Social Media Use and Adolescents’ Levels of Advertising Literacy

• Autorzy: Ľudmila Čábyová , Viktória Hudáková

Abstrakty

EN

Advertising literacy is a set of knowledge, abilities and skills enabling one to identify and comprehend advertised messages. The theoretical part of the paper brings various points of view on advertising literacy (which we comprehend to be an element of media literacy), its classification and basic levels. The aim of the paper is to identify the level of advertising literacy among adolescents. The research has been conducted on a sample of 348 youngsters aged 13 to 17 years old. The authors of the paper investigated the influence of age on advertising literacy in the process of identifying intent of advertisement on the social network Instagram utilising new formats of digital communication such as reels, stories and memes. The authors of the paper tend to admit that the age of respondents may have an influence on adolescents’ advertising literacy but to finally claim so, further research with respondents from larger age groups would have to be conducted.

Słowa kluczowe

EN

Adolescents; Media Literacy; Advertising; Advertising Literacy; Marketing Communication; Groundswell; Critical Thinking; Online and Offline Communication; Social Media; Native Advertising

• Wydawca: Univerzita sv. Cyrila a Metoda (Trnava)
• Czasopismo: Media Literacy and Academic Research
• Rocznik: 2022
• Tom: 5
• Numer: 2
• Strony: 147-163

Daty

wydano

2022

Twórcy

autor

Ľudmila Čábyová

• Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava

autor

Viktória Hudáková

• Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava

Identyfikatory

Biblioteka Nauki

52483160