Advertisement isn’t very popular object of analysis in the field of literary studies, based on the constitutive and self‐determined dynamics of selfless query of formal perfection. Advertisement, dedicated to the economy, is not easily exonerate there. However, if we keep this idealistic and elitist doxa suspended, therefore we will see that the discourse of publicity is activating – as every discourse is – the spectacular axiological function which makes understand our motivations to act in the social reality. Are they relevant in transcultural context? This article tries to respond to this question, comparing contemporary publicities from west (Belgium, France) and central (Poland) Europe, advertising anti‐age cosmetics. ; Advertisement isn’t very popular object of analysis in the field of literary studies, based on the constitutive and self‐determined dynamics of selfless query of formal perfection. Advertisement, dedicated to the economy, is not easily exonerate there. However, if we keep this idealistic and elitist doxa suspended, therefore we will see that the discourse of publicity is activating – as every discourse is – the spectacular axiological function which makes understand our motivations to act in the social reality. Are they relevant in transcultural context? This article tries to respond to this question, comparing contemporary publicities from west (Belgium, France) and central (Poland) Europe, advertising anti‐age cosmetics.