La enseñanza de la publicidad en la escuela chilena: debilidades y desafíos

Abstract

This study is part of a larger investigation which attempts to analyze the teaching of advertisement in Chilean schools through the curriculum programming proposed by the Ministry of Education. It investigates the difficulties and problems in incorporating advertisement in school textbooks. It also presents the different views on the topic such as the theoretical ones and those that arise from the ordinary citizen without any formal education on mass media. This study urges the setting of advertisement in the Chilean curriculum, beyond what it is strictly conceptual, as the school is the place where teachers must prepare their students to read the world around them. In that way, advertisement in the Chilean curriculum promotes critical thinking, essential in developing countries with a consumer society and where schools cannot be left out from the discourse analysis of the mass media.