Young (1990) coined the term 'advertising literacy' which refers to an individuals understanding that advertising is very different to regular TV programming and it also has a persuasive intent.
Robertson and Rossiter (1974) found that 73.5% of 5 year olds could discriminate between the two and found that 100% of 9 year olds could do this. This suggests advertising literacy improves with age.
- Also measured how children attributed persuasive intent, if they trusted adverts, liked adverts and wanted the products advertised.
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