CONFI

DENTI
AL 2 LG/
APR2017/
ELC501

TOTAL:
35MARKS

Readt
hef
oll
owi
ngar
ti
cleandanswerALLt
hequest
ionst
hatf
oll
ow.

Regul
ati
ngadv
ert
isi
ngdi
rect
edatchi
l
dren

I Mi
chel
l
eObama’
sfi
ghtagai
nstchi
l
dhoodobesi
tyhassev
eralf
ront
swi
thmar
ket
ing
bei
ngani
mpor
tantone.I
nSept
ember2013,sheconv
enedt
hef
ir
stWhi
teHouse
meet
ingwi
thmar
ket
ingex
ecut
ivesoff
oodcompani
est
odi
scusst
hemar
ket
ingof
f
oodt
ochi
l
dren.Shebel
i
evest
hatchi
l
dren’
spr
efer
encesar
ebei
ngshapedbyt
he
mar
ket
ing campai
gnsoft
hesecompani
esand t
hishasl
ed t
othepr
obl
em of 5
chi
l
dhoodobesi
ty.

I
I Adv
ert
isi
ng expl
oit
schi
l
dren’
snai
vet
yandt
husdecei
vest
hem.I
tent
iceschi
l
drent
o
dr
inkandsmoke,andmakest
hem f
ataswel
lassexual
i
sest
hem ear
ly.Nest
leand
McDonal
ds pr
omot
ethei
rfood pr
oduct
s by cl
aimi
ng t
hatt
hei
rpr
oduct
s ar
e
nut
ri
ti
ousandwhol
esomef
ort
hef
ami
l
y.Kel
l
og’
smar
ket
sFr
uit
yLoopscer
ealt
o 10
chi
l
drenev
ent
hougheachser
vinghasf
ourt
imest
hesugarcont
entofabowlof
Cor
nFl
akes.
Thi
sledcr
usader
sli
keMi
chel
l
eObamat
ocr
it
ici
set
hesecompani
esf
or
expl
oit
ingchi
l
dren.

I
II I
nMay2013,Coca-
Col
asai
dthati
twoul
dnotadv
ert
iset
ochi
l
dreny
oungert
han12
any
wher
eint
hewor
ld.I
n2012,Di
sneypr
omi
sed nott
o pr
omot
ejunkf
ood i
n 15
t
elev
isi
onpr
ogr
ammesf
orchi
l
dren.Someoft
hemanysel
f-
imposedr
est
ri
cti
onson
t
hemar
ket
ingoft
obaccoandal
coholwer
eal
soi
mposedwi
thy
oungst
ersi
nmi
nd.
Suchgest
uresmaket
hebestofi
ncr
easi
ngl
yst
ri
ctercont
rol
simposedonf
ood
adv
ert
isementbycount
ri
es.Br
it
ainbannedt
headv
ert
isementoff
oodhi
ghi
nfat
,sal
t
and sugart
o chi
l
dren under16.Sweden and Nor
way out
lawed al
ltel
evi
sion 20
adv
ert
isi
ngt
oyoungst
ers.Quebecpr
ohi
bit
edadv
ert
isi
ngofanysor
tdi
rect
edat
chi
l
dren.I
tisi
mpor
tantt
onot
e,howev
er,anysy
stem ofcont
rolt
hatsol
elydepends
oncompani
espol
i
cingt
hemsel
vesi
sdoomedt
ofai
l
.Indust
ri
est
endt
osett
hebar
t
ool
ow,expl
oitl
oophol
esandf
indway
stobr
oadcastt
hei
rtoxi
cmessages.“
Sel
f-
r
egul
ati
onsi
mpl
ydoesnotwor
kinahi
ghl
ycompet
it
ivemar
ket
place”
,cont
endst
he 25
I
nter
nat
ional
Associ
ati
onf
ort
heSt
udyofObesi
ty.
I
V Wi
l
lGi
l
royoft
heWor
ldFeder
ati
onofAdv
ert
iser
snot
esa“
sur
ge”i
nregul
ator
y
a
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tt
i
av
Ui
nt
y
i
ver
ss
ii
t
inc
Tee
k 2
nol
og0
i11
MA,w
RA hen t
he Uni
ted Nat
ions hel
d a conf
eC
rO
eN
nF
cI
eDo
En
NTI
A
nL
on-
communi
cabl
e di
seases i
n New Yor
k.A gov
ernmentcommi
ssi
on r
epor
tst
hat
CONFI
DENTI
AL 3 LG/
APR2017/
ELC501

Mexi
canchi
l
drensee12,
000j
unkf
oodadv
ert
sont
elev
isi
onay
ear
,mor
ethani
nany 30
ot
hercount
ry.Hav
ingsl
appedt
axesonj
unkf
oodandsugar
ydr
inks,Mexi
conow
pl
anst
o ban adv
ert
isement
sfort
hem i
nthe af
ter
noonsand ev
eni
ngsand at
weekends.Tai
wangav
eregul
ator
stheaut
hor
it
ytor
est
ri
ctt
hemar
ket
ingandev
en
t
hesal
eoff
oodt
heydeemedunheal
thyf
orchi
l
dren.

V Asr
egul
ati
onsonf
oodadv
ert
isi
ngt
ight
en,mor
edebat
esseem t
omount
.Ist
oo 35
muchmar
ket
ingst
il
lget
ti
ngt
hrought
ochi
l
dren?Ar
ecompani
esl
i
keCoca-
Col
aand
McDonal
d’swhi
chhadear
li
erpr
omi
sedt
ost
opput
ti
ngcar
bonat
eddr
inksoni
ts
“
HappyMeal
s”menus,secr
etl
ydet
ermi
nedt
olur
echi
l
dreni
not
herway
s?Shoul
d
mor
ejur
isdi
cti
onsi
mposeQuebec-
li
kebansorext
endpr
otect
iont
ochi
l
drenol
der
t
han12or13? 40

VI St
udi
eshav
eshowndi
ff
erentr
esul
tsonhow adv
ert
isi
ngmi
ghthar
m chi
l
dren.One
exper
imentsuggest
sthatchi
l
dreneatmor
einr
esponset
ofoodpr
omot
ion.Br
it
ish
chi
l
drenwhosaw f
oot
ageofGar
yLi
nekeradv
ert
isi
ngWal
ker
scr
isps,at
emor
e
cr
ispst
hanacont
rolgr
oup.Ot
herst
udi
eshav
etr
iedt
ocapt
uret
heef
fect
sof
mar
ket
ingonwhol
esoci
eti
es.A st
udyconduct
edi
nAmer
icaf
oundt
haty
oung 45
peopl
e who saw one addi
ti
onalal
coholadv
ert
isementpermont
h(bey
ond t
he
av
erage age of23)dr
ank 1% mor
e al
cohol
.Some r
esear
ch connect
s medi
a
consumpt
ionandwei
ght
.In2005,
ast
udyoft
eenager
sfoundacor
rel
ati
onbet
ween
t
hei
rbodymassi
ndexandt
heamountoft
elev
isi
ont
heywat
chedi
n22outof34
count
ri
esi
nvol
vedi
nthest
udy
. 50

VI
I Suchcor
rel
ati
onsdo notpr
ovet
hatadv
ert
isi
ngcausesobesi
ty.I
fyouwantt
o
combatobesi
ty,y
ouneedt
otackl
eal
lthecausesofobesi
ty.Foodandbev
erage
pr
oducer
scl
aimt
hatf
oodi
sonl
yonef
act
oramongmany
.Ther
efor
e,deal
i
ngwi
th
f
ood i
ntakeal
onewi
l
lnotbeenought
o sol
vet
hepr
obl
em ofobesi
ty.Thi
sis
suppor
tedbyEmmaBoy
land,apsy
chol
ogi
statt
heUni
ver
sit
yofLi
ver
pool
,UK,t
hat 55
weshoul
dbet
ackl
i
ngal
lthecausesofobesi
ty,
nomat
terhowmi
nort
heyar
e.
VI
II Anysor
tofmar
ket
ingai
medatchi
l
drencanhar
mthem.I
tiswr
ongt
otr
eatchi
l
dren
as“
economi
cobj
ect
s”,opi
nesBi
l
lJef
fer
yoft
heCent
ref
orSci
encei
nthePubl
i
c
I
nter
est
,agr
oupt
hatcampai
gnsf
orgoodnut
ri
ti
oni
nAmer
icaandCanada.Young
childr
endonotgr aspt hatt
heyar
ebei
ngadv
ert
isedt
o;mar
ket
ingtothem ist
hus 60
©HakCipt
aUniv
ersi
tiTeknol
ogi
MARA CONFIDENTI
AL
CONFI
DENTI
AL 4 LG/
APR2017/
ELC501

i
nher
ent
lydecept
ive.Di
git
almar
ket
ingof
fer
snewway
sofr
eachi
ngchi
l
drenf
orl
ess
money
.Accor
dingt
oJoãoBr
eda,whowasi
nvol
vedi
nast
udyconduct
edbyt
he
Wor
ldHeal
thOr
gani
sat
ion,br
and-
boost
ing“
adv
ergames”wer
efoundt
obemor
e
compel
l
ingt
hanconv
ent
ionalcommer
cial
s.Howev
er,
hef
eel
sthatt
echni
quesusi
ng
adv
ergameshav
etobeexpl
oredf
urt
heri
nrel
ati
ont
ofoodr
egul
ati
on. 65

I
X I
n Amer
ica,18 compani
es ar
einv
olv
ed i
nthe Chi
l
dren’
s Food and Bev
erage
Adv
ert
isi
ngI
nit
iat
ive(
CFBAI
).Theyaccountf
or80% off
oodadv
ert
isement
son
chi
l
dren’
stel
evi
sionandpr
omi
set
oadv
ert
ise“
heal
thi
erorbet
ter
-f
or-
you”f
oodst
o
chi
l
dreny
oungert
han12,ornott
omar
kett
othem atal
linsomecases.The“
EU
Pl
edge”i
sasi
mil
arEur
opeancommi
tmentby20bi
gfi
rms.Howev
er,t
hisgi
vesr
ise 70
t
othepr
obl
em wi
tht
hedef
ini
ti
onofchi
l
drenbei
ngunder12y
ear
sol
d.Thi
rt
een-y
ear
-
oldsar
etr
eat
edasbei
nggr
ownupenought
osensi
blyr
espondt
oadv
ert
isement
s.
Anot
herconcer
nisr
aisedwhencompani
esdef
ine“
heal
thi
er”mor
eli
ber
all
ythan
publ
i
cheal
thexper
tsdeem appr
opr
iat
e.

X Most gov
ernment
s woul
d r
ather co-
oper
ate wi
th busi
nesses i
n r
egul
ati
ng 75
adv
ert
isement
srat
hert
hanconf
rontt
hem.Howev
er,Tai
wan’
snewl
awandt
heone
pr
oposed i
n Mexi
co gi
vegov
ernment
smor
esayi
nfood r
egul
ati
ons.Li
kewi
se,
Si
ngapor
e’sheal
thmi
nist
ryhasl
aiddownst
ri
ctgui
del
i
nesf
oracodeofconductt
o
bef
oll
owedbyf
ir
ms.Ont
heot
herhand,Nor
waybackedawayf
rom apr
oposalt
o
banadv
ert
isi
ngofunheal
thyf
oodt
opeopl
eyoungert
han18.I
nst
ead,i
thasgi
ven 80
t
hei
ndust
ryt
woy
ear
stoenf
orceabanonmar
ket
ingt
ochi
l
drenunder13,orbe
pr
epar
ed t
oface l
egalact
ion i
fthe i
ndust
ryf
ail
sto compl
y.I
tappear
sthat
gov
ernment
sdonotadoptt
hesameappr
oacht
oregul
ati
ngf
oodadv
ert
isement
s
di
rect
edatchi
l
dren.

XI The pr
essur
e on t
he i
ndust
ryt
o sel
f-
regul
ate may be hav
ing an ef
fect
.The 85
compani
esbehi
ndt
heEUpl
edgesayt
hatchi
l
dren’
sexposur
etoj
unk-
foodmar
ket
ing
ont
elev
isi
onwas48%l
oweri
n2012t
hani
n2005.I
nAmer
ica,expendi
tur
eonf
ood-
mar
ket
ingt
othey
oungf
ellby19.
5%amount
ingt
o$1.
79bi
l
li
onf
rom 2006t
o2009,
accor
dingt
otheFeder
alTr
adeCommi
ssi
on.Thi
shappeneddespi
tea50%sur
geon
spendi
ngasar
esul
tofonl
i
neand“
vir
al”mar
ket
ing.Sel
f-
regul
ati
oni
sti
ght
eni
ng.The 90
EUpl edgehascov er
edcompany
-ownedwebsi
tessi
ncet
heendof2011,andwil
l
©HakCipt
aUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTIAL
CONFI
DENTI
AL 5 LG/
APR2017/
ELC501

i
ntr
oduce uni
for
m nut
ri
ti
onalst
andar
ds f
ori
ts member
sfr
om nexty
ear
.The
Chi
l
dren'
sFoodandBev
erageAdv
ert
isi
ngI
nit
iat
ive(
CFBAI
)pl
annedt
oest
abl
i
sh
suchcommonst
andar
dsatt
heendof2013.

XI
I Packaged f
oods ar
e becomi
ng mor
e whol
esome,i
n par
tbecause consumer
s 95
demandf
ort
hem.Amer
icancer
eal
-maker
s,f
orexampl
e,hav
ecutsugarandadded
whol
egr
ains.Fr
om 2007t
o2011sal
esofbet
ter
-f
or-
youf
oodanddr
inkspr
oduced
by15bi
gcompani
esaccount
edf
or72%ofsal
esgr
owt
h,accor
dingt
oast
udybyt
he
HudsonI
nst
it
ute.Thepr
ofi
tmot
ivewi
l
ldomor
etor
aisenut
ri
ti
onalst
andar
dst
han
t
hreat
sofdr
aconi
anr
egul
ati
on,suggest
sHankCar
del
l
ooft
hei
nst
it
ute’
sObesi
ty 100
Sol
uti
onsI
nit
iat
ive.

XI
II Act
ivi
stsbel
i
evet
hatpr
otect
ingchi
l
drenshoul
dbet
hemai
nconcer
nofr
ulemaker
s.
Ont
heot
herhand,mar
ket
ersf
eelt
hatot
heri
nter
est
sli
kecompet
it
ionandpr
ofi
ts
shoul
dal
sobeconsi
der
ed.I
nmostcount
ri
es,
giv
ingduei
mpor
tancet
obot
hchi
l
dren
andot
heri
nter
est
sseemst
obewi
nni
ng.Thati
spr
obabl
yagoodt
hing. 105

Ret
ri
evedandadapt
edf
rom
ht
tp:
//www.
economi
st.
com/
news/
int
ernat
ional
/21590489-
are-
chi
l
dren-
fai
r-
game-
ophi
sti
cat
ed-
and-
rel
ent
less-
mar
ket
ing-
techni
ques-
many

QUESTI
ON1

Foreachoft
hef
oll
owi
ngi
temsi
nthequest
ion,i
ndi
cat
eyouranswerbyci
rcl
i
ngt
he
appr
opr
iat
eopt
ion.

a) Thewor
d‘conv
ened’
inl
i
ne2canbestber
epl
acedbyt
hewor
d

©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 6 LG/
APR2017/
ELC501

i
.start
ed
i
i.chair
ed
i
ii
.assembled
i
v.managed

b) I
nli
ne16‘
rest
ri
cti
ons’
canbebesti
nter
pret
edas
i
. problems
i
i
.limitati
ons
i
i
i.preventi
ons
i
v.chall
enges

c)Thewor
d‘cont
ends’
inl
i
ne25cancont
ext
ual
l
ymean
i
. compl ai
ns
i
i
.compet es
i
i
i.confronts
i
v.argues

d)Basedont
hecont
ext
,themostsui
tabl
emeani
ngoft
hewor
d‘non-
communi
cabl
e’i
n
l
i
nes28-
29i
s

i
.non-infectious
i
i
.non-interactiv
e
i
i
i.non-
restricti
ve
i
v.non-
transf er
able

e)Themostsui
tabl
emeani
ngoft
hewor
d‘compel
l
ing’
inl
i
ne64i
s
i
.i nt
eresting
i
i
.f or
cef ul
i
i
i.convincing
i
v.appeal i
ng

(
5mar
ks)

QUESTI
ON2

For
mul
atet
hei
mpl
i
edmai
nideaofpar
agr
aphI
V.

_
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__

_
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___
___
___
___
___
___
___
___
___
___
__

©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 7 LG/
APR2017/
ELC501

(
2mar
ks)

QUESTI
ON3

I
dent
if
ythest
atedmai
nideaofpar
agr
aphI
Iandpr
ovi
deONEMAJORandMI
NOR
suppor
ti
ngdet
ail
.

a)St
atedmai
nidea

_
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__

_
___
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___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

b)Maj
orsuppor
ti
ngdet
ail

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
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___
_

_
___
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___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

c)Mi
norsuppor
ti
ngdet
ail

_
___
___
___
___
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___
___
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___
___
___
___
___
___
___
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_

_
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___
___
___
___
___
___
___

(
3mar
ks)

QUESTI
ON4

I
nAmer
ica,18compani
esar
einv
olv
edi
ntheChi
l
dren’
sFoodandBev
erageAdv
ert
isi
ng
I
nit
iat
ive(
CFBAI
).Theyaccountf
or80%off
oodadv
ert
isement
sonchi
l
dren’
stel
evi
sionand
pr
omi
set
oadv
ert
ise“
heal
thi
erorbet
ter
-f
or-
you”f
oodst
ochi
l
dreny
oungert
han12or
,in
some cases,nott
o mar
kett
othem atal
l
.The “
EU Pl
edge”i
s a si
mil
arEur
opean

©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 8 LG/
APR2017/
ELC501

commi
tmentby20bi
gfi
rms.(
Par
agr
aphI
X)

Makeani
nfer
encebasedont
heabov
est
atement
s.
_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

(
2mar
ks)

QUESTI
ON5

I
dent
if
ythet
ypeofsuppor
tforeachoft
hesuppor
ti
ngdet
ail
sbasedont
hef
oll
owi
ng
opt
ions.Useeachopt
iononl
yONCE.

Exampl
e Exper
topi
nion Resear
chf
indi
ng
©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 9 LG/
APR2017/
ELC501

Exper
ttest
imony St
ati
sti
cs Expl
anat
ion

No. Suppor
ti
ngDetai
l Ty
peofSuppor
t
a) Br
it
ainbannedt
headver
ti
sementoffoodhi
ghi
nfat
,sal
t
and sugart
o chi
l
dren under16.Sweden and Nor
way
out
lawedal
ltel
evi
sionadv
ert
isi
ngt
oyoungst
ers.Quebec
pr
ohi
bit
ed adv
ert
isi
ng ofanysor
tdi
rect
ed atchi
l
dren.
(
Par
agr
aphI
II
)

b) A st
udyconduct
edi
nAmer
icaf
oundt
haty
oungpeopl
e
whosawoneaddi
ti
onalal
coholadv
ert
isementpermont
h
(
bey
ondt
heav
erageageof23)dr
ank1% mor
eal
cohol
.
(
Par
agr
aphVI
)

c) Thi
sissuppor
tedbyEmmaBoy
land,apsy
chol
ogi
statt
he
Uni
ver
sit
yofLi
ver
pool
,UK,t
hatweshoul
dbet
ackl
i
ngal
l
t
hecausesofobesi
ty,no mat
terhow mi
nort
heyar
e.
(
Par
agr
aphVI
I)

d) I
nAmer
ica,18compani
esar
einv
olv
edi
ntheChi
l
dren’
s
Food and Bev
erageAdv
ert
isi
ng I
nit
iat
ive(
CFBAI
).They
accountf
or80% off
ood adv
ert
isement
s on chi
l
dren’
s
t
elev
isi
onandpr
omi
set
oadv
ert
ise“
heal
thi
erorbet
ter
-f
or-
y
ou”f
oodst
ochi
l
dreny
oungert
han12,
ornott
omar
kett
o
t
hem atal
li
nsomecases.(
Par
agr
aphI
X)

(
4mar
ks)
QUESTI
ON6

Packagedf
oodsar
ebecomi
ngmor
ewhol
esome,i
npar
tbecauseconsumer
sdemandf
or
t
hem.Amer
icancer
eal
-maker
s,f
orexampl
e,hav
ecutsugarandaddedwhol
egr
ains.Fr
om
2007t
o2011sal
esofbet
ter
-f
or-
youf
oodanddr
inkspr
oducedby15bi
gcompani
es
account
edf
or72%ofsal
esgr
owt
h,accor
dingt
oast
udybyt
heHudsonI
nst
it
ute.Thepr
ofi
t
©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 10 LG/
APR2017/
ELC501

mot
ivewi
l
ldomor
etor
aisenut
ri
ti
onalst
andar
dst
hant
hreat
sofdr
aconi
anr
egul
ati
on,
suggest
sHankCar
del
l
ooft
hei
nst
it
ute’
sObesi
tySol
uti
onsI
nit
iat
ive.

I
dent
if
ytwo(
2)under
lyi
ngassumpt
ionst
hatcanbemadei
npar
agr
aphXI
Ibyci
rcl
i
ngt
he
appr
opr
iat
eopt
ions.
a. Asl
ongaspackagedf
oodsar
emadeheal
thy
,itcanhel
psol
vet
hepr
obl
em of
obesi
tyamongchi
l
dren.
b. Consumerdemandsar
efor
cingf
oodmanuf
act
urer
stopr
ovi
deheal
thyopt
ions.
c. Foodmanuf
act
urer
swi
l
ldowhat
everi
ttakest
ogai
npr
ofi
t.
d. Fi
ndi
ngsf
rom r
esear
chi
ndi
cat
eimpr
ovementi
nsal
esgr
owt
hofpackagedf
oods.
(
2mar
ks)

QUESTI
ON7

Agov
ernmentcommi
ssi
onr
epor
tst
hatMexi
canchi
l
drensee12,
000j
unk-
foodadv
ert
son
t
elev
isi
onay
ear
,mor
ethani
nanyot
hercount
ry.Hav
ingsl
appedt
axesonj
unkf
oodand
sugar
ydr
inks,Mexi
conow pl
anst
obanadv
ert
isement
sfort
hem i
ntheaf
ter
noonsand
ev
eni
ngsandatweekends.(
par
agr
aphI
V)

Makeani
nfer
encebasedont
heabov
est
atement
.
_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

(
2mar
ks)

QUESTI
ON8

Doy
out
hinkadv
ert
isement
sont
elev
isi
onhav
eav
eryst
rongef
fectondet
ermi
ning
chi
l
dren’
sdi
et?Pr
ovi
det
wor
easonst
osuppor
tyouropi
nion.
_
___
___
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
____
___
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
____
___
__

©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 11 LG/
APR2017/
ELC501

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

(
3mar
ks)

QUESTI
ON9

I
ndi
cat
ethet
opi
cthati
smostsui
tabl
efort
hecont
entofpar
agr
aphXIbyci
rcl
i
ng
t
heappr
opr
iat
eopt
ionf
rom t
hef
oll
owi
ngl
i
st.

a. Theposi
ti
vei
mpactofsel
f-
regul
ati
ononmar
ket
ing
b. Mi
nimi
singi
nfl
uenceofadv
ert
isement
sthr
oughpr
ohi
bit
ions
c. Pr
omot
ingnut
ri
ti
onal
standar
dst
hroughsel
f-
regul
ati
ngpr
act
ices
d. Theef
fect
ivenessofsel
f-
regul
ati
ngadv
ert
isement
sbyt
hei
ndust
ry
(
1mar
k)

QUESTI
ON10

Li
st2t
ypesofsuppor
tgi
venbyt
hewr
it
eri
npar
agr
aphVI
II
,tost
rengt
hent
heaut
hor
’s
ar
gumentt
hatmar
ket
ingai
medatchi
l
drenneedst
ober
egul
ated.

Pr
ovi
deoneexampl
eforeacht
ypeofsuppor
t

©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 12 LG/
APR2017/
ELC501

a) Ty
peofsuppor
t:_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
_

Exampl
e: _
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
_

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
_

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
_

b) Ty
peofsuppor
t:_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
_

Exampl
e: _
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
_

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
_

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
_

(
4mar
ks)

QUESTI
ON11

St
udyt
hest
atement
sbel
ow.Wr
it
eIf
ori
nduct
iver
easoni
ngandDf
ordeduct
iver
easoni
ng
i
ntheboxespr
ovi
ded.

No. St
atement
s Typeof
Reasoni
ng
©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 13 LG/
APR2017/
ELC501

a) Adv
ert
isi
ng expl
oit
schi
l
dren’
snai
vet
yandt
husdecei
vest
hem.I
t
ent
iceschi
l
drent
odr
inkandsmoke,andmakest
hem f
ataswel
las
sexual
i
sest
hem ear
ly.Nest
leandMcDonal
dspr
omot
ethei
rfood
pr
oduct
s by cl
aimi
ng t
hat t
hei
r pr
oduct
s ar
e nut
ri
ti
ous and
whol
esomef
ort
hef
ami
l
y.Kel
l
og’
smar
ket
sFr
uit
yLoopscer
ealt
o
chi
l
drenev
ent
hougheachser
vinghasf
ourt
imest
hesugarcont
ent
ofabowlofCor
nFl
akes.Thi
sledcr
usader
sli
keMi
chel
l
eObamat
o
cr
it
ici
set
hesecompani
esf
orexpl
oit
ingchi
l
dren.
(
Par
agr
aphI
I)
b) St
udi
eshav
eshowndi
ff
erentr
esul
tsonhowadv
ert
isi
ngmi
ghthar
m
chi
l
dren.One exper
imentsuggest
sthatchi
l
dren eatmor
ein
r
esponset
ofoodpr
omot
ion.Br
it
ishchi
l
drenwhosaw f
oot
ageof
Gar
yLi
nekeradv
ert
isi
ngWal
ker
scr
isps,at
emor
ecr
ispst
hana
cont
rolgr
oup.Ot
herst
udi
eshav
etr
iedt
ocapt
uret
heef
fect
sof
mar
ket
ingonwhol
esoci
eti
es.Ast
udyconduct
edi
nAmer
icaf
ound
t
haty
oungpeopl
ewhosaw oneaddi
ti
onalal
coholadv
ert
isement
permont
h(bey
ond t
he av
erage age of23)dr
ank 1% mor
e
al
cohol
.(
Par
agr
aphVI
)
Mostgov
ernment
s woul
drat
herco-
oper
ate wi
th busi
nesses i
n
c)
r
egul
ati
ng adv
ert
isement
srat
hert
han conf
rontt
hem.Howev
er,
Tai
wan’
s new l
aw and t
he one pr
oposed i
n Mexi
co gi
ve
gov
ernment
s mor
e sayi
nfood r
egul
ati
ons.Li
kewi
se,Si
ngapor
e
heal
thmi
nist
ryhasl
aiddownst
ri
ctgui
del
i
nesf
oracodeofconduct
t
obef
oll
owedbyf
ir
ms.Ont
heot
herhand,Nor
waybackedaway
f
rom apr
oposalt
obanadv
ert
isi
ngofunheal
thyf
oodt
opeopl
e
y
oungert
han18.I
nst
ead,i
thasgi
vent
hei
ndust
ryt
woy
ear
sto
enf
orceabanonmar
ket
ingt
ochi
l
drenunder13,orbepr
epar
edt
o
f
acel
egalact
ioni
fthei
ndust
ryf
ail
stocompl
y.I
tappear
sthat
gov
ernment
sdonotadoptt
hesameappr
oacht
oregul
ati
ngf
ood
adv
ert
isement
sdi
rect
edatchi
l
dren.(
Par
agr
aphX)

(
3mar
ks)

QUESTI
ON12

©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL
CONFI
DENTI
AL 14 LG/
APR2017/
ELC501

Wr
it
eTf
orast
atementt
hati
sTRUEandFf
orast
atementt
hati
sFALSE.

a) Regul
ati
ngadv
ert
isement
sonj
unkf
oodanddr
inksont
elev
isi
oni
s
under
takenef
fect
ivel
ybyAmer
icanf
oodcompani
est
osol
vet
hepr
obl
em
ofchi
l
dhoodobesi
ty.

b) St
udi
esonadv
ert
isi
ngf
oodf
orchi
l
drenseem t
oagr
eet
hati
tdoesmor
e
har
mthangood.

c) Foodcompani
esseem t
ohav
ethei
rowni
nter
pret
ati
onofheal
thyf
oodf
or
chi
l
dren.

d) Accor
dingt
oresear
ch,
ther
eisnor
elat
ionshi
pbet
weenadv
ert
isi
ngoff
ood
f
orchi
l
drenandobesi
ty.

(
4mar
ks)

ENDOFQUESTI
ONPAPER

©HakCi
ptaUni
ver
sit
iTeknol
ogi
MARA CONFI
DENTI
AL