关键词

道德文化,广告,广告格式,中学教育,青春期,定性式技术,定量性技术,平板设备

摘要

未成年人每天都会遭遇广告,还常常是有争议的广告。为了倡导青春期少年有道德的广告文化,这个干预性研究探索如何激发中学生学习广告法知识,增长他们对广告的道德判断。因为许多新广告格式,特别是网上广告,在过去几年一直增长,我们在191名12年级的学生中随机指定不使用或使用平板电脑(以增加学习材料的真实性)。结果显示,使用平板设备的学生在有关广告法的课后测验中成绩较差。在青春期少年对广告的道德判断方面,主题性分析显示,特别是使用裸体和女性化妆品在两种条件下都被打上有争议性的标记,因其对青春期女孩的自我形象和减肥冲动尤其具有负面的影响。在干预情况下,在提倡对广告中的裸体和女性化妆品批判性思考方面,平板电脑的使用被证明更为有效。然而,没有一种条件提出了鼓励对酒类广告持批评态度的证据。关于这点,在广告文化教育语境中我们讨论了实施未来的研究。

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收到: 20-12-2016

修订: 24-01-2017

公认: 13-03-2017

OnlineFirst: 15-05-2017

发布日期: 01-07-2017

文章修改时间: 35 天 | 期刊编号的平均时间修订 52: 36 天

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被引用

引述 Web of Science

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引述 Scopus

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Adams, B., Schellens, T., & Valcke, M. (2017). Promoting adolescents’ moral advertising literacy in Secondary Education. [Fomentando la alfabetización ética de los adolescentes en publicidad en Educación Secundaria]. Comunicar, 52, 93-103. https://doi.org/10.3916/C52-2017-09

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