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The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising
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Resumo(s)
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.
Descrição
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
Palavras-chave
Media Smart Children Advertising Celebrity endorsers