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THE DENOTATIVE AND CONNOTATIVE MEANINGS
IN THE AXE - ADVERTISEMENTS
A Thesis
Submitted to the Faculty of Letters and Humanities in Partial Fulfillment of the
Requirements for Degree of Strata One (S1)
ZAENAL MUTTAQIEN
NIM. 106026001034
ENGLISH LETTERS DEPARTMENT
THE FACULTY OF ADAB AND HUMANITIES
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
2011
THE DENOTATIVE AND CONNOTATIVE MEANINGS
IN THE AXE - ADVERTISEMENTS
ZAENAL MUTTAQIEN
NIM. 106026001034
ENGLISH LETTERS DEPARTMENT
THE FACULTY OF ADAB AND HUMANITIES
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
2011
ii
ABSTRACT
Zaenal Muttaqien, The Denotative and Connotative Meanings in the AXE
Advertisements, Thesis; Department of English Letters, Faculty of Adab and
Humanities, Syarif Hidayatullah State Islamic University, Jakarta, 2011.
This study is aimed to explore the meaning of signs which consist of
denotative and connotative levels. The writer focuses on five images of AXE
Advertisements and wants to know about the primary and secondary sign systems.
The method in this study is qualitative method and all the collected data
will be analyzed through descriptive analysis technique.
This study shows that the five AXE Advertisements: AXE Nun; AXE
Chocolate Month; AXE Vice with forbidden fruits; AXE Hillary and AXE
Phoenix have primary sign as denotative level and secondary sign as connotative
level.
From the analysis, the writer concludes that each sign of AXE
Advertisements has a system and it is supported by object, context, and text in the
advertisements. These elements contribute to the meaning of denotative and
connotative level upon products. And the last, the writer states that AXE
Advertisements manipulate and create the symbol and sign values upon products
to persuade the consumers.
iv
DECLARATION
I hereby declare that this submission is my own work and that, to the best
my knowledge and belief. It contains no material previously published and written
by another person nor material which to a substantial extent has been accepted for
the award of any other degree or diploma of the University or other Institute of
higher learning, except where due acknowledgement has been in the text.
Jakarta, August 16, 2011
Zaenal Muttaqien
v
ACKNOWLEDGMENT
In the name of Allah, the Beneficent, the Merciful
May peace and blessing of Allah by upon all of us
All praise be to Allah, lord of the Universe, who gives the writer guidance
and strength, so this paper could be finished well. Peace be upon to dear prophet
Muhammad SAW for his conveying the words of God, the light humanism and
peace.
Many people have assisted the writer in writing this paper. Therefore, the
writer would like to give the sincerest gratitude to his beloved parents Ubaidillah
and Hulduniyah, and his beloved brothers for their support, understanding, and
contribution.
The writer also wants to give gratitude to Drs. H. Abdul Hamid, M.Ed, as
the writers advisor for his time, guidance, patient, kindness, and contribution in
correcting and helping him in finishing this paper.
The writer would like to give special thank and appreciation to:
1. Prof. Dr. Komaruddin Hidayat, MA., the Rector of Syarif Hidayatullah,
State Islamic University of Jakarta.
2. Dr. H. Abdul Wahid Hasyim, M.Ag., the Dean of Adab and Humanities,
State Islamic University of Jakarta.
3. Drs. Asep Saefuddin, M.Pd., the Head of English Letters Department.
4. Elve Oktafiyani, M.Hum., the Secretary of English Letters Department.
vi
5. The Lecturers, especially Inayatul Chusna M.Hum and the Staffs of
Faculty of Adab and Humanities.
6. All Librarians Center of State Islamic University, Jakarta Library.
7. All Librarians of Faculty of Adab and Humanities Library.
8. His big family, Kiki Muhammad Hakiki, Ade Mushofa, Lidiniyah, Iin
Muthmainah, Ida Kholidah, and Budi Hariyadi.
9. His beloved friends in UKM BAHASA FLAT (Foreign Language
Association), Felix, Caesar, Giska, Amir, Hilman, Bara, five Rangers,
Renovations, Flawless, (thanks for your practices in English Language).
10. His beloved friends in KOMPAK (Komite Mahasiswa dan Pemuda Anti-
Kekerasan), Hafiz, Sidik, Edi, Adam, Mustofa, Bahtiar, Ade and Daulay.
11. All his classmates in the English Letters Department, Cahya, Rasyid,
Damanhuri, Arif BW, Herman, Apang, Lya, and others that could not be
mentioned one by one.
12. Reisha Suci Arimbi, thank you for your support and smile.
13. To all which the writer could not mention one by one both mediated and
unmediated in helping and completing this thesis.
Finally, the writer hopes this paper will be useful especially for the writer
himself and for who are interested in this study. May Allah bless us. Amin.
Jakarta, August 16, 2011
The writer
vii
TABLE OF CONTENTS
APPROVEMENT .. i
ABSTRACT .. ii
LEGALIZATION .. iii
DECLARATION iv
ACKNOWLEDGMENT v
TABLE OF CONTENTS vii
CHAPTER I INTRODUCTION
A. Background of the Study .. 1
B. Focus of the Study 8
C. Research Question 8
D. Significance of the Study .. 8
E. Research Methodology
1. The Objective of the Research 9
2. Data Method of the Research . 9
3. Data Analysis Technique 9
4. Unit of Analysis 10
CHAPTER II THEORETICAL FRAMEWORK
A. Semiotics .. 11
1. Charles Sander Pierce . 16
2. Roland Barthes 21
a. Denotation . 23
b. Metalanguage and Connotation .. 24
c. Myth .. 27
viii
B. Advertisements . 32
1. The History of Advertisements .. 32
2. The Definition of Advertisements .. 33
3. The Effect of Advertisements . 36
CHPATER III RESEARCH FINDINGS
A. Data Description .. 38
B. Data Analysis 41
CHAPTER IV CONCLUSION AND SUGGESTION
A. Conclusion 75
B. Suggestion . 76
BIBLIOGRAPHY 78
APPENDICES .. 80
1
CHAPTER I
INTRODUCTION
A. Background of the Study
Globalization era is a process of dynamic condition which is signed by every
state in economical term globally interacts. It stimulates the seeds of economical
development to push every company to gain the consumer trust. The company
must be accustomed to the environmental change of economical competition. The
competition upon products gaining the consumer trust is the main core of
consumption. Consumption is the consumer activity of consuming products.
An early production process, all companies produce some products to be
sold and to be beneficial to fulfill consumers as what their need is. But, nowadays
the globalization era stimulates the process of creative production. Globalization
burns the competitive condition among companies upon products. The main core
which is consumer trust is the future prize of competitive condition among
companies. Balancing the consumer trust upon products in market place involves
strategic companies to have a position in marketing economy.
Then, an economical circulationproducer, product, and consumeris
being developed and manipulated by the capitalism actors, they criticize the
economical circulation. They focus on the production condition and consumer
need. The capitalism actors think that how to increase advantages, but in other
side the production has filled the consumer need and then it well gives a problem
2
condition which is the economical circulation is stuck, circulation product cannot
be operated, full of product stock.
This condition pushes the capitalism actors to solve it. The aim which
increases the advantages upon products as much needs a creative strategy. And
one thing that is a solution is media role which is advertisement media; the role of
advertisement media holds the economical circulation and to be heart of
economical promotion besides quality of products. By an advertisement, the
product is promoted and introduced to consumers to fill the consumer need and by
an advertisement also products which is first not to be need is being need then.
Afterwards, the future aim of an advertisement is consumer trust, the future
prize. Advertisements have capability to change state of consumer mind. How
could it be? Creating symbolic and sign values which are prestige, life style,
honor, luxurious, glamour, and new brand is the strategic of capitalism actors to
involve advertisement media. The intention of capitalism actors which paying
much money to advertisement agent must be having a motif; the motif is to
operate the economical circulation.1
Advertisements (ads) have a power to change state of mind; it is the main
core of capitalism actors to be pressed. Capitalism actors manipulate the consumer
need to be commercial term. Advertisement media and capitalism actors pull the
psychological aspect. They produce some products by involving advertisement
agent (media) which creating the symbolic and sign values (glamour, prestige,
luxurious and new brand) upon products to change state of consumer need.
1 Audifax, Imagining Lara Croft: Psikosemiotika, Hiperealitas dan Symbol-Simbol Ketaksadaran,
(Yogyakarta: Jalasutra, 2006), p. 102.
3
Advertisements promote them in the electronic or non electronic, such on
television, radio, internet, and newspaper where the consumers may watch them
easily.
Then, they which using strategic marketing, achieving quality product that
to be beneficial to consumer need and involving ads media to create the symbolic
and sign values in the product operate the economical circulation successfully.
The strategic combination between production process and advertisement intends
to have the market position in the competition and to have responses back from
consumers (consumer trust).
Generally in advertisements, the function of advertisements is to introduce
products and services and to promote them to societies; it needs the roles of
human resources such as technology and creative design. The aim of
advertisements is how societies have trusts upon the products and services.2
The production process, achieving quality product as like what Karl Marx
recommended about dynamic economic upon products which has beneficial and
price to fill the consumer need is substituted by advertising to be symbolic and
sign values in products by involving the role of human resources on
advertisements. Nowadays, consumers consume the products both beneficial and
symbolic and sign values.3
Jean Baudrillard received the argument that the consumption activity
basically is not just caused by the need reason, but it is completely caused by
2 Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, (Depok: Komunitas Bambu, 2011), p.
249. 3 Audifax, Imagining Lara Croft: Psikosemiotika, Hiperealitas dan Simbol-Simbol Ketaksadaran,
(Yogyakarta: Jalasutra, 2006), p. 102.
4
symbolic reason; they are honor, status, and prestige. Furthermore, the products is
consumed or bought that is caused by symbolic meaning which is in, and not
caused by beneficial, price, function, and need.4
The symbolic and sign meaning, luxurious, prestige, honor, and sensuality
are the semiotics field. Semiotics holds the question why do human (consumers)
consume products in luxury? As the filling consumer satisfaction, human jumps to
see the products as the functional to the symbolic and signs values. Human is
pushed to consume more not caused by the functional, but it is caused by filling of
satisfaction.
Barthes said that advertisements cooperate with modern era to perform
something new (new brand) which is not common in societies.5 In this term,
modern era intends to persuade consumers to follow the dynamic development.
Advertisements have a power capacity to influence the state of consumer mind
with the word new or modern.6 Advertisements often change the paradigm
values in societies which are good/bad, beautiful/simple, suitable/unsuitable, high
class/low class, and trendy/odd.
Modern era could open state of mind to imitate the new values above, good,
beautiful, high class, trendy etc. All are the capacity of capitalism actors by
involving advertisements to create a connotation process. A connotation process is
the extension of content/signified (sign). It is the place given by producers upon
4Ibid., p. 103.
5 Barthes (1957) called as nomania which is addicted to something new
6 Modern era is a response to leave from traditional condition to something new (western
influence).
5
products to consumers, and then the consumers will react an active respond to
give a meaning upon products based on their culture and ideology.
An active respond (connotation process) is something that products which
are produced by the motif of capitalism actors and advertisement media are
assumed by all human (consumers) in many interpretations. The interpretation
upon products that has symbolic and sign values is recognized as semiotics or
smiologi field.
A connotation model of Barthes may apply to an element of non-language,
advertisements. As long as it has sign system.7 And advertisements have a power
capacity with including their system via television, radio, newspaper, images on
billboard and so on to create the symbolic and sign values, luxurious, prestige, and
sexy, as the following explanation about the motif of capitalism actors above. And
one of advertisements is Axe advertisement. Axe is one of perfume products. Axe
was launched in France in 1983 by Unilever Company. It was inspired by another
of Unilever's brands, Impulse. It is assumed that by using this product, Axe
perfume, be able to get sexiness, beauty, and other symbolic and sign values. It is
the development or extension of signifi (signified) which is responded by
consumers (sign users) actively, connotation process.
Afterwards, based on sign users (consumers), Barthes explained that how to
interpret in which assuming the same perception about a sign. He gave in his
book, S/Z, some codes to interpret the hidden sign (symbolic sign) on
advertisements. Advertisements send a message to consumers upon products.
7 Jonathan Culler, Saussure, (Fontana Press, 1976), p. 93.
http://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Impulse_%28body_mist%29
6
And semiotics field which is developed by Roland Barthes attempts to open up,
open the hidden sign. These codes are hermeneutic, semantic, symbolic,
narrative/proairetic, and cultural code.
Umberto Eco states that a code is aturan yang menghasilkan tanda-
tanda sebagai penampilan konkretnya di dalam hubungan komunikasi.8 Seeing
the definition above, a code is a rule or collective convention, which are signs that
may be organized. It pushes a message to be operated between communicators,
sender and receiver.
In Elements of Semiology, Roland Barthes gave models of denotation and
connotation. He defined a sign as system consisting of Expression (E) on signifier,
in relation (R) to content (C) on signified. Such primary system can become an
element of a more comprehensive sign system. The primary sign (E1 - R1 - C1) as
denotative level becomes the expression of secondary sign system E2 = E1 - R1 -
C1. Then, in connotative level is the combination of E2 - R2 - C2.
According to Yasraf Amir Piliang in his book, Hipersemiotika: Tafsir
Cultural Studies atas Matinya Makna, said that advertisements have usually three
special elements as dominant elements in the advertisment images. They are
object, context and text. Object is an object image or product which is advertised,
context is the environment of advertisements that giving meaning to the object.
And the last is text (written image); they, the elements, intend to strengthen the
advertisement meaning.9
8 Umberto Eco, Teori Semiotika, Signifikansi Komunikasi, Teori Kode, Serta Teori Produksi
Tanda, (Yogyakarta: Kreasi Wacana, 2009), p. 48. 9 Yasraf Amir Piliang, Hipersemiotika: Tafsir Cultural Studies atas Matinya Makna, (Yogyakarta:
Jalasutra, 2003), p. 280.
7
These elements are produced by the capitalists to express the messages
shown on products (advertisments). The messages, denotative or connotative may
be appeared on the elements of advertisements. Denotative is what is shown and
connotatative is related to the understanding of sign user (consumers) upon
products.10
Semiotic field is designed to be able to have a chance or opportunity to
criticize in critical thinking in facing or understanding that there is no authority
that controls a meaning or an interpretation upon everything which happens in
social culture. It means that this study concerns about the place that has given by
and has interpreted by.
With this attempt, the writer wants to implement the Roland Barthes
concept to the images of Axe advertisements. This is to seek the denotative and
connotative meanings in the images which are based on the elements of
advertisements, the object, context, and text.
The images of Axe advertisements are assumed that they have sign and
symbolic values to manipulate the consumers with the messages that shown in
the Axe images. The messages of Axe advertisements are expressed to consumers
by giving the authority meaning to control the consumption of consumers. So,
Semiotics is suitable as the science of the study, because this field has designed to
criticize the meaning that controlled by the Axe Company.
10
Ibid., p. 261.
8
B. Focus of the Study
To limit the research, the writer only focuses on Axe advertisements. Each
product has full of messages that shown as the denotation, connotation, and myth
meanings upon products which is expressed in the elements of advertisements,
object, context, and text that built to express the message. The concept from this
research is referred to Roland Barthes concept that started from primary sign of
denotation and secondary sign of connotation.
C. Research Question
In order to gain the early interpretation of Axe advertisement, the writer is
going to explain and analyze each advertisement which has signifiant/signifier as
a denotative meaning. Then the writer involves the assumption of consumer
respond to Axe advertisement in level to interpret the connotation meaning
(signified) and in addition to open codes upon products. The writer will purpose in
two research questions. The questions are:
1. How is denotative meaning described in Axe advertisement?
2. How is connotative meaning stated in Axe advertisement?
D. Significance of the Study
The writer expects the readers to have better understanding about
advertisements by applying semiotics field. As a science, semiotic could be
applied in interpreting anything, verbal or non verbal language, as a sign, as long
9
as it is being assumed as something that has meaning. And it may be one of
references for students who want to do a similar research.
E. Research Methodology
1. The Objective of the Research
The writer hopes that this research would help readers in
understanding about:
1. Knowing the study of a sign which is represented in advertisements
2. Knowing and understanding of denotation, connotation and myth
meanings which are constituted in advertisements.
2. The Method of the Research
The method which is used in this research is qualitative method. It is
based on the documents (verbal and non verbal) where the documents will
be analyzed by the writer descriptively. The description means giving an
explanation about Axe - advertisement images.
3. Data Analysis Technique
To interpret the documents, the writer has several steps as technique
for doing the research, the writer selects five Axe advertisements which
represents about symbolic and sign values, such as sexiness, power, luxury
etc. Then, The data is explained as opened-interpretation, not closed-
interpretation. The main point of the interpretation is the logical
10
interpretation upon the objects. And the writer tries to find the meaning
upon AXE perfume products. Even it is denotative and connotative
meaning. And also the myth that born. To complete the interpretion, the
codes are used as keys.
4. Unit of Analysis
Unit of analysis used in this research is the advertisement documents
of images. Those are five Axe images which are Axe Nun edition, Axe
chocolate month, Axe Vice with forbidden fruits, Axe Hillary, and Axe
Phoenix. The images are taken from the Axe web address, theaxeeffect.com.
11
CHAPTER II
THEORETICAL FRAMEWORK
A. Semiotics
Discovering knowledge may be analyzed as someone who always tries to
gain what is called as truth. In this case, someone tries to see a reality objectively,
and tries to paint it in the name of truth. Trying to gain the truth here is mediated
by semiotics discussion and it is brought by the semiotician.
Semiotics is a science to study a sign in human life. It is agreed as the study
method in the first conference, Association for Semiotics Studies in 1974. A sign
is something that means something else for someone. On etymology, semiotics is
taken from the Greek word, semeion which means a sign. A sign at that time
means a thing which is referred to other thing. And on the terminology side,
semiotics is the study of object-scale, culture, event, as a sign, said Umberto Eco.
Semiotics is concerned with everything that can be taken as a sign.11
According to Berger, this study has two founders; they are Ferdinand de
Saussure and Charles Sander Pierce. They developed this study in different
method and place and did not know each other. Ferdinand de Saussure is from
Europe and his background is Linguistics. Charles Sander Pierce is from United
States of America and his background is Philosophy.12
11
Audifax, Re-seach: Sebuah Pengantar untuk Mencari-Ulang Metode Penelitian dalam
Psikologi, (Yogyakarta: Jalasutra, 2008), p. 317. 12
Sumbo Tinarbuko, Semiotika Komunikasi Visual, (Yogyakarta: Jalasutra, 2008), p. 12.
12
Semiotics has two classification studies based on their background. Then,
they will focus on structural aspect as de Saussures classification and pragmatist
(human role or subject) as Pierces classification.
To understand the descriptive study of a sign, semiotics, firstly should be
explained the definition of a sign. And it will help to compare the basic that
developed by de Saussure and Pierce works, but the writer will focus on
Ferdinand de Saussure13
concept which is developed by Roland Barthes
(denotation and connotation).
According to de Saussure, a sign as Janus head-character, it consists of
signifier/signifiant and signified/signifi. Signifier is defined as an abstract form
or an expression and signified is meaning or concept.14
Signifier is something like
material aspect of a sign (sounds, images) and meaning or conceptual aspect
which is pointed by a material aspect is called signified, but the description of
those may be sensed in cognitive. Signifier creates material aspect of language
and then signified creates meaning aspect of language.15
13
De Saussure was born at 1857 and died 1913. He taught at Ecole Pratique de Hautes Etudes, French 1881 1891. He is from Swiss and to be a professor of languages at Sorbonne University,
French (1881-1891) and Geneva University, Swiss (1891-1912). His masterpiece is Course de
Linguistique Gnrale (1915) which has been published by Payot Press, French (1916). Its
masterpiece is from de Saussures study that collected by his students, Charles Bally and Robert
Schechaye, now they are professors at Sorbonne University, French. 14
An abstract form is an image that formed in users cognitive upon sounds, colors, or something
that stated in human life, de Saussure called signifiant/signifier as an acoustic image because he
talked about a sign in actual usage of language. 15
Muhammad Al-Fayyadl, DERRIDA, (Yogyakarta: LKiS, 2005), p. 37.
13
To describe the illustration above, it may take the diagram below:
Signifier (signifiant)
Sig
n Signified (signifi)
(Figure I: The sign model of de Saussure)
De Saussure stated that the sign relation (signifier + signified = sign) as
structural-relation which is a sign is described as unity between a something that
a material aspect (signifier) and a something that a mental or conceptual
(signified). And this cannot be separated as like sides of a paper.16
For example,
the word Axe perfume could be a sign; it has signifier (the word itself) and
signified (the water composition that can give good smells). The unity of the word
and the water composition gets Axe perfume to be a sign (something which is a
product that could give good smells when it is sprayed).
To scheme the example above, it may be described as follow:
Signifier/
Axe perfume Sign/Axe
product Signified/
The water composition that could give
good smell to the body when it is sprayed
(Figure II: The meaning elements of a sign from de Saussure)
16
Yasraf Amir Piliang, Hipersemiotika, Tafsir Cultural Studies atas Matinya Makna, (Yogyakarta:
Jalasutra, 2003), p. 47.
14
In other hand, every sign could not be stated away from the contextual role
of a sign (reference) in the reality. Because the context could give meaning as
what is expressed.17
For example, a rose flower has two different meaning when it
is in garden (just a plant) and it is picked and sent to a girl (a symbol of love). It
means that the meaning of a sign (a rose flower) should be based on the contextual
role as social convention of sign users, because the meaning of a sign is arbitrary,
the meaning of a sign could sometime be changed.
De Saussure said that a sign consists signifier/signifiant and
signified/signifi and they are unity as sides of a paper like structural aspects and
also the relation of a sign to the context of a sign, the sign users (society) as
reference. To draw the example above, here is the scheme:
Signifier
A rose flower
Signified
It is a plant when it is in the garden.
A symbol of love when it is given to a girl.
Sign
(Figure III: The sign model of de Saussure)
De Saussure on Course in General Linguistics said that smiologi or
semiotics is the study of sign role as a part of society. Semiotics learns the relation
17
Muhammad Al-Fayyadl, DERRIDA, (Yogyakarta: LKiS, 2005), p. 37.
15
between the sign components (signifier and signified), and also the relation
between the sign components to the sign users (society) as reference.18
(Source: McQuail, 2000)
In the following discussion about a sign from Saussure above, there are
actually three principles of de Saussures concept about a sign. The first is
structural relation, the second is unity and then the last is the convention of sign
users as reference.
The first principle, de Saussure saw that the structural relation, a sign is
consists of signifier as the material aspect and the conceptual aspect or meaning
which is pointed by signifier as signified. The second principle is unity. A sign is
consists of signifier, material aspect (sounds, words, images) and signified,
conceptual aspect (meaning, idea); this unity is like sides of a paper. And then the
last principle is the contextual role of sign users (convention). The structural
relation between signifier and signified depends on what is called convention, the
social agreement.19
18
Yasraf Amir Piliang, Hipersemiotika, Tafsir Cultural Studies atas Matinya Makna, (Yogyakarta:
Jalasutra, 2003), p. 256. 19
Ibid., p. 47 48.
16
Furthermore, the other discussion about a sign; here is Charles S. Pierce who
focuses on the human role as central subject to interpret a sign (pragmatist).
1. Charles Sander Pierce (1839 - 1914)
A theory of semiotics focuses on a sign; it is something that represents
something else. Danesi and Perron wrote that a theory of semiotics which is
something that represents something else has existed since Hippocrates (460-
377 B.C). At middle ages, a sign is defined as aliquid pro aliquo, something
that hidden from something. Or in Health field a sign is as physical symptom
which represents sickness, ill.20
Charles S. Pierce was born at 1839 and died 1914. He studied and was
graduated at Harvard University, 1859. And after years, Pierce joined in
Harvard observatory and Coast Survey. He was a philosopher and taught at
John Hopkins University, and one of pioneer in semiotics theory (a theory of
sign).
Pierce argued that a sign/representament (R) is a part of object reference
(O) which could not be separated, and also the understanding of subject
(interpreter) upon a sign, interpretant (I). This elaboration appears that Pierce
emphasizes the subject (interpreter) as a part of signification. In fact, Pierces
saw a sign is something which stands to somebody for something in some
respect or capacity.21
20
Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, (Depok: Komunitas Bambu, 2011), p.
19. 21
Winfried Noth, Handbook of Semiotics, Indiana University Press, p. 42 43.
17
(Figure IV: The sign model of Pierce)
On cognition, the relationship process between a sign (representament) to
object is called semiosis (semeion). In signification about sign, semiosis
process is not already done yet, because it should have another process which
is an interpretation process or understanding about a sign (interpretant) by
involving human role/subject as interpreter. So, signification of a sign happens
in a semiosis process which is from the concrete thing to the human cognition
and it is interpreted by.22
This figure IV informs three primary elements that form a sign; it is
representament (something that represents something else), object (something
which is represented) and interpretant (the interpretation or understanding of
subject about a sign).23
For example when I ride a motor cycle, the red color on traffic light is on,
so I should stop my motor cycle. The traffic light is on (a sign/representament).
It represents something else, experience (the physic or mental); the traffic light
is shining as object. And I as the interpreter may interpret this sign (the red
22
Ibid., p. 12. 23
Yasraf Amir Piliang, Hipersemiotika, Tafsir Cultural Studies atas Matinya Makna, (Yogyakarta:
Jalasutra, 2003), p. 267.
18
color) based on my experience (the police rules) as the decision to stop my
motor cycle; it is called interpretant.
The other example, the name of Sarah Azhari, the word of Sarah Azhari is
something (sign/representament). It represents something else (the physic or
mental experience about her (real Sarah Azhari) on magazine, television and so
on) as object. And someone may interpret Sarah Azhari based on his
experience as an artist or sexy woman (interpretant). This process of three steps
is called semiosis.
(Figure V: The meaning of a sign from Pierce)
Afterwards, based on his focusing on Philosophy, Charles Sander Pierce
argued that a sign is something that represents something else and it consists
of three types, index, icon and symbol. Index is a sign that the relation between
a sign/representament and its object is causality directly like smog and its
objective reference to indicate fire. Icon is a sign that the relation between a
sign/representament and its objective reference is similarity like a photo and its
real object to indicate a person. Symbol is a sign that the relation between a
sign/representament and its objective reference is based on social convention
Real Sarah Azhari/object
An artist and Sexy/interpretant
Sarah Azhari/sign
19
like Indonesian flag and its object, the existence of Indonesia state.24
So,
Charles S. Pierce who named his study as semiotics said that a sign is not
structural aspect, but it is the three process steps which are caught by senses.
He also argued that the process of interpreting a sign is not once
interpretation only; it is unlimited interpretation (unlimited semiosis). In
addition, Charles S. Pierce added that the process of interpretation a sign has
category, first semiosis, second semiosis, and third semiosis. First semiosis is
where human interprets a sign as guessing, the process (semiosis) of
sign/representament which is caught by senses represents something else
(object) as guessing. Second semiosis is clearer, and third semiosis is a sign
that is caught by senses is to be a sign which is caused by convention (habit) in
social life.25
It depends on the human experience (physical or mental).
For example in theatre, if we see an actor, he plays as the character of a
king, and then he holds a stick which is as symbol of a king. It may take the
scheme as follow:
(Figure VI: The semiosis process of Pierce)
24
Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, (Depok: Komunitas Bambu, 2011), p.
241. 25
Ibid., p. 91.
A stick/object
A part of wood/sign
A symbol of a king/interpretant
20
From this process (semiosis), this sign produces the other sign; it is to be
the actor who holds a stick in this theatre show is a king. He must be the king.
Then, the unlimited semiosis, the king which is just an actor is interpreted as he
has a power in this show.
Therefore, the different terminology smiologi which de Saussure
called structural aspects (sign = signifier and signified) and it is being used in
Europe tradition. But, semiotics terminology is from United States of America,
Charles S. Pierce, which is used by English language and it is discussing about
a process of three steps and distinguishing three types of signs, index, icon and
symbol. Both terminologies focus on the orientation, the orientation is about
the structural aspect and the process of three steps.26
In time, the conference,
Association for Semiotics Studies in 1974, has stated that in the general science
of a sign is now usually called semiotics, and now semiotics terminology is
more popular than semiology terminology.
In other hand, the development study of a sign, semiotics, is used and
developed by Roland Barthes to criticize the cultural phenomena in French, he
used and developed it as study method. But he still applied the concept of de
Saussure (signifier/signifiant and signified/signifi) or Europe tradition to his
concept, even though he criticized de Saussure concept to be dynamic then.
26
E.K.M. Masinambow, Semiotik: Kumpulan Makalah Seminar, (Depok: Pusat Penelitian
Kemasyarakatan dan Budaya Lembaga Penelitian Universitas Indonesia, 2000), p. iii.
21
2. Roland Barthes
Roland Barthes was a Professor for The Chair of Literary Semiology at
Colleg de France at January 7, 1977. Before 1975, there was rumor that
Barthes was an eccentric and stylist person. This rumor, according to the
Professors at Colleg de France, was unsuitable to be a Professor. The
Professors said that to be a Professor should be formal, not a fashionable
person like Roland Barthes and also Barthes works was not as thick and many
as other scientists. But his effort to introduce and explain about semiotics
decreased the rumor there. Barthes applied to be a Professor which the
interviewer was Michael Foucault.27
Roland Barthes was a son of Navy, Louis Barthes, his mom was Henriette
Barthes. He spent his time to bear and develop semiotics and became one of
editors in Tel Quel magazine with Julia Kristeva and Phillipe Sollers. He was
born November 12, 1915 and February 25, 1980, he got an accident which
caused by truck crashed, laundry truck, at Cherbourg, Normand North, French.
It happened after having lunch with Michael Foucault and Francois Mitterrand,
the president of French. And he died March 29, 1980.
He studied at Sorbonne since 1935 1939. At 1939 1948, he was
spending his time to get degree in language and philology study and teaching at
French, Rumania and Egypt. In time, he was one of newspaper contributor,
Combat, which was then to be the place that revealed the first work, Writing
Degree Zero (1953). At 1952, Barthes got a position in Centre National de
27
Roland Barthes, Mythologies, (Paladin: 1983), p. 9.
22
Recherche Scientifique when still studied sociology and lexicology. And in this
time, he released his essays to Les Lettres Nouvelles and then it would be the
anthology essay, Mythologies (1957).
Barthes started reading de Saussures work in the middle of 1950. He said
that I was dazzled during the chance that given from semiotics to break the
relation phenomena between language, culture and ideology. So semiotics was
chosen as scientific approach. By the systematic and program of semiotics was
fixed to criticize the cultural phenomena as ideologycriticizing by
signification analysis.28
Then, Barthes learnt and did with teaching, writing, and discussing with
other scholars, from this activities, Elements of Semiology (1964), was released
for teaching semiotics tools.29
And also Mythologies was a founding text to
analyze media culture. These works look like that Barthes is serious to be
semiotics as scientific approach. And at 1970, Barthes released his work, S/Z,
as the criticism to Sarasin from Balzac, it according to scientists is the most
wonderful work from Barthes.
In other hand which is from his life, the writer is going to turn on one of
Barthes study of cultural phenomena which Barthes took from French
phenomena, denotation and connotation which will explain as points next.
Barthes developed the concept of de Saussure (1916) signifier (signifiant) and
signified (signifi) to be dynamic.
28
Ibid., p. 20. 29
Roland Barthes, Introduction: The Semiological Adventure, p.5.
23
He said that in social-cultural life the understanding of signifier
(signifiant) and signified (signifi) is a process of two steps. Because signifier
is a process which is not only caught by senses in human cognition but also it is
produced by. So that Barthes based on sign users said that signifier is called
expression (E) and signified is contenu (C), content or concept.30
Based on the theory of de Saussure, a sign which is a relation (R)
between (E) and (C) is in human cognition and it would be more than just a
sign, said Barthes. And he concluded that this concept is to be E-R-C model.31
He based on his work, Elements of Semiology (1964), developed this theory to
be the theory of denotation and connotation then and distinguished them to
pursue the meaning in related to socio-culture.
a. Denotation
The first step in social cultural life, sign users define a sign just as
denotation meaning, meaning of a sign as common sign, and it is being
caught by senses of sign users at the first time which is R1 between E1 and
C1.32
Denotation is what is exactly shown (the level of explaining the
relation (R1) between signifier/E1 and signified/C1) or it is a sign in which
refers to a reality. It would produce the meaning explicit, and direct as
social convention. For example, an image photo of my face on Senior
High School Certificate (signifier/ E1) is (in relation to/ R1) what I look
30
Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, (Depok: Komunitas Bambu, 2011), p.
84. 31
Ibid., p. 13. 32
Ibid,. p. 84.
24
like in real life now (signified/ C1). So that, denotation is a simple sign
(signifier in related to signified), the real meaning of a sign in which the
signifier has the level of social convention and Barthes stated that this is as
primary sign system.
But in case, how if a sign interacts with emotional, gender,
psychological, belief, and cultural of sign users. It is used by sign users to
mean a sign to get meaning, a subjective meaning of sign users. Barthes
said that it is the secondary sign system which getting meaning or
interpreting a sign as more complex which called connotation meaning.
b. Metalanguage and Connotation
Based on sign users, the relation (R) between in the context E1 R1
C1 (primary sign system) will push to the extension of secondary sign
system which is E2 R2 C2. And Barthes added that secondary sign
system has two orientations. They orient to the extension of expression
and the extension of content/concept (contenu). The first which is the
extension of expression, E2 = (E1 R1 C1) R2 C2 is called
metalanguage and the second is connotation, E2 R2 C2 = (E1 R1 C1).
Secondary sign system which orients to signifier/expression (E) is the
extension of signifier (expression/E2), but to the content/concept/signified
(C2) is not changed. Barthes stated that it is metalanguage which the
25
R1
process of relation (R) between (E) and (C) is informed by using the
difference expression (E).33
Image: Metalanguage
E2 (signifier) C2 (signified)
E1 (signifier) C1(signified)
(Source: Barthes 1967)
For example the word women, this word has signed the word of
women (E1) as expression, in relation to (R1) the real women as content
(C1). This word is extended and related (R2) to be the other kinds of
women such as Mrs., Madam, Girl and Female as the expression (E2), but
the content is same, the definition of women (C2). This system is oriented
to the extension of expression/signifier (E2) which is called Metalanguage.
It can be described as scheme below:
E2/Mrs, Madam, Girl,
and Female. C2/ The definition of women
E1/ The word
of women
C1/The real
women in reality
(Source: Barthes 1967)
33
Ibid., p. 158.
R2
R1
Secondary sign
system
Metalanguage
Primary sign
system
Denotation
R2
Primary
sign system
Denotation
Secondary
sign system
Metalanguage
ge
26
In addition, sign users as subjective position also want to extent to the
secondary sign system which orients to the content/concept (C) is the
extension of signified/content (contenu/C2). But the signifier/expression
(E2) is not changed. This is called as connotation. Connotation is a process
of the relation (R) between (E) and (C) that is interpreted by sign users to
develop the content, concept, signified (C).
Image: Connotation
E2 (signifier) C2 (signified)
E1(signifier) C1 (signified)
(Source: Barthes 1964)
For example back to the word women, this word is extended and
related (R2) to be the other description of women such as sexy and
beautiful person or as complex description like dependent person,
powerless or sexual-object; it is as the extension of content/signified (C2).
But in other side, the expression is same, the definition word of women
(E2). In this case, what has explained is the extension of content/signified
(C2), but the expression/signifier is not changed and Barthes called this
extension as connotation.
To paint the example above, here is the scheme:
R2
R1
Secondary sign
system
Connotation
Primary sign
system
Denotation
27
E2/The definition of women
C2/Beautiful,
sexy, dependent
person, sexual-
object
E1/The word of
women
C1/The real
women
(Source: Barthes 1964)
But how if a connotation stays in for long time?, In Mythologies
(1957), Barthes based on sign users argued that a connotation could
dominate a society. For example, it would be handled by major
community who wants to give some connotation (negative or positive)
to minor community, in order to be a myth concept for long time. Myth is
produced by major community to minor community or on the contrary via
a connotation process that given.
c. Myth
The word myth is difficult to explain because there are some
definitions that categorizes it to a theory or a definition only. According to
An Oxford Advanced Learner's English Dictionary, the word myth is
explained that myth as (1) a, an old story, primary it is related to an early
R2
R1
Primary sign
system
Denotation
Secondary
sign system
Connotation
28
events of nature. b, natural story (2) a thing or peoples imagination.34
As
literal definition, myth is a story which is used by a society to explain or to
understand some aspects from a reality or nature. Primitive myth is about a
life and death, human and god, goodness and badness. In other hand,
Barthes imitated the concept of primitive myth to be used to the concept of
a connotative process to uncover the hidden meaning in advertisements,
fashion and so on.35
He added that myth now days is about power, success, masculine,
feminine, or something that could not be questioned such a black person in
French as sub-ordinate person caused by colonialism at last time, but it
was shown on Paris-Match magazine mid-1957 by wearing French
uniform and saluting a French flag as French is a state and does not
differentiate any person. It lives on a community that given to naturalize
something or naturalize history. For the example in French at the barber
shop on Paris-Match magazine Barthes read and knew that a black person
been colonized but on Paris-Match magazine was not happen anything by
saluting a French flag.36
In the definition of Barthes concept about myth which is in Kris
Budiman, Kosa Semiotika, is a part of speech that taken to be read in
34
Oxford Advanced Learner's English Dictionary, 1995, p. 770. 35
John Fiske, Introduction to Cultural and Communication Studies, (Yogyakarta: Jalasutra, 2007),
p. 121. 36
Ibid., p. 122.
29
advertisements for example as something, something natural, or the way
to conceptualize something.37
In his work, Mythologies essay, Barthes said that myth is from
secondary sign system process which connotation is stable or to be
dominant on a community (convention). He opened up that what has been
natural in French is the connotation process, showing black person
saluted a French flag, to be myth then, it seemed there was no a question
about black person, all was under controlled by French as a great colonial
Empire.
Furthermore, Barthes added that what he had written Mythologies
(essays) is to criticize the cultural phenomena in French. His theory is to
dismantle something that has been dominated. However, he wrote that
what has been nature in a community is produced by a connotation
process (the extension of content/signified (C2) in a community), if a
connotation stays alive or to be fixed, it is going to myth, and in other time
it would be ideology.38
In other words, myth which is used by a sign users (community) is a
connotation process which is the deepest meaning that produced by a
convention of community to naturalize something, even it transforms
37
Kris Budiman, Kosa Semiotika, (Yogyakarta: LKiS, 1999), p. 76. 38
Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, (Depok: Komunitas Bambu, 2011), p.
18.
30
history to be nature, in attempting to strengthen or to give a message,
a foundation, in nature to a community.
A connotation and myth are operated in secondary sign system which
is the place of the interaction sign users with gender, emotional,
psychological, religion and cultural. They are the ways of sign core and
live on a community. They follow a period of time and will be changed if
it could not be needed again. But how if the difference community
operates or wants to interpret a sign that given by to sign users; Barthes in
his great book, S/Z (1970), explained that there are five codes,
hermeneutic, semantic, symbolic, narrative/proairetic and cultural codes in
which everything that could be read as meaning is based on codes.
A code is the combination of signs which is agreed as social
convention to give chance that transformation of messages (sender and
receiver) is understood; it is like the system mind or paradigm.39
To
understand a sign, a code should be applied. In simply definition a code is
to get sameness perception. After interpreting a sign as denotation,
connotation or myth process, Barthes classified those codes into a next
interpretation. The five codes are defined as below:
Hermeneutic code is a code that follows to interpret any argument,
question, or something that would drive to arrange, deny, or even to
answer it. To interpret this code, it should check every detail of a sign that
39
John Fiske, Introduction to Cultural and Communication Studies, (Yogyakarta: Jalasutra, 2007),
p. 126.
31
shown in order to gain the answer that informed. Semantic code is
something that contains a position which is a connotation is built such as
masculine, feminine, or it is arranged to give a masculine connotation,
feminine, and so on. Symbolic code is a grouping code via any ways and
textual elements to recognize something easily. Narrative code is a code of
action which is based on a capability to attempt a result or to determine a
result from what has done rationally or it contains a story. And the last
code is Cultural code, it is a reference code; it seems collective acceptance
of morality, wisdom, history, knowledge, art, myth or any representation
as common.40
As addition, Barthes in his book, S/Z (1970), redefined the denotation
meaning. He said that denotation is what is exactly shown (the level of
explaining the relation (R1) between signifier/E1 and signified/C1) or it is a
sign in which refers to a reality. It would produce the meaning explicit,
and direct as social convention. But there is something case here, as
what Barthes intention to criticize phenomena in the world especially in
French, denotation is not what is exactly shown, literal meaning or natural
a sign; it tends to naturalize as definitional, commonsense and literal.
Denotation is as the final result of a connotative process as what Barthes
said:
40
Kris Budiman, Kosa Semiotika, (Yogyakarta: LKiS, 1999), pp. 62-62.
32
Denotation is not the first meaning, but it pretends to be so; under this
illusion, it is ultimately no more than the last of the connotation.41
So, denotation is defined as literal meaning which is pure and
natural. It based on Barthes who gave the example on Paris-Match about a
black person who wearing French uniform saluting French flag as his
country. By denying the history of colonialism in French at last time, a
black person is under French as a great Empire.
From the explanation above, it may be concluded that semiotics even
though the concept of de Saussure, Charles S. Pierce and also Roland
Barthes is the study of a sign which is used by societies to mean the
phenomena or is the study to analyze a true reality in the world generally.
B. Advertisements
1. The History of Advertisements
An early kind of advertisements was started from the old Greek and
Romance, at that time something like an advertisement was used for
symbolic language. Human being used it for verbal communication or the
word of mouth, especially for helping the activity of trading. And it
happened when people did not know about a word (illiteracy).
41
Roland Barthes, S/Z, translated by Richard Miller, (United Kingdom: Basic Blackwell Ltd,
1974), p. 9.
33
The similar development of an advertisement was continued after people
have already known written as delivering messages. It was shown on
printed-information like the lost slavery announcement as media message.
And the next was image media or tools to be used like stone, wall, ceramic
relieves.42
In the other hand, especially at old Romance, it was known such
as stones stamp which was used as stamp marked in slaves.
After that, Gutenberg which is from Mainz, Germany, found printed-
system at 1450; And this was the advertisement world, primarily the
development of advertisements to be commercial focus which related to the
printed media such as newspapers.43
2. The Definition of Advertisements
The important words from an advertisement are seducing, remembering,
manipulating, informing, inviting, promoting, and reputing; they are the
main focuses of producers to get advantages. In the way, when people go to
supermall or a market, they buy products as commanded by first signal in
their minds. It is said succeed advertisement to influence peoples mind.
From the etymology, the definition of advertisements previously not
from English words, but the word of an advertisement is from Latin word
adverte. It means that go forward. Berkhouver stated that every statement
which is conscious is pointed to public in any form, where it is taken by
42
Rhenald Kasali, Manajemen Periklanan: Konsep dan Aplikasinya di Indonesia, Third Edition,
(Jakarta: PT Temprint, 1993), p. 3. 43
Ibid.
34
trading actor, for achieving product or service sales.44
So that the etymology
concept here states that the advertisement is something that related to the
activity of trade communication or marketing product.
Furthermore, Websters New World Encyclopedia gives advertisement
meaning in related to the function and focusing:
any of various methods use by a company to increase the sales of its
products or to promote a brand name. Advertising can be seen by economist as
either beneficial (since it conveys information about a product and so brings the
market closer to state of perfect competition) or as hindrance to perfect
competition, since it attempts to make illusory distinction (such as greater sex
appeal) between essentially similar products.45
Coutland L. Bovee, William F. Arens in Contemporary Advertising
(1986) and Thomas M. Garret, S.J. in Some Ethical Problems of Modern
Advertising (1961) stated that advertising is the activity of delivering visual
and verbal messages to public by informing or influencing them to buy
products and services that has been produced.46
For simply definition of advertisements is a message concept to inform,
influence, seduce, remember and offer products or services (non-
commercial) to public through media to buy.
Related to psychological aspect, advertisement is said success started
from early information upon products, services, and ideas which consumers
is going to buy, or to consume them at the first sight; it is the term of
psychological process of advertising. From the psychological aspect and the
44
Winardi, Promosi dan Reklame, (Bandung: Mandar Maju, 1992), p. 1. 45
Websters New World Encyclopedia, The New Standard in Single-Volume, Ninth Edition, (New
York: The Random Century Group Limited and Simon and Schuster inc., 1992), p. 13. 46
Jeremias Jena, Etika dalam Iklan, Driyakarya Philosophy Magazine, XXIII, (No. 3, 1997), p. 47.
35
decision to buy or consume at the first sight, the producers communicate to
the consumers that is succeed communication. The transformation messages
run well.
Based on media, advertisement has two kinds of media, Electronic and
printed media. Electronic media is delivered on television, radio, film,
internet etc. Printed media is delivered on newspaper, magazine, etc.
Advertisements have four general functions, there are for educational,
economical, communicable, marketable and social. Advertisements as
educational are to explain or inform like how to save our head by wearing a
helmet, as an economical like achieving product request, as communicable
like to inform consumers where the product is, as marketable like the
strategies by involving any media, and as social like non-commercial
advertisement.47
Based on the aims of advertisement, advertising is set to support
personal selling or promoting, to reach isolated places, to avoid imitation
product, to achieve product request, to repute agency or product, in which to
get trust from consumers.
Basically according to the explanation above, the phenomena of an
advertisement is one of applied mass communication. Bittner said that
mass communication is messages communicated through a mass medium
to a large number of people.48
It means that there are so many mass media
47
Alo Liliweri, Dasar Dasar Komunikasi Periklanan, (Bandung: PT. Citra Adya Bakti, 1992), p.
47. 48
Jalaluddin Rakhmad, Psikologi Komunikasi, (Bandung: Remaja Rosda Karya, 2001), p. 188.
36
that could be placed by any message (shared information). This seems as
single address, there is no interaction between addresser and addressee.
The fast development of economic capitalism influences the
characteristics of advertisements in cases of style, contain, and function.
This characteristic is changeable in order to go forward with consumers. An
early advertisement is for achieving quality products (the need of
consumers), it means that it closes to the quality, value, function and price
of products, but now the advertisement is symbolic oriented, it means that
the consumers, which are constructed to be consumerist and always feel lack
of needs, look for the symbolic value (status, prestige,) in social position.49
In the global information era of consumerist, an advertisement constructs
a style. It means that advertisement may construct peoples life style.50
There is difference (peoples life style) between old and contemporary
advertisements, an advertisement belongs to exclusive class at last time, but
now people could imitate the life style from other which is constructed by
advertisements.51
3. The Effect of Advertisements
Producers waste so much money to set the strategies of marketing in
mass media, advertisement, mean that there is something efficient roles
(motif) that inviting producers to waste their money. The producers believe
49
Yasraf Amir Piliang, Hipersemiotika: Tafsir Cultural Studies atas Matinya Makna,
(Yogyakarta: Jalasutra, 2003), p. 288. 50
Dick Hebdige, Subculture: The Meaning of Style, (London: Routledge, 1987), p. 100. 51
Yasraf Amir Piliang, Dunia Yang Di Lipat: Tamasya Melampui Batas-Batas Kebudayaan,
(Yogyakarta: Jalasutra, 2004), p. 302.
37
that advertisement has the strong effects to change the people mainstream
(state of mind) which the effect of advertising makes audiences buy
products where they do not need, advertising makes things cost more and
helps to sell bad products and advertising could waste peoples money.52
As conclusion, technically, commercial advertisements should be smart
manipulated to change the peoples mainstream and to seduce society. As
step, an advertisement may use everything that to manipulate, to seduce
society like involving sensuality, beauty of women, or like verbal form not
to imperative way, Buy our products now. An advertisement may take
advice position or alternative order, for example determining the beneficial,
health, beauty of products.
And the following statements above, the writer remembers the quote
which is from Pablo Picasso. He said that art is a lie that reveals the
truth. It means that a creation which is from human resources to intend
and to give a lie to a community as simple intention to stabilize any
intention, in the name of a community truth.
52
Ralph E. Hanson, Mass Communication Living in A Media World, (New York: McGraw-Hill
Companies, Inc, 2005), p. 413.
38
CHAPTER III
RESEARCH FINDINGS
A. Data Description
In this chapter, the writer uses the images of Axe advertisments as the
research objects. The collected data have been classified into the definition of
signs based on the research questions mentioned in Chapter I.
This research puposes to find the power effects (symbolic and sign values)
which are upon the AXE products. As the assumption, these products have
capabiltity to give something more, more than just perfume products.
Afterwards, the writer wants to know the creative strategy that involved by
AXE Company to give symbolic and sign values upon the products. From several
editions of Axe advertisements, the writer takes five images, AXE Nun edition,
AXE chocolate month, AXE Vice with forbidden fruits, AXE Hillary, and AXE
Phoenix, as random samples which are described on the table below.
The table of data description
Objects Expression forms Content forms
Images 1 - A nun with a half
Christ-necklace.
- Clothes pin tying the
nose.
- To inform audiences that a nun does
not want her promises broken by the
effect of Axe perfume product.
- The half Christ-necklace and the
dominant black and white colors are the
39
- The background is in
the room.
- The image taken is
closed up view.
- The dominant color is
black and white.
- At the bottom right
side, the Axe product is
appeared.
symbol, symbol of part good and part
bad in life. It shows audiences that this
nun which has promised to God could
be influenced by the effect of Axe, it
informs that the nun is just normal
human which has dark and bright life.
- To announce audiences that the
displayed image indicates the effect of
Axe is well effective, it is signied with
her facial expression.
- To sign that this product has made the
nun tied her nose; it indicates that the
effect can make the facial expression of
a nun to be like avoiding something
perfume effect to keep her promise to
god.
Image 2 - A woman with a half
body and long hair.
- The lips with leftover
of chocolate melted.
- The tagline Make Her
Melt.
- At the top right side, it
appears a doll standing
besides the Axe product
with full of chocolate.
- The image taken is
closed up.
- To inform that this woman is designed
as what the other women should be,
having long hair and white skin.
- To sign audiences that before the
chocolate is on lips, the woman has
kissed something that having chocolate.
- This is relating to point before, the
question is who has the chocolate? It is
shown by a doll with full of chocolate in
its body.
- To show audiences about what has
done with the woman.
40
Image 3 - A girl with untidy long
hair and half body.
- At the right side, it
shows Axe product with
the tagline with
Forbidden Fruits, Turn
Nice Girls Naughty.
- The setting is in the
room with closed up
view.
- To define that the girl at the first time
is pretty, but in this image she has
changed to be a naughty.
- To Remember Again The Story Of
Adam And Eve In Heaven.
- To see the facial expression of the Axe
perfume effect.
- The arrangements of sentences are to
strengthen the meaning to be naughty
girl.
Image 4 - It shows Hillary
Rodham Clinton with
the Obama 2008 pin.
- At the up right side, it
is shown the AXE
product.
- The tagline image is
Imagine the power of
Axe with the web
adress,
theaxeeffect.com.
- And at the up left side,
it is written 2008
Unilever.
- To inform Hillary is the representation
of women is shown as the representation
which has a power and it is caused by
the effect of Axe perfume.
- To influence audiences that the power
of Axe effect may be applied to Hillary
who has a power as the president
candidates in United States of America.
- The web address and copyright are to
indicate that all power of Hillary and
Axe product are made in Unilever
Company.
Image 5 - The dominant color is
blue.
- To describe the image that this color is
belong to the man who has made the
woman flying.
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- The backgrund is blue.
- The man is shown with
the woman while flying.
- The tagline is Fire up
Her Imagination with
Axe Phoenix.
- This man is shining as
same as stars, but at the
other part this man
shows his black armpit.
- The fires product is
Axe Phoenix.
- At the bottom, it is
written, Axe Phoenix
Rebirth of Deodorant
Body Spray from Axe
Odor, and Flight with Its
Imaginating Fragrance
Fire Up Womens
Imagination.
- To clarify that in this ads, the woman
is to be the object of focusing Axe
Phoenix ads as shown in the tagline.
- To point audiences that the woman is
the man world.
- To imitate that the man who has black
armpit does not worry with his, he is
just using Axe Phoenix to influence the
woman.
- To the facial expression of the woman
who has influenced by the man who has
consumed the Axe Phoenix.
B. Data Analysis
In this data analysis, the writer uses theory of Roland Barthes in which it is
based on sign users (audiences). Barthes said that de Saussure concept about a
42
sign is based on the relationship of two aspects, they are signifier (signfiant) and
signified (signifi), is common sign only.
Then Barthes developed and described that the relationship between
signifier and signified is in understanding of two processing steps. They are
signifier as expression (E) and signified as contenu (C), And also Barthes told that
between expression and contenu should have relation (R). So, it may produce a
sign as appearance; it is called as first step (denotative). But in addition, Barthes
said in talking about relation (R) that it may be continued or developed by sign
users as the second step to produce the other meaning, developing contenu (C),
and it is called connotative.
The connotative will stay for long time as sign user wants. This connotation
process will be myth. Myth is a kind of the interpretation on a society which
wants to interpret object (advertisment image). And the object (advertisment) is a
message. This message is sent by producers to give to consumers. And how to
understand this message? The message has many codes, and codes are the sign
combination which is agreed by social convention to have a chance in the name of
understanding. There are five codes that given by Barthes to understand the
message.
The study of a sign, semiotics, is built as the knowledge which is used by.
This study is not the study of closed-nterpretation; it means this study is for open
interpretation, the main point of this study is the logical interpretation upon the
objects. And the writer purpose is to find the meaning upon AXE perfume
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products. Even it is denotative and connotative meaning. And also the myth that
born. To understand them, the codes are used as keys.
1. Semiotics analysis on AXE Nun edition.
a. Denotative Meaning
(Image 1)
The first image of AXE advertisment analized here is what is
appeared. And to support the image, there are some elements (signifier/E1)
that shown. To explain what is appeared should be elaborated.
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The image shows a woman wearing white clothe with black and
white veil and it may be concluded that she is a nun with a half Christ
necklace signed. On the exact nose, there is clothes pin tying her nose.
And the woman eyes are trying to see somewhere. She also closes her
mouth completely. The backround is abstact, but it could be guessed it is
in a room. The image taken is close up view and this picture in not
colorful; the dominant color is white and black. And the last at the bottom
right side, the AXE product is shown. For the exception, at the up right
side is the source of this image, so in this context, it does not include as
signifier,Coolbuddy.com. Those are the signifier (E1) image shown which
is the level of denotative.
b. Connotative Meaning
If this image is interpreted as connotative, this image shows a
woman who tied her nose with clothes pin. The quesiton is what happened
with a woman until she tied her nose as the image above?. This needs an
answer to be gained by audiences who see this image. Before answering
the question, let try to check the history of nuns first.
A nun is simple woman, but this woman has a special charateristic,
she denies everything in the world. This woman focuses on religion,
especially her life. This woman life is for religion only. This woman lives
in a religious convent or religious place. For example, Chatolic nun is a
woman who joined in a religious doctrint. It is like a pastor, a leader of
45
Cristiant group or church. A nun should not be marriage because a woman
who wants to be a nun, she should declare three religious doctrints. They
are purity, loyality, and poverty. These three relogious doctrints should be
kept carefully by every nun in a convent because those are volunteer
promises or agreements to God. The three religious doctrints are a
foundation life which is stated by a chruch where every member who
joined in a religious convent decides to keep, to attempt to get what the
perfectness is upon those three religious doctrints.46
Now the signifers of this image are a nun, a nose tied by clothes pin,
half crist symbol, and AXE product there. As connotaive (the extension of
signified/C2), there are two main points in this image, the first is a nun
who denies everything in the world and should not be marriage, but she
got her nose tied. The second point at the bottom right side is AXE
product.
This image looks something has happened with a nun, why does this
woman tie her nose with clothes pin?. This AXE advertisment asks
consumers to answer the image shown. It is only a joke image or caused
by something good or bad smell.
As audience knows, AXE is perfume product, it is produced by the
water composition that could give good smell. But now in this image, the
connotation (signified/C2) is AXE perfume could give a nun tying her
nose. This is really creative advertisement; this advertisement borrows the
46
http://.wikipedia.org
http://.wikipedia.org/
46
definition of nuns which deny everything in the world and should not be
marriage. It is manipulated by an AXE Company that this perfume could
influence everyone, whoever they are and what occupation they are, even
it is a nun (signified/C2).
The context in this image says that the manipulation of AXE
perfume may influence a nun and it is also strenghted by the facial
expression of a nun, her eyes and closed mouth look denying something.
The alternative answer in this context is it is AXE perfume which give
good smell. So, it is not a joke image.
Facial expression which are her eyes, closed mouth, and her nose
tied indicates that this nun still does not want her promise to God, the three
religious doctrints, to be destroyed by something else. It is signed by the
Christ symbol there even it is only a half part. In other hand, the audiences
may directly answer that this nun got something problem; it is caused by
AXE perfume (signified/C2).
In addition of the extension of signified (connotative), the writer
analyzes that the emphizing point of this advertisment is not what
happened with a nun?. The turning point is the AXE product could give
symbolic or sign values such as something more power, destroying the
three religious doctrints and influencing everyone. A company creates
symbolic and sign statements upon the AXE product, this products
(AXE) not just a simple perfume but also it could give symbolic or sign
values in related the image above (signified/C2). And the taken
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advertisment image is close up, it strengthens the effect of AXE perfume
when consumers see the facial expression of a nun by saying it works; a
nun gets her nose tied (signified/C2).
Afterwards, this picture in not colorful; the dominant color is white
and black. It indicates that a nun is only human being, even she has
declared the three religious doctrints to God, she could not avoid the
power of AXE perfume. It is like white and black life. A company
interpretes that nuns as human being as consumers, they have good and
bad part lives (signified/C2).
So, Based on the composition image above, the advertisement offers
an interesting order to consumers. This is AXE perfume; it will influence
everyone, although it is a woman nun which is recognized as a woman
who promise to God. The AXE perfume will give something more
power, more than just good smell. The influence of AXE perfume may
destroy everyone belief with its power (signified/C2).
If this connotation which is used by consumers stays for long time, it
will be myth. The myth is from the connotation process of sign users who
interpret object (advertisment image). Based on the definition of a woman
who promising three religious doctrints to God, denying everything in the
world and not marriage, this advertisment gives a myth like the symbolic
or sign values, power of AXE perfume, may influence everyone even it is
a nun. From the context image, consumers will assume or believe that
what has declared or agreed by nuns to God is just black and white picture
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and a half part of Christ symbol; it is not full of three religious doctrints
(perfectness of life) and full of Chirst symbol which is saluted by Christian
or nuns.
The image codes in this advertisment is hermeneutic code,
interpreting any argument, question, or something that would drive to
arrange, deny, or even to answer the image shown. The image shows why
does this woman is tying her nose with clothes pin?. It needs the details
elements of images to answer it. Her eyes, closed mouth, and her nose tied,
her promise (the three religious doctrints) to God, and AXE product shown
are the elements to drive to answer. As the explanation above and the
image context, this woman (a nun) is influenced by the effect of AXE
perfume.
Semantic code is about the connotation of three religious doctrints
(purity, loyality, and poverty) which declared by nuns. This nun wants her
promise still stay alive or as what this nun join at the first time, her life is
for God.
Black and white picture and a half part of Christ symbol is Symbolic
code. This advertisment gives a statement about everyone is just human
being; it is being manipulated by the company of AXE perfume to explain
that life is not perfect as nuns want about perfectness life, it has good and
bad part or a half part of Christ. It is represented by black and white
picture and a half part of Christ symbol shown.
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Narrative code is about a story. In this image, this nun does not want
her promise to be destroyed by something else, so she keeps her nose tied,
her eyes sees somewhere, and her mouth is shut completely. Those is to
avoid the influence effect of AXE perfume.
Cultural code is about the definition of nuns which deny everything
in the world and should not be marriage. At this image, the company uses
the knolwledge definition of nuns; it tends to she does not want her
promise to be destroyed by the power of AXE perfume as the image
appearance which is on her nose tied.
2. Semiotics analysis on AXE CHOCOLATE MONTH edition, MAKE
HER MELT.
a. Denotative Meaning
(Image 2)
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The second AXE advertisement shows what is appeared
(denotative/signifier/E1). Starting from the dominant appearance as the
first signifier is a woman image shown with half body and long hair stares
at audiences. Each part of faces like lips, eyes, eyebrows, is made up by
cosmetics. This woman also has white skin. Long curly hair falls down on
her head. The made up face and lips with leftover of chocolate melted are
shown and with half mouth opened.
The tagline with capital words MAKE HER MELT is written and
at below is the website address of AXE perfume.47
And the top right side
appears a doll standing besides the AXE product with full of chocolate and
it is written AXE CHOCOLATE MONTH. A doll looks like a man doll.
The chocolate doll and the doll position stare at audiences and its face goes
straight to audiences. The setting is in a room with the background room
shown.
Afterwards, the taken photo is close up. It shows the woman face in
staring at audiences, but the face is a little tilted. All are the first meaning
(signifier/E1) that interpreted by the writer, it is based on the image 2 of
AXE above. And it will be interpreted as connotative meaning/C2.
b. Connotative Meaning
This image advertisement is advertised the object and supported
context that building the connotative process. Based on the context, the
47
The other web address is the exception. It is shown as what written is,
rockwithhingking.blogspot.com; it is the address blog, the source of this image.
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connotative is the second step to interpret the image by consumers,
including their roles of gender, psychology, ideology. And so on. The first
is the dominant shown; a woman with faced made up and white is
interpreted as a woman who wants to be beauty should be what this
image is showing/C2. A woman looks like beautiful because this woman
image informs beauty which is caused by cosmetics and white skin/C2.
This image informs that every woman has to be careful with her face and
skin; it should be made up and had white skin/C2.
The second is the element combination among chocolate leftover
on her lips, a chocolate doll and the tagline MAKE HER MELT; they
indicate that before chocolate on her lips, it is pointed by chocolate
leftover on her lips; this woman has kissed a chocolate doll (man doll). In
order to the element, object (AXE product) and context, a chocolate doll
standing right side AXE product represents a man who uses a product
(AXE) which is added with the tagline, it would be kissed or got
something touched or a woman would be melted by a man who uses this
product. The word melt means that a woman is going to get melting
condition that given by a doll (a man). The doll is to be subject and a
woman position in the sentence (context) is to be an object/C2.
It is like an announcement; this image seems a man and this product
are close friend, in other hand, the main core in this image is a
chocolate; it is in full of a body doll (a man). It represents to the man
power, a woman in this position which represented by her lips with
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chocolate leftover informs that this beautiful woman also want to a
chocolate doll or want to be melted by a man who uses this product (AXE
chocolate month)/C2.
And also, this product states that it is for consumers especially a man
which is represented by a doll in the question, who wants to make a
woman to be melted (powerless)?. This image describes the man power to
make a woman to be powerless which is described a face tilted, a
chocolate leftover, and half mouth opened, and with emphasizing context
in this image, the word melt, chocolate leftover on her lips concludes
that this beautiful woman looks she really needs the chocolate in body
doll. This word is offered by the arrangement of the sentence that she is
melting like chocolate/C2.
The other element is her staring eyes. It explains that her eyes are
talking to consumers in the offering word, I want a chocolate, who has
chocolate and who wants its chocolate to be in my lips. It may be
interpreted that a consumer, which is represented by a doll, could get a
position as what a woman needs. This advertisement gives a chance
position to a consumer to get as what a woman needs. For example if a
man has a chance position (power) to manipulate a woman which is in this
context as sexual object/C2.
The setting and background also support the connotative process. In
this image, it happens in a room. A chocolate wall, a chocolate doll,
chocolate leftover on her lips and her staring eyes said that come on; lets
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get melted together, lets to be full of chocolate. It is the strategy of AXE
advertisement to persuade consumers, You should be a doll and it will
be what a beautiful woman wants. In addition, the taken photo with close
up indicates that what woman feel (facial expression) may be close to
consumers. Facial expression is signed a woman need the chocolate/C2.
Then, how about the written web address? It explains that this image,
a representation image of AXE perfume product which is advertised. The
web address also asks consumers to visit this web address as information
only or formal legitimating of a company. AXE Company gives a web
address to continue about who gives the word melt. The consumers
would interpret that AXE Company produces AXE perfume product to
give what consumers want about a beautiful woman wants in chocolate/C2.
This is really smart strategy of AXE advertisement, giving symbol sign or
sign values upon products to persuade consumers.
If the connotation process stays for long time, it will be myth. It is
going to announce that only by c