Denotative Meaning Semiotics analysis on AXE CHOCOLATE MONTH edition, “ MAKE

51 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 showingC 2 . A woman looks like beautiful because this woman image informs beauty which is caused by cosmetics and white skinC 2 . This image informs that every woman has to be careful with her face and skin; it should be made up and had white skinC 2 . 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. Th e 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 objectC 2 . 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 52 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 monthC 2 . 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 chocolateC 2 . 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 objectC 2 . 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; let’s