Design thinking in advertising

a teaching-learning proposal for the development of projects

Authors

  • Amarinildo Osório de Souza Instituto Federal do Amazonas
  • Andréa Pereira Mendonça Instituto Federal do Amazonas

DOI:

https://doi.org/10.11606/issn.2316-9125.v24i1p30-43

Keywords:

Constructive Alignment, Design Thinking, Advertising Teaching, Advertising Projects, Learning Scripts

Abstract

This study shows a teaching-learning proposal for the development of advertising projects with design thinking (DT), considering undergraduate students in Advertising as target audience. The bibliographic review includes themes about: teaching of advertising projects, Design Thinking, and Constructive Alignment, followed by the details of the teaching-learning proposal and the elements that constitute it. The obtained results evidenced the effectiveness of the proposal and point out the immersion as the DT stage with more difficulty to perform by the students. The proposal can help teachers in the field to replicate the experience through the materials and resources described and, in addition, the construction course itself can be a guide to compose other proposals aimed at advertising teaching.

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Author Biographies

  • Amarinildo Osório de Souza, Instituto Federal do Amazonas

    Advertising man and specialist in strategic marketing. Master’s Degree in Technological
    Teaching by the Federal Institute of Amazonas (IFAM), Line 2 – Resources for Technical and
    Technological Education.

  • Andréa Pereira Mendonça, Instituto Federal do Amazonas

    Doctorate in Computer Science, professor of the Professional Master’s Degree in Technological Teaching at the Federal Institute of Amazonas (IFAM) and leader of the research group Investigação sobre Recursos e Práticas de Ensino at the same institution.

References

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BROWN, Tim. Design thinking: uma metodologia poderosa para decretar o fim das velhas ideias. Tradução de Cristina Yamagami. Rio de Janeiro: Elsevier, 2010.
CAVALCANTI, Carolina C.; FILATRO, Andrea Cristina. Design thinking na educação presencial, a distância e corporativa. São Paulo: Saraiva, 2016.
ECHOS Innovation Lab. Mini toolkit design thinking. São Paulo: Escola Design Thinking, 2016. E-book.
GONSALES, Priscila. Design thinking para educadores. São Paulo: Educadigital, 2014.
KWEK, Swee Hong. Innovation in the classroom: design thinking for 21st century learning. 2011. Tese (Mestrado) – Stanford University, Stanford, 2011. Disponível em: https://web.stanford.edu/group/redlab/cgi-bin/materials/Kwek-Innovation%20In%20The%20Classroom.pdf. Acesso em: 10 fev. 2018.
MELO, Adriana; ABELHEIRA, Ricardo. Design thinking & thinking design: metodologia, ferramentas e reflexões sobre o tema. São Paulo: Novatec, 2015.
VIANNA, Maurício et al. Design thinking: inovação em negócios. Rio de Janeiro: MJV Press, 2012. E-book.

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Published

2019-05-31

Issue

Vol. 24 No. 1 (2019): Expressões Educomunicativas: arte, rádio, fanzine e publicidade

Section

National Articles

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How to Cite

Souza, A. O. de, & Mendonça, A. P. (2019). Design thinking in advertising: a teaching-learning proposal for the development of projects. Comunicação & Educação, 24(1), 30-43. https://doi.org/10.11606/issn.2316-9125.v24i1p30-43