Representasi maskulinitas iklan garnier turbo light oil control charcoal = Representasi maskulinitas iklan garnier turbo light oil control charcoal

Harjoto, Shelley Swetlana (2021) Representasi maskulinitas iklan garnier turbo light oil control charcoal = Representasi maskulinitas iklan garnier turbo light oil control charcoal. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The development of information technology has made new media communications such as YouTube become a tool for conveying messages. For example, the delivery of this message is in the form of a video advertisement. The representation is in the form of an advertising model in the advertisement, both visually and audio. The author sees an implicit meaning contained in the advertisement "Garnier Turbo Light Oil Control Charcoal" in the form of the use of signs, both images and sounds that contain elements of new era masculinity, so the author tries to analyze the sign system contained in the advertisement to analyze the meaning of era masculinity. new represented from the ad. The method used in this research is a qualitative research method with Roland Barthes' semiotic analysis to conduct in-depth research. The theory of masculinity in the new era that is used comes from the opinion of Rowena Chapman and Jonathan Rutherford. The results showed that there was a new era of masculinity which was interpreted by the use of non-verbal signs such as changes in facial expressions, body language and the theory of color and sound as verbal signs. The important finding point is that the new era men are responsible for work, household matters such as childcare, and pay attention to their own appearance. / Perkembangan teknologi informasi menyebabkan komunikasi media baru seperti youtube menjadi alat untuk menyampaikan pesan. Penyampaian pesan ini contohnya dalam bentuk video iklan. Representasi tersebut berupa model iklan dalam iklan tersebut baik secara visual maupun audio. Penulis melihat adanya makna implisit yang terdapat dalam iklan “Garnier Turbo Light Oil Control Charcoal” berupa penggunaan tanda, baik gambar maupun suara yang mengandung unsur maskulinitas era baru, sehingga penulis berusaha menganalisis sistem tanda yang terdapat dalam iklan tersebut untuk menganalisis akan adanya makna maskulinitas era baru yang direpresentasikan dari iklan tersebut. Metode yang dipergunakan dalam penelitian ini adalah metode penelitian kualitatif dengan analisis Semiotika Roland Barthes untuk melakukan penelitian secara mendalam. Teori maskulinitas era baru yang dipakai berasal dari pendapat Rowena Chapman dan Jonathan Rutherford. Hasil penelitian menunjukkan adanya maskulinitas era baru yang dimaknai dari penggunaan tanda non verbal seperti perubahan ekspresi wajah, bahasa tubuh maupun teori warna dan suara sebagai tanda verbal. Poin temuan pentingnya adalah lelaki era baru bertanggung jawab dalam pekerjaan, urusan rumah tangga seperti pengasuhan anak, maupun memperhatikan penampilan diri.

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