Advertising tends to portray products as a magical power to achieve a happier life, a success in career, or an enhancement in self-esteem, which plays an indispensable role in promoting consumers’ enthusiasm towards products. The aim of this article is to explore the connection between advertising, purchase attitude and behaviors from the semiotic perspective. This involves the significance of advertising’s development and impacts, the persuasive process of advertising, semiotic system, and latent values in advertisements.