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  • 60–90 minutes

Advertising and Persuasion: The Science of Influence

  Advertising does more than give us product information. Design, emotion, social proof, creators, urgency and framing can all shape what gets our attention and how a choice feels. You will audit one real promotion using current UK advertising guidance, then redesign it to make the commercial intent clearer and the persuasion fairer.  

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Advertising and Persuasion: The Science of Influence

Your Mission
Audit a real advertisement or influencer promotion and redesign it so the persuasive intent is clearer, the evidence is stronger and the audience is treated more fairly.
You will identify commercial intent, inspect how design and social cues shape attention, use current ASA guidance to test ad disclosure and then create an ethical redesign rather than simply copying persuasive tricks.
The Shape of This Challenge
Discover
️ Spot the sell
Explore
Audit & test
Create
Redesign ethically
Reflect
️ Notice influence

Discover

Start by identifying the commercial goal and the design choices around it.
Step 1

Can You Spot the Commercial Intent?

️ Feed audit · 8–10 mins
We are learning to recognise when content is trying to sell, promote or influence a commercial decision.
Your Task
  1. Choose a public, age-appropriate advert or influencer promotion — no alcohol, gambling, nicotine or adult products.
  2. Without judging whether it is good or bad, record: what is being promoted, who benefits commercially, what action the viewer is being encouraged to take and how obvious the advertising relationship is.
  3. Circle anything that makes the content feel like ordinary entertainment, advice or friendship rather than advertising.
  4. Write: “The commercial intent is…”
I can identify the commercial goal of a real piece of advertising content.
→ This gives you the real example you will audit throughout the challenge.
Media LiteracyObservationCritical Thinking
Step 2

How Is Attention Being Shaped?

✏️ Persuasion map · 10–12 mins
We are learning to analyse persuasive design choices without assuming they force people to act.
Your Task
  1. Create five labels: attention, emotion, social proof, scarcity/urgency and framing.
  2. For each label that genuinely applies, record the exact feature in your chosen ad.
  3. Add one feature that supports a factual product claim, and one feature that mainly creates a feeling or impression.
  4. Write one sentence beginning: “This technique may influence attention or judgement by…” rather than “this makes people buy”.
I can connect persuasive techniques to specific features while avoiding claims that advertising controls behaviour automatically.
→ This becomes the analysis layer in your advertising audit.
Media AnalysisCritical ThinkingCommunication

Explore

Test the promotion against current transparency guidance and redesign it.
Step 3

Is the Ad Clearly an Ad?

Current rules check · 10–12 mins
We are learning to use current advertising guidance to evaluate transparency and audience protection.
Your Task
  1. Open ASA/CAP: Recognising ads — social media and influencer marketing.
  2. Record the principle that advertising should be obviously identifiable and note what the guidance says about clear, upfront labelling.
  3. Compare your chosen example with the guidance.
  4. Give it a transparency score from 1–5 and justify the score with evidence.
I can apply current UK advertising guidance to judge whether commercial intent is clear.
→ This gives your redesign a real ethical and regulatory standard.
ResearchDigital CitizenshipMedia Literacy
Step 4

Redesign the Persuasion Fairly

️ Ethical redesign · 12–15 mins
We are learning to improve transparency and evidence without removing all creativity or persuasion.
Your Task
  1. Sketch a redesigned version of the same promotion.
  2. Make the advertising relationship clear immediately.
  3. Keep one persuasive creative idea you think is fair.
  4. Remove or rewrite one feature that could confuse, exaggerate or pressure the audience.
  5. Add one factual claim you would require the advertiser to be able to support with evidence.
I can redesign a promotion so it can still persuade while being clearer and fairer.
→ This turns analysis into ethical creative decision-making.
CreativityEthical ReasoningProblem Solving

Create

Build an ethical ad audit that combines analysis with creative improvement.
Step 5

Make the Ethical Ad Audit

✏️ Plan first · Then create · 30–45 mins
We are learning to communicate how commercial persuasion works and how it can be made more transparent.
Before You Create
  1. State the commercial goal of the original.
  2. Choose your three strongest persuasion observations.
  3. Include your ASA transparency judgement.
  4. Show at least two deliberate changes in your ethical redesign.
  5. Choose one format below and create the finished piece.
Ad Audit + Redesign
1 page · original audit + redesigned mock-up + 100–150 words
⏱ 35–45 mins

Show what changed and why. Include the ASA transparency principle.

Persuasion Under the Microscope
3–4 slides · maximum 25–30 words per slide
⏱ 30–40 mins

Use Commercial goal → Techniques → Transparency audit → Ethical redesign.

Ad Detective
60–90 seconds final runtime
⏱ 35–45 mins

Walk through the ad and explain the difference between creative persuasion, unclear commercial intent and a fair redesign.

I can create a finished audit that explains persuasive design and improves transparency rather than simply condemning advertising.
→ This is your finished mission output.
Content CreationMedia LiteracyEthical Reasoning
Step 6

Reflect, Apply, Look Forward

️ Talk or think quietly · 5–8 mins
We are learning to notice commercial influence more consciously without assuming we are powerless.
Reflect

Which advertising signal was easiest to miss before you started the challenge?

Apply

What is one question you can ask when a creator recommends a product?

Look Forward

Would you rather work in creative advertising, regulation, consumer research or brand strategy — and why?

I can recognise commercial influence and make more deliberate choices about how I respond to it.
→ You’ve completed the challenge by analysing persuasion and then improving it ethically.
ReflectionConsumer AwarenessCareer Awareness
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Learning Panel
Tools and Links
Educator notes

TOOLKIT

ASA/CAP social media and influencer ad recognition guidance: https://www.asa.org.uk/advice-online/recognising-ads-social-media.html ; ASA 2026 influencer marketing research: https://www.asa.org.uk/resource/consumer-awareness-and-understanding-of-influencer-marketing.html
Open Learning Panel

Educator / Parent Notes

Age, Stage and Prior Learning: Designed for S1–S3 at Developing level. Use ordinary consumer advertising and age-appropriate influencer examples. Exclude age-restricted or unsuitable products.
Before You Start: Ask learners to use public content and analyse methods rather than attacking or mocking individual creators. Have the ASA guidance ready.
How to Open This: Ask: “If a creator genuinely likes a product and is also being paid to promote it, what should the audience be told — and when?”
Scheduling: Steps 1–2 analyse the example, Step 3 tests transparency, Step 4 redesigns, Step 5 is production. Allow 60–90 minutes.
If a Pupil Gets Stuck: Provide one teacher-selected example and the five persuasion labels. Ask the learner to evidence only the labels that genuinely apply.
For Fast Finishers: Ask learners to compare two disclosure labels or placements and predict which is easiest to recognise while scrolling, then check that prediction against the ASA's 2026 research summary.
Marking Guidance: Look for a clear commercial goal, evidence-based persuasion analysis, correct use of the 'obviously identifiable' principle, cautious claims about behavioural influence and a redesign that improves transparency.
Open Learning Panel

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