The Denotative and Connotative Meanings on the Advertisement of iPhone 13 Relax, It’s Iphone

Verenia Vivian Yip(1*), Setefanus Suprajitno(2),

(1) Petra Christian University
(2) Petra Christian University
(*) Corresponding Author


A creative and innovative advertisement is required by a company to attract customers. So, advertisers must utilize an attractive technique to convince the viewers to buy their products and they need to deliver the messages to the customers. To deliver the messages, advertisers employ semiotic modes such as visual mode, linguistic mode, and gestural mode. We analyze the denotative and connotative meanings as expressed through the semiotic resources used and the messages delivered in the iPhone 13 Relax, it’s iPhone video advertisement. We use the theory of the process of signification by Chandler (2017) and semiotic mode as supporting theory. The denotative and connotative meanings of the advertisement is that the iPhone 13 has three features namely water-resistance, long battery life, and durability. The messages that these advertisements create is a brand myth, that is, people do not have to worry when they use iPhone 13 in an unfavorable situation.


advertisement, connotative meanings, denotative meanings, semiotic resources

Full Text:



Apple. (2022, November 2). Apple introduces iPhone 13 and iPhone 13 mini, delivering breakthrough camera innovations and a powerhouse chip with an impressive leap in battery life. Apple Newsroom.

Braam, H. V. (2022, May 15). Meaning of blue: psychology, symbolism, and personal traits. Color Psychology.

Braam, H. V. (2022, October 30). Yellow color psychology, symbolism, and meaning. Color Psychology.

Cambridge Dictionary. (n.d.) Cambridge University Press.

Cerrato, H. (2012). The meanings of colors.

Chandler, D. (2017). Semiotics: The basics (3rd ed.). Routledge.

Danesi, M. (2004). Messages, signs, and meanings: A basic textbook in semiotics and communication (3rd ed.). Canadian Scholars Press Inc.

He, M. (2021). Analysis of iPhone’s marketing strategy. Atlantis Press, 2352-5428.

Luke, T., & Emmett, B. (2021). Critical review of Apple’s advertising strategies in North America. Journal of Marketing and Communication, 4(1),

Madison, N. (2023, March 7). What does it mean to be “as Cold as Ice”? Language Humanities.

Oxford Advanced Learner’s dictionary. (n.d.) Oxford University Press.

Rehman, F., Javed, F., Md Yusoff, R., Harun, A., Khan, A., & Ismail, F. (2019). What is advertising? A short review of historical development. SAVAP International, 10(4),

Schreier, M. (2012, March 5). Qualitative content analysis in practice (1st ed.). SAGE Publications Ltd.

The psychology of colors in interior design. (n.d.). Foyr.

Truong, Y., & McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555–561.

Zhang, H., Liang, X., & Wang, S. (2016). Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy. Journal of Business Research, 69(9), 3725–3730.



  • There are currently no refbacks.

Supported by:

Indexed in:





Stats (installed since 17 December 2018)
View My Stats