Advertising literacy measurement scale from students' perspective

dc.contributor.author Rasekh, Nazanin
dc.contributor.author Ghasemi, Hamid
dc.contributor.author Mataruna-Dos-Santos, Leonardo Jose
dc.contributor.author ABdolmaleki, Hossein
dc.contributor.author Soheili, Behzad
dc.date.accessioned 2021-06-16T10:20:46Z
dc.date.available 2021-06-16T10:20:46Z
dc.date.issued 2021
dc.description This article is not available at CUD collection. The version of scholarly record of this article is published in Preprints (2021), available online at: https://www.preprints.org/manuscript/202106.0419/v1 en_US
dc.description.abstract Although 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.citation Rasekh, 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.v1 en_US
dc.identifier.uri https://www.preprints.org/manuscript/202106.0419/v1
dc.identifier.uri http://hdl.handle.net/20.500.12519/387
dc.language.iso en en_US
dc.publisher preprints.org en_US
dc.relation Authors 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.relation.ispartofseries Preprints;
dc.rights Creative Commons Attribution License
dc.rights.holder Copyright : 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.rights.uri https://creativecommons.org/licenses/by/4.0/
dc.subject Aesthetic literacy en_US
dc.subject Informational literacy en_US
dc.subject Promotional literacy en_US
dc.subject Rhetorical literacy en_US
dc.subject Students en_US
dc.subject Validation en_US
dc.title Advertising literacy measurement scale from students' perspective en_US
dc.type Article en_US
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