V5B - 06-09-2022 - Les 2

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• Middelbare school
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• Leerjaar 5

WELCOME

Today is the 6th of September

The Word of the Day is akimbo

adjective/adverb | uh-KIM-boh

"having the hand on the hip and the elbow turned outward"

The model, arms akimbo, struck a pose at the end of the runway.

TODAY

After this lesson you will

• ... have finished reading text 1
• ... have studied and practised with determiners
  

TEXT 1

(8) Last week, however, senior company representatives talked openly with Sunday Times reporters posing as marketing executives from Refreshers, a bogus firm which claimed to be setting up a new chain of bars specialising in alcopops.

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(9) The reporters saw staff from eight firms in a series of meetings in London hotels last week; each meeting was secretly recorded.

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(10) Malcolm Dennett, account director for Scottish Courage, eased back in his chair in room 329 of the Metropolitan hotel in central London as he was asked what age group the alcoholic fruit drinks were really aimed at.

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(11) "I've got to say 18-year-olds because I couldn't be seen to be selling them to anyone younger. In reality, the serious drinkers are probably 16 to 17-year-olds. If they look 18, they can get away with it,' said Dennett, whose company supplies Two Dogs and SubZero, two of the biggest-selling brands.

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(12) He spelt out the real reason why drinks manufacturers and suppliers are promoting alcopops, which now account for nearly 10% of the alcoholic drinks market.

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(13) "The reason they are popular, I think, is [they ease] the transition between drinking squash - orange squash or whatever - and drinking alcohol. And what they have doen is combined the two to make that transition easier," he said. He acknowledged that alcopos were being consumed at home by under-age drinkers: "It does get really young ... I would say it is probably younger than 13-year-olds."

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(14) Dennett was not the only drinks executive to be candid about the marketing of the products. In the relaxed atmosphere of the Metropolitan hotel, other acknowledged that under-age drinkers were being targeted.

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(15) Pete Brazier, a business development executive with Matthew Clark Tauntoun, maker of Diamond Zest, said a senior representative form his company had given a presentation at which he said: "We say we are going for the 18s to the sort of 25s, but if it attracts the 16s, fair enough. Brazier also conceded that alcopops appealed to drinkers "slightly under 18".

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(16) He suggested that alcopops were designed to counter the trend among young people to abandon alcohol in favour of drugs such as ecstasy. "The clubing market has more or less gone to popping pills and taking water. So, if you like, the alcohops were a way mainly of getting that market back," he said.

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(17) Tom Bettle, sales director for En-Toute-Caisse, supplier of Moo, said the product was ideal for people who did not like the taste of alcohol. "It is something we have been saying to customers but not to the press. A lot of people don't like the taste of alcohol, but they like the effects. If we say that to the press, obviously they would say, 'What, kids?' So we cannot say that, but it is true."

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(18) Research by the Health Education Authority has found that a quarter of the 11- to 18-year-olds regard alcopops as drinks for "people my age" - the highest response for any alcoholic beverage.

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(19) Dr Lynne Friedli, who is responsible for the authority's alcohol campaign, said: "Whatever the brewers say, alcopops appeal strongly to under-age drinkers. They appeal to experimental and occasional drinkers and present a cocktail of potential harms."

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(20) Confronted with The Sunday Times's results, drinks companies distanced themselves from their employees' remarks last week.

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(21) Matthew Clark Taunton has suspended Brazier, its executive, while it conducts an investigation into the comments he made to the undercover reporters.

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(22) "We wish to emphasise in the strongest possible terms that our business does not promote under-age drinking and we view any suggestion to the contrary extremely seriously," said a spokesman. It described its brand Diamond Zest as "a flavoured cider", not an alcopop.

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(23) Scottish Courage suggested that Dennett, its employee, was referring to other firms which may be less scrupulous in their promotion of alcopops. "The company is aware that some manufacturers are less responsible, but we confirm the commitment of the company to avoid promoting any brands which are irresponsibly marketed."

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(24) Bettle, acting as a spokesman for the distributor of Moo, said the product was a "cream liqueur", not an alcopop. "We are targeting adults across the age range,"he said.

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(25) However, Nigel Griffiths, a minister at the Department of Trade and Industry with responsibility for advertising and marketing, described the results of The Sunday Times investigation as extremely worrying. "Under-age drinking is a serious problem and I am considering ways of cracking down on alcohol companies that are breaching the Portman Group's code," he said.

DETERMINERS

Go to p.32-33 in your iBook and study 'Determiners I' in silence.  Take your time and ask questions if you have any.

If you've read through p.32-33, start working on assignment 1 on p.35.