24 Language in use Read the text about online advertising. Some words are missing. Choose the correct answer (A, B, C or D) for each gap (1–15). Put a cross ( ) in the correct box. The first one (0) has been done for you. 1 Multiple choice Easy targets Games, videos, news stories, social media posts and memes. Online advertisers often (0) their marketing messages as entertainment or information. You may know the difference, (1) children? Online advertisers are using increasingly sophisticated marketing techniques, making it harder for young people to recognise when they are being (2) to. Often, sponsored social media posts aren’t labelled as advertising at all; (3) , tagging, mentioning or thanking a brand can be considered sufficient. Many of the young people we work with are definitely not aware posts are sponsored. They genuinely believe the opinions are an honest reflection of the poster’s views – why (4) they be? When advertising is labelled, it is often so discreet that young people don’t spot it. Less than a quarter of 8- to 11-year-olds and only one third of 12- to 15-year-olds can correctly identify sponsored links on Google (5) they feature the word ‘Ad’ in a coloured box. Marketers now make (6) of social media to promote their brands because young consumers are more likely to look to YouTubers, bloggers and other influencers for purchasing advice. (7) , one in three online users aged 12 to 15 are unaware that vloggers may be paid to endorse a product. Young people need to be informed about these discreet forms of advertising (8) about techniques like tobacco companies’ use of social media stars to target young people. They may also spend more than they can afford. The number of younger people (9) debt advice has been increasing in (10) , with up to 8.3 million people in the UK unable to pay off debts or household bills. (11) show that materialistic attitudes (wanting more and more material things) can affect well-being by creating a sense (12) loneliness and damaging self-esteem or relationships. Children are particularly (13) to marketing messages. Personal devices (smartphones, tablets, smart and other gadgets) (14) companies to reach youngsters directly, and more persuasively, (15) . Branded websites, advergames, viral ads and social media marketing have blurred the lines between entertainment, information and advertising, making it difficult to recognise commercial content. Nur zu Prüfzwecken – Eigentum des Verlags öbv
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