Exam 11: Advertising and Commercial Culture

Why is there often tension between the research and creative departments at some agencies?

Ads featuring the Marlboro cowboy use a persuasive strategy based on the association principle.

The public became increasingly cynical about advertising in the late 1890s and early 1900s because ______.

Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity?

An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of ______.

____________________ has become the dominant form of Web advertising.

The 1998 tobacco industry settlement in the United States prohibited ______.

More than half of each hour of network television includes some form of paid sponsorship.

Tobacco ads disappeared from American television in 1962.

By the early 1900s, most advertisements were written to appeal to women, who constituted ______ of newspaper and magazine readers.

How does the association principle work, and why is it an effective advertising strategy?

In the twentieth century, advertising ______.

From the perspective of myth analysis, many advertisements involve all but which of the following elements?

The dominant form of Web advertising is ______.

What is "earned media" and why is it valuable to online advertisers?

Only wealthy political candidates can afford to have a significant advertising presence on television.

Some critics of the advertising industry have argued that our contemporary consumer culture actually depends on keeping us unhappy, dissatisfied, and insecure. Explain this view and give two examples.

Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their advertising from general audience magazines that had young readers.

The advertising term _____ refers to age, gender, occupation, ethnicity, education, and income of readers.

Should tobacco advertising (or alcohol, fast-food, or pharmaceutical advertising) be prohibited? Why or why not?