Hayati, Widya Nur (2023) Analisis Semiotika Pergeseran Maskulinitas Pada Iklan Shampoo Head & Shoulder Versi Joe Taslim X Fadil Jaidi. (Semiotic Analysis of Masculinity Shifts in Head & Shoulder Shampoo Ads Version of Joe Taslim X Fadil Jaidi). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Advertising is not just conveying information about a particular product, but seen from the meaning of the concept in the advertisement, it shows that there is a shift in masculinity in Head & Shoulders shampoo advertisements. This advertisement was chosen because it involves two male characters who have a strong image of masculinity in Indonesian society. The results of this study indicate that there are several concepts related to stereotypes of masculinity in patriarchal culture which depict Joe Taslim, an actor with a strong traditional image of masculinity as a man who has physical strength, courage and toughness. While the presence of Fadil Jaidi is described as a soft man who has concern and concern for the health of his scalp and hair. This shows that masculinity is not only related to physical attributes, but also involves concern for appearance and self-care. This study aims to determine the results of the semiotic analysis of Masculinity shifts in the Joe Taslim X Fadil Jaidi version of Head & Shoulders shampoo advertisements based on Roland Barthes' semiotics. This research approach uses qualitative and constructivism paradigm. This type of research uses Roland Barthes' semiotic analysis, especially in identifying visual and verbal signs contained in advertisements. Keyword: advertising, masculinity, patriarchal culture, semiotics, Roland Barthes.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kata Kunci: iklan, maskulinitas, budaya patriarki, semiotika, Roland Barthes. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151900117 Widya Nur Hayati |
| Date Deposited: | 27 Jul 2023 03:03 |
| Last Modified: | 01 Aug 2023 05:37 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/23795 |
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