Advertising, institutionality, and advertising education

Abstract

Propositions set forth in this article encompass the first phase of the interinstitutional research project on the teaching of advertising and creation. They echo works developed with Escola Superior de Propaganda e Marketing (RS), Universidade Federal de Pernambuco (PE), and Universidade Federal de Santa Maria (RS). At this stage, the main goal was to explore those teaching practices deemed institutionalized, which are fundamental for the understanding of certain pedagogical characteristics that are favourable to a sense of ‘innovation’ in teaching dynamics related to issues of creativity. Theoretical inputs by Piaget, Edgar Morin, and Vygotsky are especially considered regarding guidance processes, in which three specific dimensions are put in place: interaction, techniques, and conditions of ambience, equally tensioned by Berger and Luckmann’s projections as well as other texts by collaborating researchers, who have carried out a longitudinal study in every region of Brazil, but the North.