Commercial media literacy: what does it do, to whom—and does it matter?

Eagle, L. (2007) Commercial media literacy: what does it do, to whom—and does it matter? Journal of Advertising, 36 (2). pp. 101-110. ISSN 0091-3367 Available from:

[img] Microsoft Word - Accepted Version
PDF - Accepted Version


Commercially sponsored media literacy initiatives aimed at educating children about the persuasive nature of advertising are evaluated against implicit theories underlying their use, criticisms of the motivation behind their implementation, and effectiveness evidence. Media literacy intervention analysis should be situated more explicitly within the context of the age-related development of cognitive skills and also within the debate regarding possible negative impacts of persuasive communication. In addition, the debate, the development of future interventions, and research into the complex combination of factors influencing dietary and lifestyle choices should incorporate evolving media forms, media convergence, and the blurring of advertising, information, and entertainment. Recommendations for addressing the dearth of empirical data conclude the paper.

Item Type:Article
Uncontrolled Keywords:media literacy; education
Faculty/Department:Faculty of Business and Law > Department of Business Management
ID Code:55
Deposited By: Dr D. Evans
Deposited On:09 Apr 2009 12:24
Last Modified:05 Jan 2017 23:05

Request a change to this item

Total Document Downloads in Past 12 Months

Document Downloads

Total Document Downloads

More statistics for this item...