Lecture 3: Advertising literacy

Question 1

What is advertising literacy?

Answer 1

is an individuals knowledge of and skills related to advertising

Question 2

What are the two forms of advertising literacy?

Answer 2

• Dispositional advertising literacy

- Situational advertising literacy

Question 3

What is dispositional advertising literacy?

Answer 3

the knowledge you have about advertising. It is available all the time.
The associative of information nodes in your brain, different bits of information that together forms what we know.

Question 4

What are the 3 categories in dispositional advertising literacy?

Answer 4

• Cognitive
• Affective
• Moral

Question 5

What is the cognitive category in dispositional advertising literacy?

Answer 5

Knowledge based –> recognition, selling intent, persuasive intent of advertising, understanding the persuasive technique and persuasive sources.

Question 6

What is the affective category in dispositional advertising literacy?

Answer 6

emotional awareness –> being aware of how the ad makes you feel, regulating these emotions, insights in the working of fear, humor, sex, warmth and appeals

Question 7

What is the moral category in dispositional advertising literacy?

Answer 7

The ability to develop thought about the moral appropriateness –> is this type of ad fair? ability to identify when the ad is biased, so ad vs. reality

Question 8

What is situational advertising literacy?

Answer 8

Is applying dispositional advertising literacy. It is about activating the associative network.

Question 9

What are the two steps of the process of situational advertising literacy?

Answer 9

1. Recognizing that someone is trying to persuade you –> recognizing the persuasive attempt. Need to know what is and what is not an ad.
2. Reflection on the attempt

Question 10

How do children process ad’s?

Answer 10

On the peripheral level

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

Strongly affect-based ad’s stimulate low elaboration. So resistance might immediately be activated.

Question 11

What is the relation between age and advertising literacy in the past?

Answer 11

Previously:

• Age of 5: recognizing advertising
• Age of 7: understanding persuasive and selling intent = cognitive approach

Question 12

What is the relation between age and advertising literacy right now?

Answer 12

• Advertising literacy is a complex concept with different dimensions
• Subtle advertising for younger people
• Individual differences (e.g., perspective-taking skills, advertising exposure etc.)

Question 13

What are the three phases in the development of advertising literacy throughout life?

Answer 13

1. Perceptual phase
2. Analytic phase
3. Reflective stage

Question 14

What is the age and what happens during the perceptual phase?

Answer 14

3-7 years old and consumer socialization

• Learning about products, brands
• Focused on perceptual features
• simple reasoning

Question 15

What is consumer socialization?

Answer 15

The skills that you need or develop as a consumer

Question 16

What is the age and what happens during the analytic phase?

Answer 16

7-11 yards old:

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

Question 17

What is the age and what happens during the reflective stage?

Answer 17

11 to … years old

• Further sophisticated knowledge (tactics)
• Abstract thinking