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Published in:
2020 | OriginalPaper | Chapter
Teaching Critical Thinking Through Tourism Advertising
Author : Georgia-Zozeta Miliopoulou
Published in: Strategic Innovative Marketing and Tourism
Publisher: Springer International Publishing
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Abstract
This paper proposes a tool for teaching advertising through case studies, enhancing critical skills, media and visual literacy. Using a three-letter acronym and relying on Observation, Research and Conclusion, O.R.C. is here applied on a print ad that promotes Greece as a tourism destination. The paper shows how O.R.C. may lead students to understand the underlying advertising strategy. The tool is considered suitable for advertisements of different product categories in different media. It can initially be used in class, with the instructor’s guidance, and later in written assessments, formative and summative, since it allows for the formation of specific grading criteria that are process oriented. The tool may be of use both in marketing and media departments and relies on the premise that stimulus-based research rather than a priori research helps students discover knowledge and develop their critical thinking.