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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Campo DC	Valor	Idioma
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.identifier.uri	http://hdl.handle.net/10362/10330	-
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.language.iso	eng	por
dc.publisher	NSBE - UNL	por
dc.rights	openAccess	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	masterThesis	por
dc.peerreviewed	no	por
Aparece nas colecções:	NSBE: Nova SBE - MA Dissertations

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