PEIRCE’S SEMIOTICS ANALYSIS OF ICON AND SYMBOL
ON PERFUME ADVERTISEMENTS
A Thesis
Submitted to Letters and Humanities Faculty in Partial Fulfillment of the
Requirement for the Degree of Strata One (S1)
AUDIA ERIANA
1110026000100
ENGLISH LETTERS DEPARTMENT
LETTERS AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH
JAKARTA
2015
i
ABSTRACT
Audia Eriana, Peirce’s Semiotics Analysis of Icon and Symbol on Perfume
Advertisements. Thesis: English Letters Department, Letters and Humanities Faculty,
State Islamic University (UIN) Syarif Hidayatullah Jakarta, 2015.
The objective of this study is to find out the meaning of signs on perfume
advertisements and to explain its semiosis processes. This study applied
descriptive analysis method. Through this method the researcher tries to describe,
explain, and analyze the meaning of the signs and investigate its semiosis process
using Charles Sanders Peirce’s theory. The unit analysis of this research was the
woman perfume advertisement from Sephora site (www.sephora.com), Within the
site, There are 510 advertisements of 72 brands But, only advertisements in
English language are selected As a result there are 194 perfume advertisements
from 29 brands. Because of the large amount of the advertisements, the researcher
does sampling by using simple random sampling. The data to be analyzed are 29
advertisements in which each represents 29 brands.
For the semiotics analysis, the researcher downloaded and printed the
data. . The classified data contain signs which consist of representament, object,
and interpretant. The relationship of these three aspects can be delivered a clear
meaning of a selected advertisement.. Through this relationship will create the
process of delivering meaning and interpretation which is called the semiosis
process.
The researcher determines which one is the icon and the symbol first from
the advertisement, and used it as the data. From the data (icon or symbol), the
researcher analyzes the object of the icon or the symbol, and finally got the
interpretant in order to give the meaning for the advertisement. In giving
meaning, it is only based on the interpretants’ formulation of icon and symbol
and also based on the reseacher’s understanding in interpreting the sign.
The researcher found 29 icons and 23 symbols from the 29
advertisements. From the 29 icons and 23 symbols, the researcher got the 29
meaning of the advertisement. Besides, the researcher also found that the picture
(icon) can be the first aspect that can give the direction to the meaning, then the
language which is used in the advertisement (symbol).
It could be concluded that each advertisement had different sign and also
different meaning. These differences had given different interpretations. From the
semiotics analysis of 29 advertisements, the advertiser’s complex idea can be
easily delivered by the consumer.
iv
DECLARATION
I hereby declare that this submission is my own work and that, to the best of
my knowledge and belief, it contains no material previously published or written by
another person nor material which to a substantial extent has been accepted for the
award of any other degree or diploma of the university or other institute of higher
learning, except where due acknowledgement has been made in the next.
Jakarta, March 2015
Audia Eriana
v
ACKNOWLEDGEMENT
First and foremost, the writer likes to thank Allah SWT, the lord of the
world for giving her the best guidance, brightest lights and deepest mercy. The
pour of blessing lead her to finish this thesis. Shalawat and Salam always devoted
to our Prophet Muhammad, peace be upon him, who has guided us from the
darkness to enlightenment in the world.
The writer would like to express my gratitude for my advisors Hilmi,
M.Hum. and Drs. Saefudin, M.Pd. who always give inspirations, encouragements,
critiques, and sincere guidance for me to finish the thesis. The writer also would
like to take this opportunity for expressing my deep and sincere gratitude and
thankfulness to:
1. Prof. Dr. Sukron Kamil, M.Ag., The Dean of Faculty of Letters and
Humanities.
2. Drs. Saefudin, M.Pd., the Head of English Letters Department and advisor.
3. Mrs. Elve Oktafiyani, M.Hum., the Secretary of English Letters Department.
4. Hilmi, M.Hum., as my super advisor who always give inspirations,
encouragements, critiques, and guidance.
5. M. Shohibussirri, MALG., MALGR., as my examiner and for sharing, helps,
and critiques so that my thesis is more much better.
6. Abdurrosyid, S.S., M.EIL., as my examiner.
7. All of the lecturers in English Letters Department for their valuable
knowledge.
8. All the librarians of Adab and Humanities Faculty and State Islamic
vi
University.
9. My beloved parents: Asyudi and Martini (the late) for their limitless support,
pray and endless love. And also my stepmother, Indah Puspa Dewi, indirectly
teaches me to be stronger and more patient.
10. My beloved brothers and sister: Ramanda Raya, Muhammad Adnan Agus
Maulana and Tia Gia Agatha, who always give me cheerful and joyful, and
those really help to decrease my stress.
11. My beloved fiance: Tatang Rusmanta for his support, pray, and spirit in
writing my thesis.
12. My friends especially Happy C Family for their support and suggestion in
writing my thesis.
Finally, the writer realizes that this thesis is not perfect, that is why the
writer welcomes to receive the critic and suggestion for this thesis to be better.
The writer hopes this thesis will be useful, particularly for the writer and for those
who interested in this field.
Jakarta, March 2015
The Writer
vii
THE LIST OF TABLES
Table 1: The List of Unit Analysis…...………………………………….. 6
Table 2: The Website Address of Data……….………………..………… 9
Table 3: Peirce’s Thought of Semiotics……………………….………… 24
Table 4: Result of Simple Random Sampling…………………………… 28
viii
THE LIST OF FIGURES
Figure 1: BALENCIAGA Rosabotanica, Data 1 B…….………………… 34
Figure 2: Bobbi Brown Beach fragrance, Data 1 BB…………………….. 37
Figure 3: Boyfriend Billionaire Boyfriend, Data 1 BF…………….….…. 40
Figure 4: Calvin Klein Eternity, Data 2 CK……………………………... 43
Figure 5: Carolina Herrera 212 Sexy, Data 2 CH……………….……….. 46
Figure 6: CLEAN Cool Cotton, Data 8 C……………..…………………. 49
Figure 7: CLINIQUE Happy Rollerball, Data 6 CQ…………………….. 52
Figure 8: COACH Poppy, Data 1 CC……..……………………………... 55
Figure 9: Commodity Gold, Data 3 CM………………………………….. 58
Figure 10: Desigual Fun, Data 3 D………..……………………………… 61
Figure 11: Donna Karan New York Be Delicious, Data 1 DKNY………. 64
Figure 12: Donna Karan Cashmere Mist Rollerball, Data 4 DK………… 67
Figure 13: Elizabeth and James Nirvana White Rollerball, Data 5 EJ…... 70
Figure 14: Escada Joyfull, Data 3 ES…………………………………….. 73
Figure 15: Gucci Flora by Gucci Eau de Parfum, Data 11 G……………. 76
Figure 16: I Love New York by Bond No.9 for All, Data 3 ILNY……… 79
Figure 17: Jimmy Choo Flash Rollerball, Data 6 JC…………………….. 82
Figure 18: Lavanila Vanilla Lavender Fragrance, Data 5 L……………... 85
Figure 19: MAISON MARTIN MARGIELA Beach Walk, Data 1 M….. 87
Figure 20: Nomaterra On-The-Go Fragrance Wipes, Data 1 N…………. 89
ix
Figure 21: One Direction You & I, Data 1 OD………………………….. 65
Figure 22: Origins Ginger Essence Intensified Fragrance Spray,
Data 2 O……………………………………………………… 94
Figure 23: Pharell Williams Girl, Data 1 PW……………………………. 96
Figure 24: Philosophy Falling in Love, Data 4 P………………………… 98
Figure 25: Pink Sugar, Data 1 PS………………………………………… 101
Figure 26: Ralph Lauren Midnight Romance, Data 2 RL………………... 104
Figure 27: Stella McCartney Stella Eau de Toilette, Data 2 SM…………. 107
Figure 28: Tocca Beauty Cleopatra, Data 3 TB…………………………... 109
Figure 29: Tory Burch, Data 1 TR………………………………………... 111
x
THE LIST OF DIAGRAMS
Diagram 1: Peirce’s Diagram of Semiosis…..…………………………..… 20
Diagram 2: Icon’s Diagram of Data 1 B..………………………………… 35
Diagram 3: Symbol’s Diagram of Data 1 B..……………………………... 36
Diagram 4: Icon’s Diagram of Data 1 BB………………………………… 38
Diagram 5: Symbol’s Diagram of Data 1 BB……………………………... 39
Diagram 6: Icon’s Diagram of Data 1 BF…….………………..……….... 41
Diagram 7: Symbol’s Diagram of Data 1 BF…...……..………………….. 42
Diagram 8: Icon’s Diagram of Data 2 CK….…………………………….. 44
Diagram 9: Symbol’s Diagram of Data 2 CK….….………………….…... 45
Diagram10: Icon’s Diagram of Data 2 CH….…….……………………… 47
Diagram 11: Symbol’s Diagram of Data 2 CH…..……….……….……… 48
Diagram 12: Icon’s Diagram of Data 8 C……….………………………... 50
Diagram 13: Symbol’s Diagram of Data 8 C……..….……………………. 51
Diagram 14: Icon’s Diagram of Data 6 CQ….…………………………… 53
Diagram 15: Symbol’s Diagram of Data 6 CQ…….……………………... 54
Diagram 16: Icon’s Diagram of Data 1 CC….…………………………… 56
Diagram 17: Symbol’s Diagram of Data 1 CC………………………..…... 57
Diagram 18: Icon’s Diagram of Data 3 CM…………….………………... 59
Diagram 19: Symbol’s Diagram of Data 3 CM……….….……………… 60
Diagram 20: Icon’s Diagram of Data 3 D……..………………………… 62
Diagram 21: Symbol’s Diagram of Data 3 D……………………………… 63
xi
Diagram 22: Icon’s Diagram of Data 1 DKNY……………….…………. 65
Diagram 23: Symbol’s Diagram of Data 1 DKNY………………………. 66
Diagram 24: Icon’s Diagram of Data 4 DK……………………………… 68
Diagram 25: Symbol’s Diagram of Data 4 DK………………………….. 69
Diagram 26: Icon’s Diagram of Data 5 RJ………………………………. 71
Diagram 27: Symbol’s Diagram of Data 5 RJ…………………………… 72
Diagram 28: Icon’s Diagram of Data 3 ES………………………………. 74
Diagram 29: Symbol’s Diagram of Data 3 ES…………………………… 75
Diagram 30: Icon’s Diagram of Data 11 G………………………………. 77
Diagram 31: Symbol’s Diagram of Data 11 G…………………………… 78
Diagram 32: Icon’s Diagram of Data 3 ILNY……………………………. 80
Diagram 33: Symbol’s Diagram of Data 3 ILNY………………………… 81
Diagram 34: Icon’s Diagram of Data 6 JC……………………………….. 83
Diagram 35: Symbol’s Diagram of Data 6 JC……………………………. 84
Diagram 36: Icon’s Diagram of Data 5 L…………………………………. 86
Diagram 37: Icon’s Diagram of Data 1 M………………………………… 88
Diagram 38: Icon’s Diagram of Data 1 N………………………………… 90
Diagram 39: Icon’s Diagram of Data 1 OD………………………………. 92
Diagram 40: Symbol’s Diagram of Data 1 OD…………………………… 93
Diagram 41: Icon’s Diagram of Data 2 O………………………………… 95
Diagram 42: Icon’s Diagram of Data 1 PW………………………………. 97
Diagram 43: Icon’s Diagram of Data 4 P…………………………………. 99
Diagram 44: Symbol’s Diagram of Data 4 P……………………………… 100
xii
Diagram 45: Icon’s Diagram of Data 1 PS……………………………….. 102
Diagram 46: Symbol’s Diagram of Data 1 PS……………………………. 103
Diagram 47: Icon’s Diagram of Data 3 RL……………………………….. 105
Diagram 48: Symbol’s Diagram of Data 3 RL……………………………. 106
Diagram 49: Icon’s Diagram of Data 2 SM……………………………….. 108
Diagram 50: Icon’s Diagram of Data 3 TB………………………………... 110
Diagram 51: Icon’s Diagram of Data 1 TR………………………………... 112
Diagram 52: Symbol’s Diagram of Data 1 TR…………………………….. 113
xiii
TABLE OF CONTENTS
ABSTRACT……………………………………………………………... i
APPROVEMENT………………………………………………………. ii
LEGALIZATION………………………………………………………. iii
DECLARATION……………………………………………………….. iv
ACKNOWLEDGEMENT……………………………………………... v
THE LIST OF TABLES……………………………………………….. vii
THE LIST OF FIGURES………………………………………………. viii
THE LIST OF DIAGRAMS………………………………..………….. ix
TABLE OF CONTENTS……………………………………………..... xi
CHAPTER I. INTRODUCTION
A. Background of the Study………………………………………..... 1
B. Focus of the Study………………………………………………... 4
C. Research Question………………………………………………... 5
D. Significance of the Study……………………………………….... 5
E. Research Methodology…………………………………………… 6
1. The Objectives of Research…….…………………………..... 6
2. The Method of Research…….……………………………….. 6
3. The Instrument of Research………………………………….. 6
4. Unit of Analysis………………………………………………. 6
5. The Technique of Data Collection.………………………….. 8
6. The Technique of Data Analysis....………………………….. 12
xiv
CHAPTER II. THEORITICAL FRAMEWORK
A. Previous Research………………………………………………... 13
B. Definition of Semiotics..………………………………………..... 17
1. Saussurean Semiotics…………………………….…………... 17
2. Peircean Semiotics…………………………………………… 19
C. Definition of Advertisement..……………..……………….……. 25
CHAPTER III. DATA FINDINGS
A. Data Description………………………………………………..... 27
B. Data Analysis…………………………………………………….. 34
CHAPTER IV. CONCLUSION AND SUGGESTION
A. Conclusion……………………………………………………...... 114
B. Suggestion………………………………………………………... 115
BIBLIOGRAPHY………………………………………………………. 117
APPENDIX……………………………………………………………… 121
1
CHAPTER I
INTRODUCTION
A. Background of The Study
Language is a sign, a code, or a communication sound system which is
agreed by a certain group of society1 This certain group of society,
individually or collectively, uses a language as a media communication of
delivering a message, aim, or meaning of things2. Language, which is a sign
or symbol, makes human identifies themselves or the others to understand
every aspect in life easily3. So, human tend to make the other aspects in sign
in order to ease them understanding and knowing its meaning. Sign and
meaning in semiology by structuralism can be examined in the language, art,
mass media, and so forth. In other word, language itself is part of sign which
is studied in semiology or semiotics4. Beside of that, in this global society era
with the varied language which is used demands people to use and speak well
in English as the communication media, which this has been agreed on before.
1 Ferdinand de Saussure, Course in General Linguistics; Translated by Wade Baskin (New
York: McGraw-Hill Paperback, 1966), p.16. 2 Ibid.,
3 Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya; Edisi Kedua (Depok: Komunitas
Bambu, 2011), p.3. 4 Roland Barthes, Elemen-elemen Semiologi, Sistem Tanda Bahasa, Hermeneutika, dan
Strukturalisme; Translated by M. Ardiansyah (Yogyakarta: IRCiSoD, 2012), p.9 and 20.
2
Nowadays, people not only use language as communication media, but
also people use the technology such as electronic message, television, radio,
newspaper, and magazine. People tend to use all of those to deliver their
purposes like invitation, persuasion, exclamation, and argumentation. It must
be seen in electronic or printed advertisement which is used by advertisement
maker to persuade the reader, listener, and audience as a consumer. The
advertisement itself is one of the communication media to motivate and
persuade collectively in order to attract people on the goods and services
which are offered5.
In order to persuading the reader, listener, or audience, an advertisement
should be made as attractive as possible. Usually, there is a simple text, object
or the picture of the product, and context such as the surroundings of the
product, a man, or the other living creature6. All of those aspects are used to
deliver the message and to form the image of product (concept, idea, themes).
In addition, the image in the advertisement will change well the perception of
product7. The image causes the consumers see the good or the service which
is offered is a needy, although it is only a desire.
In the other hand, the image of advertisement has the possibility of
differences between the image and the real product’s usage or benefits. It
5 William Wells, John Burnett and Sandra Moriarty, Advertising Principles & Practice; Fifth
Edition (New Jersey: Prentice Hall International, Inc., 2000), p.6. 6Yasraf Amir Piliang, Hipersemiotika Tafsir Cultural Studies Atas Matinya Makna
(Yogyakarta: Jalasutra, 2010), p.280. 7 Ibid., p.287-288.
3
demands the consumers to be smarter in seeing or hearing an advertisement.
Then in understanding an advertisement, semiotics should be applied because
an advertisement contains several signs. Generally, semiotics is a branch of
science which is examined a sign or symbol and the procedure of signaling
system. The word of semiotics itself is from Greece language, seme, means
sign interpretation. In the beginning, semiotics is appeared when Plato
understanding a language in Cratylus. Yet, semiotics nowadays can be applied
in medical science, architecture, art, movies, and so on8.
Furthermore, there are two important theories in exegesising a sign.
Firstly, Ferdinand de Saussure introduces two sides of sign, the signifier and
the signified9. Then, he calls it semiology. The second view of semiotics
comes from Charles Sanders Peirce. He believes that semiotics has three
sides. He calls them as sign itself (representamen), object, and interpretant.
Peirce calls these three subjects as semiosis10
. Nevertheless, they agree that all
of the exegesising study of sign is conventional.
For instance, symbol can be found anywhere such as on the road. There
is a black-white line which is used to across the road by people when the red
light is on. According to Saussure, the black-white line is signifier. And then,
the signified is the meaning or the concept of that line in the mind so the
8Paul Cobley and Litza Jansz, Mengenal Semiotika For Beginners; Translated by Ciptadi
Sukono (Bandung: Mizan, 2002), p.4. 9Benny H. Hoed. 2011. Op.cit., p.3.
10Charles Sanders Peirce (1905), Logical Interpretants in Charles Hartshorne and Paul Weiss
(ed.), The Collected Papers of Charles Sanders Peirce (Cambridge: Harvard University Press, 1931-
1935), p.1874.
4
people who see it can understand its conventional meaning. According to
Pierce, representament is the line itself, the object is the reference or concept
of a thing (black-white line) which appears in the mind, called zebra-cross.
And the last, it is interpretant. Interpretant is the meaning of the line in the
mind, the place where people can across the road.
It is the same in an advertisement. It has been said previously that the
advertisement has three elements, which can be examined by semiotics. The
advertisement as a direct communication has a big effect to the society11
. It
influences the people’s view of a thing. The advertisement which appeared
anywhere sometimes gives the false image to the consumers, and because of
that it can cause a serious problem to individual or the society in global. So,
semiotics is needed to see the meaning of an advertisement.
In this research, semiotics of Peirce will be used in examining some of
the advertisement which has been chosen. The signs in the advertisements will
be examined one by one until the exact meaning of each advertisement
reveals.
B. Focus of The Study
In this research, the way of interpreting advertisements based on icon
and symbol of Peirce’s semiotics theory is focused on the signs of several
advertisements. The signs (text, object, and context) are focused on the
advertisements of perfumes. The 29 selected woman perfume advertisements
11
Yasraf Amir Piliang. 2010. Op.cit., p. 263.
5
are chosen randomly which consist of the three elements of advertisement by
using simple random sampling12
.
C. Research Question
Based on the background and the focus of the study, the questions are
formulated for getting more specific purposes. The research questions are:
1. How is the semiosis process in each perfume advertisement based on Peirce
theory?
2. What is the meaning of icon and symbol of each perfume advertisement?
D. Significance of The Study
This research is expected to increase the awareness and attention of
signs in the advertisement to the reader, listener, and audience as customer in
seeing or reading an advertisement through knowing and understanding the
meaning of the advertisement through its icon and symbol. In addition, this
research hopefully can be useful to enrich the knowledge about semiotics
especially and can be benefit for the reader.
Besides that, the research can be advantageous for further researches
who would like to conduct the research with similar case as additional
reference especially in semiotics.
12
Hermawan Wasito, Pengantar Metodologi Penelitian (Jakarta: PT. Gramedia Pustaka
Utama, 1992), p.54
6
E. Research Methodology
1. The Objectives of Research
The objectives of this research are:
a. To know the process of semiosis in each advertisement based Pierce’s
theory; and
b. To know and reveal the meaning of the advertisements.
2. The Method of Research
This research will use qualitative method by using descriptive analysis
technique to reveal and describe the meaning on icons and symbols in the
advertisements used through the Pierce’s semiotics theory.
3. The Instrument of Research
In this research, the classified datum from an advertisement is compiled
in a data card. The data card is used for all the advertisements. Then, the data
in data card will be examined one by one.
4. Unit of Analysis
The units of analysis of this research are:
Table 1. The List of Unit Analysis
No Brands Advertisement Code
1 BALENCIAGA Rosabotanica Data 1 B
2 Bobbi Brown Beach Fragrance Data 1 BB
3 Boyfriend Billionaire Boyfriend Data 1 BF
4 Calvin Klein Eternity Data 2 CK
5 Carolina Herrera 212 Sexy Data 2 CH
6 CLEAN Cool Cotton Data 8 C
7 CLINIQUE Happy Rollerball Data 6 CQ
8 COACH Poppy Data 1 CC
7
9 Commodity Gold Data 3 CM
10 Desigual Fun Data 3 D
11 DKNY Be Delicious Data 1
DKNY
12 Donna Karan Cashmere Mist
Rollerball Data 4 DK
13 Elizabeth and
James
Nirvana White
Rollerball Data 4 EJ
14 Escada Joyfull Data 3 ES
15 Gucci Flora by Gucci Eau de
Parfum Data 11 G
16
I Love New
York by Bond
No. 9
I Love New York for
All
Data 3
ILNY
17 JIMMY CHOO Flash Rollerball Data 6 JC
18 Lavanila Vanila Lavender
Fragrance Data 5 L
19
MAISON
MARTIN
MARGIELA
Beach Walk Data 1 M
20 NOMATERRA On-The-Go Fragrance
Wipes Data 1 N
21 One Direction You & I Data 1 OD
22 Origins
Ginger Essence
Intensifieed Fragrance
Spray
Data 2 O
23 Pharell Williams Girl Data 1 PW
24 Philosophy Falling in Love
Fragrance Data 4 P
25 Pink Sugar Pink Sugar Data 1 PS
26 Ralph Lauren Midnight Romance Data 3 RL
27 Stella
McCartney Stella Eau de Toilette Data 2 SM
28 Tocca Beauty Cleopatra Data 3 TB
29 Tory Burch Tory Burch Data 1 TR
All of advertisement also accessed from www.sephora.com on April, 9-
10th
2015.
8
5. The Technique of Data Collection
The data for this research are collected by bibliography technique
(teknik kepustakaan) which is taken from the chosen printed advertisements.
The bibliography technique is the technique which uses the written resources
to acquire the data13
. The steps of data collecting are conducted as follow:
a. The data are downloaded from www.sephora.com, and then printed them.
b. Every datum or advertisement is given the code as identity, such as B for
perfume advertisement of BALENCIAGA, and so forth.
c. From 72 brands of woman perfume advertisement with variant language,
the data which will be observed are chosen with condition that the
advertisement using English. And, there are 29 English woman perfume
advertisement brands with 194 advertisements (with variant amount of
each brand).
d. It is taken one advertisement for one brand by using simple random
sampling, so there are 29 English woman perfume advertisement.
e. After the data are collected, the data are analyzed. The resources in this
research are the downloaded advertisements. The data are collected in
three steps. First, the advertisement is downloaded from Sephora
(www.sephora.com) then printed. There are 510 advertisements of 72
brands of woman perfume advertisement. Second, the advertisement
13
D. Edi Subroto, Pengantar Metoda Penelitian Linguistik Struktural (Surakarta: Sebelas
Maret University Press, 1992), p.42.
9
chosen are the woman perfume advertisements which using English from
the website, so there are 194 advertisements in 29 brands of it. , The last
step is that the advertisements which will be analyzed are chosen by using
simple random sampling from those 194 advertisements. As a result, there
are only 29 advertisements from 29 brands to be analyzed. After that, the
data are processed and analyzed.
Following are the addresses <URL> of the data.
Table 2. The Website Address of Data
No Brands Advertisement Code Website Address
1 BALENCIAGA Rosabotanica Data 1
B
http://www.sephora.co
m/productimages/produ
ct/p384808-av-01-
hero300.jpg
2 Bobbi Brown Beach
Fragrance
Data 1
BB
http://www.sephora.co
m/productimages/sku/s
1289594-main-hero-
300.jpg
3 Boyfriend Billionaire
Boyfriend
Data 1
BF
http://www.sephora.co
m/productimages/sku/s
1387323-main-hero-
300.jpg
4 Calvin Klein Eternity Data 2
CK
http://www.sephora.co
m/productimages/sku/s
77776-main-hero-
300.jpg
5 Carolina
Herrera 212 Sexy
Data 2
CH
http://www.sephora.co
m/productimages/sku/s
795393-main-hero-
300.jpg
6 CLEAN Cool Cotton Data 8
C
http://www.sephora.co
m/productimages/produ
ct/p385169-av-01-
hero300.jpg
7 CLINIQUE Happy
Rollerball
Data 6
CQ
http://www.sephora.co
m/productimages/sku/s
1364769-main-hero-
300.jpg
10
8 COACH Poppy Data 1
CC
http://www.sephora.co
m/productimages/sku/s
1282243-main-hero-
300.jpg
9 Commodity Gold Data 3
CM
http://www.sephora.co
m/productimages/sku/s
1700053-main-hero-
300.jpg
10 Desigual Fun Data 3
D
http://www.sephora.co
m/productimages/sku/s
1607563-main-hero-
300.jpg
11 DKNY Be Delicious Data 1
DKNY
http://www.sephora.co
m/productimages/produ
ct/p79615-av-01-
hero300.jpg
12 Donna Karan Cashmere Mist
Rollerball
Data 4
DK
http://www.sephora.co
m/productimages/sku/s
1636232-main-hero-
300.jpg
13 Elizabeth and
James
Nirvana White
Rollerball
Data 4
EJ
http://www.sephora.co
m/productimages/sku/s
1570241-main-hero-
300.jpg
14 Escada Joyfull Data 3
ES
http://www.sephora.co
m/productimages/sku/s
1647031-main-hero-
300.jpg
15 Gucci Flora by Gucci
Eau de Parfum
Data
11 G
http://www.sephora.co
m/productimages/sku/s
1236884-main-hero-
300.jpg
16
I Love New
York by Bond
No. 9
I Love New
York for All
Data 3
ILNY
http://www.sephora.co
m/productimages/sku/s
1508191-main-hero-
300.jpg
17 JIMMY CHOO Flash Rollerball Data 6
JC
http://www.sephora.co
m/productimages/sku/s
1583566-main-hero-
300.jpg
18 Lavanila
Vanila
Lavender
Fragrance
Data 5
L
http://www.sephora.co
m/vanilla-lavender-
fragrance-
P231501?skuId=11503
82
11
19
MAISON
MARTIN
MARGIELA
Beach Walk Data 1
M
http://www.sephora.co
m/productimages/produ
ct/p385358-av-02-
hero300.jpg
20 NOMATERRA
On-The-Go
Fragrance
Wipes
Data 1
N
http://www.sephora.co
m/productimages/sku/s
1629518-main-hero-
300.jpg
21 One Direction You & I Data 1
OD
http://www.sephora.co
m/productimages/sku/s
1655448-main-hero-
300.jpg
22 Origins
Ginger Essence
Intensifieed
Fragrance Spray
Data 2
O
http://www.sephora.co
m/productimages/sku/s
1465749-main-hero-
300.jpg
23 Pharell
Williams Girl
Data 1
PW
http://www.sephora.co
m/productimages/sku/s
1648971-main-hero-
300.jpg
24 Philosophy Falling in Love
Fragrance
Data 4
P
http://www.sephora.co
m/productimages/sku/s
659094-main-hero-
300.jpg
25 Pink Sugar Pink Sugar Data 1
PS
http://www.sephora.co
m/productimages/sku/s
796524-main-hero-
300.jpg
26 Ralph Lauren Midnight
Romance
Data 3
RL
http://www.sephora.co
m/productimages/sku/s
1606987-main-hero-
300.jpg
27 Stella
McCartney
Stella Eau de
Toilette
Data 2
SM
http://www.sephora.co
m/productimages/produ
ct/p394597-av-01-
hero300.jpg
28 Tocca Beauty Cleopatra Data 3
TB
http://www.sephora.co
m/productimages/produ
ct/p54900-av-02-
hero300.jpg
29 Tory Burch Tory Burch Data 1
TR
http://www.sephora.co
m/productimages/produ
ct/p384967-av-01-
hero300.jpg
12
6. The Technique of Data Analysis
The non-statistical analysis is used in this research. Because of this
research used qualitative method, the non-statistical is the best choice to
analyze these data14
. The researcher tries to determine and describe which one
the icon and symbol of the advertisement using the triangle of Peirce. After
that, the researcher draws the meaning of the advertisement from the
interpretant.
14
Hermawan Wasito. 1992. Op.cit., p. 88-89.
13
CHAPTER II
THEORETICAL FRAMEWORK
A. Previous Research
This research is about semiotics which refers to Peirce‟s theory. There
are many researches which use the Peirce‟s theory of semiotics. The research
about advertisement observed semiotics in State Islamic University Syarif
Hidayatullah Jakarta has been done by Hendi (2011) with title A Semiotic
Analysis on Nokia’s Advertisement Based on C.S. Peirce’s Theory1. Hendi
used a Nokia‟s advertisement as his substance research, with details
advertisement of Nokia 5310 Xpress Music, Nokia N73, Nokia N97, Nokia
E75, Nokia N70, and Nokia C3. The differences between Hendi‟s and this
research are on the advertising data used. The data which is used by Hendi is
about handphone technology of Nokia. Hendi‟s objective is to help the readers
who learn semiotics to understand signs in technological area easily and also
the relation between the linguistics and pictotial symbols. His conclusion is
that all of advertisements which he analyzed have the three part semiosis
(representamen, object, interpretant) based on Peirce that the three part of
semiosis can deliver a clear meaning and message. Furthermore, he also
1Hendi, A Semiotic Analysis on Nokias’s Advertisement Based on C.S. Peirce Theory, Skripsi
pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2011), tidak dipublikasikan.
14
concludes that Nokia‟s advertisements use attractive sign to attract the
consumer.
Another semiotics research on advertisement is from Marissa Suci
Syahrani (2011) with title A Semiotic Analysis on Chocolate Advertisement in
inSTYLE Magazine2. The differences between this research and Marissa‟s is
the corpus that is used and the objective. Marissa seeks how to make a good
and attractive advertisement by knowing the semiosis process and the
relationship among the advertisement using the sign theories. Nevertheless,
this research is aimed to know the semiosis process and the meaning. Marissa
gives a boundary in the advertisements, that are only in inSTYLE Magazine,
but this research is the woman English perfumes in the site of Sephora
<www.sephora.com>. Then, the product of advertisements are also different.
She analyzed the chocolate advertisements; Toblerone advertisement, Nabisco
100 Calorie Milk Chocolate advertisement, and Dove Chocolate with Peanut
Butter advertisement. For the research, Marissa finds that in making a good
and attractive advertisement the advertisement maker can modify the relation
between the representamen and th einterpretant in such way. She describes
the relationship by telling in Toblerone Chocolate advertisement it is
represented by interpretant. She says that the interpretant presents „makes the
reader wish‟. For the Nabisco advertisement, the relationship is that the
2 Marissa Suci Syahrani, A Semiotic Analysis on Chocolate Advertisement in inSTYLE
Magazine, Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta. 2011), tidak
dipublikasikan.
15
interpretant presents the enjoyment of the chocolate because it has low
calorie. Furthermore, the relationship of Dove Chocolate advertisement is that
the interpretant shows a desirable lifestyle: beauty, luxury and seduction. So,
she concludes the advertisements have closed relationship based on what she
found on the analyzing process. Because of that, she finally understands how
to make a good and creative advertisement in order to attract the consumer‟s
attention.
Furthermore, another research is from Yasin Anwar (2011)3 and
Riwalnu Hakim Putra (2012)4. Yasin with his title A Semiotic Analysis on
Education Advertisement on Campus Magazine observed education
advertisements, those are different with this research which uses fragrance or
perfume advertisements. He aims to find the meaning of the advertisement in
order to people who want to continue their education can see these
advertisements objectively. It is caused by the advertisements describes the
visions, programs, and facilities, therefore the university can give people the
success future. So from the analyzing process, Yasin concludes that in the
advertisement every university has decribed about their visions, programs,
and facilities. From the advertisement also, they claim that their universities
are the best and can give a success future for the students. Then, Riwalnu
3 Yasin Anwar, A Semiotic Analysis on Education Advertisement on Campus Magazine,
Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2011), tidak dipublikasikan. 4 Riwalnu Hakim Putra, Peirce’s Semiotics Analysis of Cigarette Advertisement on Billboard
in South Jakarta in Year of 2011, Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta,
2012), tidak dipublikasikan.
16
Hakim Putra observed semiotics in cigarette advertisements on billboard with
title Peirce’s Semiotics Analysis of Cigarette Advertisement on Billboard in
South Jakarta in the Year of 2011. He tries to analyze the meaning of the
cigarette advertisements. Then, he concludes that the semiotics is anywhere
even in the cigarette advertisement billboard. The last research from theses
conducted at Universitas Islam Negeri Syarif Hidayatullah Jakarta is from
Dwi Prayogo (2012) with title Semiotic Analysis on 2005-2012 Java Jazz
Festival Posters5. He used some of posters of Java Jazz Festival around 2005-
2012 for the corpus, then he took the some samples of them to be analyzed.
Dwi concludes the semiosis and the three part of semiosis process exist in
every advertisement he analyzed.
So, the difference between this research and the others is the corpus used
and also the objective. In addition, the data in this research also will be
presented by describing which one the icons and the symbols based on the
triangle semiosis of Pierce. The icons and the symbols in each datum will be
analyzed separately by using the triangle semiosis of Pierce. Then, the
researcher can get the meaning of advertisement.
5 Dwi Prayogo, Semiotic Analysis on 2005-2012 Java Jazz Festival Posters, Skripsi pada UIN
Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2012), tidak dipublikasikan.
17
B. Definition of Semiotics
1. Saussurean Semiotics
Semiotics is one of a knowledge which is examining a sign for a long
time before. The comprehension or view about semiotics is divided into two.
The first view is concerned more by Ferdinand de Saussure. In his book
entitled Cours de linguistique générale, which is compiled and published by
his students Charles Bally and Albert Sechehaye, Saussure stated his three
important thoughts:
a. The notion that linguistics should be primarily concerned with the study of
linguistic change;
b. The notion that articulatory phonetics, the study of the physiology of the
speech act, provides the foundation on which all linguistic research rests;
c. The assumption that individual psychology is the superordinate discipline
under which linguistics should be subsumed.6
Furthermore, Saussure asserts that there are two ways in examining
linguistics: diachronic and synchronic. According to Saussure, dyachronic is
the linguistic observation based on its history, but the synchronic is the
linguistic observation based on the language changing7. For sign system,
Saussure asserts also that there are two sides of interpreting a sign. He calls
6 W. Keith Percival, Semiotic Themes; Edited by Richard T. De George with title Ferdinand
de Saussure and the History of Semiotics (Lawrence: University of Kansas Publications, 1981), p.12-
13. 7 Paul Cobley and Litza Jansz. 2002. Op.cit., p.9.
18
them as signifiant (signifier) and signifié (signified)8. What he means with
signifiant is the material aspect of thing, such as a sound, then signifié is the
mental aspect or the concept of thing9. For example, one says pen the sound of
how /p//e//n/ is heard is the signifier or signifiant. Then, the concept of how a
pen looks like is the signified or signifié. He calls the process of interpreting a
sign as sémiologié or semiology10
.
Nevertheless, Saussure believes that this signifier-signified system is a
convention problem. For example, in English there is /p//e//n/ as signifier
which refers to a tool for writing, then this prevailed with same signified in
Indonesia though in different signifier, /p//u//l//p//e//n/. Furthermore, Saussure
also says that there are two basic principles about language, langue and
parole. Saussure gives the definition about langue as the system and rule in
language which is used for communication. For parole, Saussure describes it
as a product of langue, that is language or language expressions11
. Then, when
language has a langue, it also has a structure which has a relation with the
other elements of language itself. This relation allied with the other to build a
language expression.
Based on Saussure, this relation is divided into two, those are
syntagmatic and paradigmatic. Saussure says that syntagmatic is a group of
8 Op.cit., p.4.
9 Paul Cobley, and Litza Jansz, 2002. Op.cit., p.10-11.
10 Benny H. Hoed. 2011. Op.cit., p.4.
11 Ibid., p.29.
19
sign which is arranged in a such way in order to deliver a meaning. For
example, a group of sign is taken: “Her house is next to mine”. It is seen that
house has a meaning if it is added together with the other words, and it also
can be differentiated with the others. This sign arrangement gives a meaning,
and also produces an arrangement of syntagma. In addition, paradigmatic is a
substitution condition of the sign yet still not to break the syntagmatic rule.
Such as the example above, the „house‟ can be substituted by another sign, let
say „dog‟. The word house and dog have the same class of word, that is noun.
It is also prevail for the other sign. That is the paradigmatic relation12
.
2. Peircean Semiotics
The second view comes from pragmatism side, especially from Charles
Sanders Peirce. He says that there are three sides of sign. The sides are
representamen, object, and interpretant13
. In that book, Peirce says that a sign
is something stands for something14
. Peirce gives a definition of
representamen as the sign itself, the object is the thing which is referred, and
the interpretant is the product from the connection between interpretant and
object15
. Taking the example above, according to Peirce the word pen is the
representamen, yet the object is the pen physically. For the interpretant is
12
Paul Cobley and Litza Jansz. 2002. Op.cit., p.16-17. 13
Charles Sanders Peirce, Philosophical Writings of Peirce; Edited by Justus Buchler (New
York: DOVER PUBLICATIONS, INC., 1940), p.101. 14
Ibid., p.99. 15
Ibid., p.21.
20
what thought which is appeared when someone hears pen, such as “writings”,
“ink”, “paper”, “letter”, and so on. Here is the Peirce‟s diagram:
Diagram 1. Peirce’s Diagram of Semiosis16
Furthermore, Peirce says that in the semiosis process (the process of
interpreting a sign) there are three elements.
“A Sign, or Representamen, is a First which stands in
such a genuine triadic relation to a Second, called its
Object, as to be capable of determining a Third, called
its Interpretant, to assume the same triadic relation to
its Object in which it stands itself to the same Object.
The triadic relation is genuine, that is its three
members are bound together by it in a way that does
not consist in any complexus of dyadic relation. That it
the reason the Interpretant, or Third, cannot stand in a
mere dyadic relation to the Object, but must stand in
such a relation to it as the Representamen itself does.
16
John K. Sheriff, Semiotic Themes; Edited by Richard T. De George with title Charles S.
Peirce and the Semiotics of Literature (Lawrence: University of Kansas Publications, 1981), p.53.
Object Representamen
Interpretant
21
Nor can the triadic relation in which the Third stands
be merely similar to that in which the First stands, for
this would make the relation of the Third to the First a
degenerate Secondness merely.”17
It means that those sides (Representamen, Object, Interpretant) is
something which should always together. They are inseparable in semiosis
because they themselves have their functions to determining each other so that
semiosis process can describe or determine the sign clearly.
Nevertheless, a sign cannot call as the Firstness, and so forth. Definitely,
Firstness is a probability or something which does not refer to anything else18
.
Then, the Secondness is actual fact19
, or the sensation of feeling appeared20
.
The last is Thirdness which is the law or general role21
or a tendency of how
representamen will be predicted22
.
For example, there is a story of a woman who cries suddenly when she
hears a song23
. It can be seen that the crying is the Firstness which is only a
crying (not refer to anything else), but in the other side the crying can be as a
representamen. Next, the Secondness as the actual fact and the Object also is
17
Charles Sanders Peirce. 1940. Op.cit., p.99-100. 18
Ibid., p.56. 19
Ibid. 20
Paul Cobley and Litza Jansz. 2002. Op.cit., p.27. 21
Ibid., p.28. 22
John K. Sheriff. 1981. Op.cit., p.56. 23
Paul Cobley and Litza Jansz. 2002. Op.cit., p.27.
22
the song, and the Thirdness or/and the Interpretant is the connection between
them. It can be said that the song reminds the woman about the sad experience
or something else.
According to Peirce, every side of semiosis (representamen, object,
interpretant) has its own classification. The representamen can be divided into
qualisign which is formed by quality24
, such as the concept of color, sinsign
which is formed by the real physical reality or the shape of a thing25
. Peirce
says about sinsign (sin is “being only once” as in single, simple, Latin semel)
is actual thing or event26
. Then legisign is the law or rule of how the thing
should be such as the sound of whistle in the soccer match27
. Mostly the
legisign is made by human being to organize the social life, and because of
that almost all the convention is the legisign28
.
As for the relationship between the representamen and the object, object
has three classifications too. They are icon which the sign has the resemblance
with the fact of what it refers, or a sign which denotes and have the
character(s) of the Object, whether the Object exists or not29
. The next
classification is symbol, the sign connected with the object because of the
agreement. Symbol is a general law or ideas which operate only in a particular
situation, areas, or society. It should be noticed to differentiate symbol with
24
Charles Sanders Peirce. 1940. Op.Cit., p. 101. 25
Paul Cobley and Litza Jansz. 2002. Op.cit., p.32. 26
Charles Sanders Peirce. 1940. Op.Cit.. 27
Op.cit,.. 28
Op.cit,. 29
Charles Sanders Peirce. 1940. Op.Cit.. p. 102 and 104.
23
legisign30
. Then, the index which the sign connected with the object because
of the cause and effect connection31
. But, this connection is not so much.
Index is anything which takes attention or startles us32
. Index has three
characteristics:
a. Index has no resemblance to their Object;
b. It refers to individual or single unit;
c. It directs the attention or startle to its Object.33
The interpretant has rheme, dicent, and argument34
. The rheme is the
probability for interpretant such as a concept, the dicent is the fact of
interpretant or the real description of a thing, then argument is logical
reasoning of interpretant35
. In addition, in the Philosophical Writings of
Peirce, the rheme is a qualitative possibility36
. It is the possibility interpretant
which will be understood. The dicent (or dicisign) is a actual existence, and
the argument is a sign of law such a sound of whistle in soccer competition37
.
30
Ibid., p.102-103. 31
Charles Sanders Peirce. 1940. Op.Cit..p.33. 32
Ibid., p.108-109. 33
Ibid.. 34
Paul Cobley and Litza Jansz. 2002. Op.cit., p.34. 35
Ibid.. 36
Charles Sanders Peirce. 1940. Op.Cit., p.103. 37 Ibid.,
24
Firstness Secondness Thirdness
Representamen Qualisign Sinsign Legisign
Object Icon Index Symbol
Interpretant Rheme Dicent Argument
Table 3. Peirce’s Thought of Semiotics38
In addition, Peirce says that the semiosis process is anunlimited process,
because he thinks that the interpretant can be a new representamen, and if it
joins with another Object it will produce the new interpretant again, and so
forth. And finally, it can be unlimited. Yet, according to Roland Barthes
semiosis has a limitation. Barthes says that the limitation of semiosis process
depends on the individual autonomy (exegesising ability) or the supra-
individual principles (the values and norms in a culture which regulate the
human being‟s habit) of the person who does the semiosis. The semiosis will
end when the person does not have anything else to be connected again with
the last interpretant39
.
In this research, the classification of Object, especially icon and symbol,
is the possible research to do for the advertisements. It is caused of the
limitation of time and place where the index and the other classifications need
deeper research.
38
Paul Cobley and Litza Jansz. 2002. Op.cit,, p.31. 39
Benny H. Hoed. 2011. Op.cit., p.31.
25
C. Definition of Advertisement
Advertisement is used in this research. Actually, advertisement is the
product of advertising. So, to understand what an advertisement is the
definition of advertising must be clear. According to William Wells, he says
that there are six elements of advertising‟s definition.
He believes that an advertising, which the sponsor is identified, is a paid
form of communication in order to persuade or influence the audience or mass
through mass media. Because of that, an advertising is non-personal
communication40
. He also states the types of advertising: brand advertising,
retail or local advertising, political advertising, directory advertising, direct-
response advertising, business-to-business advertising, institutional
advertising, public service advertising, and interactive advertising41
.
Furthermore, Belch states that advertising is used to create an image and
symbolic appeals in differentiating one product with the others42
. It means that
advertising maker wants a product‟s (goods/service) uniqueness to be seen by
the audience, so the audience is interested in and to be influenced.
Then, Arens also gives a definition for advertising. He says “Advertising
is the structured and composed non-personal communication of information,
40
William Wells, John Burnet and Sandra Moriarty. 2000. Op.cit., p.6-8. 41
Ibid., p.6-8. 42
George E. Belch, Michael A. Belch, Introduction to Advertising and Promotion, An
Integrated Marketing Communications Perspective; Third Edition (Chicago: IRWIN, 1995), p.11.
26
usually paid for and usually persuasive in nature, about products (goods,
services, and ideas) by identified sponsors through various media”43
.
So, it is concluded that advertising is used for making an image and also
an effort to persuade or influence the public about a product (goods, services,
ideas) by a mass media.
43
Williams F. Arens, Contemporary Advertising (New York: Mc-Graw Hill, 2004), p.7.
27
CHAPTER III
DATA FINDINGS
A. Data Description
The data are compiled into data card. After that, there are 29 brands on
data card. Then, one advertisement as data observed is chosen from each
brand and totally 29 woman perfume advertisement will be analyzing. The
random sampling technique is used in this research. This choosing of sample
is based on Wasito’s technique. In his book, there are three techniques to
choose and to take a random sample. Those are simple random sampling,
systematic random sampling and stratified random sampling1.
The first is simple random sampling which is described that the samples
are chosen in particular manner in order to every population has an equal
opportunity to be chosen and observed as a sample. There are two manners in
this simple random sampling, those are raffle and random numeral table.
The second is systematic random sampling. The only first member is
chosen randomly, then the next member is chosen systematically following a
specific pattern.
The third is stratified random sampling. It is used when the sampling
determination not only depends on whole population, but also on analyzed
1 Hermawan Wasito. 1992. Op.cit., p. 54-59.
28
variable. The member of population in every stratum, that has been divided
before, is chosen randomly and then calculated. All of number stratum
member is being a sample member which is called stratified random
sampling.
Because of the number of the corpus, the raffle of simple random
sampling is used in this research, with the steps are mentioned below:
1. Every population member (194 English woman perfume advertisement) is in
the list and the serial number is given to it;
2. The serial number is rewritten on the piece of paper;
3. The paper is rolled and put them in the box or glass;
4. The box, which is contained the data from one brand, is shaken to get data to
be analyzed;
5. Then, the box is shaken until all brands have its turn.
For the effectiveness of this paper, the corpus data of 194
advertisements are put on the Appendix. Here are the data that will be
analyzed in this research result of the simple random sampling.
Table 4. Result of Simple Random Sampling
No Brand Data Source Code
1 BALENCIAGA
Data 1 B
29
2 Bobbi Brown
Data 1 BB
3 Boyfriend
Data 1 BF
4 Calvin Klein
Data 2 CK
5 Carolina Herrera
Data 2 CH
6 CLEAN
Data 8 C
7 CLINIQUE
Data 6 CQ
8 COACH
Data 1 CC
30
9 Commodity
Data 3 CM
10 DESIGUAL
Data 3 D
11 DKNY
Data 1 DKNY
12 Donna Karan
Data 4 DK
13 Elizabeth and
James
Data 5 EJ
14 Escada
Data 3 ES
15 Gucci
Data 11 G
31
16 I Love New York
by Bond No. 9
Data 3 ILNY
17 Jimmy Choo
Data 6 JC
18 Lavanila
Data 5 L
19
MAISON
MARTIN
MARGIELA
Data 1 M
20 NOMATERRA
Data 1 N
21 One Direction
Data 1 OD
22 Origins
Data 2 O
32
23 Pharell Williams
Data 1 PW
24 Philosophy
Data 4 P
25 Pink Sugar
Data 1 PS
26 Ralph Lauren
Data 3 RL
27 Stella McCartney
Data 2 SM
28 Tocca Beauty
Data 3 TB
29 Tory Burch
Data 1 TR
33
This research employs descriptive analysis to analyze the data by giving
semiosis process then describing each datum one by one to reveal the
meaning. The semiosis is based on Pierce’s theory of semiotics which
emphasizing the second trichotomy of sign concerning of the relationship
between representamen and its object. The second trichotomy based on Pierce
are icon, symbol and index. In this research, it is only icon and symbol which
will be analyzed. The icon itself is the photo or image in the advertisement,
and the symbol is written text or language on the advertisement. Index will not
be analyzed because it relates to causality effect which requires more time in
another or different research. Furthermore, the limitation of the semiosis
process is based on the reseacher’s capacity like Barthes says in his book that
semiosis process depends on the individual autonomy (exegesising ability) or
the supra-individual principles (the values and norms in a culture which
regulate the human being’s habit) of the person who does the semiosis2. The
semiosis will end when the person does not have anything else to be
connected again with the last interpretant. As addition, in Handbook of
Semiotics by Winfried Nöth is written that the Peirce’s theory of semiotics is
often used in the advertisements to reveal the purpose3. So, this research uses
Peirce’s theory of semiotics on the advertisements.
2 Benny H. Hoed. 2011. Loc.cit., p.17.
3 Winfried Nöth, Handbook of Semiotics (Bloomington: Indiana University Press, 1995),
p.480.
34
B. Data Analysis
B.1. Data 1 B
In this data, there is a picture of a woman looks like not wearing a shirt,
with flowers in her arm. She is Kristen Stewart. Her expression shows a
mildness and also firmness from the eyes. But her body interprets natural and
pure. The picture is the representamen [R] for this observation of icon. So, the
semiosis process for this data is that the representamen [R] is the picture of
mentioned above, which represents the mildness, firmness, nature, and purity.
[O]. The relationship between representamen-object produces interpretant [I]:
Figure 1. BALENCIAGA Rosabotanica, Data 1 B
35
The next is the symbol analysis. The symbol of this data is the written
language: Rosabotanica. From the Pierce’s theory of semiotics, this is the
representamen [R] of the symbol. After that, the semiosis process is the word
rosabotanica is the representamen [R] which personates beauty of rose and a
naturalness of botanic [O]. Then, because of the relationship between the
representamen and object, the interpretant [I] is:
A woman like Kristen Stewart
without any shirt and with
flowers in her arms. Her looking
is firmness, mildness, nature and
purity [R]
Mildness,
firmness, nature
and purity [O]
This perfume
gives you image
of both mildness
and firmness and
also its natural
fragrance can
show up more
your natural
personality [I]
Diagram 2. Icon’s Diagram of Data 1 B
36
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that the fragrance from this perfumes is the
perfume gives you an image that you will have mildness but firmness
personality because of its roses (as firmness) and natural botanic (as mildness)
fragrance. As people know that rose is beautiful but it is dangerous too as it
has sharp thorns.
Beauty of rose
and a naturalness
of botanic [O]
Rosabotanica [R]
This perfume
gives you the
beauty and
fragrance of
roses and also
the naturalness
sensations of
botanic which
can give you the
natural but
exclusive [I]
Diagram 3. Symbol’s Diagram of Data 1 B
37
B.2. Data 1 BB
This is the chosen advertisement from Bobbi Brown. This perfume is
made only for women. This advertisement lades picture (icon) and written
language (symbol). The icon is the first which will be observed, then the
symbol. In this data, there is a picture of a perfume bottle. The image of it is
clean, transparent, light but luxurious. This picture is the icon and also as the
representamen [R] of the semiosis process.
The semiosis process is that the picture of a perfume bottle which is
clean, transparent, light but luxurious is the representamen [R], which
personates light and luxurious [O]. Because of the relationship between the
representamen and object, the interpretant is:
Figure 2. Bobbi Brown Beach Fragrance, Data 1 BB
38
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is Beach. This
written language, beach, is the representamen [R] which personates wave and
sea which looks strong, mysterious but also in harmony or balanced [O].
Furthermore, the relationship between the representamen and object produces
the interpretant [I]. The semiosis process is:
A perfume bottle which is
clean, transparent, light but
luxurious [R]
Light and luxurious
[O]
You will smell a
light fragrance
but still
luxurious from
this perfume [I]
Diagram 4. Icon’s Diagram of Data 1 BB
39
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that wearing this perfume will give you light
but balanced fragrance that can make you relax. In order hand, this perfume
also can give you a luxurious, strong and mysterious image.
Strong,
mysterious, in
harmony or
balanced [O]
Beach [R]
This perfume gives
you a harmony or
good balanced
fragrance, and also
gives you strong
and mysterious
image [I]
Diagram 5. Symbol’s Diagram of Data 1 BB
40
B.3. Data 1 BF
This is the chosen advertisement from Boyfriend. This perfume is
made only for women. This advertisement lades picture (icon) and written
language (symbol). The icon is the first which will be observed, then the
symbol. In this data, there is a picture of perfume bottle which due to royalty,
high class and exclusive. This description is the icon and also as the
representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture is mentioned above
is the representamen [R], which personates high class, due to royalty and
exclusive [O]. Because of the relationship between the representamen and
object, the interpretant is:
Figure 3. Boyfriend Billionaire Boyfriend, Data 1 BF
41
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is Billionaire
Boyfriend. This written language, billionaire boyfriend, is the representamen
[R] which personates by having a super rich boyfriend is great [O].
Furthermore, the relationship between the representamen and object produces
the interpretant [I] and also the semiosis process is:
A perfume bottle which due
to royalty, high class and
exclusive [R]
High class,
exclusive,
royalty [O]
If you want to
look like a lady
from royal
family, high class
and exclusive,
you can wear this
perfume [I]
Diagram 6. Icon’s Diagram of Data 1 BF
42
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that wearing this perfume will make you being
a lady from royal family, high class and exclusive person so that super rich
man can be your boyfriend.
Billionaire Boyfriend
[R]
By having a
super rich
boyfriend is great
[O]
By wearing this
perfume, you can
attract a super
rich man so that
being your
boyfriend [I]
Diagram 7. Symbol’s Diagram of Data 1 BF
43
B.4. Data 2 CK
This is the chosen advertisement from Calvin Klein. This advertisement
lades picture (icon) and written language (symbol). The icon is the first which
will be observed, then the symbol. In this data, there is a picture of a perfume
bottle which can personate a gentleness or tenderness from the color of liquid.
Then, the shape of it also clear and firm.. This description is the icon and also
as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture described above is
the representamen [R], which personates gentleness, clearness, and firmness
[O]. Because of the relationship between the representamen and object, the
interpretant is:
Figure 4. Calvin Klein Eternity, Data 2 CK
44
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is Eternity. This
written language, eternity, is the representamen [R] which personates
immortal, ever-lasting, forever, imperishable [O]. Furthermore, the
relationship between the representamen and object produces the interpretant
[I] and also the semiosis process is:
A perfume bottle which looks
gentleness/tenderness from the
liquid color, clear and firm [R]
Gentleness,
clearness,
firmness [O]
The fragrance of
perfume can show up
your both gentleness
and firmness clearly
[I]
Diagram 8. Icon’s Diagram of Data 2 CK
45
The last is the conclusion for these two semiosis processes to get the
exact meaning of this advertisement. From what have been seen, this
advertisement sends the message or meaning that not only the perfume can
show up your gentleness and firmness clearly, but also its fragrance is keeping
for long time. So, this perfume is worth to buy.
Eternity [R]
Immortal, ever-
lasting, forever,
imperishable [O]
The
fragrance of
perfume is
keeping for
long time. It
is worth to
buy [I]
Diagram 9. Symbol’s Diagram of Data 2 CK
46
B.5. Data 2 CH
This is the chosen advertisement from Carolina Herrera. This perfume is
made only for women. This advertisement lades picture (icon) and written
language (symbol). The icon is the first which will be observed, then the
symbol. In this data, there is a picture of perfume bottle which shaped like a
pink capsule. This capsule consists of two perfume bottles. This description is
the icon and also as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture of perfume bottle
which shaped like a pink capsule. And this is the representamen [R], which
feminine and sexy [O]. Because of the relationship between the representamen
and object, the interpretant is:
Figure 5. Carolina Herrera 212 Sexy, Data 2 CH
47
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is 212 Sexy. This
written language, 212 sexy, is the representamen [R] which personates sexy
[O]. Furthermore, the relationship between the representamen and object
produces the interpretant [I] and also the semiosis process is:
A perfume bottle which shaped
like a pink capsule [R]
Feminine and
sexy [O]
This perfume
will make the
women who
wear it look
more feminine
and sexier [I]
Diagram 10. Icon’s Diagram of Data 2 CH
48
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that wearing this perfume will make you more
feminine and sexier even more.
212 Sexy[R]
Sexy [O]
The women who
wear this perfume
will be looked
sexier [I]
Diagram 11. Symbol’s Diagram of Data 2 CH
49
B.6. Data 8 C
This is the chosen advertisement from CLEAN. This perfume is made
only for women. This advertisement lades picture (icon) and written language
(symbol). The icon is the first which will be observed, then the symbol. In this
data, there is a picture of shelled orange and mint leave, blue bottle, and
cotton. This description is the icon and also as the representamen [R] of the
semiosis process.
Furthermore, the semiosis process is that the picture of shelled orange
and mint leave, blue bottle, and cotton is the representamen [R], which
personates freshness, refreshing, softness, and comfortness [O]. Because of
the relationship between the representamen and object, the interpretant is:
Figure 6. CLEAN Cool Cotton, Data 8 C
50
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is Cool Cotton.
This written language, pure, is the representamen [R] which personates cool
scent, fresh, and comfortness [O]. Furthermore, the relationship between the
representamen and object produces the interpretant [I] and also the semiosis
process is:
Shelled orange, mint leave, blue
bottle, and cotton [R]
Freshness,
refreshing,
softness,
comfortness [O]
This perfume gives
you freshness like an
orange and mint leaf,
and softness like
cotton. So it will be
refreshing your mood
and also it is comfort
and saves for your
skin [I]
Diagram 12. Icon’s Diagram of Data 8 C
51
The last is the conclusion for these two semiosis processes to get the
exact meaning of this advertisement. From what have been seen, this
advertisement sends the message or meaning that wearing this perfume can be
your mood-booster because of its freshness, cool scent, and comfortness
fragrance.
Cool Cotton [R]
Cool scent,
freshness, and
comfortness
[O]
This perfume gives
you freshness,
comfortness and cool
scent [I]
Diagram 13. Symbol’s Diagram of Data 8 C
52
B.7. Data 6 CQ
This is the advertisement from CLINIQUE. This perfume is made for
women. It lades a picture (icon) and the written language (symbol). At first,
the icon is the picture of an orange perfume bottle, and it is like a sunset
which brings composure and beauty. So, this picture or a pose of the models is
the icon.
So, the semiosis process is the picture of an orange bottle like sunset
which brings composure and beauty is the representamen [R], which
personates composure and beauty, relaxation [O]. Their relationship,
representamen-object, produces interpretant [I]:
Figure 7. CLINIQUE Happy Rollerball, Data 6 CQ
53
The next is the symbol analysis. It has been told before that symbol is a
sign which is made by convention context. It means that language is one of
the symbols. The symbol in this datum is Happy. The written language,
happy, itself is the representamen [R], which stands for its object happiness
and joyful [O]. Because of their relation, it produces the interpretant [I]; this
perfume can give you happiness and joyful by lifted your mood through its
scent.
An orange perfume bottle like a
sunset which brings composure
and beauty [R]
Composure,
beauty, relaxation
[O]
This perfume will
give you relaxation
by its composure
and show you
beauty up. [I]
Diagram 14. Icon’s Diagram of Data 6 CQ
54
The last is the conclusion for these two semiosis processes to get the
exact meaning of this advertisement. From what have been seen, this
advertisement sends the message or meaning that this perfume like its name
can give you happiness and joyful by lifted you mood, its composure and
relaxation scent so that your beauty shows up more.
Happy [R]
Happiness and joyful
[O]
This perfume can
give you happiness
and joyful by lifted
your mood through
its scent [I]
Diagram 15. Symbol’s Diagram of Data 6 CQ
55
B.8. Data 1 CC
This is the advertisement from COACH. It lades a picture (icon) and the
written language (symbol). At first, the icon is the bottle of the perfume with
orange ribbon, round shaped bottle and round lid. So, this picture is the icon.
This picture describes something cute, childish, and cheerful
So, the semiosis process is the picture of the perfume bottle with orange
ribbon, round shaped bottle and round lid is the representamen [R], which
personates something cute, childish, and cheerful. [O]. Their relationship,
representamen-object, produces interpretant [I]:
Figure 8. COACH Poppy, Data 1 CC
56
The next is the symbol analysis. It has been told before that symbol is a
sign which is made by convention context. It means that language is one of
the symbols. The symbol in this datum is Poppy. The written language, made
to measure, itself is the representamen [R], which stands for a beloved name,
a beloved one [O]. Because of their relation, it produces the interpretant [I];
you can be a beloved one by wearing this perfume.
Cute, childish,
cheerful [O]
If you want to look
cuter like a child
and more cheerful,
you can wear this
perfume [I]
A perfume bottle with orange
ribbon, round shaped bottle and
round lid [R]
Diagram 16. Icon’s Diagram of Data 1 CC
57
The last is the conclusion for these two semiosis processes to get the
exact meaning of this advertisement. From what have been seen, this
advertisement sends the message or meaning that wearing this perfume will
make you cuter and cheerful so that you can be a beloved one for people
Poppy [R]
A beloved
name [O]
If you want to be
a beloved one for
people, you can
wear this
perfume [I]
Diagram 17. Symbol’s Diagram of Data 1 CC
58
B.9. Data 3 CM
This is the advertisement from Sean John. It lades a picture (icon) and
the written language (symbol). At first, the icon is the picture of a perfume
bottle. The bottle is white and shows a purity. So, this picture or a pose of the
models is the icon. This picture describes a purity
So, the semiosis process is the picture of white perfume bottle is the
representamen [R], which personates purity [O]. Their relationship,
representamen-object, produces interpretant [I]:
Figure 9. Commodity Gold, Data 3 CM
59
The next is the symbol analysis. It has been told before that symbol is a
sign which is made by convention context. It means that language is one of
the symbols. The symbol in this advertisement is Gold. The written language
itself is the representamen [R], which stands for its object prestigious and
luxury [O]. . Because of their relation, it produces the interpretant [I].
A white perfume bottle [R]
Purity [O]
This perfume can
be pure or real
mark of your
personality [I]
Diagram 18. Icon’s Diagram of Data 3 CM
60
From what have been seen, this advertisement sends the message or
meaning that wearing this perfume will make you look prestigious, luxurious,
and also special besides it can show up more your ‘pure’ personality though.
Prestigious and
luxury [O]
You can look
more prestigious
and luxurious
like gold by
wearing this
perfume [I]
Gold [R]
Diagram 19. Symbol’s Diagram of Data 3 CM
61
B.10. Data 3 D
This is the advertisement from Desigual. It lades a picture (icon) and the
written language (symbol). At first, the icon is the picture of a colorful round
perfume bottle. This picture describes a cheerful or joyful atmosphere.
So, the semiosis process is the picture of a colorful round perfume bottle
is the representamen [R], which personates a cheerful or joyful [O]. Their
relationship, representamen-object, produces interpretant [I]:
Figure 10. Desigual Fun, Data 3 D
62
The next is the symbol analysis. It has been told before that symbol is a sign which is
made by convention context. It means that language is one of the symbols. The
symbol in this datum is Fun. The written language, fun, itself is the representamen
[R], which stands for its object pleasure and enjoyment [O]. Because of their relation,
it produces the interpretant [I]; this pleasure fragrance of this perfume will come right
to you and you will enjoy it.
A cheerful or
joyful [O]
A colorful round perfume
bottle [R]
This perfume can
give you or bring
you’re your
cheerful or joyful
of the day [I]
Diagram 20. Icon’s Diagram of Data 3 D
63
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that the pleasure fragrance of this perfume will
come right to you, then you will enjoy it. At the end, it will bring back your
cheerful and joyful.
Pleasure and
enjoyment [O]
Fun [R]
The pleasure
fragrance of this
perfume will
come right to you
and you will
enjoy it [I]
Diagram 21. Symbol’s Diagram of Data 3 D
64
B.11. Data 1 DKNY
In this data, there is a picture of a woman looks like without wearing any shirt
with messy hair while holding a green apple. The picture is the representamen [R] for
the analyzed icon. So, the semiosis process for this data is that the
representamen [R] is the picture of mentioned above which represents a
desire, freshness, attractive woman [O]. The relationship between
representamen-object produces interpretant [I] is:
Figure 11. Donna Karan New York Be Delicious, Data 1 DKNY
65
The next is the symbol analysis. It has been told before that symbol is a
sign which is made by convention context. It means that language is one of
the symbols. The symbol in this datum is Be Delicious. The written language,
be delicious, itself is the representamen [R], which stands for its object
delightful, dainty and charming [O]. Because of their relation, it produces the
interpretant [I]:
A woman looks like without wearing any
shirt with messy hair while holding a
green apple [R]
A desire,
freshness,
attractive woman
[O]
You can be a
desire and more
attractive and
fresher like a
green apple by
wearing this
perfume [I]
Diagram 22. Icon’s Diagram of Data 1 DKNY
66
The last conclusion for these two semiosis process is that the woman
who wears this perfume can be a desire, more attractive woman and fresher
person like a green apple, delightful, dainty and also charming personality.
So, this perfume can increase your confidence.
Be Delicious [R]
Delightful,
dainty,
charming [O]
The women who
wear this perfume
will be delightful,
dainty and
charming. So, it will
increase the
confidence [I]
Diagram 23. Symbol’s Diagram of Data 1 DKNY
67
B.12. Data 4 DK
This is the advertisement from Donna Karan. This advertisement lades
picture (icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of perfume bottle.
The bottle is clear, simple with golden lid. This description is the icon and
also as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture of a clear simple
perfume bottle with golden lid is the representamen [R], which personates
elegance, simplicity, and clearness [O]. Because of that relationship, the
interpretant [I] is:
Figure 12. Donna Karan Cashmere Mist Rollerball, Data 4 DK
68
The next is the symbol. The symbol of this advertisement is Cashmere
Mist. Cashmere is the kind of fabric which is very delicate and expensive
whereas Mist is the kind of perfume based of the durability of fragrant. So, the
written language here, Cashmere Mist, is the representamen [R] of the symbol
which personates delicate, expensive, exclusive [O]. Because of the
relationship between the representamen and object, the interpretant [I] is:
The fragrance of
this perfume
will make you
look simple but
elegant clearly
[I]
Elegance,
simplicity,
clearness [O]
A clear simple perfume
bottle with golden lid [R]
Diagram 24. Icon’s Diagram of Data 4 DK
69
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that although the fragrance of this perfume is
delicate or light but it can bring simplicity, elegance, and exclusiveness like
cashmere.
Cashmere Mist [R]
Delicate, exclusive
expensive [O]
The fragrance of
this perfume is
delicate or light
which can give
you the
exclusiveness/ex
pensivenss [I]
Diagram 25. Symbol’s Diagram of Data 4 DK
70
B.13. Data 5 EJ
This is the advertisement from Elizabeth and James. This advertisement
lades picture (icon) and written language (symbol). The icon is the first which
will analyzed, then the symbol. In this data, there is a picture of perfume
bottle. The bottle is white, simple and with golden lid. This description is the
icon and also as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture of a white simple
perfume bottle with golden lid is the representamen [R], which personates
elegant and simple [O]. Because of that relationship, the interpretant [I] is:
Figure 13. Elizabeth and James Nirvana White Rollerball, Data 5 EJ
71
The next is the symbol. The symbol of this advertisement is Nirvana. So,
the written language here, nirvana, is the representamen [R] of the symbol
which personates heaven, pleasure place, final destination [O]. Because of the
relationship between the representamen and object, the interpretant [I] is:
A white simple bottle
with golden lid [R]
Elegant and
simple [O]
You will get the
simple and
elegant look by
wearing this
perfume [I]
Diagram 26. Icon’s Diagram of Data 5 EJ
72
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that the simple elegant image from this
perfume by wearing it. Then, you will feel the pleasure and happiness like in
the nirvana.
Nirvana [R]
Heaven, pleasure
place, final
destination [O]
By wearing this
perfume, you will
be like in the
heaven and feel
its pleasure as the
final destination.
So, you will feel
the happiness
from the nirvana
[I]
Diagram 27. Symbol’s Diagram of Data 5 EJ
73
B.14. Data 3 ES
This is the advertisement from Escada. This advertisement lades picture
(icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of pink perfume
bottle. This description is the icon and also as the representamen [R] of the
semiosis process.
Furthermore, the semiosis process is that the picture of a pink perfume
bottle [R], which personates elegant and feminine [O]. Because of that
relationship, the interpretant [I] is:
Figure 14. Escada Joyful, Data 3 ES
74
The next is the symbol. The symbol of this advertisement is Nirvana. So,
the written language here, nirvana, is the representamen [R] of the symbol
which personates heaven, pleasure place, final destination [O]. Because of the
relationship between the representamen and object, the interpretant [I] is:
A pink perfume bottle [R]
Elegant and
feminine [O]
This perfume can give
you an image of elegant
and feminine [I]
Diagram 28. Icon’s Diagram of Data 3 ES
75
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that elegant and feminine look, enjoyment and
cheer will be gotten all day long by wearing this perfume.
Joyful [R]
Enjoyment and
cheer [O]
The enjoyment and
cheer will come to
you all day long by
wearing this
perfume [I]
Diagram 29. Symbol’s Diagram of Data 3 ES
76
B.15. Data 11 G
This is the advertisement from Gucci. This advertisement lades picture
(icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of a perfume bottle
which dominated by golden color and decorated by black string. This
description is the icon and also as the representamen [R] of the semiosis
process.
Furthermore, the semiosis process is that the picture described above is
the representament [R], which personates exclusive and feminine [O].
Because of that relationship, the interpretant [I] is:
Figure 15. Gucci Flora Eau de Parfum, Data 11 G
77
The next is the symbol. The symbol of this advertisement is Flora. So,
the written language here, flora, is the representamen [R] of the symbol which
personates plantings and nature [O]. Because of the relationship between the
representamen and object, the interpretant [I] is:
The picture of perfume bottle
which dominated by golden color
and decorated by black string [R]
Exclusive and
feminine [O]
This perfume will
make you look more
exclusive or special
and show you
feminine more up [I]
Diagram 30. Icon’s Diagram of Data 11 G
78
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that you will get the exclusiveness and
feminine image by wearing this perfume, also from its floral scent you will
look more beauty of nature.
Plantings and
nature [O]
Flora [R]
This perfume is made
from scent of plants
and can bring the
beauty of nature to
you [I]
Diagram 31. Symbol’s Diagram of Data 11 G
79
B.16. Data 3 ILNY
This is the advertisement from Gucci. This advertisement lades picture
(icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of a black star shaped
perfume bottle. This description is the icon and also as the representamen [R]
of the semiosis process.
Furthermore, the semiosis process is that the picture of a black star
shaped perfume bottle is the representament [R], which personates
mysterious, famous, recognized [O]. Because of that relationship, the
interpretant [I] is:
Figure 16. I Love New York by Bond No.9 for All, Data 3 ILNY
80
The next is the symbol. The symbol of this advertisement is I Love NY.
NY is the abbreviation of New York. So, the written language here, I love
NY, is the representamen [R] of the symbol which personates loving New
York, New York is lovable [O]. Because of the relationship between the
representamen and object, the interpretant [I] is:
A black star shaped
perfume bottle [R]
Mysterious,
famous,
recognized
[O]
This perfume will
make up more
mysterious, and make
you are being famous
and recognized like a
star because its
fragrance [I]
Diagram 32. Icon’s Diagram of Data 3 ILNY
81
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that by wearing this perfume you can be a
mysterious but famous or recognized person like a star, and also you can be a
lovable person like New York City which always has its charm.
I Love NY [R]
Loving New
York, New York
is lovable [O]
You can be a
lovable person by
wearing this
perfume like New
York City which
always has its
charm [I]
Diagram 33. Symbol’s Diagram of Data 3 ILNY
82
B.17. Data 6 JC
This is the advertisement from Gucci. This advertisement lades picture
(icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of a white perfume
bottle with black lid. This description is the icon and also as the
representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture of a white perfume
bottle with black lid is the representament [R], which personates simplicity
and always in style or being up-to-date, not old [O]. Because of that
relationship, the interpretant [I] is:
Figure 17. Jimmy Choo Flash Rollerball, Data 6 JC
83
The next is the symbol. The symbol of this advertisement is Flash. So,
the written language here, Flash, is the representamen [R] of the symbol
which personates quick and shiny [O]. Because of the relationship between
the representamen and object, the interpretant [I] is:
A white perfume bottle
with black lid [R]
Simplicity,
always in style
or being up-to-
date, not old [O]
The simplicity will not
make you look old or
not in style. It‘s always
being up-to-date
because white-black is
never wrong [I]
Diagram 34. Icon’s Diagram of Data 6 JC
84
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that this perfume will make you looks simple
but in style and also make you shining gorgeously instantly quick like a flash.
Flash [R]
Quick and
shiny [O]
This perfume makes
you shining
gorgeously instantly
quick like a flash [I]
Diagram 35. Symbol’s Diagram of Data 6 JC
85
B.18. Data 5 L
This is the advertisement from Lavanila. This advertisement lades only
the picture (icon).In this data, there is a picture of a white perfume bottle with
its box. The motive of the box shows a vine, and the bottle shows a clear and
elegant look. This description is the icon and also as the representamen [R] of
the semiosis process.
Furthermore, the semiosis process is that the picture described above is
the representament [R], which personates violet flower and floral [O].
Because of that relationship, the interpretant [I] is:
Figure 18. Lavanila Vanila Lavender Fragrance, Data 5 L
86
The last is the conclusion for this semiosis processes to get the meaning
of this advertisement. From what have been seen, this advertisement sends the
message or meaning that this perfume can make you are fresher because of its
violet flower and floral scent.
A white clear elegant perfume bottle
with its purple vine motive box [R]
Violet
flower,
floral [O]
This perfume
has violet and
floral
fragrance that
will make you
fresher [I]
Diagram 36. Icon’s Diagram of Data 5 L
87
B.19. Data 1 M
This is the advertisement from MAISON MARTIN MARGIELA. This
advertisement only lades picture (icon). In this data, there is a picture of a
beach, sea, sand, wave, and the back of a woman with long hair. This
description is the icon and also as the representamen [R] of the semiosis
process.
Furthermore, the semiosis process is that the picture described above
[R], which personates nature, strength, sexy, memories [O]. Because of that
relationship, the interpretant [I] is:
Figure 19. MAISON MARTIN MARGIELA Beach Walk, Data 1 M
88
The conclusion of this semiosis process can be drawn from its
interpretant; the perfume can show up your sexy naturally and bring out the
strength of your personality. Futhermore, you and all your images will be
remembered by people.
A beach, sea, sand, wave, and
the back of a woman with long
hair [R]
Nature,
strength, sexy,
memories [O]
This perfume can
show up your
sexy naturally and
bring out the
strength of your
personality clear.
And all of these
will be
remembered by
people [I]
Diagram 37. Icon’s Diagram of Data 1 M
89
B.20. Data 1 N
This is the advertisement from Nomaterra. This advertisement only
lades picture (icon). In this data, there is a picture of a fragrance wipes box.
The box is rectangular and black at the edge, with flower at the middle of the
box. This description is the icon and also as the representamen [R] of the
semiosis process.
Furthermore, the semiosis process is that the picture described above
[R], which personates classic and feminine [O]. Because of that relationship,
the interpretant [I] is:
Figure 20. Nomaterra On-The-Go Fragrance Wipes, Data 1 N
90
The conclusion of this semiosis process can be drawn from its
interpretant; the fragrance from this wipes is flowery yet classic which can be
your fragrance mark because of its classical fragrance.
Classic
and
feminine
[O]
A fragrance wipes box. The box is
rectangular and black at the edge
with a flower at the middle of the
box [R]
The fragrance from
this wipes is
flowery yet classic
which can be your
fragrance mark
because of its
classical fragrance
[I]
Diagram 38. Icon’s Diagram of Data 1 N
91
B.21. Data 1 OD
This is the advertisement from One Direction. This advertisement lades
picture (icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of a transparent
bottle with pink liquid of perfume. The shape of bottle is also like a shape of
diamond, a hexagonal diamond. This description is the icon and also as the
representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture described above
[R], which personates precious like diamond, feminine [O]. Because of that
relationship, the interpretant [I] is:
Figure 21. One Direction You & I, Data 1 OD
92
The next is the symbol. The symbol of this advertisement is You & I.
So, the written language here, You & I, is the representamen [R] of the
symbol which personates intimate and special [O]. Because of the relationship
between the representamen and object, the interpretant [I] is:
A transparent bottle with
pink liquid. The shape of
bottle is like a hexagonal
diamond [R]
Precious and
feminine [O]
If you are a
precious woman
like a diamond
and wants to look
more feminine,
you can wear this
perfume. [I]
Diagram 39. Icon’s Diagram of Data 1 OD
93
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that a precious woman who wants to look more
feminine can wear this perfume. In addition, this perfume is only made for
you, the intimate and special one.
You & I [R]
Intimate and
special [O]
This perfume is
made for only
special and intimate
one, like you and I
[I]
Diagram 40. Symbol’s Diagram of Data 1 OD
94
B.22. Data 2 O
This is the advertisement from Origins. This advertisement only lades
picture (icon). In this data, there is a picture of a perfume bottle. The shape of
bottle is like a shape of woman’s body, it is like hourglass. This description is
the icon and also as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture described above
[R], which personates special, simple, dazzling [O]. Because of that
relationship, the interpretant [I] is:
Figure 22. Origins Ginger Essence Intensified
Fragrance Spray, Data 2 O
95
The conclusion of this semiosis process can be drawn from its
interpretant; if a woman wants to look simple yet special and dazzling, she
can wear this perfume.
The image of perfume
bottle which is like a shape
of woman’s body, a
hourglass [R]
Special, simple
and dazzling [O]
If a woman wants
to look simple yet
special and
dazzling, she can
wear this perfume
[I]
Diagram 41. Icon’s Diagram of Data 2 O
96
B.23. Data 1 PW
This is the advertisement from Pharell Williams. This advertisement
only lades picture (icon). In this data, there is a picture of a perfume bottle in
abstract color and drawing. This description is the icon and also as the
representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture described above
[R], which personates modern and youth [O]. Because of that relationship, the
interpretant [I] is:
Figure 23. Pharell Williams Girl, Data 1 PW
97
The conclusion of this semiosis process can be drawn from its
interpretant; to look more modern and younger or to want showing your
youthful spirit, you can wear this perfume.
An image of perfume
bottle with abstract
color and image [R]
Modern and
youth [O]
To look more
modern and younger
or to want to show
your youthful spirit,
you can wear this
perfume [I]
Diagram 42. Icon’s Diagram of Data 1 PW
98
B.24. Data 4 P
This is the advertisement from Philosophy. This advertisement lades
picture (icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of a clear transparent
bottle of perfume with metallic black lid. This description is the icon and also
as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture of a clear
transparent perfume bottle with metallic black lid is representament [R],
which personates simplicity and openness [O]. Because of that relationship,
the interpretant [I] is:
Figure 24. Philosophy Falling in Love, Data 4 P
99
The next is the symbol. The symbol of this advertisement is Falling in
Love. So, the written language here, falling in love, is the representamen [R]
of the symbol which personates romance and romantic [O]. Because of the
relationship between the representamen and object, the interpretant [I] is:
A clear transparent
perfume bottle with
metallic black lid [R]
Simplicity and
openness [O]
If you want to
look having like
an open-minded
personality and
simple, you can
wear this perfume
[I]
Diagram 43. Icon’s Diagram of Data 4 P
100
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that the woman who wants to look simple,
open-minded, and shows up more her romantic side or her loving personality,
she can wear this perfume.
Falling in Love [R]
Romance,
romantic [O]
This perfume will
show up more
your romantic side
or your loving
personality [I]
Diagram 44. Symbol’s Diagram of Data 4 P
101
B.25. Data 1 PS
This is the advertisement from Pink Sugar. This advertisement lades
picture (icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of a white perfume
bottle with pink lid, and there are like three big cross pink ribbons on whole
surface of bottle. This description is the icon and also as the representamen
[R] of the semiosis process.
Furthermore, the semiosis process is that the picture described above is
representamen [R], which personates feminine, cute and cheerful [O].
Because of that relationship, the interpretant [I] is:
Figure 25. Pink Sugar, Data 1 PS
102
The next is the symbol. The symbol of this advertisement is Pink Sugar.
So, the written language here, pink sugar, is the representamen [R] of the
symbol which personates feminine and sweet [O]. Because of the relationship
between the representamen and object, the interpretant [I] is:
A white perfume bottle with
pik lid, and there are like three
big cross pink ribbons on whole
surface of bottle [R]
Feminine,
cute, cheerful
[O]
If a woman wants
to look feminine,
cute and cheerful,
she can wear this
perfume [I]
Diagram 45. Icon’s Diagram of Data 1 PS
103
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that if there is a woman who wants to look
more feminine, cute, cheerful, and sweet, she can wear this perfume.
Feminine
and sweet
[O]
Pink Sugar [R]
This perfume can
give you an image
of feminine and
sweet [I]
Diagram 46. Symbol’s Diagram of Data 1 PS
104
B.26. Data 3 RL
This is the advertisement from Ralph Lauren. This advertisement lades
picture (icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of a transparent
perfume bottle with pink liquid, black lid, and black accent in the center of
bottle. This description is the icon and also as the representamen [R] of the
semiosis process.
Furthermore, the semiosis process is that the picture described above is
representamen [R], which personates feminine, tough, clarity, mysterious [O].
Because of that relationship, the interpretant [I] is:
Figure 26. Ralph Lauren Midnight Romance, Data 3 RL
105
The next is the symbol. The symbol of this advertisement is Midnight
Romance. So, the written language here, midnight romance, is the
representamen [R] of the symbol which personates happiness, intimate,
romantic [O]. Because of the relationship between the representamen and
object, the interpretant [I] is:
A transparent perfume
bottle with pink liquid,
black lid, and black accent
in the center of bottle [R]
Feminine,
tough, clarity,
mysterious [O]
This perfume can
give you an
image like open-
minded (clarity)
but mysterious.
Yet, it also can
show up your
feminine but
tough person too
[I]
Diagram 47. Icon’s Diagram of Data 3 RL
106
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that this perfume can make you a open-minded
but mysterious person, feminine but tough woman, happier person, and more
attractive so it makes men want have intimate relationship with you.
Midnight Romance [R]
Happiness,
intimate, romantic
[O]
You will look a
happier and
romantic person
which it makes
you more
attractive so
that men want
have intimate
relationship
with you [I]
Diagram 48. Symbol’s Diagram of Data 3 RL
107
B.27. Data 2 SM
This is the advertisement from Stella McCartney. This advertisement
lades picture (icon). In this data, there is a picture of a bitten perfume bottle by
a woman. The lips and perfume bottle is in soft pink. This description is the
icon and also as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture described above is
representamen [R], which personates attractive, different, seductive [O].
Because of that relationship, the interpretant [I] is:
Figure 27. Stella McCartney Stella Eau de Toilette, Data 2 SM
108
The last is the conclusion for this semiosis process. The conclusion can
be drawn from its interpretant. The conclusion is a woman can be an
attractive, different and also sexy in one time by just wearing this perfume.
A bitten pink perfume
bottle [R]
Attractive,
different,
seductive [O]
You can be an
attractive,
different and
also sexy in
one time by
just wearing
this perfume [I]
Diagram 49. Icon’s Diagram of Data 2 SM
109
B.28. Data 3 TB
This is the advertisement from Tocca Beauty. This advertisement lades
picture (icon). In this data, there is a picture of some edited picture. There are
three pictures of some women’s face, a put-on high heels, lace stockings, and
blurred glow sprinkles. This description is the icon and also as the
representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture described above is
representamen [R], which glamour sexy high-fashioned woman [O]. Because
of that relationship, the interpretant [I] is:
Figure 28. Tocca Beauty Cleopatra, Data 3 TB
110
The last is the conclusion for this semiosis process. The conclusion can
be drawn from its interpretant. The conclusion is a woman who wants to look
glamour, sexy, high-fashioned can wear this perfume and be like Cleopatra.
A picture of some women’s
face, a put-on high heel, lace
stocking, blurred glow
sprinkles [R]
Glamour sexy
high-
fashioned
woman [O]
A woman who
wants to look
glamour, sexy,
high-fashioned
can wear this
perfume. You
can be like
Cleopatra [I]
Diagram 50. Icon’s Diagram of Data 3 TB
111
B.29. Data 1 TR
This is the advertisement from Tory Burch. This advertisement lades
picture (icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of a beautiful woman
with almost bare make up, wearing dark blue turtle neck shirt and ethnic
background. This description is the icon and also as the representamen [R] of
the semiosis process.
Furthermore, the semiosis process is that the picture described above is
representamen [R], which personates warmth and simplicity [O]. Because of
that relationship, the interpretant [I] is:
Figure 29. Tory Burch, Data 1 TR
112
The next is the symbol. The symbol of this advertisement is My First
Fragrance. So, the written language here, my first fragrance, is the
representamen [R] of the symbol which personates the first is never forgotten
[O]. Because of the relationship between the representamen and object, the
interpretant [I] is:
A beautiful woman with almost
bare make-up, wearing a dark
blue turtle neck shirt and ethnic
background [R]
Warmth and
simplicity
[O]
This perfume will
show up more your
warm and simple
personality [I]
Diagram 51. Icon’s Diagram of Data 1 TR
113
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that your warm and simple personality will be
more outpouring and through this perfume you will be always remembered.
The first
is never
forgotten
[O]
My First Fragrance [R]
You will never be
wrong to choose
this perfume as your
first because once
people smell the
fragrance, they will
remember you [I]
Diagram 52. Symbol’s Diagram of data 1 TR
114
CHAPTER IV
CONCLUSION AND SUGGESTION
A. Conclusion
The semiosis process is started from the representamen. The
representamen is the language, written language, picture, or the possible
combination of them. The picture or the written language which we see on
the advertisement is the representamen. Then, the semiosis process is
continued to the next step; determining object. The object is ‘something’
appeared in the mind which based on its representamen. In this step, the
object which will appear is based on the analyzer. The last is interpretant.
The interpretant is the analyzer’s exegesis of the combination of the
representamen and object. So, the semiosis process which occurs on the
advertisement of perfume happened in three steps: representamen, object,
and interpretant. And these steps are described by Peirce’s triangle.
Based on the research questions and the analysis, the researcher
found 29 icons and 23 symbols (reference to Peirce’s semiotic theory)
from 29 advertisements in 29 brands which have been chosen by simple
random sampling before. The researcher also found that the picture of the
advertisement (icon) gave the first impact to the researcher in getting the
meaning. The icon gives a direction/clue for getting the meaning of the
advertisement to the researcher. The icon can be the initial cause in
115
catching or getting the meaning of the advertisement, and then the symbol
is as the effect of the icon in interpreting sign.
After determining the steps and describing the semiosis by using
Peirce’s triangle, the researcher combined the interpretant from the icon
and symbol in each advertisement to get the meaning. The important thing
to explain and to describe the meaning is from the interpretant of icon and
symbol, and also the exegesis capability of the researcher. It could be
concluded that from the 29 icons and 23 symbols, the researcher got the 29
meaning of the advertisement, and each advertisement had different sign
and also different meaning. These differences had given different
interpretations. From the semiotics analysis of 29 advertisements, the
advertiser’s message can be understood clearly by the consumer.
116
B. Suggestion
The researcher would like to suggest the reader or another researcher
who wants to analyze semiotics to conduct research on other signs, index,
as the focus of the research.
Moreover, the reader or another researcher also can use Ferdinand de
Saussure theory to analyze a sign for enriching and giving variety in sign
research. In addition, the next researcher can use other media to analyze
the semiotics. Not only from the perfume advertisement, but also from the
others media; such as billboard of event, politic party banner, or even the
other kinds of advertisement. These varieties can give more understanding
of sign or semiotics, and also give variety of research in the university.
117
BIBLIOGRAPHY
Anwar, Yasin. A Semiotic Analysis on Education Advertisement on Campus
Magazine, Skripsi pada UIN Syarif Hidayatullah Jakarta, tidak
dipublikasikan. Jakarta: Jakarta, 2011.
Arens, William F. Contemporary Advertising. New York: Mc-Graw Hill, 2004.
Barthes, Roland. Elemen-elemen Semiologi, Sistem Tanda Bahasa, Hermeneutika,
dan Strukturalisme; Translated by M. Ardiansyah. Yogyakarta: IRCiSoD,
2012.
Belch, George E., Michael A. Belch. Introduction to Advertising and Promotion, An
Integrated Marketing Communications Perspective; Third Edition. Chicago:
IRWIN, 1995.
Cobley, Paul and Litza Jansz. Mengenal Semiotika For Beginners; Translated by
Ciptadi Sukono. Bandung: Mizan, 2002.
Hartshorne, Charles, Paul Weiss. The Collection Papers of Charles Sanders Peirce
(ed.). Cambridge: Harvard University Press, 1935.
118
Hendi. A Semiotic Analysis on Nokia’s Advertisement Based on C.S. Peirce’s Theory,
Skripsi pada UIN Syarif Hidayatullah Jakarta, tidak dipublikasikan. Jakarta:
Jakarta, 2011.
Hoed, Benny H. Semiotika dan Dinamika Sosial Budaya; Edisi Kedua. Depok:
Komunitas Bambu, 2011.
Nöth, Winfried. Handbook of Semiotics. Bloomington: Indiana University Press,
1995.
Peirce, Charles Sanders. Philosophical Writings of Peirce; Edited by Justus Buchler.
New York: DOVER PUBLICATIONS, INC., 1940.
Percival, W. Keith. Semiotic Themes; Edited by Richard T. De George with title
Ferdinand de Saussure and the History of Semiotics. Lawrence: University of
Kansas Publications, 1981.
Piliang, Yasraf Amir. Hipersemiotika Tafsir Cultural Studies Atas Matinya Makna.
Yogyakarta: Jalasutra, 2010.
119
Prayogo, Dwi. Semiotic Analysis on 2005-2012 Java Jazz Festival Posters, Skripsi
pada UIN Syarif Hidayatullah Jakarta, tidak dipublikasikan. Jakarta: Jakarta,
2012.
Putra, Riwalnu Hakim. Peirce’s Semiotics Analysis of Cigarette Advertisement on
Billboard in South Jakarta in Year of 2011, Skripsi pada UIN Syarif
Hidayatullah Jakarta, tidak dipublikasikan. Jakarta: Jakarta, 2012.
Saussure, Ferdinand de. Course in General Linguistics; Translated by Wade Baskin.
New York: McGraw-Hill Paperback, 1966.
Sephora, “Sephora” in http://www.sephora.com/
Sheriff, John K. Semiotic Themes; Edited by Richard T. De George with title Charles
S. Peirce and the Semiotics of Literature. Lawrence: University of Kansas
Publications, 1981.
Subroto, D. Edi. Pengantar Metoda Penelitian Linguistik Struktural. Surakarta:
Sebelas Maret University Press, 1992.
120
Syahrani, Marissa Suci. A Semiotic Analysis on Chocolate Advertisement in INSTYLE
Magazine, Skripsi pada UIN Syarif Hidayatullah Jakarta, tidak
dipublikasikan. Jakarta: Jakarta, 2011.
Wells, William, John Burnet and Sandra Moriarty. Advertising Principle & Practice;
Fifth Edition. New Jersey: Prentice Hall International, Inc., 2000.
Wasito, Hermawan. Pengantar Metodologi Penelitian. Jakarta: PT. Gramedia
Pustaka Utama, 1992.
121
APPENDIX
No Brand Data Source Code Website Address
1 BALENCIAGA
Data 1 B
http://www.sephora.co
m/productimages/produ
ct/p384808-av-01-
hero300.jpg
2 Bobbi Brown
Data 1 BB
http://www.sephora.co
m/productimages/sku/s
1289594-main-hero-
300.jpg
3 Boyfriend
Data 1 BF
http://www.sephora.co
m/productimages/sku/s
1387323-main-hero-
300.jpg
4 Calvin Klein
Data 2 CK
http://www.sephora.co
m/productimages/sku/s
77776-main-hero-
300.jpg
5 Carolina
Herrera
Data 2 CH
http://www.sephora.co
m/productimages/sku/s
795393-main-hero-
300.jpg
6 CLEAN
Data 8 C
http://www.sephora.co
m/productimages/produ
ct/p385169-av-01-
hero300.jpg
7 CLINIQUE
Data 6 CQ
http://www.sephora.co
m/productimages/sku/s
1364769-main-hero-
300.jpg
122
8 COACH
Data 1 CC
http://www.sephora.co
m/productimages/sku/s
1282243-main-hero-
300.jpg
9 Commodity
Data 3 CM
http://www.sephora.co
m/productimages/sku/s
1700053-main-hero-
300.jpg
10 DESIGUAL
Data 3 D
http://www.sephora.co
m/productimages/sku/s
1607563-main-hero-
300.jpg
11 DKNY
Data 1
DKNY
http://www.sephora.co
m/productimages/produ
ct/p79615-av-01-
hero300.jpg
12 Donna Karan
Data 4 DK
http://www.sephora.co
m/productimages/sku/s
1636232-main-hero-
300.jpg
13 Elizabeth and
James
Data 5 EJ
http://www.sephora.co
m/productimages/sku/s
1570241-main-hero-
300.jpg
14 Escada
Data 3 ES
http://www.sephora.co
m/productimages/sku/s
1647031-main-hero-
300.jpg
15 Gucci
Data 11 G
http://www.sephora.co
m/productimages/sku/s
1236884-main-hero-
300.jpg
123
16
I Love New
York by Bond
No. 9
Data 3 ILNY
http://www.sephora.co
m/productimages/sku/s
1508191-main-hero-
300.jpg
17 Jimmy Choo
Data 6 JC
http://www.sephora.co
m/productimages/sku/s
1583566-main-hero-
300.jpg
18 Lavanila
Data 5 L
http://www.sephora.co
m/vanilla-lavender-
fragrance-
P231501?skuId=11503
82
19
MAISON
MARTIN
MARGIELA
Data 1 M
http://www.sephora.co
m/productimages/produ
ct/p385358-av-02-
hero300.jpg
20 NOMATERRA
Data 1 N
http://www.sephora.co
m/productimages/sku/s
1629518-main-hero-
300.jpg
21 One Direction
Data 1 OD
http://www.sephora.co
m/productimages/sku/s
1655448-main-hero-
300.jpg
22 Origins
Data 2 O
http://www.sephora.co
m/productimages/sku/s
1465749-main-hero-
300.jpg
124
23 Pharell
Williams
Data 1 PW
http://www.sephora.co
m/productimages/sku/s
1648971-main-hero-
300.jpg
24 Philosophy
Data 4 P
http://www.sephora.co
m/productimages/sku/s
659094-main-hero-
300.jpg
25 Pink Sugar
Data 1 PS
http://www.sephora.co
m/productimages/sku/s
796524-main-hero-
300.jpg
26 Ralph Lauren
Data 3 RL
http://www.sephora.co
m/productimages/sku/s
1606987-main-hero-
300.jpg
27 Stella
McCartney
Data 2 SM
http://www.sephora.co
m/productimages/produ
ct/p394597-av-01-
hero300.jpg
28 Tocca Beauty
Data 3 TB
http://www.sephora.co
m/productimages/produ
ct/p54900-av-02-
hero300.jpg
29 Tory Burch
Data 1 TR
http://www.sephora.co
m/productimages/produ
ct/p384967-av-01-
hero300.jpg