Resumen

SPAGNOL SIMI DOS SANTOS, Silvia; DA SILVA, Maroni  y  GRABOWSKI AOKI, Vanessa Cristina. Creative failure in advertising: Influencing the creative process. Revista de Psicología [online]. 2022, vol.40, n.2, pp.957-981.  Epub 04-Jul-2022. ISSN 0254-9247.  http://dx.doi.org/10.18800/psico.202202.012.

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 for references and the influencing factors of the creative process mirror creativity. The Brainstorming dimension and tool prevails as the main technique in agencies, and Insight is dependent on the problem established in the briefing. The findings indicate that there are connections between dimensions and reflect the profile of contemporary creative immersed in technologies and at the same time dependent on traditional forms of advertising creation.

Palabras clave : creativity; insight; brainstorming; editor; art director.

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