The purpose of this research is to reflect on the projection of values of consumption goods within the speeches of the advertising segment, adopting as this study's object six printed advertisements from the automobile industry. It is taken as presuppositions: first, consumption as a social fact inserted in modern cultural relations; and, second, advertising as a public speech that symbolically values the consumption of goods in the trams produced in its advertisements. Under this perspective, it will be examined, supporting the analyses in interviews with receiving-informers, six distinct advertisements - two used as reference and four used as comparatives, launching with this process a look onto the discursive form of automobiles' portrayal and, complementarily, at the potential of advertising to motivate meanings to consumption as a main part of cultural orientation in the present time.