Creative Process in Advertising and All Type, All Image and Mix formats
DOI:
https://doi.org/10.5007/1984-8951.2010v11n98p481Abstract
This article appears as a part of a PhD research in progress, directed to the making of advertising in contemporary society, and its intertextuality with the arts and technology. It is understood the noun arts here, as the expression of consistent statements. This approach, specifically, is located in a work phase, which considers the conceptual definitions relative to creative adds formats, searching to consolidate two intentions: to stablish a parallel among the three basic, named All Type, All Image and Mix; and to check the interference of the creative processes, and high technology in the execution of each of these models. The research journey beckons to some conclusions, among which the most effusive would be that the high tech apparatus, in most cases, has replaced the creative process, and conditioning targets to understand Advertising as a communication activity eminently visual, and not always committed to the logic.
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