Global advertising: The five stages of advertising literacy

Mary Goodyear

Whilst the common consumer culture is spreading, the author has found, in the course of widespread travelling on qualitative research projects, that countries differ in `advertising literacy'.

The five stages of advertising literacy

Why different countries respond to different levels of ad sophistication

Mary Goodyear

The doyenne of international qualitative research suggests that international advertisers recognise five commonly encountered levels of advertising literacy. This may be a better discriminator than national culture - and avoids always having to 'act local'.

I have had the opportunity over the last twenty years to witness first hand the emergence of a world-wide consumer culture. It has been my job to travel widely, and to listen extensively to people from many countries, tribes and societies, which has enabled me to see...

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