Development of TV advertising literacy in children: Do physical appearance and eating habits matter?
Julia Spielvogel and Ralf Terlutter
Alpen-Adria Universitaet Klagenfurt
Introduction
Advertising literacy – the ability to recognise, evaluate and understand advertising (Malmelin 2010) – is seen as important in children’s maturation into informed and competent consumers. Over the last 40 years, the age of a child has been regarded as the most critical factor influencing the development of advertising literacy. Nevertheless, many empirical studies show significant differences between same-aged children in this respect (Roedder John 1999; Oates et al.2003). Obviously, there are other factors...