With the semiotics upsurge, the appeals of ads are more subtle in approach and more prone to use symbolism. Ads always borrow symbols to express the change in consumption、fashion、and social economic. By tracing a set of symbols through a collection of the「Sunrise department store」ads, this research is to explore the relationship between advertising message and brand equity. Brand Equity has been a major research topic since 1980s. It is not only an important asset but also a potential marketing tool to corporations around the world. The wise utilization of brand equity could bring unlimited profit for the corporations. The ad symbol of 「Sunrise department store」 reflects the brand equity change in modern society, which is influenced by economic, social and cultural environment. Advertising message not only reveals consumers ’ perspective in life, consumption, and value, but also economic, social, cultural change, as well as fashion trend. The purpose of this research is to find out whether consumers ’ lifestyle and consumption behavior altered owing to economic change and fashion culture over the past 15 years. From the point of semiotics, this study using the content analysis method investigates the advertising message in the「Sunrise department store」ads from the year 1988 to 2004. From the advertising message in the media, this research can conclude a tendency in consumption、fashion、advertising development、lifestyle formed and brand equity in the previous 15 years.