ZUR 393k: Effects of Mass Media

Final Exam Review / 2015



Advertising    (100  points)

Choose ONE of the (3 or 4) print advertisements that will be attached to the final exam to answer
BOTH questions below.

You must use only ONE ad to answer both A and B.


A.      Briefly define and discuss one of the following concepts in relation to the ad you
selected:  idolatry / iconology / narcissism / totem.  Choose the concept/ad type you think best
matches the ad you selected, define that concept, and briefly explain how the ad
matches/illustrates it.  (20  points)


B.      Briefly define (in 1 or 2 sentences) and relate (clearly but concisely) FOUR of the
following concepts (at least one from each author) to the ad you selected. Cite specific details,
visual and/or verbal, in the ad to illustrate each concept you select.  (20 points/term)


                                Williams

psychological warfare

“the official art of modern capitalist society”

materialism

                                magic

                                “mimed celebration of other people’s decisions”



Jhally

magic and technology

“feeling good” theory

hidden origin of commodity goods

commodity fetishism

theft and re-appropriation of meaning



Bordo

stylin’

"rocks” vs. "leaners"

face-off masculinity

muscle dysmorphia  or  "bigorexia"

food as metaphor (love or sexuality or desire or transgression or __etc.__)

men act and women appear / men eat and women prepare




EXTRA CREDIT:

The Czech artist David Cerny created sculptures of crawling babies which are attached to the
TV/Radio Tower in Prague.  Additional versions of these sculptures are also on the ground in Malá
Straná, where it is easier to see their “faces.”  Please see the attached “Extra Credit Photos” in
this folder.   Offer a brief argument about the meaning of these “babies” that references at least
one theory/theorist – or a specific concept -- about media effects discussed in this class.