Author(s):
Magalhães, Ana Filipa Veloso de 
Date: 2010
Persistent ID: http://hdl.handle.net/10362/10330
Origin: Repositório Institucional da UNL
Subject(s): Media Smart; Children; Advertising; Celebrity endorsers
Document details
The effectiveness of the Media Smart Program on promoting the critical thinking...
Description
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The aim of this project was to try to prove the effectiveness of the Media Smart Program in Portugal, a program that helps children to understand and be critical towards advertising. Until now, there were no quantitative studies about this subject in Portugal. Therefore, it was used a structured questionnaire, semi-structured interviews and an Observation in Media Smart Classes. The results suggested that this program was not effective in a short period of time since children might not have time to absorb the entire program. So, future studies should have this point into account.
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The aim of this project was to try to prove the effectiveness of the Media Smart Program in Portugal, a program that helps children to understand and be critical towards advertising. Until now, there were no quantitative studies about this subject in Portugal. Therefore, it was used a structured questionnaire, semi-structured interviews and an Observation in Media Smart Classes. The results suggested that this program was not effective in a short period of time since children might not have time to absorb the entire program. So, future studies should have this point into account.
Document Type
Master Thesis
Language English
Advisor(s) Agante, Luísa
Language English
Advisor(s) Agante, Luísa
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