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This study seeks to analyze how persuasive strategies employed in advertising propose sociocultural values to affirm the notion of sustainability. To this end, we reflect on advertising as a strategic, persuasive, and above all social phenomenon, capable of spreading ideas and convictions with a view to proposing values. Next, we present perspectives and foundations on sustainability based on social practices in relation to/in the environment, and it is also necessary to introduce a brief reflection on the logic of consumption and its reflections on contemporary society. The methodology is based on the theoretical-methodological proposal of Semiology of Social Discourse with the aim of understanding the effects of meaning produced by advertisements. Thus, the analysis seeks to understand how subjects relate to constituted speech, as well as the thematic and figurative investments through which the speaker organizes their logic of persuasion to affirm values related to sustainability. To this end, the effects of enunciation, interlocution, reality, and thematization were sought in magazine advertisements.