In times where social media is part of our everyday lives and new media applications are widely used around the world, it is important to understand and study these emerging platforms for communication and how they are applied in society.

This study focuses on Snapchat as a social media platform, the context that surrounds it, its features and its uses. It will analyze the emergence of the application, the reasons for its success, and how the target market of Snapchat utilizes the application.Based on Bainbridge & Barthes's semiotic theory and Don Schultz's advertising guide, a qualitative advertising critique and semiotic analysis on a time-frame sample of Kylie Jenner's Snaps was utilized in this study. In a break down of Kylie's Snaps, it was uncovered that they hardly followed what might traditionally be called "good advertising", and possess instead, a variety of production values that are more in line with the characteristics of millennials.

Keywords: Social Media, Ephemeral Media, Short Form media, Advertising, Snapchat, Instant Messaging, Millennials, Kylie Jenner