Konstruksi identitas pria metroseksual dalam iklan (analisis semiotika iklan pond's men energy charge versi lelaki masa kini)

Sitinjak, Windy Evy Christina (2017) Konstruksi identitas pria metroseksual dalam iklan (analisis semiotika iklan pond's men energy charge versi lelaki masa kini). Masters thesis, Universitas Pelita Harapan.

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Abstract

As one of a mass media form, advertising can function as a social change. The ad makers can package the message in such a way to infiltrate into the public’s mind to be “top of mind” in order to increase sales, one of which is by using “subliminal message” that specifically approach the character content in the ad in order to align themselves with the target market. Pond's Men Energy Charge version of Men’s Today also apply these techniques. By taking a different concept of advertising than the usual facial foam ads, Pond's Men Energy Charge trying to construct the metrosexual male identity, by bringing awareness to the public (especially for the target market) on how to become a men’s of today. This attracted the attention of the author to conduct a research with the title: "Construction Identity of Metrosexual Male in Advertising (Semiotics Analysis Ad Pond's Men Energy Charge Version of Men’s Today). By using the constructivist paradigm and qualitative approach, the author conduct observations on the ad. Then the author examined various symbols contained in the ad by using content analysis method (semiotic Roland Barthes), furthermore the author link this data with the Theory of Construction of Social Reality. From these results, the author came to a conclusion that the advertisers construct metrosexual male identity as a counter hegemony of traditional male identity (masculinity hegemony). The author also summarizes the metrosexual male identity that is formed in the ad into two categories, namely men metrosexual dare to be different and perfectionist. / Sebagai salah satu bentuk media massa, iklan dapat berfungsi sebagai agen perubahan sosial. Para pembuat iklan dapat mengemas pesan sedemikian rupa untuk menyusup masuk di benak publik sehingga menjadi top of mind agar semakin meningkatkan penjualan, salah satunya ialah dengan menggunakan “subliminal message” yang secara khusus melakukan pendekatan karakter di dalam konten iklannya agar semakin menyejajarkan diri dengan target marketnya. Pond’s Men Energy Charge versi Lelaki Masa Kini juga menerapkan teknik tersebut. Dengan mengambil konsep yang berbeda dari iklan facial foam biasanya, Pond’s Men Energy Charge berusaha mengkonstruksikan identitas pria metroseksual, yakni memberikan pengarahan kepada publik (terkhusus bagi target market) mengenai bagaimana cara untuk menjadi Lelaki Masa Kini. Hal inilah yang menarik perhatian peneliti untuk melakukan penelitian dengan judul : “Konstruksi Identitas Pria Metroseksual dalam Iklan (Analisis Semiotika Iklan Pond’s Men Energy Charge Versi Lelaki Masa Kini). Dengan menggunakan paradigma konstruktivis dan pendekatan kualitatif, peneliti mengadakan observasi pada iklan tersebut. Kemudian peneliti menelaah berbagai simbol yang terdapat di dalam iklan dengan menggunakan metode analisis isi (semiotika Roland Barthes), selanjutnya peneliti mengaitkan data tersebut dengan Teori Konstruksi Realitas Sosial. Dari hasil penelitian tersebut peneliti mendapatkan temuan bahwa pihak pengiklan mengkonstruksi identitas pria metroseksual sebagai counter hegemony dari identitas pria tradisional (maskulinitas hegemoni). Peneliti juga merangkum identitas pria metroseksual yang dibentuk di dalam iklan menjadi dua kategori, yakni pria metroseksual yang berani tampil beda dan perfeksionis.

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