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Taking advertising literacy to a higher level : an exploratory multilevel analysis of children's advertising literacy

Pieter De Pauw (UGent) , Veroline Cauberghe (UGent) and Liselot Hudders (UGent)
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Abstract
As few studies focus on how children’s coping with advertising is affected by their environment, the present study uses multilevel analysis to explore the role of both primary (i.e. parents) and secondary socializing agents (i.e. classmates, teachers) in children’s advertising literacy. The results show that children’s cognitive advertising literacy and attitudes toward advertising are to a large extent determined by class-level processes. Their moral advertising literacy is a more individual matter, yet greatly influenced by children’s teachers – though in a remarkable manner. Parents do not seem to have much of an impact, except through socioeconomic factors such as educational background.
Keywords
advertising literacy, children, peer, parent, teacher, exploratory, multilevel

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MLA
De Pauw, Pieter, et al. “Taking Advertising Literacy to a Higher Level : An Exploratory Multilevel Analysis of Children’s Advertising Literacy.” 16th International Conference on Research in Advertising (ICORIA), Proceedings, 2017.
APA
De Pauw, P., Cauberghe, V., & Hudders, L. (2017). Taking advertising literacy to a higher level : an exploratory multilevel analysis of children’s advertising literacy. In 16th International Conference on Research in Advertising (ICORIA), Proceedings. Ghent.
Chicago author-date
De Pauw, Pieter, Veroline Cauberghe, and Liselot Hudders. 2017. “Taking Advertising Literacy to a Higher Level : An Exploratory Multilevel Analysis of Children’s Advertising Literacy.” In 16th International Conference on Research in Advertising (ICORIA), Proceedings.
Chicago author-date (all authors)
De Pauw, Pieter, Veroline Cauberghe, and Liselot Hudders. 2017. “Taking Advertising Literacy to a Higher Level : An Exploratory Multilevel Analysis of Children’s Advertising Literacy.” In 16th International Conference on Research in Advertising (ICORIA), Proceedings.
Vancouver
1.
De Pauw P, Cauberghe V, Hudders L. Taking advertising literacy to a higher level : an exploratory multilevel analysis of children’s advertising literacy. In: 16th International Conference on Research in Advertising (ICORIA), Proceedings. 2017.
IEEE
[1]
P. De Pauw, V. Cauberghe, and L. Hudders, “Taking advertising literacy to a higher level : an exploratory multilevel analysis of children’s advertising literacy,” in 16th International Conference on Research in Advertising (ICORIA), Proceedings, Ghent, 2017.
@inproceedings{8526670,
  abstract     = {{As few studies focus on how children’s coping with advertising is affected by their environment, the present study uses multilevel analysis to explore the role of both primary (i.e. parents) and secondary socializing agents (i.e. classmates, teachers) in children’s advertising literacy. The results show that children’s cognitive advertising literacy and attitudes toward advertising are to a large extent determined by class-level processes. Their moral advertising literacy is a more individual matter, yet greatly influenced by children’s teachers – though in a remarkable manner. Parents do not seem to have much of an impact, except through socioeconomic factors such as educational background.}},
  author       = {{De Pauw, Pieter and Cauberghe, Veroline and Hudders, Liselot}},
  booktitle    = {{16th International Conference on Research in Advertising (ICORIA), Proceedings}},
  keywords     = {{advertising literacy,children,peer,parent,teacher,exploratory,multilevel}},
  language     = {{eng}},
  location     = {{Ghent}},
  title        = {{Taking advertising literacy to a higher level : an exploratory multilevel analysis of children's advertising literacy}},
  year         = {{2017}},
}