Class Creative Processes

The aim of this course is for students to develop skills that enable them to identify and get involved in the different stages of the creative process and to use the main production/idea generation techniques in the development of advertising-orientated communication projects.

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; Mel Rhodes, Walt Disney 7. Creative techniques: branstorming, reversed brainstorming, mindmaps, morphological analysis, checklist, six hats, among others; 8. Application of the creative process steps and techniques to practical projects with textual and imagetic elements.

As this is a theoretical-practical course, lectures will be used to present the syllabus using audiovisual elements.  Exercises will also be given to explore and enhance creativity, and students will be monitored on their projects. Assessment will take into account the following parameters: 1. Practical Project 1 (group): 40%; 2. Practical Project 2 (group): 20%; 3. Test: 30%; 4. Class participation: 10%. The groups (of 3 to 4 members) must be maintained throughout the semester. Individual assessment will take into account class participation, commitment, attendance and punctuality.

Bono, E. (2015). Lateral Thinking: Creativity Step by Step. Harper Colophon. Durão, V. (2012). Não Faço Ideia, Como Fazer a Diferença no Mundo da Comunicação. Principia. Fabun, D. (1969). You and Creativity. Allyn & Bacon. Kelley, T., & Kelley, D. (2013). Creative Confidence: Unleashing the Creative Potential Within Us All. Crown Business. Lehrer, J. (2012). Imagine. Lua de Papel. Michalko, M. (2011). Creative Thinkering: Putting Your Imagination to Work. New World Library. Tschimmel, K. (2011). Processos Criativos: A emergência de ideias na perspectiva sistémica da criatividade. ESAD. Vogel, T. (2014). Breakthrough Thinking: A Guide to Creative Thinking and Idea Generation. HOW Books. Wallas, G. (2014). The Art of Thought. Solis Press. Young, J. (2009). A Technique for Producing Ideas. Waking Lion Press.