This research aims to study the construction and the use of signs in automotive news section of Thai newspapers. The methodology used in this research including (1) the content analysis of news and reports in automotive section of Thai newspapers from October to December 2004, and (2) the in-depth interview of 10 executives of automotive business in Thailand. The findings from survey and interview study review that: 1) Thai newspapers do not use many signs to construct news and reports, the use of signs usually seen in headlines, leads of news, and report. There are three ways of signs construction including (1) to use the familiar and well-known sign, (2) to use the status of executive or company, and (3) to build the picture or image of company or situation. 2) The objectives to use signs in news reporting can describe in three ways including (1) to use as the Thai language’s structure (2) to arouse the feeling of readers, and (3) to emphasize the status of executive of company. 3) The executives think that the use of signs is just one of the ways to report news. They also agree that the signs usually reflect the real status of the company or human. But press should beware to input the negative view into the sign because it will affect to the ethic of news reporting and will affect the reliability of the press at last.