AbstractEvery day in our lives we are surrounded by advertisements. Even if we don't read a paper, watch television or walk around with our eyes closed, we will find it impossible to avoid some form of publicity, whether it might be the latest offer at the local supermarket or some advertisements on the television. The main purpose of advertisement to sell products, but the advertisement not only sells the reader the product, but also a future image of ourselves as more desirable and happier. Very important to a successful signification of advertising photography is the use of semiotics. Semiotics, among other things, plays a major role in catching the attention of the intended target market such as men, women, adults or teens. The placement of certain images, text, colors, and other signs is a key part of the overall successfulness of the advertisement. We have also learned that the use of semiotics varies with the kind of product being advertised, however between similar products, the overall theme of the advertisements seems to stay the same with few exceptions.