Effectiveness of a School-Based Media Literacy Curriculum in Encouraging Critical Attitudes about Advertising Content and Forms among Boys and Girls

Sekarasih, Laras; Scharrer, Erica; Olson, Christine M.; Onut, Gamze; Lanthorn, Kylie

doi:10.1080/00913367.2018.1545269

Cited by 18 publications

(6 citation statements)

References 63 publications

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“…In the contemporary academic debate, however, this assumption is increasingly contested when integrated advertising formats (like advergames) are concerned (Nelson, 2018). For example, recently, in a study examining the effectiveness of a media literacy training for children, Sekarasih, Scharrer, Olson, Onut, and Lanthorn (2018) reported that the boys participating in the study were found less critical toward covert advertising techniques after learning about these techniques, compared to before the training. Moreover, the empirical evidence for a clear link between age‐dependent susceptibility to persuasive attempts and actual brand responses remains inconclusive (for an overview, see Mizerski, Wang, Lee, & Lambert, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames

Berlo

Reijmersdal

Rozendaal

2020

J of Consumer Behaviour

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Many adolescents are inseparable from their smartphones on which they are often confronted with covert advertising‐like mobile advergames. This study explores the roles of brand familiarity and smartphone attachment in adolescents’ abilities to recognize the commercial intent of advergames. Moreover, it considers the potential indirect effects of brand familiarity and smartphone attachment on the susceptibility of young consumers to mobile advergames. An experiment (N = 98) was conducted, which showed that brand familiarity moderates the effect of playing advergames on the recognition of the commercial intent of advergames. Furthermore, smartphone attachment was found to facilitate the recognition of the commercial intent of advergames, such that adolescents who experienced higher levels of smartphone attachment (when compared to lower levels) were better able to differentiate between advergames and non‐commercial games (games without advertising). Interestingly, no association between smartphone attachment and brand responses were found—suggesting that smartphone attachment did not affect adolescents’ compliance with the advertised message.

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Section: Literature Reviewmentioning

confidence: 99%

Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames

Berlo

Reijmersdal

Rozendaal

2020

J of Consumer Behaviour

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“…There is developing debate that this affective element of advertising literacy is that which determines behavioural intention [22; 23; 24; 25]. Research in this regard is emerging [17]. In line with the Message Interpretation Process (MIP) model [26], Rozendaal et al's [22] representation of advertising literacy acknowledges that children can gain enjoyment and entertainment from advertising messages as well as potentially experiencing adverse effects.…”

Section: Advertising Literacymentioning

confidence: 99%

Increasing the Advertising Literacy of Primary School Children in Ireland: Findings from a Pilot RCT

O'Rourke¹,

Miller²,

Dunne³

2019

IJDS

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This study reports the effect of four lessons of a recently developed Irish media literacy teaching intervention on the advertising literacy of children aged 8-11. Covariates of age and gender were also considered. Alongside this, a process evaluation was completed. The results of this pilot RCT show that children aged between 8 and 11 are capable of increasing their knowledge regarding the persuasive intent and the selling intent of marketing messages. The intervention had a statistically significant positive impact on advertising literacy. This study finds no evidence to suggest that advertising literacy is gendered. Qualitative discussions indicate that the teaching materials were well received by both teachers and children. The need for regular advertising literacy lessons for children was unearthed. The challenge of attempting to include more content in an increasingly crowded curriculum was cited as the main barrier to delivering regular media literacy lessons. Recommendations for increased media literacy education in primary school are discussed. These findings are of interest to parties including educators, parents, policy makers and marketers.

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“…The research topic considers factors that influence consumers' attitudes toward advertising. Beginning in the early 20th century, during the feminist era, gender and class became pervasive in advertising literature (Arnberg, 2018), emphasizing the effectiveness of media literacy education in fostering negative attitudes toward advertising's stereotypical portrayals of boys and girls (Sekarasih et al, 2018). In addition, the evolution of female competition was emphasized during the feminist era in order to understand female attitudes toward advertisements depicting women in decorative roles.…”

Section: Findings Discussion and Direction For Future Researchmentioning

confidence: 99%

Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda

Gomez‐Borquez,

Török,

Centeno‐Velázquez

et al. 2024

Int J Consumer Studies

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This systematic literature review (SLR) seeks to foster the presence of feminism and women's diversity in advertising through a systematic, transparent, and rigorous framework‐based review and the 4Ws1H (What, Where, Why, and HoW) analysis. The study provides three main contributions. First, it offers an innovative conceptual framework for examining female stereotypes and female empowerment in advertising by categorizing the 21st‐century literature into the four evolutive eras of feminism: prefeminism, feminism, postfeminism, and the fourth wave of feminism. Second, this SLR reveals prevailing research trends, predominant research methodologies, frequently explored geographical regions, and industries of focus while providing a roadmap for future research endeavors. Finally, it acknowledges the lasting impact of femvertising as a response to consumer demands during the fourth wave of feminism and its role in promoting diversity and inclusion in advertising, encompassing disabilities, ethnicity, age, and gender identity. The main research trends uncovered in this study encompass the effects of female stereotypes, the sexualization of women in advertising, attitudes related to the brand, and the exploration of female empowerment. Qualitative methodologies emerged as the dominant approach in this research landscape, with a particular focus on countries boasting high gender equality. Furthermore, industries that predominantly target women in their advertising campaigns, such as fashion, luxury apparel, beauty, and personal care, occupy a central position in the existing body of literature. These findings encourage scholars to embark on future research aligned with the proposed research trends, particularly in regions characterized by lower gender equality and within gender‐neutral or male‐dominated industries.

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Effectiveness of a School-Based Media Literacy Curriculum in Encouraging Critical Attitudes about Advertising Content and Forms among Boys and Girls

Cited by 18 publications

References 63 publications

Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames

Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames

Increasing the Advertising Literacy of Primary School Children in Ireland: Findings from a Pilot RCT

Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda

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