Development and Application of E-Learning Content for Advertising Education

Abstract

The purpose of this study was to develop e-learning content for advertising theory applying Gagné's Nine Events of Instruction, and to apply it to advertising courses offered in college programs. In advertising courses, emotional appeals based on visual images and multimedia materials are becoming more important. In addition, e-learning content is becoming important in educational programs, but most of the content is not based upon the principles of instruction models for the learners. This study, therefore, has developed e-learning content for advertising theory while applying Gagné’s ‘Nine Events of Instruction’. The results of this research indicate how Gagné's principles can be applied to content for advertising theory. To measure the content’s efficiency, questionnaires given to 120 advertising majors were analyzed. The results can be summarized as follows. First, the e-learning content for advertising theory had positive learning effects on the students. Second, Gagné’s Nine Steps of Instruction produced effective classroom participation among the students. Third, the content provided an effective learning atmosphere for the students, and learning activities were activated among the learners. In conclusion, this research has found that e-learning content applying Gagné's Nine Events of Instruction worked properly in the advertising classes. Most importantly, the effectiveness of the content depends upon the reflection of the principles on the instruction model.