ADULT’S ABILITY TO RECOGNIZE AND UNDERSTAND THE ADVERTISING MESSAGES: AN ADVERTISING LITERACY STUDY

Author Name: 1. Komal Choudhary 2. Prof. Bindu Sharma

Volume/Issue: 02/01

Country: India

DOI NO.: 08.2020-25662434 DOI Link: https://www.doi-ds.org/doilink/07.2021-84342456/UIJIR

Affiliation:

1. PhD Scholar, IMC&MT KUK, Kurukshetra, Haryana, India
2. Director, IMC&MT KUK, Kurukshetra, Haryana, India

ABSTRACT

At this time, when our lives are being so hurdle. Every day we receive a bulk of information through different media platforms. And advertisement is one of them which seek the attention of everybody and influence the buyers to buy different types of products. So, advertising literacy plays a very crucial role to solve this problem. As per consumer requirements, advertising literacy plays a very important role in educating consumers about the advertisement. This study examines the recognizing and understanding ability of adults about the advertising message and to what extent they use their knowledge about advertisement. In this survey 400 respondents, including 200 male and 200 female (18-65 years). The study’s findings show that in different age groups, most adults can understand and recognize the advertising message.

Key words: Adults, Recognize, understanding, media education, advertising literacy, etc.