This paper presents some of the results of a master`s degree research that examined the representations of the rural world by the ads of the Globo Rural magazine in the 1980s, 90s, 2000s. This work presents the shapes, types, classes and the discourse of advertising in the magazine that contribute for representations of the rural world built by its ads. After analyzing 384 ads, it was concluded that advertising changes over time and represented the plurality of identities of the new rural world and the social changes suffered by rural areas.