Abusive advertising, childhood and consumer society constitute a controversial theme. Confrontations of opinions and of interests center around this subject, considering the possible losses to the children’s formation, on one hand, and the market, on the other hand. This study develops a theoretical deepening regarding the thematic, proposing an empirical research as well. Therefore, it has been adopted as a methodological procedure a discourse analysis of the corpus constituted by printed advertising of Turma da Monica comic books, carefully selected. About the results, it is presented a critical reflection on the persuasion techniques applied in advertisement directed to children, questioning specifically the mix of advertising content to the editorial content, a strategy identified through the analysis.