Utomo, Samuel Rihi Hadi and Maharani, Sekar Ayu (2022) ANALISIS SEMIOTIKA TIPOGRAFI PADA LOGOTYPE PRODUK SKINCARE LOKAL UNTUK PRIA INDONESIA: MENJADI LEBIH LAKIK(?). In: Seminar Nasional Desain (SNADES) 2022 : Desain Kolaborasi Interdisipliner di Era Digital, 10 Agustus 2022, Surabaya.
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Abstract
This essay trying to exploring masculinity from one of Indonesian man skincare product’s logotype such as Kahf, MS Glow for MEN and MAN MADE, take the perspective of typography semiotical analytic’s methods from Theo van Leeuwen by using the nine distinctive features it offers. The value of masculinity in typography is no longer visualized with bold, angular dan solid font such as serif used to, but alsosans serif with thinner and more rounded which interpreted another variant from masculinities where the men should be taking care of their face skin. The typographic analysis conducted to shows that there is a hybrid and flexible’s masculinity from the font and logotype layout men skincare products in this essay. Even though the men are invited to do the skin treatment, but this way is trying to re-show about male dominance, reaffirming the value of traditional masculinity. Typographic which works on the logotypes of local skincare products for Indonesian men shows the complexity of the typography with various slices such as gender, sexuality, lifestyle (consumerism) and health discoures. By placing the typography as a logotype of skincare products it means that there’s capitalism create the audiences target from the products offered. Keywords: Semiotic, Typography, Logotype, Masculinity, Skincare
| Item Type: | Conference or Workshop Item (Paper) |
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| Subjects: | P Language and Literature > P Philology. Linguistics > P99 Semiotics. Signs and Symbols |
| Divisions: | Conference/Seminar > Seminar Nasional Desain (SNADES) 2022 |
| Depositing User: | Fatchullah Fatchullah |
| Date Deposited: | 07 Nov 2022 07:15 |
| Last Modified: | 07 Nov 2022 07:15 |
| URI: | http://repository.upnjatim.ac.id/id/eprint/10101 |
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