ABSTRACT: After studying and analysing the theories of Marçal Moliné, Tony Cullingham, Pete Barry and Christian Salmon on advertisements, campaigns and storytelling, the author introduces the hypothesis that there are currently four types of advertising creative thinking which come from the two last centuries. These four types of thinking (mental frameworks) have identified four different stages in the history of modern advertising: plain thinking and aesthetic thinking (information age), operational thinking or idea (single ad age) and strategic thinking or concept (campaign age and virtual reality age).