Class Creative Processes

The purpose of this curricular unit is that students may develop skills that allow them to identify the stages of the creative process and use the main techniques for producing ideas in the development of several communication projects oriented to advertising.

Not applicable

1. Creativity, concepts and value; 2. Individual creative potential; 3. Creativity and innovation; 4. The creative process; 5. Inhibitors and facilitators of the creative process; 6. Stages of the creative process: Graham Wallas, James Young, Don Fabun; 7. Creative techniques: branstorming, reversed brainstorming, mindmaps, morphological analysis, checklist, heuristic ruler, six hats, among others; 8. Application of the creative process steps and techniques to practical projects with textual and imagetic elements.

Methodology applied to the course unit: Problem-Based Learning (ProblemBL) - a student-centered approach in which learning occurs through group-based problem-solving or case studies, promoting critical thinking and the practical application of various types of knowledge.   To complement this process, a mentoring program will be implemented: duration: 2 hours (x 4 hours) outside of class hours; format: online; mentor: not a teacher of the course unit.   As this is a theoretical-practical course, lecture-style classes will be used in the initial phase to present the course content, utilizing audiovisual materials and creativity exercises. On a weekly basis throughout the semester, faculty members will monitor the work completed by students.

Bono, E. (2015). Lateral thinking: creativity step by step. Harper Colophon. Bahcall, S. (2019). Lunáticos: como fomentar ideias loucas que fazem o mundo avançar. Lua de papel. Cleese, J. (2020). Creativity: a short and cheerful guide. Penguin Random House. Fabun, D. (1969). You and creativity. Allyn & Bacon. Godin, S. (2020). O processo criativo. Ideias de Ler. Gunster, B. (2023). Pensar ao contrário: a arte de transformar problemas em oportunidades. Lua de papel. Hegarty, J. (2023). Hegarty e a criatividade: não há regras. Clube do Autor. Santos, C. (2024). A contemporânea 'Matriz dos 3 E's': emancipação, empoderamento e engajamento dos consumidores. In A publicidade na era da estimulação. UMinho Editora. https://doi.org/10.21814/uminho.ed.125.2 Wallas, G. (2014). The art of thought. Solis Press. Young, J. (2009). A technique for producing ideas. Waking Lion Press.