THE REPRESENTATION OF MASCULINITY FOR THE IDEAL INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO “CARI YANG PAS” VERSION: A SEMIOTIC STUDY

Ikhlasul Amal, 121112099 (2016) THE REPRESENTATION OF MASCULINITY FOR THE IDEAL INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO “CARI YANG PAS” VERSION: A SEMIOTIC STUDY. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Election is a regular event hold routinely every five years in Indonesia. In 2014, the nominated candidates of election are dominated by men. This leads the cigarette company to spread advertisement related with ideal Indoneisan leader representation. One of them is L.A. Lights commercial video “Cari Yang Pas” version. This study is about the representation of masculinity portrayed as the ideal Indonesian leader in L.A. Lights video commercial “Cari Yang Pas” version. The author uses the theory of masculinity as the concept to clarify the representation of the figure in the commercial and semiotic theory by Roland Barthes to reveal the representation of masculinity in this study. The data is collected from represented character on the commercial. The author focuses on the stereotype of the clients’ hairstyle and appearance to reveal the representation of masculinity for the ideal Indonesian leader in the commercial video. The findings show that the represented ideal Indonesian leader is the men character of traditional masculinity. L.A. Lights use hegemonic position of traditional masculinity as the political importance for their marketing strategy.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK-2 FS.BE.25/16 Ama r
Uncontrolled Keywords: Advertising; Ideal Indonesian leader; Masculinity; Representation; Semiotics.
Subjects: P Language and Literature > P Philology. Linguistics > P325-325.5 Semantics
Divisions: 12. Fakultas Ilmu Budaya > Sastra Inggris
Creators:
CreatorsNIM
Ikhlasul Amal, 121112099UNSPECIFIED
Contributors:
ContributionNameNIDN / NIDK
Thesis advisorNurul Fitri Hapsari, M.A.UNSPECIFIED
Depositing User: Guruh Haris Raputra
Date Deposited: 22 Apr 2016 06:46
Last Modified: 22 Apr 2016 06:46
URI: http://repository.unair.ac.id/id/eprint/29786
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