Introduction Advertising requires the marketer to target a section of a community or the entire community by providing convincing information to create some “sense of need.” The “need” can only be satisfied by a product or service being marketed. The message in this context is the most important aspect of advertising. It is offered in different forms- signs, linguistics or sounds. In cultural marketing, semiotics, or the use of applied linguistics, has been applied in advertising various products. The sign is the most fundamental concept of semiotic advertising. According to semiotic theorists, human beings are animals with a high capacity to make and interpret signs. Thus, sign making and sign interpretation are an important aspect of advertising, which is worth discussion when analyzing cultural and semiotic advertising. The purpose of this paper is to analyze the cultural and semiotic aspects of a current TV advertisement in the UK. For discussion, I choose the TV advert “Thank you Mom” used by Procter and Gamble (P&G). Identification of the P&G TV ad “Thank You, Mom.” The P&G commercial advert “Thank you Mom” was first developed for the 2012 Olympic Games held in London. In the context, the ad illustrates how athletes’ mothers struggle to bring up their children. It is a sign of love and dedication to the children. Each mother wakes up repeatedly early in the morning, makes breakfast and brings her children to the training camp before returning home to wash their clothing and prepare their food. This routine is repeated for years until the children make their way to the Olympic Games. However, as the children grow up, their mothers grow older. Nevertheless, the mothers’ daily routines agitate their hearts. At the end of the advertisement, a clear text “Thank you Mom” is displayed, which is a clear indication of the gratitude the athletes have for their caring mothers. The message shows the value added by P&G to the lives of the growing athletes. For example, the mothers use the company’s housekeeping products in bringing up their kids until they make it to the Olympics. Use of USP, Semiotics and appeals to the unconscious/conscious By definition, Unique Selling Proposition (USP) is a concept used in marketing and advertisement under the theory “advertising campaigns that made unique propositions to the target customers always successful in convincing them to switch brands” (Solis 2011). It defines a company’s “personal product” in the marketplace, which is described by the degree of uniqueness of the product and is achieved by differentiation. In the case of Procter and Gamble’s household products, the TV advert “Thank you Mom” is used to target mothers who are in their childbearing and childrearing ages. It attempts to convince the mothers that using P&G household products is one of the most significant indications that a mother has love and dedication to her child. It appears to make young families believe that using P&G products will not only help them satisfy their current needs but also achieve their children’s life dreams. Obvious, every mother is determined to bring up a successful child in the best way possible. It is the dream of every mother to see her child become an important person in society. By saying “Thank you, Mom,” the athletes appreciate their mo