Lecture 3 - Advertising Literacy

Question 1

An individual’s knowledge of and skills related to advertising is known as what?

Answer 1

Advertising literacy

Question 2

Advertising literacy works as a ______ or ______, enabling consumers to critically evaluate ads.

Answer 2

Filter or radar

Question 3

There are two types of advertising literacy, what are they?

Answer 3

Dispositional literacy and situational literacy

Question 4

Advertising-related knowledge and skills that are available all the time are known as what type of literacy?

Answer 4

Dispositional literacy

Question 5

Within dispositional advertising literacy, there is an associative network of information nodes, known as dimensions. Name the three dimensions of information nodes.

Answer 5

1. Cognitive dimension (knowledge-based skills)
2. Affective dimension (emotional awareness)
3. Moral dimension

Question 6

The following is which dimension under dispositional advertising literacy.

Recognition
Selling intent
Persuasive intent of advertising
Understand persuasive techniques
Persuasive source

Answer 6

Cognitive dimension (knowledge-based skills)

Question 7

The following is which dimension under dispositional advertising literacy.

Being aware of how advertising makes you feel
Regulating these emotions
Insights in the working of fear, humor, sex, warmth appeals

Answer 7

Affective dimension (emotional awareness)

Question 8

The following is which dimension under dispositional advertising literacy.

Ability to develop thoughts about the moral appropriateness
Fairness and appropriateness (e.g., “Is this type of advertising fair?” “is this ad fair?”)
Ability to identity when advertising is biased
Advertising vs. reality

Answer 8

Moral dimension

Question 9

Applying dispositional advertising literacy leads to activating the associative network. This is known as what?

Answer 9

Situational advertising literacy

Question 10

Recognizing persuasive attempt and critically reflecting on this attempt is known as what?

Answer 10

Two-step process (of advertising literacy)

Question 11

What are some aspects as to why advertising for children is unfair.

Answer 11

Children have underdeveloped advertising-related knowledge
Subtle advertising affects both ability and motivation
Undesirable consequences: materialism, parent-child conflict, unhealthy foods preferences etc.

Question 12

Children primarily process advertising on a peripheral (heuristic) level. How is advertising aligned for children?

Answer 12

Fun & taste
Sound effects, bright colors to draw attention
Less information on price, ingredients or quality
Animated characters

Question 13

Children advertising is strongly ______ ______ advertising that stimulates low elaboration.

Answer 13

Affect-based

Question 14

True or False
Development of advertising literacy occurs throughout life. A person forms simple to more nuanced beliefs about persuasion and advertising.

Answer 14

True

Question 15

Development of cognitive and social abilities helps in the development of advertising literacy. Which abilities are formed?

Answer 15

Executive functioning skills (needed for self-control and working memory)
Perspective-taking abilities
Being able to morally reflect

Question 16

The process by which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers is known as what?

Answer 16

Consumer socialization

Question 17

What are the three phases and age groups to consumer socialization?

Answer 17

Perceptual phase (3-7 years old)
Analytical phase (7-11 years old)
Reflective stage (11 - ...)

Question 18

The following is which phase in consumer socialization?

Learning about products, brands
Focused on ______ features
Simple reasoning

Answer 18

Perceptual phase

Question 19

The following is which phase in consumer socialization?

Gaining knowledge on the marketplace: prize, product, categories etc.
Understanding one’s other motives
Thoughtful choices

Answer 19

Analytical phase

Question 20

The following is which phase in consumer socialization?

Further sophisticated knowledge (tactics)
Abstract thinking

Answer 20

Reflective stage

Question 21

How can you empower children?

Answer 21

Disclosure cues
Parental mediation (restrictive, co-viewing, active)
Training sessions

Question 22

Advertising literacy is a complex, multi-dimensional ______

Answer 22

Construct

Question 23

Children’s advertising literacy skills are challenged by ______ advertising forms

Answer 23

Contemporary