PENCITRAAN PRIA PADA IKLAN PRODUK WANITA(Studi Semiotika Pada Iklan Produk : NIVEA Body, Slimming Tea, Sunsilk, dan Enchanteur di Majalah Femina)

Dwi Wardana, Ardiyan (2010) PENCITRAAN PRIA PADA IKLAN PRODUK WANITA(Studi Semiotika Pada Iklan Produk : NIVEA Body, Slimming Tea, Sunsilk, dan Enchanteur di Majalah Femina). Other thesis, University of Muhammadiyah Malang.

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Abstract

The use of woman image in advertising is very common. Many researches have proved that women images in advertising world are often depicted as man subordination. The images reflect a phenomenon in which woman was identically passive, while men are actively superior. Men images always reflect the idea of masculinity, macho, strong, superman, and other images related to masculinity. Many assumptions, especially come from feminist, have declared that phenomenon is caused men’s domination in capitalist system. In order they can control media as they want to preserve patriarchy culture. Based on that, the research tries to reveal how men images and positions in ads products for women, those are Nivea Body, Slimming Tea, Sunsilk, dan Enchanteur in Femina Magazine whose the top director and employees are women, moreover the segmentations of Femina Magazine is women. Researcher use Roland Barthes semiotic analysis method to know how men image in the ads. Semiotic is science that used to learn how signs work in our life that using text as a object. Advertisement is a text whose content is combination of signs that have a hidden meaning sent by advertising-maker to the consumers. By using Roland Barthez theory researcher want to find signifier and signified to reveal the existence of hidden meanings, myths, and ideology in the man image. The method that is used in this research is qualitative-interpretative method with constructivism perspective. This method and perspective used to interpreted how the signs constructed in the text, so that it can send messages as the advertising-maker want. Based on analysis result, The research concludes that four advertisement depict two images of men, first, men’s imaged as a subject who consume women’s beauty whom depicted in accordance with beauty myth. The men image apparently still supporting the subordination of women although the product being advertised clearly targets women as consumer and advertised in women magazine. It indicates many women accept norms that put her in subordination position and consider that as a natural. Second, men is depicted in the image of new masculinity as a metrosexual. Metrosexual is a men who borrow feminine codes in such tendency to take care of body and appearance, fashionable. Metrosexual phenomenon has rearranged masculinity concept. It started to shift classic masculinity in advertising that imaged as macho, strong, adventurer depict in cigarette and energizing drink. Myths that are presented in advertisement such as beauty myth and new masculinity in form of metrosexual. Those culminate in capitalist ideology. Capitalist try to maintain and enlarge their market by creating mythology that impact behaviour of society in some culture.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 12 Apr 2012 02:16
Last Modified: 12 Apr 2012 02:16
URI: http://eprints.umm.ac.id/id/eprint/2072

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