Connotation, denotation and myth in "Shot on Iphone" advertising series by Apple

Fattah, Muhammad (2024) Connotation, denotation and myth in "Shot on Iphone" advertising series by Apple. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study aims to analyses the sign based on the Roland Barthes theory of Semiotics. The research objects in this study are images from scene and texts from "Shot on iPhone" advertising series by Apple. This study uses a qualitative method with descriptive analysis through an interpretative approach in interpreting the sign; signifier and signified, denotative, connotative, and mythical meaning from images from scene and text in advertising series by Apple “Shot on iPhone”. There are 64 data found from eight videos of the advertising used to analyses denotative, connotative, and myth contained therein. The theory used in this research is the theory of Roland Barthes (1968) regarding denotative, connotative, and myth. The results of the analysis show visual and contextual details.The signified data including the attire of individuals; braid, glasses various objects; phone, painting and furniture, while the most prominent inclination across the scenes is expression. The signified data includes personal reflections, intellectual engagement, and emotional responses to art and historical settings. The connotative data highlight the device's capability to capture breathtaking natural landscapes and moments. The denotative data most prominently is setting highlight diverse and dramatic environments, including expansive natural landscapes, cultural and historical sites, and intimate personal spaces. Apple’s “Shot on iPhone” ads also used myth to present the iPhone as a pivotal tool for capturing both monumental, personal experiences, dynamic social and cultural aspects of society in the aesthetic values represented in the video.

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