Considering advertising literacy from a methodological point of view: past practices and future recommendations

摘要: The concern that minors do not comprehend commercial messages in the same way as more mature audiences, and hence, are highly susceptible to advertising influence has led a substantial body of research focusing on minors’ development literacy their susceptibility persuasion attempts. Yet, results these studies yield mixed far from univocal. These inconsistencies lie fact majority have used different operational definitions literacy. Put differently, literature is entirely straightforward what instruments provide most valid reliable measurement Based this line reasoning, first key purpose article give an overview various quantitative methods previous discuss applicability validity. In past research, many variety quantitate measures assess among children. measurements require children express understanding own words, or by choosing set answer options (e.g. semantic differential Likert scales, pictures, etc.) presented verbally, visually written form. context manuscript, four principal will be reviewed: (structured) interview, verbal self-report, visual self-report game-play. addition, clear distinction made between situational dispositional measures, barely addressed research. However, disentangling abovementioned inconsistency cannot accomplished simply reviewing classifying them according technique. Instead, community investigating topic look forward towards future with systematic unity employment tools. Therefore, second manuscript formulate helpful recommendations for practitioners scholars terms are, us, appropriate use measuring literacy, offering useful guidance quest suitable instrument. approached (cognitive) developmental perspective since involve respondents depend primarily age. latter achieved defining certain age groups effective method each group.