Abstract Children’s advertising literacy is a well-documented research area. Yet the literature on how to measure advertising literacy is not straightforward due to conceptual and operational differences in the existing studies. This has led to inconsistent results with regard to the development, possession, and application of advertising literacy. The aim of this article is to give an overview of the different measurement methodologies used in past research efforts to assess children’s advertising literacy. Taking into account children’s psychological development (cognitive, affective, and moral), we formulate recommendations on which methods are most suitable to use in future advertising literacy research among different age categories.

中文翻译：

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从方法论的角度考虑儿童的广告素养：过去的做法和未来的建议

摘要儿童广告素养是一个有据可查的研究领域。然而，由于现有研究在概念和操作上的差异，有关如何衡量广告素养的文献并不简单。这导致在广告素养的发展，拥有和应用方面出现不一致的结果。本文的目的是概述在过去的研究中用来评估儿童的广告素养的各种测量方法。考虑到儿童的心理发展（认知，情感和道德），我们就哪些方法最适合用于不同年龄段的未来广告素养研究制定了建议。