REPRESENTASI MASKULINITAS DALAM IKLAN L’OREAL MENEXPERT VERSI NICHOLAS SAPUTRA

Velda Ardia

Abstract


ABSTRACT
This research tries to explore the signs that present
masculinity in an advertisement called “L’Oreal
Men Expert Version Nicholas Saputra.” Starting
from the emergence of television commercials that
raised the concept of masculinity, the concept of
masculinity changed from time to time. Initially
presenting in Indonesia to meet the needs of facial
and skin care for women, currently L’Oreal issued
a new product intended for male consumers. The
advertisement tries to influence consumers with a
created reality. In addition, the advertisement often
portrays consumers it shoot with a particular social
class view. The representation of the man displayed
in the advertisement is the subject of this research.
This research employs constructivist paradigm, and
is qualitative and descriptive. The approach used
in this research is the semiotic analysis model of
Charles S. Peirce which is known as triangle meaning
consisting of sign, object, and interpretant.
The study of data collection is done through observation
on the research object and document study.
The results of this study indicate that masculinity
on L’Oreal Men Expert product ads still use the stereotype
based on physical identity of men such as
athletic body, sport-orienting and self-confidence.
In addition, the advertisement gives implicitly another ideal image of masculinity that man must always keep his skin healthy.

Keywords: Semiotics, Peirce, Masculinity, Representation,
Advertisement, L’Oreal Men

 


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