Abstract This study looks at how highly educated, politically literate individuals make sense of political front group advertising. Using the concepts of the persuasion knowledge model and Malmelin's model of advertising literacy, the study explores the knowledge base needed for individuals to be literate in reading these types of political ads. The study uses in-depth interviews with both self-identified liberal and conservative voters. The insights suggest that even the politically literate are not equipped to fully understand a front group ad. Suggestions for ways to enhance political advertising literacy are discussed.

中文翻译：

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消费者意识化的政治前线信息

摘要这项研究着眼于受过良好教育，具有政治学识的个人如何理解政治阵线广告。该研究使用说服知识模型和Malmelin的广告素养模型的概念，探索了个人阅读这些类型的政治广告所需要的知识基础。该研究对自我认同的自由派和保守派选民进行了深入采访。这些见解表明，即使是具有政治素养的人也没有能力充分理解前线广告。讨论了增强政治广告素养的方法的建议。