The Book Says That Advertising, Like Books, Movies, Posters and Paintings

question 40

Multiple Choice

The book says that advertising, like books, movies, posters and paintings are socio-cultural texts that are read and interpreted by consumers. If so, which of the following is true?

• A) Ads try to turn already meaningful images and symbols into messages projected through mass media with the purpose of selling.
• B) The consumer determines the ultimate meaning of ads and brands.
• C) In linking culture and persuasive messages advertising aids other cultural agendas in the transmission of meaning.
• D) All of these statements are true.

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Definitions:

Non-Decisions

involve situations where potential issues or alternatives are prevented from becoming actual agenda items or subjects of decision-making, often reflecting power dynamics.

Bachrach and Baratz

Two political scientists known for their theory on power and decision-making, particularly the concept of nondecision-making as a form of power.

Three-Dimensional Model (Lukes)

A framework proposed by Steven Lukes for analyzing power dynamics, encompassing decision-making power, non-decision-making power, and ideological power.

Transactional Model (Deetz)

A communication framework proposed by Stanley Deetz, which views communication as a series of transactions or exchanges between individuals, focusing on the power dynamics and intentions involved.