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Abstract
The purpose of this research is to analyze the meaning contained in Men’s Biore Cool Oil Clear advertisement in three different versions namely version #BeMagnetic 2019, #RefreshSangatLo! 2018, and Long Riding 2017, and discuss the myths and male masculinity representation by using Roland Barthes's semiotic theory. The results showed that the three ads represent men into 8 myths, namely Men as free creatures, Men as good-looking creatures, Men as charismatic creatures, Men as leaders, Men as optimistic beings, Men as rulers, and Men as narcissist beings. The masculine traits contained are Give em Hell, Metrosexual, Be a Big Wheel, Be a Sturdy Oak, and New man as narcissist. The message of masculinity formed is an easy way to wash face to be able to become a masculine, namely men who pay attention to cleanliness and appearance of themselves, which opens new perspectives in the wider community over the stereotypes of masculine images that have been circulating.
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References
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References
Adam, A. (2017, Agustus 17). Ledakan Industri Kecantikan Pria. Retrieved from https://tirto.id/: https://tirto.id/ledakan-industri-kecantikan-pria-cuZc
Agustina, I. A., & Yongkie, A. (2019). Fenomena Swafoto Dan Pengaruhnya Terhadap Budaya Visual Pada Estetika Interior Ruang Komersial. Jurnal Desain Interior, 4(1).
Asrofah. (2014). Semiotic mitos roland barthes dalam analisis iklan di media massa. Jurnal Sasindo, 2(1).
Bungin, B. (2011). Konstruksi Sosial Media Massa: Kekuatan Pengaruh Media Massa, Iklan Televisi, Dan Keputusan Konsumen Serta Kritik Terhadap Peter. L Berger & Thomas Luckmann. Kencana.
Flocker, M. (2003). Metrosexual Guide To Style. Da Capo Press Cambridge.
Ibrahim, I. S. (2007). Budaya Populer Sebagai Komunikasi Dinamika Popscape Dan Mediascape Di Indonesia Kotemporer. Jalasutra.
Iskandar, A. A. (2018). Pentingnya Memelihara Kebersihan Dan Keamanan Lingkkungan Secara Partisipatif Demi Meningkatkan Gotong Royong Dan Kualitas Hidup Warga. Jurnal Ilmiah Pena, 1(1).
Jannah, L., & Kusumawati, D.(2016). Maskulinitas Dalam Iklan Produk Perawatan Wajah Untuk Laki-Laki (Analisis Wacana Maskulinitas Dalam Iklan Garnier Men Versi Two Men’s World, Versi Urban Hero Dan Versi Joe Taslim). Jurnal Kommas UNS- Fak. ISIP.
Kartajaya, H. (2006). Marketing In Venus. PT. Gramedia Pustaka Utama.
Kusumaningrum, E. (2012). Maskulinitas Dalam Iklan Majakan Men’s Health. Universitas Sebelas Maret.
“Ledakan Industri Kecantikan Pria.” (n.d.). Tirto.Id. Retrieved February 28, 2020, from https://tirto.id/ledakan-industri-kecantikan-pria-cuZc
Lippke, S., & Renneberg, B. (2006). Theorien und Modelle des Gesundheitsverhaltens (pp. 35–60). https://doi.org/10.1007/978-3-540-47632-0_5
Muhadjir, N. (2000). Metodologi Penelitian Kualitatif. Rake Sarasin.
Ningtriasih. (2018, Maret 05). Ini Perbedaan Cara Berpikir Laki-laki
dan Perempuan. Retrieved from Medcom.com: https://www.medcom.id/rona/kesehatan/yKXVaM6b-ini-perbedaan-cara-berpikir-laki-laki-dan-perempuan
Rahardjo, M. (2018). Paradigma Interpretatif. Repository.Uin-Malang. Repository.uin-malang.ac.id/2437.
Rahayu, N. U., & Afrianto, D. T. (2017). Representasi Citra Laki – Laki Dalam Iklan Gatsby Styling Pomade Kajian Semiotika Roland Barthes. Jurnal Seni Media Rekam Capture, 9(1).
Runtiko, A. G. (2011). Konstruksi Budaya Maskulin Daam Iklan. Jurnal Penelitian Komunikasi, 14(1), 63–80.
Rusmana, D. (2014). Filsafat Semiotika. CV Pustaka Setia.
Savitri, D. (2011, April 18). 10 Syarat Jadi Pria Maskulin. Retrieved from http://health.kompas.com: https://sains.kompas.com/read/2011/04/18/10023096/10.syarat.jadi.pria.maskulin
Scheier, M. F., Carver, C. S., & Bridges, M. W. (2000). . Optimism & Pessimism: Implications For Theory, Research and practice. American Psycological Association.
Tanjung, S. (2012). Maskulinitas Pada Majalah Cosmopolitan Indonesia. Jurnal Komunikasi UII, 6(2).
“Tren Pasar Perawatan Tubuh Pria.” (n.d.). Retrieved February 27, 2020, From https://indonesiaimaji.com/tren-
pasar-perawatan-tubuh-pria/
Triwidiastuty, S., & Kahija, Y. F. La. (2015). Memahami Makna Menjadi Laki-Laki Metroseksual. Jurnal Empati, 4(2), 58–64.
Wajcman, J. (2001). Gender and technology. In N. S. James D Wirght, nternational encyclopedia of the social & behavioral sciences (volume 9 (pp. 5976–5979). Amsterdam-New York: Elsevier
Wen, T. (2017, November 3). Cara menguasai seni dan teknik agar menjadi sosok karismatik. Retrieved from bbc.com: https://www.bbc.com/indonesia/vert-cap-41843105
Wibowo, & Wahyu, I. S. (2011). Semiotika Komunikasi. Mitra Wacana Media.
Yuliyanti, F. D., Bajari, A., & Mulyana, S. (2017). Representasi Maskulinitas Dalam Iklan Televisi Pond’s Men #Lelakimasakini (Analisis Semiotika Roland Bartes Terhadap Representasi Maskulinitas). Jurnal Komunikasi UII, 9(1), 16–30.
“10 Arti Warna Dalam Psikologi Warna, Terpopuer Menurut Para Ahli!”. (n.d.). Goodminds.Id. Retrieved March 9, 2020, from https://goodminds.id/arti-warna