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1
artículo
Publicado 2018
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This study investigated how advertisers from the creation area of large advertising agencies perceive and characterize their creative process. Thirteen Brazilian professionals were interviewed using semi-structured interviews. Data were analyzed by content analysis. Results indicate that several stages of the creative process overlap, such as the incubation period of one job functioning as the preparation for the next. Motivating factors include pleasure of the act of creating, media visibility and its social reach. Limiting factors include the agencies’ excessive departmentalization, reduced deadlines, and the clients’ subjectivity influencing the advertisement approval.
2
artículo
Publicado 2018
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This study investigated how advertisers from the creation area of large advertising agencies perceive and characterize their creative process. Thirteen Brazilian professionals were interviewed using semi-structured interviews. Data were analyzed by content analysis. Results indicate that several stages of the creative process overlap, such as the incubation period of one job functioning as the preparation for the next. Motivating factors include pleasure of the act of creating, media visibility and its social reach. Limiting factors include the agencies’ excessive departmentalization, reduced deadlines, and the clients’ subjectivity influencing the advertisement approval.
3
artículo
This study investigates creativity and the creative process in Advertising Agencies in Brazil. The objective was to identify how the Copywriter and the Art Director operate strategies aimed at brainstorming in the ideation of advertising campaigns to reach insight. A qualitative study was carried out through semi-structured interviews designed based on the literature, applied to advertising who work in the areas. The study of Multiple Cases was used being the analysis of the collected data elaborated through the technique of content analysis based on Bardin (2010) and structured in the ATLAS.ti software. The findings reveal that in the Creativity dimension, copywriters and art directors perceive a strong influence from auditory and visual sources. In the Creative Process dimension, the findings indicate that the traditional steps instituted in the department are recurrent in the search f...
4
artículo
This study investigates creativity and the creative process in Advertising Agencies in Brazil. The objective was to identify how the Copywriter and the Art Director operate strategies aimed at brainstorming in the ideation of advertising campaigns to reach insight. A qualitative study was carried out through semi-structured interviews designed based on the literature, applied to advertising who work in the areas. The study of Multiple Cases was used being the analysis of the collected data elaborated through the technique of content analysis based on Bardin (2010) and structured in the ATLAS.ti software. The findings reveal that in the Creativity dimension, copywriters and art directors perceive a strong influence from auditory and visual sources. In the Creative Process dimension, the findings indicate that the traditional steps instituted in the department are recurrent in the search f...
5
artículo
In this paper, we review the compositional operations of acting in theater rehearsal based on the concept of equality scene (Rancière, 2012). We are interested in how the acting composition manifests itself in independent theater rehearsal read as a possible equality scene. The focus of this work is placed in the theatrical rehearsal and the acting composition. We will share possible theoretical approaches to the term theatrical rehearsal. We will carry out research on the categories and definitions that intervene in the acting repetition that occurs in the acting creative process during rehearsal. Whit the contributions around rehearsal in Alberto Ure (2003), the acting conception in instances of stage composition developed in Cancha con niebla (2003) by Ricardo Bartís, and the acting registers posed by Federico León (2005), we propose a theoretical panorama of the notion of rehearsa...
6
artículo
Dramaturgs are often regarded as the first spectators of an artistic production; they are collaborators who watch over the creative process, providing a critical opinion to the rest of the creative team, and in turn, their work. In this light, the tasks they carry out during the creation process of an art piece contribute to observation, documentation, mediation, and research processes, in order to nurture creation. Given the insufficient availability regarding both theoretical and practical references within Latin American territory, this text is an educational contribution, since its aim is to provide methodological tools for young dramaturgs. This paper is based on the following questions: Which collaborators provide research material for a creative process? How is observation possible during the process? Who keeps a record of what is happening? To what purpose? If all creators conduc...
7
artículo
Publicado 2024
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This article presents reflections on thinking and how it can be enhanced to generate projectual memory applied to the creative process. Thus, design situations, although challenging, will not represent an insurmountable peak of stress. The incorporation of Artificial Intelligence in the process provides feedback that encourages the enhancement of projectual thinking. Thanks to the fact that it makes it possible to visualize the process and ideas that allow the designer to manage, and/or create, tools to successfully approach any situation by returning to the thoughts and inputs used. The path to approach empowerment will be like this: review the faculty of thought; next, approach the projectual in the architectonic. Then, with the sections about conceptual and schematic inputs, communication and the creative process, the journey is consolidated.
8
artículo
Publicado 2010
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José Watanabe, a charismatic and recognized poer beca use of the limpid articulation ofhis verses and his unseen wisdom, unites h.is talent and personal creativity or psychologicalwith another deeper process, in a visionary or impersonal way, which genesisapproaches to the profound inquiry resulting from a cognitive distinct process, transor impersonal, archetypal or primordial, even though common to humaniry, but for·gotten today-except tOr some scientists, shamans, rnystics, p(r)o(ph)ets or visionariesable ro access chis field. This way of petception succeeds in mediating between rheimpersonal reahn of rhe collecrive unconscious and the contetnporary imaginary. Eachof Watanabe's poems is an epiphany, Rosella di Paolo synthesizes, "a strike of light,rhe sudden perception of an angle of realiry snarched from darkness and silence." TI1ecreatlon thus germinated is immediate, different an...
9
artículo
Publicado 2016
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This work presents a compendium of models and taxonomies classifying attributes involved in innovation and creativity. The frameworks proposed by several authors to characterize those processes, provide an approach to the subject and the means to its evaluation, both in qualitative and quantitative form. This work does not focus only on the psychological point of view of creative thinking, instead it considers its practical implications, following the proposals of researchers, developers and users in several knowledge fields, in various professions or academic environments.
10
artículo
Publicado 2016
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This work presents a compendium of models and taxonomies classifying attributes involved in innovation and creativity. The frameworks proposed by several authors to characterize those processes, provide an approach to the subject and the means to its evaluation, both in qualitative and quantitative form. This work does not focus only on the psychological point of view of creative thinking, instead it considers its practical implications, following the proposals of researchers, developers and users in several knowledge fields, in various professions or academic environments.
11
artículo
Publicado 2014
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The objective of this work is to place the importance of creativity development for students into university contexts, therefore a diagnosis of the issue is presented in the students who aspire to reach higher levels of personal development and emotional health in social environments increasingly complex and competitive, to the demands of the entrepreneurial sector towards professionals in order to solve in an original and independent way, the decision-making processes, products and innovative services generation that solve problems on the field as a way to improvetheir quality of life. This study was conducted with students from «Universidad Laica Eloy Alfarode Manabí» in the career of Commercial Engineering, through a survey and additionally interviews were conducted to professors to supplement the information gathered by the survey. The synthesis of the results and recommendations ...
12
artículo
Publicado 2014
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The objective of this work is to place the importance of creativity development for students into university contexts, therefore a diagnosis of the issue is presented in the students who aspire to reach higher levels of personal development and emotional health in social environments increasingly complex and competitive, to the demands of the entrepreneurial sector towards professionals in order to solve in an original and independent way, the decision-making processes, products and innovative services generation that solve problems on the field as a way to improvetheir quality of life. This study was conducted with students from «Universidad Laica Eloy Alfarode Manabí» in the career of Commercial Engineering, through a survey and additionally interviews were conducted to professors to supplement the information gathered by the survey. The synthesis of the results and recommendations ...
13
artículo
Publicado 2023
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In this paper, we review the compositional operations of acting in theater rehearsal based on the concept of equality scene (Rancière, 2012). We are interested in how the acting composition manifests itself in independent theater rehearsal read as a possible equality scene. The focus of this work is placed in the theatrical rehearsal and the acting composition. We will share possible theoretical approaches to the term theatrical rehearsal. We will carry out research on the categories and definitions that intervene in the acting repetition that occurs in the acting creative process during rehearsal. Whit the contributions around rehearsal in Alberto Ure (2003), the acting conception in instances of stage composition developed in Cancha con niebla (2003) by Ricardo Bartís, and the acting registers posed by Federico León (2005), we propose a theoretical panorama of the notion of rehearsa...
14
artículo
Publicado 2015
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Creativity is an essential element of scientific management where decisions are made by rational paradigm that involves the use of convergent criteria in the management, organization and hierarchy of problems. The process engineer emphasizes the systematic and rational side, which is the visible and concrete engineer’s work. The invisible part constitutes the heuristic and creative side, comprising the imaginative and divergent view that complements the first and develops as new tasks arise in the areas of research and design, which requires vision and innovation. This paper aims to highlight the creativity of engineers. They have taken their creative products whose description and study, must lead to identifying new ways of seeing reality, beyond traditional approaches, and understand the orientation of creativity, to improve understanding and problem solving. Creativity in industrial...
15
artículo
Publicado 2015
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Creativity is an essential element of scientific management where decisions are made by rational paradigm that involves the use of convergent criteria in the management, organization and hierarchy of problems. The process engineer emphasizes the systematic and rational side, which is the visible and concrete engineer’s work. The invisible part constitutes the heuristic and creative side, comprising the imaginative and divergent view that complements the first and develops as new tasks arise in the areas of research and design, which requires vision and innovation. This paper aims to highlight the creativity of engineers. They have taken their creative products whose description and study, must lead to identifying new ways of seeing reality, beyond traditional approaches, and understand the orientation of creativity, to improve understanding and problem solving. Creativity in industrial...
16
artículo
Publicado 2025
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Purpose. This study investigates whether evaluation using artificial intelligence (AI) with a customized GPT model can be comparable to, or complementary to, human evaluation in graphic design projects created by master's degree students. Methodology. A total of 180 logos were evaluated over six years using a 10-item Likert scale rubric. Each project received a double assessment, one by human experts and one by AI. Results and Conclusions. The results show agreement in five categories between human evaluators and AI (e.g., originality, relevance) while, in another five categories (e.g., balance, design principles), AI tended to overvalue the works when compared to human assessment. The qualitative analysis of the AI’s feedback identified strengths, but also limitations. In conclusion, a hybrid human-AI evaluation could improve fairness and efficiency in creativity grading, although AI ...
17
artículo
Publicado 2018
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The research proposes a three-dimensional psychosocial and cultural model to develop creativity in primary educa-tion. The benefits of boosting creativity in children between six and twelve years old were the starting point. On the other hand it aims to re-address the training process that teachers carry out in different areas. It interacted from the empirical-analytical paradigm with the intention to demonstrate the problem diagnosed in children from the multiple intelligences approach, and to justify the proposal to teachers. The research method was the propositive approach. Due to the fact it had a three-dimensional psychosocial and cultural model it counted with four measured dimensions: cognitive and metacognitive, affective-motivational, instrumental- knowledge and specific skills and the development dimension, which includes sociocultural and historical integration. Creativity was...
18
artículo
The present article searches to identify and describe the common bases of those pedagogical procedures that stimulate creativity. We believe that training creative people, who adapt to changing contexts that are able to get information at their fingertips and apply it differently is a necessity in this century. Educating children who are creative and capable of solving problems by themselves is not an easy task, it requires educators to seek a methodology that allows them to carry out ateaching - learning process which stimulates creativity within the subject they are responsible for.
19
artículo
The present article searches to identify and describe the common bases of those pedagogical procedures that stimulate creativity. We believe that training creative people, who adapt to changing contexts that are able to get information at their fingertips and apply it differently is a necessity in this century. Educating children who are creative and capable of solving problems by themselves is not an easy task, it requires educators to seek a methodology that allows them to carry out ateaching - learning process which stimulates creativity within the subject they are responsible for.
20
artículo
Publicado 2024
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This article intends to explain the different possibilities of representation of what we will call “fictional ecosystems”, being imaginary ecosystems that are developed through visual representation, highlighting their importance to establish, develop and maintain a connection with the inhabited territory, as fundamental relationship to build a society that questions the subjectivities established in the coexistence with the natural, humanized and collective environment. Thus, an explanatory line is developed, which answers the following question, can elements of visual representation be used for the creation of “fictional ecosystems” that help to question the relationship that we build with our natural and humanized ecosystems in the contemporary environment and its corresponding problems? The answer is built through a methodology created using two phases of analysis. An explana...
