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Considering children’s advertising literacy from a methodological point of view : past practices and future recommendations

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Abstract
Children’s advertising literacy is a well-documented research area. Yet, the literature on how to measure advertising literacy is not straightforward due to conceptual and operational differences in the existing studies. This has led to inconsistent results with regard to the development, possession and application of advertising literacy. The aim of this article is to give an overview of the different measurement methodologies used in past research efforts to assess children’s advertising literacy. Taking into account children’s psychological development (cognitive, affective and moral), we formulate recommendations on which methods are most suitable to use in future advertising literacy research among different age categories.
Keywords
Advertising literacy, Children, Development, Methods, Measurement, PERSUASION KNOWLEDGE, MODERATING ROLE, TV COMMERCIALS, RESPONSES, PERCEPTIONS, EMOTION, INTENT, ADOLESCENTS, UNDERSTAND, BELIEFS

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MLA
Zarouali, Brahim, et al. “Considering Children’s Advertising Literacy from a Methodological Point of View : Past Practices and Future Recommendations.” JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING, vol. 40, no. 2, 2019, pp. 196–213, doi:10.1080/10641734.2018.1503109.
APA
Zarouali, B., De Pauw, P., Ponnet, K., Walrave, M., Poels, K., Cauberghe, V., & Hudders, L. (2019). Considering children’s advertising literacy from a methodological point of view : past practices and future recommendations. JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING, 40(2), 196–213. https://doi.org/10.1080/10641734.2018.1503109
Chicago author-date
Zarouali, Brahim, Pieter De Pauw, Koen Ponnet, Michel Walrave, Karolien Poels, Veroline Cauberghe, and Liselot Hudders. 2019. “Considering Children’s Advertising Literacy from a Methodological Point of View : Past Practices and Future Recommendations.” JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING 40 (2): 196–213. https://doi.org/10.1080/10641734.2018.1503109.
Chicago author-date (all authors)
Zarouali, Brahim, Pieter De Pauw, Koen Ponnet, Michel Walrave, Karolien Poels, Veroline Cauberghe, and Liselot Hudders. 2019. “Considering Children’s Advertising Literacy from a Methodological Point of View : Past Practices and Future Recommendations.” JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING 40 (2): 196–213. doi:10.1080/10641734.2018.1503109.
Vancouver
1.
Zarouali B, De Pauw P, Ponnet K, Walrave M, Poels K, Cauberghe V, et al. Considering children’s advertising literacy from a methodological point of view : past practices and future recommendations. JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING. 2019;40(2):196–213.
IEEE
[1]
B. Zarouali et al., “Considering children’s advertising literacy from a methodological point of view : past practices and future recommendations,” JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING, vol. 40, no. 2, pp. 196–213, 2019.
@article{8540125,
  abstract     = {Children’s advertising literacy is a well-documented research area. Yet, the literature on how to measure advertising literacy is not straightforward due to conceptual and operational differences in the existing studies. This has led to inconsistent results with regard to the development, possession and application of advertising literacy.  The aim of this article is to give an overview of the different measurement methodologies used in past research efforts to assess children’s advertising literacy. Taking into account children’s psychological development (cognitive, affective and moral), we formulate recommendations on which methods are most suitable to use in future advertising literacy research among different age categories.},
  author       = {Zarouali, Brahim and De Pauw, Pieter and Ponnet, Koen and Walrave, Michel and Poels, Karolien and Cauberghe, Veroline and Hudders, Liselot},
  issn         = {1064-1734},
  journal      = {JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING},
  keywords     = {Advertising literacy,Children,Development,Methods,Measurement,PERSUASION KNOWLEDGE,MODERATING ROLE,TV COMMERCIALS,RESPONSES,PERCEPTIONS,EMOTION,INTENT,ADOLESCENTS,UNDERSTAND,BELIEFS},
  language     = {eng},
  number       = {2},
  pages        = {196--213},
  title        = {Considering children’s advertising literacy from a methodological point of view : past practices and future recommendations},
  url          = {http://dx.doi.org/10.1080/10641734.2018.1503109},
  volume       = {40},
  year         = {2019},
}

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