how children tend to spend their money. He is trying to predict the international market place trends of the future.
University Professor James McMill can tell you what type of consumers your economy is going to have in 15 years just by watching the way your children spend money today. He has been making spending predictions like that for thirty years now and is considered so accurate in the United States that advertising agencies frequently call upon his expertise. Over the last decade Mr. McMill began studying children in cultures outside the United States. His most recent stop was Beijing, China, where he studies the consumer behavior patterns of 780 children between the ages of 8 and 12, whose parents’ jobs range from professionals to unskilled workers. Mr. McMill said he anticipated finding very little consumer behavior among China’s children. But he was wrong.
“Those children are participating in the market place. Typically there is one child in the household and the child has two, four, six parents. In other words there are two parents and four grandparents, and they’re receiving a great deal of money. But I think it was a surprise to me how robust the economy was, you know firsthand, and how robust the participation in the economy was by the children.”
Mr. McMill says most of the money Chinese children spend comes from gifts from their parents and grandparents. In addition, he says, 15% of the (Beijing) children he surveyed are given money for performing household chores and other 6% receive money for work outside the home. China’s children average three and a half store visits a week during which they average one and a half purchase. He estimates children in China receive only 66% as much as children in the United States because
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Chinese children save more of their income than U.S children. Mr. McMill says the number one purchase for children in both the United States and China is the same thing---snacks.
“But when you get to number two then, for our children it’s play, it’s toys, it’s play items; for their children it’s reading material we’ll call it. When you get to number three items, for the Chinese children, it will probably be school supplies and for our children it will be clothing. And when you get to the number four for their children it’ll be toys, play items because they like to play too, and for our children it will probably be electronics of some sort.”
Part V Memory test: Radio Advertisements (Key: b d a c c a ) Key (to the questions):
1. How much does a square meter of 100% pure Berber cost at Britannia Carpets? a. 59.9 pounds. b. 6.99 pounds. c. 5.99 pounds. d. 69.9 pounds.
Looking for a new carpet? Britannia carpet … 100% pure Berber at 6.99 pounds a square meter …
2. How long it take to develop a film in Photofast?
a. 24 hours. b. 12 hours. c. 4 hours. d. 1 hour.
Man: Bring your colour films to Photofast … we offer a one-hour service. Yes, we’ll have your film developed and printed in just one hour.
3. What kind of goods are being advertising in advertisement No. 4?
a. Medicine. b. Candy. c. Milk. d. Frozen food. Girl: … I’ve got a bad cold. …
Mum: … Why don’t you try one of these: New Nills. …
Mum: … and it’ll clear you head like magic. …
Mum: New Nills ― they are 50p a packet from any chemist’s.
Girl: Hmm, New Nills ― they do work like magic … Don’t wait up for me. I may be late
back.
4. If there is something wrong with your piano, which telephone number can you dial for help? a. 5300388. b. 5033808. c. 5303808. d. 5308308.
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Man 1: Piano large, piano small,
And craftsmen who’ll repair them all. …
Call five three oh eight oh eight (5303808).
5. How much does a Car Buyer magazine cost?
a. 30 pounds. b. 13 pence. c. 30 pence. d. 13 pounds. Man: Car Buyer magazine … Just thirty pence (30 pence) …
6. According to advertisement No. 7, what is Ariel automatic?
a. Soap powder. b. Shampoo. c. Beauty soap. d. Cleaner.
Jill Lancaster: Er I treated myself to a Service Quartz and that came the packet of Ariel automatic.
…
Lancaster: I wouldn’t dare. My husband’s a police motorcyclist and he has a white shirt every day. Which gives me a lot of dirty collars and cuffs. And I’m a waitress. I have a white shirt every day.
Lancaster: And I can pick up the shirts and throw them in the machine with Ariel automatic and the whole work is done. They came out clean and fresh on a low temperature time after time.
Tapescript:
1. A new video shop has opened in College Gardens and for the rest of this week we'll be offering video films for hire at half the usual price. We've got all the latest films in stock so it is a great offer! By the way, we have children's films from France, Italy, Australia, Hong Kong and India, as well as popular British and American titles.
2. Looking for a new carpet? Britannia Carpets have the largest selection in town at the most competitive price. 100% pure wool Berber at 6.99 pounds a square meter. Genuine Axminster at 5.99 pounds a square meter. And hundreds more bargains. Free fitting and professional advice. Come and look round without any obligation. Britannia Carpets, 101 Eastgate — late shopping till 8 on Thursdays.
3. Man: Bring your color films to Photofast. We don't offer a 24-hour service, we
don't offer a same day service, we offer a one hour service. Yes, we'll have your film developed and printed in just one hour.
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Woman: How is that possible?
Man: Thanks to our computerized photoprocessor on the premises we can give
you quality prints in one hour.
Woman: Where's the catch?
Man: There's no catch. You don't pay a penny more than you would at any other
photo shop in town and we guarantee that if you are in any way dissatisfied with our quality, we'll refund the cost of your film.
Woman: Where is Photofast?
Man: Right in the center of town at 99 Eastgate, right next door to Britannia
Carpets. And we're open from 8:30 to 6, Monday to Saturday. Photofast, 99 Eastgate.
4. Girl: Oh, Mum, I can't go out this evening. I've got such a bad cold.
Mum: Come on, Sharon, you know you've been looking forward to it all week. Girl: No, Mum, I'd better stay at home and watch telly or something. Bruce
won't want to dance with me if I sound like this.
Mum: Oh, Sharon. Why don't you try one of these: New Nills. Girl: Dew Dills?
Mum: Yes, just pop one of these in your mouth and it'll clear your head like magic.
Girl: Mmm. It tastes nice ... what did you say they were called? Mum: New Nills — they are sop a packet from any chemist's.
Girl: Hmm, New Nills — they do work like magic. Well, I'd better not keep Bruce
waiting. Don't wait up for me Mum. I may be late back.
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5. Man1: Piano large, piano small,
And craftsmen who'll repair them all. To tune, repair or renovate
Call five three oh, three eight oh eight.
Man2: No synthesisers, no hi-tec. Just beautiful pianos at the Wanstead Music
Center. The Wanstead Music Center. One, High Street, Wanstead.
6. Man: Car Buyer magazine. Every Thursday. It gives you a choice of more new
and used cars than all of your local papers put together — and for less. Just thirty pence. Car Buyer for car buyers. At your newsagent's now.
7. Jill Lancaster: Er I treated myself to a Servis Quartz and with that came the
packet of Ariel automatic.
Young: Since you've been using Ariel, have you ever been tempted to sort of, you
know, break away and try something else.
Lancaster: I wouldn't dare. My husband's a police motorcyclist and he has a white
shirt every day. Which gives me a lot of dirty collars and cuffs. And I'm a waitress. I have a white shirt every day.
Young: What sort of stains do you tend to get on them?
Lancaster: Erm — it depends what the menu of the day is. It... it's usually gravy and er sauces. Young: Yeah.
Lancaster: And I can pick up the shirts and throw them in the machine with Ariel automatic and the whole job is done. They come out clean and fresh on a low temperature time after time.
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Young: Which must be a great relief for you. Lancaster: It's lovely. (Great.) Questions for memory test:
1. How much does a square meter of 100% pure wool Berber cost at Britannia Carpets?
2. How long will it take to develop a film in Photofast?
3. What kind of goods are being advertised in advertisement No. 4?
4. If there is something wrong with your piano, which telephone number can you dial for help?
5. How much does a Car Buyer magazine cost?
6. According to advertisement No. 7, what is Ariel automatic?
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