Denotative Meaning Semiotics analysis on AXE Nun edition.
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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.
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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
signifiedC
2
, 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 signifiedC
2
is AXE perfume could give a nun tying her nose. This is really creative advertisement; this advertisement borrows the
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http:.wikipedia.org
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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 signifiedC
2
. 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 signifiedC
2
. 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 signifiedC
2
”. 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 signifiedC
2
”. 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 signifiedC
2
. 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 signifiedC
2
. 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.