Creative failure in advertising: Influencing the creative process
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 ou...
| Autores principales: | , , |
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| Formato: | Artículo (Article) |
| Idioma: | Inglés (English) |
| Publicado: |
Pontificia Universidad Católica del Perú
2022
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| Acceso en línea: | http://revistas.pucp.edu.pe/index.php/psicologia/article/view/25504 |