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SMAD 150 Exam 2.
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Exam of 15 pages for the course JMU SMAD 150: EXAM 2 at JMU SMAD 150: EXAM 2 (SMAD 150 Exam 2.)
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SMAD 150 Exam 2How many ads is the average person exposed to every day? - ANS-247 to over 500
How to advertisers behave in social irresponsible ways? - ANS--Advertising potentially
harmful products
-Invading protected groups (children)
-Invading privacy: monitoring your economic transactions or messages to see what
advertisements would be most relevant for you
-Altering needs: making us think we need more goods/materials than we actually do
Criticisms of advertising (6): - ANS-1. Manipulates us into buying things we don't need
2. Makes us too materialistic - buying more than we need.
3. Can be deceptive- they make a claim that could be proven false
4. Is excessive - we are exposed to over 3,000 adds a day
5. Perpetuates stereotypes
6. Exposes us to subliminal messages
Subliminal advertising: - ANS-Our unconscious mind perceives a secondary message
from the ad.
When faced with a choice between ____ and ______ responsibility, advertisers will
choose _____ responsibility. - ANS-Economic, social, economic.
Implicit claim: - ANS--Implied or understood though not directly expressed
-Cannot be proven
Explicit claim: - ANS--Fully and clearly expressed
-Can be proven
Pseudo claims: - ANS-We are told that a product does something, but we are not told
how it does that.
"x fights cavities" but we are not told how
is it the chemical in the toothpaste? the movement of the brush on the teeth, or the habit
of brushing?
"crack the code to younger acting skin"
"X fights cavities", but we are to told how. Is an example of? - ANS-Pseudo claims
, Comparison to an unidentified other - ANS-An ad makes a claim that its product is
superior to another unidentified product but this is really a meaningless claim.
"X has better cleaning action." b
better than what? a brand ? better than not cleaning?
Comparison of the product to its earlier form: - ANS-When an ad compares a product to
an older version of the same product, but doesn't tell us whats wrong with the original
version
"X is new and improved!"
Irrelevant comparison - ANS-Giving a broad comparison that doesn't give us specifics
about the claim that it's making
"X is the best-selling product of its kind!"
Pseudo Survey: - ANS-Giving statistics or quotes about a product but not giving the
source or verifying the claim
"four out of five dentists surveyed said they recommend X"
who were these 5 ?
Juxtaposition: - ANS-Having someone or something that is happy or positive in the
same photograph as the product so that viewers associate that emotion with the
product.
A smiling person holds a product so that viewers associate happiness with that product
- this is an example of what? - ANS-Juxtaposition
"X is the best selling product of its kind" -Ex. of what? - ANS-Irrelevant comparisons
"4/5 dentists surveys said they recommend X" - ex .of what? - ANS-Pseudo survey
"X is new and improved" - ex. of what? - ANS-Comparison of the product to its earlier
form
"X has better cleaning action" -Ex. of what? - ANS-Comparison with an unidentified
other
Physical feature of a product: - ANS-Attention to the product itself
Functional feature of a product: - ANS-How the product is used
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