This research proposal is to think over the symbolic meanings of automobiles, based on their advertising speech. The initial conception is to understand that consumerism is a social fact inherent to socio-cultural relations in the modern-contemporary society and that advertisement, as its principal idea, is functional to operate a value in the products through imaginary speech in their ads. This research was based on print ads of newspapers and magazines of national distribution in order to infer that, in the automobile industry, advertise gives multiple consumption meanings, and to understand the advertising potential as a supplier of significance to material products.