In the paper the problem of applying semiotic approach in the communication process. In the first part of the emphasis on the notion of character as the basic unit of a semiotic system, in terms of different semiotic theory. In the second part, the emphasis is on timačenju (hermeneutic approach) specific advertising, i.e. its linguistic message, visual phenomena such semantic, connecting with their signifying form. Through a semiotic analysis are the meanings of the symbols in the advertisement in which the two different levels of meaning: denotative and connotative meaning. Interpretation of the advertising suggests the possibility of a better understanding of its overall social and komutativnog meaning.