The Conceptual Frameworks of Advertising Literacy: A Systematic Literature Review

Abstract

Advertising has become an integral part of people’s daily lives, and advertising literacy is a vital life skill that everyone should acquire. Scholars have proposed several conceptual frameworks of advertising literacy for the study of consumers’ advertising literacy. The purpose of this study is to sort out the major conceptual frameworks of advertising literacy, aalyze the links and differences between the conceptual frameworks, and explore the veins and roots, with viewpoints to provide a reference for related research. In this study, the researchers followed the Systematic Reviews and Meta-Analyses Guidelines (PRISMA Guideline) for conducting a systematic review. This study established inclusion and exclusion criteria to identify and screen literature. A total of 26 articles related to the conceptual frameworks of advertising literacy were included and analyzed. The study results indicate that the development and research of the conceptual frameworks of advertising literacy are based on the forms and features of advertising, the connotation and dimension of advertising literacy, with the media literacy theory and persuasion knowledge theory as the foundation and source for research. These conceptual frameworks have been widely used by scholars and continue to develop with the advancement of digital technology and the information age. It is concluded that the conceptual framework of advertising literacy has important theoretical and practical significance. Researchers need to adapt to the demands of the times
as well as update and expand the conceptual framework of advertising literacy on the basis of previous studies.