What is Advertising Literacy? Exploring the Dimensions of Advertising Literacy

Nando Malmelin

104 citations0/0 files storedJournal of Visual Literacy

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Literacy, Media, and Education Marketing and Advertising Strategies Advertising and Communication Studies

Abstract

The two principal aims of the article are to develop the concept of advertising literacy and to introduce a new model of advertising literacy. The article is also concerned to explore the meaning of advertising literacy and to identify the various angles from which it can be considered. The new model of advertising literacy will have application in advertising research, media education as well as in advertising planning.

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References

1960Truth and Method 2003LITERACY IN THE NEW MEDIA AGE 1983Is There a Text in This Class? The Authority of Interpretive Communities 1980The Act of Reading: A Theory of Aesthetic Response 1962The hidden persuaders 2005A stakeholder model for implementing social responsibility in marketing 1997Visual Persuasion: The Role of Images in Advertising 1999Why Study the Media?

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2020Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media 2013The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games 2020When consumers learn to spot deception in advertising: testing a literacy intervention to combat greenwashing 2017Disclosing brand placement to young children 2019What we know and need to know about the gamification of advertising 2018Considering Children’s Advertising Literacy From a Methodological Point of View: Past Practices and Future Recommendations

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