Question 1

Cynical consumers who have become skeptical of advertising are the primary targets of

Accepted Answer

Anti-ads are designed to appeal to cynical consumers who have become skeptical of traditional advertising. They often use humor, irony, or satire to call out the manipulative tactics used by advertisers and encourage consumers to think critically about their purchasing decisions.

Question 2

Which advertising strategy utilizes a norm violation to break through media clutter?

Accepted Answer

Shock advertising uses a norm violation to capture a viewer's attention and generate buzz for the ad campaign. This technique relies on a viewer's emotional response to the ad, which can result in increased brand awareness and sales.

Question 3

In the movie Superbad, is three nerdy teens must grapple with peer pressure, suffer embarrassment, endure public humiliation, and face ridicule. Their trials and tribulations illustrate which persuasive feature of cinema?

Accepted Answer

The movie Superbad promotes viewer identification as the audience is meant to relate to and identify with the three main characters as they navigate the challenges of adolescence.

Question 4

Compared to the general population, smoking is:

Accepted Answer

Research has shown that smoking is overrepresented by actors on screen. This is concerning as media portrayal can have an impact on social norms and behaviors towards smoking.

Question 5

According to Bandura's Social Cognitive Theory,

Accepted Answer

Bandura's Social Cognitive Theory suggests that individuals, including adolescents, learn behaviors by observing others, such as characters in films, and may take cues from these observations to guide their own behavior.

Question 6

A commercial for a brand of jeans aligns itself with youth culture by showing teens, wearing that brand, doing stunts on skateboards and BMX bikes. This represents which approach to using images to persuade?

Accepted Answer

The commercial aligns itself with youth culture by using images of teens doing stunts on skateboards and BMX bikes while wearing the brand of jeans. This approach is known as image-based ads, which uses visually appealing images to persuade the audience to buy the product.

Question 7

In 1972, an Associated Press photographer named Nic Ut took a picture of a South Vietnamese girl, Kim Phuc, running down the road, naked, after her village was napalmed by U.S. planes. The photo, which won Ut a Pulitzer Prize, captured the horror and futility of the U.S.' military involvement in Viet Nam. The persuasive power of this photo is derived from its

Accepted Answer

The persuasive power of the photo comes from its indexicality. The image is a direct and traceable record of the real event that occurred, and thus carries a strong sense of authenticity and truthfulness. The naked girl running down the road is a clear and unambiguous representation of the devastating impact of the war on innocent civilians.

Question 8

Some commercials often serve up "visual extravaganzas" with eye-popping images and vivid graphics. The goal of such ads is

Accepted Answer

The goal of commercials with visual extravaganzas is to stand out against the background of media clutter. The vivid and eye-catching graphics are meant to capture the viewer's attention and make the ad memorable, despite the constant barrage of advertising that consumers are exposed to.

Answer: A
 While not the primary goal, some ads with visual extravaganzas may also aim to associate the product with an idealized image or lifestyle. The stunning visuals can create a sense of luxury or exclusivity that the product is meant to embody or provide.

Question 9

The AIDS Memorial Quilt serves as a form of participatory art because

Accepted Answer

The act of creating a panel for the AIDS Memorial Quilt allows individuals to actively participate in the art-making process, providing a personal and communal outlet for grief and remembrance.

Question 10

Wafaa Bilal's "Shoot an Iraqi" art project is an illustration of ________________

Accepted Answer

Wafaa Bilal's "Shoot an Iraqi" art project is an example of participatory art, as it invited viewers to shoot a paintball gun at a replica of a traditional Iraqi living room, aimed to explore themes of violence and victimization in war-torn Iraq.

Question 11

Characters in movies often engage in risky behaviors such as drinking and driving or having unprotected sex. This tends to legitimize such behaviors in the eyes of viewers. This illustrates which persuasive feature of cinema?

Accepted Answer

The persuasive feature of cinema that is illustrated in this scenario is movies modeling behavior for viewers. When characters engage in risky behaviors in movies, it can legitimize these actions in the eyes of viewers, as they may see these behaviors as acceptable or normal due to their portrayal in the film. This can influence the attitudes and behaviors of viewers, making them more likely to engage in these behaviors themselves.

Question 12

When viewing a photograph of an event, such as a suicide bombing in the Middle East, one should remember that

Accepted Answer

While photographs may capture a moment in time, they are ultimately subjective and influenced by factors such as framing, angle, and context. Photographs can be manipulated or edited to convey a certain message, and what is included or excluded from the frame can greatly impact the viewer's interpretation of the event. Therefore, it is important to approach photographs with critical thinking and an understanding that they do not necessarily provide an objective or complete representation of reality.

Question 13

The most accurate statement that can be made about stereotyping in cinema is

Accepted Answer

Stereotyping is a common practice in cinema and most stereotypes are negative. The entertainment industry often portrays people of certain races, ethnicities, genders, and sexual orientations with overgeneralized and oversimplified characteristics that reinforce negative and damaging stereotypes.

Question 14

Cultivation Theory states that:

Accepted Answer

Cultivation Theory suggests that exposure to media content, particularly television and movies, can lead to an exaggerated perception of the prevalence of violence and crime in the world. This can create a sense of fear and anxiety among viewers, and contribute to a belief in the need for stricter law enforcement and harsher punishments.

Question 15

The "Most Interesting Man In The World" mingles with beautiful women, wrestles with dictators, performs stunning feats, and drinks Dos Equis beer. This advertising campaign is an example of

Accepted Answer

The campaign is focused on creating a certain image or persona for the product, in this case, Dos Equis beer, using intriguing and entertaining scenarios with the "Most Interesting Man In The World." It is not a shock ad as it does not rely on controversy or extreme emotions. It is not product planting as the product is already known and featured prominently in the ads. And it is not an anti-ad as it is not a direct attack on the competition or negative advertising.

Question 16

Product placement is

Accepted Answer

Product placement is the practice of inserting brand name items into movie scenes and TV episodes in order to promote the product or service in a subtle way.

Question 17

A new mascara brush is advertised as hip and cool. It features rebellious yellow, blue, and purple hues for eyelashes. Which of the following common product associations is being portrayed?

Accepted Answer

The use of bright and unconventional colors is often associated with youth culture and being trendy or cool.

Question 18

An airline company creates two types of emergency pamphlets. One pamphlet contains only written instructions. The other contains written instructions and images. After surveying their passengers, the airline company found that passengers' recall of the information was higher for the pamphlet that featured written instructions and images. Which of the following best explains this phenomenon?

Accepted Answer

The picture superiority effect refers to the phenomenon where information is better remembered if presented as a combination of images and text rather than text alone. Therefore, it best explains the higher recall of information from the pamphlet that featured written instructions and images.

Question 19

By portraying Chevron as a guardian of endangered species, Chevron's "People do" advertising campaign is an example of

Accepted Answer

The "People do" advertising campaign by Chevron is an example of image-based advertising as it aims to portray Chevron as a socially responsible company that cares about endangered species, rather than directly promoting a product or service.

Question 20

A number of recent movies, such as The Sessions, Rust and Bone, Untouchable, and X-Men (specifically, Professor X)featured leading characters who lost the use of their legs. Yet the protagonists in these movies are assertive, courageous, and heroic. Such portrayals of persons with disabilities illustrate which persuasive function of cinema?

Accepted Answer

The portrayal of characters with disabilities as assertive, courageous, and heroic promotes prosocial values by challenging negative stereotypes and highlighting the capabilities and strengths of individuals with disabilities. This can lead to greater understanding, acceptance, and inclusivity of people with disabilities in society.

Quiz 1: Why Study Persuasion