Denotative Meaning Semiotics analysis on AXE VICE WITH FORBIDDEN FRUITS edition,

57 bringing back consumers to remember again, “Adam and Eve forbid eating the forbidden fruits, if they do; they will get out of Heaven”. This signifiedC 2 is strengthene d by the written tagline “TURNS NICE GIRLS NAUGHTY”. The second story will give the statement that this AXE Vice with forbidden fruit, as like what Adam and Eve story, turns nice girls naughty. In other hand, the arrangement of sentences, AXE Vice with forbidden fruits TURNS NICE GIRLS NAUGHTY is clearly about the second story about Adam and Eve which is manipulated by An AXE Company. For detail, the consumers will assume the subject position is AXE Vice with forbidden fruit and the object position is Girls. The Girls in this question is plural noun; so a woman who is beside the AXE product and the tagline is not the object position of girls. It is just the representation of womenC 2 . In this context, the girls which is intended by an AXE Company is consumers especially consumer girl. If the intention is girl consumers, the company focuses on the boy consumers. The company tries consumers to remember about Adam and Eve storyC 2 . The turning point of an AXE company is about why does God forbid eating the forbidden fruits? This question needs the answer as what Adam and Eve do. Now the situation which is controlled by An AXE Company which represents the second story of forbidden fruits seems like the AXE Company now is being to be God. This company creates forbidden fruit 58 not to be eaten by consumers; because being Adam and Eve is the consumersC 2 . So the question now is why An AXE Company creates the AXE Vice with forbidden fruits?. The answer which is offered by a company is to emphasize the effect of AXE Vice product. This AXE perfume has the same rule as What God forbids the forbidden fruits, “If forbidden fruit is eaten; it is going to get out of Heaven” to be “If the consumers buy or consume this product; it will be naughty. Getting out of Heaven and naughty in this context is same meaning; it is to be changed position, inout of Heaven and nicenaughty girlsC 2 . Applying the object, context and text terms above may be like this. AXE perfume is to be forbidden fruit; the “girls” who being naughty, of course at the first time the girls is nice. The consumers will interpret the AXE perfume turns the nice consumers to the naughty consumers. It is added the staring eyes of a woman who stays in a room where in this image context is nice woman feminine to be the staring eyes of a woman which are her hair and her eyes needs the actor who has made her look like in image aboveC 2 . The interesting offer by manipulating the story to transform to the AXE product makes consumers to be curiosity, curious about how sweet the forbidden fruits and what is the effect of AXE perfume, so it turns nice girls naughty. This is creative advertisement; copying the story to persuade consumers to buy the products. The consumers will think about the power 59 effect of this product, “It works, the feminine woman as the representation above stares at us, she got hair untidyC 2 . If this connotation process is interpreted by consumers for long time, this connotation will be myth. The myth is the power effect or for more complex as girls naughty. Those will be interpreted in this image as a woman which is the object of the sentence is powerless. She may be influenced since the story in the Heaven. Even a woman who in a room is nice woman, she may be naughty. This advertisement is as same as the image 1 and 2 above. And how about the codes, the message which is sent by AXE company. Hermeneutic code is an argument, question, or something that would drive to arrange, deny, or even to answer the image shown. At the first sight, the consumers will see what happened with a woman? She is staring at us. This is the code that will drive to the tagline beside her, AXE vice with forbidden fruits turn nice girls naughty. The “naughty” word is the key to interpret the code. The code is the AXE effect. Its product makes or turns the representation woman with untidy hair in this context stare at us. Semantic code is about the woman with untidy hair. This woman is assumed as the feminine woman because in this image context, she looks feminine with her performances, she got trouble with feminine which is influenced by AXE Vice with forbidden fruits. Narrativeproairetik code is the curiosity about how sweet the forbidden fruits are And what does the power effect of AXE perfume 60 give? It makes consumers remember again the story about Adam and Eve in the Heaven. And the consumers will ask the question, is it the same forbidden fruits?. Cultural code is talking about the history, legend, or other arguments collectively. God has warned Adam and Eve not to eat the forbidden fruit, but they break the God rule. Finally by persuading Evil, they eat the forbidden fruits and they get out of Heaven. And the company produces AXE Vice with forbidden fruits; it is not for all consumers, it is for special consumer boy. If the consumers buy it will make nice girls feminine to be naughty girls.

4. Semiotic analysis on THE AXE Hillary, “Imagine the power of AXE”.

a. Denotative Meaning

Image 4 61 It is really an interesting advertisement image because the image shows a woman with smiling while standing; she is Hillary Rodham Clinton. She is wearing a black shirt and also blue coat with on her chest, an Obama 2008 pin. As woman habit, she is wearing accessories, earring, and making up in her face. And the last, she has white skin. Going to up right side, it appears an AXE product with its capital word “THE AXE EFFECT”. And the tagline also shows us “Imagine the power of AXE with theaxeeffect.com below”. At the upper left side, it is written © 2008 Unilever. In addition the bright light comes on right position of Hillary Rodham Clinton. It is from the upper of her head. This can be guest that this image is in a stage, in the Hall stage, not out of Hall. At behind of Hillary Rodham Clinton, unclear background is shown. It looks like United of America flag. Then the taken photo of Hillary Rodham Clinton looks from down to up stair. From those descriptions of denotative, let us check to interpret it as the secondary sign system connotative levelC 2 . Before interpreti ng the connotation process, let’s start from the short biography of Hillary Rodham Clinton. She was born in Chicago, Illinois, October 26, 1947; she is 63 years old. Actually, she is Hillary Diane Rodham. She is junior senator of America from New York; it is started from January 3, 2001. She got married with Bill Clinton, the president of 62 United States of America which is at 42. And she was twice to be capital mother since 1993 - 2001. Before it, she was a lawyer. 48 The dominant image is Hillary Clinton, this picture happened at 2008, the Obama pin and the written text at upper left side © 2008 Unilever. It announces this is about party campaign. And January 2007, Hillary Rodham Clinton herself declared to be the one of the president candidates of United State of America which is from Democrat party; it happened after Barrack Obama, the other candidate from Illinois Senator, did. 49 As the many assumptions, Obama was from the representative of black people. b . Connotative Meaning The interpretation of the extension of signifiedC 2 is going to involve the image elements above; there are some elements which are Hillary Rodham Clinton as prominent woman figure, the background of American flag, AXE product with its tagline, “Imagine the power of AXE”, at the up left side © 2008 Unilever and the taken picture is from down stair to up stair. Based on the object, context, and text in this advertisement, the writer will attempt to analyze them carefully. The first is the prominent figure, Hillary Rodham Clinton. As well- known, she is one of the president candidates in United States of America where America is known as the super power, and great state. In this 48 http:id.wikipedia.orgwikiHillary Clinton 49 Ibid.