Topic 1: Does increasing travels between countries enable people to learn different cultures or to

Topic 48: There are many advertisements directed at children. Parents argue that 
children are misled, while advertisers consider advertising a source of useful 
information. What is your opinion?
 
(Advertising bas a persuasive nature), (make exaggerated claims about the properties of products),
(difficult to understand and interpret information) (cannot determine the truthfulness of the message);
(induce children to buy products), (food and toy advertisements);
(higher exposure to advertising, greater desire for advertised products)
(represent a particularly important product information source (receive positive information through 
advertisements) 
(Public service advertising, non-commercial advertising);
(Older children and younger children respond differently to advertising), (think more deeply about 
what they are viewing);
(give little attention to the screen during advertisement breaks)

The impacts of advertising on children have become an area of focus in these years. 
When the initial purpose of advertising is to disseminate information related to goods and 
services, many parents have associated it with their children's unjustified desires to buy 
something unnecessary. Although the extent to which advertising influences young viewers is 
a matter of debate, its impact, in my opinion, is undisputed.
One of the main features of advertisements is giving products an exaggerated account. In 
addition to this tactic, advertisers tend to stress those attributes of a product that are likely to 
be valued by young consumers, while playing down others. Some advertisements might 
disclose detailed information about products (such as health hazards of overeating some types 
of food), but in most cases, such information appears normally in small print and children 
cannot read them clearly. Nor can children comprehend the messages with their literacy skills. 
As a result, young viewers are susceptible to the effects of a commercial, leading directly to 
their subsequent buying decisions or their thrust for buying.
Another main strategy adopted by advertisers is to associate products with lifestyles that 
are attractive to young people and deliver a strong message that the advertised products are 
what their peers want and will choose: Children are more concerned with a particular label 
and branded products than adults, for the simple reason that they are much less price sensitive. 
They have the desire to possess products they consider popular, fashionable and likely to be 
admired by their peers, but seldom take into consideration the functions and practical values 
of those products.
When the negative impacts of advertising on children are acknowledged, it should be 
noted that as children grow up, they will make more sophisticated judgments about those 
tactics advertisers use to grab their attention. They are less receptive to advertising messages 
and meanwhile more likely to perceive advertising as a mere source of information, assisting 
them to learn products and services better. Meanwhile, some advertisements are non-
commercial and provide information on such issues as anti-smoking, anti-drug, AIDS, healthy 
eating practices, and so forth. In this sense, it is premature to judge that advertising has no 
redeeming feature.
To summarize, by enhancing the image of advertised products, making exaggerated 
claims on products and services and portraying a fantastic way of life, advertising is liable for 
children's impulsive purchases. Children are misguided to make a purchase. Although 
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adolescents are less susceptible to the misleading information, the advertisements that are 
marketed to children should be restricted.
1. Disseminate=broadcast=publish=spread=present=circulate
2. Undisputed=acknowledged=undeniable=unquestionable 
3. Tactic=approach=scheme=ploy 
4. Attribute=feature=trait=characteristic=property=quality
5. Play down =make light of=underplay=talk down
6. Thrust=driving force=drive=impetus
7. Label=brand=brand name=trademark
8. Receptive to=tolerant of=open to=accessible to
9. Redeeming feature=advantage=strength=merit
10. Misguide=mislead=deceive=induce
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