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 currently leads the AdLit project which combines the expertise of six different research groups to improve children and youngsters' advertising literacy.

Different tools have been developed to assist children and youngsters to cope with these new ad formats. In particular, a game platform has been developed to learn children and youngsters how they can recognize the new ad formats and critically evaluate them. AdLit cooperates with different stakeholders in the field to develop these tools (e.g., Medianest, Vlaams Centrum voor Schuldenlasten, Gezinsbond).

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 Pieter De Pauw and Steffi De Jans, under the guidance of Liselot Hudders and Veroline Cauberghe.

More information:

AdLit Project

Reclamewijs gameplatform

Medianest thema reclame

Mediawijs dossier reclame

Alles over centen (Vlaams Centrum voor Schuldenlasten)

Reclamewijze training voor ouders (Gezinsbond)

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