The construction of masculinity in men's skincare advertisements

Rahmawati, Nurul (2023) The construction of masculinity in men's skincare advertisements. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This research aims to identify the denotative and connotative signs of linguistic and visual elements in several men’s skincare (NIVEA Men, Pond's Men, Garnier Men, and Vaseline Men) advertisements, and analyze the myth of masculinity portrayed in these advertisements. The research questions explore the meaning conveyed by linguistic signs and the portrayal of masculinity through visual elements. The method used to analyze this research is a qualitative method with content analysis approach. There are eight (8) data analyzed in this research, which were collected through field transcripts, outlines, audiotapes, and photographs. The findings reveal several characteristics of masculinity based on the denotative and connotative meaning of the advertisements' narration. Men are portrayed as intellectual, possessing leadership abilities, embracing challenges, and displaying strength and adventure. The myth of masculinity is further represented through visual elements such as actors, settings, properties, and color saturation. In the NIVEA Men Deep advertisement, the myth of masculinity reflects men's affinity for sports, particularly football, and their leadership qualities. The NIVEA Men Crème advertisement portrays masculinity by highlighting men's foresight. The Pond's Men Acne Solution Facial Wash and Pond's Energy Charge advertisements depict men as sturdy oaks, emphasizing their strength, ambition, and discipline. The Garnier Men AcnoFight Anti-Pimple Face Wash and Garnier Men Power White Moisturizer advertisements portray masculinity through muscular bodies, beards, and mustaches, along with the depiction of outdoor activities. Meanwhile, the Vaseline Men 2 Steps to Brighter Skin and Vaseline Men Range advertisements depict men as strong, dominant, proud, ambitious, and powerful. Overall, the combination of narration and visual elements effectively reflects the concept of masculinity. The narrations convey denotative and connotative meanings, while the visual elements contribute to the portrayal of the myth of masculinity.

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