Steffi De Jans


I graduated as a master in Communication Sciences at Ghent University in 2015. A few months after my graduation, I started my PhD. My research focuses on minors’ advertising literacy for embedded advertising. I investigate this topic by using both quantitative (experimental design and eye-tracking) and qualitative methods (focus groups). Currently, I am a research and teaching assistant at the department of Communication Sciences at Ghent University.

Steffi De Jans-6.jpg

PhD Project

The overall aim of my dissertation project is threefold. First, I examine minors’ advertising literacy for different embedded advertising formats. Second, I investigate how different facets of advertising literacy affect advertising effectiveness and how these different facets are interrelated. Finally, I examine how minors’ advertising literacy can be improved (e.g., advertising literacy training sessions, advertising disclosures, serious games).

Supervisors: Liselot Hudders and Verolien Cauberghe


Korte Meer 7, 1st floor, 9000 Ghent