Reconceptualizing the Advertising Literacy Model

Abstract

Reconceptualizing the key concepts of advertising literacy is definitely crucial due to the rapid changes introduced by the digital revolution. Specific to the conceptualization and modelling of advertising literacy, not much has been discussed upon. By integrating all significant concepts and dimensions related to media and advertising, the study aims to redefine the concept of advertising literacy while introducing a new model of advertising literacy. In accordance to the combination of the media literacy theory and an existing model of advertising literacy, the development and validation of the advertising literacy model was built. The study concludes how the new advertising literacy model could expand the knowledge of advertising which adds on the current debate on advertising, media research, education and future research directions.

Keywords: advertising literacy, digital literacy, emotional literacy