The analysis of cultural texts in studies on the phenomenon of consumption enables the interpretation of the symbols and meanings contained in the different narratives present, for example, in advertisements, movies, novels, songs, and Internet posts. Inspired by this possibility, this research aims to understand gender relations and representations in promotional songs of motorcycle brands. The objects of analysis adopted for this study were the songs for the “Pop 100” and “Shineray”, using a qualitative approach supported by the interpretative paradigm, from the perspective of Consumer and Culture Theory (CCT). The selected songs were analyzed from the hermeneutic tradition and reveal a gender hierarchy when it comes to owning a motorcycle, which is associated with freedom for men and situations of subordination for women. In the associations of this ownership, and with the ostentation of a prestigious position, men appear in a position of domination, while women appear with a sexualized connotation. The symbolic negotiation identified in the lyrics of these songs appears to influence behaviors, making people more likely to reproduce the values and meanings transmitted by local songs that, besides describing a social context, also express cultural meanings.