Social Media Use and Adolescents’ Levels of Advertising Literacy

• Authors: Čábyová Ľudmila , Hudáková Viktória
• Conference: article
• Languages of publication: EN

Abstracts

EN

Advertising literacy is a set of knowledge, abilities and skills enabling one to identify and comprehend advertised messages. The theoretical part of the paper brings various points of view on advertising literacy (which we comprehend to be an element of media literacy), its classification and basic levels. The aim of the paper is to identify the level of advertising literacy among adolescents. The research has been conducted on a sample of 348 youngsters aged 13 to 17 years old. The authors of the paper investigated the influence of age on advertising literacy in the process of identifying intent of advertisement on the social network Instagram utilising new formats of digital communication such as reels, stories and memes. The authors of the paper tend to admit that the age of respondents may have an influence on adolescents’ advertising literacy but to finally claim so, further research with respondents from larger age groups would have to be conducted.

Keywords

EN

Adolescents; Media Literacy; Advertising; Advertising Literacy; Marketing Communication; Native Advertising;; Groundswell; Critical Thinking; Online and Offline Communication; Social Media

• Publisher: Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda
• Journal: Media Literacy and Academic Research
• Year: 2022
• Volume: 5
• Issue: 2
• Pages: 147-163
• Physical description: media education, media literacy

Dates

published

2022-12-20

Contributors

author

Čábyová Ľudmila

• Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava

author

Hudáková Viktória

• Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava