The advertisement communicative practice uses argumentation with two major proposes: persuade the consumer about a specific product benefits and stress the importance of one idea in order to motivate the action among audiences. In this article we will try to provide some answers to the following questions: What is argumentation? And more specifically, which strategies are used by the advertisement discourse to persuade? One of the possible answers could be found when you understand the advertisement discourse as a consolidated genre based on discursive modes, among them one find argumentation. Our focus in this essay will be Stephan Toulmin´s theory about the use of argumentative models in the analysis of a corpus of advertisement campaigns. In using this model we would like to contribute to the cognitive capacity of our own students in using Toulmin´s theory and methodology when analyzing and producing advertisement texts.