The Study of Selecting Advertisement Materials for Korean Value System Education

한국의 가치문화 교육을 위한 광고 자료 선정

The purpose of this study is to prepare educational contents and criteria for selecting advertisement materials by exploring the necessity of value system education in Korean culture education. Furthermore, the study aims to suggest advertisements that contain meaningful materials through the criteria among the public and commercial advertisements as of 2017. Advertisements have advantages in three aspects as they focus on current culture, cultural implications and the ease of teaching and learning. These advantages indicate the usefulness of advertisements in value education. Also, the research of Hofstede (2010), Kang (2007), and Kim et al. (2011) provide discussion regarding educational contents. Subsequently, the criteria for selecting advertisements are further developed as the main purpose of this study. The criterion are to consider the objectives of culture education, to take into account the learning situation, to find relevance between the contents of the advertisement and the contents for the value system education, and consider expressive methods of advertisements and extensibility to the activities. Next, advertisements were selected for core educational items and the list of 22 is presented according to the value system, educational contents and the criterion of the advertisements discussed in the above.