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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
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- 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.
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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.