A driver very often tends to lose his or her identity once in traffic, being reduced solely to an automobile brand and a given registration plate. In order to lessen this lack, he projects it entirely on a vehicle itself. The notion of identity and belonging serves as a winning card for major automobile companies aiming for their customers to recognize themselves within the brand. They do so simply through advertising in different media reaching greater number of consumers and therefore audience. Media proves a dominant creator and means for getting the message across, alongside ideologies and social values all at once thus having strong impact on the identity forming. Semiotics has an important role in this process. It serves to deduce from what has been taken for granted for so long and makes us reflect on what is behind the apparent signs. The aforementioned is a purpose of this research. The aim was to recognize both similarities and dissimilarities in the way these messages are being conveyed onto the American, that is western, and Japanese, eastern market. All this was possible due to a globalization of the society we live in. In the second part of the research the special attention was given to the way messages are getting across the targeted male or female population in magazines aimed at one or the other gender.