The Effect of Advertisements

38 CHAPTER III RESEARCH FINDINGS

A. Data Description

In this chapter, the writer uses the images of Axe advertisments as the research objects. The collected data have been classified into the definition of signs based on the research questions mentioned in Chapter I. This research puposes to find the power effects symbolic and sign values which are upon the AXE products. As the assumption, these products have capabiltity to give something more, more than just perfume products. Afterwards, the writer wants to know the creative strategy that involved by AXE Company to give symbolic and sign values upon the products. From several editions of Axe advertisements, the writer takes five images, AXE Nun edition, AXE chocolate month, AXE Vice with forbidden fruits, AXE Hillary, and AXE Phoenix, as random samples which are described on the table below. The table of data description Objects Expression forms Content forms Images 1 - A nun with a half Christ-necklace. - Clothes pin tying the nose. - To inform audiences that a nun does not want her promises broken by the effect of Axe perfume product. - The half Christ-necklace and the dominant black and white colors are the 39 - The background is in the room. - The image taken is closed up view. - The dominant color is black and white. - At the bottom right side, the Axe product is appeared. symbol, symbol of part good and part bad in life. It shows audiences that this nun which has promised to God could be influenced by the effect of Axe, it informs that the nun is just normal human which has dark and bright life. - To announce audiences that the displayed image indicates the effect of Axe is well effective, it is signied with her facial expression. - To sign that this product has made the nun tied her nose; it indicates that the effect can make the facial expression of a nun to be like avoiding something “perfume effect” to keep her promise to god. Image 2 - A woman with a half body and long hair. - The lips with leftover of chocolate melted. - The tagline “Make Her Melt”. - At the top right side, it appears a doll standing besides the Axe product with full of chocolate. - The image taken is closed up. - To inform that this woman is designed as what the other women should be, having long hair and white skin. - To sign audiences that before the chocolate is on lips, the woman has kissed something that having chocolate. - This is relating to point before, the question is who has the chocolate? It is shown by a doll with full of chocolate in its body. - To show audiences about what has done with the woman. 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.