What Components Should Be Included in Advertising Literacy Education? Effect of Component Types and the Moderating Role of Age

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

“…Children process an abundance of information via developing cognitive resources. It is imperative that content delivered does not overload these resources, otherwise information will be disregarded rather than processed [19]. This study detects no differences in the post-test advertising literacy scores between the classes, indicating that the materials are equally suitable for both age groups.…”

21. Yüzyılda Dijital Reklam Okuryazarlığının Türkiye İçin Önemi

“…The digital advertising literacy skills necessary for the re-activation of the mechanisms prompting people to awaken against the persuasive messages are sub-skills of media literacy (Çelik, 2016;Hwang, Yum & Jeong, 2018;Macdonald & Uncles, 2007), which evokes critical thinking by steering consumers toward cognizance of the real intent behind digital media contents, and reduces their persuasive impact (Kelly-Holmes, 2016;Rozendaal, Opree & Buijzen, 2016;Yates, 2001). The acquisition of the literacy skills regarding digital advertising, which tries to lure consumers by obscuring the persuasive intent to make purchases in every corner of digital platforms and serving the interests of all actors in the advertising ecosystem with only one click, as Yates (2001) asserts, can influence other decisions people make throughout their lifetime.…”

“…In order to cope with the tactics of advertisers aiming to guide in line with their own interests the basic need of people to consume for their survival, digital advertising literacy skills, as Spielvogel and Terlutter (2011) asserts, are one of the skill sets required for being a responsible consumer from birth to death. In this sense, advertising literacy providing the digital society members with the ability to recognize, comprehend, analyze and distinguish advertising from other media contents in regards to its selling and persuasive intent, its source and target audience De Pauw, De Wolf, Hudders & Cauberghe, 2018;Macdonald & Uncles, 2007;Nelson, 2016;Owen, Lewis, Auty & Buijzen, 2013;Tutaj & van Reijmersdal, 2012;Wei, Fischer & Main, 2008), ultimately endues the consumers with the power to protect themselves from and to be critical of digital advertising (An, Jin & Park, 2014;Çelik, 2016;Hudders et al, 2017;Hwang, Yum & Jeong, 2018;Livingstone & Helsper, 2006). In another words, advertising literacy defined by Malmelin (2010) as "the ability to recognize, evaluate and understand advertisements and other commercial messages" (p. 130), shapes the opinions of consumers regarding the desires, strategies and tactics of advertisers, and coping strategies (De Pauw, De Wolf, Hudders & Cauberghe, 2018;Nelson, 2016;Panic, Cauberghe & de Pelsmacker, 2013;Rozendaal, Buijzen & Valkenburg, 2009;Verhellen, Oates, de Pelsmacker & Dens, 2014).…”