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Author
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Michal Kubovics
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Year
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2024
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Publisher
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Researchgate
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Abstract
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The study explores possible methods of assessing the level of advertising literacy by examining it in juxtaposition with artificial intelligence (AI) and human judgement. The ability to understand advertisements is
an important part of being able to correctly interpret information in the media, which helps people recognize techniques in advertising and make decisions based on recognition. Traditional approaches to testing advertising
literacy, such as surveys, tests, and qualitative techniques, are important, but have limited scope and granularity of analysis. New technologies that incorporate artificial intelligence allow for deeper exploration of behavior and
emotion using hybrid models that combine the accuracy of artificial intelligence with human understanding. The present exploration assesses the possibilities and includes attributes such as effectiveness, benefits and barriers of AI-driven tools and combined technologies. The results suggest the necessity to develop tools for specific target groups and propose methods for combining technological advances with human aspects in order to improve the assessment of advertising literacy. The study highlights the potential of using flexible and easily scalable methods to cope with the increasing complexity of advertising in the current digital age.
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Language
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English