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Creativity is a highly complex concept, studied through different perspectives and evaluated by numerous instruments. Despite its conceptual and methodological diversity, the Rhodes' multidimensional theory continues to be one of the main references in the study of creativity. Based on this theory, this study intended to observe the impact of the creative environment on the creative person, process, and product through a sample of 215 college students. Results suggest a significant influence from the creative environment on the creative process and product. Participants from the social sciences and arts performed better on the creative process and product, respectively. No statistically significant interaction effects were found regarding gender and the creative environment. However, age presents a control effect over the relationship between the creative environment and the plastic arts. Practical and educative implications are discussed. [ABSTRACT FROM AUTHOR]

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This paper shows up that advertising creativity does not arouse too much interest within the academic framework. It defines the principles causes of the lack of academic interest and analyzes the main authors and studies than have taken notice of the research of this phenomenom. The aim is relaunch the interest in creativity as an academic field taken notice of it through a practical and multidisciplinar point of view. [ABSTRACT FROM AUTHOR]