1. Denotative signified is the factual and objective notion of a sign which is the natural
attributes possessed by a sign. 2.
Connotative signified is the value of a sign beyond its denotative meaning which reveal the socio-cultural or personal association toward a sign including attitude
emotions, and feelings. According to Barthes 1974: 9 denotation is just another connotation. From such a
perspective, denotation can be seen as no more of a natural meaning than is connotation but rather as a process of naturalization. Such a process leads to the powerful illusion that denotation
is a purely literal and universal meaning which is not at all ideological, and indeed that those connotations which seem most obvious
to individual interpreters are just as natural.
2.3.2 Theory of Meaning
Meaning has very important in advertisement, According to Leech 1971, classifies meaning into seven types of meaning.
2.3.2.1 Types of Meaning
Leech 1971 classifies meaning into seven types as follows:
1. Conceptual Meaning
Conceptual meaning is also called logical or cognitive meaning. It is the basic propositional meaning which corresponds to the primary dictionary definition. Such a meaning is stylistically
neutral and objective as opposed to other kinds of associative meanings. Conceptual Meanings are the essential or core meanings while other six types are the peripheral. It is peripheral in as a
sense that it is non-essential. They are stylistically marked and subjective kind of meanings.
Leech gives primacy to conceptual meaning because it has sophisticated organization based on the principle of contractiveness and hierarchical structure.
Conceptual meaning is assumed to be central factor in linguistic communication and it can be shown to be integral to the functioning of language in a way that order types of meaning are not.
The concept is minimal unit of meaning which could be called „sememe‟. As we define phoneme on the basis of binary contrast, for example we can define sememe „Woman‟ as = + human +
female + adult. If any of these attribute changes the concept cease to be the same. Conceptual meaning deals with the core meaning of expression. It is the denotative or literal meaning. It is
essential for the functioning of language. For example, a part of the conceptual meaning of „Needle” may be “thin”, “sharp” or “instrument”. Conceptual meaning is the literal meaning of
the word indicating the idea or concept to which it refers.
2. Connotative Meaning
Connotative meaning is the communicative value of an expression over and above its purely conceptual content. It is something that goes beyond mere referent of a word and hints at its
attributes in the real world. It is something more than the dictionary meaning. Connotative Meaning is the communicative value, an expression which has by virtue of what is refer to, over
and above its, purely conceptual content talking about connation is in fact talking about the real world experience one associates with an expression when one uses or hears it.
3. Stylistic Meaning
