However, it would be fair to notice that a century ago it was not. It was as vague as creativity field nowadays. We sure can, but we also have to be careful and watch their applicability not all of them may work in the new field. So when I had been digging deeper and deeper, trying to find the staring point for creativity to appear in speech and language, I got more and more certain that creativity just pierces the whole language. Check it by yourself.
Language is the basis of civilization.
Look at the language literature thousands of books, millions of articles, including every week William Saphire s On the Language. Tons of material are everywhere. Some people are extremely inventive, the others are fighting the losing battle for the purity of the language. Look around you. You will see lite and nite instead of light and night.