Educational Technology - The Big Picture

ePortfolio Task - Analysis of Educational Computer Advertisements: Then and Now

Historical Advertisement: ATARI Home Computer (1980s)

The ATARI Home Computer advertisement from the 1980s uses imaginative language and practical examples to communicate the educational benefits of its product. Phrases such as "brave new worlds" and "imaginative, exciting, and manageable world" are designed to spark curiosity and wonder in children and parents. The ad suggests that children are already experienced at using computers through engaging activities like games ("sped through hyper pace with Star Raiders") and leverages this familiarity to promote educational software ("My First Alphabet"). The visuals display a child wearing a space helmet and a family dog, emphasising the device's role in fun and learning. This approach capitalises on the era's fascination with digital technology as a futuristic tool that could make education more enjoyable and accessible (Haran, 2015).

Current Advertisement: Educational Apps on Personal Devices (Duolingo ABC)

Modern advertisements have evolved into digital applications that parents or carers can download on personal devices such as iPads. For instance, apps like Duolingo ABC are designed to promote learning through interactive and engaging content. To capture users' attention, advertisements for Duolingo ABC often focus on the app's features, such as gamified lessons, interactive exercises, and personalised feedback. The visuals frequently show children interacting with the app in various settings, whether at home, on the go, or in educational environments, highlighting the app's convenience and adaptability. This modern approach highlights how technology can facilitate learning anywhere and anytime, making education more accessible and engaging for a broad audience (Selwyn, 2016; Lim et al., 2013).

Comparison and Insights

While the core message of enhancing education through technology remains consistent, the methods and focus have evolved significantly. The 1980s ATARI ad centres on computers' novelty and essential utility, portraying them as pathways to new and exciting worlds. In contrast, contemporary ads for educational apps like Duolingo ABC emphasise features such as interactivity, engagement, and personalised learning experiences (Lim et al., 2013). This evolution reflects broader trends in educational technology, moving from simply providing access to information to facilitating a more immersive and tailored educational experience.

Modern advertisements use targeted and sophisticated strategies to address specific educational needs and benefits. The imagery emphasises real-world applications and inclusivity, illustrating how technology can seamlessly integrate into daily life to enhance learning outcomes (Selwyn, 2016; Haran, 2015; Lim et al., 2013).

References

Selwyn, N. (2016). What Do We Mean by 'Education' and 'Technology'? In Education and technology: Key issues and debates. Bloomsbury Publishing.

Lim, C. P., Zhao, Y., Tondeur, J., Chai, C. S., & Tsai, C. C. (2013). Bridging the gap: Technology trends and use of technology in schools. Journal of Educational Technology & Society, 16(2), 59-68.

Haran, M. (2015). A history of educational technology. Retrieved from: https://www.slideshare.net/AprilGealeneAlera/a-history-of-education-technology