Kitsch element in Koyo Cabe(Pepper Salve) commercial TV ads in Indonesia has a distinctive characteristic, in that it takes both high art (Atlas statue) and a popular myth (Pharaoh mummy) that were processed by the advertiser in such a way so as to attract consumers as soon as possible. The playing of visual and audio marks that the advertiser used was closely related with its product marketing strategy. The research method used in analyzing the kitschy TV ads was qualitative-interpretative by applying Charles Sanders Peirce's pragmatic semiotic approach. The result obtained was that the producer of the ads held a distinctive viewpoint and myth on how the products should be advertised. In the Koyo Cabe ad, both object and person featured in the ad were made symbolically and they indirectly represented the profile of the ad's target, and even they looked like an expression of the advertiser's personal taste and belief on a certain myth.