On the last years, the subjects History, Memory and tradition are being strategically used by organizations such as: a way to strengthen the brand and its identity on the market, to contribute with the management for better internal and external communication, and to develop mechanisms that allow self-knowledge of the company through the rescue of process, principles and corporate values. In this context, the present work aims to study what meanings consumers perceive in the use of the themes of history, memory and tradition by the advertising discourse published in the Brazilian mass media. For this, two focus groups were performed, with nine participants each, and the data were treated with content analysis techniques. The result of the study shows that the consumers discourse about the subject is marked more by the reflection on the credibility of the ads than by traces of nostalgia. Finally, the reconciliation between tradition and innovation was considered positive by the participants.