Internet Advertising Literacy For Urban Elderly Status Quo And Improvement Strategies

Advertising literacy is an important part of media literacy.With the rapid development of the Internet,Internet advertising came into being.Internet advertising has broadened the scope of advertising,improved the accuracy of advertising,and brought profound changes to the lives of audiences.At the same time,online platforms have also become an emerging position for advertisers to seize the “silver market”.In the face of uneven Internet advertising,how to avoid the negative impact brought by the elderly has increasingly become an urgent problem to be solved in Internet advertising literacy education.This paper selects the new first-tier city of Xi’an,takes the urban elderly in Xi’an as the research object,mainly adopts structured interview method and questionnaire survey method,combines the theory and practice of communication,advertising,psychology and other disciplines,and comprehensively investigates the current situation of Internet advertising literacy of the elderly in Xi’an from the four levels of Internet advertising contact ability,identification ability,questioning ability and participation ability.Among them,the contact ability of Internet advertising is mainly examined from the four dimensions of contact channel,type,duration and motivation;The ability to identification between Internet advertising mainly explores the ability of the elderly to correctly identify and interpret Internet advertising information;The ability to question Internet advertising mainly examines whether the elderly can use critical thinking to defend Internet advertising information,especially the ability to deal with Internet false advertising;The ability to participate in Internet advertising indicates that the audience’s Internet advertising literacy has reached a higher stage,which mainly examines the ability of the elderly to actively use advertising information to serve individuals according to their own needs.It is found that the main problems of Internet advertising literacy among the elderly in Xi’an are single contact type of Internet advertising,shallow Internet advertising recognition ability,and low awareness of Internet discriminatory advertising.In view of the above problems,this study proposes targeted improvement strategies such as promoting the construction of age-appropriate platforms,carrying out special knowledge lectures,strengthening the platform gatekeeping mechanism,focusing on publicity and guidance by the media,establishing and improving publicity channels,and giving play to the role of opinion leaders.