Curriculum Guidelines

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.