Lesson Plan

Looking at Advertising: Brands and Mascots

Lesson Plan

Level: Primary/Junior

Author: MediaSmarts

Duration: 40 minutes

This lesson is part of USE, UNDERSTAND & ENGAGE: A Digital Media Literacy Framework for Canadian Schools.


This lesson introduces students to the ways in which advertisers use mascots to make consumers feel a particular way about their brands. Working from ads taken from different media, students discuss how food ad mascots are created and for what purpose. Students then will create their own mascot to help understand how mascots communicate the “personality” of a brand.

Learning Outcomes

Students demonstrate:

  • awareness of the methods used by advertisers to sell food products.
  • beginning awareness of how they are affected by food advertising.
  • understanding of how food ad mascots are created and for what purpose across multi platform marketing tools.

This lesson and all associated documents (handouts, overheads, backgrounders) is available in an easy-print, pdf kit version.

Lesson Kit: