What Can We See in a Logo(Passage Questions)

“Gist memory” occurs when the brain —

• connects information

• recalls specific details

• remembers a general idea

• overlooks common images

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In paragraph 6, the word prevalent means —

• elaborate

• creative

• vital

• widespread

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What example of “attentional saturation” does the author provide in the selection?

• Business experts believe that product logos are important.

• Participants in a study could not recall details of images seen every day.

• Companies use memorable logos to represent their brands.

• Researchers gave students a simple assignment to complete.

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Which sentence from the selection suggests that companies may want to reconsider their

approach to branding their products?

• The details of product logos are just the kind of information our brains tell us we do not

  need. (paragraph 5)

• We see them on signs, vehicles, television, and even on the clothes we wear.

  (paragraph 1)

• Researchers have developed a theory they think might help to explain this blind spot in

  our memories. (paragraph 3)

• But there are still many business experts who believe in the importance of a recognizable

  logo. (paragraph 5)

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The author mentions common name brands in the first paragraph most likely to —(inferencing question)

• introduce the reader to the main idea of the selection

• define key terms for the reader

• offer an opinion to the reader about the topic

• create a connection with the reader

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What is paragraph 2 mainly about?

• The results of a research study

• The poor drawing ability of students

• The popularity of a certain technology brand

• The skill it takes to identify a logo from several images

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How does the author organize the selection?

• By describing how logos are problematic and then offering solutions on how to improve

  them

• By listing familiar logos and then showing how those logos are influential in advertising

• By presenting research about logos and then explaining how logos are perceived by the

  brain

• By comparing common objects to logos and then contrasting the theories about logos

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According to paragraph 6, people are more likely to buy a product when they —

(go back and re-read paragraph 6!!!!!)

• recognize an image and feel like they know the product well

• notice a clever design and feel curious about the product

• see a colorful label and are drawn to reading its information

• glance quickly at a brand and are attracted by the packaging

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