Close-up p 144. Adland is Shifting its Focus. Extra Word Formation

Adland is shifting its focus - away from pigeonholing consumers into different age or social groups and towards a better 1_____________ (UNDERSTAND) of its audiences' state of mind.
According to new research, consumers have never been more set on 2____________ (INDIVIDUAL) and self-expression (there has been an increase in our 3_____________ (WILLING) to complain, for example). And never have they been more set against pigeonholing and rigid 4_____________ (CLASSIFY) - long-standing tools integral to the adman's trade.
The demise of job 5______________ (SECURE) has rocked the 6___________ (STABLE) of established institutions and trust in them. And the result? A nation of 7_______________ (INCREASE) 8________________ (OPINION) individuals who expect the companies they deal with to have as 9_____________ (DISCERN) an 10______________ (LOOK) on the world as they do and to demonstrate a 11____________ (CLEAR) 12_______________ (IDENTIFY) set of values through how they behave. 
Advertisers must now target attitudes and aspirations rather than lifestyle - associating their products with a 13________________ (POINT) or feeling rather than identifying themselves with a particular age or social group." Where once we used brands to help define ourselves, more and more now we are using brands that fit ideas about ourselves that we already have.
This, of course, is making the advertisers' job increasingly difficult. Which is why a 14____________ (GROW) number of ad agencies are starting to ask the 15____________ (PREVIOUS) 16______________ (ASK) in an attempt to understand better what we want and how we feel.

Read the rest of the article on the Guardian Website

• Adland: Informal the advertising industry and the people who work in it.

• Pigeonhole somebody (as something): /ˈpɪdʒənhəʊl/ to decide that somebody belongs to a particular group or type without thinking deeply enough about it and considering what other qualities they might have. Categorize. Label. E.g. He has been pigeonholed as a children's writer. 

1. understanding



2. individualism 

• Be set on something/on doing something: to want to do or have something very much; to be determined to do something. E.g. She's set on a career in medicine. He's set on getting a new car. 

3. willingness

• Be (dead) set against something/against doing something: to be strongly opposed to something. E.g. Why are you so dead set against the idea?

4. classification

• Long-standing: that has existed or lasted for a long time.E.g. a long-standing relationship.
• Demise: /dɪˈmaɪz/ the end or failure of an institution, an idea, a company, etc. Sp. Desaparición.

5. security

• Rock: to shake or to make something shake violently. E.g. The house rocked when the bomb exploded. Rock something e.g. The town was rocked by an earthquake. (Figurative) The scandal rocked the government (= made the situation difficult for it).

6. stability



7. increasingly 



8. opinionated 

• Opinionated: /əˈpɪnjəneɪtɪd/ having very strong opinions that you are not willing to change. E.g. I've never met anyone so arrogant and opinionated.

9. discerning

• Discerning: /dɪˈsɜːnɪŋ/ able to show good judgement about the quality of somebody/something. Sp. Exigente, con criterio. E.g. The discerning customer will recognize this as a high quality product.

10. outlook
outlook (on something) the attitude to life and the world of a particular person, group or culture. E:g. He had a practical outlook on life. Most Western societies are liberal in outlook. 



11. clearly 



12. identifiable 



13. viewpoint 



14. growing 



15. previously 



16. unaskable