food companies targeting kids online

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1、Foodcompaniestargetingkidsonline–24July,2006(harder)www.BreakingNewsEnglish.comReady-to-useESL/EFLLessonsTheBreakingNewsEnglish.comResourceBook“1,000Ideas&ActivitiesForLanguageTeachers”http://www.breakingnewsenglish.com/book.htmlFoodcompaniestargetingkidsonlineURL:http://www.breakingne

2、wsenglish.com/0607/060724-advergames.htmlContentsTheArticle2Warm-ups3BeforeReading/Listening4WhileReading/Listening5ListeningGapFill6AfterReading7Discussion8Speaking9Homework10Answers1124July,2006Findthisandsimilarlessonsathttp://www.BreakingNewsEnglish.com11Foodcompaniestargetingkidso

3、nline–24July,2006(harder)THEARTICLEFoodcompaniestargetingkidsonlineEver-greedycorporatemarketeershavefoundanewmeansofensnaringchildrenintothenetofconsumerism.NotcontentwithbombardingkidsonTV,inthestreetsandatschools,marketingexecutivesareutilizingInternetgamestotouttheirwarestounsuspec

4、tingchildren.Thelatestinsidiousandperniciousployofmorethaneightypercentoftheworld’schocolateandsnackfoodcompanieshasbeenbroughttolightinanewreport,entitled“It'sChild'sPlay:AdvergamingandtheOnlineMarketingofFoodtoChildren”.Itis“thefirstcomprehensiveanalysisofthenatureandscopeofonlinefoo

5、dadvertisingtochildren”.TheresearchwascommissionedbyAmerica’sKaiserFamilyFoundationandexposesthequestionabletacticsofcompaniessuchasMars,HersheysandMcDonaldsintargetingchildrentopromotetheirproducts.Thelattercompany,inparticular,focusesitsadsmoreonenticingkidswithcheap,giveawaytoysthan

6、food.ThereportsadlyincreasesthelikelihoodofanewwordenteringtheEnglishvocabulary–the“advergame”–animmoralandcalloustechniquetogetkidshookedwhilehavingonlinefun.Inaddition,avarietyofotheradvertisingandmarketingtacticsdesignedtolurekidsintospendinganunlimitedamountofonlinetimebeingblitzed

7、withcorporatelogosareemployedonthesesites.Theseincludeviralmarketing(encouragingchildrentocontacttheirpeersaboutaspecificproductorbrand,foundon64%ofsites);sweepstakesandpromotions(65%);memberships(25%);on-demandaccesstoTVads(53%);andincentivesforproductpurchase(38%).Kaiser’sWilliamDi