The creation in question: a brief cartography of a theoretical course

This article is the result of discussions produced during a theoretical course aboutcreativity in advertising. Instead of teaching how to create, the proposal of the course was to question what characterizes creation. Departing from this question, the route of a theoretical cartography is presented, trough the deconstruction of the idea of creation, the advertising device is shown in its creative demands. Mobilizing different theoretical perspectives, the text approaches creativity’s myth when problematizes the concept of authorship and presents creation as becomings produced by the very advertising device.