by José M. Ricarte Bescós · Servei de Publicacions de la Universitat Autònoma de Barcelona · tapa blanda · ISBN 9788449017872
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«Creatividad y comunicación persuasiva» is the essay by José M. Ricarte Bescós on creativity in advertising, published by Servei de Publicacions de la Universitat Autònoma de Barcelona in paperback (234 pages, in Spanish).
The work analyses creativity as an essential skill in advertising and persuasive communication, capable of harmonising the search for truth with aesthetics. It explains how to develop it to see similarities where others see differences and traces the creative process from its initial phases to verification, with brainstorming as a model for generating ideas. It also addresses the advertising message and its resources of image, sound and word to differentiate and persuade.
It is part of the Aldea Global collection (volume 4) from the publishing services of the Universitat Autònoma de Barcelona, Universitat Jaume I, Universitat Pompeu Fabra and Universitat de València. This is the second edition.
Aimed at students and professionals in advertising, communication, marketing and other fields requiring innovation, as well as those wishing to understand creative thinking and its practical application.
