Arrakhman, Fadhlan (2020) Nilai-nilai maskulinitas pada iklan rokok Gudang Garam International dan Surya Pro = Values of masculinity in cigarette advertising of Gudang Garam International and Surya Pro. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Iklan merupakan salah satu media komunikasi yang digunakan untuk menyampaikan pesan. Pesan ini bisa memiliki berbagai macam bentuk dan makna, tergantung dari bagaimana sang pembuat pesan mengonstruksikan makna di dalamnya. Konstruksi makna di dalam iklan ini juga tidak lepas dari pengaruh kepentingan sang pembuat pesan. Di antara banyaknya iklan yang ada, iklan rokok merupakan salah satu yang paling menonjol. Iklan rokok hadir sebagai upaya untuk mengiklankan produknya. Tetapi karena terdapat regulasi yang mengatur penayangan iklan ini, para produsen rokok kemudian menggunakan cara lain demi menarik perhatian konsumennya. Cara yang digunakan adalah melalui penggunaan makna-makna maskulinitas di dalam iklannya. Sejalan dengan hal tersebut, Penelitian ini bertujuan untuk melihat makna-makna maskulinitas apa saja yang terdapat di balik penggambaran laki-laki dalam iklan rokok, dan bagaimana kedua iklan tersebut menghadirkan nilai-nilai maskulinitas di dalamnya. Iklan yang akan diteliti adalah iklan rokok Gudang Garam International dan Surya Pro. Penelitian ini akan menggunakan analisis semiotika Barthes sebagai metode untuk menganalisis data, lalu data yang didapat akan dilihat melalui sudut pandang konsep gender dan konsep maskulinitas. Pada penelitian ini didapat bahwa kedua iklan memiliki penggambaran maskulinitas yang sama, namun memiliki nilai maskulinitas yang berbeda di dalamnya. / Advertising is one of the communication media used to convey messages. This message can have various forms and meanings, depending on how the message maker constructs the meaning in it. The construction of meaning in this advertisement is also not free from the influence of the interests. Among the many advertisements available, cigarette advertising is one of the most prominent. Cigarette advertising comes as an effort to advertise its products. However, because there are regulations that govern how these advertisements aired, cigarette manufacturers then use other methods to attract consumers attention. The method is using the meanings of masculinity in the ad. In line with this, this study aims to look at the portrayal of masculinity in cigarette advertisements, and how these advertisements provide value of masculinity in them. The advertisements to be investigated are from Gudang Garam International and Surya Pro. This study will use Barthes's semiotic analysis as a method for analyzing data, then the data obtained will be viewed through the perspective of gender and masculinity concept. In this study it was found that the two ads have the same depiction of masculinity but have different masculinity values in it.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | maskulinitas; metroseksual; gender; iklan; rokok; semiotika | ||||||||
Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science |
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Depositing User: | Fadhlan Arrakhman | ||||||||
Date Deposited: | 05 Aug 2020 05:30 | ||||||||
Last Modified: | 05 Aug 2020 05:30 | ||||||||
URI: | http://repository.uph.edu/id/eprint/9705 |
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