Literacy in Advertising

International Journal of Advertising, 1998

In the spirit of the IPA's bridge-building initiatives between industry and academia, we argue that academics can enhance practitioners' current understanding of consumers' advertising literacy. Reviewing language and literacy theories, we suggest that this offers fresh avenues for exploring consumers' relationships with ads and advertising. We report on a study exploring young adults' advertising literacy and identify three dimensions of consumers' advertising literacy, each of which implies a different relationship between audience and ads. Finally, we discuss the implications of advertising literacy for the ways in which ads are researched, developed and consumed.

Introductory. Advertising communication in general. Evolutionary stages. Diagram of flow. Some basic terms of mass media research. The media process in advertising. Definition of media deregulation. Commodity form. Quantitative terms of the mass media. Basic concepts and structure of an advertising campaign. Transformations of advertising communication. The system of objects. What is a brand? The role of advertising. About the audience. Transformation of viewers/listeners into audiences and consumers. The role of semiotics in advertising. The convergence of mass media, advertising and consumption-e.g. the Greek example. The content of TV programmes. Definition of kitsch & examples from the media. Commercialization levels and the mass media. Transformations of the mass media content. On marketing. The system of needs. The advertising agency and mergers. Public & private mass media. Dramatization and the mass media. Cultural industries. Cultural economy. Concerning audiences and quality of content in the mass media.

MedienPädagogik: Zeitschrift für Theorie und Praxis der Medienbildung, 2021

Media Psychology, 2011

2020

As per the unprecedented development and growing of the Media, the visual designs and concept become one of the success keys in the Marketing campaigns. The Media and its channels have played an important and effective role in our daily life, and these channels have become an important platform for advertisers to reach large audiences with low cost. The Media channels are essentially dependent on visuals designs, thus visual literacy become a very important knowledge for dealing with the advertisement and has an impact on the nature of its components to be suitable. This new progress in advertising create a new kind of ads called “digital ads”. The aim of this research was to develop a conceptual framework regarding how visual imagery and design in advertising combining in the digital ads and how the Media literacy can influence the designs of the ads to help them to reach the required targets. The visual designs in advertisements play a major role in influencing and swaying the aud...

This study is designed to investigate and discuss about the fundamental as well as the main characteristics of the advertising language. In effect, this study is proposed to shed light on what it takes to be an effective and successful advertisement in terms of its features. To reach the aim of this study, some of the main subjects, topics, and points which can be related to the goal of article are introduced, explained, and discussed. Afterword, they are followed by a precise discussion and conclusion. On the whole, this study attempts to identify the characteristics of the good and operative advertising language. For the most part, this article looks at the features which are essential and indispensable for the advertising language, or to be more exact, the traits which create some piece of work so called an advertisement, in detail, and from a deeper view.

2010

Media literacy has a long international history, primarily in Western countries. It began in the 1960s in countries such as the United States, Canada and France, with the aim of empowering democratic citizens and enhancing citizen participation in society through a better understanding of the media. This thesis investigates young people’s media literacy of advertising and in particular, how media literacy might vary across cultures. This thesis considers the media literacy of four groups of 18– 25 year olds from different backgrounds: an Australian

2021

Although advertising literacy leads to critical thinking in the face of advertising, but so far, no action has been taken in Iran regarding a tool to measure this type of literacy. And after the investigations, it was determined that although much research has been done on advertising, but the lack of appropriate measurement tools to measure the level of advertising literacy is clearly evident. Therefore, this research provides a valid tool for measuring advertising literacy from students' perspective. In this study, referring to the dimensions of advertising literacy from the perspective of Malmelin (2010) and the views of related professors, a questionnaire was developed and to determine the validity of the structure, confirmatory factor analysis was used. In this study, the statistical population was high school students, considering the impact of advertising in this age range; finally, a tool with four dimensions of informational literacy, aesthetic literacy, rhetorical lite...

ACR North American Advances, 1987

This paper that advertising is best seen as a form of meaning, that ads succeed when they manage to capture the cultural meanings that matter to the product or the brand. The perspective used here then Is cultural or anthropological. It takes issue with an information approach.