media literacy interventions

• The traditional approach argues that once children are advertising literate, they will use their knowledge as a filter to process ads
• an appropriate strategy involves teaching children directly about the purpose of ads and ways of thinking, critically about advertising marketing and customer culture
• affective defence refers to emotion based strategies as being able to critically process ads cognitively is an incomplete defence
• ads play on emotion and distract even savvy children from using their knowledge, making them less motivated and able to defend against the effects
• children should be encouraged and supported to develop critical attitudes towards adds with some argument that the more cynical children are towards the less vulnerable they are
• usefulness


  If advertising literacy interventions equip children with the tools to critically assess and resist the effects of advertisements, then they can avoid the negative unintended consequences

  These interventions are useful as it reduces parent child conflict over buying

  They may also decrease the dissatisfaction and unhappiness
• effectiveness


  Just found that increase in children’s knowledge of the persuasive intent increased their scepticism of ads on 5 to 10–year-olds, which encouraged more negative attitudes towards the advertisement messages

  Children not only showed less preference to specific products, but also less likely to ask for them
• practicalities


  Provide children with knowledge to understand advertising critically

  Give children practice in using their critical knowledge, retrieving it from memory, and using it to process an advertisement while they watch it

  Developing children and disbelieving attitude towards everything they watch on TV as well as adverts generally