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Brand bullying: 10-MINUTE VOCABULARY

Have you ever suffered from brand bullying when others bullied you just because you do not have a particular brand of clothing/mobile, etc.? 

Not such a recent phenomenon, is it? And not only typical of kids, if u see what I mean.

Here's an extract from an article detailing the phenomenon:

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Children who cannot afford the latest brands and fashions face bullying or exclusion by their peers, teachers warned. 

A desire to “fit in” plays a huge role in the products children want to own, a poll by the Association of Teachers and Lecturers found.

/.../ Bullying of this kind can be quite insidious, it can just be a look that a child is given.

/.../ Children feel under immense pressure to look right and having the key brands is part of that.

/.../ Young people are image-conscious, and a lot of bullying is based on appearance. Targeting others for not having the “right” look, accessory or brand is unfortunately all too common...

/.../ Advertising and marketing have made our society increasingly image-conscious and our children are suffering the consequences. Schools and colleges should be places where all children feel equal, but it is virtually impossible for schools to protect their pupils from the harsher aspects of these commercial influences.


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TASK. Use the key words in bold to answer the question:

  • What are some of the causes of brand bullying?
  • Why are modern children and teenagers under pressure?





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