Children and advertising literacy: A study of selected schools in Lagos, Nigeria

Rotimi Williams Olatunji* and Omoye Akhagba

Lagos State University, Adebola Adegunwa School of Communication, Department of Public Relations and Advertising 21 Olufemi Street, Surulere, Lagos, Nigeria.

*Corresponding Author E-mail: rotimiolatunji@yahoo.com

Accepted 02 July, 2013

Abstract

The purpose of this paper is to examine how children understand advertising messages and to identify those critical impacts of such messages.  Six focus group discussion sessions comprising 10 members per group were conducted between 10-13 years studying in schools located in Lagos Metropolis. Samples of schools were drawn purposively whereas the respondents were selected through simple random method. Data were analyzed by using descriptive method. It was found that children between the ages of 10 and 12 years are able to understand the intent of the advertiser and differentiate between the imaginary world and the world of reality portrayed in the advertisements they attend to. The study concludes that the level of media and information literacy (MIL) among children are high, which necessitates the need for MIL education, among children.

Keywords: Advertising, Literacy, Children, Media.