Advertisements are part of visual culture. Advertising presents an unimaginable symbolic burden. Goods acquire a social value, of belonging and significance. Semiotics makes it possible to decipher the advertising message as a significant practiceAlthough they are not considered art, their great display of creativity and the use of elements of artistic manifestations such as literature, poetry, cinema, painting and of course, their brotherhood with visual and verbal rhetorical figures are recognized. But when the advertisement uses a preceding text to deconstruct it and generate its message, we are in the presence of intertext.Through the application of semiotics, the commercial for the perfume “Le male” of the Jean Paul Gaultier® brand is analyzed where it was possible to detect through the interrelation of various codes and preceding texts social conventions, ideologies, cultural competencies, to design the message and achieve its objective: to sell. In addition to having the opportunity to detect the modification (or deconstruction) that the signs of the preceding text undergo when entering the present work that belongs to a different semiotic field. As is the case of works of art that enter the supraregulated field of semiotic production of advertising. The analysis was carried out based on contributions from Umberto Eco, Mark L. Knapp, Roland Barthes and Iuri Lotman, mainly.