La enseñanza de la creatividad publicitaria en la universidad española
This study seek to analyze the training in advertising creativity at Spanish universities, focusing on the 42 Advertising and Public Relations courses offered on campus in the 2023-2024 academic year. A total of 2,175 courses were identified, of which 138 were related to the field of advertising cre...
| Autores: | , , |
|---|---|
| Tipo de recurso: | artículo |
| Fecha de publicación: | 2024 |
| País: | España |
| Institución: | Universidad Católica San Antonio de Murcia (UCAM) |
| Repositorio: | RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia |
| OAI Identifier: | oai:repositorio.ucam.edu:10952/8292 |
| Acceso en línea: | http://hdl.handle.net/10952/8292 |
| Access Level: | acceso abierto |
| Palabra clave: | España Educación universitaria Creatividad Publicidad Currículum |
| Sumario: | This study seek to analyze the training in advertising creativity at Spanish universities, focusing on the 42 Advertising and Public Relations courses offered on campus in the 2023-2024 academic year. A total of 2,175 courses were identified, of which 138 were related to the field of advertising creativity. We conducted a descriptive was conducted based on the coding of information collected from the syllabi and its subsequent statistical analysis. The results address issues such as the weight that courses in this area have within the Advertising and Public Relations curricula as a whole, their predominantly practical nature –perhaps influenced by the methodological renewal driven by European convergence–, and their generic dimension, addressing more general issues of advertising creativity and creative processes. To a lesser extent, we studied more specialized aspects of the two fundamental areas of advertising creativity in the professional world: art direction and copywriting. We also found a preponderance of private training compared to the one offered in public institutions. |
|---|