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Symbois Used In Selected Men's Product Advertisement

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The objective of this research is to know the meanings of the symbol that exist in men advertisement through denotation and connotation based on Roland Barthes' theory. Barthes developed Saussure's theory of significance into a grammatical theory and its connotative meanings. The significant term have been changed to expressions and signifiers to content. Also, he said there must be a relationship between them. So it can be formed as a sign. Barthes also adopted the concepts of denotation, implication, and metasemiotic from Hjemsleves. The first level of the significance system is denotative, and the second level is connotative. The result shows that Men's advertisements always give a symbol that is really related to men. such as sports, transportation, activity, and the color of the advertisement always gives a perfect accent, firm and confident. Every product always comes with the same message, which is to be confident wherever and whenever you are. In addition, almost all advertisements for men provide backgrounds and colors that seem dark, symbolizing firmness, strength, and boldness.

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Detail Information

Series Title

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Call Number

BSI-2023-IDR s

Publisher

Makassar : FAH. Adab & Humaniora UIN ALauddin., 2023

Collation

x, 49 hal :Ilus :, 30 cm

Language

English

ISBN/ISSN

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Classification

BSI-2023-IDR s

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

symbolizing firmness
strength
boldness.

Specific Detail Info

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Statement of Responsibility

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