Focus on Words

The most marketed-to generation in history. Today’s children and teenagers
have become the most marketed-to generation in history. They have spending power –
their own disposable income is enormous. They influence their parents’ buying
decisions – they use many tactics to badger or guilt-trip their parents into purchasing
goods and services.
Our children are handed over to the advertising companies to be convinced they
are hungry, bored, ugly and unpopular and they need to spend money to change this.
Parents yield to their children’s demands for consumer goods and services because
of the trend to smaller family size, dual incomes, and postponing children until later.
Branding is a concept that started in the mid 1980s. It has led to some of the most
wealthy and powerful multi-national corporations of all time. Advertising companies
aim to plant the seeds of brand recognition in very young children, because if
successful, these seeds will grow into lifetime preferences, attitudes and purchasing
decisions. It has been shown that babies as young as six months of age can form mental
images of corporate logos and mascots.
Schools are no longer free from commercialism and consumerism. By sponsoring
educational materials, school events and supplying schools with technology.
Since consumerism began, various individuals and groups have consciously sought
an alternative lifestyle, such as the “simple living”, “eco-conscious”, enoughism.
Comprehension
1. Answer the questions.
1. Do you agree with the expression that consumers are puppets of the marketing industry?
2. What is meant by sophisticated marketing?
3. What is meant by branding?
4. Do you believe that the idea of simple living will become a reality?
2. Comment on the given expressions.
He who buys what he does not need steals from himself.
Unknown Author
There is enough on earth for everybody’s need, but not for everyone’s greed.
Mahatma Gandi
“Life in America is exclusively economic in structure lacking depth.
Oswald Spengler
<strong>Focus</strong> on Function
Showing caution:
I suggest, believe, argue, claim, maintain
Will it really work?
I’m not too keen on this idea.
Persuading
I think the facts speak for themselves.
I’m sure you’d agree to that.
72