REPRESENTASI LAKI-­LAKI DALAM IKLAN DI TELEVISI(Studi Semiotik pada Iklan L­Men dan Gatsby Body Lotions)

Ayu Pramitasari, Septinda (2010) REPRESENTASI LAKI-­LAKI DALAM IKLAN DI TELEVISI(Studi Semiotik pada Iklan L­Men dan Gatsby Body Lotions). Other thesis, University of Muhammadiyah Malang.

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Abstract

With a growing feminist movement considered to influence the birth of metrosexual phenomenon. Feminist movement that encourages gender equality has a big contribution to the development of the market (the product of men). Feminist movement fundamentally changed the way men and women interact in an environment that looks and body care is very important. This is what shows the notion of men have had aqual rights with women. Research on women in adveritising is often done. Stereotypes of women in advertising discourse is often linked with body and sexual objects. In this study, the role of man turns fallen prey to advertisers that indicate a shift in gender. Along with femininity movement that seeks to reverse the marginal position of women to gain equality with men. This research was conducted to try to uncover the representation of the men in television ads in the ad that is L­Men and Gatsby Body Lotions. Representation is a social process of representing, and the two representations as representing the product of social processes. The first sense refers to a process while the second is a sign­making products that refer to a meaning. Media (the representation) when linked to social reality (real world), allowing a variety of ideological problems in social and cultural life. This question arises when the media referred to as a mirror of reality (the mirror of relity), or the media as a formulator of reality (the mirror of reality) that corresponds to the underlying ideology. Ads in the industrial society that forming tastes and trends of the masses, thus forming public awareness with the public on how to instill the desire false needs. Thus indirectly penetrated ad in the lifestyle industry, which is advertising a desire to be channel (channel of desire) of human discourse and at the same channel (channel of discourse) about consumption and lifestyle. Lifestyle industry is the industry’s most appearances. Media used to describe a negative self image of men and women. Media not only encourages us to measure ourselves with the standard requirement but rather encourage people to see normal body becomes pathology. The research method used in textual analysis and semiotics approach using Roland Barthes’s semiotic techniques to find out the myths in its advertising was followed by Levi’s Staruss semiotic techniques to search for patterns of performance comparison between men and women. While metonymy an ad if there are meanings that contain analogy and asossiation. Focus research on L­Men ad (duration 29 seconds) with units of analysis, five scene images and ads Gatsby Body Lotions (duration 32 seconds) with the unit of analysis there are five scenes ofpicture that the meaning representation of men in television advertising. The Study show that the figure of male masculinity that men borrow the codes of femininity that has developed in a society with the emergence of the phenomenon of shifting the metrosexual and the classical concept of masculinity. Men are shown as dandy, a man is shown as charmer of women, and men tend to follow the behavior of women. By doing feminine activities. Men also displayed as sexual objects in which the male body into something enjoyed by women as well as his own man. Men always want to satisfy their need to cover all the flaws in himself. And this leads to costumer habits, about the need to always update themselves and pay attention to the appearance of the body. Result of the above, can be recommended to further research to more open critical discourse again to sharpen the research about the representation of men in television advertising. And recommended to the community as a social criticism that people may be more critical of advertising, because advertising construct social reality, so the ad with its ideology can affect society.

Item Type: Thesis (Other)
Subjects: N Fine Arts > NX Arts in general
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 04 Apr 2012 03:31
Last Modified: 04 Apr 2012 03:31
URI: http://eprints.umm.ac.id/id/eprint/1812

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