At the time when technology is booming, the definition of advertising is no longer advertised through traditional mass media, but a trend that everything is advertising. Advertising design is not just about creating beautiful and emotional content. It must be customer-centric to make consumers feel that advertising is meaningful and worthy of action. In Taiwan, traditional design education focuses on teaching professional skills, but lacks the exploration and thinking of design issues, as well as the cultivation of students' self-thought and values. In this study, 48 students from the advertising design course were randomly divided into 13 creative teams by convenience sampling. The teaching experiment was carried out through the control-group-treatment-group design, the control group implemented the formal teaching, and the treatment group implemented the design thinking method proposed by Stanford University. This study aimed to find out whether design thinking can improve students' learning achievements in advertising design and whether it interacts with learning achievements under the mediation of empathy, define, ideate, prototype and test. The results can provide advanced advertising design and serve as a reference for teaching design-related courses.
Fang Ching-Jung, Ming Chuan University, Taiwan
Stream: Learning Experiences
This paper is part of the SEACE2021 Conference Proceedings (View)
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