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Mind map as a creative tool in the advertising context: a teaching methodology

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Resumo:This research was considered into a methodological approach developed in a classroom context with undergraduate students from the Marketing Course of the University Lusíada of Lisbon, in Portugal. While teaching Advertising to these students, it seemed important to implement techniques to enhance their creativity, such as the Mind Map, which consists of a natural organic flow that represents how individuals think and generate ideas. After creating an Advertising Plan, students created a video campaign. The videos developed based on the Mind Map conception were considered creative or very creative by most of the sample, while the others – even being considered creative by part of the sample – received a partial classification of neither too much nor too less creative. On the other hand, also two judges considered one of the videos based on Mind Map the most creative of all four. In sum, it was clear that the videos developed with the Mind Map support were considered more creative than the ones without it.
Autores principais:Boechat, Anna Carolina
Outros Autores:Baptista, Nuno
Assunto:Mind maps Advertising Marketing Teaching methodology
Ano:2023
País:Portugal
Tipo de documento:documento de conferência
Tipo de acesso:acesso restrito
Instituição associada:Instituto Politécnico de Lisboa
Idioma:inglês
Origem:Repositório Científico do Instituto Politécnico de Lisboa

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