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A Rolland Barthes Analysis in Downy Garden Bloom Advertisement

This document analyzes the verbal and visual signs in a Downy Garden Bloom fabric softener advertisement. [1] It identifies the brand name, tagline, and statements about the product's ability to keep clothes fresh despite sweat as verbal signs. [2] Visual signs include a picture of a sweaty child to represent the product's benefits and many flowers related to the "Garden Bloom" name. [3] The analysis determines that the signs aim to attract customers and convey the product's ability to eliminate sweat odors through both direct and implied meanings.

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52 views10 pages

A Rolland Barthes Analysis in Downy Garden Bloom Advertisement

This document analyzes the verbal and visual signs in a Downy Garden Bloom fabric softener advertisement. [1] It identifies the brand name, tagline, and statements about the product's ability to keep clothes fresh despite sweat as verbal signs. [2] Visual signs include a picture of a sweaty child to represent the product's benefits and many flowers related to the "Garden Bloom" name. [3] The analysis determines that the signs aim to attract customers and convey the product's ability to eliminate sweat odors through both direct and implied meanings.

Uploaded by

Cindy Cindy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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A ROLLAND BARTHES ANALYSIS

IN DOWNY GARDEN BLOOM


ADVERTISEMENT

By :

Verina Yunita Sari


Cindy Mitha Lestari
Muhammad Fadilah
Fransisca Permana
Name of Product : Downy Garden Bloom Advertisement

Purpose of Study :

The aims of writing this study are to


find out Verbal and Visual sign used in
Downy Collection product advertisement
and to analyzet he hidden meaning of Verbal
and Visual sign used in Downy Collection
product advertisement. It will help reader
in understanding the meaning and the
messages of the signs that contained in
advertisement and also for preventing
misunderstanding of the information which
conveyed through in product advertisement
to the reader.
Introduction

Semiotics is relate to all of the things that can be considered as a sign for the example
images, gesture, sound and objects. Advertisement has a unique and brief language and
also additionally advertisement has a sign that needed to be deciphered. In advertisement
the sign that contained need to motivate, persuade and attract the people to try or buy the
product.

The sign has the goals to influence the people. The producer of advertisement should be
creative to make the people interested with the product in advertisement. Good
advertisement depends on clear text and creative visual. Verbal sign in the form of written.
Meanwhile visual sign in the form of image and gestures or without saying a word in
advertisement. Sign carries meaning which help the reader to understand the messages
that contained in the advertisement.
● Based on the background of the study, there are two problems can be solved in this
study which are: (1) What are Verbal and Visual signs found in Downy Garden Bloom
Advertisement and (2) What is the meaning of Verbal and Visual sign found Downy
Garden Bloom Advertisement. The aims of writing this study are to find out Verbal
and Visual sign used in Downy Garden Bloom Advertisement and to analyze the
hidden meaning of Verbal and Visual sign used in Downy Collection product
advertisement. It will help reader in understanding the meaning and the messages of
the signs that contained in advertisement and also for preventing misunderstanding of
the information which conveyed through in product advertisement to the reader.
Discussion

VERBAL SIGNS

● First verbal sign is the statement “Downy Garden Bloom”. This sign is the brand name
and the tagline name of the product. ‘Downy’ is the brand name of the product and the
words ‘Garden Bloom’ is one collection of Downy product aimed specially for fabric
softener. The statement clearly describe that the product wants to get the customer’s
attention by using the brand name that is already famous and it will attract the
customer curiosity to buy this product. This sign brings to denotative meaning because
this sign is clearly give explanation and describe that Ultra Downy is one of product in
this series.
● The second verbal sign is the statement “New”. This sign means this product is the
new product collection launch by Downy. The word ‘NEW’ could attract the audience
attention to try and buy the product since this product is the Downy newest product.
This sign considered as denotative meaning because the statement provides
information to the audience that this product is one and the newest of Downy product
with name Downy Garden Bloom.

● The last verbal sign in this advertisement is the statement “Smell fresh even when you
sweat!”. This statement means if this product can keep the clothe fresh and smell good
even though the users smells musty and sweats. Sweating causes clothes to stink and
of course takes away the user’s self-confidence. This product made to the people who
likes doing activities too much until make the body odor and sweat quickly. This sign
brings to connotative meaning because the statement tells about the benefit of the
product which this product can keep the clothes still smells good and fresh.
VISUAL SIGNS

● First visual sign is the picture of child using clothes half sweat and half fresh. It is to
emphasize the benefits that given by the product to the users. This product can keep
the user’s clothes still fresh even though the users sweating. Sweating gives the bad
and musty smells to the clothes. Beside that sweating also can make the other people
feel disturbed and uncomfortable. With this product will eliminate worries about the
problems of the sweat odor. This sign considered as connotative meaning because this
picture not only shows the benefits of the product but also to show if this product can
solve the problems about sweat odor.
● The second visual sign is the picture of many flowers. This picture related to the name of
the collection which is Garden Bloom. Garden synonymous with various flowers. Garden
also symbolize freshness. It is related to the benefits of this product which can make the
clothes still fresh. This sign brings to connotative meaning because this picture has hidden
meaning. This picture provide the name of the collection in this product and also to tells if
this product made from flowers to produce a fragrant.

● The last visual sign in this advertisement is Blue color as dominant in advertisement. Blue
color are used as the color of the product in this advertisement. According to Wierzbicka
(1996) blue means softness and safety. It show that this product is really soft and safety for
the clothes and the skin. The safety here mean does not damage the fabric fibers on the
clothes. The fabric fibers need something that has a soft and save ingredients. This sign has
connotative meaning because it is implicitly shows that this product is safety for our clothes
or the other fabric.
Conclusion

Based on finding of the analysis, it can be concluded that Downy Garden


Bloom Advertisement has the connotative meaning in this research consists of
the facial expression of the model, the picture of the advertisement, also the
colour. In the other hand, the denotative meaning consists of the statement in
the advertisement, the name of the product, and also the function of the
product. The connotative meaning is the dominant meaning that appears in the
advertisements in order to make the advertisement more mysterious to be seen
for the audience and make them catch the meaning of the advertisement when
they buy the product. This is also as one of Downy’s marketing tricks in
products offering through advertisement.
THANK YOU 

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