Abstract
Advertisements become engaging media to introduce and promote products. Men as masculine creation become one of interesting visual to represent the product and engage the target market. This study aims to discuss the visual and linguistic elements in the advertisements. In addition, this study reveals the interplay of those elements to make meaning and masculinity portrayal in the advertisements. The data are Nivea Crème, Pond’s face wash, Versace Eros perfume, and Skechers shoes. The theory used in this study is visual images by Kress and van Leeuwen (2006) and SF-MDA by Halliday and Matthiessen (2004), supported Generic Structured Potential by Cheong’s framework (2004). This research used the descriptive qualitative method. Therefore, it is in the form of words, sentences, and images. The result of this study indicates that the representation of masculinity is changing over time. Masculinity portrayal such as stylish, independence, actives in sport, and character such as adventurous, strong, calm, muscular body are found in the data. The producer uses process material with goal, attributive, circumstance to represent the product to the targeted market.
Highlights
In this world, two types of human gender, men and women, are created
This study aims to reveal each of the visual and linguistic elements and analyze the representation of masculinity in advertisements using Multimodal Discourse Analysis
The data are selected from the advertisements in Men's Health magazine
Summary
Two types of human gender, men and women, are created. The term masculine does not exist without the term feminine as the opposite (Connell, 2005). Every activity carried out by a person will always be judged by others, including different characteristics from gender types. The portrayal of masculinity could be seen from the appearance, behavior, and activities (Connell, 2005). The masculine is depicted to represent the products, campaign, the issue, etc. It can be found in any mass media through advertisement
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