AN ANALYSIS OF DENOTATIVE AND CONNOTATIVE
MEANINGS IN PEPSI ADVERTISEMENTS
A Thesis
Submitted to Letters and Humanities Faculty
In Partial Fulfillment of the Requirements for the Degree of Strata One
By
SHOFI LADHI SYARIFUDDIN
109026000145
ENGLISH LETTERS DEPARTMENT LETTERS AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA
ii ABSTRACT
Shofi Ladhi Syarifuddin, An Analysis of Denotative and Connotative Meanings
in the Pepsi Advertisements, Thesis; Department of English Letters, Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University, Jakarta, 2014.
This study is aimed to explore the meaning of signs which consist of denotative and connotative levels. The writer focuses on five images of Pepsi Advertisements and wants to know about the primary and secondary sign systems. The method in this study is qualitative method and use Roland Bathers Theory.
This study shows that the five Pepsi advertisements provide with the following taglines: (1) Live for Now, (2) Summer Time, Pepsi Time II, (3) Un Pimp Your Body, (4) Change the Game (5) Ask for more have primary sign as denotative level and secondary sign as connotative level.
iv
DECLARATION
I hereby declare that this submission is my own work and that, to the best
knowledge and belief, it contains no material which to a substantial extent has
been accepted for the award of any other degree or diploma of the university or
other institutes of higher learning, except where due acknowledgement has been
made in the text.
Jakarta, March, 2014
Shofi Ladhi Syarifuddin
vii
ABSTRACT …….….………... ii
LEGALIZATION...………... iii
DECLARATION……….. iv
ACKNOWLEDGMENT………v
TABLE OF CONTENTS ………..……….vii
CHAPTER I INTRODUCTION A. Background of the Study ………..….1
B. Focus of the Study ……….…4
C. Research Question ………..…4
D. Significance of the Study ………..….4
E. Research Methodology ………..….5
1. Objective of the Research ………..….5
2. Research Method …………...……….5
3. Data Analysis Technique ………....5
4. Unit of Analysis………..6
5. Instrument of the Research……….6
viii CHAPTER II
THEORETICAL FRAMEWORK
A. Semiotics ……….7
B. Roland Barthes Theory…...……….8
1. Denotative and Connotative System ………....9
2. The Myth and Ideology ………..…19
C. Advertisement ………23
1. Definition of Advertisement ………...23
2. Effect of Advertisement ………...…………..26
3. Elements of Advertisement ………27
CHPATER III RESEARCH FINDINGS A. Data Description ………...29
B. Data Analysis ………33
1. Pepsi Advertisement with Tagline Live for Now………...34
a. Denotative meaning ………34
b. Connotative meaning ……….36
2. Pepsi Advertisement with Tagline Summer Time, is Pepsi Time ...38
a. Denotative meaning ………38
b. Connotative meaning ……….39
3. Pepsi Advertisement with Tagline Un Pimp Your Body………...40
a. Denotative meaning ………41
ix
5. Pepsi Advertisement with Tagline Ask for More………..48
a. Denotative meaning………48
b. Connotative meaning ………49
CHAPTER IV CONCLUSIONS AND SUGGESTIONS A. Conclusions .………..…..51
B. Suggestions .………52
BIBLIOGRAPHY ………..53
v
ACKNOWLEDGEMENT
In The name of Allah, Most Gracious, Most Merciful
All praises to Allah, the Almighty, the one who gives us everything we
can not count, praise to Him for this life, this soul and for guiding us through
Muhammad. Peace and salutation may be upon our beloved prophet who guides
us to the right path by teaching us all kind of sciences and advising us to learn
hard anywhere.
Being student in State Islamic University Syarief Hidayatullah is more
than just a pride, it is an honour. Learning English, Linguistics and Literature with
ecperienced and friendly lecturers in English Letters Departement is a prestigious
thing in this life. Therefore, the writer would like to express the sincere
appreciation, gratitude, and respect to:
1. Drs. Saefuddin, M.Pd. as the current Head of English Letters Departement.
2. Especially to Drs. Abd. Hamid, M.Ed as the Advisor (thanks for his guidance,
patient, kindness, contribution, correcting and helping to finish this research)
3. Ms. Elve Oktafiyani, M. Hum as the Secretary of English Letters Department.
4. All lecturers who sincerely taught the writer from first semester until the last
in this Department. The writer’s memory of them will never fade away.
The highest appreciation, gratitude, and remark go to the writer’s parents,
Asyikin (Alm) and Qomariyah. They are the light and the only motivator and
reason in pursuing the dreams. This thesis and all of the writer’s works are
vi
in Paramuda Ciputat which has giving me a learning, motivation, experience and
most valuable place. I got everything here, thanks for all.
Finally, his deepest thanks goes to:
1. Zuni Fatihah, thanks for your smile and support to through every
processes.
2. Ni’am (Chus), Hamdin (Letnan), Herry (Mbah), Farhan and Adha.
Without you maybe the writer fells lonely, bored and no laugh in this
University.
3. His beloved friends in IMAGE JABODETABEK; Hilmy, Inayah, Ujang,
Toufan, Wahyu, Ucup, Hikam, Syam, Mas’ad and others, your solidarity
make a proud.
4. His beloved friends in WASIAT that could be not written one by one.
Here is the step when the writer came at the first time and did not know
everything.
5. To all which the writer could not mention one by one both mediated and
unmediated in helping and completing this thesis.
Finally, the writer hopes this paper will be useful especially for the writer
himself and for who are interested in this study. May Allah bless us. Amin.
Ciputat, March, 2014
1 CHAPTER 1
INTRODUCTION
A. Background of the Study
Human always needs the existence of interactions with others in all aspects
and fields of life to fulfill many needs and to develop cultures. At last, it
establishes a community as evidence that is a social creature. Whatever what they
do, when they come together, when they play, working, make laugh, or make
everything, they need language. They live in a world of language. The diverse
people in a community cause similar need of a media to communicate each other
and must be understood by every members. Therefore, human creates language as
a communication media to share any information and to support the interactions in
social life.
In their process of interaction in social life, they talk to their friends, their
associates, wife or husband, teachers, parents, they talk by telephone or face to
face, they need brain and attitude to develop it. This case is based on position of
language as a support of the actualization of ideas, and human behavior. So, it can
be told that emergence and developing of language are a sign of the emergence of
society.
Saussure in his book Course in General Linguistics said that language is a
signer to sign receiver by speaking or writing, symbol, or gesture.1 According to
Saussure language is the most important for all sign systems. As a sign system or
symbol system, language is the human communication requirement that is used
for interaction. People use language as the requirement for telling every idea by
the communication. Language is the process of people thinking for understanding
language for inside or outside, from effective or imaginative sides.
The language conveying must be effective and imaginative, in order the
reader can take the message which is conveyed by the advertiser. In the
advertisement slogan is recommended as simple as possible and unique or
different, in order the reader can read easily and the reader remember well what
they have seen because it’s different with other. Beside the advertisement must be
unique and different, the important of the conveying meaning of advertisements is
when someone who read or see the advertisement they must be able to be made
understand easily.
Advertisement is a form of communication which non personal, the
promotion needs a fee so much, either through print and online media or
non-profit organization with the intention of member information or influence
readers.2
Advertisement is so important for a product, so for making advertisement
requires a number of considerations such as who become the public figure to
introduce the product. Many various advertisement products are presented by
1
Ferdinand De Saussure, Course in General Lingusitics, (New York City: McGraww - Hill Paperback, 1966), p. 83.
2
3
artists or public figures, they usually use the unique word, not only influence but
also inviting. The main point, the great advertisement maker very cares about that
elements are hoped able to make the potential costumers easily remember. So, for
making only one advertisement will need a high creativity and a deep imagination.
Of course, the advertiser will so consider about the denotative and connotative
meaning.
The denotative and connotative meanings are influence in a good
advertisement making, because the good advertisement is when people
imaginations who reads advertisements is same with the advertisement maker.
According to good advertisements which explained above we can conclude that
denotative and connotative have a big requirement in the conveying message to
the reader.
Words that do not contain additional of meaning or felling called
denotative meaning, while the word that contain additional of meaning or felling,
and sense of values called connotation.3 According to the writer, based on the
meaning from Gorys Keraf, denotative meaning is the meaning that actually just
coming from word it’s self, there is no imagination which comes from outside.
For example; rose in denotative meaning, rose is just flower and has some color.
While connotative meaning is the meaning that coming from the outside from
word it’s self. For example, rose in connotative meaning has some meaning such
us rose is a symbol of beautiful, romantic or love, or can be something that
become a tool for express someone who falling in love.
3
For example rose, if describing with the denotative and connotative
meaning, it will show us, how many signs of rose. The writer has perception that
it will be interesting when the same topic; denotative and connotative used to
analysis advertisement. We will find many sign that hidden message in
advertisements. The writer trays to reveal the interested side of advertisements.
B. Focus of the Study
To limit the research, the writer only focuses on Pepsi Advertisements. Each
product has full of message that shown as the denotation, connotation, and
meaning upon products which is expressed in the elements of advertisements,
object, context, and text that built to express the message. The concept from this
research is referred to Roland Barthes concept that started from primary sign of
denotation and secondary sign of connotation.
C. Research Question
According to focus of the study, the writer formulates the question of the
research as follows:
- How are denotative and connotative meanings described in Pepsi
Advertisements based on Roland Barthes theory?
D. Significance of the Study
In this research, the writer expects the reader to understand the denotative
and connotative in advertisements based on Roland Barthes theory. Furthermore,
the writer expects the students of linguistics, especially semiotics science, in order
5
on semiotics theory. And it may be the one of data information for other
researches who wants to study the similar research.
E. Research Methodology
1. Objective of the Research
The objective of the research is to describe the study of
denotative and connotative which is represented in advertisements of
Pepsi product. Specifically, in understanding the denotative and
connotative meanings which are constructed in Pepsi advertisements.
2. Research Method
The method used in this research is descriptive method. It is
based on the documents (verbal and non verbal) where the documents
will be analyzed by the writer descriptively. The description means
looking for denotative and connotative meaning in Pepsi
Advertisements, and giving explanation about that.
3. Data Analysis Technique
In this research, the selected corpuses will be analyzed by the
descriptive analysis technique. The writer has several steps as
technique for doing the research, these steps are:
a. The writer selects five Pepsi Advertisements.
b. Noting the sign verbal and nonverbal in Pepsi Advertisements
c. From the sign verbal and nonverbal will find the denotative
meanings.
d. After finding the denotative meaning, the writer tries to find
connotative meaning which is existing in Pepsi advertisements
e. Analyzing the selected data by using Roland Barthes Theory.
f. Writing the result of the study.
4. Unit of Analysis
The unit of analysis in this research is Advertisements of soft
drink in Pepsi product which selected five advertisements to be
analyzed.
5. Instrument of the Research
The instrument of this research is the writer himself by reading,
understanding, classifying, making notes if there is some important in
source data, analyzing, explaining and concluding.
6. Time and Place
This research started from April 2013 and it will be ended in
April 2014 at Department of English, Letters and Humanities Faculty,
State Islamic University of Syarif Hidayatullah, and some university
7 CHAPTER II
THEORETICAL FRAMEWORK
A. Semiotics
Talking about semiotics as a science, there is a kind of space that has
historical built contradiction between two founders those are semiotics continental
Ferdinand De Saussure and America Semiotics Charles Sender Pierce.4 Actually,
Both of them are not contradictory but interrelated and complementary, Pierce
with the semiotics pragmatics and Saussure with the semiotics signification. From
Saussure Theory, Roland Barthes develops completely wider and dipper. Barthes
used denotation system and connotation system. The theory of Barthes will be
used by writer to analyze this research with Pierce theory and Saussure theory as a
supporting theory. All of theory will be explained in next chapter before
discussing about theory we have to know what semiotics is.
Semiotics is a science to study a sign in human life. It is agreed as the
study method in the first conference, Association for Semiotics Studies in 1974. A
sign is something that means something else for someone. In etymology,
semiotics is taken from Greek word, semeion which means a sign. A sign at that
time means a thing which is referred to other thing. In the terminology side,
semiotics is the study of object-scale, culture, event, as a sign, said Umberto Eco.
Semiotics is concerned with “everything” that can be taken as a sign.5
4
Alex Sobur, Semiotika Kominikasi, (Bandung: PT Remaja Rosdakarya. 2009), p. 209. 5
According to Berger, this study has two founders; they are Ferdinand de
Saussure and Charles Sander Pierce. They developed this study in different
method and place and did not know each other. Ferdinand de Saussure is from
Europe and his background is Linguistics. Charles Sander Pierce is from United
States of America and his background is Philosophy.6
After Ferdinand de Saussure Theory, Roland Barthes continues with the
theory of connotative sign system, which is developed from theory signification of
Ferdinand de Saussure In this study, the writer will focus on that theory Roland
Barthes theory because he has the concept of denotative and connotative meaning.
B. Roland Barthes Theory of Denotative and Connotative Meaning
Roland Barthes's theory is the one would become the main support for
analyzing of this study. The writer considers that this theory is the most suitable
because according to explanation before, that is needed when seeking meaning or
connotation signifying theory called the second level or so-called connotations
system derived from the first system called denotation.
He said that in social-cultural life the understanding of signifier (signifiant)
and signified (signifié) is a process of two steps. Because signifier is a process
which is not only caught by senses in human cognition but also it is produced by.
So that Barthes based on sign users said that signifier is called expression (E) and
signified is contenu (C), content or concept.7
6
Sumbo Tinarbuko, Semiotika Komunikasi Visual, (Yogyakarta: Jalasutra, 2008), p. 12. 7
9
Based on the theory of de Saussure, a sign which is a relation (R) between
(E) and (C) is in human cognition and it would be more than just a sign, said
Barthes. And he concluded that this concept is to be E-R-C model.8 He based on
his work, Elements of Semiology (1964), developed this theory to be the theory of
denotation and connotation then and distinguished them to pursue the meaning in
related to socio-culture.
1. Denotative and Connotative System
According semiotic which developed by Ferdinand de Saussure, Roland
Barthes was developed in two systems graded signs. He named it denotation and
connotation system. Denotation system is the first step of graded signs. Consist of
signifier and signified; writing in theory of de Saussure. First, Let us observe the
sign model of de Saussure:
To scheme the example above, it may be described as follows:
Signifier
In other hand, every sign could not be stated away from the contextual role
of a sign (reference) in the reality. Because the context could give meaning as
what is expressed.9For example, a ‘rose’ has two different meaning when it is in
garden (just a plant) and it is picked and sent to a girl (a symbol of love). It means
8
Ibid., p. 13. 9
that the meaning of a sign (a rose flower) will be based on the contextual role as
social convention of sign users, because the meaning of a sign is arbitrary, the
meaning of a sign could sometime be changed.
De Saussure said that a sign consists signifier/signifiant and
signified/signifié and they are unity as sides of a paper like structural aspects and
also the relation of a sign to the context of a sign, the sign users (society) as
reference. To draw the example above, here is the scheme:
Signifier A rose flower
Signified
• It is a plant when it is in the garden.
• A symbol of love
when it is given to a girl.
Sign
Figure II: The sign model of de Saussure
Continue to Theory Roland Barthes in the second system, connotation
become signified from denotation (signified and signifier) which related from the
first system (denotative) and the second system (connotative).
In details, Barthes and his Mythology book describes that system
significance of the sign is consist of relation (R = relation) between sign (E =
expression) and the meaning (C = content ). That significance is decided in two
system first system (primer) called denotative and second system which is
11
and the meaning or usually called signified and signifier, while in connotative has
elaborated from signified and signifier (E) and in metalanguage has elaborated
from significance of denotative meaning (C). We can conclude that connotative
and metalanguage is elaborate from denotative system.10
Piliang said that denotation was the step of sign which explained the
relation between signifier said signified, or between sign and relation with the
realities which produce explicate meaning, directly, and surely.11 Denotative
meaning in this case is the meaning that appear at the thing it’s self. For example
the picture of Suharto face, it means that the denotative meaning is the real face of
Suharto. Simply that denotation is sign which the signifier has high convents or
high agreement. While connotation is the step of signified and signifier which has
not explicate meaning, indirectly, unsurely, it means that still open with the other
meaning. He made second level meaning that formed when signified connected to
many aspects such us; psychology, feeling, emotion, and belief. Like the picture
of Suharto, the denotative meaning is like described above, but in connotative
meaning it can be has other meaning. It can become connotation with president.
Connotation can produce the meaning in the second level which is implicitly and
hidden.
More detail, Chris Barker explains that denotation is meaning level of
descriptive or literally. In the second level is connotation, meaning is formed
which connect to signified with cultural aspects in wider; belief, framework, and
10
Roland Barthes, Mitologi, (Jogjakarta: Kreasi wacana, 2009) p. 158. 11
ideology a formed social. The meaning of signified can manifold, if sniggle
meaning is accompanied with layered meanings. When connotation is made by
natural as something hegemonic. It means that cultural contract is going to be the
universal truth.12
Connotation which has sure meaning can develop to be myths; the hidden
meaning consciously agreed by community. myth that high belief can be
developed into an ideology it’s self.13 According to Barthes, in the level of
denotation, language presents convention or codes of society that are explicitly. It
means that appear codes is based fro relation signified and signifier. Otherwise, in
the connotation level, language presents codes these are implicit. It means that
system of codes that contain hidden meanings. Barthes has opinion that hidden
meaning is an area of ideology or mythology.14
Barthes claims that myths is a second list of semiological system or
metalanguage. Myths is second language that talk about language in first level
(signified and signifier). Myths make world perception seems undeniable natural
or destined for God. Myth tasked with providing scientific justification for
historical purposes, and made unexpected events that seem immortal. More
explanation about myth going to be explained in section.
The description of denotative and connotative meaning have been
discussed above. The writer will explain in detail. The first step in social cultural
12
Chris Barker, Cultural Studies,Teori dan Praktik, (Jogjakarta: Kreasi Wacana, 2009),p. 74.
13
Roland Barthes, op. cit. p. 109. 14
13
life, sign users define a sign just as denotation meaning, meaning of a sign as
common sign, and it is being caught by senses of sign users at the first time which
is R1 between E1 and C1.15Denotation is what is exactly shown (the level of
explaining the relation (R1) between signifier/E1 and signified/C1) or it is a sign in
which refers to a reality. It would produce the meaning explicit, and direct as
social convention. For example, an image photo of my face on Senior High
School Certificate (signifier/ E1) is (in relation to/ R1) what I look like in real life
now (signified/ C1). So that, denotation is a simple sign (signifier in related to
signified), the real meaning of a sign in which the signifier has the level of social
convention and Barthes stated that this is as primary sign system.
But in case, how if a sign interacts with emotional, gender psychological,
belief, and cultural of sign users. It is used by sign users to mean a sign to get
meaning, a subjective meaning of sign users. Barthes said that it is the secondary
sign system which getting meaning or interpreting a sign as more complex which
called connotation meaning.
Based on sign users, the relation (R) between in the context E1 – R1 – C1
(primary sign system) will push to the extension of secondary sign system which
is E2 – R2 – C2. And Barthes added that secondary sign system has two
orientations. They orient to the extension of expression and the extension of
content/concept. The first which is the extension of expression, E2 = (E1 – R1 – C1)
– R2 – C2 is called metalanguage and the second is connotation, E2 – R2 – C2 = (E1
– R1 – C1). Secondary sign system which orients to signifier/expression (E) is the
15
extension of signifier (expression/E2), but to the content/concept/signified (C2) is
not changed. Barthes stated that it is metalanguage which the process of relation
(R) between (E) and (C) is informed by using the difference expression (E).16
Image : Metalanguage
For example the word women, this word has signed the word of women
(E1) as expression, in relation to (R1) the real women as content (C1). This word
is extended and related (R2) to be the other kinds of women such as Mrs., Madam,
Girl and Female as the expression (E2), but the content is same, the definition of
women (C2). This system is oriented to the extension of expression/signifier (E2)
which is called Metalanguage. It can be described as scheme below:
Metalanguage
Primay system
(Source: Barthes 1967)
In addition, sign users as subjective position also want to extent to the
secondary sign system which orients to the content/concept (C) is the extension of
15
signified/content (contenu/C2). But the signifier/expression (E2) is not changed.
This is called as connotation. Connotation is a process of the relation (R) between
(E) and (C) that is interpreted by sign users to develop the content, concept,
signified (C).
The second system is also evolving towards C (content). For example
Pondok Indah. In the first system, Pondok Indah means an area in Central Jakarta.
In the second system, which is not explained what it is about Pondok Indah, but
other meaning given to that region. According to Barthes, the other meaning is
called connotation. Connotation given to the name of the region varies depending
on the views and experiences of people who give the other meaning. Pondok
Indah can have the connotation of “regional elite people”, “area of residence of
reach people”, “area of residence several artists in Indonesia”, “area that many
large houses built luxury and magnificent”.17
In addition, sign users as subjective position also want to extent to the
secondary sign system which orients to the content/concept (C) is the extension of
signified/content (contenu/C2). But the signifier/expression (E2) is not changed.
This is called as connotation. Connotation is a process of the relation (R) between
(E) and (C) that is interpreted by sign users to develop the content, concept,
signified (C).
17
Image: Connotation
For example back to the word women, this word is extended and related
(R2) to be the other description of women such as sexy, pretty and beautiful
person or as complex description like graceful, sexy-object; it is as the extension
of content/signified (C2). But in other side, the expression is same, the definition
word of women (E2). In this case, what has explained is the extension of
content/signified (C2), but the expression/signifier is not changed and Barthes
called this extension as connotation.
To example table formula above, here is the scheme:
Secondary
Other explanations about connotative according to Gorys Keraf.
Generally, the meaning has two basic types. The meanings are denotative and
connotative. The explanation is as follows:
17
a. Denotative Meaning
Denotative meaning is also called in some other terms such as:
denotation meaning, cognitive meaning, conceptual meaning, ideational
meaning, referential meaning, or propositional meaning. It is called
denotation meaning, conceptual, ideational, or referential, because it
denotes to a referent, concept, or idea of a referents. Moreover, it called
cognitive meaning because the meaning is related to the awareness or
knowledge; stimulus (speaker) and response (listener) about the things
that can be absorbed by the senses (consciousness) and the ratio of
humans. And this meaning is also called propositional meaning because
the meaning is related to the information or statements that are factual.
This meaning, which is referred to by various names, is the most basic
meaning of the word.
b. Connotative Meaning
Connotations or connotative meaning is also called connotation
meaning, emotive meaning, or evaluative meaning. Connotative
meaning is a kind of meaning in which the stimulus and response
contains emotional values. Connotative meaning occurs partly because
happy and others to the listener; On the other hand, the selected words
shows that the speaker is also harbored the same feelings.18
In Oxford Advanced Learner’s Dictionary, connotation is an idea
suggested by a word in addition to its main meaning.19 Furthermore, Leech in the
book of Semantics, has the opinion about connotative, connotative meaning is the
communicative value an expression has by virtue of what it refers to, over and
above its purely conceptual content.20
In other sides, Kreidler has the opinion about denotation and connotation.
A denotation identifies the central aspect of word meaning. And connotation
refers to the personal aspect of meaning, the emotional associations that the word
arouses. Connotations vary according to the experience of individuals but,
because people do have common experiences, some words have shared
connotations.21
According to Christomy, The interpretation (I) developed from Pierce
theory from a signification can be a new sign (S) in the next or continue sign. That
new sign has object and has a new interpretation again. The new interpretation
will be have a new sign again and so on.22 This process of signification can be
continuing according to experience and knowledge someone. The process from
Christomy is described as follow:
18
Keraf, Op. Cit., p. 27. 19
Hornby, Oxford Advanced Learner’s Dictionary 6th Ed, (Oxford: Oxford University Press, 2000), p. 275.
20
Geoffrey Leech, Semantics, (New Zealand: Penguin Books, 1974), p. 14. 21
Charles W. Kreidler, Introducing English Semantics, (New York: Routledge, 1998), p. 45.
22
19
But how if a connotation stays in for long time? In Mythologies (1957),
Barthes based on sign users argued that a connotation could dominate a society.
For example, it would be handled by major community who wants to give some
connotation (negative or positive) to minor community, in order to be a myth
concept for long time. Myth is produced by major community to minor
community or on the contrary viaa connotation process that given.
2. Myth and Ideology
In this study connotation meaning of Pepsi advertisement besides theory
connotation of Roland Barthes, myth and the theory of ideology something very
helpful in analyzing the object, although in this study only stop at the level of
connotation. Because when someone has connotation perception to an object, it
will be a myth if everyone already believed and had considered that the true
meaning and connotation applied in everyday life. In line with Roland Barthes
notion that myth is a form of speech (a type of speech) because it is all things in
daily activities can be regarded as a myth, as long as it is shown in the discourse.23
Simply, when the phenomena of contemporary culture connotation given by the
23
broad society then becomes reasonable, in the sense of the meaning is no longer
regarded as a result connotations. Here is the meaning of it being myth.24
Indeed, in the literature, ideology often bring surprises, new and
unexpected, though somehow there must be related between the ideology and the
reader. Clearly, the reader can find ideology in the text by analyzing various
connotations in it. As in this research the authors will find ideology in one of the
ads in the Pepsi products. One method that is used to find the ideology is the
connotation that seek myth and ideology through the texts of this sort of research
corpus itself. In the semiotics perspective, myth can be learned or find by seeking
indication fictional in text which as a whole is presented as nonfictional.25
As literal definition, myth is a story which is used by a society to explain
or to understand some aspects from a reality or nature. Primitive myth is about a
life and death, human and god, goodness and badness. In other hand, Barthes
imitated the concept of primitive myth to be used to the concept of a connotative
process to uncover the hidden meaning in advertisements, fashion and so on.26
He added that myth now days is about power, success, masculine,
feminine, or something that could not be questioned such a black person in French
as sub-ordinate person caused by colonialism at last time, but it was shown on
Paris-Match magazine mid-1957 by wearing French uniform and saluting a
French flag as French is a state and does not differentiate any person. It lives on a
community that given to naturalize something or naturalize history. For the
24
Litiyana H. K. “Pemosisian Iklan Nokia dilihat dari konotasi”, (Tesis: UI), p. 22. 25
Ibid, p. 210. 26
21
example in French at the barber shop on Paris-Match magazine Barthes read and
knew that a black person been colonized but on Paris-Match magazine was not
happen anything by saluting a French flag.27
In the definition of Barthes concept about myth which is in Kris Budiman,
Kosa Semiotika, is a part of speech that taken to be read in advertisements for
example as something, something natural, or the way to conceptualize
something.28
In his work, Mythologies essay, Barthes said that myth is from secondary
sign system process which connotation is stable or to be dominant on a
community (convention). He opened up that what has been natural in French is
the connotation process, showing black person saluted a French flag, to be myth
then, it seemed there was no a question about black person, all was under
controlled by French as a great colonial Empire.
Furthermore, Barthes added that what he had written Mythologies (essays)
is to criticize the cultural phenomena in French. His theory is to dismantle
something that has been dominated. However, he wrote that what has been nature
in a community is produced by a connotation process (the extension of
content/signified (C2) in a community), if a connotation stays alive or to be fixed,
it is going to myth, and in other time it would be ideology.29 In other words, myth
which is used by a sign users (community) is a connotation process which is the
deepest meaning that produced by a convention of community to naturalize
27
Ibid., p. 122. 28
Kris Budiman, Kosa Semiotika, (Yogyakarta: LKiS, 1999), p. 76. 29
something, even it transforms history to be nature, in attempting to strengthen or
to give a message, a foundation, in nature to a community.
A connotation and myth are operated in secondary sign system which is
the place of the interaction sign users with gender, emotional, psychological,
religion and cultural. They are the ways of sign core and live on a community.
They follow a period of time and will be changed if it could not be needed again.
But how if the difference community operates or wants to interpret a sign that
given by to sign users; Barthes in his great book, S/Z (1970), explained that there
are five codes, hermeneutic, semantic, symbolic, narrative/proairetic and cultural
codes in which everything that could be read as meaning is based on codes.
A code is the combination of signs which is agreed as social convention to
give chance that transformation of messages (sender and receiver) is understood;
it is like the system mind or paradigm.30To understand a sign, a code should be
applied. In simply definition a code is to get sameness perception. After
interpreting a sign as denotation, connotation or myth process, Barthes classified
those codes into a next interpretation. The five codes are defined as below:
Hermeneutic code is a code that follows to interpret any argument, question, or
something that would drive to arrange, deny, or even to answer it. To interpret this
code, it should check every detail of a sign that shown in order to gain the answer
that informed. Semantic code is something that contains a position which is a
connotation is built such as masculine, feminine, or it is arranged to give a
masculine connotation, feminine, and so on. Symbolic code is a grouping code via
30
23
any ways and textual elements to recognize something easily. Narrative code is a
code of action which is based on a capability to attempt a result or to determine a
result from what has done rationally or it contains a story. And the last code is
Cultural code, it is a reference code; it seems collective acceptance of morality,
wisdom, history, knowledge, art, myth or any representation as common.31
In addition, Barthes in his book, S/Z (1970), redefined the denotation
meaning. He said that denotation is what is exactly shown (the level of explaining
the relation (R1) between signifier/E1 and signified/C1) or it is a sign in which
refers to a reality. It would produce the meaning explicit, and direct as social
convention. But there is something case here, as what Barthes intention to criticize
phenomena in the world especially in French, denotation is not what is exactly
shown, literal meaning or natural a sign; it tends to naturalize as definitional,
commonsense and literal. Denotation is as the final result of a connotative process
as what Barthes said: Denotation is not the first meaning, but it pretends to be so;
under this illusion, it is ultimately no more than the last of the connotation.32
C. Advertisement
1. Definition of Advertisement
The important words from an advertisement are seducing,
remembering, manipulating, informing, inviting, promoting, and reputing;
they are the main focuses of producers to get advantages. In the way, when
people go to supermall or a market, they buy products as commanded by
31
Kris Budiman, Op. Cit., p.62. 32
first signal in their minds. It is said succeed advertisement to influence
people’s mind.
From the etymology, the definition of advertisements previously not
from English words, but the word of an advertisement is from Latin word
adverte. It means that go forward. Berkhouver stated that every statement
which is conscious is pointed to public in any form, where it is taken by
trading actor, for achieving product or service sales.33 So that the etymology
concept here states that the advertisement is something that related to the
activity of trade communication or marketing product.
Coutland L. Bovee, William F. Arens in Contemporary Advertising
(1986) and Thomas M. Garret, S.J. in Some Ethical Problems of Modern
Advertising (1961) stated that advertising is the activity of delivering visual
and verbal messages to public by informing or influencing them to buy
products and services that has been produced.34 For simply definition of
advertisements is a message concept to inform, influence, seduce, remember
and offer products or services (noncommercial) to public through media to
buy.
Related to psychological aspect, advertisement is said success started
from early information upon products, services, and ideas which consumers
is going to buy, or to consume them at the first sight; it is the term of
psychological process of advertising. From the psychological aspect and the
decision to buy or consume at the first sight, the producers communicate to
33
Winardi, Promosi dan Reklame, (Bandung: Mandar Maju, 1992), p. 1. 34
25
the consumers that is succeed communication. The transformation messages
run well.
Based on media, advertisement has two kinds of media, Electronic and
printed media. Electronic media is delivered on television, radio, film,
internet etc. Printed media is delivered on newspaper, magazine, etc.
Advertisements have four general functions, there are for educational,
economical, communicable, marketable and social. Advertisements as
educational are to explain or inform like how to save our head by wearing a
helmet, as an economical like achieving product request, as communicable
like to inform consumers where the product is, as marketable like the
strategies by involving any media, and as social like non-commercial
advertisement.35
Based on the aims of advertisement, advertising is set to support
personal selling or promoting, to reach isolated places, to avoid imitation
product, to achieve product request, to repute agency or product, in which to
get trustfrom consumers.
Basically according to the explanation above, the phenomena of an
advertisement is one of applied mass communication. Bittner said that
“mass communication is messages communicated through a mass medium
to a large number of people”.36 It means that there are so many mass media
that could be placed by any message (shared information). This seems as
single address, there is no interaction between addresser and addressee.
35
Alo Liliweri, Dasar Dasar Komunikasi Periklanan, (Bandung: PT. Citra Adya Bakti, 1992), p. 47.
36
The fast development of economic capitalism influences the
characteristics of advertisements in cases of style, contain, and function.
This characteristic is changeable in order to go forward with consumers. An
early advertisement is for achieving quality products (the need of
consumers), it means that it closes to the quality, value, function and price
of products, but now the advertisement is symbolic oriented, it means that
the consumers, which are constructed to be consumerist and always feel lack
of needs, look for the symbolic value (status, prestige,) in social position.37
In the global information era of consumerist, an advertisement
constructs a “style”. It means that advertisement may construct people’s life
style. 38 There is difference (people’s life style) between old and
contemporary advertisements, an advertisement belongs to exclusive class at
last time, but now people could imitate the “life style” from other which is
constructed by advertisements.39
2. Effect of Advertisement
Producers waste so much money to set the strategies of marketing in
mass media, advertisement, mean that there is something efficient roles
(motif) that inviting producers to waste their money. The producers believe
that advertisement has the strong effects to change the people mainstream
(state of mind) which the effect of advertising makes audiences buy
37
Yasraf Amir Piliang, Hipersemiotika: Tafsir Cultural Studies atas Matinya Makna, (Yogyakarta: Jalasutra, 2003), p. 288.
38
Dick Hebdige, Subculture: The Meaning of Style, (London: Routledge, 1987), p. 100. 39
27
products where they do not need, advertising makes things cost more and
helps to sell bad products and advertising could waste people’s money.40
As conclusion, technically, commercial advertisements should be
smart manipulated to change the people’s mainstream and to seduce society.
As step, an advertisement may use everything that to manipulate, to seduce
society like involving sensuality, beauty of women, or like verbal form not
to imperative way, “Buy our products now. An advertisement may take
advice position or alternative order, for example determining the beneficial,
health, beauty of products.
And the following statements above, the writer remembers the quote
which is from Pablo Picasso. He said that “art” is a lie that reveals the
“truth”. It means that “a creation” which is from human resources to intend
and to give a lie to a community as simple intention to stabilize any
intention, in the name of a community “truth”.
3. Elements of Advertisement
In advertising, especially for knowing the denotative and connotative
meaning, the key format elements are logo, slogan, and signature.
a. Seals, Logos, and Signatures
A seal is awarded only when a product meets standards established by a particular organization, such as the Good Housekeeping Institute or
Underwriters Laboratories. Because these organizations are recognized
40
authorities, their seals provide an independent, valued endorsement for the
advertiser’s product.
Logotypes (logos) and signatures are special designs of the
advertiser’s company or product name. They appear in all company
advertisement and, like trademarks, give the product individuality and
provide quick recognition at the point of purchase.
b. Slogans
Many slogans (also called themelines or taglines) begin as successful headlines. Slogans have two basic purposes: to provide
continuity to a series of advertisement in a campaign and to reduce an
advertising message strategy to a brief, repeatable, and memorable
positioning statement.41
Slogan is a word or phrase that is easy to remember; used for
example by a political party or in advertising to attract people’s attention
or to suggest an idea quickly.42
41
William F. Arens & David H. Schaefer, Essentials of Contemporary Advertising, (New York: McGraw-Hill, 2007), pp. 244-250.
42
29 CHAPTER III RESEARCH FINDINGS
A. Data Description
In the third chapter the writer will describe the analysis of connotation in
Pepsi advertisement. Advertisement analyzed are five units. Those are the
corpuses for analyzing in this research. The five Pepsi advertisements provide
with the following taglines: (1) Live for Now, (2) Summer Time, Pepsi Time II,
(3) Un Pimp Your Body, (4) Change the Game (5) Ask for more.
This study purposes to find a connotation that is existing in advertisement.
Therefore, besides the verbal language, the non verbal language also influences
in making the connotation in the advertisement itself, because the iconic (verbal
sign) is a supporting element in understanding the connotation in advertisements.
So, the data description can be tabulated in the following table.
Table of verbal and non verbal signs
Object Verbal Sign Non Verbal Sign
Image 1 - Live for N W
- The picture in first column
described people laughing, happy,
and cheerful in town. Two women
wearing clothes of different
colors, with the high buildings
column.
- Text Pepsi at
the Bottle
- The second image column in the
advertisement is Pepsi bottle
including logo and the name
product text “Pepsi”.
- The third column is the image of a
woman with a cheerful face using
microphone, wearing strange
clothes pink and also pink hair,
dark background decorated with
purple lights.
- Furthermore, there are several
women with the cheerful wearing
yellow clothes, holding a Pepsi
product, plus a background set of
many people.
- The fifth column is Pepsi logo
coupled colored water background
with the little bit brown color.
- The last column is a man who was
playing basketball, wearing a blue
plaid shirt, with a black
background with a green light
31
- There is one who has white-haired
and white-bearded drinking soft
drinks in bottles which labeling
the logo of Pepsi and text Pepsi.
The hand that holds the bottle
looks fat.
- Picture a bright blue sky and there
is little clouds that decorate.
- The sun is shining
- There are Blue ocean and little
movement of water as there are
people or stone just fell in the
water.
- Beach chairs are usually to relax
and sunbathing under the sun.
- Waterfront is not sand but neatly
arranged wood.
- There are pieces of the body
looks like a truncated abdomen
and apart from its owners.
stomach and beside there is
- There are some famous athletes,
Lampard, Torres, Drogba, and
athletes from India, Holding
each tools according to their
profession.
- There is a Pepsi logo shirts used
in the model and the same logo
located on the bottom left corner.
- There Jabulani balls, balls used
in world cup 2012.
- Pipe has white color and has blue
strip. The body pipe is thin or
slim impressed, because the pipe
is very slim the pipe can bend
33
there is a hole in the pipe shoots.
- Hole in the top of pipe looks like
issuing water droplets and has
brown color.
- Plain white Background
- Pepsi logo in the tagline ask for
more that occupies “o” in the
word more
B. Data Analysis
To reveal the connotation, the author will go through from the Primary
sign system or denotation significance, according to the theory used in this
paper the connotation theory Roland Barthes. In theory the system of
connotation from Roland Barthes in the first level with symbolized in formula
(signifier/E1) or called denotation. After finding verbal and nonverbal signs in
the table of the first advertisement to the last, the writer will describe that data
and elaborate to connotation meaning (Signified/C2) which will automatically
pass the denotation meaning first.
The writer will be explaining and answering according to the questions
of this research. Explaining in sequence and the image advertisement will put
in front before analyzing. Here they are the advertisements that selected by the
Time, Pepsi Time II, (3) Un Pimp Your Body, (4) Change the Game (5) Ask for
more.
1. Pepsi Advertisement with Tagline Live For Now
a. Denotation Meaning
Before seeking connotation meaning of advertisement the writer has to
find a denotation meaning or common meaning contained in the advertisement
itself. According to Barthes theory, the theory that is used to analyze in this
study, the first meaning/primary sign system or called denotation, formulated
with code (E1). There are the denotations that found in first advertisement as a
corpus with the tagline Live for Now.
In the first analysis of Pepsi advertisement, the writer finds verbal signs
text Live for N W (E1), placed in different columns with different background
anyway. Live text in firs column with the background a woman while smiling
cheerfully, chatting with others. The second column contains in a bottle of
35
while the text in third column is for with background of a woman.
Furthermore, the letters N and W contains in the fourth column and the last
column slip in the rounded logo Pepsi logo that is between the fourth column
and fifth column.
In this first Pepsi advertisement also has a lot of non-verbal signs,
illustrated with a variety of characters and a wide variety, different in some
places, premises are placed in some columns each column contains the writing
of tagline which separated. In the field there are intentionally not shown the
shape of the letter writing but only with pictures that represent letters like the
letter O in the middle of word now symbolized by a rounded image in
accordance with the Pepsi logo (C1).
Besides some of the characters shown, this advertisement also shows a
different background with different settings on each character. The first column
indicates that the setting of the place to be in front of the high building, that
means some people that in the first column are in the city, it is signed by high
buildings behind them (C1).
In the second column picture there is a picture Pepsi product with blue
background as usual becomes brand of product itself. The next column
describes a woman holding microphone, the writer assumption that the woman
has a singer profession. The fourth column there are more women with some
other woman in the back, they smile by holding the Pepsi products. In the next
column there is a man who is playing basketball, he wears a blue shirt with
setting background illuminated blue color (C1).
b. Connotation Meaning
1). Life full of Joy, pleasure and comfortable (Live for Now)
In the primary sign system called denotation live has meaning have
life, Have a home, spend live, stay alive.4 Overall, tagline live for now in
the primary system has meaning live for right now. In the secondary
system called connotation (Signified/C2), live not only have meaning have
life but also have connotations Full of Joy, pleasure and comfortable.(E2)
Relating to what that described in several columns that have background in
some characters of joy and happiness other character addressed to anyone
who drinks Pepsi in the column (R2) marked with fourth column there is a
young woman who is carrying a bottle of Pepsi.
In the third next column shows that the meaning of life is not just a
life, symbolized by a singer who appeared full of joy, a man picture in
sixth column looks like comfortable if drink Pepsi (C2). The more
strengthen brand of Pepsi product advertisement in order that readers
know that advertising wants to show all the comfort and cheerfulness will
be obtained if they drink Pepsi, this is reinforced by the Pepsi bottle mark
in the second column complete with the name of the product.
4
37
2). Live for right now, modern, luxury and easy going (Live for Now)
Some models in the advertisement clearly show that all life at the
modern urban place. As in first column shows us there are some young
people who were chatting with each other with high building background.
In the third column indicates the presence of woman who wears fancy
dress and holding a microphone with a glamorous black background and
light pink decorated (C1).
While the fourth column shows some women being happy and
sociable environment which is characterized by happy expression and
accompanied by a lot of people, the writer describes a situation that is
intended to be like in a bar or discotheque. Figure advertising shows that
the activity is carried out by people living for right now, modern, luxury,
and easy going (signified/C2).
3). Suitable for all young people (Live for Now)
With various kinds of characters in this advertisement certainly has
a connotation meaning that this product is suitable for all types or
characters people (C2) to consumption, especially for young people. This
case is signed (R2) by the difference in the character in every column. The
people which described in there require more movement or thinking more
like in the last column, marked with a young child plays basketball, of
course, it will require more movement. Therefore, the advertisement
There are several aspects of the same character in this
advertisement, all of them are young people who are in activities, of
course they need a lot of the water to through the activities. Therefore
connotation meaning of verbal signs Live for Now; Suitable for all young
people can be addressed to all people, especially for all young people (C2).
2. Pepsi advertisement with tagline Summer Time, Pepsi Time
a. Denotation Meaning
In the second advertisement which has the tagline Summer time is
Pepsi time shows us that there is father with glasses who has white hair
and a thick white beard drinking beverages in bottles labeled logo Pepsi
(C1). Another sign that appears in the form of verbal language Summer
time is Pepsi time (E1) has a denotative meaning. It is when you are in
summer, your time to drink Pepsi.
The father has a big hand, holding a bottle labeled and has a logo
39
it is indicated that advertising making addressed to summer the time (E2),
this is in line (R1) with the advertisement tag line itself. These some
visible signs and it could be called the first level meaning/ primary sign
system (denotation), taken from verbal and nonverbal signs. The next
analysis is to interpret or to seek the secondary system called connotation
meaning. It will be discussed in the next section.
b. Connotation meaning
1). Santa Claus does not only appear in winter but also appears in the
summer for enjoying Pepsi(Summer time is Pepsi time)
There are signs of non verbal advertisement where there is a father
has big body and a big hand and also he has a curly white hair with a thick
white beard. It is not strange again that there is a message (connotation)
that want the advertisement to show the reader that actually the father is
Santa Claus (E2). If we remember again, this is reversed with appearance
of Santa Claus who appears in the winter but this time instead appears in
summers, of course, this raises the question to the audiences. It will
increasingly become more attractive and easily remembered by audiences.
Because of that purpose they (advertisers) manipulate data.5
By placing the tagline summer time Pepsi time (E1) in advertisement,
the advertisement maker wants to send connotative meaning which relates
(R1) to non-verbal signs that Santa Claus is drinking Pepsi. This indicates
that the connotative meaning when summer time Santa Claus wants to
5
drink Pepsi (C2). According the theory of Roland Barthes between verbal
and non-verbal language in the advertisement would be so related.
2). When the summer time, the most fresh is drinking Pepsi (Summer
time Pepsi time)
The interesting side of this advertisement is presenting Santa Claus
in the summer season. In reality, the real Santa Claus appears actually in
winter season, such us Santa comes in December during Christmas time
where it is currently winter. Interestingly, Santa Claus appears suddenly
during the summer (C1). He comes out and drinking Pepsi, shows
connotation that summer time is the most fresh time to drink Pepsi (C2)
like what is done by Santa Claus.
41
a. Denotation
In advertisement pictures above with the verbal sign that shows the
primary sign system/ first level meaning explains that there are few visible
signs such as text UNPIMP YOUR BODY verbal and another verbal sign that
is a diet Pepsi in the bottom right corner (E1). The word of Pimp has meaning
that a man who controls prostitutes and arranges client for them, taking
parentage of their earning in return, and according to the Cambridge
dictionary has meaning a man who controls prostitutes, especially by finding
customers for them, and takes some of the money that they earn (E2).
In the primary sign system besides the verbal there is also nonverbal
sign for the significance. It supports to get the secondary sign system
(connotation). In this advertisement, the setting background of advertisement
is pictured at the beach with the blue sky adorned with the a few white
clouds, bright sunshine show us that the time is at a midday. The sea shows
calm water but there is a little difference in one point on the left where there
is a sort of water movement as being the fall of heavy objects.
On the edge of beach described that there is seat that is usually for
relaxation. And also the picture describes that there is wooden board in tidy
layout. Interestingly there are pieces of human distended stomach with the
belt binding sticking on each side respectively. In the bottom right corner
there is a Pepsi logo with the diet Pepsi text shows us that time is at midday
b. Connotation
1). The drink is suitable for fat people (un pimp your body)
In the first level sign system is explained by verbal language un pimp
your body and Pepsi diet, it is highly correlated with non-verbal signs in
advertising where there are pieces of distended stomach with a belt that is
separated from its binding (C1). Distended stomach separated from the
bindings on the secondary level sign system possesses sense to reduce fat, it
is supported by other verbal language that diet Pepsi in the bottom left corner.
Sometimes people generally have perception that do drinking like the
Pepsi taste, it’s not good for our healthy. People have the assumption that this
drink is of no use, if consumed a lot. Here was negative rather than positive
aspects. Therefore, in this advertising the advertising maker wants to bring
another perception (connotative meaning) that Pepsi is suitable for the fat
people (C2) because the Pepsi is soft drink that has fat content 0%.6
2). Fresh and healthy (un pimp your body)
The secondary sign system (connotation) in this advertisement,
advertiser wants to show the connotation which is supported by a variety
non-verbal signs such as; stomach pieces that a part of the bond plus seats in
addition there is a place for relaxing. This shows the second level of meaning
(connotative) that when Pepsi is used for refreshing and relaxing to keep
healthy (C2).
6
43
When there is a view of the sea calm and peaceful but there is one side
where the water is churned like a plunge into the water runs out this certainly
raises (R2) the significance connotative seen as something that is refreshing.
Like when we are playing water at the beach which is clean and quiet, it will
make a refreshing impression for those who see the picture.
3). For doing relax (un pimp your body)
The background of this advertisement is on the beach with blue and
clean sea background, as well as the chairs for relaxing at the edge of the
beach, it certainly has connotative meaning as it creates an impression that the
drink is performed at the time relaxing (C2). The advertisement makers want
this advertisement seems to be relaxing. The beach setting (R2) is perfect for
connotative meaning because they want to show along with supporting
images that the people will seat frightening off the along coast suggests and
it’s situation is very relaxing. Addition with the bright sun, it is time suitable
for relaxing. The connotative shows that Pepsi is suitable for the relaxed
4. Pepsi Advertisement with Tagline Change The Game
a. Denotation
This advertisement is Pepsi advertisement aimed to Indian society, so
there is Indian language by tagline Ab Badlega Games when translated into
English means Change The Game (E1). It has been written by the makers of
advertisement in bottom right corner. Change according to Cambridge
dictionaries has meaning different, while Game Become the first sign level
has meaning fun activity (n) or sport (E2). But if the level of the secondary
sign level (C2) will appear a lot of meanings. The secondary system will be
discussed in the section of connotations.
This advertisement was made in 2012, in which there were several
models of famous such as athlete famous football players and baseball
players (C1) of India which included famous to attract the reader's
