Türkiye İletişim Araştırmaları Dergisi (Dec 2021)
The Necessity of Digital Advertising Literacy for Turkey in the 21st Century
Abstract
The 21st century witnesses that people live in a world intertwined with various kinds of advertising, whichutilize any possible channel to reach its audience to persuade them to think, behave and live in the desiredway, and that the advertising industry progresses further each passing day with the help of opportunitiesprovided by digital technologies. Therefore, it is vital for the people in this century to avoid falling behindthis progress and develop the necessary skills to defend and empower themselves against any persuasivemessages embedded explicitly or implicitly in digital advertisements. When Turkey is considered, it isseen that the rates of digital ad investments and spending have shown a considerable increase lately, resultingin a possible increase in the probability of people encountering numerous and different types of digitaladvertising during their time spent online, which has also increased dramatically in recent years. Fromthis point of view, drawing from some preliminary research, this paper attempts to discuss the necessity ofdigital advertising literacy in the context of Turkey.
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