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Food companies targeting kids online

By Derrick Dunn,2014-04-22 20:04
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Food companies targeting kids online

    www.Breaking News English.com

    Ready-to-use ESL / EFL Lessons

    The Breaking News English.com Resource Book

    “1,000 Ideas & Activities For Language Teachers”

    http://www.breakingnewsenglish.com/book.html Food companies targeting kids online

     URL: http://www.breakingnewsenglish.com/0607/060724-advergames.html

    Contents

    The Article 2

    -Warmups 3 Before Reading / Listening 4 While Reading / Listening 5 Listening Gap Fill 6 After Reading 7 Discussion 8 Speaking 9 Homework 10 Answers 11

    24 July, 2006

Food companies targeting kids online 24 July, 2006 (harder)

    THE ARTICLE

    Food companies targeting kids online

    Ever-greedy corporate marketeers have found a new means of ensnaring children into the net of consumerism. Not content with bombarding kids on TV, in the streets and at schools, marketing executives are utilizing Internet games to tout their wares to unsuspecting children. The latest insidious and pernicious ploy of more than eighty percent of the world‟s chocolate and snack food companies has been brought to light in a new report, entitled “It's Child's Play:

    Advergaming and the Online Marketing of Food to Children”. It is “the

    first comprehensive analysis of the nature and scope of online food advertising to children”. The research was commissioned by America‟s

    Kaiser Family Foundation and exposes the questionable tactics of companies such as Mars, Hersheys and McDonalds in targeting children

    to promote their products. The latter company, in particular, focuses its ads more on enticing kids with cheap, giveaway toys than food.

    The report sadly increases the likelihood of a new word entering the English vocabulary the “advergame” an immoral and callous

    technique to get kids hooked while having online fun. In addition, a

    variety of other advertising and marketing tactics designed to lure kids

    into spending an unlimited amount of online time being blitzed with

    corporate logos are employed on these sites. These include viral

    marketing (encouraging children to contact their peers about a specific product or brand, found on 64% of sites); sweepstakes and promotions (65%); memberships (25%); on-demand access to TV ads (53%); and

    incentives for product purchase (38%). Kaiser‟s William Dietz said the

    scale of this advertising was an “eye opener”. It raises ethical concerns about the role food advertising plays in childhood obesity. Kaiser vice president Vicky Rideout warned the reach of online advertising is much deeper than that of television.

    Find this and similar lessons at http://www.BreakingNewsEnglish.com

    2

Food companies targeting kids online 24 July, 2006 (harder)

    WARM-UPS

    1. GAMES: Walk around the class and talk to other students about computer games and the dangers to kids. Ask what kind of games food companies might put online for children. Share your findings with new partners.

    2. CHAT: In pairs / groups, decide which of these topics or words from the article are most interesting and which are most boring.

    Greed / consumerism / marketing / ploys / chocolate companies / tactics / nutrition

    / vocabulary / immorality / logos / peers / promotions / eye openers / obesity Have a chat about the topics you liked. For more conversation, change topics and partners frequently.

    3. MARKETING: Ask your partner(s) about which of these products it is OK for companies to target children using ads. Write down from what age it is OK to target children. Share your thoughts with new partners.

    _____ Hamburgers _____ Music CDs

    _____ Cola _____ Computer games

    _____ Sportswear _____ Cosmetics

    _____ Condoms _____ Mobile phones

    4. QUICK DEBATE: Students A believe there is nothing wrong with food companies targeting children. Students B food companies that target children are the lowest of the low. Debate this with your partners. Change partners often. 5. ADVERTISING: With your partner(s), talk about the advertising of the following (or similar) companies. Rate whether or not the advertising techniques used by the companies are bad for kids (10 = shockingly bad / 1 = not at all bad). _____ McDonalds _____ Baskin Robbins (ice cream)

    _____ Coca Cola / Pepsi Cola _____ Pizza Hut

    _____ Snickers _____ Dunkin‟ Donuts

    _____ Wrigley‟s Gum _____ Other _________________

    6. CONSUMERISM: Spend one minute writing down all of the different words you associate with consumerism. Share your words with your partner(s) and talk about them. Together, put the words into different categories.

    Find this and similar lessons at http://www.BreakingNewsEnglish.com

    3

    Food companies targeting kids online 24 July, 2006 (harder) BEFORE READING / LISTENING 1. TRUE / FALSE: Look at the article‟s headline and guess whether these

    sentences are true (T) or false (F): a. T / F Marketeers have found a way of protecting kids from consumerism. b. T / F Some kids are bombarded with advertising at school.

    c. T / F Over 80% of food companies use the Internet to target kids. d. T / F McDonalds ads for kids focus heavily on its burgers and healthy food. e. T / F “Advergame” may become a new English word.

    f. T / F “Viral marketing” is all about making children aware of bugs. g. T / F A report spokesperson said the findings were not so interesting. h. T / F Advertising to kids on TV reaches deeper than advertising online. 2. SYNONYM MATCH: Match the following synonyms from the article:

    a. greedy impact

    b. bombarding peddle

    c. tout induce

    d. insidious uncaring

    e. enticing money-grabbing

    f. callous contemporaries

    g. lure sly

    h. peers encouragement

    i. incentives inundating

    j. reach tempting

    3. PHRASE MATCH: Match the following phrases from the article (sometimes

    more than one combination is possible): a. ensnaring children pernicious ploy

    b. tout much deeper than that of television c. The latest insidious and and scope of online food advertising d. analysis of the nature ethical concerns

    e. exposes the questionable into the net of consumerism f. increases tactics of companies g. being blitzed to contact their peers h. encouraging children their wares

    i. It raises the likelihood of

    j. the reach of online advertising is with corporate logos

    Find this and similar lessons at http://www.BreakingNewsEnglish.com

    4

Food companies targeting kids online 24 July, 2006 (harder)

    WHILE READING / LISTENING

    GAP FILL: Put the words in the column on the right into the gaps in the text.

    Food companies targeting kids online

     ________-greedy corporate marketeers have found a new means of light

    ensnaring children into the net of consumerism. Not ________ with content

    bombarding kids on TV, in the streets and at schools, marketing giveaway executives are utilizing Internet games to ________ their wares to

    ploy unsuspecting children. The latest insidious and pernicious ________

    ever of more than eighty percent of the world‟s chocolate and snack food companies has been brought to ________ in a new report, entitled tactics

    “It's Child's Play: Advergaming and the Online Marketing of Food to tout

    Children”. It is “the first comprehensive analysis of the nature and

    scope ________ of online food advertising to children”. The research was

    commissioned by America‟s Kaiser Family Foundation and exposes the questionable _______