Test #2 Common Lit Review

Which piece of evidence best describes a reason that people support Nike’s Colin Kaepernick ad?

• “Increasingly, brands are giving in to a recent demand for politicization, forcing consumers to question the political participation of various corporations.”

• “By featuring the originator of this series of protests, many fans might view Nike as standing with black athletes and their concerns.”

• “Yet others may view the advertisement as an attempt to profit off of a protest that strikes at the heart of patriotic values that some hold dear.”

• “Swaths of the football-watching public, and public at large, are divided by the anthem protests carried on by Kaepernick and others.”

Which best describes the central idea of the article about Colin Kaepernick?

• Nike’s Colin Kaepernick advertisement caused some customers to abandon the brand by burning their Nike shoes.

• Nike’s Colin Kaepernick advertisement succeeded in growing support for the company but also caused people to question the company’s motives.

• Nike’s Colin Kaepernick advertisement ignores the poor treatment of workers that Nike employs in developing countries.

• Nike’s Colin Kaepernick advertisement highlighted a social justice movement that it had previously not taken a stand on.

What is the best meaning of the term “leveraged” as it is used here: “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward.”

• created

• destroyed

• used

• ignored

Which of the following is the best meaning of insurmountable as it is used here: The hero is someone who faces a great foe, one who is seemingly insurmountable, and through dedication and perseverance, prevails ?

• terrifying

• unbeatable

• exciting

• unsurprising

Which sentence best develops the idea that Nike advertising encourages consumers to identify with a hero?

• “So in some sense, Nike’s brand strategy truly does hail from the time of the ancient Greeks, and there’s a reason it still works.”

• “The heroes in Nike advertising are universal heroes, regardless of age, race, gender, or anything else.”

• “But dig deep inside Nike branding campaigns and you’ll discover a very simple archetype story, the classic story of the hero’s journey.”

• “Great literature from ancient Greece like the Iliad and the Odyssey revolves around the archetype of the hero.”

Which statement best expresses the central idea of the article entitled The Power of the Nike Brand?

• Nike branding makes people want to defeat others who have wronged them.

• Nike branding uses the well-known story of the hero’s journey to inspire buyers.

• Nike advertisements leave viewers wondering if the hero will win.

• Nike advertisements criticize people for not being motivated enough.

Which statement best describes how the author develops his ideas about an "internal foe" in The Power of the Nike Brand?

• The author identifies similarities between ads for household items and Nike’s ads for sporting equipment.

• The author lists the many internal enemies that consumers battle with every day.

• The author introduces the idea that many companies identify an external enemy and explains how Nike uses a different approach.

• The author gives multiple examples of Nike advertisements that show a villian being defeated by a hero.

What is the central idea of the passage entitled For Man's Flavor, Come to Marlboro Country ?

• The Phillip Morris company used the archetype of the physically fit cowboy to appeal to men’s desires to be healthy.

• The Phillip Morris company used the archetype of the modern cowboy on a journey to convince men that Marlboro cigarettes were new and interesting.

• The Phillip Morris company used the archetype of a rugged cowboy to convince men to buy Marlboro cigarettes.

• The Phillip Morris company used the archetype of the relatable cowboy to make Marlboro cigarettes appeal to a wider audience.

How does the sentence contribute to the idea that the Marlboro Man campaign was an example of emotional branding?

“While both the Leo Burnett Co. and Philip Morris gathered their thoughts, knowing that they wanted to shift their consumer focus to men, they came up with the idea of presenting the Marlboro brand, not as a health alternative to non-filtered brands, but as a cigarette especially made for rugged archetypal masculine characters.”

• It illustrates that Marlboro highlighted the tough persona of a masculine man rather than details about their product.

• It demonstrates that Marlboro sought to benefit from the fact that their filtered cigarettes were a healthy alternative for many people.

• It describes Marlboro’s strategy of focusing on men’s health concerns through the strong, pure image of the Marlboro Man.

• It explains how Marlboro rejected the image of cigarettes as unhealthy and instead emphasized how active the Marlboro Man was.

Which of the following quotations best supports the idea that Marlboro was ultimately successful in rebranding its product?

• “Philip Morris already had a filtered cigarette, meaning that it was only a matter of repositioning the Marlboro brand to appeal to male customers."

• “For two decades, the ‘Marlboro Woman’ had been the marketing image for the filtered cigarette brand Marlboro for the Philip Morris Tobacco Company.”

• “The idea of the Marlboro Woman began to crumble, though, when a report was published in the early 1950s prompted an initial 40 percent of Americans to agree that cigarettes were the leading cause of lung cancer.”

• “Within a year, the Marlboro brand went from the bottom-tenth to the top-fourth position in the U.S market.”