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Integrated Advertising, Promotion, and Marketing Communications, 8e, Global Edition
(Clow/Baack)
Chapter 6 Advertising Design
1) According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said
ads were:
A) somewhat or very interesting.
B) not interesting.
C) very influential in their purchase decisions.
D) somewhat influential in their purchase decisions.
Answer: A
Difficulty: Difficult
Skill: Definition (Concept)
AACSB: Reflective thinking
LO: 6.1 How are message strategies used in designing effective advertisements?
2) An outline of the key ideas in an advertisement is the:

A) message theme.
B) message strategy.
C) cognitive message.
D) generic message.
Answer: A
Difficulty: Moderate
AACSB: Application of knowledge
3) The primary tactic or approach used to deliver a message theme is a:

A) message identification.
B) message strategy.
C) cognitive message.
D) generic message.
Answer: B
1
Copyright © 2018 Pearson Education Ltd.
4) A cognitive message strategy:
A) invokes feelings or emotions and matches these with the goods, service, or company being
advertised.
B) is the presentation of rational arguments or pieces of information to consumers.
C) is designed to lead more directly to some type of consumer behavior.
D) is the manner in which an ad appeal is presented.
Answer: B
5) Which message strategy is linked with reasoning and thinking processes?

A) Cognitive
B) Conative
C) Affective
D) Resonance
Answer: A
Skill: Critical Thinking
6) Which message strategy has the goal of creating an impact on a person's beliefs or knowledge
structure?
A) Affective
B) Conative
C) Cognitive
D) Resonance
Answer: C
7) Which type of cognitive message strategy is a direct promotion of a brand without any claim
of superiority?
A) Generic
B) Hyperbole
C) Preemptive
D) Brand
Answer: A
2
8) The generic cognitive message strategy is a(n):
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made
by a competitor.
B) direct promotion of product attributes or benefits without any claim of superiority.
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in
some manner.
D) untestable claim based upon some attribute or benefit.
Answer: B
9) Which type of cognitive message strategy works best for a firm that is clearly the brand leader
and the dominant company in the industry?
A) Generic
B) Preemptive
C) Unique selling proposition
D) Hyperbole
Answer: A
10) Nintendo holds 47 percent of the market share in the handheld game market. An
advertisement for Nintendo using a cognitive message strategy would probably use which
approach?
A) Comparative
B) Generic
C) Preemptive
D) Unique selling proposition
Answer: B
Skill: Application
3
11) The goal of a generic message strategy is to:
A) increase brand loyalty.
B) persuade viewers of the brand's superiority.
C) make the brand synonymous with the product category.
D) preempt the competition from using a particular claim or benefit.
Answer: C
12) When Crest is featured as a "cavity fighter" in its advertising, competitors are not likely to
make the same claim. This is an example of which type of cognitive message strategy?
A) Generic
B) Preemptive
C) Hyperbole
D) Comparative
Answer: B
Skill: Application
13) Which message strategy is a claim of superiority based on a product's specific attribute or
benefit that cannot then be used by a competitor?
A) Generic
B) Preemptive
C) Unique selling proposition
D) Hyperbole
Answer: B
14) The preemptive cognitive message strategy is a(n):

by a competitor.
some manner.
Answer: A
4
15) A unique selling proposition cognitive message strategy is a(n):
by a competitor.
some manner.
Answer: C
16) A unique selling proposition strategy differs from a preemptive or generic approach in that
the unique selling proposition is:
A) preemptive.
B) testable.
C) emotional.
D) comparative.
Answer: B
17) A hyperbole cognitive message strategy is a(n):

by a competitor.
some manner.
Answer: D
5
18) "We are Chicago's friendliest car dealer!" is an example of which type of cognitive message?
A) Preemptive
B) Unique selling proposition
C) Hyperbole
D) Comparative
Answer: C
Skill: Application
19) The cognitive message strategy approach that is most likely to require substantiation of
claims to prevent potential lawsuits made would be:
A) hyperbole.
B) preemptive.
C) unique selling proposition.
D) comparative.
Answer: D
20) Consumers often think comparative ads:

A) are less believable.
B) are more believable.
C) contain accurate information.
D) develop more favorable attitudes toward the brand.
Answer: A
21) Showing greasy potato chips versus Pringles is an example of a:

A) preemptive claim of superiority.
B) generic demonstration of product quality.
C) negative comparison ad.
D) positive comparison ad.
Answer: C
Skill: Application
6
22) A negative comparison ad that causes people to dislike the sponsor brand may be due to:
A) the preemptive claim of superiority.
B) a generic demonstration of product quality.
C) spontaneous trait transference.
D) internal cognitive consistency.
Answer: C
23) Which of the following tends to work the best when developing comparative ads?
A) Comparing a low-market share brand to another low-market share brand
B) Comparing a low-market share brand to a market leader
C) Comparing a market leader to a low-market share brand
D) Comparing a market leader to another market leader
Answer: B
24) Which organization is most likely to investigate comparative advertising complaints?

A) Federal Trade Commission
B) World Trade Organization
C) Congress
D) U.S. Postal Service
Answer: A
25) In terms of attitude formation, the sequence being used with a cognitive message strategy is:
A) affective → conative → cognitive.
B) conative → cognitive → affective.
C) cognitive → conative → affective.
D) cognitive → affective → conative.
Answer: D
7
26) Which message strategy is most closely linked to emotions?
A) Cognitive
B) Affective
C) Hyperbole
D) Conative
Answer: B
Difficulty: Easy
27) An affective message strategy:

A) invokes feelings or emotions and matches these with the good, service, or company being
advertised.
B) is the presentation of rational arguments or pieces of information to consumers.
C) is designed to lead more directly to some type of consumer behavior.
D) is the manner in which an ad appeal is presented.
Answer: A
Difficulty: Easy
28) Using music to build emotions surrounding a product is tied to which type of message
strategy?
A) Cognitive
B) Affective
C) Brand
D) Conative
Answer: B
Skill: Application
29) The two types of affective message strategies are:

A) emotional and hyperbole.
B) resonance and emotional.
C) preemptive and unique selling proposition.
D) affective and conative.
Answer: B
Difficulty: Easy
8
30) An affective message strategy that connects a product with a consumer's experiences to build
stronger ties with the consumer is which form of message strategy?
A) Generic
B) Cognitive
C) Resonance
D) Emotional
Answer: C
31) A new form of resonance advertising that reassures consumers looking for value that branded
products have stood the test of time is:
A) comfort marketing.
B) highlight marketing.
C) buzz marketing.
D) stealth marketing.
Answer: A
32) For products with no real tangible differences among the various brands, which message
strategy is best at developing positive feelings toward a particular brand?
A) Affective
B) Cognitive
C) Conative
D) Generic
Answer: A
33) Which message strategy attempts to elicit powerful emotions that eventually lead to higher
product recall?
A) Generic
B) Cognitive
C) Emotional
D) Preemptive
Answer: C
9
34) A print advertisement for Bijan uses the picture of a grandmother with a testimony about the
perfume and how her granddaughters now wear Bijan. The advertisement presents a testimonial
execution with which type of message strategy?
A) Cognitive
B) Affective
C) Conative
D) Brand
Answer: B
35) Which message strategy is designed to trigger impulse buys?

A) Unique selling proposition
B) Resonance
C) Affective
D) Conative
Answer: D
36) An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's
website and download free recipes. The ad uses which type of message strategy?
A) Unique selling proposition
B) Affective
C) Conative
D) Cognitive
Answer: C
Skill: Application
10
37) Which message strategy is used to support promotions, such as coupons, premiums, and
sweepstakes?
A) Cognitive
B) Emotional
C) Affective
D) Conative
Answer: D
38) Conative message strategies utilize an attitude formation sequence of:

A) affective → conative → cognitive.
B) conative → cognitive → affective.
C) cognitive → conative → affective.
D) affective → cognitive → conative.
Answer: B
39) In the hierarchy of effects model, cognitive message strategies would be most closely tied to
which stage(s)?
A) Awareness and knowledge
B) Liking, preference, and conviction
C) Actual purchase
D) Knowledge and preference
Answer: A
40) In the hierarchy of effects model, affective message strategies would be most closely tied to
which stage(s)?
A) Awareness and knowledge
B) Liking, preference, and conviction
C) Actual purchase
D) Awareness and liking
Answer: B
11
41) In the hierarchy of effects model, conative message strategies would be most closely tied to
the:
A) Awareness.
B) Liking, preference, and conviction.
C) The purchase or consumer response.
D) Knowledge.
Answer: C
42) When using the hierarchy of effects model to develop liking for a product or brand, the best
creative message strategy to use would be:
A) affective.
B) cognitive.
C) conative.
D) corporate.
Answer: A
43) When using the hierarchy of effects model to develop conviction for a particular product or
brand, the best creative message strategy to use would be:
A) affective.
B) cognitive.
C) conative.
D) corporate.
Answer: A
44) When using the hierarchy of effects model to develop knowledge for a product or brand,
which would be the best message strategy?
A) Affective
B) Cognitive
C) Conative
D) Corporate
Answer: B
12
45) The advertising appeal is the primary tactic or approach used to deliver a message theme.
Answer: FALSE
46) The three categories of message strategies coincide with the three components of attitudes.
Answer: TRUE
47) The three categories of message strategies are cognitive strategies, affective strategies, and
brand strategies.
Answer: FALSE
48) In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55
percent, said advertisements were somewhat or very interesting.
Answer: TRUE
49) A conative message strategy is a presentation of rational arguments or pieces of information

about a good or service.
Answer: FALSE
Difficulty: Easy
50) The mcgarrybowen advertising agency bases its work on storytelling, along with marketing
research.
Answer: TRUE
Difficulty: Easy
13
51) When using a conative message strategy, the primary message is about a product's attributes
or benefits.
Answer: FALSE
52) If an advertisement highlights the benefits of a local bank using a rationale argument, then it
is using a cognitive message strategy.
Answer: TRUE
53) A generic message is a direct promotion of a good or service without any claim of
superiority.
Answer: TRUE
54) The preemptive message strategy works best for a firm that is clearly the brand leader and is
the dominant company in the industry.
Answer: FALSE
55) Generic message strategies are not used in business-to-business advertisements, because few
firms dominate an industry.
Answer: FALSE
56) Generic message strategies can be used to create brand awareness.

Answer: TRUE
Skill: Application
14
57) Cognitive message strategies include generic messages, preemptive messages, hyperbole
messages, resonance messages, and conative messages.
Answer: FALSE
58) A hyperbole message strategy involves an explicit, testable claim of uniqueness or

superiority.
Answer: FALSE
Difficulty: Easy
59) A unique selling proposition does not require support or substantiation although the claims
made could be tested or substantiated in some manner.
Answer: TRUE
AACSB: Analytical thinking
60) A hyperbole form of cognitive message strategy is a claim that can be tested based on some
attribute or benefit.
Answer: FALSE
Difficulty: Easy
61) "We make the best tacos in town," is an example of a hyperbole form of cognitive message
strategy.
Answer: TRUE
62) The "Soup is Good Food" tagline used by Campbell's Soup is an example of hyperbole in
advertising.
Answer: FALSE
Skill: Application
15
63) A hyperbole message strategy is a conative form of message strategy.
Answer: FALSE
64) To provide protection from lawsuits, company leaders and advertisers must be sure that any
claim made about the competition using a unique selling proposition message strategy approach
can be clearly substantiated.
Answer: FALSE
65) The major advantage of comparison ads is that they are effective in capturing the viewer's
attention.
Answer: TRUE
66) Comparative ads tend to be more believable and have a greater positive impact on consumer
attitudes than other cognitive message strategies.
Answer: FALSE
67) Negative comparison ads may transfer negative feelings toward the sponsor's product.
Answer: TRUE
68) In terms of attitude formation, cognitive message strategies are designed to follow the
sequence of cognitive → affective → conative.
Answer: TRUE
16
69) The largest number of complaints that the FTC hears about potentially misleading
advertisements are ads using the hyperbole message strategy approach.
Answer: FALSE
70) In general, comparing a low-market share brand to the market leader does not work as well
in comparative advertising as comparing two brands with approximately the same level of
market share.
Answer: FALSE
71) Cognitive message strategies are designed to invoke feelings and emotions and match them
to a good, service, or company.
Answer: FALSE
Difficulty: Easy
72) The concept of spontaneous trait transference suggests that when someone calls another
person dishonest, other people tend to remember the speaker as also being less than honest.
Answer: TRUE
73) Affective message strategies take two major forms: emotional and hyperbole.
Answer: FALSE
17
74) Resonance advertising attempts to connect a product with a consumer's past experiences and
is a form of affective message strategy.
Answer: TRUE
75) When Sprint advertising says "our reception is better than Verizon's," it is a form of negative
comparison.
Answer: FALSE
76) Comfort marketing is a form of cognitive message strategy that attempts to assure consumers
that a branded product is a good value because it has stood the test of time.
Answer: TRUE
77) If a product's benefits can be presented within an emotional framework, the advertisement is
normally more effective, even in business-to-business advertisements.
Answer: TRUE
78) Affective message strategies utilize the attitude formation sequence of affective → conative
→ cognitive.
Answer: TRUE
79) For some products, affective ads are an effective approach because there are no real tangible
differences among brands.
Answer: TRUE
18
80) Impulse buys are primarily linked to cognitive message strategies.
Answer: FALSE
81) In terms of the relationship between message strategies and the hierarchy of effects model,
affective message strategies are best suited to develop awareness and knowledge about a
particular product or brand.
Answer: FALSE
affective message strategies are best suited to develop awareness, liking, and preference for a
Answer: FALSE
conative message strategies are best suited to develop conviction and the actual purchase of a
Answer: FALSE
84) Cognitive message strategies are a common approach to developing a strong brand name.
Answer: FALSE
19
85) Conative message strategies utilize the attitude formation sequence of conative → cognitive
→ affective.
Answer: TRUE
86) Name the five major forms of cognitive strategies.

Answer:
1. Generic
2. Preemptive
3. Unique selling proposition
4. Hyperbole
5. Comparative
Difficulty: Easy
87) What are the advantages and disadvantages of comparative ads?

Answer: The advantages are they capture attention and are remembered. The disadvantages are
they are less believable and can foster negative attitudes.
Skill: Synthesis
88) What are the two types of affective message strategies? Define both.
Answer:
1. Resonance advertising connects the product with the consumer's experiences in order to
build bonds.
2. Emotional advertising ties emotions to product recall and choice.
20
89) Each of the following is a type of appeal that could be used in designing ads except:
A) economic.
B) fear.
C) humor.
D) sex.
Answer: A
Difficulty: Easy
LO: 6.2 What are the seven main types of advertising appeals?
90) Each of the following is a type of appeal that can be used in designing ads except:
A) music.
B) cognitive.
C) rationality.
D) emotion.
Answer: B
Difficulty: Easy
91) Although almost any type of appeal can be used to create an advertisement, it is the key
responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the
right choice for the:
A) advertising agency and creative that will be working on the ad.
B) product, media planner, and media buyer.
C) brand and the target market.
D) account executive and creative.
Answer: C
92) In a fear appeal, showing the potential for a devastating injury when seat belts are not used is
an example of:
A) cognition.
B) severity.
C) vulnerability.
D) self-efficacy.
Answer: B
Skill: Application
21
93) One reason teenagers who smoke do not quit is because they are afraid they will lose their
friends. The social aspect of their lives is more important than their health. Losing friends is
which component of the behavioral response model and fear appeal?
A) Intrinsic reward
B) Severity
C) Vulnerability
D) Response cost
Answer: D
94) Most advertisers believe which level of fear is most likely to succeed in an advertisement?
A) Low, non-threatening
B) Moderate
C) High
D) Severe
Answer: B
Difficulty: Easy
95) Humor overcomes clutter by:

A) making the person laugh.
B) frequently repeating the company's name.
C) capturing attention.
D) making other products less memorable.
Answer: C
96) Humor causes consumers to watch, laugh, and, most importantly:

A) make a purchase.
B) tell their friends.
C) remember.
D) tune out other messages.
Answer: C
Difficulty: Easy
22
97) The appeal that has proven to be one of the most effective at cutting through clutter is:
A) humor.
B) music.
C) sex.
D) fear.
Answer: A
98) The appeal that often wins awards and tends to be favored among consumers is:
A) fear.
B) humor.
C) sex.
D) emotions.
Answer: B
99) The goal of a humorous ad is to have consumers:

A) pause, remember, and act.
B) watch, laugh, and remember.
C) concentrate on the funny part.
D) ignore the musical element.
Answer: B
Difficulty: Easy
100) To be successful, the funniness in a humor appeal should be:

A) directed at the target audience of the ad.
B) of a low level since humor that is too heavy tends to interfere with message recall.
C) directed to the audience's value system.
D) connected directly to the product's benefits.
Answer: D
23
101) Many advertisers are shifting to which form of sex appeal?
A) Subliminal advertising techniques
B) Nudity and partial nudity
C) Subtle sexual cues, suggestions, and innuendos
D) Overt sexual themes
Answer: C
102) Attempting to place a sexual cue in an ad to affect a viewer's subconscious mind is:
A) seductive advertising.
B) subliminal advertising.
C) partial instead of full nudity.
D) sexual suggestiveness.
Answer: B
Difficulty: Easy
103) Subliminal sexual messages are:

A) almost always ignored by viewers.
B) highly effective with teenage viewers.
C) increasingly used instead of humor.
D) used to advertise children's products.
Answer: A
Difficulty: Easy
104) Using sensuality as a type of sex appeal in advertising:

A) requires both visual and verbal cues.
B) requires viewer imagination.
C) is based on subliminal cues.
D) works only with female viewers since they are more romantic than men.
Answer: B
24
105) An advertisement that hints that sex is about to take place is using which approach?
A) Sensuality
B) Subliminal
C) Sexual suggestiveness
D) Nudity or partial nudity
Answer: C
106) Television and print advertisements by Victoria's Secret models wearing only underwear
use which type of sexual appeal?
A) Subliminal technique
B) Nudity or partial nudity
C) Overt sexuality
D) Sexual suggestiveness
Answer: B
Difficulty: Easy
Skill: Application
107) Placing a female wearing a bikini in an advertisement for power tools targeted to men is an
example of:
A) a subliminal sexual cue.
B) a decorative model.
C) overt sexuality.
D) sexual suggestiveness.
Answer: B
Difficulty: Easy
108) Decorative models are people who:

A) are key product spokespersons.
B) are nude models in television ads.
C) adorn a product as a sexual stimulus.
D) design attractive products.
Answer: C
Difficulty: Easy
25
109) A nude male on a calendar for household furniture is a(n):
A) source or spokesperson.
B) decorative model.
C) example of subliminal advertising.
D) example of overt sexuality.
Answer: B
Skill: Application
110) Each of the following statements about the use of decorative models is true except:
A) the presence of a decorative model improves ad recognition, but not brand recognition.
B) attractive models produce higher levels of attention than do less attractive models.
C) the presence of an attractive model produces higher purchase intentions for any type of
product.
D) the presence of a decorative model influences the affective component of attitude.
Answer: C
111) Research indicates that humor will:

A) capture a person's attention, but adversely affects recall of the product's benefits.
B) capture a person's attention, but interferes with brand recall.
C) cut through clutter if the humor is tied closely to the product's attributes.
D) elevate a person's mood, which will then be transferred to the product being advertised.
Answer: D
112) Ads that were rated as highly controversial in terms of sexual content by both males and
females:
A) were also rated as most interesting.
B) had the lowest level of brand recall.
C) were the best at relaying product information.
D) produced the best results.
Answer: A
26
113) The cognitive impression made on viewers of a sexually-oriented ad depends on:
A) the level of nudity in the ad.
B) the level of sensuality in the ad.
C) the type of product being advertised.
D) whether the viewer feels the advertisement is pleasant or offensive.
Answer: D
114) When determining the level of sex appeal to use in an advertisement, it is important to
consider:
A) the amount of sexually-oriented advertising that is being used by competitors.
B) how decorative models are being used.
C) society's view and level of acceptance at the time the ad is to run.
D) the target audiences' view of sexuality.
Answer: C
115) Music can be intrusive, which means it will:

A) capture the attention of someone who previously was not listening or watching a program.
B) be the most important aspect of an advertisement.
C) be effective if the listener recognizes the tune.
D) lead to a greater level of brand recall and create positive emotions in listeners.
Answer: A
116) Music is effective at gaining a viewer's attention:

A) but often interferes with the person's ability to retain the information in the ad.
B) but interferes with brand and product recall.
C) and increases the retention of information in the ad.
D) and increasing the viewer's propensity to action.
Answer: C
27
117) Using a popular song in an advertisement:
A) does not have as much of an effect as writing a new tune.
B) transfers the emotional affinity for the song to the product.
C) creates brand parity.
D) interferes with brand recall ability.
Answer: B
Difficulty: Easy
118) Using songs from popular musicians is:

A) popular because musicians seek greater exposure of their songs.
B) popular because the affinity for the song often transfers to the product.
C) not popular because the songs typically overwhelm the message.
D) not popular because people remember the musician and the song, not the message.
Answer: B
119) Some musicians now see writing and singing songs for advertisements as a way to get their
songs heard and eventually played by people, apart from the ad. The advantages of this method
of writing songs for ads include all of the following except:
A) it is easier to develop brand awareness, brand equity, and brand loyalty.
B) marketers see an opportunity to tie a new, emerging song to a product.
C) many consumers are interested in finding out who performs the music in various ads.
D) the internet provides an opportunity to post the song for people to enjoy.
Answer: A
120) Which type of appeal closely follows the steps in the hierarchy of effects model?
A) Sexual
B) Emotional
C) Rational
D) Scarcity
Answer: C
Difficulty: Easy
28
121) Rational appeals:
A) match the traditional steps of the hierarchy of effects model.
B) often include some other type of appeal to gain attention.
C) are focused on brand image rather than product benefits.
D) are used more in consumer advertising than in business-to-business advertising.
Answer: A
Difficulty: Easy
122) Which are the best outlets for rational appeals?

A) Broadcast media
B) Television and direct mail
C) Print media and the internet
D) Non-traditional media
Answer: C
123) Rational appeals work best when:

A) there is low involvement and the product is simple.
B) there is high involvement, but no emotion.
C) there is high involvement and the viewer is willing to pay attention to the ad.
D) they are related more to the product than the amount of involvement.
Answer: C
124) Byron has an interest in purchasing a motorcycle and is now looking at different models
and gathering information about each one. Which type of appeal would be the most effective in
developing or changing Byron's attitude and in establishing specific brand beliefs?
A) Sex
B) Emotional
C) Humor
D) Rational
Answer: D
29
125) Although sexually-oriented advertisements attract attention, ________ is lower than for ads
using a different type of appeal.
A) the interest level
B) the level of physiological response
C) brand recall
D) the level of sexual arousal
Answer: C
126) Emotional appeals are based on each of the following ideas except:
A) humor and sex appeals are being overused and therefore not as effective as in the past.
B) consumers ignore most advertisements.
C) rational appeals go unnoticed unless the consumer is in the market for the particular product
at the time it is advertised.
D) emotional advertising can capture a person's attention and foster an attachment between the
consumer and the brand.
Answer: A
127) All of the following statements are true about sexually-oriented ads except sexually-
oriented ads:
A) increase the level of brand recall.
B) attract attention.
C) are rated as more interesting.
D) produce higher levels of physiological arousal responses.
Answer: A
128) Emotional appeals are popular because:

A) they are better at getting a viewer's attention than humor or sexuality.
B) rational appeals are often ignored.
C) they emphasize product features.
D) they often contain subliminal messages.
Answer: B
30
129) Most creatives view which advertising appeal as the key to developing brand loyalty?
A) Rational
B) Humorous
C) Emotional
D) Sex-oriented
Answer: C
130) The types of sexually-oriented ads that will produce the highest level of physiological
responses are:
A) nudity and overt sexuality.
B) nudity and sexual suggestiveness.
C) sensuality and sexual suggestiveness.
D) nudity and partial nudity.
Answer: A
131) A description of how a search engine can help the website designer feel good about its
website's ability to handle the e-commerce traffic is an example of an advertisement using which
type of appeal?
A) Rational
B) Emotional
C) Scarcity
D) Fear
Answer: B
132) Emotional appeals:

A) have been used more frequently in business-to-business ads in the past decade.
B) are designed to evoke cognitive responses.
C) primarily describe product attributes.
D) are difficult to create on television.
Answer: A
31
133) Of the following media, the best for using an emotional appeal is:
A) magazines.
B) radio.
C) television.
D) newspapers.
Answer: C
134) Scarcity appeals:

A) only work in children's advertising because adults are aware of the ploy.
B) do not work for children because they cannot process the information.
C) urge consumers to buy a product because of some kind of limitation.
D) urge consumers to save money to buy the product later.
Answer: C
Difficulty: Easy
135) Of the following products, the product that best fits a scarcity appeal would be:
A) televisions.
B) black dress socks.
C) deodorant.
D) a musical compilation CD from various artists.
Answer: D
Skill: Application
136) The primary benefit of using a scarcity appeal is that it:

A) increases brand awareness.
B) encourages consumer action.
C) offers an excellent method of conveying product information.
D) offers an excellent method of gaining attention.
Answer: B
32
137) Business-to-business ads have tended to use rational advertising appeals almost exclusively.
In recent years, there has been a move to use more ________ appeals.
A) sex
B) emotional
C) fear
D) scarcity
Answer: B
138) The particular type of appeal that should be used in an advertisement should be based on a
review of the creative brief, the objective of the advertisement, and the means-end chain to be
conveyed.
Answer: TRUE
139) Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the
persuasiveness of the ad.
Answer: TRUE
140) Fear is an ineffective form of advertising appeal that has been largely abandoned.
Answer: FALSE
Difficulty: Easy
141) In a fear appeal, vulnerability is the degree of potential physical, social, or psychological
harm that can occur.
Answer: FALSE
33
142) In a fear appeal, vulnerability is based on the likelihood or probability that a negative event
will occur.
Answer: TRUE
143) Severity and vulnerability are key elements in rational advertisements.

Answer: FALSE
144) An advertisement designed to convince viewers that if they do not use a particular brand of
deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear
appeal.
Answer: TRUE
145) An advertisement featuring a fear appeal that suggests a person will feel good about losing
weight is an example of highlighting extrinsic rewards.
Answer: FALSE
146) When a viewer of an advertisement believes he or she can take action to prevent negative
consequences by purchasing a product, the individual is exhibiting self-efficacy.
Answer: TRUE
147) Low levels of fear in an ad may not create feelings of severity or vulnerability.
Answer: TRUE
34
148) A fear level that is too high is impossible to create, because viewers have become immune
to fear tactics in advertising.
Answer: FALSE
149) Humor is a rarely-used form of advertising appeal.

Answer: FALSE
Difficulty: Easy
150) Humor has proven to be one of the best appeals for cutting through advertising clutter.
Answer: TRUE
Difficulty: Easy
151) Humor causes consumers to watch, laugh, and, most important, respond with an immediate
purchase.
Answer: FALSE
152) To be successful, humor used in ads should be connected directly to the product's benefits.
Answer: TRUE
153) When humor in an ad is remembered, the product or brand is almost always easily recalled.
Answer: FALSE
35
154) An advantage of using humor in ads is that it easily transfers to other countries and cultures.
Answer: FALSE
155) While some evidence exists that humor may be universal, other research indicates that
particular executions of humor appeals may not be universal and that humor is often based in
one's culture.
Answer: TRUE
156) Although using sex in advertising no longer sells the way it used to and no longer has the
shock value it had in the past, advertising in the United States and other countries contains more
visual sexual themes than ever before.
Answer: TRUE
157) Women tend to respond more favorably to the use of overt sexuality in advertisements than
they do to the use of sensuality.
Answer: FALSE
Difficulty: Easy
158) Truly subliminal sexual messages are highly effective advertising techniques.
Answer: FALSE
Difficulty: Easy
159) Sexually suggestive ads tend to work well with personal products such as perfume or
cologne.
Answer: TRUE
36
160) Ads that use nudity or partial nudity are almost always designed to elicit some type of
sexual response in viewers.
Answer: FALSE
Difficulty: Easy
161) Nudity and partial nudity in advertisements are most effective when the product has some
form of sexual connotation.
Answer: TRUE
Difficulty: Easy
162) A decorative model is a person who adorns a product as a sexual or attractive stimulus, but
has nothing to do with the product.
Answer: TRUE
Difficulty: Easy
163) Using overt sexuality in ads for products that are sexually-oriented is normally accepted,
but it often becomes controversial when used for other types of products.
Answer: TRUE
164) Sex appeals and nudity tend to increase attention to advertisements, but only for males.
Answer: FALSE
Difficulty: Easy
165) Sexually-oriented ads attract attention and brand recall is higher than for ads using some
other type of appeal.
Answer: FALSE
37
166) Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key
information to viewers.
Answer: TRUE
167) Advertisements using overt sexual stimuli or containing nudity produce higher levels of
physiological arousal responses in males, but not for females.
Answer: FALSE
168) The cognitive impressions made on viewers of a sexually-oriented ad depend on whether

viewers feel the advertisement is pleasant or offensive.
Answer: TRUE
169) When determining the level of sex appeal to use in an advertisement, it is important to
consider society's view and level of acceptance at the time the ad is to run.
Answer: TRUE
170) One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with
one's body. This is true for females, not males.
Answer: FALSE
171) While a musical appeal can be effective in gaining a viewer's attention, it often decreases
the retention of information in the ad.
Answer: FALSE
38
172) When featuring music in advertisements, the most common method is to use a song that has
already been written or a jingle that already exists.
Answer: FALSE
173) The primary benefit of using a well-known song in a musical appeal is that consumers have
already developed an affinity for a song, which normally is then transferred to the product or
brand.
Answer: TRUE
174) Brand awareness, brand equity, and brand loyalty are more difficult to develop when
consumers are already familiar with the music used in an advertisement than when a new song,
music, or jingle is written.
Answer: FALSE
175) New, emerging musical artists are now more receptive to the idea of using their songs in
advertisements because they believe that using the songs will capture the kind of attention that
will lead radio disc jockeys to play the song on the air.
Answer: TRUE
176) A rational appeal is closely tied to the stages of visual and verbal imagining, moving
viewers from the cognitive to the conative component of attitude.
Answer: FALSE
39
177) Rational appeals are most effective when consumers have low levels of involvement, but
are willing to pay attention to the ad.
Answer: FALSE
178) Print media and television offer the best outlets for rational appeals.
Answer: FALSE
179) Rational appeals are superior to other appeals in developing and changing attitudes and
establishing brand beliefs when a consumer has a high level of interest in a product or brand.
Answer: TRUE
180) Rational appeals are designed to capture a viewer's attention and foster an attachment
between the consumer and the brand.
Answer: FALSE
181) Many creatives view emotional advertising as the key to developing brand loyalty.
Answer: TRUE
182) Emotional appeals are not useful for business-to-business advertisements because they do
not incorporate cognitive elements.
Answer: FALSE
40
183) The underlying principle for using more emotional appeals in business-to-business
advertising is that emotions can be a part of every type of decision, even in the business-to-
business environment.
Answer: TRUE
184) Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward
the brand.
Answer: FALSE
185) What approaches to sexuality are used in advertising?

Answer: FALSE
186) What are the various types of appeals that can be used in advertising and what is the
primary benefit of each type?
Answer:
∙ Fear – Increases a viewer's interest in an ad as well as recall.
∙ Humor – Excellent at breaking through ad clutter and getting a viewer's attention.
∙ Sex – Good at breaking through clutter and increasing a positive attitude toward the brand
being advertised, if it is appropriate to a sexual approach.
∙ Music – Good at capturing attention and linking the ad to emotional feelings.
∙ Rational – Good for high involvement and complex products.
∙ Emotions – Excellent for developing the affective component of attitude and developing
feelings towards a brand.
∙ Scarcity – Useful for marketing a product that is in limited supply or available for only a
limited amount of time.
Skill: Synthesis
41
187) Discuss the concepts of severity, vulnerability and response efficacy in the behavioral
response model.
Answer: Severity is the level of consequence from an action or event. Vulnerability is the
probability the event will occur. Response efficacy addresses four issues. First, intrinsic and
extrinsic rewards determine the reward obtained from engaging in an action or not doing
something, like smoking. Response costs represent the value or costs of the action or event and is
determined by the level of reward that occurs. Finally, self-efficacy addresses whether the person
believes he/she can do it, and if so, the anticipated reward will follow.
Skill: Synthesis
188) Describe the sequence that occurs when a humorous ad is successful.

Answer:
1. The consumer watches
2. Laughs
3. Most important, remembers
4. The consumer also attaches positive feelings to the product.
Difficulty: Easy
189) What are the major criticisms of sexuality in advertising?

Answer:
∙ They are too overt and offensive.
∙ They overemphasize body image.
∙ They create attention, but do not transmit information.
Skill: Synthesis
190) What roles can music play in advertisements?

Answer:
∙ Incidental background
∙ Primary theme in the ad
∙ Inspire emotion
∙ Create favorable reactions to the ad
Skill: Synthesis
42
191) What is a scarcity ad? How is scarcity created?
Answer: A scarcity ad urges consumers to buy a product because of a limitation. They can be
limited-production runs, time restrictions where products are only offered during one part of the
year, or a result of deprivation, such as in the "Got Milk" campaign.
192) The manner in which an advertising appeal is presented and a message strategy is conveyed
is the:
A) source methodology.
B) rational approach.
C) conative message strategy.
D) executional framework.
Answer: D
Difficulty: Easy
LO: 6.3 What role does the executional framework play in advertising design?
193) Each of the following is a type of executional framework except:

A) fantasy.
B) informative.
C) animation.
D) hyperbole.
Answer: D
194) Pillsbury's cartoon character, the dough boy, is an example of which type of executional
framework?
A) Animation
B) Dramatization
C) Testimonial
D) Fantasy
Answer: A
Skill: Application
43
195) In recent years, the use of animation in advertising has:
A) increased.
B) decreased.
C) stayed the same.
D) increased in the consumer market, but declined in the business-to-business sector.
Answer: A
196) The process of digitally painting or sketching figures into live television sequences is
called:
A) digitalizing.
B) rotoscoping.
C) clay animation.
D) a fantasy execution.
Answer: B
197) Rotoscoping is used in a(n):

A) animation.
B) dramatization.
C) testimonial.
D) authoritative.
Answer: A
198) When a product solves an everyday life problem, the executional framework being used in
the ad is most likely:
A) slice-of-life.
B) authoritative.
C) fantasy.
D) informative.
Answer: A
44
199) The first component of a slice-of-life execution is the:
A) interaction.
B) problem.
C) encounter.
D) solution.
Answer: C
200) The component of a slice-of-life execution that follows the encounter is the:
A) interaction.
B) problem.
C) information presentation.
D) solution.
Answer: B
201) The last component of a slice-of-life execution is the:

A) interaction.
B) problem.
C) encounter.
D) solution.
Answer: D
202) In a television advertisement, Chris is about ready to lose a girlfriend because he did not
purchase the right jewelry. A voice-over offers a solution, the jewelry is purchased at the
advertised store and the girlfriend is now happy. This is which type of executional framework?
A) Slice-of-life
B) Testimonial
C) Fantasy
D) Informative
Answer: A
45
203) A business-to-business ad featuring a routine business experience, a problem, an
interaction, and then a company's product that provides a solution is which form of executional
framework?
A) Slice-of-life
B) Dramatization
C) Testimonial
D) Expert authority
Answer: A
204) Which type of executional framework features someone expressing a positive experience
with a company or product?
A) Slice-of-life
B) Dramatization
C) Testimonial
D) Fantasy
Answer: C
Difficulty: Easy
205) In an advertisement for the Weight Center, Casey talks about the weight she lost and how
good the employees were to her. This is an example which type of executional framework?
A) Dramatization
B) Testimonial
C) Authoritative
D) Informative
Answer: B
206) The key to a testimonial execution is:

A) likeability.
B) negative likeability.
C) credibility.
D) visual consistency.
Answer: C
46
207) The testimonial execution is effective, especially with services, because it simulates:
A) a fantasy.
B) negative likeability.
C) a word-of-mouth recommendation.
D) visual Esperanto.
Answer: C
208) Which type of executional framework seeks to convince buyers that a given product is
superior through employing some type of expert or evidence?
A) Dramatization
B) Ideological
C) Authoritative
D) Fantasy
Answer: C
Difficulty: Easy
209) Expert authorities would most likely be used in which type of executional framework?
A) Testimonial
B) Slice-of-life
C) Informative
D) Authoritative
Answer: D
210) Authoritative executions suggest buyers will be influenced by:

A) testimonies from customers.
B) action-inducing offers.
C) rational thought.
D) emotions.
Answer: C
47
211) An endorsement by Consumer Reports would typically be used in which type of
executional framework?
A) Slice-of-life
B) Informative
C) Authoritative
D) Fantasy
Answer: C
212) Authoritative executions are the most widely used in which sector?
A) Business-to-business
B) Consumer
C) Services
D) Governmental
Answer: A
Skill: Application
213) An authoritative execution assumes that consumer and business decision makers rely on
which of the following when making purchase decisions?
A) Cognitive processes
B) Affective feelings
C) Impulse behaviors
D) Authoritative sources of information
Answer: A
214) Showing how a product works is found in which type of executional framework?
A) Slice-of-life
B) Testimonial
C) Demonstration
D) Fantasy
Answer: C
Difficulty: Easy
48
215) Showing how Windex makes a dirty window sparkle would be which type of executional
framework?
A) Dramatization
B) Testimonial
C) Demonstration
D) Illustrative
Answer: C
Skill: Application
216) Showing someone enjoying an exotic experience—such as a beach in Florida—would be

which type of executional framework?
A) Testimonial
B) Dramatization
C) Slice-of-life
D) Fantasy
Answer: D
Difficulty: Easy
217) The fantasy executional framework relies on:

A) raw sex and nudity.
B) comparisons of product features.
C) suggestiveness.
D) cognitive thought processes.
Answer: C
218) A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy
beach is using the which type of execution?
A) Resonance
B) Slice-of-life
C) Fantasy
D) Hyperbole
Answer: C
49
219) Presenting product facts in a straightforward manner is which type of executional
framework?
A) Testimonial
B) Dramatization
C) Slice-of-life
D) Informative
Answer: D
Difficulty: Easy
220) Ads using an informative executional framework are best suited for:
A) conative message strategies.
B) high involvement purchase decisions.
C) slice-of-life executions.
D) brand image message strategies.
Answer: B
221) One of the major keys to successfully using the informative execution is:
A) using customers in the ad.
B) placement of the ad.
C) the selection of the right media.
D) the type of appeal that is used.
Answer: B
222) The authoritative execution works well in:

A) print ads and on websites.
B) broadcast ads.
C) television.
D) billboards.
Answer: A
50
223) Of the following executional frameworks, which is least likely to be used in business-to-
business ads?
A) Authoritative
B) Informative
C) Fantasy
D) Testimonials
Answer: C
224) An executional framework is the manner in which an advertising appeal is presented.

Answer: TRUE
Difficulty: Easy
225) Rotoscoping is a new, high-tech form of fantasy execution.

Answer: FALSE
Difficulty: Easy
Skill: Application
226) Animation has become increasingly popular and is now used in business-to-business ads in
addition to consumer ads.
Answer: TRUE
227) The typical format for an animation ad is encounter, problem, interaction, and then solution.
Answer: FALSE
51
228) While the slice-of-life execution is ideal for television, it also can be used in print
advertisements.
Answer: TRUE
229) The slice-of-life execution is seldom used for business-to-business advertisements.

Answer: FALSE
Skill: Application
230) Testimonial executions have been successful for many years, especially in the business-to-
business and service sectors.
Answer: TRUE
231) One major reason companies choose testimonial executions is that they offer a greater level
of credibility, when the testimonies are made by actual customers.
Answer: TRUE
232) Consumers rely on word-of-mouth communications when choosing services, which makes
the authoritative executional framework work well.
Answer: FALSE
233) A physician, dentist, engineer, or chemist endorsing a particular brand's advantages would
typically be found in a slice-of-life execution.
Answer: FALSE
52
234) Many authoritative executions include some type of scientific or survey support.
Answer: TRUE
235) The authoritative execution assumes consumers and business decision-makers rely on
affective processes when making purchase decisions.
Answer: FALSE
236) The authoritative execution works especially well in specialty magazines and trade journals.
Answer: TRUE
237) Demonstration ads are well suited to print ads because the actual product features can be
clearly shown.
Answer: FALSE
Difficulty: Easy
Skill: Application
238) Perfumes and colognes often rely on a demonstration form of executional framework,
because they are easy to show in a positive light.
Answer: FALSE
239) The most common themes for fantasy executions are sex, love, and romance.
Answer: TRUE
Difficulty: Easy
53
240) An informative execution typically presents information to the audience in a
straightforward manner.
Answer: TRUE
Difficulty: Easy
241) Informative executions work best for low-involvement products.

Answer: FALSE
242) Name the executional frameworks advertisers can utilize.

Answer:
∙ Animation
∙ Slice-of-life
∙ Testimonial
∙ Authoritative
∙ Demonstration
∙ Fantasy
∙ Informative
243) Describe the steps in a slice-of-life executional framework.

Answer: The most common slice-of-life format contains four components: encounter, problem,
interaction, and solution.
244) Name the ways to present claims in authoritative executions.

Answer:
∙ Experts
∙ Scientific or survey evidence
∙ Endorsements by independent organizations
∙ Satisfied customers
AACSB: Analytical thinking
54
245) A celebrity endorser is used in advertisements because his or her stamp of approval offers
all of the following advantages except:
A) enhances the product's brand equity.
B) enhances consumers' emotional bonds with the product.
C) aids in the establishment of a "personality" for a brand.
D) improves recall of brand benefits.
Answer: D
LO: 6.4 How are sources and spokespersons decisions related to advertising design?
246) Of the following types of celebrity endorsements, the one that would have the greatest level
of credibility would be:
A) a celebrity endorsing a brand in a television show.
B) a celebrity voice-over in a radio ad.
C) an unpaid celebrity speaking on behalf of some charity or nonprofit organization.
D) a dead-person endorsement of a particular brand.
Answer: C
247) Rachel is an actress who plays the part of a housewife in a commercial for a new brand of
furniture polish. For this type of ad, Rachel would be considered which type of endorser?
A) Celebrity
B) CEO
C) Expert
D) Typical person
Answer: D
Skill: Application
55
248) Dr. Locke has been paid to appear in an advertisement to endorse a new brand of anti-
inflammatory cream for muscle aches. For this type of ad, Dr. Locke is which type of endorser?
A) Celebrity
B) CEO
C) Expert
D) Typical person
Answer: C
Skill: Application
249) Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he
talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is
which type of endorser?
A) Celebrity
B) CEO
C) Expert
D) Typical person
Answer: B
Skill: Application
250) Which type of spokesperson is most likely to have all the source characteristics?
A) A celebrity
B) A typical person
C) An expert
D) A CEO
Answer: A
251) In terms of source characteristics, attractiveness consists of:

A) physical characteristics of the spokesperson.
B) intelligence of the spokesperson.
C) both physical and personality characteristics of the spokesperson.
D) the expertise and likeability of the spokesperson.
Answer: C
56
252) Identification is the ability of the audience to identify with the spokesperson in an ad and is
derived from:
A) expertise.
B) attractiveness.
C) likeability.
D) similarity.
Answer: D
253) Britney really liked the advertisement by Saturn that featured an elementary school teacher,
primarily because Britney is also an elementary school teacher. This identification with the
spokesperson by Britney is an example of the concept of:
A) attractiveness.
B) similarity.
C) likeability.
D) trustworthiness.
Answer: B
254) When an accountant serves as a spokesperson in an advertisement for an accounting

service, viewers who are also accountants find the ad to be more credible based on:
A) attractiveness.
B) similarity.
C) likeability.
D) persuasiveness.
Answer: B
Skill: Application
57
255) An ad that is targeted toward stay-at-home moms, which begins with this phrase, "Since I
stopped working, I have more time for my kids," emphasizes:
A) likeability.
B) similarity.
C) consistency.
D) continuity.
Answer: B
256) Wishing to think and act rich like the spokesperson in an advertisement, is a form of:
A) empathy.
B) intent to purchase.
C) identification.
D) attractiveness.
Answer: C
257) Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is
also a Republican, is based on:
A) likeability.
B) identification.
C) consistency.
D) empathy.
Answer: B
258) In terms of spokesperson characteristics, which is the degree of confidence or the level of
acceptance consumers place in the spokesperson's message?
A) Trustworthiness
B) Expertise
C) Credibility
D) Likeability
Answer: A
58
259) A physician endorsing a specific brand of medicine would likely exhibit a high level of:
A) attractiveness.
B) likeability.
C) expertise.
D) personality.
Answer: C
Difficulty: Easy
260) One danger in using celebrities as spokespersons is that their endorsement of too many
products tarnishes:
A) credibility.
B) likeability.
C) expertise.
D) attractiveness.
Answer: A
261) One danger of using a CEO or other prominent official of a corporation is that the person
may not possess the source characteristics of:
A) trustworthiness and expertise.
B) attractiveness and likeability.
C) credibility and expertise.
D) likeability and trustworthiness.
Answer: B
262) Using typical persons and CEOs as spokespeople in ads are difficult because they:
A) are often perceived as not being credible.
B) do not have a high level of expertise.
C) are not professional actors so they are more difficult to work with.
D) are not physically attractive.
Answer: C
59
263) A business-to-business advertisement for Service Metrics about internet security shows a
man blindfolded about to step into a manhole. The manhole illustrates the ________ component
of the behavioral response model.
A) severity
B) vulnerability
C) response cost
D) negative consequence
Answer: B
Skill: Application
264) Celebrity endorsers are used for ads because their stamp of approval on a product can
enhance the product's brand equity and create emotional bonds between the consumers and the
brand being endorsed.
Answer: TRUE
265) In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for
product endorsements.
Answer: TRUE
266) Paid actors or models can be used in an advertisement to portray ordinary, everyday people.
Answer: TRUE
267) One reason companies are using more typical persons as endorsers is the overuse of
celebrities in ads.
Answer: TRUE
60
268) A spokesperson's credibility is derived from the composite of attractiveness, likeability,
trustworthiness, and intelligence.
Answer: FALSE
269) One reason for using typical persons as product endorsers is that they are more likely to
possess at least some quantity of all of the source characteristics.
Answer: FALSE
270) In terms of source characteristics, attractiveness has two components: physical

attractiveness and social attractiveness.
Answer: FALSE
271) Ads work better if the audience can identify with the spokesperson in the ad.
Answer: TRUE
272) As a source characteristic, similarity is the degree of confidence or the level of acceptance
consumers place in a spokesperson's message.
Answer: FALSE
Difficulty: Easy
273) As a source characteristic, expertise can be valuable in persuasive advertisements designed

to change the audience's opinions or attitudes.
Answer: TRUE
Difficulty: Easy
61
274) The potential for negative publicity caused by inappropriate actions of celebrities has led
some advertisers to use deceased celebrities.
Answer: TRUE
Difficulty: Easy
275) In terms of source characteristics, CEOs score low on credibility.

Answer: FALSE
276) Typical person sources tend not to have high levels of credibility.
Answer: FALSE
277) Typical person spokespeople do not have the name recognition of celebrities, and as a
result, advertisers often use multiple sources within one advertisement to build credibility.
Answer: TRUE
278) Celebrities normally score well in terms of similarity, believability, and likeability.
Answer: FALSE
279) What four types of sources or spokespersons can advertisers utilize?

Answer:
∙ Celebrities
∙ CEOs
∙ Experts
∙ Typical persons
Difficulty: Easy
62
280) Name the characteristics of effective spokespersons.
Answer: They are attractiveness, similarity, likeability, trustworthiness, expertise and
credibility.
Difficulty: Easy
63
Another random document with
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far as the public is concerned, the thing is then finished. Fortunately,
this form of magic often works—but unfortunately, it does not work
so often as it used to.[65]
What has been said indicates that magic may be regarded as a
form of thought characteristic of, but not confined to, primitive—or
what Professor Ellsworth Faris has called preliterate—man. It
suggests, also, that primitive thought and primitive mentality are
ordinarily associated with a definite organization of life and
experience, perhaps even a definite economic organization of society.
We all are disposed to think in magical terms in those regions of our
experience that have not been rationalized, and where our control is
uncertain and incomplete. The stock exchange and the golf course,
where success is uncertain and fortuitous, all tend to breed their own
superstition.
“Magic,” as Thorndyke says, “implies a mental state, and so may
be viewed from the standpoint of the history of thought.” But magic,
if it is a form of thought, is not science; neither is it art. The arts may
be said to begin with the lower animals. But in the art with which the
beaver constructs a dam and the bird builds a nest there is neither
magic nor science.
We can best understand magic and its relation to science if we
recall that thought is itself an interrupted act, “a delayed response” to
use the language of the behaviorists. There is the impulse to act,
which is interrupted by reflection, but eventually the impulse
completes itself in action. Magic has the character of thought in so
far as it is an impulse that is interrupted and so becomes conscious.
But it is not rational thought because it does not foresee and seek to
define the relation between the end it seeks and the means necessary
to achieve that end. Between ends and means there is always a hiatus
in which there is feeling but not clear intuition of how that end is to
be achieved.
All human activities tend to assume the character of magic in so
far as they become purely traditional and conventional, defined in
some sacred formula piously transmitted. It is peculiarly
characteristic of modern life, however, that all our inherited forms of
behavior tend to become rationalized. It is characteristic of modern
life that nothing is accepted merely on authority, every tradition is
subject to criticism.
It is only in very recent years that we have achieved scientific
agriculture and scientific cooking. On the other hand we have already
scientific advertising and scientific “cheering.” “Yelling” at ball
games, once so spontaneous, has now become an art, if not a duty.[66]
III. MENTALITY AND CITY LIFE
The reason the modern man is a more rational animal than his
more primitive ancestor is possibly because he lives in a city, where
most of the interests and values of life have been rationalized,
reduced to measurable units, and even made objects of barter and
sale. In the city—and particularly in great cities—the external
conditions of existence are so evidently contrived to meet man’s
clearly recognized needs that the least intellectual of peoples are
inevitably led to think in deterministic and mechanistic terms.
The embodiment of rational thought is the tool, the machine, in
which all the parts are manifestly designed to achieve a perfectly
intelligible end. The primitive man lives in a vastly different world,
where all the forces about him are mysterious and uncontrollable,
and where nature seems as wild, as romantic, and as unpredictable
as his own changing moods. The primitive man has almost no
machinery, and relatively few tools.
The mentality of the modern man, on the other hand, is based
upon the machine and upon the application of science to all the
interests of life—to education, to advertising, and, presently,
perhaps, to politics. The culture of the modern man is
characteristically urban, as distinguished from the folk culture,
which rests on personal relations and direct participation in the
common life of the family, the tribe, and the village community.
In fact, if we define them strictly, as Lévy-Bruhl seems to do, we
may say that reason and reflective thinking were born in the city.
They came, if not into existence, at least into vogue, in Athens, in the
time of Socrates and the Sophists. The Sophists were, in fact, a
distinctly urban phenomenon, and we owe to Socrates—who was one
of them—the first clear recognition of conceptional, as distinguished
from perceptional, knowledge. We owe to Plato, Socrates’ disciple,
the definition of the most fundamental tool of modern scientific
thought, namely, the concept, i.e., the Platonic idea.
Magic may be regarded, therefore, as an index, in a rough way,
not merely of the mentality, but of the general cultural level of races,
peoples, and classes. It is even possible that a more thoroughgoing
analysis of the mental processes involved in magic and rational
thought will permit us to measure the mentalities of social groups
with as much precision, at least, as we now measure and grade—with
the aid of the Binet-Simon tests—the intelligence of individuals. At
least we should know in this case what we were measuring, namely,
the extent and degree to which a given group or class had acquired
the ability and the habit of thinking in rational rather than magical
terms.
With a more precise conception of the nature of magic and of the
mechanisms of pre-logical thinking, we shall, no doubt, be able not
merely to compare and perhaps measure with a certain degree of
accuracy and objectivity the mentality and cultural levels of different
cultural groups, but we shall be able also to describe the process by
which races and peoples make the transition from one cultural level
to another. This transition, which Thorndyke has described in his
history of magic, is everywhere in progress. These changes in a
contemporary and living society are open and accessible to
investigation, now that history has enabled us to see them, as they
can never see them later, when they have become history.
In a recent paper in the American Journal of Sociology,
Professor U. G. Weatherly has called attention to the advantages of
the West Indies as a sociological laboratory.
Islands are peculiarly interesting sociologically, provided, of
course, that they are inhabited. For one thing, they are physically
defined. The island community is, for this reason, invariably isolated,
geographically and socially, and because the means of
communication are known, the extent of isolation can be reduced to
relatively measurable terms.
This isolation tends to give to each separate island community
an individuality that one rarely finds elsewhere. Because islands are
geographically limited and isolated, the influence of climate and
physiographic characteristics, as well as of economic organization, in
defining cultural traits, can be estimated and assessed with greater
accuracy than elsewhere. Until one has visited some of the Lesser
Antilles, he is not likely to understand or appreciate Frederick A.
Ober’s rather drastic summary of their history—“Discovered by the
Spaniards, appropriated by the Dutch, Danish, or English, and finally
abandoned to the semi-barbarous blacks from Africa, this has been
the usual succession in the islands.”[67]
The rather bitter note of this statement probably reflects the
tone of the white planters, whose position in the islands has
gradually declined since the emancipation of the slaves.
It directs attention, however, to what is, from the point of view
of the student of human nature and of society, the most interesting
and unique feature of the islands, namely, the racial situation. As
Professor Weatherly has said, “Perhaps nowhere else is there a better
opportunity for securing definite evidence bearing on the opposing
theories of race and contact as factors in cultural growth.” Every
island, in fact, is a separate racial melting-pot in which the mingled
cultures and races of Europe, Africa, and Asia seem to be gradually,
very gradually, simmering down to a single cultural, and eventually,
also, to a single racial, blend.
IV. OBEAH: THE MAGIC OF THE BLACK
MAN
Outside the Spanish Islands, Negroes are the dominant race in
the West Indies. In regions where they have not been replaced by
Hindus, as they have been in Trinidad and Demerara, British
Guiana, they constitute 90 per cent of the population. They are, in
fact, the only people who regard themselves as natives. The Asiatics
and the Europeans are, for the most part, mere sojourners.
So far as the islands now have a native culture it is the culture of
the Negro folk. It is, at the same time, the most characteristic
manifestation of the mentality of the West Indian black man, so far
as he has preserved what Lévy-Bruhl describes as the mentality of
primitive man.
What is more interesting about obeah is that while as a practice
and a belief it is universal among the uneducated classes of the black
population in the islands, it is everywhere different, and everywhere
in process of change. Practices that were originally imported from
Africa tend to assimilate and fuse with related practices and traits of
the European and Hindu cultures wherever the Africans have come
into contact with them.
This is evident, in the first place, from the fact that the obeah
man is not always a Negro; he may be, and not infrequently is, a
Hindu. In the second place, the ritual of obeah may include anything
from patent medicine to Guinea pepper. Among the instruments of
obeah in the possession of the police of Trinidad recently were a
stone image, evidently of Hindu origin, and a book of magic ritual
published in Chicago, which pretended to be, and no doubt had been,
translated originally from the writings of Albertus Magnus, the great
medieval writer on magic. A book called Le Petit Albert is said to be
extremely popular among obeah men in the French Islands.
The favorite decoctions in use among witch doctors consist of
bones, ashes, “grave dirt,” human nail parings—mixed, perhaps, with
asafetida or any other substance having a pungent odor. But in
addition to these, obeah men in the West Indies use the candles, the
little shrines, or “chapels,” as they call them, and various other
portions of the ritual of the Catholic church.
In January, 1917, a woman known as Valentine Sims, a native of
St. Lucia, was convicted, in Port-of-Spain, Trinidad, of obtaining
money by the assumption of supernatural powers. The testimony in
the case showed that, among other things, she attended the Roman
Catholic church, and, on pretense of receiving holy communion, took
the altar bread distributed to the worshipers during the communion,
and used it in practicing obeah.
All this suggests that obeah, as one finds it in the West Indies, is
not so much a tradition and a cultural inheritance as it is an innate
predisposition, like a sense of humor, or “the will to believe,” as
James describes it. Behind these practices, and supporting them, are
all sorts of fears and a general sense of insecurity in regard to the
physical and spiritual environment that more cultivated persons
either do not feel, or they find escape from in quite different
practices.
This is clearly indicated in the letters found among the papers of
obeah adepts which have been confiscated from time to time by the
police. From these letters one gains an insight into the nature and
extent of the terrors, anxieties, and perils of the soul which trouble
the dreams and imaginations of the black man, whom we ordinarily
think of as roaming, cheerful, care-free, and unconcerned in a
worried and troubled world.
The black man in the West Indies is greatly troubled about a
great many things. He has more than the usual number of obscure
pains and aches, which he worries about a great deal, and for which
he, like most of us, is in search of some sovereign remedy. He is
disturbed about his relations with his employer. Not that, like the
workingman we know, he talks or thinks about his rights and the
rights of labor. He is not class-conscious. Quite the contrary, he is
constantly worried because he is not in favor with his employer. If he
is scolded or scowled at, he is troubled. His first assumption, in such
circumstances, is that some fellow-employee in some dark way is
influencing his employer against him, and he seeks the obeah charm
which will discover and circumvent his enemy and win back his
employer’s good will.
If he gets into a quarrel with the family next door, if his
sweetheart looks coldly upon him, if his wife deserts him, he
inevitably assumes that there are personal and magical influences at
work, seeking to undermine otherwise sweet and happy relations.
Frequently he is right. At any rate the obeah man exploits these
suspicions, and that is the reason strenuous efforts are being made in
the British Islands to stamp the superstition out.
Visiting the police courts in the English islands, one is
profoundly impressed by the patient efforts of most of the judges to
discover and apply the rules of law to the petty personal and
neighborhood difficulties that the natives are so fond of airing in the
courts. One gets the impression that the most difficult thing for the
primitive mind to conceive and administer for himself is justice. On
the other hand, the Negro, at least, knows and appreciates justice
when he meets it. That is probably one reason why he likes to take
his troubles to court.
V. FASHIONS IN OBEAH
One gets the impression that there are fashions in obeah.
Dominica, for example, is noted for its use of love-philters; in
Montserrat, obeah is mainly a protection against evil spirits and a
means of communication with the dead; in Antigua, obeah is most
generally a form of medicine. Amulets, “guards,” as they are
popularly called, intended to ward off evil spirits or protect one
against the ill-will of an evil-minded neighbor are also popular. Nevis
has a reputation for “black magic.”
The older generation of obeah men were supposed to have a
knowledge of vegetable poisons the effects of which cannot be
detected on postmortem. In Nevis the older tradition has apparently
lingered longer than elsewhere. At any rate, magical practices seem
to have assumed a more malignant form in Nevis than in some of the
other islands.
In 1916 an old woman, Rose Eudelle, deaf and bedridden, was
convicted of practicing obeah. She seems to have been one of the few
witch doctors who believed sincerely in the efficacy of their own
practices. She had a great reputation, and boasted that she had killed
one man and sent another to the asylum. Curiously enough, she
practiced obeah mainly through correspondence, and when she was
finally arrested, some fifty letters from clients in various islands, one
of them in New York City, were discovered. There was great
excitement in Nevis when she was arrested. As she had solemnly
threatened the colored police sergeant who arrested her, the whole
black population was confidently expecting that some dramatic
misfortune would overtake him. Here there seemed to be something
more nearly approaching primitive and African magic than in any of
the other thirty-eight cases of which I obtained some sort of record.
Not only is the fashion in obeah different in the different islands,
but interest in magic, which is said to be declining everywhere, is less
modified in some islands than in others. In Barbados, though the
practices still persist, prosecutions for obeah have almost entirely
ceased. In the police station at Castries, St. Lucia, on the other hand,
there are still preserved the heart and hand of a Negro boy who was
killed some years ago to furnish an obeah man with the instruments
of magic to enable him to open the vaults of the local bank and rob it
of the treasure which was supposed to be amassed there.
The fact is, then, that the mentality of the black population of
the West Indies, as that of Africa, is changing under the influence of
contact with the white man’s culture, and particularly under the
influence of the very energetic prosecutions which not only have
made the profession less profitable, but by undermining faith in his
supernatural powers, have robbed the obeah man of the terror which
he at one time inspired.
Aside from the superficial changes in the original superstition
and the gradual decline of interest and belief in magic, it seems as if
certain more fundamental changes, reflected in these practices, were
taking place. First, the obeah man tends to become, on the one hand,
a sort of unlicensed physician, as in the case of Percival Duval, an
obeah man who maintained regular office hours, wrote prescriptions,
and prescribed medicines. Actually, Duval seems to have used a little
less medicine and a little more hocus pocus than the average medical
practitioner in our own country did a few years ago. But he was
convicted, and upon appeal to the higher court his conviction was
confirmed. Another obeah man in St. John’s, Antigua, was found to
be dealing, along with the other instruments of obeah, very largely in
patent medicines and homely household remedies. Among the
instruments of obeah taken from his office when it was raided were
the following: (1) Exhibit labeled “ground bones and ashes.” The
sample consisted of a mixture of a calcium compound and probably
lime, wood-ashes, and incense. The incense content was 26.3 per
cent. (2) Exhibit labeled “ground glass and smith coal.” This sample
consisted of a coarse commercial oxygen mixture. (3) Yellow powder.
This consisted of a cheap, scented starch powder. (4) Supposed dog’s
tongue. This consisted entirely of vegetable matter composed
principally of starch cells. (5) Exhibit labeled “ashes and incense.”
The sample consisted of incense, wood-ashes, and charcoal, earth,
and small pebbles, with a small proportion of oxygen mixture. It
contained 17.3 per cent of incense in lump and powdered form. (6)
Exhibit “vial with yellow liquid.” The sample consisted of ordinary
commercial oil of anise. (7) Vial with brownish liquid. The sample
consisted of a solution of iodine in potassium iodine of
approximately 15 per cent strength.
The fact is, the obeah man in the West Indies is in a way to
become a quack doctor. This represents one direction in which
change is taking place.
On the other hand, there is a disposition of the obeah man to
become a sort of confessor and privy counselor in all the intimate
and personal affairs of the common people. The black people—and
not only black, but occasionally Portuguese, who are the traders in
the smaller islands—go to him with affairs of business and of the
heart. They write him long personal letters, and he sends them a
magical prayer or incantation to cure them of bodily ailments, to
protect them from dangers of travel, and to insure general good
fortune. In an affair of the heart, the witch doctor frequently
prescribed a magic powder, sweetly scented, to accompany and lend
a delicate and stimulating fragrance to a love letter. In principle, this
aspect of the obeah man’s practice is like Mr. Coué’s—“Every day, in
every way, I am better and better”—only that the uses of obeah are
more specific. In any case, there is here a very evident tendency of
the practice to assume a form in which the ritual of obeah is merely a
device, like the prayers of primitive folk, for magically re-enforcing
the expression of a wish. So closely are the magical practices of the
obeah man connected—in the mind of the ordinary black man—with
religion that in one case, at any rate, he pretended to cure a boy of
insanity by making believe that he was operating as the agent or
proxy of the priest.
This, then, represents a second tendency to change in the
practices of magic by the black man. If obeah in some instances
seems to be taking the form of popular medicine, in others it tends to
assume the form of a pagan religious ceremony, adapting itself to the
forms and the ritual of the local church.
VI. THE PROBLEM STATED
In a recent volume, Studies in Human Nature, Mr. J. B. Baillie
has suggested that the disposition and the ability to think abstractly,
disinterestedly, and scientifically is not only a relatively recent
acquisition of the human race, but at the same time is a local
phenomenon.
This geographical limitation of science is indeed a remarkable fact, the

importance of which our familiarity with the scientific mood and our insularity of
mind constantly tend to obscure.... We should not forget that millions of human
beings have no interest in the scientific mood at all, and seem by constitution to
have no capacity for it.... Some individuals among these nonscientific peoples may,
and do, assimilate the science of the West. But experience seems to show that such
acquisition is at best a mere accomplishment, and leaves the racial structure and
composition of their minds unaffected.... The nonscientific peoples take up science
as they put on Western clothes. One may change one’s clothes, but there is no
changing the skin. The fact is that the scientific mood arises from a peculiar
attitude of the mind to the world found amongst certain peoples of the globe; and
without this attitude science will always appear a curiosity or an irrelevance.[68]
The author assumes that the disposition to think rationally and

to cultivate abstract and scientific thought is a racial attribute.
Perhaps a more accurate statement of the matter would take account
of the fact that even within the comparatively limited area where
science is in vogue, there are large numbers of people who still—even
while using the language of science—think in the more elementary
forms of folk-thought. This seems to be true wherever large masses
of the population are still illiterate, or where, for any reason, even
when able to read, they habitually think in terms of the spoken
language, rather than in the language of the printed page. Literacy
itself is very largely a product of modern city life. Books and reading
which used to be, and to a certain extent are yet, a luxury in the
country, become a necessity in the city.
The Negroes migrating in such large numbers from the West
Indies to the United States are bringing with them habits of thought
which have largely disappeared among the Negro population native
to this country. The obeah men of the West Indies have many clients
in the United States, and a recent issue of the New York Age
announced that the Negro quarter around 135th Street, New York,
was overrun with fortune tellers and witch doctors, many or most of
them from the West Indies.
Within a few years, however, most of these superstitions will
have disappeared, or at any rate will have assumed those more
conventional forms with which we are familiar and have learned to
tolerate. This is certainly true of the city population.
Great changes are taking place, with the introduction of modern
methods of education, in our own insular possessions. Mr. Axel
Holst, of the National Bank of the Danish West Indies, who has been
a close and assiduous student of Negro folklore in the Virgin Islands,
says that the effect of the American system of education will within a
few years totally change the mental habits of the natives of St.
Thomas. Since the younger generation have begun to read books,
they are not so interested as they were in the Nansi stories, which
correspond to the Bre’r Rabbit stories of the States. Since the
introduction of American rule, newspapers have come into vogue,
and the young men have taken to political discussion.
The changes in the “mentality” of the Negro population are, Mr.
Holst says, going on visibly, and at a surprising rate. These changes,
if they are actually taking place, should be made the subject of
further investigation. Such study should enable us to determine,
among other things, more precisely than we have been able to
determine hitherto, the rôle which cultural contacts, social heritages,
and racial temperament play in the whole cultural process.
It is evident that we are not to assume, as otherwise we might,
that there is no area of the experience in which primitive or
preliterate people think realistically and rationally. On the other
hand, in contrasting primitive mentality with that of civilized man,
we need not assume—except for the sake of the contrast—that the
thinking of civilized man is always and everywhere either rational or
scientific. As a matter of fact, there are still wide areas of our
experience that have not as yet been fully rationalized, notably the
fields of medicine and religion. In medicine, at least—if we are to
believe a recent medical critic of what, in imitation of Lévy-Bruhl, we
might call “medical mentality”—the majority of practitioners still
think of diseases as morbid entities instead of convenient labels for
groups of symptoms.
The following paragraph from a recent writer states the matter
from the point of view of a critic of “medical mentality.”
It is not to be thought that any educated medical man indeed believes “a

disease” to be a material thing, although the phraseology in current use lends
colour to such supposition. Nevertheless, in hospital jargon, “diseases” are “morbid
entities,” and medical students fondly believe that these “entities” somehow exist
in rebus Naturae and were discovered by their teachers, much as was America by
Columbus.... In fact, for these gentlemen “diseases” are Platonic realities;
universals ante rem. This unavowed belief, which might be condoned were it
frankly admitted, is an inheritance from Galen, and carries with it the corollary
that our notions concerning this, that, or the other “diseases” are either absolutely
right or absolutely wrong, and are not merely matters of mental convenience.
But if the practitioners think of diseases in pre-logical terms

what can we expect of the layman, whose medical education has been
largely confined to the reading of patent medical advertisements?
What has been said suggests a problem which may be perhaps stated
in this way: How far is the existence of magic and magical mode of
thought a measure of the mentality of a racial or cultural group in
which it is found to persist? How far is what Ballie calls “the
scientific mood” an effect of the urban environment?
Robert E. Park
CHAPTER VIII
CAN NEIGHBORHOOD WORK HAVE A
SCIENTIFIC BASIS?
Neighborhood work at present and as now practiced cannot, for

two reasons, be said to be based upon science. First, the social
sciences—and I refer to sociology in particular—have at present little
to offer as a scientific basis for social work; secondly, what
knowledge the social sciences have accumulated has been used little,
or not at all, by neighborhood workers.
The trend of neighborhood work to a scientific basis.—But if
neighborhood work has not had a scientific basis, it has had, from its
inception, as one of its conscious or unconscious motives, the search
after knowledge as the basis of human relations. Settlement work,
especially, represents not only the most devoted and the most
idealistic, but also the most intelligent, phase of social work of the
past generation. The settlement in its origin was an extension of the
university. It carried over into a new environment the love of truth
and, it may be added, the spirit of science. The residents of the
settlement were brought at once into touch with social reality; that is,
with the concrete facts of human life.
This early venture into intimate contact with social reality may
accordingly be called the first stage in the trend of neighborhood
work toward a scientific basis. But settlement workers soon found
that sympathetic understanding and intimate contacts failed to solve
many of the actual problems of neighborhood work. The
recalcitrancy of the boys’ gang, the opposition and manipulations of
the ward boss, the competition of commercialized recreation, the
unsolvable cultural conflict between immigrant parents and
Americanized children are only a few of the many perplexing
conditions of neighborhood life in immigrant areas which resisted
the spirit of good will of settlement workers. They therefore began to
study their communities in the attempt to state the factors at work by
an analysis of the elements in the situation. Hull House Maps and
Papers, The City Wilderness, and Americans in Process are
illustrations of the careful study and keen observation of these very
early efforts to determine and to take account of the many and
different conditions affecting neighborhood work. This interest in
the discovery of factors in the social situation may therefore be called
the second stage in the trend of neighborhood work toward a
scientific basis.
Science, however, is concerned not with factors, but with forces.
The distinction is not always clearly drawn between a factor and a
force. “Factors are the elements that co-operate to make a given
situation. Forces are type-factors operative in typical situations.”[69]
A factor is thought of as a concrete cause for an individual event; a
force is conceived to be an abstract cause for events in general so far
as they are similar. A particular gang of boys, the Torpedo gang, of
which Tony is the leader—and which is made up of eight street Arabs
—is a factor in the situation which a certain settlement in an Italian
colony in Chicago faces. But as soon as the attention shifts from this
one gang and this particular settlement to settlements in general and
to gangs in general the transition is made from a factor to a force. A
gang is a factor to a given settlement; the gang is a force from the
standpoint of all settlements.
The study of social forces in the community.—If neighborhood
work can have a scientific basis, it is because there are social forces in
community life—forces like geographical conditions, human wishes,
community consciousness—that can be studied, described, analyzed,
and ultimately measured. In a series of research projects now in
progress in the Department of Sociology in the University of Chicago,
studies are being made of the social forces of community life. While
the city of Chicago is used as the laboratory for this investigation, it is
assumed that the processes of urban life in one community are in
certain ways typical of city life throughout the United States.
The term “community” is widely used by sociologists,
neighborhood workers, and others, but often with widely divergent
meanings. In research in any field it is necessary to define our
concepts and to make relevant distinctions. In the literature of the
subject there is a growing disposition to emphasize as one of the
fundamental aspects of the community its geographical setting.
Whatever else the community may be, it signifies individuals,
families, groups, or institutions located upon an area and some or all
of the relationships which grow out of this common location.
“‘Community’ is the term which is applied to societies and social
groups where they are considered from the point of view of the
geographical distribution of the individuals and institutions of which
they are composed.”[70]
Upon reflection it is evident that markedly different social
relationships may have their roots in the conditions of a common
territorial location. Indeed, it is just these outstanding differences in
communal activities, viewed in relation to their geographic
background, which have caused much of the confusion in the use of
the term “community.” For community life, as conditioned by the
distribution of individuals and institutions over an area, has at least
three quite different aspects.
First of all, there is the community viewed almost exclusively in
terms of location and movement. How far has the area itself, by its
very topography and by all its other external and physical
characteristics, as railroads, parks, types of housing, conditioned
community formation and exerted a determining influence upon the
distribution of its inhabitants and upon their movements and life? To
what extent has it had a selective effect in sifting and sorting families
over the area by occupation, nationality, and economic or social
class? To what extent is the work of neighborhood or community
institutions promoted or impeded by favorable or unfavorable
location? How far do geographical distances within or without the
community symbolize social distances? This apparently “natural”
organization of the human community, so similar in the formation of
plant and animal communities, may be called the “ecological
community.”
No comprehensive study of the human community from this
standpoint has yet been made. A prospectus for such a study is
outlined in an earlier chapter by Professor R. D. McKenzie, in this
volume, under the title, “The Ecological Approach to the Study of the
Human Community.”[71] Yet there are several systematic treatises
and a rapidly growing literature of scientific research in the two
analogous fields of plant ecology and animal ecology. The processes
of competition, invasion, succession, and segregation described in
elaborate detail for plant and animal communities seem to be
strikingly similar to the operation of these same processes in the
human community. The assertion might even be defended that the
student of community life or the community organization worker
might secure at present a more adequate understanding of the basic
factors in the natural organization of the community from
Warming’s Oecology of Plants or from Adams’s Guide to the Study
of Animal Ecology than from any other source.
In the second place, the community may be conceived in terms
of the effects of communal life in a given area upon the formation or
the maintenance of a local culture. Local culture includes those
sentiments, forms of conduct, attachments, and ceremonies which
are characteristic of a locality, which have either originated in the
area or have become identified with it. This aspect of local life may be
called “the cultural community.” This relationship of cultural
patterns to territorial areas has not yet been adequately studied
unless in the phenomena of language. What, for example, are studies
in dialect but one illustration of how local areas with their entailed
isolation differentially affect customs of speech? Concrete materials
for a wider study of culture in relation to location are increasing,
notably upon preliterate peoples and upon retarded groups
geographically isolated, as the southern mountaineers or the remote
inhabitants of Pitcairn Island.
The immigrant colony in an American city possesses a culture
unmistakably not indigenous but transplanted from the Old World.
The telling fact, however, is not that the immigrant colony maintains
its old-world cultural organization, but that in its new environment it
mediates a cultural adjustment to its new situation. How basically
culture is dependent upon place is suggested by the following
expressions, “New England conscience,” “southern hospitality,”
“Scottish thrift,” “Kansas is not a geographical location so much as a
state of mind.” Neighborhood institutions like the church, the school,
and the settlement are essentially cultural institutions, and
recognition of this fact has far-reaching implications for the policies
and programs of these local centers.
There remains a third standpoint from which the relation of a
local area to group life may be stated. In what ways and to what
extent does the fact of common residence in a locality compel or
invite its inhabitants to act together? Is there, or may there be
developed upon a geographical basis, a community consciousness?
Does contiguity by residence insure or predispose to co-operation in
at least those conditions of life inherent in geographic location, as
transportation, water supply, playgrounds, etc.? Finally, what degree
of social and political action can be secured on the basis of local
areas? This is the community of the community organization worker
and of the politician, and may be described as “the political
community.” It is upon this concept of the community as a local area
that American political organization has been founded.
These three definitions of the community are not perhaps
altogether mutually exclusive. They do, however, represent three
distinctly different aspects of community life that will have to be
recognized in any basic study of the community and of community
organization. A given local area, like Hyde Park in Chicago, may at
the same time constitute an ecological, cultural, and political
community, while another area like the lower North Side in the same
city, which forms a distinct ecological unit, falls apart into several
cultural communities and cannot, at any rate from the standpoint of
a common and effective public opinion, be said to constitute a going
political community. The Black Belt in Chicago comprises one
cultural community but overflows several ecological areas and has no
means of common political action except through ward lines
arbitrarily drawn.
It follows that the boundaries of local areas determined
ecologically, culturally, and politically seldom, if ever, exactly
coincide. In fact, for American cities it is generally true that political
boundaries are drawn most arbitrarily, without regard either to
ecological or cultural lines, as is notoriously the case in the familiar
instance of the gerrymander. Therefore it is fair to raise the question:
How far are the deficiencies in political action through our
governmental bodies and welfare action through our social agencies
the result of the failure to base administrative districts upon
ecological or cultural communities?[72]
This analysis of the community into its threefold aspects
suggests that the study of social forces in a local area should assume
that the neighborhood or the community is the resultant of three
main types of determining influences: first, ecological forces; second,
cultural forces; and third, political forces.
Ecological forces.—The ecological forces are those which have to
do with the process of competition and the consequent distribution
and segregation by residence and occupation. Through competition
and the factors which affect it, as trade centers, etc., every
neighborhood in the city becomes a component and integral part of
the larger community, with a destiny bound up by its relation to it. In
the study of the growth of the city it is found that the life of any
neighborhood is determined, in the long run, not altogether by the
forces within itself, but even more by the total course of city life. To
think of the neighborhood or the community in isolation from the
city is to disregard the biggest fact about the neighborhood.
Studies of urban growth reveal that the city grows outward from
its central business district (1) in a series of expanding zones.[73]
There is a “zone of transition” (2) encircling the downtown area. This
is the area of deterioration, the so-called “slum”, created in large part
by the invasion of business and light manufacture. A third area (3) is
inhabited by workers in industry who have escaped from the area of
deterioration (2) and who desire to live within easy access of their
work. Beyond this zone is the “residential area” (4) of high-class
apartment buildings or of exclusive “restricted” districts of single
family dwellings. Still farther, out beyond the city limits, is the
“commuters’ zone” (5) of suburban areas or satellite cities within a
sixty-minute ride of the central business district.
Within these zones of urban growth are to be found local
districts or communities, and these in turn subdivide into smaller
areas called neighborhoods. In the long run, geographical factors and
the process of competition fix the boundaries and the centers of
these areas. It is important that neighborhood work be in accordance
with, rather than in opposition to, these silent but continuous
influences. A map of local communities was prepared to show the
way in which rivers, railroads, large industrial establishments, parks,
and boulevards divide the city into its constituent local communities
—residential and industrial.

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Integrated Advertising Promotion and

Marketing Communications Global 8th

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Advertising And Promotion An Integrated Marketing

Advertising and Promotion An Integrated Marketing

Advertising and Promotion An Integrated Marketing

Advertising And Promotion An Integrated Marketing

2) An outline of the key ideas in an advertisement is the:

3) The primary tactic or approach used to deliver a message theme is a:

5) Which message strategy is linked with reasoning and thinking processes?

14) The preemptive cognitive message strategy is a(n):

17) A hyperbole cognitive message strategy is a(n):

20) Consumers often think comparative ads:

21) Showing greasy potato chips versus Pringles is an example of a:

24) Which organization is most likely to investigate comparative advertising complaints?

27) An affective message strategy:

29) The two types of affective message strategies are:

35) Which message strategy is designed to trigger impulse buys?

38) Conative message strategies utilize an attitude formation sequence of:

49) A conative message strategy is a presentation of rational arguments or pieces of information

56) Generic message strategies can be used to create brand awareness.

58) A hyperbole message strategy involves an explicit, testable claim of uniqueness or

86) Name the five major forms of cognitive strategies.

87) What are the advantages and disadvantages of comparative ads?

95) Humor overcomes clutter by:

96) Humor causes consumers to watch, laugh, and, most importantly:

99) The goal of a humorous ad is to have consumers:

100) To be successful, the funniness in a humor appeal should be:

103) Subliminal sexual messages are:

104) Using sensuality as a type of sex appeal in advertising:

108) Decorative models are people who:

111) Research indicates that humor will:

115) Music can be intrusive, which means it will:

116) Music is effective at gaining a viewer's attention:

118) Using songs from popular musicians is:

122) Which are the best outlets for rational appeals?

123) Rational appeals work best when:

128) Emotional appeals are popular because:

132) Emotional appeals:

134) Scarcity appeals:

136) The primary benefit of using a scarcity appeal is that it:

143) Severity and vulnerability are key elements in rational advertisements.

149) Humor is a rarely-used form of advertising appeal.

168) The cognitive impressions made on viewers of a sexually-oriented ad depend on whether

185) What approaches to sexuality are used in advertising?

188) Describe the sequence that occurs when a humorous ad is successful.

189) What are the major criticisms of sexuality in advertising?

190) What roles can music play in advertisements?

193) Each of the following is a type of executional framework except:

197) Rotoscoping is used in a(n):

201) The last component of a slice-of-life execution is the:

206) The key to a testimonial execution is:

210) Authoritative executions suggest buyers will be influenced by:

216) Showing someone enjoying an exotic experience—such as a beach in Florida—would be

217) The fantasy executional framework relies on:

222) The authoritative execution works well in:

224) An executional framework is the manner in which an advertising appeal is presented.

225) Rotoscoping is a new, high-tech form of fantasy execution.

229) The slice-of-life execution is seldom used for business-to-business advertisements.

241) Informative executions work best for low-involvement products.