Not only are young people exposed to more persuasive material than ever, but the techniques of manipulation being used on them are increasingly sophisticated.

New media companies like Facebook and Google are investing billions into understanding the innermost emotions and desires of young people to be able to target them with precisely the right ad, at the right time, in the right format.

Students’ ability to distinguish paid advertising, half-truths and the motivations behind them is critically important in a digital world where they carry a screen with them at all times. 


88% of young adults regularly get their news from Facebook and other social media 1

43%  of young people have between $10,000 and $30,000 of personal debt

2 in 3 young people have "a great deal" of confusion distinguishing fake news 2

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Teenagers spend 7.5 hours online outside school per day 3


"People must be trained to desire, to want new things, even before the old have been entirely consumed."

Paul Mazur, Lehman Brothers


In our persuasion class, we cover;

  • advertising through the ages

  • propaganda and public relations

  • how we make decisions

  • the future of persuasion

  • identifying and avoiding persuasive messages

  • adapting the techniques of persuasion for our own use

We use clips students will be familiar with from advertising, the news, and politics, and give students the tools to disect how they work and what they're trying to achieve.



82% of teenagers can't distinguish between 'sponsored content' and real news 4


Get in touch

If you'd like to find out more about our Persuasion course, or to request a quote, please complete the details below and we'll be in touch.

We're always happy to customise this course to meet the specific needs of your school.





1 American Press Institute. Available here

2 Stanford University Study. Available here

3 Wall Street Journal. Available here

4 Stanford University Study. Available here