Advanced search
1 file | 1.28 MB

Taking children's advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers

Pieter De Pauw (UGent) , Veroline Cauberghe (UGent) and Liselot Hudders (UGent)
Author
Organization
Project
IWT SBO 130008: AdLit: Advertising Literacy in a New Media Environment: Investigating Minor's Persuasion Knowledge in Relation to New Advertising Formats.
Abstract
Few studies focus on how children’s environment affects their ability to cope with contemporary advertising. This study uses multilevel analysis techniques to explore how parents, classmates, and teachers’ characteristics influence primary school children’s dispositional advertising literacy, while acknowledging these children’s own individual features. To this end, three surveys were conducted, resulting in four datasets linking information obtained from (9- to 12-year-old) children (n = 392), their peer group (children aggregated per class; n = 22), their parents (n = 191), and their teachers (n = 22). The results show that children’s cognitive and attitudinal advertising literacy is to a large extent (12-13%) determined by class-level processes (especially peers). Children’s moral advertising literacy is primarily an individual matter (1%), albeit greatly influenced by their teachers. In general, parents’ impact is mainly expressed through socioeconomic factors.
Keywords
advertising literacy, children, peer, parent, teacher

Downloads

  • (...).pdf
    • full text
    • |
    • UGent only
    • |
    • PDF
    • |
    • 1.28 MB

Citation

Please use this url to cite or link to this publication:

Chicago
De Pauw, Pieter, Veroline Cauberghe, and Liselot Hudders. 2019. “Taking Children’s Advertising Literacy to a Higher Level : a Multilevel Analysis Exploring the Influence of Parents, Peers, and Teachers.” Communication Research.
APA
De Pauw, P., Cauberghe, V., & Hudders, L. (2019). Taking children’s advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers. Communication Research.
Vancouver
1.
De Pauw P, Cauberghe V, Hudders L. Taking children’s advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers. Communication Research. 2019;
MLA
De Pauw, Pieter, Veroline Cauberghe, and Liselot Hudders. “Taking Children’s Advertising Literacy to a Higher Level : a Multilevel Analysis Exploring the Influence of Parents, Peers, and Teachers.” Communication Research (2019): n. pag. Print.
@article{8571910,
  abstract     = {Few studies focus on how children’s environment affects their ability to cope with contemporary advertising. This study uses multilevel analysis techniques to explore how parents, classmates, and teachers’ characteristics influence primary school children’s dispositional advertising literacy, while acknowledging these children’s own individual features. To this end, three surveys were conducted, resulting in four datasets linking information obtained from (9- to 12-year-old) children (n = 392), their peer group (children aggregated per class; n = 22), their parents (n = 191), and their teachers (n = 22). The results show that children’s cognitive and attitudinal advertising literacy is to a large extent (12-13%) determined by class-level processes (especially peers). Children’s moral advertising literacy is primarily an individual matter (1%), albeit greatly influenced by their teachers. In general, parents’ impact is mainly expressed through socioeconomic factors. },
  author       = {De Pauw, Pieter and Cauberghe, Veroline and Hudders, Liselot},
  issn         = {0093-6502},
  journal      = {Communication Research},
  keywords     = {advertising literacy,children,peer,parent,teacher},
  language     = {eng},
  title        = {Taking children's advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers},
  url          = {http://dx.doi.org/10.1177/0093650218797876},
  year         = {2019},
}

Altmetric
View in Altmetric