<strong>Advertising Literacy Measurement Scale from Students' Perspective</strong>

Abstract

Although advertising literacy leads to critical thinking in the face of advertising, but so far, no action has been taken in Iran regarding a tool to measure this type of literacy. And after the investigations, it was determined that although much research has been done on advertising, but the lack of appropriate measurement tools to measure the level of advertising literacy is clearly evident. Therefore, this research provides a valid tool for measuring advertising literacy from students' perspective. In this study, referring to the dimensions of advertising literacy from the perspective of Malmelin (2010) and the views of related professors, a questionnaire was developed and to determine the validity of the structure, confirmatory factor analysis was used. In this study, the statistical population was high school students, considering the impact of advertising in this age range; finally, a tool with four dimensions of informational literacy, aesthetic literacy, rhetorical literacy and promotional literacy was obtained. According to the confirmation of this tool in the present study, it can be used to examine the status of items, their order and prioritization from the perspective of the mentioned population.

The Conceptual Frameworks of Advertising Literacy: A Systematic Literature Review

“…Advertising literacy is a key life skill that develops one's ability to read and understand advertisements critically and to apply that understanding to evaluate and respond to the messages delivered by the advertisements (Rozendaal et al, 2011;Rasekh et al, 2021). People need comprehensive and abundant knowledge of advertising, that is, advertising literacy, to act as references to filter and process advertisement contents and information (Salim et al, 2016).…”