Advertising and persuasion — Media, 11–13 years
Learn how adverts try to change what we notice, want and choose, including when a creator is paid to recommend something.
What persuasion looks like
An advert is not only giving information; it is trying to move you towards a choice. It may use a catchy slogan, a famous person, bright colours or a feeling such as belonging, so the product seems connected to something you value.
Why adverts persuade
Companies pay to show adverts because attention can lead to sales, downloads or subscriptions. The problem is that people may mistake a carefully designed sales message for a neutral recommendation, especially when it appears inside a video, game or post they already enjoy.
Spotting the persuasive parts
Imagine a video saying, “Everyone at school has the new trainers—get yours today!” First, “everyone” creates pressure to belong. Next, “new” makes the shoes sound exciting. Finally, “today” creates urgency; the advert has given you feelings and a push, not proof that the trainers are better.
The trap of “just a recommendation”
A common mistake is believing that a friendly creator is recommending a product only because they love it. That feels reasonable because we often trust people whose videos we follow. But payment, free products or a business link can influence the message, so check whether the relationship is disclosed.
Where this appears
You can use this idea when watching an unboxing, choosing a game, or seeing a sponsored post. Pause and ask: what is being sold, which feeling is being used, and who benefits if I act? You do not have to reject every advert; you are simply making the choice with your eyes open.
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