Unit 5 Overview

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1、Unit5OverviewReadToyStorybyDavidCohenTakeatestonfastreadingReadWatchandLearnbyGreggEasterbrookReadapassageaboutshoppingwithchildren ToyStorybyDavidCohen   Advertisersliketotakeadvantageofchildren'snaturalcredulity.Inaworldfullofdazzlingadvertisements,ho

2、wdochildrenreacttothem?Havetheylearnedhowtoweighupadvertisingbeforetheysuccumbtoitspromises?   “Why'sthatmangothishandupasock?Don'ttheyknowhowtodoitproperly?That'snotgoingtogetmetobuyit,isit?”carpedoneseven-year-oldabouttheglovepuppetsusedinBurgerKing's

3、TheLostWorldtelevisionadvertisement.   Callitcynicism.Callitsophistication.Nowadaysit'snotunusualtofindchildrenasyoungasfourmakingjudgmentslikethese,claimsNickyBussoftheadvertisingagencyAmmiratiPurisLintasinLondon.Bythenchildrenare“brandliterate”andthey

4、canseethrough“marketinghyperbole”.   Orcanthey?Isadvertisinggearedatchildrenevenethical?Sincethe1970s,thebattlebetweentheforcesforandagainstchildadvertisinghashingedonwhetherornotkidsunderstandthemotivebehindadvertising.Thedebateisfarfromover,butnewstud

5、iessuggestthatBussisontosomething.Eitherchildrenaregettingwisetotheadvertisinggame,andatanearlieragethaninthe1970sand1980s,orinthepastpsychologistsunderestimatedtheiryoungsubjects'abilitytoworkoutotherpeople'smotivation.   Itdoesn'ttakeageniustoworkoutw

6、hyadvertisersaretryinghardertomarketdirectlytochildren.Britishchildrenagedfourtofourteenspendanaverageof?ê2.49eachweek.Thismakesthepocketmoneymarketworthmorethan?￡1.5billionayear,accordingtoarecentreportfrommanagementconsultancyDatamonitor.IntheUSthepoc

7、ketmoneymarketisworthamassive$64billionayear.   Sellingtochildrenhasbecomebigbusiness,andadvertiserswanttomakeitasscientificaspossible.WinthropPublicationsinLondonhasjustlaunchedtheInternationalJournalofAdvertisingandMarketingtoChildren.Onearticlereport

8、sthat60percentofchildrenagedtwotoelevenknowbytheendofOctoberwhattheywantforChristmas,andthatforgirlsunderseventhebiggestdecidingfactoriswhattheyseeontelevision.   Conferencesandconsultanciesabound.Pay￡2000andyoucanattendKidPower9