초록

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Abstract ▼ AI-Helper

Advertising is a strong marketing strategy which has contributed to social and economic development. But there are still false or exaggerated advertisements that mislead consumers and violate consumers" rights. Therefore, it is getting more important to educate advertising consumers to understand an...

Advertising is a strong marketing strategy which has contributed to social and economic development. But there are still false or exaggerated advertisements that mislead consumers and violate consumers" rights. Therefore, it is getting more important to educate advertising consumers to understand and criticize advertisements as they are. The focus on advertising education has been about skills to persuade consumers to buy products or services. It is important to make a good advertisement to sell products or services. But teaching advertising audiences the ability to understand or criticize advertisements should not be ignored. Therefore, the purpose of present study is to discuss certain ways to educate advertising audiences about advertisements they face everyday. It is recommended to expand advertising education on consumers to children, youth groups, and teachers by connecting the industry and academics such as a recent program called AIE(Advertising In Education). Overall, there are three areas to educate advertising audiences. First, it is to educate advertising audiences by using media literacy education. Second, it is to educate advertising consumers in terms of buying products or services. Third, it is to educate advertising audiences of understanding or criticizing advertisements.

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