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True or False
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1

The "mass" in mass media refers to the vast size of the organizations that produce and distribute information.
A)True
B)False
2

The meaning of a message can usually be easily discerned without consideration of the context from which that message arises.
A)True
B)False
3

Due to space limitations and the diversity of the audience, context is often stripped from news items in the popular news media.
A)True
B)False
4

The use of "sound bites" and other techniques that strip information of its context often gives an audience a false impression of a speaker's intentions or the significance of information.
A)True
B)False
5

Making information more entertaining or enjoyable to consume always negatively impacts the quality and usefulness of that information.
A)True
B)False
6

According to the text, since studies show that a large majority of individual journalists place themselves left of center on the political spectrum, it is clear that the news media represents their liberal bias.
A)True
B)False
7

An opinion, whether from a news anchor, a reporter, a writer or a reader, is only as valuable as its support.
A)True
B)False
8

According to the text, the values expressed in advertisements are simply a reflection of what the public values already.
A)True
B)False
9

Though many Americans reject the notion that advertisements influence what they buy, many of them are likely mistaken, since market studies reveal that a well-designed ad campaign can greatly increase a products impact.
A)True
B)False
10

According to the text, one major reason why we fail to recognize the effects of ads on our beliefs and behavior is that their influence is achieved through the accumulation of largely unnoticed minor effects and not major persuasive effects.
A)True
B)False
11

Advertising has its greatest impact when influencing people's "high-involvement" buying decisions.
A)True
B)False
12

The purpose of humor in advertising is to create in the viewer or listener a pleasant and memorable association with the product.
A)True
B)False
13

Cognitive balance is a function of the brain that allows us to keep from falling over while walking.
A)True
B)False
14

"Helps," "virtually," "can be," and "fights" are all examples of weasel words.
A)True
B)False
15

An exaggerated claim that skirts the literal truth but does so in a way that does not deceive most audiences is called "puffery."
A)True
B)False







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