O processo criativo de uma agência publicitária a partir dos princípios da Ontopsicologia e da OntoArte

• Ano de defesa: 2012
• Autor(a) principal: Miranda, Carolina Schuskel
• Orientador(a): Martins, Mirian Celeste Ferreira Dias
• Banca de defesa: Stori, Norberto , Giordani, Estela Maris
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Educação, Arte e História da Cultura
• Departamento: Educação, Arte e História
• País: BR
• Palavras-chave em Português: OntoArte; Ontopsicologia; design de comunicação; publicidade; processo criativo; valores humanistas na comunicação
• Palavras-chave em Inglês: OntoArt; Ontopsychology; communication design; advertising; creative process; humanistic values in communication
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::COMUNICACAO VISUAL
• Link de acesso: http://dspace.mackenzie.br/handle/10899/24757

This work discusses the relationship between the design of advertising communication and the principles of Ontopsychology and OntoArt, from the creative process of an advertising agency based in these criteria. The relevance of the work stems from the importance role that the advertising professionals exerts, mainly in the choose process of images used at the advertising, because the images bring values and significances that influences emotions, thoughts and human behaviours. Working based on the concepts of OntoArt and Ontopsychology, the advertising professional can perform a more responsible role in the market, exercising his role (direct or indirect) of social educator and promoting a culture based on humanistic values, such as living, ability, dignity, sociality, among others. In its first stage, the methodology of qualitative approach studied the experience of a communication design agency that works with the principles of OntoArt and Ontopsychology. The creative process was studied, in particular of a work, the graphic design project of the magazine Performance Líder. A field survey was developed to assess the perception of the target in relation to the expression of such principles in the communication design of the magazine. It was observed that participants identified the principles of Ontopsychology and OntoArt on design and on the contents of the magazine, highlighting that other professionals in the market can also use these criteria.