Directions:
1. As a class, discuss how the media (TV, radio, newspapers, Web sites, etc.) influences decisions. Separate students into pairs or small groups.

2. Distribute copies of theAre You Convinced? (PDF) reproducible worksheet 1, as well as a copy of an advertisement from a magazine or newspaper. Ask student groups to complete the worksheet.

3. Discuss the difference between commercial and social marketing advertisements such as public service announcements (PSAs). (Commercials focus on increasing sales; social marketing advertisements focus on changing a particular behavior.)

4. Distribute the Develop Your Argument (PDF) reproducible worksheet 2 and discuss what makes the drunk driving campaign a social, marketing-focused PSA.

5. Ask each group to complete worksheet 2 by updating the drunk driving campaign for 2005. Students can visit www.adcouncil.org for examples of other PSAs.

Persuasive Wrap-Up:
Ask each student group to present its PSA. Review how good delivery, a clear message, logical structure, props, music, and emotion make a presentation effective. Discuss what each group did well and what could have improved the presentation.