The paper suggests reading the novel El don de Juan by Rodrigo Parra Sandoval from the discussion about the construction and recognition of the innovation concepts, the experimentation and transgression in Colombian literature over the past few decades. From a critical perspective, the author studies the way the construction of these aspects can become the labels of the editorial marketing. In this way, the study of aspects such as the paradoxical narration, the femininity and masculinity of Parra Sandoval´s novel, let evidence the way the literary emotions singularities can be replaced by literary marks showing how the novel appeals to different readers groups.