ARE 136 Ch. 4 Questions and Answers ALL

1. Societies tend to monitor advertising to determine what is irresponsible, unethical, or illegal. Despite 

social shifts and

technological advances, a culture's views on what is acceptable and unacceptable never change.

a. True

b. False

b. False

2. As a promotional tool and an industry, advertising gets a lot of attention, scrutiny, and criticism today 

because it is so conspicuous and has established a global presence.

a. True

b. False

a. True

3. The social aspects of advertisement are often volatile. a. True

b. False

a. True

4. Critics of advertising claim that advertising carries little of any good product information and that 

most advertising is biased, limited, and inherently deceptive.

a. True

b. False

a. True

5. Critics of advertising claim that advertisements do much more than just "shuffling of total demand," 

but contribute to the increase of total demand.

a. True

b. False

b. False

6. Proponents of advertising claim that advertising addresses a wide variety of basic human needs. a. 

True

b. False

a. True

7. Advertisers of "controversial products" are in danger of deceiving the public when they attempt to 

show social

responsibility, such as beer companies spending millions a year promoting responsible drinking. a. True

b. False

b. False

8. Critics of advertising argue that advertising creates a tendency of conformity and status-seeking 

behavior. a. True

b. False

a. True

9. It is possible to make a reasonable argument that the massive consumption that advertising upholds 

and glorifies is ly quite good for American society, and for other cultures around the world.

a. True

b. False

a. True

10. Subliminal advertisement has been proved to be an effective way of embedding images and 

messages into an advertisement that influences the unconscious minds of people.

a. True

b. False

b. False

11. Even those who view advertising positively for other reasons often admit that it rarely contributes to 

art and culture, and art and culture have little room for advertising.

a. True

b. False

b. False

12. Advertisers have historically been responsible for buying air time on educational and cultural 

programs despite their smaller audiences, thereby boosting the overall quality of American television.

a. True

b. False

b. False

13. In advertising, deception refers to making false or misleading statements in advertisements. a. True

b. False

a. True

14. It is almost impossible to legislate against emotional appeals in ads, since even if they seem 

exagge or inaccurate, they are unquantifiable so there is no way to prove this.

a. True

b. False

a. True

15. The calls for restrictions on advertising to children over the years have been based on a number of 

concerns, one of which is the promotion of superficial material things as necessary and valuable.

a. True

b. False

a. True

16. The Children's Food and Beverage Advertising Initiative is a voluntary commitment, signed by many 

wellknown corporations, to stop advertising on children's television programs.

a. True

b. False

b. False

17. The FTC has regularly issued warnings to tobacco companies about ads that have been shown to 

cause young people to start smoking, backed up by decades of substantial evidence to this effect 

published by reputable medical journals.

a. True

b. False

b. False

18. The three primary areas of advertising regulation are obscenity and profanity, deception, and 

unsolicited or direct marketing.

a. True

b. False

b. False

19. The FTC's regulations on deception have no authority over omissions or missing information about a 

product, but

only cover those false statements or misleading claims ly made by the advertiser. a. True

b. False

b. False

20. Vertical cooperative advertising is an advertising technique whereby a manufacturer and dealer 

share the expense of advertising.

a. True

b. False

a. True

21. An advertisement for a peanut butter product, of one firm, that compares itself to the peanut butter 

product, of another firm, would be considered illegal because it mentions brand-name goods produced 

by another firm.

a. True

b. False

b. False

22. Consumer groups have been just as successful as the FTC in restricting children's advertising.

a. True

b. False

a. True