Degree Name
Master of Science
Graduate Program
Mass Communication and Media Arts
Advisor
Karan, Kavita
Abstract
This research paper is a case study that focuses on the creation of a three-dimensional advertising literacy program for school children to teach and protect them from becoming susceptible to advertising messages. The research shows how children are affected by advertising messages, it’s many consequences and how the U.S. and other countries are protecting children from advertising today. It evaluates the effectiveness of three-dimensional advertising literacy programs in comparisons to two-dimensional advertising literacy programs and uses its framework to create the modules for educating children. Though, two-dimensional advertising literacy programs are currently the dominant way to educate children, this case study through a proposal of an eight-module three dimensional Advertising literacy program aims to shows how these literacy programs with extensive examples and interactive tactics can better equip school children with the proper awareness, knowledge and skills to critically evaluate, analyze and decode advertising messages and help them in being better informed and creating critical attitudes towards advertising as they move towards adult life.