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首页> 外文期刊>Communication research >Taking Children's Advertising Literacy to a Higher Level: A Multilevel Analysis Exploring the Influence of Parents, Peers, and Teachers
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Taking Children's Advertising Literacy to a Higher Level: A Multilevel Analysis Exploring the Influence of Parents, Peers, and Teachers

机译：将儿童的广告素养提升到更高的水平：多层次分析探讨父母，同伴和老师的影响

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摘要

Few studies focus on how children's environment affects their ability to cope with contemporary advertising. This study uses multilevel analysis techniques to explore how parents', classmates', and teachers' characteristics influence primary school children's dispositional advertising literacy, while acknowledging these children's own individual features. To this end, three surveys were conducted, resulting in four data sets linking information obtained from 9- to 12-year-old children (n = 392), their peer group (children aggregated per class; n = 22), their parents (n = 191), and their teachers (n = 22). The results show that children's cognitive and attitudinal advertising literacy is to a large extent (12%-13%) determined by class-level processes (especially peers). Children's moral advertising literacy is primarily an individual matter (1%), albeit greatly influenced by their teachers. In general, parents' impact is mainly expressed through socioeconomic factors.
机译：很少有研究关注儿童的环境如何影响他们应付当代广告的能力。这项研究使用多层次分析技术来探讨父母，同学和老师的特征如何影响小学生的倾向性广告素养，同时认识到这些孩子的个人特征。为此，进行了三项调查，得出了四个数据集，这些数据集链接了从9岁至12岁的儿童（n = 392），同龄人（每个班级的儿童总数； n = 22），父母（ n = 191）及其老师（n = 22）。结果表明，儿童的认知和态度广告素养在很大程度上（12％-13％）由班级过程（尤其是同龄人）决定。儿童的道德广告素养主要是个人问题（1％），尽管受老师的影响很大。一般而言，父母的影响主要通过社会经济因素来表达。

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