Item

Developing Persuasion Knowledge by Teaching AdvertisingLiteracy in Primary School

Type
Journal Article
Author
Michelle R. Nelson
Year
2015
Publisher
Taylor & Francis
DOI/Link
https://doi.org/10.1080/00913367.2015.1107871
Abstract
As part of a larger project to integrate advertising literacy into school curriculum, this research evaluates the effectiveness of an initial three-hour advertising literacy classroom intervention among eight- and nine-year-olds. The field experiment (a pretest/posttest, control/experimental group design) was implemented in 10 third grade classes in a three-week time period in three high-poverty schools in the United States. Low advertising literacy occurred at baseline. Evaluation results indicated significant increases in intervention students' understanding of the message creator, the selling intent, persuasive strategy, and target audience. Recommendations for curriculum development, refinement, and implementation for a wider audience are discussed.
Language
English
Keywords
Media Literacy, Advertising Literacy, Teacher Education
Tags
Critical thinking, Media analysis
PGDMIL Course
C02 – Media, Technology and Content
PGDMIL Block
C02-B3: Advertising and MIL
Has Part
C02-U09: Advertising, Revenue and Regulation
Corpus Status
Pending Review

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