Denotation, connotation, and myth in Maybelline Super Stay Matte Ink advertisment

Nurul, Astari (2024) Denotation, connotation, and myth in Maybelline Super Stay Matte Ink advertisment. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This research aims to identify the signifiers and signifieds used in Maybelline Superstay Matte Ink advertisements and to understand the denotative, connotative, and mythical meanings in these advertisements through semiotic analysis based on the models of Ferdinand de Saussure and Roland Barthes. This is a qualitative research with a descriptive approach. The data sources for this study include primary data obtained through observation and documentation techniques. The results of the study indicate the presence of signifiers and signifieds in the Maybelline Superstay Matte Ink advertisements, with a total of twenty-two elements from four advertisement videos. Additionally, this research found twenty-two denotative, connotative, and mythical meanings. This study is expected to provide motivation, insights, and references for readers and future researchers who wish to explore similar topics, specifically semiotics.

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