Advertising and Consumer Culture

Fall 2013
Midterm Exam

Midterms are due IN CLASS on 11/7. All midterms must be typed and stapled. NO LATE MIDTERMS WILL BE ACCEPTED.

Each question is worth 33 points. Each answer should be between 2-3 pages.

This is an invididual assignment. You should not share your answers with your classmates.

1.I have posted a 1920 advertisement for Iron Clad on BB with the exam. Using your analysis of this Iron-Clad advertisement, and at least three of the following readings (Schor, “The New Politics of Consumption”, Lears, “From Salvation to Self-Realization”, Karl Marx, “The Fetishism of the Commodity”, Sivulka, Chapters 2, 3, & 4 (All Sivulka chapters count as one reading), explore how advertising does not simply fulfill the needs of society but also creates its wants, desires, values, and ideologies.

2.Between 1900 and 1965, there have been many significant changes in advertising and its impacts on society. Using at least three of our readings as support for your argument (in this case each Chapter of Sivulka can stand as its own reading), identify what you believe to be the three most significant changes and the three most significant social impacts of those changes.

3. Using Gladwell, “Hair Dye and the Hidden History of Postwar America,” Frank, “Advertising as Cultural Criticism,” Sivulka Chapters 6 & 7, and the documentary “Art & Copy” discuss how advertising has been used both to inspire and subvert social cultural criticism.

Please 6 pages not 5 pages and one page the title page… 6 full pages. 2 pages per question.

Textbook I will not provide it you will have to get it it is Soap, Sex, and Cigarettes By Juliann Sivulka Second Edition..

For all the readings she is talking about you are going to need to sign into my school account..

Here is how — go to pace.edu

then you will go to the bottom of the page and hit Current Students on the left side bottom tab

then you will hit current students on the top next to future students

then on the right you will go to Blackboard under Quick Links