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DigCompConsumers2016

Code: 1.3

Recognising and evaluating commercial communication and advertisement

To recognise and critically evaluate different marketing and advertising methods and activities in digital environments. To recognise how advertising and commercial communication can influence one’s choices as a consumer.

Descriptors

Knowledge

What you learn at this level

  • K

    Knowing that the purpose of advertising and marketing is to redirect attention and stimulate purchases, which may or may not be in line with one's intentions or needs

  • K

    Interpreting and analysing online marketing and advertising to understand whether the goods/services on sale are in line with one’s interests and needs

  • K

    Realising that certain digital services are free of charge because they contain or facilitate marketing and advertising (e.g. through collecting personal data)

  • K

    Being aware of hidden advertisement techniques (e.g. when a blog writer or social media author is paid for writing a review)

  • K

    Understanding that some entries or comments on social media and/or consumers’ reviews may be sponsored

  • K

    Recognising, analysing and interpreting embedded marketing practices in digital environments, e.g. on websites, in digital games, chats, social media

  • K

    Realising how consumers’ digital trails (footprints) can be harvested, stored, analysed, traded and used for commercial purposes

  • K

    Being aware of drip pricing and hidden cost practices

Skill

What you learn at this level

  • S

    Distinguishing between commercial messages (e.g. paid advertisement through social media) and unbiased consumer information in commercial communication

  • S

    Assessing the reliability of the information that is pushed at the user (e.g. advertisement through email and social media)

  • S

    Detecting unsolicited commercial messages and indicating one’s unwillingness to receive these messages

  • S

    Exercising one's right to opt out of direct marketing

Attitude

What you learn at this level

  • A

    Being critical towards advertising practices and being aware they may be misleading and/or disguised

  • A

    Adopting a critical attitude towards targeted advertising

  • A

    Being careful when making purchasing decisions and basing purchasing choices on information beyond advertisement

Learning outcome types
K — What you need to know: theoretical understanding and factual information.
S — What you can do: practical and technical abilities.
A — How you approach things: values, dispositions and behaviours.