Publicação
The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising
| dc.contributor.advisor | Agante, Luísa | |
| dc.contributor.author | Magalhães, Ana Filipa Veloso de | |
| dc.date.accessioned | 2013-08-09T09:33:18Z | |
| dc.date.available | 2013-08-09T09:33:18Z | |
| dc.date.issued | 2010-06 | |
| dc.description | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | por |
| dc.description.abstract | The aim of this project was to try to prove the effectiveness of the Media Smart Program in Portugal, a program that helps children to understand and be critical towards advertising. Until now, there were no quantitative studies about this subject in Portugal. Therefore, it was used a structured questionnaire, semi-structured interviews and an Observation in Media Smart Classes. The results suggested that this program was not effective in a short period of time since children might not have time to absorb the entire program. So, future studies should have this point into account. | por |
| dc.identifier.uri | http://hdl.handle.net/10362/10330 | |
| dc.language.iso | eng | por |
| dc.peerreviewed | no | por |
| dc.publisher | NSBE - UNL | por |
| dc.subject | Media Smart | por |
| dc.subject | Children | por |
| dc.subject | Advertising | por |
| dc.subject | Celebrity endorsers | por |
| dc.title | The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising | por |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | por |
| rcaap.type | masterThesis | por |