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This article established an approximate initial framework for the study of praxeology and its possible application as a methodology to creative advertising work. Praxeology contributes in this sense "as a methodology" due to its rational nature; as a science oriented to the search for efficiency in human actions. These actions involve processes that are under observation awaiting the advancement of science, particularly in neuroscience, to understand, among other things, how the activity of the creative subject would have predictability given its decision-making mechanism (creative pathways). In summary, in the creative advertising, we are dealing with a human action of an eminently creative nature that obeys rational guidelines (marketing strategy) and also not so rational (creativity), in which values / beliefs could also impact the creative subject, affecting the communicational effectiveness. Accordingly, advertising creativity would be in the halo of praxeology, as this is the science of rational decisions and activities whose results are measured through their effectiveness and efficiency. The phenomenon was worked on qualitatively through documentary review, giving a hermeneutical treatment to the subject. To the documentary was added the biographical (or life story) to incorporate technical / professional experience in the field of advertising and marketing.

La praxeología como método de análisis de la creatividad publicitaria