I. Vocabulary list

to target target audience

to consume consumer group

to influence salary *

to detect habit expertise

to offer expertise income (disposable) experience

to track attitude *

to survey tracking survey income

to range (from... to) executive salary

to stress environment *

to meet the needs of decision-making propose

to affect issue offer

to be concerned about public interest group

II. Vocabulary work

2.1. CHOOSE ACCORDING TO THE DEFINITION.

1) to aim at

2) to use up

3) one of the buying public

4) to have an effect on

5) to bring about, to achieve

6) to find

7) to propose

8) to view in a general way

9) to put stress on

10) the conditions and things that affect the

development of an individual

11) a matter of importance

12) affair, business, interest

13) to occupy the attention of

14) an act or practice almost automatic

15) to show variation within some limits

2. TRANSLATE PAYING ATTENTION TO ING-FORMS.

1. Family spending is much influenced by teenage earnings.

2. They are a new consumer group spending a lot of money.

3. He earns about $ 2000 a month from his salaried job.

4. Buying unnecessary things is not my habit, of course.

5. She readily offered her expertise in doing the job.

6. The company is targeting this audience effecting surveys.

7. There were various prices ranging from $ 500 to $ 120.

8. Decision-making in advertising is inviting more participation.

9. The executives stress the importance of meeting people's needs.

10. Public interest groups are involved in lobbying for cleaner environment.

III. Work at the folowing text

3.1. READ THE TEXT AND ANSWER THE QUESTION:

Why is advertising for kids developing fast?

Teenage research: not limited

American retailers have targeted children as a new consumer group spending annually about $ 82 billion. About 17 per cent of all US family spending is influenced by children. By age 17, an average teenager earns up to a hundred dollars per week from salaried jobs and other sources. Studies have shown, that the money is rarely saved. The biggest part of this income is disposable. These statistics have encouraged companies to give products new life by marketing them to kid audience. An entire industry has formed to detect the buying habits of kids. Companies like Kid Think or Teenage Research Unlimited offer their expertise in marketing to children. Some advertising companies even hire child psychologists to understand their market better. Teenage Research Unlimited, for example, has 50 employees who analyze the spending and earning attitudes of 13 to 19 year olds. This is effected by means of a tracking survey of some 2.000 teenagers across the USA. Ms.Grossberg, director of syndicated research group, says, "We track what products teenagers buy, what products their parents buy for them, we also study their attitudes about family, who is cool, what is cool, who their favourite movie stars are, etc". Advertisers spent $ 500 million in 1992 on ads appearing during animated TV shows. Prices for a 30-second spot ranged from $12,000 to $20,000. The trend originally began with cereals and toys but now expanded to hotels and vacation resorts. Advertising executives stress that kids nowadays are helping in the fanily more than ever. They are leading their parents, lobbying for better environment, doing the shopping and the cooking. When a mom or dad wants to go on vacation they want something that everyone in the family wants to do. So it is a great solution when a marketer can meet everybody's needs. By advertising to kids, they are inviting kids to participate in the family decision-making. Advertising messages help involve everybody in deciding on issues of everybody's concern. Yet advertising strategies tend to become more aggressive. So some public interest groups have been formed with the aim of protecting children's rights. The groups accuse advertisers of using children as "surrogate salespeople". But marketing for children is thriving.

3.2. READING COMPREHENSION TEXT 10A.

Choose the correct variant on the basis of what is stated or implied in the text.

1. American retailers have targeted teenagers as a new consumer group because

1. young people seldom save money

2. there are several children in the family

3. studies have shown that

4. they earn hundreds of dollars a week

2. Companies like Kid Think offer their expertise, primarily, to

1. sociologists

2. marketers

3. kids and teens

4. parents

3. Teenage Research Unlimited analyzes the market situation by means of

1. spending and earning attitudes

2. fifty employees who do most of the work

3. offering expertise to any willing organization

4. tracking surveys and other media

4. We can learn from the text that advertising for kids today includes

1. some environmental issues

2. anything from toys to vacation resorts

3. something everyone in the family wants to get

4. decision-making on family issues

5. Helping parents to involve teenagers in decision-making is

(A) an aggressive strategy

2. a violation of children's rights

3. a positive aspect of advertising

4. a solution to all the family problems

6. In Line 38, the word "surrogate" is closest in meaning to

1. successful

2. not real

3. imaginary

4. fantastic