DEKONSTRUKSI MAKNA MASKULINITAS DALAM IKLAN (Analisis Wacana Kritis Pada Iklan MS Glow For Men “Semua Juga Bisa”)

Currently, advertising has several roles, advertising can depict or destroy reality, and the stigma or myth of existing society. Advertisements use aesthetic aspects by using beauty standards or masculinity standards in their creation to attract audience interest. The media depicts male masculinity with ideal bodies and bright white skin. From this phenomenon, MS Glow for Men created an advertisement starring Babe Cabita and Marshel Widianto which contradicts existing masculinity standards. The purpose of this study is to deconstruct the meaning of existing masculinity.

This study uses an interpretive qualitative approach. The theory used is Derrida's Deconstruction. The data source for this study is the MS Glow for Men advertisement entitled "Semua Juga Bisa" and supporting documents. The author collected data using observation and documentation techniques, namely by watching and recording the contents of the advertisement as research material.

The results of this study indicate that masculinity does not have a definite definition and is subjective to each individual. The research on this advertisement provides a new understanding of masculinity, namely, New Metrosexual where they are men who take care of their skin regardless of their economic and physical level.