INIS Series, INIS Series, 2023, volume 2
Title:
Modern Methods in Research and Stimulate the Creative Process in Advertising
Autor(s):
Petya Valentinova Blagoeva, National Academy of Art, Sofia, Bulgaria, petq.blagoeva@abv.bg
Abstact:
Creativity is an important topic in psychology. Paul Guilford's often-cited address as president of the American Psychological Association in 1950 is an important point in creativity’s research. Guilford emphasizes the role of creativity in psychology and all aspects of human life and beliefs in the progress in its research over the coming years. This moment also coincides with the development of many psychological assessment tools – creativity tests, such as the Torrance Test for Creative Thinking, first released in 1966 and up to date with its new editions. The concept of creativity changes completely – from a gift to a result of ordinary cognitive processes with many different manifestations. Analogical reasoning and metaphorical thinking become key to creativity in the perspective of cognitive psychology. A few studies have been conducted on the role of metaphorical language in creative thinking.
Keywords:
Creativity, Advertising, Design,
PDF file address:
http://www.math.bas.bg/vt/inis/series/book/2023.02/inis.2023.0205.pdf
Cite (APA style):
Blagoeva, P. (2023). Modern Methods in Research and Stimulate the Creative Process in Advertising, INIS Series, 2023, volume 2, ISSN 2815-4231, Institute of Mathematics and Informatics – Bulgarian Academy of Sciences, 67-81.