Ch9 Exam Questions Advertising Commercial And Political

Chapter 9: Advertising: Commercial and Political

Multiple Choice

(Correct answers are marked with an asterisk.)

1. The most precise, targeted, and sneaky form of advertising in history is…

a. Billboard advertising

b. Super Bowl advertising

c. Online advertising

d. Subliminal advertising

2. The principle that should guide us when confronted with advertising is…

a. Provisional acceptance

b. The assumption that everything is a lie

c. Reasonable skepticism

d. Full commitment

3. Usually the most reasonable response to advertising is…

a. Initial belief

b. A degree of annoyance

c. A degree of acceptance

d. A degree of suspicion

4. Though advertising can be both truthful and helpful, its primary function is…

a. Not to provide objective and accurate information to consumers

b. To help people

c. To inform consumers of all available options

d. To provide objective and accurate information to consumers

5. Advertising has a reputation for, and a history of…

a. Completely truthful messages

b. Public service

c. Misleading messages

d. Accurate product comparisons

6. Advertising that shows up in search engine results on Google, Bing, Dogpile, Yahoo, and other search sites are called…

a. Pop-up ads

b. Info ads

c. Native ads

d. Paid search ads

7. All advertising is designed primarily to. . .

a. Entertain us

b. Provide accurate information

c. Influence, persuade, or manipulate us

d. Provide objective evaluations

8. Paid advertising designed to imitate the tone, style, and look of a publication’s editorial or journalistic content is known as. . .

a. Blind advertising

b. Native advertising

c. Paid search advertising

d. Billboard ads

9. Advertising exists because…

a. People demand it

b. Interested parties—companies, organizations, groups, and individuals—pay for it to exist

c. It is informative

d. It is beyond reproach

10. When advertisers want to appear to make a strong claim but avoid blatant lying or deception, they use what are known as…

a. Jingles

b. Weasel words

c. Slogans

d. Misleading comparisons

11. It is often difficult to tell the difference between political advertising and…

a. TV advertising

b. Propaganda

c. Public service advertising

d. Product advertising

12. Techniques of video manipulation in political ads include…

a. Mixing

b. Tuning and faking

c. Animating

d. Splicing and doctoring

13. Ads that show up on social media feeds and webpages and attempt to persuade indirectly through informative and engaging stories, vignettes, and personal profiles are known as…

a. Targeted ads

b. Paid search ads

c. Native advertising

d. Promoted advertising

14. The ploy in which ads persuade by simply inviting the consumer to identify with attractive people (real or imagined) or groups is known as…

a. Slogans

b. Bait and switch

c. Subliminal persuasion

d. Identification

15. The 1964 TV ad credited with ushering in the practice of negative political advertising is the…

a. Nixon-Kennedy debate ad

b. “Peace, Little Girl” ad

c. Vietnam War ad

d. Eisenhauer ad

16. It is now commonplace for political videos to…

a. Make someone look as if he or she is saying or doing something that is completely made up

b. Invent political foes who don’t exist

c. Portray a political opponent honestly and fairly

d. Offer messages that are unclear and enigmatic

17. The go-to tactic for political smearing, propaganda, and hatchet jobs is. . .

a. Newspaper advertising

b. Manipulated videos

c. Native ads

d. Anonymous ads

18. The most influential, beguiling, and relentless political ads on the planet may be the ones you see on…

a. Twitter

b. Google news

c. TikTok

d. Facebook

19. People in today’s polarized political climate seem increasingly willing to…

a. Believe only claims backed by evidence

b. Use critical thinking

c. Believe what they want to believe, whether true or not

d. Believe only for good reasons

20. The practice of calling the public’s attention to something to induce them to buy products or services or otherwise change their opinions or behavior is known as.…

a. Advertising

b. Public relations

c. Political advertising

d. Consumer information

Short Answer/Short Essay

1. Why are Facebook ads so influential, effective, and insidious?

2. What is native advertising? How does it entice people to buy?

3. How do internet ads target people so precisely? What is going on below the surface?

4. How is splicing used in manipulated political ads? Give an example.

5. How is misrepresentation used in manipulated political ads? Give an example.