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Library's collection Library's IT development CancelThis thesis mainly deals with the process of signification in order to reveal how Chinese-Indonesians stereotypes in the society are supported by the advertisement of Bukalapk.com “Nego Cincai” (2017) through the use of its verbal and non-verbal expressions. The theories used in this research are the process of signification which involves denotation and connotation. Those theories will help in analyzing how the Chinese-Indonesians stereotypes in the society are supported in the advertisement. This research analyses the advertisement video of Bukalapak.com “Nego Cincai” published in 2017 using the qualitative content analysis method in describing and interpreting the advertisement. Based on the analysis, I found out that the supported stereotypes of the Chinese-Indonesians are the myths that are produced at the second level of signification or in the connotative level. The findings also show that the supported stereotypes are mostly related to business