RESEARCH AND DEVELOPMENT OF TRAINING CURRICULUM FOR ADVERTISING LITERACY THROUGH MODERN MEDIA OF YOUTH

Abstract

The objectives of research were to develop and to study effectiveness of the training curriculum for advertising literacy through modern media of youth in Nakhon Si Thammarat Province. The 60 samples were 14 – 18 years old Nakhon Si Thammarat youth, selected by purposive sampling. The development processes of the training curriculum were studying documents, developing the training curriculum, experimenting the training curriculum and evaluating youth’s satisfaction of the training curriculum. There were 3 results of the development of training curriculum for advertising literacy through modern media of youth which composed of consumer rights and compliance with consumer rights in media literacy and advertising literacy through modern media which consisted of six components: 1) curriculum objectives, 2) contents, 3) times length, 4) learning activities, 5) materials and resources, and 6) measurement and evaluation. The results of the effectiveness study of the training curriculum for advertising literacy through modern media of youth from pilot trial of the curriculum and then compare the scores of pretest and posttest of the training curriculum for advertising literacy in modern media of youth. It was found that the scores of the participants after the training was higher than before the training and the result of youth’s satisfaction evaluation on the training curriculum for advertising literacy in modern media of youth was at the highest level, = 4.51