Denotative and connotative analysis on the advertisement of New Axe Provoke Even Goddesses Will Fall Version

This study investigates meanings in advertisement of New Axe Provoke Perfume Even Goddesses Will Fall Version through semiotic. Semiotic is the way to analyze meaning contained in a sign. It discusses about how the sign works in and object, till result a meaning, meaning behind of sign. It is supported with theory that said that Semiotic is a knowledge or analysis method to learn about sign (Saussure, 1983: 16). As Pierce said in Sobur (2006: 41) sign is something which stands to somebody for something in some respect or capacity. Or simply, the first sign to explain and translate the other signs, other signs are also translated by the next sign, and so on.

The objective of this study is to describe the denotative and connotative meaning found in advertisement of New Axe Provoke perfume (Even Goddesses Will Fall) version presented on private television. This study uses descriptive qualitative approach because this analysis of this advertisement in the form of movement pictures, while quantitative as a research method that is used in numeral. The data of this research are pictures there are in advertisement of New Axe Provoke (even Goddesses will fall) version. For this aim, the researcher obtains the data from advertisement of New Axe Provoke (even Goddesses will fall) version on internet (youtube.com). The data of this research are analyzed by using the semiotics theory of Roland Barthes, denotative and connotative.

The result of this study shows that the first level signification or denotative sign of this advertisement is producers influences the consumer by offering a reward if they use this product then the goddesses will came and closer to you. And the second level signification or connotative sign of this advertisement is offer a reward, convincing to the candidate of buyer that this perfume is very effective, just goddesses will fall from the sky even less women. From this study, the researcher do not find dominant meaning, because in every scene contain denotative meaning and connotative meaning. And also in this investigation, researcher found that the ideology from this advertisement is masculine, where it is created by advertiser to make the candidate of buyer will get everything with the perfume.