Advertising Commercial And Political Test Bank Chapter 8

Chapter 8: Advertising: Commercial and Political

Test Bank

Type: multiple choice question

Title: Chapter 08 Question 01

1. From the perspective of critical thinking, we have reason to be suspicious of advertising because…

a. All advertising claims are false

b. Ads frequently employ fallacies and rhetorical ploys

c. Ads are never informative or useful

d. Ads spread poisonous political propaganda

Type: multiple choice question

Title: Chapter 08 Question 02

2. The ultimate purpose of advertising is to…

a. Help consumers make informed purchasing decisions

b. Introduce consumers to newer and better products

c. Sell or promote something

d. Provide accurate and reliable information about products

Type: multiple choice question

Title: Chapter 08 Question 03

3. The principle that asks us to give up the habit of automatically accepting claims in the media and online is called…

a. Reasonable suspicion

b. Reasonable skepticism

c. Reasonable doubt

d. Reasonable caution

Type: multiple choice question

Title: Chapter 08 Question 04

4. All of the following are identified in the text as fallacies frequently employed in ads except…

a. Appeals to authority

b. Hasty generalizations

c. Decision-point fallacies

d. Faulty analogies

Type: multiple choice question

Title: Chapter 08 Question 05

5. Internet advertising began in 1994 with…

a. Native ads

b. Paid search ads

c. Social media ads

d. Banner ads

Type: multiple choice question

Title: Chapter 08 Question 06

6. For their persuasiveness, most ads featuring celebrity endorsements rely on…

a. Identification

b. Microtargeting

c. Emotional appeals

d. The use of slogans

Type: multiple choice question

Title: Chapter 08 Question 07

7. This ad—“Cutting Edge Razors shave 30% better!”—is misleading because…

a. Of its deliberate vagueness

b. It makes a false claim

c. It employs fallacious reasoning

d. It uses a weasel word

Type: multiple choice question

Title: Chapter 08 Question 08

8. Ads that appear as static images, floating banners, sidebar ads, popups, background wallpaper, and autoplay videos on websites are called…

a. Paid search ads

b. Social media ads

c. Display ads

d. Native ads

Type: multiple choice question

Title: Chapter 08 Question 09

9. A paid ad designed to imitate the tone, style, and look of a publication’s editorial or journalistic content is called a…

a. Paid search ad

b. Social media ad

c. Display ad

d. Native ad

Type: multiple choice question

Title: Chapter 08 Question 10

10. In order to optimize the impact of digital ads, data scientists and computer programmers rely on…

a. Consumer surveys

b. Market testing

c. Statistics and linear algebra

d. Focus groups

Type: multiple choice question

Title: Chapter 08 Question 11

11. Native ads attempt to persuade by way of…

a. Overt sales pitches

b. Fallacies and rhetorical ploys

c. Celebrity endorsements

d. Stories, vignettes, and personal profiles

Type: multiple choice question

Title: Chapter 08 Question 12

12. Old school advertising tricks include the use of slogans, misleading comparisons, and…

a. Microtargeting

b. Splicing

c. Identification

d. Doctoring

Type: multiple choice question

Title: Chapter 08 Question 13

13. This ad— “Simply better-tasting tacos. No question.” —illustrates the use of…

a. Weasel words

b. Slogans

c. Microtargeting

d. Misleading comparisons

Type: multiple choice question

Title: Chapter 08 Question 14

14. This ad— “Some doctors recommend ginseng for sexual dysfunction.” —illustrates the use of…

a. Weasel words

b. Slogans

c. Microtargeting

d. Misleading comparisons

Type: multiple choice question

Title: Chapter 08 Question 15

15. When advertisers want to appear to make a strong claim while avoiding blatant lying or deception, they employ…

a. Slogans

b. Emotional appeals

c. Misleading comparisons

d. Weasel words

Type: multiple choice question

Title: Chapter 08 Question 16

16. All of the following are weasel words except…

a. Actually

b. Possibly

c. Virtually

d. Reportedly

Type: multiple choice question

Title: Chapter 08 Question 17

17. Negative political advertising began during the presidential election between…

a. John F. Kennedy and Richard M. Nixon

b. Richard M. Nixon and Hubert Humphrey

c. Lyndon B. Johnson and Barry Goldwater

d. Jimmy Carter and Gerald Ford

Type: multiple choice question

Title: Chapter 08 Question 18

18. Altering the frames of a video by cropping, changing speed, using Photoshop, dubbing audio, or adding or deleting visual information in order to mislead or deceive the viewer is known as…

a. Splicing

b. Doctoring

c. Fake news

d. Editing

Type: multiple choice question

Title: Chapter 08 Question 19

19. Joining together audio soundbites that were originally discontinuous in order to make it appear that someone said something that he or she did not is called…

a. Splicing

b. Doctoring

c. Fake news

d. Editing

Type: multiple choice question

Title: Chapter 08 Question 20

20. The 2016 political ad that appears to show Donald Trump declaring a love of nuclear weapons illustrates the use of…

a. Splicing

b. Faulty analogies

c. Hasty generalizations

d. Doctoring

Type: essay/short answer question

Title: Chapter 08 Question 01

1. Describe a misleading ad that you’ve seen in the course of your daily life. What about it was misleading and how were you able to tell?

Type: essay/short answer question

Title: Chapter 08 Question 02

2. What is reasonable skepticism and why should it guide our thinking about advertising?

Type: essay/short answer question

Title: Chapter 08 Question 03

3. What techniques do advertisers use to persuade potential customers? Is there anything problematic about any of these techniques? Why or why not?

Type: essay/short answer question

Title: Chapter 08 Question 04

4. Why is political advertising a bigger challenge to critical thinking than most other forms of advertising?

Type: essay/short answer question

Title: Chapter 08 Question 05

5. Describe a negative political ad that you’ve seen in the course of your daily life. What persuasive techniques did the ad employ? Were these techniques effective in your view? Why or why not?