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Title:	Advertising literacy and its relation to the consumption of fly postings among the low-income community
Authors:	Neesa Ameera Mohamed Salim (P77453)
Supervisor:	Mohd Yusof Abdullah, Assoc. Prof. Dr.
Keywords:	Media literacy
Issue Date:	13-Apr-2018
Description:	Advertising literacy is a component of media literacy. It is defined as the knowledge and skills an individual uses to identify, understand, evaluate, and make intellectual judgements based on any forms of advertisements. In fact, as technology progresses, the evolution of advertisement is also affected. However fly posting, which is another form of advertisement still exists and is still seen dominating public spaces. This is particularly evident in neighbourhoods of the low-income community. The study aims to identify the uniqueness of fly posting as an advertising medium, to measure and determine the advertising literacy level as well as to develop an advertising literacy model. The conceptual framework of the study was constructed based on the combination of the mean-end theory, theory of media literacy, and a model of advertising literacy. The study used the survey method as a research design by distributing questionnaires to a total of 574 respondents from five areas of Public Housing Program (PHP) in Klang Valley, Kuala Lumpur. The respondents were selected using the random purposive sampling. Descriptive and inferential analysis were used in this study to analyze the data. From that, findings of the research show that the level of literacy of the low-income group towards fly posting is high. This high level of advertising literacy is influenced by the digital literacy as well as emotional literacy factors. Meanwhile, the presence of fly postings in the neighbourhood of the low-income community is due to the low collective efficacy factor. Based on the above findings, the model of advertising literacy was developed based on the combination of the means-end theory, media literacy theory and advertising literacy model with the addition of digital literacy, emotional literacy as well as collective efficacy factors. The model of advertising literacy is linked significantly to measure the advertising literacy level of the low-income community towards the consumption of fly postings. The study has contributed to the body of knowledge which strongly links to the theoretical, methodological, and social implications specifically in the field of advertising.,Certification on Master's/Doctoral Thesis" is not available
Pages:	269
Call Number:	P96.M4N434 2018 tesis
Publisher:	UKM, Bangi
Appears in Collections:	Faculty of Social Sciences and Humanities / Fakulti Sains Sosial dan Kemanusiaan

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