Quebec Competencies Chart - Marketing to Teens: Parody Ads

Author: Charity Laboucan and Tracy Duncan, Planned Parenthood Edmonton, and Sonya Thompson, Film Classification Services, Alberta Community Development
Level: Secondary Cycle One and Two
Subject Area: English Language Arts, Moral Education, Physical Education and Health
Lesson Link: Marketing to Teens: Parody Ads

Description: In this lesson students explore what’s hidden behind advertising messages by analysing and creating parody advertisements.

Cross-curricular Competencies

Broad Areas of Learning

  • To use information
  • To exercise critical judgement
  • To be creative
  • To adopt effective work methods
  • To use information and communications technologies for learning purposes
  • To work with others
  • To communicate appropriately
  • Media Literacy
  • Environmental Awareness and Consumer Rights
  • Health and Well-Being

This lesson satisfies the following English Language Arts Competencies from the Quebec Education Program:

Competency One: Uses language/talk to communicate and learn

Production Process:

  • Uses strategies to generate, clarify and expand ideas
  • Explores a structure that will help the audience to receive the intended meaning:
    • Selects an organizational structure suitable to function of text
    • If necessary, combines one or more text structures to present more complex issues or to create specific effects
  • Examines the relationship between context, producer of text and familiar, intended audience to identify potential problems in communication:
    • Interprets audience’s expectations to determine which features are most important
    • Adopts a stance to topic and audience
  • Uses linguistic structures and features to communicate her/his meaning and to influence the audience in the manner intended:
    • Prepares several drafts, if the context warrants it, and rehearses with peers as a simulated audience
    • Selects relevant devices such as emotional or rational appeals to influence the audience
    • Uses stylistic features and devices such as repetition, parody, exaggeration and imagery for emphasis, interest and special effect, and to create a personal style
    • Selects the usage conventions suitable both to the text type and to the expectations of the audience
  • Presents the spoken text to audience

Action Research

  • Defines the issue to be researched by asking questions such as: what are the questions that are critical to this issue? What should we do with what we learn? Who should we talk to or interview? What other resources should we seek?

Social Practices of Classroom and Community

  • Examines the discourse used to present information in selected spoken, written and media texts

Competency Two: Represents his/her literacy in various media

Production Process


  • Negotiates text type to be produced
  • Manipulates visual elements to build skills for later production activities
  • Immerses self in the text type to be produced in order to deconstruct some of its textual features, codes and conventions:
    • Analyzes samples of text type
    • Carries out a content analysis or inquiry into some aspect of media text
  • Rehearses production process:
    • Creates criteria for guiding production, e.g. features of an effective poster or advertisement
    • Discusses the purpose, context, target audience and their needs
    • Decides about medium, mode and code
    • Writes script, storyboard or rough draft
    • Shares draft with classmates and intended audience
    • Gives and seeks specific feedback from others in the class


  • Communicates information, experiences, points of view and personal responses to a familiar audience
  • Inter-relates the characteristics of media text in a specific context drawing on:
    • Specific communication strategies and resources
    • Images, symbols, signs, logos and/or words to communicate meaning(s)/message(s)
    • Knowledge of structures and features of other media texts brought into own productions
  • Reviews and edits text to focus on meaning(s)/message(s)


  • Presents text to intended audience
  • Evaluates production process and text produced, with group and individually

Information and Communications Technologies (ICT)

  • Uses different available technologies in order to construct own texts

Text, Audience, Producer

Textual Features, Codes and Conventions

  • Identifies and deconstructs codes:
    • Captions, credits and titles
    • Dialogue and voiceovers
    • Symbolic
    • Narrative
    • Sequencing
    • Colour
  • Interprets media texts:
    • Uses media strategies to focus understanding: freezing frames, replaying the text, watching only the images, isolating sound
    • Draws on knowledge of production process and codes and conventions of texts produced
    • Explores the codes that construct media texts, e.g. headlines, captions and photographs in newspapers
    • Constructs message(s) and meaning(s) using familiar codes from media texts
    • Identifies functions of media discourse: to entertain, to persuade, to promote, to inform
    • Makes connection(s) between images, signs, symbols, pictures and printed text and meaning
    • Confirms, by talking with peers and teacher, that a media text can contain more than one message
    • Identifies and discusses some of the ways in which pictures, illustrations, symbols and images enhance the message

Audience and Producer

  • Explores self as individual member of audience (use, personal biases, prior experiences) and as part of a larger target audience
  • Chooses texts to read, interpret and produce based on interest(s), purpose(s), and preference
  • Compares:
    • Own values with those presented in media texts
    • Different uses s/he makes of media texts
    • Interests, attitudes, personal biases and tastes over time through survey of own reading habits
    • Own responses, reactions and consumption of media texts with those of peers and other age groups
  • Examines how media target specific audiences:
    • Identifies ways that different familiar audiences use the media
    • Identifies and generalizes aspects of familiar audiences
    • Identifies subjects of interest for specific audiences
    • Explores how the structures and features of texts shape meaning for an audience
    • Explains how own productions are adapted to interests of familiar audience chosen
  • Discusses characteristics of producer:
    • Explores where, when, why, by and for whom texts are produced
    • Considers the stance of different media texts on issues and concerns of interest to young adolescents
    • Identifies connections made by producers between media texts, e.g. references to Disney in fast-food commercials
    • Identifies aspects of media industry related to marketing and promotion
    • Examines the impact of marketing on common social concepts such as childhood
    • Explores production choices made in own texts

Competency Three: Reads and listens to written, spoken and media texts

Reader’s Stance: Constructing a Reading of a Text

  • Focuses on the world of the text to construct an aesthetic reading of text
  • Focuses on making sense of information in a text to construct an efferent reading, e.g. reads print and visual information with the intention of remembering details/examples and/or of following instructions, rereads to verify meaning(s) s/he is making, relates to personal experience and prior knowledge
  • Focuses on the relationship between own world and world of the text to construct an interpretive reading, e.g. elaborates on story world or information in text, connects literature or nonfiction to life experience(s), recognizes familiar textual features, codes and conventions that confirm own meaning(s)/message(s)

Reading Strategies: Text Grammars (Structures, Features, Codes and Conventions)

  • Constructs meaning(s)/message(s) by reinvesting her/his knowledge of the text as social construct, i.e. language-in-use:
    • Draws on cues in familiar structures, features, codes and conventions to make sense of texts
    • Identifies connotation and denotation of words, images and their referents
    • Makes connections between conventions of a familiar text type/genre and own response(s) /interpretation(s)
    • Examines the constructed world of narrative text: uses her/his response(s) as the basis for connecting own meaning(s) to the conventions used to plot/construct the story

Reader, Text, Context: Interpreting Texts

  • Interprets the text for a familiar audience by drawing associations between own world of personal experiences and knowledge and the world of the text by considering:
    • Own characteristics as a reader and the constructed world of a text, e.g. comparison of own values and experiences with those presented in the text; issues, ideas or questions the text raises for her/him; experience with similar texts; attitudes towards subject/topic/character; personal interests
    • Predictions and inferences about the view of the world presented in text
    • Initial, tentative impressions about the statement(s) or view of the world the author/narrator /producer is making
    • Features, codes and conventions of known text types/genres
    • Texts s/he has written and produced that have similar structures, features, codes and conventions
  • With guidance, examines text in its literary and/or socio-cultural context:
    • Identifies features, codes and conventions used to achieve a recognized social purpose and/or function and/or effect and impact on self as reader, e.g. in a popular television commercial, in a humorous text
    • Connects, in a trial-and-error fashion, her/his understanding of some characteristics of narrator/writer/producer to what s/he notices about the view of the world presented in the text, e.g. reads “between the lines” to locate apparent values/beliefs of a character/narrator in a story, understands the intent of a fast food ad, sees that an opinion excludes certain points of view 
  • Communicates interpretation(s) of a text in an individual voice, referring to prior experience, own reading profile and understanding of texts as social constructs:
    • Follows a process to compose, i.e. writes or produces own interpretation(s) of a text
    • Interprets the view of the world in the text in different media, including mixed media, for a familiar audience
    • Expresses own interpretation(s) with clarity, openness and confidence
    • Uses an inquiry process and action research in collaboration with peers to organize and report information in nonfiction and/or popular texts of interest to young adolescents for a familiar audience

Other subject-specific programs

Ethics and Religious Culture

Reflects on ethical questions

Analyzes a situation from an ethical point of view

  • Describes a situation and puts it into context
  • Formulates a related ethical question
  • Compares points of view
  • Explains tensions or conflicting values
  • Compares the situation with similar situations
  • Compares his/her analysis of the situation with that of his/her classmates

Examines a variety of cultural, moral, religious, scientific or social references

  • Finds the main references present in different points of view
  • Looks for the role and the meaning of these references
  • Considers other references
  • Compares the meaning of the main references in different contexts

Evaluates options or possible actions

  • Suggests options or possible actions
  • Studies the effects of these options or actions on oneself, others or the situation
  • Chooses options or actions that foster community life
  • Reflects on the factors that influenced these choices

Physical Education and Health

The Cycle One program states:

The messages conveyed by the media can have major repercussions on the behaviour of adolescents. Therefore, it is important that students be encouraged to maintain a critical distance with regard to the media. For example, during a big sports event, certain networks show violent images involving the athletes. Reports on doping, which some athletes resort to, raise ethical questions about respecting rules and about honesty and fair play. Advertising uses an infinite amount of female body images to demonstrate the effects of products that enable you to obtain the perfect body with no physical effort. This sometimes contradictory information cannot help but challenge students, who must exercise critical judgment when they situate this information in relation to the various contexts in which they develop the subject-specific competencies.

The broad area of learning Media Literacy is thus part of this program.