CD Skripsi

Representasi soft masculinity dalam iklan scarlett whitening oleh boygroup exo di media sosial

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The use of skincare is now a universal necessity, including for men. Awareness of the importance of self-care has prompted local brands to launch male-specific products, accompanied by the increasing frequency of men being featured as models in various skincare product advertisements. This phenomenon reflects a shift in traditional masculinity values towards soft masculinity, which is a more open and expressive masculinity. This study aims to analyze the denotation meaning, connotation meaning, and myth in the Scarlett Whitening advertisement by Boygroup EXO on social media.
This study uses a descriptive qualitative method with data collection techniques in the form of text analysis, documentation, and literature review. The research subject is a 32-second advertisement aired on June 26, 2023, on several Scarlett (@scarlettofficial) social media accounts. Data analysis was conducted using Roland Barthes' semiotic approach through four units of analysis divided based on visual segmentation and narrative representing distinctive parts of the advertisement.
The results of the study show that the advertisement represents soft masculinity through three main findings: (1) denotatively, EXO's neat, fashionable, and glowing visuals symbolize men who take care of themselves; (2) the choice of clothing colors, use of makeup, and the models' behavior and facial expressions in the advertisement represent the concept of Soft Masculinity; (3) the myth that is constructed is an image of a modern, fashionable, confident metrosexual man who is not bound by traditional concepts of masculinity.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101112834

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101112834

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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