The proposal of this text is to consider in depth the profusion of courses and events that appeal to the emotions as an argument for fueling teachers’ daily lives, when inquiring as to which models of continuing education are being offered to teachers in general, since there is no supply without demand, i.e. what teachers want to hear in their processes of continuing education is indicative of their needs, providing a guideline for understanding their anxieties, as well as clues to what they are looking for, and the structures and concepts they use as support or in which they seek refuge. The empirical evidence for the examination and elaboration of the arguments was derived from promotional material publicizing educational events that had several characteristics in common, revealing a trend in continuing education for teachers. These events are typifi ed in terms of their form and content, enabling analysis of the commercialization of the process of continuing teacher education and resulting in theoretical studies on continuing teacher education. In conclusion, this study expresses our concerns over continuing teacher education, which is detached from commitment, study, engagement, refl ection, courage, boldness and theory, as continuing teacher education cannot be reduced to the pedagogy of the hug, which raises awareness of the masses at certain periods but is not based on an ongoing, longer term work.