Creativity to the cube: proposal for a theoretical model to teaching and learning of the Creative process in advertising

• Autor(a) principal: Camargo, Ricardo Zagallo
• Data de Publicação: 2015
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Observatório
• Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/1584
• topic: creativity; creative process; advertising; teaching and learning; responsibilities; creativity; creative process; advertising; teaching and learning; responsibilities; la creatividad; proceso creativo; publicidad; enseñanza y el aprendizaje; responsabilidades; la creatividad; proceso creativo; publicidad; enseñanza y el aprendizaje; responsabilidades; Criatividade; Criação publicitária; Educação superior; Ensino e aprendizagem; Responsabilidade social; Criatividade; Criação publicitária; Educação superior; Ensino e aprendizagem; Responsabilidade social

This essay proposes a preliminary model to improve the teaching and learning of the creative process, particularly in the context of undergraduate courses on advertising. The proposal was based in a bibliographic review, documental search, and in the author's experience as university professor between 1999 and 2006 at the University of Mogi das Cruzes (UMC) and University of São Paulo (ECA-USP). The theoretical basis refers to the comprehension of creativity as a social act, its commitments and responsibilities. An act that is intrinsically linked to a specific materiality (OSTROWER, 1987). From these theoretical and methodological basis, we propose a model that has three dimensions: operational repertory (a repertory ready for use); combination skills (especially to make unexpected connections); and the diverse professional responsibilities (social, environmental, cultural, creative responsibilities, amongst others). In case these dimensions are really taken as boosting the creative process, it could "creativity to the cube".