Children should not be urged in advertisements to ask their parents to buy particular products for them, Advertisements must be clearly recognisable as such by children and separated fro
Trang 1aa The art of advertising
1 Look at these advertisements
What is the product being advertised in each one?
Who are the adverts aimed at?
our parents
what will make your
Birthday Happy’
“Tell y
2 Fach one of these adverts would break the code set up by the New
Zealand Advertising, Standards Association (ASA) and similar codes around
the world In pairs, decide what you think the specific problem is with each
advert
Now look at the statements taken from the ASA code below and match each advertisement (A-D) with the correct section from the code (1-8)
Note: There are more extracts than advertisements
Advertisements must not portray violence, undue
aggression, or menacing or horrific elements likely to
disturb children
Advertisements should not encourage anti-social
behaviour or depict children behaving in an anti-social
manner, eg vindictiveness and bullying, unless the
purpose of the advertisement is to discourage such
behaviour
Children should not be urged in advertisements to ask
their parents to buy particular products for them,
Advertisements must be clearly recognisable as such by
children and separated from editorials or programmes,
If there is any likelihood of advertisements being
confused with editorial or programme content, they
should be clearly labelled ‘advertisement’ or identified
in an equally clear manner,
Advertisements should not suggest to children any
feeling of inferiority or lack of social acceptance for nol having the advertised product
Advertisements should take into account the level of
knowledge, sophistication and maturity of the
intended audience In particular special care should be taken when communicating with younger children who may have a lack of ability to comprehend the
purpose of advertising and differentiate between it am
non-advertising messages
Advertisements should not depict toy weapons which
are realistic (in size, shape and colour) and can be
confused with real weapons
Advertisements, except safety messages, should not
show products being used in an unsafe or danger manner, or which would be unsafe if used by childre! without proper supervision,
The art of advertising i
Trang 2
Strategy
fo help you with this
ype of task, first
inderline the people or
Irganizations in the text
o help you locate the
inswer more quickly
1 The art of advertising
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PY any of these rules?
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2 to children should bet
M your country?
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Identificati Gentification
of beliefs or arguments
T Match theb eliets ora
organiz ations mentioned tguments in the st
ee ements (1-5) with t
in the text (A-B) ‘ 112 ve people or
On pages 128 and 120
Note: You m ` T\SV
> than once
Ì `
AY use any
y ans ver (A F) more t `
l Childrenas Young as
seven or eight `
understand what advertisements are trying to do
Poor families see too
many advertisements
showing products they
cannot aftord,
Children do not
understand the
ditference between
adverts and television
programmes,
4 Children are more easily influenced than adults
5 Television companies need the money from
advertising to make good children’s programmes
Dr Brian Young Nigel Walmsley
Independent Television Commission (ITC)
Stephen Colegrave Lars Maren
The Children’s Society
AMOAW>
Multiple choice
2 Read the two texts on pages 128 and 129, which argue for and againsta ban on advertising to children
Rupert Howell believes that the current rules on children’s advertising in the
UK are
A effective in protecting children
B_ not tough enough
C_ better than the rules in other countries,
D likely to encourage pester power
127
Trang 3J5 article, the results or panning child, ,
3 According to Rupert Howel
dren, advertising could include
se THREE answers
Choose mber of imported children’s programmes
an increase in the nu 4 children’s programmes,
C ait eee in ah cost of producing al "mm PFOSTammes
D ; reduction in the quality of Se aes program le:
: son in the quantity of cn : 7 i
Ea yeduton ne an tn cil» Progr
h advertising industry is WOmi
lệ
4 According to Helen Seaford, the Britis
|
by Sweden’s proposals because
advertising allows people to ma
Ke
Sweden ‘one the only European country to ban children’s advertisin,
British children watch more adverts than in any other European counf, even four year olds can recognize well known brands
}
The cost of advertising toys and games
is less than the cost of advertising chocolate and snacks
It is the thorniest issue facing advertising — should
children be influenced by the hard sell? As Sweden
pushes to introduce a Europe-wide ban, a major +
conference will battle over the arguments Here, two
experts kick off the debate
NO says Rupert Howell
A In 1991, Sweden introduced legislation to ban
television advertisements that ‘purposefully’
attract the attention of children under the age of
12 Why? Because the Swedish government
accepted research stating that most children
could not recognise the difference between
advertisements and programmes until they were
10 Lars Maren, deputy director of the Swedish
ministry of culture, says that television
advertising leaves children ‘vulnerable to abuse
and deception by adults’ and ‘they do not
understand what advertising is’
B Itis widely expected that it will use its
presidency of the European Union to push for
the introduction of such a ban Europe-wide The
UK government has indicated that it will resist
this suggestion from Sweden That resistance
should be supported by the UK media and
advertising industry Let me explain why
2)
has increased dramatically in recent years
is more in the UK than elsewhere in Europe
has an impact on their price to the consumer
C Let's take research first The UK has done its own Dr Brian Young of Exeter University found
clear evidence that children’s advertising literacy develops from the age of four and that by the age
of seven or eight they have developed a good understanding of the purpose and intent of
advertising Last year, the Independent Television Commission scrutinised the rules
governing toy advertising and concluded that ‘as
a result of exposure to media technology of all kinds, the children were quick to assimilate and interpret what they were shown’
D In1996, the Ministry of Agriculture, Fisheries and Food commissioned research into the role of
advertising in children’s choice of food It found
that ‘there is no serious evidence to suggest that advertising is the principal influence on
children's eating habits’
E Iam convinced that children have an undoubted
ability to view and assess advertising competently and with discernment Kids are not gullible They're smart I also have faith in the advertising industry's regulations, which pay special regard to the child audience and contain
provisions to ensure that children are not
exposed to inappropriate commercial messages
or influence
The art of advertising
Trang 4ie ing IMME UN ~ and thar;
3
ly The ITC's Tegulations are flee
ae and constantly reviseg
HD
complaints from viewers is mine es of
ai there's another aspect io isi
6 Bút = : aban on th f2 ở
we a catastrophic efe j
a independent children 's fees ae
programming Nigel Walmsley, Carlton TV's
_ Phạmman, has made the point that rry last ye:
° hat if ITV did not have the advertising issions for children's television He Say:
es
ofaround £40m that it ©arns from children’s
: ing, then ‘quite simply, it could not
ke original children’s programmes’ The
alternatives would be to remove children’s
ing from the ITV schedules, or
broadcast low-cost programmes brought in from
the US and elsewhere, or turn children's Ắ
television into subscription-only channels
Quality would suffer, and the range of
programmes would fall away
H Advertising is fun It’s educational, too
Advertising helps children to discriminate and to
grow up And, just like adults, they know, or they
soon learn, that they can't automatically have _
what they see advertised A ban on television
advertising would be an infringement of the
freedom of commercial speech If it’s legal to
sell, it's not only acceptable to advertise it, but
essential Advertising encourages new product
development and it fosters competition, which
always benefits consumers — including children
Rupert Howell is chair of HHCL & Parmers and
Presidert of the Institute of Practitioners in
mE
VES says Helen Seafo
I Children watch a lot of television Advertisers
know this And they know that advertising
influences children It gets children and thei
parents to buy more of what they're selling The
number of advertisements watched by British
children tops European league tables On
average British children watch 18,000 adveris
per year and those in low-income families see
most
Y€TtiSing
“
J It's not surprising with statistics like this that the
advertising industry is worried by the prospect
of Sweden seeking to extend to the EU the
controls they and three other European
countries have put in place with considerable
SUCCESS
PSR ERE OTH OS
———————— Z_”.ướ_ ee eel =
K A great deal of
N Listen to Stephen Colegrave of Saatchi and
Q As we struggle with the question of how to
agen cit TL LOLA TE
A gr GI research h Variety of different meth Conclusion is that
as been done - usinga ods ~ and the
children’s und di
Gvertising develops in line with their aor
ae 4 i pychological, emotional and intellectual velopment So it is not until the age of 1
lu Tad 3 tuntil the age of 12 that
eTstanding of advertisi 3
aa erotrsaeae tising can be said to
vs <2 S For exa
iour-yearolds are Mne Si Base Te already ‘brand a a comics
conscious’ and
hae €ar-olds will respond immediately when ked about product preferences f
At the Children 's Society, we see some of the poorest families strug? to keep their heads
above water while being bombarded with images
Oi Consumption they can ill afford - in a country where one child in five needs free school meals
because they live in a low-income family £50m
a year is spent on advertising choco! te and
snacks to children, whereas advertisements for healthy foods during children's television time are unheard of
And finally there is the issue of pester power Most parents want to bring their children up well, with decent moral standards and a
balanced outlook on life It is deeply insidious for advertisers constantly to undermine them in what is anyway a difficult task
Saatchi (an advertising company): “Children are
much easier to reach with advertising They pick
up on it fast and quite often we can exploit that relationship and get them pestering their :
O It is against this highly resourced barrage of
aggressive marketing that our current rules must
be judged In the past six years, spending on advertising toys and games during children’s television has risen from £26m to £150m
P The Swedish initiative to extend their ban on
advertising during children’s television is welcome Children do not need to practise
watching advertisements as 4 preparation for adult life and good-quality children’s television could be financed by subscription or by
reserving 2 section of the licence fee
ensure that children see high-quality television, itis the interests of the child which should be at the centre of our attention
is Head of Planning at The Children's
Helen Senford ts a | achildren's charity
EAT
_———
Trang 5UCN CEO ee ORT Canine por ere
1 Look at these sentences, taken from the reading texts They all contain
modal verbs
0 Advertisements must not portray violence, undue aggression, or
menacing or horrific elements likely to disturb oa
1 Children should not be urged in advertisements to ask their parents t,
buy particular products for them Bs
2 Advertisements must be clearly recognisable as such by children ang
3 Alteoaottisi should take iate-agcesat the level of knowledge,
sophistication and maturity of the intended audience
preparation for adult life
Put the modals from the sentences above into these categories
Obligation Prohibition —
| | lack of ain | ba
must not
2 Now do the same for the modals in these sentences
1 Advertisers have to follow certain rules about advertising to children,
2 Advertisers ought not to encourage children to eat too many snacks,
3 Parents ought to monitor the advertising that their children see on TY
4 Parents don’t have to respond to ‘pester power’
3 Look back at the texts What form of the verb follows modals?
Now look at the other sentences from exercises 1 and 2 Some of the verbs;
followed by a different form of the verb Which ones?
4 Work in pairs How are these modals expressed in the past? Fill in the
table
ought to ought to have + past participle |
should
have to ie must
don’t need to don’t have to
shouldn't
2 Here are some other lexical expressions to express prohibition and
Prohibition Obligation (weak) Advertising toys is banned Parents are expected to monitor
Advertising toys is forbidden Parents are supposed to monitor
Advertising toys is not allowed It is the parents’ responsibility to monitor
There is a ban on advertising toys Parents are responsible for monitoring -
Trang 6YVFIEG a} IGE five ;
it five hiles in your country
j ~aAlnple TOU 6
di, hould cary Y YOU driving | 4 licence with you, but YOU dont have to,
:
# II 0l] 6IiøJ ing in public places
if 4 Listen to a tutor
COwWt any Sxamiples you | Obligation oy Prohibition
1 You should spend al
On the text below
TheG lobal Product -
here je
BiVing feedback on a student's work Write lear of language to talk about obligation /lack or
OU 20 minutes on questions 114 which are based
the world as a single market?
|
i8 i¢ world is becoming 4 sinaller place, example of Coca Cola, The recipe a |
"ae are biet ming qui arin changed to suil nộ al ee 100/00 M VU |
£aRÏt! communications ies can be instantaneous an be ingtantane to any much haweeter than in the UK, while sw Ce ee í |
Bftheworld anid (rade barriers are breaking down product's herbs and aS eed bata |
J01ISE uently, (here are tremendous opportunities for eniphasis, In terms dc cRahe
cạn : to broaden their markets into foreign expensive for mann ú eee tam ditteentmarketavel |
jusinesses 16 WTO: - " í completely different vehicles for : }
nities The challenge facing those promoting mi global model is likely to appeal to no-one In ì
_ iccts globally is to determine whether marketing asing TH 0 THẺ needs, Nissan, for example, sells in |
ands should be the same across the world orif they ng vê rb Ns ut has eight different chassis | thould be adapted to different markets based on are The Ford Mondeo was designed ee đã Pe |
specific cultural factors
features from different inte sorb as |
' t of the ake ite appeal as broad as possib oe dis |
Many theorists argue that, with the ‘shrinking’ of the Ste me multi national companies are concerned, is |
h ú bal standardisation is inevitable, Once ames adapt their product (oa partic ular market, Ỉ
aramier buying patternt siivedia nee : ay disappear, Keo; E D Secondly, itis also important scram : 4 ‘ ed simultane all í | Ỉ
al differences may disappear, É€H0, juct should be launched simultaneot eal cereal producer, has been = y Sania Gaownas a ‘sprinkler aT eral |
£ 1miarle{ aft€f í ‘ |
inflential in challengintg (0115010 in France, {01 juent actice, maxt companies pro
i ide the United States (nt eee dof auneh’), In practice, oduct in one oF
east ce cals were almont TH th panna goods tend 10 vn va m si si z }
example, nid market research sugge! UTEAKY re§EfATC iwested sated that the that the market was ever, (0a, two markets arketsat a time rather (han í ‘ acrous at a a range of countries jeu ata single time ata single GC, es
na ed to companies like K€l0#š: powerek > a : ing demand for breakfast cereale at iets product across * ang cls such as DVD players reached i Many high-tech procucts 8 reaching the UK,
i
Sel lat ia, the standardisation of produc ihe market in Japan before 14 ihe United States |
` in this way if rarely the i Hollywood films Hà ae se oo cikercountries | for worldwide co a es fam an analysis 0 ths before they é ee |
: ategy as is evident from @ weeks ar montis Vi ode One was launche i thet Tang h Fan of global marketing, For example, Vu Kt a ' bao gadis the follo ne) 4 ii practice by the USin ‘oain in August 1999 - Sin May A \ ;
thetic country to the next, Take the products from one ¢ : cay
=m
1 The art of advertising
Trang 7any initial problems become apparent in a single
market and can be corrected prior to launch elsewhere
Even though this method can be time-consuming, it is
usually a safer approach than a simultaneous launch
Despite this, in certain highly competitive markets
such as computer chips, Companies such as Intel tend
to launch their new products internationally at the
same time to keep the product ahead of its competitors
F The final consideration when planning to enter a
global market, rather than assumin g the product will
suit all markets, is to take cultural differences into
account Prices have to be converted to a different
currency and any literature has to be translated intoa
different language There are also less tangible
differences It is quite possible that common practices
1 one country can cause offence and have grave
consequences for business success in another In one
situation in China, a Western businessman caused
offence to a group of local delegates because he started
to fill out the paperwork immediately after shaking
hands on a deal Completing the legal documents so
Matching headings to paragraphs
Questions 1—7
soon after the negotiations was regarded as undermining the hosts’ trust Knowledge about such
cultural differences is absolutely vital
Therefore, if a company is attempting to broaden its operations globally, it must take the time to find out
about local customs and methods of business operation Equally important is to ensure that such
information is available to all necessary workers jy the
organisation For example, in order to attempt to ayojq causing offence to passengers from abroad, British
Airways aims to raise awareness of cultural differences |
amongst all its cabin crew
It can be concluded that global standardisation of
products to ‘fit’ all markets is unlikely to be the most viable option Marketing methods employed will depend on many factors, such as the type of product, the degree of competition, the reputation of the firm and/or the brand, the state of the economy into which
the product is to be launched and how and when to
launch In short, the key to marketing success on a global level is to have sufficient information on how
cultural differences are likely to affect the marketing of
a product and then allow the appropriate decisions to
be made
2 Choose the most suitable headings for paragraphs B-H from the list of headings below Write the appropriate numbers (I-X) after each question
N.B There are more headings than paragraphs so you will not use all of them
List of Headings
i Launching a new soft drink product
ii The main benefits of the single market launch iii Researching cultural differences and providing information
iv The lack of cultural differences in the world today
v Examples of launching a product in one market at a time
vi The emergence of global marketing and its challenges vii The world as a single market: a successful case
viii Specific cultural differences to consider
ix Different markets, adapted products
x Success in the global market — key factors
Paragraph B Paragraph C Paragraph D Paragraph E
ParapraphA VI
5 Paragraph F
6 Paragraph G
7 Paragraph H
The art of advertising ƒ
Trang 8OTE COMpletion
ins
Questions ¢44
3 Uại the í information j the
oe Piete the notes using NO
KG Zeme 6|ØPZlW,
Companies “eating world as 5
ingle market with Sandardised product
no Ot alwave «
always 4P propriate,
Merefore, factors to take into account:
laterfall launch All countries at Sane tine
One or two countries after another
Example: Intel
Example: DYD players
and 1g ee 5À movies,
C Congid
Acquire knowhedge and raise awar re Knowle,
aW arenes About common business Practices and local custome
ag
Multiple choice
Questions 12 and 13
4 Choose the appropriate letters A-D,
12 According to the writer
A all types of company adapt their products to different markets,
B having the same product for different markets can never be successful
C car manufacturers are unlikely to develop totally different models for different parts of the world
D itis better to launch a product in different markets at the same time
13 The writer concludes that
A marketing strategies ee mainly on the product type
B successful promotion of a product depends on being informed about cultural differences, were
C the launch of a product is not particularly significant rà
D snpinƒt sạn Ø0 KP Ẻ 90605 NH0 N0 VAT
world,
Trang 9
TIP
When writing an
IELTS essay, do not f
use contractions “
2
=7
| Useful language
| Introducing an essa
| Ị
|
|
|
|
|
| Sequencing points
j
|
In the 21st Century, many people
Review of useful language
Work in pairs Talk about products that are advertised in your country Ar,
they advertised using different methods? Why? ;
1 Lookat this IELTS Writing Task 2 question:
Present a written argument or case to an educated reader with no speciali knowledge of the following topic
Some of the methods used in advertising are unethical and unacceptable jp
today’s society
To what extent do you agree with this view?
Strategy
Check you understand the question Brainstorm ideas
How many paragraphs do you need? L Express your opinions with supporting evidence
Remember to include an introduction and a conclusion Use linking words to help make your essay easy to understand
2 Place the phrases on page 135 under the correct heading in the Useful
language box
Possible results
Giving examples
_ Expressing opinions: agreeing with a point ' Adding a point
_ Expressing opinions: challenging/disagreeing with Drawing conclusions
a point
i
|
1
F
\
t
1 Ị
Trang 10Phrases
To Xasan example recent years th ni
This might lead to have been many developments in
After examini Scie — a ia i itis evident that
, ould accept the view that ere is no evidence to suggest that
Overall, it is clear ¢ per in IELTS The final point to ete: is
‘ting Task 2 YOU It is certainly true to say that
xe 40 minutes and _ Itis not only but - -
aun of 250 : ý This would have an effect on
i 7 To illustrate this point =
a, And there is the issue of
3 Write an answer to the question
Speaking T Workin pairs Discuss these questions BE
Think of an advert you have seen recently
Where did you see it? (TV, radio,
billboard?) What was the brand name?
What was the target market?
Was there a slogan?
What was memorable about it?
2 Advertising companies use many
different methods to persuade you to buy their products Work in pairs
Match these methods (a-h) with their
definitions (1-8)
a Giving information about a d_ Anti-advertising
b Based on scientific evidence f Positive images
¢ Endorsement by a famous g Repetition
1 The name of the brand is used so often that people
begin to associate it with the product, eg Hoover for vacuumcleaners
- Simply explaining what the product is Usually
used for new products
This method focuses on why the product is petter or cheaper than
other
similar products
A pop star or an actor says that they like/use
the product
‘An advert says the product has been ‘scientifically
tested’ or ‘proven to be better in tests’ — often used for cleaning products,
eg washing powder
Price —a clear direct method - it’s only £9.99!
} This is a modern method, which is designed to be
amusing It makes fun
of other methods of advertising
The product is advertised using attractive visual
images, © healthy,
young, beautiful people, beautiful scenery, cute
children or animals, etc
Which of these methods do you think is the most
effective? Why?
BÉ:
be)
EEL the art of advertising tủ: