Advertising literacy among children in Spain: Ethical considerations on persuasive communication
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Abstract
Moral literacy; children; digital advertising; hybrid formats; critical thinking; social media.
In the digital age, digital advertising significantly influences young people's decisions and raises important moral questions, especially due to its lack of clear disclosing. This study reflects on the ability of Spanish minors aged 10 to 14 to raise ethical issues regarding the digital advertising they are exposed to, through 35 semi-structured interviews. Based on Tuana's (2007) three components of moral literacy (ethical sensitivity, ethical reasoning, and moral imagination), the study shows that minors display empathy towards digital actors but also concerns about pervasive advertising and its content. Their moral reasoning often focuses on personal benefits, with a utilitarian and hedonistic approach, although examples of altruism are also observed. Moral imagination is limited, with simple reasoning and little consideration of consequences. Minors recognize the commercial intent behind advertising but have mixed opinions about its effectiveness, demanding greater transparency and consistency. Additionally, they express concerns about manipulation, privacy, and cybersecurity.
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Funding data
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Ministerio de Ciencia, Innovación y Universidades
Grant numbers PID2020-116841RA-I00
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