ABSTRACT. Cultural phenomena exist and express themselves in terms of two contradictory aspects. On the one hand, the norm makes them join some tradition so that they should be given the possibility to be recognized, accepted and understood; on the other hand, creation requires them to be different from the already existing phenomena, to be in tune with the evolutive aspirations of the spirit. We will go out of the deadlock at the level of culture and language by way of creativity, which changes the parameters of normativity and sets up a different normality – the process is activated by reason and imagination if/when they are driven by the will to give products that are richly coloured by the creator’s personality. pp. 51–58

Keywords: creation, culture, existence, imagination, norm, normality, reason, will