This work is based on the assumption that the discussions that must most urgently involve advertising communication in the contemporary context – crossed by economic, technological and social dilemmas – are those linked to its political dimension, precisely in what is now commonly called “cause advertising”. Our objective is to take these discussions to the specific scope of higher education training in advertising, making explicit the contributions of Charles Peirce's semiotics, especially regarding promoting awareness about our responsibilities, expanding the power of reflection, favoring the ability to see the other and the possibility of predicting the multiple semiosis within and from the advertising process. More specifically, inspired by Peirce's theory of interpretants, we propose three types of semiosis that can support three fronts of action in higher education in advertising: (1) immediate advertising semiosis, internal to the advertising sign itself, to the creative process, to the relationships between agency and advertiser, guaranteeing quality, consistency, awareness, depth, coherence, etc.; (2) ⁠dynamic advertising semiosis, expected to occur in the public’s mind, therefore partial, limited and dependent, seeking to guarantee effectiveness, efficiency, anticipating challenges, thinking about effective advertising processes; and (3) ⁠final (or degenerate) advertising semiosis, which considers the powers and recognizes the limits of advertising, especially and precisely in its political dimension, in its social action. This is a theoretical reflection that continues a series of works already produced and published that see Peircean semiotics as an important contribution to the practice, the reflection, and the teaching of advertising.