A CONSTRUCTION OF MASCULINITY IN SLICKBOY DELUXE POMADE ADVERTISEMENTS: A SEMIOTIC ANALYSIS

Aditya Nugroho, 121112011 (2015) A CONSTRUCTION OF MASCULINITY IN SLICKBOY DELUXE POMADE ADVERTISEMENTS: A SEMIOTIC ANALYSIS. Skripsi thesis, UNIVERSITAS AIRLANGGA.

[img] Text (FULL TEXT)
Binder1nugrohoadi.pdf
Restricted to Registered users only

Download (758kB) | Request a copy
[img]
Preview
Text (ABSTRAK)
gdlhub-gdl-s1-2015-nugrohoadi-35873-10.abst-t.pdf

Download (105kB) | Preview
Official URL: http://lib.unair.ac.id

Abstract

Nowadays, the idea of masculinity in men’s grooming product advertisement shows that men should pay attention to their physical appearance. This leads to the assumption that the stereotype of a man who is innately strong, powerful, rational and competitive has shifted to the one which is more in tune with feminine with their nurturance and narcissism. However, there are some advertisements in Indonesia, which shows the intersection between the New Man and the New Lad concept. Slickboy Deluxe is one of men’s grooming products which advertisement shows the intesection between two ideas of masculinity. The aim of this study is to know the construction of masculinity in Slickboy Deluxe pomade advertisements. This study used qualitative research with semiotics approach proposed by Roland Bathes as well as masculinity theory. This study finds that as a result of interaction between two concepts of masculinity; the advertisements represent the more dominant construction of New Lad that embraces traditional masculinity stereotypes though Slickboy Deluxe advertisements stereotyped represent the idea of New Man. In short, the stereotypes of traditional masculinity still exist even in men’s grooming advertisements

Item Type: Thesis (Skripsi)
Additional Information: KKB KK-2 FS BE. 08/15 Nug c
Uncontrolled Keywords: ADVERTISING; MASCULINITY
Subjects: H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions: 12. Fakultas Ilmu Budaya > Sastra Inggris
Creators:
CreatorsEmail
Aditya Nugroho, 121112011UNSPECIFIED
Contributors:
ContributionNameEmail
ContributorNurul Fitri Hapsari, M.AUNSPECIFIED
Depositing User: Tn Yusuf Jailani
Date Deposited: 24 Feb 2015 12:00
Last Modified: 29 Sep 2016 03:54
URI: http://repository.unair.ac.id/id/eprint/14631
Sosial Share:

Actions (login required)

View Item View Item