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This paper intends to carry out an investigation about the development of the creative competence during the formation on the university degree of Advertising and Public Relations. Specifically, it seeks to find out if the study and promotion of creativity is adapted to the demands of the professional advertising sector. A triple-approach methodology was carried out based on an analysis of the content of the study plans, a questionnaire for graduate students and a panel of experts made up of academics belonging to the degree of Advertising and Public Relations. The results indicate that, although the training of these graduates seems adequate in general terms, the training received on creativity seems insufficient to respond to the demands of the market. Some of the factors that explain these trends are the excessive integration of digital competences due to the renewal of the degree or the impossibility of the academics to implement creative methodologies in the classroom due to the complicated reconciliation between the professional and academic demands they are subjected to. That is why a transformation of the university study plans of the Degree in Advertising and Public Relations is recommended to meet the labor demands related to the exercise of advertising creativity in Spain. [ABSTRACT FROM AUTHOR]

Virtual reality stands as a discourse beyond technology, with increasing visibility in all social areas, and becoming one of the protagonists of cyberculture. Advertising is no stranger to this boom of immersive storytelling, and it is becoming usual that campaigns with a transmedia approach use this resource in the face of other narratives and channels of dissemination. Among the existing publics, minors are especially sensitive to the messages to which they are exposed, and therefore must be protected. There is a multitude of studies whose central axis is occupied by this social sector, although there are few studies that interrelate it with digital advertising. In this paper, virtual reality and its presence on YouTube are conceptually exposed, analyzing its advertising use focused on minors. The present investigation tries to elucidate if the immersive advertising complies with the strict control parameters of conventional advertising in its dealings with the minors, and analyzes the convenience of consumption of these campaigns for this public, as well as in what conditions its application is recommended. [ABSTRACT FROM AUTHOR]