MAN IMAGES IN ADVERTISEMENT A SEMIOTIC STUDIES OF MAN IMAGES IN ADVERTISEMENT OF WOMAN PRODUCTS

• Main Author: Darmawan, Ferry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7911
• Institution: Institut Teknologi Bandung

Advertisement is about sign system, which is consisted of signified and signifier as elements which represent meanings. A Signified is a mental concept used to divide and categorize realities in order to comprehend it. The most important aspect in an advertising research is analysis concerning the context being offered by the product advertised. By reading the context, we can see many social problems hidden in advertising, such as gender inequality. The use of woman image in advertising is very common. Many researches have proved that women images in advertising world are often depicted as man subordination. The images reflect a phenomenon in which woman was identically passive, while men are actively superior. Men images always reflect the idea of masculinity, macho, strong, superman, and other images related to masculinity. Along with femininism which try to turn the marginality of women in order to get equality with men, this research tries to reveal how men images and positions in ads products for women in printed media. Using textual analysis and semiotic approach, particularly visual semiotic, this research presents three elements appear frequently in advertisement; object, context, and text. The research concludes that men image apparently still supporting the subordination of women although the product being advertised clearly targets women as consumers. New images of masculinity have been developed to correct the classical concept of masculinity, called metro sexual. In this paper, I would argue that the concept of metro sexuality has borrowed feminine codes in such a way to strengthen men superiority/ super ordination.