| Summary: | 碩士 === 臺東師範學院 === 教育研究所 === 90 === A study on "The TV Advertising Literacy Curricula and Teaching Program among elementary school pupils "
Yang,Wan-Yi
Abstract
TV advertising Literacy is aiming at developing relevant knowledge, skills, and attitudes of TV advertising receivers, with which the receivers will be enhanced to use their own initiatives, critical and diversified overviews to interpret or decode TV advertising messages.
Based on the ongoing understanding, the purposes of this research are trying to achieve following goals:
1. to design, implement and re-examine the “TV Advertising Literacy Curricula and Teaching Program among elementary school pupils”(hereinafter as referred as “the Program”), with a view to providing relevant practical experience and suggestion for bettering the program.
2. to understand the participants’(the pupils’) actual reactions to the Program, and to see what differences the program may make to the pupils, i.e., the contrast of those pupils’ TV advertising literacy status between the time before and after their participation.
As to the research approach, this research applies qualitative approach with data collections of literature review, field observation, and focus group interview. The subjects studied included 36 elementary students.
The result of this research shows that most students found the learning activities being very animated and interesting, and they learn more about TV advertisements through this program. Meanwhile the literacy abilities of most students have been improved. Besides, based on the responses and suggestions offered by respondents, and the researcher’s reflection upon teachings, several essential points of reform are proposed.
Key words : pupil/children, TV advertising Literacy ,Media literacy, Curricula and Teaching, Decoding/Interpretation
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