The contemporary advertising speech appears as much as a space for the circulation of meanings and values as a prescriber of goods. This peculiarity is mainly explained by its double aim : catching the eye ; filling a factitive and persuasive goal which has to remain in the background if not completely concealed. The weight of these constraints explains the increasing appeal to humorous strategies. While looking for complicity and empathy, the advertiser endeavours to build a discursive community of membership. The advertiser’s discursive performing is first exposed, more than the product and mark. Yet, behind the systematically amusement positioning, designated targets and convened themes reveal a ground of confrontation and conflict, leading and producing a spell of critical or even cynical statements, and even destructive as regards some social values.