THE REPRESENTATION OF MASCULINITY THROUGH “COWO” IN U MILD ADVERTISEMENT “INI BARU COWO U MILD” NGANTOR VERSION: A SEMIOTIC ANALYSIS

Galang Hari Putra, 121112147 (2016) THE REPRESENTATION OF MASCULINITY THROUGH “COWO” IN U MILD ADVERTISEMENT “INI BARU COWO U MILD” NGANTOR VERSION: A SEMIOTIC ANALYSIS. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Official URL: http://lib.unair.ac.id

Abstract

Nowadays, the representation of masculinity in cigarette advertisement tries to build a stereotype of man who is strong, free, and powerful. These roles have been very successfully to justify inequities which still exist in our daily life today that a man is superior to woman, this domination refers to man are dominance but not only head for women, but also the other man. Therefore, this study focuses on the representation of masculinity in U mild advertisement which shows the different way to represent the masculinity concept through “cowo”. U Mild is the main cigarette product of PT. HM Sampoerna which has key brand families are in the Top 10 brand in Indonesia market. By the statement of “Ini Baru Cowo U Mild” as the tagline of U Mild advertisement, the writer aims to describe the construction of “cowo” as the idea of masculinity in this advertisement. This tagline become interesting to be discussed because there are most cigarette advertisement use pattern “pria” but in U Mild advertisement use word “cowo” to represent masculinity. There are several differences between the term “pria” and “cowo”, but in this advertisement the term “cowo” is chosen. This study applied a qualitative method, using semiotics by Roland Barthes, the writer will correlate them with social context to discovering how the representation of masculinity in the advertisement shown, examined by coded iconic, non-coded iconic, linguistic message, and also myth. The result of this study is “cowo” in this advertisement is adopt the traditional masculinity for their transformation into adult man

Item Type: Thesis (Skripsi)
Additional Information: KKB KK-2 FS.BE.28/16 Put r
Uncontrolled Keywords: Advertisement, Cowo, Masculinity, Representation, U Mild
Subjects: H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions: 12. Fakultas Ilmu Budaya > Sastra Inggris
Creators:
CreatorsEmail
Galang Hari Putra, 121112147UNSPECIFIED
Contributors:
ContributionNameEmail
ContributorDadung Ibnu Muktiono, M. C. S.UNSPECIFIED
Depositing User: Guruh Haris Raputra
Date Deposited: 22 Apr 2016 07:38
Last Modified: 22 Apr 2016 07:38
URI: http://repository.unair.ac.id/id/eprint/29802
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