Abstract:

This research paper delves into the extent of television advertising literacy among young media consumers in urban areas of India. By conducting group discussions with approximately 12-year-old children, the study discovered that although young audiences enjoy watching and discussing advertisements, their ability to discern hidden intentions or grasp underlying messages is still limited or driven by illogical reasoning. The findings also revealed a clear manifestation of the cultivation and cross-association of images from various media sources into real-world contexts. It was evident that the younger generation is cautious about the deceptive tactics used in advertising, emphasizing the importance of advertising literacy to empower modern consumers, particularly in countering misleading claims and sexual imagery. Animation, being a fusion of visuals and words, not only communicates messages effectively but also possesses the potential to reshape perspectives and attitudes towards various subjects

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