Educating Creativity in Advertising School by Using Innovation in Technology

9 Pages Posted: 20 Nov 2018

See all articles by Mădălina Moraru

Mădălina Moraru

University of Bucharest - Faculty of Journalism and Communication Studies

Date Written: September 7, 2017

Abstract

This paper aims to highlight the role of innovative technology in academia to support creative thinking and applied knowledge, during transition on the market. The Romanian advertising has been paid much attention to in the last 10 years also because of branding strategies and updating creativity. Awarded at Cannes and Golden Drum many times, Romanian campaigns revealed an unexpected paradox: creativity development despite economic and political situation. For this reason, the present study intends to investigate the extent to which creativity is related to technology in academia by using specific skills. Therefore, the main research method is a semi-structured survey applied to 156 Bachelor students from 3 different universities. Additionally, we conducted 12 interviews with tutors specialized in advertising and communication, who teach classes where students acquire professional skills and think creatively. Interviews are meant to underline the role of innovative tools in sharing their knowledge to the students, while the survey highlights the students’ perception of creativity in universities. In conclusion, our study focuses on the way educational system meets the requirements of Millenials, preparing for a very competitive and creative work force.

Keywords: creativity, education, technology, academia, creative industries, advertising

JEL Classification: A29

Suggested Citation

Moraru, Mădălina, Educating Creativity in Advertising School by Using Innovation in Technology (September 7, 2017). 2017 ENTRENOVA Conference Proceedings, Available at SSRN: https://ssrn.com/abstract=3282518

Mădălina Moraru (Contact Author)

University of Bucharest - Faculty of Journalism and Communication Studies ( email )

36-46 Mihail Kogalniceanu Blvd
Bucharest, 501071
Romania

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