The Representation of Masculinity In Djarum Super Televison Advertisements

Ismawati, Iis (2015) The Representation of Masculinity In Djarum Super Televison Advertisements. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Penelitian ini berjudul The Representation of Masculinity in Djarum Super Television Advertisement. Peneliatian ini bertujuan untuk mengungkap representasi maskulinitas di dalam iklan televisi Djarum Super dan bagaimana representasi maskulinitas di dalam iklan ini digambarkan. Ada lima iklan televisi Djarum Super yang telah dipilih untuk dianalisis. Penelitian ini menggunakan metede kualitif deskriftif. Tingkatan signifikansi yang diusulkan oleh Barthes (1957) adalah teori yang digunkan didalam penelitian ini. Penemuan penelitian ini dengan jelas menunjukkan bahwa maskulinitas direpresentasikan melalui elemen-elemen visual iklan televisi yang menunjukkan masculinitas dari aktor-aktor dari iklan ini. Berhubungan dengan bagaimana representasi maskulinitas digambarkan di dalam iklan ini, ada perbedaan diantara bagaimana iklan ini merepresentasikan maskulinitas dan bagaimana maskulinitas direpresentasikan saat ini. Iklan televisi Djarum Super menggambarkan bahwa maskulinitas adalah ketika laki-laki melakukan aktivitas yang berbahaya dan kebanyakan aktivitas tersebut dilakukan diluar ruangan tetapi saat ini (masa kini) maskulinitas digambarkan dengan cara yang berbeda. Contohnya, laki-laki pergi ke pusat kebugaran, salon, menggunakan pakaian yang bagus untuk menunjukan kemaskulinitasan mereka dan bersih. Kata Kunci : Maskulinitas, Representasi, Iklan. in Djarum Super television advertisement and the difference between how is masculinity represented in this advertisement and how masculinity is represented nowadays. There are five advertisements of Djarum Super television advertisement which were selected to be analyzed. This study used a qualitative descriptive method. The orders of signification proposed by Barthes (1957) is the theory used in this study. This study shows that masculinity is represented through the use of visual elements of television advertisement (actors or actress, properties, settings, camera angle, frame sizes, color saturation and video editing) which show the masculinity from the actors in this advertisement. In relation to how the representation of masculinity is represented in this advertisement, there are differences between the advertisements represented masculinity and how masculinity is represented nowadays. Djarum Super television advertisement signifies that masculinity is when men are doing dangerous activities and most of the activities take place in outdoor but nowadays, masculinity is represented in different ways. For example, men go to fitness center, saloon or wear nice outfits to show that they are masculine and tidy. Keywords : Masculinity, Representation, Advertisement,

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S_ING_ISM r-2015; Pembimbing : I. Didi Sukyadi, II. Ruswan Dallyono
Uncontrolled Keywords: Maskulinitas, Representasi, Iklan.
Subjects: P Language and Literature > PE English
P Language and Literature > PN Literature (General)
Divisions: Fakultas Pendidikan Bahasa dan Seni > Jurusan Pendidikan Bahasa Inggris > Program Studi Bahasa dan Sastra Inggris (nonpendidikan)
Depositing User: Mr. Cahya Mulyana
Date Deposited: 20 Feb 2017 06:52
Last Modified: 20 Feb 2017 06:52
URI: http://repository.upi.edu/id/eprint/22995

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