Penggambaran Karakteristik Maskulinitas Pada Produk “Extra Joss” Dalam Iklan Televisi

Abstract

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.