SIMPLIFICACIÓN DEL MODELO SCAMPER PARA EL DESARROLLO DE IMÁGENES CREATIVAS EN PUBLICIDAD.

The technique called SCAMPER is still one of the most used, both in advertising and in teaching, for the development and creation of ideas and creative images. Its name is an acronym that refers to six techniques: substitute, combine, adjust, modify, put to other uses, eliminate & reverse. This article proposes to simplify the processes formulated in this technique, reducing them to four processes, and for thest udy developed in this article, award-winning graphic advertisements at Advertising Creativity Festivals. Finally, the article also develops a classification of these techniques. [ABSTRACT FROM AUTHOR]