Creativity has become a recurring theme in contemporary times. However, beyond the numerous manifestations in everyday life, it’s not necessarily linked to innovation and the exceptional, but rather emerges as the ability to understand, relate, order, configure, and signify (Ostrower, 2014).Perez and Trindade (2019) present three dimensions of consumption based on Peirce's Normative Sciences (1995), where the aesthetic dimension includes the products and services, advertising, brand expressions and sensory experiences. All of this is also included in what Perez (2016) proposes as the advertising ecosystem, which comprehends advertising without any media centrism. Understanding advertising as language, it has a signic nature capable of giving any form to an abstraction, with the aim of creating connections between an institution and an audience (Pompeu, 2021). Therefore, when we talk about advertising, we talk about give form – we talk about creativity.The aim of this investigation is to expand understanding of creativity in the advertising ecosystem in the light of Peircean philosophy, exploring the connections between creative processes and consumption. To do this, a set of authors who discuss creativity and advertising creation were revisited in order to organize their reflections based on abduction, deduction, and induction. In the end, it is understood that although abduction is an indispensable logical expression of creativity (Anderson, 1987), when delving into the realm of consumption and advertising, deduction and induction are fundamental stages for the creation to carry the potential for construct brand meanings and/or leading an individual to consumption.