Validity and Reliability of an Advertising Literacy Questionnaire from the Viewpoints of an Audience using Social Approach

The aim of this study was to determine the validity and reliability of an advertising literacy questionnaire from the viewpoint of high school physical education teachers as the audience in the city of Drood.

The research method is applied in terms of purpose and employs a quantitative strategy and uses a descriptive procedure based on the structural equation method. The statistical population of the study consisted of all the K-12 and high school first and second grade teachers of Drood, Lorestan Province (N = 200). In addition, it should be noted that the total population method of sampling was conducted. The measurement instrument is Malmelin’s (2010) Advertising Literacy Questionnaire, which was appraised for validity in the Iranian society. Descriptive indices and statistical tests were used to analyze the data, while the Cronbach's alpha coefficient and combined reliability were used to determine reliability and convergent/divergent validity, and lastly the confirmatory factor analysis was performed to determine construct validity.

The results of this study showed a desirable fitting of the dimensions of the advertising literacy model from the viewpoints of the audience, such that in terms of construct validity and significance levels, all items had a significant relationship with the factors and were able to serve as good predictive factors. Furthermore, it was found that based on the Cronbach's alpha values and combined reliability, the questionnaire components had acceptable reliability

As a result of this confirmation in the present study, we can conclude that this questionnaire can be used to examine the state, order and priority of its items according to the customers. Finally, teachers as social contacts would be able to develop Sport advertising plans and evaluate their effectiveness based on obtained results. Keywords: Physical Education teachers, information literacy, visual literacy in the arts, rhetorical literacy, advertising literacy.