The number of academic papers and newspaper articles about the pink money, a fast-growing niche, has grown in the last years. There is a reason driving the market presence and characterization of homosexuality in the messages produced by the current advertising environment in the Brazilian context: an increasing number of goods and services designed specifically for gay audiences, such as tourism, fashion, leisure, food, etc. Beyond the commercial aspect, the value gay has been worked as a differential in actions and messages targeted at specific market segments, by giving a concept of modernity and relevance to the actions directed to younger customers and/or with higher educational levels, helping the building and the maintenance of the brands and values associated with them. We are facing a situation in which a presumed minority, with constitutionally established rights, need to have their identity condition of citizen-consumer legitimized and even exploited by the symbolic constructions of messages produced in Brazilian advertising. It is important to highlight the tension and force fields present in the management of this operation in the exact moment of transition of the advertising messages and of the gay reality, both re-territorialized through networked environment and the new information and communication technologies.