[Download] "What is Advertising Literacy? Exploring the Dimensions of Advertising Literacy (Report)" by Journal of Visual Literacy * eBook PDF Kindle ePub Free

📘 Read Now     📥 Download

eBook details

• Title: What is Advertising Literacy? Exploring the Dimensions of Advertising Literacy (Report)
• Author : Journal of Visual Literacy
• Release Date : January 22, 2010
• Genre: Education,Books,Professional & Technical,
• Pages : * pages
• Size : 205 KB

Description

Advertising is an increasingly prominent part of everyday life in our western society today. More intensely than ever before, lives of consumers are saturated by marketing and advertising messages. In order to be able to interpret these messages and visual representations, consumers need advertising literacy skills--the ability to recognize, evaluate and understand advertisements and other commercial messages. Given the well-documented importance of media literacy and media education, it is surprising how little research attention has been paid to the aspect of advertising. Advertising has usually been discussed in the frame of media literacy in general. Many of the textbooks on media literacy identify advertising as a component part of media literacy (e.g. Silverblatt, 1995; Potter, 1998). There has also been some research on advertising literate consumers (e.g. O'Donohoe, 1997; O'Donohoe, 2001; Mattelart, 1991; Ritson and Elliot, 1999), but overall the conceptualization and modelling of advertising literacy has failed to move beyond its infancy.

PDF Books Download "What is Advertising Literacy? Exploring the Dimensions of Advertising Literacy (Report)" Online ePub Kindle