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35
40
45
50
55
60
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70
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ADVERTISING AND CHILDREN
5.3
51
GRAMMAR
COMPARISON
6
Look at the comparative forms highlighted in the text. Complete
these statements using the words in the box.
a little most as (x3) less a lot
-est
more
-er
not as much more least
1
We make the comparative of one-syllable adjectives by adding
to the adjective. With most longer adjectives we put
before the adjective.
2
We make the superlative of one-syllable adjectives by adding
to the adjective. With most longer adjectives we put
before
the adjective.
3
We use
or
to emphasise a large difference.
4
We use
to emphasise a small difference.
5
We use
+ adjective +
to say there is no difference.
6
We use
+ adjective +
to say there is a difference.
7
We use
to make an adjective weaker.
8
We use (the)
+ adjective to show the smallest amount (the
opposite of
most
).
Ê
Language reference and extra practice pages 134–135
7
Correct the mistakes in the sentences.
1
This is the much most popular soft drinks for children.
2
Children’s teeth are a much more bad than they were ten years ago.
3
This computer game is so expensive as that one.
4
These trainers are much more better than those ones.
5
The new ZF radio-controlled car is lot faster that the 2012 version.
6
Coffee is just as tastier as tea.
7
When it comes to children, health is the more important thing
in the world.
8
Children like the cereals that are the less healthy for them.
9
The ad wasn’t as good I expected.
SPEAKING
8
a
Work in groups of three. You are a family (mother, father, son)
and you want to buy a quad bike (a motorbike with four wheels) for
the 16-year-old son.
Student A (father):
Turn to page 156.
Student B (mother):
Turn to page 158.
Student C (son):
Turn to page 160.
8
b
Look at the table on page 159, which has information about four
different quad bikes. As a family, compare the four bikes, talking
about the small and big differences and the things that are the same.
Try to agree on which bike to buy.
MEET THE EXPERT
Watch an interview with Vena Raffle about the work
of the UK Advertising Standards Authority.
Turn to page 151 for video activities.
There are also concerns over the
vast sums of money that junk food
manufacturers spend on advertising
to persuade children to buy their food
products. Many advertisements, argues
Durham, promote food that is a lot higher
in fat, salt and sugar than healthier
alternatives. ‘Many companies target
children with offers of free toys, models of
cartoon characters, gimmicky packaging
and interactive websites. In most western
countries, there are a lot more adverts
during children’s TV for food than any other
type of product, and these are mainly for
confectionery, sweetened breakfast cereals
and fast food restaurants.’
Government approaches to controlling
advertising to children vary. In Sweden, one
of the strictest countries where advertising
is concerned, TV advertising to children
under the age of 12 is banned. Greece bans
television advertisements for children’s toys
between 7 a.m. and 10 p.m. Other countries,
such as Denmark and the Netherlands, also
have strict legal controls.
Some countries are not as certain as the
Swedes that advertising to children is
harmful. For example, the French have
argued that children need to see many
advertisements so that they can develop
their ability to think as they grow up. The
belief is that advertising will help children
to be more aware of its persuasive power.
However, even countries who have in the
past preferred not to have legal controls, are
now getting tougher. France has banned
adverts for mobile phones to the under 12s.
The UK has now banned junk food adverts
in shows aimed at children under 15, and
Germany has banned adverts making ‘direct
offers’ to children.
This all means that there is little hope that
the situation will be resolved by any kind
of cross-European regulations. ‘Because
some countries are much more relaxed than
others about advertising to children, the
European Union is unable at present to have
a common approach to the problem. Until
the majority of member states are as sure as
the Swedes of the harmful nature of
advertising, the current indecision will
continue,’ concludes Taylor.
