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