Eng.

201
New Language Leader
Grade 11
First Semester
Unit 5 – Advertising
5.3 Advertising and Children
ENG. 201 Lesson 5.3 – Advertising and Children

Objectives

By the end of the lesson, you will be able to …

 extract information from a text.

 recognize words collocations.
 identify the use of comparison forms.
 write a short paragraph using comparison forms.
Introduction:

What are children’s favourite advertisements? Why?

Possible
Answers

Adverts for: toys, junk food, cars, restaurants, stationary. Because of the
animations used/ songs/ using celebrities

Eng. 201 Lesson 5.3 – Advertising and Children

 Read the following text :
Kids represent an important demographic population to marketers because in addition to their own
purchasing power, they influence their parents’ buying decisions and are the adult consumers of the future.
As a result, industry spending on advertising to children has exploded over the past two decades and
advertisers have been using many techniques to reach their target. It’s clearly seen that Many advertisements
involve children around the same age as the viewer. The latest technology; from laptops, cellphones, to toys
are being advertised by companies trying to sell their product. Whenever children watch any commercial,
there is a child around the same age as them. They see the child just laughing it up, crazy about a toy, and
they want it. According to a study from the UK, celebrities who endorse specific foods in TV commercials
are a powerful influence on children, and that effect may extend beyond the advertisement itself. That study
which contained 181 children, concluded that children ate more potato chips after seeing ads featuring a
popular UK sports figure than kids who only watched commercials for toys and nuts. Added to that, most if
not all advertisements aimed at children are attractive, short and often in the form of animated cartoons.
Their repetitive screening and visuals have a very deep impact on children.

Eng. 201 Lesson 5.3 – Advertising and Children

Researchers say that this phenomenon (advertising to children) is worrisome, since young children are
essentially defenseless against ads and commercials because they don't understand their intent. If an
advertisement says the new robot is the best toy ever, kids may believe it to be true. They often judge an item
according to its face value and recommend purchasing it whether it is useful or not and whether it is
affordable for the family or not. Also, the advertisements that follow the trait of comparison between two
brands, two products or two people, foster in children a habit to do the same. Watching such commercials,
starts comparisons with friends, peers and siblings. Children may sometimes consider themselves inferior or
superior to others as a result of those comparisons. Not only this, the promotion of aerated drinks and junk
foods through advertisements such as those of pizzas, burgers, chips, etc. builds a craving for these food items
which has an adverse effect on their health.
Government approaches to control advertising to children vary. In Australia, there is a self-regulatory code
toward children's exposure to food advertising. In the European Union, there is a concern for the quantity and
type of television food advertising that children are exposed to. While in the United Kingdom, Greece,
Denmark, and Belgium advertising to children is restricted, in Norway and Quebec advertising to children
under the age of 12 is illegal.

Eng. 201 Lesson 5.3 – Advertising and Children

Answer the following questions: Model
answer
1. Why do marketers target children in their advertisements?
Because children can influence their parents’ buying decisions and they are the adults
consumers of the future.

2. Give examples of techniques in which advertisers reach children.

2. Give examples of techniques in which advertisers reach children.
• Using children of the same age as the viewer.
• Most ads are attractive, short and often in the form of animated cartoons.
• Using celebrities.
• Using visuals and repetitive screening.

Eng. 201 Lesson 5.3 – Advertising and Children

 Model
3. How can adverts affect kids negatively? answer
4. Fill in the table.
Approach to control advertising to
• Children will judge the item by its face value. Country
children
• Adverts make kids buy things whether it is There is a self-regulatory code
Australia toward children's exposure to food
useful or not and whether it is affordable for advertising.
their family or not. Advertising to children under the
Norway
• Kids start comparing themselves with friends, age of 12 is illegal.
Denmark Advertising to children is restricted.
peers and siblings. They may sometimes Denmark
There is a concern for the quantity
consider themselves inferior or superior to European and type of television food
others. Union
European advertising that children are
Union exposed to.
• Adverts can affect kids health.

Eng. 201 Lesson 5.3 – Advertising and Children

What is “Word combinations”?
Words that come together to form a meaning
for example: chicken breast – morning breakfast.
Here are two types of combinations:

Adjective + Noun Noun + Noun

Food + items Examples

Deep + impact
from the
text
Animated + cartoons Face + value

Eng. 201 Lesson 5.3 – Advertising and Children

Word combinations:
Write the combined words from the text under the correct category.

Adjective + Noun Noun + Noun • latest technology

• TV commercials
latest technology TV commercials • potato chips
• young children
young children potato chips
• junk foods
European union junk foods • European union

Model
answer

Eng. 201 Lesson 5.3 – Advertising and Children

Use the combined words below and relate them to advertising.

young children
I think that …………..
junk food

latest technology

I think that young children can be easily affected by For

advertisements. example

Eng. 201 Lesson 5.3 – Advertising and Children

Fill in the table with the correct form of the underlined
adjective from the text:
Model
Adjective Comparative Superlative answer
late later (thelatest
)latest

attractive
attractive more attractive (the) most attractive

short
Short shorter (the) shortest

deep
deep deeper (the) deepest

new newer (the) newest

new
useful more/ less useful (the) most/ (the) least
useful useful

Eng. 201 Lesson 5.3 – Advertising and Children

 Comparison forms:
The comparative form is used to The superlative form is used to
compare two people, ideas, or things. compare three or more people, ideas or
things.

one syllable adjective + (er) (the) + adjective + (est)

adjectives e.g. deeper e.g. (the) deepest

more + adjective (the) most + adjective

two (or more) e.g. more useful e.g. (the) most useful
syllable
adjectives less+ adjective (the) least + adjective
e.g. less useful e.g. (the) least useful
Eng. 201 Lesson 5.3 – Advertising and Children
 Comparison forms
To show large difference

a lot + adjective Much/ more + adjective

a lot higher much higher

Modifiers are
To show small difference To show no difference
used to point to the
degree of the a little + adjective as + adjective + as
difference in the
a little higher as high as
comparison

To show a difference
not as + adjective + as
not as high as

Eng. 201 Lesson 5.3 – Advertising and Children

 Add the appropriate comparative form for the underlined
Possible
adjectives in the following sentences:
answers

Their repetitive screening and visuals have a very deep impact on children.

*Their repetitive screening and visuals have a deeper impact on children than adults.
*Their repetitive screening and visuals have the deepest impact on children.

Compared to the United Kingdom, advertising to children in Norway is restricted.

* Compared to the United Kingdom, advertising to children in Norway is much more restricted.
* Compared to the United Kingdom, advertising to children in Norway is more restricted.
* Compared to Norway, advertising to children in the United Kingdom is little restricted.

Eng. 201 Lesson 5.3 – Advertising and Children

What should your country do to control advertising to children? Use
comparison forms in your answer.
Possible
answer

My country should make advertising much more restricted and controlled.

They should motivate advertisers to sell healthier products to children and
encourage them to be wiser in choosing what is best for them. Advertisers
should be more aware that the way they advertise is as important as the
product itself.

Eng. 201 Lesson 5.3 – Advertising and Children

 End of the lesson

Eng. 201 Lesson 5.3 – Advertising and Children