Advertising Literacy

Advertising literacy refers to personal knowledge people have about advertising, its persuasive intent, and the advertising techniques that are used to target them and the skills they have to critically cope with advertising. Due to the recent developments in the media landscape, the lines between the commercial message and media content have blurred and consumers’ advertising literacy is being challenged. Especially minors, who are still developing their advertising literacy skills, have difficulties identifying and coping with new advertising types.

Cepec examines how children respond to advertising and how advertising literacy plays a role in this. In addition, Cepec examines the effectiveness of an advertising disclosure and advertising literacy training sessions to improve children's advertising literacy.

This topic is currently part of the PhD research of Steffi De Jans, under the guidance of Liselot Hudders and Veroline Cauberghe.

More information:

Reclamewijs gameplatform

Medianest thema reclame

Mediawijs dossier reclame

Alles over centen (Vlaams Centrum voor Schuldenlasten)

Reclamewijze training voor ouders (Gezinsbond)

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