Victoria O'Rourke|Susanne Miller|Laura Dunne
Increasing the Advertising Literacy of Primary School Children in Ireland: Findings from a Pilot RCT
Queen's University Belfast|Queen's University Belfast|Queen's University Belfast
study reports effect four lessons recently developed irish media literacy teaching intervention advertising literacy children aged 811covariates age gender also consideredalongside process evaluation completedthe results pilot rct show children aged 8 11 capable increasing knowledge regarding persuasive intent selling intent marketing messagesthe intervention statistically significant positive impact advertising literacythis study finds evidence suggest advertising literacy genderedqualitative discussions indicate teaching materials well received teachers childrenthe need regular advertising literacy lessons children unearthedthe challenge attempting include content increasingly crowded curriculum cited main barrier delivering regular media literacy lessonsrecommendations increased media literacy education primary school discussedthese findings interest parties including educators parents policy makers marketers