Applied research in communication education:
contributions of the Lab 4C laboratory to advertising practice and student education
Abstract
This article explores the role of applied research in communication, focusing on the contributions of research laboratories to student education and advertising practice. The objective is to investigate how these spaces can enhance learning by integrating theory and practice. Using the Lab 4C (Center for Communication and Cognitive Sciences) at the University of São Paulo as a case study, the methodology involved discussing the application of consumer neuroscience techniques, such as the use of eye trackers, by undergraduate students in an advertising course to evaluate responses to communication stimuli. The results indicate that the use of advanced technologies in laboratory environments enhances the understanding of communication phenomena, promotes more critical learning, and prepares students for the challenges of the contemporary market.
Keywords: Education; Communication; Technology; Eye tracker; Advertising.
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