Rethinking the Role of Grammar in the Advertising and Marketing Curriculum

Abstract

The role of grammar instruction in a university curriculum is commonly assumed to be a corrective one, helping prepare people to produce error-free writing. But grammatical knowledge can also serve a significant role in the creative language tasks commonly faced by those who work in advertising and marketing. Through a demonstration of several important ways in which grammatical knowledge can be usefully applied in the creative work of advertising and marketing professionals, the author intends to show the importance not only of introducing grammar instruction into advertising and marketing curricula where it is not currently taught, but also of revising the approach and content of such grammar instruction in those advertising and marketing curricula where it may currently exist.