Penggambaran Karakteristik Maskulinitas Pada Produk “Extra Joss” Dalam Iklan Televisi
DOI:
https://doi.org/10.36451/jisip.v18i1.63Keywords:
Advertising; Depiction; Masculinity; Myth; SemioticAbstract
Advertising is one of the formulas for realizing the interests of producers by running a message construction in the advertisements they make. In television commercials, the harmonious arrangement of narratives, sounds and visuals are the three main forces to bring out the depiction of masculine values to the viewers. In the television commercial “Extra Joss versi laki”, producers construct a masculine image of their products. The research problem is “How are the depiction of masculinity characteristics in the ‘Extra Joss’ product in television commercials?” By using Roland Barthes’ semiotic method which analyzes the meaning of two levels of signification, this paper examines how masculinity characteristics are depicted in the product “Extra Joss” in the television advertisement “Extra Joss versi laki”. As the result, it is found that the characteristics of traditional masculinity in society in the “Extra Joss” product – namely, first, men should not complain even though they are tired; second, the myth of male virility; and last, the myth of male strength, while the new masculine characteristics (new masculinity) are not found in this ad.References
Arens, William F. & Bovee, Courtland L. (1989). Contemporary Advertising. Homewood: Irwin.
Arens, William F. & Weigold, Michael F. (2017). Contemporary Advertising and Integrated Marketing Communications (15e). New York: McGraw-Hill Education.
Barthes, Roland. (1990). Mythologies. New York: Hill and Wang
Barthes, Roland. (2007). Membedah Mitos-mitos Budaya Massa: Semiotika atau Sosiologi Tanda, Simbol, dan Representasi. Yogyakarta: Jalasutra
Bittner,JohnR.(1980).MassCommunications: an introduction. Englewood Cliffs, NJ: Prentice Hall
Coltrane, S. (2014). Gender displaying television commercials : A comparative study of television commercials in the 1950s and 1980s, (August 1996). https:// doi.org/10.1007/BF01433106
Cornwall. Andrea. (1997). “Men, masculinity and gender in development.” Men and Masculinity. Ed. Caroline Sweetman. Oxford: Oxfam.
Darwin, Muhadjir. (1999). Maskulinitas: Posisi Laki-Laki dalam Masyarakat Patriarkis. Center for Population and Policy Studies-Gadjah Mada University
Dyer, Gillian. (1982). Advertising as Communication. London and New York: Routledge
Grau, S. L., & Zotos, Y. C. (2016). Gender stereotypes in advertising: A review of current research gender stereotypes in advertising: a review of current research. International Journal of Advertising, 35(August), 761–770.
http://doi.org/10.1080/02650487.2016.12035 56
Hermawan, F.F. (2017). Masculinity in Indonesian popular culture in the early era of the new order regime. Lingua Cultura, 11(May), 47– 52. http://doi.org/10.21512/lc.v11i1.1318
Kurniawan, Aditya P. (2009). Dinamika Maskulinitas Laki-laki. Jurnal Perempuan. No. 64. Jakarta: Yayasan Jurnal Perempuan.
McCombs, M. (2006). A Look at Agenda- setting: past, present and future: Journalism Studies, 6:4, 543-557, DOI: 10.1080/14616700500250438
Merlyn Revelia. (2011). Iklan Extra Joss Terbaru (versi laki) Merendahkan Wanita untuk Meninggikan Pria. diakses tanggal 26 April 2020. https://www.kompasiana.com/ merlynrevelia/5500c63da33311ac0a51099d/ iklan-extra-joss-terbaru-versi-laki- merendahkan-wanita-untuk-meninggikan- pria.
Nielsen Advertising Inteligence (Ad Intel). (2019). Belanja Iklan Tumbuh 4 Persen di Kuartal Awal 2019. diakses tanggal 26 April 2020. https://www.nielsen.com/id/en/ press-releases/2019/belanja-iklan-tumbuh-4- persen-di-kuartal-awal-2019/
Nyoman, W. I. (2012). Hegemoni maskulinitas dalam iklan minuman berenergi (analisis semiotika TVC Extra Joss dan Kuku Bima Ener-G). Makna, 3(1), 42-49.
Pimenta, S. M. de O., Natividade, C. (2013). The Semiotic Construction of Masculinity and Effect: A Multimodal Analysis of Media Text`s. Ilha do Destoro Florianopolis, p. 173- 174 (Jan-Jun 2013)
Roman, Kenneth; Maas, Jane; Nisenholtz, Martin. (2005). How to Advertise. New York: St. Martin’s Griffin
Schroeder, J. E., Zwick, D., Schroeder, J. E., & Zwick, D. (2017). Mirrors of masculinity: representation and identity in advertising images mirrors of masculinity: representation and identity in advertising images. Consumption Markets & Culture, 3866(September), 20–52. http://doi.
org/10.1080/10253860420 00212383
Sobur, Alex. (2004). Semiotika Komunikasi.
Bandung: Remaja Rosdakarya.
Suasana, A.A. (2001). Hubungan gender dalam representasi iklan. Nirmana, 3(1), 1–16.
Tyagi, C. L. & Kumar, A. (2004). Advertising Management. New Delhi: Atlantic Publishers and Distributors.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Ivan Oktafianto
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
