THE CREATIVE PROCESS IN ADVERTISING

被引：0

作者：

Laurindo, Rosemeri ^{[1
,2
]}

D'Avila, Jean Carlos ^{[3
]}

机构：

[1] Univ Nova Lisboa, Ciencias Comunicacao, Lisbon, Portugal

[2] Univ Reg Blumenau, Curso Publ, Teoria Comunicacao, Sao Paulo, Brazil

[3] Univ Reg Blumenau, Sao Paulo, Brazil

来源：

REVISTA MEDIACAO | 2008年 / 7卷 / 06期

关键词：

Creativity; Advertising; Culture;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

This article presents a research which aimed at analyzing the creative process in advertising. A bibliographical review of the problems that involve the creative process was carried out along with a research with professionals from advertising agencies in Blumenau who received an award in the 20 degrees Premio Colunistas Santa Catarina, sponsored by the Brazilian Association of Marketing and Advertising Columnists. Not only the creative thought influencing factors but also the creative components related to the award winning works were analyzed. The importance of understanding and furthering the theoretical knowledge of the creative process phenomenon in advertising was confirmed, through the examination of cultural and educational aspects.

引用

页码：88 / 104

页数：17

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