ADOLESCENT SKEPTICISM TOWARD TV-ADVERTISING AND KNOWLEDGE OF ADVERTISER TACTICS

A longitudinal study of middle school students examined adolescents skepticism toward advertising and their beliefs about the persuasive tactics advertisers employ. Comparisons across grade levels and over the course of the school year indicated that knowledge about advertiser tactics developed in the direction of adult understanding. Skeptical attitudes toward advertisers' motives showed no differences across grade levels; however, students generally became more disbelieving of advertising claims as the school year progressed. The level of skepticism toward advertising was high and was positively related to having a more adult understanding of advertising tactics.