Advertising research has focused mainly on the effects of advertisments on passive receivers. In the literature not many authors have accepted the notion of active receiver in the way that has been suggested by uses and gratifications theory. This article deals with implications of the theory in advertising. It derives a theoretical model which aims to show links among key concepts of the theory: motives, involvement and gratifications in the case of advertising messages. The article then offeres some empirical results of the model. The reuslts show us that with few limitations, and bearing in mind the advertising specifics, kvantitative research of uses and gratifications approach can be aplied to advertising.