Mountain Dew ads imply that drinking Mountain Dew will open up a world of excitement where you can do ("dew") anything. The constructed meaning associated with this brand is an example of the ______.
A) homonym effect
B) floating signifier effect
C) target market premise
D) feel-good premise

Question

Quizplus · Accepted Answer

The constructed meaning associated with the Mountain Dew brand is an example of the floating signifier effect, which means that the brand is associated with a vague and abstract concept (in this case, excitement and the ability to do anything) that is open to interpretation and can easily be applied to different situations and people. The homonym effect refers to the use of puns or multiple meanings of a word in advertising, and the target market premise and feel-good premise are not directly relevant to this particular example.

Mountain Dew Ads Imply That Drinking Mountain Dew Will Open