toelatingsonderzoek hbo examenopgave engels, bestaande uit

Engels, 2 april 2014, bladzijde 1 van 4
TOELATINGSONDERZOEK HBO
EXAMENOPGAVE ENGELS, BESTAANDE UIT TWEE DELEN
WOENSDAG 2 APRIL 2014
Tijdsduur: 2 ½ uur
13.30-16.00 uur
Beste kandidaat,
Het examen Engels bestaat uit twee delen. Deel 1 bestaat uit een Engelse tekst, waarover u vragen
moet beantwoorden. De antwoorden op de vragen moeten in zo goed mogelijk Nederlands gesteld
zijn en in volledige zinnen. U mag gerust eerst die vragen maken, die u het beste liggen. Controleer
dan wel of u ze allemaal gemaakt hebt en zet de nummers bij de antwoorden. In ieder geval raden
wij u aan de tekst goed door te lezen, voor u de vragen gaat beantwoorden.
Deel 2 bestaat uit de schrijfopdracht, te vinden op de laatste bladzijde.
DEEL 1: TEKST MET VRAGEN
Forget the Food: Fast Food Advertisements Aimed at Children Feature Lots of Giveaways
Naar Alexandra Sifferlin’s gelijknamige artikel in Time (29 augustus 2013)
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There is nothing like a picture of a steaming, juicy burger to send the hungry to the nearest drivethrough, right? Not if you are a child. For them, toys and other giveaways are just as effective –
which is why such marketing tactics are so troubling.
A new study published in the journal PLOS One revealed that compared to nationally televised
advertisements from leading fast food restaurants targeted at adults, those that marketed children’s
meals were more likely to include toys and other giveaways, and less likely to feature the food
products sold at these chains. Between 2009 and 2010, when the scientists conducted their analysis,
nearly all of the fast food advertisements – 99% – that were aired nationally on children’s TV
channels such as Cartoon Network and Nickelodeon, were from McDonald’s and Burger King, and
70% of them included toy giveaways, frequently linked to child-friendly movies, to promote their
product.
According to the Federal Trade Commission, food marketing cannot be false, deceptive or unfair.
But there are other, more specific, self-regulations out there for advertisements related to children.
The Beverage Business Bureau (BBB) runs a Children’s Advertising Review Unit (CARU) that provides
marketing guidelines for companies on how they should advertise products to children, and many
volunteer to self-regulate their campaigns based on these guidelines.
One of these organisations asks companies to recognize that children do not easily discern
between products like toys and games that are associated with a company’s primary products – in
this case, fast food. That means that the toys may actually hold more allure for younger consumers
than the food itself. While that is certainly a blessing for corporations, it may not be so good for
children, who could end up developing life-long unhealthy eating habits.
“Research shows that when companies are promoting brand-oriented messages to children, they
make very long-lasting and deeply held emotional connections to the brand,” says Andrew Cheyne, a
researcher at the Berkeley Media Studies Group. “So this form of marketing allows for children to
make lifelong brand preferences at a very early age. Not only are the fast food companies making
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lifelong customers out of children, but they also have the ability to go after the children’s children as
well through intergenerational brand preferences. This form of marketing is a very serious concern.”
In a 2011 study of Santa Clara County, which banned toys and other non-food items from fast
food restaurants’ meals for children, researchers found that food options in that county became
healthier after the ban, compared to counties that did not have to follow the rule. When they could
not offer toys with high calorie, high-fat meals, Santa Clara restaurants began offering healthier
options to go with the giveaways.
“Children cannot recognise the intent of advertising. When you add in popular cartoon characters,
you are further blurring the line,” says researcher Cara Wilking of the Public Health Advocacy
Institute. Processed food comes in packaging that displays images of popular culture characters liked
and recognized by children. “Unilever says they are going to improve their marketing to children, but
they have a loophole for packaging. When they put Dora the Explorer on lolly boxes, it certainly
seems like advertising to children. If that is not, what is?” says Cheyne.
In a paper published in PLOS Medicine, Cheyne, who is not associated with the latest study,
argues that such blending strategies are becoming more widespread; soft drink manufacturers
sponsor social responsibility campaigns that promote community service, and advertising in schools
is another way that companies enhance brand awareness among children without actually
promoting their product. “They are sponsoring fundraisers, they are promoting themselves through
score boards and other media. When they promote the brand, they promote the entire product
line,” he says.
For example, PepsiCo was criticized by public health advocates for the Refresh Project promoted
during the 2010 Superbowl. The company offered $20 million to consumer-voted community
projects such as improving parks and reinvigorating local arts programs, and allowed voters who
bought specially marked cans of soft drink to have greater voting power. Not surprisingly, the bulk of
participants were young people. “PepsiCo considers millennials – those aged 11 to 31 – a ‘key cohort’
for the Pepsi Refresh initiative. The company applied specific marketing metrics to measure the
positive effect the campaign had on the intent of millennials to buy PepsiCo products,” Cheyne told
Time.
The concerns about these marketing tactics prompted at least one major child-friendly company
to take action. Walt Disney Co. pledged to ban all junk food advertising from its TV channels,
websites and radio programmes catering to children by 2015. All companies that advertise food and
beverages during Disney programming will have to meet the company’s nutritional guidelines. The
candy company Mars is also credited with having one of the most comprehensive and strict pledges
to avoid catering to children under age 12 in its marketing campaigns.
Whether such moves will change children’s eating behaviours, and make unhealthy foods less
appealing, will not be clear for a few more years. But if these pioneering efforts to redirect
advertising aimed at children toward healthier and more nutritious options prove successful, then
they could set a precedent for advertising that is truly friendly for children.
Engels, 2 april 2014, bladzijde 3 van 4
DE VRAGEN
Aanwijzing: lees eerst alle vragen een keer achter elkaar door. Dit voorkomt dat antwoorden
terechtkomen bij vragen waar ze niet thuishoren. Uw antwoorden moeten gebaseerd zijn op wat in
de tekst staat; het gaat hier dus niet om uw eigen mening.
Vraag 1
What marketing tactics are “so troubling”?
Vraag 2
What are nationally televised fast-food advertisements marketed toward children less likely to show?
Vraag 3
Between 2009 and 2010, McDonald’s and Burger King were responsible for 99 percent of the
advertisements on children’s TV channels.
a. What percentage of these advertisements included toy giveaways to promote their
products?
b. What were these toys often linked to?
Vraag 4
What sort of marketing guidelines does the Children’s Advertising Review Unit (CARU) provide for
companies?
Vraag 5
Andrew Cheyne, a researcher at the Berkeley Media Studies Group, looked into how fast-food
companies target children.
a. What is the effect of brand-oriented messages on children, according to Cheyne?
b. Why is this form of marketing “a very serious concern”?
Vraag 6
What is the problem with advertising for children, according to Cara Wilking of the Public Health
Advocacy Institute?
Vraag 7
What is the effect of the loophole in Unilever’s advertising strategy, according to Cheyne?
Vraag 8
PepsiCo was criticized for its Refresh Project promoted during the 2010 Superbowl.
a. What was the (hidden) intended audience of the Refresh Project?
b. How do we know this was indeed PepsiCo’s ‘key cohort’ for the Refresh Project?
Vraag 9
What measures has Walt Disney Co. pledged to take by 2015?
Vraag 10
What is the hope expressed by the author if measures to steer children toward healthier food
options prove successful?
Engels, 2 april 2014, bladzijde 4 van 4
DEEL 2: SCHRIJFOPDRACHT
Geef in goed Engels en in volledige zinnen antwoord op de volgende vraag: ‘Hoe wenselijk is het dat
bedrijven zoals McDonald’s en Burger King verplicht worden zich in hun advertenties uitsluitend op
volwassenen te richten?’ Met deze opdracht wordt niet uw mening getoetst, maar de wijze waarop u
deze in het Engels formuleert en met argumenten onderbouwt. U kunt hierbij uiteraard gebruik
maken van uw eigen ervaringen en kennis. Zorg er wel voor dat het stuk 150-200 woorden telt.
Gebruikt u minder dan 150 woorden, dan wordt deze opdracht niet nagekeken en als onvoldoende
beschouwd.

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