VOCABULARY
Rules must be ... in a city in order to behave around citizens.
ESTABLISHED
Find a synonym of segment.
SECTOR
I ... you could give an advice on fashion.
WAS HOPING
Explain with your own words what does paramount mean?
SUPERIROR TO ALL OTHERS
A) Today, we are surrounded by advertising. We are
used to seeing adverts on TV, on billboards, at sporting events, in magazines and on social media. And although advertising has been around for many years in one form or another, in recent years we have seen a worrying trend in the aggressive targeting of younger consumers, who tend to lack media awareness. In fact, advertisers spend more than $12 billion per year just to reach the youth market alone. Ads aimed at teens are incredibly sophisticated. Clever slogans, coupled with striking images, are part and parcel of many ads. Many also have catchy, upbeat music or memorable jingles. The constant repetition of such ads means that when shopping, teens are drawn to purchase that specific soft drink, hamburger or sports shoe. According to Anthony Piedmont, who works for a watchdog agency committed to protecting the consumer. There is a whole battery of sales techniques used by companies to get adolescents to purchase their products."
B) Youth advertising is aimed at creating a need. Teens often claim not to be swayed by ads, but the truth is they may not even realise why they think something is cool. As Louisa Carlson, an adolescent psychologist, explains, "This type of advertising works subtly to instil insecurity about teens' appearance, whether it's your figure, skin condition or weight. You are then told a certain product can go a long way towards correcting the problem. Teens are subjected to a constant barrage of messages suggesting which products will enhance their appearance and guarantee they look cool or feel confident, thereby ensuring so their popularity." Celebrity endorsement of some of these products by stunning young teen icons or social influencers on the Internet strengthens the message still further. Such ads are shameless about playing on adolescent anxieties. Their overall message is a guarantee that by making the right purchase, teens will become whoever they want to be. The fact that teenage girls in the US spend $9 billion a year on make-up and skin products alone is testament to this.
C) Emphasising brand names such as Guess and Zara is another technique directed at young people, who are attracted to the prestige that brands confer. According to school counsellor Jennifer Wong, "As the average teenager engages in the difficult task of carving out their identity, the issue of fitting into a peer group becomes paramount. Brands have become badges of membership in a social group." Marketing executives are keen to establish brand recognition in teens, and even pre-teens, in order to win their loyalty to a product. In a recent survey, many three-year-olds could already match logos to brands-McDonald's being the most recognised logo. Companies are increasingly exploiting digital media in their advertising campaigns to do this. "Manufacturers can reach greater numbers of adolescent consumers by tapping into peer relationships on social networking sites," says Piedmont. "Teens don't grasp that sharing a video or meme of a brand they have 'liked' provides free advertising for the manufacturer."
D) According to Carlson, psychologists specialising in teenage behaviour are often consulted by advertising agencies targeting young people. "These experts share their knowledge of teenage anxieties, fantasies, preoccupations sand emotional and social needs with the advertising industry," she explains. "It's a practice seen by many of my contemporaries as morally questionable." With the help of these insights into the teenage psyche, manufacturers are developing ever more sophisticated marketing strategies to reach young people. Apple's iPod ads were a case in point. They didn't ask teenagers which iPod they would like but instead posed a more thought-provoking question: "Which iPod are you?" Thus they deliberately blurred the line between self-image and product.
E) All of this begs the question as to whether teens have their own taste or whether it is being dictated to them. Many parents and educators feel that teens should become more savvy regarding advertising. "Young people have to be made aware of how their preferences are being manipulated." says Wong. "They could be encouraged to spot product placement, for example, the Benetton shirt on the hero of their favourite TV series or the Nike shoes in an action film, both of which register with them almost without their realising." Analysing their desire for a certain product could help teens see whether it is really a reflection of their taste or not, and whether they really need it. After all, being a discerning consumer means not being manipulated by clever advertising into buying something you don't really need and which is unlikely to make you any happier.
IN WHICH TEXT DO THEY TALK ABOUT THE ECONOMIC EFFECTS OF ANDS ON TEENS?
B
The rhythm of that song is so ..., I'm all the time listening it.
CATCHY
Find a synonym of purchase.
ACQUISITION
There was nowhere to watch the movie as the only cinema .., for the week.
HAD CLOSED
Talk between 30-45 seconds about the word PEER.
.
A) Today, we are surrounded by advertising. We are
used to seeing adverts on TV, on billboards, at sporting events, in magazines and on social media. And although advertising has been around for many years in one form or another, in recent years we have seen a worrying trend in the aggressive targeting of younger consumers, who tend to lack media awareness. In fact, advertisers spend more than $12 billion per year just to reach the youth market alone. Ads aimed at teens are incredibly sophisticated. Clever slogans, coupled with striking images, are part and parcel of many ads. Many also have catchy, upbeat music or memorable jingles. The constant repetition of such ads means that when shopping, teens are drawn to purchase that specific soft drink, hamburger or sports shoe. According to Anthony Piedmont, who works for a watchdog agency committed to protecting the consumer. There is a whole battery of sales techniques used by companies to get adolescents to purchase their products."
B) Youth advertising is aimed at creating a need. Teens often claim not to be swayed by ads, but the truth is they may not even realise why they think something is cool. As Louisa Carlson, an adolescent psychologist, explains, "This type of advertising works subtly to instil insecurity about teens' appearance, whether it's your figure, skin condition or weight. You are then told a certain product can go a long way towards correcting the problem. Teens are subjected to a constant barrage of messages suggesting which products will enhance their appearance and guarantee they look cool or feel confident, thereby ensuring so their popularity." Celebrity endorsement of some of these products by stunning young teen icons or social influencers on the Internet strengthens the message still further. Such ads are shameless about playing on adolescent anxieties. Their overall message is a guarantee that by making the right purchase, teens will become whoever they want to be. The fact that teenage girls in the US spend $9 billion a year on make-up and skin products alone is testament to this.
C) Emphasising brand names such as Guess and Zara is another technique directed at young people, who are attracted to the prestige that brands confer. According to school counsellor Jennifer Wong, "As the average teenager engages in the difficult task of carving out their identity, the issue of fitting into a peer group becomes paramount. Brands have become badges of membership in a social group." Marketing executives are keen to establish brand recognition in teens, and even pre-teens, in order to win their loyalty to a product. In a recent survey, many three-year-olds could already match logos to brands-McDonald's being the most recognised logo. Companies are increasingly exploiting digital media in their advertising campaigns to do this. "Manufacturers can reach greater numbers of adolescent consumers by tapping into peer relationships on social networking sites," says Piedmont. "Teens don't grasp that sharing a video or meme of a brand they have 'liked' provides free advertising for the manufacturer."
D) According to Carlson, psychologists specialising in teenage behaviour are often consulted by advertising agencies targeting young people. "These experts share their knowledge of teenage anxieties, fantasies, preoccupations sand emotional and social needs with the advertising industry," she explains. "It's a practice seen by many of my contemporaries as morally questionable." With the help of these insights into the teenage psyche, manufacturers are developing ever more sophisticated marketing strategies to reach young people. Apple's iPod ads were a case in point. They didn't ask teenagers which iPod they would like but instead posed a more thought-provoking question: "Which iPod are you?" Thus they deliberately blurred the line between self-image and product.
E) All of this begs the question as to whether teens have their own taste or whether it is being dictated to them. Many parents and educators feel that teens should become more savvy regarding advertising. "Young people have to be made aware of how their preferences are being manipulated." says Wong. "They could be encouraged to spot product placement, for example, the Benetton shirt on the hero of their favourite TV series or the Nike shoes in an action film, both of which register with them almost without their realising." Analysing their desire for a certain product could help teens see whether it is really a reflection of their taste or not, and whether they really need it. After all, being a discerning consumer means not being manipulated by clever advertising into buying something you don't really need and which is unlikely to make you any happier.
FIND A WORD IN THE TEXT (E) THAT MEANS NEED (VERB)
REQUIRE
Alexa is known to be ..., she is always acting friendly around people.
MANIPULATIVE
Find a synonym of guarantee.
MAKE SURE
Spanish companies ... the chance to register their items for the second time in 2001.
WERE GIVEN
Explain with your own words what does endorsement mean?
THE ACT OF MAKING A PUBLIC STATEMENT OF YOUR SUPPORT FOR SOMETHING OR SOMEONE
A) Today, we are surrounded by advertising. We are
used to seeing adverts on TV, on billboards, at sporting events, in magazines and on social media. And although advertising has been around for many years in one form or another, in recent years we have seen a worrying trend in the aggressive targeting of younger consumers, who tend to lack media awareness. In fact, advertisers spend more than $12 billion per year just to reach the youth market alone. Ads aimed at teens are incredibly sophisticated. Clever slogans, coupled with striking images, are part and parcel of many ads. Many also have catchy, upbeat music or memorable jingles. The constant repetition of such ads means that when shopping, teens are drawn to purchase that specific soft drink, hamburger or sports shoe. According to Anthony Piedmont, who works for a watchdog agency committed to protecting the consumer. There is a whole battery of sales techniques used by companies to get adolescents to purchase their products."
B) Youth advertising is aimed at creating a need. Teens often claim not to be swayed by ads, but the truth is they may not even realise why they think something is cool. As Louisa Carlson, an adolescent psychologist, explains, "This type of advertising works subtly to instil insecurity about teens' appearance, whether it's your figure, skin condition or weight. You are then told a certain product can go a long way towards correcting the problem. Teens are subjected to a constant barrage of messages suggesting which products will enhance their appearance and guarantee they look cool or feel confident, thereby ensuring so their popularity." Celebrity endorsement of some of these products by stunning young teen icons or social influencers on the Internet strengthens the message still further. Such ads are shameless about playing on adolescent anxieties. Their overall message is a guarantee that by making the right purchase, teens will become whoever they want to be. The fact that teenage girls in the US spend $9 billion a year on make-up and skin products alone is testament to this.
C) Emphasising brand names such as Guess and Zara is another technique directed at young people, who are attracted to the prestige that brands confer. According to school counsellor Jennifer Wong, "As the average teenager engages in the difficult task of carving out their identity, the issue of fitting into a peer group becomes paramount. Brands have become badges of membership in a social group." Marketing executives are keen to establish brand recognition in teens, and even pre-teens, in order to win their loyalty to a product. In a recent survey, many three-year-olds could already match logos to brands-McDonald's being the most recognised logo. Companies are increasingly exploiting digital media in their advertising campaigns to do this. "Manufacturers can reach greater numbers of adolescent consumers by tapping into peer relationships on social networking sites," says Piedmont. "Teens don't grasp that sharing a video or meme of a brand they have 'liked' provides free advertising for the manufacturer."
D) According to Carlson, psychologists specialising in teenage behaviour are often consulted by advertising agencies targeting young people. "These experts share their knowledge of teenage anxieties, fantasies, preoccupations sand emotional and social needs with the advertising industry," she explains. "It's a practice seen by many of my contemporaries as morally questionable." With the help of these insights into the teenage psyche, manufacturers are developing ever more sophisticated marketing strategies to reach young people. Apple's iPod ads were a case in point. They didn't ask teenagers which iPod they would like but instead posed a more thought-provoking question: "Which iPod are you?" Thus they deliberately blurred the line between self-image and product.
E) All of this begs the question as to whether teens have their own taste or whether it is being dictated to them. Many parents and educators feel that teens should become more savvy regarding advertising. "Young people have to be made aware of how their preferences are being manipulated." says Wong. "They could be encouraged to spot product placement, for example, the Benetton shirt on the hero of their favourite TV series or the Nike shoes in an action film, both of which register with them almost without their realising." Analysing their desire for a certain product could help teens see whether it is really a reflection of their taste or not, and whether they really need it. After all, being a discerning consumer means not being manipulated by clever advertising into buying something you don't really need and which is unlikely to make you any happier.
IN WHICH TEXT DOES IT TALK ABOUT YOUNG PEOPLE MATCHING THE LOGOS TO THEIR AD?
C
Studying is ... your future career.
PART AND PARCEL OF
What does carving out mean?
WORKING TO CREATE
David ... about English in school.
WAS FOREVER COMPLAINING
Give us a sentence with: tap into
EXAMPLE: THE COMPANY WANTS TO TAP INTO SOCIAL MEDIA TO ADVERTISE ITS NEW PRODUCT.
A) Today, we are surrounded by advertising. We are
used to seeing adverts on TV, on billboards, at sporting events, in magazines and on social media. And although advertising has been around for many years in one form or another, in recent years we have seen a worrying trend in the aggressive targeting of younger consumers, who tend to lack media awareness. In fact, advertisers spend more than $12 billion per year just to reach the youth market alone. Ads aimed at teens are incredibly sophisticated. Clever slogans, coupled with striking images, are part and parcel of many ads. Many also have catchy, upbeat music or memorable jingles. The constant repetition of such ads means that when shopping, teens are drawn to purchase that specific soft drink, hamburger or sports shoe. According to Anthony Piedmont, who works for a watchdog agency committed to protecting the consumer. There is a whole battery of sales techniques used by companies to get adolescents to purchase their products."
B) Youth advertising is aimed at creating a need. Teens often claim not to be swayed by ads, but the truth is they may not even realise why they think something is cool. As Louisa Carlson, an adolescent psychologist, explains, "This type of advertising works subtly to instil insecurity about teens' appearance, whether it's your figure, skin condition or weight. You are then told a certain product can go a long way towards correcting the problem. Teens are subjected to a constant barrage of messages suggesting which products will enhance their appearance and guarantee they look cool or feel confident, thereby ensuring so their popularity." Celebrity endorsement of some of these products by stunning young teen icons or social influencers on the Internet strengthens the message still further. Such ads are shameless about playing on adolescent anxieties. Their overall message is a guarantee that by making the right purchase, teens will become whoever they want to be. The fact that teenage girls in the US spend $9 billion a year on make-up and skin products alone is testament to this.
C) Emphasising brand names such as Guess and Zara is another technique directed at young people, who are attracted to the prestige that brands confer. According to school counsellor Jennifer Wong, "As the average teenager engages in the difficult task of carving out their identity, the issue of fitting into a peer group becomes paramount. Brands have become badges of membership in a social group." Marketing executives are keen to establish brand recognition in teens, and even pre-teens, in order to win their loyalty to a product. In a recent survey, many three-year-olds could already match logos to brands-McDonald's being the most recognised logo. Companies are increasingly exploiting digital media in their advertising campaigns to do this. "Manufacturers can reach greater numbers of adolescent consumers by tapping into peer relationships on social networking sites," says Piedmont. "Teens don't grasp that sharing a video or meme of a brand they have 'liked' provides free advertising for the manufacturer."
D) According to Carlson, psychologists specialising in teenage behaviour are often consulted by advertising agencies targeting young people. "These experts share their knowledge of teenage anxieties, fantasies, preoccupations sand emotional and social needs with the advertising industry," she explains. "It's a practice seen by many of my contemporaries as morally questionable." With the help of these insights into the teenage psyche, manufacturers are developing ever more sophisticated marketing strategies to reach young people. Apple's iPod ads were a case in point. They didn't ask teenagers which iPod they would like but instead posed a more thought-provoking question: "Which iPod are you?" Thus they deliberately blurred the line between self-image and product.
E) All of this begs the question as to whether teens have their own taste or whether it is being dictated to them. Many parents and educators feel that teens should become more savvy regarding advertising. "Young people have to be made aware of how their preferences are being manipulated." says Wong. "They could be encouraged to spot product placement, for example, the Benetton shirt on the hero of their favourite TV series or the Nike shoes in an action film, both of which register with them almost without their realising." Analysing their desire for a certain product could help teens see whether it is really a reflection of their taste or not, and whether they really need it. After all, being a discerning consumer means not being manipulated by clever advertising into buying something you don't really need and which is unlikely to make you any happier.
IN WHICH PART OF THE TEXT DOES IT TALK BADLY ABOUT PEOPLE WHO ADVISE COMPANIES?
D
Success in a company ... the hard effort of the employees.
IS TESTAMENT TO
What does confers mean?
GRANTS AN ADVANTAGE OR HONOUR
So, what ... they ... do when they were 13 years old?
DID / USED TO
Explain with your own words what does discerning mean?
ABLE TO MAKE CAREFUL JUDGMENTS ABOUT THE QUALITY OF SIMILAR THINGS
A) Today, we are surrounded by advertising. We are
used to seeing adverts on TV, on billboards, at sporting events, in magazines and on social media. And although advertising has been around for many years in one form or another, in recent years we have seen a worrying trend in the aggressive targeting of younger consumers, who tend to lack media awareness. In fact, advertisers spend more than $12 billion per year just to reach the youth market alone. Ads aimed at teens are incredibly sophisticated. Clever slogans, coupled with striking images, are part and parcel of many ads. Many also have catchy, upbeat music or memorable jingles. The constant repetition of such ads means that when shopping, teens are drawn to purchase that specific soft drink, hamburger or sports shoe. According to Anthony Piedmont, who works for a watchdog agency committed to protecting the consumer. There is a whole battery of sales techniques used by companies to get adolescents to purchase their products."
B) Youth advertising is aimed at creating a need. Teens often claim not to be swayed by ads, but the truth is they may not even realise why they think something is cool. As Louisa Carlson, an adolescent psychologist, explains, "This type of advertising works subtly to instil insecurity about teens' appearance, whether it's your figure, skin condition or weight. You are then told a certain product can go a long way towards correcting the problem. Teens are subjected to a constant barrage of messages suggesting which products will enhance their appearance and guarantee they look cool or feel confident, thereby ensuring so their popularity." Celebrity endorsement of some of these products by stunning young teen icons or social influencers on the Internet strengthens the message still further. Such ads are shameless about playing on adolescent anxieties. Their overall message is a guarantee that by making the right purchase, teens will become whoever they want to be. The fact that teenage girls in the US spend $9 billion a year on make-up and skin products alone is testament to this.
C) Emphasising brand names such as Guess and Zara is another technique directed at young people, who are attracted to the prestige that brands confer. According to school counsellor Jennifer Wong, "As the average teenager engages in the difficult task of carving out their identity, the issue of fitting into a peer group becomes paramount. Brands have become badges of membership in a social group." Marketing executives are keen to establish brand recognition in teens, and even pre-teens, in order to win their loyalty to a product. In a recent survey, many three-year-olds could already match logos to brands-McDonald's being the most recognised logo. Companies are increasingly exploiting digital media in their advertising campaigns to do this. "Manufacturers can reach greater numbers of adolescent consumers by tapping into peer relationships on social networking sites," says Piedmont. "Teens don't grasp that sharing a video or meme of a brand they have 'liked' provides free advertising for the manufacturer."
D) According to Carlson, psychologists specialising in teenage behaviour are often consulted by advertising agencies targeting young people. "These experts share their knowledge of teenage anxieties, fantasies, preoccupations sand emotional and social needs with the advertising industry," she explains. "It's a practice seen by many of my contemporaries as morally questionable." With the help of these insights into the teenage psyche, manufacturers are developing ever more sophisticated marketing strategies to reach young people. Apple's iPod ads were a case in point. They didn't ask teenagers which iPod they would like but instead posed a more thought-provoking question: "Which iPod are you?" Thus they deliberately blurred the line between self-image and product.
E) All of this begs the question as to whether teens have their own taste or whether it is being dictated to them. Many parents and educators feel that teens should become more savvy regarding advertising. "Young people have to be made aware of how their preferences are being manipulated." says Wong. "They could be encouraged to spot product placement, for example, the Benetton shirt on the hero of their favourite TV series or the Nike shoes in an action film, both of which register with them almost without their realising." Analysing their desire for a certain product could help teens see whether it is really a reflection of their taste or not, and whether they really need it. After all, being a discerning consumer means not being manipulated by clever advertising into buying something you don't really need and which is unlikely to make you any happier.
IN WHICH PART OF THE TEXT DOES IT TALKS ABOUT A HIGH AMOUNT OF ADS DIRCTED TO TEENS?
A