Contribuições do processo criativo publicitário para o planejamento de videoaulas em educação a distância online.

Abstract

This work aims to find, in creative advertising techniques and processes, applicable contributions for scripting and planning of online distance education video classes. The roles of advertising were obtained through theoretical and empirical research. Firstly, an extensive bibliographical research was carried out, covering themes and subthemes related to the knowledge of the field of study, based on the creation of intersection points between the areas of advertising creation, the writing of video lessons and the author's experience as a professional of both, looking for this knowledge in authors such as Barreto (2004), Burtenshaw (2011), Waiteman (2006), Bertomeu (2010, 2010b), in advertising field, as Filatro & Cairo (2015), Koumi (2006), O’Donoghue (2014), and Moussiades et al. (2017) in video lesson scripting field. Already with some intersections in mind, interviews were conducted with other professionals in the area of advertising creation with experience in video lesson planning, seeking any knowledge of the practice that could have gone unnoticed in the literature, in order to create new interfaces and corroborate or contradict the precepts arising from the bibliographical research. The list of confluence themes, contributions of the advertising typical creative process to the creative process of video lessons for distance education, as a result of this work, is quite wide, and some points are highlighted here: the adaptation of the classic creation duo, composed by copywriter and art director in advertising, within the scope of distance education, with a formation composed by educational designer and content teacher; the understanding of creation and creativity as work tools; the culture of constant searching for references; the creation of scripts based on word and idea associations, including the brainstorming process; the use of previous guiding documents, such as the creation briefing and the brief-pitch model, brought here as a suggestion; concern with the target audience, seeking to better understand who is on the other side, that is, the student, making use of instruments based on advertising market research to identify them; the apprehension of the viewer's attention, using narrative strategies and attractive audiovisual resources, such as the use of humor and short videos, fragmented as an advertising campaign; and finally, scripting with visual writing and non-technical language.