An advertisement not only have a message that appears on the visual, but also has a hidden meaning in
it. Advertising for the brand BIC permanent marker signature version of Jimi Hendrix would like to express the hidden meaning. This study began with the use of semiotics Roland Bartes, visual text will be interpreted denotative and connotative. Through these readings, the meaning of the myth on the second level shows that the message is immortality. Permanent marker BIC brand wants to convey that the product is durable and can not be eliminated even with age.
Keywords: Immortality, Semiotics, Myth.