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Comprehension check. Commercials aimed at kids




COMMERCIALS AIMED AT KIDS

SUPPLEMENTARY READING

SPEECH PRACTICE

1. Make up a plan of the text “Advertising” and speak on the topic according to your plan.

2. Explain the role advertising has played in your life.

3. Your boss says to you: “We don’t need to use an advertisingagency. They cost too much and we can do that stuff ourselves any­way”. What argumentscan you develop to support the use of an agency?

4. “To be successful a product or service must appeal to everybody or at least to the majority of people”. Give your pros and cons.

5. Does advertising manipulate us into buying things we don’t need?

6. Give twoexamples of recent purchases where the specific purchase situation influenced your purchase decision. Briefly explain how yourdecision was affected.

7. Comment on the following statement: “Advertising is a legalized lying”. Do you agree with it?

8. Choose any question (problem, topic) you are interestedin and make a 5-7 minute report in class. Refer to different additional sources to make your report interesting, instructive and informative.

Many people argue whether young children (under 10-12) should be the targets of advertising appeals at all, and whether some products (like sugarycereals) present sufficient health hazards to kids that they should also be banished from the airwaves.Some people argue that basically, any advertising to a 6-year-old is unfair and deceptive because the child is too young to understand it. Little children don’t have the natural defenses some adults have. And when it comes to television advertising, they real­ly don’t understand the selling intention of the advertiser.

Where children are concerned, we must be absolutely sure that no dangerous or misleading impressions are left with our youngest consum­ers. Children are not qualified to decide for themselves whether they need vitamins, and probably can’t tell the difference between an ad message and program content where one of their favourite superheroes was in­volved.

The advertising industry’s argument is, basically, that parents them­selvesshould be the ones responsible forwhat their kids see and what they don’t. Another interesting point is that pressure groups like Action for Children’s Television(USA), which call for morerestrictions on kids’ advertising,are made up of upper-middle-class parents who may not like those commercials because they induce their kids to want toys and foods associated with lower-middle-class consumption patterns.

1. What is your attitude to advertising for children?

2. Does advertising influence children’s values? In what way?

3. Can television commercials cause family conflicts? Give your reasons.

 




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