Final exam

Question 1

One of the dangers of the coming of a Messiah Myth cultural myth is that it…

Answer 1

…invites mass hysteria and the rise of charismatic leaders.

Question 2

Stereotypes and proverbs are indicators of…

Answer 2

…cultural myths.

Question 3

The efficiency practicality and Pragmatism value is based on our need for…

Answer 3

solutions

Question 4

The Change and progress value is typified by…

Answer 4

… the belief that change of almost any kind will lead to progress and that progress is inherently good for us.

Question 5

Buying something because it is available, not because you actually need it, is…

Answer 5

…a cultural pattern in many countries where shortages are a problem.

Question 6

Which cultural myth consists of the notion that the simple common sense wisdom of the backwoods hero or heroine wins out?

Answer 6

the wisdom of the rustic

Question 7

list three cultural image myths?

Answer 7

Possibility of success
the coming of messiah
the wisdom of the rustic

Question 8

Which Cultural myth was activated by publicity surrounding the governor accused of selling a US senate seat vacated by Barack Obama?

Answer 8

Rot at the top

Question 9

The ____ value expresses the belief that even the most unattainable goals can be reached if one just works hard enough and “keeps smiling.”

Answer 9

Effort and optimism

Question 10

The cultural parable which features the lesson that America stands alone as the last, best hope for a good moral, and affluent like in a world filled with perilous possibilities and awesome problems is called:

Answer 10

The mob at the gates

Question 11

According to Cognitive Theory, nonverbal immediacy leads to _____, which leads to closeness.

Answer 11

arousal

Question 12

Monique is the type of person who nods and smiles a lot. she recently went to a speech given by “Dr. Sally Smilesalot” who also nods and smiles a lot. According to communication accommodation theory what will Monique likely do?

Answer 12

enjoy the speaker, rate the speech positively and be more persuaded.

Question 13

Sometimes people try to be persuasive by getting in peoples space or walking up very close to the person they are talking to. Which form of non-verbal communication is this?

Answer 13

proxemics

Question 14

The “A OK” sign in America is considered a

Answer 14

emblem

Question 15

Nonverbal premises in persuasion are similar to cultural premises in that both are

Answer 15

taught by our culture and learned by us.

Question 16

According to the ELM, eye behavior (blink rates, gaze holding, etc.) is likely to get processed with…

Answer 16

…the peripheral route to persuasion.

Question 17

According to scholar Albert Mahrabian (1971), OVER 80% of meaning comes from…

Answer 17

… nonverbal communication.

Question 18

Organization by topic

Answer 18

When the message you want to convey covers many topics

Question 19

Organization by space

Answer 19

When you want to compare your topic to some larger picture

Question 20

Organization by chronology

Answer 20

When the best way to communicate a message is by showing the historical sequence.

Question 21

Organization by motivated sequence

Answer 21

When you want to change somebody’s behavior

Question 22

Organization by stock issues

Answer 22

When you are proposing a change in policy

Question 23

A recent campaign focused on communicating that if women get tested for breast cancer they can prevent therapy, or even death. according to rank, what stimulating tactic is this?

Answer 23

Avoid a bad

Question 24

_____ speakers seem to take up a lot of psychic space-they have stage presence.

Answer 24

Dynamic

Question 25

Cornell wanted to borrow the family Lexus for a date he was going on. In order to get his father to comply he asked “Hey Dad, can I trade you cars for the semester ? You take the Pinto and I will take the Lexus. I promise to bring it back in 15 weeks.” When his father turned the offer down, Cornell asked if he could have the Lexus for the weekend. This is an example of:

Answer 25

door-in-the-face

Question 26

The partial commitment strategy most resembles:

Answer 26

foot-in-the-door

Question 27

____ uses one or more of the five senses to open a channel to the audience’s memory of how they experienced the product, idea or candidate.

Answer 27

Planting

Question 28

“Ask not what your country can do for you: rather, ask what you can do for your country” is an example of

Answer 28

Parallel structure

Question 29

When persuaders attempting to bring a change in policy have the ______, they need to begin by demonstrating a strong need for altering the status quo.

Answer 29

Burden of proof.

Question 30

The fifth media of communication innovation is the:

Answer 30

interactive and digital word

Question 31

______ led to widespread literacy

Answer 31

The printed word

Question 32

Acting as a gatekeeper and disregarding a story

Answer 32

Ignoring

Question 33

The pseudoevent

Answer 33

planned news

Question 34

News reporters make a story seem more controversial than it is

Answer 34

Verbal and nonverbal bias

Question 35

“Soft pedaling” news about a chemical company because they are your backer

Answer 35

Favoring the sponsor

Question 36

Heavy watchers of television, especially violent programming, believe in much more violent world out there and expect to encounter violence sometimes in their lives. This statement reflects which theory of media?

Answer 36

Cultivation theory

Question 37

According to Marshall McLuhan, the effect any new medium has on culture is much greater than the actual messages it carries is best represented in the following statement

Answer 37

The medium is the message

Question 38

Within Agenda-Setting Theory, people like reporters for wire services, editors, news photographers and others who decide what gets covered are called:

Answer 38

gatekeepers

Question 39

According to the text, what percentage of the US public is functionally illiterate

Answer 39

30%

Question 40

Many would argue the most significant contributions of the internet are the …

Answer 40

…redistribution of the control of information and the democratize of individuals voices in the persuasion process.

Question 41

_______ as a medium was much more important for its impact on modern life that any television programming has been

Answer 41

Television

Question 42

The fastest growing segments of the ad industry are the …

Answer 42

multicultural and diversity markets.

Question 43

Advertising slogans and jingles did not become part of the popular culture with the advent of radio and radio advertising in the …

Answer 43

19602 and 1970s

Question 44

The irrelevant claim

Answer 44

the ford escape is built for the road

Question 45

The Hazy Claim

Answer 45

If you don’t always eat right, Dannon Yogurt is the right thing to eat

Question 46

The advantage Claim

Answer 46

Mother’s noodles are made with 100% semolina wheat

Question 47

The question claim

Answer 47

Would a Bunch of Guys Really go at it this hard just for a michelob?

Question 48

The mysterious or magic ingredient claim

Answer 48

Oxy-clean contains a powerful yet gentle Medication no ordinary cleaser has.

Question 49

What are the three “weasel” words in advertising? (not deal)

Answer 49

virtually
helps
like

Question 50

Kleenex, Q-tip and xerox are all:

Answer 50

master brands

Question 51

“Belongers,” “emulators,” and “achievers” are all which type of consumer?

Answer 51

outer-directed

Question 52

The practice of bringing new brand products to market under the parent company’s name is called:

Answer 52

line extension

Question 53

Advertisements which hint at sexual satisfaction if the consumer used the brand use which type of sexual appeal?

Answer 53

Sophistocated sexual appeal

Question 54

_________ are usually a musical version of the slogan combined with lyrics that tell the story of the brand.

Answer 54

jingles