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2017 - AEJMC Pages: unavailable || Words: 10027 words || 
1. Jeong, Se-Hoon. and Hwang, Yoori. "What Components Should Be Included in Advertising Media Literacy Education?: Effect of Component Types and the Moderating Role of Age" Paper presented at the annual meeting of the AEJMC, Chicago Marriott Downtown Magnificent Mile, Chicago, IL, Aug 09, 2017 Online <APPLICATION/PDF>. 2019-08-18 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Exposure to advertising could result in multiple health risks, such as obesity or anorexia/bulimia. Ad media literacy education could help audiences view ads critically, and prevent the negative effects of ads. This study examined the effects of different literacy education components in an ad literacy program on children’s knowledge and criticism, and the moderating role of age. An experiment was designed with varying literacy components: (a) content literacy only, (b) content + grammar literacy, and (c) content + grammar + structure literacy. Results showed that, for younger children, there was inverted-U shaped relationship between literacy components and knowledge such that the content + grammar literacy condition was more effective than the content literacy condition and the content + grammar + structure literacy condition. However, this relationship was not observed for older children. Implications for designing effective ad literacy education programs are further discussed.

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