ANALYSIS MEANING OF CONNOTATIVE AND DENOTATIVE IN TAGLINE DETERGEN BRAND

Abstract

This study aims to analyze the denotative and connotative meanings contained in detergent product taglines using a semantic approach based on Charles W. Kreidler's theory. In the theory, meaning is divided into several dimensions, including denotation (referential meaning) and connotation (emotional or cultural association). The data in this study are 13 taglines from various detergent brands that were analyzed qualitatively. The analysis results show that the denotative meanings in the taglines describe the direct functions of the products, while the connotative meanings imply values such as cleanliness, family warmth, courage, and environmental care. Kreidler's semantic approach helps reveal the layers of meaning hidden in advertising language and shows how language implicitly shapes consumer perceptions.