Abstract
This research focused to found the meanings, messages, signs and types of rhetoric used in Kitabisa.com advertisements. The was qualitative approach and descriptive analysis techniques. The data source of this research was taken from official website Kitabisa.com www.kitabisa.com. The data taken from one sample from each fifteen categories of donations published in 2021. The results of this research found that the fifteen data were contained signs which found in the images and language used in Kitabisa.com advertisements. Denotation meanings were to invite the society to donate. The connotative meaning were implied implisit meaning such as satire, criticism, inspirational stories and invested a brand image. Myths were closely related with the society because came from themselves. The messages were another piece of informations that want to conveyed by the fundraiser. Types of rhetoric results showed that 4 advertisements data used homonym. The types of rhetoric such rhetorical questions, rhyme and parison, were found in each of the 2 advertisements data. The types of rethoric such anaphora, hyperbole, antanaclasis, alliteration and anadiplosis found in 1 advertisements data. The image aspect of donations affected the amount of donations especially sick people because they were considered more able to attract public sympathies.
 Keywords: Kitabisa.com; Rhetoric; Semiotics
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