Tecnología de vanguardia enfocada en la publicidad como herramienta didáctica, dirigido a los estudiantes de 9no y 10mo semestre de Diseño Gráfico de la ESPOCH.

Abstract

This paper presents the Leading-Edge Technology focused on advertising as a teaching tool, directed to the 9th and 10th Semester students of the Graphic Design School, at Escuela Superior Politécnica de Chimborazo, in Riobamba city. First, the level of students’ knowledge about technology applied to modern advertising was analyzed. Then, a multimedia was created with concise information, processes and implementation of mobile technology applications such as holography, lenticular printing, augmented reality and 3D showing a range of options for students as it is a tool which expands the perspective for future designs. By using the deductive method, the five most viable leading-edge technologies were analyzed and chosen to elaborate advertising, through their production processes. The survey was the used technique to measure the level of knowledge students have, as well as to know their interests and personality when designing multimedia content. The results of the survey were 41.2% know this leading-edge technology, 30.8% know the process of at least one of these technologies, and 6.5% have used them. The general result was students’ lack of interest to research on their own. It is concluded that the research is an essential tool and it helps students to be at the forefront of technology and prepared to develop any kind of work as graphic design professionals. It is recommended that teachers implement multimedia contents as a didactic tool to extend students’ knowledge.