Analisis Semiotika Identitas Androgini Pada Iklan Pantene Miracles Hair Supplement Baru Edisi Keanu Agl. (Semiotic Analysis of Androgynous Identity in the New Pantene Miracles Hair Supplement Advertisement, Keanu Agl Edition).

Wahyudi, Anyes (2023) Analisis Semiotika Identitas Androgini Pada Iklan Pantene Miracles Hair Supplement Baru Edisi Keanu Agl. (Semiotic Analysis of Androgynous Identity in the New Pantene Miracles Hair Supplement Advertisement, Keanu Agl Edition). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Androgyny is a new form of gender expression, androgyny combines a masculine and feminine expression in the same individual. This research was conducted to find out the depiction of androgynous identity in an advertisement. This study uses a descriptive qualitative approach and uses the Roland Barthes model of semiotic analysis. While the object of this research is the new Pantene Miracles Hair Supplement advertisement, Keanu Agl edition. The results of this study show that the description of an androgynous person in this advertisement is found in Keanu Agl, an androgynous person tends to show his feminine characteristics rather than his masculine characteristics, but still maintains his masculine characteristics. An androgyne can be recognized by the way he behaves which includes appearance (clothes and makeup) and gestures (way of speaking, facial expressions or expressions, and body movements). This research also solves the myth about androgyny, namely androgyny is the other and androgyny is market expansion. Keywords: Androgyny, Identity, Advertising, Semiotics

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