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Abstract(s)
O presente estudo tem como principal objectivo promover a melhor compreensão
da relação do processo criativo com a publicidade no contexto do ensino, procurando
também dar resposta às necessidades dos adolescentes de compreenderem a força que a
criatividade e a publicidade têm no seu dia-a-dia. A população-alvo é constituída por 29
alunos do 8.º ano da disciplina de Educação Visual. Como a temática da imagem
publicitária e o marketing estão inseridas no programa curricular do 8ºano da disciplina
de Educação Visual, decidiu-se aplicar um modelo síntese para as diferentes etapas do
processo criativo, a fim de verificar a sua viabilidade. Este modelo é constituído por três
fases distintas das quais fazem parte seis etapas. Para aplicação do modelo foi
selecionado o projeto “Processos criativos na execução da imagem publicitária” –
“Penso Rápido para a Crise”, onde os alunos tiveram oportunidade de utilizar diferentes
materiais desde, lápis de cor, marcadores, papel transparente, de cor e autocolante,
participando em todo o processo desde a criação, empacotamento e apresentação do
resultado final. No fim da atividade, os alunos conseguiram atingir a principal meta que
estava definida, interpretar a importância da imagem publicitária no quotidiano (a
publicidade condiciona as escolhas, convence usando princípios éticos), demonstrando
que é possível estimular a criatividade, sendo este modelo uma possível abordagem com
resultados positivos.
This study aims to promote a better understanding of the relation between creative process and advertising in the education context, also seeking to address the needs of adolescents to understand the force that creativity and advertising have in their day-today. The target population consists of 29 students of the 8th year in the discipline of Visual Education. As the theme of the advertising image and marketing are embedded in the curriculum of the 8th grade in this discipline, it was decided to apply a synthetic model for the different stages of the creative process in order to ensure its viability. This model consists of three distinct phases of which belong six stages. to apply the model the project "Creative processes in the implementation of image advertising" - "Bandage for the Crisis" was selected, where students had the opportunity to use different materials from, colored pencils, markers, tracing paper, color and sticker , participating in the whole process from creation, packaging and presentation of the final result. At the end of the activity, the students have achieved the main goal that was set, interpret the importance of image advertising in the daily (advertising affects choices, convinces using ethical principles), demonstrating that it is possible to stimulate creativity, with this model being possible approach with positive results.
This study aims to promote a better understanding of the relation between creative process and advertising in the education context, also seeking to address the needs of adolescents to understand the force that creativity and advertising have in their day-today. The target population consists of 29 students of the 8th year in the discipline of Visual Education. As the theme of the advertising image and marketing are embedded in the curriculum of the 8th grade in this discipline, it was decided to apply a synthetic model for the different stages of the creative process in order to ensure its viability. This model consists of three distinct phases of which belong six stages. to apply the model the project "Creative processes in the implementation of image advertising" - "Bandage for the Crisis" was selected, where students had the opportunity to use different materials from, colored pencils, markers, tracing paper, color and sticker , participating in the whole process from creation, packaging and presentation of the final result. At the end of the activity, the students have achieved the main goal that was set, interpret the importance of image advertising in the daily (advertising affects choices, convinces using ethical principles), demonstrating that it is possible to stimulate creativity, with this model being possible approach with positive results.