Bachtiar, Ramanindio (2023) REPRESENTASI MASKULINITAS PADA IKLAN PANTENE “MIRACLES HAIR SUPPLEMENTS BARU!” VERSI KEANU. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Advertising exists to help producers reach markets and dominate consumer choices. The phenomenon studied is how a product creates awareness with a discourse against the bias of body care standards that are only carried out by one gender, through product marketing communications in the form of advertisements. The purpose of this study was to determine the representation of masculinity in Pantene's advertisement "New Miracles Hair Supplement!" Version Keanu. This study uses John Fiske's Semiotics analysis method which consists of the level of reality, the level of representation, and the level of ideology. To collect data relevant to research objectives, researchers used several data collection techniques through literature or literacy studies, and documentation. Based on the results of the analysis and discussion, the authors found that Keanu's version of the Pantene Miracle Hair Supplement ad that aired on Youtube is an advertisement that represents the concept of male masculinity, especially in new masculinity and metrosexual men. This ideology is presented through a male figure, namely Keanu, who acts as an advertisement star with long hair. Keywords: Representation, Masculinity, Advertising, Keanu, Semiotics.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Ramanindio Bachtiar | ||||||||
| Date Deposited: | 09 Jan 2023 03:35 | ||||||||
| Last Modified: | 09 Jan 2023 03:35 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/10707 |
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