Survey Reveals Divide Over Youths Desires

Seventy-nine percent of young Rus­sians believe their lives will be better than their parents', while only 46 per­cent of their counterparts in Europe share the same belief, a new poll has found.

A wide gap divides the expectations and social attitudes of twenty-somethings in Russia and Europe, according to a study conducted by advertis­ing and PR group BBDO Russia.BBDO (founded by B atten, B arton, D urstine, O sborn in 1928) is a worldwide advertising agency network with its headquarters in New York.

Young Russians are less afraid to show off their bod­ies and are more focused on achieving financial fortune than Western Europeans, BBDO Russia found in a study conducted in coopera­tion with other advertising and PR companies in the Omnicom Group.

The report surveyed 1,600 people in seven countries of the European Union and Russia to see what drives 18 to 31 year olds. The study, conducted via fo­cus groups and online surveys, tried to uncover new trends to recommend more effective branding strategies to clients, said the managing di­rector of advertising agency BBDO Moscow.

"There are unique cultural differ­ences," he said during the sur­vey's presentation.

Some of the greatest differences highlighted by the survey were in the attitude to fame and sexuality. Forty-one percent of Russians identified be­coming famous as one of their goals, compared to only 19 percent ofEuro­peans.

The survey also said that only 36 percent of young Russians feel equally comfortable in the company of homo­sexuals and heterosexuals, while 65 percent are open to sexual experimen­tation. The corresponding figures for Europeans are 60 percent and 53 per­cent.

Meanwhile, young people in Russia are much more focused on work and success than their West European counterparts. Only 13 percent of sur­veyed Russians said they wanted to re­tire as soon as possible after earning some money, compared to 45 percent of their European peers, BBDO found. As much as 66 percent, versus 59 per­cent of European respondents, believe that they are in control of their own successes and failures.

The understanding of a good life is different in Russia and in Western Eu­rope, Ulrich Sass, strategic planning di­rector at BBDO Moscow said during the survey presentation.

"It's more important (for Western Europeans) to have an interesting life than to be rich," Sass said. "The situa­tion is completely different in Russia — it's all about more work, more sex, more money, more consumption."

Global companies routinely carry out research on consumer preferences in different countries and tweak their promotions to fit local cultures.

"Before entering a new market, we run tests to un­derstand what interests peo­ple, what they really want," said a spokesman for Coca-Cola, which operates in over 200 countries and territories, in­cluding Russia.

"We support hockey and soccer in Russia," said a McDonaldls Moscow spokeswoman, "but in the United States it is baseball and basketball." Tapping into social attitudes may require greater adjustments for adver­tisers, as BBDO found. While being more willing to experiment, Russians are less tolerant and more focused on family.

Eighty-three percent of surveyed Russians hope to eventually have a family, versus 78 percent of Europeans, the survey said.

Exercise 1. Translate these words and word combinations from Russian into English.

Проводить исследование, международные компании, зарабатывать деньги, успехи и неудачи, уйти на пенсию, войти на новый рынок, культурные различия, потребительские предпочтения, опрос, желания (мечты) молодёжи, поддержка, терпимый, проводить тесты, обнаружить новые направления (тенденции), разделять мнение, сосредоточиться на семье, опрос в сети, социальные отношения.

Exercise 2. Answer the questions:

1. What is BBDO?

2. What is the purpose of conducting the survey?

3. How many people and in what countries were surveyed?

4. What values were discussed in BBDO survey?

5. Do young people in the surveyed countries have many cultural differ­ences?

6. What is the difference in West Europeans’ and Russians’ attitude to money?

7. What are young people in Russia focused on?

8. Have any facts surprised you?

Exercise 3. a)What questions were included in the poll? Write these questions.

b) Summarise the facts from the article and make a tableof youths desires.

Exercise 4. People have different opinions. We are living in a changing world. Would you agree with the facts of this survey? What do you think about young Russians desires?

Text 3.

How to Sell Food: a Question of Image

Advertising is about creating images, and this is especially true when advertising food and beverages. What the food looks like is more important than what it tastes like. If companies hope to sell food successfully, they must look appetizing. Milk must look cold, bread must look freshly baked, fruit must look ripeand juicy.

Television advertising of food often uses movement. Apparently, food looks especially appetizing if it moves. Chocolate sauce looks much more delicious when you see it being poured over ice cream than it does just sitting in a jar.

Sound effects – but not background music – also help to sell food: sausages sizzling in a frying pan are mouthwatering. A TV commercial for a brand of coffee had the sound of coffee percolating in the background. The commercial was so successful that it lasted five years.

The color of food and the color of packaging is also very important. If the color of the food looks wrong, people won’t eat it because they associate food with certain colors. Nobody would normally eat blue bread or drink blue beer. Other unpopular food colors are purple, gray, and in some cases, white.

How people expect something to taste often influences how it actually does taste. Researchers gave some mineral water to two groups of people. They told one group that the water was mineral water and asked, “What does it taste like?” The answer was, “It tastes good.” Then the researchers told the other group that the mineral water was “tap water”. The second group said the water tasted a little funny and not very good. The word “tap” created an unpleasant image of chlorine.

It is the same with packaging. A food manufacture was trying to decide whether to sell his product in a glass jar or in a can. He gave a group of people the same product in a glass jar and in a can and asked them to taste it. They all claimed that the product in the glass jar tasted better.

Exercise 1. a) Read and guess the meaning.

image	appetizing	ripe
pour	sound effect	sizzle
percolate claim	associate delicious	tap jar

b) Choose the right answer.

1. It helps to advertise food if you have...

a) background music

b) percolating coffee in the background.

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