La investigación y la creatividad como base para una comunicación efectiva

Abstract

Research and creativity for an effective communication is a paper that intends to illustrate the strong relationship between the advertising research in Colombia and the creative practice in the communicative production of the advertising. The document is based on the analysis of qualitative advertising with a hermeneutical approach, whose principal method is centered in the grounded theory (Glaser & Strauss cited by Inciarte et al, 2001) with the support of Atlas Ti together with insightful and semistructured biographic interviews, whose study population is made of professionals of different areas that work in the advertising field in Colombia, as well as academics that do research in advertising. This paper is framed within the study that looks to establish the epistemological convergences of the phenomena and objects of study between communication, advertising and journalism, making special emphasis in the creative practices as an emergent and convergent object for the field.