The objective of this article is to observe some mechanisms of thematic progression occuring in the organization of two advertising text genres: bottle labels and advertisements of wine. We observed the thematic organization by both text genres in two natural languages: Portuguese and Spanish. The results show that there are regularities in the composition of thematic organization and is a particular feature of genres. However, there are differences in the use of language resources that can be explained in general as cultural or use styles and not as differences in language systems.Fil: Miranda, Florencia. Universidad Nacional de Rosario. Facultad de Humanidades y Artes. Escuela de Lenguas; Argentina. Universidade Nova de Lisboa. Centro de Linguística; Portugal