Advertising is a complex communication pattern that moves towards the goal. This study aims to describe the meaning of Mother's Role contained in four YouTube advertisements in December 2017 with the theme "Mother's Day". The research method used is descriptive-qualitative data analysis techniques using Roland Barthes's semiotic analysis which uses the terms denotation, connotation and myth to find out the meaning of the signs of Mother's Role values in the ad. The results of the analysis of this study are indications of understanding motherism in advertisements researchers do. This understanding of motherism is characterized by symbols of Mother's role as an educator, source of affection and a person who has a dual role
