Evaluating the Effectiveness of Media Literacy on Television Advertisements among Adolescents in Kanyakumari District

The aim of the paper is to develop television advertising literacy among school students. Advertisements on television have undergone great changes during the last decades and are currently far more complex than earlier, today being part of everyday television. The study is divided into two parts the first part deals about the influence of media entertainment on the behavior of adolescents. The second part deals with the effect of media literacy intervention of the students. For this study six parents and six teachers were selected to study the influence of advertisement programmes among adolescents and an experimental study was conducted by pre and post survey. The findings of the study reveal that media literacy intervention help the students to analyze the advertisement programme using knowledge and skills and get greater control over media content.