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 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.

Creative exercises.

Bono, E. (2015). Lateral thinking: creativity step by step. Harper Colophon. Catmull, E. (2015). Criatividade: como vencer as forças que bloqueiam a inspiração. Clube do Autor. Cleese, J. (2020). Creativity: a short and cheerful guide. Penguin Random House. Durão, V. (2012). Não faço ideia, como fazer a diferença no mundo da comunicação. Principia. Fabun, D. (1969). You and creativity. Allyn & Bacon. Godin, S. (2020). O processo criativo. Ideias de Ler. Kelley. T. & Kelley, D. (2013). Creative confidence: unleashing the creative potential within us all. Crown Business. Santos, C. (2022). A criatividade no ensino superior: um estudo exploratório sobre as licenciaturas em publicidade. Comunicação Pública, 17 (32). Tschimmel, K. (2011). Processos criativos: a emergência de ideias na perspectiva sistémica da criatividade. ESAD. Wallas, G. (2014). The art of thought. Solis Press. Young, J. (2009). A technique for producing ideas. Waking Lion Press.