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The article focuses on schools and its programs. How understand the texts which the schools address us? What we can find in its programs? ; The present study regard the school texts as a sort of advertisement. The author proposed also designators, which can help for the qualitative analysis of these texts. The considers reveal that there is no single or objective phenomenon called "school". Different modes of thinking about schools occasion different and unexpected, sometimes momentary comparisons. It shows how unique we are to ourselves. Thus, we find that we, present-day people, seem to be created by amultiplicity, plurality and, at times, temporality of certain coalitions we have concluded.