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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

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7.2a Building Persuasion Knowledge with Subvertising

Sunday, March 31, 2019 at 8:30 AM–10:00 AM CDT
2-Normandy B

We focus on family as an important consumer socialization force to build persuasion knowledge (PK) about advertising through critical media literacy and ‘subvertising’. Subvertisements allow audiences to critically evaluate media content and to construct subversive narratives, often through parody. Ninety-two mother-adolescent dyads were randomly assigned to one of three groups (Control, Media Literacy Workshops-Only, Workshops+SMS). Media Literacy Workshops consisted of two sessions a week apart. In the workshops, we taught principles of PK and then families critiqued, created, and competed for the best subvertisements. In addition, one group received SMS “nudges” twice a week for eight weeks reinforcing the workshops’ core content.  Dispositional PK was measured at four points across the 3-month study using questionnaires. Results of repeated measures (RM-)MANOVAs revealed the predicted Time effects on mothers’ and adolescents’ PK. However, adolescents’ PK scores fell after the two-month delay. Mothers’ PK scores were generally higher in the intervention groups following the workshops as compared with mothers in the control group. Findings from focus groups with mothers and adolescents showed increased recognition of persuasion tactics and examples of the ‘change in meaning’ principle of PK. Results show some support for the efficacy of the intervention to build PK, particularly among mothers.

First & Corresponding Author

Michelle Nelson, University of Illinois
Authors in the order to be printed.

Michelle Nelson, University of Illinois; Kathy Tian, University of Illinois; Rachel Powell, CDC Foundation; Gail Ferguson, University of Illinois

Additional Authors

Kathy Tian, University of Illinois
Rachel Powell, CDC Foundation
Gail Ferguson, University of Illinois