Arie Dhaniar Rasyid (2020) Masculinity In Advertisement Of Gudang Garam Signature: Reveal Your Signature Moment 2016 The Auction. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Masculinity is a formed attributes, attitudes, and roles related to men. Masculinity is a standardized container, fixed by biology, into which all ‘normal’ men are placed, something ‘natural’ that can even be measured in terms of psychological traits and physical attributes. Masculinities are not equivalent to men; they concern the position of men in a gender order. They can be defined as the patterns of practice by which people, both men and women (though predominantly men), engage that position. Masculinity is also multiple, with internal complexities and even contradictions, also change in history, and that women have a considerable role in making them, in interaction with boys and men. This idea can be seen through the representation of the male model in the cigarette advertisement of Gudang Garam Signature Brown (2016) The Auction. This study aims to examine masculinity in Gudang Garam Signature Brown 2016 The Auction advertisement especially about terms of being a new man instead of a new lad. Thus, this study used the theory of masculinity as the basis to define the representation of the male model in the advertisement. Also, the qualitative approach is used and critical analysis theory by Erving Goffman to reveal the representation of masculinity in this study. The findings show that there is a change in the pattern of representation of masculinity in the male cast in the Gudang Garam Signature Brown (2016) The Auctionadvertisement, but this change does not change the traditional gender role thinking which assumes that men are superior. Instead, it illustrates to strengthen male dominance.

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