Mass medium has become multiple features since fashion has changed. Traditional plane advertisement conveys message only, but building good brand images to stimulate consumers' desire to purchase is necessary for effective advertising. Therefore, products should be designed specifically and creatively for consumers to be impressive by the meaning of symbols and stories. The samples of the study were twenty pieces from advertisement design contest of Microsoft optical mouse by Starck. The study used the content analysis, KJ methods, semiology theory of Ferdinand de Saussure analysis to explore their symbol usages. The results were as following. (1) The product image needed displaying clearly to advertise the product explicitly because the original forms of mice are used twenty times. (2) One of the main points to design mice was in a streamline shape to advertise the function feature. (3) Expect the original forms of mice, the symbol organization changed along with the design themes. (4) The symbol meaning of the border sticks were usually in coordination with slogans and the looks. (5) Selected work conveyed the deep desire and seeding for the products. (6) Parts of the work were too subjective to be understood directly. An extra description of creativity background was needed. It is hoped that our study would provide related reference for teaching and research through those case studies.