Estratégias para experiências significativas no ensino de criação publicitária

Abstract

This paper is a fraction of a longitudinal study entitled Teaching Advertising Creation, which was carried out by the research group on Innovation in Advertising Teaching. The study approaches different forms of teaching by taking the classroom as the observation field. Therefore, the study presents an analysis of a significant experience observed along the course of Art Direction II in the University of Santa Cruz do Sul (Unisc): creation of packaging and promotional pieces for the Pedagogical Fair in the Agricultural Family School of Santa Cruz do Sul (Efasc). The material was produced and became available during the Organic Products Week of EFASC in 2016. The situation was monitored and it proved to be significant due to the creative action promoted by the professor, who carefully planned the activity and generated an appropriate challenging exercise for creative practice. Likewise, the reward mechanisms proposed have stimulated student insertion into social practices; enhancing experiences in other learning situations. Accordingly, the project-based teaching has benefited the integration between the class content and community issues, which brings meaning to the experience of learning creativity.