Lecture 3 - Advertising literacy Flashcards
What is advertising literacy?
Advertising related knowledge and skills. Also the ability to recognize and ad and reflect on it.
What are the two types of advertising literacy?
Dispositional > Factual knowledge and skills > You always have this ready to go
Situational > Recognize and reflect. You can use this when you see an ad
How do embedded advertising not help children to notice it is an ad?
Because of the fun nature of the ad, it lowers motivation to recognize that it is an ad.
How are coping skills important in ad literacy?
Coping skills are a crucial link to knowledge storing and retrieval of this knowledge.
What do children need in order to recognize an ad?
The stop and think response or a IF-Then Heuristic.
What are the undesirable consequences of increased commercialization for children?
Conflict with parents, materialism, unhealthy food prefrences
How can interventions help children with coping of ads?
It can increase ad literacy, but also help with motivation and ability to cope
Counterarguing will not help children with motivation. But what will help persuade them?
Self-persuasion > Relates to the cognitive dissonance theory. If there is a mismatch between attittude and behavior, people will feel uncomfortable in which they will try to balance this.
On what does the ability to cope depend (in children) ?
Their cognitive skills
How does the stop and think response work?
To cope, children need cognitive control by stopping their initial emotional response and enact a good strategy to cope with ad.
To what is the ability to cope related?
Emotional regulation.
This is not developed until late adolecence.
Why is emotional regulation so important in advertising?
because a lot of ads make use of emotional appeals or cues.
What are the most important aspects of children’s processing of advertising?
Ability and motivation
what are the characteristics of ads aimed at children?
Fun & Taste
Sound effects
Embedded formats
Focussed on emotions
What are the unintended marketing effects of ads that cause major resistance?
Total avoidance
Dissaproval
Negative emotions
Skeptisism
