Masculinity in Selected L-Men Advertisements

Albertus Sebastian Adi Prasetyo

Abstract


This study analyzes how L-Men persuades its target market to buy its products through the use of a masculinity image in its two advertisements. The two advertisements which the writer studied are entitled “L-Men 2018: 2Go & Gain Mass: Men’s Guide” and “Iklan L-Men Gain Mass Terbaru 2014 Versi Albert Sultan”. In order to find out how masculinity is portrayed in the two advertisements, the researcher sets his analysis on the advertisements’ verbal and non-verbal expressions. In so doing, the researcher conducts his analysis using the theory of Multimodal Discourse Analysis. Within the findings, it is revealed that despite both advertisements are indeed portraying masculinity, how each advertisement shows what is seen as masculine is different from one another.  One advertisement shows that masculinity is based on a man’s aesthetical appearance and the other advertisement shows that masculinity is based on the physical strength of a man.

 

Keywords: Multimodal Discourse Analysis, Masculinity, Advertisement, L-Men


Full Text:

PDF

References


Cerrato, H. (2012). The Meaning of Colors. Retrieved from Hermancerrato.com: http://hermancerrato.com/graphic-design/images/color-images/the-meaning-of-colors-book.pdf

Cook, G. (2001). The Discourse of Advertising. New York: Routledge.

Danesi, M. (2004). Messages, Signs, and Meanings: A Basic Textbook in Semiotics and Communication Theory Third Edition. Toronto, Ontario: Canadian Scholars' Press Inc.

Ellemers, N. (2018). Gender Stereotypes. Annual Reviews of Psychology, 276-291.

Elliott, R., & Elliott, C. (2005). Idealized Images of Male Body in Advertising: a Reader-Response Exploration. Journal of Marketing Communication.

Kress, G. (2010). Multimodality: A Social Semiotic Approach to Contemporary Communication. New York: Routledge.

Kress, G., & van Leeuwen, T. (2006). Reading Images. London: Routledge.

Schreier, M. (2012). Qualitative Content Analysis in Practice. London: SAGE.




DOI: https://doi.org/10.9744/katakita.7.2.244-250

Refbacks

  • There are currently no refbacks.


Supported by

 

Indexed by



Statistic Installed since 17 December 2018
View My Stats