Class Creative Processes

  • Presentation


    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.

  • Code


  • Syllabus


    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.

  • Objectives


    At the end of the semester, students should be able to:
    1. Understand the concept of creativity, its value and potential;
    2. Relate creativity and innovation;
    3. Develop creative processes;
    4. Identify inhibitors and facilitators of the creative process;
    5. Understand the stages of the creative process defined by different authors;
    6. Understand and know how to use different techniques of idea production;
    7. Put the knowledge learned to the service of communication projects.

  • Teaching methodologies and assessment

    Teaching methodologies and assessment

    Being a theoretical-practical curricular unit, syllabus will be presented using audiovisual elements. Creativity exercises will be taught and projects will be monitored with the students.
    The evaluation will take into account the following parameters:
    1. Practical Project 1: 50%;
    2. Practical Project 2: 50%;

    Groups (consisting of 3 to 4 members) have to be maintained during the semester.
    Individual assessment will take into account classroom participation, commitment, attendance and punctuality. The delivery and presentation of projects is mandatory on the stipulated date. Unjustified absence implies failure in the curricular unit.
    Attendance is recorded at the beginning of each session and should correspond to 75% of classes taught, a lower number implies failure to the curricular unit in continuous assessment.
    The exam of 2nd season and special season contemplates the delivery of projects with the same characteristics and conditions of the academic year.

  • References


    BONO, Edward - Lateral Thinking: Creativity Step by Step. NY: Harper Colophon, 2015.

    DURÃO, Vasco - Não Faço Ideia, Como Fazer a Diferença no Mundo da Comunicação. Lisboa: Principia, 2012.

    FABUN, Don - You and Creativity. Boston: Allyn & Bacon, 1969.

    KELLEY, Tom & Kelley, David - Creative Confidence: Unleashing the Creative Potential Within Us All. NY: Crown Business, 2013.

    LEHRER, Jonah - Imagine. Lisboa: Lua de Papel, 2012.

    MICHALKO, Michael - Creative Thinkering: Putting Your Imagination to Work. California: New World Library, 2011.

    TSCHIMMEL, Katja - Processos Criativos: A emergência de ideias na perspectiva sistémica da criatividade. Matosinhos: ESAD, 2011.

    VOGEL, Thomas - Breakthrough Thinking: A Guide to Creative Thinking and Idea Generation. Ohio: HOW Books, 2014.

    WALLAS, Graham - The Art of Thought. Tunbridge Wells: Solis Press, 2014.

    YOUNG, James - A Technique for Producing Ideas. London: Waking Lion Press, 2009.




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