In December 2023, the city council of Salvador, in the state of Bahia, removed a sculpture depicting a hand holding a cleaning product from the brand Ypê, one of the largest manufacturers of the products of cleaning of Brazil, installed in a privileged district of the city, after accusations of racism. The fact is that the artwork disturbed locals because of its color, which referred to a black person. The case had repercussions following a message published on social networks by Bárbara Carine, professor at the Federal University of Bahia (Ufba), under the title "The visible hand of racism". Bárbara pointed out that the sculpture reinforced the “slavery stereotype of keeping black people in socially subordinate spaces.” The display of a black hand holding a cleaning product in a privileged area of the city, although not the first racist display in advertising, reinforces the racist structure that exists in Brazilian society. Therefore, this analysis seeks to examine how advertising and announcements construct racist stereotypes and prejudices in Brazilian society, as well as the values used to construct a negative representation of black people in Brazil. Based on French semiotics, we also intend to see how the passionate and sensitive dimension is used in the attempt to politically transform this working class into "heroes of the nation".