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Publication
O Processo Criativo na Publicidade: as práticas dos profissionais das agências da cidade do Porto
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| 1.88 MB | Adobe PDF |
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Abstract(s)
No trabalho de investigação que agora se apresenta, procurámos a compreensão dos processos criativos utilizados por profissionais no mundo da publicidade.
Após revisão bibliográfica, onde foram analisados os dados disponíveis sobre a criatividade e o seu conceito geral e publicitário, o conceito de ideia, o processo criativo, a publicidade e as agências praticantes de publicidade, procedeu-se à realização de um trabalho empírico.
Com o estudo, de caráter quantitativo e intenção exploratória, pretendemos perceber o fenómeno do processo criativo e as técnicas de estimulação de criatividade utilizadas.
Para a investigação deste tema, utilizou-se o questionário como instrumento de recolha de dados.
Após a análise de dados, verificamos que cada pessoa tem um processo criativo único, no entanto é possível verificar semelhanças e afirmar que a teoria se espelha na realidade.
No entanto, quanto à utilização de técnicas de estimulação de criatividade, já se verifica que são muito poucas as técnicas utilizadas.
In the research work that is now presented, we sought the understanding of the creative processes used by professionals in the advertising world. After the literary review, where we analysed the available data on creativity and its general and advertising concept, the concept of idea, the creative process, advertising and the agencies who practise the advertising, we proceeded to carry out empirical work. With the study, which is of quantitative character and of exploratory intention, we want to understand the phenomenon of the creative process and creativity stimulation techniques. To research this issue, we used the questionnaire as a data collection instrument. After the data analysis, we found that each person has a unique creative process, however it is possible to see commonalities and say that theory is reflected in reality. However, when it comes to the use of creativity stimulation techniques, it appears that there are very few techniques being used.
In the research work that is now presented, we sought the understanding of the creative processes used by professionals in the advertising world. After the literary review, where we analysed the available data on creativity and its general and advertising concept, the concept of idea, the creative process, advertising and the agencies who practise the advertising, we proceeded to carry out empirical work. With the study, which is of quantitative character and of exploratory intention, we want to understand the phenomenon of the creative process and creativity stimulation techniques. To research this issue, we used the questionnaire as a data collection instrument. After the data analysis, we found that each person has a unique creative process, however it is possible to see commonalities and say that theory is reflected in reality. However, when it comes to the use of creativity stimulation techniques, it appears that there are very few techniques being used.
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Keywords
Processo Criativo Publicidade Agências de Publicidades Criativo Criatividade Creative Process Advertising Advertising Agencies Creative Creativity