The presence of the new in contemporary advertising – semiotic and marketing relations and innovation in Brazilian automotive communication – What is new in contemporary living? And how do the manifestations of advertising make consumers feel and grasp the innovativeness of products and brands in the present time, in which novelties are discursivized to exhaustion? John Ciaco enlightens the reader, giving him a semiotic tour of marketing and communication (taking as corpus the latest Brazilian automotive advertising) so that, together, they can feel the new – in an analysis which, ultimately, is about the actual meaning experienced in contemporaneity.