DENOTATIONAL AND CONNOTATIONAL MEANINGS OF THREE EYEBROW PENCIL ADVERTISEMENTS

Abstract

This research analyzed the denotative and connotative meanings of the eyebrow pencil advertisements. The theory of denotation and connotation is used to analyze the non-verbal signs in the advertisement using Barthes’ semiotic theory. This research employs a descriptive qualitative method. The data for the research are three eyebrow pencil advertisements from several cosmetic brands, namely Maybelline, Revlon and L’oreal Paris, as the data of the analysis. These eyebrow pencil advertisements used several combinations of texts and sentences, as well as colors and images featuring famous models to represent the product that was advertised and the target consumers of the product. These advertisements were analyzed further to identify the denotative and connotative meanings within the signs of the eyebrow pencil advertisement. The result of the research showed that eyebrow pencil advertisements have denotative and connotative meanings to attract the market to buy the product.