Framing the School Technology Dream
In advertising, the focus is on better, faster learning
For more than a century, educational technology ads have glistened with hope. Newly invented devices from the typewriter to film projectors, from the overhead projector to instructional television, from the Apple IIe to the iPad, have painted pictures of engaged students who will learn more, faster, and better. They have pictured teachers using new technologies to teach effectively. Of course, it is the nature of advertising to promise a rosier future, appealing to what policymakers, administrators, and, yes, parents yearn for ... a better, easier, and even enjoyable way for teachers and students to teach and learn. And that is what these ads do. They assure readers that both teachers and students will be better off using these machines.
Take the Royal Portable typewriter ad from over a half-century ago that shows a joyful teenager looking at a report card with Mom and Dad in the background beaming. The ad announces: "A new Royal Portable can raise her marks up to 38%." The first paragraph adds: "It happens every day! Many so called 'slow students' learn to type and then show up on the honor roll."
Or consider the 1960 ad for a new filmstrip projector. Next to the image of the projector are reasons for buying this cutting-edge device. "Your teaching efforts are more effective. ... Pupils comprehend faster with the brighter, more detailed image." (See the film-projector ad and others in an online slideshow .)
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