The creative process. Comparative analysis of the classical and cognitive model applied by referents of the advertising sector
Abstract
The present work seeks to analyze the similarities and differences of the creative processes in advertising through the study of classical and cognitive models, taking as reference the methods proposed by referents of the sector such as Poincaré (1908), Dewey (1910), Rossman (1931), James Webb Young (1982), Edward De Bono (1991 and 1994), Daniel Solana (2015), Chacho Puebla (2020) and Kika Douglas (2021).
From a pedagogical perspective, the analysis of the creative process proposed in the reference works of the selected authors allows us to know its evolution, to show how their conception of creativity and their experiences intervene in each one of them, and therefore the existence of coincidences and differences also in the processes proposed within each current, the classical and the cognitive.
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