The aim of the article is to analyze the potential educational consequences of commercial advertising campaigns. The author creates the hermeneutics of the selected visual element of the ”Join the Procession” campaign of the Converse brand present in public space. This is an analysis of the persuasion strength of this campaign in relation to knowledge of youth psychology and sociology. The author proves that there is a third education space important for shaping the attitudes of young people – beyond home and school control, which has all the means and conditions to deny or eliminate the fi rst two actions. The author postulates the restoration and enhancement of the educational function of the school.