Update Artikelilmiah: 43649

NIKEN GITA CAHYANI

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Skripsi ini berjudul "An Analysis of Semiotic Meaning in the Advertisement of
Men’s Skincare Products". Penelitian ini menganalisis tanda, makna, dan
representasi pria melalui iklan produk perawatan kulit pria. Iklan perawatan kulit
tersebut adalah Loreal Men, Garnier Men, Laneige Homme & Nivea Men.
Kemudian, peneliti menganalisis makna dari setiap tanda yang ada di dalam iklan
tersebut dengan menggunakan pendekatan semiotika dari Ferdinand de Saussure
(1983), selain itu peneliti juga menggunakan teori representasi laki-laki dari
Edwards (2006). Definisi maskulin meliputi strong, powerful, rational &
competitive. Tujuan dari penelitian ini adalah untuk mengidentifikasi elemenelemen tanda yang terdapat pada produk perawatan kulit pria dan untuk mengetahui
bagaimana pria direpresentasikan dalam iklan tersebut. Penelitian ini menggunakan
pendekatan deskriptif kualitatif. Hasil yang ditemukan dari penelitian ini adalah
keempat iklan tersebut memiliki penanda (signifier), petanda (signified), dan
representasi laki-laki.

Abtrak (Bhs. Inggris)

This study aims to reveal the signs, meanings, and men’s representation through the men's skincare advertisements. It is often associated with being masculine men who are not invested in skin care. However, there are many underlying factors in play that contribute to this notion. Furthermore, the researcher also used men’s representation theory by Edwards (2006). The definition of masculine includes strong, powerful, rational and competitive. The purpose of this research is to identify sign elements that consist in men skincare products and to find out how men represented in the advertisements. This research uses a qualitative descriptive approach. The result found from this research are the four advertisements with signifier, signified and men’s representation. It can be revealed that the interpretation of a masculine man is represented and perpetuated through advertisements. Qualitative methods were used in this study. Findings suggest that skincare advertisements play a significant role in shaping societal perceptions of masculinity, promoting ideals of physical strength, achievement, and rational decision-making. The study also highlights the evolving portrayal of masculinity in response to changing cultural attitudes towards male grooming and self-care practices.

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