The aim of this research is to evaluate the discursive aspects of cultural tourism adverts about the Discovery Coast. This scientific analysis research is based on French Discourse Analysis (DA), which examines the materiality of discourses and analyses the discursive corpus of advertisements promoting the Discovery Coast in an area that covers the municipalities of Porto Seguro, Belmonte, Santa Cruz Cabr?lia, Eun?polis and Itabela in the far south of Bahia. Communication is important because in order to promote tourism in a locality, it needs to be publicised in order to attract visitors to it, using media such as magazines, folders and the Internet, which is currently one of the world's most widespread means of communication. For a product to be sold, it needs to be publicised and it is through this publicity that the consumer is persuaded to buy what is being sold. In this way, adverts are essential tools in the dissemination and propagation of tourism products and are used as a vehicle capable of building a product's image.