Based on Barthes’ map, it shows that the denotative sign (3) consists of the signifier (1) and signified (2). At the same time, however, denotative signifier are connotative signifier (4). In other words, it is a material element: only if you recognize the sign of "singa" (lion) then connotations such as self-esteem, ferocity, and courage become possible (Cobley & Jansz, 1999: 51). In the concept of Barthes, a connotative sign not only has additional meaning but also contains the two denotative signs that underlie its existence. In fact, this is crucial contribution or finding of Barthes for the refinement of Saussure semiology which stops at the denotative level. In more detail, linguistics basically distinguishes the level of expression (E) and the level of content (C) both linked by a relation (R). The unity of these levels and relationships form a system (ERC). Such a system exists within itself to be a simple element of a second system that extends it. Referring to Hejemslev, Barthes argues that language can be articulated into two corners of articulation (Barthes, 1983, in Kurniawan, 2001: 67)