/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// DESIGN OF THE “COPISMO”: A METHODOLOGICAL ESSAY FOR BREAK OF PARADIGM WITH A REGIONAL APPROACH Walter Correia / Fábio Campos / Marina Barros / Raniere Menezes / Sadi Seabra University Federal of Pernambuco-UFPE/Brazil e-mail: design10@terra.com.br ABSTRACT This article presents an essay about the culture of copyist between artisans of one cooperative in the Brazilian northeast. The paper proposes an argument about the need for break standards established which limit the creativity, the innovation and the expansion of market. The term “Copismo” refers to the act to copy other pieces from another artisan. The handicraft today is a consolidated segment in the economy and should be more and more oriented for the market. Being motivated by the marketing pressures many artisans have appealed to copy pieces of others artisans that have bigger commercial exit and consequently hinder their own inventive capacity. Keywords: Regionalism, Craft Design, Paradigm. INTRODUCTION We live in an age of global commercialization increasingly competitive, and often in the field of industries artisanal regional markets are not swallowed up by the opportunities for innovation. The market, according to Kotler (2000, p. 24) are "[...] global forces that continue to affect the professional and personal lives of all. " The craft anywhere in the world brings so inseparable a mark of their cultural roots, and this, in large part, their greater value attached, because the market tends to value what's unique and original, ethnic-inspired and with a strong reference cultural and regionalist. Although there are various features and concepts about craft, the focus of this essay covers the value- regional economic and cultural. According to Souza (1991), conceptualize the craftsmanship is quite complex because there is a debate between those who seek to define it as a socio-economic activity and those who define it as an activity that expresses the culture of a people, region or race. Therefore, an important perspective, the craft should seek to guide their production to market expectations, while maintaining the aspects that make it a unique product, but for certain reasons it happens that the artisans symptomatically copy more than develop new craft products. Copy the product that worked in the market many times the attitude is more comfortable, safer and more economical for many artisans. The technical director, Luiz Carlos Barboza, SEBRAE draws attention to exactly this when he says: "The biggest challenge is to turn the craft into an economic activity based on best business conditions. The producer should be oriented by the market and to what extent the economic and social outcomes we all desire "(Sebrae Crafts Magazine, 10 year anniversary edition, March 2008, n. 1, p. 8). This discussion focuses primarily on the craft potter and emphasizes specific features found in this community: the Alto do Moura (municipality of Caruaru-PE), considered by UNESCO the "Largest Center for Figurative Arts of the Americas." This essay seeks to understand why the attitude of handmade copy is an activity so commonplace among the artisans of the Alto do Moura, and propose a discussion about breaking this cycle paradigm copismo detrimental to creativity. The challenge is to enhance the local culture due to the impact caused by the market and proposed a discussion with a focus on the rediscovery of identity values of the craftsmen to promote innovation, not mere copismo. We conducted a survey with ten craftsmen that location in order to investigate the practice of copismo, we used a questionnaire directed to !"#$%&"'( *+, -+"'(. !"#$%%&'()* #, -./0123445 67% 867 9#":& ;#(,%"%($% #( 0%*')( 1%*%<"$75 =4 >$6#?%" @ 8 A#B%C?%"5 0%:,65 67% A%67%":<(&*D E&'6%& ?F ADGDHD 1##I%(?J")5 KDKD ;7%( L !DMD /6<NN%"*D