The advertising industry moves on different platforms that become a challenge for advertising agencies, marketing companies and educational institutions offering training/communication strategies, which are that deliver graduates to society who face a new world In communication and creativity; originated the need to consistently plan curricula that consider the demands / trends of the market where the future professional will develop. For this reason, from the group of investigation CRISALIDA of the Professional Technical Program in Advertising Production of the Fundacion Academia de Dibujo Profesional, it seeks to recognize the influence of advertising trends on the training and exercise of advertising in Cali (Valle del Cauca), By means of a methodology of deductive-descriptive type that allows to identify the changes that the advertising industry and the formation in publicity have had in the last two decades because of the emergence of tendencies, taking into account: (a.) Bibliographic analysis of the changes in advertising trends of the last two decades; (b.) Interviews with publicists who give evidence of their praxis in relation to digital trends; and (c.) Analysis on the curricular proposals of advertising programs or related in institutions of higher education. This will allow to propose an operational framework for the structuring of development plans under the theory-practice-trends articulation, from which the development of curricular or methodological proposals allow the training in advertising to bring the publicist to the new trends and demands of the medium, developing skills that allow it to reach all kinds of consumers, regardless of the circle in which it develops, observing and recognizing the different mutations in the advertising industry of the last two decades, growing to some extent with the technological evolution that to be able to face and to be competitive in the labor field, offering more to the market, transcending the borders of the conventional.