RESEPSI KHALAYAK PADA BRAND AMBASSADOR PRIA UNTUK PRODUK KOSMETIK (Studi pada Putra-Putri Kampus 2022/2023 Universitas Muhammadiyah Malang)

In the past, if a man used any grooming product, it would be considered homosexual, and it was taboo for a man who often paid attention to his appearance by dressing up. But the demands of life have led them to start paying more attention to their appearance and health, especially their skin. This certainly encourages the need for body care for both women and men. This can be seen from the increasing involvement of men with cosmetic products, not only as users, but also by providing endorsements and becoming Brand Ambassadors for cosmetic products in advertisements. The research objective to be achieved is to determine the audience's reception of male brand ambassadors for cosmetic products. Using qualitative reception analysis methods. The research results show that the audience's views on Male Brand Ambassadors for Cosmetic Products are quite varied. Produce several things regarding the audience's reception of advertising messages delivered by the media and then divide them into three media text reception positions, namely, Dominant Hegemonic Position, Negotiated Position, and Oppositional Position.