AdLit: studying minors’ advertising literacy

What is AdLit?

AdLit is a four-year interdisciplinary research project, financed by the IWT (Belgian agency for innovation by science and technology). AdLit is short for advertising literacy, which refers to the personal knowledge people have about advertising, its persuasive intent, and the advertising techniques that are used to target them.

What does AdLit do?

The main goal of the AdLit project is to investigate how we can empower children and youth to cope with advertising, so that they can grow up to be critical, informed consumers who make their own conscious choices in today’s new media environment.

Who is part of the AdLit team?

The AdLit project is a collaboration between four Belgian universities (Ghent University, KU Leuven, University of Antwerp, the Vrije Universiteit Brussel). Our team consists of researchers attached to these universities and various stakeholders across different domains.

Reports and publications