Shity Murty Sari (2022) Masculinity In “Gudang Garam International – The Man, The Legend, The Legacy” Advertisement : A Multimodal Analysis. Skripsi thesis, UNIVERSITAS AIRLANGGA,.

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Abstract

The view of how smoking is associated with masculinity in Indonesia has been around since the influence of the Dutch colonial empire. Thus, cigarette advertisements can portray masculinity values in order to attract the audience. The masculinity values that are conveyed correspond to the culture it is aired on. The aim of this study is to find out how masculinity is represented in Gudang Garam International – The Man, The Legend, The Legacy video advertisement using multimodal analysis. This study is a qualitative research, and the data is taken from the aforementioned video advertisement. The verbal data is analyzed using Halliday’s Systemic Functional Linguistics, while the visual data is analyzed using Kress and van Leeuwen’s visual grammar theory. The multimodal elements found in the advertisement are narrative process, conceptual process, contact, social distance, attitude, information value, salience, and framing. The result shows that the masculinity value that got represented are courage, rationality, strength, and dominance. Courage is the value that got represented the most, followed by rationality. Strength and dominance got equal portrayal. In conclusion, the masculinity values that are portrayed are not only limited to the physical body, but also connects to a man’s intelligence.

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