Culture and Consumption

What is the significance of consumer goods in a consumer society?

• They have utilitarian value

• They carry and communicate cultural meaning

• They are essential for survival

• They are expensive

What are cultural categories?

• The fundamental coordinates of meaning

• The physical properties of consumer goods

• The different types of advertising

• The characteristics of the fashion system

What is the role of cultural principles in consumer goods?

• They determine the physical properties of goods

• They establish the price of goods

• They organize and evaluate cultural phenomena

• They are irrelevant to the meaning of goods

Which instrument of meaning transfer brings the consumer good and the culturally constituted world together?

• Advertising

• The fashion system

• Opinion leaders

• Consumer research

What is the role of distant opinion leaders in the fashion system?

• They create new cultural meanings

• They transfer meaning from the culturally constituted world to goods

• They determine the price of goods

• They have no role in the fashion system

What is the main purpose of advertising?

• To sell consumer goods

• To entertain the audience

• To educate the viewers/readers

• To transfer cultural meaning to goods

How does the fashion system transfer meaning to consumer goods?

• By creating new cultural meanings

• By associating new styles with established cultural categories and principles

• By conducting consumer research

• By using distant opinion leaders

What is the role of the viewer/reader in the process of meaning transfer through advertising?

• To create new cultural meanings

• To select the properties desired for the consumer good

• To complete the transfer of meaning

• To design the advertisement

What is the relationship between visual images and verbal material in advertising?

• Verbal material conveys the main meaning, while visual images are secondary

• Visual images and verbal material have equal importance in conveying meaning

• Verbal material is more important than visual images in conveying meaning

• Visual images convey the main meaning, while verbal material provides additional information

What is the function of advertising in a consumer society?

• To maintain consistency between the order of culture and the order of goods

• To create new cultural categories

• To determine the price of consumer goods

• To entertain the audience