Design thinking no planejamento publicitário: uma leitura a partir da perspectiva da reflexividade de Anthony Giddens

Abstract

The reflexivity is introduced in the very basis of the reproduction of the system, since the forms of social life are partly constituted by the knowledge of the individuals about them. Knowledge is constructed in the light of renewed information and allows to change practices or the structures responsible for forming them. Just as structures guide future actions, actions can reconfigure structures (GIDDENS, 2003). Design Thinking is a methodology that favors the entry of knowledge from different perspectives in the development of processes. Its flexibility allows it to be adopted in a diversity of contexts, such as in advertising planning. This study aims to understand how advertising can take Design Thinking to reconfigure the structure of advertising planning. For this, it discuss the concepts of reflective society, Design Thinking, advertising and marketing planning. Then compare the structure of Design Thinking with the structure of advertising planning to find relationships and contrasts. Finally, it elaborates a model of practical implication of Design Thinking in advertising planning. For research development, bibliographic research and IRAMUTEQ software (R interface for multidimensional analysis of texts and questionnaires) are used. As a result, it is observed through the proposed model how it is possible to take Design Thinking to reconfigure advertising planning. It is suggested moments of expansion and refinement of knowledge during the process and the constant exercise of empathy, collaboration and experimentation.