CONTENT MODELS IN THE TEACHING OF ADVERTISING IN A DIGITAL AGE

Advertising has undergone a very important generational change, it passed in just ten years from a time when a small percentage was dedicated to the digital world, to what is now lived with almost all the importance in the virtual world. The main objective of this research was to determine the content models of the teaching of advertising of university teachers in the city of Guayaquil. The perception of analogous pedagogical content (above the line) and digital content (On the line) was reviewed in a quantitative and correlational study that conducted a survey among 384 students graduated from the area, and it was concluded that they continue to be taught preferably theoretical, basic and analogous techniques (ATL) of advertising, and although it is very important in the field of study, however, students are not satisfied with what is learned, since knowledge in the field of education is limited in the field of education. the context of social networks and websites to graduates.