Cultivation Theory

What is brand internalization?

A. When customers memorize all product names

B. When a brand becomes part of someone’s self-image

C. When a brand forces advertising

D. When artists use the same look every time

2. What makes brand internalization more likely to happen?

A. Loud colors

B. Repetition and storytelling in media

C. Free samples

D. Discounts and holiday bundles

3. Which of the following MAC campaigns is a key example of identity-based marketing?

A. Back-to-school

B. Viva Glam with RuPaul

C. Studio Fix foundation relaunch

D. Mascara Madness

4. What does “symbolic annihilation” mean?

A. A makeup wipe ad

B. Removing symbols from a campaign

C. Lack of media visibility makes a brand seem irrelevant

D. When a logo gets redesigned

5. Why did Gerbner call TV a “cultural storyteller”?

A. It was fun to say

B. He was describing scripted shows

C. Media stories shape shared beliefs and identity

D. Only fiction matters in media

6. What do MAC artists act as, beyond just makeup artists?

A. Scientists

B. Emotional brand ambassadors

C. Wardrobe stylists

D. Campaign managers

7. Why do Gen Z and Gen Alpha require a new marketing approach?

A. They don’t use phones

B. They avoid MAC stores

C. They are digital natives with short attention spans

D. They only use clean beauty

8. What does it mean when someone says “MAC is who I am” instead of “MAC is what I use”?

A. They forgot the brand name

B. Brand internalization — the brand becomes part of their identity

C. They’re quoting a commercial

9. If MAC shows the same iconic black packaging and red lip across platforms daily, that’s called…

A. Visual clutter

B. Overexposure

C. Symbolic saturation — branding becomes part of culture

D. Saturated coverage - overtime internalization

10. What’s the MAC version of a “cultural seed”?

A. A primer

B) A story-driven campaign seen often across media

C) A new eyeshadow base

D) A store layout design

Why did MAC’s Kim Petras Viva Glam campaign hit so hard for Gen Z?

A. Neon

B. It aligned with identity, music, and activism — the resonance was real

C. She wore green

D. It was a TikTok dance