For a generative methodology of adversiting creativity
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When faced with classic methods of advertising creativity based on simulation of the unconscious, we propose the definition of generative methods of advertising creativity, operatively based on models of a generative nature developed in the heart of textual sciences and cognitive science. This proposal is illustrated by means of a specific advertising message. We apply, in this message, a method of analysis with a semiotic character and consider the possibility of converting this method into an idea-generating method for the configuration of advertising messages. Finally, we sketch out a proposal for heuristics for ideation of advertising messages.
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Ruiz Collantes, Xavier. “For a generative methodology of adversiting creativity”. Temes de Disseny, no. 17, pp. 237-4, https://raco.cat/index.php/Temes/article/view/29637.
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