MASKULINITAS DALAM IKLAN TELEVISI (ANALISIS SEMIOTIKA IKLAN EXTRA JOSS BLEND BUKAN PHP VERSI “VERREL BRAMASTA” MENURUT ROLAND BARTHES)

MUH FITHROH ANSHORI , NIM. 08730096 (2014) MASKULINITAS DALAM IKLAN TELEVISI (ANALISIS SEMIOTIKA IKLAN EXTRA JOSS BLEND BUKAN PHP VERSI “VERREL BRAMASTA” MENURUT ROLAND BARTHES). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

An advertisement relates with its own sign system. Other advertisement has an objective to offer a product, advertisement also tries to impart and offer information about social reality in a particular society such as gender issue. The use of woman as a creative idea in advertisement is already been used universally. Now men seem to have value, which not just capable to give the power on in promotion activity, however, masculinity concept attached in men’s personality is important to be publicized. Masculinity is a form of culture outcome in a society. Because of that, masculinity concept shall be interpreted differently and shall be able to go through or experience change and development over time. Such case provides impact toward existence of masculine values in which its validity is being questioned. In other word, idealism of masculinity considered only as a myth. For that, more recognition toward masculinity value is needed. Sign or symbol concerning masculinity concept in an advertisement can be seen in Extra Joss Blend Bukan PHP “Verrel Bramasta” version in television where in diverse illustration found in such advertisement. Research method being used is semiotic analysis method according to Roland Barthes. Such case intends to study denotation, connotation and myth meanings from sign or symbol that appears in advertisement. Then the results to be achieved is how advertising depicts idealism of masculinity from symbols and signs that appear in the advertisement. So that the result obtained can add insight about masculinity concepts offered to the society in an advertisement.

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