| This study evaluated Aducation, a one-day media literacy program designed to increase critical awareness of advertising in fifth grade students. To assess the program's effectiveness, questionnaires examining: (1) knowledge of specific concepts taught, (2) attitudes toward advertising, and (3) self-perceptions of consumer behavior were administered to 497 public school students in Massachusetts twice, over a three week period, either before (comparison group) or after (experimental group) participating in the program. It was hypothesized that the experimental group would demonstrate more advanced knowledge and critical understanding of advertising than would the comparison group, which would also be reflected in self-reported consumer behavior.; Results showed the experimental group demonstrated more advanced knowledge of advertising and ability to identify persuasive techniques than did the comparison group. All participants in the study demonstrated critical attitudes toward advertising. However, contrary to expectations, after participation in the Aducation program, children reported slightly less critical understanding of the motives of advertisers and slightly higher perceived persuasion by advertisements. Children demonstrated the highest retention of knowledge, the most critical attitudes, and the least persuasion when teachers used activities provided with the Aducation materials before and after class participation in the program. Some behaviors associated with media use, such as more frequent reading of newspapers and having fewer VCRs in their homes, predicted children's responses to the media literacy principles. Results are discussed in the context of strengths and weaknesses of the Aducation program with suggestions for the design of future media literacy intervention programs. |
