Social, Personal and Health Education (SPHE) · 5th Year · Media Education · Summer Term

Deconstructing Advertisements

Learn to analyse advertisements to understand their purpose, their target audience, and the persuasive techniques they use.

TL;DR:Ever wondered why a particular song gets stuck in your head after watching an advert? This topic pulls back the curtain on the world of advertising, helping your pupils become media detectives.

• NCCA Curriculum Specifications
• SPHE Curriculum: Myself and the wider world - Media education

About This Topic

This topic, 'Deconstructing Advertisements', is a cornerstone of media literacy within the Irish SPHE curriculum for 5th Class. It directly supports the 'Myself and the Wider World' strand, empowering pupils to navigate the commercial influences in their environment with a critical eye. By analysing the construction of advertisements, pupils develop essential critical thinking skills. They learn to question the messages they receive, understand the commercial intent behind them, and recognise how media can shape their perceptions, desires, and even their wellbeing.

The lessons are designed to be interactive and relevant to the pupils' own experiences with media, from television and print to online advertising and influencer marketing. The focus is not just on identifying techniques but on evaluating the claims made, particularly for products aimed at children like toys and food. This fosters a healthier scepticism and encourages pupils to become more discerning consumers, making informed choices rather than being passively influenced by persuasive messaging. It's a vital step in developing their personal agency and resilience in a media-saturated world.

Key Questions

1. Analyse an advertisement to identify its target audience.
2. Explain how music and colour are used to create a mood in a TV ad.
3. Evaluate the truthfulness of claims made in an advertisement for a toy or food product.

Learning Objectives

• Identify the target audience for a specific print or television advertisement.
• Analyse how persuasive techniques like music, colour, and slogans are used to influence an audience.
• Evaluate the claims made in an advertisement for accuracy and truthfulness.
• Explain the primary purpose of advertising from a commercial perspective.
• Create a simple storyboard for an advertisement for a healthy product, applying persuasive techniques ethically.

Key Vocabulary

Target Audience	The specific group of people that an advertisement is aimed at.
Persuasion	The act of trying to convince someone to do or believe something.
Slogan	A short and memorable phrase used in advertising, like 'Just Do It'.
Brand	A type of product made by a particular company under a particular name.
Jingle	A short, catchy song or tune used in advertising.

Watch Out for These Misconceptions

Common Misconception

Advertisements always tell the complete truth.

What to Teach Instead

Advertisements are designed to persuade you to buy something. They often highlight only the best features and can use exaggeration or leave out important information to make a product seem better than it is.

Common Misconception

I'm not affected by adverts because I know they're trying to sell me something.

What to Teach Instead

Even when we know it's an advert, the use of catchy music, funny characters, and repeated messages can still influence our feelings and choices without us realising it. This is what makes them so powerful.

Common Misconception

If a celebrity is in an advert, the product must be really good.

What to Teach Instead

Celebrities are paid to endorse products; it doesn't necessarily mean they use them or that the product is the best available. This is a technique called 'celebrity endorsement' used to make a product seem more appealing.

Active Learning Ideas

Case Study Analysis

Ad Detectives

Provide pupils with a selection of magazine or newspaper adverts. In pairs, they use a worksheet to identify the product, target audience, slogan, and any persuasive language or imagery used.

30 min·Pairs

Case Study Analysis

Sound and Colour Mood Board

Show a short, visually rich TV advert with the sound off. Ask pupils to describe the mood created by the colours and imagery. Then, play it with sound and discuss how the music and sound effects enhance or change that mood.

25 min·Whole Class

Case Study Analysis

The 'Truth-O-Meter'

Pupils analyse an advert for a toy or sugary cereal. They list the claims made by the ad and then rate each claim on a 'Truth-O-Meter' from 'Definitely True' to 'Exaggerated' to 'Could Be Misleading', justifying their ratings.

35 min·Small Groups

Real-World Connections

• Making informed choices when shopping for food or toys with family.
• Recognising influencer marketing and sponsored content on social media platforms like TikTok and YouTube.
• Understanding how campaign posters and slogans work during local or general elections.
• Identifying 'clickbait' headlines and sponsored articles when browsing the internet.
• Discussing the nutritional information on food packaging versus the claims made in its advertising.

Assessment Ideas

Discussion Prompt

Use a 'Think-Pair-Share' activity where pupils watch a short advert and discuss its target audience and key message with a partner before sharing with the class.

Peer Assessment

Pupils select an advert and create a short presentation or poster that deconstructs it. They should identify the target audience, persuasive techniques, and evaluate the truthfulness of its claims.

Quick Check

Provide pupils with a checklist of persuasive techniques. After analysing an advert, they can tick off the techniques they successfully identified.

Frequently Asked Questions

Why are there no adverts for sweets and crisps during kids' cartoons anymore?

In Ireland, the Broadcasting Authority of Ireland (BAI) has rules to protect children. These rules restrict the advertising of foods that are high in fat, sugar, and salt during children's television programmes to help promote healthier eating habits.

Is it lying if an advert says a toy can do something it can't really do?

There are rules against false advertising. However, ads often use tricks like special effects or showing the product in the best possible way, which can be misleading. It's important to think critically about whether the claims are realistic.

What's the difference between an advert and when a YouTuber mentions a product?

When a YouTuber is paid to promote a product, it's a form of advertising called an 'influencer ad' or 'sponsorship'. They are supposed to make it clear they are being paid, often by saying '#ad' or 'paid promotion'. It's another clever way companies try to persuade us.