Taking Advertising Literacy to a Higher Level: An Exploratory Multilevel Analysis of Children's Advertising Literacy

Publication Date: Saturday 1 July 2017
Author(s): Pieter De Pauw; Veroline Cauberghe & Liselot Hudders
Appeared in: The 16th International Conference on Research in Advertising (ICORIA)


As few studies focus on how children’s coping with advertising is affected by their environment, the present study uses multilevel analysis to explore the role of both primary (i.e. parents) and secondary socializing agents (i.e. classmates, teachers) in children’s advertising literacy. The results show that children’s cognitive advertising literacy and attitudes toward advertising are to a large extent determined by class-level processes. Their moral advertising literacy is a more individual matter, yet greatly influenced by children’s teachers – though in a remarkable manner. Parents do not seem to have much of an impact, except through socioeconomic factors such as educational background.

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