Advertising literacy measurement scale from students' perspective

dc.contributor.authorRasekh, Nazanin
dc.contributor.authorGhasemi, Hamid
dc.contributor.authorMataruna-Dos-Santos, Leonardo Jose
dc.contributor.authorABdolmaleki, Hossein
dc.contributor.authorSoheili, Behzad
dc.descriptionThis article is not available at CUD collection. The version of scholarly record of this article is published in Preprints (2021), available online at:
dc.description.abstractAlthough advertising literacy leads to critical thinking in the face of advertising, but so far, no action has been taken in Iran regarding a tool to measure this type of literacy. And after the investigations, it was determined that although much research has been done on advertising, but the lack of appropriate measurement tools to measure the level of advertising literacy is clearly evident. Therefore, this research provides a valid tool for measuring advertising literacy from students' perspective. In this study, referring to the dimensions of advertising literacy from the perspective of Malmelin (2010) and the views of related professors, a questionnaire was developed and to determine the validity of the structure, confirmatory factor analysis was used. In this study, the statistical population was high school students, considering the impact of advertising in this age range; finally, a tool with four dimensions of informational literacy, aesthetic literacy, rhetorical literacy and promotional literacy was obtained. According to the confirmation of this tool in the present study, it can be used to examine the status of items, their order and prioritization from the perspective of the mentioned population.en_US
dc.identifier.citationRasekh, N., Ghasemi, H., Mataruna-Dos-Santos, L.J.M., ABdolmaleki, H., Soheili, B. (2021). Advertising Literacy Measurement Scale from Students' Perspective. Preprints. doi: 10.20944/preprints202106.0419.v1en_US
dc.relationAuthors Affiliations : Rasekh, N., Assistant Professor of Sport Management, Sport Science Research Institute, Tehran, Iran ; Ghasemi, H., Associate Professor, Sport Management Group, Payam-e-Noor University of Tehran, Iran ; Mataruna-Dos-Santos, L.J.M., Associate Professor, Sport Management Department (FOM), Canadian University of Dubai, UAE; ABdolmaleki, H., Assistant Professor of Sport Management, Karaj Branch, Islamic Azad University, Karaj, Iran ; Soheili, B., Assistant Professor of Sport Management, Malard Branch, Islamic Azad University, Malard, Iran.
dc.rightsCreative Commons Attribution License
dc.rights.holderCopyright : This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
dc.subjectAesthetic literacyen_US
dc.subjectInformational literacyen_US
dc.subjectPromotional literacyen_US
dc.subjectRhetorical literacyen_US
dc.titleAdvertising literacy measurement scale from students' perspectiveen_US
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