This communication is rooted in a long-standing experience with Art Direction students at NABA in Milan, where semiotics and advertisement are intertwined. Among different thematic explorations of advertising corpuses, we would like here to probe the issue of dance and the uses that advertising makes of different forms of dance. Dancing itself, more or less codified, becomes a significantly cross-cutting audiovisual enhancement strategy with respect to heterogeneous product categories: jeans (e.g. Lévi's), digital assistant (e.g. Apple Homepod), perfumes (e.g. Kenzo), etc. Dance thus stands as a figural platform capable of articulating valences of its own, ready to back-project into other discursive spaces, as taught by the rhetorical dimension of discourses.Dance substitutes the need of offering verbal articulated discourses, still the kind of cultural and historical references can move in-between hypercoded genre (classical ballet) to hypocoded one (hip-hop, freestyle), also touching anthropologically relevant topics like dancing possessed body (it is the case of Kenzo).A semiotic expertise can thus further investigate, in the link between dance, body and value, the different figural cores of dancing that support such communicative fortune of dance figures in the contemporary advertisement mediascape.Bibliographic referencesBasso Fossali, Pierluigi, La promozione dei valori. Semiotica della comunicazione e dei consumi, Milano, Angeli, 2009.De Luca, Valeria, "Danse et sémiotique: après le structuralisme", Estudos Semióticos 13(spe):30-38, 2017.Dusi, Nicola & Bizzarri, Maria Cecilia, "Danser parmi les œuvres d’art", Signata, 11 | 2020.