Final exam Flashcards
One of the dangers of the coming of a Messiah Myth cultural myth is that it…
…invites mass hysteria and the rise of charismatic leaders.
Stereotypes and proverbs are indicators of…
…cultural myths.
The efficiency practicality and Pragmatism value is based on our need for…
solutions
The Change and progress value is typified by…
… the belief that change of almost any kind will lead to progress and that progress is inherently good for us.
Buying something because it is available, not because you actually need it, is…
…a cultural pattern in many countries where shortages are a problem.
Which cultural myth consists of the notion that the simple common sense wisdom of the backwoods hero or heroine wins out?
the wisdom of the rustic
list three cultural image myths?
Possibility of success
the coming of messiah
the wisdom of the rustic
Which Cultural myth was activated by publicity surrounding the governor accused of selling a US senate seat vacated by Barack Obama?
Rot at the top
The ____ value expresses the belief that even the most unattainable goals can be reached if one just works hard enough and “keeps smiling.”
Effort and optimism
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:
The mob at the gates
According to Cognitive Theory, nonverbal immediacy leads to _____, which leads to closeness.
arousal
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?
enjoy the speaker, rate the speech positively and be more persuaded.
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?
proxemics
The “A OK” sign in America is considered a
emblem
Nonverbal premises in persuasion are similar to cultural premises in that both are
taught by our culture and learned by us.
According to the ELM, eye behavior (blink rates, gaze holding, etc.) is likely to get processed with…
…the peripheral route to persuasion.
According to scholar Albert Mahrabian (1971), OVER 80% of meaning comes from…
… nonverbal communication.
Organization by topic
When the message you want to convey covers many topics
Organization by space
When you want to compare your topic to some larger picture
Organization by chronology
When the best way to communicate a message is by showing the historical sequence.
Organization by motivated sequence
When you want to change somebody’s behavior
Organization by stock issues
When you are proposing a change in policy
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?
Avoid a bad
_____ speakers seem to take up a lot of psychic space-they have stage presence.
Dynamic
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:
door-in-the-face
The partial commitment strategy most resembles:
foot-in-the-door
____ 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.
Planting
“Ask not what your country can do for you: rather, ask what you can do for your country” is an example of
Parallel structure
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.
Burden of proof.
The fifth media of communication innovation is the:
interactive and digital word
______ led to widespread literacy
The printed word
Acting as a gatekeeper and disregarding a story
Ignoring
The pseudoevent
planned news
News reporters make a story seem more controversial than it is
Verbal and nonverbal bias
“Soft pedaling” news about a chemical company because they are your backer
Favoring the sponsor
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?
Cultivation theory
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
The medium is the message
Within Agenda-Setting Theory, people like reporters for wire services, editors, news photographers and others who decide what gets covered are called:
gatekeepers
According to the text, what percentage of the US public is functionally illiterate
30%
Many would argue the most significant contributions of the internet are the …
…redistribution of the control of information and the democratize of individuals voices in the persuasion process.
_______ as a medium was much more important for its impact on modern life that any television programming has been
Television
The fastest growing segments of the ad industry are the …
multicultural and diversity markets.
Advertising slogans and jingles did not become part of the popular culture with the advent of radio and radio advertising in the …
19602 and 1970s
The irrelevant claim
the ford escape is built for the road
The Hazy Claim
If you don’t always eat right, Dannon Yogurt is the right thing to eat
The advantage Claim
Mother’s noodles are made with 100% semolina wheat
The question claim
Would a Bunch of Guys Really go at it this hard just for a michelob?
The mysterious or magic ingredient claim
Oxy-clean contains a powerful yet gentle Medication no ordinary cleaser has.
What are the three “weasel” words in advertising? (not deal)
virtually
helps
like
Kleenex, Q-tip and xerox are all:
master brands
“Belongers,” “emulators,” and “achievers” are all which type of consumer?
outer-directed
The practice of bringing new brand products to market under the parent company’s name is called:
line extension
Advertisements which hint at sexual satisfaction if the consumer used the brand use which type of sexual appeal?
Sophistocated sexual appeal
_________ are usually a musical version of the slogan combined with lyrics that tell the story of the brand.
jingles
