| Author: | O'Donohoe, S. Tynan, C. |
| Title: | Beyond sophistication: dimensions of advertising literacy |
| Journal: | International Journal of Advertising
1998 : VOL. 17:4, p. 467-482 |
| Index terms: | ADVERTISING INDUSTRIES RESEARCH |
| Language: | eng |
| Abstract: | In the spirit of IPA's bridge-building initiatives between industry and academia, the authors argue that academics can enhance practitioners' current understanding of consumers' advertising literacy. Reviewing language and literacy theories, they suggest that this offers fresh avenues for exploring consumers' relationships with ads and advertising. The authors report on a study exploring young adults advertising literacy and identify three dimensions of consumers' advertising literacy. |
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