A research about online advertising literacy of digital immigrants

Advertisements have taken place in the lives everyone from the past to the present, from small to large. With the development of technology, digital media advertising has an important place today in addition to traditional media advertisements. With this development, the conditions of the media have changed and new and different channels have emerged. Advertising emerges as an area that continues to reach consumers in line with the same goal and to work on it despite changing media conditions and different channels. Conscious or unconscious behaviors of individuals, who are in the position of consumers, in the face of advertisements have significantly reduced the importance of advertising literacy. It is great importance that every individual has awareness of advertising literacy. Because generations in the digital world have different perspectives on the concept of advertising literacy by age, they are positioned digital domestic and digital immigrants.