ESCOLA SECUNDRIA ALVES MARTINS

TESTE FORMATIVO DE INGLS

11 Ano Nvel de Continuao
Maro 2014
I.

Go through the text and accomplish the following tasks.

A glut of marketing messages encourages teens to tie brand choices to
their personal identity.

America has seen a sharp upswing in marketing geared to teens since the
1980s, when research documented their significant buying power, thanks to
after-school and summer jobs, not to mention increasing sway over parents.
Moreover, notes psychologist Susan Linn, in her book, "Consuming Kids," U.S.
companies market to adolescents and children and, therefore, now influence
over $600 billion worth of spending.
As a result, teens are inundated with so much marketing about the importance
of brands to identity and image, it has changed the way they socialize with
each other, interact with adults and view themselves and the world, says child
psychologist Allen Kanner, whose book "Psychology and Consumer Culture:
The Struggle for a Good Life in a Materialistic World" cites research on the
effects of branding on teenagers, including how it increases their spending.
"It's the meta-message that you can solve all of life's problems by purchasing
the right products that's having the most profound effect," Kanner explains. So,
with that in mind, psychologists are pushing for increased research on the
effects of marketing to teens, arguing for a change in the political and social
culture that would wipe out marketing's identity-molding effects for increased influence of parents and other
role models in teenagers' communities.
The need for such a shift is pressing given marketing's constantly increasing forcefulness, says Linn.
"Comparing the marketing of today with the marketing of yesteryear is like comparing a BB gun to a smart
bomb; it's enhanced by technology, honed by child psychologists and brought to us by billion of dollars. In
the new millennium, marketing executives are insinuating their brands into the fabric of children's lives.
They want 'cradle to grave' brand loyalty and to 'own' children."
By the time children reach their teens, a developmental stage when they're naturally insecure and
searching for a personal identity, they've been taught that material possessions are what matter.
Advertisers understand the teen's desire to be "cool," and manipulate it to sell their wares. "Teens want to
identify with their peer group and, in a certain sense, that is a vulnerability," Kanner says. Indeed, the
attraction to prestige brands develops in adolescent years because it's a time when peer pressure and
fitting in are very important. The problem is that marketers manipulate that attraction, encouraging teens to
use materialistic values to define who they are and aren't. In doing that, marketers distort the organic
process of developing an identity by hooking self-value to brands. "More naturally, you might develop your
identity around, for example, doing good in the world or building a career out of an interest," he explains.
And even when good bubbles up, or creativity flourishes on its own, it's likely to be co-opted by advertisers
looking to keep up with trends among teens.
Identity-oriented branding also encourages disapproval of anything different, be it a different generation,
different cultural group or different school clique. The way advertising separates kids from their parents is
particularly insidious, Kanner says. Essentially, advertisers encourage rejection of the older generation's
preferences to the point of trying to create an official statement about what is cool for teenagers. The
message that doesn't reach teens is that what is important is "how you think, what you like...and who you
are."
Constant exposure to commercials promising the world--beauty, popularity, peace-of-mind, self-confidence,
great relationships--turns many young girls into insatiable consumers. Teenage girls spend over $9 billion
on makeup and skin products alone, an example of advertisers successfully selling the "quick fix," she
says. But that kind of purchase robs them of self-determination, self-awareness and self-esteem.
"Encouraged to look outside of themselves for comfort, values and direction, girls become easy prey to
addictive behaviors and unrealistic images that ads promote. The diet, tobacco and alcohol industries
target girls, capitalizing on the body image, weight concerns and beauty ideals that make them most
vulnerable."

A. Give a suitable title to the text and justify your choice. (Write about 50 words)
B. 1. Find evidence of the following statements. Quote from the text.

1. 1. American companies target children and teens and have, therefore, modified their interplay and selfimage.
1. 2. By conveying the message that the right goods bring the solution to any problem, advertising has
provoked teens decreased family influence and shaped their identity.
1. 3. According to Susan Linn, marketers are manipulating adolescents through lifelong branding and teen
ownership.
2. Complete the following sentences according to the text. Use your own words as far as
possible.
2. 1. Teenhood is a stage of human development when ________________________________________________
____________________________________________________________________________________________
2. 2. Instead of _______________________________________________________________________________,
teens dismiss anything that is different.
____________________________________________________________________________________________
2. 3. Teenage girls are targeted by diet, tobacco and alcohol industries in order _____________________________
________________________________________________________ without realising that __________________
____________________________________________________________________________________________
C. 1. Reread lines 28 to 35 and find synonyms/antonyms for the following words / expressions.

1.
2.
3.
4.
5.

Given word
deform
by itself
to stop tendencies
cunning
acceptance

Synonym

Antonym

C. 2. Say what the following words refer to:

their (line 2)

it (line 8)

whose (line 10)

II.A. Fill in the gaps with words/expressions from the box. One of them has been used twice.

into the public's

hands
as

are released
distraught

for better or for

worse
into

performing

make

appetite for

in addition to

Celebrity 911: Should We Really Hear These Calls? By Jo Piazza

On January 8, the Los Angeles Fire Department released a 911 recording from Dec. 20 of Sharon Murphy,
mother of late actress Brittany Murphy. On the eight-minute recording, a 1. _____________ Sharon Murphy
can be heard sobbing as she relays the dispatcher's instructions for 2. _____________ CPR to Murphy's
husband. "My daughter's passed out ... they're doing mouth to mouth ... please get here," Sharon Murphy
said to the emergency dispatcher.
With the Brittany Murphy, Charlie Sheen and Casey Johnson recordings all coming in succession, 3.
____________ the release of a 911 call from the night Tiger Woods crashed his SUV into a tree last

November, it may seem like the recordings of celebrity incidents are now more likely to be released 4.
____________.
Levine says that isn't the case. There just happen to be more outlets for entertainment news these there have
ever been before, and there is also an 5. _____________ celebrity news. "I don't think celebrity 911 tapes
are more prevalent these days. It just seems that way because once they 6. _____________, the prevalence
of so many celebrity-driven Web sites drive them into the public's awareness of them," Levine says. "And
there is definitely a public 5. _____________ them because, 7. ______________, they provide raw,
unfiltered drama that even the best scripted drama cannot match."
8. _____________ a journalist, I have to admit that I have been sucked 9. _____________ covering many
salacious celebrity stories and welcomed 911 as an additional source, but I think the media needs to step
back and 10. ____________ some real decisions about what merits the progression of a story and what
merely serves up a dose of deathsplotation.
B. 1. Fill in the blanks with the correct forms of the verbs in brackets.

1. 1. If catchy jingles, cute slogans, and cartoon characters _________________ (not / be) key advertising
factors, children wouldnt be so hooked on certain products.
1.2. If a television commercial _______________ (display) children laughing and playing, my children
think it will probably be a great toy, regardless of the type.
1. 3. ____________________ (our teenagers/ turn into) such big spenders if their parents taught them
money managing?
1. 4. If aggressive advertising of fast food hadnt evolved so much, teens obesity ___________________ (
not / rise/ significantly)
B. 2. Rewrite the sentences without changing their meaning. Start as indicated.

2. 1. Although many youths know the price of fame, they still seek fame and fortune.
In spite of ________________________________________________________________________
2. 2. Family mealtimes are decreasing. This promotes the rise in anti-social behaviour.
Family mealtimes __________________________________________________________________
2. 3. Kim wants to identify with Generation Y. Then she will have to know how to use blogs, virtual
worlds and podcasts. However, she doesnt.
If ________________________________________________________________________________
2. 4. The media dominate us and influence our lifestyle.
Not only _________________________________________________________________________
2. 5. Tweens became the new marketing force; so, they forced marketers to change their priorities.
If ________________________________________________________________________________
2. 6. Our physical and psychological health is being undermined by uncontrolled commercialism.
Uncontrolled commercialism _______________________________________________________
2. 7. The ideal of beauty has deeply changed. This has led to the world obsession with extreme
makeover.
The ideal _________________________________________________________________________
2. 3. Although we fight the rise of consumerism and a 'buy now, pay later' attitude, we havent been able
to stop selfishness and the rising divorce rate.
Despite __________________________________________________________________________
2. 4. Celebrities seldom come to the conclusion that fame is nothing but an empty name.
Seldom ___________________________________________________________________________
2. 5. Aggressive marketing has evolved a lot recently; so, teens obesity percentage rose.
If ________________________________________________________________________________

POSSIBLE KEY
A. REAL TITLE: Driving teen egos--and buying--through 'branding'
B. 1. 1. America has seen a sharp upswing in marketing geared to teens () U.S. companies market to
adolescents and children () As a result, teens are inundated with so much marketing () , it has changed
the way they socialize with each other () and view themselves
1. 2. "It's the meta-message that you can solve all of life's problems by purchasing the right products that
() arguing for a change in the political and social culture that would wipe out marketing's identity-molding
effects for increased influence of parents and other role models in teenagers' communities.
1. 3. marketing executives are insinuating their brands into the fabric of children's lives. They want
'cradle to grave' brand loyalty and to 'own' children."
2. 1. Teenhood is a stage of human development when teens not only feel obviously insecure and looking
for their personal identity, but also need to relate to their peer group as belonging to a clique is
extremely important.
2. 2. Instead of accepting different generations, school tribes and cultural groups, teens dismiss anything that is
different.
2. 3. Teenage girls are targeted by diet, tobacco and alcohol industries in order to make them more vulnerable to the
promotion of their body image and beauty ideals without realising that they are turning into an easy prey of
marketers and advertising strategies.
C. 1. 1. distort
1. 2. on its own
1. 3. keep up with trends
1. 4. insidious
1. 5. rejection / disapproval
C. 2. 1. teens
2. 2. so much marketing about the importance of brands (to identity and image)
2. 3. Allen Kanner
II. A.

On January 8, the Los Angeles Fire Department released a 911 recording from Dec. 20 of Sharon Murphy,
mother of late actress Brittany Murphy. On the eight-minute recording, a distraught Sharon Murphy can be
heard sobbing as she relays the dispatcher's instructions for 2. performing CPR to Murphy's husband. "My
daughter's passed out ... they're doing mouth to mouth ... please get here," Sharon Murphy said to the
emergency dispatcher.
With the Brittany Murphy, Charlie Sheen and Casey Johnson recordings all coming in succession, 3. in
addition to the release of a 911 call from the night Tiger Woods crashed his SUV into a tree last November,
it may seem like the recordings of celebrity incidents are now more likely to be released 4. into the publics
hands.
Levine says that isn't the case. There just happen to be more outlets for entertainment news these there have
ever been before, and there is also an 5. appetite for celebrity news. "I don't think celebrity 911 tapes are
more prevalent these days. It just seems that way because once they 6. are released, the prevalence of so
many celebrity-driven Web sites drive them into the public's awareness of them," Levine says. "And there is
definitely a public 5. appetite for them because, 7. for better or worse, they provide raw, unfiltered drama
that even the best scripted drama cannot match."

8. As a journalist, I have to admit that I have been sucked 9. into covering many salacious celebrity stories
and welcomed 911 as an additional source, but I think the media needs to step back and 10. make some real
decisions about what merits the progression of a story and what merely serves up a dose of deathsplotation.
B. 1. 1. If catchy jingles, cute slogans, and cartoon characters werent key advertising factors, children

wouldnt be so hooked on certain products.

1.2. If a television commercial displays children laughing and playing, my children think it will probably be
a great toy, regardless of the type.
1. 3. Would our teenagers turn into such big spenders if their parents taught them money managing?
1. 4. If aggressive advertising of fast food hadnt evolved so much, teens obesity wouldnt have
significantly risen.
B. 2. 1. In spite of knowing the price of fame, many youths still seek fame and fortune.

2. 2. Family mealtimes are decreasing, which promotes the rise in anti-social behaviour.
2. 3. If Kim knew how to use blogs, virtual worlds and podcasts, she would be able to identify with
Generation Y.
2. 4. Not only do the media dominate us but also influence our lifestyle.
2. 5. If Tweens hadnt become the new marketing force, marketers wouldnt have been forced to
change their priorities.
2. 6. Uncontrolled commercialism is undermining our physical and psychological health.
2. 7. The ideal of beauty has deeply changed, which has led to the world obsession with extreme
makeover.
2. 8. Despite fighting the rise of consumerism and a 'buy now, pay later' attitude, we havent been able
to stop selfishness and the rising divorce rate.
2. 9. Seldom do celebrities come to the conclusion that fame is nothing but an empty name.
2. 10. If aggressive marketing hadnt evolved a lot recently, teens obesity percentage wouldnt have
risen.