My research focuses on the narrative of money in advertising in Brazil. My objective is to analyze the advertising segment of Brazilian banking. The idea is to try to understand if there is, in this particular industry, a relationship between economic and monetary stability and the advertising discourse. When money becomes a stable social value, how is this reflected in the advertising narrative of banks? This is a rich subject, given the current economic situation in Brazil, a country that overcame the world economic crisis of 2008 and is experiencing a period of growth and economic stability, as well as witnessing the appearance of a new middle class. This is increasing the percentage of the population that has recently started to take part in consumer society. This social context gives rise to a phenomenon called bancarização in Brazil - the increase in the number of people who are clients of banks. For these reasons, it seems quite appropriate to study this subject from an academic standpoint.