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Teaching Critical Thinking Through Tourism Advertising

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Strategic Innovative Marketing and Tourism

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

This paper proposes a tool for teaching advertising through case studies, enhancing critical skills, media and visual literacy. Using a three-letter acronym and relying on Observation, Research and Conclusion, O.R.C. is here applied on a print ad that promotes Greece as a tourism destination. The paper shows how O.R.C. may lead students to understand the underlying advertising strategy. The tool is considered suitable for advertisements of different product categories in different media. It can initially be used in class, with the instructor’s guidance, and later in written assessments, formative and summative, since it allows for the formation of specific grading criteria that are process oriented. The tool may be of use both in marketing and media departments and relies on the premise that stimulus-based research rather than a priori research helps students discover knowledge and develop their critical thinking.

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Author information

Authors and Affiliations

  1. Deree, The American College of Greece, Aghia Paraskevi, Greece

    Georgia-Zozeta Miliopoulou

Authors
  1. Georgia-Zozeta Miliopoulou
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Correspondence to Georgia-Zozeta Miliopoulou .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Androniki Kavoura

  2. Department of Business Administration, State University of New York at Oswego, Oswego, NY, USA

    Efstathios Kefallonitis

  3. Department of Business Administration of Food and Agricultural Enterprises, University of Patras, Agrinio, Greece

    Prokopios Theodoridis

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Miliopoulou, GZ. (2020). Teaching Critical Thinking Through Tourism Advertising. In: Kavoura, A., Kefallonitis, E., Theodoridis, P. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-36126-6_93

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