To search the relation of etiquette with 4 brands of kids wear's Print Advertisements, which are a la sha, Kenzo kids, Ugly Children's Clothing, Lili Gaufrette. Collecting literature through etiquette, fashion, Lacan's Mirror Stage; then realized the history of kids wear and the disappearance of childhood; finally, analyzing these ads expressions and meanings of signs were with Semiology. There are 2 results about research : the First is, there are no differences between kids wear of west-east and adults by realizing the history of kids wear, the fashion processing also affected by viewpoint of adults; the second is the main ads appeal which are adults with purchasing power parity(PPP). Ads express what personal taste and social status are with personal value and psychology. Stylish has connections with consumers who are from following to individualist. By small difference which ads of kids wear shows upper class, fascination of fashion, narcissism, unique taste. Besides, satisfies the exception of high social status and the imagination to children.