Ideological aspects of myth in advertisement as the masculinity construction

Herman, Della Yuanita (2021) Ideological aspects of myth in advertisement as the masculinity construction. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

ENGLISH : This research analyzed and discussed masculinity in advertisements. There are two questions in this research. Those are the denotative and connotative meanings of linguistic and visual signs in male advertisements and the myth of masculinity. This research uses the descriptive analysis technique with Roland Barthes’s semiology theory to reveal the denotative meaning, connotative meaning and myth in commercial advertisements through visual and verbal text as the signs.This research concerns several male advertisements, which are commercials that star men as models and are aired on YouTube. The result indicates that advertisements portray masculinity through the denotative and connotative in visual viewing of appearances, how the models dress, property used, cloth color, hairstyle, and setting, thus generating myths and making them become ideologies embedded in society. Men were portrayed as leaders, holding power, ambitious, and showing no emotions.   INDONESIA : Penelitian ini menganalisis dan membahas tentang maskulinitas dalam iklan. Ada dua pertanyaan dalam penelitian ini, yaitu makna denotatif, konotif dari tanda linguistik dan visual dalam iklan pria dan mitos maskulinitas. Penelitian ini menggunakan teknik analisis deskriptif dengan teori semiologi Roland Barthes untuk mengungkapkan makna denotatif, makna konotif dan mitos dalam iklan komersial melalui teks visual dan verbal sebagai tanda-tanda semiotik. Penelitian ini menekankan pada beberapa iklan yang dibintangi pria sebagai modelnya yang ditayangkan dan YouTube. Hasil penelitian menunjukkan bahwa iklan menggambarkan maskulinitas melalui denotatif dan konotasi dalam tampilan visual dari penampilan tampilan yakni bagaimana model tersebut berpakaian, properti digunakan, warna baju, gaya berpotong rambut dan latar belakang tempat yang digunakan, sehingga menghasilkan mitos dan membuatnya menjadi ideologi yang tertanam di masyarakat. Pria digambarkan sebagai kepemimpinan, memegang kekuasaan, ambisius, dan tidak menunjukkan emosi.

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