B) Airbnb
C) GoPro
D) Etsy

Question 15

G.I. Joe: A Real American Hero was an animated television series based on Hasboro's G.I. Joe line of action figures. Rather than a single, eponymous character, G.I. Joe was an elite special mission unit of the United States military, reflecting the various dolls Hasboro sold under this name. Each had its own personality and specialized knowledge that aided in the seemingly eternal fight against Cobra Commander. As the young viewers got to know the different dolls on the show, they developed a personal connection that resulted in a desire to own those dolls they did not already have. Which media scholar theorized this end result of a children's television show based on a product?

A) David Serlin
B) Anne Friedberg
C) Heather Hendershot
D) Emile Zola

Question 16

It's the day before the wedding of Alexia's best friend. As a bridesmaid, she is required to wear silver shoes. Alexia found the perfect pair online. However, she just tracked the package, and its expected arrival date is a day after the wedding. She rushes to the mall in a panic and finds the exact same shoes but at double the price. She begrudgingly purchases them anyway; with the wedding so close, their ____________ has significantly increased.

A) use value
B) commodification
C) exchange value
D) cultural capital

Question 17

In 2016, an attempt to convert seven Nipomo, CA, "urban farm homes" into housing for a hundred temporary Mexican farm workers was met with anger and opposition from neighbors. Debate over who should or should not live in these homes in a city that is 75 percent white intensified, and one of these houses was even set on fire. While the sale of locally grown produce in California is escalating, those who live in the cities and towns next to farms have used lawsuits and quickly produced housing regulations to keep seasonal workers, often from Mexico, out of the dirty, crowded spaces far from the farms on which they work. Which element of commodity fetishism does the workers' presence disallow Nipomo residents from engaging in?

A) creating commodity's exchange value
B) emptying the commodity of its meaning
C) outsourcing production
D) selling produce at a higher price

Question 18

Only one in six plastic bottles purchased are recycled. The rest sit in landfills, decomposing over their 1,000-year lifespan while injecting the earth and water around them with toxic chemicals. Water companies, however, market their water-sold in plastic bottles-as clean and coming from a natural source. What strategy is this an example of?

A) culture jamming
B) humanitarianism
B) humanitarianism
C) greenwashing
D) appropriation of a counterculture

Question 19

Rafa just purchased his new favorite jeans at American Apparel. Excited to share this momentous occasion with his friends, he took a selfie, posted it on Instagram, and tagged American Apparel in the image. While checking his Twitter the next day, Rafa saw that his selfie had been regrammed on American Apparel's official account. When he excitedly told his mom the news, she asked if he was paid for the use of his image and likeness. He was not. "In the future," she said, "you shouldn't place ____________ ideologies above fair reimbursement for your labor."

A) consumer citizenship
B) communicative capitalist
B) communicative capitalist
C) Marxist
D) pseudoindividualist

Question 20

Jenny, a Mexican-American woman, has been unable to find a job for at least a year. When she sees an ad for PeoplePerHour, a website that lists freelance, web-related gigs, she jumps at the opportunity to join. In so doing, she aligns with the research of ____________ regarding the types of freelancers who most often provide "immaterial," digital labor.

A) Genevieve Carpio
B) Lizbeth Cohen
B) Lizbeth Cohen
C) Lauren Greenfield
D) Lilly Irani

Question 21

What is the difference between Hank Willis Thomas's use of brand and logo iconography and that of Pop artists?

Question 22

How did the advertising industry respond to culture jamming by groups such as Adbusters?

Question 23

How does ignoring an online ad actually aid marketing experts and advertisement designers?

Question 24

Who are the Yes Men, and what is their typical strategy?

Question 25

How do the flâneur and flâneuse illuminate gender roles in public space from the late nineteenth to early twentieth centuries?

Question 26

What effect has commodity fetishism had on the conditions under which goods are produced?