The creative group

The demands and phenomena observed in the creation of publicity in groups make it a prototype, retaining the proportions, from other work and daily life situations in which people come together to resolve problems. This article analyses aspects of the mental workings and the interaction of a group that creates publicity, starting with the deposition of one of its members as to how an advert was created by a team. From the point of view of certain psychoanalytical theories, we seek to understand the participation of the individual mind within the group and comprehend which are the aspects of the group environment that favour creative processes. It can be noted that in the creative group the group mind replaces the internalised group, judging the choices and freeing the individuals for free and floating associations. The findings indicate the importance of such aspects being investigated in other situations creation in groups. Keywords: creativity; creative process; group.