Joseph S. Falsetti, 46, senior director of advertising and sales promotion with Amtrak, died of cancer Tuesday at George Washington University Hospital.

Mr. Falsetti, who lived in Fairfax, was born in Bingham, Utah, and grew up in Los Angeles. He received a bachelor's degree in marketing from the University of California Los Angeles in the late 1950s.

Through the 1960s and the early 1970s, he lived in California and worked first as a marketing analyst with the Frito-Lay Corp., then as advertising and sales promotion manager with Mattell Inc., toy manufacturers, and later as general manager of the guarantee division with Wynn's International.

In 1975, Mr. Falsetti moved to the area as a director of advertising and sales promotion with Amtrak. At the time of his death, he was the senior director of that division.

Mr. Falsetti had had cancer for several years. In 1979, after having a laryngetomy, which is surgical removal of the larynx, he learned to speak by using esophageal speech, in which swallowed air is used to produce words. He was a member of the New Voice Club of Maryfield, Va., and the International Association of Laryngectomees.

He was a member of the board of directors of Marketing Communication Executives International and the Advertising Club of Metro Washington.

Survivors include his wife, Sheila, whom he married in 1964, of Fairfax; two daughters, Dana and Lisa, also of Fairfax; his mother, Louisa Falsetti of Hemet, Calif., and four sisters, Mickie Burrell of Hemet, Mary Polzer of Los Angeles, Irene Mumper of La Canada, Calif., and Wanda Large of Van Nuys, Calif.