PROJECT-BASED LEARNING AS AN INSTRUCTIONAL TOOL IN TEACHING AD DRAFTING TO STUDENTS MAJORING IN ADVERTISING

The paper singles out the functions and syntactical features inherent in the advertising discourse and makes systemized conclusions regarding the project-based methodological routine most suitable for the purposes of ad drafting classes with students majoring in Advertising. The authors argue that while project-based learning implies a lot of creative activity being incorporated into the class, purposeful implementation of projects cannot only be associated with motivational boost, encouragement of personal interest, or a somewhat informal practice of skill transfer: as the article stresses, projects developed as part of the instructional "toolkit" in ad drafting classes should at all times be designed so as to teach students to think strategically. Strategic reasoning, in turn, should be based on the awareness of the functional load behind the language and syntax used in advertising texts.