Resepsi laki-laki pada iklan make up "Real Lip Flash" NCT 127

Tengangatu, Monique Fiolitha Moku (2022) Resepsi laki-laki pada iklan make up "Real Lip Flash" NCT 127. Masters thesis, Universitas Pelita Harapan.

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Abstract

Korea Selatan menjadi negara yang mampu mengejar ketertinggalan ekonomi sehingga menjadi negara maju. Melalui industri seni dan media yang semakin bervariatif, kebudayaan, dan gaya hidup Korea Selatan mampu mempengaruhi masyarakat Indonesia, salah satunya pada bidang kecantikan. Nature Republic merupakan salah satu brand kecantikan asal Korea Selatan yang sangat digemari di Indonesia. Strategi pemasaran yang sangat dimanfaatkan oleh Nature Republic adalah brand ambassador mereka, yaitu boyband NCT 127. Selain mengiklankan produk skincare, boyband ini juga memasarkan produk kosmetik, salah satunya lip-tint “Real Lip Flash”. NCT 127 menampilkan maskulinitas ‘pretty boys’ khas Korea Selatan yang masih dianggap tabu bagi masyarakat Indonesia, khususnya laki-laki karena tidak sesuai dengan norma yang diajarkan. Penelitian ini meneliti lima informan laki-laki di Indonesia dengan menggunakan pendekatan kualitatif dan wawancara mendalam. Menggunakan teori dan konsep encoding-decoding model, iklan ini memberikan penerimaan positif dan negatif kepada khalayak laki-laki. Penerimaan mereka diukur dari kebutuhan palsu yang muncul pada informan pada produk lip-tint “Real Lip Flash” setelah mereka menonton iklan tersebut. Dimensi kesenangan pada iklan yang memberikan harapan bahwa dengan menggunakan produk ini maka informan bisa tampil menarik, memiliki bibir yang segar, terlihat seperti orang dari golongan sosial ekonomi atas, dan sebagai bentuk ekspresi menjadi pengaruh penerimaan positif iklan. Sebaliknya, iklan dianggap memiliki unsur manipulatif sehingga memberikan penerimaan yang negatif. Latar belakang keluarga, pertemanan, pekerjaan, terpaan media hiburan, dan budaya yang dialami oleh para khalayak juga mempengaruhi proses penerimaan ini. / South Korea is a country that is able to catch up with the economy so that it becomes a developed country. Through the arts and media industries which are increasingly varied, South Korean culture and lifestyle are able to influence Indonesian society, one of which is in the field of beauty. Nature Republic is a beauty brand from South Korea that is very popular in Indonesia. The marketing strategy that Nature Republic has taken great advantage of is their brand ambassador, the boyband NCT 127. Apart from advertising skincare products, this boyband also markets cosmetic products, one of which is the “Real Lip Flash” lip-tint. NCT 127 displays the masculinity of 'pretty boys' typical of South Korea which is still considered taboo for Indonesian people, especially men because it is not in accordance with the norms taught. This study examines five male informants in Indonesia using a qualitative approach and in-depth interviews. Using the theory and concept of encoding-decoding model, this advertisement gives positive and negative reception to male audiences. Their acceptance was measured by the false needs that appeared on the informants on the lip-tint product "Real Lip Flash" after they watched the advertisement. The dimension of pleasure in advertisements gives hope that by using this product, informants can look attractive, have fresh lips, look like people from upper socioeconomic groups, and as a form of expression influence the positive reception of advertisements. On the other hand, advertisements are considered to have manipulative elements giving negative reception. Family background, friendships, work, exposure to entertainment media, and culture experienced by the audience also affect this acceptance process.

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