The creative process of Brazilian advertising: Motivators and limiting factors in the creative process

Authors

DOI:

https://doi.org/10.18800/psico.201802.006

Keywords:

creativity, creative process, motivation, advertising

Abstract

This study investigated how advertisers from the creation area of large advertising agencies perceive and characterize their creative process. Thirteen Brazilian professionals were interviewed using semi-structured interviews. Data were analyzed by content analysis. Results indicate that several stages of the creative process overlap, such as the incubation period of one job functioning as the preparation for the next. Motivating factors include pleasure of the act of creating, media visibility and its social reach. Limiting factors include the agencies’ excessive departmentalization, reduced deadlines, and the clients’ subjectivity influencing the advertisement approval.

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Author Biographies

  • Nívea Pimenta Braga, University of Brasília

    Mestrado em Comunicação Social pela Pontifícia Universidade Católica de Minas Gerais, doutoranda no Programa de Pós-Graduação em Processos de Desenvolvimento Humano e Saúde da Universidade de Brasília.

  • Denise de Souza Fleith, University of Brasília

    Ph.D. em Psicologia Educacional pela University of Connecticut, professora titular do Departamento de Psicologia Escolar e do Desenvolvimento do Instituto de Psicologia da Universidade de Brasília.

  • Eunice M. L. Soriano de Alencar, University of Brasília
    Ph.D. em Psicologia pela Purdue University, professora emérita da Universidade de Brasília.
  • Asdrúbal Borges Formiga Sobrinho, University of Brasília

    Doutor em Psicologia pela Universidade de Brasília, professor adjunto da Faculdade de Comunicação e do Programa de Pós-graduação em Comunicação da Universidade de Brasília.

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Published

2018-07-02

Issue

Vol. 36 No. 2 (2018)

Section

Articles

How to Cite

The creative process of Brazilian advertising: Motivators and limiting factors in the creative process. (2018). Revista de Psicología, 36(2), 549-573. https://doi.org/10.18800/psico.201802.006