Revised Primary Curriculum 1999 - Social Personal and Health Education
Strand Unit: Media Education
The child should be enabled to
1st and 2nd Classes
discuss and explore advertising that is specifically aimed at children.
- identifying: the difference in content between advertisements and programmes, the purpose of advertisement.
3rd and 4th Classes
become aware of advertising and its purpose and nature
- advertising intends to persuade, messages can be biased
begin to explore some of the techniques that are used in marketing and advertising
- Children’s clubs, free toys with certain products, associating a particular pop star or character with a certain product, bonus points with certain food products
5th and 6th Classes
become aware of the different forms of advertising, its purpose and the messages it promotes
- advertising messages – slim always means healthy, beautiful people smoke and drink, certain diets are safe, beauty is physical
- hidden links between body-image and certain products – you will belong if you use this product
This section illustrates what students should and should not be encountering as part of their education. With young people being bombarded daily with advertising concerning their clothes, food, music, films, video games, books etc. the role of the schools in providing media education is crucial. Brand names, logo’s or corporate slogans are not found in any school curricula and many commercial schemes directly contravene the stated positions of official groups.
A school should make students more critically aware of advertising, not pressure them to witness and participate in marketing driven schemes.