Data Description The denotative and connotative meanings in the axe - advertisement's

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. 41 - 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 Women’s 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 signifié, 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 43 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 signifierE 1 that shown. To explain what is appeared should be elaborated.